Digital first brands emerge as big advertisers for ICC World Cup 2019

brandequity | July 11, 2019

Cricket World Cup is the mecca for advertising. This year, we saw an interesting trend as several digital first brands came forward and locked deals with the broadcaster. Traditionally, the game has always belonged to FMCG, telecom, mobile handset, and consumer durable advertisers but this year, digital-first brands have occupied a strong ‘Share of Voice’ during the game. Some of the digital first brands that are running campaigns during the game on television are – Byju’s, Dream11, CarDekho, Google Pay, Amazon Pay, Amazon Echo, Amazon Prime, Policybazaar, Paisabazaar, Pharmeasy, Swiggy, PhonePe, Uber, UberEats, Cars 24, and Netflix.

Spotlight

Nick takes you through the basics of programmatic RTB advertising and shows you how a bid request flow works from the publisher to advertiser.

Spotlight

Nick takes you through the basics of programmatic RTB advertising and shows you how a bid request flow works from the publisher to advertiser.

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ADVERTISER CAMPAIGN MANAGEMENT

ironSource and Sensor Tower Partner to Unlock Growth for App Marketers

Sensor Tower, ironSource | November 07, 2022

ironSource (NYSE: IS), a leading business platform for the App Economy, today announced its partnership with Sensor Tower, the leading source of enterprise-grade market intelligence for the digital ecosystem. By combining the keyword intelligence of Sensor Tower from across the market, with the campaign management and optimization capabilities of ironSource Luna, the partnership will create one place for app marketers to scale Apple Search Ads campaigns to drive incremental growth. ironSource Luna is the first to market with such a partnership with Sensor Tower. The companies currently offer two complementary solutions. Sensor Tower offers a rich selection of industry data points, including share of impressions by app, competitor keyword analysis, and top advertisers. ironSource Luna gives app marketers the ability to manage and optimize Apple Search Ads campaigns by aggregating campaign data from all sources, utilizing an efficient bid optimization algorithm, and editing campaigns in bulk. Currently, app marketers extract market data from Sensor Tower, analyze it to see which keywords they’re already bidding against, and then import new keywords into Luna. This platform partnership will streamline this process, by making Sensor Tower’s data instantly and continuously accessible directly within the Luna platform, unifying keyword mining with keyword management and optimization. “Continuously unlocking scale is one of the key challenges for marketers growing their app business. The best way to achieve scale with Apple Search Ads is to programmatically discover, test and optimize thousands of relevant keywords, and this partnership is a huge step in empowering marketers using Luna to do that,” explains Adam Stevens, VP Product at ironSource Luna. “Now, app marketers will be able to unlock new keywords and then seamlessly execute campaign adjustments in a fully automated way, all in one platform. We’re delighted to be the first app marketing platform to partner with Sensor Tower, helping app marketers to reach their full potential.” “Our ad and app intelligence products provide our customers with powerful insights into the market and competitors to help them grow with Apple Search Ads,” explains Greg Rosen, Chief Product Officer at Sensor Tower. “Our ad and app intelligence products provide our customers with powerful insights into the market and competitors to help them grow with Apple Search Ads,” explains Greg Rosen, Chief Product Officer at Sensor Tower. “Partnering with ironSource Luna will enable our customers to more seamlessly power real business success by connecting our insights with the ability to execute campaign adjustments to drive performance.” All ironSource Luna customers will have access to Sensor Tower’s keyword discovery data within the platform once they have connected Apple Search Ads as a channel in Luna. About Sensor Tower Sensor Tower is the leading, trusted source of enterprise-grade market intelligence and analytics software for the digital ecosystem. Its innovative performance, advertising, usage, and trend insights across digital devices enable firms from mobile-first app publishers to Fortune 500 companies and financial institutions to navigate and adapt in a rapidly evolving landscape. About ironSource ironSource is a leading business platform for the App Economy. App developers use ironSource's platform to turn their apps into successful, scalable businesses, leveraging a comprehensive set of software solutions which help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth. The ironSource platform also empowers telecom operators to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the lifecycle of the device. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource allows customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the App Economy. For more information please visit www.is.com

