Homegrown tech driving economic force in Asia-Pacific

West Australian performance advertising specialist Signifi Media has landed a spot in the prestigious High-Growth Companies Asia-Pacific ranking for 2022.

After months of research and forensic financial analysis of thousands of companies across the region, The Financial Times has ranked companies by their compound annual growth rate (CAGR) in revenue between 2017 and 2020, as well as their ability to generate jobs and sustain the region’s competitiveness.

Signifi Media was ranked #196 out of the top #500 companies in Asia.

Signifi Media directors Nick Sertis and Matt Cahill said that being named as a driving force of the Asian Pacific economy was a real coup and testament to the hard work of the entire team.

Sertis said that building lasting client relationships through effective lead generation and conversion was core business for the Perth-based company.

The homegrown regeneration middleware technology had fuelled a 90 per cent year-on-year growth for Signifi over the last three years and landed the performance agency contracts in more than 10 countries.

“Using a marketing automation system is showing us that one of the best ways to grow business, generate leads and stay ahead of the market and the competition.”

The powerful revenue generation engine that enables Signifi Media to customise and optimise clients’ off-listings network is Loopa Automate.

Cahill, who designed the product, said it automatically extended advertising off-network and at scale in just a few minutes.

“Loopa Automate advertises listings beyond our clients’ own portals using the power of first-party data, programmatic and social channels,” he said. “Users are then exposed to automatically boosted, customised listings wherever they go online, driving them instantly back to the client.

“On top of that Loopa includes an advanced reporting system which tracks customer activity at a very granular level.”

Loopa Automate is a key component of the online marketing and digital solutions agency. With a growing staff of more than 20, Signifi Media focuses on performance and conversions for its clients but offers a range of complementary services including programmatic advertising, eCommerce, web design, digital strategy, native automation and search engine optimization.

Signifi Media is expanding its Europe client base next year, adding to notable partners including TradeMe Property and NZME out of New Zealand, Property Guru in Singapore, Hemnet in Sweden and Encuentra24 in South America.

The Loopa Automate technology is also looking ahead to AI facial recognition and comment sentiment analysis as it stays ahead of the high-tempo social media and digital platforms.

Signifi Media has joined companies with headquarter in Singapore, Hong Kong, India, Indonesia, Japan, Macau, Malaysia, New Zealand, Philippines, South Korea, Taiwan, Thailand and Vietnam on the prestigious Asia-Pacific 2022 list.

International data partner Statista was engaged by The Financial Times to help identify those Asia-Pacific companies with the strongest revenue growth. The list will be published in the international financial medium on March 17.

Signifi makes the AFR’s Top 100 Fast List for 2021 at #34

Marketing automation technology developed in Western Australia has propelled performance advertising specialist Signifi Media the AFR’s Top 100 Fast List for 2021. Read more on the Financial Review’s website: https://bit.ly/3p289W4

The homegrown automation platform has fuelled rapid year-on-year growth for Signifi and landed the performance agency contracts and marketing automation in more than 10 countries.

Directors Nick Sertis and Matt Cahill say building lasting client relationships through effective lead generation and conversion is core business for the Perth-based company.

Since 2016 Signifi Media has helped both small, medium and large businesses significantly grow their revenue online and drive client acquisition.

The powerful revenue generation engine that enables Signifi Media to customise and optimise clients’ advertising at scale is Loopa Automate.

  “One of our long standing clients is reporting annual revenue growth of more than 752% over a two year period working with Signifi Media and attributes the success to their digital strategy” Cahill said.

  Sertis said Loopa Automate worked well with real-estate agencies, automotive and employment portals to automatically extend advertising across many different digital channels. “For our large portal partners, using a marketing automation system is proving one of the best ways for them to grow business, generate leads and stay ahead of the market and the competition.”


The minds behind the rapid marketing performance growth for their global clients. Signifi Media Directors, Matt Cahill and Nick Sertis

 “This technology advertises listings beyond our clients’ own portals using the power of first-party data, programmatic and social channels,” Cahill said. “Users are then exposed to automatically boosted, customised listings wherever they go online, driving them instantly back to the client’s website or physical shop front.”

Loopa Automate is a key component of the online marketing and digital solutions agency. With a growing staff of more than 20, Signifi Media focuses on performance and conversions for its clients but offers a range of complementary services including programmatic advertising, eCommerce, web design, digital strategy, native automation and search engine optimisation.

