At A Glance
Omnichannel marketing only works when a consumer’s journey across TV, social, and in-store moments builds one connected story instead of scattered impressions. In this conversation, Experian and MiQ discuss how marketers can use connected identity and richer audience data, including MiQ Sigma, to plan and activate campaigns that reach the right people across channels and markets.Key takeways
- MiQ Sigma uses Experian’s Digital Graph inside MiQ’s Identity Spine to resolve audiences consistently across devices, channels, and data feeds.
- Sigma’s Planning Agent turns a single brief into an omnichannel plan, with Experian Marketing Attributes enriching the demographic and behavioral signals behind its recommendations.
- Experian WorldView delivers a geographic unit smaller and more consistent than a postal code across more than 130 countries, helping marketers hold local relevance at global scale.
- Before the next plan, marketers should check whether it’s connected (not just everywhere), data led, built on portable first-party data, and consistent in signal depth across markets.
One consumer might see an ad on TV Sunday night, scroll past a social post on Monday, and buy in-store by Friday. Each moment happens on a different platform with its own identifiers and data, and together they form one continuous journey. Planning for that journey starts with connecting the signals behind it.
Lara Koenig, Global VP of Strategy and Partnerships at global programmatic media partner MiQ, joined us to discuss how a connected identity foundation and richer consumer attributes help marketers plan omnichannel campaigns with insight instead of assumptions and reach the right people across markets.
What makes a plan omnichannel, not just everywhere
A connected omnichannel plan carries one story across platforms. Each message builds on what a consumer has already seen, so reach adds up to a consistent experience across TV, social, digital, and in-store moments.
Connecting those moments takes work. First-party data varies in depth from brand to brand, platforms use different identifiers, and for global campaigns, the signals that explain behavior in one country often look different in the next.
Planning with data before the dollars move
MiQ uses data and artificial intelligence (AI) to give marketers a fuller view of their audiences, combining age and gender with the attributes and behaviors that shape intent. One consumer might be a parent, a retail shopper, and a sports fan at once, and each signal adds to the plan. That fuller picture helps MiQ plan around the moments when intent is highest.
To make that practical, MiQ built MiQ Sigma, a platform that puts data in marketers’ hands so they can explore it and find the audiences they hadn’t thought to look for.
Where Experian fits inside MiQ Sigma
MiQ integrated Experian’s Digital Graph into its Identity Spine, which connects dozens of data feeds and ID solutions. That gives MiQ cross-device and cross-channel resolution it can apply consistently, whatever the signal.
Sigma’s Planning Agent turns a single brief into an omnichannel plan with audience, channel, and tactical recommendations. Experian Marketing Attributes enrich the demographic and behavioral signals that feed the Planning Agent, adding TV viewing and purchase behavior to data marketers already trust, so its recommendations reflect what audiences watch and buy.
“We’ve built a platform called MiQ Sigma. Experian is a core element of the identity spine behind that which helps us enrich a lot of other data partners we license to tell a really connected universe story across the world.”
MiQLara Koenig, Global VP of Strategy and Partnerships
Identity is the foundation
A marketer’s first-party data is their richest asset, and it varies widely: deep email-based insight for some brands, a name and address for others, and very little for consumer-packaged goods (CPG) brands whose sales usually happen at the retailer. Identity resolution makes that data addressable. It works like a translation layer, connecting a marketer’s customer data to the identifiers media platforms accept, such as hashed emails (HEMS), and mobile ad IDs (MAIDS).
Experian keeps the foundation consistent while the inputs vary. Our identity foundation is signal-agnostic and platform-agnostic, so MiQ can plug in local retailer, broadcaster, and device data and still resolve it to the same person and household view. MiQ saw this in practice when it brought Experian’s Digital Graph into its Identity Spine, expanding reach and scale across screens.
Why scale and local relevance pull against each other
Scale and relevance can pull against each other when the data behind a plan change from one market to the next. Retailers, broadcasters, and TV manufacturers differ by country, and in some regions, privacy rules shape how identifiers like IP addresses and hashed emails can be used, which makes location a practical unit for planning. Experian WorldView provides demographic and location data in consistent 250-meter grids, a unit smaller than most postal codes, across global markets. That shared framework helps marketers compare markets and sharpen local planning in categories such as quick-service restaurants, CPG, and retail.
