AD TECH AND MARTECH
ExchangeWire | April 13, 2023
Adlook, a brand growth platform for consumer marketers, is proud to partner with Adelaide, the leader in attention-based media quality measurement, to build a deep learning-powered AU-CPM buying model.
By infusing this new pricing model with placement-level media quality scores generated by Adelaide’s AU metric, marketers can optimise toward their attention goals and boost campaign performance at any cost per mille (CPM) level. This partnership makes Adlook the first demand-side platform (DSP) to offer guaranteed media quality using attention metrics, empowering marketers to get more from their campaigns, and reduce advertising waste.
This partnership will help resolve a major pain point for consumer marketers: quantifying media quality and its impact on business outcomes. Reliance on static, imprecise media metrics has led to an oversaturation of highly-viewable but low-quality placements in the market. Unable to discern true media value, advertisers are incentivised to prioritise inexpensive reach over quality media that offers the greatest opportunity for attention and impact.
Adlook’s new AU-CPM buying model solves this challenge by enabling marketers to guarantee media quality using Adelaide’s outcome-based attention metric, AU. Combined with Adlook’s deep learning, brands can now improve targeting without inflating CPM to maximise performance.
Adelaide’s AU is an omni-channel media quality metric representing a placement’s probability of attention and subsequent impact. It is generated by a machine learning algorithm trained to proxy full-funnel outcomes from awareness to sales. This past year, Adelaide conducted an analysis of nearly 40 case studies demonstrating how AU has helped advertisers achieve an average of 31% upper-funnel and 56% lower-funnel lift compared to traditional metrics.
“Combining AU with our existing deep learning technology is a game changer for consumer advertisers,” explained Luca Filardo, global head of solutions management. “We can now help advertisers optimise against user attention while routing advertiser budgets to high-attention placements, driving brand growth, and improving exposure. This will help marketers connect with the right audiences, and consumers find products they’ll love. It’s a win-win. In the end, marketers will only pay for targeted levels of attention to ensure their budgets yield maximum exposure and brand recognition.”
“This partnership with Adlook advances our mission to establish a more fair and transparent market where publishers are rewarded for high-quality media, and advertisers can ensure they’re driving predictable business outcomes,” said Marc Guldimann, CEO of Adelaide. “Using outcome-based metrics like AU as the basis for media quality in contracts realigns buyer and seller interests around media quality rather than quantity or cost. We’re thrilled to partner with Adlook to make a positive impact and look forward to continued innovation.”
Adelaide is a leader in the rapidly growing field of evidence-based media quality measurement. Adelaide’s attention-based metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict a placement's propensity to capture attention and contribute to more efficient outcomes. Since 2019, Adelaide has enabled the world’s top brands to understand media quality across their entire media spend and uncover valuable optimization opportunities to reduce waste and drive better results. Named after the global epicenter of evidence-based marketing in southern Australia, Adelaide is headquartered in New York City.
PR Newswire | June 01, 2023
Vpon Big Data Group (Vpon), a leading big data company in Asia, has announced a strategic partnership with VIOOH, the world's foremost high-quality digital out-of-home advertising supply-side platform. This collaboration leverages Vpon's diverse and extensive mobile data and AI creative technology, "InVnity", along with VIOOH's global digital outdoor advertising programmatic inventories. The partnership enables advertisers to display their content on a specific day or time period through programmatic buying, with advertising visuals created by "InVnity" artificial intelligence for varying target audience.
As a multinational big data expert, Vpon reaches over 900 million mobile devices every month, holds a vast amount of mobile device data, and possesses high-quality media resources in the Asia-Pacific region. Recently, Vpon has successfully developed the AI visual creative generator "InVnity". The AI system is able to generate unique advertising content automatically based on user device tags including age, location, and preferences. Each advertising copy and image is created specifically for different audiences, delivering the advertiser's message to each potential customer in a more personalized and targeted manner. With an extensive data collection system, Vpon is enriching and will continue to enrich "InVnity" and its machine learning with big data.
VIOOH is the world's leading premium digital out-of-home advertising supplier platform, currently covering 19 markets worldwide. Steered by a team of experts in digital out-of-home advertising and programmatic technology, VIOOH is transforming the out-of-home (OOH) industry through programmatic functions and data support.
"We are very pleased to announce that VIOOH and Vpon Big Data Group has established a strategic partnership." Said Calvin Chan, CEO of VIOOH China. "Through the partnership with VIOOH, Vpon's clients can now purchase VIOOH's quality global DOOH inventory through Vpon's DSP. This allows more media planners and advertisers to obtain programmatic digital Out-Of-Home advertising in omni-channel sales activities (Omni-Channel), which is one of the key areas of interest for the market now."
"95% of brand advertisers believe that more and more resources will be placed on the programmatic advertising trading platform in the upcoming future." Said Arthur Chan, Chief Operating Officer of Vpon Big Data Group, expressed his honor to be a strategic partner with VIOOH. He emphasized the complementary nature of big data and AI, and how Vpon's partnership with VIOOH allows them to deliver tailor-made advertisements that instantly reach the most relevant audience group. Arthur believes that this partnership will transform the Out-OfHome industry, meeting the increasing global demand for programmatic advertising trading platforms.
Arthur is excited about the grow and glow of the industry-leading AI advertising creative system "InVnity", ""InVnity" is currently learning and improving with Vpon's own mobile data, while the AI system can also test the effectiveness of Vpon's advertisements with countless creatives, amplifying new efficiencies that are beyond human capacities."
