Press Release
Revolutionising CTV Advertising: GumGum's In-Video Units Yield 30% Higher Attention Rate than Traditional Ads
London, UK - June 6th, 2024 — GumGum, a contextual-first, global digital advertising platform, in partnership with TVision, the company measuring every second of TV and CTV viewer engagement, has released new data around superior attention measurement and engagement across GumGum’s Connected TV (CTV) ad unit, In-Video. In-Video is an in-content overlay ad format that integrates advertisements directly into video content for a non-disruptive user experience. According to TVision, In-Video consistently outperforms traditional ad formats in terms of viewer attention. The findings underscore the potential of In-Video ads in a crowded media environment. Key findings from the study include: Enhanced Viewer Attention: GumGum’s In-Video units significantly outperform traditional CTV ads in maintaining viewer attention, with a 30% higher attention percentage. Gender-Specific Engagement: Female viewers were 28% more engaged with the In-Video units compared to standard CTV ads. Attention to Visible Index: When other people are in the room, they spend 23% more time with eyes on In-Video units compared to other CTV ads. “As brands contend with the challenges of attention fatigue on streaming and linear amidst an ever-increasing volume of advertisements, they are wasting ad dollars in spots where the audience is not engaged,” said Ken Weiner, Chief Technology Officer of GumGum. “Treating CTV as merely an extension of linear TV is limiting. By prioritising attention and adopting non-disruptive formats like In-Video, brands can truly enhance their visibility and impact in the CTV space.” TVision operates a demographically representative, passive TV measurement panel that enables accurate, person-level insight into how people really watch CTV. GumGum In-Video data was matched to the TVision panel's second-by-second, person-level attention data and the two data sets were joined to calculate engagement for the custom In-Video unit. “The CTV landscape presents unique challenges and opportunities for capturing viewer attention,” said Hassan Babajane, SVP of Commercial at TVision. “By embedding GumGum’s In-Video, brands can significantly enhance the effectiveness of their ad spend while maximising viewer engagement. Strategies like this are crucial as the CTV space grows and diversifies, requiring advertisers to adopt more innovative strategies to engage audiences.” For more information, please reach out to pr@gumgum.com. About GumGum: GumGum is a contextual-first, global digital advertising platform that captures people’s attention, without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behavior builds a more equitable and safer future for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For more information, please visit www.gumgum.com. About TVision: TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.
advertising 10 Jun 2024
Mark Firth appointed CEO of Verasity and VeraViews
The experienced executive will lead the blockchain platform and open-ledger advertising ecosystem London, UK - 7th June 2024 - Verasity, a protocol and product layer blockchain platform, has appointed veteran technology-focused lawyer, Mark Firth, as CEO of Verasity, and of VeraViews, Verasity’s open-ledger advertising ecosystem that prevents ad fraud. Mark will be responsible for leading the next stage of VeraViews’ expansion as it continues to develop its ad stack and advertising ecosystem - which is powered by distributed ledger technology (DLT), and built around Verasity’s patented ‘Proof of View’ (PoV) fraud identification module. Prior to joining Verasity, Mark spent eight years as Director and General Counsel AMEA at investment company Prosus Group, where he oversaw investments in dozens of companies, including tech unicorn Dubizzle, the leading classifieds platform for users in the United Arab Emirates. RJ Mark, founder of VeraViews and its parent company Verasity, remains on board and will continue to contribute to business development, actively supporting the company’s core team behind the scenes. Mark Firth says: “I am a solutions-oriented executive and I understand how digital advertising works, having overseen hundreds of millions of dollars’ worth of investment in the sector. As a result, I am very familiar with the challenges of ad fraud, and very excited to lead Verasity into a new era of expansion, growth and innovation, and to be part of a team that is developing cutting-edge blockchain technology to combat digital ad fraud. “The response from the community since I joined Verasity has been nothing short of positively overwhelming. I have never met such a passionate and enthusiastic group of people.” Verasity and VeraViews founder RJ Mark says: “To strengthen our leadership, I am pleased to appoint Mark Firth as the new CEO and General Counsel of Verasity, effective immediately. With more than two decades of experience as a director and in-house counsel in global markets, he is well equipped to lead Verasity forward.” About VeraViews: VeraViews is an ad stack and advertising ecosystem powered by distributed ledger technology (DLT) and built around Verasity’s patented ‘Proof of View’ (PoV) fraud identification module, that enables publishers to transparently monetize their videos. In an industry first, VeraViews leverages the transparent and immutable nature of DLT to give all advertising stakeholders access to tamperproof campaign data. Learn more at http://www.veraviews.com
advertising 7 Jun 2024
impact.com Maintains Momentum with Strong Q1 Results
