APAC region currently accounts for 22% of global programmatic spend, making it the second largest programmatic region; this is expected to leap to 49% by 2020. Marketers are looking for solutions to effectively empower and prepare marketers for the future of programmatic and digital campaigns.
Singapore-based marketing solutions firm CtrlShift today announced the launch of its global suite of managed end-to-end solutions christened r3 (r-cube) to address the issues. r3 stands for 3r’s signifying relevance, response, results applies deep insights based on complex data to deliver smarter and highly targeted digital campaigns for brands across multiple channels. It 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.
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.
r3 instead of taking up the conventional linear approach of simply setting parameters at the start of a campaign and delivering out the results, it uses a cycle route offering a higher precision across the different aspects of the campaign – channels, audiences and budget allocations. Adding to this, CEO of CtrlShift, Deepika Nikhilender, 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.
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. Apart from the impressions of clicks and views, the generated insights also include gender, browsing behaviour, intent and affinities. The reports, thus, 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.
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 attenuates 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.
The suite incorporates technologies which verify websites using brand limits to eliminate any sites not aligned to the brand identity. Viewability 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.
