False election claims spark push for truth in political advertising laws

The Guardian | May 20, 2019

Integrity experts say the patently false and “scandalous” claims spread during the election give renewed impetus for truth in political advertising laws, saying reform is now a “no-brainer”. The election was littered with false and exaggerated claims, many of which were propagated by fringe groups on social media and amplified by major parties. An invention claiming Labor planned to introduce a death tax, for example, appears to have begun on unsourced Facebook pages, spread to other users via direct messages and paid ads, before finally being amplified by Coalition politicians. Guardian Australia’s project to monitor hidden campaigning on social media began to pick up claims about a Labor “death tax” in mid-April, when users received direct Facebook messages stating “Labor, the Greens and Unions have signed an agreement to introduce a 40% inheritance tax”.

Spotlight

With more than 200 million monthly active users - reportedly closing in on 250 million - Pinterest continues its steady rise, becoming a more relevant consideration not only for social media users but for brands and marketers as well. Importantly, from a marketing perspective, Pinterest drives purchase behavior. Research has shown that 90% of weekly Pinners use the app to inform their purchase decisions, while 78% of Pinners say content from brands on the platform is helpful. That direct connection to commerce can make the app an even more important consideration, providing, of course, that it relates to your market and audience.

Spotlight

With more than 200 million monthly active users - reportedly closing in on 250 million - Pinterest continues its steady rise, becoming a more relevant consideration not only for social media users but for brands and marketers as well. Importantly, from a marketing perspective, Pinterest drives purchase behavior. Research has shown that 90% of weekly Pinners use the app to inform their purchase decisions, while 78% of Pinners say content from brands on the platform is helpful. That direct connection to commerce can make the app an even more important consideration, providing, of course, that it relates to your market and audience.

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AD TECH AND MARTECH

Integral Ad Science Enhances Context Control for Advertisers and Publishers Globally

Integral Ad Science | December 03, 2021

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements. We first launched Context Control to help our customers transform their targeting strategies, and it's already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization. With strong response from both buyers and sellers, we've continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting." Lisa Utzschneider, CEO, IAS. Brand risk continues to be a global challenge, according to the latest IAS Media Quality Report, and more programmatic buyers are activating Context Control within top DSPs to navigate these issues. Advertisers can now leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy. By activating Context Control, advertisers can see a significant decrease in block rate, a 36% decrease in cost per click, and a 19% decrease in cost per acquisition in a recent campaign. Now available globally, IAS also offers Context Control Optimization for publishers. Working with IAS, publishers can now maximize their revenue potential by matching contextual settings with an advertiser's brand suitability needs. Publishers can now activate Context Control segments directly in their ad servers to avoid or target towards contextually relevant content. This builds on existing smart inventory classification and packaging capabilities available for publishers. With IAS's Context Control Optimization, publishers can generate a greater return on inventory, delivering a 20% lift in CPMs and a 120% lift in clickthrough rates in a recent activation. "Context Control Optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands," said Leigh Horton, Head of Ad Operations at Insider. "Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs." About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.

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BRAND MARKETING

Rakuten Advertising's "Accelerate" Quickens Affiliate Marketing Growth And Fuels Market Expansion

