#OMR19 Panel: The Latest in Facebook Performance Marketing

Spirable took to the stage yet again last week as a panelist at the Facebook Performance Masterclass at the Online Marketing Rockstars (OMR) event in Hamburg, Germany.

Sebastian Dettweiler, Head of Enterprise Partnerships at Facebook kicked off the session by introducing the Facebook Marketing Partner (FMP) program, which Spirable has been part of for over 2 years now. FMPs are technology companies that are specialists in Facebook marketing across multiple domains. This could be companies enabling you to run your media more effectively, helping you to create and automate better creative at scale, or companies who help you to build best in class Messenger experiences.

Facebook invited the leaders in each domain to represent each specialty onstage, with our VP Marketing Lauren Stephens representing creative optimisation, Emanuel Köchert, DACH Country Manager from Smartly representing media optimisation and Max Koziolek, CEO at Spectrm representing Messenger.

Watch the full panel in the video below covering topics such as:

  • How to automate creative production at scale
  • How to add an additional layer of value on top of Facebook Automation
  • How to tap into the power of Messenger and bot marketing
  • How to easily customise creative for the right placement and audience
  • The most exciting emerging trends around automation and AI for Facebook marketing

If you'd like to learn more contact us for a demo or reach out to Lauren directly on Lauren@Spirable.com


The Future of Advertising is Personalised: An Incredible Meeting with Mark Zuckerberg and Sharing the Spirable Vision at F8

It’s not every day you get to be part of a small roundtable meeting with Mark Zuckerberg, but this has been no ordinary year for Spirable who are taking data-driven personalised video by storm for the world's leading brands; Unilever, P&G, Diageo and Vodafone to name a few.

Spirable was invited to participate in the exclusive roundtable as part of Facebook’s annual F8 conference. The meeting hosted just 8 other industry leaders from diverse businesses including Ticketmaster, Tokopedia, Go-Pay, FlipKart, Hubspot, Globo and LeoAR—who have all built businesses aligned with Facebook’s mission of making the world more open and connected. The goal of the session was to talk openly with Mark on the challenges and opportunities we face and how Facebook can better support us in our mission.

For Spirable this was the perfect opportunity to talk about our vision for personalised advertising. A future where all the ads you see across Facebook, Instagram and Messenger are as relevant and useful as your friends content. Ads you want to stop and engage with because they are informative, entertaining, humorous or all of the above. We know personalised advertising works because we see the amazing results our clients achieve.

Vodafone is a great example and last week earned us the accolade of Video Platform of the Year at the Digiday Media Awards. Vodafone used Spirable to create hyper-relevant and personalised video ads to drive sales of the new N9 device range and leveraged contextual data such as the weather, time of day, day of week and audience data to dynamically create thousands of different video ads highlighting key product features that would interest specific audiences. Geo-targeting was used to direct people to their local store, or online if they were further than 2km away. The campaign achieved a massive 100% uplift in sales and 3x more website visits. Proving the power of personalised advertising, both online and offline. 

The key to success is contextual data, the 'non creepy' live data that makes the advertising reactive and in the moment. Weather data is a good example, if it starts raining the ad creative, product recommendation and messaging automatically update, making the ad tailored to what’s going on around you in real-time. We see this as a big opportunity for brands to use the right type of data to fuel their advertising campaigns and it aligns well with Facebook’s focus on privacy and security.

Next stop, the main stage for the Partner Innovation Panel

Immediately after the session with Mark we were on stage as part of the Partner Innovation Panel, helping to educate the audience of developers, brands and agencies on the latest innovations in automation and AI across creative, ad tech, messaging and SMB.

Here we were able to share the news of a major development we introduced to the market for SMB’s called SpirableGO, this enables smaller businesses to easily connect live data and creative assets together into on-brand templates that can generate thousands of dynamic video ads in a matter of minutes—something that would be impossible without creative technology. The creative is built in a modular way and is 100% customisable which means smaller businesses are able to be much more reactive and optimise their campaigns in-flight to drive the best performance.

Previously a change to a video would take days to turn around, potentially going back and forward with an agency, this can now be done in-house via the Spirable platform and pushed live to Facebook instantly through the API.

