It is now the 3rd year that we are a sponsor, it is a very special time for all of us and we are so thankful that we can still be part of these events. It has been difficult to connect with people physically so we need to let the world hear our voice in other ways. 

We love the International Performance Marketing Awards, as it is a marvellous organisation with such a fun and caring staff. Even from a distance, we are so delighted to talk with our colleagues and partners again. 

Since last year’s awards, how have you seen the performance marketing industry changed during this challenging year? 

E-commerce has of course seen a huge boost in its business this year. 

Our industry has been supporting small businesses with the activation of their online activities. Advertisers are relying more on performance marketing which is safer than other business models. There was definitely a shift from pure branding into performance marketing budgets. During the pandemic we noticed a decrease in advertisers’ branding campaigns due to the uncertainty of what would lie ahead of us in the near future. Companies focused on performance and affiliate activities and this helped the whole industry to have a positive outcome this year. 

Another big change is definitely how we work: digital workers moved to home office and we will keep on seeing a shift into a more remote working culture in the next few years. More quality time, effectiveness, and less commuting can be seen as a positive change. 

A big change in 2020 for advertisers, publishers and tech and tracking providers was initiated by the IAB with the launch of TCF 2.0 (Transparency and Consent Framework.) As an industry initiative to meet GDPR requirements and give users a greater control and transparency over their personal data, it had a huge impact on the way all parties in programmatic and display advertising interact.

Why do you think the IPMAs is vital in helping drive the channel forward and what value does it add to the industry?

The IPMA gives everyone a chance to promote their success and tell their stories in order to develop their brand awareness. The event has been very valuable as it keeps on growing, the participants and judges are more international and reflect the diversity of the industry’s players.

It is so important to connect with players from all fields and potentially work on great projects to make marketing more modern and efficient. 

We have added new categories this year, including Best Partnership, Best integrated Performance Marketing Campaign and Best Incentive Partner Campaign or Strategy. What are thoughts on these new trends? Do they reflect the impressive international growth of the industry?

Our industry is very complex and evolving technologically at a quick rate, and the IPMA’s are reflecting what is happening in the market thanks to the addition of new awards.
Advertisers nowadays have many marketing leverages with display, cashback, emailing and have to be active and relevant in multiple markets and continents.  

With 27 awards in total, the IPMA recognises the complexity and reach of our industry at a vertical, regional and technological level. 

In your opinion, what makes a stand-out performance marketing campaign?

Companies who deliver exceptional campaigns rely on creative branding, efficient communication, proper targeting, a realistic business model as well as trust and transparency with their partners. Our industry evolves very quickly so it is also vital for an advertiser to be at the edge of technology, with new tools and solutions in hand, they have a better chance to improve their performance. 

To perform at our best, we need to find the right user at the right moment and environment and understand our users’ needs and motivation.

Can you share any updates on what advanced store has in the pipeline? 

2020 was one the best years in terms of revenue for advanced stores but also in boosting our own technology to the next level. It means in 2021 we will have a lot of new innovations and feature launches for our existing customers. We will strengthen our services in Europe such as Italy, France, Spain but also outside Europe in the US, LATAM and Russia and give customers stronger control over our tools when working with our managed service. Quality and transparency is always a key value for us.

Beside display and native advertising we will offer new services of contextual integrations into valuable publishing environments and influencer content. For this advanced store invested into blockchain technology and partnerships with WOM protocol and YEAY.com. Another major project is the internationalisation of www.mycashbacks.com – to make it “the cashback platform”. This project helps advanced store to create a login-effect to users and a complementary service to our performance advertiser beside display advertising. These are only a few major milestones besides a huge range of updates coming from our teams.

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Founded in 2008 by Marc Majewski, data performance agency advanced store provides scalable campaigns with a “Full Service” – thanks to its own flexible technologies capable of leading customers from conception to success on a performance-oriented basis.

Now focusing its attention towards product ad4mat, advanced store continues to push forward programmatic advertising, offering both advertisers and publishers effective solutions for them to achieve profitable results.

We talk advanced store’s CEO, Marc Majewski, on the company’s progress so far and what to expect from ad4mat going into 2018.

First of all, how do you ensure your promise of “Full Service”?

Marc Majewski: To be capable of full service you require a successful remarketing and retargeting strategy. ad4mat, our product for performance display, allows advertisers and publishers worldwide to achieve extraordinary revenues. And just like ad4mat one, our preeminent DSP (Demand Side Platform), the data marketplace advanced audience is 100% geared towards increasing online sales. All with one clear objective: more sales for our customers. It further is beyond doubt that digital marketing is a global phenomenon. Which is why we are not just active in Germany, but are also in international markets. Around the world, we are now involved in more than 140 countries.

What are the main benefits for brands when working with advanced store?

MM: We have more than ten years of experience in performance marketing and we know what matters. Whether it is our team, our own proprietary technologies or operational campaign management, we always focus on the customer’s CPO (Cost per Order). This allows us to efficiently meet the specific goals set by our customers. And as it is not enough to have just one way to get there, we are happy to pursue multiple ways at once: display marketing, behavioural retargeting, native ads or social media channels.

Taking account of their various KPIs (Key Performance Indicators), we work together with our customers to flexibly elaborate and pursue the strategy that is best for their specific needs. Depending on the campaign objective, a variety of wide-ranging targeting options are available. Beyond the usual targeting tools based on geo targeting, interest groups, age etc., we can also take advantage of user profiles from the e-commerce sector. For advanced audience, our Big Data guys have developed a specialised algorithm that processes either data gathered by you or third-party-intent and -interest data. This is the most pinpoint accurate way of targeting potential buyers.

How have you kept in line with emerging trends over the last year?

MM: But we are more than a powerhouse for ideas, and particularly value flexibility and know-how. Unlike other marketing agencies, we use technologies developed by ourselves. This allows us to quickly react to new developments. And our numbers speak for themselves: We are currently generating more than 50,000 commercial transactions per month for our customers. We also don’t hide behind our laptops – no, we go out there and attend all of the world’s key marketing events and trade shows, such as DMEXCO, Online Marketing Rockstars and PI LIVE. This gives us a better feel for the aspirations and interests of our customers, allows us to make new connections, inspires us and lets us always be a cut above the rest.

What improvements are you looking to make within the next year?

MM: ad4mat one, our DSP for performance display advertising, is constantly refined. For instance, we will soon offer weather-based targeting which takes temperature and precipitation into account. Also, with the newly developed ad4mat MagicTag, we will focus on a quick and easy way to integrate tracking and retargeting pixels. Along with image ads and HTML ads, a full support of native ads completes the package. We are also working on improving the technical procedures within advanced audience, our innovative data marketplace.

Of course, our audience data will still be updated every hour, but we will also enable a self-service data modelling functionality for the advertiser. In other words, the advertiser will be able to put together data sets and categories tailored to their products and target audience. Just as with our preconfigured categories, a distinction between intent and interest data can be set. So, great things are happening for our advertisers. But we haven’t forgotten our publishers, either. What it comes down to is that they will generate more revenues. Setting up our own ad4mat SSP and introducing the ad4mat MagicTag, has facilitated the work of our publishers immensely.

Look out for ad4mat’s guide to Retargeting next week, the final instalment of the Advertiser’s Guide to 2017.

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