Signifi Media is further expanding its European client base next year, adding to notable portal partners that they have worked with from countries such as Sweden, South Africa, New Zealand, Singapore and Central America.

The Loopa Automate middleware is also looking ahead to artificial intelligence with features such as facial recognition within advertisements and comment sentiment analysis, as it stays ahead of the high-tempo social media and digital platforms.

The Power of Programmatic Audio Advertising

The rise of digital audio — both as an entertainment medium and as an ad opportunity — is a growing trend that is hard to ignore.

As consumer habits are changing globally, people are increasingly streaming music and podcasts to their phones and other connected devices. This surge creates unique opportunities for programmatic audio ads.

WHAT IS PROGRAMMATIC AUDIO ADVERTISING?

Programmatic audio is the use of technology (software) to automate the process of buying and inserting ads in digital audio content such as music streaming services, digital radio and podcasts, as opposed to the traditional process of human negotiation. Using this powerful advertising medium, you can refine your targeting, improve engagement and gather advanced reporting insights.

Programmatic audio advertising offers sophisticated targeting options. Advertisers can target via advanced data points, or via non-personally identifiable logged-in data, which includes age, gender, listening habits and the device, for example a smart speaker, desktop or a mobile phone.

WHAT ARE THE ADVANTAGES OF PROGRAMMATIC AUDIO ADS?

Compared to other digital marketing channels such as Facebook advertising and search engine marketing, programmatic audio marketing such as Spotify programmatic ads is still relatively new. While the full potential of programmatic audio ads is yet to be unlocked, the many advantages of advertising programmatically in music streaming services, digital radio and podcasts are already evident.

Here are some of the key advantages of programmatic audio advertising:

  • Higher engagement
  • Reach a large audience
  • Efficient and reliable
  • Deliver more personalised ads
  • Digital audio listeners are a valuable audience
  • Form long-lasting relationships with a younger audience
  • Lesser reliance on third-party cookies

Higher engagement – unlike television, YouTube and display ads, programmatic audio does not rely on visual engagement and advertisers don’t have to compete for the user’s attention. To add to this, the majority of people listening to digital audio do so via headphones, which means that listeners aren’t able to listen to anything else while an audio ad rolls. This type of media consumption helps form a strong brand-listener bond. A report by Edison Research showed that 70% of monthly podcast listeners don’t do anything else while listening to a podcast. Digital audio commands the listener’s full attention, making this ad platform highly engaging. Because of these factors, digital audio reaches consumers in a much more immersive way.

An added benefit is that the vast majority of audio ads cannot be skipped and there is no ad-block tool for audio advertising. This means your digital audio marketing, such as Spotify programmatic ads, will have a higher exposure, maximising your return on ad spend.

Reach a large audience – the number of users on music streaming services such as Spotify is growing rapidly. Statista research shows that as of the first quarter of 2021, Spotify boasted a whopping 158 million premium subscribers worldwide, up from 130 million in the corresponding quarter of 2020. Spotify’s subscriber base has increased dramatically in the last couple of years and has more than doubled since early 2017. In Australia, 9.8 million users are listening every month, 5.6 million of whom are ad addressable.

These numbers are bound to continue growing at a rapid pace, since Spotify is investing heavily in new podcasts with the aim of becoming the world’s number one audio platform.

Efficient and reliable – using machines is a really efficient way of buying digital advertising space. In the real world, both buyers and salespeople can be expensive and unreliable. With the use of smart technology, the whole process is smoother and more cost effective.

Dynamic Audio Creative on Spotify, for example, allows advertisers to customise audio creative in real-time, serving thousands of different automated marketing messages to different segments in their audiences. With the use of smart AdTech, creative can be tailored based on weather, location, time of day, day of the week with multiple product messages – an automated process that is much more efficient and cost effective than the traditional way of marketing.

Deliver more personalised ads – with automated audio ads, marketers and advertisers can deliver more customised messages to audiences. Spotify collects over 500 billion data points every day – that’s bigger than Google Earth, Street and Maps combined. Being able to target based on real-time data, like time of day, weather and traffic patterns, music-based psychographic groups, age, gender, purchase behaviour and other consumer trends, advertisers can engage audiences with much more relevant and personalised ads.

