AD NETWORKS

38% of Small Businesses Increased Ad Spend in 2020, According to The Manifest Report

The Manifest | February 24, 2021

Since the beginning of the COVID-19 pandemic, the time spent on digital platforms for adults jumped to more than 16 hours every day. Organizations recognized this opportunity to connect with customers. In fact, 38% of small businesses expanded their advertisement spend in 2020, according to a new report from The Manifest, a how-to guide for small businesses.

Just 22% of small businesses reported a decrease in their 2020 advertisement spend.

Many organizations found that the helped them strengthen their connection with customers.

Kamaldeep Singh, founder of digital advertising agency Zhoustify, said his team's advertising budget continues to develop as everyone remains at home.

About The Manifest
The Manifest is a business news and how-to website that compiles and analyzes practical business wisdom for innovators, entrepreneurs, and small and mid-market businesses. Use The Manifest as an approachable tour guide through every stage of the buyer journey. With three main offerings – data-driven benchmarks, step-by-step guides, and agency shortlists – The Manifest strives to make your business goals a reality.

Spotlight

2013 has been a vintage year for marketing campaigns. But what advertising did the experts rate as the best of the bunch, and why? MeetTheBoss TV's Ben Thompson stopped by the iStrategy digital marketing conference at London's Twickenham stadium to catch up with some of the speakers and ask them that very question.

Spotlight

2013 has been a vintage year for marketing campaigns. But what advertising did the experts rate as the best of the bunch, and why? MeetTheBoss TV's Ben Thompson stopped by the iStrategy digital marketing conference at London's Twickenham stadium to catch up with some of the speakers and ask them that very question.

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MOBILE ADVERTISING

Warner Bros. Discovery to Slash up to 30% of Ad Sales Team

Warner Bros. Discovery | June 16, 2022

Warner Bros. Discovery (WBD) is set to slash its global sales team by as much as 30% to meet its annual cost-cutting target of $3 billion. According to The Information, it is starting with buyout offers this week for some people working within its U.S. advertising sales force. This development comes after the $43 billion merger of Discovery and AT&T’s WarnerMedia. Based on the information shared by sources with The Information employees get a chance to voluntarily leave the company through the buyouts, The report noted that approximately 1000 people will lose their jobs due to these cost-cutting measures. Natural attrition, layoffs and the buyouts will likely fulfil WBD’s target. A hiring freeze has already been put in place ad sales. Warner Bros Discovery CFO Gunnar Wiedenfels said, “We feel more confident than ever about achieving our $3 billion cost synergy target, and believe there is a much greater opportunity off of the current baseline and that target will ultimately prove conservative.” Warner Bros Discovery CFO Gunnar Wiedenfels said, “We feel more confident than ever about achieving our $3 billion cost synergy target, and believe there is a much greater opportunity off of the current baseline and that target will ultimately prove conservative.” WBD CEO David Zaslav talked about how the company’s ad sales segment presents an opportunity for cuts due to a lot of overlap in roles post-merger. Post-merger, WBD had about 100 million paid direct-to-consumers subscribers across its streaming services, including Discovery+ and HBO Max.

