How Nextdoor is using verified location data to quietly build a big ads business

KERRY FLYNN | February 8, 2019 | 139 views

Nextdoor, the 7-year-old social network for neighborhoods, is after more advertising dollars. The quick pitch: Nextdoor is home to only users with verified addresses across 190,000 U.S. neighborhoods. That means advertisers can target real people by their specific location, merging the online and offline worlds.

Spotlight

Urja Communications Pvt. Ltd.

In today’s world of RealTime marketing and the Internet of Things, where industries are being transformed and turned upside down, opportunity and threat lie so close together that it becomes crucial to go to market with distinctive communication, at dizzying speed, at scale. Digital agencies need to work closely, as extended arms of clients with the capability to create communication at scale, and furthermore, to produce, deploy and optimise the same at an equal pace.

OTHER ARTICLES
SOCIAL MEDIA ADVERTISING

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

Article | July 6, 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

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.

Read More
ADVERTISER CAMPAIGN MANAGEMENT

Alex Webb: More kids with smartphones spells advertising bonanza

Article | August 12, 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

Spotlight

Urja Communications Pvt. Ltd.

In today’s world of RealTime marketing and the Internet of Things, where industries are being transformed and turned upside down, opportunity and threat lie so close together that it becomes crucial to go to market with distinctive communication, at dizzying speed, at scale. Digital agencies need to work closely, as extended arms of clients with the capability to create communication at scale, and furthermore, to produce, deploy and optimise the same at an equal pace.

Related News

ADVERTISER PLATFORMS

Identity Resolution and Contextual Targeting Rank Highest Priority in Newly Released Publisher Study from InMobi Publisher Insight Survey

Business Wire | March 30, 2023

InMobi, a leading provider of content, monetization and marketing technologies that help businesses fuel growth, released a Publisher Insights Study to better understand publishers’ priorities in the ever-evolving landscape with 65% of respondents saying their key focus area for 2023 is identity resolution and contextual targeting. With Apple’s AppTrackingTransparency (ATT) in place and Google’s Android Privacy Sandbox on the horizon, the need for a ‘single view’ of the customer is paramount for publishers and advertisers alike. Publishers are seeking identity resolution functionalities to create targetable profiles that they can monetize. Publishers also prefer contextual targeting over behavioural targeting to offer advertisers relevant audiences without relying on an identifier. Closely tied to identity, audience insights and data enrichment are also key focus areas for publishers with more than 75% of respondents rating them their highest priority. As publishers now have greater control over first-party data, they are keen to monetize their audiences and unlock new audience segments by enriching their first-party data with the scale of third-party data to create a larger potential pool. Publishers also plan to prioritize user acquisition, cross-app promotions as well as new and unique formats in 2023, with over 50% of respondents rating those as their top focus areas. Unique ad formats include native ads and app-open ads (launched by Google). “Beyond ad monetization, publishers are looking for features to help them understand and unlock the potential of their user data in a privacy-first universe,” says Todd Rose, Senior Vice President of Addressability Solutions at InMobi. “This will help them better navigate the ever-changing ad tech and consumer privacy landscape.” About InMobi InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London and Dubai. To learn more, visit inmobi.com.

Read More

BRAND MARKETING

CitrusAd Brings Sponsorcart’s Shoppable Video to Retail Media

Business Wire | March 29, 2023

CitrusAd and sponsorcart.io partner to deliver on-site shoppable video ad technology to retail media networks in the U.S. and abroad. The CitrusAd and Sponsorcart partnership simplifies video campaign activation, and retail monetization, making it easier than ever for brand advertisers across the globe to activate shoppable video campaigns on retail media networks. Brands can implement, manage and scale video ad creative alongside, add-to-cart functionality for corresponding SKUs that enables closed-loop, transparent measurement of return-on-ad-spend (ROAS). The new, innovative video ad formats will drive high-impact engagement for brands and fetch greater CPM in the retailer’s revenue stream. “CitrusAd is excited to scale these dynamic and innovative video ad formats. Brands will be able to easily align commercial video assets with SKUs directly within the path-to-purchase in a shopper-relevant manner. These enhanced shopper experiences deliver tremendous storytelling power and an attractive way for retailers to expand their media offering,” said Adam Skinner, Managing Director, Retail Media Networks, CitrusAd. “Our goal was to make it easy for video to play a larger role in retail media. We are delighted to tie our video ad platform to CitrusAd to make shoppable video ad campaigns dynamically populate in a native and personalized manner with lightning-fast load times,” said Stephen Caffrey, CEO and co-founder of Sponsorcart. Advertisers spend $50BN per year in video ad spend as 66% of customers prefer video when learning about a new product. Retailers can improve customer experiences while earning up to five times CPM when adding video to advertising campaigns. Both companies will be at ShopTalk in LasVegas this week to provide further insight on the benefits of shoppable video. About Sponsorcart.io Sponsorcart.io is an onsite, end-to-end, shoppable video platform built for Retail Media Networks (RMNs). The platform makes it simple to launch and manage high-impact, unique video ad formats. Add-to-cart functionality provides closed-loop analytics for transparent and measurable ROI. Sponsorcart’s shopper centric, video solution appears natively along the path-to-purchase with dynamic SKU optimization led by privacy protected, first-party retailer data for personalized relevancy at scale. About CitrusAd CitrusAd is a leading retail media company and part of Epsilon, a global advertising and marketing technology company. The CitrusAd, powered by Epsilon platform, sits at the center of Publicis Groupe’s comprehensive, scalable retail media network offering. By harnessing the power of first-party data and industry-leading identity resolution, the unified, self-serve platform delivers shopper-relevant advertising experiences on commerce websites and across the open web resulting in higher conversions. Leading retailers across the globe rely on CitrusAd to help grow retail media as a core function for incremental media revenue and sales volume that delivers great ROI for brands. For more information, visit citrusad.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

