DOOH has been thought of as pure branding, according to Elliott Hasiuk, principal for digital media at Part and Sum. That makes sense, considering out-of-home media might just be a big picture of, say, a Big Mac and the McDonald’s arches plastered 40 feet in the air. “Now we’re able to tie that branding to bottom-of-the-funnel metrics that matter more to the business.”
NBTV is part of a growing trend of content studios producing long-form sponsored video for advertisers. Its channel Spirits Network works directly with brands on sponsored video content with shoppable ads that highlight specific spirits and liquor products on-screen and link directly to an ecommerce page and checkout option.
Video creators like Tastemade are blurring the lines between short- and long-form video. Tastemade launched in 2012 to create food-focused video content for social media platforms, but the exploding growth in connected TV viewership triggered a transition for Tastemade to expand into a broader media company that includes streaming channels.
The quality of marketing data – or, rather, the lack thereof – is arguably as big of an issue as signal loss, but doesn’t get nearly as much ink. On Wednesday, data validation provider Truthset opened the doors of its data collective to help data providers independently test the accuracy of their consumer records.
Recently, when The North Face ran an RFP for a programmatic buying agency, it went with WITHIN, which also happens to be the performance agency that won its creative services RFP earlier this year. The agency restructuring reflects a broader change for The North Face’s marketing, says media VP Bethany Evans.
Betterment, an investment and financial services app that competes with Robinhood, has typically focused its digital advertising efforts on the bottom of the marketing funnel, including search and social. But spurred by the meme-stock-driven rise of retail investing, the company decided to change up its tactics and pursue a brand awareness campaign centered on digital out-of-home (DOOH).
For more than a decade, the ad tech industry has tried to replace the term “fingerprinting” with euphemisms, like probabilistic modeling. But too bad for ad tech, because the term stuck.
Global advertising revenue grew 6.5% in 2022 and is projected to grow 5.9% in 2023, according to GroupM’s global year-end industry growth forecast. Meanwhile, Magna’s December global ad forecast predicts 4.8% growth in 2023 after 6.6% growth in 2022.
Last week, the IAB’s multistate privacy agreement (MSPA) was made available for advertisers, publishers and ad tech partners to sign and begin using to track their data flows. But what is the MSPA?
Social media has been a petri dish for live video shopping in China. But in the US, although social shopping is starting to pick up, it hasn’t gained much traction yet. Still, companies like the ecommerce startup CommentSold are betting that live shopping is finally about to take off — with the right tech and the right training in place, that is.
Clean rooms are ad tech’s answer to data privacy. But they can also give advertisers more accurate reach and frequency measurement through first-party audience matching. Disney has been building out its clean room for roughly a year, and announced an integration with VideoAmp on Thursday, which will bolster clean room measurement with VideoAmp’s TV viewership data.
Thanks to signal loss, recession fears and the “ad tech tax,” publishers of all sizes are seeing their ad revenue suffer. But the problem is more pronounced among local news publishers, many of which were barely getting by before platform privacy changes roiled the digital advertising industry. The Local Media Consortium (LMC) shares how it’s helping its members mitigate these headwinds.
It’s not hard to imagine the applications of AI-generated art for media and marketing, including spitting out multiple variations of creative quickly, cheaply and easily. But AI art is also sparking a lot of very tricky questions, such as: What is “real” art, and can robots create it?
The Thanksgiving to Cyber Monday online shopping bonanza was in full effect this year. But it’s hard to make judgements about whether this season is helping buoy retailers and brands as in years past
With its new geospatial ad units, programmatic OOH SSP Place Exchange built a programmatic way for marketers to serve their ads across any mobility media inventory located within a particular geographic location. The company announced Tuesday it is rolling out geospatial ad units for all of its mobility media partners.
Advertisers of all stripes are rethinking their ad measurement and attribution strategy. But the burst of new incrementality testing models, in-housing programs, multitouch attribution and media mix modeling efforts haven’t exactly led to a renaissance of understanding how measurement works.
