42% of people believe ads can change the world, despite trust crisis

thedrum | January 30, 2020

In 2019 it was revealed that public trust in advertising had hit a record low of 25%, but fresh research has shown that people in the UK are still relatively positive about the industry’s impact on society.  A study from the Advertising Association (AA) and Credos on UK advertising’s social contribution (which drew responses from over 1,000 members of the British public and the ad industry) has revealed that 46% of adults believe advertising has a positive impact on society. 36% said advertising’s influence was neither positive nor negative and 18% said it was negative. A further 42%, meanwhile, agreed that advertising had the power to help make the world a better place. Less than a quarter of respondents disagreed with that statement.

Spotlight

Bombarded with irrelevant or repetitive promotions, consumers respond with banner blindness, shorter attention spans, and the growing use of ad blockers. More than 56 percent of ad impressions are never seen by consumers, and an estimated 60 percent of digital marketing spend is wasted. And that's just on the digital front. This

Spotlight

Bombarded with irrelevant or repetitive promotions, consumers respond with banner blindness, shorter attention spans, and the growing use of ad blockers. More than 56 percent of ad impressions are never seen by consumers, and an estimated 60 percent of digital marketing spend is wasted. And that's just on the digital front. This

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Kohl’s Expands Advertising Opportunities with Kohl’s Media Network

Kohl’s | July 22, 2022

Kohl’s (NYSE: KSS) today announced the expansion of Kohl’s Media Network (KMN), the company’s in-house retail media agency, to further the company’s advertising opportunities and provide brands, vendors and partners an extensive portfolio of omnichannel media services. The retail media network harnesses Kohl’s omnichannel presence, knowledge of its customer base, and 60-year history in retail to connect brands with their intended audiences and provide valuable business insights that demonstrate measurable results. “Our goal through Kohl’s Media Network is to leverage our vast omnichannel consumer data and insights to create innovative retail media solutions for our partners that connect them directly with personalized audiences,” said Christie Raymond, Kohl’s interim chief marketing officer. “Our goal through Kohl’s Media Network is to leverage our vast omnichannel consumer data and insights to create innovative retail media solutions for our partners that connect them directly with personalized audiences,” said Christie Raymond, Kohl’s interim chief marketing officer. “We look forward to continuing to grow our offerings with KMN to provide industry-leading services that drive business growth for Kohl’s, our partners and ultimately inspire discovery among our customers.” Kohl’s has spent more than six decades connecting with and learning about its customers and today, boasts a loyal and engaged customer base of more than 65 million. Kohl’s shoppers visit the website over 1.7 billion times annually and engage across email, the Kohl’s App and in the company’s more than 1,100 stores, offering extensive reach across channels. Kohl’s strong customer relationships create unparalleled opportunities for increased inspiration and discovery of relevant products through non-intrusive advertising while driving new revenue streams for the company. Kohl’s Media Network provides a platform for the company to leverage its data assets, loyalty program, media buys and sales channels into revenue and strong results for advertising partners. Reaching Loyal Shoppers Throughout Their Journey With nearly two billion site visits per year and millions of active, engaged customers and loyalty members, Kohl’s channels are strong advertising platforms with the data to serve relevant content to targeted custom audiences. Kohl’s has built deep relationships with its customers, and advertisers can work with Kohl’s Media Network to create awareness, influence, engagement, and ultimately drive conversion with the Kohl’s customer through the full digital media suite. KMN enables brands to share their own story and advertise on Kohl’s digital platforms and through off-site digital advertising. On-site channels include sponsored product ads, brand pages, email ads, and Kohl’s App push notifications. Off-site channels include paid social and influencer ads, off-site display ads, video, and streaming audio. Expanding KMN to Drive Growth Kohl’s Media Network continues to evolve through strategic partnerships that enable innovation, new capabilities and insights. To drive further results, KMN has continued to expand with new enhancements including cross-targeting, industry-leading omnichannel data integration and closed-loop reporting. The company continues to make progress and develop best-in-class product offerings that create more ways for advertisers to engage with their audiences. Kohl’s Media Network has already seen great success with key partners such as adidas, Bali, Carter’s and Levi’s, and expects continued growth in the coming years. To learn more about Kohl’s Media Network, visit Advertising.Kohls.com. About Kohl’s Kohl’s (NYSE: KSS) is a leading omnichannel retailer. With more than 1,100 stores in 49 states and the online convenience of Kohls.com and the Kohl's App, Kohl's offers amazing national and exclusive brands at incredible savings for families nationwide. Kohl’s is uniquely positioned to deliver against its strategy and its vision to be the most trusted retailer of choice for the active and casual lifestyle. Kohl’s is committed to progress in its diversity and inclusion pledges, and the company's environmental, social and corporate governance (ESG) stewardship. For a list of store locations or to shop online, visit Kohls.com. For more information about Kohl’s impact in the community or how to join our winning team, visit Corporate.Kohls.com or follow @KohlsNews on Twitter.