Highlights include adding more than 500 brands and partners to its client roster, and being named the number 1 affiliate network for 2024 by the Blue Book LONDON, UK —May 8th, 2024—impact.com, the world’s leading partnership management platform, announced continuing strong performance in 2024, adding more than 500 brands and partners to its total client roster, welcoming leading brands including Under Armour, SumUp, Gatorade, and AG1 (formerly Athletic Greens). impact.com’s continued growth comes at a time when the industry is seeing a seismic shift in how consumers engage with brands. In an age where more content is being consumed from all angles, the modern consumer is seeking out reviews and searching social media to see the product and hear what people they trust and respect say about it. This makes sense when 88% of consumers say they trust personal recommendations over any other channel. Successful brands are embracing this paradigm shift and incorporating partnerships into their marketing mix to open up new revenue streams and new spheres of influence that simply don’t exist in traditional advertising channels. In fact, brands that incorporate partnerships into their marketing mix see an impressive 29% increase in revenue growth. “We’ve moved into an era where consumers are firmly in the driver’s seat, calling the shots in how they want to be contacted, engaged with and sold to. The growth we're seeing today stems from the irreversible trend of Gen Z consumers ignoring traditional ads, and turning instead to authentic sources of recommendations and advice that they can trust,” said impact.com CEO David A. Yovanno. “Inspiration, discovery, and connection are foundational to the modern shoppers’ experiences, and we’re seeing brands of all sizes embracing and tapping into this new customer journey by working with influencers, publishers, affiliates and other partners.” The company has been recognised by several leading industry organisations globally for delivering innovative technology solutions and its leadership in the partnerships industry. impact.com was named #1 affiliate network for 2024 by the Blue Book, the largest research survey in the performance marketing industry, which identifies the best affiliate, CPA and pay-per-call networks brands, merchants, lead buyers, affiliates, publishers and agencies work with. The company was also recognised as a bronze winner for business technology in the 2024 Stevie American Business Awards for its “impressive partnership management platform covering a wide range of partnership types,” and “solving a genuine problem in a unique way.” The AVA Digital Awards also recognized impact.com for its podcast, The Partnership Economy, while impact.com Chief Marketing Officer, Cristy Ebert Garcia, was named a Top 50 Marketer by On Conferences at the 2024 OnCon Icon Awards, and Maya Sharma, impact.com influencer growth manager, was named to Hello Partner’s Creator Economy Top 30 Leading Women list. In addition to client growth and industry recognition, the company announced a new CFO, Dale Lynch, a seasoned public company executive who will lead impact.com through its next stage of growth. The company also appointed Nikolai Lundstrøm Brink as Country Manager, Denmark, an experienced affiliate marketer who will lead its efforts in the region. In its Australia New Zealand region, impact.com announced it has aligned its ANZ sales and customer success teams, promoting Helena Barroso Zarco to Director, Customer Success and Sales ANZ. impact.com also launched new innovations and product updates, including the impact.com Chrome extension, an essential tool for publishers and creators. This extension makes it simple to create tracking links, helping them to earn more and keep branding consistent, without disrupting workflow. The company also introduced updated cost-per-click (CPC) payouts that now allow brands and publishers to adjust CPC payouts up or down based on 25 parameters, such as SKU, product category, customer region, and more. The added flexibility makes it easier for brands to work with premium content publishers, while ensuring they maximise the return of their CPC budget. impact.com also published leading industry trend reports including How to navigate 2024 with 5 insightful consumer shopping trends; and a Publisher Benchmark Report analysing over 18,000 pieces of branded content from 815 publications, read by more than 100 million people. impact.com also led a discussion about how merging affiliate and influence marketing can expand reach and accelerate conversions. Additional highlights from the quarter include: The announcement of impact.com’s flagship Europe event, iPX London 2024 on 3rd July. impact.com Partnership Experience (iPX) is an annual gathering of partnership economy players to discover, build relationships, and exchange ideas for business growth. iPX London will be preceded by iPX New York (17-18 June) and followed by iPX Sydney (5th September). The launch of season five of The Partnership Economy podcast, reaching more than 200,000 downloads. Top recent episodes featured guests including Inez Miedema, Co-founder and CEO of Growth HQ, and Stephanie Schultz, VP and Head of Partnerships at American Express. The podcast recently won Gold at the MarCom and Ava Digital awards for overall podcast series, as well as individual episodes. The launch of additional impact.com / creator product updates, including Product Gifting, which allows brands to sync their Shopify product catalog with campaigns and creators to select eligible products and submit the order themselves, streamlining the entire process from shop to ship. Enhanced reporting capabilities updates provide brands with more comprehensive insights into creator performance across their campaigns. Expanded support for Card-Linked-Offers (CLO) partnerships, offering native support for CLO so brands can run those relationships through the impact.com platform and take advantage of the automated contracting, reporting, and payment processing they already enjoy across their other partnerships. As part of its sustainability efforts, impact.com is taking a significant stride toward a greener future, a commitment to achieving carbon neutrality by 2030. The company has conducted comprehensive carbon footprint assessments, earned an EcoVadis certification, and actively participates in the Supplier Leadership on Climate Transition program. ABOUT impact.com impact.com, the world’s leading partnership management platform, is transforming the way businesses manage and optimise all types of partnerships—including traditional rewards affiliates, influencers, commerce content publishers, B2B, and more. The company’s powerful, purpose-built platform makes it easy for businesses to create, manage, and scale an ecosystem of partnerships with the brands and communities that customers trust to make purchases, get information, and entertain themselves at home, at work, or on the go. To learn more about how impact.com’s technology platform and partnerships marketplace is driving revenue growth for global enterprise brands such as TUI, Uber, Shopify, Lenovo, L’Oreal, Skyscanner and Levi’s, visit www.impact.com.