About Vpon Big Data Group
Vpon Big Data Group, a leading big data company focused on data analytics built with cutting-edge technologies to provide clients with the broadest set of mobile data across Asia in delivering effective mobile data-driven marketing solutions. Supported by the accumulation of massive data from 900 million mobile devices and strategic partnership with premium media resources across APAC, Vpon provides clients with customized data-centric marketing solutions, including data analytics services, brand awareness, performance-driven and cross border marketing solutions.
VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH's platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.
GlobeNewswire | May 12, 2023
Vistar Media, a cutting-edge global provider of programmatic technology for digital out-of-home (DOOH), announced today new data showing billboard advertising delivered full funnel lifts and results against key industry performance metrics. Vistar conducted an analysis of campaigns that utilized billboards* to determine the venue type’s effectiveness in delivering positive contributions toward awareness, consideration, intent and foot traffic, with the results demonstrating why billboards have remained a timeless staple in DOOH.
As one of the oldest advertising mediums, billboards have continued to cement their reputation for driving meaningful outcomes for advertisers for decades, with this new data showcasing just how effective the venue can be across programmatic activations. In the US market, billboard advertising within Vistar’s campaign activations in 2022 drove a:
Lift in awareness on 72% of campaigns
Lift in consideration on 82% of campaigns
Lift in intent on 79% of campaigns
Lift in foot traffic on 67% of campaigns
Advertisers from the retail industry ran the most billboard campaigns that included measurement in 2022, followed by consumer packaged goods (CPG), financial services and telecommunications.
The research explored how campaigns within each industry performed against the core metrics list below. The findings demonstrated:
Billboards drove lift in awareness on 92% of CPG campaigns, 67% of financial services campaigns, 57% of retail campaigns and 83% of telco campaigns
Billboards drove lift in consideration on 80% of CPG campaigns, 73% of financial services campaigns, 86% of retail campaigns and 75% of telco campaigns
Billboards drove lift in intent on 82% of CPG campaigns, 58% of financial services campaigns, 69% of retail campaigns and 91% of telecommunications campaigns
Vistar’s advanced suite of technology capabilities enable measurement for DOOH across both upper and lower funnel KPIs, such as awareness, consideration, intent and foot traffic. By partnering with the industry’s leading measurement providers such as MFour, Foursquare and others, Vistar conducts brand studies and foot traffic studies based on verified DOOH exposure.
“Billboards have always been a cornerstone of OOH advertising, and this data from our 2022 campaigns solidify the channel as an effective driver of key performance metrics for brands, regardless of industry,” said Eric Lamb, SVP of Supply at Vistar Media. “While OOH has evolved significantly over the past few decades, these results reaffirm our confidence in the power of roadside advertising in OOH, and how the format can maximize the impact of a campaign. We’re honored to partner with some of the largest billboard owners across the US, including Clear Channel Outdoor, Lamar Advertising Company and OUTFRONT Media, as well as hundreds of screens from independent operators, to connect their high-impact DOOH billboards with leading advertisers from around the world.”
With lower hardware costs and the rise of programmatic DOOH, media owner networks are able to monetize digital signage in new environments that weren’t previously possible, such as retail, healthcare, entertainment and more. However, this data shows digital billboards are still an extremely effective way to influence consumer behavior for a wide variety of verticals – making it more important than ever to consider billboards for future activations.
“This latest research affirms the power of billboards to drive awareness, connect brands with target audiences, and influence critical purchasing decisions when used within a data-driven DOOH campaign,” said Ian Dallimore, VP of Digital Growth for Lamar Advertising Company. “Roadside billboards have become an integral part of our daily lives. Lamar’s extensive nationwide digital network reaches and connects consumers on premium displays at key moments using impactful creative, reminding them what they want and need and piquing curiosity. As the use of first and third-party data continues to evolve, brands can further enhance their strategies to target based on behaviors, extend their reach, and amplify brand messaging.”
“Marketers are focused on quality, scale and impact when it comes to DOOH formats and screens,” said Wade Rifkin, EVP and GM, Programmatic, Clear Channel Outdoor (CCO). “We’re encouraged Vistar’s latest research underscores how billboards consistently deliver a data-rich programmatic buying experience that is measurable and optimizable, and that Clear Channel’s large format, premium digital billboard displays in top markets across the country have been proven highly effective at driving outcomes.”
“Billboard advertising is an incredibly effective medium for reaching a wide and diverse audience,” adds Neil Shapiro, VP of Programmatic at OUTFRONT Media. “Not only do billboards drive lifts in awareness, consideration and foot traffic, but they also optimize other media channels such as social, search and video, improving performance metrics across the board. When combined with the flexibility, targeting and speed to market offered by programmatic, billboard advertising becomes a powerful and measurable tool for brands looking to increase awareness and drive sales.”
*This analysis reflects US DOOH campaigns Vistar measured in 2022 that included billboards.
About Vistar Media
Vistar Media is the leading global provider of programmatic technology for digital out-of-home (DOOH). With a mission of enhancing every OOH transaction with automation, data and measurement, Vistar has established the most comprehensive marketplace for programmatic out-of-home transactions via a demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP). Vistar also offers core infrastructure software for media owner networks, via the Vistar Ad Server and device and content management platform (Cortex). For more information, visit www.vistarmedia.com or follow us on LinkedIn, Twitter and Facebook.