Cross-platform analysis in Analytics: App + Web property

A new type of property is available in Analytics, one of the main tools for online analysis. Until now, you could explore websites or applications separately using Analytics. Currently, there is a third option – analysis of application and website users in one service: Applications + Internet (APP + Web).

The new model places more emphasis on users and events than on sessions – thus changing the current data analysis model. With it, you can collate data from mobile applications and websites in one place. In addition to page views, you can also automatically measure many common internet events, such as scrolling, downloading, and video views. The property can also be used for the websites themselves, it is not necessary to combine data from the application and the website.

The new tool is available in the early beta version: we are currently testing it on our own website to assess whether it is worth implementing this solution at clients in this development phase.

Growth. Between innovation and efficiency

Forum IAB - Stand

Between 5th and 6th June, we had the chance to participate in one of the most prestigious events in the marketing industry – IAB Forum.

The slogan of this year’s thirteenth edition was: “Growth. Between Innovation and Effectiveness.”

Thanks to the invited speakers, we could listen to a variety of aspects about what growth is and how to achieve it.

Experts emphasized the need to modify the customer profiling process – instead of focusing on motivations, it is worth taking a closer look at their behavior. It is equally important to keep up to date with trends and to correctly interpret their consequences.

Building growth also boils down to digital transformation and opening up to digital commerce. As the speakers emphasized, when there is a breakthrough in thinking about business, then there will also be an increase. Among the topics discussed, there was also influencer marketing, artificial intelligence, data driven marketing and advertising blindness.

The meeting also had the opportunity to see what the risks posed by the lack of knowledge about the mechanisms of the Internet and new technologies.

Great organizational facilitation was the application that allowed to select and plan the participation of selected lectures.
 
We came back from the IAB Forum richer in knowledge, new acquaintances and a large portion of motivation.

Forum IAB - program

Campaign of Hemorigen Femina

Herbapol Wrocław has introduced another product from its offer – Hemorigen Femina to advertising communication.

It is a dietary supplement designed for women during menstrual bleeding, supplementing the daily diet with ingredients that support the proper functioning of the cardiovascular system and the proper blood coagulation process.

The aim of the campaign was to reach young women and advise them on how they can help their body during menstrual bleeding. The media in the campaign included the publication of advertisements in women’s press titles.

Press ad of Hemorigen Femina

Holzschutz – Creme context promotion on television

Remmers on television: product placement and sponsoring

Holzschutz – Creme is a solvent cream from Remmers for the protection and decoration of wood, offering system solutions for renovation, refinement and protection of this natural material.

Non-standard activities include the placement and sponsorship of the Gardener’s Academy, in which the ways of caring for wood outside are shown.

The campaign includes HGTV, TVN24 and TVN Style. Online supplements the activities: sponsoring at VOD player.pl.

Media agency Media Concept is responsible for media planning, buying and coordination.

tvday conference

tvday conference

At the end of March, the third edition of the conference organized by TVN took place. Its main topic was the importance of television in contemporary media mixes. The event was targeted at media agencies, advertisers and broadcasters.

The speakers’ speeches and their presentations are already available on the TVN Media website: tv.tvnmedia.pl/konferencja/. We recommend them as a source of knowledge about contemporary media and as an inspiration for marketing activities.

From the point of view of the media agency and media planning, we encourage you to read 3 presentations:

  • Jenni Romaniuk “Reaching out to build a strong Brand Identity”
  • Leslie Wood “Five Keys of Effective Advertising”
  • Karen Nelson-Field “Not all Reach is Equal”