Partner Spotlight

AdTech Predictions from Webbula for 2016 & Beyond

January 26, 2016  |   Guest Author

[Editor’s note: We recently sat down with Melissa Ott, VP of Marketing for Webbula, to get her thoughts on the future of marketing and the challenges CMOs are facing right now. This blog is a compilation of those conversations. Webbula is a silver sponsor at RampUp 2016.]

1. The CMO Perspective

CMOs are struggling with transparency across various channels, especially understanding the customer as they move from digital to traditional channels.

Many marketers embrace data to understand and enhance the customer experience, but transparency, anonymity, compliancy, and responsibility are still gray to many, with organizational barriers and business politics exacerbating the problem.

To overcome data transparency across channels, organizations must be willing to embrace change.

Today’s CMO must be agile and possess a diverse skill set and understanding across various marketing mediums, platforms, and technologies to lead this change.

Additionally, they must be willing to develop new methodologies to responsibly collect and maintain data and develop new approaches to integrate traditional and digital channels within their organization.

2. Trends and Predictions for 2016

Mobile is a channel of increasing importance. Here are 3 important considerations this year:

  • Mobile marketing strategies

More customers are spending the majority of their time on mobile devices, and in 2016, it should be considered as more than just a moving part of cross-channel marketing.

Mobile devices are how individuals live, breathe, and think, and data technology and marketing should reflect that. We believe that successful marketing strategies in 2016 will be the ones that include mobile.

  • Third-party mobile data and relevancy

Most marketers now desire a larger, more accurate audience to deliver in-the-moment content and advertisements.

This is driving the demand of third-party data in the mobile space so that marketers can deliver the most relevant experience to the largest audience.

There is a fine line between creepy and smart marketing. Marketers must find that balance to deliver valuable, relevant campaigns in real time.

  • Cross-channel marketing and offline data integration

As marketers continue to grow their cross-channel marketing strategies, they will be focusing on keeping traditional channels relevant, like actionable TV.

Attributing purchases to behavior and touch-points continues to be a focus.

By integrating offline data, marketers are able to understand a customer’s behavioral reaction to a TV advertisement and continually optimize advertising efforts.

Without making these connections, marketers will struggle to attribute and optimize their campaigns.

3. Why Partner with LiveRamp?

Webbula is a comprehensive data quality platform, providing authoritative, deterministic, and self-reported data for online ad serving.

Webbula’s demographic, interest, automotive, B2B, political, and financial audiences are continuously refreshed from a multitude of sources to generate 340+ million cookies and 130+ million mobile IDs.

We view LiveRamp as a leader in digital marketing connectivity across hundreds of platforms to transform digital marketing.

Today, Webbula and LiveRamp partner together to deliver Webbula’s audience targeting solutions to over 20 platforms, including Facebook, LinkedIn, and FourSquare.

Through the partnership, marketers are able to formulate a sophisticated customer understanding through Webbula’s data intelligence and target that individual across various devices and platforms.  

Want to learn more from Webbula?

Webbula is a silver sponsor at RampUp 2016, register to attend the conference in San Francisco on February 23, 2016!