Gloria: Hello and welcome to Tangoo's Back to School Online event, digital Tactics, winning formats, and key channels to Drive results. I'm Gloria Estefanì Gergis Campaign Manager at Tangoo, and I'm excited to guide you through what promises to be an insightful and dynamic conversation about one of the most crucial times in retail marketing, the back to school season.

This period is not just seasonal moment, but a strategic opportunity for brands to connect with parents, students, and educators who are actively researching, planning, and purchasing. In this busy business period, getting your messaging, targeting and timing right during this window can drive significant business growth and lasting brand loyalty for those who may be new to Tangoo.

We are a programmatic specialist partner. That [00:01:00] means that we are specialized in providing innovative and data-driven solutions that helps brand and agencies to scale their programmatic advertising with greater efficiency and impact. To know more about the services, you can check our website, tangoomedia.com.

So today Tangoo brings together industry leaders who specialize in digital out of home advertising, programmatic strategies, and affiliate marketing. They will share how brands can harness media tactics, real time creativity, and robust performance measurement to stand out in a crowded marketplace.

Our speakers today will include Mensur Berisha Tangoo, sales manager, and affiliate team coordinator, Riccardo Arini. Programmatic sales manager at IGPDecaux and Pietro Carini sales manager at Padway. Together, they bring to the table the knowledge, both of the technology platform and the media owner perspective. In fact, over the next hour, we will explore how leverage [00:02:00] programmatic digital out of home affiliate partnership and data-driven insights to reach high intent shoppers at the right moment.

And with our relevant messaging, we want this to be a lively conversations or questions are here to guide the discussion, and give value to, um. The dialogue and your engagement. So let's dive in and unlock the digital tactics that will make your back to school campaigns truly success, successful, I will start with, Pietro. Let's start with targeting programmatic digital out of home. Gives advertising a lot of flexibility. How can brands really take advantage of that during the back to school season? What are some smart ways to use geotargeting and screen selection to reach the right audiences at the right time?

We'd love you to hear a perspective about it. 

Pietro: Thank you, Gloria, for, your question. So one, one of the truly distinct [00:03:00] qualities of programmatic advertising is it's in a here of flexibility. This method of purchasing advertising I mentor is in fact fundamentally based on sophisticated programming roles that truly overcome the year rigidities often associated with traditional media plans.

This adaptability, of course, is also present the programmatic digital in the specific context of programmatic digital out of home. One is the flexibility empowers the media buyer to see significantly optimize spending to achieve. I agree with procedure. This approach substantially increases the likelihood of reaching a target audience that is not only consistent with specific communication goals, but also I'd be receptive to the brand's message.

Essentially, instead of focusing on maximizing the frequency of upper tax exposure in attempt to broadly hit an audience that might be interest in brands' such programmatic, thanks to the advanced technological capabilities embedded with within digital platforms achieve superior results by operating with [00:04:00] extreme procedure.

So how exactly does Programmatic Digital out of home achieve this remarkable level of precision? First of all, it allows for the delivery of advertising campaign in strategically chosen location. For the meticulous analysis of food traffic data combined with valuable first party data, it becomes reasonable to assume a high concentration of an aligned with the desired target for liberation of the campaign.

This means brand can place their messages where their DI customers are most likely to be directly supporting specific sales or awareness goals. Thanks to the sophisticated geotargeting tools, a platform like Lab Virtual, for instance, enables the seamless management of multi publisher campaign within a single integrated tool.

These, of course, again, changer for media buyers, as it means they can create cross, cross, cross publisher campaign networks precisely as deeply, please ensuring maximum relevance and minimum ways. Let's illustrate this with the back to school example. Thanks to [00:05:00] just targeting features. It's possible to deliver communication on screens located within a certain predefined ranges of school here in your schools.

