Spotlight

Advertising In the display ad industry’s programmatic media buying frenzy, creative messaging has become somewhat of an afterthought, yet the right creative/audience data combination can considerably boost an ad’s performance. There’s a science behind creative messaging.

Spotlight

Advertising In the display ad industry’s programmatic media buying frenzy, creative messaging has become somewhat of an afterthought, yet the right creative/audience data combination can considerably boost an ad’s performance. There’s a science behind creative messaging.

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PureCars' Meridian Automotive Marketing Platform Receives Digital Advertising Certification For The Porsche Dealer Program

PureCars | June 17, 2020

PureCars, a leading provider of digital marketing and advertising insights for automotive dealers, today announced it has been certified as an official provider of digital advertising for the Porsche Dealer Program. PureCars is now certified in a total of 14 OEM programs across the U.S.PureCars' digital advertising insights are powered by Meridian, its premier automotive marketing platform that combines powerful business intelligence tools with fully integrated digital advertising, giving dealers a competitive edge. In addition to offering fluid, cross-channel budget management, the platform intelligently identifies low-funnel shoppers and makes any dealership the clear choice for their purchase. This transaction enablement is important since car buyers are now spending 96 days in market, down 22 days since 2017 according to the Cox Automotive 2019 Car Buyer Journey Study1."With the industry's most intelligent source of data and insights, Meridian offers dealers a distinct competitive advantage especially during today's challenging shopping environment," said Jeremy Anspach, CEO of PureCars. "The robust suite of intelligent data resources helps dealers identify actionable trends that amplify each shopper's transaction potential."With a Meridian subscription, Porsche dealers gain access to advertise across all channels, including search, social, display/retargeting, and video. In addition, subscribers also receive unique business intelligence features such as market insights, full funnel attribution, and forecasting trends.

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SOCIAL MEDIA ADVERTISING

Billy Gene is Marketing Has Launched A 4-Month Advertising Certification Program

Billy Gene Is Marketing | April 30, 2021

Billy Gene, CEO of Billy Gene Is Marketing, has introduced a new advertising certification program. The four-month intensive program is designed for candidates who want to launch a career in ads, as well as marketing departments who want to advertise their own business in-house. The class will be held from May 4 to August 4, 2021. The Certified Advertising Genius Program will be taught in weekly classes, but this is not your typical classroom environment. This is a "million-dollar experience." Each class is live-streamed from their million-dollar studio, which features a 15'8" by 9'5" LED wall and multi-cam online experience, 25 luxurious theatre recliners, a production staff, and a curriculum designed to train students for the real world. According to the Bureau of Labor Statistics, more than 80% of businesses collapse within the first ten years. There are 400 million small businesses worldwide. Businesses need clients when times are tough. When things are going well, they expect more clients. With over $121 billion spent on internet ads in 2020, world-class advertisers are in high demand. Billy Gene and his in-house marketing staff will mentor students as they develop the in-demand skillset needed to assist businesses in gaining customers by direct response ads on Facebook, Instagram, and YouTube. The program is designed to help them develop new ads and attract perfect customers on a regular and predictable basis. Billy Gene Is Marketing purposefully went in the opposite direction to a conventional marketing program: instead of costing tens or hundreds of thousands of dollars and taking four years, this certification costs $5,000 and takes four months to complete. Billy Gene will personally teach the class, and class sizes will be kept small and private. If students wish to be eligible for the advertisement certification, they must apply by May 4, 2021. Students can attend classes virtually or in person at the Billy Gene Is Marketing headquarters in downtown San Diego. Commencement will take place in November 2021, and a special guest will deliver a speech. No spoilers here, but you're following this guy, and they're a game-changer when it comes to business growth. Those interested in obtaining their advertising certification from Billy Gene Is Marketing should contact an enrollment advisor by phone. Billy Gene Is Marketing is a San Diego-based marketing education organization with over 135,000 students in 75 countries. They've collaborated with some of the world's biggest franchises, including Massage Envy, Orange Theory Fitness, Crunch Fitness, and several more.

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AD TECH AND MARTECH

Conviva Makes the Transition from Video Analytics to Bidstream Data with Its First Ad Tech Partnership

Conviva, The Trade Desk | July 30, 2021

Conviva, a streaming analytics startup, launched its first ad tech product on Thursday, contextual data integration with The Trade Desk. Conviva embeds a sensor in the videos or streaming material of publishers and programmers. The sensor is not a third-party data collector in the same way that a cookie or SDK is. Instead, according to Conviva CEO Keith Zubchevich, it is the tool that publishers use in their video players to monitor video quality and engagement, such as buffering rates or overall watch time. “In the last couple of years, we began to collect extremely extensive content information, since there is no limit to what you can send through the sensor that sits in the video player, including contextual ad data and even IDs,” Zubchevich said. The new Conviva bidstream connections, for example, may notify buyers whether a certain video spot is a short-form video, the length of a TV episode, or a complete movie, and can also provide contextual data about the kind of content that will play during that viewing session, according to Zubchevich. According to Josh Sharma, VP of ad partnerships at Local Now, local weather and content streaming service and a pilot partner for Conviva’s data partnership, contextual advertising data for streaming video are frequently cobbled together from site pixels, mobile app SDKs, ad verification tech vendors, and aggregated third-party data sets, which monitor the page but aren’t embedded in the video player. “For a long time, it’s been a source of frustration among our DSP partners that they do not see the context of the content itself,” Sharma said. Aside from factors such as video length – is it a bite-size video or a full-length show? – he stated that Local Now, a subsidiary of Entertainment Studios (owner of The Weather Group and local affiliate stations), can use the Conviva bidstream integration to pass data about specific content adjacency. Buyers can place more value on inventory if the context is precise. For example, some companies could be willing to pay extra for an ad spot during a kids cartoon if their buying platform allows them to target ad units following a sports-related scene rather than simply general family-friendly content. According to him, the data could also assist advertisers in targeting users depending on session watch length. For example, suppose someone has been engaged and viewing videos with Local Now for the last hour, and that information can be conveyed in the bidstream. In that case, advertisers can bid more confidently on that impression. According to Sharma, targeting relevant neighboring material during a movie, show, or news program is commonplace for linear TV advertisers. Bringing such capacity to CTV will help “bridge the gap” for television budgets, he says, since ad revenues are shifting to streaming content at a far slower rate than consumers’ viewing habits have changed. According to Zubchevich, the Trade Desk was the natural starting point for this contextual data play. Conviva polled its publishing and broadcast partners, and The Trade Desk was a major source of demand across the board. However, he said that the company intends to expand to other DSPs and ad platforms.

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