AO stops all TV advertising to focus on digital

Netimperative | March 29, 2019

The online retailer will abandon TV as a medium within months, founder and chief executive John Roberts said at Retail Week Live today. Rogers confirmed that the company plans to cancel all TV advertising for the year ahead and hire more than 100 new tech experts.When asked by Facebook President EMEA Nicola Mendelsohn CBE about the company’s marketing strategy, he said: “We’ve made the decision for the year ahead to cancel all TV advertising. As we do more and more analysis of it, we can see the return on investment is higher when telling stories.“If your business doesn’t provide an amazing service, then social media isn’t for you – but we empower our teams to use social media and some of the programmes we’ve done have been phenomenally successful. It’s not about selling stuff, it’s about engaging in interesting conversations – give something fun and useful first and then, as an output of that, you get a transaction. TV advertising shouts at people. It won’t work. Social media is a completely different discipline.

Spotlight

The television and TV advertising industries are being radically reshaped by digitization and the emergence of video streaming technologies. A growing number of consumers are shifting to online streaming services while TV broadcasters and TV companies are switching to digital technologies to retain customers.

Spotlight

The television and TV advertising industries are being radically reshaped by digitization and the emergence of video streaming technologies. A growing number of consumers are shifting to online streaming services while TV broadcasters and TV companies are switching to digital technologies to retain customers.

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ZeroSum Launches Auto-Stream: World's First High-Performance OTT/CTV AI-Driven Advertising Platform for Auto Dealers & Marketers

ZeroSum | November 11, 2021

ZeroSum, an industry leading provider of software, data and marketing automation services to the automotive industry, has launched Auto-Stream, a first-of-its-kind platform that utilizes real-time data to assist auto dealers and marketers with the transition from traditional TV to over-the-top (OTT) and connected TV (CTV) advertising to drive faster auto sales and lower advertising costs. For many auto dealers looking to make the switch to OTT and CTV, barriers such as OEM brand standards, lengthy turnaround times and costly production make it difficult to do so efficiently. Auto-Stream, fueled by ZeroSum's extensive inventory database, with a proprietary audience of active shoppers and vehicle identification number (VIN)-level attribution, eliminates these barriers, all with the push of a button. The platform allows users to activate new campaigns in less than 24 hours by integrating a dealer's live vehicle inventory to create, target and deliver VIN-specific ads. The proprietary technology eliminates the high cost of production by using artificial intelligence (AI) to build individual commercials with integrated automaker brand standards for each VIN in inventory. Auto-Stream targets active car buyers who are in the market to purchase vehicles that are already on dealer lots. In the past year alone, there has been an 81% increase in TV streaming, with 76% of homes in the US having a connected TV according to Nielsen data. With millions of prospective car buyers using streaming services every month, marketers are eager to explore more targeted and efficient OTT and CTV advertising options. We created Auto-Stream to help them make that happen effectively by offering what no other platform can: VIN-level attribution for video." Andy Lobred, President, ZeroSum. For auto dealers, Auto-Stream results in engagement with in-market shoppers while maximizing reach without the cost of traditional TV ad production. The platform helps dealers reduce and realign their budget spend based on current buyer shopping behavior in their specific market, allowing them to fill their sales funnel with qualified buyers more quickly and at a lower cost. Dealers will now be able to directly connect the media dollars with actual units moved, resulting in better traceability and utilization of marketing spend. For agency and auto group partners, the platform is a high-gross profit product that provides real-time reporting while giving access to unique automotive audiences and premium OTT/CTV inventory without the need for ad operations, video production, or demand-side platform (DSP) minimum, as the technology can be run on any budget. "We feel what Auto-Stream provides is truly a game changer," said Nick Dionne, Vice President of Product and Marketing, ZeroSum. "The ability to have intelligent, customizable, inventory-fueled creative options, done quickly with none of the hassle, will allow our customers to modernize their marketing in ways never before possible." "No other technology can dynamically and automatically adjust creative and spend distribution based on real-time data like ZeroSum's can," said Dionne. "Dealers using MarketAI are seeing inventory turns moving as much as 40% faster while acquisitions costs are reduced by 70%." The Auto-Stream debut follows ZeroSum's launch of MarketAI, the industry's first AI-driven marketing platform, earlier this year. Now used by thousands of dealers nationwide, the MarketAI platform houses an inventory of hundreds of millions of VINs and related data, allowing dealerships to leverage the cross-platform advertising system to specifically target active shoppers. The MarketAI platform can be paired with social media, digital display, search, and Auto-Stream to increase performance. About ZeroSum ZeroSum is a leader in software, marketing and data. Powered by its SaaS platform, MarketAI, ZeroSum is simplifying and modernizing automotive marketing by leveraging artificial intelligence, data and scaling ability to acquire new customers. ZeroSum is the first and only company that matches consumer demand with automotive data in real time.

