Author: woutervanwaning

Managing and activating large amounts of regional and local programmatic campaigns can be quite a drag. Multi-advertising by Adcombi helps campaign managers save up to 80% of the repetitive and often tedious campaign work involved. Let us unveil just a little of our magic.

Multi-store companies

As you may remember from our previous blog, multi-advertising is all about effortlessly activating, managing, monitoring and reporting on large amounts of regional and local programmatic campaigns at scale for multi-store companies. In order to set up location-specific online local campaigns, at least three elements must be taken into consideration. First you need the individual message each dealer wants to get across in terms of product offering, discounts, opening hours or a local event, to name a few. Secondly, the respective geographical advertising areas must be determined. Their character may vary significantly depending on whether a dealer is located in a city or a less densely populated area.

AdActivate

Thirdly, individual budgets need to be defined per location and monitored. It doesn’t take a genius to see that tailoring these individual requirements for regional campaigns can easily turn into a real marathon. Without multi-advertising, you’re looking at often hundreds of individual campaigns that need to be set up with all their detailed settings. Because only with the freedom to create complex demand strategies, so-called bidding strategies, a programmatic campaign, even for the rather small individual location budgets, is target-oriented. To solve this problem, we have created a way to attach bidding strategies to each location automatically with our SaaS tool AdActivate.

AdStats

As the banners in turn contain both static and dynamic variables for every location, we have subsequently automated banner design as well. After all, campaign results also need to be monitored and acted upon. Since DSPs generally have a hard time dealing with large numbers of line items, we have developed a user-friendly monitoring tool called AdStats. AdStats offers an aggregated overview of all individual campaigns showing campaign results balanced against any KPI a client has defined, such as CTR (Click Through Rate), Viewability or Footfall Measurement.

Reporting tool

Our extensive filtering system then helps you identify what line items and/or campaigns need to be optimized. Knowing all this, it won’t come as a surprise that we have also replaced the labor-intensive hassle with Excel documents and the associated manual work by a reporting tool that enables you to generate hundreds of PDFs that can even be easily customized to your liking. Has the skepticism, mentioned at the beginning of this article, been resolved somewhat? You are welcome to see AdActivate, AdStats, the automation processes and the enormous potential for saving resources for yourself. Contact us and simply try out the tool!

Recently, Adform was one of the main sponsors of the (online) Programmatic Event in Italy. Davide Corcione presented a way of making life easier for programmatic agencies with the use of Adform’s full-stack solution. Adcombi perfectly fits that bill by providing an effective and intuitive way to run local programmatic campaigns at scale. Ward America presented the GVB case to show how Adcombi can contribute to giving multiple store brands that much needed Programmatic peace of mind!

Local offline media, ranging from door-to-door advertising to inserts and billboards, generally come with long lead times, high cost and inflexibility in terms of contact moment and location. On top of that, door-to-door advertising is further hampered by an increasing number of people, who reject advertising material in their mailbox. Thank God for multi-advertising that solves these problems all at once!

Multi-advertising

The fact that a shift is taking place from offline to online media is not exactly breaking news. Online programmatic advertising and even dynamic (video) advertising have already been around for a while, solving some of the above-mentioned challenges. To a certain extent, this even includes giving online national campaigns a local twist in terms of discount campaigns, opening hours and other local conditions. So how does multi-advertising fit into this picture? With multi-advertising we have created software for activating, managing, monitoring and reporting on large amounts of regional and local programmatic campaigns at scale for multi-store companies effortlessly.

Location-specific content

Our convenient templates and dashboards allow in-house or external campaign managers to set up and manage individual budgets, bidding strategies and creatives for many locations at once, while still maintaining control over them individually. Ads can even be personalized to connect with local audiences through dynamic content such as address information, dealer logos and location-specific images or text. Multi-advertising shows the same flexibility towards the exact size of the geographical area each individual dealer seeks to target. At the same time, we found a way to show the local ads to targeted consumers in the direct vicinity of a particular shop, based on GPS and IP data.

