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Full Fabric is no stranger to innovation, with its end-to-end admissions and enrollment platform. It helps recruit, admit and enroll students at scale, managing leads more efficiently, enrolling more students and growing revenue sustainably.

João Martins, Managing Director Int’l for Lancelot LDN comments: “Higher Ed Admissions and Marketing teams are increasingly feeling the crunch to grow applications while maintaining or improving cohort quality and improve applicant and student retention. All whilst navigating the regulatory and compliance requirements such as GDPR, etc.
Many higher Ed institutions are looking to deploy a digital transformation strategy. Many are frustrated with their current misfit systems and seeking to differentiate from the competition by offering a competitive advantage in delivering a world-class student experience. Full Fabric streamlines the entire process, helping institutions pinpoint the inefficiencies in their process. Additionally, it manages students at scale with increased – and very visible – ROI to its clients”.

According to Government data, there were a total of 67,663 applications for higher education in Portugal in 2021 (a 7.2% YoY growth). In Spain, 968,642 (a 2.4% YoY growth), signaling that Full Fabric could potentially be making life easier for over 1m client interactions per year.

Full Fabric has quickly become a leader in the education technology space. This partnership with Lancelot LDN established a physical presence in Lisbon and Madrid, looking to enable local market clients. Full Fabric already develops and deploys software solutions designed specifically for higher education institutions. Now they do it locally too, for Portuguese and Spanish institutions.

“Finding the right partner to key markets has always been a high priority at Full Fabric. Lancelot LDN specializes in European growth and will help us build a regional customer – centric approach, allowing us to deliver even more value for these customers in the future”, said Tania Roquette, Solutions Director at Full Fabric.

About Full Fabric

Designed for humans. Built for higher education.

Full Fabric offers an integrated end-to-end software-as-a-service solution. It helps universities deliver a world-class experience across the whole student journey, from initial inquiry to enrolment, and beyond graduation. Their platform is used by university staff, management, lecturers, students, prospective students, and alumni. Their culture emphasises creative problem solving, usability, fast iteration and execution in order to deliver great products to the education sector.

www.fullfabric.com

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Through this partnership, Virtually Visiting will be able to expand its reach and offer new and exciting virtual reality experiences. Also, Lancelot will help establish B2C and B2B distribution channels, and ultimately accelerate Revenue growth.

The product speaks for itself. Our wonderful new clients have invited everyone to join the multi-talented athlete Cookie as he takes us on an epic 1,000m vertical ski descent at Alpe D’Huez, the famous French ski resort.

Go on, try it on VirtuallyVisiting.com 

A word from the team

“We are thrilled to be partnering with Virtually Visiting,” said Richard Parboo, CEO of Lancelot LDN. “Their innovative virtual reality technology is truly groundbreaking and we are excited to be able to lead the European roll out. We believe that this partnership will enable Virtually Visiting to enter the European market and bring its cutting-edge technology to a wider audience.”

Jonathan Cooper, CEO of Virtually Visiting, says “Lancelot LDN’s expertise in driving accelerated revenue growth will be invaluable as we work together to conquer Europe. We believe that this partnership will be a huge success and will help us fulfill our ambitions.”

About Virtually Visiting

Virtually Visiting was set up by a group of travel and technology experts who believe in travel and the good that it can bring to the world.

They see the planet as an ever-changing place where travel is not always accessible. So they have combined advances in technology with their passion for travel to create real tours and experiences available online to everyone, everywhere.

The result of this vision is a unique travel dedicated 360 virtual tour platform. Users can now enjoy bucket list experiences from the comfort of their own homes. Highly sought-after destinations are filmed by partners, offering a range of immersive experiences for everyone, from history to food to adventure.

Watch the video below and feel free to rotate the image in 360º!

How it works

It’s quick, easy and FREE to sign up so users can travel whenever they want, wherever they want! With the Virtual Passport, Virtually Visiting will transport users around the world. Travel from the winter wonderlands of Northern Scandinavia, to the jagged peaks of the Canadian rockies, to the bush and beaches of Australia.

The content can be viewed on desktop, smartphone, tablet or VR headset. All of the experiences are filmed in 360 video, which allows users to pan around the entire scene as if they are really there.

