Frameplay, a leading intrinsic advertising platform, has announced the appointment of Sandy Shanman as the new Chief Executive Officer and Jonathan Troughton as President, effective October 2, 2024. This transition comes amid significant growth for the company, which Troughton co-founded in 2018 to revolutionize advertising within the gaming industry.

Leadership Changes

• New Appointments: Sandy Shanman takes on the role of CEO, while Jonathan Troughton becomes President.
• Effective Date: Both appointments are effective from October 2, 2024.

Company Overview

• Foundation: Frameplay was established in 2018 to serve as a marketing technology provider for the advertising and video game industries.
• Core Offering: The platform allows brands, agencies, and platforms to integrate advertisements seamlessly into video games, enhancing player experience without disruption.

Vision and Strategy

• Jurgen Post’s Statement: The Chairman of the Board, Jurgen Post, emphasized the importance of combining Troughton's vision with Shanman's advertising expertise to drive Frameplay's growth.
• Focus on Optimization: Post highlighted the principle of "min-maxing," optimizing every resource for maximum efficiency in leadership.

Insights from Leadership

• Jonathan Troughton: As an enthusiastic gamer, Troughton has always focused on enhancing advertising opportunities. He stated, "Our mindset from the start has been simple: 'git gud'—constantly improving and leveling up."
• Sandy Shanman’s Background: Shanman joined Frameplay in 2023 as COO and implemented successful monetization strategies, previously leading revenue transformations at other companies.

Industry Context

• Gaming Engagement: According to the Entertainment Software Association (ESA), the U.S. gaming industry has over 191 million active gamers as of 2024. This diverse player base makes gaming an attractive space for advertisers.
• Future Outlook: Shanman believes in-game advertising will become a vital part of the media mix for major brands.

With Sandy Shanman and Jonathan Troughton at the helm, Frameplay is poised to leverage its innovative advertising strategies and capitalize on the growing engagement in the gaming industry, positioning itself as a leader in the in-game advertising space.

Marketers using HockeyStack's integration with LinkedIn Ads can now see how spend on ads of all formats is contributing to pipeline and revenue.

HockeyStack has officially joined the LinkedIn Marketing Partner Program for Reporting and ROI, enhancing revenue teams' ability to create and capture more pipeline. By illuminating golden paths in the customer journey, HockeyStack transforms ideal paths into actionable, repeatable playbooks, enabling clients to confidently assess what’s working in their marketing strategies.

The Challenge in Measurement

• Brand Awareness and Lead Generation: Marketers often struggle to measure the effectiveness of their brand awareness and lead generation efforts.
• Data Integration Issues: Tying impressions, clicks, and other brand-level data to pipeline performance is challenging, leading to budget reductions when the efficacy of long-term efforts cannot be demonstrated.

HockeyStack's LinkedIn Ads Integration

• Enhanced Insights: The new integration with LinkedIn Ads allows marketers to better understand the impact of their campaigns on pipeline and revenue.
• Unified Data View: HockeyStack consolidates impression and click-level data from LinkedIn Ads campaigns with other data sources, providing B2B marketers with a comprehensive view of how LinkedIn Ads contribute to pipeline generation and closure.

Industry Insights

• Conversion Rates: Emir Atli, CRO of HockeyStack, notes that LinkedIn has the highest MQL to opportunity conversion rate compared to other channels, with 36% of LinkedIn MQLs becoming opportunities, as opposed to 22% on platforms like Facebook, Bing, and Google.
• Excitement for Integration: Atli expressed enthusiasm about the new integration, emphasizing its value for businesses looking to leverage LinkedIn Ads effectively.

Customer Success Stories

• ActiveCampaign's Experience: Chris Wood, Director of Demand Generation at ActiveCampaign, highlighted that HockeyStack enables them to see the true impact of LinkedIn on driving revenue and allows them to share this success story with their executive team.

With its integration into the LinkedIn Marketing Partner Program, HockeyStack is set to empower marketers with clearer insights into their campaigns’ effectiveness, helping them optimize their strategies for maximum ROI and growth.

Phreesia will work with the NAI to shape the national conversation around data privacy and promote consumer choice and transparency

Phreesia is proud to announce its membership in the Network Advertising Initiative (NAI), a leading non-profit organization focused on responsible data collection and use in digital advertising. This partnership underscores Phreesia's ongoing commitment to consumer data privacy, particularly in the healthcare sector.

Commitment to Consumer Data Privacy

• Joining NAI: Phreesia will collaborate with the NAI to promote consumer-centric privacy practices within healthcare and play a key role in shaping the national dialogue on data privacy.
• Privacy Standards: Melissa Mitchell, Phreesia’s Chief Privacy Officer, emphasized the company’s long-standing dedication to privacy and consent, having implemented affirmative opt-in consent long before it became standard practice.

