Combat Video Ad Fatigue with Audio Advertising

Apurva Pathak | June 1, 2022 | 179 views

Ad Fatigue with Audio Advertising
As a marketer, your goal is to create ads that stick in the minds of your audience. You devote extra time and resources to creating memorable graphics, engaging CTAs, and interesting copy that works. You also buy just the right ad spots. But, what happens when your potential customer scrolls right past your ad? Your costly video ad never creates a difference and your campaign fails. Combat this video ad fatigue with audio advertising to effectively influence your target demographic.

After the audio content boom driven by podcasts, audio advertising is rising and becoming marketers’ new favorite. Nielsen Catalina Solutions’ 12-month-long study of audio ads on Spotify versus video and display ads found that audio ads were up to 25% more effective than other ad formats.

Mostly, audio ads are delivered through podcasts. We’ll dive into this shortly. First let’s look at how audio advertising can influence the buying decisions of your target audience:

Audio Advertising: Superpowers Explained

Audio advertising uses a broad content category such as background scores, jingles, and branded content apart from audio ads. By fusing audio ads into audio experiences such as ad-supported music streaming or podcasts, marketers can position relevant products and services in front of customers. Here are more of its advantages:

Audio Ads Offer Immersive Experience

A study done by Lightwave and iHeartMedia showed that one of the biggest benefits of audio advertising was its ability to connect with the audience on a deeper level. Remembering catchy jingles is also a part of this connection. Audio ads communicate emotions, capture the attention of the listeners within seconds and engage them enough to paint a picture in their minds. They achieve this without a big budget or production crew. A strong script and an audio booth are all you need to create an immersive audio ad.

They Have a Greater Reach

Primarily, audio ads are delivered through podcasts because they can be easily categorized and are widely consumed. According to Statista, almost 60% of all U.S. consumers older than 12 listen to podcasts. Interestingly, 70% podcast listeners do not multi-task while listening to a podcast, so you are catering to alert listeners who might end up retaining your ad (Edison Research). Apart from podcasts, audio ads are also run in locations such as radio, music, and news streams.

They Are Insightful and Creative

Marketers can use 3D and 8D audio to create soundscapes that offer an immersive experience. Additionally, audio ads create a 1-to-1 relationship. With the help of programmatic advertising, they also collect many layers of data that provide buying insights. Integrating audio ads with voice assistants is a creative approach to entice customers while being interactive.

Nars Cosmetics UK used Spotify to offer its customers voice commerce. Upon hearing the ad on Spotify, they could order samples and set up delivery using their smart speakers.

Smart Speakers Are Changing the Game

Smart speakers are contributing to screen-less moments in American homes. This means your video ad campaigns won’t get the kind of response you expect, but your audio ads just might. The Edison Infinite Dial report found that there is an average of 2.3 smart speakers in each home in the U.S. This number shows that a wide range of people use voice search and will listen to audio ads as a result.

Summing It Up

Audio advertising drives engagement and conversion through immersive storytelling, catchy jingles, and longer ad retention. It can be a great addition to your digital marketing strategy and refine the way you influence your audience’s buying decisions.

Spotlight

Red Fuse Communications

Red Fuse Communications is WPP’s full-service integrated global agency dedicated to serving all of Colgate-Palmolive’s brands worldwide. With offices in New York, Hong Kong, Paris, Mumbai, Kansas City, Sao Paulo, and Prague, Red Fuse delivers fully integrated campaigns on a daily basis to over 225 countries.

