MarTechSeries interviews our CEO, Brian Bowman. See the original article on MarTech Series.
MarTechSeries Interviews On Marketing Technology
MTS: Tell us about your role and how you got here? What inspired you to envision a user acquisition solution for Facebook and Google?
I’m the founder and CEO of Consumer Acquisition, where I manage our business, strategic partnerships with Facebook and Google, and drive the vision of our future acquisition products and solutions for our clients. Hence, we’re in a highly dynamic and competitive industry that’s ever-changing. As a result, I focus on staying on top of technology and trends to produce results for our partners.
Prior to Consumer Acquisition, I was a consumer Internet executive for Disney, ABC, Match, and Yahoo and managed over $1B in performance-marketing spend. Almost five years ago, I saw an opportunity to focus on Facebook’s advertising marketplace. As a result, I envisioned an end-to-end solution for performance marketers like myself. Which is the basis for Consumer Acquisition’s tools and managed services today.
MTS: How does the Pay-for-Performance creative model differ from the modern programmatic adtech marketplace?
While a programmatic adtech marketplace focuses on arbitraging the best price and placement for an ad. We focus exclusively on Facebook, Instagram, and Google and offer a pay-for-performance solution within our Creative Studio. For our clients, it means that advertisers can source creative images and video concepts from our global network of designers. Also, sourcing ad copy from our UA experts. As a result, only paying for the ad creatives they choose to run. Therefore, this mitigates the cost of sourcing and producing high-performance creative at scale. And, this is really critical in a highly competitive market. Because providing fresh creative is a constant need for advertisers.
However, the alternative to a pay-for-performance marketplace like ours would be to hire an agency or in-house designer to create each set of ads needed. Regardless of whether the campaigns used ads. Consequently, the latter can be costly and inefficient.
MTS: In 2018, what would be the biggest expectations from customer acquisition platforms?
I believe advertisers are increasingly looking to creative automation and machine learning (AI) solutions to optimize ad campaigns. Also, creative marketplaces and AI have emerged in the generation, selection, and running of ad creatives. In addition, advertisers are curious to see how far the tools can go in streamlining campaign management and improving performance. As a result, 2018 will be an interesting year for Creative Studio and AI automation in the digital ad space.
MTS: What Martech startups are you watching/keen on right now?
We are not watching particular startups and focus instead on categories. In addition, we’re closely watching evolution in Creative Studio. Including how they solve the significant challenge of ad fatigue and machine learning. Particularly, how it can automate intraday management and automation of today’s user acquisition managers. Finally, we’re also watching the quick evolution of Playables & Rewarded videos and how blockchain will impact media buying.
MTS: What marketing services do your stack offer?
We provide an end-to-end user acquisition platform for Facebook and Google Advertisers. More specifically, we offer three main solutions:
Creative Studio: To help advertisers achieve successful creative at scale, we offer a pay-for-performance Creative Studio. Advertisers receive fresh images and videos from our global network of designers and only pay for the creatives they choose to run. In addition, we provide a free concierge service to help with creative brief writing and feedback to designers.
AI-Powered Ad Automation: Consumer Acquisition developed AdRules to simplify user acquisition on Facebook and Instagram. AdRules brings AI automation to advertisers, providing a simple interface that allows them to automate nearly any process for ad management.
Managed Services: Consumer Acquisition’s team of user acquisition experts manage 100% of the work required to scale efficiently on Facebook and Instagram. With a focus on rigorous a/b testing to optimize creative for your mobile game, app, or website our designers, editors and account managers work together to reduce your advertising costs. Also, we use our proprietary AI-Powered, AdRules ad management platform to manage ads in real-time around the clock.
MTS: Would you tell us about your standout digital campaign?
We recently worked with Glu Mobile on a sprint-like 3-week campaign. We delivered an uplift of 20% return on advertising spend (ROAS). More than increased revenue and return, we also shared best creative practices. In addition, we delivered winning creative concepts that also reduced non-converting spend. However, our ultimate focus is on building lasting relationships that continue to deliver value to our clients. For example, this was clearly the case with our partners at Glu.
MTS: How do you prepare for an AI-centric world as a business leader?
We’re actively experimenting with machine learning and AI and the potential impact on media buying and creative. Also, we track Facebook and Google’s increased optimization capabilities and now believe that creative has become the unique differentiator for performance. In addition, creative can NOT be algorithmically generated using AI or machine learning – YET! As a result, we’re heavily investing in ways to scale video, image, and ad copy production.
This Is How I Work (MarTechSeries Interviews)
MTS: One word that best describes how you work.
MTS: What apps/software/tools can’t you live without?
Outside of our own platform solutions for managing our client campaigns and creative, we live and breathe Facebook and Google for their ever-evolving advertising solutions. Also, we are heavy users of Slack, Prosperworks, and Google Docs.
MTS: What’s your smartest work-related shortcut or productivity hack?
For pre-sales and sales activities, Prosperworks is a fantastic tool. It fully integrates with G-suite and saves us a tremendous amount of time.
MTS: What are you currently reading? (What do you read, and how do you consume information?)
Prodigiously reading Business Insider, Techcrunch, TechMeme, Facebook’s Blog, and Google’s Blog.
MTS: What’s the best advice you’ve ever received?
Don’t raise money unless you have to. As you immediately give up control and your focus as the CEO immediately changes.
MTS: Hashtag the one person in the industry whose answers to these questions you would love to read: