ADVERTISER PLATFORMS
Business Wire | April 20, 2023
Reach more TV households in primetime than you can find on the average program airing on a top-five cable network* — that’s a first from Roku, Inc. (Nasdaq: ROKU) with its new Primetime Reach Guarantee ahead of the TV Upfronts.
Marketers have long valued TV advertising for its ability to reach large audiences quickly. Today, brands are shifting advertising spend to TV streaming to follow the consumer. According to eMarketer, the daily average time spent with TV streaming devices by U.S. adults increased by 25 percent in the past two years. However, advertisers have lacked assurance that their TV streaming campaigns will accumulate audiences quickly during key brand moments, such as holiday shopping weekends and big product launches.
Now, Primetime Reach Guarantee brings a key benefit of cable advertising to TV streaming advertising. To get started, marketers choose a primetime date. Roku then prioritizes delivery to unique households across The Roku Channel and the additional top 100 channels on the platform.
In a pilot with one financial services brand, Roku reached more TV households during the one-day flight during primetime (8:00-11:00 PM locally) than an average program on a top-five cable network. Total household reach was 15% greater with Roku, helping the brand reach more prospective account holders during a key moment.
“This is a best-of-both-worlds solution to make brands unmissable,” said Kristina Shepard, Co-Head of US Brand Sales, Roku. “TV streaming has long brought precision and measurement to the largest screen in the home. Now, marketers can launch campaigns knowing they will deliver meaningful reach and impact quickly, too.”
This first-of-its-kind offering from Roku is available to buy directly from Roku, including programmatically through OneView. Roku is uniquely positioned to use tech, data, and machine learning to maximize reach and manage frequency. As the #1 TV streaming platform in the U.S., Canada, and Mexico**, Roku brings the scale that marketers have appreciated in cable to the streaming era with 70 million active accounts.
To learn more about Primetime Reach Guarantees, please visit our blog.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
Read More
AD TECH AND MARTECH
ExchangeWire | May 15, 2023
Outdoor advertising technology leaders Adkom, Blip, and Broadsign today (May 11th, 2023) announced a technology collaboration that brings more than 2,000 large format, roadside digital billboards located in more than 190 markets to the Broadsign supply-side-platform (SSP).
Advertisers and media buying agencies around the world can now access the inventory via any of the demand-side-platforms (DSPs) integrated with the Broadsign SSP, including the Broadsign Ads DSP, while independent roadside media owners on the Adkom and Blip networks gain new programmatic revenue opportunities.
The integration, which includes Adkom and Blip’s mediation layer, unlocks US roadside inventory that may have previously been difficult to procure due to a fragmented media owner landscape, making it simple to purchase through a programmatic platform. At the same time, independent media owners on the Adkom and Blip networks can increase revenue potential through new and repeat exposure to brands transacting on DSPs integrated with Broadsign.
“We’re committed to working with brands, agencies, DSPs, and SSPs to ensure that we are adding as much value as possible at every point of the programmatic transaction. Optimising campaigns, providing real-time reporting, ensuring prompt creative approval, and offering service to our customers on both sides of the transaction is essential to this mission, and our work with Broadsign will allow us to build on that,” said Andy Gotshalk, vice president of programmatic for Adkom and Blip. “We’ve watched and admired Broadsign’s efforts in the programmatic DOOH space and are excited to work with them to expand programmatic access to Adkom and Blip network inventory, which will ultimately serve the greater OOH industry.”
“Programmatic DOOH is advancing at a rapid pace, and more advertisers and agencies embracing the channel want access to unique and targeted inventory via Adkom and Blip offerings,” explained John Dolan, global head of media sales & service, Broadsign. “We’re thrilled to be collaborating with Adkom and Blip to bring Broadsign-supported DSPs and media buyers a host of new roadside screens, as demand for this kind of inventory continues to surge.”
About Broadsign
Broadsign empowers publishers, agencies, and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 425,000 signs along roadways and in airports, shopping malls, health clinics, transit systems and more, Broadsign is at the heart of people’s lives. The Broadsign platform helps publishers more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.
Read More
ADVERTISER PLATFORMS
prnewswire | March 28, 2023
Premium digital out of home (DOOH) media owner Ocean Outdoor has announced an exclusive partnership with the Web3 engagement platform SmartMedia Technologies (SMT).
The collaboration allows Ocean to leverage The SmartMedia Stack, SMT's self-serve, no-code, drag, drop and distribute studio, further elevating the connection between large format digital outdoor and mobile screens for brands seeking immersive audience experiences.
Using Ocean Labs' technology packages and fast wifi connections, outdoor audiences can connect to full motion screens via their mobile phones to access token powered games, either collecting objects in real time or using their handsets to control different objects to receive a branded or personalised NFT (non-fungible token), powered by SMT.
Once collected, these tokens are then added to virtual wallets to be redeemed for prizes, samples or offers either immediately at the point of play, in store or online as part of advertising promotions.
Catherine Morgan, managing director of Ocean Labs, said: "The opportunity to host seamless easy to access memorable experiences on Ocean screens which respond in real time to individual interactions is clearly a winning formula for brands looking to build engagement and loyalty out of home. Working with SMT, we will also look to extend real world OOH interactions into Web3 virtual experiences, allowing players to redeem their virtual tokens in other realms."
The partnership follows the success of Lacoste Heroes, Coty's experiential fragrance sampling and pop-up at Westfield London. The activation was the centrepiece for a nationwide virtual treasure hunt in which Coty offered 120,000 NFTs for collection via an AR game accessed through QR codes on Ocean's wider DOOH network.
The campaign delivered impressive results attracting 92,000 total unique visitors and 34,600 AR game users. Some 24,012 gifts were redeemed, with 49% of players redeeming their free sample through the AR experience against a benchmark of 35%. 23,837 users opted-in to e-marketing.
Tyler Moebius, CEO of SmartMedia Technologies, said: "Pairing SmartMedia Technologies' enterprise engagement platform with Ocean Outdoor's market-leading screen offerings enables us to bring yet another revolutionary new layer of interactivity and attribution to our client's campaigns."
"Our mobile experiences enable marketers to seize the decisive moment they capture a consumer's attention with an eye-catching social media campaign, QR code on their packaging or an unmissable offer on Ocean Outdoor's OOH screens and immediately drive them into highly engaging activations that surprise, delight and captivate. We're excited to continue working with Ocean Outdoor supercharging dwell time and brand affinity through our powerful DTC offerings, which deliver unparalleled attribution, first party data capture and ROI for our partners."
About Ocean Outdoor
A partner company of Atairos, the independent strategic investment company, Ocean Outdoor is the leading operator of digital out of home (DOOH) advertising across the UK, Northern and Continental Europe. The Group's network of 4,000+ screens covers seven countries and 351 cities, with its technological capabilities delivering the most impactful and measurable DOOH brand and advertising experiences.
Ocean's portfolio comprises of some of the most iconic locations including the Piccadilly Lights and the BFI IMAX and the company also works closely with high-profile landlords, including Landsec, Unibail-Rodamco-Westfield (URW), the BFI, Nuveen and the Canary Wharf Group, as well as major city councils on the development of its network.
To date the Group's growth has been driven by tender wins and the rollout of new locations, as well acquisitions that complement the existing portfolio. Since 2018, Ocean has completed seven acquisitions which has enabled it to expand its UK footprint into the Netherlands, the Nordics and Germany.
Read More