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Women of StackAdapt Voice Challenges Still Faced by Women in Today’s Society

In celebration of International Women’s Day 2018, we are highlighting the amazing women at StackAdapt as they voice the challenges still faced by women in today’s society and how we can better support women both individually and as a collective.

 women-of-stackadapt-kristen

Kristen Singh
UI/UX Designer

A challenge women still face today is having the ability to speak with confidence and assertiveness without being labeled as “Bossy”.

Your Role

As a UI/UX Designer at StackAdapt, my goal is to create a world of better experiences through design thinking. I work with our amazing Product team to improve our product through testing, research, and iteration. Nothing is more satisfying than knowing that I’ve helped to change someone’s routine for the better.

A Challenge Women Still Face

A challenge women still face today is having the ability to speak with confidence and assertiveness without being labeled as “Bossy”.

How Can We Support Women?

Whether it’s International Women’s Day or not, I always aim to uplift and support fellow women. Many of us live the same struggles and it’s important to build an alliance of love to help strengthen one another. Attending meetups and connecting on LinkedIn, going out for coffee, and helping mentor younger girls are all ways you can help, and it’s definitely how I help.

women-of-stackadapt-BDRs

Dorothea Kefer and Tessa Walsh
Business Development Reps

A challenge women continue to face, despite generational gaps, is double standards between men and women.

Your Role

As Business Development Representatives, our role at StackAdapt is to be the entry point of new business opportunities at StackAdapt! We’re growing the company one prospect at a time, and we’re proud of it.

A Challenge Women Still Face

A challenge women continue to face, despite generational gaps, is double standards between men and women.

How Can We Support Women?

To close the gap, we try and raise other women up by encouraging every member of the team to use their voice and support each other.

Stefanie Zaarur
Digital Marketing Manager

women-of-stackadapt-stefanie

Equal pay continues to be a big challenge. It’s important for women to be encouraged to ask for what they deserve.

Your Role

My role as Digital Marketing Manager at StackAdapt entails several responsibilities such as building and optimizing digital marketing initiatives, to increase quality and flow of leads from marketing to revenue.

A Challenge Women Still Face

Equal pay continues to be a big challenge – women across industries generally make less for the same role. It’s important for women to be encouraged to ask for what they deserve without the fear of not getting the role they want.

How Can We Support Women?

To change societal mentality I try to break gender stereotypes and encourage my female friends, family members and colleagues to do the same on a daily basis.”

Natalia Vassilieva
HR Manager

women-of-stackadapt-natalia

It’s important to cultivate an inclusive culture for women.

Your Role

I started at StackAdapt over 2 years ago as employee # 20 and have watched this team grow and blossom into what it is today– 70 (and counting) of some of the most talented, bright, driven people I have ever had the pleasure to work with. Importance of my role? To keep bringing on amazing people to StackAdapt and ensuring everyone loves coming to work every day! 🙂

A Challenge Women Still Face

Well, I think it’s still tough for women to make the decision to take time off to start a family.

How Can We Support Women?

We can help by cultivating an inclusive culture for women. Whether it’s from the moment they walk through our doors for their first interview, or the supportive Mat Leave policy we design that support them when they start their families.

Kaeshi Sri
Marketing Automation Manager

women-of-stackdapt-kaeshi

A challenge I find women still face is the notion that just because you’re an introvert and a female that you can’t achieve the same goals as men.

Your Role

As a Marketing Automation Manager, my goal is to strategize and execute on an integrated marketing mix of emails, social media, webinars, and other digital tactics for lead generation at StackAdapt.

A Challenge Women Still Face

A challenge I find women still face is the notion that just because you’re an introvert and a female that you can’t achieve the same goals as men. We need to overcome that notion, and we can all do this by highlighting our strengths and ideas as it encourages and brings out the best of those around us. We often fail to recognize the women that have made a difference in their field.

How Can We Support Women?

I try to contribute by sharing women of our time, such as Ada Lovelace, Florence Nightingale, Hellen Keller, and making sure to remember them for their contributions to our advancements.

Amika Evans
Account Executive

women-of-stackadapt-amika

As women, we need to stop selling ourselves short.

