Integral Ad Science | November 23, 2022
Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today published a case study conducted in partnership with Catalina, a leader in shopper intelligence that personalizes the shopper journey. The study aimed to understand how media quality influences return on ad spend (ROAS) and sales lift in correlation to in-view advertisements and time-in-view. The measurement period was recorded from May to July 2022.
To measure sales for a major CPG brand through the use of display advertisements in both mobile and desktop environments, Catalina used a test versus control methodology to calculate campaign sales lift. The test group consisted of 14.6M households that were exposed to the promoted brand campaign.
Some of the key takeaways from this study include:
180% lift in incremental ROAS for the in-view group versus not-in-view. In-view ads have a massive impact on ROAS compared to those that do not meet viewability standards.
74% of incremental sales from the test campaign were driven by the in-view audience. IAS and Catalina broke the test group into an in-view and not-in-view decomposition. Incremental sales from the in-view ads drove higher sales lift and incremental sales compared to ads that are not in view.
3 to 10 seconds is the ideal time-in-view range for driving incremental sales.
Advertisements that were in view for 3-10 seconds outperformed both shorter and longer time-in-view rates with an incremental index of 118. This insight further highlights the strong correlation between time-in-view as a proxy to attention that drives key outcomes. This drove sales and directly impacted ROAS.
“As a leader in personalization and shopper intelligence, Catalina has been partnering with brands and retailers for a long time to understand the value of media as it relates to consumer responsiveness, purchase activity, incremental sales and ROAS, both in-flight and post-campaign,” said Brian Dunphy, SVP of Strategic Partnerships at Catalina. “Through our partnership with IAS, we are thrilled to jointly help CPG brands and agencies get the most out of their media investments by combining IAS’s industry leading media quality capabilities with Catalina’s ROAS and sales lift analyses to deliver deeper insights around overall media quality, viewability and time-in-view.”
“While viewability is an important metric, metrics such as time in view can be even more precise indicators of attention and outcomes,” said Yannis Dosios, Chief Commercial Officer, IAS.
“While viewability is an important metric, metrics such as time in view can be even more precise indicators of attention and outcomes. What is powerful with this study is we see a clear link between time in view and in-store sales: a direct impact on better outcomes. By partnering with measurement companies like Catalina, we can better understand the importance and impact of media quality on driving attention and outcomes for our clients,” said Yannis Dosios, Chief Commercial Officer, IAS.
For more information and to download the full case study, click here.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio, podcast and digital media that personalizes the shopper journey. Powered by the world’s richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica, Europe and Japan. To learn more, visit www.catalina.com or @Catalina on Twitter.
Hivestack | November 03, 2022
Hivestack, the world’s leading, independent programmatic digital out of home (DOOH) ad tech company today announced the successful delivery of the first programmatic DOOH campaign for Uber Taxi in Hong Kong through their agency Mediacom Hong Kong, via a Private Marketplace (PMP) deal through the Hivestack DSP.
Uber Taxi “Go your way, Live your way” campaign ran from July to September 2022 on multiple channels including bus shelters and large format digital billboards. To drive precision and scale in DOOH, Mediacom Hong Kong selected Hivestack to deliver against Uber Taxi core proposition to empower target audiences to be in-control of the way they travel around the city. Uber leveraged the Hivestack DSP to programmatically target a custom audience group, to raise brand awareness and consideration of Uber Taxi whenever they needed to commute within the city. Demonstrating the power of this channel, July and August were wetter than usual with the accumulated heavy rainfall recorded. Utilising the advanced weather trigger and Moment Targeting capabilities available in the Hivestack platform, Uber were able to activate contextual ads during changing situations such as rainy days, at peak hours etc. and serve different types of creative in real-time under different scenarios.
Troy Yang - Managing Director, North Asia, Hivestack commented - "We were incredibly happy to offer Uber Taxi an innovative way to activate programmatic DOOH in the heart of Hong Kong, powered by the Hivestack DSP."
