On March 23rd, Dianomi Sr. Partnerships Director, Justin Proctor, participated in a panel during the Gramercy Financial Marketers Forum 2022: Strategic Excellence in Financial Marketing in New York. The event was sponsored by Dianomi and the panel was focused on Financial Media Strategies for Success.
The panel included Louis Cohen, Director, Digital Marketing & Demand Generation Leader, EY; Elizabeth Coleman-Chen, Exec. Director, Head, Strategic Content Mktg, Alt. & Sustainable Investing, Morgan Stanley Investment Management; Meg Sullivan, Managing Director, Imprint.
After discussing what media strategies the panelists thought would be prominent in the future, Proctor explained the idea that a brand’s overall media strategy is similar to a bell curve. A brand’s role is to find their place on the curve in relation to their customer’s intent and interaction with their brand to create a perfect medium of client interest, media focus and brand differentiation in that space.
We are delighted to announce that Dianomi has been ranked 12th in the 2022 Annual Megabuyte Quoted25 awards.
The Megabuyte Quoted25 awards are part of the Megabuyte100 award series which celebrates the 100 best performing technology companies in the UK.
The Quoted25 awards recognise the 25 best performing, listed technology companies within the Megabuyte100 winning company universe.
Companies’ performance is determined by their Megabuyte Scorecard rating – a proprietary, and wholly independent, benchmarking methodology that assesses companies’ performance against seven key financial KPIs.
The Top 25 UK Technology Companies are as follows:
When Rupert Hodson uses the phrase “content recommendation platforms,” he knows that many people in the marketing community will instantly associate it with the sensationalistic or clickbait-style headlines that appear beneath articles on their favorite websites.
He also knows that, as soon as anyone takes a closer look at Dianomi, they’ll realize how differently his company has approached this space.
Headquartered in the United Kingdom, Dianomi has spent nearly 20 years helping brands place native ads with the ideal publishers to reach their target audience. Unlike Taboola, Outbrain or many similar content recommendation platforms, however, Dianomi has remained exclusively centered around publishers serving the business and finance sectors.
By contextually targeting ads to professionals engaging with the finance vertical, Dianomi has been able to grow dramatically since its 2010 expansion into the U.S., which now accounts for 80% of its business. According to Hodson, its co-founder and CEO, Dianomi’s clientele includes seven of the top 10 global asset managers and six of the top 10 US banks.
Dianomi’s network, meanwhile, now spans more than 350 publishers, which offers brands access to digital channels that include web sites but also mobile apps and publishers Apple News channels.
“The fact that we sit across all these publishers, and because we have fixed positions, we’re not competing with other sorts of demand sources,” Hodson told Brand Innovators, adding that Dianomi ensures the right experience by turning down the vast majority of advertisers that come its way because they’re not the right fit. “For an advertiser, if you’re a big US Bank, you can’t afford for your ad to appear next door to gut cleansing ads. That’s just a no-go.” Trust,Transparency and Brand safety have always been front and center of everything we do for both our advertisers and publishers
Last Spring, Dianomi completed its IPO, the first of U.K. and Ireland growth investor BGF’s portfolio companies to do so. The next step, according to Hodson, is a move into categories that interest the same high-income earners, but in their off hours.
“We had publishers who said, ‘We love what you’re doing on monetizing our financial content, but we also have lifestyle content. Can you help us there?” he said, giving travel-oriented credit cards aimed at affluent readers who are engaging with travel content as an example. “Premium lifestyle advertisers are an exciting growth opportunity for us but again, it’s super important that we remain laser focused on creating a premium advertising environment for both our advertisers and publishers. We see automotive, travel, health and the premium end of the direct to consumer marketplace as key areas of focus.
