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Measured | October 04, 2022
Measured has launched new tools and features to help marketers maximise advertising ROI and find new ways to grow. The latest product launch also marks Measured’s official arrival in the UK market to revolutionise how British retailers measure – and spend - their media budgets. Measured is the only media optimisation platform that reveals the true incremental contribution of advertising spend to business results.
“Marketers are under constant pressure to not only prove the business impact of every dollar they spend, but also predict the impact of every dollar they plan to spend,” said Trevor Testwuide, co-founder and CEO at Measured.
“Marketers are under constant pressure to not only prove the business impact of every dollar they spend, but also predict the impact of every dollar they plan to spend,” said Trevor Testwuide, co-founder and CEO at Measured. “That pressure is even more intense when there is uncertainty about the future, like the threat of a recession. By unlocking the power of the industry’s largest collection of media incrementality intelligence, Measured tools enable customers to continuously adapt and optimise media for their business-critical metrics.”
Measured customers take scalpel to waste in marketing spend
With the current recession in the UK, businesses are looking for ways to save money. Measuring the incremental contribution media investments make to business results can identify where to eliminate waste and determine the right channels, campaigns, and tactics to focus on to remain profitable.
“By automatically calculating the estimated outcomes of proposed changes to our media mix, Media Plan Optimiser enables us to make confident decisions about spend allocation,” said Eli Esagoff, Growth Marketer at True Classic. “The ability to choose from different levels of intensity, based on budget flexibility and appetite for change, means it’s great for any type of advertiser. The tool has saved our team a lot of time deliberating over marketing mix decisions.”
In the last year, Measured has been used by brands to optimise more than £3.65 billion in global advertising spend. Marketers at leading UK consumer brands, including MADE, Dermalogica UK, AB InBev UK and Stance, trust Measured to connect advertising spend to business results and answer the toughest marketing questions being asked by executives and stakeholders.
New tools give marketers true visibility over how spend drives results
Measured’s Media Plan Optimiser and a new benchmark comparison tool provide marketers with instant insights and recommendations to drive media efficiency and maximise the impact of their media spend.
The Media Plan Optimiser saves time and reduces guesswork with accurate, automated spend recommendations for every channel and tactic. Using incrementality-driven allocation technology, integrated with company performance data, it shows how to generate the best results on every channel, while taking into account the diminishing returns of increasing spend. With customisable budgets, objectives, and optimisation strengths, advertisers can run and compare multiple scenarios in minutes to uncover opportunities to increase efficiency, scale, and diversify spend.
With the new benchmarks' comparison feature, brands can also compare their critical media allocation, performance, and growth metrics against other brands in the Measured portfolio. By tracking costs, spend allocation, and results of similar brands, advertisers can identify market trends and reveal new channels or tactics worth exploring.
Continuously updated with cross-portfolio data and insights from ongoing incrementality testing, marketers can use comparison data to answers questions like:
Do I allocate more or less of my budget than my peers to certain channels or tactics?
Are my conversion rates similar to other brands?
Am I paying more than other brands for the same media?
Is my media driving more incremental sales than other brands in my category?
What other channels and tactics are working for my peer group that I should consider adding to my mix?
Incrementality measurement for media attribution gains momentum
As outdated models like multi-touch attribution break down due to increasing restrictions on how companies collect data and track users, incrementality-based attribution is on the rise as a reliable - and privacy compliant - method for measuring ad performance. Test and control experiments used to measure incrementality do not require tracking at the user level and can be used to determine which media channels or tactics contribute to business metrics - and by how much.
The Measured platform is anchored on results and data from thousands of incrementality experiments that were run by all types of businesses and measured against actual conversion data from the brands. This collection of incrementality intelligence, only accessible to Measured customers, continuously grows more powerful as it is updated with results from hundreds of ongoing in-market tests. For each new customer, Measured builds direct connections to each available data source, then applies proprietary incrementality insights to the brand data to enable optimisation across all media channels in just two weeks.
To find out more about Media Plan Optimiser and other tools available with the Measured platform visit: https://www.measured.com/products/measured-mdecisions-cross-channel-source-of-truth-reporting/
Measured helps brands maximize marketing efficiency and find new ways to grow with the only incrementality measurement approach that demonstrates the true business contribution of each advertising dollar spent. Through Measured's award-winning platform, marketers get access to the industry’s largest collection of incrementality intelligence and to customizable tools that enable them to validate, optimize, plan and test investments for every critical media channel and tactic. Since 2017, leading brands like Crocs, Faherty Brand, Parachute, Vuori, and Patagonia, have trusted incrementality insights from Measured for spend attribution and optimization, performance reporting, scenario planning, and experimentation. www.measured.com
FuboTV | October 04, 2022
FuboTV Inc. (NYSE: FUBO), the leading sports-first live TV streaming platform, announced today a significant improvement on advertising campaigns transacted using Unified ID 2.0 (UID 2.0) through The Trade Desk’s platform. The first connected TV (CTV) partner to adopt the open-source, interoperable identity initiative, FuboTV has since seen a spend growth rate 112.8% faster than the increase in available impressions. This means advertisers were able to more precisely serve ads, while FuboTV was able to maximize yield and efficiencies for its available inventory, which is entirely addressable, premium video content.
A success for both the buy side and sell side, advertiser spend increased by 61.5% year-over-year, ad impressions increased by 25% year-over-year in addition to an increase in CPMs year-over-year for campaigns transacted through FuboTV using the identity solution.
Advertisers leveraging UID 2.0 can seamlessly tap into first-party data across devices including CTV to achieve reach and scale. In fact, an e-commerce retailer with a large first-party CRM data set that was using UID 2.0 saw better than average performance on campaigns transacted through FuboTV’s ad inventory. Cost per action (CPA) was reduced by 9%, conversion rate was 25% stronger and return on ad spend (ROAS) improved by 14% when compared to overall average campaign performance.
