Ad Networks
prnewswire | August 09, 2023
Skai, an omnichannel platform for performance marketing, published its Q2 2023 Digital Marketing Quarterly Trends Report, an in-depth analysis of the digital marketing trends that defined the second quarter of this year, along with an interactive infographic detailing key analysis. While the pattern of more ads at lower prices mostly continued to affect year-over-year (YoY) trends, comparing Q2 2023 to the previous quarter suggests an improving economy on numerous fronts.
Retail media growth accelerates while other channels hold
Year-over-year (YoY) spending grew 35% for retail media, up from 30% last quarter, while paid search and paid social only varied slightly from last quarter's trend. Paid search spending increased 3% YoY while paid social spending declined by 4%, both down one percentage point from Q1 YoY levels.
Virtuous cycle drives retail media, paid search
Retail media and paid search cost-per-click (CPC) both grew 11% quarter-over-quarter (QoQ) while conversion rate (CVR) was up 8% in retail media and 10% in search. Higher conversion rates translate to fewer clicks leading to a purchase, which then offset the higher click costs without negatively affecting return on ad spend (ROAS). Higher CPC then also allows for higher-quality placements on search results or product description pages.
Bright spots in paid social
While overall social spending was down, several segments saw YoY growth over Q2 2022. Video ads grew 12% and both Instagram ads and Awareness & Engagement campaign objectives were up 5% over last year.
Expansion of formats and placements for commerce ads
In each channel, commerce ads that are taking new forms and reaching new audiences showed robust QoQ growth. Amazon DSP spending increased 56% from Q1 to Q2, while Google Performance Max campaigns and Meta Advantage Shopping Campaigns+ grew 34% and 38%, respectively.
"Retail media is already showing signs of accelerating spending growth, while both paid search and paid social look like they are hitting the end of recent deceleration trends. This all bodes well for a strong H2 for digital marketing spend as economic conditions improve," said Chris Costello, Senior Director of Marketing Research at Skai. "Meanwhile, digital publishers are consolidating disparate elements of campaign management and then expanding those campaigns to new audiences and properties to reinforce their value to advertisers."
For more information and to view the infographic, visit skai.io/digital-marketing-trends/.
Methodology
Analysis is drawn from a population of approximately $9 billion in advertising spend over five quarters, comprising more than 3,000 advertiser and agency accounts across 40 vertical industries and more than 150 countries running on the Skai™ platform on Google, Microsoft, Baidu, Yandex, Yahoo! Japan, Verizon Media, Amazon, Walmart, Instacart, Criteo, Kroger, Apple Search Ads, Pinterest, Snapchat, Facebook, and Instagram. Except where noted, only advertisers with 15 consecutive months of performance data are included. Some additional outliers have been excluded. Ad spending and pricing have been translated to USD at the time the spending was incurred, where applicable.
About Skai
Skai (formerly Kenshoo) is a leading omnichannel marketing platform that uniquely connects data and media for informed decisions, high efficiencies, and optimal returns. Its partners include Google, Meta, Amazon Ads, TikTok, Snap, Walmart Connect, Instacart, Roundel, Criteo, CitrusAd, Pinterest, Microsoft, Apple Search Ads, and more. For over 15 years Skai has been trusted by an impressive roster of brands including Pepsico, Michaels, Reckitt, Daimler, LG, and Vodafone. The company is headquartered out of Tel Aviv, with seven international locations, and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, Bain Capital Ventures, Pitango, and Qumra Capital.
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Advertiser Platforms
prnewswire | August 31, 2023
Built on a core principle of innovation, AdCellerant announced their newest product offering, Addressable Streaming TV. This groundbreaking solution combines large-screen, TV-sized devices' unparalleled brand awareness-building capabilities with micro-targeting precision and foot traffic attribution.
AdCellerant's Addressable Streaming TV product is set to reshape how businesses connect with their target audience, maximizing the return on their investment (ROI) for every advertising dollar spent.
"It's impressive to see how well this product is already working for advertisers of different industries," said Ben Bouslog, VP of Business Development. "As we know, video is one of the fastest growing digital channels, and this product combines precision targeting, high-quality networks and inventory, and success metrics like foot traffic attribution and conversion tracking to get our partners geared up for their next opportunity."
The new Addressable Streaming TV product offers a range of benefits that enable businesses to take their advertising efforts to the next level. These benefits include precise targeting, data-driven decisions, ad experience control, cross-device attribution, a safe environment, and impactful insights.
