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.
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.
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.
Advertiser Campaign Management
Business Wire | September 11, 2023
LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, today announced the appointment of Michael Hudes as its new President and Chief Executive Officer (CEO). Hudes will also serve as a member of the company's board of directors.
Hudes is a visionary leader with a distinguished career spanning multiple companies in the digital and CTV advertising ecosystem, bringing to LG Ad Solutions an unparalleled breadth and depth of industry expertise across all digital screens.
Prior to joining LG Ad Solutions, Hudes was a co-founder and Chief Commercial Officer at Zenapse. He has also held prominent roles in several leading organizations including Lyft, YuMe/RhythmOne, Clear Channel, and Organic, marking a significant impact in the digital and advertising landscape during the course of his career.
“Michael's rich experience and proven track record in the digital and CTV advertising sphere makes him an invaluable addition to the LG Ad Solutions leadership team,” said LG Ad Solutions Board Chairman Matthew Durgin, Vice President at LG Electronics USA. “We've witnessed the strides the company has been making under the existing executive leadership team and we expect to accelerate this momentum even further with Michael at the helm.”
Hudes’s appointment comes at a crucial juncture for LG Ad Solutions as the company continues to solidify its position as a CTV industry leader.
“I am both thrilled and honored to join LG Ad Solutions during such a transformative period for our industry,” said Hudes. “The opportunities ahead for LG Ad Solutions are vast, and I am deeply committed to steering the company into its next chapter of scale, innovation and industry leadership. Working alongside the talented team here, I am confident we can architect a future that defines success in the CTV and cross-screen advertising domain.”
Prior to Hudes taking this CEO appointment in a permanent capacity, Adam Sexton was Acting CEO and COO.
For more information on LG Ad Solutions, please visit https://lgads.tv/
About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide with big TV audience data and Video AI designed to connect brands with audiences across all screens.
Ad Tech and Martech
Integral Ad Science | October 19, 2023
Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites.
MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift.
IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies.
IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites.
Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance.
Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale.
"Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers."
The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.