Display Advertising, Advertiser Campaign Management
PR Newswire | July 12, 2023
Clear Channel Outdoor (NYSE: CCO), one of the world's largest Out-of-Home (OOH) media providers, today announced new partnerships integrating its CCO RADAR® data platform with best-in-class Data Clean Room (DCR) applications and services from Aqfer, Habu, InfoSum and LiveRamp. This next-generation secure data integration revolutionizes first party-data matching for OOH, allowing brands who are already active DCR users, and those who want to plan and measure OOH ad campaigns using their own data, to leverage OOH's scale and creative impact in a privacy-conscious and secure way.
Increasingly used by digital advertisers for the last few years, Data Clean Rooms are secure environments where data from various sources are connected, analyzed and activated while adhering to strict privacy and compliance standards. With the integration of DCR into its CCO RADAR® suite of solutions, CCO is the first OOH media company in the U.S. to harness this advanced privacy-centric technology. This enables brands using DCRs for audience targeting and campaign amplification to run the most relevant ads and understand and analyze audience behaviors, by offering a secure way for brands to unlock insights from sensitive data without sacrificing security, privacy or performance. By activating these new partnerships and integrations within the CCO RADAR data platform, brands can securely leverage their own data throughout the planning, optimization and measurement of their campaign while allowing for more precise audience targeting and attribution in a one-to-many medium, like OOH.
This Data Clean Room integration with CCO arrives at a pivotal time as platforms phase out the use of third-party cookies and other identifiers amid rising state and federal privacy regulations where brands can expect a potential loss of online data. With the challenges rising in targeting and measurement across digital channels that are reliant upon cookie data, CCO is enabling a solution that allows brands to reach their core audiences and measure outcomes in a privacy-compliant manner.
Historically, brands have relied on tech companies to tell them about their audiences and the identifiers used in the online space do not necessarily put consumer privacy first. Today, brands want increasing control over their own customers' data and this new, first-to-market integration, respects their ownership of the data when working with large media publishers, like CCO, to reach their consumers. And this innovation further enables OOH to be a part of a brand's omni-channel targeting and measurement strategy as the privacy landscape shifts.
"More and more digital-first brands are recognizing the power of OOH to deliver their message to the right audience segments with measurable impact and at scale," said Jeremy Flynn, SVP, Data Products and Strategy, Clear Channel Outdoor. "These DCR integrations allow OOH to be seen as an integrated part of a performance marketer's media mix and we believe this innovation will bring more brands into the OOH space because of our advanced abilities to leverage their chosen data to plan, measure & optimize outcomes."
To provide choice for brands and advertisers' preferred DCR capabilities, CCO RADAR® has enabled secure data collaboration integration services from Habu, InfoSum, Aqfer and LiveRamp to deliver a highly secure environment for CCO and its customers. The ability to work together with sensitive data, helping ensure confidentiality and protection while enabling customers to collaborate with each other's data without revealing any sensitive information ensures the highest level of privacy and protection is considered for both consumers and advertisers.
"As OOH continues to play a more prominent role in omni-channel strategy for data-driven brands, we are thrilled to partner with Clear Channel Outdoor to deliver the first-to-market OOH clean room solution to advertisers," said Matt Kilmartin, Co-Founder and CEO of Habu, a global innovator in data clean room software. "Clear Channel Outdoor is pioneering a new era of excellence for OOH advertising capabilities and we look forward to continued innovation with them in the months ahead."
"We're thrilled to be working with Clear Channel Outdoor to facilitate a true multi-party collaboration solution without any reliance on third-party cookies. This partnership will enable brands and publishers to execute targeted OOH advertising in collaboration with Clear Channel Outdoor," said Jared Hand, SVP, Sales, North America at InfoSum, the world's leading data collaboration technology. "We are excited to work with an innovative company that shares our vision of doing right by consumers and who is leading the way in the use of clean room technology to execute true omnichannel campaigns."
"In today's ever changing privacy landscape, media companies need the ability to set and meet secure data collaboration standards that protect consumers while facilitating modern campaign planning, measurement, and activation techniques," says Marc Sabatini, Chief Strategy Officer at Aqfer. "Delivering interoperable solutions for Clear Channel Outdoor that enable truly secure collaboration across the DCR ecosystem enhances the value of the RADAR platform for brands and their agency partners."
