Advertisers launch next phase of mission to clean up digital marketing

Campaign | April 02, 2019

A new client-powered working group has formed to help tackle digital marketing challenges. It’s the next phase in the U7 program launched by video adtech company Unruly late last year.Ten of the world’s largest advertisers are sitting on U7, including Nestlé Unilever, Diageo, P&G, Samsung, American Express, L’Oreal, GSK, Dow Jones and Mars. They are joined by leaders from Wavemaker, Havas, Carat and Publicis Media.The group’s new initiative, called UNext, will comprise a series working sessions structured as a combined education and research experience, taking place in key industry locations including London, New York and Singapore.

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Once you’ve boosted your post or created your ads with Facebook Ad Manager, you want to know how they’re doing.

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Once you’ve boosted your post or created your ads with Facebook Ad Manager, you want to know how they’re doing.

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Smartly.io Bolsters its Creative Insights Capabilities, Embracing Next Wave of Advertising Engagement

Smartly.io | September 01, 2021

Smartly.io, the leading social advertising automation platform for creative and performance marketers, announced Ad Ranking, a new capability within its insights offering. Already unifying creative, media, and data to break down silos across creative and performance teams, Smartly.io, the leading social advertising automation platform for creative and performance marketers, today announced Ad Ranking, a new capability within its insights offering. Already unifying creative, media, and data to break down silos across creative and performance teams, Ad Ranking now allows advertisers to quickly identify both top and bottom-performing ads with a visual analysis that can better inform future creative direction and optimize performance in the next wave of advertising engagement. As audiences become more opaque and more difficult to target, brands need to rely more on relevant and personalized creative delivered in the right place at the right time – instead of focusing solely on the best-performing target audience. This new Ad Ranking feature enables advertisers to test creative variations and quickly identify what's working (and what's not). Advertisers can then pivot quickly and put those insights into action with Smartly.io's all-in-one reporting view. "Smartly.io's new Ad Ranking feature has cut the time it takes to glean insights about our ad performance," said Freya Gordon, Senior Performance Marketing Executive at Huel. "The visual representation of performance has been especially useful to our creative team, which sometimes struggles to cut through the numbers." "Data privacy continues to play an increasingly important role in digital advertising, and creative is quickly emerging as the answer to an evolving industry where personalization and privacy must intersect," said Kristo Ovaska, CEO and co-founder, Smartly.io. "Advertisers need to bridge the gap between creative, media, and data to test what's resonating across all buyer journey touchpoints. This is critical for optimizing both in-flight and future ad campaigns in a seamless, agile, and automated way – freeing up marketing teams for more creativity and ideation to build trusted connections with their consumers." In addition to the Ad Ranking solution, Smartly.io's full insights offering allows advertisers to: Leverage visual insights to inform data-driven creative planning with Ad Ranking charts. Ad Ranking Views allow users to visualize top-performing ads quickly. They can choose a ranking metric and any additional filters (bid goal, creative type, etc.) to surface which ads contribute to business goals as a means of helping creative teams inform their planning. Build and measure cross-platform customer business KPIs. Build custom metrics and measure against specific metrics or attribution windows across social platforms. Users can leverage a central location to quickly manage and update these customer expressions, preventing errors when deployed across multiple users and/or reports. Users can also quickly and easily reuse custom metrics to reduce time and friction when building new reports. Integrate first- and third-party data sources to optimize against important metrics. Advertisers can pull data from a range of sources – social platforms to Google Analytics to Search Ads 360 to Adobe Analytics and more – providing in-the-moment analytics to inform strategies around budgets, bids, and ads. Measure incremental revenue with statistical significance built-in. Ad Studies allow users to test the performance of almost any property of Facebook marketing scientifically by running Split, Lift, and Multi-Cell Lift Tests. Statistical Significance estimates how much test budget is needed to get meaningful results and then compare performance with any KPI. About Smartly.io Powering beautifully effective ads, Smartly.io automates every step of social advertising to unlock greater performance and creativity.

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DISPLAY ADVERTISING

Comcast Technology Solutions and PremiumMedia360 Integration Enables Advertisers to Automate TV Data Management in Media Lifecycle

