Team

Introducing…our Ad Ops intern

Introducing…our Ad Ops intern

On the best of days, advertising is not the easiest industry to navigate. But someone who is prepared for the challenge is our newest team member, Mark. He’s currently studying at university and has joined us for a summer internship to learn all things ad tech! I caught up with Mark in his first week at Coull...

First of all, where are you from?

That’s always a difficult question to answer because I’ve spent my life growing up in various countries like China, America, Australia and the UK. But you could say that I take a piece of those countries with me wherever I go.

So, what are you studying?

I’m mid-way through my Business degree at the University of the West of England. It’s great because I’ve been able to explore the areas of business that I’m most interested in, such as entrepreneurship, marketing, accounting and business finance. I have known for a while that I wanted to be involved in business development and my degree is helping me achieve that.

Studying in Bristol was a natural choice for me because it’s the creative hub of the UK and there’s a big network of business connections. Not only this, but it’s close enough to the beach so I can continue my passion for surfing.

My aim throughout university is to get the most of the whole experience. So far I’ve attended extra-curricular seminars, become a student leader, represented the university as a student mentor around the world, and I’m being sent on a trip to China to study Mandarin and learn about business in East Asia.

An important part of my uni experience is to further my knowledge of various industries and gain firsthand experience, hence, leading me to an internship at Coull. After speaking with the Coull team, I soon realised that this opportunity would provide me with great experience and open my eyes to the world of digital advertising.

How would you describe your role at Coull so far?

My role is to dive deep into compliance and ensure Coull is eliminating online ad fraud, all whilst providing the best possible service to our partners.

So far, I’ve been trying to wrap my head around the industry (which hasn’t been easy!), learning how Coull operates, identifying elements of ad fraud and studying the processes to prevent it.

As a digital advertising newbie, the technical aspects (not to mention, the countless acronyms) can become overwhelming, but fortunately, there’s a great team supporting and teaching me.

Although my role is focused on advertising operations at the moment, I’m also keen to expand my knowledge of other areas of the business such as finance, marketing and production.

It sounds like it’s been a busy first week for you! What ambitions have you got for the future?

A goal of mine is to follow in my father’s entrepreneurial footsteps, and so, with support from university, I’ve managed to build the foundations for my own enterprise, a surf business called ‘Wavved’. The business aims to provide the products and services to help people take up surfing.

My hope is to use all of the knowledge I gain at Coull to positively influence my future business ventures, such as to increase effectiveness in the marketplace and become more profitable.

Already, my time at Coull has made me realise the level of commitment I want to provide to my future customers and the responsibility I’d have in relation to advertising online.

Coull is a new and exciting challenge for me and one I hope to learn a lot from.

Posted by Naomi Sandercock in Coull news
Why Coull is putting brand safety first (and why you should too)

Why Coull is putting brand safety first (and why you should too)

What do they say to you before you hop on to a rollercoaster? Safety first! Now, it’s also a phrase that can be applied to digital advertising - and what a rollercoaster ride the ad industry has been on recently.

Only last year, people were questioning big fish like YouTube about the safety of brands when advertising on their platforms. It was discovered that some ads were being placed next to unsafe content, such as terrorist or extremist content. This led to multiple brands, such as Pepsi and Walmart pulling their ads from YouTube, as it was not only harming their brand image, but it also meant their ads were possibly funding unsafe videos.

Hence, why the main focus from 2018 onwards should be about putting brand safety first.

So, what can be done to improve brand safety in the digital ad industry?


Industry standards are the key that opens up the doors to trust

The most important thing is working with completely transparent and trusted partners. The vital building block in any relationship is trust. So why would a business partnership be any different?

Companies should be seeking industry body accreditation to give their partners peace of mind. The IAB have launched their Gold Standard initiative, with the aim to reduce ad fraud, improve the digital advertising experience and increase brand safety.

A part of the Gold Standard is becoming a JICWEBS signatory and adhering to the DTSG brand safety principles. The aim of the Good Practice Principles is to improve transparency in the UK digital advertising market, giving brands more confidence that their advertising will reach the right audience in a brand safe way.

