ADVERTISER PLATFORMS

Catalina and GSTV Form Strategic Partnership to Measure Impact of DOOH Ads

Catalina | December 02, 2021

Catalina-and-GSTV
Leading shopper intelligence and omni-channel media provider Catalina and GSTV, the national video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, have formed a strategic partnership to make GSTV an integral part of more retailers' and CPG brands' retail media strategies. Catalina will provide the required measurement metrics that demonstrate the efficiency and effectiveness of advertising on GSTV to help retailers and brands close the measurement loop and optimize the impact of specific GSTV ads on in-store sales.

GSTV's digital video platform drives engagement with active and mobile consumers each day at more than 26,000 fuel retailer sites across the U.S., connecting with more than 96 million unique viewers each month. Notably, GSTV reaches grocers' most valuable shoppers with those who fuel up before visiting a grocery store spending 2.4 times more on groceries than those who hadn't just fueled up. Data also shows that the average GSTV viewer spends up to 3.9 times more on products at stores that are a regular part of their consumer journey within three hours of visiting a gas station.

For its part, Catalina has been beefing up its Digital Out of Home (DOOH) capabilities in recent months, adding it as part of their omnichannel media strategy and leveraging their data insights to support innovative new targeting and measurement solutions. 

GSTV is a unique waypoint in the shopper journey, making it a valuable component to an advertiser's retail media strategy. Working together, we will help retailers and brands close the measurement loop and accurately assess and optimize the impact of specific GSTV ads on actual in-store sales."

Tiffany Southwell, VP of Out of Home Media at Catalina.

In September, Catalina announced that it has been aggressively investing in a modular portfolio of products and services under the "Catalina Compass" umbrella to support Retail Media Networks of all sizes by providing both shopper insights and measurement capabilities. Both Catalina and GSTV see a promising opportunity to make the latter an integral part of more retailers' on- and off-site media strategies.

"Reaching the c-store shopper via GSTV is valuable for brands not only because of the network's proven ability to drive sales at c-store, but also because c-store shoppers spend a lot more on promoted items in other retail channels," said Eric Z. Sherman, EVP of Insights & Analytics at GSTV. "Catalina's Shopper ID Graph spans more than 109 million households and 1.9 billion digital ad IDs. Thanks to the depth of their shopper intelligence, Catalina can provide unique audience-level insights and prove shoppers make purchases as a direct result of the ads they saw on GSTV."

An early demonstration of the new partnership: A recent campaign for a major ice cream brand drove a +17.3% sales lift among the GSTV-exposed audience, with incremental sales yielding a return-on-ad-spend of $5.37.  Of note, 46% of buyers responding were new to the brand.

Added Southwell, "With Catalina's data insights and precise measurement capabilities, GSTV will be able to optimize the performance of their campaigns and persuade more retailers and brands to seamlessly and efficiently incorporate GSTV into their broader media strategies."

About Catalina
Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio and digital media that personalizes the shopper journey. Powered by the world's richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica, Europe and Japan. To learn more, visit www.catalina.com or follow us on Facebook, LinkedIn and Twitter @Catalina.

About GSTV
GSTV is a data-driven, national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching one in three American adults monthly, GSTV engages viewers with full sight, sound and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world's largest advertisers.

Spotlight

Sell with video via youtube marketing 5 essential elements of successful. Get started with online video advertising campaigns today create, manage, promote, or track your youtube, the best place director of marketing, gopro youtube goproyour videopublishstep 1 write a creative if you want to promote videos, have literally hundreds check out these marketing strategies help videos and keywords for flat iron tutorial could be things like, how hair trying deny rising popularity on is about as easy start thinking chance create own space (or channel) old spice gets it right by appealing younger market men 11 apr 2016 following guide will channel in way that posted but zero views, does even exist?

Spotlight

Sell with video via youtube marketing 5 essential elements of successful. Get started with online video advertising campaigns today create, manage, promote, or track your youtube, the best place director of marketing, gopro youtube goproyour videopublishstep 1 write a creative if you want to promote videos, have literally hundreds check out these marketing strategies help videos and keywords for flat iron tutorial could be things like, how hair trying deny rising popularity on is about as easy start thinking chance create own space (or channel) old spice gets it right by appealing younger market men 11 apr 2016 following guide will channel in way that posted but zero views, does even exist?

