Understanding the Value of Interactive Content

March 14, 2019 | 168 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

LTK

LTK is a global technology platform founded in 2011 to empower the world’s premium lifestyle Creators to be a brands' power partner. With 11 years’ of proprietary sales insights and cross-channel performance data, LTK is unparalleled in its ability to build influencer marketing campaigns for brands of all sizes with self-to-full service products, proven ROI and full-funnel brand performance measurement from discovery to transaction. LTK is also the Influence platform with millions of shoppers on its top-rated consumer focused shopping app that amplifies its Creator's posts.

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ADVERTISER CAMPAIGN MANAGEMENT

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

Article | July 19, 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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RETARGETING

Which Online Advertising Strategy Is Right For Your Business?

Article | July 20, 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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SOCIAL MEDIA ADVERTISING

Alex Webb: More kids with smartphones spells advertising bonanza

Article | July 13, 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

LTK

LTK is a global technology platform founded in 2011 to empower the world’s premium lifestyle Creators to be a brands' power partner. With 11 years’ of proprietary sales insights and cross-channel performance data, LTK is unparalleled in its ability to build influencer marketing campaigns for brands of all sizes with self-to-full service products, proven ROI and full-funnel brand performance measurement from discovery to transaction. LTK is also the Influence platform with millions of shoppers on its top-rated consumer focused shopping app that amplifies its Creator's posts.

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ADVERTISER PLATFORMS

UM and Roku Partner to Increase Equity For Minority-Owned Networks Ahead of TV Upfronts

PR Newswire | April 25, 2023

Today, UM, a global media agency network of IPG Mediabrands, announced an industry-first partnership with Roku, Inc., the #1 TV streaming platform in the U.S., Canada, and Mexico*, that will provide the agency and its sister agencies exclusive solutions to measure unrated, minority-owned networks for the first time. The deal provides planning and investment teams with access to critical linear TV data ahead of the 2023 TV Upfronts, giving smaller, minority-owned networks opportunity alongside larger, rated networks. Today, many of the 35+ smaller, minority-owned networks do not show up in traditional TV measurement. Panels may lack the scale to capture emerging media properties, and setup costs may be prohibitive. This ratings gap leaves marketers guessing about the audience and inhibits advertising spend. "We continuously work to identify the challenges and gaps in the marketplace as part of our ongoing commitment to drive equitable and inclusive business practices," said Deidre Small-Landau, Head of Business Equity, IPG Mediabrands. "Lack of linear ratings information is a significant impediment to why brands are not investing in minority-owned networks, and we look forward to creating more growth opportunities for clients and minority-owned networks alike across the Mediabrands family of brands." Roku is leveraging its proprietary Automatic Content Recognition (ACR) technology to generate two sets of comprehensive monthly reports for UM and IPG Mediabrands. The first provides average viewership by network by daypart and reach per channel, designed to be used for planning purposes. The second set shows actual viewership by program by day, validating how many viewers are exposed to advertising content, providing insight into how specific campaigns are performing. Automatic Content Recognition (ACR) is a technology that, when enabled, allows Roku to recognize the programs and commercials viewed over antenna, cable, and satellite on Roku TVs. As the #1 selling smart TV OS in the U.S. as of Q4 2022, Roku brings broad reach and a direct consumer relationship that offers accurate, scaled insights. Roku found that, between December 2022 and February 2023, previously unmeasured minority-owned TV networks reached an estimated 16.8 million U.S. households on traditional TV and delivered more than 400 million advertising impressions. Roku's reporting clarifies the opportunity for brands to partner with minority-owned channels. "You can't invest in what you can't measure," said Kristina Shepard, Co-Head of U.S. Brand Sales, Roku. "Our goal is TV made better for everyone. We're thrilled to bring unique scale, data, and technology forward to solve industry challenges and improve media equity together." This partnership is the latest in UM's efforts to generate more equity in the marketplace for minority-owned media. Last fall, the agency released its groundbreaking Future Impact study, which proved for the first time that brands that support equity values in the workplace and in media will see double the impact in purchase intent. UM also helped spearhead the launch of the Equity Upfronts with MAGNA, the intelligence and investment arm of IPG Mediabrands, a now-annual event that introduced minority-owned media to the Upfronts schedule for the first time ever. "Roku has been consistently open to partnering with us in new and different ways, and their technology is uniquely capable of measuring the viewership of unrated networks," says Marcy Greenberger, EVP, Managing Partner, Integrated Investment, UM. "Our clients will benefit from the data-backed insights that are typically unavailable, creating rationale and incentive to expand their network consideration sets and meet equity investment objectives while still maintaining confidence in their spend and reach. It's a win-win for everyone, especially minority-owned networks that want to show advertisers the value they bring to the table." About UM UM is a global media agency committed to Futureproofing our clients' businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity and belonging, drive better business outcomes for brands. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries, with more than 3,000 people innovating on a roster of global clients including Accenture, American Express, GoPro, Johnson & Johnson, Levi Strauss & Co, Mattel, Sony and Spotify. For more information, please visit https://www.umww.com/. About Roku Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players and TV- related audio devices, are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

