CtrlShift launches data-driven solution suite, r3
● r3 delivers
highly targeted digital campaigns that are viewable, fraud-free and
brand-safe, using a combination of programmatic and in-depth audience
data
highly targeted digital campaigns that are viewable, fraud-free and
brand-safe, using a combination of programmatic and in-depth audience
data
● r3
harnesses artificial intelligence and machine learning to generate deep
and useful insights that enable constant refining of audience segments
harnesses artificial intelligence and machine learning to generate deep
and useful insights that enable constant refining of audience segments
● CtrlShift’s
proprietary software unifies data from different channels, offers a
single view that facilitates channel selection as well as measurement
and analysis of campaign performance
proprietary software unifies data from different channels, offers a
single view that facilitates channel selection as well as measurement
and analysis of campaign performance
SINGAPORE – 15 December, 2016 – CtrlShift, an audience-focused marketing solutions company, has launched its global suite of managed end-to-end solutions, r3 (r-cube).
The
suite of managed solutions applies deep insights based on complex data
to deliver smarter and highly targeted digital campaigns for brands
across multiple channels. r3 – relevance, response, results –
uses data, technology and human expertise to help marketers better plan
and run their digital brand campaigns to deliver the right ads to the
right audience on the right channels. Brand marketers simply need to
provide a brief of their desired campaign outcomes, and using r3, CtrlShift strategises and executes a multi-channel campaign to deliver the desired results.
suite of managed solutions applies deep insights based on complex data
to deliver smarter and highly targeted digital campaigns for brands
across multiple channels. r3 – relevance, response, results –
uses data, technology and human expertise to help marketers better plan
and run their digital brand campaigns to deliver the right ads to the
right audience on the right channels. Brand marketers simply need to
provide a brief of their desired campaign outcomes, and using r3, CtrlShift strategises and executes a multi-channel campaign to deliver the desired results.
The
integrated solution suite ensures high-impact campaigns are delivered
with effective reach, through a dynamic process of enriching audience
segments throughout the campaign, on a continuous cycle. It also offers
brands a single view across all digital channels, allowing marketers to
easily oversee, assess and manage different elements of their digital
campaigns.
integrated solution suite ensures high-impact campaigns are delivered
with effective reach, through a dynamic process of enriching audience
segments throughout the campaign, on a continuous cycle. It also offers
brands a single view across all digital channels, allowing marketers to
easily oversee, assess and manage different elements of their digital
campaigns.
Deepika
Nikhilender, CEO of CtrlShift, said: “Too many marketers think that
programmatic is simply about cutting costs, but it has now evolved to be
more data-driven and technologically advanced. r3 marries
this evolution of programmatic and in-depth audience data, so that
marketers are able to strategise, implement and measure digital
campaigns that drive business goals.”
Nikhilender, CEO of CtrlShift, said: “Too many marketers think that
programmatic is simply about cutting costs, but it has now evolved to be
more data-driven and technologically advanced. r3 marries
this evolution of programmatic and in-depth audience data, so that
marketers are able to strategise, implement and measure digital
campaigns that drive business goals.”
A
departure from the conventional linear approach of simply setting
parameters at the start of a campaign and delivering the outcomes, r3
uses a cycle approach to provide higher precision across the different
facets of the campaign – channels, audiences and budget allocations.
Artificial intelligence (AI) is used to analyse campaign data and
learning from the past seven years, like a ‘feedback’ system, to
recommend improvements to campaign strategies. These recommendations are
generated throughout the campaign, allowing continuous adjustments,
giving marketers the best bang for their buck.
departure from the conventional linear approach of simply setting
parameters at the start of a campaign and delivering the outcomes, r3
uses a cycle approach to provide higher precision across the different
facets of the campaign – channels, audiences and budget allocations.
Artificial intelligence (AI) is used to analyse campaign data and
learning from the past seven years, like a ‘feedback’ system, to
recommend improvements to campaign strategies. These recommendations are
generated throughout the campaign, allowing continuous adjustments,
giving marketers the best bang for their buck.
Case study
|
An auto insurance company leveraged the audience enhancement capabilities of r3
to enrich its audience segments using third-party data, with the objective of achieving more precisely targeted campaigns, more cost-efficiently. Using r3, the cost per lead was 25% lower. Through
its proprietary trading platform, CtrlShift first analysed audience performance using first-party data, which revealed that audiences with an affinity for real estate were particularly responsive. This audience segment was unexpected, as the company never thought of targeting people interested in real estate. Data insights were used to further determine the best third-party audience segments with real estate components. Specific audience segments were proposed by an AI recommender system, based on learnings drawn from segment performance on campaigns run over the last seven years. This eliminated the inefficient process of trial and error. An aggregated view of the campaign’s performance across all channels also facilitated selection and in-depth analysis of the most responsive audience. This enabled the creation of new and more targeted segments which were applied to the campaign in the next round of optimisation. The
implementation culminated in more efficient and sharper audience retargeting using third-party data, while achieving a cost per lead that was 25% lower than a campaign that used only first-party data. |
Traditionally,
different agencies or teams are responsible for different campaign
components across multiple channels – social media, search, online
display, mobile and in-app. This often results in isolated planning, as
well as fragmented measurement and reporting. CtrlShift addresses this
problem by using its proprietary software that unifies data from
different channels, presenting a common basis for comparison. This
allows brands to have a single view, and fairly measure engagement
statistics and audience activity across multiple channels.