Comcast Technology Solutions, PremiumMedia360 | May 26, 2021

Comcast Technology Solutions (CTS), a Comcast Cable division that delivers media and entertainment technology to advertisers, agencies, and content providers, and PremiumMedia360, the market leader in TV advertising data automation, announced a new strategic partnership today. The CTS Ad Management Platform integration allows TV advertising buyers and sellers to automatically synchronize and solve reconciliation inconsistencies throughout the ad buy lifecycle. These new capabilities have the potential to avoid revenue loss caused by dropped spots as a result of order execution errors and invoicing delays. The integration can save work hours that otherwise would have been spent on solving data inconsistencies between buyer and seller systems. "TV media has always been a science of managing and accessing information for more accurate buys and more effective media operations," said Richard Nunn, Vice President and General Manager of Comcast Technology Solutions' Advertising Suite. "At the same time, between multiple systems, manual inputs, and a lack of standardization, accessing that data quickly and accurately has been an ongoing challenge—made even more difficult by the ever-increasing screens and video outlets to manage." Our mutual clients will now have access to the Ad Management Platform's quick insights and actionable data as a result of our integration. This enables them to optimize and execute swiftly across the media landscape. CTS and PremiumMedia360 are collaborating to fill the gap between workflow and opportunity." "PremiumMedia360 is a company built on automating and streamlining data exchange – and amplifying value – between TV buyers and sellers," said Cordie DePascale, PM360's Chief Strategy Officer. "That's an even more pressing need in light of recent changes in the tv landscape. With increasing emphasis on efficiency and insight, as well as cross-screen advertising and digitization, there is much more data to handle—and faster data is a must-have. To address these issues, the integration of CTS and PM360 will offer our joint clients instant access to important information to analyze, evaluate, execute, and report back to stakeholders—even in the middle of a project—saving them countless hours they currently spend on those tasks. That rapid insight is a true win for both of our companies' clients at a critical juncture in the evolution of TV media." About Comcast Technology Solutions Comcast Technology Solutions provides the industry with the technology, size, and expertise to expand and navigate the fast-changing media and entertainment technology landscape through its CTSuite portfolio of technology solutions. We create technology that solves industry issues, reimagines what is possible, and transforms businesses in an ever-changing world. Comcast Technology Solutions provides more than 20 years of dependable real-world broadcast and digital experience, based on Comcast's know-how, proven facilities, scalable platforms, and infrastructure. We work with customers to redefine expectations and deliver the future to global audiences. About PremiumMedia360 PremiumMedia360 helps media agencies and sellers to buy, sell, and partner more effectively by empowering them to control the data that fuels their interactions. Its reporting and collaboration tools significantly reduce the time and resources required to understand the status of campaigns—from order to invoice. As a result, airings records stop being bottlenecks and start to act as the source of business insight that they should be.

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AD TECH AND MARTECH

Vonage Adds Conversational Commerce Solution To Its Product Portfolio With Acquisition Of Jumper.ai

Vonage | October 20, 2021

Vonage, a global leader in cloud communications helping businesses accelerate their digital transformation, today announced that it has acquired Jumper.ai, a Singapore-based leader in omnichannel conversational commerce solutions. Jumper.ai's team will join Vonage's Product and Engineering group. With this acquisition, Vonage gains significant technology and developer-focused talent, as well as expertise in conversational commerce, complementing the programmable, flexible and intelligent capabilities of its singular Vonage Communications Platform and robust portfolio of APIs. Conversational commerce is an in-demand retail trend that capitalizes on the growing convergence of shopping and conversations on platforms such as Facebook Messenger, WhatsApp and Instagram, using the chat feature to create a seamless shopping experience. Consumers can engage in personal conversations to inquire about product and pricing information and build trusted relationships with retailers. The Jumper.ai platform creates omnichannel, messaging-first customer engagement and shopping journeys across social, messaging, and web (WhatsApp, Messenger, Apple Business Chat, Instagram, Twitter, SMS, LINE, Google Ads, Brand websites, and more). According to an April 2021 Conversational Commerce forecast by Juniper Research1, the total addressable market in this space will be worth $27 billion by 20251. As social messaging becomes more important to consumers across the globe as a quick and direct way of connecting with their favorite brands, Vonage will incorporate Jumper.ai technology to expand its total addressable market and complement its robust portfolio of APIs with a packaged AI-enabled conversational commerce offering. "The addition of Jumper.ai's conversational commerce and omnichannel capabilities fits perfectly into Vonage's strategy and is a natural extension of Vonage's offerings. It transforms customer interactions from notifications and simple communications to conversations across the spectrum of customer engagement points," said Vonage CEO Rory Read. "With conversational commerce capabilities, we are meeting new and existing customer needs now and are positioned to continue to meet their evolving needs well into the future, providing businesses with embedded commerce capabilities to simplify the way they serve, connect with, and sell to their own customers from anywhere, on any channel." Jumper.ai is an all-in-one solution that meets the needs of major brands to connect with consumers through web and social channels, while also turning these conversations into richer AI-enabled customer experiences with rapid service and sales follow-through. With the acquisition of Jumper.ai, Vonage is gaining relevant technology to address this growing need, as well as existing enterprise customers across key industries that are driving the growth of conversational commerce, including leaders in the Consumer Brands, Food, Retail, Entertainment, Hospitality and Travel industries, such as L'oreal, Kiehl's, Disney, Axe, Dove, Ben & Jerry's and Burger King. Jumper.ai was built with a mission to help businesses respond to the increasing use of instant messaging as the most preferred mode of communication, both for connecting with family and friends and for receiving immediate, personal, and attentive experiences from brands.We are excited to be joining the Vonage team. Combining our market-leading technologies presents an opportunity to create new, amazing customer experiences, leveraging Jumper.ai technology and the global reach of Vonage." Yash Kotak, CEO and Co-founder of Jumper.ai "Over 3.5 billion people use social networks on a regular basis, worldwide," explained Dan Miller, Lead Analyst at Opus Research. "Jumper.ai anticipated the role social networks and platforms would play as platforms for advertising, promotion and, ultimately, purchases. With this technology, Vonage reinforces its platform's ability to be agile and continuously meet the evolving needs of its customers' customers." About Vonage Vonage, a global cloud communications leader, helps businesses accelerate their digital transformation. Vonage's Communications Platform is fully programmable and allows for the integration of Video, Voice, Chat, Messaging and Verification into existing products, workflows and systems. Vonage's fully programmable unified communications and contact center applications are built from the Vonage platform and enable companies to transform how they communicate and operate from the office or anywhere, providing enormous flexibility and ensuring business continuity.

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