This can, this can extend to other environment with high concentration of students such as public park pools, post per center, this focus placement strategy, maximize the campaign. By ensuring the message reaches students and their parents where they at most present the inner in flexibility of problematic, extended and further allowing for the targeting of specific assets to build a comprehensive director school communication that complements this proximity based messaging.

This means campaign has strategically cover major public transport routes, such as Subway and transport or bus stop, especially in big city where many students rely on public transport for the daily years. In this way, the the brand can create continuous exposure during investor this journey. By proceeding this way, immediate buyer gain the ability to intercept the target audience, not just at their final destination, but also [00:06:00] during their approach to the point of interest.

Each touch point along the route became an opportunity to build brand awareness, complete message, and guide the consummate toward the action. Conclusion, thanks to the peculiarities of programmatic digital out of home and immense power potential lot budget targeting. It's possible to develop I sophisticated campaigns and deliver communications.

Structured around two key moments, the approach and the last mile. This creates a powerful advertising experience.

Gloria: Thank you so much Pietro for this insightful overview, I think you've perfectly highlighted how the flexibility of programmatic digital out of home can truly transform how brands connect with audiences in real time, in the, in, in the right place. Now it's turn to our next speaker, to get the media owner perspective.

Riccardo, we know timing is key during back to school, from school drop offs to after school shopping runs. [00:07:00] There are so many key daily moments. What's the best way for brands to, to schedule their campaigns to really align with these routines? Please share your, your point of view.

Riccardo: Okay, everyone, thank you Gloria, for the question for having me, there are several ways actually. First, we can tailor messages to specific, to switch specific time during, during the day. For example, early morning in the afternoon is ideal for targeting near, school, like kindergarten or public transportation, stop aligning with, , school entry and exit time or in the afternoon and evening fo we can focus on the areas surrounding shopping mall supermarkets, bookshop or school supply, store, sports center, or any other, um, extracurricular activity venues.

Additionally, we can also edit behavioral data, integrating those data [00:08:00] with past purchasing behavioral on online interest. We can, we find our approach, by analyzing, for example, the, online searches for school supplies by the, by the parents. And this helps us, a lot, bear in mind that.

This mythology can also be applied to the context beyond the next, the back to school, teams, the, the basically back to school, , teams such as books or, school supplies, for example, we can use a specific times, do, can, um, can feature, breakfast ads or quick meals solution near school in the morning or dinner special.

Near per markets in the left afternoon, or we can, or adaptation based on the days of the week is also beneficial. Focusing on the weekdays morning and um, afternoon for commuter parents and weekends with a concentration on central hours of the of the day. We can also [00:09:00] use the, the most powerful tool of our programmatic digital out of home is a real time contextual triggers.

The, the most, the most famous one is, , weather targeting for, so, for example, um, rain, my prompt, umbrella, or waterproof clothes are the near bus, stops. Conversely, sunny days could promote outdoor activity post post school, or we can get concentrate on the look on the screens near local events such as sport events, soccer, soccer game, or any other school happening.

Yes. , furthermore, we can use a dynamic creativity who can hand change matches message. Relevance according to the, to the context. Or we can customize messages based on the proximity. For example, proximity for, for a store with a message, hey, our, our book, our bookstore is 200 meter from, from here, and yet by employ fee, we [00:10:00] think that by employing all these strategies. We can effectively use the programmatic digital out of home to reach out our target audience, with the right message at the right time and in place. 

Gloria: Thank you so much, Riccardo, for this great insight, especially on how targeting and contextual triggers can really shape a stronger campaign.

Now let, let shift focus Mensur From your perspective, how can publisher like Tangoo best align with affiliate brands to ensure promotions, , to ensure how promotions are launched on time and deliver strong performance results? 

Mensur: Thank you for the question, Gloria, actually this is something that we think about a lot at Tangoo.

, as publishers, we are not just a vehicle for promotions, I mean, we constantly becoming more like strategic partners to the brands we work with, and that means it's not just about pushing content live, [00:11:00] it's about how we bring that content to life and. , one of the key things we do is take on a consultative role.

