Fireside Chat with Wells Fargo on Customer-Centric Marketing

At a recent insider marketing event in Palo Alto, Thunder CEO Victor Wong sat down with Dane Hulquist, ‎SVP, Head of Media and Retail Channels at Wells Fargo, to talk about customer-centric marketing.

A key focus of the talk was how brands with multiple products often times end up competing as they overlap in targeting a customer, bid against themselves, and create inefficiencies. The interview below has been edited and condensed for clarity.

Hulquist spoke about Wells Fargo’s high-level cultural and strategic shift which was a move toward centralization to eliminate internal competition and focus on company goals.

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What is the difference between a CRM and DMP in cross-channel advertising?

Customer Relationship Management (CRM) systems and Data Management Platform (DMP) products are complementary and competing software for targeting people digitally.

A CRM tracks only your registered customers (prospects, loyal, and churned).

A DMP tracks unregistered and registered audiences of your digital media and advertising, which can be a larger set of user profiles than your CRM.

Both technologies are important to data-driven marketers looking to personalize advertising with unique ads to unique sets of targets via a creative solution like a creative management platform.

How do CRMs and DMPs work?

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Thunder Taps Industry Veteran as Sales Director

Former Rocket Fuel Director John Huffman to Support Leading Programmatic Creative Company’s Expansion

San Francisco, CA – (May 22, 2017) – Thunder, the original and leading Creative Management Platform (CMP), has appointed seasoned digital advertising sales executive John Huffman as Sales Director. In his new role, Huffman will be based in Dallas, covering Texas and surrounding states in response to strong market demand for Thunder’s innovative solutions.

Huffman brings over 20 years of experience in digital media sales, maximizing revenue and margin growth for major players in the space, including Adobe, Quantcast, Rocket Fuel and Yahoo!. At Adobe, he grew his business sector from zero clients to over $4 million in revenue within 18 months. During his eight years at Yahoo!, he beat his quota 18 consecutive quarters and was consistently one of the top 5 revenue performers at the company — leading one customer to spend more than $44 million annually.

“I was immediately impressed with Thunder’s offering,” said Huffman. “The company is at the forefront of programmatic creative technology, offering incredible revenue building opportunities for advertisers and agencies. Today’s marketers need a fast, scalable way to cut through the noise and reach consumers with highly personalized messages across channels. Thunder is enabling them to do that in a way that’s never been possible before.”

“We are thrilled to have John on board,” said Victor Wong, CEO of Thunder. “John’s deep data expertise, long-standing industry relationships and proven track record of expanding territories and increasing revenue will be immensely valuable as Thunder continues its rapid growth.”

About Thunder:

Named one of Forbes’ 100 Most Promising Companies in America, Thunder powers ad creative personalization, decisioning and analytics for advertisers, agencies, and publishers across the globe.

Thunder is the original and leading Creative Management Platform. Thunder CMP customers include leading Fortune 1000 companies such as Anheuser-Busch and McCormick, and acclaimed agencies like J. Walter Thompson.

 

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Press Contact:

Cassady Nordeen

Blast PR on behalf of Thunder

Cassady@blastpr.com

 

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What is the difference between dynamic creative and data-driven creative?

dynamic creative vs data-driven creative

Dynamic creatives are ads that can change content on the fly at any time.

Data-driven creatives use information about a customer to inform creative messaging.

Thus, a creative can be dynamic and data-driven if the same creative puts content in the ad that can be changed at any time, AND the content was chosen is based on data.

A creative may be dynamic but not data-driven if it simply changes content without regard to who the targeted user is.

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What Is Data-Driven Marketing? – Definition, Examples and Case Studies

How data-driven marketing evolved from 2000-2017

Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has every occurred.

The rising quality and quantity of marketing data have been followed by explosive growth in the technologies for creative production and automation. These burgeoning mar-tech and ad-tech sectors now enable personalization of every aspect of the marketing experience.

Data-driven decision-making is taking the answers to questions like who, when, where, what message, and making those answers actionable.

Usage and activation of data, often in an automated or semi-automated manner, allows for a significantly more optimized media and creative strategy. This people-first marketing strategy is more personalized. It has also been responsible for driving considerable ROIs for marketers.

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Where Next? Finding Flite Alternatives and Competitors After the CMP Shutdown

Flite alternatives and competitors

Snap’s acquisition of Flite last December led to all Flite ads going dark, leaving some advertisers scrambling to evaluate Flite alternatives and competitors. Although Flite’s website remains online, the creative management platform (CMP) has closed its doors for good.

