WiO Gives TV What Digital Has

At the time Andy Pakula had invented a system called Orb Orb was the first digital platform to comprehend and deliver the utmost in backend analytics advertisers wanted and needed It was a fully accountable amp8220endtoendamp8221 solution to track and optimize online media investments Orb pioneered the term ROI which was cited by Ad Age for measuring what is considered todayamp8217s customer journey funnel and KPIamp8217s for online advertisers and championed the first industry realtime ad serving and media measurement platform to back it up Andy advocated performancebased media buying and employed performancebased media models among leading online advertisers and online media properties Clients included Citi Sony Bose 800Flowers AOL MSN Yahoo PetSmart Forbes Mastercard Visa Coty Estee Lauder Nabisco Taco Bell Disney Cendant Budget Car Rental Sprint and othersAndy is a rare individual who bridges the gap between advertising and technology creating solutions that are simple userfriendly and effective Before founding Orb Andy raised funds on Wall Street at just 22 years old for Spectrumedia Network the first digital advertising billboard network His technology delivered ads and content remotely to his patented billboards in major airports After that he joined Donny Deutsch in a new role as his Senior Vice President Business Development for Deutsch Inc he later held the same role as Senior Partner for Bozell Due to his deep understanding of both tech and media Andy became Senior Partner of Bozellamp8217s Interactive group an early pioneer in interactive advertising during a time when Bozell had made a significant investment in DoubleClick He later served as founding partner and Executive Vice President of Interactive Marketing Inc where he led the successful launch of Yahooamp8217s first media sales initiatives effectively bridging the gap between technology and advertising and driving Yahooamp8217s rapid growth Under his leadership Yahoo played a pivotal role in shaping the early stages of digital advertising before his company was acquired by Softbank During his career Andy attracted many mentors in advertising and direct marketing including David Bell Fergus Oamp8217Daly Ed Nash Mike Drexler Jack Myers and meToday Andy has a new system called WiOffer WiO which makes any medium interactive quickly and easily In other words it enables any medium to take back an instant response the way digital does Like Orb it features a comprehensive backend giving advertisers realtime reporting on impressions and engagements right through to conversions The WiO system includes instant heat maps including response rates by daypart making it simple to quickly understand performance needed to optimize campaigns quickly No one else has tested as many different ways to do this as Andy has starting with ACR voice command then short text messaging before settling on QR codes as the most effective means of capturing response to television and streaming adsWiO is not the only one doing this but in terms of a system that offers ease speed and comprehensive realtime tracking with instant data Iamp8217m not aware of any other system in use today that has all those advantages in one place The WiO system also incorporates amp8220keyamp8221 crossplatform tagging to streamline and report on the entire crossplatform process from impression through attribution WiO makes it easy to conduct AB testing for creative media properties actions geography daypart and offers on a national or hyperlocal basisAndy also advocates the use of an Lframe around the spot that persists from beginning to end in which the QR code sits throughout the spot which has been tested numerous times to be more effective than bugs and end tagsIn an interview with one of WiOamp8217s clients in an earlier article about Andy the CMO reported that WiO lifted all the KPIs and did so effortlessly while giving the consumer more choice and enabling rapid learning from day one of the campaignTelevision today is at the threshold of a new era as it transitions to a digital medium Already streaming has the addressability and some streaming networks are beginning to take advantage of granular measurability but in most cases ad campaigns on streaming networks are not yet offering viewers ease of immediate response Linear TV can benefit even more from instant response because linear is losing share of ad dollars and the same is true of local All forms of television can benefit from being able to give instant response and realtime tracking to advertisers so itamp8217s an easy addon How can anyone in the television business at this time in history not test WiOWith WiO there is no hassle and no required technical integrations and itamp8217s also GDPR TCPA and CCPA compliant Currently Comcastamp8217s AudienceXpress Renewal By Andersen and PWC are users of WiOamp8217s capabilityWatch a short video about WiOScan the QR Code or Click HERE to Visit the WiO WebsitePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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WiO Gives TV What Digital Has

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Bill Harvey

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