DECK 7 OPTIMIZES ITS STRATEGIC MARKETING FOR 2020 USING A REVISED ABM STRATEGY

DECK 7 | February 04, 2020

Being one of the best lead-gen service providers in San Diego, California, DECK 7 is more data-focused than ever. The brand has optimized its strategic marketing approach by scaling ABM in a number of effective ways. By combining its time-tested ABM framework with a strong data-driven approach, DECK 7 is empowering numerous brands in maximizing growth and driving actionable results.
DECK 7’s ABM prowess is defined by its skilled team members and their advanced approach to B2B marketing. The DECK 7 team has created a simple, yet effective framework for executing ABM at scale; it consists of a comprehensive and strategic approach in order to identify, target, engage, activate, and measure success in real-time.
DECK 7’s account-based marketing operations are now made even stronger with a personalized content strategy to target multiple decision-makers within the same organization. An excellent collaboration between the sales and marketing teams has made the proce...

Spotlight

IAB Europe has released an initial ‘Guide to Improving Sustainable Business Decision-Making’ to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices.

In recent times, terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction making it increasingly important for businesses to understand the validity of such claims.

With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.

The guide was written by members of IAB Europe’s Sustainability Standards Committee and offers valuable insights and practical tips to help organisations make more informed choices when looking to achieve sustainability in the digital advertising industry.

Spotlight

IAB Europe has released an initial ‘Guide to Improving Sustainable Business Decision-Making’ to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices.

In recent times, terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction making it increasingly important for businesses to understand the validity of such claims.

With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.

The guide was written by members of IAB Europe’s Sustainability Standards Committee and offers valuable insights and practical tips to help organisations make more informed choices when looking to achieve sustainability in the digital advertising industry.

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Ad Networks, Advertiser Platforms

New Go Addressable and Advertiser Perceptions Research Finds 73% of Advertisers Now Use Addressable TV Advertising

Business Wire | August 02, 2023

Today, Go Addressable, an industry initiative to advance addressable advertising, and Advertiser Perceptions released new findings that capture the latest growth, adoption, usage and trajectory for this medium. One noteworthy finding from this latest round of research was the marked growth in the industry’s adoption and usage of this medium. Presently, 73% (or nearly three in four marketers) are using addressable TV, compared to 63% (or nearly two in three marketers) when the study was fielded this same time last year. This is a 16% increase. “The big story behind these findings is growth,” said Dan Rosenfeld, SVP, Data Analytics & Insights, DIRECTV Advertising. “Two years into Go Addressable’s launch, we are excited to see that the needle behind adoption, usage and awareness of this medium has continued to move consistently. We take these findings to heart and remain committed to finding ways to further enhance, innovate and pioneer addressable advertising’s future.” The study revealed positive momentum in other key areas: Among those polled, nearly half (49%) had a combined linear and digital team planning addressable TV strategies for marketers. The percentage of respondents citing “better measurement/proof of ROI” as a factor to consider when increasing or initiating addressable TV investments dropped from 50% to 43% in this latest study, suggesting that there has been more industry-wide education and awareness of how the medium works and its benefits over the past year. The findings also yielded important insights when it comes to areas that need more improvement or focus. One example is the industry’s perception versus what is currently being done around attribution. Respondents, in particular, noted that they felt there is currently “inadequate attribution to prove the ROI of addressable TV advertising.” (Contrast that with the fact that Go Addressable currently works with the top 20 attribution vendors in market.) “Addressable advertising has evolved tremendously in recent years, and clients find that using this method adds immediate value to their media plans,” said Jen Soch, Executive Director, Channel Solutions, GroupM. “Our clients need to know they can reach and engage with consumers in a targeted and personalized way while in a premium advertising environment, and addressable advertising delivers in a way that not only reaches audiences, but resonates with them.” The study is part of an ongoing research initiative between both parties. To view the full report, as well as past studies, click here. About Go Addressable Go Addressable is an industry inclusive initiative led by TV distribution companies (Altice USA’s a4 Advertising, Charter Communications' Spectrum Reach®, Comcast, Cox, DIRECTV Advertising, DISH Media and Verizon) to help maximize the scale, impact and value of TV as a marketing platform. The group’s mission is to further accelerate the advancement of addressable TV advertising in a way that is trusted, scalable and effective for both advertisers and programmers looking to make their inventory addressable. Go Addressable will achieve this through advocacy and education within the industry; problem-solving and action around industry challenges; and by working to facilitate the use of addressable advertising campaigns for buyers and sellers of TV inventory. For more information on how to participate, please visit http://www.goaddressable.com/. About Advertiser Perceptions Advertiser Perceptions provides research-based strategic market intelligence and expert analysis to the media, advertising and ad tech industries. We survey brand marketers, agency executives, media specialists and IT leaders through our curated and proprietary Ad PROS™ community to provide clients with an unbiased view of the market, competing brands, and customer experiences. These actionable insights give clients the confidence to inform both strategic and operational decision-making to improve their products and services, strengthen their brands, and drive higher ad-related revenue. www.advertiserperceptions.com