So we are not just waiting for a promotion to be handed to us. We are actively, actively involved in planning and how that promotion can perform at it at its best, that includes advising on the offer type, when to go live, how to position it visually and even, the right messaging tone for the audience, but even the best campaign ideas can fall short if timing isn't right. , especially during critical re retail moments like back to school, black Friday, boxing Day, Valentine's promo, the window of opportunity is very tight, if we don't receive the creative or offer details in time, it's incredibly easy to miss the peak of the in on in the shopper intent.

And once that window closes, even a great deal might go unnoticed from the clients, so to avoid that, , we always push for early alignment. And one of the best tools that we worked, [00:12:00] and that we found on the industry, it's of course to have a shared calendar with a brand, it gives both sides visibility into what's coming up on the brand side and on our side.

And that way we're not just reacting to offers last minute, we are building a plan around them, and that planning allows us to get even more creative. Maybe it's not just about promoting one offer, but creating a broader theme like a back to school essentials or a weekend flash deals, that includes multiple brands.

But to pull that off, we need that lead time and that close cooperation with the. We've also found that campaigns perform best when brands give us room to tailor how their promos show up on our platform. So rather than, being overly prescriptive, it's more effective when they say, here's what we want to achieve, what do you recommend based on what performs well with the audience and with the industry?

And that's where the consulting piece really adds value. Ultimately, the best results happen when there's a real partnership where both sides [00:13:00] are aligned on goals. Timelines and strategy, that means planning ahead, sharing assets early, being flexible when needed, and trusting the publisher to make smart execution decisions that are backed by the performance inside, 

Gloria: Mensur thank you very much. As you said, at Tangoo, we truly know, we truly believe that affiliation definitely adds a valuable performance layer to the media mix. Now, back to Pietro. Let's talk about creativity. How can brands tailor their messaging through the day to speak to different needs, whether it's morning reminders, lunchbox inspirations, or post call homework.

Homework clue? Why does that kind of real time creative strategy make such a difference in your opinion? 

Pietro: So once again, the key word is flexibility. Programmatic digital out of home allows not only the delivery of different creatives, [00:14:00] but also the construction on engaging in layers to experience. In order to communicate the brand's values, characteristics, and value proposition through a series of complimentary messages, the main goal is to create an automatic, authentic customer journey where the users encounter a specific and functional message at every single stage of their decision making process.

This possibility to customize messages adopted, adapted to real. 10 circumstances represent the pulant guard of programmatic, digital, and can occur across several the dimensions. First, it's possible to scale different creative assets for different, ensuring that the message is always current and maximize effective in relation to the time of the day, displayed this, not only showing the right advertisement at the right moment, but also the one.

The best aligned with the users would any at that specific moment? Let's take an example to make the more concrete during a strategic advertising data, [00:15:00] like back to school the morning is slot can be used to draw the user attention to a specific product or a special offer later, a school dismissal time where parents of students are more inclined to think about after school purchase.

Digital call can be followed up with a direct call to action, inviting them to satisfy the need created by the morning communication. This creates a narrative flow that follows the user fuller game. Another good example, food Brands. They can leverage the modern delivery slot to communicate products ideal for breakfast, such as CA or coffee later in the midday or afternoon slot.

But attention shipped to more substantial yield source snack. It can deliver other products from the range, perhaps related to launch the snack time. An additional layer of sophistication can be implemented. This involves creative strategies that are, that they are not only based on hourly planning, but also on the co-presence of different environment where the communication is delivered thanks to the ready discussion.

Targeting tools, for instance, [00:16:00] it's possible to display a different message on screens that the target audience encounters to their approach to a physical point of interest, such as store or an event. And the, and the user get, get closer. The message can become progressively more direct. Perhaps include last time promotion or a DI direct invitation to purchase, maximizing the likelihood of conversion.

