CMO's top 8 martech stories for the week - 6 April 2017

All the latest martech and adtech news this week from AOL, SugarCRM, Social Soup, IgnitionOne, Switch Media, Yelp, Mintigo and DemandBase.

AOL launches global TV platform with MCN in Australia

AOL has launched its global programmatic TV buyer platform, ONE by AOL:TV, in Australia through a partnership with Multi Channel Network (MCN).

The platform replaces the vendor’s original programmatic TV offering and comes with 32 new audience segments for advertisers based on MCN’s Multiview panel of 200,000 homes and purchasing data, bringing the total to 47. Other new features and insights include the ability to plan and buy linear TV through a self-service module, an automated data exchange, measurement capabilities and access to premium inventory.

AOL A/NZ senior director for programmatic TV, Yasmin Sanders, said ONE by AOL: TV is the vendor’s effort to further revolutionise the way TV media is valued, bought, and sold.

“The introduction of our new and enhanced self-serve TV global buyer’s platform is another milestone in TV’s advancement towards addressability,” she said. “It will put intelligent automation, insights and analytics, together with AOL’s proprietary TV decisioning capabilities, directly into the hands of buyers.

“Our decisioning capabilities are unique to the market, and when combined with exclusive access to the largest number of MCN’s Multiview segments in Australia, are expected to give advertisers unprecedented insight into campaign measurement performance. Most importantly, the platform delivers audiences who are highly engaged with premium, brand safe broadcast television.”

Dentsu Aegis Network’s Amnet Group is one of the launch partners for ONE by AOL: TV and has already begun buying on the new platform on behalf of its leading Australian clients.

MCN’s national sales director, Nick Young, said an increasing number of media agency partners have used the platform in the last two years. “We’ve seen significant, repeated increase in investment over the last year,” he said. “We, therefore, estimate TV campaigns traded programmatically on the Foxtel platform will grow from just under 10 per cent today to over 25 per cent in three years.”

Social Soup serves up first AI integration in an influencer platform

Social Soup is claiming a first for influencer marketing after integrating artificial learning and intelligence into its platform using Amazon Rekognition.

Amazon’s Rekognition is a deep learning-based image analysis tool that uses feature abstraction and neural networks computers to analyse thousands of images across scenes, objects and faces in order to learn to describe what is in each picture. Social Soup said it’s been adapting the AI algorithm to digest thousands of data sets round influencer programs and interactions and can now recognise more than 2000 different types of image attributes. It can also detect if people are in the photos, their emotion and even approximate age.

The AI driven image analysis is now part of Social Soup’s live dashboards and clients get access to results in real time.

“AI is driving incredible disruption in the world of business and we could see the enormous potential for analysing social influencer content to give us insights into which content drives the biggest engagement and why, at unprecedented scale,” Social Soup CEO and founder, Sharyn Smith, said.

“The benefits for our clients are huge, we can find a brand’s ‘content soulmate’ and better match the right content creators to campaigns. We recently completed analysis of 30,000 influencer profiles and we now look beyond simple engagement levels to understand what types of content drive the biggest engagement.”

SugarCRM adds mobile CRM capabilities

SugarCRM has added a number of new features to the mobile edition of its CRM app, Sugar Mobile, aimed at smartphone and tablet users.

SugarMobile 5.0 features a redesign user experience, including improved navigation and reordered tabs and elements, aimed at reducing the number of clicks to get to CRM data. It also supports Apple Touch ID, allows users to customise the app through company name and logo, colours and loading screens, and offers deep linking that pushes a user directly into a record or page in the CRM for viewing, creating and editing records, and introduced enterprise mobile management support.

“The CRM industry is still at an early stage for comprehensive mobile solutions,” said the vendor’s chief product officer, Rich Green. “With that in mind, SugarCRM continues to push the envelope with mobile technology and we’ve made a number of significant enhancements to our offering to take it from ’CRM you take with you’ to an indispensable tool that never leaves your side.”

Sugar Mobile is available to Sugar Professional, Enterprise and Ultimate customers.

Switch Media debuts multi-screen streaming app

Sydney-based content streaming solutions provider, Switch Media, has taken the wrappers off a new multi-screen streaming app for launching dynamic over-the-top video services across any screen.

AppSolute is an end-to-end, ready to go app framework that can be used to customise and display linear and on-demand video content in a brand’s multi-screen app. It supports text/HTML elements, electronic programming guide schedules, integrates with AdEase for client-side and server-side ad insertion, has a customisable player skin and layout and includes APIs to better integrate with third-party services for user identity, EPG data and external metadata.

