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

thedrum | December 17, 2019

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

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Learning how to create Facebook Messenger ads could put you a step ahead of the competition. While it’s a simple as running a Facebook ad and creating a chatbot, Facebook messenger ads are taking over the world. In this video, I’ll tell you why 80% of businesses want to have a chatbot by 2020 and how you can build yours. I’ll go over some of the best chatbot services, and the one I personally use.

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Mediaocean Acquires Flashtalking For A Reported $500 Million

Mediaocean, Flashtalking | July 19, 2021

Mediaocean will buy independent global ad server Flashtalking to establish a "neutral tech platform" with a combined annual media spend of $200 billion. According to The Wall Street Journal, it will pay $500 million for the New York-based company, which has annual revenue of between $100 and $150 million. Mediaocean provides advertising workflow software that drives $70 billion in television advertising in the United States, but it is also actively pursuing programmatic opportunities. The deal with Flashtalking comes exactly a year after it paid $200 million for programmatic buying platform 4C. 4C has integrations with Facebook, LinkedIn, Twitter, Amazon, and other platforms, placing Mediaocean squarely in the programmatic arena. The acquisition will combine Flashtalking's ad serving, creative, identity, and verification capabilities with Mediaocean's media planning and buying capabilities across desktop, mobile web, in-app, and CTV/OTT. It is expected to close in the third quarter of this year. Integrating Flashtalking's dynamic creative optimization with the 4C solution, in particular, will enable marketers to utilize dynamic creative in both open and walled gardens. In addition, the merged platform will have over a trillion monthly ad impressions. In 2018, Mediaocean and Flashtalking partnered to connect ad serving data with media buying. As CTV adopts some of the features of new media's walled gardens, the companies emphasized the independence of their integrated tech platform as an alternative to Big Tech providers such as Google's ad server.

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Roku Expands Canadian Advertising Business With OneView Ad Platform