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ADVERTISER PLATFORMS

Adform & PwC Study Shows Marketers can Achieve Value Today with First-Party IDs

Adform, PwC | July 28, 2022

Adform, the only global, independent, and fully integrated advertising platform built for modern marketing has unveiled an independent report with PwC showing that first-party IDs deliver significant uplift and scale on programmatic ad campaigns run with its ID Fusion solution. With third-party cookies to be discontinued in 2023, advertisers and publishers are struggling to reach their audiences online in a consistent, transparent, and privacy-compliant way. Many publishers are adopting first-party IDs as an alternative to traditional cookies, which has created a jungle of fragmented ID solutions. Adform has built ID Fusion, an agnostic solution combining publishers’ first-party IDs with advertisers’ customer data to make sense of online users' identities. Adform’s ID Fusion solution uses first-party IDs instead of third-party cookies to unlock scale for common use-cases such as frequency capping, audience targeting, and reporting. Adform commissioned PwC to work with OMD Norway and Renault to develop and run a real-world campaign using Adform’s ID Fusion technology. As part of their testing and review, PwC also verified data from a previous campaign and Adform case study. These tests took place between February and May 2022. 669% increase in reach and 161% uplift in performance through first-party IDs and ID Fusion Funnelling ad traffic with identifiers through the ID Fusion solution drove a significant 669% increase in the addressable audience, as well as a 161% increase in click-through rates, resulting in higher viewability and superior eCPM, and ultimately lowering CPC by 65%. By using first-party IDs and ID Fusion, the test campaign was able to reach incremental users that could not be engaged using previous targeting methods, on non-cookie environments such as Safari, and Firefox, as well as a growing number of Chrome users. Significant uplift in performance using first-party IDs Additionally, using first-party IDs delivered higher ad viewability, with 80% versus 75% for third-party cookie traffic. Only ad traffic with first-party IDs was able to meet daily spend targets across the campaign period and deliver in full. Identify and address previously “hidden” audiences on Safari and Firefox In addition to the study of the live OMD Norway and Renault campaign using Adform's ID Fusion solution, PwC also ran a detailed analysis of Adform historical data, reviewing the performance of campaigns run across environments that support first-party IDs, but not third-party cookies - Safari and Firefox. Lotte Gundersen, digital marketing manager at Renault Norway, said: "ID Fusion has allowed us to reach otherwise un-addressable audiences in cookieless environments. As an advertiser, it is reassuring to know that addressable marketing will continue to be a tool that we can rely on in the future also in cookieless environments and that we can continue to reach our customers and optimise our advertising efforts in a manner better aligned with the modern consumers' expectations around privacy." Carl-Adam Sjölander, digital director at OMD Norway, added: “Our experience with ID Fusion so far has shown great promise for the future, and we look forward to working with Adform and our publisher partners to bring our clients powerful media activations after we’ve said a final goodbye to the third-party cookie. ID Fusion promises to be a valuable solution going forward as a flexible and agnostic platform, that encourages even closer cooperation with premium publishers to tap into their data in a transparent and privacy-compliant way.” Adam Edelshain, the director, of PwC, said: “PwC’s marketing and media team firmly believes that trust and transparency are crucial to the healthy future of the digital advertising ecosystem. By subjecting their ID Fusion solution to independent testing, Adform has continued to demonstrate their commitment to this." Adam Edelshain, the director, of PwC, said: “PwC’s marketing and media team firmly believes that trust and transparency are crucial to the healthy future of the digital advertising ecosystem. By subjecting their ID Fusion solution to independent testing, Adform has continued to demonstrate their commitment to this."

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AD NETWORKS

Viamedia Promotes Madeline Kissel to Vice President of Affiliate Relations and Business Development

Viamedia | July 14, 2022

Viamedia, the leading fully-integrated independent cross-media local advertising company, today announced Madeline Kissel has been promoted to vice president of affiliate relations and business development. In her new role, Kissel is responsible for managing the process of identifying, pitching, negotiating and executing sales representation agreements with linear, digital and managed services partners within the cable and digital ad sales industries. “Madeline impressed us as soon as she started working at Viamedia and has grown into a trusted leader, insightful manager, and proven sales and business executive. Her skill and experience are perfectly suited to lead Viamedia’s expanding network of affiliate partnerships,” said David Solomon, CEO of Viamedia. “Madeline impressed us as soon as she started working at Viamedia and has grown into a trusted leader, insightful manager, and proven sales and business executive. Her skill and experience are perfectly suited to lead Viamedia’s expanding network of affiliate partnerships,” said David Solomon, CEO of Viamedia. “There is no doubt she will bring value and innovation to even more distributors in this expanded role that recognizes her many successes.” Kissel joined Viamedia in 2012 as a marketing and research intern, where she contributed to the company’s marketing team, focusing on sales support, internal communication, promotions, and event planning. In 2018, she moved into Business Development division and oversaw Viamedia’s partnerships with multichannel video programming distributors, managing over 60 sales partnerships across over 70 cities. Kissel will continue to collaborate with every Viamedia department to analyze new partnerships and provide world-class support to current affiliate partners. Kissel is based in Viamedia’s Lexington, Kentucky operational headquarters and reports directly to the company’s President and CEO, David Solomon. Kissel was named to Cablefax’s “Overachievers Under 30” in 2015 and has a BA in Integrated Strategic Communications from the University of Kentucky. About Viamedia Viamedia places over 1MM ads a day in more than 130 zones in 28 states across 60+ markets nationwide, aggregating all forms of TV audiences and providing a single point of sale to more than 6,000 local, regional, and national advertisers. It provides a comprehensive portfolio of audience and impression-based local video cross-media advertising solutions that bridge the gap between linear TV and digital programmatic advertising. Viamedia’s patented, cloud based QTTTM platform utilizes a proprietary technology stack and is designed to enable ad campaigns to be more efficient and easier to execute, by utilizing rich data to deliver targeted, dynamic ads to consumers via linear television. Viamedia also offers a complimentary suite of impression-based digital products for streaming, mobile, display, email, search, social and more. Headquartered in Lexington, Kentucky, the company’s success is built on its people, processes and proprietary software.

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