Retargeting, Ad Tech and Martech
ExchangeWire | July 07, 2023
Nano Interactive, leaders in ID-free ad targeting solutions, today (July 4th, 2023) announces the launch of Intent Personas, a more accurate way to target users based on demographics using AI-led contextual advertising – without the use of cookies, user profiling or any form of personal data.
As advertisers increasingly move away from traditional demographic and people-based targeting tactics, they are looking for new solutions to meet this demand. This is in part is down to the decline of cookies – with Google Chrome confirming it is sunsetting cookies in Q1 2024 - but also because of consumer behaviour. Nano’s research shows that 70% of consumers are masking their identity online on a weekly basis or even more often.
Intent Personas offers accurate audience segments delivered via machine learning and verified by always up-to-date panel data. These are robust, trustworthy personas ready for targeting without the guesswork and stereotypes of the past, combining billions of data signals with verification from ‘real world’ consumer panel data to accurately target demographics such as parents, homeowners, pet owners, and baby boomers. This includes an extensive suite of ready-to-use personas in the Nano Intent Library.
Kantar research has shown in the past that 99% of laundry product ads and 70% of food and toiletry products were targeted at women, while actual decision-maker status is equally shared among both genders in most UK households. Even looking beyond the obvious problems of gender stereotyping which occur in traditional audience-based approaches, the same study found resulting negative impacts also upon not just the campaigns themselves, but brands as a whole that make such assumptions.
Nano’s approach makes context the proxy for intent, removing such assumptions, also verifying those targeting choices against the actual groups they are targeting. Another result of this is more accurate targeting than the traditional audience-based approach using cookies – in fact, testing has shown that Nano’s ID-free demographic segments are around 44% more accurate than the current cookie-based targeting model.
Carl White, CEO Nano Interactive said “Every time we go online, we express our intent in countless ways. From the content we read, what we search for, the type of device we access it on and the time of day. By making sense of these signals and verifying them with feedback from real people, we’re giving advertisers a new way to reach demographics without relying upon any kind of personal data. Not only does this provide advertisers with a much-needed new tactic in the face of cookie deprecation, it is also quite simply more accurate than ID-based methods.”
Nano and The Old Vic theatre, in partnership with AKA UK, recently targeted parents using Intent Personas in their latest campaign for the summer children’s show, Mog the Forgetful Cat. Again, by using intent signals verified by panel data, the campaign delivered a 35% increase in purchase consideration and a 71% uplift in clickthrough rate (CTR) versus industry benchmarks – all without personal data.
Alex Orchard, media account director, AKA UK, said “Nano’s innovative and alternative approach to demographic targeting aligned extremely well with our client’s needs. With the increasing challenges around ID-dependent targeting, having a long-term solution that doesn’t rely on any form of personal data, and that is proving to be fully scalable and effective, positions Nano as a key partner to future-proof our plans.”
About Nano Interactive
Nano Interactive are leaders in targeting without the use of personal identifiers. Since launch Nano has delivered over 2000 campaigns for leading brands across mobile, video and display and continues to powerfully connect brands with relevant audiences. Its AI driven targeting platform utilises multiple forms of live intent signals (such as live search queries) combined with next generation contextual targeting to enhance advertising performance in a 100% privacy friendly way.
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Advertiser Platforms
prnewswire | August 31, 2023
Built on a core principle of innovation, AdCellerant announced their newest product offering, Addressable Streaming TV. This groundbreaking solution combines large-screen, TV-sized devices' unparalleled brand awareness-building capabilities with micro-targeting precision and foot traffic attribution.
AdCellerant's Addressable Streaming TV product is set to reshape how businesses connect with their target audience, maximizing the return on their investment (ROI) for every advertising dollar spent.
"It's impressive to see how well this product is already working for advertisers of different industries," said Ben Bouslog, VP of Business Development. "As we know, video is one of the fastest growing digital channels, and this product combines precision targeting, high-quality networks and inventory, and success metrics like foot traffic attribution and conversion tracking to get our partners geared up for their next opportunity."
The new Addressable Streaming TV product offers a range of benefits that enable businesses to take their advertising efforts to the next level. These benefits include precise targeting, data-driven decisions, ad experience control, cross-device attribution, a safe environment, and impactful insights.
Built on a core principle of innovation, AdCellerant announced their newest product offering, Addressable Streaming TV. This groundbreaking solution combines large-screen, TV-sized devices' unparalleled brand awareness-building capabilities with micro-targeting precision and foot traffic attribution.
AdCellerant's Addressable Streaming TV product is set to reshape how businesses connect with their target audience, maximizing the return on their investment (ROI) for every advertising dollar spent.
"It's impressive to see how well this product is already working for advertisers of different industries," said Ben Bouslog, VP of Business Development. "As we know, video is one of the fastest growing digital channels, and this product combines precision targeting, high-quality networks and inventory, and success metrics like foot traffic attribution and conversion tracking to get our partners geared up for their next opportunity."