Immersive travel is now available to all, and Virtually Visiting is where travel begins.

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But let’s look at how we got here.

1.  The Entry Point

All media and tech companies are looking for growth, and very often that means looking at INTERNATIONAL Growth and breaking new markets.

One of the critical steps to tap into new markets is breaking into Europe.  And in Europe, the UK is the biggest and most strategic market to break, with Global CEO’s ranking it as 3rd most important country for investment, jointly with Germany, behind only US and China.  In fact, despite recent political turmoil and Brexit, business bosses are ever more bullish about UK in PwC’s 26th annual Global CEO Survey:  Only 9% selected UK as growth market in 2020, now up to 18%.

This is the first key market reality behind Lancelot LDN, which initially led to our existence:  deliver a London based headquarters to our clients

 

2.  Follow The Money

A decade ago, the global financial crisis and high unemployment rates led many Portuguese individuals and entrepreneurs to seek opportunities outside of the country’s limited economy. The small domestic market also compelled startups to focus on global expansion from the outset. However, today the situation has changed. Portugal not only boasts a thriving community of domestic tech companies, but it is also attracting foreign investment and talent in the tech sector. The government and local entrepreneurs are actively providing support and resources to foster innovation and continue this growth. Portugal has invested heavily in its economy in recent years, which has helped to spur a digital based economic revival.

Portugal has been the fastest-growing European tech hub since 2017 until the market growth was interrupted by the pandemic. But 2021 has already been the year of recovery for Portugal’s software market.

Sherlock Holmes used to say that if you want to solve a mystery, you should follow the money.  And the money clearly indicates the Portuguese Tech Boom:

• Home Heroes

  • Online luxury fashion platform Farfetch, coding software provider OutSystems and cloud-based contact centre Talkdesk where the first to put Portugal on the technology map. 
  • A new cohort of startups are coming through the ranks, with companies such as Unbabel and Uniplaces growing rapidly.  For a country of 10m people, Portugal has produced a rather impressive number of large tech businesses for its size.
  • Startups based in Lisbon are worth  €2.1 billion as of 2022 – a three-fold increase from half a decade ago.

• Investment

  • Last year, Lisbon welcomed its highest ever number of foreign investments in the software & IT industry, the sixth year of growth in this regard.
  • The city’s venture capital market has increased fourfold in volume of transactions, compared to 2017.
  • Attracting non-EU tech talent to Portugal has become easier thanks to Portugal’s Startup Visa and incentives for returning expats (50% income tax discount).
  • Foreign investors also gain from Portugal’s non-habitual tax resident regime, essentially a ten year tax break for skilled professionals living in Portugal.
  • The arrival of the incubators (Lisbon now has some 32 of these).

• Talent

  • Companies like Cloudflare, Google and others have chosen Lisbon as a base:  “Lisbon’s tech growth has been tremendous and [the city] is doing a great job of attracting talent. It has the potential to be the next great European technology ecosystem… We chose Lisbon because of its strong tech talent, quality of life, time zone and political stability,” says John Graham-Cumming, chief technology officer of Cloudflare.
  • The location and time zone of the country are advantageous for international travel. Being the closest European country to the US and Canada, it supports easy accessibility for international travel. The country has only a one-hour time difference from Central European Time and shares the same time zone as the United Kingdom, which makes it convenient for scheduling meetings and conducting business with both European and North American partners.
  • Educated and diverse tech talent at a competitive cost.
  • Portugal ranks 26th out of 63 countries in the World Talent Ranking, with a talented tech workforce of 90,000 programmers. Although this number may not be the highest in Europe, Portuguese developers have a strong technical education, excellent proficiency in English, and hands-on experience with cutting-edge technologies, making them a valuable asset to any company.
  • The Global Skills Report 2021 highlights that Portuguese developers possess advanced skills in computer networking, database development, and software engineering. Additionally, according to HackerRank, Portuguese developers are among the most skilled in Java, SQL, and Python.
  • Not only do they possess top-notch technical skills and a strong educational background, but the cost to hire software developers in Portugal is also relatively low.
  • The city is attracting an increasing number of foreign residents for four consecutive years, resulting in about 90,000 new arrivals in 2019.
  • The city is known for its reputation in attracting and retaining talent and is quickly becoming a leading technology ecosystem in Europe, often referred to as “the California of Europe” or “the warm Berlin.”