Hodson shared some additional insights on content recommendation, native advertising and how Dianomi continues to differentiate itself:
‘Performance Marketing’ Is Best Defined Through A Brand’s Unique KPIs
Dianomi works with plenty of advertisers who are trying to achieve conversions, but this can mean different things depending on the brand in question. Some might be looking for a click through to their website where the reader can engage with their content, but others want people to sign up for a newsletter, download an app, sign up for an account or apply for a credit card, etc. Transparency on conversion has been a core driver of our ability to work with brands on an always on basis, as is our ability to optimize activity to conversion on a publisher by publisher basis.
“In many ways, we work like a lab with our clients, sharing the learnings and optimizing the campaigns together and it’s very synergistic. Consequently, many of our advertisers are always-on, bidding to the efficient frontier, because there is really no reason to come off the platform if they are hitting their KPIs.
Even as much of the ad industry is trying to grasp the impact of Google’s recent decision to replace cookies with Topics, Hodson said that Dianomi, having focused on contextual targeting in its purest form since inception, as well as contextual lookalike targeting, is future proofed and well positioned to capture the opportunity that the depreciation of cookies is opening up.
“We see time and time again that contextual targeting capabilities out perform behavioral targeting, with the latter being what the programmatic advertising ecosystem relies on. The trick is delivering contextual at scale. This is one of our core USPs.”
There Is Still Plenty Of Room For Creativity In Native Ad Experiences
Last year, Dianomi launched what Hodson called “streaming podcasts.” Readers can click “play” directly on a native ad unit and become listeners to the podcast. It’s a good case in point in how native ad creative will continue to evolve in order to provide a better user experience, Hodson said.
“I don’t quite like the phrase ‘snackable content,’ but it is that sort of approach where they’re trying to ensure that you keep that engagement,” he said.
Marketers should work with companies like Dianomi as a sort of lab partner, he suggested, where its algorithm and team can help test variations on a campaign to maximize results. This can lead to some unexpected strategic moves; Hodson recalled one asset manager client which ended up using data it gathered through digital advertising with Dianomi on a nationwide billboard campaign in the UK.
Analytics Can Only Help When You Make The Effort To Produce Excellence
With 18 million articles a month running across its network of publishers, Dianomi has developed sophisticated capabilities in terms of guiding marketers to the best placement opportunities. This includes the ability to show data on content that is trending well or identifying “white spaces” that show where audiences are waiting to be provided new or different content.
That said, Hodson pointed out that native ads need to adhere to what are considered premium best practices. Depending on their goals, for instance, some evergreen content might perform well over a longer period, while other content should be more timely. Information needs to be “digestible” for busy audiences with low attention spans. And of course, native ads have to provide genuine value.
“Our targeting will help,” he said, “but ultimately it’s reliant on the brand producing high quality content that generates interest. That content can be in the form of written articles, infographics, videos or podcasts. It takes us back to the basics of successful advertising: delivering high quality advertising – why we focus on premium brands, into professionally curated and relevant content – our premium publisher partners, in a privacy friendly manner – targeting through context, not user data. And this is all done through our reach to over 440 million unique devices on a monthly basis.”
On February 1, 2022, Kate Ardini, CMO, John Hancock spoke with President of Dianomi USA, Rachel Tuffney, about the importance of customer engagement and how when done correctly, it will drive customer loyalty in the long run.
Kate focused on John Hancock’s mission and how customer-centric they have become. She also discussed the importance of technology and humanizing data insights to adapt to the constant changes that take place in the Insurance industry.
Click the image below to watch the full livecast and learn about how John Hancock is engaging with their customers and learning to create partnerships with technology companies to further drive consumer interests and build brand loyalty.
Dianomi, a leading provider of native digital advertising services to premium clients in the Financial Services and Business sectors, is pleased to announce the following trading update for the year ended 31 December 2021.
The Group experienced strong revenue growth of over 25% compared to 2020, in line with market expectations. Adjusted EBITDA* is expected to be slightly ahead of market expectations. Unaudited cash at the year-end was £10.3 million (30 June 2021: £7.9 million).