Unified ID 2.0 is a new industry-wide approach to internet identity that aims to preserve the value of relevant advertising while prioritizing consumer privacy and transparency. The solution also decreases the industry’s reliance on third-party cookies, which only account for browser-based environments.
“As the first CTV partner to adopt Unified ID 2.0, FuboTV is constantly innovating to remain at the forefront of advertising technology for streaming,” said Chris Flatley, VP, advertising sales, FuboTV.
“As the first CTV partner to adopt Unified ID 2.0, FuboTV is constantly innovating to remain at the forefront of advertising technology for streaming,” said Chris Flatley, VP, advertising sales, FuboTV. “The results we’ve achieved since partnering with The Trade Desk on Unified ID 2.0 are a testament to the power of identity-based solutions. We’re just getting started with UID 2.0 and are looking forward to bringing the benefit to even more advertisers across FuboTV’s premium CTV inventory.”
“CTV is a proving ground for new approaches to identity with ID solutions such as Unified ID 2.0, which are aiming to create a more consistent advertising experience across digital media,” said Ash Gangwar, general manager of TV partnerships, The Trade Desk. “As a leader in the CTV space, FuboTV understands the growing importance and benefits of an alternative – identity solution for advertisers, publishers and the consumer."
An increasing number of publishers, supply-side platforms and data and measurement partners are collaborating around Unified ID 2.0 with the goal of achieving a better approach to identity across the open internet. For more information about Unified ID 2.0, please visit the Unified ID solution site.
With a mission to build the world’s leading global live TV streaming platform with the greatest breadth of premium content and interactivity, FuboTV Inc. (NYSE: FUBO) aims to transcend the industry’s current TV model. FuboTV Inc. operates in the U.S., Canada, France and Spain.
Leveraging its proprietary data and technology platform optimized for live TV and sports viewership, FuboTV Inc. aims to turn passive viewers into active participants and define a new category of interactive sports and entertainment television. The company's sports-first cable TV replacement product, FuboTV, offers U.S. subscribers more than 125 live sports, news and entertainment networks in its base package and is the only live TV streaming platform with every Nielsen-rated sports channel (source: Nielsen Total Viewers, 2021). Subscribers can interact with FuboTV’s live streaming experience through Fubo Sportsbook (in markets where available), free games and pick’ems, which are integrated into select sports content.
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Moloco | October 03, 2022
Moloco, a machine learning company, today announced that advertising and search product executive Bill Michels has been appointed General Manager of Moloco’s Retail Media business unit. Prior to joining Moloco, Bill Michels was the Executive Vice President of Product at The Trade Desk.
Michels brings more than two decades of successful leadership across product management, engineering, data strategy, and business development for some of the definitive companies in advertising and search. He was previously Chief Data Officer at Foursquare after spending 10 years at Factual, most notably as Chief Operating Officer responsible for product, engineering, and data partnerships before its merger with Foursquare. While at Yahoo!, as Senior Director of Product Management, Michels worked in Search, where he launched and led Yahoo! BOSS and several initiatives for international search monetization.
In this newly created role, he will oversee product and business development for Moloco’s continued innovation in the retail media category. Notably, Michels’ search experience will be invaluable to further capitalize on Moloco’s use of first-party intent signals from shopper’s search, browse, and purchase history to show relevant, highly performant ads right at the point of purchase.
“Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco.
“Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Our team is looking forward to his leadership and collaboration as we make progress toward our goal of creating a more equitable and profitable digital economy for companies of all sizes.”
Retail media is estimated to reach $100 billion1 over the next five years and is one of the fastest-growing segments of the digital marketing industry. While large online retailers such as Amazon have demonstrated that retail media drives profitability, sales acceleration, merchant revenue, and customer satisfaction, most companies don’t have the resources, time, or expertise to develop an in-house performant sponsored search solution that scales. Moloco’s Retail Media Platform uses advanced machine learning to securely unlock the value of an e-commerce marketplace’s own first-party user data and automate highly relevant sponsored ads throughout the buyer journey. With Moloco, marketplaces enhance, rather than disrupt, the shopping experience and drive demand for their merchants when and where it matters most.
“Building upon the world-class machine learning infrastructure that Moloco has created for its Moloco Cloud DSP product, we are able to provide marketplaces and their merchants with a powerful platform to grow their business, while providing consumers with highly personalized experiences,” said Bill Michels, GM Retail Media Platform, Moloco. “It’s an exciting opportunity to build a product that leverages rich first-party signals to optimize for the multiple constituents in Retail Media - retailers or marketplaces, merchants, and consumers. Moloco’s Retail Media Platform touches on several components throughout my career and I am looking forward to leveraging them to build something special with the amazing team here.”
Michels holds an MBA from Columbia Business School where he was a Beta Gamma Sigma Scholar. He earned his BA from Colby College. Michels lives in Southern California and will work closely with Moloco’s Retail Media business and product teams around the globe.
Moloco’s goal is to make the digital economy more equitable and profitable by delivering advanced machine learning to companies of all sizes. With Moloco’s machine learning platform for growth and performance, every app publisher and online retailer can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to scale user acquisition quickly and achieve greater lifetime value through battle-tested prediction models. Moloco Retail Media Platform enables online retailers and marketplaces to establish their own performance ad business. Moloco was founded in 2013 by a team of former Google machine learning engineers. Headquartered in Redwood City, Calif., Moloco has nine offices across the US, UK, Korea, China, Japan, and Singapore. For more information, visit www.moloco.com.