Beyond reach: Making the hard question simple
Reach is the starting point. From there, marketers need to understand audiences in the context of their goals, activate through privacy-forward, governed identity, measure what happened, and keep improving..
“There’s a lot of complex stitching that happens just to answer that basic question: who do you want to target and why, and how do you reach them? There are 30 different platforms, 60 different seats behind that, identity resolution partners, TV viewership partners. We want to make that question really simple to answer.”
MiQLara Koenig, Global VP of Strategy and Partnerships
Four questions to ask before your next omnichannel plan
Before you build your next omnichannel plan, start with four questions:
Together, MiQ and Experian help marketers connect identity, insight, activation, and measurement across channels and markets.
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About our expert
Lara Koenig
Global VP of Strategy and Partnerships, MiQ
Lara Koenig is Vice President of Global Strategy & Partnerships at MiQ, where she leads product strategy and partnership development for the company’s omnichannel advertising capabilities. Over her decade-long tenure at MiQ, Lara has led high-scale teams across Programmatic Trading and Product Development, managing departments of more than 50 people and helping deliver innovative advertising solutions and best-in-class service for global marketers.
Lara brings deep expertise across programmatic trading, product development, identity, data collaboration and the broader ad tech ecosystem. In her current role, she works with global and enterprise clients and partners to help turn fragmented consumer signals into more connected, actionable media strategies across channels and markets. Her perspective centers on giving marketers a clearer understanding of audiences, the data behind consumer behavior and the partnerships needed to plan, activate and measure more effectively.
A recognized voice in the industry, Lara also contributes to cross-industry working groups and advocates for publisher development, education and stronger standards around buy-side supply path optimization. She regularly speaks on omnichannel strategy, retail media, AI-enabled planning, identity and the evolution of advertising partnerships.
FAQs
MiQ Sigma is MiQ’s AI-powered platform that gives marketers direct access to audience data, so they can find audiences they hadn’t considered instead of relying on a single demographic persona. Experian’s Digital Graph sits inside MiQ’s Identity Spine, which powers Sigma’s cross-device and cross-channel resolution, and Experian Marketing Attributes enrich the signals behind Sigma’s Planning Agent.
Experian’s identity foundation is signal-agnostic and platform-agnostic, so MiQ can plug in local retailer, broadcaster, and device data and still resolve it to the same person and household view. Experian’s Digital Graph expanded MiQ’s reach and scale across screens, and Experian WorldView adds consistent socio-demographic and location data across more than 130 countries for markets where postcodes aren’t precise or available enough for activation.
A connected plan carries one cohesive story and accounts for what a consumer has already seen, so each message builds on the last. A plan that simply runs across many channels often repeats the same message in different places and calls that reach, without the identity and data work needed to link those channels together.
First-party data varies widely in depth, from deep email-based insight to just a name and address, and on its own it often can’t be used across every platform a marketer buys on. Identity resolution works like a translation layer, connecting that data to the identifiers platforms accept, such as a hashed email, mobile ad ID, or phone number, so marketers can activate consistently across channels.
Global omnichannel plans don’t need identical data in every country, but the data needs to resolve to a consistent, comparable view across markets, since retailers, broadcasters, and privacy rules differ by country. Experian WorldView addresses this by providing a geographic unit smaller and more consistent than a postal code across more than 130 countries, giving marketers a way to keep local targeting accurate without losing global scale.