marketing 10 May 2024
Jellyfish promotes Natasha Wallace to Managing Director for The Netherlands for Continued Growth in the Market
London, UK – 7th May 2024 – Jellyfish, the integrated global digital marketing business, is announcing the promotion of Natasha Wallace to the position of Managing Director for the Netherlands, from VP Strategy. Natasha joined Jellyfish in 2023 following the acquisition from The Brandtech Group, where she was EMEA Strategy Lead for Brandtech Media. Natasha's career spans influential roles at Publicis, Mindshare, and Reprise Media where she amassed a wealth of experience and expertise in digital-first marketing strategies. Her work with industry giants like Google and Heineken has cemented her status as a trusted advisor, and she is renowned for her thought leadership in the industry, regularly sharing insights on AI, technology, cultural trends, and cutting-edge marketing strategies. Natasha's appointment as Managing Director underscores Jellyfish's commitment to delivering exceptional results for its clients in the Netherlands, such as Oatly, Booking.com and Bissell, many of whom use the country as a regional hub across EMEA. Reflecting on her new role, Natasha commented, "I'm thrilled to lead Jellyfish's efforts in the Netherlands. It's a market I know well having spent a few years working there previously, so I know it's a vibrant market brimming with potential. I'm excited to continue collaborating with our clients across the region, driving innovation and digital marketing into unparalleled territory. Alongside our awesome team of Jellies on the ground” Nick Emery, CEO comments, “Natasha’s drive, brilliance, teamwork and constant dissatisfaction with tradition is why we and our clients are so lucky to have her leading the Netherlands; creating new things and having fun doing it.” Press Contact: Maryum Sheikh, Press Lead at The Digital Voice press@thedigitalvoice.co.uk About Jellyfish We’re Jellyfish, the integrated global digital marketing business. Our clients include some of the world’s most recognisable brands; Google, Netflix, Amazon, Bissell, and Uber. With almost 2,000 Jellies across 38 offices worldwide, we are the unconventional global partner. Established in 2005, Jellyfish has unparalleled expertise and certifications across Google Marketing Platforms, Google Cloud, Salesforce, Amazon, and Meta. Our love of innovation in all things digital has positioned us as the industry leader. As a proud member of The Brandtech Group, Jellyfish aligns itself with a shared mission – to redefine the boundaries of digital transformation by seamlessly integrating content, data, and media through cutting-edge technology and Generative AI.
