PROGRAMMATIC ADVERTISING

Adsquare to Offer Mobile-Powered Data and Insights for Mobile & OOH Advertising

Adsquare | September 07, 2021

Adsquare to Offer Mobile-Powered Data and Insights for Mobile & OOH Advertising
Adsquare, the global audience and location intelligence company, is now using insights from O2 Motion, enabling businesses to leverage anonymised, aggregated crowd movement data for geo-contextual mobile targeting, as well as for more effective planning and programmatic activation of Out-of-Home campaigns.

O2 Motion is a service that uses anonymised and aggregated data created by the O2 mobile phone network to offer insight into movement trends across the UK. As mobile devices connect to different masts, they create data footprints, which O2 can then anonymise, aggregate and extrapolate to gain a picture of how people are travelling, when they make journeys and which areas they visit.*

Anonymised, aggregated insights from O2 Motion are now available within the Adsquare platform in the form of easy-to-activate segments, enhancing Adsquare’s Proximity Targeting and OOH Planning & Activation solutions in the UK. Adsquare’s own location based targeting solutions are actionable via pre bid API integrations in all relevant DSPs including Adform, Displayce, LoopMe, Scoota, Splicky, Hawk, The Trade Desk and Xandr.

Adsquare’s technology already enriches mobile devices’ or DOOH screens’ geo-locations with spatial data in real-time (with lat/long geo-locations sent in the bid request by the supply side). The company is now overlaying this information with historic, anonymised and aggregated crowd movement data from O2 Motion. This data is turned into insights that can help advertisers look at the past, evaluate the present and predict future trends. In other words, advertisers benefit from a better understanding of customer behaviour and profiles at a site level – all governed by strict data privacy and security processes that are GDPR compliant.

Tom Laband, CEO & co-founder of Adsquare, says: “Offering privacy-first and high quality data to marketers is the number one priority for Adsquare. We’re proud to be working with O2 Motion which provides unique insight at scale into anonymised, aggregated crowd movement trends across the UK.”

*Data insights from O2 Motion never allow identification or mapping of individuals and operate
within strict privacy guidelines.

Spotlight

The Anatomy of a Television Commercial by Voices.com explains what it takes Learn about how to create a compelling TV ad in this visually. earn about how to create a compelling TV ad in this visually appealing infographic. See key developments in the television ad industry.

Spotlight

The Anatomy of a Television Commercial by Voices.com explains what it takes Learn about how to create a compelling TV ad in this visually. earn about how to create a compelling TV ad in this visually appealing infographic. See key developments in the television ad industry.

