ADVERTISER CAMPAIGN MANAGEMENT
Reddit | June 28, 2022
In its first-ever U.S TV campaign, Reddit highlights the concept of finding and connecting with people with niche interests. The TV ad, directed by Pete Marquis, shows people sharing ideas that draw blank stares or unhelpful responses from those around them. A man muses over a shower thought to his partner, who simply walks away; a woman worries about her dying plant, so her roomie coldly suggests she “get a new one”; a cosplayer gets called a “role player” by his significant other. Copy on the ad offers reprieve through Reddit threads: “r/ShowerThoughts,” “r/PlantClinic” and “r/Cosplay.” The spot ends with the cosplayer finding community in r/Cosplay. “My people get me,” he murmurs.
“Reddit is a place where you can find communities of people deeply passionate about just about anything—from stocks to socks, there is a community to get involved in and be a part of, For this campaign we talked a lot about how sometimes the people closest to us do not always ‘get’ us, but Reddit is a place where you can truly ‘find your people’—a place to express our passions, share our insecurities, learn from each other or just connect about what we’re into.”-Bryan Gregg, R/GA VP-executive creative directorReddit
As real-life moments continue to highlight our shared need for understanding and belonging, ‘Find your people’ showcases Reddit’s communities as spaces for everyone to connect and gain honest perspectives from real people with similar interests,Reddit CMO Roxy Young.
The campaign made a soft debut at the year’s Cannes Lions International Festival of Creativity, where “Find your people” appeared on out-of-home ads greeting festival-goers. The campaign will run through the fall over TV, OTT, digital video, paid social, and OOH placements in the U.S and Canada.
AD TECH AND MARTECH
Sourcepoint, Horizon Media | July 19, 2022
Sourcepoint, the privacy compliance platform of record for the digital marketing ecosystem, has partnered with Horizon Media to provide their clients with access to Sourcepoint’s privacy measurement technology, Privacy Lens. Sourcepoint’s proprietary platform allows advertisers to ensure media quality by analyzing how media inventory suppliers comply with consumer privacy regulations like CCPA and GDPR.
Operating globally across a range of industries, Horizon Media needed to ensure that their clients’ budgets were being invested appropriately on websites that meet client standards for consumer privacy. By partnering with Sourcepoint to apply their Privacy Lens data to programmatic transactions, Horizon Media can continuously adapt to regional best practices dictated by legislation, and ensure the ongoing ethical use of consumer data. Platforms are embracing product solutions for privacy-safe targeting as well, as reflected in last month’s announcement of Sourcepoint’s integration with MediaMath.
Horizon Media plans to roll out Privacy Lens across the entirety of their programmatic practice as a unique method for managing and optimizing media. By setting data privacy parameters and evaluating inventory sources, Horizon Media can ensure its clients’ messages only appear in environments that are deemed privacy compliant, brand safe, and suitable. Since Horizon Media began working with Sourcepoint, they have applied Privacy Lens insights to their procurement optimization process, finding that:
30% of websites did not have an opt-out link present on the main page. This is one of the main requirements of CCPA, as well as for other impending US state privacy laws.
Donald Williams, EVP and CDO of Horizon Media said: “While it’s vital that our own business practices protect consumer privacy, it’s of equal importance that we help restore credibility to the programmatic marketplace by reassuring our clients that their ad dollars are being invested in privacy-safe environments. As we look towards 2023, with the changes coming to Chrome, and a new host of regulatory requirements coming into force, technology solutions like Sourcepoint’s Privacy Lens remain the best means for businesses to future-proof their approach to privacy.”
Ben Barokas, co-founder and CEO of Sourcepoint, adds: “The programmatic ecosystem is undergoing a rapid and much-needed transformation. Data practices that may have gone unnoticed a year ago are now scrutinized closely."
Ben Barokas, co-founder and CEO of Sourcepoint, adds: “The programmatic ecosystem is undergoing a rapid and much-needed transformation. Data practices that may have gone unnoticed a year ago are now scrutinized closely. In such a dynamic industry, it’s challenging to have proper visibility into the privacy practices of other players. Privacy Lens seeks to bring greater transparency and align incentives for greater privacy compliance. Working with Horizon Media is another important step towards establishing data ethics infrastructure that will ultimately improve experiences for consumers.”
Sourcepoint is the data privacy software company for the digital marketing ecosystem. It provides tools to protect consumer privacy, manage compliance and optimize revenue in a rapidly changing landscape. Founded by a team of digital advertising veterans, Sourcepoint has offices in New York, Berlin, London, and Paris. Learn more at www.sourcepoint.com
About Horizon Media
Horizon Media, Inc, the largest U.S. media agency according to AdAge Data Center 2022, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400 people and has media investments of more than $9 billion. Horizon Media’s fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several “Best Workplaces” awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.
Comcast Advertising | June 10, 2022
The Comcast Advertising Research 2022: Actionable Insights for the Modern TV Advertiser is a new, cross-industry report published by Comcast Advertising. Using proprietary data, the research offers a unique perspective on the present situation from the perspectives of viewers, buyers, and sellers, concluding with a detailed and fact-based proposal for the best balance between TV and streaming advertising.
Comcast Advertising, the advertising division of Comcast Cable, consists of the advertising sales segment Effectv and the media and technology division FreeWheel. Both divisions contributed to the report's detailed results, giving readers a broad viewpoint.
The report delves into a practical "success formula" for contemporary advertisements after analyzing the most recent patterns among viewers, purchasers, and sellers. Based on an analysis of more than 20,000 campaigns, Comcast Advertising advises marketers to invest 20 to 30 percent of their TV budget in streaming advertising and the remainder in traditional TV.
The report concludes with projections for the following years. These forecasts include the future of streaming, the significance of first-party data, the change to audience-based buying, the scalability of targeted advertising, and programmatic expansion.
Mark McKee, General Manager, FreeWheel, said, "This has been an incredible year for TV advertising's progress and innovation, and this is clearly evident in the discussions we've having every day. From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers."
Mark McKee, General Manager, FreeWheel, said, "This has been an incredible year for TV advertising's progress and innovation, and this is clearly evident in the discussions we've having every day. From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It's critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that."