Latest posts
With Tapad, part of Experian, technology, AdsWizz AudioMatic is the first Audio buying platform to offer cross-device identity resolution across the U.S. and EMEA NEW YORK and LONDON, July 17, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new joint capability with AdsWizz , the leading technology provider for digital audio advertising solutions. The partnership combines Tapad’s digital cross-device technology with AdsWizz’s AudioMatic buying platform, enabling the ability to connect audio ad experiences across screens. AudioMatic, AdsWizz’s audio-centric buying platform, supports programmatic audio buying and entirely new audio ad experiences for listeners. The integration of The Tapad Graph onto its platform enables new opportunities for marketers to reach, engage and measure each interaction with their desired consumers on digital radio and podcasts channels, and across devices. This partnership makes AdsWizz the first audio buying platform to offer this enhanced cross-device identity capability in the US and EMEA markets. “Marketers need privacy-safe digital identity resolution to reach their consumers,” says Tom Rolph, VP of EMEA at Tapad. “With audio becoming an increasingly powerful medium for engagement, it’s important that our technology extends to this channel, which is why we are excited to announce our integration with AdsWizz’s AudioMatic platform.” Digital audio is experiencing high growth, with 84% of advertisers and agencies saying it will play a bigger role in their media plans in the future. Today, 60% of digital audio is consumed via a mobile device.* The Tapad Graph is the largest digital identity resolution graph with differentiated global scale. The partnership enables audio advertisers to leverage The Tapad Graph for enhanced attribution, analytics, and targeting. Alexis van der Wyer, CEO at AdsWizz, added, “Digital audio is increasingly becoming ubiquitous in our media consumption and in our daily digital interactions, and because of that, audio advertising offers tremendous opportunity to personally interact with consumers in every moment of their daily lives. By integrating with Tapad, we enable our advertising partners to increase the effectiveness and the relevance of their marketing messages across audio channels.” To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. *Digital Audio Exchange, “The Rise of Digital Audio Advertising,” https://thisisdax.com/wp-content/uploads/2019/07/DAX-Whitepaper.pdf About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity’s 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About AdsWizz: AdsWizz has created the end-to-end technology platform that is powering the digital audio advertising ecosystem. AdsWizz powers well-known music platforms, podcasts and broadcasting groups worldwide with a comprehensive digital audio software suite of solutions that connect audio publishers to the advertising community. From dynamic ad insertion to advanced programmatic platforms to innovative new audio formats, AdsWizz efficiently connects buyers and sellers in digital audio. AdsWizz is headquartered in San Mateo, California, with an IT Development hub in Bucharest, Romania, and presence in 39 markets around the world. About AudioMatic: AdsWizz Demand Side, audio-centric DSP and audio buying platform, AudioMatic, enables programmatic audio buying and entirely new audio ad experiences that are proven to be more engaging and more effective, and have delivered measurable results for agencies and their brands all over the world. All the biggest ad agencies have used our programmatic trading platform, including Omnicom, GroupM, Havas, Publicis, Mobext, and more. Contact us today
Sixty-Nine Percent Organic Sales Growth Spurred by Expanded Business and Continued Investment in The Tapad Graph™ NEW YORK, May 7, 2019 /PRNewswire/ — Tapad, a part of Experian, a global leader in digital identity resolution, today announced a record start to the year, following its highest earning year in the company’s history. Since January, Tapad has experienced a 69 percent organic increase in global revenue; with strategic investments in talent, continued high retention rates, and an expanded range of clients across global markets. Globally, Tapad increased its client base across multiple categories and verticals, catering to agencies, brands, telecoms, and data providers. The Tapad Graph™’s varied use cases and differentiated global scale have been instrumental to the company’s overall success to-date. With an ongoing investment in product, and expected feature releases slated for 2019, the company anticipates these accomplishments to continue. “Since the inception of our business, Tapad has heavily focused on enabling marketers to boost the performance of their campaigns with the help of our advanced digital identity resolution technologies,” said Sigvart Voss Eriksen, CEO at Tapad. “While we continue to grow, creating privacy-safe solutions that solve marketers evolving needs remains integral to our evolution. As pioneers in cross-device, we’re constantly innovating and pushing ourselves to be at the forefront of industry change. Our leadership in the space is recognized across the industry, as is evident