AD TECH AND MARTECH
ExchangeWire | May 15, 2023
Outdoor advertising technology leaders Adkom, Blip, and Broadsign today (May 11th, 2023) announced a technology collaboration that brings more than 2,000 large format, roadside digital billboards located in more than 190 markets to the Broadsign supply-side-platform (SSP).
Advertisers and media buying agencies around the world can now access the inventory via any of the demand-side-platforms (DSPs) integrated with the Broadsign SSP, including the Broadsign Ads DSP, while independent roadside media owners on the Adkom and Blip networks gain new programmatic revenue opportunities.
The integration, which includes Adkom and Blip’s mediation layer, unlocks US roadside inventory that may have previously been difficult to procure due to a fragmented media owner landscape, making it simple to purchase through a programmatic platform. At the same time, independent media owners on the Adkom and Blip networks can increase revenue potential through new and repeat exposure to brands transacting on DSPs integrated with Broadsign.
“We’re committed to working with brands, agencies, DSPs, and SSPs to ensure that we are adding as much value as possible at every point of the programmatic transaction. Optimising campaigns, providing real-time reporting, ensuring prompt creative approval, and offering service to our customers on both sides of the transaction is essential to this mission, and our work with Broadsign will allow us to build on that,” said Andy Gotshalk, vice president of programmatic for Adkom and Blip. “We’ve watched and admired Broadsign’s efforts in the programmatic DOOH space and are excited to work with them to expand programmatic access to Adkom and Blip network inventory, which will ultimately serve the greater OOH industry.”
“Programmatic DOOH is advancing at a rapid pace, and more advertisers and agencies embracing the channel want access to unique and targeted inventory via Adkom and Blip offerings,” explained John Dolan, global head of media sales & service, Broadsign. “We’re thrilled to be collaborating with Adkom and Blip to bring Broadsign-supported DSPs and media buyers a host of new roadside screens, as demand for this kind of inventory continues to surge.”
Broadsign empowers publishers, agencies, and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 425,000 signs along roadways and in airports, shopping malls, health clinics, transit systems and more, Broadsign is at the heart of people’s lives. The Broadsign platform helps publishers more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.
Business Wire | April 03, 2023
LTK, the global creator marketing platform, today launched social media advertising for brands to further leverage LTK Creator content to drive business outcomes. The new LTK Boost™ advertising solution allows brands to amplify creator collaboration content directly from the creator’s social media handles – leading to higher engagement and conversion.
Brand investment in LTK Creators continued to increase last year with brand campaigns growing nearly 50% in the second half of the year. In a recent study, LTK found that Gen Z and Millennials rank influencer content over brand and even user-generated content when making a purchase decision. With LTK Boost, LTK can now run social media ads directly from creator profiles on behalf of brands -which creates a more authentic message, reduces the cost of content production and drives higher engagement and conversion versus traditional social media advertising.
In an initial offering, LTK worked with several brands across multiple categories to run LTK Boost ads from creator profiles, which led to an increase in traffic to the brands’ sites, as well as a significant lift in sales with some brands seeing nearly 4X sales growth. All brand results outpaced social media ad industry click through averages by 80%. In addition, creators that participated in the trial saw significant impact with increases in audience reach, outsized gains in new followers and incremental sales and commissions for each creator. Participating creators saw nearly 200K new audience views per post and reached a near 30% increase in retail sales.
“Creators are undoubtedly having an impact on consumer shopping behaviors. 92% of Gen Z – a group that will make up the largest consumer segment in a few years - rely on creators to inform their purchases across virtually every category. And, creators are the number one most trusted source to help with purchase decisions for Gen Z and Millennials – beating social media ads and celebrities. That’s why we continue to introduce solutions like LTK Media Boosting to help brands to fully harness the power of creators and reach their customers efficiently and effectively,” said Kristi O’Brien, General Manager of the LTK Brand Platform.
LTK Boost is available now in the LTK Brand Platform. For more information, please visit https://company.shopltk.com/en/brands.
As the founder of creator guided shopping, LTK is the trusted and effective platform for creators and their businesses by powering the connection between content and commerce. Founded in 2011 by Amber and Baxter Box, the LTK mission is to empower creators to be as economically successful as possible. World premium lifestyle creators in 150+ countries drive more than $3.6 billion in annual retail sales through their LTK Creator Shop profiles. Today, more than 18 million consumers turn to LTK Creator Shops in the LTK shopping platform each month to find inspiration and instantly shop the styles recommended by their favorite creators. And, more than 6,000 brands partner with LTK to gain access to its global creator network for content that converts against performance-driven, cross-channel KPIs. A three-time honoree on Fast Company’s list of Most Innovative Retail Companies, LTK is headquartered in Dallas, TX and currently operates on five continents. To download the LTK shopping app, search for LTK in the App Store or Google Play.
For the latest shopping trends and updates from LTK, follow Shop.LTK on Instagram and TikTok.
PR Newswire | May 17, 2023
Dotdash Meredith (DDM), the largest publisher in America, today launched D/Cipher, a groundbreaking ad targeting tool that makes intent-based targeting at scale a reality, without cookies. D/Cipher connects advertisers to consumers in key moments of intent – as they make decisions, take action, and pursue their passions across DDM's more than 40 iconic brands, on all devices and platforms. Critically, D/Cipher unlocks Apple (iOS) audiences that have been unreachable by advertising cookies for the past two years, estimated at more than 50% of U.S. digital users.
Developed and built by a world-class data science team based on billions of proprietary consumer interactions and content signals, D/Cipher identifies and harnesses consumer intent associated with every piece of DDM's expert-created, actionable, and brand-safe content. D/Cipher allows marketers to connect directly with consumers across all trusted DDM brands, like Allrecipes, PEOPLE, BHG, Byrdie, InStyle, Verywell, FOOD & WINE, Travel & Leisure, Southern Living, Verywell, The Spruce, and Investopedia. DDM brands help 30 million people each day, and D/Cipher gets smarter with each interaction.
"At DDM, our billions of historical consumer signals offer a unique window into how people make decisions and the intent behind their actions," said Joetta Gobell, PhD, SVP, Data Strategy and Insights at DDM. "D/Cipher uniquely translates user intent into targetable marketing segments so advertisers can reach the right person at the right time with the right message, at scale," she said.
As part of the launch, DDM is also announcing the new Dotdash Meredith Performance Guarantee. For marketers using D/Cipher Intent Targeting, DDM will guarantee a performance lift vs. cookie-based or other based audience-based targeting.
"The biggest problem with online advertising today is that cookies don't work and are going away," said Neil Vogel, CEO at DDM. "We are the only publisher able to combine iconic brands, scale, and intent-driven data to solve this. We can now target based on user needs and intent in a way that is markedly superior to cookie or audience-based targeting. And we guarantee it."
For more on D/Cipher, visit dotdashmeredith.com/advertising.
About Dotdash Meredith
Dotdash Meredith is the largest print and digital publisher in America. Nearly 200 million people trust us each month to help them make decisions, take action, and find inspiration. Dotdash Meredith's over 40 iconic brands include PEOPLE, Better Homes & Gardens, Verywell, FOOD & WINE, The Spruce, Allrecipes, Byrdie, REAL SIMPLE, Investopedia, and Southern Living. Dotdash Meredith is based in New York City and is an operating business of IAC (NASDAQ: IAC).