Advertiser Platforms
Business Wire | September 26, 2023
Loop Media, Inc. ("Loop Media") (NYSE American: LPTV), the free streaming television media company for business which provides over 2 billion video views every month via restaurants, retail businesses, office buildings, doctors’ offices, airports, bars, and college campuses, announced today that it has rolled out in beta testing a self-service video advertising platform (“Loops Ads Manager”) for local businesses and venues to advertise on the Loop Media platform. Loop Media believes this anticipated new line of advertising revenue could be a significant additional contributor to Loop Media’s revenue, as Loop Media seeks to capture local advertising dollars that do not generally flow through the larger ad demand partners working with regional and national advertisers.
Local and regional venues, services, brands, businesses, and agencies will be able to place ads on any of Loop TV networks’ 71,000+ screens, including partner screens, via the Loop Media Ads Manager, built in partnership with OrkaTV. This partnership is designed to empower local and regional marketers’ access to Loop Media’s powerful network at am.loop.tv.
“The Out of Home Advertising Association of America (OAAA) estimates that national advertising makes up 35% of the yearly out of home advertising revenue and this is the area where Loop Media has primarily participated in since its inception,” said Jon Niermann, Chief Executive Officer of Loop Media. “With Loop Ads Manager, which we’ve built for the growing local demand for our platform, we are now able to more aggressively participate in the local advertising revenue stream which makes up 65% of the annual out of home advertising revenue. In addition, we’re providing our customers--and essentially any local business--the opportunity to advertise directly on the Loop TV platform in their local markets or beyond. Advertisers will be able to select their choice of markets anywhere in the nation with a quick, efficient, easy to use tool, and at an advertising entry price point that a local business owner can justify and manage,” Niermann continued.
OrkaTV built the Loop Ads Manager on top of its best-in-class Streaming TV ad tech infrastructure. This enables Loop TV to offer differentiated features such as the proprietary “Venue Type” forecasting tool for targeting desired audiences watching TV-Out-of-Home (TVOOH) FAST channels. The Loop Ads Manager can ingest existing creative, or its creative experts with decades of experience can assist a business owner in creating a new ad with minimal input.
“We built the Loop Ads Manager to democratize the entire process and cut through the prohibitive cost thresholds, clutter and usability issues that are inherent in most DSPs,” said Mike Woods, Chief Executive Officer, and Founder of OrkaTV. “The result is the easiest way for small businesses or any business to get their ads on Loop TV’s premium streaming TV channels,” he added.
“We love having Loop TV in our venue! We are even more excited to be able to efficiently advertise The Pink Tub in other venues in order to reach new customers in our local market at a cost that is affordable for us!” said Victoria E. Thomas-Bodie, Founder & Executive Vice President of Operations at The Pink Tub, an opulent organic handmade body and bath brand based in Indianapolis, Indiana.
Loop Ads Manager will begin service in beta-testing mode on September 21st.
About Loop Media, Inc.
Loop Media, Inc. ("Loop Media") (NYSE American: LPTV) is a leading digital out of home (DOOH)TV and digital signage platform optimized for businesses, providing free music video, news, sports, and entertainment channels through its Loop TV service. Loop Media is the leading company in the U.S. licensed to stream music videos to businesses through its proprietary Loop Player.
Loop Media’s digital video content reaches millions of viewers in DOOH locations including bars/restaurants, office buildings, retail businesses, college campuses, airports, and on free ad-supported TV platforms and at local gas stations on GSTV terminals in the United States.
Loop is fueled by one of the largest and most important short form entertainment libraries that includes music videos, movie trailers, branded content, and live performances. Loop Media’s non-music channels cover a multitude of genres and moods and include movie trailers, sports highlights, lifestyle and travel videos, viral videos, and more. Loop Media’s streaming services generate revenue from advertising, sponsorships, and from subscriptions.
To learn more about Loop Media products and applications, please visit us online at Loop.tv
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Ad Networks
Business Wire | September 28, 2023
LiveRamp (NYSE: RAMP) and FreeWheel today announced that they have partnered to introduce a new solution that enables advertisers to buy a greater amount of addressable advertising inventory in the connected television sector.
