AT&T's Advertising Company Xandr Launches Dynamic Pause Ads

thefastmode | January 27, 2020

Xandr, AT&T’s advertising company, has announced the launch of Pause Ads, dynamic ad units designed to create a better experience for consumers across traditional and connected TV channels. These high-value, brand-safe ad formats complement, rather than disrupt, the viewing experience by leveraging the native functionality of the “pause” button, since consumers only see the ads when they take a break from the content they’re watching, said AT&T. Xandr’s Pause Ads are enabled within live, video on-demand and DVR programming across cable, broadcast and premium networks on both digital and satellite, so advertisers can reach engaged, lean-back audiences in brand-safe viewing environments. Because Pause Ads aren’t tied to standard, 15 or 30-second pods, brands have more opportunities to reach their audiences with relevant advertising in a non-intrusive way.

Spotlight

What's working and what's not with your mobile video advertising? Should you target phones or tablets? Heather Vale of Performance Marketing Insider speaks with Sydney Goldman of engage:BDR about their latest research and stats.

Spotlight

What's working and what's not with your mobile video advertising? Should you target phones or tablets? Heather Vale of Performance Marketing Insider speaks with Sydney Goldman of engage:BDR about their latest research and stats.

Related News

ADVERTISER PLATFORMS

Catalina and GSTV Form Strategic Partnership to Measure Impact of DOOH Ads

Catalina | December 02, 2021

Leading shopper intelligence and omni-channel media provider Catalina and GSTV, the national video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, have formed a strategic partnership to make GSTV an integral part of more retailers' and CPG brands' retail media strategies. Catalina will provide the required measurement metrics that demonstrate the efficiency and effectiveness of advertising on GSTV to help retailers and brands close the measurement loop and optimize the impact of specific GSTV ads on in-store sales. GSTV's digital video platform drives engagement with active and mobile consumers each day at more than 26,000 fuel retailer sites across the U.S., connecting with more than 96 million unique viewers each month. Notably, GSTV reaches grocers' most valuable shoppers with those who fuel up before visiting a grocery store spending 2.4 times more on groceries than those who hadn't just fueled up. Data also shows that the average GSTV viewer spends up to 3.9 times more on products at stores that are a regular part of their consumer journey within three hours of visiting a gas station. For its part, Catalina has been beefing up its Digital Out of Home (DOOH) capabilities in recent months, adding it as part of their omnichannel media strategy and leveraging their data insights to support innovative new targeting and measurement solutions. GSTV is a unique waypoint in the shopper journey, making it a valuable component to an advertiser's retail media strategy. Working together, we will help retailers and brands close the measurement loop and accurately assess and optimize the impact of specific GSTV ads on actual in-store sales." Tiffany Southwell, VP of Out of Home Media at Catalina. In September, Catalina announced that it has been aggressively investing in a modular portfolio of products and services under the "Catalina Compass" umbrella to support Retail Media Networks of all sizes by providing both shopper insights and measurement capabilities. Both Catalina and GSTV see a promising opportunity to make the latter an integral part of more retailers' on- and off-site media strategies. "Reaching the c-store shopper via GSTV is valuable for brands not only because of the network's proven ability to drive sales at c-store, but also because c-store shoppers spend a lot more on promoted items in other retail channels," said Eric Z. Sherman, EVP of Insights & Analytics at GSTV. "Catalina's Shopper ID Graph spans more than 109 million households and 1.9 billion digital ad IDs. Thanks to the depth of their shopper intelligence, Catalina can provide unique audience-level insights and prove shoppers make purchases as a direct result of the ads they saw on GSTV." An early demonstration of the new partnership: A recent campaign for a major ice cream brand drove a +17.3% sales lift among the GSTV-exposed audience, with incremental sales yielding a return-on-ad-spend of $5.37. Of note, 46% of buyers responding were new to the brand. Added Southwell, "With Catalina's data insights and precise measurement capabilities, GSTV will be able to optimize the performance of their campaigns and persuade more retailers and brands to seamlessly and efficiently incorporate GSTV into their broader media strategies." About Catalina Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio and digital media that personalizes the shopper journey. Powered by the world's richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica, Europe and Japan. To learn more, visit www.catalina.com or follow us on Facebook, LinkedIn and Twitter @Catalina. About GSTV GSTV is a data-driven, national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching one in three American adults monthly, GSTV engages viewers with full sight, sound and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world's largest advertisers.