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Ad Tech and Martech

Publica by IAS and Samsung Ads Expand CTV Ad Serving Partnership

PR Newswire | September 21, 2023

Publica, a leading Connected TV (CTV) ad server owned by Integral Ad Science (IAS), today formally announced their renewed global partnership with Samsung Ads, powered by proprietary ACR data, a leading provider of advanced TV advertising solutions to some of the world's biggest brands. This collaboration enables Samsung Ads to enhance its streamed content with a traditional TV-like viewing experience, while maximizing CTV advertising revenue via the introduction of a programmatic unified auction for the premium ad slots within their streamed ad breaks. CTV advertising is escalating rapidly and poised to grow in 2023 to $25.9 billion, according to GroupM's mid-year forecast. Advertisers have programmatic access to Samsung Ads Connected TV (CTV) inventory on Samsung's free ad-supported streaming service, Samsung TV Plus. As a demand agnostic CTV Ad Server, Publica helps global publishers and TV manufacturers deliver a seamless ad experience via the introduction of Server-Side Ad Insertion (SSAI), while also helping publishers maximize revenue by running a unified-auction between multiple SSPs and ad exchanges. Through this relationship with Publica, Samsung Ads is providing advertisers with enhanced buying techniques similar to those of linear TV. This includes competitive separation, frequency management and the ability to purchase the first slot within ad pods – much like standard TV commercial breaks. Key Publica technology products that Samsung Ads has implemented include: Advanced Ad Serving — Samsung Ads has the ability to deliver advanced CTV ad breaks with the granular controls required by advertisers to target, and with the ability to optimize each slot by revenue per second within the pod. Advanced Ad Pod Decisioning — Gives Samsung Ads the ability to guarantee an advertiser first pod placement, and own a pod by brand category, helping with competitive separation and buy side frequency management. Unified Auction — Enables Samsung Ads to run a controlled, unified auction of all demand sources to extract the highest yielding ad per slot in each streaming ad pod. Samsung Ads is also using the Publica 'Live Logs' feature to enable real time transparency into each of the programmatic auctions within which the company's inventory is cleared; this permits Samsung Ads to optimize yield and data strategies in real time to ensure they do not lose demand to supply path optimization (SPO). Publica by IAS has been instrumental recently in helping the IAB Tech Lab to build out the new protocols that bring increased security and targeting to streaming ad breaks via the introduction ofOpenRTB 2.6, and alsoads.cert 2.0 that secures the practice of SSAI. In implementing Publica CTV ad decisioning technology, Samsung Ads can ensure its CTV inventory is being targeted and served in the most secure way possible, providing its advertisers with the controls and transparency they require. "We're excited to renew our partnership with Samsung Ads and provide them with the ad decisioning technology to grow their global advertising revenues and empower Samsung Ads with the ad serving capabilities to improve their streamers' viewing experiences on CTV," said Sean Galligan, CRO, Publica by IAS. "As consumer viewing behaviors continue to rapidly evolve and shift towards streaming, it's critical that our ad serving technology is equally evolved and sophisticated," said Craig Chinn, Vice President, Programmatic, Samsung Ads. "By expanding our successful partnership with Publica, we ensure a high-quality experience for viewers while also delivering advertisers the control and transparency needed to effectively reach CTV audiences." About Samsung Ads Samsung Ads is Samsung Electronics' advertising ecosystem, spanning hundreds of millions of smart devices across TV, mobile, desktop, and beyond. Our deep understanding of consumers and unmatched position at the intersection of hardware, software and advertising delivers quantifiable results for brands on a massive scale. With the largest single source of TV data in the market, reaching 3 in 4 U.S. households, Samsung Ads unlocks unmatched opportunities to engage consumers during connected moments that matter. Today, Samsung Ads serves over 25 countries around the globe. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Publica by IAS is a leading Connected TV (CTV) ad platform that works with many of the world's biggest broadcasters, TV manufacturers, and OTT apps, providing solutions to maximize their revenue across their CTV inventory. For more information on Publica by IAS, visit getpublica.com