On our journey to gaining the IAB Gold Standard and showing our own dedication to brand safety, we’ve partnered with JICWEBS and have recently been awarded our brand safety seal of compliance!


What does this mean?

  • Industry standards body, ABC have verified our compliance with JICWEBS DTSG Good Practice Principles.
  • We’re proactively delivering on the industry demand for more transparency in digital media.
  • We’re making sure that when you partner with us, you can partner with confidence.
  • We’re supporting JICWEBS, made up of the trade bodies, the IAB, AOP, IPA, ISBA and News Media Association.

We earnt this through our transparency in the digital ad industry and our dedication to our compliance process. We have invested in and improved our proprietary technology to ensure anti-fraud and brand safety. Our dedicated compliance team and partnerships with industry-leading verification vendors ensure a very comprehensive compliance process.

Check before you buy

There are certain things you can check out before partnering with a company, such as, if they are a reputable company, what their domains and content is like, if they have their own brand safety policy and if they have official accreditation.

Pre-boarding checks are an important part of Coull’s compliance process. Prior to signing contracts, all inventory is human vetted by Coull’s dedicated compliance team and verified as safe, or rejected – at which point further talks with the supply partner will be terminated. The example of what we look for when we filter are: ghost sites, illegal content, graphic violence, the IP reputation, botnets, the viewability of inventory and lots more.

If we are happy with the company and their domains, we can then think about partnering. At this point, the company must agree to comply with our policies, including our brand safety policy.

Whitelists

Keeping up with the countless sites out there and filtering between the brand safe and the unsavoury, all whilst fast-moving fraudsters wait in the sidelines, can become a bit of a ‘cat and mouse’ game. However, whitelists are an effective way to navigate in the wild web. A whitelist is a list of approved and acceptable sites to run campaigns on.

As well as our pre-boarding checks, we analyse and categorise supply inventory that is human-verified. This creates a whitelisted inventory pool that demand partners may opt to buy from. This double verification provides a deeper level of invalid domain detection.

The human element

In a highly technologically world, digital advertising needs some element of human judgement. No matter how much you try to automate a process with technology, it’s unlikely a machine will ever truly know what ‘brand safety’ is because it’s a subjective term and the meaning will change with the times.

Coull employs both human and technological approaches to identify and prevent ads being delivered into content environments that may pose a risk to brand image. Bringing technology and human elements in at the right points in the compliance process means we can all bask in the brand safety glory.

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Brand safety is at the forefront of our minds so that all of our partners to have full trust in us and to encourage the rest of the industry to have full transparency.

Let’s make 2018 the year we all put brand safety first.

Posted by Naomi Sandercock in Coull comment, Coull news
We’re crowdfunding! Become a part of the Coull story

We’re crowdfunding! Become a part of the Coull story

We are crowdfunding! But, hang on...what exactly is crowdfunding?

Crowdfunding is a way of raising finance that makes it easy for anyone to invest in a growing business, from as little as £10. We’re raising funds on Crowdcube, Europe’s leading equity crowdfunding platform.

What do we do and why are we raising funds?

We’re the advertising technology company that aims to make better online advertising experiences for everyone, and we need your help to do this

We are raising funds to:

  • Increase our sales team
  • Build upon our targeted marketing strategy
  • Continue with product development in line with client requirements

As a result, we can grow as a business in the £12bn UK digital ad market and most importantly, make online advertising a better experience for everyone.

So, how do we make advertising better?

Our innovative advertising formats give creative freedom to advertisers while ensuring the user viewing experience is enhanced rather than damaged. Importantly, our technology ensures that website publishers still get paid, thus keeping the internet free for us all.

How to get involved…

We’re raising investment through Crowdcube, a leading UK crowdfunding platform. Crowdfunding allows you to invest in Coull from as little as £10.

For the next 30 days, you can invest in Coull on Crowdcube and become a part of the Coull story.

