Amazon sends out free samples as it beefs up advertising arm

Amazon | January 08, 2019

Amazon is sending out free samples, tailor-made to users’ tastes with the help of their purchasing history, Axios reported earlier today. It’s unclear how long the company has been piloting this program, but it could become a larger part of its overall advertising strategy. The samples are part of a partnership between Amazon and select brands that allows the brands to send users free samples, hoping they will spur further purchases. The product sampling website went up in December, and Axios pointed out a few social media posts from users who received samples in the mail dating as far back as August of last year. Information on the program is sparse, but the sampling page does explain that it’s free to participate and users can opt out if they would like. It appears that all users have automatically opted in.
“Amazon helps you discover products you might love by sending you FREE samples from new and established brands,” the website says. “It’s like Amazon’s product recommendations, but really, so you can try, smell, feel, and taste the latest products.”

Spotlight

As consumer behavior continues to change, advertisers are adapting by evolving more sophisticated and relevant mobile marketing tactics. Mobile native advertising, possessing the twin qualities of higher engagement and lower intrusiveness, became 2014’s catchphrase.

Spotlight

As consumer behavior continues to change, advertisers are adapting by evolving more sophisticated and relevant mobile marketing tactics. Mobile native advertising, possessing the twin qualities of higher engagement and lower intrusiveness, became 2014’s catchphrase.

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Over 60 Brands Tap Picnic’s User-First Ad Marketplace for 50% Lower Carbon Emission Buys

Picnic | November 18, 2022

Picnic, the user-first ad marketplace, has proven that its ad solutions not only drive results but also generate substantially lower carbon emissions than the current digital advertising average. A leader in sustainable media, Picnic is also the first company to measure and compensate carbon emissions across 100% of measurable activity as standard, powered by Scope3. Picnic has today (November 16th, 2022) announced that a single ad impression delivered across their marketplace generates just 0.49g of CO2e on average as measured by Scope3, 50% lower than a current industry estimate. This is a result of Picnic’s unique inventory which must pass a user experience algorithm based on Google Core Web Vital data - ensuring page stability and fast load speeds due to reduced supply chain complexity. Further to this finding, Picnic is the first company to exclusively offer green media products, powered by Scope3. This means that all emissions generated from activity across Picnic’s marketplace are measured and fully compensated for via high-quality carbon removal projects as standard. Since partnering with Scope3 in June this year, Picnic has helped more than 60 advertisers on their paths to achieving net zero advertising. So far the activity has compensated the carbon equivalent of keeping 33.2 million smartphones charged for an entire year. This step by Picnic comes at a time when the impact of digital advertising is more apparent than ever. With the internet accounting for 2% of global carbon emissions — the equivalent of aviation’s impact — advertisers are increasingly eager to media plan with sustainability as a priority. Agencies such as Dentsu International are committed to reducing the emissions associated with media by 46% by 2030. Sadie Stuart, display manager at Dentsu says “Sustainability is now a key priority in media planning. Running campaigns with ad tech vendors such as Picnic takes us one step closer to achieving our net zero goals. What’s more - Picnic’s detailed post-campaign emission insights help us to keep brands informed on their impact.” Over the coming months, Picnic will be rolling out exciting new initiatives to help advertisers on their paths to net zero advertising; from product initiatives such as low emission targeting segments to supply path optimisations ensuring active investment in publisher partners that meet the required carbon thresholds. Alexander Taylor, head of partnerships at Picnic says “This is an exciting time for Picnic and the media industry in general as we move towards innovative sustainability solutions. We have an abundance of new initiatives we’ll be rolling out over the coming months to ensure that Picnic can support advertisers in their net zero missions.” Alexander Taylor, head of partnerships at Picnic says “This is an exciting time for Picnic and the media industry in general as we move towards innovative sustainability solutions. We have an abundance of new initiatives we’ll be rolling out over the coming months to ensure that Picnic can support advertisers in their net zero missions.” About Picnic Picnic Media is a leading premium mobile ad formats company, delivering high-impact, social-style ad formats on a unique marketplace of the highest quality mobile inventory. Their intuitively engaging advertising campaigns allow advertisers to increase brand awareness amongst their most valuable mobile customers. Working with leading global publishers, Picnic delivers increased revenue for their AMP pages, delivering impact and building brand equity by telling a brands’ story in an intuitive, mobile-first and user friendly format. For more information, go to https://www.picnic-media.com/

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Comcast Advertising Appoints Pooja Midha to Lead Effectv