Related News

AD NETWORKS

Brand New Galaxy Acquires content26

content26 | November 09, 2020

Brand New Galaxy announced that it has acquired content26, a digital agency providing many of the world’s most recognized brands with advertising and content on Amazon. A unique combination of strategic, creative, and technological thinking allows Brand New Galaxy and content26 to implement customers' digital transformations holistically. The purchase of content26 advances Brand New Galaxy’s growth strategy, which leverages geographical expansion and acquisitions to create a platform that gathers companies in the fields of communications, e-commerce, and advertising. BNG is one of Europe’s fastest-growing privately-owned holding companies; over the past three years, BNG serves a global network of clients and has grown to more than 400 employees.

Read More

ADVERTISER PLATFORMS

Taboola and DoubleVerify Partner on Brand Safety and Suitability Targeting Controls

Taboola, DoubleVerify | August 27, 2021

Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a partnership with DoubleVerify, a leading software platform for digital media measurement, data and analytics. With this launch, Taboola’s advertiser partners, including performance marketers, brands and media agencies, will receive access to DV’s standard brand safety and suitability targeting technology, allowing for control over the quality of where their ads are placed. These settings can be customised by advertisers based on DV’s deep ontological expertise and industry-leading brand safety and suitability controls. DV’s sophisticated approach to content classification allows advertisers to carefully balance brand reputation, protection, and scale while achieving their marketing objectives across their Taboola campaigns. DV’s pre-bid brand safety and suitability segments are now available directly within the Taboola Ads console for use when planning and executing campaigns on Taboola’s vast network of more than 9,000 premium digital properties. Advertisers can make use of DV’s safety and suitability segments while taking advantage of the variety of outcome-based buying options, including CPC and vCPM, available in the Taboola Ads console. “DoubleVerify’s brand safety and suitability solution enables brands to align their advertising dollars with suitable content, which improves performance,” said Mark Zagorski, CEO of DoubleVerify. ”Extending turnkey access to our solutions across Taboola’s environment will help global brands build confidence in their media placements and achieve a higher rate of contextual content suitability. This, in turn, helps create a stronger digital ecosystem where advertisers are able to support premium publisher inventory while safeguarding brand equity.” “Many of today’s advertisers require a nuanced approach to brand safety and our reach, coupled with DoubleVerify’s ability to offer different tiers of safety and suitability within different categories, is uniquely valuable,” said Adam Singolda, CEO and founder, Taboola. “With shifts in how consumers view ads online and the growth of ad spend after last year, advertisers deserve peace of mind that their ads are running alongside the content they prefer. DoubleVerify is an innovator in the realm of advertiser trust, and as we bolster our suite of brand safety offerings, partnering with them was a natural fit.”

Read More

Smartly.io Announces Official Creative Partner for Pinterest for Offering Advertisers Creative at Scale

Smartly.io | October 12, 2020

Smartly.io, the leading social advertising automation platform for designers and performance marketers, today announced they are an official Creative Partner for Pinterest, showcasing the value of Smartly.io Creative Studio team and the company’s creative automation offerings. Already a Pinterest Advertising Partner, Smartly.io is now able to help Pinterest marketers develop and scale highly visual and engaging creative. The Smartly.io Creative Studio partners directly with brands to produce original mobile-first creatives, transform existing assets into short-form content built for social, conduct robust testing to find and scale winning creatives, and drive business results. As consumer behavior evolves and social channels continue to become more intertwined with our daily lives, it's vital that marketers connect with customers in new ways. Pinterest, which surpassed 400 million monthly active users this year, has become a go-to for consumers leading into the holiday season. This has created a clear opportunity for brands to diversify their marketing mix and adopt a multi-platform approach to advertising. To produce on-brand and engaging creative that is platform-specific requires the right framework, expertise, and experience — a combination of resources that many brands are looking for today. With Smartly.io Creative Studio’s set of on-demand services, brands can successfully capitalize on the high buyer intent found on Pinterest.

Read More