Nikhil Elayat

Recent Posts

The Snap Wave – Snapchat launches its new self-serve ad platform

Posted by Nikhil Elayat on Aug 30, 2017 12:30:00 PM

Snapchat needs advertisers to build and buy campaigns with confidence. Recently announcing its self-served ad platform, Snapchat aims to enter the ad tech industry looking at exploiting the mass ad spend trickling from TV to digital. Promoting vertical video content and placement between stories. It is a great way to reach the youth audience who form the core user base on Snapchat.

Creative guidelines and support:

Just like Snaps, Snap Ads offer a variety of creative freedom to communicate your message. They can take the form of video—whether it be motion graphic, live, cinema-graph, or gif style—and stills.

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Along with the multitude of ad placements that Snapchat offers, the platform also offers us with the following call to actions to choose from:

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Snapchat with the current offering is expected to create a wave of opportunities for advertisers within the social advertising realm. Adding to the array of already existing ad tech, Snapchat will play a vital role in reaching out to New Zealand teenagers who form the majority of local users.

Ads that appear between stories are much more prominent and ensures more attention of users. The "more information" feature allows users to opt into further content related to the brand or product being advertised.

We believe that Snapchat will change the way gif and video creatives are served to audiences via social and native media. Snapchat can easily be added into your social and native advertising mix as their specs are very similar to Facebook's  Newsfeeds, Outbrain's Sponsored Stories and Taboola's Feeds.

Do let us know your thoughts and comments below on how Snapchat could add value to your brand’s social advertising mix.........

Topics: AdOps

Benefits of Omnichannel Platforms

Posted by Nikhil Elayat on Aug 9, 2017 12:27:50 PM

A case study on MediaMath’s Omnichannel Platform

MediaMath (MM) commissioned Forrester research to perform a study and analyse the effect of MediaMath’s Omnichannel platform on the potential ROI for enterprises who have implemented MM the platform. This study is supposed to provide an analysis on the potential financial impact of MediaMath on their organisations.

Interviewing a group of enterprises and agencies who had been using MediaMath’s platform extensively, revealed that the agencies were looking at more control over the overall user experience across channels. They made the choice to implement MediaMath only after careful consideration of other DSPs in the market for up to a year. Agencies considered the platform to be more than just a platform or provider. The reason for the switch, for majority of the agencies and enterprises interviewed was the fact that the service and support offered were much more responsive. The ability to customise the platform to their needs only made the switch even more viable.

The following were some of the risk-adjusted present value benefits that the enterprises enjoyed:

 Improved performance through Omnichannel management

  • Increased profitability by 80% and double return on ad spend
  • Improved CPA by as much as 5x
  • Increased click-through rates by 200%
  • Improved overall campaign performance by 20%

Please note that the study was commissioned by MediaMath and delivered by Forrester research and should not be treated as a competitive analysis.

Read the full report



Topics: programmatic

Predictive Marketing and Adoption

Posted by Nikhil Elayat on Jul 25, 2017 1:00:00 PM

Marketers are looking at user behaviour in the online eco-system. They're implementing AI and machine learning tools to predict how likely a prospective user is to interact based on past actions and behaviours.

Technology plays a big role in marketing and a recent study found that certain tech is more widely used in the US than in other countries. A survey of 620 marketers in the US, Australia, France, Germany and the United Kingdom clearly shows how technology usage compares across these countries.

70% of the marketers in the United States said that predictive marketing is the primary tech they're planning on using in 2017. Below is a chart showing the kind of tech that marketers plan on using in selected countries in 2017.


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Cross Channel measurement technology

Half of all marketing and media executives in North America believe predictive technologies and associated analytics help them gain better value from the data. In addition to this 40.6% of the respondents said that cross-channel measurement and channel attribution would further help.

As adoption of technologies such as predictive analysis and DMPs rise, the focus will be on customer data and not platforms. This enables marketers to provide customers with a personalised brand experience across channels.


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An interview with Alex Weinstein, the Director of Marketing Tech and CRM at eBay emphasised the importance of real-time data and how it helps eBay power their campaigns. Capturing data immediately enables them to build a profile and target their clients immediately when a product they’ve shown interest in drops or changes.

Alex concludes that machine learning and it's ability to assist in personalising messages has become a strong foundation to grow eBay. He suggests companies start by using a light machine learning model to improve newsletter delivery and assure positive results. *

Contact Acquire Online to see how to use data most effectively to maximum ROI.



Topics: DATA

Ever Wondered What Are The Most Expensive Google Adwords Keywords in 2017

Posted by Nikhil Elayat on Jul 7, 2017 7:36:51 AM


Ever wondered what the most expensive keyword in Adwords advertising was? Or what the most searched keyword term was on Google Adwords? This article gives you a bit of an insight into the keyword game on Google.   