TV advertising is complicated enough without also having to worry about child-focused privacy regulations. But buyers and sellers need to consider the nuances when it comes to reaching and engaging children, including content relevancy and ad messaging strategies that differ depending on age.
Brands are starting to look at video games as an inventory source, but there’s no scaled programmatic infrastructure to help aggregate supply in video games. And so that’s where in-game ad platform Bidstack is focusing its road map. “We’re moving toward being a gaming SSP, a pure tech play,” Bidstack Founder and CEO James Draper told AdExchanger.
Lots of people are talking about addressable TV. “Data-driven linear,” though? Not so much. But despite the fact that data-driven linear (DDL) doesn’t get as much attention as its somewhat sexier addressable cousin, it’s becoming an increasingly popular choice for linear advertisers attempting to make more informed media buys.
Every major social network is trying to make livestream video shopping happen. And don’t count out the Amazon-owned game-streaming platform Twitch, which hosted its third “Pog Picks” live shopping event the days before Thanksgiving.
Advertisers are shifting their holiday campaign strategies this Black Friday and Cyber Week, moving down the funnel in response to economic headwinds. And so we asked the experts: How are inflationary and recessionary worries impacting media plans around Black Friday and Cyber Week?
How should advertisers approach a wild-child platform like Twitter? David Cohen, CEO of the Interactive Advertising Bureau – who recently spoke with Elon Musk himself on that very topic – weighs in. Also in this episode: grappling with the term “commercial surveillance,” retail media real talk and marketing in the metaverse.
The US Hispanic population is growing by leaps and bounds. But because of bad data, TV advertisers are still throwing darts at the wall to reach them. TelevisaUnivision unveiled a Hispanic household data graph during this year’s upfronts, and Omnicom Media Group is the first agency to include the new graph in its identity solution for campaign planning and measurement.
Why is it considered a brand safety issue for advertisers to buy against news content when it’s clearly not an issue for national brands to advertise against violent, albeit fictional, content elsewhere, including on CTV?
Founded in 2016, the male grooming company Manscaped started out primarily as a performance marketing engine. The products were simply a way for the brand to use its expertise in social media marketing and direct-to-consumer dynamics. Fast-forward six years, and Manscaped has broadened beyond one product and mobile performance marketing. In addition to launching a […]
Meta had a rocky third quarter and the market reacted accordingly. Its metaverse division, Reality Labs, lost nearly $3.7 billion. But the metaverse (whatever that ends up meaning) is still five to 10 years out, and Nicola Mendelsohn, VP of Meta’s global business group, told AdExchanger that Meta is still investing heavily in its core, including ad performance.
As part of a plan to consolidate its SSP partners, Horizon Media struck a deal with PubMatic Monday. Horizon’s clients who purchase open-auction inventory through its HX trade desk will be able to use PubMatic’s SPO products to automatically optimize their bidding depending on which KPIs they want to boost, whether the deal is open auction, programmatic guaranteed or a private marketplace.
Despite transparency woes, programmatic buying on CTV is evolving. M&A is helping spur maturation in the market. Tremor International, for example, is a “much different business” now that it has integrated Amobee’s tech into its stack, said Chance Johnson, the company’s new chief commercial officer. The next step? Getting more data to plug into those programmatic pipes.
TV advertising is in the middle of a tectonic shift. GRPs are out, and impressions are on their way in. But plenty of advertisers still want to buy local and national spots based on region. And for small, local marketers accustomed to the relative simplicity of linear TV ad buying, the lack of standards in over-the-top (OTT) ad measurement is becoming a real pain in the tush.
To help solve TV measurement, NBCUniversal launched a “Currency Council,” a list of marketers who have committed to using alternate measurement currencies for at least a portion of their ad spend with NBCU. The program currently has about a dozen buy-side partners, including State Farm, Wayfair and T-Mobile.