Digital audio listeners are a valuable audience – The demographics of digital audio audiences contribute to their value as a target market. Edison Research found that digital audio audiences in the U.S., particularly podcast listeners, are affluent. Podcast listeners typically have university level education, are employed and earn a yearly household income above 100,000 USD.

Similar trends are seen in the Australian market where 44% of Spotify Free users have a university or post graduate degree and are 20% more likely to earn between 175,000 AUD and 200,000 AUD each year. This financially stabile market makes a highly valuable audience to target as they are well positioned for general prospecting.

Form long-lasting relationships with a younger audience – age is another important demographic characteristic of digital audio listeners. Digital audio is typically more popular among digitally savvy Millennials and Gen Z. By targeting these age groups with programmatic audio, you can reach a younger audience that is entering, or is already in, their prime spending years. Moreover, by connecting with a younger demographic, you can form long-lasting brand-consumer relationships that, with nurturing, will result in a higher consumer lifetime value over time.

Lesser reliance on third-party cookies – because people are increasingly consuming digital audio media across devices and apps, which requires users to log in, programmatic audio advertising don’t rely on third-party cookies. This is a significant advantage since privacy is becoming increasingly important with regards to the General Data Protection Regulation (GDPR) and Google’s decision to phase out third-party cookies in Chrome.

With a 100% logged-in audience, music streaming services like Spotify can help brands find and reconnect with their known customers using Custom Audience Matching.

HOW DOES PROGRAMMATIC AUDIO ADS WORK?

At Signifi Media, we purchase programmatic audio ads through our two delivery service partners (DSP’s), DV360 and Xandr. These premium audio exchanges enable us to purchase ad space in the pre-roll, mid-roll or post-roll of a podcast, as well as audio ads in music streming services, targeting various devices, including desktop, mobile and tablet. Having access to several publishers, including Spotify, SoundCloud, Pandora and more, we give our clients the ability to reach precise audiences across top digital audio streaming services.

Precise targeting is made possible by billions of daily data points. This, together with our DSP’s advanced machine-learning optimisation, results in a powerful voice that allows your marketing message to be heard at the right moment, by the right audience to make a meaningful connection, at the best possible cost.

By adding programmatic audio advertising into your marketing mix, you’ll be tapping into current key trends and reaching out to your target audience more effectively than ever before. Contact us now to find out what we can achieve with programmatic audio advertising for your marketing budget.

HOW MUCH DOES IT COST TO CREATE A PROGRAMMATIC AUDIO ADS CAMPAIGN?

As consumer behaviour is shifting to screenless media, spurring the growth of digital audio and advertising, it’s important for brands and businesses to evolve their digital marketing strategies. Programmatic audio advertising is a cost-efficient way of reaching relevant audiences with impactful marketing messages. The great thing about programmatic audio advertising is that it is scalable. This means that we can tailor a campaign according to your marketing budget.

Looking for a programmatic ad agency that can maximise return on ad spend for your budget? Speak to one of our digital marketing consultants about a tailored costing.


Final thoughts

Consumers are looking for better, more personalised experiences, and advertising teams need to keep up with this demand. There’s no denying the advantages of programmatic audio advertising. The number one advantage of programmatic ad buying is its extensive targeting and ability to eliminate waste.

If you are looking for a savvy programmatic ad agency that can use every possible means to reach your target demographic at the best rates, get in touch. Now is the best time to take advantage of the power of programmatic audio ads.

The Great Escape: Easter 2021

GET READY FOR THE EASER LONG WEEKEND AND HELP YOUR CUSTOMERS TO ORGANISE THE GREAT ESCAPE

“A liberating change. A change of scenery. A new experience”

Keep these words in mind because they will be the new mantra for this Easter 2021. The most anticipated long weekend of the year is close! Easter 2021 will not be ‘just another break’ we take for granted. It will be an opportunity for us to spend four days escaping our COVID lives, appreciating the fabulous state we live in. Isolation is the time to dream today, escape tomorrow. Where will you be next Easter?

