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From marketing and advertising blend to internet marketing impact modeling

DAVID KEITH | March 16, 2020 | 214 views

With the stop of cookie-centered person journey tracking looming on the horizon, desire in marketing and advertising idea and techniques from the pre-attribution era is on the rise all over again. This is lousy information for the several ad tech vendors who count on cookie-based knowledge, but excellent information for the advertising business. Just after ten several years of regular hoopla, attribution modelling, together with multi-contact attribution, has hardly ever proven to be the guaranteed-hearth way of raising internet marketing success it promised to be. It is this significantly common realization that received the stone rolling in the very first location. Tightening GDPR cookie consent restrictions and Google’s announcement of programs to eliminate third-social gathering cookies by 2020 are only accelerating their drop. A couple months back, Adidas said that its attribution types tended to generate erroneous results these as suggesting that functionality advertising and marketing is the theory driver of e-commerce gross sales. Through econometrics, Adidas ultimately learned that the position of video and other brand name-centered routines had been vastly underestimated.

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Symmetri Marketing Group

Symmetri Marketing Group is a full-service, integrated, business-to-business agency. Our passion is born out of a desire to help organizations uncover their brand promise, and realize the power of truly integrated traditional and digital communications. We are a team of sales, marketing, creative and digital professionals who leverage a unique blend of expertise and experience to deliver results-driven solutions for business-to-business clients. Symmetri understands complex products and service offerings and turns that understanding into relevant, meaningful and highly effective communications and engaging experiences.

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

Article | August 2, 2022

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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DISPLAY ADVERTISING

Which Online Advertising Strategy Is Right For Your Business?

Article | July 8, 2022

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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RETARGETING

Alex Webb: More kids with smartphones spells advertising bonanza

Article | July 20, 2022

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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Amazon Big Game Ad Tallies the Most Views via YouTube AdBlitz

Article | February 10, 2020

YouTube revealed the five most-viewed Super Bowl LIV ads on its YouTube AdBlitz portal for Big Game spots. YouTube ads marketing cultural moments and trends lead Gina Shalavi unveiled the top five by views as of 11:59 p.m. ET Feb. 5, as well as short descriptions of the ads, in a blog post Monday. Amazon topped the list by asking, “What did we do before Alexa?” Shalavi wrote, “With a medieval theme, people cover everything, from the temperature to news to jokes, all features on Alexa.” The spot features Ellen Degeneres and Portia de Rossi. Bill Murray helped drive Jeep to the second spot with Groundhog Day, and Shalavi wrote, “Murray takes a groundhog and escapes in an orange Jeep for endless adventures.”

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ADVERTISER PLATFORMS

4 Ad Performance Metrics You Should Track

Article | August 2, 2022

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.

Read More
DISPLAY ADVERTISING

6-second Video Ads: Delivering Key Messages & Driving Results

Article | July 8, 2022

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.

Read More
RETARGETING

Contextual Targeting: Why is It Important?

Article | July 20, 2022

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.

Read More

Amazon Big Game Ad Tallies the Most Views via YouTube AdBlitz

Article | February 10, 2020

YouTube revealed the five most-viewed Super Bowl LIV ads on its YouTube AdBlitz portal for Big Game spots. YouTube ads marketing cultural moments and trends lead Gina Shalavi unveiled the top five by views as of 11:59 p.m. ET Feb. 5, as well as short descriptions of the ads, in a blog post Monday. Amazon topped the list by asking, “What did we do before Alexa?” Shalavi wrote, “With a medieval theme, people cover everything, from the temperature to news to jokes, all features on Alexa.” The spot features Ellen Degeneres and Portia de Rossi. Bill Murray helped drive Jeep to the second spot with Groundhog Day, and Shalavi wrote, “Murray takes a groundhog and escapes in an orange Jeep for endless adventures.”

Read More
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Spotlight

Symmetri Marketing Group

Symmetri Marketing Group is a full-service, integrated, business-to-business agency. Our passion is born out of a desire to help organizations uncover their brand promise, and realize the power of truly integrated traditional and digital communications. We are a team of sales, marketing, creative and digital professionals who leverage a unique blend of expertise and experience to deliver results-driven solutions for business-to-business clients. Symmetri understands complex products and service offerings and turns that understanding into relevant, meaningful and highly effective communications and engaging experiences.

