Advertiser Platforms
Business Wire | September 14, 2023
Wurl, the leader in data-driven solutions for CTV, today released How to Turn CTV into a Performance Marketing Channel for Growth, a new report developed in partnership with leading marketing platform AppLovin (NASDAQ: APP). With CTV ad spending projected to reach over $25 billion in 2023, and more and more viewers moving away from traditional cable, the report highlights the significant role CTV advertising plays in reaching new audiences and driving revenue.
“CTV advertising is bringing the performance power of mobile user acquisition into the world of television, unlocking unprecedented ROI for streamers, content publishers, and mobile marketers alike,” said Katie Jansen, Chief Marketing Officer, AppLovin. “Whether operating in the dynamic world of mobile apps, or as a streaming app delivering engaging content, CTV is driving incremental and profitable growth for performance-minded marketers.”
Marketers can now leverage data-driven targeting and measurement, providing a clearer understanding of campaign outcomes. The report details how to:
Drive incrementalityby expanding reach to previously untapped audiences and acquiring net-new users and subscribers.
Keep the right viewers engaged, targeting promos individually across CTV, mobile, and desktop.
Drive deeper engagement through dual-screeningwhen users are engaging with their mobile phones while watching CTV, and searching for information about the product or service.
Measure and optimize with a full-funnel, cross-channel mindsetensuring a holistic understanding of CTV's role in driving down-funnel actions.
Inspire engagement with CTV adsthat leave a lasting impression and feature a clear call to action that motivates users to take the next step.
The report also features real-world case studies from apps that increased their install rates with AppDiscovery campaigns tapping into Wurl’s premium CTV supply. Picsart, the number two top-downloaded photography app, tripled its spend after achieving high install rates and tremendous scale, and popular credit building app Kikoff decreased its cost-per-engagement (CPE) by 27% and increased its install rate by 3X.
“We know that nearly half of viewers discover new content to watch through ads during other TV shows,” said Ron Gutman, Chief Executive Officer, Wurl. “With performance-driven advertising, streamers and publishers can leverage CTV as part of their marketing mix to attract high-value viewers, increase engagement, and, in turn, boost retention. All campaigns are 100% measurable through Wurl’s ContentDiscovery solution, allowing advertisers to effectively transform their marketing efforts from a cost center to a revenue driver with the ability to immediately see their ROAS and down-funnel metric performance.”
Learn more about Wurl and read the full report, How to Turn CTV into a Performance Marketing Channel for Growth, here.
About Wurl
Wurl leads the CTV industry in helping content publishers and streamers reach millions of viewers worldwide. The company's market-leading solutions enable publishers and streamers to maximize their revenues, grow their CTV viewership, and strengthen their brand value. Wurl is owned by AppLovin (NASDAQ: APP). For more information, visit www.wurl.com, and follow us on LinkedIn, X, Instagram, and Facebook.
About AppLovin
AppLovin makes technologies that help businesses of every size connect to their ideal customers. The company provides end-to-end software and AI solutions for businesses to reach, monetize and grow their global audiences. For more information about AppLovin, visit: www.applovin.com.
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Ad Networks
Business Wire | July 31, 2023
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced a partnership with Group Black, one of the largest collectives of Black-owned media and diverse creators. This collaboration is part of DV’s initiative to help underrepresented publishers maximize inventory value. In the first phase of the partnership, optimization efforts enabled DV and Group Black to open up 14.8% more of Group Black’s overall inventory and reduce blocking due to site classification by 98.6%.
Increasingly, advertisers want to ensure that their brand values are reflected in their advertising strategies. Through this initiative, based on work with Group Black, DV plans to partner with underrepresented publishers and content creators on technical standards and to champion best practices for incorporating values-based marketing into their approach to brand suitability.
“Our goal is to create transparency across the ecosystem, driving ROI for advertisers and yield for publishers,” said Mark Zagorski, CEO, DoubleVerify. “Our partnership with Group Black, through this initiative, will enable both parties to achieve their goals and for brands to connect with previously untapped audiences.”
Some of the ways DV will work with publishers, networks and advertisers as part of this initiative include:
Optimization Analysis: Providing an optimization analysis of inventory performance to guide strategy and identify opportunities.
Classification Coverage: Working to ensure publisher partners have the most granular page-level classification coverage regardless of impression volume.
Client Advocacy: Working with advertiser clients to enable them to make decisions regarding their brand safety and suitability settings that do not limit reach.
Technical Partnership: Working with individual publishers to enable them to optimize ad server setup and DV tag configuration for maximum see-through rate (STR).
“Historically Black-owned media and content creators have been marginalized, leaving them at a disadvantage when it comes to monetization,” says Kerel Cooper, President of Advertising at Group Black. “Through our partnership with DoubleVerify, we are excited to work together to break this cycle, ultimately creating more opportunities for Black publishers while providing maximum value for advertisers looking to take advantage of this optimal inventory.”
DV is committed to helping brands maximize reach, promoting brand safety and suitability all while supporting diverse publications and content that align with their values. This initiative is only offered in the US at launch but will be expanded internationally over time.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.