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Ad Networks for Publishers & Advertisers: Efficient Ad Buying & Selling

Article | May 20, 2022

When print publishers transitioned to online publishing, they were keen to find a way to generate revenue. Their revenue model in the print world was advertising, so they needed to monetize their content online. Display ads were a great start for them. They sold their advertising space to interested advertisers directly. Even then, there would always be some ad inventory that remained unsold. The need of the hour was a platform that could help them sell this inventory. That is when ad networks for publishers and advertisers came into the picture. Let us take a deeper look into how ad networks are helping both publishers and advertisers optimize their selling and buying processes. Ad Networks: Simplifying Ad Buying and Selling An ad network is a technology-backed platform that acts as an intermediary between a group of publishers who want to sell their ads and advertisers interested in buying them. Ad networks for publishers and advertisers first appeared in the mid-nineties as the earliest advertising technology to support online advertising. They helped advertisers buy ad space across multiple publishing platforms. The primary purpose of an ad network was to collect unsold ads from different publishers and put them up for offer to advertisers at a lower price than what a direct sale would cost. This kind of ad inventory was mostly referred to as remnant, non-premium ads that publishers struggled to sell directly. Today, ad networks for publishers focus on offering advertisers exclusive ad deals at premium prices. They pre-buy inventory from different publishers and then resell it to advertisers at premium prices to help advertisers get the impressions they expect. Types of Ad Networks Based on your audience, industry, topics, and formats, you have four main types of ad networks to choose from: Inventory-specific networks: Such networks have ads of a specific type, such as mobile or video. Vertical advertising networks: These are ad networks that focus on a specific topic, such as fashion, automobiles, or business. Premium networks: These are the networks that offer premium inventory, mostly from popular publishers. Targeted networks: These networks offer specific targeting capabilities through a built-in ad server. How do Ad Networks Work? Ad networks for publishers and advertisers keep on evolving with technological advancements. To understand how the best ads network works, here are the dynamic steps they follow to benefit publishers and advertisers: Ad networks compile multiple publishers with available ad inventory. Advertisers create campaigns using the ad network’s campaign panel, keeping in mind their budget, target audience, and any other special attributes. The publishers install relevant ad network tags on their websites. When there is a match between an ad campaign set by an advertiser and the publisher’s ad inventory, ad information is sent to the publisher. The ad network provider gets a share of the ad revenue generated from the campaign or by selling the inventory at a higher price than the publisher. Using the ad network’s campaign panel, the advertiser tracks and manages the ad’s performance. Ad Networks in Programmatic Advertising Ad networks for publishers and advertisers are a part of programmatic advertising, which is the process of automatically buying and selling digital advertising space. In this space, demand-side platforms (which help advertisers) and supply-side platforms (which help publishers) streamline the buying and selling process through real-time bidding (RTB). Businesses and enterprises rely on programmatic advertising for their digital advertising needs because publishers are adopting native ads on their websites. Thanks to native ads, ad blockers don’t affect advertising, and marketers can optimize and improve their ads with programmatic techniques for campaign success. It's no surprise that programmatic digital display ad spending is expected to increase by 25.8% this year (Source: Brand Equity). In conjugation with ad networks, an ad exchange connects DSPs and SSPs autonomously. An ad exchange came into the picture in 2005 when ad networks were not enough to solve the cumbersome problem publishers were facing ─ selling unsold ad space. Automation in the open marketplace for buying and selling digital ads was the solution. An ad exchange offers a streamlined platform for advertisers, publishers, ad networks, and other parties to connect their ad serving technologies for efficiency. Ad Network and Ad Exchange: What is the Difference? In the programmatic advertising ecosystem, the ad network and the ad exchange are two important components that are often mistaken to be the same because of their role in media buying. Let us take a look at the factors that separate the two. Attribute Ad Network Ad Exchange Function Intermediary between publishers and advertisers Open marketplace for everyone Identity Company Technology Key Users Publishers, advertisers and agencies Publishers, advertisers, agencies, ad networks, DSPs, SSPs and ATDs Important Characteristic Pre-segmented ads for particular audience. Promotes bulk buying and selling. Pool of various types of ad inventory. Based on an impression-per-impression trade Ad Quality Top-tier ad inventory, often sold for the first time All available inventory on sale including remnant ad slots Optimization Time consuming Optimization possible on-the-go Cost Stable and determined by the ad network Dynamic pricing based on real-time bidding by advertisers Impact on Advertiser Ad prices are higher Advertisers can define the pricing Impact on Publisher Low control over inventory pricing and optimization More control over value per impression Buyer/Seller Information Advertisers are unaware of the placement of their ads Publishers don’t know who the advertisers are Both advertisers and publishers have each other’s information Why Advertisers and Publishers Rely on Ad Networks? A Wider Range of Options With the help of top ad networks, advertisers and publishers can buy or sell more ad space. As a part of monetization strategies for publishers, they can rapidly increase their revenue through premium or remnant inventory because ad networks bring them the highest paying bids. Advertisers, on the other hand, can easily find any type of ad inventory that matches their budget for ad publishing. Higher Return on Investment Top ad networks bring in more revenue from advertising. The better the quality of ads, the higher the revenue for advertisers because they get precisely matched with their targeting needs and they can choose the most profitable deals. Increased Efficiency Automation in matching publishers and advertisers is the biggest advantage of advertising networks. It saves the time of manually looking for suitable deals or favorable pricing. The best publishers that bring the best impressions on ads can easily be approached. Publishers can get their inventory sold for the best price thanks to digital advertising networks. Features of an Ideal Ad Network for Publishers & Advertisers Here is a list of features you can refer to while choosing an ad network that caters to your needs: Size: The size of the advertising network matters because it facilitates a steady traffic. The more traffic it can deliver, the higher your ROI will be. Quality: Identify the quality of the inventory that an ad network offers. It should match the kind of inventory you need. Audience Targeting: Your ad network should support different audience targeting options so that ad campaigns work perfectly well. Format Support: Your ad network should support different formats like responsive, call-only, animated GIF or simple banners so you can diversify into different formats without any hassles. Reliability: Depending on your requirements, ensure that the network doesn’t go down and provides consistent service so your business remains unaffected. The interface should also be easy to use, clean, and rich with data to help your marketing team optimize their personalization efforts. CTV Streaming Platform Used PubMatic to Bump its Revenue by 400% Future Today, a premium CTV streaming platform, used PubMatic’s platform to drive its ad revenue. PubMatic helped Future Today partner with a leading CTV DSP and achieve a lucrative private marketplace (PMP) agreement to create incremental demand through direct integration and optimized engagement. “PubMatic has been one of Future Today's fastest growing demand partners in the last 6 months. The entire team has been a pleasure to work with and they genuinely understand the value of CTV in the market.” – Katya Shkolnik, Head of Partnerships, Future Today Inc. Key Takeaways Display, native, and banner advertising campaigns are critical for marketers like you to scale your business, so understanding how and what an ad network for publishers and advertisers does is important to creating the best, most effective advertising campaigns that bear results.

