Rakuten Advertising offers solutions and strategies to fit your business goals
Interview with Rakuten’s Ceres Cueva
November 4, 2020 by Chris Trayhorn, Publisher of mThink Blue Book
2020 has seen a movement of major ad budgets to performance marketing and an increased focus by publishers on monetization strategies. Nobody in the industry is more in touch with these changes than Ceres Cueva, Rakuten Advertising’s VP of Publisher Partnerships, North America. Her role focuses on the advancement of the company’s strategic services while increasing partner and client collaboration. We talked to her earlier this week about SaaS, why personal service still matters, and what the future holds for the industry.
Blue Book: Rakuten is such a big company now with so many different divisions. How should an advertiser or publisher thinking about working with you understand the overall strategy? How does it all fit together?
Ceres Cueva: I remember sitting in the audience at the Rakuten DealMaker event in February as a client when Rakuten Marketing announced that it was uniting its media properties, data businesses and award-winning performance marketing network to form Rakuten Advertising and thinking, this is a smart move. This unification has become our key differentiator. It is an opportunity for advertisers, publisher partners and agencies to access a global ecosystem of audiences, consumer insights, media and content networks that is unrivaled in our competitive space.
Whether it is launching your brand in a new region, reaching new customers, or insights and visibility into the online shopper, Rakuten Advertising offers solutions and strategies to fit your business goals.
BB: Many bigger networks seem to be moving towards a technology-focused model, with affiliate marketing functionality presented via a self-service SaaS platform. Is that the way you see the industry developing? What is Rakuten Advertising’s approach?
CC: There’s room for a wide variety of business models in our industry. For us at Rakuten Advertising, the core is our performance marketing solution. We are completely focused and centered on delivering a unique combination of human expertise and proprietary technology, data and inventory. We have solutions that are tailored to fit the needs of many different clients, from platform-only options to managing all of their online marketing and service needs. Experience tells us that when we we are able to truly partner with clients to create strategies that align with their marketing objectives and their overall business goals, that’s when clients find the most success.
A great example of this is our recent win at the Performance Marketing Awards for Best Managed Affiliate Program – Enterprise category. We won for our work with Cult Beauty. Starting in 2019, we worked with the client to identify key objectives for their affiliate channel: maintaining consistent Year-on-Year (YoY) growth and finding new revenue streams through new customer acquisition and new partnership verticals.
Through a collaborative approach with publishers implemented by Rakuten Advertising, Cult Beauty achieved +58% YOY growth. The team also formed partnerships with unique publishers to create a new revenue stream for the affiliate channel. The judges cited a “thorough and intelligent approach to power the brand to the next level” as a major reason for the win.
That’s a great example of how we like to work closely with a client to identify KPIs and implement a strategy to achieve them, and to use the broad capabilities of Rakuten to facilitate success.
BB: The Blue Book survey shows every year that advertisers particularly value customer service and support, with Rakuten Advertising ranking highly on these. How does this fit with the trend towards SaaS?
CC: In our experience working with advertisers, we understand that there is no one-size-fits-all solution. Some brands have a large team of marketers and affiliate managers (similar to the team I managed at Macy’s); some brands may have a manager who oversees all digital channels; while others may have a digital marketing team that is strong in Search or Social, but may not have the expertise in affiliate marketing on staff. Rakuten Advertising is the leader in best-in-class client service. We pride ourselves on the human expertise we can offer. It is the combination of our technology, strategies and publisher partnerships that will continue to distinguish Rakuten Advertising from our competitors and help our partners achieve long term success.
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