Images in Paid Search Ads? Introducing Google’s New Gallery Ads!

ADEN ANDRUS | June 12, 2019 | 163 views

If a picture is worth a thousand words, how many text ads does that work out to? As great as paid search on Google is, it does have its limitations. It’s great to tell someone about how great your cruises are, but wouldn’t it be great if you could show someone what they’re like? Reading an ad about how tasty and fresh your food is can be nice, but does it make you salivate the way a good picture of steak does?

Spotlight

Flint Group of Agencies

Flint Group delivers strategic, integrated marketing, PR and communications expertise in both traditional and non-traditional spaces, blending the art, science and technology of our industry. Established in 1946, the agency employs more than 100 professionals throughout the upper Midwest and serves a diverse list of businesses, industries, government entities and not-for-profit clients. No matter the marketing communication challenge, we have diverse resources at the ready to deliver just the right mix of talent and expertise to meet our clients’ needs - not only from our agency, but from specialized insights and capabilities offered by our key partners throughout North America. We are committed to giving clients our all in, doing what’s right to help you grow your business and stay successful.

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Combat Video Ad Fatigue with Audio Advertising

Article | May 19, 2022

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.

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AD TECH AND MARTECH

Power up Your Mobile Ad Campaigns with These Four Tricks

Article | November 18, 2021

Did you know that there are over three billion smartphone users globally? While browsing through varied content, they see ads relevant to things they explore in their downloaded apps and games. In addition, they receive offers through SMS and see banner ads on websites they visit. These ads are a part of mobile ad campaigns specifically targeting a certain demographic. Some examples of mobile ads include carousel ads, image and text ads on Facebook, Snapchat filters and ads, video ads on YouTube, notifications from downloaded apps, ads that play between videos or games, and Instagram Story ads. Why are advertisers so keen on utilizing mobile ad campaigns? Mobile Ad Campaigns Speak the Revenue Language Marketers understand the power and impact of mobile phones on users’ lives. As a result, U.S. marketers spent a record 120 billion U.S. dollars on mobile promotion in 2020. (Statista). Mobile ad campaigns can achieve tremendous results and bring in revenue for you by creating a connection with the user through personalization and by catering to all kinds of online audience on-the-go. “The mobile device has become our communications hub, our diary, our entertainment portal, our primary source of media consumption, our wallet and our gateway to real-time information tailored to our needs. The revolution is now!” - Nihal Mehta, Founding General Partner at Eniac Ventures Mobile Advertising Covers All the Bases Companies engage in mobile advertising for objectives like lead generation, customer retention through new offers, brand engagement activities like contests, and creating awareness about a product or a service. Mobile ads are the preferred channel for advertising because: They are cost-effective Allow geo-targeting Get a quick response Can be easily tracked Let us look at all the tricks that can help you optimize your mobile ad campaigns. Grab the Users’ Attention Imagine mobile users aggressively scrolling on their phones. Your ad should make them stop and grab their attention enough to make them read it. The goals of your ad campaigns should be clear. If you are looking to redirect the user to your website or want them to click on the ad, your campaign execution should align with these goals. Adding Value Through Your Messaging Pushing your message effectively to the user can ensure the success of your campaign. Your text should be crisp and sharp, interesting yet simple to comprehend. Use popular phrases or buzz words to create a connection with the users. Don’t Underestimate Visual Appeal Visual appeal plays a vital role in the way users react to ads. The image size of your ad, the moving flow, and the options for interacting with the ads can impact your ad’s performance. Ensure that you never interrupt your user’s reading flow when they are browsing and that the visuals of your ad are pleasant and appealing to the eye. Remember, Brevity is the Soul of Wit The content of your ad should be impressive enough to make the users engage with it. Users will respond to clear copy, visuals and your message’s simplicity. Furthermore, make sure that your landing pages are bug-free, load quickly and relate to your display ad so that the users can form a tangible connection between them. Wrapping It Up Mobile advertising helps brands remain connected to their customers around the clock while on the move. It is a personalized and flexible type of advertising that can help advertisers understand the lifestyle of targeted customers to offer them just what they need.