marketing 10 May 2024
Onetag Continues 2024 Expansion with Strategic New Hires
The global programmatic curation platform continues to build momentum with three senior additions to the team London, UK, 7th May 2024: Cookieless curation AI-powered programmatic platform Onetag today announces the appointment of Mabroor Ahmad as Sales Director, Supply, alongside key global and US hires, as it continues to lead the charge in smart programmatic technology that identifies the best quality placements in the open internet. Mabroor joins Onetag as a passionate professional with over nine years’ experience in adtech. His role will focus on developing supply partners across EMEA, connecting publishers with the right demand, and supporting them at every step to drive success. Mabroor has previously worked agency-side at Mindshare Worldwide, on the buy-side at DSPs such as Rocket Fuel Inc., and on the sell-side at SSPs such as EMX Digital and LoopMe. Meanwhile in the US, Christian Baer joins Onetag as VP, Sales/Supply. As a seasoned digital advertising specialist with 14 years’ experience in publisher development and relations, Christian will spearhead the management of the company's publisher partnerships across the US and LATAM. One of his primary objectives will be to forge alliances with tier-one brand publishers to leverage Onetag’s carefully curated premium marketplace, encompassing display, video/CTV and native advertising. Prior to Onetag, Christian served as a consultant and team leader for various ad platforms globally. In Italy, Onetag welcomes Salvo Nicotra as global Chief Innovation Officer. Salvo joins Onetag as a trusted technology leader with 20 years’ experience in building relationships with adtech partners. He will play a key role in supporting Onetag’s growth by accelerating the company’s innovation roadmap, working closely with the technology and product teams to improve feature delivery and infrastructure design, and taking part in industry working groups and events to promote cooperation with key partners. In his previous role at Neodata, Salvo built Italy's first DMP and ad server technology platform, managing technical integrations with global tech partners and local enterprise customers. Filippo Gramigna, Chief Operating Officer at Onetag says: “We’re continuing to set the industry standard for programmatic advertising curation, solving real business problems for our customers with AI-driven placement level technology to improve media quality and efficiency. This year we’ve gone from strength to strength with two significant series of hires so far.” Filippo continues: “Bolstering our sales teams with Mabroor Ahmad in the UK and Christian Baer in the US will play a key role in our growth in 2024. We’re also excited to welcome Salvo Nicotra to help turbo-charge our global innovation, bringing his wealth of experience in both data management and adtech solutions.” Onetag consistently delivers strong performance for buyers, publishers and partners who benefit from its unique intelligent placement level optimisation technology. Its programmatic offering has evolved to incorporate next-generation AI to further curate open inventory and deals safely and at scale. Today, Onetag’s unique curation platform solution is leveraged by publishers and advertisers across the globe. Press Contact: Maryum Sheikh, Press Lead at The Digital Voice press@thedigitalvoice.co.uk About Onetag Onetag Smart Curation provides the easy way to better media performance. Our AI-powered programmatic technology delivers more effective digital advertising for the open internet by harnessing deeper placement level intelligence. We feed every DSP with curated, high performing impressions from over 2,000 directly integrated publishers, using real-time data without cookies. We filter out all the wastage and optimise to deliver only viewable and uncluttered inventory, contextual relevance and engaged users.
marketing 10 May 2024
HG Insights Delivers Real-Time Analysis with Market Intelligence
SANTA BARBARA, California-(BUSINESS WIRE)--HG Insights, the authority in Technology Intelligence, today announced the launch of its new Market Intelligence product, a platform providing the data and insights that strategists and marketers need to scope the size and shape of new and existing markets. “Countless customers use HG’s best-in-class insights to analyze their markets and achieve great results. At their request, we have packaged these capabilities as a standalone solution. The new Market Intelligence product provides customers with best-in-class insights into their markets to size opportunities, track competitors, target accounts, and win deals. As our customers continue to succeed in their business outcomes, we will continue to release award-winning products, market-moving solutions, and cutting-edge insights.” — Elizabeth Cholawsky, CEO, HG Insights Go-to-market planning is critical for companies to execute both short- and long-term strategies with success, yet traditional planning relies on niche industry reports released too infrequently, lacking precision and customizability on identified companies’ technology footprints. With the right information, organizations can identify trends in industries, segment and score target accounts and sales territories, and capitalize on new opportunities. "As our teams were looking to expand into other geographies, size markets, and