If you have any questions, please get in contact: crowdfunding@coull.com

Please remember, investments of this nature carry risks to your capital. Please Invest Aware.

Posted by Naomi Sandercock in Coull news
Meet two new (and pretty ‘Coull’) people

Meet two new (and pretty ‘Coull’) people

We’re pleased to welcome two new members to Coull…

Jamie – our new Sales Director

Jamie comes with blue-chip experience, having worked for tier 1 publishers including Northern & Shell and Trinity Mirror, but also major advertising agency holding groups, Group M and Omnicom. He will come to lead our sales and partnership team, delivering new revenue for the business.

 

Arron – our new Demand Account Manager

Arron joins us to support our sales team and manage client relationships. He’s already gained valuable experience in the ad tech industry, having worked for the French rich media business, Sublime Skinz and will further strengthen our team in London.

 

We look forward to seeing Jamie and Arron become an integral part of the Coull team.

Posted by Naomi Sandercock in Coull news
The Power of Video

The Power of Video

Online video has been around ever since I can remember, I grew up with it - even if it was through a dodgy dial-up connection. But video advertising has also been around since I can remember, and it’s not all been as positive. Don’t get me wrong, when advertisers get video right, they really get it right, like this famous ad from Cadburys. But why are high-quality, memorable and relevant video adverts so few and far between?

Gone are the days when advertisers could spend weeks and months planning the perfect advertising campaign for a billboard or magazine page. We’re now living in a fast-moving, rapid-consuming world, we want video and we want it now. There’s a panic amongst advertisers, millions of videos are being watched every day and adverts need to follow that audience. And so, rushed, ineffective and non-engaging video ads are born, in an attempt to get something - anything - into the video space, ignoring quality and only focusing on the quantity.

And that’s just where the advertising industry has gone wrong. There’s such a rush to get into the video space, in front of an audience, that the most important thing has been forgotten...the people watching. There’s no use putting a message out there, if it isn’t high-quality content, if it doesn’t engage and if it’s not relevant.

Videos can be powerful, but we need to learn to harness that power to win over audiences once again.

Last week, we hosted a breakfast event all about digital video, called The Power of Video. The aim of this event was to discuss the current state of the online video advertising industry and how to unlock the power of online video.


The IAB’s Senior Industry Initiatives Manager, Mike Reynolds, presented first, focusing on video trends and creative research. He shared some research to emphasise the huge growth of the video market.

Video is driving market growth

X3 | The time spent watching short video clips online has tripled in the last three years.

Source: IAB / YouGov consumer insights, October 2017

£699m | Online video has overtaken banners as the largest display format.

Source: IAB / PWC Digital Adspend Study H1 2017

But he also touched on how mobile is such a big influence on advertising spend.

Mobile video is also driving growth

68% | Mobile video is up 68% year on year, making it the fastest growing format.

Source: IAB / PWC Digital Adspend Study H1 2017

Lastly, he spoke about the IAB’s research, ‘Fit for Purpose’. This research looks at how advertisers tailor creative video ads for mobiles. If you would like to find out more about ‘Fit for Purpose’, the IAB are hosting the official research launch on 20th March 2018.

Next up was Coull’s very own Director of Agency Sales, Alex Wright.

Alex asked the question, why are videos so powerful? The answer: it’s part of our DNA. Paying attention to motion and avoiding cognitive strain are just a few reasons why we are hard-wired to favour video over any other format.

Perhaps more importantly for brands, is that videos can generate far more emotional cues than a photo can, with the ability to tell an extensive story and appeal to a wider range of senses.

It's ideas that evoke specific emotional responses: joy, sadness, anger, laughter etc. These emotions fuel passion and drive human behaviour while building a brand relationship with an audience.

Emotions form brand connections

But, as Alex went on to say, that power is being diluted through poorly made videos that don’t take their audience - or the device they’re watching on - into account. However, here are the 4 action points from Alex on how to get the most out of your video advertising:

Follow these steps and we can say goodbye to videos that make little to no impact and say hello to engaging, high-quality videos that connect brands and audiences.