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ADVERTISER PLATFORMS

Uber Launches Dedicated Advertising Division To Serve The World’s Biggest Brands

Uber | October 20, 2022

Uber Technologies, Inc. (NYSE: UBER) has formally launched its advertising division and unveiled Uber Journey Ads, an engaging way for brands to connect with consumers throughout the entire ride process. Journey Ads are the latest initiative from a dedicated team formed at Uber this year under advertising veteran Dr. Mark Grether, previously with Amazon Advertising, CEO of Sizmek, and Co-Founder of Xaxis. Leveraging Uber’s first-party data and insights across its mobility and delivery businesses presents the world’s biggest companies with compelling new surfaces and closed-loop attribution to reach Uber’s audience of 122 million monthly active users. With the addition of Journey Ads, Uber has created an engaging model that enables brands to share strategic campaigns across Uber’s mobility and delivery businesses, while connecting with consumers in brand-safe and captivating ways. Journey Ads place relevant brand content and offers in front of purchase-minded audiences as they transact throughout their journey – while waiting for their driver and during their trip. Over 40 marquee brands have already partnered with Uber to run Journey Ads including NBCUniversal, Heineken, and United Artists Releasing. With one-hundred percent share of voice during the entire trip, early results show that consumers were exposed to the ad content for approximately two minutes, resulting in two to six times the brand-performance lift compared to other benchmarks. Brands and advertisers can now partner with Uber on a variety of advertising options on the Uber and Uber Eats apps, and beyond: Journey Ads that capture consumers’ attention during their trip with ad units that drive purchases and brand awareness as they move with purpose. Prominently placed Sponsored Listings across Uber Eats to get brands ahead of the competition and capture the attention of ready-to-purchase consumers, with clients such as Shake Shack already seeing increased engagement, ROI and customer acquisition. Sponsored Emails that enable brands to promote exclusive offers to Uber and Uber Eats consumers through email delivery directly into their inboxes. Homepage Billboards that give brands the ability to prominently display messaging on the homepage of Uber Eats, the world’s most-downloaded food delivery app. Post-checkout Ads which allow brands to promote to purchase-minded consumers as they await updates on their order. Storefront Ads where CPG brands can enjoy prominent placement of their products at the top of a digital storefront. PepsiCo has been a pilot partner of storefront ad offerings. In Menu Ads that enable restaurants to feature their seasonal or specially priced menu item to entice consumers to take advantage of the promotional offer. Chipotle has been a pilot partner on this effort. Highly visible digital out-of-home Car Top Ads which enable brands to reach consumers based on location and time of day across top U.S. cities. Tablet Advertising pilot which will see strategic partners pilot in-car tablets in LA and SF. ”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” said Dr. Grether, General Manager, for Uber’s advertising division. “While these consumers are making purchase decisions and waiting for their destination or delivery we can engage them with messages from brands that are relevant to their purchase journeys. And with 1.87 billion trips last quarter, that means we can connect advertisers to consumers on average five times per month across rides and delivery. ”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” said Dr. Grether, General Manager, for Uber’s advertising division. “Through our advertising division, we can help leading brands grow their relationships with consumers by connecting them at a moment when a customer is uniquely attentive. By tapping into our mobility media network, our pilot campaigns have surpassed expectations in terms of brand lift, engagement, and other campaign goals. We’re eager to continue working with our partners to identify best-in-class offerings – such as in-car tablet advertising – that will ensure they’re engaging with captive and engaged audiences.” In addition to Uber’s unique ability to help brands connect with consumers at relevant points throughout their journeys or transactions, the company provides comprehensive reporting and analysis. By offering this unique view into consumer behavior, brands are able to fine-tune their understanding of their consumers and create more impactful campaigns. About Uber Uber’s mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 34 billion trips later, we’re building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.

