DeepIntent | January 12, 2023
DeepIntent, the leading healthcare advertising technology firm designed to influence improved patient health and business results, accomplished a key milestone, attaining growth for the fifth straight year and a triple-digit growth rate across CTV campaigns.
The firm added more than 100 employees in 2022, outpacing the expansion of the healthcare advertising industry as a whole, as pharmaceutical marketers increasingly embraced digital advertising, notably on CTV. In 2022, CTV spending on DeepIntent's demand-side platform grew by a factor of three, making it one of the fastest-growing channels for most pharmaceutical companies using the DeepIntent Healthcare Advertising Platform.
In the last year, DeepIntent has released several innovations that blend data and technology to increase the efficacy of campaigns. For example, using the patented technology of DeepIntent OutcomesTM, DeepIntent became the first demand-side platform to provide a patient reach guarantee in May of last year.
Founder and CEO of DeepIntent, Chris Paquette, said, "As we enter our seventh year as a company, DeepIntent has become more than the DSP of choice for healthcare marketers. Building upon our capabilities for campaign planning, activation, measurement, and optimization, we've made a number of strategic investments to keep that momentum going as we continue to lead pharma into the future."
(Source: Cision PR Newswire)
Additional achievements of DeepIntent in 2022 include the following:
Employing its first Chief Operating Officer, Amit Chaturvedi, who expanded revenues by more than tenfold at WarnerMedia, to integrate and grow DeepIntent's sales, client success, campaign management, and business development teams
Hosting a first-of-its-kind summit, "Innovating with Intent," on the future of CTV for healthcare marketers
Integration with LG Ads Solutions' real-time ACR data store covers over 30 million LG smart TVs in the US.
Winning multiple awards from PM360, which named Chris Paquette CEO of the Year and DeepIntent's Audience Marketplace one of the most innovative products of 2022.
DeepIntent leads the healthcare advertising business with data-driven, future-proof solutions. DeepIntent's technology, designed specifically for healthcare marketers, is proven to increase audience quality and script performance. Marketers can plan, monitor, activate, and optimize campaigns from a single platform. The company, conceived by former Memorial Sloan Kettering data scientists, enables nine of the top ten pharmaceutical companies and primary healthcare advertising agencies to enhance patient outcomes via the innovative use of advertising, data science, and real-world health data.
Integral Ad Science | November 23, 2022
Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today published a case study conducted in partnership with Catalina, a leader in shopper intelligence that personalizes the shopper journey. The study aimed to understand how media quality influences return on ad spend (ROAS) and sales lift in correlation to in-view advertisements and time-in-view. The measurement period was recorded from May to July 2022.
To measure sales for a major CPG brand through the use of display advertisements in both mobile and desktop environments, Catalina used a test versus control methodology to calculate campaign sales lift. The test group consisted of 14.6M households that were exposed to the promoted brand campaign.
Some of the key takeaways from this study include:
180% lift in incremental ROAS for the in-view group versus not-in-view. In-view ads have a massive impact on ROAS compared to those that do not meet viewability standards.
74% of incremental sales from the test campaign were driven by the in-view audience. IAS and Catalina broke the test group into an in-view and not-in-view decomposition. Incremental sales from the in-view ads drove higher sales lift and incremental sales compared to ads that are not in view.
3 to 10 seconds is the ideal time-in-view range for driving incremental sales.
Advertisements that were in view for 3-10 seconds outperformed both shorter and longer time-in-view rates with an incremental index of 118. This insight further highlights the strong correlation between time-in-view as a proxy to attention that drives key outcomes. This drove sales and directly impacted ROAS.
“As a leader in personalization and shopper intelligence, Catalina has been partnering with brands and retailers for a long time to understand the value of media as it relates to consumer responsiveness, purchase activity, incremental sales and ROAS, both in-flight and post-campaign,” said Brian Dunphy, SVP of Strategic Partnerships at Catalina. “Through our partnership with IAS, we are thrilled to jointly help CPG brands and agencies get the most out of their media investments by combining IAS’s industry leading media quality capabilities with Catalina’s ROAS and sales lift analyses to deliver deeper insights around overall media quality, viewability and time-in-view.”
“While viewability is an important metric, metrics such as time in view can be even more precise indicators of attention and outcomes,” said Yannis Dosios, Chief Commercial Officer, IAS.
“While viewability is an important metric, metrics such as time in view can be even more precise indicators of attention and outcomes. What is powerful with this study is we see a clear link between time in view and in-store sales: a direct impact on better outcomes. By partnering with measurement companies like Catalina, we can better understand the importance and impact of media quality on driving attention and outcomes for our clients,” said Yannis Dosios, Chief Commercial Officer, IAS.
For more information and to download the full case study, click here.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio, podcast 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 @Catalina on Twitter.
AD NETWORKS, ADVERTISER CAMPAIGN MANAGEMENT, PROGRAMMATIC ADVERTISING
Quotient | December 21, 2022
Quotient, a leading digital media and promotions technology company, today announced the launch of its Retail Ad Network that aggregates individual retail media networks to enable advertisers to target, manage, execute and measure off-site campaigns across multiple retailers through one central, transparent platform.
For brands, Quotient’s Retail Ad Network creates an “easy button” for planning and executing scaled yet targeted off-site media to drive omnichannel traffic and sales, with the ability to combine with digital coupons to further incentivize action.
“With more and more players continuing to enter the retail media landscape with their own networks, it’s becoming increasingly difficult for CPG and other brands to resource and navigate the fragmented space, determine where to allocate their budgets and measure campaigns holistically, The lack of consolidation and measurement standards in retail media has, we believe, created an opportunity for Quotient to become the centralized touchpoint for retail media campaigns. We’re excited to launch the Retail Ad Network, with the ability to combine retail media campaigns with digital coupons to drive further conversion."
Henri Lellouche, VP of Retail and Partnerships at Quotient
Campaigns executed through the new Retail Ad Network are delivered programmatically by Quotient’s dedicated demand side platform (DSP) across extensive brand-safe inventory on the open web and digital out-of-home (DOOH) properties. Powered by addressable retailer first-party consumer purchase data and Quotient’s proprietary location intelligence data, the technology serves dynamic, co-branded creative targeted to specific customer segments to reach qualified shoppers with relevant content and drive conversion. Once a campaign is live, Quotient’s advanced measurement capabilities deliver transparent performance metrics of attributable sales by channel, creative and audience.
By aggregating media planning and buying across retailer networks, Quotient’s Retail Ad Network gives retailers of all sizes and all classes of trade the opportunity to access a larger share of ad dollars, with the scale amassed by multiple retailers within the network attracting commensurate ad investment. This solution presents a means for retailers to monetize their inventory and first-party data to generate incremental revenue. “Aggregating retailers within our network is designed to allow brands to achieve significant scale more easily. Ultimately, we believe this will empower retailers of all sizes to capture their share of the pie,” Lellouche continues.
Quotient is the leading digital media and promotions technology company that creates cohesive omnichannel brand-building and sales-driving opportunities to deliver valuable outcomes for advertisers, retailers and consumers. The Quotient platform is powered by exclusive consumer spending data, location intelligence and purchase intent data to reach millions of shoppers daily and deliver measurable, incremental sales. Quotient partners with leading advertisers, publishers and retailers, including Clorox, Procter & Gamble, General Mills, Unilever, CVS, Dollar General and Peapod Digital Labs, a company of Ahold Delhaize USA. Quotient is headquartered in Salt Lake City, Utah, and has offices across the US as well as in Bangalore, Paris, London and Tel Aviv.