ADVERTISER PLATFORMS

Emerald Acquires Advertising Week Global Event Platform

Emerald | June 29, 2022

Emerald Acquires news
On June 28, Emerald Holding, Inc. announced that it had acquired all of the assets comprising the business known as Advertising Week from Stillwell Partners.

Emerald's 365-customer engagement strategy, which aims to deliver connected, best-in-class experiences by seamlessly integrating in-person events, content, and commerce, has advanced with the acquisition of AW. With the help of this acquisition, Emerald will further solidify its position as a B2B marketing industry leader. Addtionally, through its Demand Gen Report media platform and B2B Marketing Exchange live event series, Emerald successfully serves the marketing technology community.

Acquisition Highlights:
  •  Advertising Week, the leading B2B event and content platform in the advertising, marketing, media and technology sectors with its flagship edition of Advertising Week in New York, as well as Advertising Week Europe in London, Advertising Week Asia in Tokyo, Advertising Week LATAM in Mexico City, Advertising Week APAC in Sydney and expansion plans for Advertising Week Africa in Johannesburg.
  • Advertising Week has more than 100,000 annual attendees at its hybrid events; over 3,000 speakers per year; produces more than 1,000 video content hours and generates more than 25 billion event PR impressions.
  •  Advertising Week has resiliently served the advertising, marketing, media and technology communities throughout the pandemic while diversifying its event offerings into virtual and hybrid editions. In addition, Advertising Week has continued to build its offerings both globally and year-round via development of new original content franchises and digital education under the AWLearn platform.
  • Following the acquisition, all Advertising Week employees will join Emerald, including Co-Founder and Advertising Week Chairman Matt Scheckner, Co-Founder and Advertising Week CEO Lance Pillersdorf and Advertising Week’s Global President Ruth Mortimer, who will continue to lead the day-to-day operations of the business, utilizing their exceptional knowledge and experience in the event and content platforms.

“This exciting potential to join forces with Advertising Week represents an important next step in the implementation of our strategic initiatives and underscores our commitment to evolve and grow our customers’ businesses 365 days a year combining creativity and innovation with the Emerald platform.”

-Hervé Sedky, Emerald’s President and CEO

Since the reopening of most municipalities in June 2021 through Q2 2022 to date, Emerald, under Sedky’s leadership, has successfully staged 117 in-person trade shows, conferences and other events, serving approximately 328,000 attendees and 17,000 exhibiting companies.

Emerald CFO David Doft, who has led the conversations for Emerald, added,  We have long admired Advertising Week’s best-in-class reputation for being ahead of the curve serving the influential advertising, marketing, media and technology sectors which I have experienced personally as both an attendee and sponsor over the course of my career. Its signature blend of thought leadership on the business of the business with highly curated experiential events will diversify our collective product offerings, enhance our growth profile and enable us to deliver even greater value to our clients and customers over the long term.

Matt Scheckner, Stillwell Partners Co-Founder and Advertising Week Chairman, said:  Fueling growth is at the heart of this partnership with Emerald as we seek to unlock the future opportunities put in place to date. Moving beyond organic growth by integrating with a larger organization with additional resources is the right next step in our evolution as a business for today, and for tomorrow. We chose Emerald because it clearly values the unique aspects of our brand, have committed to our leadership team led by Lance and Ruth, bring an intuitive knowledge of our industry, and are passionate about supporting growth.

Lance Pillersdorf, Stillwell Partners Co-Founder and Advertising Week CEO, added:  After completing our first phase of global expansion pre-pandemic, we are now focused on our next phase of growth. The momentum of change in the global marketing industry through the impact of rapid cultural and technological evolution has provided us with multiple growth opportunities. Accelerating these growth opportunities around content, education, further global expansion and our proprietary technology is at the heart of this partnership with Emerald. Herve, David and the Emerald team are the perfect growth partners to help us realize these plans.

Spotlight

These days, paid ads come in a lot of different shapes and sizes  social ads, sponsored “native” ads, paid search ads.With every new medium or media outlet, a way to advertise seems to inevitably follow, but from a marketer’s perspective, are they worth the money? Do they actually work?On one side, we have some swearing by their effectiveness and ROI, and on the other, we have Inbound purists who find paid advertisements intrusive and spammy.