by our current success.” In addition to partner expansions, Tapad also invested in new talent. In February, Tapad announced Ajit Thupil as the company’s first Senior Vice President of Identity, deepening the company’s commitment to creating ground-breaking digital identity resolution products for brands, agencies and platforms. Tapad’s investment in talent has been recognized by One World Identity’s 2019 Top 100 Influencers in Identity Award and by ClickZ’s 2019 Marketing Technology Awards. To learn more about Tapad and our digital identity resolution products, visit Experian.com Open job opportunities across the globe can be found on Tapad’s career page here: https://www.experian.com/careers/ About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph™, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing marketers around the world to maximize campaign effectiveness. Tapad is recognized across the industry for its innovation, growth and workplace culture, and has earned numerous awards, including the TMCnet Tech Culture Award. Based in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo, and is a wholly owned subsidiary of Telenor Group. Contact us today
The UK digital advertising market is worth £13.44bn, an increase year-on-year of 15%, reveals the 2018 IAB UK & PwC Digital Adspend Study. Report highlights The majority of all growth is coming from smartphone advertising, which has increased by £1.65bn (35%) from 2017. Smartphone advertising now represents 51% of all UK digital ad spend, up from 45% in 2017. Video is now the largest display format (£2307m), overtaking standard display banners (£1486m). Outstream/social in-feed has increased its majority in total video spend, now occupying a share of 57%, up from 52% in 2017. Social revenue now represents 23% of all digital ad spend. Growth is predicted to slow during 2019, with 5% estimated growth (+9% digital, +11% display, +9% search) compared to 15% in 2018. 2018 marks the tipping point towards a mobile-first ecosystem “For the past few years, industry commentators have been hailing the year of mobile. Each January the predictions come and the waiting commences for evidence to mark a tipping point, a shift to a mobile-first digital ad ecosystem. Well, drumroll… it was 2018! The latest Adspend report from IAB UK and PwC reveals that spend on smartphones outstripped spend on desktop for the first time last year. Brands spent 51% of total spend (which stands at £13.44 billion) on smartphones in 2018, up from 45% in 2017 – a significant milestone in the evolution of digital advertising. “This evidence shows that advertisers are increasingly thinking mobile-first. Growth in investment has historically lagged behind the amount of time spent on the device and we expect to see growth continue at a rapid pace to keep up with audience behaviour – two thirds of time spent online is now on mobile, according to UKOM. Other areas of growth highlighted by the report include video, which accounts for 44% of the total display market, while mobile video now makes up 51% of smartphone display. This is no doubt down to bigger mobile screens, better 4G and more readily available WiFi making video ads an increasingly attractive option. “Across the board, advertisers are investing in digital for longer-term brand building as well as short-term activation, with the direct-to-consumer market helping to drive this trend. What’s more, digital continues to be an accessible and popular route to market for businesses of all sizes, from leading advertisers to SMEs.” Tim Elkington, Chief Digital Officer, IAB UK Content & context crucial for attracting audiences “As people spend more and more of their time on mobile, it’s comes as no surprise that advertisers will follow where audiences are with their marketing spend. “Video has been the driving force in this growth, indicating that engaging visual content is still key in helping brands to achieve great results and to capture consumer attention in a vast sea of digital noise. “Video still has a way to go if it is to reach the level of effectiveness of traditional formats like cinema, but it will be interesting to see how the format develops over the next year or so. Ultimately, brilliant content and properly considered context are crucial for advertisers hoping to attract relevant audiences and build strong brands long term.” Kathryn Jacob OBE, CEO, Pearl & Dean Mobile-first approach driving investment in user experience “As a mobile-first approach has become the norm for many businesses, we’ve seen significant innovation and investment in the user experience that has fuelled the rise in mobile commerce. “Yet, for some years, limitations in the technology and formats available have meant that mobile advertising couldn’t always keep pace with changing consumer behaviours – delivering weaker performance when compared to desktop. “Fortunately, mobile has made huge strides in recent years. Mobile advertising affords great targeting opportunities for brands and a more interactive and immersive experience for consumers. “There is no reason to doubt this trend will continue as advertisers design their media, creative, and targeting strategy with mobile at the heart – optimising