GlobeNewswire | May 12, 2023
Vistar Media, a cutting-edge global provider of programmatic technology for digital out-of-home (DOOH), announced today new data showing billboard advertising delivered full funnel lifts and results against key industry performance metrics. Vistar conducted an analysis of campaigns that utilized billboards* to determine the venue type’s effectiveness in delivering positive contributions toward awareness, consideration, intent and foot traffic, with the results demonstrating why billboards have remained a timeless staple in DOOH.
As one of the oldest advertising mediums, billboards have continued to cement their reputation for driving meaningful outcomes for advertisers for decades, with this new data showcasing just how effective the venue can be across programmatic activations. In the US market, billboard advertising within Vistar’s campaign activations in 2022 drove a:
Lift in awareness on 72% of campaigns
Lift in consideration on 82% of campaigns
Lift in intent on 79% of campaigns
Lift in foot traffic on 67% of campaigns
Advertisers from the retail industry ran the most billboard campaigns that included measurement in 2022, followed by consumer packaged goods (CPG), financial services and telecommunications.
The research explored how campaigns within each industry performed against the core metrics list below. The findings demonstrated:
Billboards drove lift in awareness on 92% of CPG campaigns, 67% of financial services campaigns, 57% of retail campaigns and 83% of telco campaigns
Billboards drove lift in consideration on 80% of CPG campaigns, 73% of financial services campaigns, 86% of retail campaigns and 75% of telco campaigns
Billboards drove lift in intent on 82% of CPG campaigns, 58% of financial services campaigns, 69% of retail campaigns and 91% of telecommunications campaigns
Vistar’s advanced suite of technology capabilities enable measurement for DOOH across both upper and lower funnel KPIs, such as awareness, consideration, intent and foot traffic. By partnering with the industry’s leading measurement providers such as MFour, Foursquare and others, Vistar conducts brand studies and foot traffic studies based on verified DOOH exposure.
“Billboards have always been a cornerstone of OOH advertising, and this data from our 2022 campaigns solidify the channel as an effective driver of key performance metrics for brands, regardless of industry,” said Eric Lamb, SVP of Supply at Vistar Media. “While OOH has evolved significantly over the past few decades, these results reaffirm our confidence in the power of roadside advertising in OOH, and how the format can maximize the impact of a campaign. We’re honored to partner with some of the largest billboard owners across the US, including Clear Channel Outdoor, Lamar Advertising Company and OUTFRONT Media, as well as hundreds of screens from independent operators, to connect their high-impact DOOH billboards with leading advertisers from around the world.”
With lower hardware costs and the rise of programmatic DOOH, media owner networks are able to monetize digital signage in new environments that weren’t previously possible, such as retail, healthcare, entertainment and more. However, this data shows digital billboards are still an extremely effective way to influence consumer behavior for a wide variety of verticals – making it more important than ever to consider billboards for future activations.
“This latest research affirms the power of billboards to drive awareness, connect brands with target audiences, and influence critical purchasing decisions when used within a data-driven DOOH campaign,” said Ian Dallimore, VP of Digital Growth for Lamar Advertising Company. “Roadside billboards have become an integral part of our daily lives. Lamar’s extensive nationwide digital network reaches and connects consumers on premium displays at key moments using impactful creative, reminding them what they want and need and piquing curiosity. As the use of first and third-party data continues to evolve, brands can further enhance their strategies to target based on behaviors, extend their reach, and amplify brand messaging.”
“Marketers are focused on quality, scale and impact when it comes to DOOH formats and screens,” said Wade Rifkin, EVP and GM, Programmatic, Clear Channel Outdoor (CCO). “We’re encouraged Vistar’s latest research underscores how billboards consistently deliver a data-rich programmatic buying experience that is measurable and optimizable, and that Clear Channel’s large format, premium digital billboard displays in top markets across the country have been proven highly effective at driving outcomes.”