Comcast Advertising | September 15, 2022

Comcast Advertising today announced that it has appointed Pooja Midha as Executive Vice President and General Manager for Effectv, the advertising sales division of Comcast Cable. She replaces James Rooke, who recently took on the role of president, Comcast Advertising. In this position, Midha will oversee a national team spanning sales and sales development, operations, technology, product, data innovation and insights, and customer experience. She will continue to foster the company’s efforts to bring more widespread use of data to TV strategies, including the focus on multi-screen, audience-based advertising, as well as driving the growth of addressable advertising and programmatic capabilities across the company. Midha will report to Comcast Advertising President James Rooke. She will be based in New York. “Pooja is the right leader for Effectv at this time, especially as the company continues its transformation within the rapidly changing television landscape,” said Rooke. “Pooja is the right leader for Effectv at this time, especially as the company continues its transformation within the rapidly changing television landscape,” said Rooke. “Through her recent work at Comcast Advertising, as well as her work within the industry as a pioneer and catalyst in driving innovation across both sales and software for premium premium video advertising, I am confident that she will lead the Effectv team to the next level of success.” Midha has over 20 years of experience in the media and advertising sector, with a track record of transforming businesses, creating new models, developing brands and partnerships, and exceeding revenue goals. She has extensive knowledge of digital, video and television advertising, from pioneering digital and cross-screen strategies for major media companies and cable networks, to shepherding new technologies focused on consumer engagement and measurement for premium video. In her role as Comcast Advertising’s first-ever chief growth officer, Midha oversaw global marketing across Comcast Advertising, FreeWheel and Effectv, including the launch of Effectv’s sales development organization. In addition to strengthening each unit’s brand and differentiated value, she worked with the leadership team to enhance the company’s products and solutions within a shifting, multi-screen landscape, emphasizing data and customer value. “I’m excited, humbled and very much looking forward to leading Effectv in my new role,” Midha said. “In the last two years, Effectv has made significant progress in its mission to become the world’s smartest audience delivery company. I can’t wait to start working with the leadership team and network of talented employees to accelerate industry innovation and drive business results for our clients by combining the power of TV with the best of digital to connect their brands with multi-screen audiences.” Prior to joining Comcast Advertising, Midha served as president of the advertising technology company true[X]. Before true[X], Midha was senior vice president, digital ad sales and operations for the ABC Television Network. Earlier in her career, Midha held a variety of senior sales and marketing roles at Viacom (now Paramount), including positions at MTV Networks, MTV Networks International and Nickelodeon. She started her career in advertising sales at Dow Jones & Company. Midha is a frequent industry spokesperson and thought leader and has won numerous industry awards, including being named a 2016 Adweek Young Influential and a 2021 Multichannel News Wonder Woman. She holds a bachelor’s degree from Lehigh University and an MBA from Columbia Business School. Midha lives with her husband and two young daughters in New York City. 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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Teads APAC & IMPACT+ Partner in Measuring the Carbon Footprint of Online Advertising

Teads, IMPACT+ | September 29, 2022

Teads, the global media platform, announces a partnership with IMPACT+, with the purpose of measuring the greenhouse gas emissions of online advertising campaigns run through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns. The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach. Currently, Teads globally has over 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC. Measuring the carbon footprint, a strategic challenge The environmental impact of online advertising is a young, and complicated topic. IMPACT+ is the leading third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to evaluate the greenhouse gas emissions of their Teads’ campaigns. Leveraging this measurement, brands will now have the ability to minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective. IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions. Concretely, the considered perimeter implies the necessary electrical consumption to the campaign delivery and the greenhouse gas emissions induced by this consumption. This first step allows then to analyse the campaign parameters impact from the point of view of the equipment’s usage (data centre, network, and devices) that are necessary to the delivery and to recommend optimisation levers. The actual calculation is based on the required energy for hosting advertising creatives, transporting on the network, and using the user’s device displaying these ads. This approach is part of Teads’ continued ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open doors to new thoughts aiming to use this carbon metrics along with traditional media KPIs. Teads’ ambition in this space is to standardise carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing the carbon footprint of a campaign, without reducing its effectiveness, is the ultimate goal. The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions. For this reason, the ongoing procedures for the formalisation of an industrywide reference framework are welcome to collectively progress in the subject. The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect. Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts." Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.” Emmanuel Fischmeister, VP business development at Teads says “We are extremely excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry” About Teads Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

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