Advertising's positive role in society gains recognition

warc | February 03, 2020

Nearly half (46%) of British consumers believe advertising has a positive impact on society, while 42% say that advertising can help to make the world a better place, a new survey has revealed. The comprehensive research from Credos, the Advertising Association’s think tank, highlights how both consumers and industry practitioners perceive advertising’s role in society and was released to coincide with the AA’s annual LEAD summit last week. The findings are based on responses from a nationally representative sample of 1,000 people, plus individual interviews with smaller groups, as well as a poll of 105 advertising industry executives. Encouragingly, following a difficult year of damaging headlines about brand safety and data privacy abuses, the AA/Credos report found that people in the UK are “relatively positive” about advertising’s impact on society.

Spotlight

Advertising is the Dirty Profession, famous for snake oil salesmen and shysters, shilling things that nobody needs, creating this bankrupt consumerist culture. But what if I told you that you were unknowingly in advertising too? My own journey from human evolution and ecology into marketing has taught me that we are all in advertising—and that’s actually a good thing.

Spotlight

Advertising is the Dirty Profession, famous for snake oil salesmen and shysters, shilling things that nobody needs, creating this bankrupt consumerist culture. But what if I told you that you were unknowingly in advertising too? My own journey from human evolution and ecology into marketing has taught me that we are all in advertising—and that’s actually a good thing.

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AD NETWORKS

Comcast Advertising Names James Rooke President

Comcast Advertising | July 11, 2022

Today, Comcast Advertising announced that James Rooke has been named to the role of President. In this position, Rooke will oversee the operation of the company, whose brands include Effectv, FreeWheel and AudienceXpress. Rooke, who was previously General Manager of Effectv, replaces Marcien Jenckes, who was recently tapped to lead the new joint venture between Charter and Comcast and serve as Managing Director for Comcast Advertising in a dual role. Rooke will report into Jenckes. “I could not think of a more qualified person to lead Comcast Advertising during one of the most exciting, transformative times in television advertising,” said Jenckes. “I could not think of a more qualified person to lead Comcast Advertising during one of the most exciting, transformative times in television advertising,” said Jenckes. “His work at both Effectv and FreeWheel give him a unique perspective from which to lead the company, and I look forward to working beside him to take Comcast Advertising to its next level of success.” Since Rooke joined Effectv in January 2020, he successfully started its transformation to a multi-screen, audience delivery company that helps advertisers reach their target customers and drive better, measurable results. He was instrumental in bringing the more widespread use of data to TV advertising strategies, as well as driving the growth of addressable advertising and programmatic capabilities across Effectv. His successor as Effectv’s GM has not yet been named. Prior to leading Effectv, Rooke oversaw FreeWheel’s global publisher business unit responsible for providing TV programmers and distributors with advertising technology to manage the monetization of their video content. During his tenure, he also helped design, launch and scale FreeWheel’s first video marketplace, led the Advisory Services practice, a consulting business unit; and served as the company’s chief revenue officer. “I’ve had the privilege of working across both the software and media business within Comcast Advertising and look forward to combining those experiences in this new role,” said Rooke, President of Comcast Advertising. “I believe the opportunity for Comcast Advertising is unparalleled. I’m honored to accept this new position and cannot wait to continue my work with the broader leadership team to evolve the future of TV advertising for the better.” Earlier in his career, Rooke worked in the media business at Time Warner Cable (now Charter Communications) as vice president, strategy and execution. He was also a principal in the media and entertainment practice at Capgemini, a consulting and technology company. He began his career as an associate consultant at EY (then known as Ernst & Young) in London. Rooke holds a Bachelor of Commerce from the University of Birmingham in the U.K. He lives with his wife and two daughters in New York. About Comcast Advertising Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com to learn more.

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AD TECH AND MARTECH

AdKaora and Adgage Strike Exclusive Multi-Platform Partnership with Anzu to Bring Intrinsic In-Game Ads

