Tag: CheckMedia Solution

Three Pillars of Procter&Gamble Ad Revolution

The debate about the transparency issues in the advertising industry has been gaining momentum recently, and it all started with Jon Mandel’s 2015 speech at the Association of National Advertisers’ (ANA) annual media conference. The following year, an independent research was conducted by K2 Intelligence LLC (“K2”) which showed that numerous non-transparent business practices, such as rebates and problematic principal transactions, had been taking place on a regular basis across the whole media spectrum. Numerous evidence suggested that some advertising agencies had taken advantage of their position failing to act in the best interests of the advertisers. The incident took an unprecedented turn in 2018 when the FBI had to intervene and ask the ANA and its members for cooperation. At this point, there is nothing conclusive yet, no accusations or charges have been put forward, but the FBI assumes there may be numerous potential financial fraud victims and wants them to assist in such a massive investigation, which might reveal offences far more serious than financial fraud like conspiracy and even racketeering. Such a scandal couldn’t go by unnoticed and very naturally caused some revolutionary changes in advertising industry, so companies started to take action. One of the world’s… Read more »

News, Product Description, Research

Technology HUB 2018

In May 2018, Milan hosted an event dedicated to innovative technologies — Technology HUB 2018. This innovative products trade show creates a favorable environment for establishing commercial relations with top IT and development experts. AdoptoMedia CEO, Aleksey Kuznetsov, took part in Technology HUB 2018 where he presented the company’s technological product — CheckMedia Solutions. Aleksey, could you please tell us more about your company and the product you presented on the trade show? Our company develops solutions to effectively plan advertising campaigns and optimize media budgets. The company’s unique product, CheckMedia Solutions, which was presented at the Technology HUB 2018, enables effective allocation of your ad budget across various media channels and helps to create and analyze media plans. Due to the fact that CheckMedia Solutions consists of different independent modules most of which can be deployed separately, the product is flexible and suitable for many customers. Which companies might benefit from CheckMedia Solutions? Large companies across Western and Eastern Europe, Latin America and the Middle East with annual media budget of more than $1 million, using more than 3 various advertising channels in their media campaigns. How exactly were you involved in the event? Why did you choose this… Read more »

News

#RebateGate. The Advertiser-Agency Disconnect. Conflict of Interest. Part 3: Transparency and CheckMedia Solution

As we have previously covered here and here, the 2016 “RebateGate” proved to be a wake-up call for the advertising industry enshrouded in non-transparency, and uncovered the disconnect between the advertisers and their agencies in regards to the very nature of their relationship. The Association of National Advertisers, which commissioned the renowned K2 Intelligence Report, was quick to lend a helping hand to advertisers who found themselves at a loss as to how to cut their losses and recuperate. Published in July 2016 and updated to version 2.0 in July 2018, ANA’s template Master Media Buying Services agreement is part of the overall set of ANA’s Guidelines for best practice and is meant to serve as a blueprint for transparent regulation of the Advertiser-Agency relationship, ultimately aimed at rebuilding trust and confidence between the two parties. The advertiser-agency media management practices require full disclosure as their cornerstone principle. Seeing how many agencies have blurred the lines, the contract between the parties has to precisely define the nature of their relationship. Whether it be that the agency acts as the client’s agent or the principal in its own right, there should always be a contractually prescribed ability for the advertiser to… Read more »

Product Description, Research
Adoptomedia, Checkmedia solution, ad optimisation, ad automation, marketing budget optimisation, digital transformation, visibility, transparency, compliance

Visiting StartUp Day

StartUp Day is a major Baltic business event that unites the business community and the start-ups. Here, experts from various fields and emerging entrepreneurs can discuss business at its different stages. Visiting miscellaneous seminars, talks and workshops included in the event's primary line-up allows young businesspeople to gain inspiration and experience from the strongest and most established companies. Investments, smart production, cutting-edge technology are all major topics discussed at StartUp Day. AdoptoMedia did not just take part in StartUp Day but ranked in top 10 best projects of the Baltic region. At the event's final section, the company CEO Alexey Kuznetcov talked to international experts and investors from Finland and Estonia about AdoptoMedia's flagship product: CheckMedia Solution, a software suite for allocating budgets among different advertising channels. CheckMedia Solution can calculate an optimum marketing budget depending on the client company's goals or financial capacity, as well as the current economic situation. The talk briefly touched on  AdoptoMedia's existing achievements, major clients, technology in-use and the upcoming plans."2017 was all about preparing for expanding internationally, handling all that pertains to intellectual property, localizing the product and forming partnerships with representatives from Italy, Germany and Israel. Entering those markets will allow the company to increase capitalization over… Read more »

News
marketing, ad, StartUp Day, business event, AdoptoMedia,

Visiting Content Israel

Content Israel is a conference aimed at researching content marketing technologies. Among its participants are international and local agencies, start-ups and major brands. The conference discusses various content marketing strategies, hosts workshops based around case study results and provides a venue for the best speakers from international companies such as SodaStream, The Guardian, Cisco, 3m and Linkedin, among others. Content Israel itself encourages participants from different countries, such as the US, Israel, the UK and others, to share in the experience and gain knowledge needed to expand their businesses.  AdoptoMedia was also represented at Content Israel in the fall of 2017. AdoptoMedia is an international start-up company with branches in Israel and Estonia. The company's primary area of expertise is advertising budget optimization based on various technologies that include attribution and econometric modeling. At the Content Israel round table, AdoptoMedia executives discussed with other participants the matters of content influencing overall advertising efficiency, and in particular, the impact of creative materials. The abovementioned econometric modeling approach employed by AdoptoMedia, allows for baseline use of creatives as an efficiency-impacting factor. The influence of creatives is evaluated using specific metrics, focus groups and neuro kit-based research being the most popular. Focus groups are best applied when a creative approach is… Read more »

