Atlas is committed to understanding the challenges our clients face when selecting a new platform. And we’re committed to providing answers and assistance to help manage the transition with ease. That’s why we work closely with every client to ensure the onboarding process is as efficient and painless as possible.
We recently reached out to three new Atlas clients for feedback on their onboarding experience. Here’s what they had to say.
All three clients cited Atlas’ people-based marketing as the number-one reason for their interest. By delivering ads to real people, not just cookies alone, Atlas has the ability to revolutionize the way marketers deliver and analyze their campaigns.
Maja Koenig, Head of Display, Paid Social & Affiliate Marketing for venture builder Rocket Internet, said Atlas’ cross-device measurement capability was a major draw for the company. “The tools that we have today for measuring the success of our campaigns and investments are not [capable of] perfectly measuring cross-device behavior as it is actually happening,” she said. “We’ve been able to measure cross-device effects for quite awhile now looking at Facebook as a publisher. Now that information is also available for other channels with Atlas.”
Sander van der Kraan, co-founder of social media agency Conversed and CCO/Managing Partner for digital agency Pervorm, echoed that sentiment. “Pure cookie-based measurement gives a very false interpretation of the facts. This is something that our agency has been concerned about for quite some time. What Atlas brings to the table is so much closer to the truth. It's just superior to cookies, and there’s hardly anyone who can reason otherwise.”
Nathan Engelbrecht, Head of Digital Operations for OMD, said the global media agency recently onboarded with Atlas to deliver digital campaigns for its client Bacardi. “By injecting a static user ID into the cookie, we are able to identify our audience, target them and then measure our results more accurately,” he said. “It’s important for us to give our clients the opportunity to leverage the latest and best technology in the marketplace, and Atlas allows us to do this in a number of ways.”
“Pure cookie-based measurement gives a very false interpretation of the facts ... What Atlas brings to the table is so much closer to the truth. It's just superior to cookies, and there’s hardly anyone who can reason otherwise.”Sander van der Kraan, Co-Founder, Conversed & CCO/Managing Partner, Pervorm
While making the decision to work with an entirely new platform is one thing, implementation still requires careful coordination among all parties. Atlas works closely with its clients to ensure the transition is as smooth as possible.
For OMD and Bacardi, the entire onboarding process took five weeks, including 10 working days for Bacardi to implement its new Atlas tags. “The account was created quickly and to the specs we set out,” said Engelbrecht. “The universal tag solution was created very quickly, with clear implementation instructions that our client was able to understand with minimal guidance from us. The tag solution also worked well without issues.”
Both Engelbrecht and van der Kraan used the word “smooth” to describe their transition process. “Truthfully — and I mean this in a good way — I think Atlas is not that different from a lot of technology we already work with,” said van der Kraan. “In terms of ad servers, there’s not that much in there that’s difficult to manage if you have enough experience working with them. So in terms of learning the actual tool, it wasn’t that difficult at all. I think it was a pretty smooth process.”
And Atlas’ support team was ready and willing to help answer questions throughout the process. “Our Atlas Platform Solutions Consultant is super skilled and knowledgeable, and knows exactly what is going on,” he said. “It was all pretty painless.”
Ad tech is not a “one size fits all” industry. Different clients have different needs, and what works for one may not necessarily work for others. Timing and use case are extremely personal and often dependent on individual business requirements. “We are quite excited to see the results in terms of reach overlap,” Koenig said. “Atlas is great for determining shift of budget, or increasing or decreasing investments based on certain devices or channels. [We may decide] to invest more in mobile now, because we can actually see how mobile and desktop affect each other.”
For both Koenig and OMD’s Engelbrecht, Atlas’ ability to integrate with its other key media partners was also hugely influential in deciding to switch. “Atlas allows us to be flexible with the partners we use for other parts of our media technology framework, meaning we can still use the best experts in SEM, analytics or ad verification,” said Engelbrecht.
For van der Kraan and Conversed/Pervorm, Atlas’ cross-device, people-based functionality closely aligns with its goal of making digital advertising more appealing for consumers. “Right now, the frequency with which people see the same ads can be annoying,” he said. “So how do you make that better? By trying to be like a consumer’s personal assistant in the way you deliver your advertising. That is hugely important for us, being able to control ad frequency and sequence it across devices. In fact, it’s already an issue for some of our clients who are struggling with their Net Promoter Scores.”
All three clients said that based on their current experience, they expect to increase their work with Atlas in the near future.
For his part, van der Kraan said he’d advise any client or agency to consider using Atlas’ people-based marketing solutions.
“The fact that Atlas has true people-based metrics, in the end, I think is the winning hand,” he said. “I would always advise them to look at the data of Atlas and take that more seriously than anything cookies alone are saying. There is no doubt in my mind that if competitors to Atlas had the choice, they would all want to demonstrate the same people-based measurement that Atlas does.”
[We may decide] to invest more in mobile now, because we can actually see how mobile and desktop affect each other.Maja Koenig, Head of Display, Paid Social & Affiliate Marketing, Rocket Internet