Spotlight

These days, paid ads come in a lot of different shapes and sizes  social ads, sponsored “native” ads, paid search ads.With every new medium or media outlet, a way to advertise seems to inevitably follow, but from a marketer’s perspective, are they worth the money? Do they actually work?On one side, we have some swearing by their effectiveness and ROI, and on the other, we have Inbound purists who find paid advertisements intrusive and spammy.

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ADVERTISER CAMPAIGN MANAGEMENT

Delta, IBM and Other Industry Leaders Commit to Address AdTech Bias

IBM | June 27, 2022

Leading corporations want to increase the fairness of marketing campaigns. The initiative, which was announced at the Cannes Lions International Festival of Creativity 2022, brought together agencies, brands, and other thought leaders to raise awareness and take action to reduce bias in advertising technology. IBM, Delta Air Lines, WPP, Mindshare, 4A's, IAB, and the Ad Council are among the organizations that have committed. The action is IBM's most recent effort to raise awareness and educate the public about the impact of bias in advertising technology. The company launched a research initiative in 2021 to investigate the hypothesis that bias can exist in ad technology, which preliminary findings confirmed. The study also found that using AI tools and resources in marketing processes could help to reduce bias in ad technology. More industry participation and data collection are needed to better understand the potential impact of bias on these campaigns, but several industry leaders are demonstrating early activism through IBM's Advertising Fairness Pledge by raising awareness and taking action. “While the risk of bias in advertising is well known, by making this commitment, these organizations are among the first in the industry to take action,” said Bob Lord, IBM Senior Vice President of The Weather Company and Alliances. “While the risk of bias in advertising is well known, by making this commitment, these organizations are among the first in the industry to take action,” said Bob Lord, IBM Senior Vice President of The Weather Company and Alliances. “Together, we are agreeing to educate ourselves and our companies and ask other industry leaders to join us in helping to mitigate bias in advertising.” IBM also announced the free release of its Advertising Toolkit for AI Fairness 360, an open-source solution that employs 75 fairness metrics and 13 cutting-edge algorithms to help identify and mitigate biases in discrete data sets. A playbook and sample code are also provided for convenience. Organizations that use the toolkit may gain a better understanding of the presence and impact of bias in their advertising campaigns, as well as the demographics of their target audiences. “Used correctly, data can help brands personalize consumer engagement and identify the most relevant touchpoints. However, we know that bias can exist in algorithms or technology, and that’s why we’re helping our clients to evaluate how and when to use data in a meaningful way that will benefit the customer experience,” said Mark Read, CEO of WPP. “Through WPP’s GroupM, we’ve developed the Data Ethics Compass to help clients navigate the challenges of using datasets, while IBM’s new Advertising Toolkit for AI Fairness 360 will help us to better understand the potential impact of bias. Consumers rightly expect brands to use their information in a fair way and for the industry to tackle data bias collectively, which can ultimately result in increased engagement and commercial outcomes.” “As technology and data prevalence accelerates, the risk for bias in advertising compounds. It is our duty to address this head-on,” said Adam Gerhart, Global CEO of Mindshare. “We believe the industry needs to take clear and intentional action, which is why we are committing to leverage the Advertising Toolkit for AI Fairness 360.” “As a global brand, we know that every decision we make, whether it’s about a supplier, an employee or an ad campaign, is a reflection of our values and the change we want to see in the world,” said Emmakate Young, Delta’s Managing Director of Brand Marketing. “We’ve long been focused on inclusive representation in our campaign creative, this effort allows us to go a step further to bring more inclusive representation to our campaign delivery.”