ADVERTISER PLATFORMS

Identity Resolution and Contextual Targeting Rank Highest Priority in Newly Released Publisher Study from InMobi Publisher Insight Survey

Business Wire | March 30, 2023

InMobi, a leading provider of content, monetization and marketing technologies that help businesses fuel growth, released a Publisher Insights Study to better understand publishers’ priorities in the ever-evolving landscape with 65% of respondents saying their key focus area for 2023 is identity resolution and contextual targeting. With Apple’s AppTrackingTransparency (ATT) in place and Google’s Android Privacy Sandbox on the horizon, the need for a ‘single view’ of the customer is paramount for publishers and advertisers alike. Publishers are seeking identity resolution functionalities to create targetable profiles that they can monetize. Publishers also prefer contextual targeting over behavioural targeting to offer advertisers relevant audiences without relying on an identifier. Closely tied to identity, audience insights and data enrichment are also key focus areas for publishers with more than 75% of respondents rating them their highest priority. As publishers now have greater control over first-party data, they are keen to monetize their audiences and unlock new audience segments by enriching their first-party data with the scale of third-party data to create a larger potential pool. Publishers also plan to prioritize user acquisition, cross-app promotions as well as new and unique formats in 2023, with over 50% of respondents rating those as their top focus areas. Unique ad formats include native ads and app-open ads (launched by Google). “Beyond ad monetization, publishers are looking for features to help them understand and unlock the potential of their user data in a privacy-first universe,” says Todd Rose, Senior Vice President of Addressability Solutions at InMobi. “This will help them better navigate the ever-changing ad tech and consumer privacy landscape.” About InMobi InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London and Dubai. To learn more, visit inmobi.com.

Read More

BRAND MARKETING

CitrusAd Brings Sponsorcart’s Shoppable Video to Retail Media

Business Wire | March 29, 2023

CitrusAd and sponsorcart.io partner to deliver on-site shoppable video ad technology to retail media networks in the U.S. and abroad. The CitrusAd and Sponsorcart partnership simplifies video campaign activation, and retail monetization, making it easier than ever for brand advertisers across the globe to activate shoppable video campaigns on retail media networks. Brands can implement, manage and scale video ad creative alongside, add-to-cart functionality for corresponding SKUs that enables closed-loop, transparent measurement of return-on-ad-spend (ROAS). The new, innovative video ad formats will drive high-impact engagement for brands and fetch greater CPM in the retailer’s revenue stream. “CitrusAd is excited to scale these dynamic and innovative video ad formats. Brands will be able to easily align commercial video assets with SKUs directly within the path-to-purchase in a shopper-relevant manner. These enhanced shopper experiences deliver tremendous storytelling power and an attractive way for retailers to expand their media offering,” said Adam Skinner, Managing Director, Retail Media Networks, CitrusAd. “Our goal was to make it easy for video to play a larger role in retail media. We are delighted to tie our video ad platform to CitrusAd to make shoppable video ad campaigns dynamically populate in a native and personalized manner with lightning-fast load times,” said Stephen Caffrey, CEO and co-founder of Sponsorcart. Advertisers spend $50BN per year in video ad spend as 66% of customers prefer video when learning about a new product. Retailers can improve customer experiences while earning up to five times CPM when adding video to advertising campaigns. Both companies will be at ShopTalk in LasVegas this week to provide further insight on the benefits of shoppable video. About Sponsorcart.io Sponsorcart.io is an onsite, end-to-end, shoppable video platform built for Retail Media Networks (RMNs). The platform makes it simple to launch and manage high-impact, unique video ad formats. Add-to-cart functionality provides closed-loop analytics for transparent and measurable ROI. Sponsorcart’s shopper centric, video solution appears natively along the path-to-purchase with dynamic SKU optimization led by privacy protected, first-party retailer data for personalized relevancy at scale. About CitrusAd CitrusAd is a leading retail media company and part of Epsilon, a global advertising and marketing technology company. The CitrusAd, powered by Epsilon platform, sits at the center of Publicis Groupe’s comprehensive, scalable retail media network offering. By harnessing the power of first-party data and industry-leading identity resolution, the unified, self-serve platform delivers shopper-relevant advertising experiences on commerce websites and across the open web resulting in higher conversions. Leading retailers across the globe rely on CitrusAd to help grow retail media as a core function for incremental media revenue and sales volume that delivers great ROI for brands. For more information, visit citrusad.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

Events