Ad Tech and Martech
ExchangeWire | October 17, 2023
Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns.
As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness.
Two key outcomes are clear:
1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels.
2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium.
The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI.
Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.
Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.”
VIOOH is a leading premium global digital out of home supply side platform.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.
Business Wire | October 10, 2023
Streaming TV advertising is taking a step toward the future. This week, TV advertising agency Marketing Architects launched a new platform for CTV advertisers called Annika Streaming. Based on technology initially developed for linear TV, Annika Streaming buys CTV and streaming inventory more efficiently than current marketplace offerings allow. This enables performance brands to capitalize on streaming’s potential.
Annika’s development began six years ago when Marketing Architects built an AI-powered DSP for linear TV. The platform was designed to evaluate custom audience and performance criteria, set it against market trends and historical data, then calculate which media buys will drive the best ROI for individual brands. The result was a linear TV marketplace that delivered premium inventory for TV advertisers without premium price tags.
But as viewership shifted to streaming and connected TV, it was essential brands follow consumers to the channel. Unfortunately for performance marketers, streaming’s promise of advanced targeting and measurement capabilities has been overshadowed by its high prices, typically 5-10X higher than linear TV.
To close this gap, Marketing Architects spent the last two years building a proprietary streaming capability, bringing the efficient prices Annika achieved in linear into streaming and CTV. Now, Annika Streaming solves some of the biggest challenges for performance marketers on the channel.
Pricing: Annika Streaming obtains rates significantly more efficient than industry-leading third-party DSPs. These are achieved through a data-driven approach that benefits streaming publishers and advertisers alike.
Targeting:The platform offers several layers of contextual, geographic, and dayparting targeting capabilities, plus retargeting.
Distribution: Annika is fully integrated with dozens of streaming publishers and buys inventory available on Roku, Chromecast, Amazon Firestick, and smart TVs.
Measurement: With Annika, advertisers get access to multiple measurement models running in parallel, including IP address tracking and holdout groups for incrementality testing.
Marketing Architects clients had first access to Annika Streaming, which they are currently using to complement linear TV campaigns. The platform is available to select new brands starting this week. Learn more by visiting marketingarchitects.com/streaming.
About Marketing Architects
Marketing Architects is an All-Inclusive TV agency that rebuilt the traditional agency model to help brands drive profitable growth. Founded in Minneapolis, Marketing Architects has spent 25 years building homegrown technology to solve TV's pricing, measurement and scale challenges. For more information, please visit www.marketingarchitects.com.
Business Wire | September 26, 2023
Loop Media, Inc. ("Loop Media") (NYSE American: LPTV), the free streaming television media company for business which provides over 2 billion video views every month via restaurants, retail businesses, office buildings, doctors’ offices, airports, bars, and college campuses, announced today that it has rolled out in beta testing a self-service video advertising platform (“Loops Ads Manager”) for local businesses and venues to advertise on the Loop Media platform. Loop Media believes this anticipated new line of advertising revenue could be a significant additional contributor to Loop Media’s revenue, as Loop Media seeks to capture local advertising dollars that do not generally flow through the larger ad demand partners working with regional and national advertisers.
Local and regional venues, services, brands, businesses, and agencies will be able to place ads on any of Loop TV networks’ 71,000+ screens, including partner screens, via the Loop Media Ads Manager, built in partnership with OrkaTV. This partnership is designed to empower local and regional marketers’ access to Loop Media’s powerful network at am.loop.tv.
“The Out of Home Advertising Association of America (OAAA) estimates that national advertising makes up 35% of the yearly out of home advertising revenue and this is the area where Loop Media has primarily participated in since its inception,” said Jon Niermann, Chief Executive Officer of Loop Media. “With Loop Ads Manager, which we’ve built for the growing local demand for our platform, we are now able to more aggressively participate in the local advertising revenue stream which makes up 65% of the annual out of home advertising revenue. In addition, we’re providing our customers--and essentially any local business--the opportunity to advertise directly on the Loop TV platform in their local markets or beyond. Advertisers will be able to select their choice of markets anywhere in the nation with a quick, efficient, easy to use tool, and at an advertising entry price point that a local business owner can justify and manage,” Niermann continued.
OrkaTV built the Loop Ads Manager on top of its best-in-class Streaming TV ad tech infrastructure. This enables Loop TV to offer differentiated features such as the proprietary “Venue Type” forecasting tool for targeting desired audiences watching TV-Out-of-Home (TVOOH) FAST channels. The Loop Ads Manager can ingest existing creative, or its creative experts with decades of experience can assist a business owner in creating a new ad with minimal input.
“We built the Loop Ads Manager to democratize the entire process and cut through the prohibitive cost thresholds, clutter and usability issues that are inherent in most DSPs,” said Mike Woods, Chief Executive Officer, and Founder of OrkaTV. “The result is the easiest way for small businesses or any business to get their ads on Loop TV’s premium streaming TV channels,” he added.
“We love having Loop TV in our venue! We are even more excited to be able to efficiently advertise The Pink Tub in other venues in order to reach new customers in our local market at a cost that is affordable for us!” said Victoria E. Thomas-Bodie, Founder & Executive Vice President of Operations at The Pink Tub, an opulent organic handmade body and bath brand based in Indianapolis, Indiana.
Loop Ads Manager will begin service in beta-testing mode on September 21st.
About Loop Media, Inc.
Loop Media, Inc. ("Loop Media") (NYSE American: LPTV) is a leading digital out of home (DOOH)TV and digital signage platform optimized for businesses, providing free music video, news, sports, and entertainment channels through its Loop TV service. Loop Media is the leading company in the U.S. licensed to stream music videos to businesses through its proprietary Loop Player.
Loop Media’s digital video content reaches millions of viewers in DOOH locations including bars/restaurants, office buildings, retail businesses, college campuses, airports, and on free ad-supported TV platforms and at local gas stations on GSTV terminals in the United States.
Loop is fueled by one of the largest and most important short form entertainment libraries that includes music videos, movie trailers, branded content, and live performances. Loop Media’s non-music channels cover a multitude of genres and moods and include movie trailers, sports highlights, lifestyle and travel videos, viral videos, and more. Loop Media’s streaming services generate revenue from advertising, sponsorships, and from subscriptions.
To learn more about Loop Media products and applications, please visit us online at Loop.tv