{"id":593792,"date":"2023-01-04T05:49:56","date_gmt":"2023-01-04T11:49:56","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/01\/04\/stagwell-arms-its-marketing-cloud-quiver-with-its-growing-ar-business-qr-code-functionality\/"},"modified":"2023-01-04T05:49:56","modified_gmt":"2023-01-04T11:49:56","slug":"stagwell-arms-its-marketing-cloud-quiver-with-its-growing-ar-business-qr-code-functionality","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/01\/04\/stagwell-arms-its-marketing-cloud-quiver-with-its-growing-ar-business-qr-code-functionality\/","title":{"rendered":"Stagwell arms its Marketing Cloud quiver with its growing AR business, QR code functionality"},"content":{"rendered":"<div id=\"content\">\n\t\t\t\t\t<main id=\"main\" role=\"main\"><\/p>\n<div id=\"article-wrapper\">\n<div>\n<div>\n<p><span>January 4, 2023<\/span> |  By <a href=\"https:\/\/digiday.com\/author\/mmburgigmail-com\/\" title=\"Michael B\u00fcrgi\">Michael B\u00fcrgi<\/a><\/p>\n<\/div>\n<p><img loading=\"lazy\" width=\"1030\" height=\"579\" alt decoding=\"async\" srcset=\"https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg 1030w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=300,170 300w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=1024,576 1024w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=265,150 265w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=749,422 749w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=320,180 320w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=215,122 215w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=230,130 230w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=760,427 760w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=290,163 290w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=180,100 180w, https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?resize=470,264 470w\" data-lazy-sizes=\"(max-width: 1030px) 100vw, 1030px\" src=\"https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/01\/IMG_6168.jpg?w=1030&#038;h=579&#038;crop=1&#038;is-pending-load=1\" ><\/p>\n<\/div>\n<div>\n<p>Stagwell, already trying to differentiate itself from other agency holding companies by building out offerings to clients that are in-housing, will announce at the Consumer Electronics Show today that it\u2019s launching a new unit within its <a href=\"https:\/\/digiday.com\/marketing\/why-stagwells-saas-strategy-could-give-it-an-edge-against-legacy-holding-companies\/\">Stagwell Marketing Cloud (SMC) division<\/a> that houses new tech options.<\/p>\n<p>Stagwell\u2019s new Specialty Media business unit essentially introduces three more new offerings to SMC it hopes will become monetizable:<\/p>\n<div id=\"piano-meter-offer\">\n<ul>\n<li>A digital out-of-home media platform for restaurants and bars that\u2019s powered by QR codes, which already has the interest of some of Stagwell\u2019s liquor brand clients (of which Diageo is one)<\/li>\n<li>Its augmented reality business, ARound, which has already struck deals with pro <a href=\"https:\/\/digiday.com\/future-of-tv\/stagwell-launches-augmented-reality-experience-with-los-angeles-rams-at-sofi-stadium\/\">sports teams and stadiums<\/a> but is looking to expand into other forms of live entertainment<\/li>\n<li>A media marketplace for travel clients, which Stagwell expects to be a hot growth category  this year and beyond<\/li>\n<\/ul>\n<p>On the surface, the three new elements added to SMC seem incongruous fits, given they don\u2019t have seemingly much to do with each other \u2014 and given that SMC also offers <a href=\"https:\/\/digiday.com\/media\/stagwell-buys-apollo-program-to-boost-first-party-data-saas-offerings\/\">various SaaS and DaaS products<\/a>, even <a href=\"https:\/\/digiday.com\/marketing\/stagwell-further-expands-its-marketing-cloud-offerings-with-research-as-a-service-purchase\/\">research as a service<\/a> (RaaS?), all of which delve into even broader media terrain. But Elspeth Rollert, SMC\u2019s CMO and evp, said the whole idea is to add fresh arrows to the unit\u2019s quiver. <\/p>\n<p>\u201cHow do we build proprietary and premium owned media channels and create these new ways for brands to tell their story?\u201d said Rollert. \u201cThey might seem disparate and niche in some ways, but if you start to package those together, you can start to make those accessible for folks and start to connect that on the back end. You really start to create a more holistic view for the media buyer to lean into.\u201d<\/p>\n<p>Abe Geiger, chief product officer for Stagwell, explained that SMC is also in the process of building out a media mix modeling offering which will be ready later in 2023. But the expanding quiver intentionally aims to address some of the complexities of newer, more cutting-edge media opportunities available to marketers today. <\/p>\n<p>\u201cSome of the challenges when you get into like really premium but sometimes more niche things like ARound \u2014 anything that\u2019s a really targeted but very premium experience, which is going to be somewhat different than your mainstream media \u2014 it gets a little bit fragmented and harder to activate at scale against those things,\u201d said Geiger. \u201cThat\u2019s where we want to help.\u201d<\/p>\n<p>Analysts do see some crossover potential within the new offerings in SMC\u2019s Specialty Media unit.