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Omnicom Media Group MENA partners with digital analytics firm

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Omnicom Media Group has extended its partnership with digital analytics company, Moat, to the Middle East. Aiming to provide greater transparency in measurement and performance, Omnicom Media Group, the media services arm of Omnicom Group Inc. has been collaborating with Moat since 2014.

“This value of extending the partnership with Moat was obvious to us from the beginning,” says Dimitri Metaxas, Regional Executive Director-Specialist Companies, Omnicom Media Group MENA. “Its benefits extend to all parties within the industry, as it allows us to better understand all the measured parameters and deliver a tangibly stronger performance. This alliance helps us move into a new era of measurement, ensuring that publishers and media partners are well-aware of our commitment towards the brands and businesses that our agencies represent. This is the latest step we’ve taken to enhance our clients’ marketing and business performance better.”

Region’s talent honoured at MENA digital awards

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The region’s top digital advertising talent has been honoured at the second ever MENA Digital Awards ceremony, the only awards programme in the region dedicated to celebrating marketing in the digital industry. The event concluded the two-day Digital Media Forum (DMF) 2015, which attracted 500 industry stakeholders from across the MENA region and beyond to discuss the latest developments taking place across the digital landscape.

Big winners were Leo Burnett MENA, who won the Grand Prix Award as well as a number of awards across several categories including two golds in Digital Cause Marketing, a gold in Best Digital PR, a gold in Best Use of Social Media, a silver in Best Performance Campaign, a bronze in Best Use of Video and a bronze in Best Use of Mobile. Omnicom picked up the Network of the Year award, and OMD picked up the Agency of the Year.

Other notable winners included Initiative MENA, who garnered two silver awards for their work for KFC, under Best Application Mobile/Tablet and Best Use of Mobile, as well as two bronze awards under Best Integrated Media Campaign and Best Use of Video. Socialize Agency received two gold awards, BBDO collected one gold, three silvers and a bronze and Proximity picked up a gold, two silvers and a bronze. Other awards under different categories went to UM MENA, Ogilvy, Buzzman, OMD MENA, PHD and Sama Dubai.

“The MENA Digital Awards is the only marketing industry awards programme in the region that focuses solely on the digital sector,” says Najla Semaan Mazboudie, Managing Director of Spot On Media Services and Events, owner and founder of DMF and the MENA Digital awards. “It was established last year to honour success and excellence in the sector, thereby helping to promote the best in digital marketing planning, creativity, innovation, and effectiveness.”

Facebook relaunches Atlas for targeted ads

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Facebook has re-launched Atlas – its new ad-serving and measurement platform – allowing marketers to target advertisements across multiple devices. Microsoft sold Atlas to Facebook in 2013 for an estimated $100 million and is offered to advertisers as a way of targeting the social network’s 1.3 billion users. With personal information already used to show contextual ads on individual News Feeds, Atlas now enables Facebook to utilise the same data on behalf of third–party apps and websites.

Up to now, Facebook’s existing ad technology has used cookies to track websites visited by people for ad targeting purposes, though these cookies do not work on mobile devices and are often inaccurate, rendering it a challenge for marketers to track the interests of consumers reliably. Atlas allows advertisers to target ads around ‘Likes’ and interests for third-party websites and apps, anonymously tracking individuals and bypassing the flawed cookie ad-serving and measurement technology.

“Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers,” says Erik Johnson, Head of Atlas. “By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales. This valuable data can lead to better optimisation decisions to make your media budget even more effective.”

Global ad company Omnicom is Facebook’s first holding company to sign an agency-wide partnership with Atlas, and clients including Pepsi and Intel will be two of the largest brands to test out the Atlas platform. Initially, Atlas will be used exclusively for ad-serving and tracking, though Facebook has plans to set up Atlas as an ad purchasing platform in the future.