Lay's, Anzu, Eskimi | November 01, 2022
One of the world’s largest and best-known snack companies, Lay’s, partnered with Eskimi, a full-stack programmatic data platform, and Anzu.io, the world’s most advanced in-game advertising company, to launch an intrinsic in-game video ad campaign to promote its potato chips among the mobile gaming audience in Latvia.
Lay’s wanted to leverage gaming to help it reach its target audience of 18-34s and worked with Anzu and Eskimi to get in front of Latvian gamers in the most engaging and non-disruptive way.
Lay's in-game video ad campaign featured in titles such as Gravity Rider Zero.
The 6-second videos, which were to the point and showcased Lay’s products in a quick and effective manner, worked extremely well in the fast-paced gaming environment and achieved a 92.5% video completion rate, a 98% viewability rate measured by Anzu’s patented 3D ad tracking engine, and cyber security platform HUMAN reported a 0% invalid traffic score for the campaign, reinforcing the low fraud rates associated with gaming environments.
“We are very satisfied with the campaign. It allowed us to reach players who are fully focused on their game and won’t tolerate any intrusive advertising. With such high engagement, it’s no wonder we were able to achieve such high completion rates. Only a few ad platforms provide such high-quality placements.”- Kristaps Osis, Key Digital Transformation Specialist, Omnicom Media Group Latvia
“The huge success Lay’s has seen from this programmatic campaign demonstrates the power that short-form video ads have in gaming environments if you get them right. By using the 6-second format, keeping the videos to the point, and effectively showcasing their products throughout, Lay’s were able to spread awareness and engage thousands of gamers in a way that was complimentary to the gameplay.” - Chaim Berko, Senior Programmatic Account Manager EMEA, Anzu
“The huge success Lay’s has seen from this programmatic campaign demonstrates the power that short-form video ads have in gaming environments if you get them right. By using the 6-second format, keeping the videos to the point, and effectively showcasing their products throughout, Lay’s were able to spread awareness and engage thousands of gamers in a way that was complimentary to the gameplay.” -Chaim Berko, Senior Programmatic Account Manager EMEA, Anzu
“In-game is dominating the Baltics! There’s no better way to showcase the intrinsic in-game opportunity than with a globally established brand like Lay’s. We continuously encourage brands to think about the unique gaming environment. Lay’s video perfectly blends into the game as it is short, includes distinctive images and the brand’s logo. We hope to see more FMCG brands dipping into in-game advertising. Let’s not forget that 80% of gamers drink or eat while gaming. These results scream FMCG!” -Gabriele Vileikyte, Product Manager, Eskimi
VideoAmp | October 06, 2022
VideoAmp, an advertising measurement and optimization platform, has released “Second-by-Second Ads Viewership” as a new measurement offering to strengthen their currency solutions. As an enhancement to their advertising measurement solution, the offering enables TV publishers and advertisers to harness the power of VideoAmp’s commingled dataset to better assess advertiser performance and benchmark against program averages. Leveraging actualized results with inputs from both Smart TV ACR and STB viewership data across more than 39M homes, advertisers and publishers gain access to second-by-second commercial performance data in a flexible user interface.
By utilizing VideoAmp’s proprietary commingled dataset, VideoAmp is solving for the inconsistencies and limitations of using a single data source. Additionally, while other in-market currency providers use average commercial viewership, which gives all commercials within a program the same rating, VideoAmp is offering distinct second-by-second measurement for each advertisement within a program or event, providing the ability for:
Publishers to increase the value of their inventory with more accurate commercial and program viewership insights. Publishers can demonstrate how advertiser reach builds throughout a program, optimize inventory allocation based on exact commercial viewership throughout the program and understand viewership trends to inform content optimization.
Advertisers can evaluate the performance of their specific commercial spots and optimize investment allocation to maximize audience reach. With this dashboard, advertisers can analyze their commercial performance vs. the average within a given program, analyze the impact of frequency throughout a program and identify optimal ad placement to maximize reach.
BET engaged with VideoAmp to explore advanced metrics leveraging the Second-by-Second offering to understand key moments during the 2022 BET Awards. The engagement was designed to evaluate the effectiveness of the BET Awards in reaching high-value audiences across BET.