Related News

SpotX Launches Measurement, Attribution For CTV Advertising Inventory

SpotX | May 25, 2020

SpotX, the leading global video advertising platform, today announced the expansion of its comprehensive Measurement and Attribution Suite. The extensive offering provides advertisers the ability to accurately attribute ad spend across video channels including connected TV (CTV) and is the most robust in-market for video. SpotX leads among SSPs, collaborating with 11 measurement companies including Comscore, Kantar, and Nielsen. SpotX, the leading global video advertising platform, today announced the expansion of its comprehensive Measurement and Attribution Suite. The extensive offering provides advertisers the ability to accurately attribute ad spend across video channels including connected TV (CTV) and is the most robust in-market for video. By uncovering valuable audience reach metrics like brand lift, incremental reach and frequency, and outcome-based measurement, advertisers can more accurately pinpoint the value across all video channels. With the largest number of measurement relationships in-market among SSPs, SpotX is able to provide a 360-degree view of campaign KPIs. SpotX has relationships with 11 leading measurement and analytics companies including Comscore, Kantar, Nielsen, STAQ, and Tru Optik. Kantar and Comscore also act as brand lift partners, allowing advertisers to gauge how viewers feel about a brand, measure brand recognition, and test creative assets. Outcome-based measurement partners, such as Comscore enable advertisers to link CTV exposure to digital actions, such as online purchases or website traffic. Read more: 2020 & beyond: What’s next for video advertising? Additionally, through attribution relationships with NCSolutions (NCS), NinthDecimal, Placed powered by Foursquare, and PlaceIQ, brands can accurately measure foot traffic to brick and mortar locations and in-store purchases from digital video ads. SpotX's comprehensive suite ensures that advertisers spending across CTV are able to accurately attribute ad spend to digital. Through our preferred partnership with SpotX, our mutual clients have been able to use NinthDecimal's Location Conversion Index (LCI®) for footfall attribution to clearly measure and understand the value and power of their digital video ad campaigns. - Patrick Doyle, VP, Partner Revenue at NinthDecimal SpotX also offers capabilities through Nielsen Digital Ad Ratings (DAR) for CTV, including next-day view of audience demographics and ad delivery for mobile web, mobile app, desktop, and connected devices. Nielsen's metrics help brands understand the incremental reach of a campaign's ad on connected TV and linear TV. SpotX's partnership with Tru Optik allows advertisers to leverage mid and post-campaign reporting to identify if ads are reaching behavior and interest-based targets. Brands and media buyers have known the value of CTV inventory, however, there hasn't been a concrete way of showing how these ads drive actions or purchases. By collaborating with the most respected measurement and attribution companies in the industry, we can help brands provide meaningful experiences for consumers, as well as effectively measure and accurately attribute how video ad spend across OTT channels leads to tangible online and in-store conversions. - Kristen Williams, VP, Strategic Partnerships at SpotX MBuy, a leading media planning and buying applied-technology service company, is one of several advertising agencies opting in to SpotX's offering. MBuy provides advertisers with media buying and planning services that reach and engage audiences within specific channels. "Evaluating metrics like brand lift performance and cross-screen measurement validation are just a few of the many key insights important to our clients," said Michael Parent, SVP, Strategy, Media & Operations at MBuy. "The comprehensive studies provided by SpotX allow us to deliver valuable resources to help our clients make smarter ad decisions." About SpotX SpotX is the leading video advertising platform shaping digital video and the future of TV globally. The company's solutions enable media owners to monetize content across all screens and streams while providing advertisers with direct access to brand-safe, premium inventory. With best-in-class technology purpose-built for video, SpotX's trusted, GDPR/CCPA-compliant solutions are employed by some of the largest media owners in the world including A+E Networks, Crackle Plus, The CW Network, Dentsu CCI, Discovery, Electronic Arts, Fox Corporation, fuboTV, Gannett, Microsoft, Newsy, Pluto TV, Roku, Sling TV, and Vudu. In the US, SpotX works with nearly all major OTT stakeholders and reaches 4 out of 5 viewers of ad-supported CTV, or 42 million households. In early 2019, SpotX acquired Yospace which powers server-side ad insertion (SSAI) for all live and video on demand content streamed to connected devices. SpotX is a subsidiary of Bertelsmann's RTL Group and is headquartered in Denver with 12 offices throughout the US, EMEA, and APAC regions.

