prnewswire | August 09, 2023
Skai, an omnichannel platform for performance marketing, published its Q2 2023 Digital Marketing Quarterly Trends Report, an in-depth analysis of the digital marketing trends that defined the second quarter of this year, along with an interactive infographic detailing key analysis. While the pattern of more ads at lower prices mostly continued to affect year-over-year (YoY) trends, comparing Q2 2023 to the previous quarter suggests an improving economy on numerous fronts.
Retail media growth accelerates while other channels hold
Year-over-year (YoY) spending grew 35% for retail media, up from 30% last quarter, while paid search and paid social only varied slightly from last quarter's trend. Paid search spending increased 3% YoY while paid social spending declined by 4%, both down one percentage point from Q1 YoY levels.
Virtuous cycle drives retail media, paid search
Retail media and paid search cost-per-click (CPC) both grew 11% quarter-over-quarter (QoQ) while conversion rate (CVR) was up 8% in retail media and 10% in search. Higher conversion rates translate to fewer clicks leading to a purchase, which then offset the higher click costs without negatively affecting return on ad spend (ROAS). Higher CPC then also allows for higher-quality placements on search results or product description pages.
Bright spots in paid social
While overall social spending was down, several segments saw YoY growth over Q2 2022. Video ads grew 12% and both Instagram ads and Awareness & Engagement campaign objectives were up 5% over last year.
Expansion of formats and placements for commerce ads
In each channel, commerce ads that are taking new forms and reaching new audiences showed robust QoQ growth. Amazon DSP spending increased 56% from Q1 to Q2, while Google Performance Max campaigns and Meta Advantage Shopping Campaigns+ grew 34% and 38%, respectively.
"Retail media is already showing signs of accelerating spending growth, while both paid search and paid social look like they are hitting the end of recent deceleration trends. This all bodes well for a strong H2 for digital marketing spend as economic conditions improve," said Chris Costello, Senior Director of Marketing Research at Skai. "Meanwhile, digital publishers are consolidating disparate elements of campaign management and then expanding those campaigns to new audiences and properties to reinforce their value to advertisers."
For more information and to view the infographic, visit skai.io/digital-marketing-trends/.
Analysis is drawn from a population of approximately $9 billion in advertising spend over five quarters, comprising more than 3,000 advertiser and agency accounts across 40 vertical industries and more than 150 countries running on the Skai™ platform on Google, Microsoft, Baidu, Yandex, Yahoo! Japan, Verizon Media, Amazon, Walmart, Instacart, Criteo, Kroger, Apple Search Ads, Pinterest, Snapchat, Facebook, and Instagram. Except where noted, only advertisers with 15 consecutive months of performance data are included. Some additional outliers have been excluded. Ad spending and pricing have been translated to USD at the time the spending was incurred, where applicable.
Skai (formerly Kenshoo) is a leading omnichannel marketing platform that uniquely connects data and media for informed decisions, high efficiencies, and optimal returns. Its partners include Google, Meta, Amazon Ads, TikTok, Snap, Walmart Connect, Instacart, Roundel, Criteo, CitrusAd, Pinterest, Microsoft, Apple Search Ads, and more. For over 15 years Skai has been trusted by an impressive roster of brands including Pepsico, Michaels, Reckitt, Daimler, LG, and Vodafone. The company is headquartered out of Tel Aviv, with seven international locations, and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, Bain Capital Ventures, Pitango, and Qumra Capital.
EIN News | September 13, 2023
Alliant, the leading transaction-driven audience company, today announced the launch of a brand-new set of industry-leading audiences covering TV subscriber and viewership categories, paving the way for advertisers to deliver targeted advertising based on consumers’ streaming habits.
The launch includes more than 250 audiences modeled from subscription and viewership data in combination with real transactional, demographic, and lifestyle insights. Alongside Alliant’s existing offering of more than 2,000 audiences, advertisers now have access to a growing number of TV-specific audience solutions for use across major platforms in programmatic, addressable TV, social, direct mail, and email channels.
New categories within this launch include subscribers by service, audiences based on streaming subscription behavior such as loyalists and switchers, and known/deterministic TV viewership by genre, movies & shows, smart TV manufacturer, and more.
“Streaming TV has permanently altered consumer behavior and changed the media landscape, and advertisers are eager to find new forms of data that help them monetize the shift,” said Donna Hamilton, Chief Innovation Officer, Alliant. “Alliant is thrilled to expand upon our audiences to offer a more comprehensive set of TV viewership segments that can help advertisers navigate these new and emerging behaviors. By opening the door to subscriber and viewing habits, we can help brands align their products with certain content preferences, while also opening the door for the streaming services themselves to better reach their customers or lapsed subscribers.”