• Events

  • Lisbon attracts a plethora of International events given its infrastructure, location and climate.
  • The most relevant of which is the Web Summit, the largest and most important global tech conference. The latest edition gathered roughly 80,000 attendees, including some 2,000 startups and 1,500 investors.

This is the second market trend driving Lancelot LDN’s growth;  tap into the digital ecosystem in Lisbon, extending it’s benefits to our clients.

3.  The Result

As a result of these two strategic directions we have setup headquarters in London and Lisbon, looking to service our clients across Europe.  We currently run operations from two hubs:

London

• The European HQ for Lancelot LDN
• UK Commercial and Operations Team
• Client teams

Lisbon

• The European Commercial and Operations Team
• Marketing Team

The difficulty for an incoming player is that Europe is a highly fragmented territory, despite the (mostly) common marketplace.  They will absolutely need local market experts to succeed and that is where Lancelot LDN comes in.   Our ambition is clear:  to help our clients achieve a 60% reduction in local hiring costs and expansion overheads for their European operation.

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Our UK Country Lead Richard Parboo (ex ITV, MySpace, AOL) will be leading the expansion from London supported by industry go-to-market strategist, Prue Butterworth (ex ARM, Oracle, Access Group and Global Graphics), who has been appointed CMO.

Further senior-level appointments will be announced in due course, with local support from Ian Carrington (ex-Google MD , Performance Media Solutions). In the interim Richard, Prue and team will be engaging UK brands and agencies committed to transparency, and stamping out ad fraud. The aim for Q1 is to facilitate the industry in overcoming complacency and breaking the inertia when it comes to addressing the conflicts of interest, wastage and fraud that plague adtech. We will also be educating the industry that solutions exist to detect and explain discrepancies, many have come to believe are inevitable.

Adwatch is primarily an ad fraud prevention platform that helps advertisers and those who cannot afford or are not willing to accept the current ad fraud losses as inevitable, by employing blockchain technology to seal the gaps which currently exist in ad data processing and integrity checks.

Commenting on the plan for the year, Richard Parboo said, “we have no doubt that as the industry recognises the current level of ad fraud, blockchain will be a must-have in every brand’s marketing stack. We expect many clients will follow the examples of Volvo, GroupM and Equmedia in employing Adwatch’s blockchain solution for independent, end-to-end measurement, insights, and verification”.

José Luis Casado, CEO of Adwatch, says that “the commitment of media agencies to these new technologies provides a differential value for the advertiser, a value that is more than necessary in an era where technological innovation makes the difference. Once again it is shown that advertisers can be pioneers in the use of disruptive technologies that provide the security and transparency that the digital sector needs so much”.

The Adwatch platform is a revolutionary ad fraud prevention solution that detects, prevents and eliminates ad fraud in real-time, and not after the fact,  saving you money and increasing your campaign efficiency.

AdWatch is 100% Secure, 100% Transparent, 100% of the time!

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AdWatch has selected Lancelot Media London as its sole UK distributor and launch partner, due to the martech specialists’ track record in helping tech companies take off in Britain over the past six years.

Costs relating to digital advertising fraud worldwide continue to grow exponentially across the globe. And while estimations vary according to source, there is agreement that this plague currently costs advertisers more than $35 billion a year.

The stats are shocking. AdWatch and Lancelot Media London are in agreement that the current levels of ad fraud are unacceptable. More so, there is no reason the industry should tolerate them.

Thanks to AdWatch many Spanish brands and agencies are already using their Blockchain technology to certify advertising campaigns and protect ad budgets, directly addressing the existing gaps in integrity checks and data processing.

The AdWatch platform is now available via restricted release within the United Kingdom. Lancelot Media London will work alongside a select few UK-based media agencies with the shared goal to eliminate ad fraud. It is said that Lancelot will launch AdWatch to secure and analyse digital campaigns for clients. The platform will go to full release globally in Q1 2022.

While there has been vast growth in the world of Blockchain technology over the past few years, the same cannot be said of the advertising sector. In fact, advanced Blockchain tech has only just been adopted in the ad space, especially public blockchain use-cases.