About Group Black
Group Black is where culture calls home. Group Black’s objective is to build the largest collective of Black-owned media and diverse creators by actively deepening the pipeline of media dollars allocated to Black-owned media businesses and by investing in the next generation of innovative and equitable media. It is composed of Group Black Media and Group Black Ventures, with the simple mission to dramatically transform the face of media investment and ownership. Group Black seeks to connect a diverse generation looking for content and experiences that reflect who they are. For more information, please visit groupblack.co.
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Ad Networks, Ad Tech and Martech
Business Wire | July 26, 2023
LoopMe, a leading technology company that uses artificial intelligence (AI) to improve brand advertising performance, today announced that it has joined Ad Net Zero, the climate action programme to help advertising tackle the climate emergency by decarbonizing ad operations and accurately promote sustainable products and services. LoopMe will be a “Supporter” alongside a diverse range of companies, including tech giants such as Amazon, Google and Meta; agencies such as dentsu, Publicis Groupe, and Omnicom Group; adtech companies like PubMatic; and industry associations, such as ANA and IAB; and more.
“We are delighted to have LoopMe amongst our supporters, especially given their recent stated contributions to advertising sustainability, both within their own business operations by achieving carbon neutrality and by enabling more sustainable practices industry-wide with their marketplace that reduces carbon emissions for partners,” said John Osborn, Ad Net Zero US Director. “LoopMe embodies the Ad Net Zero mission of modeling and empowering advertising sustainability practices through decarbonisation.”
By joining Ad Net Zero, LoopMe is committing to following the group’s five-step plan:
Reduce emissions from advertising business operations
Reduce emissions from advertising production
Reduce emissions from media planning and buying
Reduce advertising emissions through awards and from events
Harness advertising’s power to support behavior change
“We have worked arduously to prioritize sustainability as a tenet of our business and to offer more sustainable technology options to our advertising industry partners,” said Stephen Upstone, CEO and founder of LoopMe. “We are thrilled to have achieved significant momentum with our advertising sustainability initiatives, and are looking forward to leveraging Ad Net Zero’s guidance to further elevate our impact as an evangelist for doing right by our planet.”
LoopMe’s dedication to Ad Net Zero comes on the heels of another sustainability milestone announced in May 2023 in which the company achieved carbon neutrality seven years ahead of schedule. This was accomplished through a combination of internal carbon footprint reduction efforts, such as maximizing cloud efficiencies through migration of data centers to renewable-powered sites, including Google Cloud; reducing electricity consumption; establishing environmentally-geared HR policies; and investing in high-quality carbon removal projects.
LoopMe also recently launched its sustainable Intelligent Marketplace, delivering a fully certified, green-by-design supply path for its global partners. The sustainable marketplace personalizes demand-side traffic shaping, thereby dynamically filtering out 98% of supply that won’t receive a bid. This creates a 40x increase in DSP buying efficiency and dramatically reduces carbon emissions for partners.
As the business community prepares for the rollout of global business sustainability disclosure standards in 2024, LoopMe will continue to enable the advertising ecosystem to meet objectives through a sustainable lens with additional sustainability initiatives to be announced throughout 2023. For more information, please visit https://loopme.com/sustainability/.
About LoopMe
LoopMe is a technology company that uses artificial intelligence (AI) to improve brand advertising performance and outcomes. LoopMe was the first to apply AI to brand advertising and its Intelligent Marketplace, finding solutions to industry challenges that haven’t previously been solved. With consumer insights and AI at its core, LoopMe makes brand advertising better, outperforming industry benchmarks for leading global brands. Our vision is to change advertising for the better, by building technology that will redefine brand advertising. LoopMe was founded in 2012 and is headquartered in London with global offices across New York, Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Dnipro, Hong Kong, Kansas City, Krakow, Los Angeles, Nashville, Manchester, Miami, Minneapolis, San Francisco, Singapore, Sydney, Tokyo, and Toronto. For more information, please visit www.loopme.com.
About Ad Net Zero
Ad Net Zero is a climate action programme to help the advertising industry tackle the climate emergency by decarbonizing ad operations and supporting every industry to accurately promote sustainable products and services. Originally founded by the UK Advertising Association in partnership with the IPA and ISBA, Ad Net Zero launched its 5-point action plan in the UK in November 2020 and has since gained over 100 UK supporters. The action plan aims to achieve net zero emissions in ad development, production, and media placement, as well as use advertising’s positive influence to help shift consumers towards more sustainable behavior. Its first non-UK territory launched in Ireland in June 2022, followed by a global roll-out at Cannes LIONS 2022. In February 2023, Ad Net Zero launched in the US, supported by the 4A’s, ANA and IAB, where it now counts over 70 supporters. Ad Net Zero has widespread backing from across the industry and proudly counts support from the world’s six biggest agency holding groups, media owners, tech companies, advertisers, and independent creative and production agencies. For more information, please visit www.adnetzero.com.
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