AD TECH AND MARTECH
Walgreens Advertising | February 28, 2022
Today, Walgreens Advertising Group (wag) announced it will be launching new self-serve programmatic and clean-room solutions allowing brand advertisers to run campaigns more openly on their own terms. The new self-serve programmatic solution will offer the ability to target consumers by applying audiences based on Walgreens first-party data to campaigns run on each advertiser’s preferred demand-side platform (DSP).
We’re excited to bring our advertising clients more flexibility in managing the reach and frequency of campaigns on their preferred DSP, while dually building a better consumer experience through more relevant and optimized advertising. This solution allows the relationship between brand advertiser and retailer to be more transparent than ever and deliver a more integrated, human experience to the consumer."
Luke Kigel, vice president of Walgreens integrated media and head of Walgreens Advertising Group.
With the new services, brand advertisers can maximize the reach and scale of campaigns across all digital channels. With more than 95 million myWalgreens members and Walgreens roughly 1 billion touchpoints daily with customers, the service can target purchasers of more than 70 key categories and advanced customer targets.
Advertisers can access the new self-serve solution through The Trade Desk or OpenX, with more connections being added in the future. wag’s connection with The Trade Desk leverages the power of closed-loop reporting, where advertisers tie campaign performance to Walgreens sales data and optimize in real-time to drive efficiency, results and learnings for future campaigns.
With the addition of the clean room, powered by Epsilon, brand advertisers will be able to measure customer overlap while maintaining confidentiality of their first-party data.
Walgreens is included in the United States segment of Walgreens Boots Alliance, Inc. (Nasdaq: WBA), an integrated healthcare, pharmacy and retail leader serving millions of customers and patients every day, with a 170-year heritage of caring for communities. As America’s most loved pharmacy, health and beauty company, Walgreens purpose is to champion the health and well-being of every community in America. Operating nearly 9,000 retail locations across America, Puerto Rico and the U.S. Virgin Islands, Walgreens is proud to be a neighborhood health destination serving approximately 9 million customers each day. Walgreens pharmacists play a critical role in the U.S. healthcare system by providing a wide range of pharmacy and healthcare services. To best meet the needs of customers and patients, Walgreens offers a true omnichannel experience, with fully integrated physical and digital platforms, supported by the latest technology to deliver high-quality products and services in local communities nationwide.
The Webby Awards | April 06, 2022
On Tuesday, the 26th Webby Awards, announced the nominees in the advertising, media, and public relations categories.
Presented by the International Academy of Digital Arts and Sciences (IADAS), the Webbys is the preeminent international honoring excellence on the Internet in the following categories: Websites and Mobile Sites; Video; Advertising, Media & Public Relations; Apps and Software; Social; Podcasts; and Games.
The winners will be decided through votes and declared on April 26. Then, on May 16, the awards will be celebrated in an in-person event at Cipriani Wall Street in New York, and the award acceptance speeches will be availed online.
The judging panel includes IADAS members: Azania Andrews, vice president, connections, Anheuser-Busch; William Beck, senior VP and chief marketing officer, Anthem; Linda Boff, CMO, GE; Glenn Cole, founder and creative chairman, 72andSunny; Merlee Cruz-Jayme, chief creative officer, Dentsu International APAC; Bharat Kumar, executive creative director, Havas; Andrew McKechnie, senior VP and CCO, Verizon; Dino Myers-Lamptey, founder, The Barber Shop; Tiffany Rolfe, chief global creative officer, R/GA; Resh Sidhu, global director, Arcadia creative studio, Snap Inc.; and Katie Walmsley, president, The Blue Room, Edelman.
The Webby awards president Clair Graves takes pride in the 26 year legacy of the Webby Awards for “honoring the very best in digital innovation and creativity.” While commenting on this year’s nominees, she said,
“This year’s nominees represent more than innovation. They are the coolest, most creative, most shared, watched, listened to, most breathtaking, moving and talked about work on the Internet. We’re so proud to recognize them today.” -Webby awards president Clair Graves
“This year’s nominees represent more than innovation. They are the coolest, most creative, most shared, watched, listened to, most breathtaking, moving and talked about work on the Internet. We’re so proud to recognize them today.”
According to Graves, the year 2022 is on the way to becoming a benchmark in the history of the Internet. In her words, “2022 will mark a pivotal year in the history of the Internet. Witnessing the embrace of Web3 and the metaverse and the explosion of creativity from our nominees in this space has been truly exciting. This year’s advertising and marketing nominees are defining the possibilities of innovation in this new frontier and setting the standard of excellence for what is to come.”
In advertising, media and PR, Webby has several subcategories.
Following are the Webby awards nominees in the advertising media and PR.