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Ocean Outdoor and SmartMedia Technologies enter exclusive partnership to power OOH brand experiences

prnewswire | March 28, 2023

Premium digital out of home (DOOH) media owner Ocean Outdoor has announced an exclusive partnership with the Web3 engagement platform SmartMedia Technologies (SMT). The collaboration allows Ocean to leverage The SmartMedia Stack, SMT's self-serve, no-code, drag, drop and distribute studio, further elevating the connection between large format digital outdoor and mobile screens for brands seeking immersive audience experiences. Using Ocean Labs' technology packages and fast wifi connections, outdoor audiences can connect to full motion screens via their mobile phones to access token powered games, either collecting objects in real time or using their handsets to control different objects to receive a branded or personalised NFT (non-fungible token), powered by SMT. Once collected, these tokens are then added to virtual wallets to be redeemed for prizes, samples or offers either immediately at the point of play, in store or online as part of advertising promotions. Catherine Morgan, managing director of Ocean Labs, said: "The opportunity to host seamless easy to access memorable experiences on Ocean screens which respond in real time to individual interactions is clearly a winning formula for brands looking to build engagement and loyalty out of home. Working with SMT, we will also look to extend real world OOH interactions into Web3 virtual experiences, allowing players to redeem their virtual tokens in other realms." The partnership follows the success of Lacoste Heroes, Coty's experiential fragrance sampling and pop-up at Westfield London. The activation was the centrepiece for a nationwide virtual treasure hunt in which Coty offered 120,000 NFTs for collection via an AR game accessed through QR codes on Ocean's wider DOOH network. The campaign delivered impressive results attracting 92,000 total unique visitors and 34,600 AR game users. Some 24,012 gifts were redeemed, with 49% of players redeeming their free sample through the AR experience against a benchmark of 35%. 23,837 users opted-in to e-marketing. Tyler Moebius, CEO of SmartMedia Technologies, said: "Pairing SmartMedia Technologies' enterprise engagement platform with Ocean Outdoor's market-leading screen offerings enables us to bring yet another revolutionary new layer of interactivity and attribution to our client's campaigns." "Our mobile experiences enable marketers to seize the decisive moment they capture a consumer's attention with an eye-catching social media campaign, QR code on their packaging or an unmissable offer on Ocean Outdoor's OOH screens and immediately drive them into highly engaging activations that surprise, delight and captivate. We're excited to continue working with Ocean Outdoor supercharging dwell time and brand affinity through our powerful DTC offerings, which deliver unparalleled attribution, first party data capture and ROI for our partners." About Ocean Outdoor A partner company of Atairos, the independent strategic investment company, Ocean Outdoor is the leading operator of digital out of home (DOOH) advertising across the UK, Northern and Continental Europe. The Group's network of 4,000+ screens covers seven countries and 351 cities, with its technological capabilities delivering the most impactful and measurable DOOH brand and advertising experiences. Ocean's portfolio comprises of some of the most iconic locations including the Piccadilly Lights and the BFI IMAX and the company also works closely with high-profile landlords, including Landsec, Unibail-Rodamco-Westfield (URW), the BFI, Nuveen and the Canary Wharf Group, as well as major city councils on the development of its network. To date the Group's growth has been driven by tender wins and the rollout of new locations, as well acquisitions that complement the existing portfolio. Since 2018, Ocean has completed seven acquisitions which has enabled it to expand its UK footprint into the Netherlands, the Nordics and Germany.

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AD NETWORKS

DoubleVerify Continues Connected TV Momentum as Media Quality Measurement is Now Available to Netflix Advertisers

Business Wire | March 27, 2023

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced that DV’s measurement solutions are now available for all Netflix advertisers. With this release, Netflix advertisers can ensure that their video ads are safe from fraud and invalid traffic (“IVT”) and are fully viewable by real people. “Netflix is one of the world's largest streaming services and we are excited that our industry-leading solutions are now widely available for their advertisers,” said Mark Zagorski, CEO of DoubleVerify. “Our partnership ensures that campaigns on Netflix fulfill essential quality standards that drive optimal outcomes. At DoubleVerify, we are committed to delivering innovative, accredited, and independent quality measurement products that maximize advertising performance. We continue to expand our unmatched coverage across CTV platforms like Netflix, and wherever advertisers engage consumers of premium video." DV is one of the few measurement providers selected to extend coverage to Netflix. With DV’s quality measurement technology, advertisers benefit from: Fraud Protection: DV identifies and protects advertisers against fraud and IVT from hijacked devices to bot manipulation. Viewability Measurement: DV provides comprehensive viewability authentication, offering clarity into whether an ad has the opportunity to be seen. DV sets itself apart in the CTV category, with cutting-edge solutions that cover all CTV inventory, from pre-bid avoidance to post-bid monitoring. DV allows advertisers to compare media quality and performance consistently, ensuring that their advertising budget is efficiently and effectively delivered across all screens and devices. This unlocks measurement parity and provides advertisers with a high level of confidence in CTV advertising. For more information about DoubleVerify, visit http://www.doubleverify.com. About DoubleVerify DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.

