He added, “The idea is that we’ll really be able to have cross-device attribution in a way that’s been pretty difficult to get to up until now. But our partnership with SHIFT has allowed us to plan a lot earlier, and to be up and running when the ability to use Atlas in new ways becomes possible. It’s given us a real leg up.”
Working with SHIFT, MEC has been able to reach highly targeted audiences and to spend considerably less in doing so, according to Mallin. Though he declined to name a specific client, he said MEC had used SHIFT’s platform to cut CPAs in half.
Mallin said SHIFT’s product was particularly useful for a client needing intensive PR work or to engage audiences with targeted branded messages.
But the biggest challenge for leveraging social isn’t necessarily the software or on the targeting side, he said. The larger hurdle is marrying targeting with creative insights.
“You can have the best targeting in the world, but if you’re not reaching people on a gut level, they’re going to pass over you on the news feed,” he said. “SHIFT has allowed us to not only come back with targeting insights, but to also come back with creative insights to dynamically optimize to the best performers.”
Borow claimed SHIFT’s updates will eventually let marketers leverage Atlas’ measurement capabilities and ditch the cookie-based targeting of traditional display.
“In the past you could not reliably run an ad campaign that you could attribute across devices, or impact the decision that takes place offline,” Borow said. “Because Atlas is orienting things around people, they can help clients put together the entire story through data. It’s shepherding in an entirely new way to think about advertising.”
“That type of transparency is revolutionary in terms of digital advertising,” he added. “It’s going to usher in a lot more trust. We look at it at how advertising should have always worked.”
Salesforce is SHIFT’s closest competition in North America, Borow said, as Social.com, a key component to the Salesforce Marketing Cloud, also offers marketers an advertising platform to reach customers across Facebook, Twitter, LinkedIn and Atlas. Borow added that SHIFT and Salesforce are the only two companies in the US that support all four integrations.
SHIFT’s updated platform is still in beta and, for the time being, is available to a select number of SHIFT’s customers.