Best Video Campaign, Advertising Campaigns:
Paramount+ Expedition Brand Campaign, Paramount+
“FREE LUNCH!” – A Short Film by Social Status, Social Status
Meta – We Change the Game When We Find Each Other, Droga5
Tinder Swipe Night: Killer Weekend, 72andSunny
The Lost Class, Leo Burnett Chicago
Brand Strategy, Advertising Campaigns:
Guardian 200 Years, a Work in Progress, Oliver Agency
“Something from Nothing,” Fiverr
eos “Bless Your F*ing Cooch,” Mischief @ No Fixed Address
Save It, See It, Michelob Ultra
Only You, Spotify
Corporate Social Responsibility Campaign, Advertising Campaigns:
NFL – Football is for Everyone, 72andSunny
Sephora – Black Beauty is Beauty, R/GA
Vicious Circle, Wunderman Thompson UK
AT&T Dream in Black Rising Future Makers, Translation LLC
Heart Markets Sancho, BBDO
Diversity and Inclusion, Branded Content:
Here’s to Perfectly Imperfect Parenting, Red&Co.
Google Black-Owned Friday, Rehab
Google Black-Owned Friday, BBH USA
New Girl, Wieden+Kennedy Tokyo
Procter & Gamble // Widen the Screen, Grey NA
Fashion, Beauty and Lifestyle, Branded Content:
Zara – Origins, Park Pictures
eBay’s “Old School Meets New School” Episode 1, The Many
Canvas of Life, Jung Relations
Full Steam Ahead With Francis Bourgeois, The North Face and Gucci, Titel Media GmbH
MUSE, McCann New York
Public Service and Activism, Branded Content:
BLK presents “Vax That Thang Up” feat. Juvenile, Mannie Fresh, and Mia X, BLK
Nike’s FM (Future Movement) Broadcast, Partizan Entertainment LLC
REFORM Alliance – Give Life Back, Droga5
Free Democrats “The Party Program Insta-Story,” Heimat Werbeagentur GmbH
Uncomfortable Truth, Taxi
Sustainability and Environment, Branded Content:
A Future Begins, Observatory
Michelob Ultra Pure Gold Earth Day – Powered by the Sun, Michelob Ultra
Climate Warriors, Thinkerbell
One House to Save Many, Leo Burnett Melbourne
Non Fungible Animals, Publicis Media GmbH
Best Video Editing, Craft:
Be a Light, Outsider Editorial
Don’t Wait Reach Out, Uppercut Edit
The New Axe Effect: The Walk, The Martin Agency
The New York Times – The Truth Takes a Journalist, Droga5
Google — Year in Search 2021, Google Brand Studio
SOCIAL MEDIA ADVERTISING
Viamedia | May 20, 2022
Viamedia, the leading fully-integrated independent cross-media local advertising company, announced the launch of its new Parity ADS Platform. It uses a transitional approach to amplify live streams for IP-delivered distribution by simultaneously inserting regionally targeted ads on linear streams to align with the local ads on traditional cable TV systems.
"Our new Parity ADS Platform is one of the industry's first transitional approaches and introduces the immediate next step to achieving fully dynamic advertising, This presents an enormous opportunity for our MVPD partners around the country to essentially turn their linear inventory into connected TV (CTV) inventory, all while better serving their local communities, businesses and advertisers."
David Solomon, President & CEO at Viamedia
Through this platform, MVPDs are enabled to regionalize streaming distribution by inserting regionally targeted ads on linear streams which replicate the ads running on traditional SD and HD channels. It provides a CTV capability MVPDs that have already deployed a dynamic platform. It also extends its support to MVPDs migrating into a dynamic advertising model by serving identical ads across multiple platforms. It enables ad sales for an entire subscriber while safeguarding the existing revenue streams.
Solomon added, “The industry is beginning to catch on to the benefits of a parity approach. As subscribers are transitioned to streaming, there's often not enough impressions to sell independently. By replicating the same ad on two platforms, MVPDs are able to optimize linear and CTV feeds for advertisers, maximizing inventory and ad sales during the migration. This system is specifically developed to drive greater demand and value for existing advertising inventory.”
Viamedia’s high-class technology stack follows established IAB standards. It utilizes a standardized platform to enable integration with any streaming applications so that MVPDs are able to utilize the streaming app of their choice to increase digital advertising revenue, similar to CTV.
The new platform complements Viamedia’s expanding portfolio of advanced advertising solutions including QTT, the company’s cloud-based patented solution. It bridges digital demand and linear TV advertising inventory. It is the first of its kind solution which can request and receive ads from programmatic digital ad exchanges to enable programmatic ad insertion in real-time or near real-time, depending on the publisher’s preference on linear cable, National Network or Broadcast television utilizing existing TV infrastructure.