News Bits: PK4 Media Partners with Are You A Human; SapientNitro Partners with Adaptly for Social Ad Technology; More

Inplace #2

PK4 Media, a cross-platform technology company, today announced it has partnered with Are You a Human to ensure it shows ads only to verified humans. Are You A Human’s patented technology analyzes natural interaction across millions of websites to find real humans, and add them to their Verified Human Whitelist™. The Human Whitelist allows PK4 Media to proactively target ads to only verified humans, eliminating bot traffic and improving campaign performance.

“Bot traffic and ad fraud are concerns for many of our brand and agency partners,” said Tom Alexander, Founder and CEO, PK4 Media. “By partnering with Are You a Human we are able to identify and target real humans, thereby increasing campaign performance and overall brand safety.”

PK4 Media takes advantage of Are You a Human’s Verified Human Whitelist to deliver ads to validated users. Users on The Verified Human Whitelist are analyzed and re-verified every day across millions of websites to ensure they stay human.

“Integrating the Human Whitelist into PK4 Media’s XPS technology allows brands to target real, verified humans on an impression by impression level,” said Reid Tatoris, Co-Founder, Are You a Human. “We’re looking forward to working with PK4 Media to continue our efforts to allow anyone delivering content, experiences, or ads on the Internet to be certain they’re addressing a real human.”

PK4 Media delivers highly targeted digital advertising through its cross-platform technology, XPS™, across desktop, tablet and mobile devices. XPS™ also protects brands by default. Third-party brand safety, viewability tracking and site list transparency come standard with every impression. PK4 Media’s account teams work with client advertisers to determine the best strategy for their campaign goals, monitor and optimize campaigns from beginning to end, and report the results.

Retale, a location-based mobile platform connecting more than 3.5 million shoppers with their favorite major retailers locally, today announced the results of a new commissioned study examining consumer self-service checkout adoption among brick-and-mortar retailers. The study focused on several areas of the experience, including convenience, challenges and desired improvements. More than 1,000 adult men and women across the U.S. were polled for the study.

85% have used a self-service kiosk.
The overwhelming majority of shoppers (85%) have used a self-service checkout kiosk, with just 15% having never done so. 91% of millennials – those 18-34 years of age – have used a self-service kiosk versus 81% of those 35 and older.

Of the respondents that have used self-service checkout, the most popular reasons for doing so were: “I have a limited number of items” (72%); “there was no line” (55%); “I prefer to keep my transactions and financial information private” (13%); and “I don’t like interacting with cashiers” (12%). Among millennials, “I don’t like interacting with cashiers” was eight percentage points higher than the average (20%).

41% say checkout kiosks are convenient, but could be better.

Two-thirds (67%) of all respondents said that self-service kiosks are convenient versus 33% inconvenient. Of the 67%, however, 41% said that, despite its convenience, the experience “could be a lot better.”

Across all respondents, 43% say that they often need help from an associate when using self-service checkout. Millennials were less likely to need support (37%) compared to those over 34 (47%).

The top challenges in using self-service kiosks include: scanning items (35%); entering coupons (24%); understanding the service screen (16%); paying with cash (15%); and entering product codes (14%).

When asked the number of products that they would feel comfortable checking out with via self-service, the majority (33%) selected 5-9. However, 26% said that they would be comfortable with 10-14 items while 24% would be comfortable with more than 15. Only 17% selected 1-4.

49% want self-service kiosks at every store and 20% want the option to pay with a mobile device.

Despite current self-service checkout limitations, nearly half of all respondents (49%) would like to see more kiosks at every retail location to help streamline the checkout process. As the number of kiosks increases, a majority of respondents (53%) want at least one store employee overseeing kiosks to ensure devices are used smoothly; as well as limits on the number of items shoppers can pay for at each kiosk (32%).

When asked about the retailers that should add more self-service kiosks, 49% picked mass merchandisers, followed by supermarkets (46%), drugstores (42%), convenience stores (27%), department stores (24%), and specialty stores (24%).

Also, as technology advances, 20% of those surveyed wish to have the option to pay via a mobile phone or smartwatch at each kiosk. Among millennials, 26% want to be able to pay at self-service kiosks using mobile devices versus 16% for those over 34.

“Almost a quarter of all millennials use self-service kiosks to avoid any sort of interaction with cashiers,” said Pat Dermody, President of Retale. “As a result, there is a growing demand for more automation and innovation throughout the checkout experience, via integrations with smartphones, wearables and other mobile devices. This will add to the convenience factor that already appears to be key to the experience.”

SapientNitro, a Publicis (PUB.PA) company, announced that it has entered into a strategic partnership with Adaptly, a media technology company which enables successful advertising across autonomous marketing platforms like Facebook, Twitter, and Kik. Adaptly will become the agency’s social advertising technology partner in North America enabling SapientNitro to leverage the company’s software and marketing services to expand and improve social media advertising opportunities for its client base.

Sapient has used Adaptly’s media buying technology for campaign planning, execution, and reporting for its clients since 2014 and, based on Adaptly’s proven track records of improving social media advertising ROI and the continued growth of autonomous marketing platforms. The agency will now be able to offer more and better solutions for clients targeting social media networks.

Paid social media spending is forecasted to rise to $23.68 billion worldwide in 2015 and reach $35.98 billion by 2017, representing 16.0% of all digital ad spending globally. Advertisers in North America will spend the most on social, representing 41.2% of the global spend.

“Paid social media advertising is at the top of our clients’ priority list,” says Sean Black, North American Director of Innovation and Strategic Partnerships at SapientNitro. “These growing autonomous marketing platforms address our most critical needs, and deliver the right combination of precise targeting and massive audience scale. Adaptly’s enabling technology is the industry standard and its well-established relationships as an API partner to Facebook, Twitter, and Kik will help us optimize our media performance and mount more effective social advertising campaigns.”

“We are pleased to formalize our partnership with SapientNitro,” says Nikhil Sethi, co-founder and CEO of Adaptly. “They have done remarkable work for brands like Borgata Casino, Regions Bank, Visit Florida, First Niagara, Vail Resorts, Bayer Crop Science, Ideal Image, KPMG and Nutella. We look forward to growing our relationship and helping SapientNitro clients become major players within the autonomous marketing platforms ecosystem.”