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Google’s and Facebook’s Grip on Digital Advertising Markets

Article | November 23, 2021

Since July 2019, the UK’s Competition and Markets Authority has been conducting an extensive investigation of the digital advertising market. In its preliminary report on the investigation, the CMA expresses concerns that Google and Facebook have grown so “large and have such extensive access to data that potential rivals can no longer compete on equal terms.” 2019 marked the year in which digital advertising finally took the crown from TV and other legacy media both in the US and worldwide. Estimates point out that digital ads now account for 51 percent of the almost $600 billion spent globally on advertising, a percentage that should only rise with time.

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Which Online Advertising Strategy Is Right For Your Business?

Article | December 15, 2021

Part of running a business in this era of technology is establishing an online presence. This does not only mean having a well-put-together website and being active on social media, which are both a big part of what online marketing means. In order to reach audiences and turn them into customers, you also need to invest in online advertising. Sometimes, finding the best-suited advertising strategy for your business can be quite daunting, especially given the fact that you have so many options to choose from in the sea of digital marketing. The accessible costs of digital advertising, especially when compared to traditional advertising, may make it tempting for you to what to invest in as many types of ad campaigns as you can find, but keep in mind that they may not all work for your business.

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Alex Webb: More kids with smartphones spells advertising bonanza

Article | February 10, 2020

The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers. By the time U.K. youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published last week by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening. For now, advertising targeted at children has been slower to migrate online than in the broader industry. Whereas more than half of the world's $614 billion of ad spending is now online, less than a third of the outlay for ads targeting children is digital, according to a 2019 study by PricewaterhouseCoopers.

