MOBILE ADVERTISING, AD NETWORKS
PR Newswire | May 10, 2023
Studio71, a global media company, has launched a Vertical Video sales offering that streamlines advertising for brands and agencies, targeting growing mobile audiences watching short-form vertical videos. This product uses consumption data across platforms to enable one-stop targeting and buying against audiences watching short-form vertical videos. It offers insights into user behavior on TikTok, Snapchat, YouTube, and Instagram Reels, helping advertisers reach key audiences despite different platform algorithms.
Studio71 optimizes vertical video ads through its proprietary tool, ARROW, which uses data on audience behavior, interests, and platform algorithms to target unique users across major social platforms within one campaign view. The tool allows the company to serve ads between content, optimizing for the platform and categories most relevant to the target audience. Additionally, Studio71 collaborates with creators to develop custom-branded content tailored to each platform's audience and categories, ensuring optimal performance for brands.
"Brands and agencies are purchasing each of these platforms individually, which can be time-consuming, inefficient, and biased," says Matt Crowley, Co-CEO of Studio71. "That's why we developed our Vertical Video sales product, which provides a mobile-first video solution that enables brands to reach consumers efficiently in targeting the right audiences wherever they are, regardless of the platform, while also optimizing for the most effective delivery based on that brand's KPIs."
Through its partnership with Oracle Moat, Studio71 provides a unified video view of ad performance, enabling brands to track their campaigns and make informed decisions about their marketing strategies. This new product allows brands and agency partners to target desired audiences through Studio71's premium talent network more efficiently and effectively, providing them with a streamlined advertising process that yields measurable results.
"Our platform-agnostic premium talent relationships make Studio71 uniquely positioned to solve the challenge of targeting across multiple platforms in one integrated social campaign. Our partnership with MOAT provides a unified video view of ad engagement and enhances social efficiency for brands and agencies," says Kristin Mason, CRO at Studio71.
With over 15 years of experience fueling the creator economy, Studio71 is an expert at helping brands reach their target audiences through its premium talent creator network. Studio71's new Vertical Video sales product arrives at a time when short-form video content is on the rise and data-driven advertising is increasingly essential. The product provides a comprehensive solution to the challenges of multi-platform advertising and is tailored to meet the needs of today's mobile-first audiences.
About Studio71
Studio71 is a global media company that produces and distributes premium, brand-safe content across all video platforms. The S71 content division produces thousands of original videos for Studio71′s owned and operated channels, podcasts, and apps, and publishes over 1,800 partnered creator channels that generate over 13 billion monthly views across YouTube, Connected TVs, and social media platforms. The S71 sales division connects advertisers with Studio71′s top digital creators for targeted media campaigns and custom branded content. Studio71 is headquartered in Los Angeles with offices in Berlin, New York, Toronto, and London.
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ADVERTISER PLATFORMS
Business Wire | March 30, 2023
InMobi, a leading provider of content, monetization and marketing technologies that help businesses fuel growth, released a Publisher Insights Study to better understand publishers’ priorities in the ever-evolving landscape with 65% of respondents saying their key focus area for 2023 is identity resolution and contextual targeting.
With Apple’s AppTrackingTransparency (ATT) in place and Google’s Android Privacy Sandbox on the horizon, the need for a ‘single view’ of the customer is paramount for publishers and advertisers alike. Publishers are seeking identity resolution functionalities to create targetable profiles that they can monetize. Publishers also prefer contextual targeting over behavioural targeting to offer advertisers relevant audiences without relying on an identifier.
Closely tied to identity, audience insights and data enrichment are also key focus areas for publishers with more than 75% of respondents rating them their highest priority. As publishers now have greater control over first-party data, they are keen to monetize their audiences and unlock new audience segments by enriching their first-party data with the scale of third-party data to create a larger potential pool.
Publishers also plan to prioritize user acquisition, cross-app promotions as well as new and unique formats in 2023, with over 50% of respondents rating those as their top focus areas. Unique ad formats include native ads and app-open ads (launched by Google).
“Beyond ad monetization, publishers are looking for features to help them understand and unlock the potential of their user data in a privacy-first universe,” says Todd Rose, Senior Vice President of Addressability Solutions at InMobi. “This will help them better navigate the ever-changing ad tech and consumer privacy landscape.”
About InMobi
InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London and Dubai. To learn more, visit inmobi.com.
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AD TECH AND MARTECH
Business Wire | June 06, 2023
Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising technology company, has released new research that reveals the audience most likely to purchase a product after being served an advertisement: an audience segment described as “the Moveable Middle.” Viant, working in concert with market researcher Joel Rubinson, former Chief Research Officer at the Advertising Research Foundation, and Circana (formerly IRI and NPD) conducted research testing the Moveable Middle theory by running three large CPG ad campaigns that leveraged Viant’s people-based programmatic platform and Circana’s consumer-purchase data.
The results of the study proved that the Moveable Middle audience consistently outperformed non-Movable Middle audiences, demonstrating up to 14x the sales lift after exposure to advertisements, compared to other key audiences. The Moveable Middle, a theory originally developed by the MMA with the support and collaboration of Joel Rubinson, is the concept that between the audience that is loyal to a brand, and those that would not purchase a brand, there lies an influenceable group of consumers— the Moveable Middle —and this audience is the most responsive to advertising.
“This research presents a tremendous opportunity for advertisers to leverage Viant’s proprietary cookieless technology to directly identify if a target audience is in the Moveable Middle for a given brand, and then execute an omnichannel Moveable Middle targeting strategy measuring true campaign impact and lift,” said Jon Schulz, Chief Marketing Officer at Viant.
The Moveable Middle is Viant’s and Rubinson’s most recent iteration of research helping CPG marketers understand how to drive the highest return on ad spend (ROAS), after their release of “The Persuadables.” The Persuadables provided a methodology for identifying audience segments that are most likely to make transactions, based on their purchase cycle and willingness to switch brands.
“Given tightening economic conditions and the increasing demands on marketers to demonstrate returns on investment, it is imperative for marketers to run campaigns that are engineered to be efficient and minimize wasted impressions by identifying consumers most likely to purchase a given brand,” said market researcher Joel Rubinson. “Leveraging the notion of Moveable Middle offers a path to realizing this goal.“
Viant’s direct integration with a portfolio of high-value data partners, including Circana, presents opportunities allowing marketers to utilize the Moveable Middle audience in the Viant DSP to execute campaigns that drive ROAS across today’s media landscape.
About Viant
Viant® (NASDAQ: DSP) is a leading advertising technology company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic®, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. As an organization committed to sustainability, Viant’s Adricity® carbon reduction program helps clients achieve their sustainability goals. In the past year, Viant was recognized as a Leader in the DSP category, earned Great Place to Work® certification, became a founding member of Ad Net Zero, and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com.
About Joel Rubinson
Joel Rubinson is the founder and president of Rubinson Partners, Inc., a marketing and research consultancy that has served over 80 clients at making data-driven decisions to improve their marketing effectiveness. He has also held several senior positions at major corporations, including Chief Research Officer at The Advertising Research Foundation (ARF) and Chief Research Officer at The NPD Group. Joel’s master’s degree is from the University of Chicago with concentrations in economics and statistics, where he studied under Nobel Prize winners in economics.
About Circana
Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data, and deep expertise, Circana provides clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at www.circana.com.
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