SOCIAL MEDIA ADVERTISING, BRAND MARKETING, AD TECH AND MARTECH
Cadent | December 15, 2022
Cadent Aperture Platform, the largest independent platform for advanced TV advertising, today announced a partnership with 605, a leading television measurement and analytics company, to understand the full impact of campaigns and measure business outcomes.
This partnership enables Cadent's portfolio of clients to gain insight into metrics that matter for their campaigns, while measuring the true ROI of their ad spend. With over 15 reports delivered to-date and more to come in 2023 – across national quick serve restaurants, home goods retailers and some of America's favorite snack brands, Aperture Measurement Marketplace enables clients to transact with confidence on data-driven decisions backed by 605's sophisticated measurement and attribution methodology.
"Advertisers are leveraging our platform to optimize the impact of data-driven indexed linear campaigns building on prior campaign performance insights. With our unique insights and cross-screen capabilities, we are excited to work with partners like 605 to support marketers in identifying and reaching their target audience effectively, and ultimately increase sales in a competitive environment."
Tony Yi, EVP, Business Development and GM, Platform Sales.
Through the combination of Cadent's targeting capabilities underpinned by its patented Aperture Viewer Graph and 605's in-depth measurement and attribution solutions, clients are able to run campaigns with a focus on fueling incremental consumer behavior, successfully driving existing customer households to take action more often, purchase or visit at a higher rate and even spend more on each purchase. Cadent delivers cross-screen TV advertising to 120 million US households across 200+ MVPDs and 92 cable networks, 1,100 broadcast stations, and 100+ OTT networks.
"Our superior measurement and attribution capabilities have enabled us to develop a successful reporting cadence with Cadent for a large variety of brand campaigns across their inventory," said 605 VP of Account Management, Alex Freed, and GVP of Client Data Science, Lindsey Woodland.
"With the combination of cross-screen insights, third-party sales, location and web pixel data, we've expanded beyond traditional reporting to offer a stronger understanding of what is working, provide teams with data-driven recommendations and quantify the impact of Cadent's unique inventory for their clients."
Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiency and boosts the results of linear, addressable, and cross-screen campaigns.
605 is a next generation measurement and attribution company focused on driving innovation in the utilization of data to create, execute and measure advanced advertising campaigns. 605 delivers fast, unbiased and actionable insights to the marketplace at scale, allowing clients to maximize media spend and transact with confidence. The company's multi-source deterministic viewership dataset measures up to 34 million households across over 200 U.S. markets and offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its dataset supports 100 percent deterministic audience measurement at the household level while being reportable at the second-by-second level with proprietary projection methodologies, all in a privacy compliant manner.
DISPLAY ADVERTISING, RETARGETING
Clear Channel Airports | January 18, 2023
Clear Channel Airports (CCA), the U.S.-based airports business of Clear Channel Outdoor Holdings, Inc., launched yet another cutting-edge digital media program for the highly anticipated grand opening of Newark Liberty International Airport (EWR) Terminal A. The digital media makeover, created in collaboration with the PANYNJ, includes almost 6,000 square feet of the most cutting-edge premium advertising media.
Global businesses headquartered in New Jersey, such as Rutgers University, Audible, and Atlantic Health System, are the first advertisers to access this new airport media area, where they will reach millions of airport consumers using the most advanced digital and printed display technology.
Clear Channel Airports, the nation's premier airport media supplier, included this advertising space in the terminal's $2.7 billion refurbishment. The nearly one million square foot terminal offers advertising, brand collaborations, sponsorship, and experiential marketing options for brands and enterprises seeking to reach millions of flyers in the larger metro region.
This current redevelopment at EWR coincides with CCA's 12-year contract with the Port Authority of New York and New Jersey to renovate its prestigious airports, including LaGuardia (LGA), John F. Kennedy International (JFK), and Stewart International (SWF). The partnership, announced in October 2020, is the biggest airport sponsorship and advertising campaign in the United States.
CCA's new digital media program involves over 70 high-impact and innovative displays throughout the 33-gate terminal, including an iconic 24-foot seamless digital "umbrella" — a suspended, first-of-its-kind airport advertising screen hanging above the terminal's most enormous concourse, where not only can you view the massive installation head-on in both directions, but you can also see the advertising as you walk beneath it.
Moreover, a network of 54 ultra-high-definition LCD panels, two distinctive 42-foot curved LED soffits, and 16 dynamic digital columns illuminate the new ultramodern interior of Terminal A, providing an impactful, audience-focused advertising environment. In addition, CCA said that a 75-foot-long external head-on digital welcome display would be added to the new consolidated car rental facility (CONRAC).
About Clear Channel Airports
Clear Channel Airports is the foremost airport advertising, sponsorship expert, and pioneer in the United States, having devoted over 45 years to airport advertising. Clear Channel Airports (CCA), the Americas-based airports business of Clear Channel Outdoor Holdings, Inc., is one of the world's largest outdoor advertising companies. Clear Channel Airports operates over 260 airport media programs worldwide and has a presence in 28 of the top 50 U.S. markets with major airports.
Odeeo, Xandr | December 05, 2022
Odeeo, an in-game audio advertising platform, announced a first-of-its-kind integration with Xandr, a global marketplace for premium advertising, to bring in-game audio supply to its Invest DSP customers. The alliance will give Xandr’s advertiser clients access to Odeeo’s exclusive inventory in hundreds of the world’s top mobile games, reaching millions of gamers.
Through this integration, buyers on Invest DSP and third-party DSPs via Xandr will be able to reach audiences with non-interruptive audio ads through one of mobile’s biggest advertising channels – casual games. Odeeo’s units keep players active in the game while also driving meaningful results for brand and performance advertisers. Odeeo’s in-game placements provide 100% brand safety and control for advertisers, giving them full transparency across traffic sources, audibility, and viewability.
According to data.ai, more than a billion mobile games are downloaded weekly, and over three billion mobile gamers worldwide. At the same time, brands are investing more in digital audio, increasing investment 58% YOY – making it the fastest-growing media format. Odeeo’s solutions unlock an even greater scale for audio advertising, enabling brands to boost the reach and effectiveness of their podcast and streaming campaigns.
Amit Monheit, CEO at Odeeo, said, “Coming from mobile gaming and ad monetisation, we wanted to capitalise on the potential of gaming for audio advertising."
Amit Monheit, CEO at Odeeo, said, “Coming from mobile gaming and ad monetisation, we wanted to capitalise on the potential of gaming for audio advertising. In-game audio is the best way for advertisers to get attention when their ad can be in the foreground, not in the background. Through our integration with Xandr, we’re thrilled to be able to provide easy access to our chart-topping gaming partners.”
Daria da Silveira, director, publisher sales and strategic partnerships at Xandr said, “Advertisers are looking for the most impactful and effective ways to scale their campaigns and reach their target audiences. Emerging formats like in-game audio combine audio’s ability to drive brand awareness with the lean-forward mindset that comes with gaming. We’re excited to offer Odeeo’s unique solution and inventory via Monetize SSP to our buyers to help them scale their audio campaigns faster and more efficiently.”
About Sonic Odeeo
Odeeo is a fast-paced startup with a mission to create a better in-game user experience that respectfully connects gamers, developers, and brands through audio innovation. Our flagship product, PlayON™ SDK, introduces a new ad format that moves beyond the current limitations of interruptive advertising and provides real value to both brands and game studios.