Business Wire | September 14, 2023
Wurl, the leader in data-driven solutions for CTV, today released How to Turn CTV into a Performance Marketing Channel for Growth, a new report developed in partnership with leading marketing platform AppLovin (NASDAQ: APP). With CTV ad spending projected to reach over $25 billion in 2023, and more and more viewers moving away from traditional cable, the report highlights the significant role CTV advertising plays in reaching new audiences and driving revenue.
“CTV advertising is bringing the performance power of mobile user acquisition into the world of television, unlocking unprecedented ROI for streamers, content publishers, and mobile marketers alike,” said Katie Jansen, Chief Marketing Officer, AppLovin. “Whether operating in the dynamic world of mobile apps, or as a streaming app delivering engaging content, CTV is driving incremental and profitable growth for performance-minded marketers.”
Marketers can now leverage data-driven targeting and measurement, providing a clearer understanding of campaign outcomes. The report details how to:
Drive incrementalityby expanding reach to previously untapped audiences and acquiring net-new users and subscribers.
Keep the right viewers engaged, targeting promos individually across CTV, mobile, and desktop.
Drive deeper engagement through dual-screeningwhen users are engaging with their mobile phones while watching CTV, and searching for information about the product or service.
Measure and optimize with a full-funnel, cross-channel mindsetensuring a holistic understanding of CTV's role in driving down-funnel actions.
Inspire engagement with CTV adsthat leave a lasting impression and feature a clear call to action that motivates users to take the next step.
The report also features real-world case studies from apps that increased their install rates with AppDiscovery campaigns tapping into Wurl’s premium CTV supply. Picsart, the number two top-downloaded photography app, tripled its spend after achieving high install rates and tremendous scale, and popular credit building app Kikoff decreased its cost-per-engagement (CPE) by 27% and increased its install rate by 3X.
“We know that nearly half of viewers discover new content to watch through ads during other TV shows,” said Ron Gutman, Chief Executive Officer, Wurl. “With performance-driven advertising, streamers and publishers can leverage CTV as part of their marketing mix to attract high-value viewers, increase engagement, and, in turn, boost retention. All campaigns are 100% measurable through Wurl’s ContentDiscovery solution, allowing advertisers to effectively transform their marketing efforts from a cost center to a revenue driver with the ability to immediately see their ROAS and down-funnel metric performance.”
Learn more about Wurl and read the full report, How to Turn CTV into a Performance Marketing Channel for Growth, here.
Wurl leads the CTV industry in helping content publishers and streamers reach millions of viewers worldwide. The company's market-leading solutions enable publishers and streamers to maximize their revenues, grow their CTV viewership, and strengthen their brand value. Wurl is owned by AppLovin (NASDAQ: APP). For more information, visit www.wurl.com, and follow us on LinkedIn, X, Instagram, and Facebook.
AppLovin makes technologies that help businesses of every size connect to their ideal customers. The company provides end-to-end software and AI solutions for businesses to reach, monetize and grow their global audiences. For more information about AppLovin, visit: www.applovin.com.
Social Media Advertising
businesswire | September 01, 2023
Entravision (NYSE: EVC), a leading global advertising solutions, media and technology company, announced today that its African based digital business unit has become the exclusive sales partner in Africa of Match Media Group, the group that powers advertising for brands including Tinder, OkCupid and Match.
Match Group is on a mission to spark meaningful connections for every single person in the world. Founded 25 years ago, Match pioneered the concept of online dating and continues to foster innovation in the online dating industry. With more than 20 offices around the world, the company operates several iconic brands under its portfolio including Match, OkCupid, Tinder, and The League. Today, hundreds of millions of singles have found a meaningful connection using Match Group services.
“This partnership with Match Media Group reinforces our commitment to advertisers to connect brands to consumers through local strategic support, creative expertise and a suite of innovative advertising opportunities on the platform,” said Julian Jordaan, President of Entravision Africa. “Globally, we’re seeing a dating renaissance, with online dating now being the most common way that singles are making new connections. We’re thrilled to be partnered with Match Media Group in Africa to connect consumers to brands in an authentic and relevant way.”
As the exclusive sales partner to Match Media Group across the African continent, Entravision has created a dedicated local team of experts based in South Africa to provide businesses with the tools crucial to sales growth, while also assisting customers in deploying their advertising investments more efficiently across their digital technologies.