understand how to enter those markets, we needed a more robust data provider. The quantity and quality of the HG insights data is the most comprehensive and reliable." — Will Vasquez, HiBob, Inc. The easily accessed self-serve SaaS solution unearths the critical data points growing companies need — including IT spend, technology installs, market share, and more — whenever they need it. Further, unlike traditional top-down, subjective surveys, the Market Intelligence solution provides on-demand, objective, data-driven insights into target markets and the companies that comprise those markets. With this unique approach to sizing markets, complete with company-level granularity, Market Intelligence is a powerful tool for getting actionable data quickly and readily into the hands of marketing and strategy teams. Key features include Global Market Analysis: A high-level view of the total size of your market with a geographic spend breakdown Segment Analysis: Deep segment analysis of IT spend, Technology Intelligence, and firmographic data to identify unique opportunities based on target markets Spend Dynamics: Compare, cross-segment, and analyze markets to discover and size opportunities where spend is concentrated in a particular combination of segment dimensions Market Trends: Visually execute multidimensional analysis for products and vendors over discrete periods Top Technologies: Discover which products are most prevalent in the defined target market according to chosen categories (e.g. regions and industries) Technology Market Share Dashboard: Compare the market penetration of your chosen set of technologies across a variety of segment dimensions from one accessible dashboard “Powered by reliable data, the new Market Intelligence product supports market planning with an enhanced opportunity set in today’s markets. And thanks to that high-quality data, Market Intelligence users can feel confident in the verified accuracy of their market size and their competitors’ activities. — Darcy Moss, VP, Product Marketing Learn more about HG Insights Market Intelligence offering here. About HG Insights HG Insights, the provider of data-driven insights to global businesses, is your go-to-market Technology Intelligence partner. We use advanced insights into Technology Intelligence — on IT spend, technographics, cloud usage, intent signals, Functional Area Intelligence, and contract details — to provide global B2B companies with a better way to analyze markets and target prospects. Our customers achieve unprecedented results in their marketing and sales programs thanks to the indexing of billions of unstructured documents each day with insights into product adoption, usage, spend data, and more to build high-resolution maps of activity across an organization’s entire digital infrastructure to power business decisions with precision and confidence. Contacts Taylor Viens Senior Marketing & Digital Communications Manager HG Insights taylor.viens@hginsights.com
business intelligence 8 May 2024
Metagenics selects Jellyfish to lead Global Media driving Brand Growth and Market Expansion
London, 2nd May 2024: Metagenics, the world renowned science-based vitamin and supplement company, proudly announces its strategic partnership with Jellyfish, the integrated global digital marketing business entrusted with overseeing its global media strategy. After an extensive pitch process, Metagenics selected Jellyfish for their expertise across media, creative, data and technology. Leveraging their suite of proprietary technology, Jellyfish's scope is global. The current incumbent is R/GA. In a statement, Sophie Rasmussen Global CMO at Metagenics said about the new partnership: “Jellyfish's unparalleled expertise in navigating the complex currents of global media stood out to us. Their innovative approach aligns perfectly with our vision for expanding our brand's reach and impact. We're confident that partnering with Jellyfish will not only elevate our presence in the market but also drive meaningful connections with our audience worldwide” Will Heins, Chief Solutions Officer, Jellyfish said, "Metagenics, a forward-thinking brand at the forefront of their industry, is poised to disrupt the market, making them an ideal match for Jellyfish. This partnership presents an exciting opportunity to demonstrate the profound impact of strategic media planning in the health and wellness sector. With a shared dedication to innovation and excellence, we are ready to empower individuals worldwide to prioritise their well-being. Working alongside their exceptionally talented team is both an honour and a delight. About Jellyfish We’re Jellyfish, the integrated global digital marketing business. Our clients include some of the world’s most recognisable brands; Google, Netflix, Amazon, Bissell, and Uber. With almost 2,000 Jellies across 38 offices worldwide, we are the unconventional global partner. Established in 2005, Jellyfish has unparalleled expertise and certifications across Google Marketing Platforms, Google Cloud, Salesforce, Amazon, and Meta. Our love of innovation in all things digital has positioned us as the industry leader. As a proud member of The Brandtech Group, Jellyfish aligns itself with a shared mission – to redefine the boundaries of digital transformation by seamlessly integrating content, data, and media through cutting-edge technology and Generative AI.