This is a new global partnership. The core offering includes FreeWheel incorporating support for LiveRamp’s identifier, RampID, powered by LiveRamp’s Authenticated Traffic Solution publisher partners into FreeWheel’s TV platform. The result is a new capability that allows marketers to more accurately reach and target audiences in the fast-growing CTV space using first-party data and addressable advertising.
For marketers, one of the solution’s main benefits is the enhanced personalization capabilities in a soon-to-be-cookieless age.
This partnership utilizes two LiveRamp solutions, which work in tandem with FreeWheel’s technology:
LiveRamp’sAuthenticated Traffic Solutionconnects first-party user data with LiveRamp’s RampID to enable advertising on authenticated inventory in a privacy-centric manner. One of ATS’s key benefits is the ability to unlock addressable inventory without third-party identifiers, enabling the ecosystem to build and plan sustainably. RampID covers every touchpoint in a customer’s journey, enabling brands to generate better insights into exposures and conversions when using RampID to track impressions. RampID also unlocks further benefits for brands in the data collaboration space, including measuring media buys, and powering collaboration and insights with other brands.
With the support of ATS and RampID, FreeWheel’s integration will soon allow 85+ RampID-enabled demand side platforms to directly transact on LiveRamp’s pseudonymous, people-based identity. The integration enables brands to onboard their audiences into FreeWheel‘s TV platform and transact direct deals with premium CTV publishers. Brands can now leverage their first-party data in conjunction with LiveRamp’s RampID and activate on FreeWheel’s premium video supply. One key benefit is that every impression can now be measured, resulting in better measurement and ROI for marketers.
“Premium addressable CTV inventory is the new must-have for every advertiser,” said Travis Clinger, SVP, Activations and Addressability, LiveRamp. “FreeWheel’s integration to support LiveRamp’s addressability will power more accurate, people-based marketing across some of the world’s leading streaming publishers, enabling marketers to drive the business outcomes they need.”
With third-party identifiers such as the cookie on the decline, we teamed up with LiveRamp to create a new solution for marketers to reach and engage with relevant audiences, said Matt Clark, VP, Strategic Partnerships, FreeWheel.
“The end result is a much needed new offering that combines the strength of LiveRamp’s identity framework, FreeWheel’s expertise and scale in premium video, and the benefits of addressable advertising. We’ve designed, built, and are introducing this new solution with a focus and commitment to privacy, so that advertisers can get ahead of and succeed in today’s evolving media landscape.”
“We are pleased to extend our longtime ATS implementation into the ad-supported version of AMC+ coming this October and this important new inventory,” said Scott Keating, VP, Audience and Data Platforms, AMC Networks. “This capability will drive our leadership position in delivering addressability for our partners while extending scale of high-quality audiences rooted in authentication.”
“Paramount Advertising is steadfast in delivering the most advanced and flexible offerings for marketers to reach their target audiences across our leading portfolio of networks and streaming services,” said Todd Bender, SVP, Ad Platforms, Paramount. “LiveRamp has been a longstanding partner as a key member of the Paramount Identity Framework, and this partnership with FreeWheel will enable us to further enrich bid requests and unlock even more powerful opportunities for advertisers across our EyeQ footprint of more than 90 million full-episode viewers.”
Through this global partnership, FreeWheel and LiveRamp are bringing a privacy-focused solution to CTV publishers, enabling publishers to create audience-based targeting for buy-side platforms on authenticated publisher inventory. LiveRamp’s ATS is the standard for post-signal connectivity and leads the way in interoperability with Google Display & Video 360’s PAIR, The Trade Desk’s UID 2.0, and Publicis’s CORE ID. Publishers working with LiveRamp and FreeWheel will now be able to benefit from increased demand and CPMs on their ATS inventory.
This new industry solution will be available in market beginning in Q4 2023.
About LiveRamp
LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and foundational identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners.
Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at LiveRamp.com.
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.
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Ad Tech and Martech
Integral Ad Science | October 19, 2023
Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites.
MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift.
IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies.
IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites.
Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance.
Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale.
"Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers."
The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
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