Entravision (NYSE: EVC) is a global advertising solutions, media and technology company. Over the past three decades, we have strategically evolved into a digital powerhouse, expertly connecting brands to consumers in the U.S., Latin America, Europe, Asia and Africa. Our digital segment, the company’s largest by revenue, offers a full suite of end-to-end advertising services in 40 countries. We have commercial partnerships with Meta, X Corp. (formerly known as Twitter), TikTok, and Spotify, and marketers can use our Smadex and other platforms to deliver targeted advertising to audiences around the globe. In the U.S., we maintain a diversified portfolio of television and radio stations that target Hispanic audiences and complement our global digital services. Entravision remains the largest affiliate group of the Univision and UniMás television networks. Shares of Entravision Class A Common Stock trade on the NYSE under ticker: EVC. Learn more about our offerings at entravision.com or connect with us on LinkedIn and Facebook.
About Match Group
Match Group (NASDAQ: MTCH), through its portfolio companies, is a leading provider of digital technologies designed to help people make meaningful connections. Our global portfolio of brands includes Tinder®, Hinge®, Match®, Meetic®, OkCupid®, Pairs™, PlentyOfFish®, Azar®, Hakuna™, and more, each built to increase our users' likelihood of connecting with others. Through our trusted brands, we provide tailored services to meet the varying preferences of our users. Our services are available in over 40 languages to our users all over the world.
Social Media Advertising
prnewswire | August 18, 2023
BENlabs, the leading entertainment AI company for brands and creators, released a new report today finding that 63% of consumers have positive emotions after seeing products or brands in TV content, while 47% say they enjoy seeing their favorite brands in shows. The report, "State of Product Placement 2023," analyzed product placement's ROI, and consumers' feelings on it compared to traditional marketing and advertisements.
The survey focused on three areas: understanding marketers' perspectives on product placement, understanding consumers' perspectives on product placement and consumers' research and purchase behaviors. The report found that:
Marketers' are overwhelmingly optimistic about product placement – In fact, 86% of U.S. marketers who've tried product placement rate it highly, while 81% consider it to be an effective marketing channel. Additionally, 91% see it as effective in reaching non-ad supported audiences.
To top it off, eight-in-10 marketers consider AI to be very important when making a decision about what marketing company to use for product placement opportunities.
Successful product placement can elicit positive emotions in viewers – A little over six-in-10 (63%) of respondents reported feeling positive emotions (happiness, inspiration, interest, and/or curiosity) after seeing a product or brand in a film or TV programs, while 47% like seeing their favorite brands and products in TV shows and films. Given a choice, a majority (52%) of consumers would prefer to watch a TV program with product placement over advertising.
Consumers are quick to research products and brands they see on screen – Three-quarters (75%) of consumers have searched for a product/brand on at least one platform after seeing it on TV/film, furthermore, 57% of those consumers go on to purchase the same product, or a different product from the same brand.
Almost one-in-five (17%) made the purchase as they were watching, 12% did so within two hours, 14% waited more than a day and 18% took longer than one week.
"We found that 46 percent of consumers have actually learned about a product for the first time after seeing it on TV or in movies. That's a staggering number and speaks to the effectiveness of product placement throughout the marketing funnel, from driving awareness and cultural relevance all the way down to sales and marketing," says Erin Schmidt, Chief Product Placement Officer of BENlabs. "Combining the power of this marketing channel with AI allows brands to target the audience most likely to drive ROI for their entertainment marketing investments."
Ad avoidance is at all-time highs, with over 41% of viewers habitually skipping or avoiding television advertisements. Combined with a massive shift to ad-free streaming platforms, this makes it harder than ever for businesses to reach audiences through traditional methods. BENlabs' newest report, with insights from approximately 350 marketing managers and 650 consumers, found product placement offers a strong new avenue for businesses to reach, retain and grow their customer base.
BENlabs surveyed 349 senior marketing managers or above with direct responsibility for marketing spend and/or marketing innovation at their brands (December 2022), and 657 US consumers (excluding those who work in marketing and advertising) about their TV viewing habits and views on product placement within TV programs and films (April 2023). Unless otherwise specified, there were no significant differences in responses by age, gender, or viewing habits.
BENlabs is an entertainment AI company that integrates brands into influencer, streaming, TV, music and film content with guaranteed ROI. BENlabs offers clients the world's largest influencer marketing business, comprising the world's largest product placement, promotions and licensing agency combined with TubeBuddy, the largest AI SaaS platform to help 15 million creators and brands optimize their audience and channel growth. BENlabs works with the world's top brands and creators, including Microsoft, General Motors, Frito-Lay, Bloomingdales, Tencent and Reckitt Benckiser.