ТРАНСКРИПЦИЯ 🔗
WEBVTT
00:00:02.799 --> 00:00:05.679
If you're an automotive company, maybe you want to book test drives.
00:00:05.839 --> 00:00:08.320
If you're a travel company, you want someone to book a holiday.
00:00:08.480 --> 00:00:11.199
I think for us it is an evolution of where we're at today.
00:00:11.359 --> 00:00:14.320
We have always measured very much in the mobile space.
00:00:14.480 --> 00:00:15.679
We've now moved to web.
00:00:19.920 --> 00:00:29.760
So we wouldn't be talking about changes and shifts in the industry that matter if we didn't get to measurement and we didn't get to what's next in measurement.
00:00:29.839 --> 00:00:32.560
I have both with you, Lex, from Apps Fire.
00:00:32.960 --> 00:00:40.799
And I'm talking to a number of people at Appsfire, but you're genuinely really new because you're also new to Apps Fire.
00:00:40.960 --> 00:00:42.320
Tell me a little bit about your background there.
00:00:42.560 --> 00:00:43.840
Six months into the role.
00:00:43.920 --> 00:00:58.159
My background has very much come from the omnichannel measurement space, particularly around being able to take offline data that have been very much censoring customer data attributes, purchases, and connect that into the online world to be able to drive paid media and advertising.
00:00:58.320 --> 00:00:58.479
Yeah.
00:00:58.640 --> 00:01:00.240
I've had a pretty international role.
00:01:00.479 --> 00:01:06.159
Born and raised in Australia, worked there, moved to Singapore for a couple of years to do some kind of data marketplace partnerships.
00:01:06.319 --> 00:01:14.239
Then found myself in the UK for the last eight years, helping grow and expand markets for various technologies, people, great brands, been pretty amazing.
00:01:14.480 --> 00:01:15.840
So you have an announcement.
00:01:16.079 --> 00:01:21.519
You're bringing together two sides of discovery, measurement, In a sense, the organic.
00:01:21.760 --> 00:01:23.920
Many of you may know AppSlive from the mobile space.
00:01:24.079 --> 00:01:28.319
We've done an amazing job over the last 15 years to measure mobile effectiveness.
00:01:28.560 --> 00:01:33.359
Late last year, we made an announcement that we're going beyond mobile and moving into Omnichannel.
00:01:33.519 --> 00:01:33.680
Yes.
00:01:33.840 --> 00:01:40.400
And when we think about omnichannel, one of the core things that you have to be able to measure are all the emerging channels coming up, right?
00:01:40.560 --> 00:01:45.760
And as we know with the evolution of AI, search and discovery is becoming extremely prominent.
00:01:45.840 --> 00:01:46.239
Yes.
00:01:46.480 --> 00:01:52.079
It's rethinking the way consumers behave, it's rethinking the way that the consideration funnel happens.
00:01:52.239 --> 00:01:57.599
So most marketers are starting to look into this very much from an experimental layer at this point.
00:01:57.920 --> 00:02:03.920
If it's going to move from an experimental budget onto the standard media plan, you need
Load full transcript
to be able to measure it.
00:02:04.000 --> 00:02:04.319
Yes.
00:02:04.560 --> 00:02:22.719
What we're announcing is actually the ability to measure both earned and paid across a lot of the AI engines, whether that be chat, Claude, but if you're a marketer, you get the same benefit that you always had with AppFly, which is the deduplicated neutral measurement, the ability to optimize based on the signals that pass through that.
00:02:23.039 --> 00:02:29.039
But now new channel and new discovery path so you can continue to optimize and grow and understand what's working and what's not.
00:02:29.280 --> 00:02:31.360
And I think that's really so timely.
00:02:31.520 --> 00:02:34.240
I have had publishers on mobile groove.
00:02:34.479 --> 00:02:37.120
I pose the question A year from now, what do you want to do?
00:02:37.199 --> 00:02:40.000
Do you want to be by more users, by more consumers?
00:02:40.400 --> 00:02:47.360
Or do you want to be found recommended and put in front of consumers through an AI bot?
