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Conviva Makes the Transition from Video Analytics to Bidstream Data with Its First Ad Tech Partnership

Conviva, The Trade Desk | July 30, 2021

Conviva, a streaming analytics startup, launched its first ad tech product on Thursday, contextual data integration with The Trade Desk.

Conviva embeds a sensor in the videos or streaming material of publishers and programmers. The sensor is not a third-party data collector in the same way that a cookie or SDK is. Instead, according to Conviva CEO Keith Zubchevich, it is the tool that publishers use in their video players to monitor video quality and engagement, such as buffering rates or overall watch time.

“In the last couple of years, we began to collect extremely extensive content information, since there is no limit to what you can send through the sensor that sits in the video player, including contextual ad data and even IDs,” Zubchevich said.

The new Conviva bidstream connections, for example, may notify buyers whether a certain video spot is a short-form video, the length of a TV episode, or a complete movie, and can also provide contextual data about the kind of content that will play during that viewing session, according to Zubchevich.

According to Josh Sharma, VP of ad partnerships at Local Now, local weather and content streaming service and a pilot partner for Conviva’s data partnership, contextual advertising data for streaming video are frequently cobbled together from site pixels, mobile app SDKs, ad verification tech vendors, and aggregated third-party data sets, which monitor the page but aren’t embedded in the video player.

“For a long time, it’s been a source of frustration among our DSP partners that they do not see the context of the content itself,” Sharma said.

Aside from factors such as video length – is it a bite-size video or a full-length show? – he stated that Local Now, a subsidiary of Entertainment Studios (owner of The Weather Group and local affiliate stations), can use the Conviva bidstream integration to pass data about specific content adjacency.

Buyers can place more value on inventory if the context is precise. For example, some companies could be willing to pay extra for an ad spot during a kids cartoon if their buying platform allows them to target ad units following a sports-related scene rather than simply general family-friendly content.

According to him, the data could also assist advertisers in targeting users depending on session watch length. For example, suppose someone has been engaged and viewing videos with Local Now for the last hour, and that information can be conveyed in the bidstream. In that case, advertisers can bid more confidently on that impression.

According to Sharma, targeting relevant neighboring material during a movie, show, or news program is commonplace for linear TV advertisers. Bringing such capacity to CTV will help “bridge the gap” for television budgets, he says, since ad revenues are shifting to streaming content at a far slower rate than consumers’ viewing habits have changed.

According to Zubchevich, the Trade Desk was the natural starting point for this contextual data play. Conviva polled its publishing and broadcast partners, and The Trade Desk was a major source of demand across the board. However, he said that the company intends to expand to other DSPs and ad platforms.

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Spotlight

As more and more advertising spend is being diverted to mobile, brands and businesses are looking to prove ROI on their strategies and investments. Mobile advertising can achieve direct and measurable ROI with a technology called Store Visitation Lift. This technology, developed by mobile location ad platform xAd, can demonstrate direct impact of ad placement on consumer visits to brick and mortar storefronts - and the results speak volumes!

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NBC's TODAY Joins the Ad Council for New Public Service Ad Empowering Girls in STEM