However, the increase in digital advertising investment comes with it a more intense need to monitor and analyse any potential fraudulent threats. This global movement requires trust and transparency, two things in demand from modern-day companies.

The Blockchain technology developed by AdWatch guarantees transparency and traceability, by introducing encryption at the advertising source. The resulting tags can then be followed and analysed, throughout the ad journey, all the way to the destination, before being verified and launched. Essentially, this provides complete control and clarity. After the launch, the subsequent data can be encrypted and stored on the blockchain, ensuring it remains safe and secure.

Richard Parboo, CEO of Lancelot Media London, said: “Our clients’ sentiments around ad fraud range from concern to exasperation. So, this alliance with AdWatch to incorporate blockchain technologies and AI into their campaigns makes sense. The timing is most opportune too, as our clients, like most businesses, have been hard hit by the pandemic and urgently need to see increases in ROI against their ad spend. Leveraging Blockchain technology to reduce losses due to ad fraud will have a positive impact on advertisers & brands, additionally media agency buying teams.”

Jose Luis Casado, CEO of AdWatch, added: “This technology is here to stay. In Europe, we have effectively demonstrated that this innovative mix of blockchain and AI approaches throughout the full ad journey provides the traceability demanded by digital advertising globally.”

The Volvo XC90 2019 model represented AdWatch’s launch case and, ultimately, its success story. The AdTech company teamed up with Mindshare and Xaxis to create a new and specialised method to push sales.

Earlier this year, Spain’s first independent Media Agency, Equmedia, teamed up with AdWatch to move to the forefront of transparency and ad fraud elimination.

Celia Caño, CEO of Equmedia, said: “This alliance with AdWatch for the incorporation of blockchain in campaigns provides maximum transparency and security in all processes, in an increasingly complex digital ecosystem.”

Lancelot Media London hopes to achieve similar success to Equmedia in the UK.

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The latest Advertising Association/WARC Expenditure Report shows UK ad spend is predicted to fall 15.6% year-on-year in 2020 to £21.4bn – a slight improvement on the 16.7% drop forecast in April. This is linked to recent measures announced by the Government to increase consumer spending. New figures for Q1 2020 show total ad spend rose 2.9% year-on-year to reach £6.4bn, contrasting with the 39.0% decline estimated for Q2 when COVID-19 took hold.

Total 2021 ad spend is forecast to be 16.6% higher than 2020 – this assumes a successful vaccine will be in place and ‘new normal’ has been established. Yet total 2021 ad spend is still predicted to be lower than the 2019 figure of £25.3bn, meaning pre-COVID-19 levels of ad spend will not be seen until 2022 at the earliest.

The data shows online and digital formats performing strongly in Q1 2020, search and online display grew by 10.1% and 11.8% respectively. VOD achieved growth of 11.3% and online national news brands saw a rise of 14.2% – yet a fall is envisaged for Q2, accounting for the impact of lockdown and the pandemic. The biggest falls predicted are understandably for cinema and out of home, but both media are forecast to record some of the largest gains in 2021 (see table below).

These figures reinforce the Advertising Association’s call for a tax incentive scheme: to stimulate advertising investment, encourage advertisers and SMEs to invest in advertising as a stimulus for the wider economy.

Commenting on the report, Stephen Woodford, Chief Executive at the Advertising Association said: “Today’s figures show that the outlook for UK advertising remains fragile, which demonstrates the need for the Government to continue working with the advertising industry to boost confidence in the economy and among consumers. This can be achieved through initiatives such as our tax credits scheme for advertising, but also by ensuring we have a regulatory environment that is open and fair, to ensure businesses have the confidence to invest. This means avoiding increased rules and regulations, such as those proposed for HFSS advertising, that will weigh on the much-anticipated recovery we hope to see next year.”

Philippa Brown, Chair of the Advertising Association & CEO of PHD added:

“These figures point to light at the end of the tunnel, which will come as a welcome relief to companies and colleagues across the advertising and media industries. While the focus remains on returning our economy to growth, it is also important we keep focus on the social recovery too and what this means for our industry around such issues as climate change and building a truly inclusive workforce, areas central to the Advertising Association’s work over the coming months.”

