Digital direct response experts iCumulus has launched a first in market real time data management platform (DMP) that allows for far more sophisticated, permission-based programmatic buying.
Called iNimbus, the DMP is unique in the Australian market because it offers permission-based consumer information via cookies, is user activated, provides more than 50 interest verticals such as investing and international travel and, for the first time for programmatic buying, all this information is provided in real time.
iNimbus feeds data into the programmatic ecosystem via Demand Side Platforms (DSPs). This data is cookie matched with permissioned fields of information, such as consumer profiles, interest in products and services and purchase intent from visitors to websites. Visitors agree at the ‘opt in’ stage to allow this information to be associated with a browser cookie. Users experience more relevant browsing as the data can be used to customise content as well as advertising.
Profile information collected includes demographic information, location, interest in key advertiser categories and purchase intention. Publishers who contribute data to iNimbus provide full disclosure to website visitors and no Personally Identifiable Information (PII) is collected or supplied during the process.
iCumulus managing director Mark Halstead said: “With deep experience in data marketing and working with Australia’s leading digital publishers, iNimbus was developed to help power programmatic display advertising with the best data set in market, offering advertisers data to utilise within any aspect of their digital targeting.
“iNimbus is unique because to date all consumer information is currently presumed – for example, if you visit a travel website, it’s presumed that you’re interested in travelling. iNimbus offers relevant, opt in, real time consumer information for programmatic buying to deliver better results for advertisers.”
iCumulus has partnership agreements to use iNimbus on the demand side with Turn and DoubleClick Bid Manager by Google, and soon to join are MediaMath and Adap.tv. On the buying side, Cadreon and Amnet are using iNimbus and iCumulus is in final discussions with Xaxis, Vivaki and Accuen.
Cadreon audience and analytics manager James Wood said: “We at Cadreon recognise the importance of data to help us achieve results for our clients. We are currently testing the iCumulus data sets and we can see the consumer interest plus intent data as high value to our clients’ businesses.”
iCumulus also has partnerships with a range of websites to collect the consumer information including lifestyle surveys, post transactional placements and free wifi websites.
Each consumer has opted in to receive offers from third party advertisers based on the profile information they have provided to each website publisher using the iNimbus DMP.
“The higher the relevance of these consumer offers, the greater the response rate the advertiser experiences. The data we offer provides up to three levels of user targeting: demographics, interest and intent, which are commercially available to advertisers to use within their programmatic buying campaigns. Data is then fed to each trading platform in real time for retargeting,” Halstead said.
iNimbus is the latest innovation from iCumulus, which also offers a full suite of digital direct response services including iCirrus (real time media trading desk), lead generation, email marketing, mobile marketing, digital asset monetisation, creative development and data validation.
During yesterday’s COVID-19 update, the Victorian Government rolled out its new COVID-19 ad campaign featuring people discussing what it’s like being infected with the virus. B&T understands the campaign was created by M&C Saatchi Melbourne. It features a young mother who said she felt “incapacitated” four weeks after contracting the disease, with another woman said […]
Digital media agency, Switch Digital, has been appointed to handle the Simonds Homes account. Their remit covers digital media, including strategy, technology and real-time performance and investment reporting. Previously Simonds Homes has used multiple agencies to service its account but felt they needed a single view of their buyers and the entire buyer journey. Several […]
Kraft Heinz welcomed Sydney creative agency REBORN to its agency roster to help launch the brand Plant Proteinz under the Heinz and Wattie’s platforms into the Australian and New Zealand market. REBORN was engaged to help grow the Plant Proteinz brand from the ground up, including strategic positioning, creative and rollout of launch campaign assets […]
Monday night was a big one in TV-land, with the launch of 10’s The Masked Singer going head-to-head with Nine’s Ninja Warrior Finale, which ultimately won the fight. Australian Ninja Warrior did 1.06m, peaking with its winner announcement, which saw 1.119m Aussies tune in, according to OzTAM metro data. However, its finale numbers were down 13 […]
