Adomni | September 03, 2020
Adomni, is teaming up with Niio, the premium video and new media art platform. Starting in August 2020, Atlanta, Dallas and Phoenix will be the first three cities to feature Niio artworks on Uber's cartop advertising network, Uber OOH powered by Adomni, that launched this past February. "We saw a special opportunity to utilize captivating digital artworks to bring color, positive energy and creative inspiration to the huge audiences that Uber OOH reaches," said Adomni CEO, Jonathan Gudai. "Our selection of Niio was driven by their deep expertise in curating premium moving image artworks and their huge content library of more than 13,000 artworks of 4,000+ artists from around the world." From a marketer's perspective, the gallery quality Niio artworks provide a powerful way to increase performance KPIs such as ad recall and consumer attention. "As consumers ourselves, we know first-hand about ad banner blindness," said Gudai. "By mixing cultural and commercial content, the advertiser's message gets a higher attention." The digital video artworks for this program will be curated and powered by Niio. Artists participating in the program will be commissioned and paid for their participation.
MEASURED | October 13, 2021
As advertising platforms grapple with the measurement fallout of increasing restrictions on data and tracking, Measured has launched the industry’s first end-to-end incrementality measurement and reporting solution for Facebook in a post-iOS 14.5 world.
Facebook recently indicated that the platform’s measurement and reporting systems are suffering accuracy issues related to updates in recent versions of Apple’s iOS. Facebook believes that “real world conversions, like sales and app installs, are higher than what is being reported for many advertisers.”
Experiments from Measured provide DTC brands like Birdies, Fabletics, Lulus, and Stance with reliable ongoing insights into Facebook incrementality at channel, campaign and ad set levels. By measuring the true incremental contribution of Facebook media, anchored on source-of-truth transaction data provided by the brand, marketers can make informed decisions about budget allocation - even amid rising concerns about the reliability of platform self-reporting.
“Privacy-driven changes across the industry are causing widespread reporting headaches for platforms and forcing brands to adapt how they track and measure, We built Measured in anticipation of this moment. We continuously refine our experiment designs and adapt to inevitable changes by platforms to ensure brands can always trust insights they get from us.”
said Madan Bharadwaj, CTO and cofounder of Measured.
Apple’s tracking policies pressured Facebook to make multi-faceted changes to attribution capabilities it offers advertisers, including a significant scale-back in conversion lift-testing and the elimination of 28-day click-through and view-through attribution windows. The decrease in trackable data has caused a notable drop in attribution reporting from the platform and the shorter look-back periods make it exponentially more difficult to run statistically significant split-audience test and control experiments.
In the wake of these iOS-related implications, Measured developed a new suite of experiment designs and actionable reporting tools that identify the causality between Facebook investments and actual business transactions reported by the brand, empowering marketers to make confident decisions about advertising on the platform.
Audience split experiments – Measured’s proprietary methodology utilizes the Facebook audience split API to divide target audiences into test and control cohorts and apply systematic lift studies to get program-level and granular ad set-level incrementality measurements.
Geo-matched market experiments – Using advanced matched-market data science, Measured identifies statistically significant sibling markets (geos), at the state, DMA or zip code level, that are similar but cheaper to test in than larger markets. Because geo experiments are based on source-of-truth transaction data from the business (e.g. ecommerce platform) and run completely independent of platform reporting, geo-testing is the only system of measurement that isn’t affected by platform and policy changes.
Scale testing experiments – To test for scale, Measured splits target audiences into three cohorts – test, control, and scale. The ad sets used for the test group are cloned and served to the scale group, but at 2x-3x-4x the spend, to measure the point of audience saturation.
“Although Hammitt only started with Measured less than a year ago, their scientific method is just what is needed to scale profitably - in spite of privacy changes, which I support,” said Tony Drockton, Founder of Hammitt, an emerging leader in the luxury handbag market. “Great brands will prosper in these times with a clear vision, great partners like Measured, and by approaching digital media as a permission-based win-win between their customers and the brands they love.”
Measured helps DTC brands grow by revealing media’s incremental contribution to business outcomes and providing source-of-truth reporting for media investment decisions. The Measured Intelligence Suite is intuitive, enterprise-grade software that delivers automated incrementality experiments for every marketing channel. Measured experiments are powered by a marketing data warehouse that was built for analytics, providing a secure place to ingest, harmonize, and utilize marketing data from across the business.
NFFT | July 27, 2021
Since the days of newspaper and radio jingles, the idea of advertising has gone a long way. Nevertheless, advertising has become an integral part of our internet experience. You can't avoid digital advertising, ranging from banner ads seen on all online sites to pop-up ads that constantly ask for clicks.
Non-fungible tokens (NFTs) enable the development of tokenized representations of digital objects like images, music, and movies. In addition, tokenized representations of actual assets can also be created. While NFT has encouraged innovation and blockchain adoption in various industries, non-fungible fillable tokens are gaining momentum. For example, the advertising industry can now use blockchain technology due to NFFT.
NFTs are improved by NFFT technology, which allows them to erase mint items. This means you can swap it at any time for another item. As a result, NFFT can be thought of as a CD-Rw to NFTCD-R transition.
NFFT is a collection of 9112 blocks that constitute the so-called block berth and is built on the Ethereum blockchain. The scarcity of these 15 by 15-pixel blocks determines their worth. The owner of the block may upload the picture and add a URL and text description to it. Thus, purchasing blocks at Blockvese offers a chance for advertising firms to drive their market to the blockchain.
NFFT can be envisioned as a digital sign on the blockchain where anybody with a message to disseminate or promote can put it. Any object, such as a digital sign, can be exchanged for another. On the other side, advertisers outperform physical, digital billboards in that they can include a web link in a block that visitors can click to go to another page.
The goal of NFFT is to build a community that embraces everyone and all ideas. Therefore, it's ideal for advertisers that want to use the community's diversity to promote different messages and brands.
Some blockchain companies and individuals have already bought blocks on Blockverse. Blockverse also has blocks from projects like Famous Token, Genesis Shards, and Axie Infinity. The community is expanding, and advertisers can access this niche market to expand their products in the blockchain space, with over 70% of the blocks already bought.