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Red Fuse Communications

Red Fuse Communications is WPP’s full-service integrated global agency dedicated to serving all of Colgate-Palmolive’s brands worldwide. With offices in New York, Hong Kong, Paris, Mumbai, Kansas City, Sao Paulo, and Prague, Red Fuse delivers fully integrated campaigns on a daily basis to over 225 countries.

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Upsolver Announces Support for AWS for Advertising and Marketing Initiative

Upsolver | December 01, 2022

Upsolver, the company dedicated to making data in motion accessible to every data practitioner, announced support for the AWS for Advertising and Marketing initiative from Amazon Web Services (AWS) to help accelerate advertising and marketing transformation. AWS for Advertising and Marketing is an initiative featuring services and solutions purpose-built to meet the needs of advertising agencies, marketers, publishers, ad technology providers, and analytics service providers. The initiative helps customers deliver personalized ad experiences, optimize ad serving performance and cost, and innovate on audience segmentation and attribution. It simplifies the process for industry customers to select the right tools and partners helping accelerate their production launches and see faster time to value. Upsolver SQLake is a platform for building data pipelines that ingest and combine real-time events with batch data sources for up-to-the-minute analytics. It provides ground-breaking time-to-value, since any SQL user can build a pipeline simply by writing a query. SQLake automates the pipeline engineering tasks that create severe development bottlenecks – chores such as orchestration, file system optimization and infrastructure scaling. AWS empowers advertisers and marketers to reinvent workloads with solutions to improve audience and customer data management, privacy-enhanced data collaboration, advertising platforms, marketing measurement and ad intelligence, and personalized digital customer experiences. For customers looking for prescriptive, solution-specific support, AWS for Advertising & Marketing identifies leading industry partners in each area. With SQLake, advertisers and marketers achieve a leap in time to delivery and data freshness for use cases such as machine learning (ML) model training, campaign performance management and optimization, dynamic audience segmentation, real-time bidding, ROI reporting, data science and ad hoc analytics. Beyond making data engineers 10X more productive it enables self-service for data users who know SQL – such as data scientists, analysts, ad/marketing ops personnel, product managers and account managers. One benefit of migrating or building advertising and marketing workloads on the most widely adopted cloud is the number of integrations and distribution channels connecting shared data with flexibility and interoperability. Whether you are seeking third party data or tools for better managing first party data, there are both AWS and third-party solutions offered in the AWS Data Exchange, AWS Marketplace, along with the largest community of AWS Partner Network (APN) members, including Upsolver. “As a global leader in smart ad serving, omnichannel personalization, and consumer intelligence, Clinch ingests and processes billions of events per day into our AWS data lake, a scenario that is largely supported by Upsolver” said Yaron Cohen, Vice President of Research and Development at Clinch. “As a global leader in smart ad serving, omnichannel personalization, and consumer intelligence, Clinch ingests and processes billions of events per day into our AWS data lake, a scenario that is largely supported by Upsolver” said Yaron Cohen, Vice President of Research and Development at Clinch. “The self-serve, intuitive operability offered by Upsolver has driven an immense amount of efficiency and speed to my team, and enables us to deliver new features quickly that improve ROI for our customers.” Together, Upsolver and AWS help serve the analytics needs of advertising and marketing firms such as AppsFlyer, SimilarWeb, Clinch, Peer39, Mantis, BigaBid and MediaSense. Support for AWS Redshift Serverless is Upsolver’s latest advancement in supporting AWS customers, who can use Upsolver with a broad range of services including Amazon Simple Storage Service (Amazon S3), Amazon Athena, Amazon Kinesis, Amazon Managed Streaming for Apache Kafka (Amazon MSK), Amazon Redshift, Amazon SageMaker and more. Sign up for a 30-day risk-free trial of SQLake today, after which usage is charged at 10 cents / GB of data ingested, with unlimited pipelines and no minimum commit. Upsolver is available for subscription on AWS Marketplace. About Upsolver Upsolver is a tight-knit group of data engineers and infrastructure developers obsessed with removing the friction from building data pipelines, in order to accelerate the real-time delivery of big data to the people who need it. Founded in 2015 by data engineers Ori Rafael and Yoni Eini, Upsolver has grown from an Israeli-based venture focused on adtech to a global business serving customers across many industries including software, manufacturing, oil and gas, health care, and financial services. Upsolver’s platform enables a variety of high-value analytics use cases such as user behavior, IoT monitoring, and log analytics. Upsolver is headquartered in San Francisco with R&D centered in Tel Aviv. Customers span regions and industries, such as Cox Automotive, IronSource, ProofPoint and Wix. Its top-tier investors include Scale Venture Partners, Vertex Ventures US, Wing Venture Capital, and JVP. For more information, please visit www.upsolver.com.