different agencies or teams are responsible for different campaign
components across multiple channels – social media, search, online
display, mobile and in-app. This often results in isolated planning, as
well as fragmented measurement and reporting. CtrlShift addresses this
problem by using its proprietary software that unifies data from
different channels, presenting a common basis for comparison. This
allows brands to have a single view, and fairly measure engagement
statistics and audience activity across multiple channels.
Insights generated by r3
are also beyond basic impressions of ‘clicks’ and ‘views’. They include
gender, browsing behaviour, intent and affinities. The reports
comprehensively measure the performance and effectiveness of each
digital campaign, empowering marketers to strategise the next steps for
their campaigns.
are also beyond basic impressions of ‘clicks’ and ‘views’. They include
gender, browsing behaviour, intent and affinities. The reports
comprehensively measure the performance and effectiveness of each
digital campaign, empowering marketers to strategise the next steps for
their campaigns.
Silvia
Siow, Regional Lead, Strategic Planning at CtrlShift, said: “By
harnessing the AI capabilities of our proprietary trading platform, r3
is able to offer insights that raise the industry standard in campaign
management and reporting. This ensures a more precise and optimal
campaign that marketers need to be accountable for.”
Siow, Regional Lead, Strategic Planning at CtrlShift, said: “By
harnessing the AI capabilities of our proprietary trading platform, r3
is able to offer insights that raise the industry standard in campaign
management and reporting. This ensures a more precise and optimal
campaign that marketers need to be accountable for.”
Besides
precision in targeting, ad fraud, viewability (ensuring ads are
actually viewed) and brand safety are also concerns often faced by
marketers when running digital campaigns. r3 mitigates these
issues through active ad fraud detection, website verification and
viewability checks. Ad fraud detection is conducted before and during
the campaign to ensure ads are not placed on sites with bot clicks or ad
layering. r3 incorporates technologies which
verify websites using brand limits to eliminate any sites not aligned
to the brand identity (gambling, pornographic, religious, political
websites). Viewability standards (targets) are set at the start of
campaigns and viewability metrics are reviewed throughout to ensure
standards are adequate and adhered to; confirming that the ads are being
viewed by the intended target audience. These features ensure campaigns
are run in a trusted and safe ecosystem.
precision in targeting, ad fraud, viewability (ensuring ads are
actually viewed) and brand safety are also concerns often faced by
marketers when running digital campaigns. r3 mitigates these
issues through active ad fraud detection, website verification and
viewability checks. Ad fraud detection is conducted before and during
the campaign to ensure ads are not placed on sites with bot clicks or ad
layering. r3 incorporates technologies which
verify websites using brand limits to eliminate any sites not aligned
to the brand identity (gambling, pornographic, religious, political
websites). Viewability standards (targets) are set at the start of
campaigns and viewability metrics are reviewed throughout to ensure
standards are adequate and adhered to; confirming that the ads are being
viewed by the intended target audience. These features ensure campaigns
are run in a trusted and safe ecosystem.
“When
implementing a digital campaign, marketers often need to navigate a
complex network of channels and specialised technology solutions such as
data providers, data management platforms, demand-side platforms,
exchanges, creative delivery systems as well as analytics and
verification tools, while being mindful of their brands’ digital safety
and security. r3 integrates all the necessary technology and
human expertise into a single solution that is free from such confusion,
empowering marketers to roll out impactful campaigns,” said Silvia
Siow.
implementing a digital campaign, marketers often need to navigate a
complex network of channels and specialised technology solutions such as
data providers, data management platforms, demand-side platforms,
exchanges, creative delivery systems as well as analytics and
verification tools, while being mindful of their brands’ digital safety
and security. r3 integrates all the necessary technology and
human expertise into a single solution that is free from such confusion,
empowering marketers to roll out impactful campaigns,” said Silvia
Siow.
Asia-Pacific (APAC) currently accounts for 22% of global programmatic spend (Programmatic 2016),
making it the second largest programmatic region; this is expected to
leap to 49% by 2020. As the twinning of programmatic and audience data
continues to yield successful and cost-effective results, marketers will
realise how solutions like r3 can effectively empower and prepare marketers for the future of programmatic and digital campaigns.
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