News
AdoptoMedia, Content Israel, content marketing, marketing, advertising budget optimization, advertising efficiency

Case Study: Automating the Work of an Ad Agency

Major ad agencies operate an extensive number of ad projects. A client's single ad campaign can include upwards of 10,000 ad media. Large-scale campaigns require smart planning with account for all the nuances pertaining to the purchase of ad inventory, and proper gathering of all reports and documents once the placements expire. Characteristics of a major ad agency How do major ad agencies operate, specifically? Many clients: the agency managers service over 100 clients; Ads are bought in more than 100,000 media units annually; The agency has about 70 employees; The agency works with more than 870 contractors; Ads are placed in more than 650 cities, while different employees handle the buying in different cities; The overall process of media planning, buying, placement and closing of an ad campaign involves employees from different departments: – client service managers handling client support; – buying managers handling the media buying; – the document control or accounting department responsible for the closing of deals. This results in the following difficulties: the approval process takes a long time, since all matters are discussed and handled via email, both internally and when operating with clients and contractors; the launch of an ad campaign consists of multiple… Read more »

Case Study

Visiting SMAU Milano 2017

Smau is an International Exhibition of Information and Communication Technology that has been held since 1964. The idea behind it is to present cutting-edge solutions in digital technology to a wide audience. Smau Milano took place in October 2017. More than 250 innovative international companies presented their products in a space of 22,000 square feet. At Smau Milano 2017, AdoptoMedia was represented by CEO Alexey Kuznetcov and marketing director Kristina Pustovit. Kristina will now tell more about the company, its field and on taking part in the exhibition. Kristina, good afternoon! First off, could you please tell about the theme behind Smau Milano and the product you were presenting? Discussions at Smau Milano mainly had to do with marketing digitalization. The main issue with operating offline and online channels at the same time is how difficult it is to measure them both at once. Performing estimations for online advertising, on the one hand, is a rather streamlined process, since there are dedicated metrics and analysis tools. However, when working with offline ads, there is no one clear method for doing such measurements and estimating efficiency. CheckMedia Solution, developed by AdoptoMedia, enables you to allocate budgets among advertising channels. Consolidating offline and online… Read more »

News
SMAU Milano 2017, SMAU. AdoptoMedia, CheckMedia Solution, advertising channels, marketing

Case Study: Automation of Media Planning in a Telecom Company

Most TIER-1 companies, whose ad inventory includes over 10 000 media units, face certain difficulties with media buying, ad planning, auditing and analyzing, as well as media biddings. In this case study we take a look at how AdoptoMedia’s CheckMedia Solution V1.0 helps a telecom company with media bidding and media planning automation. In order to cover all of the company’s marketing processes the solution was integrated with a Marketing Resource Management (MRM) system.   1. Planning and launching an ad campaign: the key elements In a telecom company, one of the CMO’s key goals is to manage regional marketing activities, which includes ad campaigns: production of creatives, media planning, media buying and ad placement monitoring. In our case, the telecom company uses the following media channels in ad campaigns: TV; Radio; OOH; Digital.   Here are the key elements of the company’s media buying process: campaigns  take place in over 500 cities, meanwhile media buying and placement are managed by all 59 regional offices and the central marketing department; the regional offices are responsible for local ad suppliers and provide daily support for the ad planning and buying processes. The central marketing department controls and coordinates all regional office activities,… Read more »

Case Study, Research
Telecom Company, AdoptoMedia, CheckMedia Solution, Media Plan Manager, Marketing Resource Management

Case Study: Modeling a Bank’s Media Mix with CheckMedia Solution V2.0

Most TIER-1 companies employing a full media mix to promote their services need to effectively allocate the media budget among their ad channels. Banks and other financial companies with a wide regional branch network are a typical example of this. Here we will delve into the specifics showcasing how CheckMedia Solution V2.0 by AdoptoMedia can lend a hand in navigating these investment strategies.   1. Customer profile The principal goal of any large bank's marketing department is to manage marketing activities, and this includes allocating the media budget among products, regions, media channels and ad media within each channel. The bank uses a full media mix to support its marketing activities: TV; radio; OOH advertising; Internet; printed press.  Below are the specifics of how the bank's marketing department operates: ad campaigns take place in over 70 cities, while media buying and placement are managed by all regional offices and the central marketing department; the regional offices handle the local ad suppliers, providing daily support for the ad planning and buying processes. The central marketing department controls and coordinates all regional office activity, as well as conducts planning and buying from federal ad suppliers; over 10,000 ad media are purchased annually for all media… Read more »

Case Study, Research
AdoptoMedia, CheckMedia Solution, Bank’s Media Mix, Marketing Resource Management, allocating the media budget