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ViewLift Deploys Advanced Ads Solutions for Customers

ViewLift | November 21, 2022

ViewLift, a global leader in end-to-end streaming and OTT solutions, today announced the deployment of Advanced Ads Solution to help content monetization through Google Ads by enabling SDKs like PAL, Open Measurement, and Why This Ad (WTA) for its customers, helping them double their CPMs through Google Ads. Advanced Ads Solution is a new package of player-level implementation and certifications that allow you to specify who is watching and rule out the bots and fake ads. This implementation gives publishers a lot more comfort about who is watching. The basic version of Ads implementation already has many features and tools, such as creating any number of ads, organizing them into groups, implementing ad rotation, and more. One can also implement very complex ad settings to precisely target specific groups of users and types of content. Some of the features from business and customer points of view are: Features: Flexible ad types Monetize ad-block users Works on cached sites Click Fraud Protection Tracking & Reports Test ad networks Mobile ads Selling Ad Space Schedule ads Control the ad layout Manage unlimited ads Managing to make AMP ready page Powerful CPM building Monetize content Though this is a global phenomenon, it's highly relevant for the Indian market as a lot of businesses in India rely on advertisements to generate revenue. Deploying Advanced Ads from ViewLift will allow its customers to double their CPMs and fill rate with Google. Manik Bambha, Co-founder & President at ViewLift said, "Advanced Ads technology allows our clients to further utilize the benefits from Google Ads to monetize their content and practically double their earnings." Manik Bambha, Co-founder & President at ViewLift said, "Advanced Ads technology allows our clients to further utilize the benefits from Google Ads to monetize their content and practically double their earnings. The deployment of ViewLift’s PAL, WTA, and OM enhance the performance of advertisements by doubling up the CPMs and helping content owners save time and utilize the technology to its full potential.” About ViewLift ViewLift is a full-service digital content distribution platform empowering media companies, sports leagues and teams, broadcasters, and others to monetize their content through native branded apps on all major OTT devices. ViewLift operates across the digital ecosystem, understanding each device's unique requirements and best practices. ViewLift offers clients a range of monetization models on a proprietary platform with advanced analytics, tracking performance in real time.

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Proxima Releases Survey That Shows Where Advertisers Are Placing Their Bets For 2023