Are you unsure of the best way to follow-up a pre-roll? This is where we can help.

We enhance the impact of your pre-roll by giving it an immediate follow-up within the video player. We can offer a variety of follow-up options from within our OverStream Suite. When you pair our OverStream formats with pre-roll, we call this DoubleUp.

Our OverStream Suite formats:

Banner

Our simplest format that delivers results from inside the video stream.

The Banner appears for 30 seconds, offering brand engagement opportunities. The user can choose to dismiss the advert at any time with a clearly distinguished close button.

 


 

Minimising MPU

Grabs attention and encourages action, with your audience in mind.

The Minimising MPU format appears in the corner of the video player for 5 seconds before minimising to a small ‘ad-expand’ icon that re-expands on user interaction. The user may then engage with, or close, the advert at their discretion.

 


 

OnPause

An intelligent ad format, shown when the audience clicks pause.

OnPause delivers an ad on the video player each time it is paused by the user. This is easily dismissable via the ‘dismiss’ button or automatically when content is resumed.

 


 

 

However, we see the value of both high-quality pre-roll and high-quality video content. Our aim is to add value to any video. So, if you would prefer to not use pre-roll, you can still reach video audiences solely through any OverStream format, so you can still make use of a valuable and viewable online space.

If you’re interested in how Coull can help you harness the power of video advertising, check out The OverStream suite or contact us.

 

Take a look at the photos from The Power of Video...

Posted by Naomi Sandercock in Coull news
Presenting…the new coull.com

Presenting…the new coull.com

We’re excited to announce that our cool, new website is now live – see the homepage here.

There’s a few things you should check out:

Bristol proud

We’ve gone back to our roots and now proudly display our Bristol heritage, symbolised by a hot air balloon – one of the things that makes Bristol famous.

 

New colours

We’ve chosen some new vibrant colours to give us a fresh look that stands out. The blue is our key colour, matching our logo. If you’re a publisher, look out for the yellow – we’ve colour coded publisher content for you. Whereas, if you’re an advertiser or agency, pay extra attention to anything in red.

 

Product launch and new demonstration videos

Alongside the website, we also have new OverStream products to launch.

Expanding MPU

“Grabs attention and encourages action, with your audience in mind.”

Our Expanding MPU advertising format appears in the selected corner of the screen, shows the audience the creative and then minimises down into a small ‘ad expand icon’.

  • Shows the audience an advert inside the video player – where their attention is.
  • Adds interactivity to the advert.
  • Adds value to any video by creating a new advertising space.
  • Grabs attention but then minimises to respect the user experience.

OnPause

“An intelligent ad format, delivered when the audience takes a break.”

Our OnPause advertising format displays a creative when a video is paused.

  • A great way to reach audiences without interrupting their viewing experience.
  • Creates new advertising space inside the video player.
  • A simple, viewable way to tell a brand’s story.

Make sure to check out the video demonstration of these on the Product page.

Also, remember that any of our OverStream formats can be paired up with pre-roll, a package we call DoubleUp.

  • Complete video advertising experiences for customers and brands.
  • A simple way to immediately measure video campaign success.
  • One harmonised advertising experience.

See the DoubleUp demo on our Product page.

 

Brand new blog

We also decided to jazz up our blog, adding more photos and a pinch of colour to the page. Why not read up on what we’ve been getting up to recently? Such as our Deloitte Tech Fast 50 award, what we got up to at The Drum’s ‘Do it Day’ or find out the best recipe for those festive campaigns.

Keep checking in

That’s it for now – but this is only the start of new and exciting things happening at Coull. Don’t forget to keep checking in for more resources, product launches and Coull news.

Follow us on Twitter, Facebook and LinkedIn for updates.

Posted by Naomi Sandercock in Coull news
Coull: A top ranking technology company

Coull: A top ranking technology company

Yesterday, technology business directors from all over the country gathered for The Deloitte Technology Fast 50 awards ceremony in London. Our very own Managing Director, Dan Ginns, and Finance Director, Simon Alpren, were amongst the guests.