Here are three ways advertisers can HELP their customers with the great ESCAPE:

  • Discovering Gems
    Get ready to CREATE NEW EXPERIENCES for your customers. Recent rapid border changes will force people to consider staying in their home state for their next adventure.SURPRISE AND INSPIRE YOUR CUSTOMERS, helping them to discover and appreciate the amazingness of their home state. If you cannot cross the border, you have to enjoy the holidays close-to-home and experience the best of your city and the countryside.
  • Embracing Local
    More than ever, Australians are supporting local business. Consumers are making a special effort to purchase from Aussie brands. It’s now time for your brand to build a deeper connection with the community and BECOME PART OF SOMETHING EXCITING. From Feb–May, local groups on Facebook globally grew their membership by 3.3X.
  • Escaping Routine
    Easter is when we enjoy getting creative, and it can be an opportunity to learn a new craft, take your culinary skills to the next level and more.You have to SUBVERT THE ROUTINE and inspire creativity and deliver a means to escape from the daily monotonous life. This is the perfect time to create video content (Reels, IG story) to share on your social platform and engage more customers.

If you want to understand better how to maximise your ads, get in touch with us, we will help you reach your brand’s specific goals.

Grow your business using Instagram’s new Keyword search

Struggling to find the right hashtags to improve your visibility on Instagram?

You don’t have to worry about it anymore because Instagram has introduced ‘the new Keyword Search option to grow business pages.

In November 2020, Instagram announced an update to its search functionality, giving users the capacity to search for specific keywords instead of being limited to profiles, hashtags, and locations. At the moment, keyword search results is a feature limited to users from English-speaking countries including Australia, New Zealand, Canada, the UK, US, and Ireland.

Have you noticed this in your account? As an owner of a business Instagram profile, this update may help your posts get found even if you have not used a specific hashtag.

To use it, open up your Instagram app on your device and head to the search bar at the bottom of your home screen. Once you type in a keyword based on what you’d like to browse, Instagram will populate related searches based on your keyword which you can tap on. It will then take you to an Explore page with an image feed related to your search.

These changes have the potential to impact how mobile is utilised for insights, targeting, and conversion attribution, which will not only affect app developers and publishers who monetise their apps but also advertisers.

Here are three ways to use Instagram keyword search:

  • Customer Engagement and Account Growth
    Finding new people from now will be easier. You can now search for posts by using the keywords that your ideal customer might use within their caption. Instagram will let people search the keywords themselves, meaning posts that feature specific content should surface, even if the tag is missing.This growth method takes getting to know your audience and their interests outside of your brand to hone in on what keywords and phrases to search. The keywords need to be written in the caption, but Instagram uses many factors and algorithms to find out what is worth surfacing and what is most relevant to the keywords typed in the search bar.
  • Market Research
    The new tool will help the companies to do competitors analysis based on their keywords and see what their audience has to say about them. They will see if a customer is happy or highlights some pain points that can be improved on the product or service.All of this helps create better content that resonates with your audience, thereby boosting your social media presence.
  • Attract your ideal customer
    Finally, Instagram’s keyword search can help your business grow on social media because it can make it easier for customers to find you.Select the correct keywords in the captions will pay off more than ever. Instagram will also rank its keyword search results based on several factors, including the type of content, captions, when it was posted, and more. The opportunity to expand and reach new people every day it now reality.

If you want to understand better how to maximise your social networks, get in touch with us, we will help you to reach your brand’s specific goals.

Apple’s iOS 14 Privacy Policy Broken Down

What you need to know about Apple’s iOS 14 Policy

In June 2020, at its annual Worldwide Developers Conference (WWDC), Apple announced product and policy changes, which will affect data sharing across iOS. On 3 September 2020 the company announced an extension period for implementing its new privacy guidelines for iOS 14 to allow companies more time to bring their apps in line with the new feature. The changes are expected to be in effect early in 2021.

The iOS 14 update, enforced via iOS 14’s AppTrackingTransparency (ATT), is designed to give users the choice to block the IDFA (Identifier for Advertisers) at the app level, which means that users will not be tracked by default anymore.

This means that, going forward, apps will be required to get permission from users to track them or access their device’s IDFA.

Another key change in iOS 14 is in location sharing. iOS 14 allows users to choose whether they want to share their precise location, or a broader, less precise radius.

These changes have the potential to impact how mobile is utilised for insights, targeting, and conversion attribution, which will not only affect app developers and publishers who monetise their apps but also advertisers.