Watch the full panel session below:

 

 

 

 

 

 

 

 

 

The days of generic advertising are over. We’ve proven that relevant and personalised ads perform better and the reason for this is everyone is different and has their own set of unique needs, likes, dislikes, preferences and set of circumstances that drives their behaviour. So for brands to successfully connect on an individual level requires an individualised approach to communications and advertising. Doing this at scale is the tricky part but that's where we come in. 

If you'd like to learn more contact us for a demo or reach out to me directly at Lauren@Spirable.com


Spirable Wins Video Platform of the Year at the Digiday Media Awards

We are thrilled to announce we have been named Video Platform of the Year at the Digiday Media Awards Europe last week in London. 

The awards recognise the companies, campaigns and technology modernising European media and Spirable is the first to win the new category of Video Platform of the Year that honours technology that has most successfully delivered video across platforms.

The win is in collaboration with Vodafone Ireland for a personalised video campaign to drive online and in-store sales of two new own-brand smart devices, the N9 and the N9 lite.

Spirable integrated multiple data feeds and creative assets to automate the creation of over five and a half thousand unique videos from only five video templates, which were delivered across Facebook, YouTube and Display channels. Contextual data such as the weather, time of the day, day of the week and audience data were used to dynamically create the thousands of different videos that highlighted key product features with a CTA of directions to a local store based on a users location, or online if they were further than 2km away.

Without Spirable, it would have been impossible to create, distribute and update content in real-time, saving Vodafone hours of time and resources. In addition to efficiencies the campaign also generated excellent performance results with the dynamic ads resulting in three times higher landing page views and a 100% uplift in sales.

Due to the success of the Irish campaign, campaigns have now been rolled out across seven international Vodafone markets.

Watch the video case study below or get in touch for more information.

 


OMR Event: Facebook Performance Panel

Spirable is speaking at the Facebook Performance Marketing masterclass at this year's Online Marketing Rockstars (OMR) event in Hamburg, Germany.


F8 2019: Partner Innovation Panel

Spirable is speaking on the main stage at this year's Facebook F8 conference in San Jose alongside other leading Facebook marketing partners.


Driving Direct to Consumer Business Growth Through Personalised Experiences

According to a study by IAB growth in most consumer categories is shifting to direct-to-consumer (D2C) brands that have agile supply chains flexible enough to adapt to constantly changing consumer needs. D2C companies represent a small but a significant segment. Today online sales represents 13% of the total retail sales in the US, but it accounted for almost 50% of all retail growth in 2017. While the trend of suffering brick-and-mortar stores continues, online sales platforms are booming: in 2017 ecommerce builder Shopify powered 600,000 online businesses and 73% of purchasing traffic came from mobile devices.

Innovative growth companies, such as Warby Parker, Glossier and Dollar Shave Club are “digital natives” and have been shaking the consumer goods market. D2C brands tend to focus on mastering on a specific product category. Moreover, they have nailed online customer experience since their launch. At the same time global enterprises, such as Unilever and Nike, have noticed the trend, and are now investing in creating frictionless online shopping experiences or acquiring innovative businesses to boost their sales. For instance, Nike estimates its D2C sales to grow by almost 2.5 times from 2015 till 2020. Alike, Walmart decided to tackle the challenge by acquiring Jet.com and is now doing a major makeover for Jet.com to reach affluent Millennial urbanities by generating localised content and delivering personalised product recommendations on its website.

Getting Closer with Consumers and Solving the Paradox of Choice with Data-Driven, Uniquely-Tailored Experiences

There are many reasons why companies are starting to emphasise D2C channels over traditional brick-and-mortar stores. Firstly, younger generations, such as Millennials and Gen Z, are tech-savvy and always looking for convenience. But it’s not only the young who lean more towards online shopping. Also busy families and elderly people can hugely save time and effort by ordering home delivered meal kits, groceries and cleaning products or delight their day with flower deliveries. Clearly, this channel can make anyone’s life a little bit more glamorous. However, 64% of shoppers feel retailers don’t truly know them. We are constantly bombarded by irrelevant offerings. Undoubtedly, there is a demand for more personalised experiences.