Read More

FourthWall Media Launches Adapt to Cross-Platform Onboard Campaigns

FourthWall Media | June 02, 2020

Platform Combines Viewing and Advertising Data from Smart TVs and Set-Top Boxes Across All US Markets, and Now Includes Adapt™ to Onboard Linear, Addressable, and Digital Ad Campaigns. FourthWall Media®, a leader in television analytics, has introduced Adapt™. A platform tool to onboard linear, addressable, and digital advertising campaigns, and has added Automatic Content Recognition (ACR) data from Smart TVs to its cable set-top box viewing dataset into the Reveal analytics platform. The combined dataset and the ability to ingest advertisers' campaigns from any source will extend audience-based analysis of content and advertising across a wide range of viewing platforms. Adapt is FourthWall's method of onboarding advertising campaign data from any source, including linear as-run logs, addressable exposure files, and digital impression data, and analyzing the combined impressions to produce holistic campaign performance analytics. Reveal will now quickly and easily generate insights such as Tune-In Reporting, Optimal Frequency Analysis, and Attribution for any custom or syndicated audience segment. Adapt continues the development of FourthWall's vision of a comprehensive and independent media analytics platform. The second-by-second set-top box data already within FourthWall's Reveal analytics platform is now combined with Nielsen (NYSE: NLSN) Smart TV viewership data, enabling marketers to have more holistic viewing data from both traditional and Smart TV devices covering all U.S. markets. By leveraging Nielsen's powerful and patented ACR technology from millions of Smart TVs, FourthWall is adding glass-level content and ad exposure data to its end-to-end analytics platform at scale. Modern marketers demand a 360° view of their target customers' content and advertising viewing behavior to more effectively speak to their customers. Reveal's second-by-second cross-platform data gives marketers the opportunity to plan and measure their content and advertising performance with common audiences and metrics across multiple video distribution channels. Media planning and business outcome attribution using Reveal deliver the insights needed to yield greater efficiencies in this rapidly evolving business environment. Adding ACR data from Smart TVs to FourthWall's established cable set-top box data gives us a unique opportunity to fuel Reveal with two carefully-curated datasets covering different viewing modes. Adding Smart TV viewership data to Reveal is exciting and delivers valuable cross-platform insights to our customers. In addition, we've extended our ability to import ad campaign data from linear as-run logs to now include addressable and digital exposure files. All the ingredients necessary in automating cross-platform media analytics are now brought together within Reveal. - Dudar, Chief Product Officer of FourthWall Media In today's complex media environment, marketers need a simple and clear view of where and how their customers interact with media. With Nielsen Smart TV data as one of the components that helps fuel FourthWall's Reveal platform, marketers will have more robust and actionable analytics to identify their audiences across viewing platforms in a seamless and efficient way. - Matt Reid, SVP, Product Leadership, Nielsen Reveal is a comprehensive analytics and planning platform for audience creation, optimized media planning, and outcome-based performance analytics. Reveal analytics can be generated nationally or within any local U.S. market. About FourthWall Media FourthWall Media® is an innovator in television analytics, fueled by the largest independent source of second-by-second cable television viewing data. The company's Reveal™ analytics platform delivers key insights to marketers, agencies, programmers, and other stakeholders across the television ecosystem. FourthWall Media provides end-to-end solutions from data collection and processing to audience discovery, optimized media planning, post analysis, and attribution.

Read More

AD NETWORKS

Candid acquires PR and corporate communications agency Coopr

Candid, Coopr | September 06, 2021

Candid announces that communication agency Coopr is joining the Candid platform. The founders, Jody Koehler and Jos Govaart, will join as partners of Candid and at the same time will continue as the management of Coopr. With this latest acquisition, Candid is taking the next step in bringing together all marketing and communications disciplines into a fully integrated platform for advertisers Coopr was founded in 2009, is based in Rotterdam and Antwerp and works for well-known clients such as adidas, Coca-Cola, Coolblue, LinkedIn and TikTok Coopr will continue to operate as an autonomous agency under its own name within the Candid platform. "By joining the Candid platform, we retain our individuality, but we can immediately deepen and broaden our offer and at therefore offer our clients more integrated and other disciplines", say owners Jody Koehler and Jos Govaart. "In addition, the correlation between PR and other communication disciplines is more relevant than ever. Good brand ideas are most credibly propagated through PR efforts." By becoming part of the Candid platform, Coopr can now also shape its ambition with regard to further internationalization with a London branch in the not too distant future. Ruud Wanck, CEO of Candid: "Coopr is an absolute premium brand in the field of PR and corporate communication. Their entrepreneurial spirit fits in perfectly with our platform strategy in which we bring together strong and distinctive agencies into an integrated platform. Within Candid, agencies retain their own culture and identity, but our clients always have direct access to our services across the full range of the marketing and communication profession. With the acquisition of Coopr, we now also have a leading agency within our platform in the – increasingly important – field of PR and corporate communication." This expansion fits in seamlessly with Candid's ambitions to grow. Through acquisitions of media agencies STROOM, M2Media and BBK media, digital agency Online Company and digital experience agency Havana Harbor, social media expert Daily Dialogues, advertising agency XXS, global brand design specialist Millford and marketing innovation agency Cogonez, Candid became the largest independent marketing and advertising platform in the Netherlands. More acquisitions will follow this year, both at home and abroad. "With the addition of a high-quality agency like Coopr, we are once again demonstrating the growth ambitions and the abilities of our platform," says Candid founder & chairman of the board Gérard Ghazarian. About Candid platform: We unify the creative and strategic powers of, amongst others, the media agencies Stroom and M2Media, the digital agencies Online Company and Havana Harbor, the social media expert Daily Dialogues, advertising agency XXS, marketing innovation agency Cogonez and brand identity specialist Millford. About Coopr: Coopr is a communications agency, specialized in three areas of expertise, which are inextricably linked: Brand PR, Corporate Communication and Content Marketing. We enable organizations to communicate better, more effectively, more creatively and more honestly. We help them determining the best story at the right time and through the right channel.

Read More