Digital out-of-home advertising is fracturing into many channels

MarTech Today | March 14, 2019

For Gregg Witt, chief strategy officer at youth-oriented marketing agency Engage Youth, outdoor digital screens can be seen as an extension of social media.There is “so much noise in [conventional] social,” he said. But, when curated Instagram posts are displayed on a digital screen outside a concert or some other event, it becomes a canvas, an opportunity for the new generation to be part of the experience.This also elevates the status of any event-goer whose Instagram post gets selected and shown, he said. In multi-channel campaigns, Witt said he considers DOOH to be most effective at the top of the funnel, generating awareness of a product not unlike broadcast TV ads. Outdoor ad firm OUTFRONT Media says that DOOH introduces a brand, and an accompanying social campaign can offer “a personal invitation to engage with that brand’s culture.

Spotlight

10-year-old Isabella and 9-year-old Cammy discuss Instagram, commercials, and sing the show's theme song with host Tiffany Haddish. From Season 1, Episode 12 - 'My Work is Done'. Watch 'Kids Say the Darndest Things' SUNDAY 8|7c on ABC, streaming, on demand, and Hulu.

Spotlight

10-year-old Isabella and 9-year-old Cammy discuss Instagram, commercials, and sing the show's theme song with host Tiffany Haddish. From Season 1, Episode 12 - 'My Work is Done'. Watch 'Kids Say the Darndest Things' SUNDAY 8|7c on ABC, streaming, on demand, and Hulu.

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VideoAmp Releases Second-by-Second Advertising Measurement Enhancement Underpinned by Commingled Dataset

VideoAmp | October 06, 2022

VideoAmp, an advertising measurement and optimization platform, has released “Second-by-Second Ads Viewership” as a new measurement offering to strengthen their currency solutions. As an enhancement to their advertising measurement solution, the offering enables TV publishers and advertisers to harness the power of VideoAmp’s commingled dataset to better assess advertiser performance and benchmark against program averages. Leveraging actualized results with inputs from both Smart TV ACR and STB viewership data across more than 39M homes, advertisers and publishers gain access to second-by-second commercial performance data in a flexible user interface. By utilizing VideoAmp’s proprietary commingled dataset, VideoAmp is solving for the inconsistencies and limitations of using a single data source. Additionally, while other in-market currency providers use average commercial viewership, which gives all commercials within a program the same rating, VideoAmp is offering distinct second-by-second measurement for each advertisement within a program or event, providing the ability for: Publishers to increase the value of their inventory with more accurate commercial and program viewership insights. Publishers can demonstrate how advertiser reach builds throughout a program, optimize inventory allocation based on exact commercial viewership throughout the program and understand viewership trends to inform content optimization. Advertisers can evaluate the performance of their specific commercial spots and optimize investment allocation to maximize audience reach. With this dashboard, advertisers can analyze their commercial performance vs. the average within a given program, analyze the impact of frequency throughout a program and identify optimal ad placement to maximize reach. BET engaged with VideoAmp to explore advanced metrics leveraging the Second-by-Second offering to understand key moments during the 2022 BET Awards. The engagement was designed to evaluate the effectiveness of the BET Awards in reaching high-value audiences across BET. “Access to second-by-second level data gives BET a unique opportunity to hyper-target and pinpoint content that resonates with our audiences and drives success. Our teams utilized this transformative data to identify the most compelling program elements, such as show performances, commercials, host presentations, and more,” said Berj Kazanjian, Senior Vice President of Ad Sales Research at BET. “These advanced metrics allow us to enhance our content, further our reach, and deepen our engagement with our community.” Some of the insights provided within the Second-by-Second measurement solution include: Commercial Index Impressions Frequency Average Commercial Audience Average Program Audience Advertiser Reach Incremental Cumulative Reach Total Viewers “Having a true breakdown of viewership during every second of a program is game changing. Average Commercial Minute is a compromise the industry has had to make due to a lack of fidelity in panel-based measurement. Big Data enables buyers and sellers to know exactly how every spot in a program performs – from exact-second start to exact-second stop,” said Tony Fagan, Chief Technology Officer of VideoAmp. “Being able to tell a unique story for each advertiser during a program and make use of the granular insights that have often been lost or overlooked, is a major step forward.” “Having a true breakdown of viewership during every second of a program is game changing.” said Tony Fagan, Chief Technology Officer of VideoAmp. Over the past year, VideoAmp has seen accelerated growth and market adoption for its measurement and currency solutions across the advertising ecosystem. The company has built a media currency with software solutions that empower the world’s largest advertisers, agencies and publishers to extract more sales and revenue from their media and content investments. About VideoAmp VideoAmp is an advertising measurement and optimization platform increasing the value of advertising by redefining how media is valued, bought and sold. Our platform automates advertising workflows, deduplicates audiences across traditional TV, streaming video, digital media and walled gardens and connects media exposures to an advertiser’s sales. By unlocking new value for the entire ecosystem, our platform allows the world’s largest advertisers, agencies and publishers to align on VideoAmp’s independent measurement as a new media currency to transact against. We are transforming a 100-year-old industry by powering a more effective three-way value exchange that results in increasing the return on media investment for advertisers, increasing revenue for publishers and providing a better viewing experience for consumers. VideoAmp is headquartered in Los Angeles with offices across the United States. To learn more, visit videoamp.com. About BET BET, a unit of Paramount (NASDAQ: PARAA; PARA; PARAP), is the nation’s leading provider of quality entertainment, music, news and public affairs television programming for the African American audience. The primary BET channel is in 125 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, sub-Saharan Africa and France. BET is the dominant African-American consumer brand with a diverse group of business extensions including BET+, the preeminent streaming service for the Black audience; BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET HER, a 24- hour entertainment network targeting the African-American Woman; BET Music Networks – BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, a growing BET festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.