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AD TECH AND MARTECH

Podcast Advertising: A Promising Avenue for Result-oriented B2B Ad Campaigns

Article | June 22, 2022

Marketers in the B2B domain have a multi-channel approach to marketing because they target companies as buying groups. B2B marketers are leveraging podcast advertising with the help of advertisers, creators, and publishers for brand building and generating leads. They leverage up-and-coming avenues of advertising, most of which are a part of digital media channels. One such avenue is podcast advertising. Podcast advertising is emerging as one of the fastest-growing digital media channels for advertising. It is estimated to grow to more than $2.13 billion in 2022, according to a study by the Interactive Advertising Bureau and PwC. But, what is driving this growth? Engagement. People are finding podcasts more engaging than ever. Consequently, the demand for podcast ads across all categories is growing. Dynamic Ad Insertion (DAI): The Rise of Automated Ad Tech Dynamic ad insertion is a form of programmatic advertising that uses first or third-party data. This data comes from the device playing a podcast, a device user agent, the device’s IP address, and what episode is requested, to serve ads to a target demographic. The ad server of the podcast hosting platform decides which ads should be stitched into a particular podcast episode. If done well, the audience will never know the difference between a dynamically inserted ad and a baked-in ad, which is a permanent part of the audio of the podcast. Podcast hosting platforms, advertisers, and publishers adopted DAI because it helps brands win contextual relevance and efficiency through granular advertising opportunities. Through custom audio ads that appeal to the target audience, dynamic or seasonal geo-targeted ads, measurable variables, and performance data, DAI gives advertisers good control over podcast ad campaigns. This control allows them to tailor the campaigns based on the marketers’ demands. DAI is evolving and has great potential in transcription-based targeting using AI and machine learning. It also has greater creative interactivity to make audio ads engaging through voice interactivity, personalization, and mobile phone engagement. A podcast advertising example using DAI would be a brand creating multiple versions of pre-recorded audio ads that are served to target audiences on any podcast that meets the campaign criteria. Podcast Advertising Anchors Digital Marketers for Effective Outreach Edison Research’s Podcast Consumer 2017 report found that:  24% of people between the ages of 18 and 54 listen to podcasts monthly  Listeners are almost evenly split between men and women  Listeners tend to be affluent, mainly educated consumers  In the 25-54 age bracket, monthly listening has grown year over year for the past four years These stats demonstrate the growing market for podcast advertising and a very stable demographic that B2B marketers would want to target. Marketers rely more on podcast advertisers and platforms to tap into the potential of podcasts as a media channel. Here are some of the ways in which podcast advertising can enhance B2B marketing plans and bring in more conversions: Listener behavior expansion− By understanding what kinds of podcasts the target audience listens to, marketers can create ads that appeal to them, and advertisers can help them get the perfect spot for the ad campaign to make it more successful. Pivoting messaging is easier− Using different voiceovers, marketers can deliver the same message but elicit a different reaction from their target audience. Recycling old ad files is also a viable option to save time and resources. Human connection− Hyper-personalized targeted ads relevant to the podcast content create a human connection with the audience and can influence their opinion about a brand. Personal influence− Podcast hosts create a personal influence on the listeners so they keep tuning in to the podcast and even listen to the episodes again after a period. Ads on such podcasts receive stronger engagement and response. Additionally, hosts can also relay brand messages to listeners and influence their buying decisions. Regional marketing− Podcasts are a great way to connect with a target demographic residing in a certain geographical area. Geo-targeting is a boon for region-specific marketing endeavors. Effective storytelling− Podcasts can fuse autonomous sensory meridian response (ASMR) for immersive storytelling to impress listeners. The continuity and power of an engaging narration keeps the listeners subscribed and attached, ensuring that any kind of advertising on such podcasts can reach a wider audience. Advertisers Are Helping B2B Marketers Generate Revenue According to a forecast by IAB (Interactive Advertising Bureau), podcast advertising revenue will exceed $4 billion by 2024. Marketers are dependent on advertisers to tap into the podcast advertising potential to generate revenue in the following ways: Demand Generation An estimated 62 million Americans (Source: Edison Research) listen to podcasts, and this number is expected to grow. An interview by a product expert on an industry-relevant podcast can help get leads without wasting any budget on creating awareness, making it cost-effective. It’s no wonder LinkedIn and HubSpot have started their own podcast networks to host business and career-related content. Brand Building & Customer Retention Apart from using podcasts to generate leads, it can also help with brand building. Sponsoring a popular and relevant podcast episode can create a brand’s reputation and trust. It can also help retain existing customers as sponsorships demonstrate a continuous commitment to industry growth and development. Ad Effectiveness 75% of podcast listeners were happy with the purchase they had made from podcast ads (A Study by Voices, the #1 voice marketplace). This goes to show that podcast advertising brings out expected results and conversions without compromising the customer experience or opinion. Podcast as a Medium for Thought Leadership Podcasts are a great medium for B2B thought leadership. They are a free space to express expert industry opinion, talk about the current industry trends, address the pain points of the customers, discuss tech advancements, and create a personal connection with the listeners. Tailored thought leadership content can fuel brand engagement and bring in leads that convert because of brand trust. Feedback gathered through interactive content can help B2B marketers create personalized marketing plans to align their goals with ad campaigns better. Podcast Ads: Taking the First Step Before you step into the world of podcast advertising, make sure you consider aspects like target demographic, podcast ad pricing, industry/brand relevant podcasts, ad purchasing, the reputation of the podcast advertising network, and podcast advertising platforms. Policygenius, a New York-based insurance agency, invested early in podcast advertising through Ad Results Media, an ad agency. Policygenius achieved its ROI goals, and its media spending increased by 10x in two years. You can buy podcast ads directly, through a podcast advertising network, or programmatically. To track the success of your ads, use KPIs like unique listeners, ranking and reviews, subscribers, social sharing, and episode-by-episode metrics. Wrapping It Up Podcasts can be a great advertising avenue for B2B companies to influence their buying groups and create new customers. Its monumental growth as a media channel and its ad revenue over the past couple of years indicate that it is here to stay and should be harnessed for a wider reach and bigger sales numbers. FAQ What is the role of podcast advertising networks? A podcast advertising network is a full-service podcast advertising solution that maintains podcast ad inventory and manages ad campaigns for marketers. How is podcast advertising different from traditional advertising methods? Podcast advertising uses automated ad tech to create dynamic ad campaigns across relevant podcasts, while traditional advertising methods focus on print ads, outdoor billboards, and cable television. Which are some popular podcast advertising platforms? Some popular podcast advertising platforms are Midroll, AdvertiseCast, PodGrid, and Archer Avenue.

