Amazon will survive the HQ2 fiasco. Its bigger problem is winning over reluctant advertisers

Amazon | February 22, 2019

What a week it's been for Amazon. The company accustomed to being slobbered over by local municipalities got a cold welcome when it tried to expand to New York City, and ended up pulling out. It was another sign that the public's goodwill toward big tech is fading.

Spotlight

The findings highlight the synergistic, additive value of including Internet Radio into the Broadcast Radio and digital advertising planning and buying process. Internet Radio users, a highly engaged demographic, are also highly engaged in digital media and Broadcast Radio. Including Internet Radio with either digital media or Broadcast Radio ad buys will dramatically increase campaign ad recall.

Spotlight

The findings highlight the synergistic, additive value of including Internet Radio into the Broadcast Radio and digital advertising planning and buying process. Internet Radio users, a highly engaged demographic, are also highly engaged in digital media and Broadcast Radio. Including Internet Radio with either digital media or Broadcast Radio ad buys will dramatically increase campaign ad recall.

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Emerald Acquires Advertising Week Global Event Platform

Emerald | June 29, 2022

On June 28, Emerald Holding, Inc. announced that it had acquired all of the assets comprising the business known as Advertising Week from Stillwell Partners. Emerald's 365-customer engagement strategy, which aims to deliver connected, best-in-class experiences by seamlessly integrating in-person events, content, and commerce, has advanced with the acquisition of AW. With the help of this acquisition, Emerald will further solidify its position as a B2B marketing industry leader. Addtionally, through its Demand Gen Report media platform and B2B Marketing Exchange live event series, Emerald successfully serves the marketing technology community. Acquisition Highlights: Advertising Week, the leading B2B event and content platform in the advertising, marketing, media and technology sectors with its flagship edition of Advertising Week in New York, as well as Advertising Week Europe in London, Advertising Week Asia in Tokyo, Advertising Week LATAM in Mexico City, Advertising Week APAC in Sydney and expansion plans for Advertising Week Africa in Johannesburg. Advertising Week has more than 100,000 annual attendees at its hybrid events; over 3,000 speakers per year; produces more than 1,000 video content hours and generates more than 25 billion event PR impressions. Advertising Week has resiliently served the advertising, marketing, media and technology communities throughout the pandemic while diversifying its event offerings into virtual and hybrid editions. In addition, Advertising Week has continued to build its offerings both globally and year-round via development of new original content franchises and digital education under the AWLearn platform. Following the acquisition, all Advertising Week employees will join Emerald, including Co-Founder and Advertising Week Chairman Matt Scheckner, Co-Founder and Advertising Week CEO Lance Pillersdorf and Advertising Week’s Global President Ruth Mortimer, who will continue to lead the day-to-day operations of the business, utilizing their exceptional knowledge and experience in the event and content platforms. “This exciting potential to join forces with Advertising Week represents an important next step in the implementation of our strategic initiatives and underscores our commitment to evolve and grow our customers’ businesses 365 days a year combining creativity and innovation with the Emerald platform.” -Hervé Sedky, Emerald’s President and CEO Since the reopening of most municipalities in June 2021 through Q2 2022 to date, Emerald, under Sedky’s leadership, has successfully staged 117 in-person trade shows, conferences and other events, serving approximately 328,000 attendees and 17,000 exhibiting companies. Emerald CFO David Doft, who has led the conversations for Emerald, added, We have long admired Advertising Week’s best-in-class reputation for being ahead of the curve serving the influential advertising, marketing, media and technology sectors which I have experienced personally as both an attendee and sponsor over the course of my career. Its signature blend of thought leadership on the business of the business with highly curated experiential events will diversify our collective product offerings, enhance our growth profile and enable us to deliver even greater value to our clients and customers over the long term. Matt Scheckner, Stillwell Partners Co-Founder and Advertising Week Chairman, said: Fueling growth is at the heart of this partnership with Emerald as we seek to unlock the future opportunities put in place to date. Moving beyond organic growth by integrating with a larger organization with additional resources is the right next step in our evolution as a business for today, and for tomorrow. We chose Emerald because it clearly values the unique aspects of our brand, have committed to our leadership team led by Lance and Ruth, bring an intuitive knowledge of our industry, and are passionate about supporting growth. Lance Pillersdorf, Stillwell Partners Co-Founder and Advertising Week CEO, added: After completing our first phase of global expansion pre-pandemic, we are now focused on our next phase of growth. The momentum of change in the global marketing industry through the impact of rapid cultural and technological evolution has provided us with multiple growth opportunities. Accelerating these growth opportunities around content, education, further global expansion and our proprietary technology is at the heart of this partnership with Emerald. Herve, David and the Emerald team are the perfect growth partners to help us realize these plans.