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Teads APAC & IMPACT+ Partner in Measuring the Carbon Footprint of Online Advertising

Teads, IMPACT+ | September 29, 2022

Teads, the global media platform, announces a partnership with IMPACT+, with the purpose of measuring the greenhouse gas emissions of online advertising campaigns run through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns. The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach. Currently, Teads globally has over 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC. Measuring the carbon footprint, a strategic challenge The environmental impact of online advertising is a young, and complicated topic. IMPACT+ is the leading third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to evaluate the greenhouse gas emissions of their Teads’ campaigns. Leveraging this measurement, brands will now have the ability to minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective. IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions. Concretely, the considered perimeter implies the necessary electrical consumption to the campaign delivery and the greenhouse gas emissions induced by this consumption. This first step allows then to analyse the campaign parameters impact from the point of view of the equipment’s usage (data centre, network, and devices) that are necessary to the delivery and to recommend optimisation levers. The actual calculation is based on the required energy for hosting advertising creatives, transporting on the network, and using the user’s device displaying these ads. This approach is part of Teads’ continued ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open doors to new thoughts aiming to use this carbon metrics along with traditional media KPIs. Teads’ ambition in this space is to standardise carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing the carbon footprint of a campaign, without reducing its effectiveness, is the ultimate goal. The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions. For this reason, the ongoing procedures for the formalisation of an industrywide reference framework are welcome to collectively progress in the subject. The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect. Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts." Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.” Emmanuel Fischmeister, VP business development at Teads says “We are extremely excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry” About Teads Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

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Modern Luxury Media Inks Digitally Driven Acquisition With Glocally to Accelerate Influencer Creator Network

Glocally | July 13, 2022

Modern Luxury Media, the nation's largest luxury media company, today announces the acquisition of Glocally, a social content company that discovers and partners with the most engaging influencers and local content creators. Founded in 2016 by Brad Agens, Glocally was created with the vision of helping regional and local brands replicate the strategies of large national companies by developing and distributing localized content to connect to creators who make a difference in the areas that matter most. Glocally will join Modern Luxury Media as a new division to strengthen its commitment to the influencer creator economy across the luxury media company's roster of 85 brands from coast to coast. Over the last decade, social media has undergone a significant transformation. Today, consumers are shifting away from traditional social media experiences and gravitating toward connecting with creators who can deliver short-form, entertainment-based content. Given content creators are the new voices of today, this acquisition allows Modern Luxury to create powerful, one-of-a-kind content marketing programs that generate buzz across partnerships that are authentic, meaningful and engaging. "This past year we have doubled down on a hyperlocal and community-driven approach to content creation in order to build more opportunities to elevate both our brands as well as our audience experience, Our partnership with Glocally brings this strategy to the next level. We couldn't be more thrilled to bring Brad and his team at Glocally to Modern Luxury and enhance our content strategies for today's digital economy." -Michael Dickey, CEO of Modern Luxury Media I have always admired Modern Luxury's approach in harnessing community and continuously implementing digital and innovation strategies for growth, said Agens. Modern Luxury and Glocally have obvious synergies that will create impactful and meaningful experiences for our clients. Local and regional brands have a big desire and need for content, and we see an opportunity for Modern Luxury's incredible roster to create hyperlocal content that will take the user experience and brand love to the next level. We couldn't be more thrilled for our companies to come together in this way. The acquisition is part of Modern Luxury Media's accelerated growth strategy focused on M&A and exclusive partnerships to help strengthen its digital media and creative capabilities to enhance its offerings to luxury communities around the globe. "Brands have an enormous opportunity to harness micro-communities in order to maximize their consumer experiences for their products or services, Our company's strength has always been the ability to build amazing brands that tap into the most affluent communities around the country to give them premium and elevated content experiences. By tapping into Glocally's technology and expertise, the acquisition will allow Modern Luxury's roster of clients the ability to build a hub of affluent luxury creators in key markets that will increase monetization and the consumer engagement with their brand." -Mike Pallad, president of Modern Luxury Media. Reaching an audience of more than 16 million, Modern Luxury is the nation's largest luxury media company and home to leading brands including Hampton's Magazine, Ocean Drive, and Aspen Magazine. Most recently, Modern Luxury partnered with Jay Z's Roc Nation to launch EDITION, the first fully multi-platform portal into a world of luxury that celebrates talent from diverse communities. About MODERN LUXURY MEDIA: At Modern Luxury, connection and community define who we are. Reaching an audience of more than 16 million, we are the nation's largest luxury media company offering leading brands access to the most influent audiences in the most prominent cities across the U.S. Through the power of Modern Luxury Media ecosystem including 85+ brands across 22 markets, we deliver powerful marketing solutions allowing luxury brands to connect with their audiences in the places and ways that mater most. About GLOCALLY: Glocally is a social media and marketing technology company that enables local and regional businesses to succeed across digital platforms. We provide social media management, content development, digital strategy and facilitate influencer collaborations with social media's top creators.

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