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SOCIAL MEDIA ADVERTISING

Netflix Opens Doors to Ads After Subscriber Count Takes a Nosedive

Article | May 11, 2022

Netflix Takes an Unexpected Route Popular streaming giant Netflix’s subscriber count plummeted for the first time in a decade. After it announced the loss of 200K subscribers in Q1 of 2022, its stocks dipped more than 35%. In addition, a shareholder recently sued the platform for violating securities law after its subscriber growth reached an all-time low and the stock value crashed, making the picture bleaker. It’s not surprising that the platform had a change of heart about bringing advertising to its platform. The decision puts the platform in the same category as its competitors, HBO Max, Amazon’s Freevee, and Disney+, who want to offer cheaper, ad-enabled content to consumers. It also addresses the company’s issue of slow revenue growth. “Those who have followed Netflix know that I’ve been against the complexity of advertising and a big fan of the simplicity of subscription, But as much as I’m a fan of that, I’m a bigger fan of consumer choice.” co-CEO Reed Hastings What Do Advertisers Think? The advertising community had mixed reactions to the announcement. Long commercials are not an option on streaming platforms like Netflix. The ads run only for a few minutes every hour to retain the viewer experience. Despite this, advertisers are excited to target Netflix’s rich audience of over 200 million. There is no clarity on who will sell the ads and how the campaigns will be managed. Only time will tell how Netflix’s move will affect its subscribers and the advertising market. The company will keep ad-free tiers for subscribers who wish to enjoy high-quality ad-free content. It may change its subscription plans to offer low-cost plans with ads and minimize password sharing. There is no set timeline or regions decided for implementing these plans. The company hopes that this “consumer choice” to choose a cheaper plan will revive its subscriber growth graph. What Comes Next? Though Netflix has done the unexpected, it is giving well-established ad-funded broadcasters and streaming platforms a reason to worry. As of now, the potential for a low-cost VOD service equipped with ads is huge for advertisers. Once the plans are introduced, new audience profiles will emerge. Advertisers will want to understand and target them. As an ad platform, Netflix’s performance will only be understood through testing and learning.