Written by IAB, originally posted on IABUK.com

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As a marketer, at the end of a successful marketing campaign, your CFO might ask you why 30% of the budget was spent on one platform when it only delivered 10% of sales. The problem of marketing attribution is trying to accurately identify which components of a campaign are most responsible for conversions. With the ever-growing number of advertising platforms and channels on which we now rely, this challenge is becoming increasingly acute.

In fact, according to recent research by Ascend2, marketing budget holders report that the two main obstacles preventing them from doing their job today are “integrating disparate marketing systems” and “attributing revenue to marketing”. These two barriers are intimately intertwined in the problem of marketing attribution. Marketing spend is now being spread across veritable walled gardens and untangling the spaghetti junction of marketing attribution across platforms is critical for marketers if they are going to make the right decisions about where and how to invest budgets. Generally, there are five main ways that marketers consider when attributing credit for conversion to their different marketing channels. These are:

1. Last Interaction

This model gives 100% of the credit for a conversion to the advertising channel that was engaged with immediately prior to the conversion event. This might have been a link click or simply an ad impression.

Verdict: This approach heavily favours direct response channels such as search and affiliates. Since the Return on Ad Spend (ROAS) for prospective consumers will always be highest, the Last Interaction model runs the risk of creating unrealistic expectations about the true cost of acquiring and converting a customer.

2. First Interaction

This model gives 100% of the credit for a conversion to the ad with which the consumer first engaged, within a predefined lookback window. This approach will focus on the awareness-building elements of a campaign and is often used by highly specialised and unknown brands.

Verdict: First Interaction runs the risk of marketing inefficiency, as it doesn’t assign value to activities that move consumers through the entire purchase funnel. We spend all this money building awareness of our brand, but then don’t meaningfully invest in converting consumers.

3. First and Last Interaction

This model will give a greater fixed weight to the first and last interactions, dividing the remainder of credit equally across the other touchpoints. This approach seeks to overcome the weaknesses of focusing exclusively on first or last interactions. 

Verdict: While well intentioned, the weighting towards the first and last interactions are typically set at 40% apiece, with the remaining 20% spread across all other customer engagements. Without clear rationale, this approach could be considered rather arbitrary.

4. Linear

This model considers all touchpoints with which a customer who converts has engaged as equal. Each ad channel and customer interaction will be given equal credit and be assumed to have equal impact on converting the customer.

Verdict: This approach, while perhaps the most simplistic, does not reflect the different qualitative dimensions of engagement provided by different channels at each stage of the purchase journey. At its worst, it assumes that removing any individual channel will have the same impact as removing any other channel.

5. Time Decay

In a Time Decay model, greater weighting is given to interactions that occurred closer to the conversion event. Often there is a half-life of seven days which means that an interaction that took place a week prior to the conversion event will receive half the credit received by an interaction on the day of conversion.

Verdict: This model is most often used for high intensity short burst campaigns, perhaps over a couple of days. Again, it doesn’t take into consideration any qualitative impacts of different campaign components, such as the time spent watching a product video.

All these models are rules-based and are rather rigid and inflexible. None adequately considers the complexity of cross-channel marketing that moves consumers through the different stages of a purchase journey, from awareness through engagement, consideration, decision making and on to conversion. Increasingly marketers are exploring more dynamic models which seek to apportion credit based on the true impact on customer acquisition and conversion.

Such models are typically more mathematically complex either using predefined algorithms or machine learning or a combination of both. These models will usually evolve over time; “learning” based on real world data from live campaigns.

Data Driven Attribution

Perhaps the most prevalent dynamic attribution model is sometimes called the “Data Driven” attribution model, which is based on game theory algorithms devised by U.S. mathematical economist and Nobel Laureate Lloyd Shapely. This model comes out of the box in several attribution platforms including Google Campaign Manager.

The Shapely game theory approach considers how to fairly assign credit to individual players based on their real contribution to the overall team goal of winning a game. Applied to marketing attribution, it attempts to fairly model how much each marketing channel (player) working in a coalition with other channels, contributes to the marketer’s goal of driving conversions. Find out more about the mathematic here.