Proxima | November 16, 2022

Despite disappointing Q3 earnings for major ad platforms, a recent survey from data science company, Proxima, shows that marketers remain committed to ad platforms, even after a year of chaos and low satisfaction rates. While investors are scrutinizing the valuations of these platforms, the majority of consumer brands remain committed to digital advertising, both old and new channels, while seeking new ways to improve customer targeting. Approximately 80% of respondents report plans to maintain or increase their digital marketing budgets, including their spend on social media platforms, over the next quarter. With 40% of respondents reporting a negative impact on marketing effectiveness from Apple’s privacy changes, nearly 100% invested in at least one way to enhance performance including the use of attribution software, third-party data solutions, partnering with like-minded brands or investing more in creative development. Proxima surveyed more than 150 consumer retail brands to gauge how the changes in digital advertising over the past year have impacted their advertising budgets, overall effectiveness and future plans. Roughly half the respondents noted their top two challenges to marketing effectiveness have been “limited budgets” and “difficulty reaching their target customer,” with a disproportionate impact felt by smaller brands. “The combination of Apple’s new privacy policy, the economic environment and continuing supply chain issues have made 2022 one of the most chaotic years for consumer retail advertisers,” said Alex Song, CEO and founder of Proxima. “The combination of Apple’s new privacy policy, the economic environment and continuing supply chain issues have made 2022 one of the most chaotic years for consumer retail advertisers,” said Alex Song, CEO and founder of Proxima. “However, marketers are not walking away from these platforms and our data suggests that many brands are in fact finding innovation in the chaos and are prepared to embrace the upheaval moving forward.” Additional survey findings include: 75% of companies remain committed to industry leader, Facebook, despite roughly 60% reporting being neutral or dissatisfied with the ad platform. The marketing leaders surveyed show the greatest optimism for Google, with 85% of respondents planning to either increase or maintain their Google spend, suggesting brands are seeing dependable results in paid search. Advertisers may still be willing to experiment with platforms like TikTok that are growing in popularity but still maturing in their ability to deliver for advertisers. Roughly 43% of companies surveyed plan on increasing their TikTok spend, despite TikTok showing some of the lowest satisfaction scores, with 46% reporting dissatisfaction with the platform. Brands addressing targeting challenges head on are making progress. Just over 30% of participants report using third-party data solutions to increase marketing effectiveness, with 60% finding improved targeting and increased return on advertising spend (ROAS). As marketers look to 2023, they are identifying new ways to increase advertising effectiveness through partnership marketing, investing in creative and implementing third-party solutions. “Proxima is the key to customer acquisition after Apple’s privacy shake-up,” said Randall Stainton, Director of Growth, Finn. “They’ve been instrumental in improving advertising efficiency and helping us find new customers to grow our business.” About Proxima Proxima uniquely leverages a proprietary database of anonymized consumer data to help brands better reach the right consumers across all major platforms. Proxima is platform agnostic and delivers a return on advertising spend that’s on average 40% more efficient than standard campaigns. Some of Proxima’s customers include KISS, Apt2B, Kindra, Act + Acre Haircare, Gobble and more.

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Upsolver Announces Support for AWS for Advertising and Marketing Initiative