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LG Ads Solutions Adds Key Executives As Connected TV Media Investments Surge

LG Ads Solutions | September 09, 2022

LG Ads Solutions, the connected TV and cross-screen advertising service, today announced three new executive appointments. Joining the team are Tony Marlow as Global Chief Marketing Officer, Barbie Brewer as Global Head of Human Resources, and Edward Wale, as Vice President, Europe. The new appointments will help fuel continued business momentum amidst strong growth in the connected TV (CTV) advertising industry globally. Advertisers have increased CTV media investments as viewership on streaming platforms becomes the majority of television viewing in the U.S., and as streaming services proliferate around the world. Media investment company GroupM reported that global CTV ad spend is expected to increase 36% from $21.1 billion in 2022 to $32.8 billion in 2025. Providers of exclusive CTV ad inventory and first-party TV audience data, such as LG Ads Solutions, help brands optimize spend across all platforms and services, and are increasingly important to CTV media planning and buying. “Since launching LG Ads Solutions last year, our team has doubled in size, reflecting the rapid growth in CTV advertising globally. These key hires help accelerate our existing momentum even further. With one of the world’s largest footprints in TV audience data and premium CTV media, our opportunity is massive. Scaling our services, partnerships, and team to better service customers everywhere is a top priority,” said Chief Executive Officer, Raghu Kodige. “Since launching LG Ads Solutions last year, our team has doubled in size, reflecting the rapid growth in CTV advertising globally. These key hires help accelerate our existing momentum even further. With one of the world’s largest footprints in TV audience data and premium CTV media, our opportunity is massive. Scaling our services, partnerships, and team to better service customers everywhere is a top priority,” said Chief Executive Officer, Raghu Kodige. Tony Marlow joins from Integral Ad Science (IAS), where he served as CMO, helping to transform the brand into a recognized and trusted partner globally. At IAS he was part of the executive team which took the company public through IPO in 2021. Prior to IAS he was CMO at big data company Data Axle, and Global Head of B2B Marketing at Yahoo. In his new role, he will lead all aspects of marketing, product marketing and communications worldwide. Barbie Brewer has over 20 years of experience in People and Culture leadership, with particular emphasis in growing large-scale engineering, product, DevOps, and data analytics workforces. Most recently she served as Chief People Officer for mParticle, the customer data platform (CDP) company. She has held senior HR and/or culture roles at global enterprise and consumer technology companies, including Gitlab, Netflix, and Cisco Systems. Barbie will play a critical role in the company’s hiring and culture as it expands across all major markets around the world. Ed Wale joins from Magnite, where he served as Managing Director, CTV, EMEA. He also previously served as Managing Director, EMEA, for SpotX. In this new role, based in London, he will lead expansion in EMEA for the LG Ads Solutions service, scaling the company’s media and measurement operations to meet increasing demand as streaming continues to gain more traction throughout the major European markets. About LG Ads Solutions LG Ads Solutions is a leader in convergent TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented TV landscape, and maximize return on ad spend. The company brings together LG’s years of experience in delivering premium, home entertainment products to consumers worldwide, with big TV audience data and Video AI designed to connect brands with audiences across all screens and understand resulting business outcomes. We are growing fast globally, and we are hiring! Contact us at info@lgads.tv.