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Spotlight

Flint Group of Agencies

Flint Group delivers strategic, integrated marketing, PR and communications expertise in both traditional and non-traditional spaces, blending the art, science and technology of our industry. Established in 1946, the agency employs more than 100 professionals throughout the upper Midwest and serves a diverse list of businesses, industries, government entities and not-for-profit clients. No matter the marketing communication challenge, we have diverse resources at the ready to deliver just the right mix of talent and expertise to meet our clients’ needs - not only from our agency, but from specialized insights and capabilities offered by our key partners throughout North America. We are committed to giving clients our all in, doing what’s right to help you grow your business and stay successful.

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Rakuten Advertising Expands Influencer Management Capabilities with Mavrck Partnership

Rakuten Advertising | June 30, 2022

Rakuten Advertising is partnering with leading influencer marketing platform, Mavrck, to expand its influencer marketing services and create holistic program oversight, optimization and measurement for its affiliate advertisers. This partnership will seamlessly incorporate influencer marketing into Rakuten Advertising's managed affiliate campaign strategies and positions Rakuten Advertising to introduce a fully integrated self-service influencer solution. Brands managing large-scale and targeted influencer campaigns with Rakuten Advertising will benefit from more sophisticated influencer discovery and curation, with streamlined onboarding, communication and reporting tools. A central dashboard will offer a complete view of their affiliate and influencer campaigns, empowering brands with a holistic vision of their full-funnel affiliate marketing strategy. "Influencers have become more essential than ever, as brands seek to drive consideration and purchase activity through their Affiliate Marketing strategies, Partnering with an industry leader like Mavrck expands and enhances our influencer management capabilities and empowers brands to achieve their goals from awareness to activation, while delivering breakthrough performance objectives and results." -Jeff Wender, CRO, Rakuten Advertising. The partnership with Mavrck is Rakuten Advertising's latest and most significant move towards delivering a differentiated suite of influencer marketing solutions that will create the integration, insight and control brands need to succeed. More than 5,000 marketing professionals at more than 500 global consumer brands rely on Mavrck's technology to more effectively access and manage relationships with content creators. Since 2014, Mavrck has activated more than 3 million creators and paid more than $200 million in incentives. "Rakuten Advertising is a proven leader and innovator in the affiliate marketing industry, and we are excited to launch this partnership with them, Affiliate marketing is a leading monetization strategy for creators, and by partnering with Rakuten, we can improve our offering while expanding our reach, diversifying our insights and advancing measurement and sales attribution. Together, we are strongly positioned to drive better business outcomes for both brands and creators with affiliate marketing." -Lyle Stevens, CEO and Co-Founder of Mavrck. About Rakuten Advertising- Rakuten Advertising connects leading agencies, brands, and publishers to active and engaged consumers around the world. With access to Rakuten's diverse media properties and audiences, combined with an award-winning performance network and proprietary consumer research, Rakuten Advertising creates the right conditions to reach new customers and sustain long-lasting loyalty. Its foundation of advanced technology, data and strategic services positions Rakuten Advertising to offer a differentiated suite of marketing and advertising solutions while continually pushing the industry forward. It is a division of Rakuten Group, Inc. (4755: TOKYO), one of the world's leading Internet service companies. The company is headquartered in San Mateo, CA, with offices throughout EMEA, APAC, LATAM and North America. Learn more at www.RakutenAdvertising.com. About Mavrck- Mavrck is the all-in-one, advanced influencer marketing platform enabling global consumer brands to harness the power of social proof that consumers trust today. Marketers use Mavrck to discover and collaborate with influencers, advocates, referrers, and loyalists to create trusted content and insights for customer journey touchpoints at scale. Using its self-service influencer manager, Mavrck allows marketers to take an automated and performance-based approach to influencer marketing.