performance, enhancing the customer experience, and delivering the best results.” James Cragg, UK Managing Director, Tug New technologies to improve investment efficiency “The UK digital ad market has continued to grow despite the various challenges that the market has faced, including the current socioeconomic climate and general changes in the industry. As spend increases, it’s important to look at how media buying can be made as efficient as possible, minimising waste and maximising the return on investment. “Marketers will start to look to new technologies, like AI, to offer an impartial and more efficient approach to media buying, allowing marketers to measure effectiveness of campaigns and allocate spend accordingly.” Carl Erik Kjaersgaard, Chief Executive, Blackwood Seven Industry going from strength to strength “This significant growth in ad spend is great to see and shows that our industry is going from strength to strength. It’s especially good to see that as advertisers invest more and more in digital advertising, they’re becoming more considered in where they’re spending their money – with a large portion of the growth coming from companies that are part of IAB’s Gold Standard. “At The Trade Desk, we’ve long been ambassadors for the importance of transparency. These findings show that it isn’t just the right thing to do, but makes good business sense as advertisers increasingly choose partners who are demonstrating a commitment to best practice.” Anna Forbes, UK General Manager, The Trade Desk Advertisers embracing mobile “As consumers spend more of their time online, it’s no surprise that digital ad spend has continued its rise, up 15% to £13.4bn. With digital, in every sense, becoming further embedded in our daily lives, it is inevitable that this number is set to rise further next year. “Given the vast majority of people using their smartphone as their primary digital device, evident from site traffic stats we see across the board, the IAB report shows that advertisers have started to fully embrace this shift by following with ad spend. Over the last few years, a combination of faster wireless connectivity along with more capable devices has made it the go-to device for consumers to get online. This is set to continue over the next few years with 5G and even faster, more capable smartphones arriving (i.e. foldables) that will further cement ‘mobile’ as the main digital device to reach consumers.” Wajid Ali, Head of Paid Search, ForwardPMX Budgets must go to professionally produced content “In the IAB’s latest ‘Digital Adspend Study’ it is positive to see that outstream continues to dominate video spend, showing close to a 10% year-on-year increase. “Unsurprisingly, the study highlights that mobile is the most important distribution device (76% of all video spend is on the smartphone), and it’s great to see the format we invented dominating that space. “However, it’s now more pertinent than ever that clients and agencies invest their outstream budgets into professionally produced content and not social infeeds. Budgets must go where content is being produced, rather than aggregators and distributors, where the content is read rather than where a click happened. “We must remember how important local, national, and vertical press are to the global digital ecosystem. By unifying the best publishers at scale, delivering mobile-optimised creativity and outcome-orientated distribution, we are fighting to ensure publishers are getting their fair share of revenue in comparison to the social platforms.” Justin Taylor, UK MD, Teads UK market in robust health “The latest IAB digital ad spend report shows encouraging signs that the UK digital advertising market is in robust health, with mobile advertising continuing its upward trend. “The rise of up-and-coming ad formats like Shopping Ads, Google’s Responsive Search Ads, and Facebook Messenger Ads show that advertisers are looking for ways to capture consumer attention in the evolving digital landscape. As a result, the lines across search, social, and e-commerce are more blurred than ever with the introduction of features like Checkout for Instagram and Shopping ads on Google Images. Furthermore, with the rapid growth of Amazon’s ads business, e-commerce has quickly emerged as a third pillar of digital advertising, making it vital for marketers to have a complete view of the customer journey across channels and devices, if they hope to more accurately understand campaign performance and attribution.” Wesley MacLaggan, SVP of Marketing, Marin Software Digital identity resolution essential in understanding customer journey “Last year’s figures show that UK ad spend is starting to mirror the behaviour of consumers who, according to UKOM data, spend two-thirds of their time online on a smartphone. The fact that mobile ad spend now surpasses that of ad spend on desktop highlights marketers’ understanding that digital identity resolution is essential, not a nice-to-have. “Appreciating the cross-device behaviours of consumers allows brands to gain a better understanding of the customer journey and build stronger relationships with their audiences long term.” Tom Rolph, VP EMEA, Tapad, a part of Experian. Contact us today