Your Role

As an Account Executive, I help drive revenue. Once the new business comes in, I work to close the said opportunity.

A Challenge Women Still Face

That being said, a challenge women in sales still go through is the idea that people still expect a guy to be on the other end of a call. #WomeninBusiness

How Can We Support Women?

As women, we need to stop selling ourselves short. I find some women tend to condemn or doubt their female counterparts. We are faced with so much pressure (professionally, our bodies, relationships), and frankly, misery loves company, so it’s just become easy to be mean. I will not let that come to fruition in my circle, and just continue to uplift my sisters. Sometimes we just need to hear the positive reinforcement from each other.

Maggie Clapperton
Content Writer (Freelance)

women-of-stackdapt-maggie

One-third of global businesses have no women in senior management roles, up 0% from 2011.

Your Role

As a content writer, my role is to help agencies and brands understand the value of programmatic native advertising and provide resources that help them succeed.

A Challenge Women Still Face

In business, women are still underrepresented in the c-suite. According to Catalyst.org, one-third of global businesses have no women in senior management roles, up 0% from 2011. Yep, 0%…

How Can We Support Women?

On IWD and every day, I provide support (and I am supported by) the extraordinary women in my life. This IWD I will be marching in the Barcelona Women’s March in solidarity with every woman who has ever been harassed, judged, assaulted, paid less than her male counterpart, or simply made to feel small and voiceless.

Michelle Hart
Senior Customer Success Manager

women-of-stackadapt-michelle

The confidence to speak up in public is something that a lot of women still struggle with. The idea that their opinion or point will not be valued or accepted should never hold them back!

Your Role

As a CSM, my main objective is to ensure clients are well equipped with the resources, training, and recommendations they need, allowing their campaigns to deliver on the goals they are looking to achieve, ensuring success on our platform!

A Challenge Women Still Face

The confidence to speak up in public is something that a lot of women still struggle with. The idea that their opinion or point will not be valued or accepted should never hold them back!

How Can We Support Women?

I continually try to motivate and encourage the women in my life. Females are strong, intelligent, and powerful, so it’s very important to me to remind and help ensure other women feel their strongest to achieve their goals and always be their best self!

For more “Women of StackAdapt” profiles, visit our Instagram @stackadapt_ 

4 min read

Travel Marketers Are Focused on Mobile, But Are They Considering the Entire Mobile Journey?

According to eMarketer, travel brands plan on investing in a variety of marketing tech in 2018, and the key focus is rightly on one thing: mobile. As illustrated in the ComScore chart below, our mobile phones have become our primary digital tool. Online Travel Agencies (OTAs), Hospitality, and Transportation all name mobile experience and analytics as their top marketing priority for the year. But analyzing eMarketer’s results, I can already detect glaring oversights in the way the industry is splitting its focus. Travel marketers are focused on mobile, but are they considering the entire mobile journey?

comscore-mobile-primary-tool

While some sections of the travel industry, notably OTAs, plan on leveraging emerging technologies like Artificial Intelligence (AI) and Machine Learning (ML) (19%) to boost their mobile presence, the majority are not:

eMarketer_Technology_Priorities_for_Their_Company_According_to_Travel_Marketers_in_North_America

An Unnecessary Divide

You’ll note that programmatic buying/retargeting, and AI/ML are far down the list of technology priorities for 2018. But these technologies are by and large what make mobile marketing sophisticated, frictionless, and non-disruptive. That’s because these technologies power mobile-first marketing techniques such as programmatic native advertising.

The practice of segregating mobile experience investments from investments in programmatic and AI technology demonstrates a lack of technological understanding common across the marketing landscape regardless of industry. The mobile experience doesn’t start on your web property, it begins well before that, during marketing & advertising distribution.

The practice of segregating mobile experience investments from investments in programmatic and AI technology demonstrates a lack of technological understanding common across the marketing landscape…

Mobile From First-Touch to Last

“To me, mobile experience means the interaction with consumers across the entire journey,” says StackAdapt COO Vitaly Pecherskiy. “From the first point of interaction on mobile, be that on a social feed or a web publishers’ property, marketers need to think ‘how can we speak to our target audience in a way that sparks interest in what we have to say.’ Building on-site mobile experiences is a great step — that’s where you need to start. But ultimately, it’s the distribution that makes or breaks marketing campaigns or initiatives. Most marketers fail before a user even arrives at their perfectly polished website because they lack the tools to reach in-market audiences across the modern web landscape.”