The primary benefit of using algorithmic or machine-learning approaches to attribution is that, unlike rules-based approaches, they are constantly evolving based on real market data. Within hours, attribution signals around different campaign components become available and the components are then acted upon with different ad strategies. The models then reset and go to work again. There is a constant and rapid evolution of campaign dynamics.

While this is all relatively complex, marketers today have little choice but to engage with the marketing attribution challenge. The steps to getting started are threefold and not that complex:

1. Firstly, do you have an appropriate tracking solution in place that accurately and granularly tracks user engagement across all channels and platforms?
2. Secondly, are you comparing attribution results for your campaigns using a variety of models? This will be highly instructive in making clear decisions about which models you will choose to use
3. Finally, have you developed workflows that enable you to quickly, preferably in real time, adapt marketing strategies and investments to the outputs from your attribution models?

Figuring out how to attribute revenue to campaigns across disparate marketing platforms is destined to stay on marketers’ agenda over the coming years; especially when we consider the potential impact on the marketing mix of new advertising solutions from the likes of Amazon. Successful marketers will need to be able to access reliable data to inform decisions on where and how to best invest budgets. And most importantly, they will need to find better ways to automate the optimisation of performance across platforms.

Originally posted on : Iab.co.Uk

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This week, The Gambling Commission released confirmation that it will introduce a ban on the use of credit cards for all forms of online and land-based gambling. A move we wholeheartedly approve of and one we have predicted for some time.

The ban will come into effect on April 14 and will apply to most offline and all online gambling offerings with the exception of Lottery Products.

Some of the stats published this week reveal that
24 million adults in the UK gamble, with 10.5 million of these gambling online
UK Finance estimates that 800,000 consumers use credit cards to gamble
22 percent of online gamblers use credit cards

It goes without saying that operators and game suppliers alike, will need to find ways to offset this loss in income.

The Emma Barnett 5 live show this morning had gamblers ringing and sharing obvious ways they intend to bypass these changes imposed to protect them. Banning the use of credit cards for online gaming is only the first step in trying to keep people from gambling money they don’t have. More regulation will no doubt follow, with another rise in Point of Consumption tax, or a stake limit to £2 being the most obvious and potentially damaging.

Riding this tide will require revenue streams which are future proof; taking into account not only changes in legislation, but the impact of the current social milieu. For example, in the future, UK banks may voluntarily start doing their bit to protect vulnerable gamblers.

To future-proof the industry, we propose that operators must find a revenue stream that is not controversial and will not be constantly targeted by regulation, taxes and levies: Advertising.

In an industry where profit margins are already slim, traditional belt-tightening will not be the answer. We propose an alternative: diversify your revenue streams. Now. Don’t wait for the tidal wave; surf it.

UK online casino operators hold a massive, unused asset: strictly regulated audiences of rigorously verified 18+ consumers. There is no end to the advertisers that can benefit from access to these audiences: luxury goods, automobiles, high fashion, insurance providers, mortgage lenders…

Now add to this the fact that verified 18+ audiences are elusive. Despite extensive research, it is still difficult to pinpoint the times and places adults, and only adults, will be watching and receptive. Do advertisers just submit to the fact that most viewers will be inappropriate?

Instead, imagine this scenario: You’ve got hundreds of thousands of real-money online gamers active in the UK each month . They are verified 18+; their wallets are open and they’re in spending mode; they’re highly engaged; they select a game to play and a stimulating video ad appears in the 10-15 second window while the game is loading. Married to more personalised data, it’s hard to find a more targeted placement.

In short, real-money online gaming sites are a huge, untapped publisher for brand advertisers.

Why haven’t these audiences been tapped before? Because traditionally, ad networks reflexively blacklist anything related to gambling as not “brand safe”. But looked at more closely, there are no surprises on a real-money gaming site; that’s all they publish, and the consumer is completely brand-compatible.

By publishing video adverts during the game loading experience, operators earn additional revenue that is not subject to point-of-consumption tax. They can offer game suppliers a better share of the revenue. Advertisers reach unique, untapped, highly targeted audiences in buying mode.

Talk to us now to find out how onload{media} can diversify your income streams way ahead of this ban, and help protect your bottom line in this difficult and rapidly changing landscape.

Originally published on OnloadMedia.com

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