"In order to achieve effective, multi-channel advertising in today's fragmented data landscape, brands must be able to collaborate with partners in a secure and privacy-focused way," said Daniella Harkins, SVP of Product, Go-To-Market at LiveRamp. "LiveRamp's flexible and interoperable data collaboration technology, paired with Clear Channel Outdoor's scale, empowers advertisers with tools that unlock more accurate and comprehensive measurement of media performance. With new insights and partnerships, OOH advertisers can make more strategic media decisions, discover new opportunities, and scale what best drives growth."
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is at the forefront of driving innovation in the out-of-home advertising industry. Our dynamic advertising platform is broadening the pool of advertisers using our medium through the expansion of digital billboards and displays and the integration of data analytics and programmatic capabilities that deliver measurable campaigns that are simpler to buy. By leveraging the scale, reach and flexibility of our diverse portfolio of assets, we connect advertisers with millions of consumers every month across more than 500,000 print and digital displays in 21 countries.
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Display Advertising
businesswire | August 28, 2023
EDO, the TV outcomes company, released today the inaugural NFL TV Outcomes Report, which highlights key ad engagement trends from the 2022-23 NFL season. EDO analyzed every Convergent TV ad that ran during linear and streaming NFL programming to reveal the season’s most impactful matchups for advertisers, the brands with the most effective investment, and granular analysis of TV ad engagement data across nine categories, such as Automotive, CPG, and Restaurants.
Heading into the 2023 season, NFL media inventory has never been more essential. Live sports held the lion’s share of Upfront investment this year, and as a pair of Hollywood strikes threaten to derail fall TV premieres, advertisers are looking to America’s favorite sport to fill critical gaps in their media plans. As marketers across industries continue to contend with economic headwinds, EDO’s outcomes data will help optimize limited budgets on TV’s most premium inventory.
“Every Convergent TV marketer knows that the NFL has long been the undisputed champion of the live sports ecosystem, keeping the advertising industry running smoothly amidst time-shifting, cord-cutting, and migration to social media,” said Kevin Krim, President & CEO, EDO. “But in this challenging TV environment, audience isn’t enough. If you don’t know what is driving your consumers to engage with your brand or make a purchase, you’re not going to be able to plan and optimize media and creative before the next week’s kickoff.”
Key highlights from the EDO’s NFL TV Outcomes Report include:
NFL Dominates Top Linear Programming. In 2022, the NFL was responsible for half of the top ten most engaging linear TV programs in terms of advertising effectiveness — topped by a Super Bowl that was 220% more engaging than the average primetime program.
Live Streaming and Sports are the New Frontier. In its inaugural season, Thursday Night Football games on Amazon’s Prime Video were 116% more effective at driving consumer engagement than the broadcast primetime average.
Spanish-Language NFL Heats Up. While ads aired during Spanish-language (SL) regular season and playoff games performed about on par with the SL primetime average, Super Bowl LVII on Telemundo was about 208% more effective at driving engagement. Nyquil, Heinz, and Flonase were among the top SL advertisers of the season.
Thanksgiving Day NFL Games Drive the Most Ad Impact. Three of the most impactful games for advertisers ran on Thanksgiving Day, with the primetime matchup between the New England Patriots and the Minnesota Vikings taking the top spot.
Rihanna is Super Bowl LVII’s Real MVP. During her first performance in seven years, Rihanna generated over 1000x as much online engagement as the median-performing in-game Super Bowl LVII ad. The term "Rihanna pregnant" generated 52x as much online engagement during Halftime as did the median-performing Big Game ad this year.
EDO also analyzed brand and creative performance in NFL programming by category.
“Luxury auto and restaurant advertisers had particularly strong investment and ad engagement throughout last NFL season,” said Laura Grover, SVP, Head of Client Solutions, EDO. “Regular season ad engagement for categories including CPG: Food & Beverage, Non-Luxury Auto, and Retail performed about the same, on average, as their respective category primetime performance benchmarks.
Grover continued, “Despite this, ad performance for these categories saw a major boost from campaigns run during the playoffs. Ads from CPG Food & Beverage brands were 102% more effective than the category's primetime average in the playoffs, Non-Luxury Auto ads were 42% more effective than its category average, and Retail ads were 35% more effective.”
