Paul Paul Coggins
CEO at Adludio
Website Address: www.adludio.com
Each week on “Marketing Champions,” our host talks to marketing experts across the country. This week our host speaks with Paul Coggins from Adludio.
To learn more, check out https://www.adludio.com.
What is the biggest change in marketing that you see coming in the next 2 years?
The digital advertising industry has found itself facing challenges over the past two to three years. As a result of the depreciation of third-party cookies and the stringent updates to Apple’s IDFA, marketers have had to think differently about how to scale and measure the effectiveness of their digital campaigns.
Yet despite the challenges posed by changing data privacy laws, the ad sector has been continuing to grow rapidly: it is anticipated that the digital advertising revenues generated globally will rise from $463.8 billion in 2021 to around $633 billion by 2025.
Within this, mobile has become the most powerful channel and is now the primary means of consuming content for the majority of consumers. But the majority of mobile advertising has not moved with the times, remaining static and not engaging. This is despite an increasingly saturated market where consumer attention is at a premium, meaning brands need to deliver interactive mobile experiences to stand a chance of engaging audiences.
Simultaneously, with advertisers having relied heavily on the tracking and targeting provided by third-party cookies to plan campaigns around, creativity in digital ads has, for 10-15 years, taken a backseat. But with cookies on the verge of depreciation, there is an opportunity now for creative to take the reins again, allowing advertisers to be able to create real engagement with their target audience. And the challenge for brands will be having the right solutions in place to not only measure the effectiveness of existing campaigns but to also make information about future creative.
What makes your company unique?
We know mobile has become the primary means of consuming content, yet the majority of mobile advertising remains static. In a saturated market, brands need to deliver interactive mobile experiences to engage audiences. At Adludio we do this by utilising our proprietary technology – an AI-based algorithm – to optimise mobile-first ad creative that gets audience attention and drives higher rates of engagement.
Secondly, we deliver unique engagement metrics for mobile advertising at scale. By combining artificial intelligence and seven years of engagement data powering creative recommendations, Adludio creates, delivers and optimises privacy-compliant mobile advertising campaigns at scale. We do this for some of the world’s biggest brands including Nike, Microsoft and Chanel, as well as newer DTC challengers. This forward-thinking approach enables clients to deliver premium mobile advertising with a unique cost per engagement trading model.
Finally, we are agile and innovative with creativity at our core. We are a fully integrated model: creative, data and media are all powered by algorithms. And by automating the creative process, we can alleviate complex and resource-intensive work to deliver clients the best ROI; targeting audiences who are engaged and motivated to convert, with the creative that is most appealing to them.
Through our unique approach, Adludio has cultivated for its clients an average Click Through Rate of 4%, an Engagement Rate of 12% and a View Through Rate of more than 50%.
