DISPLAY ADVERTISING
MAGNA | January 23, 2023
MAGNA Media Trials, the industry-leading proprietary research offering of MAGNA, and Roku have just announced a new study in cooperation with the Roku Brand Studio, which reveals that new video ad formats in streaming TV are twice as appealing to consumers as traditional TV advertising.
Currently, marketers strive to stand out in the transition to streaming. However, traditional TV ads alone miss an opportunity to surprise and excite viewers throughout streamers' journey outside the traditional ad break. Beyond the: 30 on streaming TV investigates how marketers can create more engaging and powerful ad experiences on the platform.
There were tests of three new "Beyond the: 30" video ad formats:
Roku Original Vignette: A 30-second ad in which a brand references the Roku Original program being streamed.
Thematic Tagged Vignette: A 30-second animated commercial in which a brand celebrates streaming.
Watch Alongs: During commercial breaks, the brand sponsors discuss the television show or movie being streamed.
All three "Beyond the: 30" ads outperformed traditional TV ads in terms of top-of-mind brand recall (+57% "Beyond the: 30" vs. +43%), brand favorability (+8% vs. +3%), and intent to search (+16% vs. +9%). These findings demonstrate the great potential of "Beyond the: 30" advertisements, which include increasing brand awareness and boosting sales.
Multiple brands from many verticals participated in the study, including T-Mobile and Subaru. A home-based panel of 1,316 viewers was randomly split between exposed and control groups, who saw their preferred content intermingled with streaming-specific and traditional ads. Following the content viewing experience, viewers were questioned to evaluate the effect on brand key performance indicators (KPIs) and to get a deeper understanding of consumers' perspectives.
About MAGNA
MAGNA is the worldwide leader in media investment and intelligence. Its reliable data, innovative trial offerings, industry-leading negotiation skills, and exceptional consultancy solutions provide clients and subscribers with a compelling market edge. It is a team of specialists motivated by results, honesty, and curiosity. It helps customers and cross-functional teams through five core competencies: collaboration, education, accountability, connectivity, and enablement.
About Roku, Inc.
Roku introduced streaming to the TV. The firm connects people to their favorite streaming content, enables content publishers to grow and monetize massive audiences, and provides marketers with unique opportunities to interact with consumers. Roku streaming players and TV-related audio devices are available in the United States and other markets through direct retail sales and licensing agreements with TV OEM companies.
Read More
MOBILE ADVERTISING, PROGRAMMATIC ADVERTISING
Start.io and Pixalate | January 10, 2023
Start.io, a leading mobile marketing and audience platform, has implemented Pixalate's Analytics and MRT (Measurement Rating Council) solutions to prevent digital ad fraud specifically in mobile app environments.
Start.io already provides multiple layers of protection against ad fraud, and it is seeking to expand its fraud detection capabilities by partnering with Pixalate, an MRC accredited vendor. Pixalate will help Start.io by auditing served and viewable in-app ad impressions across display and video, and also by providing sophisticated invalid traffic detection and filtration.
This partnership aims to ensure that all inventory on the Start.io platform is legitimate. Start.io's CRO states that their top priority is protecting their clients against ad fraud and that this partnership is another step toward 100% accountability.
"Fraud is one of the biggest challenges facing the ad industry going into 2023," said Ronnie Mellow, Vice President of Operations at Pixalate. "Pixalate is one of the leading accredited platforms that offers a white box IVT analytics dashboard to our partners surfacing detailed metrics and dimensions to hone in on IVT sources, giving our clients industry-leading risk management and dispute resolution insights. We commend Start.io for its dedication to fighting ad fraud."
Source: Globenewswire
Pixalate's VP of Operations states that fraud is one of the biggest challenges facing the ad industry going into 2023, and that Pixalate is a leading accredited platform that offers insights on IVT (invalid traffic) sources, giving the clients industry-leading risk management and dispute resolution insights.
About Start.io
Start.io is a mobile marketing and audience platform that is reinventing mobile marketing through the largest independent app distribution network. The direct integration of Start.io with over 500K monthly active apps provides unprecedented access to global first-party data, which can be used to understand and predict behaviors, identify new opportunities, and fuel growth.
About Pixalate
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for connected television (CTV) and mobile advertising. Pixalate works around the clock to protect your reputation and increase your media value by providing the only system of coordinated solutions across display, app, video, and CTV for better ad fraud detection and elimination. Pixalate is an MRC-accredited service that detects and filters sophisticated invalid traffic (SIVT) on desktop and mobile web, mobile in-app, and CTV advertising.
Read More
AD NETWORKS
DoubleVerify | February 07, 2023
DoubleVerify (DV), one of the prominent software platforms for digital media solutions, has recently detected a large-scale ad impression fraud scheme targeted to audio traffic inventory called "BeatSting". After DV’s Fraud Lab recognized the fraud family in 2019, it has stolen about 20 million dollars from advertisers, and the BeatSting platform has about one million dollars per month share in it.
BeatString has been a part of server-side ad insertion (SSAI) fraud schemes, targeting connected TV (CTV) inventory since 2019. The fraudsters first spoof residential IP addresses and audio applications and set up a fake SSAI server, making false audio ad requests to attract advertisers. Then, if an advertiser from the legitimate audio channels bids on this accretive inventory and makes a profit, the money goes to them instead of the audio tracks.
Although the DV Fraud Lab had already reported fraudulent attacks in 2021, the activity continued into the following year, generating fake audio traffic on audio platforms on a much larger scale. With dedicated data scientists, analysts, and mathematicians, DV's Fraud Lab detects and analyses digital ad frauds and their latest fraud schemes. It isolates the fraud applications, websites, and devices and secures DV clients in real time through continuous analysis, research, and scenario management.
Chief Executive Officer at DoubleVerify, Mark Zagorski, said, "Fraud always follows the money, and increasingly, that money is flowing to digital audio, a rapidly emerging channel where digital advertising standards are still evolving." He added, "CTV continues to experience this phenomenon, and, increasingly, audio is quietly becoming a new channel of interest and attack."
(Source – Business Wire)
About DoubleVerify
DoubleVerify (DV), an advertising service, provides digital media analytics and measurement solutions to make digital advertising systems, brands and agencies, marketplaces, and publishers more secure and preserve fair value exchange between digital media sellers and buyers. Many Fortune 500 advertisers rely on DV for unbiased data analysis, high-quality campaigns, and global advertising return on investment (ROI). It specializes in ad prominence, viewability, impression quality solutions for brand marketers, impression delivery, brand safety and fraud protection, and accountability and transparency for digital media.
Read More