Complementing

As a result, our multi-advertising tool has been adopted by a growing range of renowned companies in the retail, banking and automotive industry. We are not claiming that print and out of home media have run their course altogether, don’t get us wrong. What we are trying to say is that multi-advertising satisfies the need for customized local digital advertising and, as such, fills the gap left behind by local offline media. In other words, multi-advertising is by no means designed to replace traditional media but much rather to complement them in a very affordable way.

It is safe to say that the Coronavirus has changed our lives in more ways than we could have ever imagined. Beyond the obvious economic impact the virus will have, we are faced with the reality that also our social interactions are changing considerably. Whereas we used to hug, kiss or high five one another to show affection or appreciation, we now use Facetime, Whatsapp and other digital means to do so. As such, government measures of social distancing prevent us from being together with our loved ones, friends and colleagues.

Yet, despite the challenging circumstances, we have also seen beautiful initiatives that have surfaced in order to combat social isolation and show our love or appreciation to the people around us. Honouring healthcare professionals with sweet messages or serenading elderly people in front of their homes are just a few examples of how we strive for social cohesion. After all, we are in this together!

Adcombi is happy to contribute to this social cohesion by rebuilding a unique programmatic platform. On the platform, which is branded in your own or your client’s look and feel, consumers are able to put together their own banners by using a sophisticated template. Through a predefined link that is shared with friends or loved ones, Adcombi can target those people with personalized messages via display ads anywhere online.

Are you interested in how this technology was used for Cornetto, have a look at the infomercial.

Stay safe and feel free to reach out to us at or call +31 (0) 20 261 5494.

In these times of crisis, social connection is more important than ever before. In order to remain in contact with your clients, Adcombi offers a unique way for them to respond to these difficult circumstances.

Offering a platform where they can send a personal message to their loved ones by means of a display banner, is an exciting new way for you to engage with your customer, and still offers the possibility to show your brand online.

In this infomercial you can see how it works:

Want to know more? Call us on +31 (0)20-2615494 and or leave a message with our contact form.

Online advertising has evolved rapidly over the last decades. We know because we’ve been there, and we still are for that matter. In fact, Adcombi was runner-up at the Emerce Top 10 European Startups last year, receiving praise for our highly automated online local advertising services. Until recently, we never really cared to seek publicity. With the ongoing development of our own software solutions, however, we are taking a different approach.

National campaigns with a local twist

We have won our spurs in programmatic advertising via several DSPs, but it didn’t end there. With the launch of our multi-advertising services, we have created a powerful online weapon for retailers with multiple locations. The development came about quite accidentally. While discussing a ‘regular’ online campaign with a renowned Dutch supplier of sporting goods, our client expressed their frustration as to the limited possibilities to give their uniform, national campaign a local twist. After all, as they explained, a particular shop in the northern part of the country may prefer to focus on ice skates, whereas a fellow franchisee in the south may prefer to promote hockey items instead.

Automation tool

Moreover, discount campaigns, opening hours and other local conditions may vary. Tailoring online national campaigns to local situations is very labor-intensive and would probably give campaign managers recurring headaches. Unwilling to leave it at that, we decided to develop an automation tool for activating and managing large amounts of regional and local programmatic campaigns. At the same time, we found a way to show the local ads to targeted consumers in the direct vicinity of a particular shop, based on GPS and IP data. As a result, our multi-advertising tool has been adopted by a range of renowned companies in the retail, banking and automotive industry.

Exciting Webinar coming up

The best way to find out how it all works is to join our webinar on March 26 at 10am CET. Please sign up here to learn how we connect hyperlocal audiences at any scale.

A new series of blogs

In just a few years Adcombi has become a key player in local programmatic advertising at scale, with operations in five countries and a second office in Germany. It is our ambition to grow even further in the years to come by adding new functionalities and applications to our existing software, as well as introducing entirely new software solutions. This is why we’ll be sending you a series of blogs in the months to come. In addition to explaining features, cases and other serious matters, we will offer you stories that are remarkable and though-provoking. We consider it our job to enable efficient, dynamic, local advertising, so stay tuned for the latest news on our progress.

Zojuist is op eDay bekendgemaakt dat het Israelische Wasteless is verkozen tot winnaar van de Emerce Top 10 European Startups 2018.