D2C companies can directly access customer data and thus, create individually tailored experiences with the right technology. Several disruptor companies have taken a note. They don’t want you to only buy their products but also fall in love with the brand. Thread App Uses algorithms to provide personalised styling recommendations for men from hundreds of brand partners, and luxury shoe brand M.Gemi creates limited style editions each week based on consumers’ desires. Automation and AI technology is revolutionizing digital marketing. With the help of the right technology, such as the Spirable platform, brands are targeting their audiences with data-driven, highly personalised video ads across the customer journey. In-the-moment, dynamically optimised content helps to keep customers excited and to build lasting relationships.

Delivering Personalised Shopping Experiences for Vast Audiences at Lower Cost

Social media is a powerful channel to scale brand presence and engage with consumers globally, especially when targeting Millennials and Gen Z, who constantly use social media to get inspired and to read product reviews and recommendations prior to filling their online baskets. The multi-dimensional and agile D2C brands have a strong presence on social media. Emily Weiss managed to built a cult-like following for her lifestyle blog into The Gloss prior to launching rapidly-growing beauty line Glossier. Luggage designer Away ended up publishing an entire travel related book, and is regularly delivering travel related content via its magazine, and podcast show! Opportunities are endless. In the midst of these endless options individually tailored, relevant messaging is the key to reach consumers’ hearts.

Yet, the cost of customer acquisition via paid social media ads has become more and more expensive due to the markets’ crowdedness. Many fund backed companies have ended up spending more on customers than customers are spending on them. Because social media channels are favoured by consumers, retailers should not exclude them from their marketing plans. To stand out from the crowd of irrelevant ads and to avoid rising costs brands need to have refined plans for social media marketing and the right tools to deliver their message. AI-powered Spirable platform is capable of generating hundreds of thousands of data-driven personalised videos within a single online platform. Many global brands have chosen Spirable to automate their social media marketing campaigns and have managed to significantly reduce their advertising costs.

Read more about our successful case studies and request a demo to get inspired!


MobileWorks Event Series

MobileWorks Event Series

We have partnered with Facebook Creative Shop to host a video creation workshop series in the following cities:

  • Warsaw
  • London
  • Milan
  • Madrid
  • Stockholm
  • Amsterdam
  • Paris

In this 4-hour afternoon event marketers will:

  • Learn more about our Creative Best Practices
  • Start implementing these best practices using Spirable's video platform, SpirableGo
  • Leave the workshop with  the video  you've built right there and then, along with the skills to continue building your own video creatives.

Who should attend from my business?


FUTR Europe Summit

Join us at FUTR Summit

The Spirable team will be at the FUTR Summit in London on April 24th and 25th. You can hear from over 200 inspiring, cross-industry speakers from Mars, Samsung and our very own CEO, Ger O'Meara, who will be presenting 'The Future of Video: Harness the power of automation and AI to deliver hyper-personalised experiences at scale.' Come and see him speak at 3pm on 25th at the Innovation track.

If you'll be there, we'd love to meet-up with you to talk about how personalised video can help your brand or agency increase performance and reduce media wastage.

Please schedule time here or contact laura@spirable.com to organise a meeting. Alternatively come visit us booth S07.

See you there!

 

 


Navigating Commerce Disruption

E-Future: Navigating the Commerce Disruption

Spirable is excited to be part of the Facebook Global Executive panel discussion on E-Future: Navigating the Commerce Disruption. We will be joined by some incredible brands such as Unilever, Zalando and Mindshare.

Agenda:

  • 4:30PM – 4:50PM A Commerce Manifesto By Kai Herzberger, Group Director, e-Commerce, Government & Politics, Finance & Travel – DACH + EMEA, Facebook
  • 4:50PM – 5:45PM E-Future: Navigating the Commerce Disruption Panel discussion and Q&A featuring:
    • Dominik Rief, VP Personalized Marketing, Zalando
    • Helen McRae, CEO UK & Chair Western Europe, Mindshare
    • Keith Higgins, Global SVP e-Commerce, Unilever
    • Lauren Stephens, VP Growth Marketing, Spirable
    • Moderated by Leigh Thomas, Director of Global Partnerships, Facebook
  • 5:45PM – 6:15PM Cocktails, Networking and Panelist Interviews
  • 6:45PM – 8:45PM Roundtable: Dinner & Discourse

Get in touch if you'd like to discuss any of the learnings from the session and we'll arrange a call.