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Display Advertising

EDO NFL TV Outcomes Report Reveals NFL Ad Effectiveness, Strength of Streaming

businesswire | August 28, 2023

EDO, the TV outcomes company, released today the inaugural NFL TV Outcomes Report, which highlights key ad engagement trends from the 2022-23 NFL season. EDO analyzed every Convergent TV ad that ran during linear and streaming NFL programming to reveal the season’s most impactful matchups for advertisers, the brands with the most effective investment, and granular analysis of TV ad engagement data across nine categories, such as Automotive, CPG, and Restaurants. Heading into the 2023 season, NFL media inventory has never been more essential. Live sports held the lion’s share of Upfront investment this year, and as a pair of Hollywood strikes threaten to derail fall TV premieres, advertisers are looking to America’s favorite sport to fill critical gaps in their media plans. As marketers across industries continue to contend with economic headwinds, EDO’s outcomes data will help optimize limited budgets on TV’s most premium inventory. “Every Convergent TV marketer knows that the NFL has long been the undisputed champion of the live sports ecosystem, keeping the advertising industry running smoothly amidst time-shifting, cord-cutting, and migration to social media,” said Kevin Krim, President & CEO, EDO. “But in this challenging TV environment, audience isn’t enough. If you don’t know what is driving your consumers to engage with your brand or make a purchase, you’re not going to be able to plan and optimize media and creative before the next week’s kickoff.” Key highlights from the EDO’s NFL TV Outcomes Report include: NFL Dominates Top Linear Programming. In 2022, the NFL was responsible for half of the top ten most engaging linear TV programs in terms of advertising effectiveness — topped by a Super Bowl that was 220% more engaging than the average primetime program. Live Streaming and Sports are the New Frontier. In its inaugural season, Thursday Night Football games on Amazon’s Prime Video were 116% more effective at driving consumer engagement than the broadcast primetime average. Spanish-Language NFL Heats Up. While ads aired during Spanish-language (SL) regular season and playoff games performed about on par with the SL primetime average, Super Bowl LVII on Telemundo was about 208% more effective at driving engagement. Nyquil, Heinz, and Flonase were among the top SL advertisers of the season. Thanksgiving Day NFL Games Drive the Most Ad Impact. Three of the most impactful games for advertisers ran on Thanksgiving Day, with the primetime matchup between the New England Patriots and the Minnesota Vikings taking the top spot. Rihanna is Super Bowl LVII’s Real MVP. During her first performance in seven years, Rihanna generated over 1000x as much online engagement as the median-performing in-game Super Bowl LVII ad. The term "Rihanna pregnant" generated 52x as much online engagement during Halftime as did the median-performing Big Game ad this year. EDO also analyzed brand and creative performance in NFL programming by category. “Luxury auto and restaurant advertisers had particularly strong investment and ad engagement throughout last NFL season,” said Laura Grover, SVP, Head of Client Solutions, EDO. “Regular season ad engagement for categories including CPG: Food & Beverage, Non-Luxury Auto, and Retail performed about the same, on average, as their respective category primetime performance benchmarks. Grover continued, “Despite this, ad performance for these categories saw a major boost from campaigns run during the playoffs. Ads from CPG Food & Beverage brands were 102% more effective than the category's primetime average in the playoffs, Non-Luxury Auto ads were 42% more effective than its category average, and Retail ads were 35% more effective.” The most effective TV advertisers during the 2022 NFL regular season, per industry, are: Alcohol Crown Royal Patron Busch Automotive, Luxury BMW Mercedes-Benz Lexus Automotive, Non-Luxury Toyota GMC Ford CPG, Food & Beverage Glacéau Mountain Dew Dr Pepper CPG, Home & Personal Invisalign Chanel Oral-B Financial Services SoFi Experian Nerd Wallet Insurance: Aflac USAA Allstate Restaurants Panera Bread Popeyes Louisiana Kitchen Pizza Hut Retail Dick's Sporting Goods Old Navy Rakuten “In this environment, brands simply can’t afford to make a big investment at the beginning of the season and wait until after the Super Bowl to find out whether it worked,” continued Krim. “With investment-grade TV outcomes data at your side, you’ll be able to call performance-optimizing audibles all season long - which will carry you through the regular season and beyond.” Visit edo.com/NFL to download EDO’s NFL TV Outcomes Report and know what’s working for every brand advertising in the NFL. To find out how your brand is performing, reach out to NFL@edo.com. About EDO, Inc. EDO, Inc. is the TV outcomes company — a leading platform measuring predictive behaviors driven by Convergent TV advertising. By combining real-time engagement signals with world-class decision science, EDO data maximizes creative and media performance. We work with modern marketers at leading brands, TV networks, entertainment studios and ad agencies. EDO's investment-grade data aligns advertising investments to business results - with detailed competitive, category, historical and predictive intelligence.

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