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MOBILE ADVERTISING

clean.io and Kargo Partner to Preserve Publisher Revenue While Ensuring Mobile Ads Malware Free

clean.io, Kargo | March 17, 2021

clean.io, the quickly arising worldwide leader in malvertising anticipation for publishers and platforms, and Kargo, the leader in mobile advertising, today reported an association pointed toward saving publisher income while guaranteeing the mobile ads conveyed by means of the Kargo platform are liberated from malware. Kargo's central goal is to help publishers drive more yield from their properties while making mobile ad experiences that serve their crowds and regard their brands. As the programmatic environment turns out to be progressively mind-boggling, so has the assignment of identifying and blocking malicious ads. Kargo's incorporation of clean.io's conduct and deterministic detection and blocking solution, cleanAD, conveys full scale, set-it-and-forget-it security for the entirety of the publishers inside the Kargo organization, and advances Kargo's destinations of fighting fraud and conveying quality experiences in premium conditions. "The programmatic advertising ecosystem is built on trust. Premium publishers rely on Kargo to deliver safe, high quality mobile ads in order to maximize monetization and safeguard end-users," said Matt Gillis, CEO of clean.io. "Our technology offers the most sophisticated buyers of anti-malware technology like Kargo an additional layer of protection for both their publishers and buyers." "Creating a successful advertising experience requires us to always be at the forefront of campaign quality best practices. Partnering with clean.io is an exciting addition to our existing robust safety measures, delivering additional malware protection to our family of premier publishers and their audiences," said Michael Shaughnessy, COO of Kargo. About clean.io clean.io is a digital engagement security company that helps brands protect their revenue and user experience by controlling the third party code that executes on their website. Our product cleanAD is the most effective approach for controlling malicious ads for publishers and advertising platforms. About Kargo Kargo is the leader in creating mobile advertising experiences that elevate brands and motivate consumers. Our advertising partners fill the ranks of the Fortune 500 and our invitation-only editorial marketplace sets the standard for quality and reach, including 100% of all U.S. smartphone users. With a focus on innovation, our creative team designs exclusive new ad formats that drive breakthrough performance and win industry awards. Kargo is 250 diverse employees strong with offices in NYC, Chicago, Dallas, Los Angeles, San Francisco, Auckland, Sydney and Singapore.

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GoMarketing Inc. Launches New In-house Content Creation Team

GoMarketing Inc. | January 19, 2021

Its an obvious fact that digital content creation has become another paradigm for organizations to stand out enough to be noticed of their target audience group at a reasonable expense. It makes even more purpose behind GoMarketing Inc. to launch a new in-house content creation group explicitly for home service organizations. Without viable content, home administrations organizations can't expect to grow their foothold in the competitive market. "Each year, more and more home service companies are starting to understand the instant results of content creation at an affordable cost," said Richard Uzelac, the CEO and Founder of GoMarketing Inc. As of late, by far most of American home service organizations need to offer administrations to their objective clients in a customized way. It is an task that requires the hint of expert scholars who can convey to a particular objective crowd through the force of explicit jargon and syntactic structure. "Whether you offer plumbing or HVAC services, the content creation team can help you move forward in the right direction," added Richard Uzelac, the CEO and Founder of GoMarketing Inc.

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