00:02:47.439 --> 00:02:49.520
And they're like, we want bot traffic.
00:02:49.919 --> 00:02:51.680
And I thought that was so intriguing.
00:02:51.919 --> 00:02:55.280
When you measure this, what metrics are we looking at?
00:02:55.759 --> 00:03:04.159
I think most marketers are ultimately trying to answer one very simple question is did I my investment or my marketing deliver a sale, a purchase?
00:03:04.400 --> 00:03:12.639
So I think where marketers ultimately want to get to is being able to understand, did that as a new search and discovery channel convert to a transaction, right?
00:03:13.199 --> 00:03:16.000
That doesn't mean every campaign needs to be the same, right?
00:03:16.240 --> 00:03:19.199
You have differing campaigns across what you're trying to achieve.
00:03:19.439 --> 00:03:22.000
If you're an automotive company, maybe you want to book test drives.
00:03:22.159 --> 00:03:28.000
If you're a travel company, you want someone to book a holiday or upsell the hotel along with the the airline.
00:03:28.080 --> 00:03:30.879
If you're a retailer, you want someone to purchase in your store.
00:03:31.120 --> 00:03:36.560
So being able to measure this gives brands the ability to choose the KPI that they want to measure.
00:03:36.879 --> 00:03:40.719
Ultimately also allows them to get to the point where they can understand, did it convert?
00:03:40.800 --> 00:03:42.080
And did I drive a sale?
00:03:42.560 --> 00:03:46.319
So I think we'll see the purchase continue to be even more and more prominent.
00:03:46.719 --> 00:03:48.159
Transactions, you've done that before.
00:03:48.319 --> 00:03:52.960
Is that what we're looking at when we think about this type of discovery and this type of advertising?
00:03:53.280 --> 00:03:56.000
I think for us it is an evolution of where we're at today.
00:03:56.240 --> 00:03:59.120
We have always measured very much in the mobile space.
00:03:59.280 --> 00:04:00.639
We've now moved to web.
00:04:00.879 --> 00:04:05.840
We are now looking at how do we bring our offline transactional data into that equation as it stands today?
00:04:06.240 --> 00:04:10.240
This just appears in another channel on that dashboard or through a signal.
00:04:10.400 --> 00:04:16.240
And so we don't believe it's going to be quite difficult for advertisers to be able to adopt and understand this.
00:04:16.399 --> 00:04:16.560
Yeah.
00:04:16.720 --> 00:04:20.720
How do I ensure that I have visibility if I'm thinking of a more over-owned?
00:04:20.959 --> 00:04:21.120
Yeah.
00:04:21.279 --> 00:04:23.279
How do I understand from a paid perspective?
00:04:23.439 --> 00:04:28.480
Did my actual creative or offer or all those elements work as a part of those pieces?
00:04:28.800 --> 00:04:29.759
You spoke about this earlier.
00:04:29.920 --> 00:04:36.800
You can go from CTV to mobile to where being able to understand the flow of which order that happens changes the conversion path and channel.
00:04:36.879 --> 00:04:39.680
So from an appslide perspective, we see it as an evolution.
00:04:39.839 --> 00:04:44.959
You need to help guide our marketers through these results on how to tweak all those elements through the process.
00:04:45.279 --> 00:04:46.639
So you have a creative report.
00:04:47.439 --> 00:04:49.519
What does I think for this channel look like?
00:04:49.759 --> 00:04:51.279
I would say maybe halfway in between.
00:04:51.519 --> 00:04:59.439
If you think about it as another channel, we understand kind of how to optimize through the process, what points I want to be able to optimize on, what signals.
00:04:59.600 --> 00:05:13.120
Um, but being able to understand maybe something works a little bit more effectively in this search and discovery that hasn't worked on maybe traditional search or traditional paid media, whether you're doing it across Meta, Google, and and any other kind of network, is something that will need to understand.
00:05:13.360 --> 00:05:15.120
So I don't think the playbook is set.
00:05:15.279 --> 00:05:17.040
I don't think the playbook is ever set.