An extra powerful possibility is to communication only when certain weather condition occur, or to display specific relativities for different weather scenario. These realtime adaptability to environment variables open up extremely interesting communication possibility. In this way, a fashion brand could communicate products like, like T-shirt or sunglasses for sunny weather.

Or on the other hand, in case of rain or bad weather, it could display images of rain clothes, umbrella, or boots following the same principle. An ice cream brand could choose to communicate only when there is less sunshine or when a certain temperature to show with exceed. Maximizing communication efficiency.

The great strategic [00:17:00] advantage of all these tools lies in the possibility of structuring a sophisticated and dynamic communication strategy. This allows the brands to communicate either a single product in all these potential or an entire range of product in a fluid and adaptive manner. This flexibility enables media buyer to get the most out of their budget by targeting very specifically.

Gloria: Thank you very much, Pietro. Yes, as you said, performance matters a lot, and it's an open secret that we love when our efforts gives us be, positive, results overall, if we're speaking about advertising activities, , connecting to these Riccardo, performance matters, of course. What kind of data can drive, can advertising expect from programmatic digital out of home, and how can they.

Use those insight to measure what's working and optimize their campaigns through the season.

Riccardo: Okay. There are [00:18:00] several data, there are several, ways, but, um, first of all, I just want to, start with, important premise. Otherwise my beloved collects from marketing data is going, are gonna kill me, so, the key is a good measurement start is directly, is the directly proportional to the sides of the campaign.

So the more data we can collect through the campaign, the more accurate the insights will. And I believe this context will can be applied also to the other measurement, um, um, beside the programmatic digital one. , based on that, , there are some, measurement approach we can, give to the, um, advertiser, the first one, I think the, the most famous one is the brand of studies. So be less can measure the increase in brand awareness, in consideration in purchase intent. Or a brand preference among these, those exposed to the [00:19:00] campaigns compared to the, to the group, the second one, speaking about digital out of home, we can measure and analyze the increase in visit to physical friendship flagship store following expose the, digital out of home ads.

With enough studies, or we can help the, the advertiser to, compare the sales data in area exposed to the campaign with those are not exposed, to determine the campaign's directly impact all sales or, or not, at this point. But I want to invite you to see, programmatic digital to a part of a huge, um, omnichannel con omnichannel, communication strategy, with, web, the TV, and, connected tv. With, with this strategy, we can, help the advertiser to, evaluate how digital out of home [00:20:00] expose influence behavior on also online, on online, on all cross channel analysis. So, such as increase online, searches, website visit, or eCommerce, eCommerce commerce, last but not least, we can also help the advertiser to track the specific KPI measurement. For example, eh, if a goal is, if, goal for the campaign is to increment, is is increment or. Promote an event. We can, collect the data from, from advertisement for the, for example, ticket sales and, um, help them to, use that, that data to understand how programmatic digital out of home one campaign help them to, increase the sales, at the end, I, we truly believe that by using this measurement strategies, advertiser can gain a comprehensive insight into [00:21:00] effectiveness and reach out their campaigns. And the most important, leading to more informed decision making and improve campaign outcomes. 

Gloria: Thank you very much. Riccardo is clear how robust measurement strategies can truly elevate digital out-of-home performance.

Now let's close. Let's close this round table with you, Mensur. Why is tracking and measurements so critical in affiliate marketing today? And what steps can publishers take to make sure their performance data is accurate and actionable? 

Mensur: Well, tracking and measurement have always been important in the affiliate marketing, but I'd say today it's more crucial than ever.

Brands are investing in performance-based channels because they expect accountability, and that only works if the data is accurate in telling the full story. At Tangoo, we rely heavily on data to guide how we promote offers, how we optimize campaigns, and how we prove our value to brand [00:22:00] partners.