HOW IS THE iOS 14 POLICY ENFORCED?

Previously, consumers had to opt-out if they didn’t want to be tracked. Now, when a user installs or updates their iOS, a prompt will appear. To provide permission to the app to track them, they will need to explicitly opt-in. However, Apple has noted that developers like Facebook will be able to edit a section of the text that appears in the prompt to explain why users should allow tracking.

FACEBOOK IS STANDING UP FOR SMALL BUSINESSES

Facebook has spoken out against Apple’s iOS 14 policy in a full-page newspaper ad, which appeared in the New York Times, Wall Street Journal and Washington Post, arguing that Apple’s move will force small businesses to turn to subscriptions and other in-app payments for revenue.

Responding to Facebook’s ad, Apple said: “We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not.” The company noted that the new feature does not force Facebook to change the way it tracks users and approaches targeted advertising, instead “it simply requires they give users a choice.”

While Facebook supports proactive privacy measures and data transparency, they clearly don’t agree with Apple’s policy changes. In fact, their stance is that the new changes are about profit, not privacy and that the new policy is actually pushing businesses and developers into a business model that benefits Apple’s bottom line.

APPLE’S iOS 14 POLICY IS MORE ABOUT PROFIT THAN PRIVACY

According to Facebook, Apple’s iOS 14 policy changes are part of a strategy to expand their fees and services business in two ways:

  • Apple tax: Since Apple’s hardware sales are slowing down, they have to gain more revenue from their services business and one of the ways they can do this is with Apple tax.According to Facebook, the iOS 14 policy is forcing content creators to turn to ways to make money outside of advertising, such as charging subscription fees or in-app payments. These fees are subject to an Apple tax ranging from 15% to 30%, which is big business for Apple. In 2019, Apple’s App Store platform grossed around $50 billion and with these changes, Apple stands to profit even more.
  • Apple’s advertising business: Apple’s own personalised ad platform is not subject to the new iOS 14 prompt requirement they’ve imposed on other companies. In fact, Apple uses data it collects, including in-app purchase data collected from within apps owned by other companies, to improve the effectiveness of their own ads products. And those users who don’t want Apple using their data for ads, have to go find the setting deep within their iPhone settings.

WHAT DOES THE iOS 14 POLICY MEAN FOR ADVERTISERS?

  • Advertisers will be unable to accurately count all conversions for iOS users who’ve opted out, which may make it more difficult to understand the value that ads are driving for their business. Advertisers should expect to see a reduction in reported conversions across the board, even though these conversions will still be happening.
  • Advertisers won’t be able to target or exclude ads to opted-out individuals based on website or app engagement. This will cause people to see ads that are potentially less relevant for them.
  • Advertisers will be unable to accurately attribute app installs to people using iOS 14 and later.

However, Apple has noted that it is expanding its privacy-preserving SKAdNetwork ad attribution API. This will allow third-party ad networks serving ads across a wide variety of apps to provide ad attribution to developers without knowing the identity of the user.

Once Apple requires the ATT prompt, Facebook will introduce Aggregated Event Measurement to support measurement of web events from iOS 14 users. It is designed to help advertisers measure campaign performance in a way that is consistent with users’ decisions about their data.

Although personalised advertising will be impacted by iOS 14, it will definitely live on.

WHAT CAN WE EXPECT IN FUTURE?

Of course, we don’t know how long it will take for the entire Apple user base to be active on iOS 14 or higher, and how many of those users will opt-in to tracking.

Regardless, we have no doubt that the advertising industry will rally together and develop new ways of delivering targeted advertising. Facebook is already providing updates with their solutions, as well as actions their partners can take to help minimise disruption, and will continue to introduce new ad features and measurement solutions to offer the best ad performance and measurement.

As a Facebook Preferred Partner, Signifi Media has been working closely with Facebook and other big players to set new privacy-compliant industry standards and to minimise iOS 14’s impact on our clients.

Apple may have a lot of control over the way brands leverage their mobile platforms, but it does not determine marketing success. At Signifi Media, we see it not as a challenge, but as an opportunity. With the right strategy, our clients will be able to offer more human and transparent communications, ultimately building trust and strengthening their relationship with their customers for better business results in the long-term, no matter what new changes Google, Apple, Facebook, or Amazon (GAFA) announce.