Our CEO, Rupert Hodson, joined ECI Partners on the latest episode of their ‘Building Successful Businesses’ podcast series. Rupert gives insight into Dianomi’s journey from a start-up to a business operating across three continents, and what he’s learned along the way. Rupert also touches on how the advertising and financial services industry is evolving, and how Dianomi is supporting that change.
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.”
London Stock Exchange today welcomes Dianomi, a leading provider of native digital advertising services to premium clients in the Financial Services and Business sectors, following its successful IPO on AIM at a market capitalisation of £82 million.
The Company successfully raised £37 million through a placing of both existing shares and new shares. The £5 million raised by the issue of new shares will be used to expedite the Group’s organic growth and to expand the Group’s sales and marketing capabilities in North America and EMEA. The Company will trade under the ticker “DNM”.
Dianomi was established in 2003 and operates from its offices in London, New York and Sydney. The Company provides over 400 advertisers, including blue chip names such as Aberdeen Standard Investments, Invesco and Baillie Gifford, with access to an international audience of 438 million devices per month through its partnerships with over 300 premium publishers of business and finance content, including blue chip names such as Reuters, Bloomberg and WSJ.
Adverts served are contextually relevant to the content of the webpages on which they appear and mirror the style of the page, which enhances reader engagement. Spending by the Financial Services industry on digital advertising in the US alone has grown from $10.85 billion in 2017 to $19.62 billion in 2020 and is expected to reach $23.56 billion in 2021 (source: eMarketer).
Rupert Hodson, CEO of Dianomi said: “The response from investors to our IPO has been very gratifying. Joining AIM is an integral part of our strategy to significantly expand our business. Digital advertising is a rapidly expanding market as people shift to doing more online and our objective is to benefit from this trend and grow our market share.
“Our IPO was a team effort and I would like to thank all of our people and advisers, who have been instrumental in getting us to where we are today. I would also like to take this opportunity to welcome our new shareholders to the register. We very much look forward to life as a public company and to seeing our business continue its growth journey.”
Advisers to the IPO include:
– Panmure Gordon, NOMAD, sole bookrunner and sole broker – K&L Gates LLP, Company legal counsel – Fieldfisher LLP, Broker legal counsel – RSM Corporate Finance LLP, Reporting accountant – Novella Communications, Financial Public Relations Adviser
On April 27th, 2021 Rachel Tuffney spoke with MassMututal’s Kristin Lane, VP and Head of Consumer Activation & Engagement, in the Brand Innovators Consumer Engagement Summit.
In their conversation, they focused on how MassMutual has pivoted successfully to a work-from-home environment and the different partnerships that MassMutual leverages to build and engage with their community.
Click the image above to watch the full livecast and discover more content on the Brand Innovators website.
Dianomi’s Julian Peterson will present “The dark side of behavioural economics” at Mumbrella360, Australia’s largest marketing and advertising conference, in Sydney this July.
Should behavioural economics be weaponized against consumers? The “nudge” is a libertarian concept: nudge people to make better choices without taking away their choices. Practitioners of behavioural economics go to great lengths to emphasize ethics and behaviour around trials and interventions. Julian reviews how we can do harm, how actions designed to protect consumers have unintended consequences – and how both are being exploited by advertisers.
On March 25th, 2021, Brand Innovators welcomed Dianomi’s EMEA Sales Director, Anand Sindgi, to their stage for their Brand Innovators Marketing Innovation – International Summit, featuring the BILivecast with Victoria Yasinetskaya, Chief Marketing Officer, PagoFX.
With third-party cookies gone from the ad industry’s menu, what’s the next substantial solution? Easy. Contextual targeting. While we’ve seen a few industry experts call for tech innovation to replace cookies, advertisers should be leaning in on what consumers are asking for from the ads they are served.
For instance, remember when publishers were blacklisted for seemingly no reason in March when their ads were considered offensive against pandemic-related news content?
Contextual targeting could have immediately been a workaround.
With 67% percent of consumers reporting that they are more likely to engage with contextual ads on trusted publishers, there is an opportunity for innovation in contextual and native advertising. Especially because whichever new identification process becomes the norm, advertisers will need to evolve as very few brands (B2B or B2C) have enough first-party data in their marketplaces.
Why Contextual Marketing?
Before digital advertisers implement a contextual strategy, it is important to understand that contextual targeting has evolved in the past decade. What was considered contextual in the past has, like most things, advanced. By using the latest technology, advertisers are able to identify relevancy at scale. Contextual targeting is privacy compliant since it is not based on consumer behaviors making it a quality solution in a cookieless world.
Another benefit is the transparency contextual provides and the ability for advertisers to look at the traffic being sourced from different publishers and determine which traffic source is the most profitable. Contextual allows advertisers to A/B test and adjust bids accordingly. Ads and content that are contextually aligned also help to improve ad attributions and brand lift compared to when ads and content are not aligned.
Keeping the Consumer Top of Mind
Having easy access to consumer data is something that advertisers have been able to leverage for many years. However, the evolution of consumer privacy law is making third-party data obsolete for digital advertisers.
Contextual targeting does not only meet the needs of B2B and B2C marketers and publishers but it also provides consumers with relevant content while meeting their own personal digital privacy needs. Advertisers should think through working with publishers who have created contextual targeting opportunities that truly understand a consumer’s behavior. For example, a consumer reading up on investment classes like ETFs across top business publications might be served a white paper on ETFs by a blue-chip brand at the end of the article.
Don’t Let Consumer Privacy Laws Scare You Away From Contextual Marketing
There have been many changes to GDPR and CCPA—as well as conversations at the state and national level in regards to adopting similar privacy regulations. This presents an opportunity for advertisers to educate key stakeholders on the importance of contextual as a solution and the opportunity to reach new customers.
While many U.S. companies are still waiting for the looming changes to third-party data, others like The New York Times and Dow Jones have already announced first-party data plans. The New York Times took a proactive approach to ensure the organization is GDPR compliant. The publisher made changes early last year due to a significant amount of subscribers being located in Europe.
Dow Jones, part of the News Corp group, recently shared that the publisher had released a tool that provides first-party data including audience insights both before and after a campaign is launched for advertisers.
New York Times immediately switched to contextual targeting and found they were able to continue to grow ad revenue. Even if a brand doesn’t currently operate in countries or states that have stricter consumer privacy laws they should experiment now with contextual. Californianians voted in November for stricter privacy guidelines with the CPRA signaling a wider trend that other states are already following (and new Vice President-Elect Harris, who championed CCPA in her home state of California, is rumored to be setting up a similar consumer protection bureau at the federal level). This is a trend that is just beginning.
Contextual is right for these times and will continue to play a role in targeting as we move into the new year. It helps publishers at a time when they’ve struggled with being blacklisted and are looking for solutions beyond cookies and third-party data. It’s also great for brands as it allows them to put their messages into context. Consumers benefit from relevant content that contextual provides. In a year in which everything has been turned on its head, marketing campaigns don’t need to be another headache. Consumers crave content they care about, and marketers want to provide the most relevant information to lead to conversions. Contextual targeting is not a maybe as we head into 2021; it is the only way forward.
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