00:05:17.120 --> 00:05:28.160
But that's also very exciting because there are many brands that can pioneer, there can many brands that can be first movers and drive this advantage and use it to their you know to like the very, very early days of TikTok, you know.
00:05:28.480 --> 00:05:31.920
You know, a little bit of maybe Reddit was very, you know, very cool and very hot.
00:05:32.079 --> 00:05:32.399
Still is.
00:05:32.560 --> 00:05:32.720
Yep.
00:05:32.959 --> 00:05:39.120
But if you missed out entirely on that one, you might be able to get in on this one because small and mid-sized publishers.
00:05:39.360 --> 00:05:43.839
This is not only about AEO, and it's also the journey.
00:05:44.240 --> 00:05:48.560
Um just want to get to one last question here.
00:05:48.800 --> 00:05:51.120
Let's talk about the experience itself.
00:05:51.360 --> 00:05:59.759
How do we get to a point that we're not going to
get back into the trap of basically producing great conversion?
00:05:59.920 --> 00:06:01.759
I think it's still very much a learning process.
00:06:02.160 --> 00:06:05.360
I think we are kind of grappling with two things starting to converge.
00:06:05.519 --> 00:06:10.720
If you think about media in a very traditional sense, we are using very standard formats and creatives.
00:06:10.879 --> 00:06:15.920
Even when you're kind of working with ChatGPT, you know, it's very much that recommendation based on those coming in.
00:06:16.160 --> 00:06:19.920
But if you think about future, you know, you have the whole agentic space coming in.
00:06:20.079 --> 00:06:20.319
Yes.
00:06:20.560 --> 00:06:22.560
Is it going to be powered by agents?
00:06:22.720 --> 00:06:28.000
I think the way that they reflect on it is I remember when we started the programmatic advertising space, right?
00:06:28.079 --> 00:06:34.000
And we had all these display banners like plastered everywhere, takeovers, and it's quite a confronting experience.
00:06:34.160 --> 00:06:34.480
Yes.
00:06:34.720 --> 00:06:40.480
And then we saw this inflow of kind of native advertising, which made it feel a lot more harmonious.
00:06:40.639 --> 00:06:43.439
It didn't feel like something was in your face as a consumer.
00:06:43.759 --> 00:06:47.360
And I think that's the process we're going to see through these discovery channels as well.
00:06:47.439 --> 00:06:55.439
And it's going to be understanding the outcomes that will allow to be able to allow us to be able to tweak how this user experience happens over time.
00:06:55.759 --> 00:07:00.879
I love to sort of sum it up and say, all right, and finish the sentence for me.
00:07:01.199 --> 00:07:04.720
Because we are now in the AI discovery era.
00:07:04.879 --> 00:07:05.199
Yeah.
00:07:05.360 --> 00:07:07.839
So the age of agents, that is where we are.
00:07:08.079 --> 00:07:14.480
And the one metric marketers can no longer ignore is customer lifetime value.
00:07:14.720 --> 00:07:15.519
Oh, we're back to that.
00:07:15.680 --> 00:07:15.839
Yeah.
00:07:15.920 --> 00:07:17.680
I think we ever think comes back to that.
00:07:18.480 --> 00:07:20.480
What I don't want to do is create a new mixed metric.
00:07:20.639 --> 00:07:21.839
I think we have so many.
00:07:22.240 --> 00:07:32.480
We're so good at that, but I think it just deals down to the customer, the value that you provide, the relationship that you have, and how you as a brand, you know, work to maximize that.
00:07:32.560 --> 00:07:35.600
That is why we have media and marketing investment at the end of the day.
00:07:35.839 --> 00:07:36.319
Excellent.
00:07:36.480 --> 00:07:38.000
That's also why we have interviews.
00:07:38.079 --> 00:07:39.360
We have a bit of a relationship.
00:07:39.439 --> 00:07:41.680
And I look forward to continuing the conversation with you like that.
00:07:44.079 --> 00:07:45.680
And what a time to join.
00:07:46.000 --> 00:07:46.560
Very excited.
00:07:46.800 --> 00:07:47.600
Thank you, Veggy.
00:07:47.680 --> 00:07:48.879
Thank you for your time today.