Christmas ads and diversity: another year, another ‘white’ Christmas?

thedrum | December 17, 2019

Each year in the lead up to Christmas, the industry waits with bated breath for the blockbuster Christmas ad showdown. In recent years, brands have made a more concerted effort to diversify their advertising output. Yet, despite this, the protagonists for the most hotly anticipated festive campaigns in 2019 were all white actors. Commentators have since suggested that brands are only just scratching the surface with their diversity efforts. From the 19th century onwards, inspired by the conservative traditions of the Victorian era, a superfluous array of white families hosted most Christmas ads; a dashing husband, a doting wife and rosy-cheeked children surrounded by Christmas imagery. The representation of minority groups has been far more sparse.

Spotlight

You’re not alone in this journey, modern marketer. In fact, many brands like yours are taking programmatic advertising in-house. The ANA also found that 35 percent of its marketers expanded their in-house programmatic media buying in 2018— more than double of what they reported for the same survey the year before. In this guide, we’ll explain the shift away from traditional media buying, explore the benefits of self-serve programmatic advertising for brand marketers, and give you the confidence to set up and run programmatic media buying in-house.

Spotlight

You’re not alone in this journey, modern marketer. In fact, many brands like yours are taking programmatic advertising in-house. The ANA also found that 35 percent of its marketers expanded their in-house programmatic media buying in 2018— more than double of what they reported for the same survey the year before. In this guide, we’ll explain the shift away from traditional media buying, explore the benefits of self-serve programmatic advertising for brand marketers, and give you the confidence to set up and run programmatic media buying in-house.

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MOBILE ADVERTISING

clean.io and Kargo Partner to Preserve Publisher Revenue While Ensuring Mobile Ads Malware Free

clean.io, Kargo | March 17, 2021

clean.io, the quickly arising worldwide leader in malvertising anticipation for publishers and platforms, and Kargo, the leader in mobile advertising, today reported an association pointed toward saving publisher income while guaranteeing the mobile ads conveyed by means of the Kargo platform are liberated from malware. Kargo's central goal is to help publishers drive more yield from their properties while making mobile ad experiences that serve their crowds and regard their brands. As the programmatic environment turns out to be progressively mind-boggling, so has the assignment of identifying and blocking malicious ads. Kargo's incorporation of clean.io's conduct and deterministic detection and blocking solution, cleanAD, conveys full scale, set-it-and-forget-it security for the entirety of the publishers inside the Kargo organization, and advances Kargo's destinations of fighting fraud and conveying quality experiences in premium conditions. "The programmatic advertising ecosystem is built on trust. Premium publishers rely on Kargo to deliver safe, high quality mobile ads in order to maximize monetization and safeguard end-users," said Matt Gillis, CEO of clean.io. "Our technology offers the most sophisticated buyers of anti-malware technology like Kargo an additional layer of protection for both their publishers and buyers." "Creating a successful advertising experience requires us to always be at the forefront of campaign quality best practices. Partnering with clean.io is an exciting addition to our existing robust safety measures, delivering additional malware protection to our family of premier publishers and their audiences," said Michael Shaughnessy, COO of Kargo. About clean.io clean.io is a digital engagement security company that helps brands protect their revenue and user experience by controlling the third party code that executes on their website. Our product cleanAD is the most effective approach for controlling malicious ads for publishers and advertising platforms. About Kargo Kargo is the leader in creating mobile advertising experiences that elevate brands and motivate consumers. Our advertising partners fill the ranks of the Fortune 500 and our invitation-only editorial marketplace sets the standard for quality and reach, including 100% of all U.S. smartphone users. With a focus on innovation, our creative team designs exclusive new ad formats that drive breakthrough performance and win industry awards. Kargo is 250 diverse employees strong with offices in NYC, Chicago, Dallas, Los Angeles, San Francisco, Auckland, Sydney and Singapore.