The offering also comes with analytics tools to show how content is performing. Switch Media CEO, Christopher Stenhouse, said AppSolute was about making it easier for corporates to launch OTT video services and monetise content.

“It opens opportunities beyond the conventional media and broadcasters to a much wider enterprise world where companies can create their own content platforms,” he said. “These may include niche sports competitions, community events and performances, staff-training and resources, promotional videos, or archival footage for reference or research.”

Yelp acquires Wi-Fi marketing company for US$20m

Local business broker, Yelp, has acquired Turnstyle Analytics, a Wi-Fi marketing company aimed at helping businesses engage with consumers via free Wi-Fi services.

Turnstyle’s technology allows consumers to tap into free guest Wi-Fi services then helps businesses re-engage those customers via email. Clients can build customer contacts lists and have access analytics around visit frequency, duration and device. The company was founded in Canada in 2012 and now supports more than 3500 business locations globally.

The acquisition deal is valued at US$20 million. In a statement, Yelp said it will now combine Turnstyle’s offline data with its own online and mobile search data, delivering more comprehensive and intent-based marketing resources to local businesses to help with customer retention and loyalty.

“We’re excited to expand our product offering for local businesses through this acquisition. Turnstyle helps connect businesses to consumers through free public Wi-Fi, and is an effective retention and loyalty program that helps businesses be more successful,” said Yelp co-founder and CEO, Jeremy Stoppelman.

Yelp was founded in San Francisco in 2004 and now operates across 30 countries. The company claims 73 million unique visitors visited Yelp via a desktop, 24 million used its mobile app, and 65 million visited via the mobile website on a monthly basis during Q4, 2016.

IgnitionOne gets US$12m cash injection; finds new partner

IgnitionOne has secured a US$12 million cash injection for its digital marketing technology platform from financier, Horizon Technology.

IgnitionOne’s offering is based around its proprietary, score-powered marketing technology capability, which analyses consumer online and shopping behaviour to build audiences, helping marketers better target and personalise activities either view the vendor’s search, display, email and website personalisation tools, or via a third-party marketing technology.

The company now has 450 employees across 10 countries and claims to score more than 300 million users monthly in 75 countries, powering $60bn in revenue each year for clients such as General Motors, CenturyLink, Bridgestone and Acer.

“Horizon's experienced team of venture lending professionals provided us an attractive source of capital to drive IgnitionOne's future growth,” said the vendor’s CEO, Will Margiloff. “With this venture loan, we will continue to expand our market presence while developing new, innovative technologies that maximise first-party data while building and optimising stronger audiences.”

IgnitionOne also struck a new partnership this week with search and social channel optimisation vendor, Kenshoo, which will see Kenshoo providing the technical foundation for activation across search and social channels. IgnitionOne’s audience, scoring and optimisation forms can then be used by marketers to reach target prospects and customers across digital channels.

Mintigo joins forces with Marketo for ABM

Mintigo has struck a partnership with Marketo that will see its predictive intelligence platform integrated with Marketo’s account-based marketing (ABM) offering for B2B organisations.

Mintigo’s platform uses artificial intelligence and predictive insights to identify accounts that have the highest propensity to buy. The integration will see Mintigo’s platform identifying these target accounts and delivering data insights directly into Marketo’s ABM Solution in real time. It does this by looking at numerous characteristics of each target account from data identified by predictive models.

The companies said these “enriched” data points can then the used to create micro-segments and craft relevant messages specific to each.

“The whole purpose of ABM is to get sales and marketing aligned, targeting the right accounts and then engaging them across channels, said Marketo VP of product marketing, Mike Telem.“Mintigo's solution seamlessly integrates with Marketo ABM and helps our customers do exactly that – identify the most appropriate decision-makers within the accounts that are most likely to buy and then engage them with personalized messages across channels.”

DemandBase brings AI-based website personalisation to B2Bs

B2B marketing tech player, DemandBase, is also on the AI bandwagon, introducing Site Optimisation, an extension of its website personalisation solution now powered by artificial intelligence.

The new capability allows the vendor to automatically recommend specific content and high-value pages to each website visitor based on AI-driven insights. The intention is to enable marketers engaged in ABM the ability to better target content to specific buyer profiles using multiple layout options and recommendations.

“There are literally millions of paths potential buyers can go through on a B2B website to reach a conversion, making it impossible for marketers to optimise for each customer,” said DemandBase founder and CEO, Chris Golec. “We are leap frogging website personalisation as we know it today by using artificial intelligence to synthesise billions of data points so we can lead accounts and individuals to the right content.”

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