“Access to second-by-second level data gives BET a unique opportunity to hyper-target and pinpoint content that resonates with our audiences and drives success. Our teams utilized this transformative data to identify the most compelling program elements, such as show performances, commercials, host presentations, and more,” said Berj Kazanjian, Senior Vice President of Ad Sales Research at BET. “These advanced metrics allow us to enhance our content, further our reach, and deepen our engagement with our community.”
Some of the insights provided within the Second-by-Second measurement solution include:
Average Commercial Audience
Average Program Audience
Incremental Cumulative Reach
“Having a true breakdown of viewership during every second of a program is game changing. Average Commercial Minute is a compromise the industry has had to make due to a lack of fidelity in panel-based measurement. Big Data enables buyers and sellers to know exactly how every spot in a program performs – from exact-second start to exact-second stop,” said Tony Fagan, Chief Technology Officer of VideoAmp. “Being able to tell a unique story for each advertiser during a program and make use of the granular insights that have often been lost or overlooked, is a major step forward.”
“Having a true breakdown of viewership during every second of a program is game changing.” said Tony Fagan, Chief Technology Officer of VideoAmp.
Over the past year, VideoAmp has seen accelerated growth and market adoption for its measurement and currency solutions across the advertising ecosystem. The company has built a media currency with software solutions that empower the world’s largest advertisers, agencies and publishers to extract more sales and revenue from their media and content investments.
VideoAmp is an advertising measurement and optimization platform increasing the value of advertising by redefining how media is valued, bought and sold. Our platform automates advertising workflows, deduplicates audiences across traditional TV, streaming video, digital media and walled gardens and connects media exposures to an advertiser’s sales. By unlocking new value for the entire ecosystem, our platform allows the world’s largest advertisers, agencies and publishers to align on VideoAmp’s independent measurement as a new media currency to transact against.
We are transforming a 100-year-old industry by powering a more effective three-way value exchange that results in increasing the return on media investment for advertisers, increasing revenue for publishers and providing a better viewing experience for consumers. VideoAmp is headquartered in Los Angeles with offices across the United States. To learn more, visit videoamp.com.
BET, a unit of Paramount (NASDAQ: PARAA; PARA; PARAP), is the nation’s leading provider of quality entertainment, music, news and public affairs television programming for the African American audience. The primary BET channel is in 125 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, sub-Saharan Africa and France. BET is the dominant African-American consumer brand with a diverse group of business extensions including BET+, the preeminent streaming service for the Black audience; BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET HER, a 24- hour entertainment network targeting the African-American Woman; BET Music Networks – BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, a growing BET festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.
Tylie Ad Solutions, Peach | September 29, 2022
Leading ad tech service provider Tylie Ad Solutions and Peach, a global market leader in video advertising workflow and delivery, today announced a new technology integration using Peach’s API to automate and streamline workflow, effectively speeding up error-free global delivery of broadcast assets and Traffic and Clearance services.
Developed specifically for Tylie client Airbnb, the integration empowers Tylie to perform as an international advertisers’ traffic department, with capabilities to centralize asset storage, post production workflow, and activate global campaigns across the United States, Europe and Latin America. Previously, Airbnb distributed their domestic campaigns globally by engaging multiple entities and various workflows. Now, thanks to Tylie’s integration using Peach’s Partner API, Airbnb is launching campaigns from within the Tylie Tandem platform, marking a streamlined option for international activation. The integration is available to all Tylie clients.
The announcement follows Tylie’s Q2 alliance with The TEAM companies, which enables music, talent and element rights directly from within Tylie Tandem, a collaborative cross-screen management platform.
“Tylie continues to push for greater flexibility and improved options for our clients,” said Tyler Savage, President of Tylie Ad Solutions.”
“Tylie continues to push for greater flexibility and improved options for our clients,” said Tyler Savage, President of Tylie Ad Solutions.” This integration adds key global capabilities to Tylie’s offerings, helping us offer flexible solutions that meet the unique needs of our clients while saving both time and budget while eliminating inefficiencies.”
Doug Conely, Chief Product and Technology Officer at Peach, said: “Advertisers and agencies want to work with software tools that they know will save them time and money and provide the technological capabilities they need to deliver campaigns. Integrations like this, with an open ecosystem mindset, enable partners like Peach and Tylie to support their clients."