But tracking isn't just about reporting back. It's about driving smarter decisions throughout the campaign lifecycle. , the challenge today is that tracking is getting more complicated, we are dealing with cookie restrictions, browser privacy updates, distribution delays, and sometimes multiple platforms tracking the same conversion in slightly different ways.

So publishers really have to be on top of their data infrastructure, for us, that starts with getting the basics right. We work closely with affiliate networks and brands to make sure that all links are correctly set up. Tracking pixels are in place, and we are aligned on what metrics matter most, whether that's conversions, a OV, click through rate or something, , like mobile versus desktop split.

Once a campaign is live, we are not just letting it run. As you know, Gloria, we are mon monitoring it constantly. , if we see a big spike in clicks, with no conversion, that tells us that something might be broken, maybe a [00:23:00] landing page is not working, and we can flag that right away and help it fix before, too much budget and time, it's wasted, another thing we are interested in is, proper tagging and segmentations. Let's say if a brand grants multiple campaigns with us, so one for back to school, one, we can sale and maybe one, evergreen or generic promo, we can break that down individually, that way we're not just saying, you've got this number of sales from Tangoo, and we are showing which type of content performed best.

What time of the week worked well and which devices draw the most engagement in sales? And that insight is something brands really value. , it allows us to refine, , and it it allows them to refine their own strategies based on real user behavior, instead of guessing, they can double down on what actually moves the needle.

lastly, we make it a priority to keep communication open. If something isn't tracking properly, we don't wait until the end of the month and say this is wrong. , [00:24:00] we bring it up early even through even, you know, work through it together to solve the issue and document the fix so it doesn't happen next time, or we can use it for next times with the different brands.

At the end of the day, the strong tracking doesn't just help us prove performance. It help us improve. Performance. It's how we build trust with partners and shown them that we are not just a traffic source, we are an insights partner that Activ actively help helping them to grow.

Gloria: Thank you very much Mensur and, thanks again to our, all our speakers today. So thank you Pietro, Mensur, and Riccardo, for sharing their expert insights, and practical advice today, we've come to one end of. Today's, session and, at the end of the session, I would say that it's clear that by combining precise, targeting, thoughtful creativity, and a strong measurement within, all within a seamless digital ecosystem, [00:25:00] brands can really maximize their impact.

During their back to school season. Before we close, I'd like to invite each speaker to share how, , you can connect with them to learn more about their businesses and the work and in general, the company, I will start maybe with you, Pietro. 

Pietro: Yeah. , you can contact, for any additional information by writing to sales.@padway.com or directly to me at Pcarini is spelled P-C-A-R-I-N-I dot um, pcarini@pladway.com.

Gloria: Okay, let's go with, , Riccardo. 

Riccardo: , yeah, you can, contact, the rest me on LinkedIn or contact, me on my email, um, [00:26:00] riccardo.arini@igpdecaux.it, that it, so he has switched to, to Italian. So it's, it's for self habit. And, yes, if you have any further question on digital auto or programmatic digital out of home, we are here to help you.

Gloria: Thank you. And lastly, Mensur. 

Mensur: Sure you can reach out to me on LinkedIn, on email, um, mensur.berisha@tangoomedia.com, or the team, pan@Tangoomedia.com and you can use also our website contact form to reach out to the wider team if you have, any questions.

Gloria: And of course, thanks to all the people that joined us, today. Thank you, for joining us for this, session. Tan Goes Back to School Event. We hope you're living with actionable ideas to power your campaigns and reach your audiences more efficiently. Tangoo is proud to be your partner in [00:27:00] programmatic activities, enabling brands to build smarter, more integrated media strategies that deliver real results during peak retail moments, like, of course back to school season.

Um, you can reach us as Mensur said with, within our website, Tangoomedia.com, or, contacting each of, of us, privately. And we look forward to see you at our future events and, To our, all our online events, um, in the future, that are available to watch on demand, um, at Tangoo event page on the website, and you can catch up anytime.

Thank you very much and have a great day.

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