Upsolver | December 01, 2022

Upsolver, the company dedicated to making data in motion accessible to every data practitioner, announced support for the AWS for Advertising and Marketing initiative from Amazon Web Services (AWS) to help accelerate advertising and marketing transformation. AWS for Advertising and Marketing is an initiative featuring services and solutions purpose-built to meet the needs of advertising agencies, marketers, publishers, ad technology providers, and analytics service providers. The initiative helps customers deliver personalized ad experiences, optimize ad serving performance and cost, and innovate on audience segmentation and attribution. It simplifies the process for industry customers to select the right tools and partners helping accelerate their production launches and see faster time to value. Upsolver SQLake is a platform for building data pipelines that ingest and combine real-time events with batch data sources for up-to-the-minute analytics. It provides ground-breaking time-to-value, since any SQL user can build a pipeline simply by writing a query. SQLake automates the pipeline engineering tasks that create severe development bottlenecks – chores such as orchestration, file system optimization and infrastructure scaling. AWS empowers advertisers and marketers to reinvent workloads with solutions to improve audience and customer data management, privacy-enhanced data collaboration, advertising platforms, marketing measurement and ad intelligence, and personalized digital customer experiences. For customers looking for prescriptive, solution-specific support, AWS for Advertising & Marketing identifies leading industry partners in each area. With SQLake, advertisers and marketers achieve a leap in time to delivery and data freshness for use cases such as machine learning (ML) model training, campaign performance management and optimization, dynamic audience segmentation, real-time bidding, ROI reporting, data science and ad hoc analytics. Beyond making data engineers 10X more productive it enables self-service for data users who know SQL – such as data scientists, analysts, ad/marketing ops personnel, product managers and account managers. One benefit of migrating or building advertising and marketing workloads on the most widely adopted cloud is the number of integrations and distribution channels connecting shared data with flexibility and interoperability. Whether you are seeking third party data or tools for better managing first party data, there are both AWS and third-party solutions offered in the AWS Data Exchange, AWS Marketplace, along with the largest community of AWS Partner Network (APN) members, including Upsolver. “As a global leader in smart ad serving, omnichannel personalization, and consumer intelligence, Clinch ingests and processes billions of events per day into our AWS data lake, a scenario that is largely supported by Upsolver” said Yaron Cohen, Vice President of Research and Development at Clinch. “As a global leader in smart ad serving, omnichannel personalization, and consumer intelligence, Clinch ingests and processes billions of events per day into our AWS data lake, a scenario that is largely supported by Upsolver” said Yaron Cohen, Vice President of Research and Development at Clinch. “The self-serve, intuitive operability offered by Upsolver has driven an immense amount of efficiency and speed to my team, and enables us to deliver new features quickly that improve ROI for our customers.” Together, Upsolver and AWS help serve the analytics needs of advertising and marketing firms such as AppsFlyer, SimilarWeb, Clinch, Peer39, Mantis, BigaBid and MediaSense. Support for AWS Redshift Serverless is Upsolver’s latest advancement in supporting AWS customers, who can use Upsolver with a broad range of services including Amazon Simple Storage Service (Amazon S3), Amazon Athena, Amazon Kinesis, Amazon Managed Streaming for Apache Kafka (Amazon MSK), Amazon Redshift, Amazon SageMaker and more. Sign up for a 30-day risk-free trial of SQLake today, after which usage is charged at 10 cents / GB of data ingested, with unlimited pipelines and no minimum commit. Upsolver is available for subscription on AWS Marketplace. About Upsolver Upsolver is a tight-knit group of data engineers and infrastructure developers obsessed with removing the friction from building data pipelines, in order to accelerate the real-time delivery of big data to the people who need it. Founded in 2015 by data engineers Ori Rafael and Yoni Eini, Upsolver has grown from an Israeli-based venture focused on adtech to a global business serving customers across many industries including software, manufacturing, oil and gas, health care, and financial services. Upsolver’s platform enables a variety of high-value analytics use cases such as user behavior, IoT monitoring, and log analytics. Upsolver is headquartered in San Francisco with R&D centered in Tel Aviv. Customers span regions and industries, such as Cox Automotive, IronSource, ProofPoint and Wix. Its top-tier investors include Scale Venture Partners, Vertex Ventures US, Wing Venture Capital, and JVP. For more information, please visit www.upsolver.com.

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ViewLift Deploys Advanced Ads Solutions for Customers

ViewLift | November 21, 2022

ViewLift, a global leader in end-to-end streaming and OTT solutions, today announced the deployment of Advanced Ads Solution to help content monetization through Google Ads by enabling SDKs like PAL, Open Measurement, and Why This Ad (WTA) for its customers, helping them double their CPMs through Google Ads. Advanced Ads Solution is a new package of player-level implementation and certifications that allow you to specify who is watching and rule out the bots and fake ads. This implementation gives publishers a lot more comfort about who is watching. The basic version of Ads implementation already has many features and tools, such as creating any number of ads, organizing them into groups, implementing ad rotation, and more. One can also implement very complex ad settings to precisely target specific groups of users and types of content. Some of the features from business and customer points of view are: Features: Flexible ad types Monetize ad-block users Works on cached sites Click Fraud Protection Tracking & Reports Test ad networks Mobile ads Selling Ad Space Schedule ads Control the ad layout Manage unlimited ads Managing to make AMP ready page Powerful CPM building Monetize content Though this is a global phenomenon, it's highly relevant for the Indian market as a lot of businesses in India rely on advertisements to generate revenue. Deploying Advanced Ads from ViewLift will allow its customers to double their CPMs and fill rate with Google. Manik Bambha, Co-founder & President at ViewLift said, "Advanced Ads technology allows our clients to further utilize the benefits from Google Ads to monetize their content and practically double their earnings." Manik Bambha, Co-founder & President at ViewLift said, "Advanced Ads technology allows our clients to further utilize the benefits from Google Ads to monetize their content and practically double their earnings. The deployment of ViewLift’s PAL, WTA, and OM enhance the performance of advertisements by doubling up the CPMs and helping content owners save time and utilize the technology to its full potential.” About ViewLift ViewLift is a full-service digital content distribution platform empowering media companies, sports leagues and teams, broadcasters, and others to monetize their content through native branded apps on all major OTT devices. ViewLift operates across the digital ecosystem, understanding each device's unique requirements and best practices. ViewLift offers clients a range of monetization models on a proprietary platform with advanced analytics, tracking performance in real time.