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ADVERTISER CAMPAIGN MANAGEMENT,BRAND MARKETING

Amazon to Share Cashierless Store Data with Brands and Advertisers

Amazon | June 30, 2022

Amazon.com Inc. developed cashierless technology to expedite trips to the grocery store or convenience store. It now wants to use the tracking system to assist brands and advertisers in determining how to sell more products. The company announced plans to share data from its shopper-tracking cameras and sensors in a blog post on Wednesday. Among other things, Amazon would tell brands how many people bought an item pulled from a shelf, how many returned it, and how many bought it later on Amazon.com. The Store Analytics initiative essentially extends the data-mining capabilities of e-commerce to physical stores. Amazon's "Just Walk Out" technology, which was launched in 2018 after years of internal development, is now available in more than 50 Amazon retail locations, including Amazon Go convenience stores and Amazon Fresh grocery stores. The network of overhead cameras and shelf sensors automatically registers and bills shoppers as they exit. If brands find the data useful, Amazon may be able to recoup the enormous costs associated with developing and operating the technology. People working on the project and at competing companies developing cashierless systems have long speculated that data on what items customers consider and how they navigate stores could be profitable. But, according to retail analysts, cashierless shopping is a technological marvel but not yet a commercial success. Brands will have access to details on how their products are discovered, considered, and purchased in applicable stores to help them inform decisions related to selection, promotions, and ad campaigns, according to the blog. The program may resurrect privacy concerns about Amazon's cashierless system. The company stated in the post and accompanying explainer that individual shopper data would not be shared and used the phrase "aggregated and anonymized" ten times. According to Amazon, video and images of shoppers will not be sent to brands, and individual shoppers can opt-out of having their data included in Store Analytics.

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ADVERTISER PLATFORMS

Emerald Acquires Advertising Week Global Event Platform

Emerald | June 29, 2022

On June 28, Emerald Holding, Inc. announced that it had acquired all of the assets comprising the business known as Advertising Week from Stillwell Partners. Emerald's 365-customer engagement strategy, which aims to deliver connected, best-in-class experiences by seamlessly integrating in-person events, content, and commerce, has advanced with the acquisition of AW. With the help of this acquisition, Emerald will further solidify its position as a B2B marketing industry leader. Addtionally, through its Demand Gen Report media platform and B2B Marketing Exchange live event series, Emerald successfully serves the marketing technology community. Acquisition Highlights: Advertising Week, the leading B2B event and content platform in the advertising, marketing, media and technology sectors with its flagship edition of Advertising Week in New York, as well as Advertising Week Europe in London, Advertising Week Asia in Tokyo, Advertising Week LATAM in Mexico City, Advertising Week APAC in Sydney and expansion plans for Advertising Week Africa in Johannesburg. Advertising Week has more than 100,000 annual attendees at its hybrid events; over 3,000 speakers per year; produces more than 1,000 video content hours and generates more than 25 billion event PR impressions. Advertising Week has resiliently served the advertising, marketing, media and technology communities throughout the pandemic while diversifying its event offerings into virtual and hybrid editions. In addition, Advertising Week has continued to build its offerings both globally and year-round via development of new original content franchises and digital education under the AWLearn platform. Following the acquisition, all Advertising Week employees will join Emerald, including Co-Founder and Advertising Week Chairman Matt Scheckner, Co-Founder and Advertising Week CEO Lance Pillersdorf and Advertising Week’s Global President Ruth Mortimer, who will continue to lead the day-to-day operations of the business, utilizing their exceptional knowledge and experience in the event and content platforms. “This exciting potential to join forces with Advertising Week represents an important next step in the implementation of our strategic initiatives and underscores our commitment to evolve and grow our customers’ businesses 365 days a year combining creativity and innovation with the Emerald platform.” -Hervé Sedky, Emerald’s President and CEO Since the reopening of most municipalities in June 2021 through Q2 2022 to date, Emerald, under Sedky’s leadership, has successfully staged 117 in-person trade shows, conferences and other events, serving approximately 328,000 attendees and 17,000 exhibiting companies. Emerald CFO David Doft, who has led the conversations for Emerald, added, We have long admired Advertising Week’s best-in-class reputation for being ahead of the curve serving the influential advertising, marketing, media and technology sectors which I have experienced personally as both an attendee and sponsor over the course of my career. Its signature blend of thought leadership on the business of the business with highly curated experiential events will diversify our collective product offerings, enhance our growth profile and enable us to deliver even greater value to our clients and customers over the long term. Matt Scheckner, Stillwell Partners Co-Founder and Advertising Week Chairman, said: Fueling growth is at the heart of this partnership with Emerald as we seek to unlock the future opportunities put in place to date. Moving beyond organic growth by integrating with a larger organization with additional resources is the right next step in our evolution as a business for today, and for tomorrow. We chose Emerald because it clearly values the unique aspects of our brand, have committed to our leadership team led by Lance and Ruth, bring an intuitive knowledge of our industry, and are passionate about supporting growth. Lance Pillersdorf, Stillwell Partners Co-Founder and Advertising Week CEO, added: After completing our first phase of global expansion pre-pandemic, we are now focused on our next phase of growth. The momentum of change in the global marketing industry through the impact of rapid cultural and technological evolution has provided us with multiple growth opportunities. Accelerating these growth opportunities around content, education, further global expansion and our proprietary technology is at the heart of this partnership with Emerald. Herve, David and the Emerald team are the perfect growth partners to help us realize these plans.