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VlionMobi & GeoEdge Partner to Safeguard Real-Time Ad Quality Control

VlionMobi, GeoEdge | September 05, 2022

VlionMobi, which empowers global e-commerce and gaming companies to achieve their marketing goals, has announced its partnership with GeoEdge, an ad security verification solution provider. GeoEdge works with the world’s leading media, advertising platforms, ad exchanges, and ad alliances to monitor and protect their ads through automated ad verification. The partnership will help to enhance VlionMobi’s self-developed DPA advertising platform, which utilises advertising and content recommendations, to support advertisers in converting users safely. As Chemy Chen, VlionMobi’s technical director of ad experience shared, “We were dealing with frequent auto-redirects, illegal ads, and malicious ads. These bad ads greatly impacted user experience and put VlionMobi’s high-quality partnerships at risk.” As Chemy Chen, VlionMobi’s technical director of ad experience shared, “We were dealing with frequent auto-redirects, illegal ads, and malicious ads. These bad ads greatly impacted user experience and put VlionMobi’s high-quality partnerships at risk.” To combat this, VlionMobi adopted GeoEdge's real-time protection ad quality solution and AdWatch to provide no-compromise control and transparency. This allowed VlionMobi to successfully weed out any pre- and post-click ad quality violations, with GeoEdge’s solution also ensuring that ad content is effectively displayed, regardless of developers’ advertising classification. “Thanks to GeoEdge’s efficient monitoring and review solutions, the time we spend on solving ad quality issues has been greatly reduced. We’ve been able to automatically detect, warn, and block harmful ads,” Chen added. “We are happy to collaborate with VlionMobi and support their efforts in creating clean and engaging programmatic revenue streams for their partners. Maintaining a high level of engaging user experience is an ongoing challenge for all players in the advertising ecosystem. GeoEdge has been constantly investing in cutting edge content management and security solutions for web and in-app, and we are proud to integrate our state-of-the-art services to VlionMobi’s advertising platform,” said Eran Navon, regional director, APAC at GeoEdge. Working with GeoEdge indicates VlionMobi’s steadfast commitment to cracking down on inferior and fraudulent advertising. With GeoEdge by its side, VlionMobi looks forward to continued co-operation with leading technology companies, increasing investment in ad quality control, ensuring a reliable, safe advertising market, and taking part in the healthy development of the industry. About VlionMobi VlionMobi provides marketing empowerment for customers in the global e-commerce and gaming industries and is a practitioner in the field of global mobile remarketing. Through the VlionMobi DSP programmatic platform, advertisers can access more than 240,000 apps worldwide and engage with up to 2 million users per second. The platform also integrates with 70 SSPs (Supply Side Platforms), ad exchanges and private marketplaces to provide clients with a one-stop advertising solution.

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