AdKaora, AdGage, Anzu | September 22, 2022

AdKaora, a digital agency specializing in user-centric mobile advertising and proximity marketing, Adgage, a Spanish company specializing in mobile advertising and partially acquired by Mondadori at the end of 2021, and Anzu.io, the world’s most advanced in-game advertising platform, have signed an exclusive partnership in the Italian, Spanish, and Portuguese markets to enhance the Mondadori Group's offering with intrinsic in-game advertising. AdKaora and AdGage have joined forces with Anzu to help more advertisers seize the unique opportunity to reach a vast target audience of gamers and gaming fans. This gives these companies the edge by anticipating the new communication opportunities that have emerged with the explosion of gaming and metaverse. Now post-pandemic, the gaming phenomenon has exploded: the global gaming audience has expanded to 3.24 billion people, covering all age groups and nationalities. Accessing such a lean-forward target audience, with very little ‘second-screening’ or distractions from other media, is one of the main incentives that increasingly drives brands to allocate more of their budgets to in-game advertising strategies. Anzu boasts the world's most advanced in-game advertising solution available across mobile, PC, consoles, and gaming metaverses, with IAB-recognized, highly immersive formats and an expansive gaming inventory, including exclusive AAA titles from the world’s leading game studios like Ubisoft, Razor Edge Games, and Saber Interactive. The company has also been named Best Ad Tech Platform at the Digiday Media Awards Europe 2022 and Best Tech Partner at 2022’s Drum Awards. Anzu’s patented 3D ad tracking engine and a full suite of integrations with third-party vendors, including Oracle Moat and IAS, provide first-to-market viewability measurement for in-game ads for direct and programmatic campaigns across platforms. Playing a large part in establishing the new Intrinsic In-Game Measurement Guidelines with IAB and MRC, Anzu’s efforts mean that advertisers have never had more confidence to invest in the in-game advertising medium. Anzu also provides a gateway for many brands to activate advertising campaigns through gaming metaverses, presenting brands with a unique opportunity to reach a very young, fast-growing audience through multiple unique experiences. “There’s never been a more exciting time for brands to enter gaming as an advertising space. With over 50 million gamers in Italy, Spain, and Portugal collectively, the audience is there, and advertisers have the opportunity to reach them right now. We’re delighted to partner with AdKaora and AdGage to broaden the horizons of brands and refresh their campaigns with the possibility of intrinsic, brand-safe, and attention-grabbing in-game ad campaigns." - Stephanie Lublinski, Head of Partnerships (Emerging Markets), Anzu AdKaora and Adgage have already been launching in-game ad projects with Anzu that have helped to strengthen brand awareness, visibility, and key KPIs while running in an environment with high brand safety guarantees. Data from HUMAN recently showed that out of 579M events, Anzu’s IVT averaged out at 0.36% on mobile and 0.11% on PC, reaffirming that its in-game ad formats have much lower fraud rates than other forms of digital advertising. "Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy."- Davide Tran, CEO, AdKaora "Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy. Because of this, the demand for communicating within the gaming world is increasingly high. For AdKaora to decisively enter a market is to do so with the best possible proposition, and with Anzu it was "game, set and match" at the first sight. We are happy to work with them, and in parallel with los hermanos of AdGage, to develop multi-country projects given the exclusive Italy, Spain and Portugal and develop innovative projects for brands, creating an ecosystem suitable for this type of advertising. Spoiler alert: the integration of Dakar, one of the most played driving simulation games in the world, with Anzu on consoles as well." — Davide Tran, CEO, AdKaora

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ADVERTISER CAMPAIGN MANAGEMENT

DMS and Seekr Announce New Strategic Partnership

DMS | August 12, 2022

Seekr, an internet technology and content evaluation company, and Digital Media Solutions, Inc. (NYSE: DMS), a leading provider of digital performance advertising solutions, today announced a multi-year agreement to support Seekr's media strategy, revenue and advertising operations across its global search advertising platform and vertical content sponsorships. The alliance will accelerate the build-out and monetization of new Seekr verticals in concert with expanding its global audience and reach. Seekr prioritizes transparency and empowers users with choice and control by streamlining access to reliable information. Powered by AI and machine learning, Seekr offers the first fully transparent search engine that reimagines what web results can look like when they are free of bias or manipulation. Seekr plans to increase consumer engagement across its platforms and scale audience engagement by leveraging the power of the award-winning DMS toolset, inclusive of the DMS first-party data, expansive media reach and proprietary technologies. Global omnichannel audience engagement campaigns are currently underway with a monetization strategy set to begin in early Q4. “DMS has the expertise to support our advertising needs and the proven ability to innovate and expand, making them the perfect partner for Seekr,” said Pat Condo, Seekr founder and CEO. “DMS has the expertise to support our advertising needs and the proven ability to innovate and expand, making them the perfect partner for Seekr,” said Pat Condo, Seekr founder and CEO. “The partnership represents an important step forward in Seekr’s vision to provide an online experience with tools that support information transparency, connecting people with what they seek, rather than what they are served.” The partnership combines Seekr Search data with DMS brand-direct and marketplace offerings to create a targeted ad experience that offers consumers relevant content, while significantly reducing friction in the advertising ecosystem. The partnership’s foundational objective is to foster a digital experience that delivers the right message to the right user at the right time, based on where they are spending their time. Seekr potentially gains access to more than 9,000 enterprise and SMB customers through the insurance, consumer finance, e-commerce and education solutions, among others, within DMS. “Seekr’s mission to provide transparency and empower user choice by streamlining access to reliable information for everyone is aligned with our goal at DMS to create intent-driven meaningful engagements between consumers and advertisers during a product or service discovery and consideration process,” said DMS CEO Joe Marinucci. “DMS is excited to partner with a company that is committed to a future driven by the relevancy of a customer-driven journey.” About Seekr Technologies Inc. Seekr is an internet technology and content evaluation company that prioritizes transparency and empowers users with choice and control by streamlining access to reliable information. Powered by AI, Seekr offers the first fully transparent search engine that reimagines what web results can look like when they remove both bias and misinformation. Seekr utilizes an independent search index, sophisticated data science, and rigorous journalistic standards to determine the quality of news articles and their political lean — giving everyone access to technology that makes it easy to find trustworthy content in context. About DMS Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of data-driven, technology-enabled digital performance advertising solutions connecting consumers and advertisers within the auto, home, health, and life insurance, plus a long list of top consumer verticals. The DMS first-party data asset, proprietary advertising technology, significant proprietary media distribution, and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases

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