ADVERTISER PLATFORMS
Camelot, Roku, Inc. | September 12, 2022
Camelot Strategic Marketing & Media and Roku (Nasdaq: ROKU) announced today that Camelot is the first agency to join a new certified partner program to use OneView to help small and medium-sized businesses (SMBs) accelerate investment in TV streaming advertising. As an early adopter and first certified partner, Camelot will use the data, tech, and tools from America’s #1 TV streaming platform* to make it easy for SMBs to grow their businesses and achieve their marketing goals.
SMBs are looking for fresh marketing channels as cookies and mobile IDs become less available. Today, 47% of SMBs say they intend to increase spend in TV streaming in the next 12 months**. TV streaming advertising offers the personalization, optimization, and performance to help SMBs succeed. On Roku, 53 percent of users say that they prefer shopping at local, independent stores***.
OneView is the ad platform built for TV streaming. Brands use OneView to set up, optimize, and measure their ad campaigns. In a world where all TV ads will be automated, OneView offers software with data, machine learning, and measurement to reach more streamers wherever they are – Roku, other TV streaming platforms, desktop, mobile, and more.
Marketers choose OneView because it is the only ad buying platform with Roku data and with new ad experiences that go beyond the traditional TV spot. With more than 63 million active accounts globally as of Q2, 2022, Roku has the scale and accuracy to help businesses move products off the shelf efficiently.
“We’re thrilled to enhance our longstanding partnership with Roku to bring SMBs the benefits of TV streaming,” said Sam Bloom, CEO of Camelot Strategic Marketing & Media.
“We’re thrilled to enhance our longstanding partnership with Roku to bring SMBs the benefits of TV streaming,” said Sam Bloom, CEO of Camelot Strategic Marketing & Media. “Camelot prides itself on building fact-based, insights-driven programs for our clients, which is why we chose OneView to deliver the best TV ad experience.”
“For the past six years, Camelot has been a key strategic partner with Roku and demonstrated operational excellence in OneView,” said Tommy Burk, Senior Director, OneView. “We’re excited to entrust Camelot to help a broader set of advertisers accelerate the shift to TV streaming.”
Camelot was the first agency to certify its traders on OneView for its Fortune 500 clients. The agency was also a launch partner with Roku’s clean room, a privacy-first data collaboration environment that allows advertisers and agencies to use their encrypted first-party data for their advertising.
To get started with Camelot today, visit https://go.roku.com/hQaMuxcQ1
About Camelot
Trailblazing through 40 years in the media and marketing industry, Camelot Strategic Marketing & Media is a Dallas-based independent agency with 150 employees in cities across the U.S. – including New York, Los Angeles and Baltimore. We partner with intellectually curious, want-to-get smarter leaders from the world’s biggest brands – from TurboTax to Whole Foods to Michaels – to provide media-agnostic, transparent, insight-driven media and marketing strategy and execution that drives stellar results. www.camelotsmm.com
About Roku, Inc.
Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV OEM brands. Roku is headquartered in San Jose, Calif. U.S.A.
This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to the benefits, features and functionality of the OneView platform; trends in TV streaming and advertising spend; and the features, benefits, growth and reach of The Roku Channel and the Roku platform. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2021 and our Quarterly Report on Form 10-Q for the quarter ended June 30, 2022. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.
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ADVERTISER PLATFORMS
Adform, PwC | July 28, 2022
Adform, the only global, independent, and fully integrated advertising platform built for modern marketing has unveiled an independent report with PwC showing that first-party IDs deliver significant uplift and scale on programmatic ad campaigns run with its ID Fusion solution.
With third-party cookies to be discontinued in 2023, advertisers and publishers are struggling to reach their audiences online in a consistent, transparent, and privacy-compliant way. Many publishers are adopting first-party IDs as an alternative to traditional cookies, which has created a jungle of fragmented ID solutions. Adform has built ID Fusion, an agnostic solution combining publishers’ first-party IDs with advertisers’ customer data to make sense of online users' identities.
Adform’s ID Fusion solution uses first-party IDs instead of third-party cookies to unlock scale for common use-cases such as frequency capping, audience targeting, and reporting.
Adform commissioned PwC to work with OMD Norway and Renault to develop and run a real-world campaign using Adform’s ID Fusion technology. As part of their testing and review, PwC also verified data from a previous campaign and Adform case study. These tests took place between February and May 2022.