Advocacy and Policy Development

• Focus on Advocacy: As a member of the NAI, Phreesia will work towards advocating national policies that enable the beneficial use of healthcare data while safeguarding consumer privacy.
• Response from NAI: Leigh Freund, President and CEO of NAI, welcomed Phreesia, highlighting the importance of responsible data management amid evolving privacy regulations.

Importance of Personalized Health Information

• Consumer Research Insights: Research from Phreesia indicates that consumers appreciate personalized health content, as it provides relevant information tailored to their needs. A survey of over 9,200 participants revealed that more than 80% value receiving new and relevant information about their medications and therapies.
• Impact on Health Outcomes: David Linetsky, SVP of Life Sciences at Phreesia, noted that access to personalized information at crucial moments in patients' health journeys can enhance engagement, improve interactions with healthcare providers, and potentially save lives by increasing vaccination rates and facilitating early diagnosis.

By joining the NAI, Phreesia reaffirms its commitment to prioritizing consumer privacy and consent in the healthcare industry. The collaboration aims to enhance the responsible use of healthcare data while promoting policies that benefit consumers and improve health outcomes.

As referral traffic from search engines and social networks declines, and paid acquisition costs rise, brands must focus on building direct customer relationships. This shift is crucial for deepening engagement, driving repeat conversions, and fostering loyalty, all of which contribute to increased customer lifetime value and sustainable business growth. However, many organizations face challenges due to siloed teams, channels, and data, making it difficult to deliver the unified experiences customers demand.

Airship’s Solution

To address these challenges, Airship, a mobile-first customer experience company, has announced that all Experience Platform capabilities developed for apps are now available on the web. This expansion allows customer-facing teams to create relevant and unified experiences across apps, websites, and all channels, enabling customers to complete high-value actions without requiring developer support.

Key Solutions for Web Marketers

1. Experience Editor:

   • No-code creation of flexible web and app experiences with native performance and measurement.

2. Scenes & Stories:

   • Immersive content to enhance onboarding, opt-in/registration, adoption, and conversion.

3. Surveys:

   • Simple collection of feedback, interests, and preferences to inform personalized experiences.

4. Embedded Content:

   • Personalization of content blocks within Scenes, Stories, and Surveys, targeting all customers, including those who usually ignore messages.

5. Preference Centre:

   • Allows customers to choose how, when, and where they want to be communicated with across all channels.

6. Airship Journeys AI:

   • Automatically generates journeys and compelling content using zero-party data for optimized conversion and customer lifecycle goals.

7. Experimentation:

   • Testing and optimizing the performance of audience segments, journeys, features, and messages through A/B and multivariate tests.

Expert Insights

Forrester Research highlights the importance of coherent customer experiences across channels, noting that failure to do so can lead to lost ground against competitors. Georgi Pepelyankov, Head of Marketing Transformation at Kindred Group, states that Airship's no-code experiences help integrate messaging more effectively across platforms. Jessy Trengove, Chief Product Officer at Vinyl Group, praises Airship Journeys for its ability to drive critical business KPIs, and notes the enhanced capabilities of Airship Journeys AI in generating content and journeys rapidly.

As consumer behavior continues to evolve, brands must adapt their marketing strategies for greater agility and relevance. By expanding its platform to the web, Airship empowers companies to deliver value and capture more from their customers, addressing the complexities of modern marketing in an omnichannel landscape.

58% of consumers say they would be more likely to try a brand that incorporates voice technology in their customer service

A new survey conducted by TELUS Digital Experience reveals a significant surge in the adoption of voice technology among consumers in both personal and workplace settings. With 81% of Americans using voice tech daily or weekly, the findings underscore the increasing importance of this technology in enhancing customer interactions and satisfaction.

• Mass Adoption:

  • 81% of Americans use voice tech regularly, with 68% reporting increased usage over the past year.
  • 36% began using voice technology two to five years ago, while 25% tried it for the first time in the past month.

• Consumer Engagement:

  • The survey highlights voice technology’s pivotal role in the customer journey, influencing brand engagement and long-term retention.

The Impact of Generative AI

• Advancements in Voice Tech:
  • Improvements driven by Generative AI (GenAI) are enhancing interactions with virtual agents and creating next-generation customer experiences.
  • 58% of respondents indicated they would be more likely to engage with brands that utilize voice tech in their customer communication channels.

Top Reasons for Using Voice Technology

1. Speed and Efficiency: 35% prefer speaking to typing.
2. Convenience: 31% find voice commands simpler than navigating menus.
3. Multitasking: 30% appreciate the ability to perform multiple tasks simultaneously.