Ad Council | February 14, 2022

This Sunday before the start of Super Bowl LVI, NBC's TODAY will debut a new television public service ad (PSA) featuring the show's anchors to encourage girls throughout the country to pursue their interests in STEM—science, technology, engineering and math. The spot, a part of the national She Can STEM campaign, was created by ad agency Deloitte Digital in collaboration with the Ad Council, a non-profit and leading producer of social impact campaigns for 80 years, and IF/THEN, an initiative of Lyda Hill Philanthropies. The PSA features TODAY anchors Savannah Guthrie, Hoda Kotb, Al Roker, Craig Melvin and Carson Daly. In an on-set daydream of Guthrie's, the spot humorously envisions the anchors as students in a 1970s classroom talking about what they hope to be when they grow up. In the dream, modern STEM careers are possible and female classmates name cool careers from today that you can pursue through an interest in STEM. The PSA also features STEM role models Tiffany Kelly, Mitu Khandaker, and Karina Popovich who are part of the AAAS IF/THEN Ambassadors Program to encourage more young women to explore careers in STEM. The PSA ends with "STEM has come a long way. She Can STEM." and directs audiences to SheCanSTEM.com where they can start exploring stories of diverse STEM role models. The new PSA will debut between noon and 3 p.m. ET on NBC during Super Bowl Sunday. NBCUniversal donated airtime for the :30 spot to air two times. Additionally, this morning and on Monday, TODAY will feature the PSA in two segments, including a behind-the-scenes "making of the PSA" segment showing the collaborative effort of the campaign development process with the anchors, and Mitu Khandaker discussing her experience as a STEM role model and the importance of this issue. "So many kids start off with big dreams, dreams that can help our world be more innovative, collaborative and cutting edge, but then they get discouraged along the way. Together with TODAY, Deloitte Digital, IF/THEN and NBCUniversal, we're working to keep those dreams alive," said Lisa Sherman, president and CEO of the Ad Council. "With the She Can STEM campaign we can show girls, non-binary youth, and trans youth that their passion in STEM can become a reality. We are so grateful for this extraordinary collaboration." Women make up half of the total college-educated workforce in the U.S., but they only constitute 27% of the STEM workforce, according to the U.S. Census Bureau. Research shows that many girls lose interest in STEM as early as middle school, and this path continues through high school and college, ultimately leading to an underrepresentation of women in STEM careers. She Can STEM aims to dismantle the intimidating perceived barrier of STEM fields by showing girls, non-binary youth, and trans youth how fun, messy and accessible STEM can be, encouraging them to dive in, no matter where they are in their STEM journey. "We are honored to partner with the Ad Council and shine a spotlight on the impact of empowering girls and diverse individuals in their STEM journey. By combining compassion, creativity and credibility, this mission will be showcased on the biggest stage for millions of people across the country tuning in on Super Bowl Sunday," said Linda Yaccarino, Chairman of Global Advertising and Partnerships at NBCUniversal and current Board Chair of the Ad Council. "NBCUniversal is committed to reflecting diverse voices, representation, and action in our content and work with advertisers to bring that trusted content to our viewers. All over the world, what we share shapes culture, entertains people and informs them of today's most critical topics." Deloitte Digital, working in collaboration with Ad Council and TODAY's team, created and produced the PSA, working with director JJ Adler of Ruckus Films. Deloitte Digital Chief Creative Officer Leslie Sims stated, "When our friends at the Ad Council came to Deloitte Digital with the opportunity to work with the hosts of TODAY for the Super Bowl, we were all in. The assignment, excite girls about STEM and let kids see the fun careers out there, was like winning the lottery. With a week and a half from brief to shoot, we created a spot focused on the real stars—the kids. It's pretty much been a week of nonstop laughing." Deloitte Digital has been actively involved with Ad Council and She Can STEM since 2019, creating award-winning creative to encourage girls to pursue STEM education and careers. Following Sunday's debut of the new PSA, the spot will be distributed to NBCUniversal stations nationwide for future airings throughout 2022. NBCUniversal is also featuring content about the PSA and the importance of STEM for girls on TODAY.com. "STEM is everywhere – whether you have a career in television journalism, video game design, or vaccine research – and we are proud to collaborate with the Ad Council and NBC's TODAY to put a spotlight on women with fun, relatable, and world-changing STEM careers," said Lyda Hill, founder of Lyda Hill Philanthropies and founder, IF/THEN Initiative. "If you're watching television and you see role models who look like you doing groundbreaking work, you begin to believe, `If she can do it, then I can do it.'" Since the launch of She Can STEM in September 2018, the campaign has been supported by a variety of corporate, nonprofit and media partners. The current funder of the campaign is IF/THEN, an initiative of Lyda Hill Philanthropies. Nonprofit partners include Black Girls Code, ChickTech, Girl Scouts of the USA, Girls Inc., Girls Who Code, National Center for Women & Information Technology, The New York Academy of Sciences and Society of Women Engineers. The Ad Council The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation's most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends Don't Let Friends Drive Drunk. Smokey Bear. Love Has No Labels. The Ad Council's innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.org, follow the Ad Council's communities on Facebook and Twitter, and view the creative on YouTube. Deloitte Digital Deloitte Digital helps companies create new growth by elevating the human experience — with connected ideas, technology and talent. Our ambition is to make the best customer-oriented organizations in the world. Alongside all of Deloitte, we foster the connections necessary to shape a better future for our clients, our culture, our society and our planet. NBCUniversal NBCUniversal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.

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Engagement Labs Announces Three-year Renewal with a Leading Media Agency

Engagement Labs | December 23, 2020

Engagement Labs Inc. (TSXV: EL) (the "Company") declared today that it has made sure about a three-year renewal with a main media agency. The deal is esteemed at CAD $430,000 with a 2.5% increase on the second and third long periods of the agreement. TotalSocial® has become a vital instrument to make techniques and assess execution for the Agency in driving media and advertisement performance. "We are excited to continue our work with the Agency in providing them with insights to drive advertising strategies and increase the totality of conversations happening among their clients that drive optimal business results," said Ed Keller, CEO at Engagement Labs. "This renewal is another example of our clients and brands reengaging as we go into 2021." The media agency utilizes Engagement Labs data in a few distinct manners, including media planning, understanding the impact of interchanges plans on key execution pointers like advocacy, evaluating the multicultural influencer marketplace in the U.S., market mix models that measure the effect of marketing investment, and new business pitches. The renewal happened after more profound engagement with the Agency's customers in four areas: consumer electronics, healthcare, real time features and one of the biggest worldwide financial services organization.

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LinkedIn Launches All-new on-demand Learning Center for Advertising

LinkedIn | January 18, 2021

LinkedIn Marketing Labs is another on-request learning focus where marketers can get to free resources about how to advertise on LinkedIn. It's launching with 6 courses curated by in-house specialists who have studied LinkedIn advertising best practices across an assortment of enterprises. Course material reaches from essential to transitional and are completely spread out in a bit by bit learning way. This is a great open door for marketers to study creating leads through advertising on a platform which produces 5x a larger number of changes than regular landing pages. LinkedIn Marketing Labs is an answer made for marketing experts who need to become familiar with the accepted procedures of LinkedIn advertisements, refine their ad strategies, and stay informed about the marketing tools on LinkedIn.

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