EXCLUSIVE | Pete O’Mara Kane, LoopMe: The age of the outcome

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Pete O’Mara Kane, General Manager, APAC, LoopMe, has more than 14 years of experience in digital advertising. Since joining LoopMe in 2014, Pete has been responsible for overseeing LoopMe’s international operations and brand direct business.

In this exclusive piece for MediaBrief, Pete shares how in 2020, privacy came to the forefront of digital advertising and the importance of outcomes-based advertising to achieve campaign success. Read on.

2020 was a year like no other. It goes without saying 2020 brought us a multitude of challenges. Whilst many sectors were impacted considerably by the pandemic, the advertising industry remained buoyant and adapted its strategies to align with the sharp incline of e-commerce sales activity.

Outside of the economic impact of the pandemic, privacy became the forefront of digital advertising with an ongoing struggle between those that want to protect consumer identity and those that want to control it.

Measurement of digital advertising also became a key consideration, going beyond digital proxy metrics of clicks and views. There is a real opportunity for brands to measure what really matters – the outcome: Pete O’Mara Kane

Measurement of digital advertising also became a key consideration, going beyond digital proxy metrics of clicks and views. There is a real opportunity for brands to measure what really matters – the outcome. At LoopMe, we help brands to optimise towards their key outcome, from purchase consideration, intent, visits, conversions, and online and offline sales. By identifying a brand’s target audience before a campaign even begins, we support brands across the marketing funnel to achieve campaign success.

By leveraging AI technology, brands have the opportunity to measure campaign effectiveness in real-time. LoopMe’s real-time AI engine uses cutting-edge artificial intelligence to optimise digital advertising towards outcomes: Pete O’Mara Kane

To rephrase Albert Einstein, “Not everything that matters can be measured and not everything that can be measured, matters”. We have an amazing opportunity to move the dial to measure what really counts. That means allowing performance campaigns to be measured by their end result but equally, measuring brand activity by its true goal. That is increases in intent, consideration, awareness, and outcome, certainly not clicks and views alone.

By leveraging AI technology, brands have the opportunity to measure campaign effectiveness in real-time. LoopMe’s real-time AI engine uses cutting-edge artificial intelligence to optimise digital advertising towards outcomes.

Stepping out of the shadows of COVID comes the next generation of digital advertising – the age of the outcome is upon us. Don’t get left behind.