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ADVERTISER PLATFORMS

System1 Wins Microsoft Advertising’s Supply Partner of the Year Award for Second Consecutive Year

Business Wire | March 24, 2023

System1, Inc. (NYSE: SST), an omnichannel customer acquisition marketing platform, announced today that it has been named Microsoft Advertising’s 2023 Supply Partner of the Year Americas for the second year in a row. The highly coveted award is given to the supply partner who has shown excellence in partnership with Microsoft Advertising across the board. System1 has a longstanding relationship with Microsoft spanning over 8 years, and in 2022 worked closely with the Microsoft Bing team to implement telemetry across our network to help pave the way for future feature adoption as Microsoft continues to innovate. “Winning the supply partner of the year award two years in a row is a validation of our team's commitment to excellence, innovation, and delivering exceptional value to our customers. We couldn't do this without the collaboration of our Microsoft partnership,” said Kerstin Gibson, Senior Vice President Strategic Partnerships, System1. “Microsoft Advertising is delighted to show our appreciation and acknowledge System1’s deserved win with the Supply Partner of the Year, Americas award. The caliber of nominations this year was the best we have ever seen, and this makes our winners’ achievements all the more significant,” added Katherine Eills, Global Partner and Awards Lead, Microsoft Advertising. About System1, Inc. System1 combines best-in-class technology & data science to operate its advanced Responsive Acquisition Marketing Platform (RAMP). System1’s RAMP is omnichannel and omnivertical, and built for a privacy-centric world. RAMP enables the building of powerful brands across multiple consumer verticals, the development & growth of a suite of privacy-focused products, and the delivery of high-intent customers to advertising partners. For more information, visit www.system1.com.

Read More

ADVERTISER PLATFORMS

Ocean Outdoor and SmartMedia Technologies enter exclusive partnership to power OOH brand experiences

prnewswire | March 28, 2023

Premium digital out of home (DOOH) media owner Ocean Outdoor has announced an exclusive partnership with the Web3 engagement platform SmartMedia Technologies (SMT). The collaboration allows Ocean to leverage The SmartMedia Stack, SMT's self-serve, no-code, drag, drop and distribute studio, further elevating the connection between large format digital outdoor and mobile screens for brands seeking immersive audience experiences. Using Ocean Labs' technology packages and fast wifi connections, outdoor audiences can connect to full motion screens via their mobile phones to access token powered games, either collecting objects in real time or using their handsets to control different objects to receive a branded or personalised NFT (non-fungible token), powered by SMT. Once collected, these tokens are then added to virtual wallets to be redeemed for prizes, samples or offers either immediately at the point of play, in store or online as part of advertising promotions. Catherine Morgan, managing director of Ocean Labs, said: "The opportunity to host seamless easy to access memorable experiences on Ocean screens which respond in real time to individual interactions is clearly a winning formula for brands looking to build engagement and loyalty out of home. Working with SMT, we will also look to extend real world OOH interactions into Web3 virtual experiences, allowing players to redeem their virtual tokens in other realms." The partnership follows the success of Lacoste Heroes, Coty's experiential fragrance sampling and pop-up at Westfield London. The activation was the centrepiece for a nationwide virtual treasure hunt in which Coty offered 120,000 NFTs for collection via an AR game accessed through QR codes on Ocean's wider DOOH network. The campaign delivered impressive results attracting 92,000 total unique visitors and 34,600 AR game users. Some 24,012 gifts were redeemed, with 49% of players redeeming their free sample through the AR experience against a benchmark of 35%. 23,837 users opted-in to e-marketing. Tyler Moebius, CEO of SmartMedia Technologies, said: "Pairing SmartMedia Technologies' enterprise engagement platform with Ocean Outdoor's market-leading screen offerings enables us to bring yet another revolutionary new layer of interactivity and attribution to our client's campaigns." "Our mobile experiences enable marketers to seize the decisive moment they capture a consumer's attention with an eye-catching social media campaign, QR code on their packaging or an unmissable offer on Ocean Outdoor's OOH screens and immediately drive them into highly engaging activations that surprise, delight and captivate. We're excited to continue working with Ocean Outdoor supercharging dwell time and brand affinity through our powerful DTC offerings, which deliver unparalleled attribution, first party data capture and ROI for our partners." About Ocean Outdoor A partner company of Atairos, the independent strategic investment company, Ocean Outdoor is the leading operator of digital out of home (DOOH) advertising across the UK, Northern and Continental Europe. The Group's network of 4,000+ screens covers seven countries and 351 cities, with its technological capabilities delivering the most impactful and measurable DOOH brand and advertising experiences. Ocean's portfolio comprises of some of the most iconic locations including the Piccadilly Lights and the BFI IMAX and the company also works closely with high-profile landlords, including Landsec, Unibail-Rodamco-Westfield (URW), the BFI, Nuveen and the Canary Wharf Group, as well as major city councils on the development of its network. To date the Group's growth has been driven by tender wins and the rollout of new locations, as well acquisitions that complement the existing portfolio. Since 2018, Ocean has completed seven acquisitions which has enabled it to expand its UK footprint into the Netherlands, the Nordics and Germany.