The most effective TV advertisers during the 2022 NFL regular season, per industry, are:
Alcohol
Crown Royal
Patron
Busch
Automotive, Luxury
BMW
Mercedes-Benz
Lexus
Automotive, Non-Luxury
Toyota
GMC
Ford
CPG, Food & Beverage
Glacéau
Mountain Dew
Dr Pepper
CPG, Home & Personal
Invisalign
Chanel
Oral-B
Financial Services
SoFi
Experian
Nerd Wallet
Insurance:
Aflac
USAA
Allstate
Restaurants
Panera Bread
Popeyes Louisiana Kitchen
Pizza Hut
Retail
Dick's Sporting Goods
Old Navy
Rakuten
“In this environment, brands simply can’t afford to make a big investment at the beginning of the season and wait until after the Super Bowl to find out whether it worked,” continued Krim. “With investment-grade TV outcomes data at your side, you’ll be able to call performance-optimizing audibles all season long - which will carry you through the regular season and beyond.”
Visit edo.com/NFL to download EDO’s NFL TV Outcomes Report and know what’s working for every brand advertising in the NFL. To find out how your brand is performing, reach out to NFL@edo.com.
About EDO, Inc.
EDO, Inc. is the TV outcomes company — a leading platform measuring predictive behaviors driven by Convergent TV advertising. By combining real-time engagement signals with world-class decision science, EDO data maximizes creative and media performance. We work with modern marketers at leading brands, TV networks, entertainment studios and ad agencies. EDO's investment-grade data aligns advertising investments to business results - with detailed competitive, category, historical and predictive intelligence.
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Advertiser Campaign Management
businesswire | August 29, 2023
Moloco, a leader in operational machine learning (ML) and performance advertising, today announced the addition of Moloco Retail Media Platform (RMP) to Google Cloud Marketplace. The availability of Moloco RMP on Google Cloud Marketplace brings an enhanced level of convenience and accessibility, enabling retailers and e-commerce marketplaces to build and grow an ads business powered by machine learning.
Moloco RMP is an enterprise software solution powered by ML that delivers relevant ads, enables measurable advertiser ROI, and streamlines ad operations. Moloco’s advanced ML engine processes first-party user events such as search, browse, shopping cart, and purchase activity, in order to serve the most relevant ads at the right bid price by predicting a user’s likelihood to buy. Moloco’s platform enhances the overall user buying experience with personalized ads that can deliver high margin revenue to the overall business.
“Moloco has enabled retailers and e-commerce marketplaces to activate over 10,000 advertisers in a single day due to our automated advertiser onboarding systems and powerful machine learning models,” said Bill Michels, General Manager, Retail Media Platform, Moloco. “Thanks to Google Cloud, building and scaling an ads business is an even more accessible path to profitability for many companies.”
Retailers and e-commerce marketplaces who are Google Cloud customers can now manage procurement, purchasing, and fulfillment more quickly and easily thanks to the convenience and accessibility of Google Cloud Marketplace. This makes it even easier for Google Cloud customers to integrate with Moloco’s advanced machine learning technology.
“Many merchants and e-commerce marketplaces are seeking solutions that help them better support consumers along their purchasing journey," said Dai Vu, Managing Director, Cloud Marketplace & ISV GTM Programs, Google Cloud. “With its Retail Media Platform now available on Google Cloud Marketplace, Moloco is enabling companies to create better user experiences through personalized ads, drive performance, and generate increased sales."
Moloco RMP can provide modular options for the largest global e-commerce platforms within their existing software stack or can equip customers with the convenience of an end-to-end solution. By providing advertisers with self-serve tools to increase sales, customers can use proven ML models that improve performance and sales, while also improving the user experience. Retailers and e-commerce platforms can use Moloco’s self-serve interface to empower advertisers at scale, drive personalization, and access multiple ad formats to suit unique advertiser needs. Moloco RMP is powered by ML, which leverages first-party user data to deliver personalized ads, maximizing both advertiser goals and the platform's ads revenue.
About Moloco
Moloco’s mission is to empower businesses of all sizes to grow through operational machine learning. With Moloco’s machine learning platform for growth and performance, every app publisher and e-commerce marketplace can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to quickly scale user acquisition and achieve greater lifetime value through market-validated prediction models. Moloco Retail Media Platform enables commerce platforms to establish their own performance ads business. Moloco Monetization for Streaming and OTT enables streaming media companies to build a scalable and profitable ad business that delivers results for advertisers. Moloco was founded in 2013 by a team of machine learning engineers and has offices throughout the US, the UK, Germany, Korea, China, India, Japan, and Singapore.
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