and advertising services and technology
June 8th 2020
Nick Fletcher is SVP Northern Europe at Rakuten Advertising, a global provider of marketing and advertising services and technology. We caught up with Nick to find out how his day-to-day and the wider business have been impacted by the pandemic.
Please describe your job: What do you do?
I’m responsible for revenue across Northern Europe for Rakuten Advertising combining industry-leading expertise in managing Affiliate, Display, Paid Social and Paid Search with unique data and inventory from Rakuten’s global ecosystem of over 1 billion consumers.
In terms of day-to-day, it’s an interesting mix of short-term decisions around commercials and resourcing, as well as longer-term strategy and planning. I consider myself really fortunate to work at a company as diverse as Rakuten, where there’s always new opportunities to consider – and lots of interesting work to do as a result!
What changes are you making to help your brand connect with how people are feeling and experiencing the pandemic?
At Rakuten Advertising, we launched a dedicated COVID-19 resource centre. We are also opening our doors to discuss options for customising elements of campaign agreements to ensure clients can remain successful. Meanwhile, our Accelerate business model is enabling brands to succeed by harnessing the power of machine learning in affiliate programmes.
What trends have you seen in the last few weeks in your sector?
Over the past few weeks, we’ve seen shifts in consumer buying patterns and media consumption. Video content, for instance, is clearly resonating with consumers. Rakuten Viber has seen 75% growth in shared videos in France, while in the US, Rakuten Advertising is seeing Facebook and Instagram Live views double.
Overall, clicks have been increasing in the UK since mid-March, and orders are up in April. We’ve also seen deal sites have grown their share of traffic by 72% YOY in late-March, while mobile devices have taken a greater percentage of total orders during COVID-19 in the UK. In fact, orders on mobile peaked in April to account for 56% of all orders.
What advice would you give a marketer right now?
Our data shows that consumers are still engaging with advertising – as shown by the fact that conversion rates across our UK network were 20% higher in April than they were in February – and we would encourage them to continue to invest. With on-site retargeting share of sales increasing 79%, marketers should focus on data-led strategies such as retargeting that provide personalised and authentic experience.
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