We’re very proud to announce that Coull has been ranked 9th in the 2017 Deloitte UK Technology Fast 50, a ranking of the 50 fastest growing technology companies in the UK. Companies such as Deliveroo and Move GB were also in the Top 10. Not only this, but we have been ranked number 1 in the media sector of the Tech Fast 50. Rankings are based on percentage revenue growth over the last four years and Coull has a 1,915% growth.

Dan Ginns, said: “We’re very pleased to be Top 10 of the Tech Fast 50, which denotes accelerated growth for Coull as we concurrently transition our business and announce new products and partnerships to market. We’ll be seeking to maintain such growth levels in the coming months and years. We’d love to be ranked number one in the Tech Fast 50 one year.”

The award ceremony at The London Hilton Bankside

The Deloitte Technology Fast 50 is one of the UK’s foremost technology award programmes, celebrating innovation and entrepreneurship. Now, in its 20th successful year, it is a ranking of the country’s 50 fastest growing technology companies, driven by leading intellectual property and based on revenue growth over the last four years.

David Cobb, lead partner for the Deloitte UK Technology Fast 50, said: “The Deloitte UK
Technology Fast 50 gives great profile to technology companies and is internationally recognised as being one of the most important business awards in the sector. This year’s ranking highlights the importance of being innovative, recruiting high-skilled talent and finding a niche product or service.”

Making the Deloitte UK Technology Fast 50 is a significant accomplishment for all of the team and we’re all looking forward to see what 2018 holds for Coull.

Posted by Naomi Sandercock in Coull news
We did it! Coull at Do It Day

We did it! Coull at Do It Day

The Drum’s ‘Do It Day’ is all about using marketing to destigmatise mental health. Many people from agencies, technology companies and publishers gathered their creative ideas to produce six different advertising campaigns for six different charities. Amongst those people were Coull’s Product Manager Ben Sonnex and Coull’s Marketing Executive, Naomi Sandercock.

Naomi and her group were working with the YoungMinds charity, a charity that aims to help raise awareness of mental health among young children. Their campaign ‘Take20’ encourages parents to take 20 minutes a week to do an activity with their children. This time can be used to talk to their child about how they’re feeling, whilst doing something that they both enjoy. Whatever the activity, having regular conversations about difficult topics in a relaxed space can help parents to provide reassurance and support from a young age.

They launched the campaign by taking their own advice and taking 20 minutes to have a football game in Regent’s Park and inviting members of the public to do the same and ‘take20’. The campaign has caught the attention of the media and has already been covered by Huffington PostThe Metro and The Sunday Mirror (being printed this week).

Naomi said: “It’s been such a great experience, our group and everyone from Youngminds have worked together so well and now we have something really amazing to show for it. It feels really good to give my time and skills for such a great cause, I really hope this campaign lives on and spreads the important message: it’s time to make time.”

The Mix was the charity that Ben and his group created a campaign for. The Mix aim to provide mental health support for under 25s. A study by The Mix found that three in four under 25s believe they are misrepresented in the news media Based on this research, the campaign ‘In The Mix’, set out to disrupt the negative news agenda by creating a different 6 o’clock news bulletin, produced with young people, for young people.

YouTube stars, Niki and Sammy, presented the show and made appearances on Sky News on the lead up to the 6pm bulletin. Not only this, the team did a Kiss FM takeover for an hour on Launch Day and called in favours to secure advertising space on huge outdoor billboards in London. They promoted their first bulletin with a mysterious message: ‘Done with Fake News? Something Real is Coming…16/11/17 – 6pm’.

This campaign was voted the winning Do It Day campaign by the judges and will now provide a lasting legacy for The Mix with fortnightly ‘In The Mix’ shows.

Ben said: “I feel privileged to have contributed to the winning ‘In the Mix’ campaign and super proud to have been a part of The Drum’s Do it Day. What all the teams achieved in just over 5 weeks was quite incredible and experiencing first hand the challenges Coull’s agency partners tackle day-by-day was inspiring. I’m grateful I’ve had the chance to support an amazing charity and work with a very talented group of people, some of whom went above and beyond to make ‘In the Mix’ a success.”