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ADVERTISER PLATFORMS

Rakuten Advertising Expands Influencer Management Capabilities with Mavrck Partnership

Rakuten Advertising | June 30, 2022

Rakuten Advertising is partnering with leading influencer marketing platform, Mavrck, to expand its influencer marketing services and create holistic program oversight, optimization and measurement for its affiliate advertisers. This partnership will seamlessly incorporate influencer marketing into Rakuten Advertising's managed affiliate campaign strategies and positions Rakuten Advertising to introduce a fully integrated self-service influencer solution. Brands managing large-scale and targeted influencer campaigns with Rakuten Advertising will benefit from more sophisticated influencer discovery and curation, with streamlined onboarding, communication and reporting tools. A central dashboard will offer a complete view of their affiliate and influencer campaigns, empowering brands with a holistic vision of their full-funnel affiliate marketing strategy. "Influencers have become more essential than ever, as brands seek to drive consideration and purchase activity through their Affiliate Marketing strategies, Partnering with an industry leader like Mavrck expands and enhances our influencer management capabilities and empowers brands to achieve their goals from awareness to activation, while delivering breakthrough performance objectives and results." -Jeff Wender, CRO, Rakuten Advertising. The partnership with Mavrck is Rakuten Advertising's latest and most significant move towards delivering a differentiated suite of influencer marketing solutions that will create the integration, insight and control brands need to succeed. More than 5,000 marketing professionals at more than 500 global consumer brands rely on Mavrck's technology to more effectively access and manage relationships with content creators. Since 2014, Mavrck has activated more than 3 million creators and paid more than $200 million in incentives. "Rakuten Advertising is a proven leader and innovator in the affiliate marketing industry, and we are excited to launch this partnership with them, Affiliate marketing is a leading monetization strategy for creators, and by partnering with Rakuten, we can improve our offering while expanding our reach, diversifying our insights and advancing measurement and sales attribution. Together, we are strongly positioned to drive better business outcomes for both brands and creators with affiliate marketing." -Lyle Stevens, CEO and Co-Founder of Mavrck. About Rakuten Advertising- Rakuten Advertising connects leading agencies, brands, and publishers to active and engaged consumers around the world. With access to Rakuten's diverse media properties and audiences, combined with an award-winning performance network and proprietary consumer research, Rakuten Advertising creates the right conditions to reach new customers and sustain long-lasting loyalty. Its foundation of advanced technology, data and strategic services positions Rakuten Advertising to offer a differentiated suite of marketing and advertising solutions while continually pushing the industry forward. It is a division of Rakuten Group, Inc. (4755: TOKYO), one of the world's leading Internet service companies. The company is headquartered in San Mateo, CA, with offices throughout EMEA, APAC, LATAM and North America. Learn more at www.RakutenAdvertising.com. About Mavrck- Mavrck is the all-in-one, advanced influencer marketing platform enabling global consumer brands to harness the power of social proof that consumers trust today. Marketers use Mavrck to discover and collaborate with influencers, advocates, referrers, and loyalists to create trusted content and insights for customer journey touchpoints at scale. Using its self-service influencer manager, Mavrck allows marketers to take an automated and performance-based approach to influencer marketing.

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ADVERTISER CAMPAIGN MANAGEMENT,BRAND MARKETING

Amazon to Share Cashierless Store Data with Brands and Advertisers

Amazon | June 30, 2022

Amazon.com Inc. developed cashierless technology to expedite trips to the grocery store or convenience store. It now wants to use the tracking system to assist brands and advertisers in determining how to sell more products. The company announced plans to share data from its shopper-tracking cameras and sensors in a blog post on Wednesday. Among other things, Amazon would tell brands how many people bought an item pulled from a shelf, how many returned it, and how many bought it later on Amazon.com. The Store Analytics initiative essentially extends the data-mining capabilities of e-commerce to physical stores. Amazon's "Just Walk Out" technology, which was launched in 2018 after years of internal development, is now available in more than 50 Amazon retail locations, including Amazon Go convenience stores and Amazon Fresh grocery stores. The network of overhead cameras and shelf sensors automatically registers and bills shoppers as they exit. If brands find the data useful, Amazon may be able to recoup the enormous costs associated with developing and operating the technology. People working on the project and at competing companies developing cashierless systems have long speculated that data on what items customers consider and how they navigate stores could be profitable. But, according to retail analysts, cashierless shopping is a technological marvel but not yet a commercial success. Brands will have access to details on how their products are discovered, considered, and purchased in applicable stores to help them inform decisions related to selection, promotions, and ad campaigns, according to the blog. The program may resurrect privacy concerns about Amazon's cashierless system. The company stated in the post and accompanying explainer that individual shopper data would not be shared and used the phrase "aggregated and anonymized" ten times. According to Amazon, video and images of shoppers will not be sent to brands, and individual shoppers can opt-out of having their data included in Store Analytics.