Most marketers fail before a user even arrives at their perfectly polished website because they lack the tools to reach in-market audiences across the modern web landscape.

In other words, investing in a mobile experience goes beyond investing in a mobile-friendly site. It starts with the way you spread the word. If you’re using traditional, desktop-centric marketing tactics to reach a mobile audience, you’ve already lost. There is only so much room on a phone screen and users hate to be interrupted from their intended browsing experience. Enter programmatic native advertising.

Fitting In

Ask any tech-savvy marketer or digital agency director, and they’ll tell you programmatic, specifically, programmatic native advertising is a true mobile-first approach. Business Insider reports that native ads are poised to take over mobile by 2020. The reason, according to the Mobile Marketing Association (MMA), has to do with the way native blends in with the consumer’s intended browsing behaviour: “When ads fit with the environment where they are served, people notice. This is the inherent benefit of mobile native advertising, which is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.”

In a word, the ads ‘fit’. The in-feed nature of the ad is adapted to the scan and scroll behaviour of users across mobile apps and browsers, leading to increased click-through rates, longer time on site, and even increased conversion rates. For example, Porter Airlines decreased their cost per customer acquisition by 35% using in-feed native advertising and the corresponding intent-based targeting.

Cross-Device Targeting & Attribution

Moving beyond the form and function of programmatic native, Machine Learning (ML) and other aspects of Artificial Intelligence (AI) allow for sophisticated, cross-device targeting and attribution. In a 2017 survey, StackAdapt uncovered that 47% of consumers still aren’t buying on mobile and 82% of consumers who do buy on mobile say that small screens and poor landing page experiences often deter them from converting directly on their smartphones.

Moving beyond the form and function of programmatic native, Machine Learning (ML) and other aspects of Artificial Intelligence (AI) allow for sophisticated, cross-device targeting and attribution.

This means that (much to marketers chagrin) transactions become muddy and attribution unclear. In a video titled “Your Attribution Model is Missing a Third of Your Customers” Pecherskiy points out that “38% of people discover a product for the first time on mobile and then they choose to use desktop to actually complete the purchase. So, oftentimes marketers overvalue direct or organic traffic from desktop, when in reality more than a third of consumers discover your product for the very first time on mobile.”

38% of people discover a product for the first time on mobile and then they choose to use desktop to actually complete the purchase.

By integrating AI into our platform, StackAdapt has built intent-based targeting technology that targets users with in-feed native ads across devices and locations, and with the implementation of conversion tracking, provides insights into the time the user first clicked on your ad, the website that ad was placed on, the time to last click before they converted, and even the devices that these users were on.

Performance Optimization

As you can see, in-feed native advertising drives in-market audiences to mobile properties and has the potential to track the conversion journey from first-touch to last. The third point in its favor is that the same programmatic and AI technology that gathers these insights also allows for ongoing optimization of campaign performance by capturing and storing, then learning from, and finally, utilizing the learnings of the data in a closed loop of ever-increasing intelligence.

AI technology allows for ongoing optimization of campaign performance by capturing and storing, then learning from, and finally, utilizing the learnings of the data in a closed loop of ever-increasing intelligence.

If travel marketers, indeed all marketers, plan on in investing in mobile experiences, it is integral that they consider the entire mobile journey, from first-touch to last; from the way you distribute your content, to the way a user consumes your advertisement, to the way they convert on your web property. It makes no sense to create innovative mobile experiences without reaching audiences through mobile-first tactics. Programmatic, retargeting, and AI technology are no longer a “nice to have” and are no longer limited to the big name elite. These technologies are a key function of mobile first marketing, specifically the front-runner: native advertising.