Usage Patterns

• Personal vs. Work Use:
  • 56% use voice tech exclusively for personal tasks.
  • 33% utilize it in both personal and work settings, while 11% use it solely for work tasks.

Applications of Voice Technology

• In Personal Life:
  • Daily tasks (66%), communications (66%), information retrieval (55%).
• In Work Life:
  • Voice-to-text for emails, messages, and content creation (44%), information retrieval (37%), administrative tasks (32%).

Consumer Frustrations

Despite the benefits, frustrations with voice technology persist:

• 65% report misunderstandings by their voice assistants.
• 33% have had commands executed incorrectly.
• 27% have received incorrect information.

Responses to Errors

• 41% admit to yelling at their voice assistant when errors occur.
• 30% have used profanity in frustration.
• Conversely, 62% try to remain polite, often saying "please" and "thank you."

Areas for Improvement

Consumers have identified several key improvements needed for voice technology:

1. Accuracy of responses (53%)
2. Understanding of accents and dialects (46%)
3. Faster response times (41%)
4. Enhanced security features (41%)

The Path Forward

To enhance voice technology, businesses must collaborate with expert technology partners. This partnership approach is crucial for creating responsive, personalized, and secure voice solutions that drive customer engagement and provide a competitive advantage.

TELUS Digital is ready to elevate your brand's voice experience. With expertise across AI, design, strategy, and engineering, our comprehensive services include voice case identification, conversational UI design, tool selection, and integration. We also leverage our proprietary Ground Truth Studio AI data platform for multi-language audio dataset creation, ensuring optimal performance for voice tech applications. For more information, visit telusdigital.com/contact.

Industry Disrupting Move Enables Content Creators and Owners To Monetize Their Own Videos, Avoiding Audience-Annoying Interruptive Ad Models

Rembrand, a leader in Spatially-Aware AI™ technology, proudly announces the launch of groundbreaking integrations for its Rembrand AI Studio. These innovations provide seamless support for leading video editing platforms, transforming the video industry's approach to In-Scene Media and enabling content creators to monetize their work without disruptive advertising.

Revolutionizing Content Monetization

Traditionally, video content has faced challenges due to outdated, interruptive advertising models. Streamers often lose audiences due to linear ad interruptions, forcing them to rely on downstream monetization tools or manual product placements that lack scalability. Rembrand changes the game by bringing monetization upstream, empowering creators and owners to manage their video content effectively.

With the integration of Regenerative Fusion AI™ and Spatially-Aware AI™, Rembrand allows creators to embed monetization directly within the content creation process, offering infinite scalability and immediate impact. This milestone enhances creators' control over their content and improves profit margins, making high-impact In-Scene Media accessible to the video production industry.

Seamless Integration with Top Editing Platforms

By bridging the gap between Rembrand's advanced AI capabilities and popular video editing platforms, these integrations eliminate barriers to entry and expand creative possibilities. Creators can effortlessly import footage into Rembrand AI Studio and export it with their In-Scene Media assets to major editing platforms such as:

• Adobe Premiere Pro
• Final Cut Pro
• DaVinci Resolve
• Sony Vegas
• CapCut
• And many others

This suite of integrations offers creators a scalable and flexible approach to monetizing their video content, allowing for the seamless incorporation of 3D objects, animated characters, and holograms with just a few clicks.

Empowering Creativity and Monetization

David Wiener, Chief Product Officer at Rembrand, expressed enthusiasm for the expanded platform capabilities: "This move not only democratizes access to advanced AI-driven tools but also enables creators to push the boundaries of storytelling and brand engagement while maintaining control over monetization. With Rembrand AI Studio, the future of video editing and In-Scene Media is more exciting, accessible, and profitable than ever before."

Join Rembrand in redefining the future of video editing and advertising. Experience the power of seamless integration with leading video editing platforms and unlock endless creative possibilities with Rembrand AI Studio.

Service Delivers Best-in-Class Predictive Fraud and Risk Intelligence Across More Than 195 Countries

Trulioo, an industry leader in identity verification with extensive global coverage, has announced the launch of Trulioo Fraud Intelligence. This new capability offers best-in-class predictive risk insights across more than 195 countries, revolutionizing how businesses combat synthetic and third-party fraud.

Transforming Fraud Prevention

Trulioo Fraud Intelligence is designed to enhance fraud prevention efforts for global businesses by providing comprehensive coverage that combines hundreds of risk indicators with consortium data, advanced velocity monitoring, and real-time signal monitoring. All of these features are accessible through a modern, single API, streamlining integration and reducing time to market for developers.