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ADVERTISER PLATFORMS

Emerald Acquires Advertising Week Global Event Platform

Emerald | June 29, 2022

On June 28, Emerald Holding, Inc. announced that it had acquired all of the assets comprising the business known as Advertising Week from Stillwell Partners. Emerald's 365-customer engagement strategy, which aims to deliver connected, best-in-class experiences by seamlessly integrating in-person events, content, and commerce, has advanced with the acquisition of AW. With the help of this acquisition, Emerald will further solidify its position as a B2B marketing industry leader. Addtionally, through its Demand Gen Report media platform and B2B Marketing Exchange live event series, Emerald successfully serves the marketing technology community. Acquisition Highlights: Advertising Week, the leading B2B event and content platform in the advertising, marketing, media and technology sectors with its flagship edition of Advertising Week in New York, as well as Advertising Week Europe in London, Advertising Week Asia in Tokyo, Advertising Week LATAM in Mexico City, Advertising Week APAC in Sydney and expansion plans for Advertising Week Africa in Johannesburg. Advertising Week has more than 100,000 annual attendees at its hybrid events; over 3,000 speakers per year; produces more than 1,000 video content hours and generates more than 25 billion event PR impressions. Advertising Week has resiliently served the advertising, marketing, media and technology communities throughout the pandemic while diversifying its event offerings into virtual and hybrid editions. In addition, Advertising Week has continued to build its offerings both globally and year-round via development of new original content franchises and digital education under the AWLearn platform. Following the acquisition, all Advertising Week employees will join Emerald, including Co-Founder and Advertising Week Chairman Matt Scheckner, Co-Founder and Advertising Week CEO Lance Pillersdorf and Advertising Week’s Global President Ruth Mortimer, who will continue to lead the day-to-day operations of the business, utilizing their exceptional knowledge and experience in the event and content platforms. “This exciting potential to join forces with Advertising Week represents an important next step in the implementation of our strategic initiatives and underscores our commitment to evolve and grow our customers’ businesses 365 days a year combining creativity and innovation with the Emerald platform.” -Hervé Sedky, Emerald’s President and CEO Since the reopening of most municipalities in June 2021 through Q2 2022 to date, Emerald, under Sedky’s leadership, has successfully staged 117 in-person trade shows, conferences and other events, serving approximately 328,000 attendees and 17,000 exhibiting companies. Emerald CFO David Doft, who has led the conversations for Emerald, added, We have long admired Advertising Week’s best-in-class reputation for being ahead of the curve serving the influential advertising, marketing, media and technology sectors which I have experienced personally as both an attendee and sponsor over the course of my career. Its signature blend of thought leadership on the business of the business with highly curated experiential events will diversify our collective product offerings, enhance our growth profile and enable us to deliver even greater value to our clients and customers over the long term. Matt Scheckner, Stillwell Partners Co-Founder and Advertising Week Chairman, said: Fueling growth is at the heart of this partnership with Emerald as we seek to unlock the future opportunities put in place to date. Moving beyond organic growth by integrating with a larger organization with additional resources is the right next step in our evolution as a business for today, and for tomorrow. We chose Emerald because it clearly values the unique aspects of our brand, have committed to our leadership team led by Lance and Ruth, bring an intuitive knowledge of our industry, and are passionate about supporting growth. Lance Pillersdorf, Stillwell Partners Co-Founder and Advertising Week CEO, added: After completing our first phase of global expansion pre-pandemic, we are now focused on our next phase of growth. The momentum of change in the global marketing industry through the impact of rapid cultural and technological evolution has provided us with multiple growth opportunities. Accelerating these growth opportunities around content, education, further global expansion and our proprietary technology is at the heart of this partnership with Emerald. Herve, David and the Emerald team are the perfect growth partners to help us realize these plans.

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