Our Learnings from SXSW: Modern Customer Engagement Relies On Personalised Experiences

Today’s consumers are tech savvy and well-connected via multiple platforms. As a result, they have high expectations. No longer is it enough to remember loyal customer’s Birthdays. To connect with customers long term brands need to be able to create personalised experiences throughout the customer lifecycle, where the marketing message is always relevant. Dave, our co-founder, attended South by Southwest festival (SXSW) last weekend. He joined a panel with leading investors and entrepreneurs to discuss the big marketing trends - Automation and Personalisation - and how with the help of AI technology we can now create highly relevant and personalised experiences at scale. The panel also shared the latest innovative solutions startups have built for personalised marketing.

SXSW is a creative film, interactive media, and music festival and conference organized annually in Austin, Texas. The event gathers influential artists and business leaders around the world to share the latest trends shaping the world.

Personalisation as a ‘Must-Have’ in the Marketing Toolkit

All the experts in the panel agreed that customers are demanding more tailored and personalised experiences, and acknowledged that personalisation is no longer a shiny new thing that brands must try out. Instead it has become a ‘must-have’ in the marketing strategy. Recently, several surveys have revealed similar findings. Salesforce found that over half of the consumers will share personal data in exchange for relevant product recommendations and personalised shopping experiences. Similarly, Accenture concluded two-thirds of consumers to be more likely to make a purchase from a retailer that sends them relevant, personalised promotions. Personalisation makes everyone’s life a bit easier. Consumers can avoid the always-so-painful paradox of choice: 40% of consumers have left a website simply because they were overwhelmed by the amount of options. At the same time, personalisation enables brands to acquire and retain customers at lower cost.

The panel also discussed the importance for brands to build up their CRM data to enable personalisation on a 1-to-1 level. This can be seen as a ‘next-level’, or ‘hyper-personalisation’, by creating highly relevant, individually tailored communication. With this sophisticated marketing approach brands can show consumers that they truly want to best cater to their individual needs. Several brands, such British Airways and Made.com, are already using the Spirable platform to leverage their CRM data and brand creative assets to delight their loyal customers with personalised offers. For instance, furniture retailer Made.com managed to triple its online conversions by curating beautiful, individually tailored style guide video ads.

Engaging with Dynamically and Uniquely Created Experiences

The main theme discussed was that personalisation and useful AI is dependent on having the right data. The good news is that Facebook, Twitter and other social channels allow brands to target audiences by using their data and to overlay other sources of data. Still, many companies overlook the benefits of personalised marketing and purely rely on creating generic global campaigns.

Especially personalised videos are a highly powerful way to engage with consumers: relevant video ads get three times the attention of an average video ad. Dave shared how our AI-powered Spirable platform makes it possible to target individuals with relevant video ad content at scale. Spirable connects and unlimited amount of data feeds including CRM data, social audience data, location data and live contextual data into video templates-  chanding the creative dynamically as the data changes in real-time. The platform thendelivers these videos across channels. Major brands across industries, such as PlayStation, FarFetch and Domino’s have chosen Spirable platform to automate their personalised video ad campaigns. Our clients have achieved impressive results. Personalised ads have helped them to increase conversions, built loyalty and lower costs of acquisition.

To learn more about how Spirable can help you connect with your consumers on a personal level, contact us for a demo.

The members of the panel:

Dave O’Meara, Co-founder of Spirable; Sarah Fay, Managing Director at Glasswing Ventures; Don Douglas, Senior Managing Director at Geekdom Fund; Sean Finnegan, Co-founder & Partner of Chameleon Collective; Allie Feinstein, Sr. Director of Innovation at VentureFuel (moderator).