Wasteless ontwikkelt wat zij het Internet of Groceries noemt en zet dynamic pricing in om voedselverspilling in onder andere supermarkten te voorkomen. Én de omzet te verhogen. Na venture capitalist SOSV heeft ook Slingshot Capital in de start-up geïnvesteerd. Wasteless is reeds actief in Spanje, Engeland en Israël en start binnen korte tijd ook in Nederland. “Alleen in Nederland kunnen we al 300 tot 500 miljoen euro aan de bottom line van supermarkten toevoegen”, aldus CEO en oprichter Oded Omer, die zijn vorige bedrijf (Weissberger) na drie jaar voor 100 miljoen dollar aan AB Inbev verkocht.

Op de tweede plek staat Adcombi. Dit Nederlandse bedrijf biedt hyperlokale, gepersonaliseerde programmatic advertising die de web to store traffic verhoogt. En richt zich onder andere op retail- en bankketens. Het snelgroeiende bedrijf heeft momenteel zo’n 130 klanten in 5 landen. Mede door buitenlandse vestigingen – Adcombi opende onlangs zijn kantoor in Duitsland – zal de groei de komende tijd verder toenemen, aldus CEO en oprichter Gerrit Reinders.

De derde plek is voor Glovo, de Spaanse start-up die zich op één-uurslevering voor allerhande producten richt en in zijn drie jarig bestaan al ruim 150 miljoen dollar funding ophaalde.

De top 10 bestaat uit:

1. Wasteless (2016, Israël, Internet of Groceries)
2. Adcombi (2014, Nederland, Location based advertising)
3. Glovo (2015, Spanje, Same day delivery-platform)
4. Revolut (2015, Verenigd Koninkrijk, Online bank)
5. Hotelchamp (2015, Nederland, Direct booking-platform voor hotels)
6. Acast (2013, Zweden, Podcasting platform)
7. Blinkist (2012, Duitsland, Non-fictie boeken in 15 minuten)
8. Trigo Vision (2017, Israël, Retail Automation-platform)
9. June Energy (2015, België, Energie Prijsvergelijker)
10. ŌURA (2013, Finland, Health/Wellness wearable)

De toplijst is voor het zevende jaar op rij samengesteld door de redactie van Emerce met input van VC’s, M&A-specialisten, bankiers en journalisten uit heel West-Europa. Criteria zijn: de start-up moet hun hoofdkantoor c.q. -activiteiten in Europa hebben, mogen maximaal 6 jaar oud zijn en moeten minimaal 2 miljoen euro omzet doen en/of 2 miljoen euro aan funding hebben opgehaald.

De lijst laat zien welke startups upcoming zijn en een grote potentie hebben; hoe hoger op de lijst des te groter de potentie is. Vorig jaar werd mobile healthcare start-up Babylon Health uitgeroepen tot winnaar.  Dat de sector grondig wil veranderen. Om te beginnen door de kosten drastisch te verlagen. De destijds vier jaar oude startup had 85 miljoen dollar aan funding op zak en al zo’n 1 miljoen gebruikers. De rest van de top 10 uit 2017 vind je hier terug.*) In het novembernummer van Emerce magazine (#168) staat een uitgebreid interview met de oprichter van zowel Wasteless als Adcombi.

Bronartikel:
https://www.emerce.nl/nieuws/gerrit-reinders-adcombi-bieden-tegenwicht-marktplaatsen

Hyperlocal targeting, also known as geofencing, is a powerful way for brands to target individuals on a precise location. Adcombi now offers this ‘bull’s eye’ technology of local advertising. Being more accurate than other targeting technologies, it allows you to display the right message at the right time and place. Hyperlocal targeting is one of the best ways to advertise locally. Here’s how it works.

What is hyperlocal targeting?

Geotargeting in general is one of the most powerful advertising tools for brands to engage with local audiences that are near their businesses. The most accurate type of geotargeting is hyperlocal targeting, or geofencing. By building a virtual “fence” around a location, geofencing lets advertisers target a very specific group of potential consumers within that fence. It could be customers near your local store, fans at a football stadium, concert visitors at an arena or even just travelers on the subway. When a potential customer enters this area, your ads are shown on their mobile phone or tablet in apps.