Roku Inc, Matterkind | September 24, 2021

Roku, Inc. announced the expansion of its Canadian TV advertising offering with the introduction of the OneView advertising platform. OneView provides advertisers with a self-serve platform, leveraging TV identity data from the Roku streaming platform, to manage advertising across TV streaming, desktop, and mobile campaigns. Roku signed Matterkind, an IPG affiliate company, as the first Canadian OneView campaign partner. “With half of Canadian TV streamers regularly using ad supported streaming channels like The Roku Channel, and millions having left behind traditional TV for TV streaming, there’s a big opportunity available for marketers looking to tap into this rich audience” As Canadian households move more of their entertainment time to TV streaming and away from traditional TV programming, advertisers are seeking a toolset to scale TV streaming advertising. The large-scale movement into TV streaming has created new opportunities for marketers to reach and engage consumers with the same level of data and insights available to digital advertisers. Marketers and their media buying partners are seeking self-serve capabilities to optimize return on advertiser spending by measuring effectiveness across screens with detail, penetration, and data richness not available through traditional TV advertising. OneView, which was built for TV streaming, integrates the reach, inventory, and capabilities of Roku advertising with the identity and attribution tools of Roku’s demand-side platform. “With half of Canadian TV streamers regularly using ad supported streaming channels like The Roku Channel, and millions having left behind traditional TV for TV streaming, there’s a big opportunity available for marketers looking to tap into this rich audience,” says Christina Summers, Regional Sales Manager at Roku. The Matterkind partnership with OneView allows Roku to work with the agency locally in Canada as an extension to its global agreement in the U.S. The first campaign ran nationally from May 25 - June 30, 2021, in English and French for a major Canadian travel client, promoting domestic tourism in the country, and has enabled IPG and Matterkind the ability to better reach key domestic travelers like younger families, mature travelers, singles and couples. “Matterkind takes pride in driving our clients’ businesses forward through data and tech innovation and first-to-market test opportunities, making the OneView launch partnership a natural fit,” says Erin Rahn, General Manager, Matterkind. “The OneView DSP allows Matterkind to focus on our cross-channel addressable approach using Roku viewership data that is ethically sourced and privacy compliant, and all with 100 per cent transparency and control. The Platform’s robust offering, such as instant OTT forecasting and more precise targeting across devices and inventory, aligns strongly with Matterkind’s key areas of focus and ultimately allows us to deliver better business outcomes for our clients.” In addition to supporting the needs of marketers and advertisers, OneView’s capabilities also enable Roku’s content producers the ability to tap into new audience segments, and better monetize their existing and often dormant catalogues to extend reach even further. “The reality is the industry is at a critical crossroads. Many marketers are still deploying large majorities of their budgets towards traditional TV, where data is generic at best, and the capacity to target specific audience segments is lost. Roku is uniquely positioned to help marketers reach their target consumers at scale with the kind of data rich capabilities and reporting metrics they have come to expect from their digital campaigns. OneView’s first-party capabilities give marketers access to measure and optimize effectiveness across screens to improve ROAS and take advantage of the shift in audience preferences to TV streaming. This is a game changer for marketers looking to reach consumers on the biggest screen in the home,” said Summers. OneView offers: Better identity solutions – access more accurate TV audience data powered by Roku’s direct consumer relationships Further campaign reach – Roku’s data can help identify who are heavy Subscription Video on Demand (SVOD) viewers for advertisers to target, both on and off of Roku across all devices and inventory Proprietary audiences – activate numerous unique segments based on direct customer relationships resulting in deeper insights Instant OTT forecasting – calculate TV streaming ad inventory availability in seconds to plan campaigns that can be activated across Roku and other TV streaming publishers In-flight attribution tools – optimize reach, frequency and performance across TV streaming, desktop, and mobile campaigns Measured outcomes – measurable demographic delivery or business outcomes such as website visits or mobile app downloads allowing a greater capability to track performance with Connected TV About Roku, Inc. Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV brands. Roku is headquartered in San Jose, Calif. U.S.A. About Matterkind Matterkind connects people to what matters — connecting brands to the right audiences, and people to the right content. We offer brands a strategic partner in creating lifetime customer value across addressable activation. In a fragmented media landscape, Matterkind leverages best-in-class technology to deliver comprehensive and optimal addressable solutions. Our proprietary data and tradecraft, combined with an audience-first approach, enables us to drive better business outcomes on behalf of agency partners and clients. Matterkind operates in over 70 markets worldwide.

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RE/MAX Launches New National Advertising Campaign, "The Right Agent Every Step of the Way" and New Hustle Video Editor Tool

RE/MAX | January 14, 2021

RE/MAX, the #1 name in real estate*, declared the launch of another national advertising campaign, "The Right Agent Every Step of the Way." The campaign commences with 12 spots across radio, digital, TV and social media sources. Unexpectedly, the package additionally incorporates a video idea for The RE/MAX Collection®, the organization's luxury property brand. The campaign features the worth RE/MAX agents give buyers and sellers, utilizing technology, devices, experience and expertise to help them in what is likely the greatest financial transaction of their lives. "Last year was a big reminder that human connection is the most important thing," said Abby Lee, RE/MAX Senior Vice President, Marketing and Communications. "The expertise of RE/MAX agents has been proven time and time again, but it's about more than that. We want clients to feel connected to their agents and the brand even in times of uncertainty. This campaign illustrates the increasingly important role a skilled agent can play in the lives of buyers and sellers by going on a journey of lifestyle discovery with them following a year where the meaning of home took on new importance."

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Spotlight

Learning how to create Facebook Messenger ads could put you a step ahead of the competition. While it’s a simple as running a Facebook ad and creating a chatbot, Facebook messenger ads are taking over the world. In this video, I’ll tell you why 80% of businesses want to have a chatbot by 2020 and how you can build yours. I’ll go over some of the best chatbot services, and the one I personally use.