Wunderkind Success Story: Wpromote

David Dweck: My name is David Dweck. I am the SVP of Paid Media at Wpromote. We're an independent agency. My role is a lot of things, pitching new business, but really it's driving innovation and keeping a team of 250 individuals engaged, well- paid, and employed. Our agency mission is to drive better outcomes for all of our clients. So we focus really on being agile, nimble, and trying to break stereotypes of our industry. We focus very much on using automation and better people to drive more effective outcomes for our clients. We're a performance marketing agency that's focused on driving outcomes. Sure. So clients generally come to us when they're trying to increase the number of their sales, their return on ad spend, drive downloads for their app, drive new customers and markets. So yeah, our clients are focused mainly in entertainment. We work with Alo Yoga, Vuori, HBO, Peacock, Whirlpool, across a bunch of different industries, and really we just bring our expertise to them to help them drive their business forward. So a lot of partnerships with creative agencies, branding agencies. And our role is really to capture the bottom of the funnel and make sure people are converting and drive incremental revenue for our clients. We're targeting customer groups that are focused mainly on driving app downloads. We leverage WunderKIND Ads to better target users that are interested in app downloads, streaming services, athleisure, and we look at leveraging data that looks at the crossroads of people who are already invested or spending on certain products or services through Wunderkind's data to make sure that they're being driven back towards their site, converting and using our client's businesses. So yeah, Wpromote primarily works with challenger brands or brands that are trying to make a name for themselves in various industries. So built a nice moat around entertainment, athleisure, D2C brands because that's where we've seen our bread and butter and where our performance manifests best. Our teams are really adept at driving outcomes, new sales and incrementality for our clients. We focus very much on making sure we're bringing net new customers forward for our clients versus just capturing people that were going to convert anyway or demand that existed in the marketplace. Wunderkind absolutely drives full funnel success for our clients. We saw a decrease in about 20% in our CPAs when we started leveraging their data versus some of their competitors. Namely, for one of our streaming clients, we've seen app downloads increase, retention increase, and the customer churn decrease based on the data we've acquired through Wunderkind and targeted through. So absolutely driving full funnel success, even post- purchase for retention purposes as well. So helps us retain clients, keep them stickier and prevent them from leaving our platforms. The core value Wunderkind brings forward to our clients is higher quality data. So instead of being the most cost- effective, we found that the data that we acquire from Wunderkind drives far greater outcomes, far bigger purchase value, and far longer lifetime customer value across our client roster from D2C retail brands all the way through to streaming brands that are performing really well based on that data. So when we first started working with Wunderkind, we weren't sure what the outcomes would look like, so we tested into it pretty gradually, but it was pretty apparent when we compared their data versus some of the competitors we were working with that the outcomes we were seeing from a multi- touch attribution perspective were far greater than what we're seeing from their competitors. So we saw net new customers file, incremental new visitors to our websites, to our apps, and to our streaming partners, and far more value and revenue being driven through the customers that we got through Wunderkind's data. Sure. I think the biggest trends in the industry that are taking hold is really the advancement of AI in our industry. I think it's taken hold in a number of ways. We're leveraging it in a bunch of different ways to drive our business forward, so it makes our teams more nimble and agile because we spend less time on reporting, digging through data and driving outcomes. We leverage it to assess the value of creative where we can see second by second in a video ad when users are dropping off, and then compare that to historical data to say, " This cohort of users responds better when there's many people in a video versus just one user," and then we can recut a video, then drive better performance based on that data. So AI is really taking hold and driving things forward. It's definitely invasive in the performance marketing space as well where Google, Meta, all the bigger networks are really leveraging their own AI and their own algorithms to commoditize the space. So performance marketing is becoming easier so long as you have the right data inputs and the right creative being served in market. Yeah, attention's everything. So we are looking more at partners like Adelaide and others that focus on the actual breakthrough of ads and the actual time spent in front of consumers. We understand that viewabilities aren't everything, impressions aren't everything, and that we've got to dig deeper to actually understand the impact of every single ad that's served. We look at a mix of metrics across our video partners to really understand is something being displayed with sound on environment? Is someone actually captive while they're watching it? We understand that even if it's a linear ad where we think they're watching 30 seconds, that they're likely second screenings. We're actually trying to take advantage of those data points to serve ads on people's phones while they're watching television. So attention is everything. Partners like Adelaide, I think, are disruptive in all the right ways, really cleaning up the dirty underbelly of our industry and some of the snake oil that's been sold historically. Helps us measure the efficacy of every ad we're serving with Wunderkind Data, because we're able to measure the attention users have in front of each ad unit through partners like Adelaide, which does validate the work we're doing with Wunderkind. So not only does it measure well in driving outcomes, but in terms of actually driving awareness, consideration, and conversion for our clients because we can actually tell whether or not someone's captive in front of an ad and if that ad's actually breaking through and capturing someone's attention. Biggest area of growth for Wpromote moving into next year would be video, connected TV. A bit of linear, even though that's dying, it's something we're trying to get our hands around. But really it's the CTV and upper funnel space where we're trying to hold brands more accountable and advertising more accountable to the upper funnel because we think we have a niche in the market where we can actually drive branding through performance metrics and actually tell the story a bit differently and spend upper funnel dollars far more intelligently than some of our peers have done and some of the bigger agencies are doing currently. Sure. I think there's one area I'd love to tout our relationship between Wpromote and Wunderkind would be just how seamless the data integrations have been and how quickly the team actually services us. I think the service is actually second to none, which is what is usually brought first when I talk to my teams. The teams on the ground at Wunderkind, they're actually doing a phenomenal job of keeping our teams in the know about what's on the product roadmap, what they're doing with their tech platforms, with AI and all the evolutions that are coming with Wunderkind to our company. I think we're really looking forward to dabbling more into the email and SMS next year as well with Wunderkind. So we're looking to expand the work we do together.