669% increase in reach and 161% uplift in performance through first-party IDs and ID Fusion
Funnelling ad traffic with identifiers through the ID Fusion solution drove a significant 669% increase in the addressable audience, as well as a 161% increase in click-through rates, resulting in higher viewability and superior eCPM, and ultimately lowering CPC by 65%.
By using first-party IDs and ID Fusion, the test campaign was able to reach incremental users that could not be engaged using previous targeting methods, on non-cookie environments such as Safari, and Firefox, as well as a growing number of Chrome users.
Significant uplift in performance using first-party IDs
Additionally, using first-party IDs delivered higher ad viewability, with 80% versus 75% for third-party cookie traffic. Only ad traffic with first-party IDs was able to meet daily spend targets across the campaign period and deliver in full.
Identify and address previously “hidden” audiences on Safari and Firefox
In addition to the study of the live OMD Norway and Renault campaign using Adform's ID Fusion solution, PwC also ran a detailed analysis of Adform historical data, reviewing the performance of campaigns run across environments that support first-party IDs, but not third-party cookies - Safari and Firefox.
Lotte Gundersen, digital marketing manager at Renault Norway, said: "ID Fusion has allowed us to reach otherwise un-addressable audiences in cookieless environments. As an advertiser, it is reassuring to know that addressable marketing will continue to be a tool that we can rely on in the future also in cookieless environments and that we can continue to reach our customers and optimise our advertising efforts in a manner better aligned with the modern consumers' expectations around privacy."
Carl-Adam Sjölander, digital director at OMD Norway, added: “Our experience with ID Fusion so far has shown great promise for the future, and we look forward to working with Adform and our publisher partners to bring our clients powerful media activations after we’ve said a final goodbye to the third-party cookie. ID Fusion promises to be a valuable solution going forward as a flexible and agnostic platform, that encourages even closer cooperation with premium publishers to tap into their data in a transparent and privacy-compliant way.”
Adam Edelshain, the director, of PwC, said: “PwC’s marketing and media team firmly believes that trust and transparency are crucial to the healthy future of the digital advertising ecosystem. By subjecting their ID Fusion solution to independent testing, Adform has continued to demonstrate their commitment to this."
Adam Edelshain, the director, of PwC, said: “PwC’s marketing and media team firmly believes that trust and transparency are crucial to the healthy future of the digital advertising ecosystem. By subjecting their ID Fusion solution to independent testing, Adform has continued to demonstrate their commitment to this."
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RETARGETING
Seedtag | July 16, 2022
Seedtag, the leader in contextual advertising in EMEA and LATAM, has today announced the opening of its US headquarters in New York. By opening its headquarters in the United States, Seedtag continues in its mission to become the global contextual advertising partner for brands and agencies.
The ad tech company, with employees already on the ground in major US cities, expects to triple head-count by the end of 2022. The US leadership team will be led by US managing director Brian Danzis, joined by co-founder and co-CEO, Albert Nieto, who will be relocating to New York. Albert will be on-site to oversee International Sales, Marketing, and Finance and support Seedtag’s rollout in the US.
The New York office will act as Seedtag’s new commercial HQ while the company’s development and operations hub will remain in its founding city Madrid. Seedtag’s main US office will be located in New York, with satellite offices in Miami, Chicago, and Los Angeles.
Seedtag’s New York office will act as a base for a brand new team that will be led by Brian Danzis, US managing director. Brian brings over 20 years of experience and expertise in advertising, sales and marketing in North America. Brian has served in a number of leadership roles in digital media throughout his career, gaining a wealth of expertise in driving growth. He has gained a reputation as an outstanding leader, capable of rallying his teams around plans and effectively crafting and executing strategies. Prior to joining Seedtag, he served as EVP, agency solutions for VideoAmp where he was responsible for managing the national sales team. Previously, he served as global head of video & live event sales at Spotify, where he developed and executed the go-to-market strategy of the platform’s video ads business.
With Seedtag's arrival in the US, American advertisers will be able to increase the effectiveness of their advertising while respecting users' privacy. Seedtag's solution is currently the leading contextual solution in Europe and Latin America, with its AI and programmes such as Seedtag LAB providing advertisers with a much deeper understanding of user interest.
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