MEDIASMART | October 27, 2020
mediasmart, Affle's self-serve mobile programmatic platform, today announced the launch of its Audience Targeting & Household Sync technology on Connected TV (CTV). Though programmatic CTV ads have been available on mediasmart for sometime, this new technology now enables brands to make CTV ads more engaging by syncing CTV ad campaigns with ads on other connected devices in the same household. They can thus make their CTV ads significantly more relevant by personalizing them for specific audiences within the household. Commenting on this significant new launch, Noelia Amoedo, CEO of mediasmart said: "Programmatic ad spend on video is projected to go from 10% to 50% by 2021 with CTV expected to be over 15% of that spend. Consumption of content on CTV is growing dramatically across the world as consumers are increasingly becoming cord cutters and preferring CTV over traditional linear TV experiences.
Medicx Health | January 20, 2022
Medicx Health today announced a partnership with MadHive, the enterprise software that powers modern media, to create a new privacy-compliant end-to-end OTT solution for the healthcare industry.
As consumers rapidly cut their cable cords, streaming TV is driving a shift in how, when and where audiences consume content. OTT advertising combines digital advertising's targeting capabilities with linear TV's broad reach and scale, providing advertisers the opportunity to reach incremental audiences across this fast-growing channel.
The new OTT offering combines Medicx' industry leading deep medical targeting expertise with MadHive's ability to reach audiences across the OTT universe. The result is a unified, integrated solution for audience planning, campaign forecasting, execution, and measurement that enables medical and pharma practitioners to reach patients in need with confidence and efficiency.
Frank Hicks, EVP of Product Strategy and Partnerships, stated "We are excited to offer clients an integrated ability to plan, execute and measure their OTT campaigns, combining the strength of MadHive's OTT programmatic software with Medicx' industry leading high performing healthcare audience segments and cloud-based measurement and analytics platform."
The partnership is already driving superior results in the market, achieving a 100% increase in patients reached through emerging OTT channels. This expanded access will provide end-to-end managed service for both Medicx and MadHive clients.
Adam Helfgott, CEO of MadHive stated, "The healthcare industry is ripe for innovation, yet it holds some of the strictest privacy and compliance standards in advertising. As cord cutting continues to accelerate, programmatic OTT allows advertisers to run targeted, precise campaigns to reach streaming viewers. MadHive designed our industry-leading OTT product to simplify programmatic advertising while providing transparency and privacy protection at every step. We are excited to partner with Medicx to set a new standard in medical advertising."
This partnership marks a paradigm shift in an industry looking for innovative solutions to meet and exceed the regulatory requirements and HIPAA compliance standards. By unifying two leaders in their respective fields, this combined offering is a quantum leap in innovation that lays the groundwork for the future of medical and pharma marketing.
About Medicx Health
Medicx Health provides commercialization of data and analytics software and services that enable pharmaceutical and healthcare brands to better profile, reach and engage with target audiences and maximize the value of marketing investments.
MadHive is an enterprise software that powers modern media. MadHive's advertising suite provides tools for audience forecasting, precision targeting and activation, and cross-screen attribution against its proprietary OTT-first device graph. Customers include advertisers that leverage MadHive's next-generation cryptography to prevent fraud and increase margins and broadcast giants that leverage the platform to power their digital TV offerings.
AdCellerant | October 07, 2020
While many businesses have closed their doors or continue to struggle, some Colorado companies have been able to thrive during the economic downturn by leveraging the power of digital advertising, technology, and education. Several local media companies were able to educate and advise their advertising clients on strategy and execution, by leveraging support from their technology and service provider AdCellerant. These media companies helped their advertisers regain lost revenue from the COVID pandemic, and in some cases, generate more business than pre-COVID. Their efforts included hosting free educational webinars showcasing the power of digital advertising during a pandemic, providing targeted plans and guides for specific industries focused on recovery, and research focused on industry shifts/changes to stay in front of local customers when it mattered most. In-person events have essentially become extinct in Colorado due to COVID. The dramatic end caused by Social Distancing guidelines have left many event related businesses without a clear path forward. Unframed Digital, leveraging AdCellerant Digital Services, helped a local arts festival shift their event completely online. Unframed Digital helped by targeting over 200,000 people's mobile devices, promoting the now "online" event, leading to a huge boost in website traffic as well as generating a new online revenue stream for everyone involved. The festival was able to recoup business that would have otherwise been completely lost due to the pandemic.