Read More

AD NETWORKS

DoubleVerify Continues Connected TV Momentum as Media Quality Measurement is Now Available to Netflix Advertisers

Business Wire | March 27, 2023

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced that DV’s measurement solutions are now available for all Netflix advertisers. With this release, Netflix advertisers can ensure that their video ads are safe from fraud and invalid traffic (“IVT”) and are fully viewable by real people. “Netflix is one of the world's largest streaming services and we are excited that our industry-leading solutions are now widely available for their advertisers,” said Mark Zagorski, CEO of DoubleVerify. “Our partnership ensures that campaigns on Netflix fulfill essential quality standards that drive optimal outcomes. At DoubleVerify, we are committed to delivering innovative, accredited, and independent quality measurement products that maximize advertising performance. We continue to expand our unmatched coverage across CTV platforms like Netflix, and wherever advertisers engage consumers of premium video." DV is one of the few measurement providers selected to extend coverage to Netflix. With DV’s quality measurement technology, advertisers benefit from: Fraud Protection: DV identifies and protects advertisers against fraud and IVT from hijacked devices to bot manipulation. Viewability Measurement: DV provides comprehensive viewability authentication, offering clarity into whether an ad has the opportunity to be seen. DV sets itself apart in the CTV category, with cutting-edge solutions that cover all CTV inventory, from pre-bid avoidance to post-bid monitoring. DV allows advertisers to compare media quality and performance consistently, ensuring that their advertising budget is efficiently and effectively delivered across all screens and devices. This unlocks measurement parity and provides advertisers with a high level of confidence in CTV advertising. For more information about DoubleVerify, visit http://www.doubleverify.com. About DoubleVerify DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.

Read More

ADVERTISER PLATFORMS

System1 Wins Microsoft Advertising’s Supply Partner of the Year Award for Second Consecutive Year

Business Wire | March 24, 2023

System1, Inc. (NYSE: SST), an omnichannel customer acquisition marketing platform, announced today that it has been named Microsoft Advertising’s 2023 Supply Partner of the Year Americas for the second year in a row. The highly coveted award is given to the supply partner who has shown excellence in partnership with Microsoft Advertising across the board. System1 has a longstanding relationship with Microsoft spanning over 8 years, and in 2022 worked closely with the Microsoft Bing team to implement telemetry across our network to help pave the way for future feature adoption as Microsoft continues to innovate. “Winning the supply partner of the year award two years in a row is a validation of our team's commitment to excellence, innovation, and delivering exceptional value to our customers. We couldn't do this without the collaboration of our Microsoft partnership,” said Kerstin Gibson, Senior Vice President Strategic Partnerships, System1. “Microsoft Advertising is delighted to show our appreciation and acknowledge System1’s deserved win with the Supply Partner of the Year, Americas award. The caliber of nominations this year was the best we have ever seen, and this makes our winners’ achievements all the more significant,” added Katherine Eills, Global Partner and Awards Lead, Microsoft Advertising. About System1, Inc. System1 combines best-in-class technology & data science to operate its advanced Responsive Acquisition Marketing Platform (RAMP). System1’s RAMP is omnichannel and omnivertical, and built for a privacy-centric world. RAMP enables the building of powerful brands across multiple consumer verticals, the development & growth of a suite of privacy-focused products, and the delivery of high-intent customers to advertising partners. For more information, visit www.system1.com.

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