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PROGRAMMATIC ADVERTISING

IAB Europe Announces Results of its Annual Attitudes to Programmatic Research

IAB Europe | October 03, 2022

IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, today announced the results of its annual ‘Attitudes to Programmatic Advertising Study’. Now in its eighth year, this study has become an industry benchmark and helpful insight to show how programmatic advertising attitudes, adoption and strategies are evolving. This year the study tripled in responses with over 1000 industry professionals taking part across 29 markets in Europe. The respondents represent four stakeholder groups – advertisers, agencies, publishers, and ad tech vendors – to ascertain the views and directions from the entire ecosystem. More than half of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above. Nick Welch, Head of EMEA Programmatic Sales at IAS and Programmatic Trading Committee Chair at IAB Europe said: The “Attitudes to Programmatic Advertising 2022 Study’ serves as an important annual benchmark towards programmatic strategies in digital advertising. The widening of the research shows its focus across various players in the industry from multiple markets. We’re grateful for all the respondents to the study and helping set the agenda for the coming 12 months. Even amongst the backdrop of tightening budgets and further media scrutiny, it’s encouraging to see that investment in programmatic is likely to increase. Alongside this, we’re witnessing tremendous appetite across growing environments such as CTV and audio. However, marketers must play a crucial role in these areas, ensuring that balance is found between optimising media spend, data transparency and delivering a targeted and enjoyable consumer experience.” Positive Outlook Driven by Connected TV All stakeholders (74% of advertisers, 80% of agencies and 68% of publishers) are expecting their programmatic investment to increase over the next 12 months. There seems to be consensus around connected TV as a key growth area; more than 50% of all stakeholder groups cite this as a key to programmatic growth over the next 12 months. Voice, almost non-existent as key to growth in previous years – makes a strong appearance this year with 32% of advertisers and 28% of agencies citing this as a key growth area. Commenting further on the investment trends, James Collins, SVP, Media Network, Rakuten Advertising said “The annual Attitudes to Programmatic Report from IAB Europe is an important indicator for the industry on the opportunities and challenges for programmatic advertising. It’s positive to see that CTV remains the largest growth area for programmatic, with key learnings in this report hopefully the industry can take a step closer to capitalising on this opportunity.” Media Cost Efficiencies Are Key to Investment More than a quarter of advertisers and agencies ranked cost efficiencies as the most important driver for programmatic investment. This is closely followed by granularity of controls and transparency of reporting. Advertisers also cite costs as a barrier to investment; 22% ranked it as the number 1 barrier. Quality of media is also a concern (38% ranked this as the first or second barrier to investment). For agencies, hiring and training staff is a key barrier to programmatic investment. Advertisers Shift from In-Housing to a More Dynamic Approach In 2021 50% of advertisers said they had an in-house model. This seems to have dropped significantly to 16% in 2022. There seems to be a more hybrid or dynamic approach with advertisers tapping into a range of methods such as outsourcing to a DSP, independent trading desk etc. This is perhaps being driven by the struggle to source the correct talent, paving the way for consultancies to play a more vital role in the process. Interaction and Quality Metrics Are Key to Measurement When asked which metrics are important to evaluate display campaigns that are traded programmatically, the majority of advertisers cited social interactions as the most important, as opposed to sales which was the top metric in 2021 (59% vs 37%). For agencies and publishers, it is in delivering quality metrics (60% and 53% respectively) that is most important. Shift in the Type of Data Used for Audience Targeting The study shows a decrease in the use of first-party data alongside an increase in second-party data. Whilst 2021 showed first-party data was the priority for advertisers, agencies, and publishers in 2021, this is now ranked third behind second-party data (the most popular priority averaging 57% with agencies leading at 60%) and third-party at 49%. The report, written by industry experts from IAB Europe’s membership, and forms part of a comprehensive programme of pan-European educational and guidance outputs published by the IAB Europe Programmatic Trading Committee. The full report with accompanying graphs can be downloaded from IAB Europe’s website HERE. About IAB Europe IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of media, technology and marketing companies and national IABs, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market.

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