Troy Yang - Managing Director, North Asia, Hivestack commented - "We were incredibly happy to offer Uber Taxi an innovative way to activate programmatic DOOH in the heart of Hong Kong, powered by the Hivestack DSP. By utilizing the agility of the platform, the brand was able to more effectively alter campaign parameters in-flight, plan dayparts, adjust ad spend and evaluate the campaign effectiveness by understanding the audience concentration rate, performance breakdown by screens / locations and more actionable campaign insights. The campaign ensured Uber Taxi was able to resonate stronger with their target audiences at the right location, with the right ad, at the right time."
Kenny Ip, Head of Investment, GroupM said - “We were excited to partner with Hivestack to deliver our omnichannel marketing campaign via programmatic DOOH for the first time. As the pioneer of programmatic DOOH, we trusted Hivestack to raise our brand positioning in the market and drive consideration for Uber Taxi. We were delighted with the ease of trading DOOH in this way, in comparison with traditional planning and Hivestack were able to provide the full scope of services for campaign setup, optimization strategy, weather / moment targeting and post-campaign reporting just like what we are seeing possible on other programmatic media channels. Through programmatic DOOH, we were able to deliver more scale and precision than ever before in this channel.”
In 2021, 84% marketers in Hong Kong claimed to have bought programmatic DOOH media and expressed their inclination towards incorporating this channel more extensively in their future marketing strategies. Hivestack’s audience centric approach to programmatic DOOH offers brands all over the world the opportunity to drive precision and scale in over 25+ markets globally, while integrating seamlessly with wider omnichannel marketing strategies. In turn, media owners can benefit from both domestic and international revenue from brands, agencies and omnichannel DSPs.
Lay's, Anzu, Eskimi | November 01, 2022
One of the world’s largest and best-known snack companies, Lay’s, partnered with Eskimi, a full-stack programmatic data platform, and Anzu.io, the world’s most advanced in-game advertising company, to launch an intrinsic in-game video ad campaign to promote its potato chips among the mobile gaming audience in Latvia.
Lay’s wanted to leverage gaming to help it reach its target audience of 18-34s and worked with Anzu and Eskimi to get in front of Latvian gamers in the most engaging and non-disruptive way.
Lay's in-game video ad campaign featured in titles such as Gravity Rider Zero.
The 6-second videos, which were to the point and showcased Lay’s products in a quick and effective manner, worked extremely well in the fast-paced gaming environment and achieved a 92.5% video completion rate, a 98% viewability rate measured by Anzu’s patented 3D ad tracking engine, and cyber security platform HUMAN reported a 0% invalid traffic score for the campaign, reinforcing the low fraud rates associated with gaming environments.
“We are very satisfied with the campaign. It allowed us to reach players who are fully focused on their game and won’t tolerate any intrusive advertising. With such high engagement, it’s no wonder we were able to achieve such high completion rates. Only a few ad platforms provide such high-quality placements.”- Kristaps Osis, Key Digital Transformation Specialist, Omnicom Media Group Latvia
“The huge success Lay’s has seen from this programmatic campaign demonstrates the power that short-form video ads have in gaming environments if you get them right. By using the 6-second format, keeping the videos to the point, and effectively showcasing their products throughout, Lay’s were able to spread awareness and engage thousands of gamers in a way that was complimentary to the gameplay.” - Chaim Berko, Senior Programmatic Account Manager EMEA, Anzu
“The huge success Lay’s has seen from this programmatic campaign demonstrates the power that short-form video ads have in gaming environments if you get them right. By using the 6-second format, keeping the videos to the point, and effectively showcasing their products throughout, Lay’s were able to spread awareness and engage thousands of gamers in a way that was complimentary to the gameplay.” -Chaim Berko, Senior Programmatic Account Manager EMEA, Anzu
“In-game is dominating the Baltics! There’s no better way to showcase the intrinsic in-game opportunity than with a globally established brand like Lay’s. We continuously encourage brands to think about the unique gaming environment. Lay’s video perfectly blends into the game as it is short, includes distinctive images and the brand’s logo. We hope to see more FMCG brands dipping into in-game advertising. Let’s not forget that 80% of gamers drink or eat while gaming. These results scream FMCG!” -Gabriele Vileikyte, Product Manager, Eskimi