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ADVERTISER PLATFORMS

Dan Peres Is Ad Age’s New President

Ad Age | June 14, 2022

Ad Age’s editor-in-chief Dan Peres has been named the president of Ad Age. Peres joined Ad Age in July 2020 as the editor-in-chief and has climbed the ranks swiftly since then. He was also named associate publisher in October 2021 and handled editorial operations, sales, marketing and events. His new role as the president will include strategic growth planning for Ad Age. Ad Age has become a digital-first news organization, and its audience base has grown exponentially. In addition, the revenue has reached its highest point in over a decade under Peres’ leadership. “Under Dan’s leadership, Ad Age has seen remarkable growth in both the audience segment of the business and overall revenue,” said KC Crain, president and CEO of Crain Communications, parent company of Ad Age. “Under Dan’s leadership, Ad Age has seen remarkable growth in both the audience segment of the business and overall revenue,” said KC Crain, president and CEO of Crain Communications, parent company of Ad Age. “Dan has been successful in his ongoing vision for the brand, constantly working with his team to innovate while continuing to deliver top-tier journalism essential to the marketing industry.” “I look forward to working closely with Jeanine Poggi, our editor, and James Palma, our head of sales, along with the rest of the amazing team at Ad Age, to grow this iconic brand,” Peres said. “I am incredibly lucky—and proud—to be working with such a talented group of journalists, sales people, designers and event planners to keep Ad Age evolving as quickly as the industry it covers.”

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AD NETWORKS

ZiGGY Is the First and Only Mobile EV Charging Robot with an Ad Platform

EV Safe Charge | June 15, 2022

On June 14, EV Safe Charge, a leading provider of flexible electric vehicle (EV) charging technology, unveiled ZiGGY™, its mobile EV charging robot. This robot will bring EV charging to parking facilities, shopping and entertainment centers, fleet operators, hotels, and property owners. It is a cost-effective charging solution that overcomes the limitations of stationary EV chargers that need costly electrical infrastructure. Interestingly, ZiGGY also has a digital ad server that can generate advertising revenue for the facility and display personalized information. “Strong EV sales and emissions reduction goals are creating a more sustainable future, but EV charging infrastructure isn’t keeping up,” said Caradoc Ehrenhalt, Founder & CEO of EV Safe Charge Inc. and ZiGGY’s inventor. “Strong EV sales and emissions reduction goals are creating a more sustainable future, but EV charging infrastructure isn’t keeping up,” said Caradoc Ehrenhalt, Founder & CEO of EV Safe Charge Inc. and ZiGGY’s inventor. “ZiGGY is a flexible and simple solution for virtually any office, mall or apartment complex to help meet growing charging needs of its tenants and guests without expensive, time-consuming infrastructure and installation investment, if it’s even possible. In many cases, especially in older buildings, adding EV chargers isn’t an option until now.” An EV can summon ZiGGY using a mobile app or in-vehicle infotainment system. It will arrive wherever the vehicle is parked and reserve the spot for plug-in charging. The robot will return to its home base recharging from the grid, battery or solar energy, or a combination of them. It will also be chosen for offsite charging if no infrastructure is available for desired onsite. ZiGGy is equipped with two extra-large screens, which are information kiosks or interactive advertising displays. Additional income can be generated for the parking facility operators through these displays. EV Safe Charge will lease ZiGGy to offer ‘Charging as a Service’ to facilities and provide technical support and maintenance for the robot. Facility operators can direct vehicle owners to the app for payments or provide charging as an amenity. ZiGGY eliminates the need for parking operators to block spaces for permanent EV charges. “We created ZiGGY in response to growing demand for flexible EV charging solutions from our customers, and to help support the global transition to a cleaner, greener, all-electric mobility future,” Ehrenhalt added. “By helping drivers to overcome charging anxiety, one of the barriers to mass EV adoption, ZiGGY is enhancing the EV charging experience for everyone.” EV Safe Charge wanted an exciting and welcoming design for its charging robot, so they engaged award-winning industrial design studio Box Clever. The Box Clever team designed ZiGGY’s exterior and created a holistic UX and brand identity for the robot. Box Clever’s Founder and Creative Director, Bret Recor said, “Through our work on the design and branding of ZiGGY, we are delighted to be contributing to a transformative innovation that will help advance a clean energy future. We are excited to continue our design work with ZiGGY on this shared mission.” EV Safe Charge will be the first company to bring a mobile EV charging solution featuring a digital and communication advertising option. ZiGGY will enter production in 2023, and the company is accepting reservations for ZiGGY today.

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