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The Future is Bright, The Future is Display3 min read

3 min read

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]October 2014 has been a great month for Croud.  Why?

For one thing we are delighted to welcome some fantastic new clients including Co-op Bank , House of Fraser and Feel Unique, (the latter with whom we’ve signed a long term partnership having been successfully tested for a 3 month trial against a couple of our competitors).

But as much we love new clients, our passion is extending what we as Croud can offer them as a business.

And that’s why we’re proud to announce our launch of Croud display. We are partnering with a number of DSP’s, including Admedo and DoubleClick Bid Manager (DBM), which enables us to buy display programmatically.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4887″][text_output]Attribution

Alongside that we have also launched with DoubleClick Campaign Manager (DCM) to not only offer an adserving solution but also more robust cross channel attribution. This is where it gets really interesting and why our data team are rather excitable at the moment.

When allied with cross device attribution (through Universal Analytics and other tools) we’re offering genuine end to end attribution. Overlaying customer specific data enables advertisers to target users based on their individual profiles. The customer has overtaken the keyword.

Narrowing of push and pull

So why all of this chatter about attribution?

Quite simple really – as the line between the pull of search vs the push of display/ social/ Facebook continues to blur, the challenge for advertisers and agencies alike is to ensure a birds eye view of the interaction between all of these channels.

All in all it just adds up to a signficantly more refined use of the marketing budget. And as the world’s most underwhelming but easy to follow equation states:

more accuracy = more customers.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4888″][text_output]Its important to qualify that far from the search vs display conversations of the noughties, this is not heralding the death of search at the tip of display’s spear, far from it – search is still over 50% of digital spend, which is a bewildering 35% of the overall media market.

Search will ultimately be enhanced by display – the 2 colluding to form a wider, more complex but ultimately rewarding advertising experience for our customers.

Full disclosure (as if any were needed) – Croud aren’t the first into the display space (I know, shocking but true).

We’ll promise two things:

  1. Total transparency – no more hidden fees, we’ll tell you how much it costs, what that means to your CPM/ CPA and give you a clear idea of service levels
  2. We’ll find a way to make it work (post click/ impression or other) within the overall media mix

So that’s it for now. Onwards ever onwards.

Luke[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]