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AD NETWORKS

Dentsu Launches Contextual Targeting Tool

Dentsu | June 09, 2022

Dentsu is launching a new Contextual Intelligence tool across its U.S. media agencies. Contextual targeting has gained relevance as Apple and Google take moves to limit web monitoring. Contextual Intelligence uses unique algorithms to link brand targets with content across Carat, Dentsu X, and iProspect. Five clients have already utilized the tool. Dentsu reports that the return on investment for one company, the luxury jewelry store Pandora, was 24 times larger than any other Valentine's Day test advertising technique. Katie Nevin, Pandora's paid social and programmatic coordinator, referred to Contextual Intelligence as "a competitive advantage as we strive to earn increasingly limited attention in the market." Akash Jairath, chief product officer of Dentsu Media, U.S., said, "The tool starts by assigning content labels to URLs based on users inputting keywords, phrases and other URLs they've identified as relevant to their customers. The Competitive Intelligence tool fine-tunes those targets and pushes a list target URLs to demand-side platforms for programmatic buys." Akash Jairath, chief product officer of Dentsu Media, U.S., said, "The tool starts by assigning content labels to URLs based on users inputting keywords, phrases and other URLs they've identified as relevant to their customers. The Competitive Intelligence tool fine-tunes those targets and pushes a list target URLs to demand-side platforms for programmatic buys." Jairath further stated, "Given the impending loss of cookies in Chrome and restrictions on targeting in the Apple ecosystem, contextual targeting is definitely getting more interest from clients." Much of this sophistication and data science is contextual, so it has become a more precise instrument than a crude one. Yet another advantage of contextual targeting is when it misses the mark, maybe not reaching a known client or past website visitor, but instead reaching those with similar interests who may become new customers for a company. Akash Jairath, chief product officer of Dentsu Media, U.S., said, "It started out with people thinking of it as waste, but it's really a halo effect. That's thought to work well for branding, but even from a performance standpoint, it certainly has a halo effect."

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ADVERTISER PLATFORMS

PATTISON Outdoor Adds City of Brampton Transit Advertising to its Growing GTA Transit Presence

PATTISON | November 25, 2021

PATTISON Outdoor Advertising, Canada’s leading Out-of-Home advertising provider has officially expanded its growing Transit Advertising portfolio in the Greater Toronto Area with the addition of Brampton Transit, a public transport system operator for the City of Brampton. Effective November 9, 2021, PATTISON Outdoor will exclusively offer exterior and interior advertising placements on over 330 conventional transit buses and exterior advertising formats on over 130 Züm buses, a bus rapid system in the City of Brampton, providing businesses and brands more opportunities to reach a growing consumer market. Most recently, Brampton Transit received an Environmental Sustainability Award from the Canadian Urban Transit Association (CUTA) for its milestone electric bus trail. With an annual ridership over 31 million in 2019, we are thrilled to offer our clients a variety of Transit Advertising formats to reach and engage their target audience in one of Canada’s most dynamic and growing cities with the addition of Brampton Transit into the PATTISON portfolio.With the addition of Brampton Transit, Pattison Outdoor now maintains an advertising agreement with every transit authority within the GTA except Mississauga Transit. As the largest Transit Out-of-Home company in Canada and throughout the province of Ontario, PATTISON offers local and national advertisers unparalleled reach and scale through the Toronto Transit Commission, Durham, York, Burlington, Oakville and Barrie Transit Authorities. Nicholas Campney, Director, Leasing and Legislation, PATTISON Outdoor Advertising. As one of the fastest-growing cities in Canada, Brampton is home to more than 700,000 people and 75,000 businesses. With a median age of 36, the city’s young, educated, and diverse labour force of 320,000 represents over 234 cultures speaking 115 languages, many of whom rely on safe and accessible transit each day. Centrally located on Canada’s Innovation Corridor and with easy access to Toronto Pearson Airport and all 400 series highways, Brampton is home to many businesses across the city’s key sectors of Innovation and Technology, Advanced Manufacturing, Food and Beverage Processing and Health and Life Sciences. As a Green City focused on reducing greenhouse gas emissions in the community by 80 per cent by 2050, Brampton is building a well-connected, sustainable, and energy-efficient transportation system to serve its residents and visitors daily. PATTISON’s Transit portfolio is extremely effective as a brand building and mass awareness platform. PATTISON Outdoor’s new partnership with Brampton Transit invites local and national advertisers to connect their brands with local residents. About PATTISON Outdoor Advertising PATTISON Outdoor Advertising, a division of The Jim Pattison Group is Canada’s largest Out-of-Home advertising company. PATTISON Outdoor helps brands and businesses harness the power of Out-of-Home advertising by providing the most comprehensive range of products, markets, insights and customer support services. With its roots reaching back to 1908, PATTISON has been providing innovative solutions for Out-of-Home advertising opportunities with products ranging from traditional billboards to transit, digital, airport, residential, office, and street level formats. PATTISON is headquartered in Toronto, Ontario with over 25 sales offices across the country, providing advertisers unmatched reach and coverage with products available in over 200 markets coast to coast.

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