Alliant’s TV segments are available across all major data exchanges, TV Platforms and DSPs, including LiveRamp Data Store, Beeswax, Freewheel, Cadent, Madhive, and The Trade Desk and can be pushed to any MVPD, Programmer, or Broadcaster.
Join Alliant at the Advanced Advertising Summit as part of NYC TV Week.
Alliant is trusted by thousands of brands and agencies as an independent partner bringing a human element to modern data solutions. The Alliant DataHub — built on billions of consumer transactions, an expansive identity map, advanced data science and high-performance technology — enables marketers to execute omnichannel campaigns with responsive consumers at the center. Data security and privacy have been core values since day one, and we continually validate our people, processes, and data through meaningful certifications such as SOC2, IAB Tech Lab Data Transparency, NAI Membership, NQI certification from Neutronian, and quarterly quality scoring with Truthset.
Display Advertising, Ad Tech and Martech
PR Newswire | July 25, 2023
Simpli.fi, the Advertising Success Platform that provides programmatic advertising and workflow solutions to agencies, brands, and media companies, today announced ZTV, an addition to its comprehensive suite of CTV advertising solutions. ZTV is an advanced offering that delivers targeted CTV advertising at CPMs in the low teens, which is approximately half the $23 average CPM for CTV advertising, according to Guideline, owner of Standard Media Index. ZTV provides competitive pricing while delivering CTV advertising on high-quality inventory with precise audience targeting, granular reach, and frequency measurement at the household level.
With ZTV, advertisers are able to target campaigns using Simpli.fi's proprietary weighted ZIP code ranking system, based on U.S. Census demographic information and Automatic Content Recognition (ACR) TV viewing data, to identify and target the most relevant ZIP codes out of 41,000+ throughout the U.S. Campaign performance is improved by optimizing campaigns to the ZIP codes that index most highly to their desired audiences, based on demographic, viewing habits, conversion activity, and other factors.
With granular digital reporting and attribution capabilities, ZTV adds toSimpli.fi's robust CTV advertising solutions suite, including:
Household Addressable Targeting using both first-party data and custom audiences based on 3,000+ data variables.
Geo-fencing of locations visited by targeted audiences.
Behavioral Targeting leveragingSimpli.fi's unique unstructured search and contextual data, as well as third-party data segments.
Inventory targeting with Private Marketplaces (PMP) deals and allow lists.
Retargeting of audiences who have visited an advertiser's website or physical store.
ZTV brings significant benefits to multiple advertising use cases, including:
Local advertisers wanting to focus delivery of TV ads on the ZIP codes in their service areas at a lower CPM than typically required for cable zone targeting.
Performance advertisers looking to minimize CPA and/or maximizeROAS measures.
Multi-location businesses such as retail,QSR, franchises, and dealerships that operate in specific trade zones and/or zips. ZTV provides more granular targeting than DMA and Cable Zone buys, while also providing enhanced attribution and reporting insights.
National advertisers wanting to compensate for under-delivery of linear TV by targeting specific ZIP codes that have a relatively higher usage ofCTV streaming compared to linear TV viewing.
Media companies offering audience extension services that bundleSimpli.fi's CTV solutions with their owned and operated linear and CTV solutions.
"As the industry prepares for a cookieless future and more consumers continue to cut the cord, this capability will help advertisers reach their target audience while adding CTV into their media mix with a future-proof solution," saidPaul Harrison, co-founder and CTO of Simpli.fi. "We're excited to offer this CTV targeting application to further campaign success for our clients and bring the added benefits of digital to TV advertisers."
This offering is a strong addition to Simpli.fi's Advertising Success Platform, which is focused on enabling advertisers and agencies to perform more effectively and efficiently, and maximize ROI on their advertising spend.
For more information about Simpli.fi's industry-leading CTV advertising solutions, please visit ourwebsite.
Simpli.fiis the leading Advertising Success Platform, providing programmatic advertising solutions and workflow software to over 2,000 media teams, agencies, and brands. Simpli.fi empowers advertisers to maximize relevance, in what they do, in the connections made, and in the results delivered across CTV, mobile, display, and other media types. Our platform delivers performance on budgets of all sizes, executing over 140,000 campaigns for 30,000 advertisers in a typical month. Simpli.fi's investors include leading private equity firms Blackstone and GTCR.