The new Addressable Streaming TV product offers a range of benefits that enable businesses to take their advertising efforts to the next level. These benefits include precise targeting, data-driven decisions, ad experience control, cross-device attribution, a safe environment, and impactful insights.
Unlock Maximum ROI with Addressable Streaming TV
This innovation allows advertisers to optimize the ROI of their ad campaigns by strategically placing video ads during premium, professional-produced TV shows and movies. In 2022, Streaming TV viewership surpassed traditional cable for the first time, reflecting the shift in consumer preferences. With 88% of American households owning at least one internet-connected TV device and 92% of streaming content viewers using ad-supported services, the impact of Addressable Streaming TV cannot be overstated.
Proven results with AdCellerant's Addressable Streaming TV
AdCellerant collaborated with a significant investment group on a campaign targeting homeowners interested in selling their properties at a discounted rate. Think, "We buy homes for less." Upon launching their Addressable Streaming TV campaign, the investment group experienced a remarkable 55x return on ad spend. It achieved $140,000 in savings on homes purchased within the first month of its campaign. The impact was quantifiable and verified through matchback reports, solidifying the effectiveness of streaming campaigns and driving revenue.
Book a demo today for more information on how Addressable Streaming TV can revolutionize your advertising efforts.
About AdCellerant
AdCellerant provides businesses access to high-quality digital marketing technology and solutions through partnerships with media companies and agencies. Focused on generating results and growth for businesses of all sizes, AdCellerant offers best-in-class technology and software, award-winning customer service, expert education, and exceptional operational support to ensure customer campaign performance.
Leveraging proprietary technology Ui.Marketing, AdCellerant effectively connects businesses with their ideal customer at the right time. Harnessing an easy-to-use and agile digital advertising tool, users can manage the entire buyer's journey from quick and accurate comprehensive proposal creation, campaign launch, and campaign performance. All within a single platform.
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Advertiser Platforms
Business Wire | September 14, 2023
Wurl, the leader in data-driven solutions for CTV, today released How to Turn CTV into a Performance Marketing Channel for Growth, a new report developed in partnership with leading marketing platform AppLovin (NASDAQ: APP). With CTV ad spending projected to reach over $25 billion in 2023, and more and more viewers moving away from traditional cable, the report highlights the significant role CTV advertising plays in reaching new audiences and driving revenue.
“CTV advertising is bringing the performance power of mobile user acquisition into the world of television, unlocking unprecedented ROI for streamers, content publishers, and mobile marketers alike,” said Katie Jansen, Chief Marketing Officer, AppLovin. “Whether operating in the dynamic world of mobile apps, or as a streaming app delivering engaging content, CTV is driving incremental and profitable growth for performance-minded marketers.”
Marketers can now leverage data-driven targeting and measurement, providing a clearer understanding of campaign outcomes. The report details how to:
Drive incrementalityby expanding reach to previously untapped audiences and acquiring net-new users and subscribers.
Keep the right viewers engaged, targeting promos individually across CTV, mobile, and desktop.
Drive deeper engagement through dual-screeningwhen users are engaging with their mobile phones while watching CTV, and searching for information about the product or service.
Measure and optimize with a full-funnel, cross-channel mindsetensuring a holistic understanding of CTV's role in driving down-funnel actions.
Inspire engagement with CTV adsthat leave a lasting impression and feature a clear call to action that motivates users to take the next step.
The report also features real-world case studies from apps that increased their install rates with AppDiscovery campaigns tapping into Wurl’s premium CTV supply. Picsart, the number two top-downloaded photography app, tripled its spend after achieving high install rates and tremendous scale, and popular credit building app Kikoff decreased its cost-per-engagement (CPE) by 27% and increased its install rate by 3X.
“We know that nearly half of viewers discover new content to watch through ads during other TV shows,” said Ron Gutman, Chief Executive Officer, Wurl. “With performance-driven advertising, streamers and publishers can leverage CTV as part of their marketing mix to attract high-value viewers, increase engagement, and, in turn, boost retention. All campaigns are 100% measurable through Wurl’s ContentDiscovery solution, allowing advertisers to effectively transform their marketing efforts from a cost center to a revenue driver with the ability to immediately see their ROAS and down-funnel metric performance.”
Learn more about Wurl and read the full report, How to Turn CTV into a Performance Marketing Channel for Growth, here.
About Wurl
Wurl leads the CTV industry in helping content publishers and streamers reach millions of viewers worldwide. The company's market-leading solutions enable publishers and streamers to maximize their revenues, grow their CTV viewership, and strengthen their brand value. Wurl is owned by AppLovin (NASDAQ: APP). For more information, visit www.wurl.com, and follow us on LinkedIn, X, Instagram, and Facebook.
About AppLovin
AppLovin makes technologies that help businesses of every size connect to their ideal customers. The company provides end-to-end software and AI solutions for businesses to reach, monetize and grow their global audiences. For more information about AppLovin, visit: www.applovin.com.
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