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Affle's Mediasmart Platform Its Launches Audience Targeting & Household Sync Technology on Connected TV

MEDIASMART | October 27, 2020

mediasmart, Affle's self-serve mobile programmatic platform, today announced the launch of its Audience Targeting & Household Sync technology on Connected TV (CTV). Though programmatic CTV ads have been available on mediasmart for sometime, this new technology now enables brands to make CTV ads more engaging by syncing CTV ad campaigns with ads on other connected devices in the same household. They can thus make their CTV ads significantly more relevant by personalizing them for specific audiences within the household. Commenting on this significant new launch, Noelia Amoedo, CEO of mediasmart said: "Programmatic ad spend on video is projected to go from 10% to 50% by 2021 with CTV expected to be over 15% of that spend. Consumption of content on CTV is growing dramatically across the world as consumers are increasingly becoming cord cutters and preferring CTV over traditional linear TV experiences.

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Spotlight

Bing Ads is a popular PPC Advertising channel much like Google AdWords where advertisers can bid on search keywords and have their ads run in the Bing search engine results pages. Whether advertisers want to drive new leads, sales, phone calls, or awareness, Bing Ads is a great SEM channel to reach new customers.

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AD TECH AND MARTECH

Cavai Raises Over £6.5m To Drive Significant International Expansion

Cavai | August 23, 2021

Cavai, the global leader in conversational ad tech, has raised £6.5m from a range of prominent investors including Norway’s 2 largest venture players, Investinor and Idekapital, and ad tech industry specialist FirstPartyCapital. It will use the funds to bolster its offering in existing markets, develop its product portfolio, and expand in the US as it gets IPO-ready Alex Rahaman, London based partner at Idekapital, has relevant international ad tech experience and will join the board, commenting: “Conversational, digital advertising is the new, future-facing way for global advertisers to reach and very effectively engage with audiences. Ahead of huge changes in the industry, Cavai has been recognised as the leader in this space, with the most intuitive self-serve technology already adopted by major holding groups. We at Idekapital were very impressed with the speed and effectiveness with which Steffen and the Cavai team have built an international business and are delighted to be leading this round together with Investinor and other reputable international investors”. Rich Ashton, managing partner, FirstPartyCapital comments: “Historically, creativity has been hard to automate and scale, which is perhaps why the ad industry has placed so much emphasis on hyper-targeting consumers through data, at the expense of the user experience. However, Cavai’s solution is a complete game-changer, enabling marketers to easily create highly-engaging online experiences that people actually want to interact with. The metrics speak for themselves: clients are seeing 10-20x ROAS, resulting in a 3x YoY revenue increase for the company. This opportunity was an absolute no-brainer for us. Steffen and the team have built the foundations of an iconic company, and we are extremely excited to help them achieve their goal of becoming one of the most successful ad tech companies of the decade”. Cavai was founded in Oslo in 2018 and now has over 60 employees globally, with offices in Oslo, Stockholm, Helsinki, Copenhagen, Amsterdam, Munich, London, Singapore, Barcelona, Toronto, and New York. As the company continues its global expansion, it is developing next-generation, user-centric marketing solutions which enable one-to-one dialogue with consumers across a variety of formats, including video. Cavai will also be launching conversational e-commerce solutions which will integrate with local payment solutions providers and enable in-ad purchases. As marketers move away from interruptive formats and seek privacy-by-design solutions to personalise communications and generate insights, conversational formats have helped Cavai’s clients to stand out from the competition, drive ROI whilst enabling true interactivity, and bringing humanity to brand communications. Steffen Svartberg, founder and CEO of Cavai, comments: “We are delighted to have found industry-focused investors that understand the huge changes that are happening within the marketplace, whilst having also found investment funds that can take us through multiple series of funding as we scale, compete on a truly global level and build up towards an IPO”. “We have built a platform that is sustainable, with user experience baked into the core. Non-interruptive formats deliver insights whilst also guiding consumers, with brands such as Amazon, Nivea, and BMW leveraging our platform to great effect. Our client list includes 6 of the biggest media agencies in the world. With an exceptionally strong appetite for conversational advertising, Cavai has seen 3X revenue growth from H1 2020 to H1 2021”.

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IAS Holiday Shopping Data Shows Contextually Relevant Ads Will Be Key for Advertisers This Holiday Season

Integral Ad Science | September 23, 2020

Integral Ad Science (IAS), the global leader in digital ad verification, today released results from its 2020 consumer study on holiday shopping habits. Key findings from the study show that this year consumers are relying on online shopping and digital ads to find the perfect gifts for their friends and families this holiday season. Given the effects of the global pandemic and accompanying social distancing measures, consumer habits are shifting to account for these new realities. Almost eight in ten US consumers report that they have concerns about shopping in physical stores during the upcoming holidays due to COVID-19. Notably, 85% of US consumers now expect to do most or all of their holiday shopping online, with 48% intending to do so via their mobile device. With many holiday shoppers avoiding physical stores to some degree, advertisers can look to meet consumer needs by focusing their marketing efforts on placing contextually relevant digital ads in safe and suitable environments. 89% of consumers reported that they find online advertising important in discovering new products and promotions, while 31% said they believe that they are more receptive to ads during the holiday season.

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Adlucent's Lift Mentality Technology Measures Advertising ROI

ADLUCENT | September 21, 2020

Effectively measuring return on investment is a prime concern of every marketer, but getting a precise answer is elusive. In response, Adlucent, the Austin-based performance digital agency, has developed Lift Mentality, an incrementality-testing technology that helps advertisers understand the impact of specific marketing channels on their bottom line. Lift Mentality enables marketers across the e -commerce marketplace to answer their most pressing question, "How effective is my advertising?" to better understand channel effectiveness, allocate ad spend more efficiently and drive better performance. The new solution delivers insights into campaign effectiveness in about one-third the time of typical publisher tools. Highly flexible, Lift Mentality uses the advertiser's own first-party data to design and analyze the test. There is no need for the client to provide and calculate specific data points, as is the case with other, more static models. The result is faster insights, more transparency and greater ease of use for advertisers as they manage their marketing and e-commerce functions across multiple teams and outside agencies.

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