Boon Koh

Brands are already using the right amount attention to increase cost efficient outcomes for both performance and brand activity. If you would like to explore how understanding attention can help your brand increase the quality of media they are buying, whilst simultaneously reducing the cost of your business outcomes, please get in touch #attention #outcomes

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As marketers we know attention is a new form of currency, so I invite you to invest your’s wisely. Join us on 2nd May at the RSA House in London for our Explore event. We hope to challenge the way you think about important strategies, like ABM and AI's role in the future of marketing.   Our guest speaker, a true ABM pioneer, will share insights that may inspire your next marketing campaign. We’ll arm you with frameworks, models and case studies that will help you create marketing that matters.   At our event, we aim to give you actionable insights and an opportunity to meet our community of change-makers, ready to reshape the marketing landscape.   🎟️ Register now: hut-3.com/explore, spaces are limited so don’t delay.   #ABM #AI #B2BMarketing #exploreHUT3 #Marketing

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"In the UK, people over 50 make up 40% of the population but control a massive 80% of the wealth. Despite this, too many marketers seem laser-focused on winning over Gen Z, often overlooking the wealth and diversity of older audiences. As our data shows, one reason for this is that the marketing industry itself tends to skew younger. Many agency teams are made up of young professionals who, naturally, focus on what resonates with their own generation." [Chris Beer, GWI] #DTC Marketers: ignore the over 50s (and what makes them tick) at your peril! #DirectMarketing #DirectToConsumer

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Privacy regulation. Cookie deprecation. ID signal loss. It's a complicated time to be working in programmatic with a seriously shifting landscape. Clear Channel UK spoke to 10 industry figures at the coalface of programmatic DOOH about the benefits marketers are seeing in their approach for adding the channel to their digital strategies. From Cookies to Cohorts in Context, a free new report with expert analysis is out now 👇 https://okt.to/jyWdLZ

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It was at the end of James Hercher's fantastic coverage of the Google Anti-trust trial, but it's the most important part: "In a survey conducted of its own customers, Google found that the top reason people were switching was for TTD’s CTV capabilities. This is an important note, one that was underscored by The Trade Desk CRO Dederick. He said TTD was unable to compete effectively for the display ad market, since 🔊 Google effectively controlled the SSP and ad server market, and had its own preferred ad network. 🔊 🔊 In streaming media, Google doesn’t control the market and set the marketplace rules, 🔊 and so TTD outperforms the Google DSP. Dederick’s point is that Google’s display ad business isn’t superior, but the publisher monopoly prevents real competition." Buyers have known this for years, and the DOJ is proving how much Google owns the consumer web and publisher ad serving business. https://lnkd.in/gBUJyEG6

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In the words of Dan Black, Teads’ CTV Pulse is the culmination of a deep dive into the 'shift factors' affecting consumer content consumption, marketers willingness to commit shifting ad dollars and the driving factors for agencies looking to help advertisers move into CTV. Please click on the link below and have a read. #CTV #bestinglass

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Great to see such a robust case for advertising from the folks at Gain Theory, Ebiquity plc et al in their Profit Ability 2 Paper: https://lnkd.in/eAadBu_U Advertising generates a short-term ROI of £1.87 and full pay-back ROI of £4.11. The study also creates a compelling case for print advertising with a short-term ROI of £2.74 and a full pay-back ROI of £6.36. The lack of inclusion of the mail channel in this analysis is likely a factor of the channel's under-representation in econometric models and we at JICMAIL encourage advertisers and agencies to take our data and factor it in to their MMM efforts. Earlier this week, we released the results of our Response Rate Tracker, now covering over 2,500 Direct Mail and Door Drop campaigns. While not a strict apples-to-apples to comparison (as they are not necessarily results derived from MMM), the average Mail ROI of £6.90 gives a good indicative comparison of the strength of the channel and aligns closely to the reported print number. Get in touch with JICMAIL to find out more.

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Our H&M Effie Awards Europe case study has just been published, recognising our Silver award win in 2023. The comments from the jurors say it all: ''It's a strong case that goes beyond mere campaign effectiveness. This is a case study in business transformation. It also clearly has huge effects on business performance that are even more impressive in the short time scale of only 4 years since start of the project.'' ''This is a unique showcase of business transformation from old to new. The contextual targeting in the right moment and using search data to choose the right products are my favourite part. Results are outstanding.'' ''This is a masterclass example of a digital business transformation done effectively. H&M was facing an actual business defining challenge, and the agency successfully brought H&M into the digital world of retail. It shows the power of implementing an customer-centric business approach.'' ''It's throughout smart and ambitious and you're truly proving that creative effectiveness isn't just about advertising but really questioning the core of the problem – and then start solving it.'' #awards #effies #digitas #seo #marketing #transformation

