Charlotte Costa - Co-founder & VP Sales at SteerFox
According to you, what are the main trends and innovations in your field market?
We’re in a period of strong growth in digital advertising - global online ad spend is forecasted by PWC to grow from $135 billion in 2014 to $240 billion in 2019. At the same time we’re seeing some really exciting innovations in ad technology and advances in making ads more relevant, interactive and impactful for internet users.
The key trends in the market right now include:
- Video ads - Although video ads are nothing new, we expect that this format will continue to grow in popularity as consumers respond really well. We’ve also seen in the campaign results from our own clients that video ads tend to perform better - particularly on social platforms such as Facebook.
- Cross-channel advertising - Mobile is changing the way consumers interact with content, make purchases and maintain relationships. Advertising is in the process of evolving in order to suit this new medium and advertisers are learning how to effectively target consumers depending on the device they are using. Mobile also offers the potential for innovation by bringing advertising closer to the offline world. 30% of searches made on mobile are related to location, so we are predicting increasing sophistication in strategies to drive in-store traffic.
- Dominance of Facebook & Google - Google and Facebook will continue to dominate the market, either via their own branded platforms (Google Adwords, Google Shopping, Google Display network, Facebook newsfeed) or via their other brands (YouTube, Instagram, Whatsapp). LinkedIn and Bing are growing steadily but have a way to go to catch up and Twitter is fading fast.
- Advertising automation - Managing online advertising campaigns is becoming more and more complicated; not only has there been a proliferation of potential advertising channels such as Google Adwords, Google Shopping, Facebook, Instagram and Bing but at the same time each platform is continually launching new features. There is also increasing competitiveness in pay-per-click advertising which means that the advertiser has to be constantly creating ever more sophisticated bidding and keyword strategies to stand out. This is why we are seeing the rise of advertising automation technology such as SteerFox. These solutions enable advertisers to save time by automating keyword research/bidding adjustments, easily manage campaigns across multiple channels and then reap the benefits of highly optimised ad strategies thanks to sophisticated algorithms.
Who are your current customers and which audience would you like to reach?
SteerFox was designed specifically to help ecommerce websites drive traffic and increase sales via automated, optimised ad campaigns. We are working with a range of ecommerce players from large brands such as Ticketmaster, Ski Precision and Côté Sushi to small and medium businesses. We can help anyone who wants to improve the results of their advertising campaigns as well as eliminate time-consuming daily tasks such as keyword research and ad bidding through intelligent automation.
What motivated your decision to take part in E-Commerce Paris, a Paris Retail Week event?
This isn’t our first time at E-Commerce Paris and as one of the biggest ecommerce tradeshows in Europe, it’s a major event for us. It’s a really great opportunity to meet ecommerce retailers and discuss how SteerFox can help meet their needs. We’re also looking forward to making connections within the French ecommerce ecosystem and meeting some new potential partners.