marketing 6 May 2024
Limelight Inc. rebrands for fifth anniversary to cement its leading position in the programmatic ecosystem
The digital ad platform renews its commitment to cutting-edge technology and great customer service London, UK - April 30th, 2024 - Programmatic enabler Limelight Inc., formerly Project Limelight, has announced a rebrand as it celebrates its fifth anniversary. Limelight Inc. helps companies in the ad tech ecosystem to navigate the complex programmatic landscape, blending cutting-edge technology with best-in-class expertise and genuine human support. Over the past five years, Limelight has seen consistent revenue increases, doubling its client base each year for the last two years David Nelson, co-founder and CEO at Limelight Inc. says: “We felt that five years was the right time to put a flag in the ground to mark the fact that we are now firmly established. We are ready to take our programmatic offering to the next level, while remaining firmly grounded in the roots that have got us to where we are today.” Ad networks, publishers and agencies use Limelight’s programmatic oRTB solution to build bespoke, white-label trading environments and drive profitability and performance at scale, rapidly. The timespan from order to first trade is typically no longer than 48 hours. Limelight allows ad networks to collate valuable supply at scale, while enabling publishers to instantly access global demand and increase yields, and agencies to develop clean supply channels for their clients. The Limelight Inc. platform offers supply integration by Header Bidding, oRTB Endpoint, Tag (js, Vast or Vpaid), and demand integration by oRTB endpoint or Tag (Vast, Vpaid). It also offers support for banner, video, CTV, native and audio formats, and for desktop, mobile web and in-app channels, as well as advanced data analytics and bespoke reporting. But while the company’s success has been partly built on the technical sophistication of its platform, Limelight’s ethos is firmly centred on human support and strong partnerships. “Our Client Services team is always there for our clients,” says James Macdonald, co-founder and CRO of the company “They know that if they hit any sort of obstacle, or just want to run an idea past us, get help with some aspect of the complex programmatic ecosystem they are struggling with, or get our take on the latest moves from the regulators or big tech, we are there for them.” Lior Nir, Ad Operation Manager at OMS, adds: “The Limelight platform consistently demonstrates a deep understanding of technological concepts and an unwavering commitment to delivering high-quality results, helping us to reach our partner’s KPIs at scale. The high level service we get from the customer success team has been reliable and trustworthy for years.” “Limelight Inc. is here to redefine the principle and culture of ad tech. We are a partner-first company that is dedicated to building a future where programmatic advertising is as straightforward. The most important driver of the Limelight Inc. community is to contribute to the individual growth of our partners and team members and to foster a culture of shared success” wraps up David Nelson, CEO at Limelight Inc. Press Contact:marketing@limelight.inc About Limelight Inc. Limelight Inc. helps companies in the ad tech ecosystem to easily navigate the complex programmatic landscape, blending cutting-edge technology with best-in-class expertise and human support. Hundreds of ad networks, publishers and agencies use Limelight’s programmatic oRTB solution to build bespoke, white-labelled trading environments and drive profitability and performance at scale - immediately. The platform was launched in 2019, and has since helped hundreds of companies unlock new opportunities for trade and incremental revenues. Limelight is more than a service provider, our ethos is firmly centred on human support and strong partnerships for the global Limelight community. For inquiries - marketing@limelight.inc
advertising 2 May 2024
HG Insights announces Gary Cottrell as GM and Chief Product Officer to Drive Further Product Growth
The new leader will increase customer value to offerings from the authority in Technology Intelligence SANTA BARBARA, California – May 1, 2024 – HG Insights, the authority in Technology Intelligence, today announced the appointment of Gary Cottrell as General Manager (GM) and Chief Product Officer (CPO) to its senior leadership team. As an accomplished technology executive with nearly 25 years of product experience in the SaaS sector, Cottrell will be responsible for amplifying HG Insights’ Technology Intelligence solutions in the market. Reporting to Gary will be the leaders of growth marketing, product marketing, product management and design. The addition of Cottrell is an important step in the Tech Intelligence leader’s growth as a product-led organization. Putting the Customer at the Forefront of Decisions “Gary is a proven leader who excels at product development, management, and go-to-market strategy while maintaining a close connection with customers,” said Elizabeth Cholawsky, CEO of HG Insights. “We are all excited to have Gary aboard, he was our number one choice thanks to his substantive skills, his excitement about the upcoming product innovations at HG, and his engaging leadership style. Gary will also be a complement and partner to our CTO Robert Fox, along with HG’s senior leadership team, to drive operational efficiency and business strategy as the company takes on the next phase of growth as a product-led organization.” Previously, Gary served as the SVP of Product Management at Stats Perform, where he led product management, partnerships, and product strategy while working with advanced data collection methodologies. He has also held executive positions at Xactly Corporation, a SaaS and Sales Performance Management software giant, where he supported building a data intelligence offering and implemented a new end-to-end product vision and roadmapping process. When Vista Equity took Xactly private, Gary helped rebuild the product management organization and overall product strategy while supporting the subsequent acquisition and integration of four additional companies. “HG Insights is an institution in the world of data-driven intelligence, and the opportunity to lead as the company’s General Manager and CPO is compelling considering the already impressive products and vast growth potential,” said Gary Cottrell, incoming GM and CPO, HG Insights. “I look forward to accelerating HG’s transformation into a product-led organization and continuing to provide our customers with best-in-class Technology Intelligence solutions.” 