“Billboard advertising is an incredibly effective medium for reaching a wide and diverse audience,” adds Neil Shapiro, VP of Programmatic at OUTFRONT Media. “Not only do billboards drive lifts in awareness, consideration and foot traffic, but they also optimize other media channels such as social, search and video, improving performance metrics across the board. When combined with the flexibility, targeting and speed to market offered by programmatic, billboard advertising becomes a powerful and measurable tool for brands looking to increase awareness and drive sales.”
*This analysis reflects US DOOH campaigns Vistar measured in 2022 that included billboards.
About Vistar Media
Vistar Media is the leading global provider of programmatic technology for digital out-of-home (DOOH). With a mission of enhancing every OOH transaction with automation, data and measurement, Vistar has established the most comprehensive marketplace for programmatic out-of-home transactions via a demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP). Vistar also offers core infrastructure software for media owner networks, via the Vistar Ad Server and device and content management platform (Cortex). For more information, visit www.vistarmedia.com or follow us on LinkedIn, Twitter and Facebook.
MOBILE ADVERTISING, ADVERTISER PLATFORMS
Businesswire | April 11, 2023
Adludio, the global AI-powered platform delivering attention-led and data-driven mobile advertising, has secured a further £2 million investment from Mercia, following an initial investment of £4 million in 2021.
This new funding round will enable Adludio to capitalize on its rapid growth in the US and launch a new fully-automated version of its platform. Powered by AI and data science, this will offer marketers a one-stop-shop for the automated design and delivery of ad campaigns that guarantee engagement.
Having produced advanced mobile creative for major brands including Ford, Land Rover Jaguar, Estée Lauder, Nike, Adidas and Microsoft, the announcement will see Adludio help even more marketers win the battle for brand attention. Currently sharing its expertise and technology with the IAB to develop this field, Adludio is redefining attention as a metric for success.
Paul Coggins, Adludio’s CEO, said: “At a time when privacy regulation is increasingly limiting the use of personal data, our sophisticated and unique combination of creative, media and AI is leading brand performance on mobile. With this additional investment from Mercia, the next stage of our AI-led platform, offering fully-automated capabilities, will provide brands and agencies the chance to translate user attention into profit.”
Founded in 2015, the company now has a presence across five US cities – New York, Los Angeles, Chicago, Atlanta and Detroit - and also delivers services via resellers in Hong Kong and Singapore.
In 2022, Adludio achieved 50% growth in the US and, across the globe, has continued to increase its revenues. It has also boosted its management team with a number of leading industry figures, including Ian Liddicoat as Chief Technology Officer and Dave Ramsay as Chief Product Officer. The new version of Adludio’s platform, due to be launched in 2024, will fully automate many of its processes and offer customers a software-as-a-service (SaaS) product to manage their own campaigns.
Mercia was investing from its Northern Venture Capital Trust (VCT) Funds. Martijn Kleibergen of Mercia said: “With stricter privacy rules, relying on ‘cookies’ to deliver targeted advertising is no longer a viable option. Adludio combines strong creative campaigns with algorithms that optimize campaigns in real time to engage consumers without using personal data. This investment will enable it to continue its growth in the US and expand its client base with the launch of its new self-service platform.”
Adludio is an AI-driven technology company that delivers premium mobile advertising. As the primary means of consuming content, mobile needs to deliver interactive experiences to engage audiences, but the majority of mobile advertising remains static. Combining data-driven creativity, proprietary technology and automation with pioneering engagement metrics, Adludio delivers privacy-compliant mobile campaigns with engagement at its heart. With offices in London, Los Angeles, New York, Atlanta, Detroit and Chicago, Adludio is defining the next generation of mobile brand solutions in North America and EMEA.
AD TECH AND MARTECH, ADVERTISER PLATFORMS
PR Newswire | May 16, 2023
DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry.
Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences.
Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population.
Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50.
"Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV."
"People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift."
Conducted between March 9 and 16, the survey also found:
77% of patients 50 and over have a diagnosed condition
49% of patients 50 and over view relevant advertising positively
7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50
96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service
To learn more about DeepIntent, visit www.deepintent.com/.
With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.