How does it work?

Hyperlocal targeting uses GPS data from smartphones to geographically target individuals with ads that match the context of their physical location. Usually a geofence around a city, area or local business spans up to a kilometer. Hyperlocal targeting is accurate up to 10 to 100 meters. This is much more accurate than targeting based on postal codes, where the location of the consumer is estimated on the basis of the IP-addresses, which can deviate significantly in some cases.

Hyperlocal targeting and GDPR

To put up a geofence you need permission to use the customer’s location. If you advertise in app, the apps you advertise in usually provides this authorization. In the Netherlands popular free apps like Nu.nl, Telegraaf, Buienradar and several game apps have the user’s permission to share their location for third parties when they are installed. These apps constantly share the user’s location, which makes the location of individuals you are targeting accurate, up to 10 meters.

Why hyperlocal targeting?

People check their phones around 85 times a day on average. Millennials nearly double this and spend about five hours a day on their devices. Several studies also prove that the first point of sale is moving towards mobile. With geofencing you can target your audience on their mobile device when they are in the right place, at the right time. It enables you to target individuals who are on the move. Targeting those individuals with specific messages for every local store also enhances the relevance of your advertisement.

How to get the most out of hyperlocal targeting?

Many businesses use hyperlocal targeting to simply send a special offer to customers when they walk or drive near a business’s location. But there are plenty of opportunities for creativity beyond that. The possibilities are infinite.

A few examples:

• Stores with multiple physical locations can geofence around each location and target their potential customers with local store offers in-apps. For instance a retailer can offer their shoes on sale to a customer who walk nearby their store.
• Geofencing a mall to attract your customers to your store by sending them your add with a special deal.
• Geofence a university area if you want to target students.

The European privacy law, GDPR, caused quite some commotion and raised many questions. Although everybody is roughly familiar with the main implications of the law, nobody knows exactly how this will affect the industry and how to respond to its obligations. As an adtech provider, we also get many questions from clients about GDPR. Unfortunately, many of them can not yet be answered: practical solutions are still to be developed by the industry as a whole. But although we can’t provide you all the answers, we will answer some of the most common questions in this article.

How should I manage opt in for campaigns?

The GDPR announces new regulations for getting permission to process personal data of consumers. Advertisers need to implement a way to opt in on their websites to obtain informed and explicit consent to use cookies. This opt in must meet the following requirements:

• Active action is required (no pre-tick or part of terms and conditions)
• You must inform the recipient clearly what his data will be used for (not ‘To improve experience’)
• Separate permission must be given for each purpose
• The opt ins must be registered
• You must refer to the privacy statement

How should I manage opt out for campaigns?

This is more problematic. Consumers have the right to correct and remove their personal data from the databases of a company at all times. The programmatic ecosystem is a complex network of brands, agencies and technologies and as such correcting and removing personal data needs to be done throughout the whole chain. There is no system in place yet that enables easy opt out management.

This means that when a consumer asks an advertiser to opt out of their ads, the advertiser needs to inform their agency or adtech provider. They in turn, need to ask the DSP (Demand Side Platform) to remove the data from their system. The DSP must also notify the SSP (Sell Side Platform). The SSP has to inform all other parties that are synced with their data.

The industry is still working on an appropriate solution. Until then, please contact Adcombi if a consumer wants to opt out. We will provide you with a link you can directly send to the consumer so they can opt out.

Who is accountable?

The GDPR also introduces the principle of accountability. This means that the controller of the data is responsible for making sure all privacy principles are adhered to. Also the controller needs to able to demonstrate compliance upon request.

But the question often is: who is the controller? This is not always clear. It often comes down to a shared responsibility, that differs per situation. Therefore it is important to have processing agreements in place with all the parties that process any kind of personal data on behalf of your company.

What measures is Adcombi taking?

Adcombi takes measures to make sure that we are GDPR-compliant by the 25th of May:

• We run campaigns exclusively on GDPR-compliant DSP’s.
• We don’t store personal data.
• We do process personal data, however. We document and log these according to the principles of the GDPR.
• The DSP cookies we use anonymize the personal data they collect.
• We are working on the necessary processing agreements.