<\/p>\n<p>\u201cThere are some synergies between AR and QR codes. For one thing, QR codes can launch AR experiences on billboards, screens, or in stores,\u201d said Yory Wurmser, principal analyst at Insider Intelligence (formerly eMarketer). \u201cSecondly, they\u2019re both ways to integrate digital assets into a physical environment. So the pairing could work \u2026 It makes sense since you can use first-party data to personalize 3D experiences, and both QR codes and AR experiences can generate first-party data.\u201d<\/p>\n<p>ARound, which has made the most progress in signing up teams and stadiums, plans to expand into augmenting the live experience for concert-goers, both in person and at home, said Josh Beatty, ARound\u2019s founder and CEO. But it\u2019s also a matter of elevating the AR experience for advertisers into something more than a novelty. <\/p>\n<p>\u201cSynergy brings scale \u2014 it connects us to Stagwell\u2019s ability to bring the largest brands and media buyers to the table and really make a market,\u201d said Beatty. \u201cIn terms of creating this category, it is looking for players and finding out how we can fit into existing media budgets, which again are specialty at this moment \u2026 That\u2019s really what\u2019s needed to start from scratch and really scale.\u201d<\/p>\n<\/div>\n<div>\n<ul>\n<li><a href=\"\/\/www.facebook.com\/sharer\/sharer.php?utm_source=facebook&#038;utm_medium=social&#038;utm_campaign=digidaysiteshare&#038;utm_content=Stagwell%20arms%20its%20Marketing%20Cloud%20quiver%20with%20its%20growing%20AR%20business%2C%20QR%20code%20functionality&#038;u=https%3A%2F%2Fdigiday.com%2Fmedia-buying%2Fstagwell-arms-its-marketing-cloud-quiver-with-its-growing-ar-business-qr-code-functionality%2F\" target=\"_blank\" title=\"Share on Facebook\" rel=\"noopener\"><\/a><\/li>\n<li><a href=\"http:\/\/twitter.com\/intent\/tweet?utm_source=twitter&#038;utm_medium=social&#038;utm_campaign=digidaysiteshare&#038;utm_content=Stagwell%20arms%20its%20Marketing%20Cloud%20quiver%20with%20its%20growing%20AR%20business%2C%20QR%20code%20functionality&#038;url=https%3A%2F%2Fdigiday.com%2Fmedia-buying%2Fstagwell-arms-its-marketing-cloud-quiver-with-its-growing-ar-business-qr-code-functionality%2F&#038;via=digiday&#038;text=Stagwell%20arms%20its%20Marketing%20Cloud%20quiver%20with%20its%20growing%20AR%20business%2C%20QR%20code%20functionality\" target=\"_blank\" title=\"Share on Twitter\" rel=\"noopener\"><\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/shareArticle?utm_source=linkedin&#038;utm_medium=social&#038;utm_campaign=digidaysiteshare&#038;utm_content=Stagwell%20arms%20its%20Marketing%20Cloud%20quiver%20with%20its%20growing%20AR%20business%2C%20QR%20code%20functionality&#038;mini=true&#038;url=https%3A%2F%2Fdigiday.com%2Fmedia-buying%2Fstagwell-arms-its-marketing-cloud-quiver-with-its-growing-ar-business-qr-code-functionality%2F\" target=\"_blank\" title=\"Share on LinkedIn\" rel=\"noopener\"><\/a><\/li>\n<li><a href=\"http:\/\/digiday.com\/mailto:fr****@*****le.com\" data-original-string=\"snyB4wfHp9LWgitstoGPaQ==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\" title=\"This contact has been encoded by Anti-Spam by CleanTalk. Click to decode. To finish the decoding make sure that JavaScript is enabled in your browser.?subject=Check%20out%20this%20piece%20from%20Digiday&#038;body=Stagwell%20arms%20its%20Marketing%20Cloud%20quiver%20with%20its%20growing%20AR%20business%2C%20QR%20code%20functionality%0D%0A%0D%0AStagwell%20is%20launching%20a%20new%20unit%20in%20its%20Marketing%20Cloud%20division%2C%20incorporating%20augmented%20reality%2C%20QR%20codes%20and%20a%20new%20travel%20media%20marketplace%20--%20all%20to%20be%20announced%20at%20CES.%0D%0A%0D%0Ahttps%3A%2F%2Fdigiday.com%2Fmedia-buying%2Fstagwell-arms-its-marketing-cloud-quiver-with-its-growing-ar-business-qr-code-functionality%2F\" target=\"_blank\" title=\"Share via email\" rel=\"noopener\"><\/a><\/li>\n<\/ul>\n<p>https:\/\/digiday.com\/?p=482763<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\t\t<\/main><\/div>\n<p><a href=\"https:\/\/digiday.com\/media-buying\/stagwell-arms-its-marketing-cloud-quiver-with-its-growing-ar-business-qr-code-functionality\/\" class=\"button purchase\" rel=\"nofollow noopener\" target=\"_blank\">Read More<\/a><br \/>\n Michael B\u00fcrgi<\/p>\n","protected":false},"excerpt":{"rendered":"<p>January 4, 2023 | By Michael B\u00fcrgi Stagwell, already trying to differentiate itself from other agency holding companies by building out offerings to clients that are in-housing, will announce at the Consumer Electronics Show today that it\u2019s launching a new unit within its Stagwell Marketing Cloud (SMC) division that houses new tech options. Stagwell\u2019s new<\/p>\n","protected":false},"author":1,"featured_media":593793,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[141,78322,46],"tags":[],"class_list":["post-593792","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing","category-stagwell","category-technology"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/593792","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=593792"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/593792\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/593793"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=593792"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=593792"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=593792"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}