Understanding the Value of Interactive Content

March 14, 2019 | 145 views

For example, the BBC created an extremely engaging web page that tries to put the vastness of our universe in perspective. As you scroll down the page, a rocket takes flight throughout our solar system, highlighting landmark distances as you pass them. If you scroll in the opposite the direction, the rocket changes course, and you can view other details or information you may have missed.

Spotlight

TubeMogul, Inc.

TubeMogul’s advertising software enables the world’s largest brands to streamline their global, cross-channel advertising from a single platform. By improving transparency and leveraging real-time data, our software provides holistic planning tools, analytics and insights across television, video, display, mobile, social and other brand advertising initiatives. The consumer journey is no longer linear and marketers must have strategies in place to provide a seamless brand experience, regardless of channel or device. While cross-channel is a top priority for brand marketers, management and analysis of advertising investment across multiple technologies adds further complexities to determining campaign effectiveness.

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SOCIAL MEDIA ADVERTISING

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

Article | July 13, 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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SOCIAL MEDIA ADVERTISING

Which Online Advertising Strategy Is Right For Your Business?

Article | July 6, 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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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.

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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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Spotlight

TubeMogul, Inc.

TubeMogul’s advertising software enables the world’s largest brands to streamline their global, cross-channel advertising from a single platform. By improving transparency and leveraging real-time data, our software provides holistic planning tools, analytics and insights across television, video, display, mobile, social and other brand advertising initiatives. The consumer journey is no longer linear and marketers must have strategies in place to provide a seamless brand experience, regardless of channel or device. While cross-channel is a top priority for brand marketers, management and analysis of advertising investment across multiple technologies adds further complexities to determining campaign effectiveness.

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AD TECH AND MARTECH

Mirriad wins AdExchanger award for 'Most Innovative TV Advertising Technology'

Mirriad Advertising | October 21, 2022

Mirriad, the leading in-content advertising company, has won 'Most Innovative TV Advertising Technology' at the 2022 AdExchanger Awards. Announced at the Programmatic I/O awards gala on 17 October 2022, the award from this industry-leading title signals further recognition of in-content advertising as a revolutionary format and Mirriad as a leader of the category. Mirriad's technology and platform create virtual insertions within popular video content, enabling the biggest global brands, across all industry categories, to easily develop and deliver large-scale campaigns in content to connect more effectively with their target audiences. Recent Kantar research shows that audiences prefer in-content advertising 7x more than TV spots, and that combining the two types of advertising creates overall performance lift including ad awareness (+10 ppt), favourability (+5 ppt), and consideration (+5 ppt) when compared to Kantar norms. Stephan Beringer, CEO of Mirriad, said: "In-content advertising is establishing itself as game-changing segment that solves many of the fundamental challenges facing the advertising industry." Stephan Beringer, CEO of Mirriad, said: "In-content advertising is establishing itself as game-changing segment that solves many of the fundamental challenges facing the advertising industry. Mirriad's unique, AI-powered platform gives brands what they need to reach more people, in a more engaging way and with better results. The AdExchanger award is another vote of confidence in our patented technology and platform, which is bringing a new set of ground-breaking opportunities to advertisers, agencies and content owners alike.