All-in-One Global Fraud Prevention

As a pioneering solution, Trulioo Fraud Intelligence integrates seamlessly with other essential Trulioo services, including Know Your Customer (KYC) data checks, Identity Document Verification, and Watchlist Screening. This comprehensive approach allows organizations to create a detailed risk profile for individuals worldwide, while also adapting to specific industry use cases and local languages.

Key Features of Trulioo Fraud Intelligence

1. One Integrated Platform: The Trulioo platform consolidates KYC checks, Identity Document Verification, Watchlist Screening, and Fraud Intelligence, enabling organizations to easily set and update rules that balance compliance, user experience, and fraud prevention.

2. Sophisticated Fraud Signals: Trulioo refines its proprietary, industry-specific models using machine learning and predictive analytics to meet diverse fraud prevention needs. The solution delivers a consolidated risk score derived from consortium data and multiple risk indicators, providing complete visibility into all underlying data.

3. Global Coverage: Offering best-in-class predictive risk intelligence for emails, phones, and IP addresses, Trulioo's identity intelligence network ensures organizations have access to a broad and deep range of data. This allows for calibration of country-specific risk signals tailored to local environments.

Statement from Leadership

David Liu, Senior Vice President of Fraud and Risk at Trulioo, commented, “The fragmented fraud prevention market forces businesses to rely on multiple point solutions to verify identities and monitor risk across regions. Trulioo Fraud Intelligence eliminates that burden. Large enterprises serving millions of customers can avoid complex, costly integrations by harnessing a unified, global capability that fights fraud during onboarding and beyond.”

With the launch of Trulioo Fraud Intelligence, businesses in sectors such as payments, banking, and marketplaces can access this innovative solution across 195 countries. Future enhancements will include anomaly detection, which identifies unusual behavior patterns across various applications, further strengthening fraud prevention efforts.

Harvard Business Review Analytic Services report sponsored by SAS explores MarTech challenges and growing interest in GenAI

Marketing technology (MarTech) plays a crucial role in helping companies create personalized experiences, deliver consistent messaging, and tailor content to meet relevant customer needs. However, barriers still hinder these technologies from fostering customer trust, as highlighted in a recent report by Harvard Business Review Analytic Services, sponsored by SAS, a leader in data and AI.

Optimizing the Use of Marketing Technology to Build Customer Trust

MarTech Challenges

A survey conducted by Harvard Business Review Analytic Services among marketing decision-makers revealed that 91% of respondents consider customer trust vital to their organization’s success. Moreover, 81% believe that MarTech significantly or moderately impacts nurturing and fostering this trust.

Despite this, the report indicates that many MarTech stacks comprise dozens of disparate solutions deployed in siloed systems. Notably, 38% of respondents reported that integrating new technologies into their existing stacks is a significant barrier to enhancing customer trust through MarTech.

Data-Related Barriers

Respondents also identified several data-related challenges that prevent MarTech from positively impacting customer trust:

• Poor Data Quality: 37%
• Silos of Customer Data: 36%
• Lack of Real-Time Data Access: 29%

In addition, other factors threatening customer trust include:

• Inconsistent messaging across channels: 31%
• Inadequate customer service: 30%
• Marketing messaging not aligned with customer needs: 30%

Growing Interest in Generative AI

Despite the obstacles, MarTech offers powerful capabilities to nurture customer trust and loyalty. The report highlights a growing interest in generative AI (GenAI) among marketers for its potential to identify relevant audience segments, develop marketing plans, and generate personalized content.

• 74% of respondents agree that integrating GenAI can enhance their organization’s MarTech stack.
• In the next year, 37% plan to increase spending on GenAI, outpacing other MarTech solutions.

Current Adoption of GenAI

However, the adoption of GenAI in marketing has been gradual. Only 13% of respondents have fully implemented GenAI for marketing purposes, while 45% are piloting or exploring its applications.

Among organizations using GenAI for marketing, the main applications include:

• Customer support through chatbots and virtual assistants: 36%
• Creating more user-friendly online experiences: 30%
• Incorporating advanced security measures to protect customer data: 29%

Expert Insights

“Responsible marketing driven by the careful application of MarTech like GenAI delivers real benefits to brands,” said Lisa Loftis, Global Principal for Customer Intelligence at SAS. “Through a more targeted, personalized approach, marketing campaigns can be more effectively managed and yield better results. By automating repetitive tasks, GenAI allows marketers to focus on more complex, mission-critical tasks where their creativity, experience, and skills can shine.”

GenAI and MarTech solutions, despite their challenges, are empowering more organizations to handle customer data responsibly, providing relevant information, timely offers, and agile support. When customers trust a brand and recognize value in their interactions, they are more likely to share personal data, enabling a hyper-personalized and effective marketing approach.