Rakuten Advertising | October 27, 2021

Rakuten Advertising has introduced Accelerate, a fully-managed, affiliate marketing program led by experienced analysts leveraging unique data insights, competitive intelligence, custom campaign modeling and publisher matchmaking to optimize performance marketing spend with unprecedented speed. Unlike other affiliate programs, Accelerate assumes the financial risk of testing new publishers, meaning advertisers are guaranteed to only pay for performance. By tapping into the company's network of 150,000 publishers in North America, EMEA, APAC and LATAM, Accelerate makes it simple and profitable for brands to expand into new markets and drive incremental sales. "Accelerate allows advertisers to enjoy the benefits of affiliate marketing in a way that only a network of our scale and experience can deliver," said Jeff Wender, Chief Revenue Officer, Rakuten Advertising. "By empowering our analysts and account teams to make strategic decisions about campaign investments, we can identify beneficial untapped publisher partnerships, establish optimized commission rates, and capitalize on even short-window opportunities to drive profits for advertisers. Accelerate has been well received by clients, and has exceeded our most optimistic expectations for performance and cost efficiency." The solution offers: Guaranteed performance-based costs: Brands pay exclusively for performance via a fixed percentage of revenue, while Rakuten Advertising takes on the risks of up-front publisher investments. This is a shift from the traditional affiliate model that includes tracking and service fees and publisher commissions. First-party Data & Insights: Accelerate taps into Rakuten Advertising's unmatched data network, which spans its own first-party Rakuten data, its historic affiliate campaign and benchmarking data, and its leading consumer online shopping data and competitive market insight via Rakuten Intelligence. Real-time analysis and optimization: All campaigns have a dedicated analyst who draws on data from Rakuten Advertising's expansive network to constantly improve performance by recommending new publishers, optimizing commission payments, identifying paid-placement opportunities and customizing offers and performance incentives. Publisher matchmaking: Data-led AI matchmaking identifies the best partners from Rakuten Advertising's network of 150,000 global publishers to drive optimal growth for each campaign. With decisioning backed by historic network and market data, Rakuten's algorithm identifies profitable relationships that wouldn't be obvious via human matchmaking. Fully managed program: Rakuten Advertising's highly experienced analysts and account teams manage every aspect of a campaign, from publisher recruitment and communication to IO execution and paid placement negotiations, allowing teams to jump on even short-window opportunities with a speed and agility not possible with traditional programs. Accelerate can be tailored for brands with a range of goals – whether it's international expansion, launching a new business or product, enhancing an existing affiliate program or re-focusing in-house talent. By leveraging Rakuten Advertising's dynamic commissioning rules, Accelerate account teams reward publishers for delivering targeted brand goals, and personalize campaigns to align with consumer interests and publisher content to create a more positive ad experience. Accelerate has delivered notable results for brand partners, particularly for marketers who support emerging and direct-to-consumer brands. One example is Australian retailer Cotton On, which engaged Accelerate to expand its 10-year foothold in the United States, customizing the program to drive awareness, promote priority product lines, convert new customers and generate more sales. We had reached the right moment to aggressively expand in the U.S. and sought a partnership that would deliver the experience and expertise we needed to reach and influence consumers in the market. That led us to Accelerate. Accelerate instantly gave us the strategic support, historical data and analytic expertise we needed to design an affiliate program that could effectively expand our U.S. business. As a result, our U.S. affiliate marketing sales have grown significantly year-over-year. Looking to the future, we're excited to continue the momentum we've created with Accelerate in the U.S. by launching U.K., South Africa and APAC Accelerate programs to further elevate our business globally." Brendan Sweeney, General Manager of Ecommerce at Cotton On. Wender added, "We're committed to helping brands capitalize on this period of economic recovery. Accelerate is a valuable addition to our suite of solutions that creates innovative, more customized ways for advertisers to interact with consumers, so they can scale quickly and recover their positions while reducing the risk of their digital advertising investment." About Rakuten Advertising Rakuten Advertising connects leading agencies, brands and publishers to active and engaged consumers around the world. With access to Rakuten's diverse media properties and audiences, combined with an award-winning performance network and proprietary consumer research, Rakuten Advertising creates the right conditions to reach new customers and sustain long-lasting loyalty. Its foundation of advanced technology, data and strategic services positions Rakuten Advertising to offer a differentiated suite of marketing and advertising solutions, while constantly pushing the industry forward. It is a division of Rakuten Group, Inc. one of the world's leading Internet service companies. The company is headquartered in San Mateo, CA, with offices throughout EMEA, APAC, LATAM and North America.

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AD NETWORKS

Catcher Digital Marketing and Flowfinity Deliver Measurable Business Growth for Consumer Brands

Flowfinity | January 21, 2022

Flowfinity Wireless Inc. today published a case study outlining how Catcher Digital Marketing has leveraged Flowfinity's no-code platform to deliver significant value to the consumer-packaged goods sector by digitizing and automating retail audit and market research reporting. Catcher Digital Marketing constructs sophisticated online marketing strategies delivered using tactics that produce effective, measurable business growth for their clients in consumer packaged goods and food and beverage marketing. Consumer packaged goods firms need to adapt strategy and tactics quickly to stay ahead in a highly competitive and fast-changing environment. The key is to have fresh, reliable market data on an ongoing basis and intuitive reporting to make informed decisions. Catcher creates value by providing the right digital tools to provide timely research, with Flowfinity they have achieved lasting customer loyalty and profitable growth by being highly responsive to ad-hoc marketing program changes. We survey retail staff about their brand awareness and product knowledge across our client's product lines and also perform observations of customer interactions in-store. Our clients need to see and understand trends from that market data quickly to adjust survey criteria and programs accordingly, sometimes on a daily basis." Paul Allison, Director of Digital Marketing at Catcher With hundreds of Brand ambassadors in the field performing thousands of in store visits every month apps built in Flowfinity help Catcher reduce labour costs by taking the guess work out of nuanced data collection, taking interpretation out of the hands of frontline personnel and into automated reporting applications. Catcher has found that due to the flexibility of the Flowfinity toolset they have everything they need within one platform to build custom solutions for their clients and gain a significant advantage over competing firms with less advanced digital systems. Now Catcher has integrated Flowfinity applications in the field to handle the three pillars of their retail audit programs: Brand Ambassador Management (Staffing), Field Dispatch (Work Orders) and Data Collection (Surveys and Reports). "It's great for reporting but also so much more. We're managing users, dispatching work orders, collecting and manipulating rich data, creating dashboard visualizations, and doing all this on the fly," says Paul. The time saved managing staff, assignments, and reporting plus the ability to respond to program change requests instantly has been a game-changer for Catcher. They now leverage their experience with Flowfinity's automation tools to drive repeatable high value business from their clients and seek new relationships based on their advantage. About Flowfinity Flowfinity is a no-code platform used to create, automate, and integrate custom business process applications. For over 20 years, Flowfinity has empowered business leaders and IT professionals to build flexible, scalable data collection apps and automate workflows without committing the extensive resources required to write and maintain custom code.

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