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Proxima Releases Survey That Shows Where Advertisers Are Placing Their Bets For 2023

Proxima | November 16, 2022

Despite disappointing Q3 earnings for major ad platforms, a recent survey from data science company, Proxima, shows that marketers remain committed to ad platforms, even after a year of chaos and low satisfaction rates. While investors are scrutinizing the valuations of these platforms, the majority of consumer brands remain committed to digital advertising, both old and new channels, while seeking new ways to improve customer targeting. Approximately 80% of respondents report plans to maintain or increase their digital marketing budgets, including their spend on social media platforms, over the next quarter. With 40% of respondents reporting a negative impact on marketing effectiveness from Apple’s privacy changes, nearly 100% invested in at least one way to enhance performance including the use of attribution software, third-party data solutions, partnering with like-minded brands or investing more in creative development. Proxima surveyed more than 150 consumer retail brands to gauge how the changes in digital advertising over the past year have impacted their advertising budgets, overall effectiveness and future plans. Roughly half the respondents noted their top two challenges to marketing effectiveness have been “limited budgets” and “difficulty reaching their target customer,” with a disproportionate impact felt by smaller brands. “The combination of Apple’s new privacy policy, the economic environment and continuing supply chain issues have made 2022 one of the most chaotic years for consumer retail advertisers,” said Alex Song, CEO and founder of Proxima. “The combination of Apple’s new privacy policy, the economic environment and continuing supply chain issues have made 2022 one of the most chaotic years for consumer retail advertisers,” said Alex Song, CEO and founder of Proxima. “However, marketers are not walking away from these platforms and our data suggests that many brands are in fact finding innovation in the chaos and are prepared to embrace the upheaval moving forward.” Additional survey findings include: 75% of companies remain committed to industry leader, Facebook, despite roughly 60% reporting being neutral or dissatisfied with the ad platform. The marketing leaders surveyed show the greatest optimism for Google, with 85% of respondents planning to either increase or maintain their Google spend, suggesting brands are seeing dependable results in paid search. Advertisers may still be willing to experiment with platforms like TikTok that are growing in popularity but still maturing in their ability to deliver for advertisers. Roughly 43% of companies surveyed plan on increasing their TikTok spend, despite TikTok showing some of the lowest satisfaction scores, with 46% reporting dissatisfaction with the platform. Brands addressing targeting challenges head on are making progress. Just over 30% of participants report using third-party data solutions to increase marketing effectiveness, with 60% finding improved targeting and increased return on advertising spend (ROAS). As marketers look to 2023, they are identifying new ways to increase advertising effectiveness through partnership marketing, investing in creative and implementing third-party solutions. “Proxima is the key to customer acquisition after Apple’s privacy shake-up,” said Randall Stainton, Director of Growth, Finn. “They’ve been instrumental in improving advertising efficiency and helping us find new customers to grow our business.” About Proxima Proxima uniquely leverages a proprietary database of anonymized consumer data to help brands better reach the right consumers across all major platforms. Proxima is platform agnostic and delivers a return on advertising spend that’s on average 40% more efficient than standard campaigns. Some of Proxima’s customers include KISS, Apt2B, Kindra, Act + Acre Haircare, Gobble and more.

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