You can read about all of the Do It Day campaigns here.

Posted by Naomi Sandercock in Coull news
5 things Dmexco 2017 taught me

5 things Dmexco 2017 taught me

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Dmexco may not be in Mexico… but you will still have a great time.
Left to right: Elle (UniLad), Me – Naomi (Coull), Jordan (UniLad), Dan (Coull)
 

Dmexco, not ‘Dmexico’. It’s not actually related to the sunny beaches of Mexico at all, I found out earlier this year (to my dismay). Swap sand with the streets of Cologne. Replace palm trees with hundreds of exhibitors. Change up the sunshine for the unpredictable, autumnal weather of Cologne. Keep about the same levels of alcohol… and you have Dmexco.

Though, I quickly realised Dmexco (The Digital Marketing Exposition & Conference) would not disappoint. It’s one of the biggest digital marketing conferences in the world, it hosts over 40,000 visitors and more than 500 top speakers impart their knowledge. As a first timer to the conference, here are the 5 things I learnt from Dmexco 2017…

IMG_1838.JPG

Koelnmesse, the venue for Dmexco
  1. The digital advertising industry is much bigger than you think

It’s easy to forget the sheer size of the online marketing world until you step into Koelnmesse, the colossal trade fair hall. The halls are packed full to the brim with marketing experts and bright and bold booths trying to lure you in. Over 40,000 people attended the event this year…and that’s only a small percentage of the whole industry!

IMG_1804.JPG

VEVO presenting the talk ‘TV’s tipping point: The Convergence of Digital & TV

  1. Video, video…and more video

Phrases like “pivot to video” have been thrown around a lot in the past year. And let’s face it, people love visual content, it’s simple to consume, it’s creative and it’s exciting.

On the second day of Dmexco, Facebook’s Vice President of Global Marketing Solutions, Carolyn Everson, was on a panel about ‘Video: Connecting People, Reshaping Marketing’. She said, “Most recently, what we’re seeing is the consumption of videos…78%-90% of mobile traffic will be driven by video. Every time we estimate video consumption on our platform, we underestimate it. What we’re seeing is really exciting opportunity for marketers to reach consumers in many different formats of video, in the form that they love, which is sight, sound and motion.”

  1. AI and VR are both pretty cool, but they still have a long way to go

The two buzzwords in the industry for this year…AI and VR. More and more technology is being developed to mirror human interactions. Artificial intelligence has taken the form of chatbots and voice search, so it’s like talking to human instead of a machine. Also, Virtual Reality has meant more immersive experiences, particularly through VR headsets. As exciting as these both are, they’re still seen as entertainment and it will be a while until they’re integrated into everyday life.

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The ‘Preparing for GDPR: Embracing the Inevitable Regulations’ debate

                       

  1. It’s easy to get caught up in the buzz, but don’t forget about the real issues

There’s a certain buzz you get when you’re at Dmexco because there’s so much going on: thousands of people networking, hundreds of exhibitors, new innovations to see, talks to hear…I could go on. It’s very easy to see how you could get caught up in the Dmexco whirlwind and forget about the serious stuff. But it’s important not to ignore the problems in the industry. The main themes this year were GDPR, ad blocking and brand safety.

Here are the key takeaways from the discussions I heard:

  • The General Data Protection Regulation (GDPR) is being enforced in May 2018. It brings Europe under one privacy law. And although there are penalties, “it’s not all bad news”, said Acxiom’s European Privacy Officer, Dr. Sachiko Scheuing in the ‘Preparing for GDPR: Embracing the Inevitable Regulations’ debate at Dmexco. She said, “GDPR is a great success. Now we’re talking about the obsolescence of opt in. Opt in made the consumers accountable, so without improving any privacy, you’re doing nothing else but putting the responsibility to the wrong side. GDPR puts that in the right context and I really welcome that.”