 A comprehensive analysis of keyword data reveals that groups of keywords under the following sets are the most searched on Google Adwords. These include business services, bail bonds, gambling/casino, lawyer and asset management.

 The Keywords that were most expensive 6 years ago are totally different to today. The data sheds light on the ever-changing digital landscape and the way that Google Adwords is evolving.

 One of the key questions that you should be asking now is.. how do these keywords get so expensive?

Adwords keyword costs rise due to number a of reasons:

 1. Services that people require in Immediacy or Urgency

When people are faced with problems, they look for an immediate solution. This gives the advertisers an advantage of charging more for their services or products, helping them achieve a better ROI, although they might result in a higher CPC.  

 2. Products or Commodities that are high-end  

High-end products and services are willing to pay a higher CPC as a single prospect could result in higher gains. This means they bid high on certain keywords that are likely to earn them prospects and subsequently a conversion.

 3. Education, Essentials and Addictions

Some service offerings are so essential to the users that there is a flood of market suppliers for them. This means that to stay on top of the competition and gain maximum market share, it is essential for advertisers to bid higher, which increases the CPC of these particular set of keywords.

Knowing these keywords is only half the battle. Email us to discuss targeting options for your online campaigns.

*This analysis is done using keyword data for five different currencies in English speaking countries

image source:




Topics: adwords

Connecting digital ads to in-store buys - Quantium and Facebook intertwine

Posted by Nikhil Elayat on Jun 10, 2016 9:06:32 AM

Source: By Pippa Chambers | 8 June 2016

Australian-founded data analytics and strategy firm Quantium has inked a deal with Facebook to become its Australian partner in the measurement of online advertising and its impact on in-store sales.

The move is set to benefit advertisers and media agencies by linking post-exposure purchases to a campaign, which Facebook says is effectively closing the loop on understanding advertising effects.

Quantium’s measurement process defines a statistical connection between advertisements which appear on Facebook’s platform and resulting sales as collected in Quantium’s customer shopping database.

Quantium is the third company in the world to partner with the social media giant – joining the likes of Datalogix in the US and the UK’s Dunnhumby.

L’Oreal, Kellogg and Proctor & Gamble dabble

The capability has so far been tested with clients including L’Oreal, Kellogg and Proctor & Gamble, in partnership with their media agencies, Carat, Mindshare and Mediacom.

Head of digital and media at L'Oréal Australia and New Zealand, Christophe Eymery says: “Quantium and Facebook’s new measurement product has provided a level of understanding of our campaign performance that has never been available before. It has really enlightened our understanding of the impact our marketing efforts have on real sales outcomes.”

Head of FMCG and auto categories at Facebook, Naomi Shepherd, says through the partnership advertisers can now answer what was the in-store sales uplift directly attributed to Facebook advertising; did its Facebook campaign cannibalise the sales of other products; how does it rank different audiences and what returns might each segment deliver; what types of people responded most or least positively to the campaign; how can it optimise future campaigns using the learnings from each campaign – and more.

“Rigorous methodology" used

Alex Macoun, who leads Quantium’s media division, says Facebook has been piloting measurement activity with Quantium over the last six months and is pleased with the “rigorous methodology” employed, as well as the results.

“There have been a number of interesting learnings, including how past-purchase based targeting has led to twice the sales uplift compared to demographic targeting,” Macoun says.

Quantium says results are made available to advertisers and agencies at an aggregated level to enable ongoing improvements in targeting and sales effects. All aspects of the process are fully compliant with privacy regulations and no personal customer data is used in the analysis.

The partnership will now rapidly scale up the capability so that advertisers from across different industries, and in collaboration with their agencies, can improve their targeted campaigns on Facebook.

In July last year Facebook made a data deal with Quantium, Acxiom and Experian to fuse offline and online data.

A bite out the cookie

In March AdNews reported on how Facebook's Atlas had doubled-down on its measurement capabilities, with the social giant announcing businesses can now compare offline point-of-sale (POS) data to that of Atlas' data to get an accurate picture of the path to purchase.

The new 'Offline Actions' and 'Path to Conversion' tools allow marketers to put real data behind their digital and mobile spend, that goes beyond the cookie, and Facebook expects this will lead to an increase in spend in the space.

At the time, head of ad tech for Facebook, David Jakubowski, told AdNews that these tools will be able to do something the internet has never done, which is connect “absolutely everything”.

Connecting ads to in-store buys is definitely a benefit as it connects post-view purchase to a campaign. This further helps understand the effects digital advertising has on buying behavior both online and offline.

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Topics: News