2024: An Exciting Year at HG The appointment of a new Chief Product Officer and GM comes after the recent announcement of HG Insights’ on G2’s Leader Grid® in both Sales Intelligence and Marketing Account Intelligence. This year, HG has also received awards from Inc. Magazine and was named “Best Place to Work” by Built In. Not to mention a litany of additional awards from G2, including customer- and product-facing accolades like “Users Love Us” and “Easiest Setup.” CTO Rob Fox said: “As a product-led, customer-centric organization, we are committed to building upon our recent achievements by delivering exceptional products while continuing to lead the market with our world-class insights. Our recognition in G2's Leader quadrant underscores our success in meeting customer needs. I am thrilled to spearhead our innovation initiatives, including our Gen AI strategy, collaborating closely with Gary to shape the future of products that drive our customers' businesses forward.” Learn More Learn more about HG Insights here, and follow us on LinkedIn and Twitter. About HG Insights HG Insights, the provider of data-driven insights to global businesses, is your go-to-market Technology Intelligence partner. We use advanced insights into Technology Intelligence — on IT spend, technographics, cloud usage, intent signals, Functional Area Intelligence, and contract details — to provide global B2B companies with a better way to analyze markets and target prospects. Our customers achieve unprecedented results in their marketing and sales programs thanks to the indexing of billions of unstructured documents each day with insights into product adoption, usage, spend data, and more to build high-resolution maps of activity across an organization’s entire digital infrastructure to power business decisions with precision and confidence. Contacts Taylor Viens Senior Marketing & Digital Communications Manager HG Insights taylor.viens@hginsights.com
data management 1 May 2024
The Science of Loyalty: Intuit Mailchimp’s New Global Study Uncovers the Fundamental Drivers of Consumer Behaviour and Decision-Making Towards Brand Loyalty
The study presents 12 actionable tactics brands and marketers can take to build loyalty with their customers SYDNEY, April 23, 2024—Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, today released a new report, “The Science of Loyalty”, focused on the drivers behind consumer behaviour and the tangible insights marketers can take to build loyalty and cultivate meaningful relationships between their brand and its customer base. The report includes findings from a survey of 4,000 consumers across the United States, Canada, the United Kingdom and Australia – with 1,000 participants per market – and qualitative interviews with eight global marketing experts. “The Science of Loyalty” uncovered that as brands and marketers build stronger relationships with their existing customer base, those customers are significantly more likely to purchase from the brand again, a cost-effective solution to the rising costs and resources it takes to acquire new customers. With 88% of Australian consumers expressing a preference for brands that make them feel good, diving into science-backed loyalty strategies can assist brands and marketers with setting their brand apart from the competition. “Loyalty is more important than ever,” said Michelle Taite, Chief Marketing Officer at Intuit Mailchimp. “Our study found that 78% of Australian consumers will only purchase from brands that are trustworthy, highlighting the significance of establishing a strong connection while guaranteeing credibility. However, surprisingly, only 50% of shoppers expect brands to reward them with deals and discounts, highlighting the changing patterns of consumer loyalty.” “In today’s ever-changing business landscape, characterised by overwhelming amounts of data and endless options, brands and marketers should be equipped with the tools and resources needed to build marketing strategies that make an impact and build meaningful connections that drive loyalty with their customers," adds Michelle. The Commitment Spectrum The report finds that loyalty falls on a spectrum. To better understand the types of loyal customers, Mailchimp created a commitment spectrum, which ranges from “inert” to “fandom” loyalty. On one end there is inert loyalty, where consumers purchase from a brand not out of preference, but out of convenience. Moving up on the spectrum, other loyalty categories include habitual loyalty, where loyalty emerges from routine rather than emotional ties, followed by dedicated loyalty where consumers form an emotional connection to the brand's vision and purpose. What many brands and marketers view as the pinnacle of loyalty—fandom—is characterised by a strong emotional bond and shared values amongst the brand's community. While inspiring fandom may be the goal for many brands and marketers, only 13% of global respondents belonged to the fandom loyalty group. Experts like Richard Shotton, author of The Illusion of Choice, caution that such affiliations can be extremely hard to cultivate and may not make sense for every brand. Most brands are likely to have a mix of all of these customers, and a good strategy should have tactical approaches that target different levels of commitment. “I think a goal like loyalty, whereby people avoid better alternatives out of a sense of obligation or genuine passion, is phenomenally hard to achieve,” said Shotton. “The danger is that marketers overestimate their chances of achieving that and maybe convert their budget into smaller sales rather than [pursuing] the much, much simpler goal of habit.” The 12 Tactics of LoyaltyTo better understand the inner workings of loyalty, the report outlines “12 Tactics of Loyalty” to assist brands and marketers with building meaningful relationships with consumers. 