Ad tech is often considered an area that is oversaturated with similar technologies, and many view Flite’s exit as a positive step for the industry overall. 

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What is Programmatic Creative? – Definition and Tactics

Thunder Creative Management Platform (CMP) designer
Above: Design work being done in Thunder Creative Management Platform

This article is continuously updated to reflect how programmatic creative is evolving.

Programmatic creative enables data-informed, software-assisted creative executions that deliver on the promise of modern digital marketing.

The purpose of programmatic creative is to harness the data that we’re spending billions of dollars to leverage in advertising and activate it to create a more successful execution—one that captures attention and increases campaign results. Studies suggest optimized creative can routinely boost performance by 30-50%, often more.

So to attract eyeballs, programmatic creative is solving the production and creative management challenges in producing a large volume of ads, thereby enabling messages to be hyper-relevant. Rather than showing a generalized creative, these new technologies allow the experience to be specifically tailored and customized to the viewer.

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Programmatic Creative vs. Dynamic Creative Optimization (DCO)

programmatic creative vs. dynamic creative optimization

This post is continuously updated to reflect how programmatic creative and dynamic creative optimization (DCO) are evolving.

When people think of the relationship of programmatic creative vs. DCO, a common misunderstanding is that dynamic creative optimization and programmatic creative are different technologies.

One term is actually a subset of the other. DCO is a form of programmatic creative.

While DCO falls under the programmatic creative umbrella, but it’s not the only way to build creatives that activate the 6+ billion dollars of data in contained in programmatic media.

To illustrate this idea, let’s start with a definition of programmatic creative.

Programmatic Creative Definition

Programmatic creative refers to the set of advertising technologies that add speed, scale, and automation to the creative process. This covers ad production, dynamic ads, and creative optimization.

Programmatic media has unlocked tremendous potential in how we tell stories in paid media online. The purpose of programmatic creative is to enable data and creativity to come together to tell brand stories in a more resonant and effective way than ever before.

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Video: What Data-Driven Creative Means For The Future Of Advertising

Though $6 billion is invested in targeting technologies like Demand Side Platforms (DSPs) and Data Management Platforms (DMPs), programmatic advertisers have not successfully delivered the right message for the right audience.

In order to build long-term relationships, drive brand loyalty and long-term advocacy, advertisers must provide personalized messages that truly resonate with customers.

In this video, learn about how your organization can achieve data-driven creative by activating both data and technology investments.

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What Data-Driven Creative Means For The Future Of Advertising

data-driven advertising future

With over $20 billion being spent globally in programmatic advertising, data-driven creative (or programmatic creative) poses a tremendous opportunity for marketers to reach and engage potential customers.

Though 30%, or $6 billion, of this programmatic spend is invested in targeting technologies like Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs), brands and advertisers have not yet successfully delivered on the promise of the right message for the right audience.

In fact, according to research by AppNexus, up to 97% of programmatic campaigns lack a targeted creative for each audience segment.activate dsp dmp data

This means that once the ad has successfully reached their potential customers, a majority of creatives are generic and untailored. Brands and advertisers need to combat this $6 billion waste by activating their data and delivering personalized messages that truly resonate with customers.

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Define Programmatic Advertising – Concept Breakdown and Insider Tactics

Define Programmatic Advertising

Programmatic advertising has been one of the most transformative advancements in marketing. It has also been one of the biggest disruptors to the ad-powered internet.

Now a dominant way to sell and purchase media, programmatic advertising is expected to rise to encompass 58% of all ad spend on digital display this year. The US is the strongest programmatic market, accounting for 62% of all global programmatic ad spend.

But what exactly is programmatic?

Here’s how we define programmatic advertising.

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Thunder January Press & News Roundup

thunder creative management platform press

To achieve a better ROI from their data-driven ad technologies, brands and advertisers need to leverage the audience data from their DMP, strategize creatively around it, and execute that strategy across different audiences. Victor Wong offers Thalamus his take on the current challenges and future of the programmatic creative revolution.

Though automating marketing functions typically improves efficiency and performance for digital campaigns, human intervention still plays a vital role in its success. Learn why marketers should avoid forgoing human touch entirely within programmatic advertising in the $200M automation mistake that could happen to your brand.

January is a time of reflection and prediction. In Marketing, By the Numbers, Rob Lennon offers his thoughts on the proliferation of ad blocking and what we can do to combat it.

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What is People-First Marketing?

what is people first marketing

People-first marketing is both an approach and a set of marketing strategies that focus on personalizing customer touchpoints across channels to drive engagement and maximize campaign performance.