ARN and iHeartPodcast Network’s Stuff You Should Know podcast has topped the list for most listened to podcast shows in July, according to Triton Digital’s Australian Podcast Ranker. Meanwhile, seven new shows appear in the Top 100 Podcast Ranker this reporting period, including Guru: The Dark Side of Enlightenment (Wondery), She’s On The Money (ARN/iHeartMedia), SCA Victoria News (SCA-Triple M), and WTF […]
The Out of Home (OOH) industry today announced its half year net media revenue results, posting a 35.4% dip compared to this time last year. Roadside billboards posted $129.7 million in 2020, compared to $176.8 million in 2019. The roadside other category (street furniture, bus/tram externals, small format), saw $78 million in revenue, down from […]
Sure, everyone rips off its products, but it appears US tech giant Apple is far more protective of its iconic logo. According to reports on the website MacRumours, the trillion dollar tech company is set to sue a tiny health app over apparent similarities to its own pear logo. Prepear is a US-based meal-planning app […]
UnLtd, our industry’s social purpose organisation has published a “Lockdown Survival Guide for Adland” to support the many people in our industry living in lockdown in Melbourne. The free 60-page guide includes lockdown lessons, tips and recommendations from 50 people across the Melbourne advertising industry. The book includes recommendations on best books, podcasts, on-demand shows, […]
Australian radio broadcasters are working with major media agencies on the development of a world-leading virtual workspace that will be a key component of the industry-wide ad buying platform, RadioMATRIX. Nineteen agencies will participate in the pilot program, which provides them with a single interface to connect with 370 radio stations and collaborate on media […]
Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]
This year due to COVID-19 restrictions, Growth Tank will host the first ever Youth Marketing Australia (YMA) event virtually on 3rd & 4th September 2020 with complimentary tickets available for Australian marketers joining from the comfort and safety of their living rooms. Youth Marketing Australia (YMA) 2020 is a two day, thoughtfully curated event designed […]
Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016, has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]
Network 10’s broadcast video on-demand (BVOD) platform, 10 Play, is having its biggest year ever achieving significant audience milestones. Some of this includes: A 29 per cent lift in minutes viewed across the year-to-date. A 23 per cent increase in monthly unique viewers year-to-date. Its biggest three weeks ever. Six of the top 15 commercial […]
Now in its third consecutive year, Victoria’s Transport Accident Commission (TAC) Split Second film competition is back for 2020. Conceived by TABOO in 2018 for the TAC, the film competition calls on budding young filmmakers aged 18 to 25 to develop their own 45-second film idea highlighting mobile phone related driver distraction. This year’s exciting […]
Publift today announced its endorsement of LiveRamp’s cookieless Authenticated Traffic Solution (ATS), positioning it as Australia’s first publisher monetisation platform to offer addressable, programmatic marketing without the use of third-party cookies. With ATS, Publift delivers a cookieless marketing solution directly to small and medium-sized publishers on its platform, enabling publishers to seamlessly connect their first-party data with marketer demand. […]
WPP AUNZ has acquired leading WA digital and creative business solutions company Meerkats, as part of the company’s strategy to boost client capabilities announced earlier this year. As part of the agreement Meerkats will merge with Wunderman Thompson in WA, building the brand’s Perth capability to more than 50 employees and creating a specific Experience […]
303 MullenLowe Sydney has appointed accomplished creative leader Bart Pawlak, as its new ECD. Pawlak has been working with the agency over the last four months, leading the department over this period. Pawlak is an awarded creative director and writer with two decades of experience working within the major advertising networks, most recently as executive […]
Oakley has unveiled a powerful remake of Bob Marley’s iconic anthem One Love as part of the brand’s 2020 For the Love of Sport Campaign. The official release aims to inspire hope and positivity during a time of uncertainty by celebrating sport and how it can enlighten and uplift. The reworked verses were co-written by […]
The perils of live TV were once again on show on the venerable BBC yesterday when a weather reporter managed to mangle joggers with dog walkers and came up with doggers. BBC weather reporter Carol Kirkwood was reporting live from the beautiful Greenwich Park in London yesterday when she managed the red-faced clanger. “Good morning […]
The B&T Women in Media Awards, presented by Bauer Media, has always been about recognising the power of individuals. But the awards also shines a light on the best use of creativity and advertising to champion the promotion of women. It’s a relatively new category, ‘Best Ad Campaign – Championing the Equality Cause’, but its perhaps […]