Demand from both advertisers and publishers has been strong and the second six months of the year saw further new advertisers and publishers ‘go live’ on Dianomi’s platform, as well as growth within the existing publisher and advertiser base.
In 2021, the Group also saw significant growth in both its video and lifestyle segments; video revenue grew almost 150% year over year and lifestyle revenue amounted to over £1.5m from a standing start. Whilst both are relatively new income streams, and represent a small proportion of overall revenues, there is significant further potential.
The Company will report full year results for the 12 months to 31 December 2021 by early May 2022.
Rupert Hodson, Chief Executive Officer of Dianomi, said: “2021 has been an excellent year for Dianomi. Joining AIM in May has been beneficial as we seek to increase the number of services we deliver to an expanding portfolio of premium advertisers and publishers across the globe. Reflecting the market, advertisers are diverting more spend to digital platforms and our opportunity is to capture share of this new spend. I believe we are well placed to do so and look forward to reporting further progress during 2022.”
* Adjusted EBITDA is calculated as profit after tax before deducting net finance costs, tax, depreciation, exceptional items and share based payment charges
The information contained within this announcement is deemed to constitute inside information as stipulated under the Market Abuse Regulations (EU) No. 596/2014. It forms part of United Kingdom domestic law by virtue of the European Union (Withdrawal) Act 2018. Upon the publication of this announcement, this inside information is now considered to be in the public domain.
On January 13, 2022, President of Dianomi USA, Rachel Tuffney, spoke with Richard Frank, VP, Global Brand Management, T. Rowe Price about how T. Rowe Price is thinking ahead for 2022 and connecting with their audience in a more authentic way.
Frank focused on the importance of flexibility and evolution when it comes to marketing, branding, and communications, especially in a post-pandemic world. He emphasized that companies need to think about how to engage with their audiences in a more human way and make them a part of the everyday conversation.
Click the image below to watch the full livecast and learn about how T. Rowe Price is listening to their consumers and learning to weave their offerings into a conversation.
Enables brand safe, scalable and targeted podcast promotion directly via the world’s top financial and business publishers
New York, NY – September 30, 2021 – Dianomi, the native ad marketplace for premium brands and publishers, today announced the launch of a new podcast promotion and distribution capability which is currently being tested in an initial phase by S&P Global. This extension enables brands to efficiently engage their target audiences by leveraging podcast distribution through Dianomi’s tier one publishing partners.
Dianomi’s podcast offering comes at a time of exponential growth in podcasts and the audiences who listen to them — with at least 80 million individuals listening to podcasts at least once a week, doubling since 2016. Increasingly, both premium brands and media companies are launching podcasts and seeking ways to introduce them to audiences and engage listeners. Via a unique audio advertising unit, Dianomi enables brands and publishers to distribute podcast episodes next to relevant articles in top financial and business publishers.
“As the appetite and audiences for podcasts continue to grow massively, so does the challenge for podcast creators to break through the noise and find the right audiences. We offer the ability to place relevant podcast content in front of audiences who are most likely to be interested in a particular kind of subject matter, in premium and brand-safe environments, said Rupert Hodson, CEO of Dianomi. “We saw a need in the market and will now be offering advertisers an additional way to reach consumers in premium publications, where content is aligned with brand safety at scale.”
Dianomi’s unique ability to connect premium brands with contextual advertising across leading financial publishers is the perfect getaway for advertisers to tap into marketing on podcasts. This contextual targeting capability, at scale, has been central to Dianomi’s 47% growth year on year since 2015.
Dianomi is the native ad platform for the financial services, technology, corporate, and lifestyle sectors, providing advertisers with access to a global audience of over 200 million online consumers. Through our native display and video units, brands can target consumers contextually with content and product marketing messages on over 300 premium business and finance publishers. Advertisers and publishers trust Dianomi for our brand safety, transparent pricing and insights. Our emphasis on high-quality audiences combined with contextually relevant content helps partners achieve higher ROI than other native ad platforms. For more information, go to http://www.dianomi.com.