1.Smart exposure: Be top-of-mind with strategically placed brand codes and symbols. Almost half (46%) of Australian repeat purchasers said they know a lot about the brands they purchase from. This rises to 60% globally among Fandom purchasers, who feel they know the brand best.” 2.Familiar foundations: Build familiarity by showing up in trusted spaces. About half (48%) of repeat purchasers in Australia said that recommendations from friends or family help them decide what to buy. 3.Choice validation: To encourage renewed commitment, help customers feel justified in their choice. Only 52% of inert and 51% of habitual customers globally had a very favourable opinion of their preferred brand, but this rises to 84% among fandom purchasers. 4.New routines: Build repeat purchases into your customer’s routine. Routines are powerful drivers of loyalty. 25% of Australian consumers will repeatedly purchase from the same brand because it’s part of their routine. Globally, 35% of those who purchase on a daily or weekly basis said their preferred brand was the only one they’d consider (vs 22% among those purchasing monthly or less). 5.Smooth selling: Remove obstacles that could disrupt customers' shopping journeys. Ease of purchase was the no.1 brand association for Australians with 97% of repeat purchasers saying their preferred brand makes it quick and easy to purchase; this was the number one brand association for repeat purchase shoppers. 6.Easy decisions: Create friction-free experiences that combat choice fatigue. Half (49%) of all email subscribers in Australia explore new product offerings through brand emails and 42% went on to make a purchase after reading the message. 7.Gift giving: Promote organic peer-to-peer marketing through gift giving. Less than half (36%) of Australian customers have recommended their preferred brand to friends or family, and only 20% have given it as a gift), revealing an untapped opportunity for brands to spread the word. However, globally, this increases among 18-24 year olds, of which 43% have recommended their preferred brand to family and friends and 30% have given it as a gift. 8.Insider status: Help customers feel heard by asking for, and responding to, feedback. The most popular method of contact is email with over half (55%) of Australian shoppers looking to keep in touch with brands this way and 22% subscribed to an email/mailing list - the highest among surveyed countries. Other popular methods of contact are SMS (20%) and social media (16%). If a brand can’t offer quality customer service across channels, 1 in 4 said they would consider switching brands. 9.Meaningful rewards: Personalise reward programs with customer lifestyles to boost satisfaction. While 50% of repeat Australian purchasers said they’d like their preferred brand to provide them with deals or discounts, rewards aren’t always about monetary incentives. In fact, 88% said their preferred brand made them feel good, which was the second biggest driver of loyalty, after consistency. 10.Game on: Gamify your rewards to foster a sense of achievement and fun. 28% of repeat purchasers in Australia said they’d like to receive loyalty reward perks from their preferred brand. However, only 18% have joined a loyalty benefits program, suggesting untapped potential. 11.Shared Interests: Build emotional resonance by aligning with a cultural niche or value. 31% of Australian consumers said they would consider switching brands due to environmental impact (13%) or unethical manufacturing (18%). 12.Sense Of Ownership: Actively engage consumers to foster a sense of co-collaboration. Customers are keen to provide their thoughts and experiences to brands, with over 1 in 4 (24%) Australian email subscribers participating in surveys or feedback Why Brands and Marketers Should Care Experts like Denise Lee Yohn, author of What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest, describe loyalty as not just a marketing goal, but a comprehensive business strategy. Loyalty is a strategic imperative for brands seeking sustainable growth and resilience; in an era marked by choice-overload. Marketers must be able to navigate the complex terrain of consumer behaviour effectively and recalibrate their marketing strategies. Using the tactics outlined in the “Science of Loyalty” playbook, brands and marketers will be one step closer to engaging with customers in a holistic way and deepen relationships that positively impact their marketing goals. To further explore loyalty— how it’s fostered, the role of trust, and how fandom factors into consumer behaviour—head to Mailchimp Presents to check out our latest ??Loyalty Film Collection, featuring documentaries that celebrate the dynamics of loyalty. All statistics from a Canvas8 conducted panel-sample online survey on behalf of Intuit Mailchimp February 17–27, 2024 consisting of 4,000 respondents (1000 from each of the US, UK, Australia, Canada ages 18 to 65). The margin of error is +/- 5.5 percent, as reported at a 95 percent confidence level. About Intuit MailchimpIntuit Mailchimp is an email and marketing automations platform for growing businesses. We empower millions of customers around the world to start and grow their businesses with world-class marketing technology, award-winning customer support, and inspiring content. Mailchimp puts data-backed recommendations at the heart of your marketing, so you can find and engage customers across email, social media, landing pages, and advertising—automatically and with the power of AI. In 2021, Mailchimp was acquired by Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp. About Intuit Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With 100 million customers worldwide using TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services. About Canvas8 Canvas8 is an award-winning strategic insights practice operating out of London, LA, New York, and Singapore. Its focus is on enabling organisations to be better, by understanding changes in human culture and behaviour.
email marketing 23 Apr 2024
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