The proliferation of digital channels, devices, and platforms have led to a vast shift in consumer behavior and expectations. Gone are the days where advertisers can mass send out generic marketing messages aimed at everyone–which in reality, cater to no one.

Consumers have gained more control over their own journey to purchase, which means brands and advertisers need to do a better job of identifying and reaching the right audience at the right moment. Understanding who your specific target audiences are, as well as their needs, wants, and pain points help put each customer at the forefront of your marketing strategy.

Targeting the right audience, however, is just one part of the equation.

Executing a people-first strategy also means understanding how to capture your audience’s attention with the right message. To activate the $6 billion dollars spent on targeting technologies like DSPs and DMPs, brands and advertisers need to focus on delivering a personalized message that captures their audience’s attention at the right time in their customer journey. Delivering a personalized creative is key to truly engaging consumers, instead of just marketing to them.

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7 Ingredients For The Perfect Programmatic Creative Management Platform

7 Key Ingredients For A Creative Management Platform

The main concepts of advertising have been around for over a century, but the emergence of programmatic creative and the creative management platform (CMP) is a phenomenon that is much newer.

A number of companies have seen incredible results from creative management platforms, including Anheuser-Busch, the biggest brewer in the world, and Intercontinental Hotels Group (IHG), the second-biggest hospitality company in the world.

Programmatic creative technologies combine well with programmatic buying, data management platforms (DMPs) and demand-side platforms (DSPs). In this ad tech stack arrangement, the CMP is the creative arm of a data-driven campaign strategy.

We’re going to explore seven ingredients that can make up the perfect creative management platform that aligns with your programmatic creative strategy. If you’re still learning about what a CMP is, check out the video below before you review the list.

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The 2017 the Ad Creative Landscape for Programmatic

Ad Creative Landscape - 2017 (Thunder)

In 2017, US programmatic digital display ad spending will reach $27.47 billion, with programmatic representing 72% of the total spend in the category. Mobile is driving a significant portion of programmatic growth.

The lion’s share of display ad inventory will be a combination of rich audience data, targeting and placement.

How will the ads that align with these programmatic buys come into being? What tools are services are used to source the ad content and personalize the ads? Once built, how will the ad performance optimized?

To answer these questions we created the Ad Creative Landscape in 2014, now updated for 2017. Inspired by the Display Ad Lumascape, this graphic summarizes many key players and services in the display ad creation process.

Here’s a breakdown of the main components.

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Thunder December Press & News Roundup

thunder creative management platform press

Creative fatigue is costing you more than you think. Facebook heavily penalizes advertisers for failing to refresh your ad creatives. Even for high performing ads, ad fatigue can quickly set in, leading to higher advertising costs and a negative ROI. Here are seven ways to stop creative fatigue from killing your Facebook advertising budget.

The path to brand loyalty is no longer a funnel. In fact, there is no set path. Like the newcomers in HBO’s new hit show, Westworld, brands need to focus on creating marketing moments to engage customers with the brand’s storyline. Victor Wong writes on MediaPost examining what ‘Westworld’ teaches marketers about the customer journey.

And finally, to kick off 2017, we’d like to share a few of Victor Wong’s predictions for digital marketing this year, including increased use of CRM data onboarding and death of expandable ads.

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Research: Programmatic Creative Industry Report

Programmatic advertising enables digital marketers to reach the right audience at the right time more quickly and efficiently than ever before. Advertisers have heavily focused on who they’re delivering the message to and how they’re delivering it, but what about the actual content they’re delivering?

Is the creative falling behind in this programmatic revolution?

Last year, Thunder teamed up with Digiday Content Studio to research the creative needs of brands, agencies and publishers. Watch this video to learn the top findings from this report.

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Webinar: Facebook Creative Optimization Tactics

With 1.71 billion active monthly users and advertisers spending $17 billion annually, Facebook is one of the top platforms to advertise on. It’s one of the most effective channels to reach highly targeted audiences.

To achieve a phenomenal return from Facebook ads, one factor makes or breaks your success: good creative.

Learn expert creative tactics including message tailoring and design best practices that will amplify your Facebook ad performance and maximize your ROI.

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Video: What is Co-Op Advertising?

Co-op advertising presents a huge digital opportunity for local SMBs that carry national brands. With more than 4,500 digital co-op programs available in the US, local retailers have access to essentially “free money.”

Ad sales reps who leverage co-op can upsell existing advertisers to more easily achieve their digital goals while helping advertisers grow their local exposure.

In this video, learn more about how co-op advertising works, including common requirements and verticals, and why local retailers should take advantage.

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