On September 20, 2021, Caitlin Francke, Head of Enterprise Media for TIAA spoke with Rachel Tuffney, EVP of Dianomi USA about the past, present, and future for TIAA media spend and building brand awareness the right way.
Francke focused on how in order for companies to grow and prosper, they need to not only think about themselves, but their audiences. Companies need to think about how to give back to their consumers and add value to their lives.
Click the image below to watch the full livecast and learn about how TIAA’s media buying strategy is ever-evolving.
An old adage in business is that to keep a customer or client happy you need to give them what they want. While this sounds simple, in reality there’s so often a disconnect between what businesses think customers want and what they’re actually looking for. When it comes to the content global asset managers are producing, this certainly appears to be the case.
HOW ASSET MANAGERS ARE UNDERDELIVERING ON SOME OF THE MOST SOUGHT AFTER TOPICS FOR INVESTORS
By Rachel Tuffney, EVP of US Operations at Dianomi
As if digital marketers have not had to deal with enough disruption in the past months, Apple’s recently released privacy feature – IOS 14.5 (ATT) is the latest curveball in a wave of policy changes from platforms or regulators making life difficult for marketers. While brands knew Apple’s privacy forward approach was coming, the world is just now seeing the real impact of this ATT update, which is giving consumers more access and power when it comes to what information is shared with advertisers.
In spite of all these changes, there are clear avenues that brands can take to ensure their messages and content are reaching consumers who are most likely to be receptive to them. The most important of which is contextual advertising and while it is not a new solution it is a proven way to drive scale.
Google recently announced the delay of the cookie disappearing until 2023 but third-party solutions are still diminishing. Leading brands are preparing for this change and are getting creative with how they build first-party data and rethink their targeting strategies. Contextual targeting has been around for years but has not always been used to its fully scalable capabilities. Fast forward to today, contextual is one of the key viable solutions left — contextual strategies, via native advertising, are an enlightened and smart way to overcome regulatory complexity whilst maintaining a highly effective audience-driven advertising campaign. Brands are already placing relevant ads in front of potentially interested consumers without cookies and third-party data.
Contextual is a dark horse strategy for distributing high-quality content that many brands invested in during a no-event pandemic period — like podcasts or white papers or e-books — to connect with audiences predisposed to niche subject matter, whether it’s about clean energy or crypto or luxury travel.
Contextual distribution does not have to rely solely on keyword targeting, it can be broader and much more scalable than that; focusing on serving ads into related content across a private marketplace of publishers.
Now with the economy showing signs of roaring back, the race is on among marketers to reach new customers, grow business and send sales into overdrive. And it’s the advertisers who have experimented with new approaches who have experienced substantial growth, whereas brands who have been subject to pandemic paralysis or who have refused to acknowledge consumers’ new boundaries and demands are getting left behind.
Developing technology to help brands improve their consumer connections
The effective use of data is the core ingredient to any digital marketing strategy. When contextual targeting first made its debut, it came with multiple limitations. An example of this is the contextual hierarchies provided by IAB; they were proven to be too broad for niche targeting. Since then, the solution has pivoted and more brands are giving contextual a second chance. The advertising industry continues to expand year after year, the future of targeted advertising will pivot to utilizing machine learning models to predict audience addressability. Advanced and successful algorithms have the power to predict audience designations for a given programmatic ad opportunity.
There are many advantages contextual offers besides the ability to protect user data that advertisers may not have known about. Contextual, enables advertisers to deliver messages to consumers when they are in a receptive frame of mind. While users are browsing content about a specific topic, it signals their intent during that moment — Leading to be a more reliable indicator of purchase behavior than targeting based on previous browsing habits. Contextual targeting does not use private consumer data so it is the suitable choice among emerging solutions and is expected to continue to grow rapidly through 2025.