ADVERTISER PLATFORMS
Imaginuity, Beacon Advertising | November 09, 2022
Imaginuity® announced the acquisition of Beacon Advertising, a deal that includes Evan Meeks, co-founder of Beacon, becoming Executive Director of Client Partnerships at Imaginuity. Already one of the largest independent marketing services providers in the Southwest, the combined operation will do business under the Imaginuity brand.
Beacon Advertising was founded in 2015, and serves clients across the restaurant, retail, and B2B space, building brands with creative solutions in broadcast, digital, social, print, POP, and packaging. The Beacon team and its leadership will further strengthen Imaginuity’s business and their support of over 3,300 client locations across North America.
“This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity.
“This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity. “We’re especially excited to welcome Evan and his extensive brand management and media agency experience to our executive team.”
Imaginuity provides integrated marketing services complemented by its proprietary AdScience® customer data platform that collects and analyzes data along the customer journey.
“Blending our team into Imaginuity means we can provide our clients broader marketing services along their customer journey from traditional media to online media, all the way to conversion on any device,” added Meeks.
The combined operations will employ nearly 120 team members and will report 2022 capitalized billings of approximately $200 million. Imaginuity is headquartered in downtown Dallas.
About Imaginuity
Imaginuity is the integrated agency that is reimagining marketing for the connected age. The agency’s proprietary AdScience® customer data platform collects, manages, analyzes and activates data to drive more efficient conversions throughout the customer journey. Headquartered in Dallas, Imaginuity provides integrated marketing services, including brand experience, advertising, traditional and digital media buying, paid and organic search, social media, web development, UX, AI, data analytics and database marketing services. More information is available at www.imaginuity.com.
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SOCIAL MEDIA ADVERTISING
Integral Ad Science | November 02, 2022
Integral Ad Science (IAS), a global leader in digital media quality, has released the results of its online survey among Australian online users to understand consumer attitudes towards environmental causes and sustainability.
Jessica Miles, country manager ANZ at IAS, said, “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes."
Jessica Miles, country manager ANZ at IAS, said, “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes. Given this heightened consumer awareness, contextual alignment is critical. Marketers can increase consumer favourability by aligning a positive advocacy message with positive content. Conversely, marketers must be mindful of misinformation or negative sentiment to ensure their reputation is not tarnished. Marketers now have the opportunity to make an impact by actively leveraging their position as storytellers with a strong and credible message and deliver ads in the most relevant environments.”
Key highlights:
92% of Australian consumers plan to do more to support environmental causes and help mitigate climate change.
People are more engaged with the climate crisis than ever before; consequently, most Australians plan to pursue a more sustainable lifestyle. Avoiding single-use plastics is the most common way consumers demonstrate their commitment to sustainability, with 67% saying they would limit usage. Reducing energy and water consumption to limit carbon footprint (53%) is the next biggest area of focus. 49% of shoppers seek out sustainable products, and 44% say they plan to purchase from brands/companies that support environmental causes. In comparison, 41% begin to reconsider spending on physical items and plan to reduce the number of goods they purchase.
Australian consumers place a high priority on environmental causes.
The study found that sustainability and climate change remain top of mind and are one of the biggest social issues Australian consumers are concerned about right now after the cost of living crisis. For the world to change, most Australian consumers (90%) recognise that brands and advertisers must actively advocate for environmental causes, sustainability and ways to combat climate change. Almost three-quarters (70%) of consumers have a more favourable view of brands that advocate for environmental causes.
Brands benefit most from supporting environmental content.
For the study, IAS tested consumer reaction to ads alongside content that was neutral on environmental causes and compared that with reaction to ads alongside content that advocated for environmental causes. Ads with messaging that matches or is related to the content headline show higher favourability for positive/neutral sentiment content. It revealed that a standard ad placed alongside a positively-laden headline advocating for environmental causes benefited from a +90% boost in favourability than the ad would have had alongside a neutral headline.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
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AD TECH AND MARTECH
RTB House, Integral Ad Science | October 31, 2022
RTB House, the ad tech platform powered by unique deep learning algorithms, has partnered with Integral Ad Science (IAS), a global leader in digital media quality, to provide brands and agencies with transparent, fraud-free, brand safe advertising with increased measurement efficiencies.
The partnership will allow RTB House, which provides marketing solutions for top brands and agencies worldwide, to match advertisers’ brand risk threshold and avoid risky content by activating IAS’s publisher verification technology. It will also measure viewability and invalid traffic (IVT) rates, thus improving media quality standards and ensuring greater campaign end results.
IAS’s solution spans media buyers and sellers, reducing discrepancies, eliminating impression waste, and creating a frictionless environment. RTB House clients will have greater transparency and measurement of impressions to better align with client expectations, and more effectively achieve advertising goals.
Mateusz Jędrocha, head of upper-funnel solutions development at RTB House, said, “Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent, and highly measurable impressions."
Mateusz Jędrocha, head of upper-funnel solutions development at RTB House, said, “Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent, and highly measurable impressions. The deep learning algorithms that power the RTB House engine make ad campaigns up to 50% more efficient than those using standard machine learning techniques. By working with major digital media quality partners, we can offer our customers an extra layer of comfort that ensures their marketing budgets are driving real value for the entire business.”
Yannis Dosios, global chief commercial officer at IAS, adds, “Our mission at IAS is to be the global benchmark for trust and transparency in digital media quality. By partnering with RTB House we can help ensure the brands and agencies it works with gain greater transparency and a more complete view of their media buys to boost confidence around campaign performance.”
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