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AD NETWORKS

605 Collaborates With Conviva to Enrich Cross-screen Measurement​ of Content and Advertising Across Premium Video

605, Convi​v​a | September 22, 2022

605, a global leader in television and cross-platform measurement, analytics and attribution, announced today a data and technology collaboration agreement with Convi​v​a, the leading streaming a​nalytics platform. This collaboration will bring de-duplicated, standardized data to video and advertising industry customers worldwide, enabling full-census measurement of content and advertising across premium video. Standardizing publisher first-party streaming data as the foundation for 605’s cross-platform measurement reporting, at scale, will enable new levels of analysis, accuracy and data actionability to drive meaningful outcomes. The agreement leverages Conviva​'s​ census-level, streaming analytics pipeline, which standardizes, cleanses and normalizes in real time to deliver accurate and contextual data at scale and 605​'s​ linear and time-shifted data, to create content and advertising measurement and attribution outputs for publishers, agencies and brands.​ This new approach will bring a more accurate and comprehensive perspective to customer insights on media consumption. Kristin Dolan, CEO of 605, commented, “For too long measurement in the U.S. has been fragmented and incapable of giving either the sell-side or the buy-side a consistent view of ad and content consumption in U.S. households." Kristin Dolan, CEO of 605, commented, “For too long measurement in the U.S. has been fragmented and incapable of giving either the sell-side or the buy-side a consistent view of ad and content consumption in U.S. households. Through our collaboration with Conviva we will provide programmers, brands and agencies with timely and meaningful metrics to increase the efficiency and effectiveness of their content and advertising.” 605’s multi-source deterministic viewership dataset measures 34 million households across over 200 U.S. markets. The Conviva platform processes nearly 3 trillion streaming data events daily, supporting more than 500 million unique viewers watching 180 billion streams per year across 3.3 billion applications streaming on devices. “The industry and leading publishers worldwide have come to expect accurate and contextualized streaming data, at Internet scale, from Conviva. As a streaming analytics company, we’re focused on helping anyone who wants to standardize their data and make it actionable in real time,” said Marc Goldstein, Head of Strategic Partnerships at Conviva. “This agreement with 605 will accelerate cross-platform video measurement initiatives, making available real-time streaming analytics directly to advertising ecosystem measurement and attribution partners." About 605 605 is an independent TV measurement and analytics firm that offers advertising and content measurement, attribution, planning, optimization and analytical solutions including a new media trading currency to allow willing buyers and sellers of media to transact. 605’s multi-source deterministic viewership dataset measures 34 million households across over 200 U.S. markets and offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its dataset supports 100 percent deterministic audience measurement at the household level while being reportable second by second with proprietary projection methodologies, all in a privacy compliant manner. About Conviva Conviva is the only global streaming analytics platform for big data that collects, standardizes, and puts trillions of streaming data points in context, in real time. With Conviva, streaming businesses can understand real-world human experiences within seconds of observation and take action to grow their business ahead of the competition. The Conviva platform provides comprehensive, continuous, census-level measurement through real-time, server side sessionization at scale. It includes first-of-its kind-innovations like time-state analytics and AI automated data modeling. Using a single full stack sensor at the source, coupled with a single big data pipeline, Conviva’s 60+ patent platform enables marketers, advertisers, tech ops, engineering and customer care teams to acquire, engage, monetize and retain their audiences. Conviva is dedicated to supporting brands like DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia as they unlock incredible opportunity with streaming analytics. To learn more, visit www.conviva.com.

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MOBILE ADVERTISING

Customer Centricity Defines Procter & Gamble’s Advertising, E-Commerce, and Digital Content Strategy

Procter & Gamble | July 12, 2021

It is an understatement to suggest that Australians' shopping habits have fundamentally changed in the last year. Cartology, a subsidiary of Woolworths Group, collaborated with FMCG research firm Advantage Group to survey 40 of Australia's FMCG leaders about the changing environment of customer needs and engagement. Their resounding response was that digital is the new front door of a retail company, and the new world is one driven by the customer. Woolworths' insights support this as well. Woolworths, Cartology, and brands will explore how the industry responds to a year of customer transformation in a three-part series. Zulfiqar Mahar, vice president marketing for P&G Australia and New Zealand, says that the fast-moving consumer goods business has seen massive shifts in customer behavior over the last year, with many of those habits and routines here to stay. The shift to digital platforms in the way consumers search for, engage with, and purchase brands have been a recurring topic among Australian shoppers. Mahar's main takeaway is that customer-centricity is even more important in times of uncertainty and change. P&G has adapted to seismic changing consumer behavior by reinventing how it builds brands. For example, consumers today see ten times as many advertising messages as they did a decade ago. Thus P&G needed to rethink advertising, including making messages more impactful and with less clutter. P&G's ability to bring content to life in digital environments and beyond has never been more essential in this context. P&G wants to expand the amount of pull-based content it wants customers to engage with, and that content must be personalized to the context and media platform for each consumer group. According to Mahar, P&G's successful examples of this approach include Gillette Direct, the Oral B AI app, and the Olay Skin Advisor, which offer the company more direct, one-on-one engagement with consumers. In addition, the way messages are conveyed via media platforms has been reinvented to provide mass reach with targeted precision - no easy accomplishment for a company whose goods are used by 95% of the population; it is a case of effectively conveying a message with regularity while avoiding wastage. Personalization is also important since customers want brands to interact with them directly, but there is a need to avoid being too familiar, according to Mahar. Key trends have also influenced P&G's marketing approach in digital adoption and usage. As customers gain confidence in shopping online, they seek products to buy and depend on the views of other product users. P&G aims to integrate search across many platforms, including stores, to answer all of the questions customers have about brands, providing a seamless experience that is also more efficient. P&G is also attempting to increase efficiency and effectiveness in digital media and advertising spending in e-commerce by matching content with context to maximize relevance and attention. All of P&G's marketing, advertising, and digital strategy changes are viewed through the critical lens of customer-centricity.