  • Ad blocking should encourage businesses to be more creative to engage the consumer, not annoy them. Advertising works best when it gives users space, chooses the moment and excites the consumer.

  • P&G’s Marc Pritchard called for all companies to follow a set of standards including MRC accreditation and brand safety guarantees in the Dmexco keynote: ‘A Wake Up Call’. He said, ”2017 isn’t over yet but it’s sounded several wake up calls for the marketing world. The reality is, in 2017 the bloom came off the rose for digital media. The reason is, the substantial waste in what has become a murky, non transparent, even fraudulent, media supply chain. If we all raise the bar and transform ourselves, we can accelerate market growth that will lift all of us and will especially benefit consumers.”

  1. Not all freebies are created equal

The Dmexco experience isn’t complete until you get a weird freebie. If you really wanted to, you could walk away with a suitcase full of weird and wonderful freebies. Of course, you have the classic squishy stress balls and branded notepads and pens. However, I find the unconventional ones much more interesting.

Here’s some of the weird freebies I saw:

  • Bright orange flip flops

  • A high vis jacket

  • Many fidget spinners

  • Shower caps

  • Plasters

  • Mini shower speaker

  • Grow a plant (in a can)

  • Berocca, alka seltzer and tea bag selection

Tweet us your best and worst Dmexco freebie: @Coull

So, until next year Cologne…

Cologne cathedral

Posted by Naomi Sandercock in Coull news
Coull prepare for the winter ahead…

Coull prepare for the winter ahead…

Coull escaped the office in early September for a team event, co-sponsored by Sphere Digital Recruitment. The day’s focus was not only about company updates but self reflection and team building (and of course, some drinks to help with that #FridayFeeling).

Sphere’s James Everett and Coull’s Managing Director, Dan Ginns led a discussion around the Tuckman theory. In brief, it’s a theory that helps identify development within teams. Although this theory is over 50 years old, it’s still just as relevant today.

There’s four main stages of growth: forming, storming, norming and performing.

The team were asked to plot themselves and their teams on the graph, however, there isn’t a ‘right’ or a ‘wrong’ answer. The Tuckman theory is used to help define different stages in business, so that the team can identify where they are and where they want to be.

Self reflection is crucial in all walks of life. It’s important to recognise both weaknesses and strengths. If we can only see weaknesses, this leads to little self belief and full potential can’t be reached. On the other hand, if all we can see is our strengths and triumphs, this can lead us to fall into our own traps.

The same goes for businesses and company culture. It’s very easy to notice only strengths or only weaknesses. Yes, there’s always room for improvement, but there’s also a time to celebrate.

At Coull, we know how significant it is to be self critical, especially if we want grow as a business. More importantly, we know how to celebrate achievements (and throw a good party!).

What did we learn?

  • Self reflection leads to success

  • Not everyone plotted themselves in the same place on the graph – this means we can support each other and work together as a team

  • Not to concentrate too much on KPIs (they only represents a small margin of people), instead we should think about brand uplift and awareness

  • Data insights are important to back up marketing and sales claims

What are our priorities?

  • Continuing to innovate in the video space

  • Always aiming to add value for publishers, advertisers and audiences

  • Case studies and data insights

  • Identifying industry trends and adapting our roadmap to fit

  • Creating a self serve model for our technology (SaaS)

Where is the industry going?

  • Video…and more video!

  • Artificial Intelligence, Augmented Reality and Virtual Reality

  • A focus on better ads/ad formats and fighting against ad blocking

  • Anti fraud and brand safety are just as important

One achievement in particular, is how far we’ve come as a team – in this year alone.

Since May, we’ve had many key hires.

Meet the new Coull team members…

Dan – Managing Director

Azad – Programmatic Demand Sales Director

Alice – Demand Account Manager

Alex – Agency Sales Director

Toby –  Developer

Harry – Supply Account Manager

(and me) Naomi – Marketing Executive

And now, for the run up to Christmas, Coull are prepared for the winter ahead…                                                                                                                                    
Posted by Naomi Sandercock in Coull news