4 min read

How to Capitalize on Winter Sports Hype Through Digital Advertising

Television is no longer our sole portal to some of the biggest sporting events of the decade. Today, we stream events on smart TVs, desktops, laptops, and apps. Our phones keep us updated in real time, and we’re as likely to catch the highlights on a publisher site as we are to rely on official network content.

This new world of content consumption is great news for advertisers: You don’t have to be an official event sponsor to capture the attention of sports audiences. Here are three major ways to capitalize on game day hype through digital advertising.

1. Segment Targeting: Reach Users Engaging With Sports Content

Standard Segments

Programmatic advertising allows you to target standard segments of people who have shown interest in a specific sport in the past few days. These segments track consumer behaviour online, allowing you to capture a sport’s audience who also happens to be your target audience.

For example, if you know your audience is likely to have an interest in ice skating, you’re able to serve ads to that specific psychographic across thousands of publisher sites. Consider how many publisher sites recently reported on Mirai Nagasu’s historic triple axel. Harness that hype through the sophistication of programmatic segment targeting.

olympic-ad-example

First-Party, Custom Segments

Through StackAdapt’s programmatic platform, you’re also able to create custom audience segments. These segments, built especially for your brand through first-party data refreshed on a rolling 7-day basis, use machine learning and natural language processing to determine relevant browsing behaviour and ultimately, the implicit intent of a given user.

This means that not only are you reaching the people who matter to your brand, you’re reaching them at the exact time they are actively engaging with topics relevant to your product or service. This intent-based targeting drastically increases the likelihood of conversion from audience member to customer.

For example, if you know your audience has a penchant for high adrenaline sports like luge and skeleton, you’re able to build a segment unique to your needs. Try building a customized audience segment based on sports viewership relevant to your brand.

Learn more about Custom Audience Segments Here

B2B Segments

Another way to segment your audience is by focusing on specific institutions. Rather than targeting an entire city, these B2B segments capture audiences within a specific institution (university, hospital, airport, company etc.) so you can reach people in the places that matter the most to your brand.

For example, if you are a low-interest credit-card company, you can harness a sporting event’s audience by modifying your ad creative to capture team spirit and then serving ads to universities filled with students looking for low-cost credit options.

2. Dayparting to Sync Up with Specific Events

While the previous section dealt with who and where you choose to target, when you target your audience is of equal importance. In the case of sports campaigns, serving your ads during high profile events can help you make the most of your programmatic bids by ensuring your audience is consuming content at the same time your ad is likely to be served, increasing the impact & reach of your ad.

“But how will they see my ad if they are already watching the event,” you ask? According to AdWeek, 87% of consumers use more than one device at a time, making advertising on mobile (such as programmatic native) a smart choice for advertisers looking to reach their audience alongside sports content.

3. Integrate Your Social and Programmatic Campaigns

Many marketers associate the term “programmatic” with social media. And while social is one area of programmatic advertising, there are a number of benefits to reaching outside those walled gardens. Integrating your Facebook campaigns with your Demand Side Platform (DSP) allows for one-click convenience & powerful data incorporation.

Running Facebook campaigns through your DSP combines the powerful first-party data of technology such as Custom Audience Segments with the intelligence of Facebook Lookalike Audiences.

For example, if you are running a sporting event specific campaign across social media, integrating this campaign with your DSP ensures that your next campaign will be more intelligent than the last.

4 min read

How Advertisers Can Stand Out During Super Bowl Season Without Spending Millions

The Super Bowl is as much about the advertisements as it is about the football. But let’s face it, not every company can afford a $5 Million dollar spot during one of the most anticipated sporting events of the year. Here’s how marketers and advertisers can stand out during Super Bowl season without spending millions. Continue reading “How Advertisers Can Stand Out During Super Bowl Season Without Spending Millions”

4 min read

10 Digital Marketing Tips for 2018 from StackAdapt’s Campaign Experts

2018 is in full swing and we’re excited to see what innovative digital marketing and advertising strategies our clients come up with this year. To help get the ball rolling and to ensure your next campaign hits your intended KPIs, we’ve rounded up some expert advice from our Customer Success Team. Here are their top tips and tricks for 2018: Continue reading “10 Digital Marketing Tips for 2018 from StackAdapt’s Campaign Experts”

4 min read