Read More

AD NETWORKS

Davis Elen Advertising Honored with Eight Telly Awards

Davis Elen Advertising, The Telly Awards | June 08, 2022

One of the largest independently owned advertising agencies on the West Coast, Davis Elen Advertising, was honored with eight wins at the Telly Awards. The Telly Awards celebrate excellence in video and television across all screens. “We are truly humbled, and we thank the Tellys for this gracious recognition. Moreover, we celebrate our many Davis Elen team members for contributing to this achievement, as it takes a small village to deliver such quality of work.” - David Moranville, Co-President, and Chief Creative Officer. “We are truly humbled, and we thank the Tellys for this gracious recognition. Moreover, we celebrate our many Davis Elen team members for contributing to this achievement, as it takes a small village to deliver such quality of work.” - David Moranville, Co-President, and Chief Creative Officer. Davis Elen took home Gold, Silver, and Bronze awards for its work catering to clients such as Toyota, Smart & Final, McDonald’s, Lively and Alkaline 88. So far, the agency has won 51 Telly awards since 2015. Davis Elen Advertising 2022 Telly Awards Wins: Toyota Offer Card Theatre - Campaign WINNER: GOLD, BRANDED CONTENT - COMMERCIALS Toyota Offer Card Theatre “Forklift” WINNER: BRONZE BRANDED CONTENT - AUTOMOTIVE Toyota Offer Card Theatre “Conductor” WINNER: BRONZE, BRANDED CONTENT - AUTOMOTIVE Toyota Offer Card Theatre “Fortune Teller WINNER: BRONZE, BRANDED CONTENT - AUTOMOTIVE Smart & Final “What’s Inside” WINNER: SILVER, BRANDED CONTENT - SOCIAL Alkaline 88® “Shaqelicious” WINNER: SILVER, BRANDED CONTENT – CAMPAIGN: INFLUENCER/CELEBRITY McDonald’s “Coffee Fresh Start” WINNER: SILVER, BRANDED CONTENT - CAMPAIGN: PROMOTIONAL Lively® “Worlds Apart” WINNER: BRONZE, BRANDED CONTENT – HEALTH & SAFETY

Read More

ADVERTISER CAMPAIGN MANAGEMENT

Walmart takes another page from Amazon, reports 95% increase in U.S. advertising sales

Walmart | August 19, 2021

Walmart reported a 95% increase in its U.S. advertising sales in the second quarter, and said its number of active advertisers rose more than 175%, as more companies and brands paid to advertise their products to its customers, online and in stores. The advertising boom was just one of the factors that gave Walmart’s earnings call a familiar ring to anyone who’s tuned into Amazon’s business. “The phrase ‘serving customers’ has traditionally meant one thing at Walmart,” said Walmart CEO Doug McMillon on the earnings call, referring to traditional retail sales. “But today It includes serving marketplace sellers, our advertising partners, and those that want to use our fulfillment services or proprietary software.” Walmart’s actual ad sales numbers weren’t large enough to require disclosure in its earnings report Tuesday, but Amazon has shown the value of this approach. Reporting its own second quarter earnings, Amazon said its “Other” category, which primarily consists of advertising, generated $7.9 billion in sales. That was up 87% from the prior year. It’s part of a larger trend of Amazon making more money doing things other than selling products. UBS analyst Michael Lasser pressed Walmart executives on the call to reveal more about the scale and potential of their ad business, without much success. Lasser estimated that advertising sales in e-commerce represent about 5% to 10% of GMV, the gross merchandise value of products sold. He surmised that Walmart’s ad business might be in a nascent phase, perhaps 1% to 2% of GMV, and asked if ad dollars are coming at the expense of other revenue from Walmart’s vendors. Brett Biggs, Walmart chief financial officer, didn’t confirm or deny Lasser’s speculation but spoke to the larger direction of Walmart’s advertising business. “We rebranded the business from Walmart Media Group to Walmart Connect last year, and that was just to make sure that it was very clear that this opportunity is going to help us connect buyers, sellers, suppliers and customers all together in a way that’s accretive to the customer experience,” Biggs said. “And as long as we do that, I will remain very, very bullish on the growth potential in this business.” Overall, Walmart reported total quarterly revenue of $141 billion, up 2%, with profits of $4.3 billion for the second quarter of its 2022 fiscal year, ended June 30, 2021. For the quarter, Walmart’s e-commerce sales growth in the U.S. dropped back into the single-digits as more customers returned to physical retail stores. Its U.S. e-commerce business grew 6% in the second quarter, to about $11 billion. That compared to year-over-year growth of more than 90% a year ago, at the height of the pandemic. But looking at the long-term trends, Walmart was able to maintain much of the e-commerce headway that it made during the past year. Its U.S. e-commerce sales are up 103% compared to two years ago. E-commerce now represents more than 11% of the company’s $98.2 billion in U.S. net sales, vs. 6% of its $85 billion in U.S. net sales for the same quarter two years ago. McMillon said Walmart wants to reach a point where it’s “completely indifferent” as to where and how customers shop, in terms of its revenue and profits. “I think some people view stores these days as boring,” McMillon said. “We don’t.”

Read More