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Viamedia Promotes Madeline Kissel to Vice President of Affiliate Relations and Business Development

Viamedia | July 14, 2022

Viamedia, the leading fully-integrated independent cross-media local advertising company, today announced Madeline Kissel has been promoted to vice president of affiliate relations and business development. In her new role, Kissel is responsible for managing the process of identifying, pitching, negotiating and executing sales representation agreements with linear, digital and managed services partners within the cable and digital ad sales industries. “Madeline impressed us as soon as she started working at Viamedia and has grown into a trusted leader, insightful manager, and proven sales and business executive. Her skill and experience are perfectly suited to lead Viamedia’s expanding network of affiliate partnerships,” said David Solomon, CEO of Viamedia. “Madeline impressed us as soon as she started working at Viamedia and has grown into a trusted leader, insightful manager, and proven sales and business executive. Her skill and experience are perfectly suited to lead Viamedia’s expanding network of affiliate partnerships,” said David Solomon, CEO of Viamedia. “There is no doubt she will bring value and innovation to even more distributors in this expanded role that recognizes her many successes.” Kissel joined Viamedia in 2012 as a marketing and research intern, where she contributed to the company’s marketing team, focusing on sales support, internal communication, promotions, and event planning. In 2018, she moved into Business Development division and oversaw Viamedia’s partnerships with multichannel video programming distributors, managing over 60 sales partnerships across over 70 cities. Kissel will continue to collaborate with every Viamedia department to analyze new partnerships and provide world-class support to current affiliate partners. Kissel is based in Viamedia’s Lexington, Kentucky operational headquarters and reports directly to the company’s President and CEO, David Solomon. Kissel was named to Cablefax’s “Overachievers Under 30” in 2015 and has a BA in Integrated Strategic Communications from the University of Kentucky. About Viamedia Viamedia places over 1MM ads a day in more than 130 zones in 28 states across 60+ markets nationwide, aggregating all forms of TV audiences and providing a single point of sale to more than 6,000 local, regional, and national advertisers. It provides a comprehensive portfolio of audience and impression-based local video cross-media advertising solutions that bridge the gap between linear TV and digital programmatic advertising. Viamedia’s patented, cloud based QTTTM platform utilizes a proprietary technology stack and is designed to enable ad campaigns to be more efficient and easier to execute, by utilizing rich data to deliver targeted, dynamic ads to consumers via linear television. Viamedia also offers a complimentary suite of impression-based digital products for streaming, mobile, display, email, search, social and more. Headquartered in Lexington, Kentucky, the company’s success is built on its people, processes and proprietary software.

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New Research Explores How DTC Ecommerce Brands Measure Performance and Optimize Ad Spend

Measured | July 27, 2022

Measured, the leading spend optimization platform for DTC advertisers, today released The State Of DTC Marketing Measurement, a new research report that explores how direct to consumer (DTC) marketers are navigating budget optimization and measurement challenges associated with ongoing upheaval in the advertising industry. Based on a recent survey of DTC marketers, conducted by media metrics consultancy Sequent Partners, the report reveals where marketers are allocating their ad spend, how they collect and manage data for performance reporting, and what tools and technology they are using to connect media investments to business results. “New privacy rules restricting user-level tracking and shortening attribution lookback windows have had a significant impact on measurement systems and capabilities for media platforms and attribution vendors,” said Alice Sylvester, Partner at Sequent Partners. “These challenges, added to rapid shifts in consumer behavior caused by unpredictable global events, have kept marketers in reactive mode for the past few years. This research captures the current mindset of DTC marketers and evaluates how they are preparing for an unpredictable future.” Survey responses were collected from 300+ DTC marketers, director level and above. Some of key findings include: The greatest challenge for DTC marketers is accessing and synthesizing accurate data from disparate sources. 64% of DTC marketers spend over nine hours per week on reporting activities, with some roles spending upwards of 25 hours per week compiling performance reports. Despite reported inaccuracies, more than 80% of DTC marketers still rely on click-based data as their primary source of media measurement. Marketers overwhelmingly agree experiments and testing significantly improve their decision-making confidence. Last touch is hard to quit Despite the well-documented inaccuracies of last-click attribution, most DTC marketers are still using data from platform reporting as their primary form of measurement. 69% of marketers indicate data accuracy as a main concern, yet 81% are confident in their ability to tie media spend to business results. Findings indicate brands are either performing additional analytics, like incrementality experiments, to get a clearer picture, or they’re hazardously taking platform data at face value. Experiments lead to confident decision-making The methods least used currently by marketers as their primary form of measurement are incrementality experiments (4.7%) and multi-touch attribution (MTA), at 2.5%. As privacy-related challenges continue to erode the validity and popularity of MTA, marketers are increasing investments in tools and technology for in-market testing and experimentation, which can be executed without tracking users. 80.2% of respondents say testing and experiments make them more confident about media decisions. Data is more abundant, but still unmanageable With data management issues topping the list of challenges faced by DTC marketers, it is unsurprising that reporting efforts take up so much of their time. In contrast, the vast majority of marketers (82.4%) state that they have a single source of truth for marketing data. The contradiction suggests these systems are still inadequate for normalizing data from disparate sources and providing fast and reliable access to cross-channel insights. “While the landscape has changed a lot and the past few years have been turbulent for so many reasons, what marketers want has remained consistent. They need to know where to put the next dollar for the best possible results - and they need to trust where they’re getting the answers,” said Trevor Testwuide, CEO and co-founder of Measured. “For brands, this research confirms that they are not alone in the seemingly endless pursuit of reliable insights. For Measured, it confirms where we need to focus our energy to provide the most value for our clients and guide them to a successful future.” About Measured Measured is an advertising spend optimization platform built to help DTC brands make smart media investment decisions. With the only proven approach that can demonstrate the true incremental business contribution of each ad dollar spent, Measured provides reliable ongoing insights, regardless of industry changes in ID tracking and data privacy policies. Measured incrementality experiments are expertly designed for every marketing channel and are powered by a marketing data warehouse (MDW) that is custom built for each individual brand. Since 2017, brands like Crocs, Parachute, Rothys, Ruggable, and Vuori have relied on incrementality insights from Measured to maximize media performance and drive business growth. For more information, visit measured.com.

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