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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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ADVERTISER PLATFORMS

UM and Roku Partner to Increase Equity For Minority-Owned Networks Ahead of TV Upfronts

PR Newswire | April 25, 2023

Today, UM, a global media agency network of IPG Mediabrands, announced an industry-first partnership with Roku, Inc., the #1 TV streaming platform in the U.S., Canada, and Mexico*, that will provide the agency and its sister agencies exclusive solutions to measure unrated, minority-owned networks for the first time. The deal provides planning and investment teams with access to critical linear TV data ahead of the 2023 TV Upfronts, giving smaller, minority-owned networks opportunity alongside larger, rated networks. Today, many of the 35+ smaller, minority-owned networks do not show up in traditional TV measurement. Panels may lack the scale to capture emerging media properties, and setup costs may be prohibitive. This ratings gap leaves marketers guessing about the audience and inhibits advertising spend. "We continuously work to identify the challenges and gaps in the marketplace as part of our ongoing commitment to drive equitable and inclusive business practices," said Deidre Small-Landau, Head of Business Equity, IPG Mediabrands. "Lack of linear ratings information is a significant impediment to why brands are not investing in minority-owned networks, and we look forward to creating more growth opportunities for clients and minority-owned networks alike across the Mediabrands family of brands." Roku is leveraging its proprietary Automatic Content Recognition (ACR) technology to generate two sets of comprehensive monthly reports for UM and IPG Mediabrands. The first provides average viewership by network by daypart and reach per channel, designed to be used for planning purposes. The second set shows actual viewership by program by day, validating how many viewers are exposed to advertising content, providing insight into how specific campaigns are performing. Automatic Content Recognition (ACR) is a technology that, when enabled, allows Roku to recognize the programs and commercials viewed over antenna, cable, and satellite on Roku TVs. As the #1 selling smart TV OS in the U.S. as of Q4 2022, Roku brings broad reach and a direct consumer relationship that offers accurate, scaled insights. Roku found that, between December 2022 and February 2023, previously unmeasured minority-owned TV networks reached an estimated 16.8 million U.S. households on traditional TV and delivered more than 400 million advertising impressions. Roku's reporting clarifies the opportunity for brands to partner with minority-owned channels. "You can't invest in what you can't measure," said Kristina Shepard, Co-Head of U.S. Brand Sales, Roku. "Our goal is TV made better for everyone. We're thrilled to bring unique scale, data, and technology forward to solve industry challenges and improve media equity together." This partnership is the latest in UM's efforts to generate more equity in the marketplace for minority-owned media. Last fall, the agency released its groundbreaking Future Impact study, which proved for the first time that brands that support equity values in the workplace and in media will see double the impact in purchase intent. UM also helped spearhead the launch of the Equity Upfronts with MAGNA, the intelligence and investment arm of IPG Mediabrands, a now-annual event that introduced minority-owned media to the Upfronts schedule for the first time ever. "Roku has been consistently open to partnering with us in new and different ways, and their technology is uniquely capable of measuring the viewership of unrated networks," says Marcy Greenberger, EVP, Managing Partner, Integrated Investment, UM. "Our clients will benefit from the data-backed insights that are typically unavailable, creating rationale and incentive to expand their network consideration sets and meet equity investment objectives while still maintaining confidence in their spend and reach. It's a win-win for everyone, especially minority-owned networks that want to show advertisers the value they bring to the table." About UM UM is a global media agency committed to Futureproofing our clients' businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity and belonging, drive better business outcomes for brands. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries, with more than 3,000 people innovating on a roster of global clients including Accenture, American Express, GoPro, Johnson & Johnson, Levi Strauss & Co, Mattel, Sony and Spotify. For more information, please visit https://www.umww.com/. About Roku Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players and TV- related audio devices, are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

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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.

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.

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