TV has become the platform for moving to e-commerce centers that are looking to increase their audience and expand their marketing activity beyond social media. In Q & A, DTC Daily talks to Ed Montes, President of GM and TotalTV at DataXu, Diane Swint, CRO, Lovepop, to discuss the recent partnership between the two companies on how to take advantage of the DTCs in the television opportunity.
DTC Daily: Can you explain what DataXu does?
Ed Montes, President and CEO of TotalTV at DataXu: DataXu is a software company that helps marketing professionals use data to optimize their ads – especially brands that value performance and performance. We help DTC brands that seek to share and assign sales to their marketing investments by taking advantage of identity and data management software. DataXu focuses on the value of advanced TV – especially connected TV – to enable advertisers to fully understand and access custom audiences across all display devices.
What was the reason? Lovepop In partnership with DataXu, what are you looking forward to achieving / What challenges are you looking forward to overcoming?
Diane Swint, CRO, Lovepop: DataXu provides a platform that allows us to test our new television creativity with specific audiences and measure impact. One reason we chose DataXu is that our OneView technology gives you the ability to measure campaign performance just like any other digital channel. We can connect the family that watched our CTV ad over the Internet lovepopCom. As a start, we focus on testing and learning before investing in new acquisition channels.
How did the partnership help achieve these goals?
Diane Swint: Our partnership with DataXu has allowed us to implement a multi-channel marketing strategy during the peak season. Using this strategy, we've improved our targeting of messages across channels and audiences. DataXu allowed us to spend in small increments until we found the right audiences and re-targeting strategies to make our spending incredibly effective. This partnership, with extensive training and support, has helped our team to know the masses that have achieved our goals.
Why TV Channel Is Connected To Lovepop / Brands DTC?
Diane Swint: The number of people watching TV is increasing each year, so we've seen a unique opportunity to enter the market and learn how it works before our competitors. Connected TV is a highly expandable channel that allows us to deliver our brand to people on a large scale. in a Lovepop, We know that when people see one of our papers being opened, they understand what it means to create a magical moment. TV is an important channel for us because if you have not tried giving Lovepop Card, hard to estimate the value display until you see it, TV channel is important to help us expand the message.
Ed Montes: The number of DTC brands is the maximum in Facebook and Google search. They're looking for new channels and new opportunities to bring data-based planning and purchasing to the richer video and TV. What they find appealing is the digital characteristics of connected television – specifically, the ability to understand who is instantly advertising and communicating this exposure to sales – and the ability to quickly understand the return on ad spend. While other platforms are able to deliver performance data only after the campaign is completed, DataXu is the only platform that can deliver these ideas in real time, allowing brands to improve spending while the media is in the air.
How can you make sure that these new customers become loyal shoppers? Lovepop?
Diane Swint: The first way to ensure loyalty is to have magical moments Lovepop Creates. There are magical moments for each Lovepop The card was sold, one for the person who chooses his hand for the distinguished person in his lifetime and the second for the recipient when he opened it and experience the magic. This experience keeps our customers coming back. In addition, we have a few services for our customers who can assist in remembering major events. We have a reminder service, which send reminders for special occasions that our customers can use Lovepop To celebrate, our subscription service is automatically sent out Lovepop Cards directly to your home monthly.