Read More

AD TECH AND MARTECH

Mirriad wins AdExchanger award for 'Most Innovative TV Advertising Technology'

Mirriad Advertising | October 21, 2022

Mirriad, the leading in-content advertising company, has won 'Most Innovative TV Advertising Technology' at the 2022 AdExchanger Awards. Announced at the Programmatic I/O awards gala on 17 October 2022, the award from this industry-leading title signals further recognition of in-content advertising as a revolutionary format and Mirriad as a leader of the category. Mirriad's technology and platform create virtual insertions within popular video content, enabling the biggest global brands, across all industry categories, to easily develop and deliver large-scale campaigns in content to connect more effectively with their target audiences. Recent Kantar research shows that audiences prefer in-content advertising 7x more than TV spots, and that combining the two types of advertising creates overall performance lift including ad awareness (+10 ppt), favourability (+5 ppt), and consideration (+5 ppt) when compared to Kantar norms. Stephan Beringer, CEO of Mirriad, said: "In-content advertising is establishing itself as game-changing segment that solves many of the fundamental challenges facing the advertising industry." Stephan Beringer, CEO of Mirriad, said: "In-content advertising is establishing itself as game-changing segment that solves many of the fundamental challenges facing the advertising industry. Mirriad's unique, AI-powered platform gives brands what they need to reach more people, in a more engaging way and with better results. The AdExchanger award is another vote of confidence in our patented technology and platform, which is bringing a new set of ground-breaking opportunities to advertisers, agencies and content owners alike.

Read More

AD NETWORKS

605 Collaborates With Conviva to Enrich Cross-screen Measurement​ of Content and Advertising Across Premium Video

605, Convi​v​a | September 22, 2022

605, a global leader in television and cross-platform measurement, analytics and attribution, announced today a data and technology collaboration agreement with Convi​v​a, the leading streaming a​nalytics platform. This collaboration will bring de-duplicated, standardized data to video and advertising industry customers worldwide, enabling full-census measurement of content and advertising across premium video. Standardizing publisher first-party streaming data as the foundation for 605’s cross-platform measurement reporting, at scale, will enable new levels of analysis, accuracy and data actionability to drive meaningful outcomes. The agreement leverages Conviva​'s​ census-level, streaming analytics pipeline, which standardizes, cleanses and normalizes in real time to deliver accurate and contextual data at scale and 605​'s​ linear and time-shifted data, to create content and advertising measurement and attribution outputs for publishers, agencies and brands.​ This new approach will bring a more accurate and comprehensive perspective to customer insights on media consumption. Kristin Dolan, CEO of 605, commented, “For too long measurement in the U.S. has been fragmented and incapable of giving either the sell-side or the buy-side a consistent view of ad and content consumption in U.S. households." Kristin Dolan, CEO of 605, commented, “For too long measurement in the U.S. has been fragmented and incapable of giving either the sell-side or the buy-side a consistent view of ad and content consumption in U.S. households. Through our collaboration with Conviva we will provide programmers, brands and agencies with timely and meaningful metrics to increase the efficiency and effectiveness of their content and advertising.” 605’s multi-source deterministic viewership dataset measures 34 million households across over 200 U.S. markets. The Conviva platform processes nearly 3 trillion streaming data events daily, supporting more than 500 million unique viewers watching 180 billion streams per year across 3.3 billion applications streaming on devices. “The industry and leading publishers worldwide have come to expect accurate and contextualized streaming data, at Internet scale, from Conviva. As a streaming analytics company, we’re focused on helping anyone who wants to standardize their data and make it actionable in real time,” said Marc Goldstein, Head of Strategic Partnerships at Conviva. “This agreement with 605 will accelerate cross-platform video measurement initiatives, making available real-time streaming analytics directly to advertising ecosystem measurement and attribution partners." About 605 605 is an independent TV measurement and analytics firm that offers advertising and content measurement, attribution, planning, optimization and analytical solutions including a new media trading currency to allow willing buyers and sellers of media to transact. 605’s multi-source deterministic viewership dataset measures 34 million households across over 200 U.S. markets and offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its dataset supports 100 percent deterministic audience measurement at the household level while being reportable second by second with proprietary projection methodologies, all in a privacy compliant manner. About Conviva Conviva is the only global streaming analytics platform for big data that collects, standardizes, and puts trillions of streaming data points in context, in real time. With Conviva, streaming businesses can understand real-world human experiences within seconds of observation and take action to grow their business ahead of the competition. The Conviva platform provides comprehensive, continuous, census-level measurement through real-time, server side sessionization at scale. It includes first-of-its kind-innovations like time-state analytics and AI automated data modeling. Using a single full stack sensor at the source, coupled with a single big data pipeline, Conviva’s 60+ patent platform enables marketers, advertisers, tech ops, engineering and customer care teams to acquire, engage, monetize and retain their audiences. Conviva is dedicated to supporting brands like DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia as they unlock incredible opportunity with streaming analytics. To learn more, visit www.conviva.com.