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Privacy regulation. Cookie deprecation. ID signal loss. It's a complicated time to be working in programmatic with a seriously shifting landscape. Clear Channel UK spoke to 10 industry figures at the coalface of programmatic DOOH about the benefits marketers are seeing in their approach for adding the channel to their digital strategies. From Cookies to Cohorts in Context, a free new report with expert analysis is out now 👇 https://okt.to/LV0eWB

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Personally, I've quite enjoyed reading the 56-page UTT judgment which you can find here: https://lnkd.in/e6Kkwvvx . However, I appreciate it might not be everyone's 🍵so if you want a summary of the key learnings, the DMA (Data & Marketing Association) UK has provided an excellent one. #DataProtection #DirectMarketing #DTC #Ecommerce

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Brilliant bit of thought leadership from Oliver Mead here on the opportunity cost of not leaning in on clean rooms and Amazon Marketing Cloud in particular. To quote the man himself: 'Across EMEA, as major publishers commit to 3rd Party Cookie depreciation over the next 24 months, 1st Party Data and the use of Clean Room solutions are going to transform the way advertisers build media strategies and optimize campaigns. Moving quickly to better understand and utilize clean room solutions (such as AMC) is especially important within EMEA when you look through the lens of GDPR / privacy regulation and how future changes in the media ecosystem will impact advertisers' capacity to understand the shopper's path to purchase.' Hitting the nail on the head 🔨 - fantastic work Oliver Mead Link in the comments below 👇

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Lots of businesses don't think about Microsoft Advertising when they think about Search Marketing. Off the back of our Microsoft Global "Rising Star of the Year" Award last month, we're doing a webinar this Thursday with our Microsoft UK Partners to give more of an insight in to the benefits of using Microsoft Ads & how their AI-powered "Copilot" tool is changing the search advertising market: https://lnkd.in/eaiQA95z

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Are you a UK media owner looking at data collaboration with retailers or retail/commerce media networks to monetise your audiences? Take a read about how Jellyfish are flexing their Google Ads partnership via LiveRamp to deliver incremental reach for a European retailer without using..... 3rd party cookies, ID bridging, IP addresses, fingerprinting probabilistic modelling, geo modelling...etc... Reading between the lines, my key points for UK audience. (sell-side edit) 1. This activity is in Europe under GDPR, utilising publisher consent signals - get paid for it! 2. The campaign delivered a third of impressions to the retailer's customers on Safari devices.   2.1. The UK has a higher %age of web browsing on Safari vs Chrome than the majority of EU markets - This would have been higher in the UK 3. If your inventory CPM on Safari is lower than Chrome LiveRamp offers a solution at no cost to help you receive budgets from data led marketing 4. Revenue from campaigns on PAIR or RampID will only be against your authenticated users, it probably won’t be the majority of your inventory, but it will be incremental. Maximise your yield by selling against it. Use the available tools; your ad-server (increase priority), deal types (ATS Direct (PMP), and sales team - package authenticated traffic to your clients using ID solutions to increase the value of your direct relationships with advertisers and agencies. Offer them increased audience access, make their campaigns on your inventory more successful.  5. The LiveRamp and Google Ads solution makes publishers more than an impression on a DSP line item report - brands can see how many of their customers are also your consumers, providing proof points for your authentication strategies.   6. Whilst this campaign is for 1st party marketing the same retailer data could be used for Retail media network buys. If you are speaking to RMNs ask them if their data is on PAIR or RampID. If it is make sure you have the right publisher tech on page to receive the campaign budgets. Read more of the details below. https://lnkd.in/eGDvwU4t Great work from Reza Garroussi Joaquim Sequeira Nunes Damien Alzonne for making it possible for brands to invest in the open internet with campaigns using deterministic 1st party data.

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If you are interested to learn more about travel loyalty, then please check out my latest podcast representing Mando for Let's Talk Loyalty and Loyalty TV with Sophia Laban of Eurostar. In it you’ll learn all about Club Eurostar – how the programme works, what sets it apart (simplicity!) and what the future looks like. As well as, of course, all about Sophia’s previous experience and her favourite loyalty programmes. I hope you enjoy it! #loyalty #podcast #partnerships #marketing #insight #rewardprograms

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How can advertising drive sustainability in your business? Find out in our new blog by Matt Bourn from Ad Net Zero. 👉

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Omar Oakes in The Media Leader UK touching on one of the biggest issues of our age. Network Media Agencies are having to turn to 'products' (many non-transparent) to find additional margin as pressure mounts on them to replace lost margins in creative, production and other disciplines within the Holding Companies. Selling products for a mark-up shouldn't be a core feature of a service industry. Adding value through strategic insights, sophisticated media planning and effective (not just efficient) execution should be the way that agencies demonstrate value and drive margin. Charging properly for this has to be the solution rather than today's race for the bottom of faster, better, cheaper. Hopefully this will be discussed at the Future of Media conference happening today and tomorrow from Adwanted UK events.

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