Read More

MOBILE ADVERTISING

Customer Centricity Defines Procter & Gamble’s Advertising, E-Commerce, and Digital Content Strategy

Procter & Gamble | July 12, 2021

It is an understatement to suggest that Australians' shopping habits have fundamentally changed in the last year. Cartology, a subsidiary of Woolworths Group, collaborated with FMCG research firm Advantage Group to survey 40 of Australia's FMCG leaders about the changing environment of customer needs and engagement. Their resounding response was that digital is the new front door of a retail company, and the new world is one driven by the customer. Woolworths' insights support this as well. Woolworths, Cartology, and brands will explore how the industry responds to a year of customer transformation in a three-part series. Zulfiqar Mahar, vice president marketing for P&G Australia and New Zealand, says that the fast-moving consumer goods business has seen massive shifts in customer behavior over the last year, with many of those habits and routines here to stay. The shift to digital platforms in the way consumers search for, engage with, and purchase brands have been a recurring topic among Australian shoppers. Mahar's main takeaway is that customer-centricity is even more important in times of uncertainty and change. P&G has adapted to seismic changing consumer behavior by reinventing how it builds brands. For example, consumers today see ten times as many advertising messages as they did a decade ago. Thus P&G needed to rethink advertising, including making messages more impactful and with less clutter. P&G's ability to bring content to life in digital environments and beyond has never been more essential in this context. P&G wants to expand the amount of pull-based content it wants customers to engage with, and that content must be personalized to the context and media platform for each consumer group. According to Mahar, P&G's successful examples of this approach include Gillette Direct, the Oral B AI app, and the Olay Skin Advisor, which offer the company more direct, one-on-one engagement with consumers. In addition, the way messages are conveyed via media platforms has been reinvented to provide mass reach with targeted precision - no easy accomplishment for a company whose goods are used by 95% of the population; it is a case of effectively conveying a message with regularity while avoiding wastage. Personalization is also important since customers want brands to interact with them directly, but there is a need to avoid being too familiar, according to Mahar. Key trends have also influenced P&G's marketing approach in digital adoption and usage. As customers gain confidence in shopping online, they seek products to buy and depend on the views of other product users. P&G aims to integrate search across many platforms, including stores, to answer all of the questions customers have about brands, providing a seamless experience that is also more efficient. P&G is also attempting to increase efficiency and effectiveness in digital media and advertising spending in e-commerce by matching content with context to maximize relevance and attention. All of P&G's marketing, advertising, and digital strategy changes are viewed through the critical lens of customer-centricity.

Read More

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