Built on a core principle of innovation, AdCellerant announced their newest product offering, Addressable Streaming TV. This groundbreaking solution combines large-screen, TV-sized devices' unparalleled brand awareness-building capabilities with micro-targeting precision and foot traffic attribution.
AdCellerant's Addressable Streaming TV product is set to reshape how businesses connect with their target audience, maximizing the return on their investment (ROI) for every advertising dollar spent.
"It's impressive to see how well this product is already working for advertisers of different industries," said Ben Bouslog, VP of Business Development. "As we know, video is one of the fastest growing digital channels, and this product combines precision targeting, high-quality networks and inventory, and success metrics like foot traffic attribution and conversion tracking to get our partners geared up for their next opportunity."
The new Addressable Streaming TV product offers a range of benefits that enable businesses to take their advertising efforts to the next level. These benefits include precise targeting, data-driven decisions, ad experience control, cross-device attribution, a safe environment, and impactful insights.
Unlock Maximum ROI with Addressable Streaming TV
This innovation allows advertisers to optimize the ROI of their ad campaigns by strategically placing video ads during premium, professional-produced TV shows and movies. In 2022, Streaming TV viewership surpassed traditional cable for the first time, reflecting the shift in consumer preferences. With 88% of American households owning at least one internet-connected TV device and 92% of streaming content viewers using ad-supported services, the impact of Addressable Streaming TV cannot be overstated.
Proven results with AdCellerant's Addressable Streaming TV
AdCellerant collaborated with a significant investment group on a campaign targeting homeowners interested in selling their properties at a discounted rate. Think, "We buy homes for less." Upon launching their Addressable Streaming TV campaign, the investment group experienced a remarkable 55x return on ad spend. It achieved $140,000 in savings on homes purchased within the first month of its campaign. The impact was quantifiable and verified through matchback reports, solidifying the effectiveness of streaming campaigns and driving revenue.
Book a demo today for more information on how Addressable Streaming TV can revolutionize your advertising efforts.
About AdCellerant
AdCellerant provides businesses access to high-quality digital marketing technology and solutions through partnerships with media companies and agencies. Focused on generating results and growth for businesses of all sizes, AdCellerant offers best-in-class technology and software, award-winning customer service, expert education, and exceptional operational support to ensure customer campaign performance.
Leveraging proprietary technology Ui.Marketing, AdCellerant effectively connects businesses with their ideal customer at the right time. Harnessing an easy-to-use and agile digital advertising tool, users can manage the entire buyer's journey from quick and accurate comprehensive proposal creation, campaign launch, and campaign performance. All within a single platform.
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Ad Networks, Advertiser Platforms
Business Wire | July 20, 2023
Today, Comcast Advertising announced the release of its annual Comcast Advertising Report, revealing data-based insights into how viewers are viewing, buyers are buying, and sellers are selling multiscreen TV advertising today. The study provides comprehensive insights on the newest engagement and consumption trends across streaming and linear TV advertising and provides actionable recommendations for the modern advertiser.
The Comcast Advertising Report is based on an in-depth analysis of billions of impressions from Comcast Cable’s ad sales division, Effectv, and from its ad technology platform, FreeWheel, as well as commissioned research into viewing and buying habits from research partners.
According to the report, despite economic uncertainty, 94% of advertisers anticipate maintaining or increasing their spending on premium streaming in the next 12 months (40% plan to increase their spend.) The findings demonstrate a significant preference among advertisers for premium, professionally produced video content, where, the report finds, viewers are 58% more likely to remember an ad as compared to within user-generated video.
“The industry continues to transform at break-neck speed toward a more data-driven, automated approach to buying and selling advertising,” said James Rooke, President, Comcast Advertising. “As this transformation accelerates, the value of trusted, transparent and engaging viewing environments has never been more important. The Comcast Advertising Report provides a unique and layered perspective into these environments and how buyers, sellers and viewers are navigating today’s complex media landscape.”
Key findings from the report include:
Traditional TV is still a core strategy in media plans, with 80% of advertisers planning to maintain or increase their spend on traditional TV in the coming year.
Across both TV and premium streaming, the “big screen” TV is still the preferred viewing spot for most consumers, accounting for 82% of ad views.
As free ad-supported streaming TV (FAST) matures as a free alternative to linear TV, viewers are engaging with content in the same way they do with AVOD, and seeing the content as equally premium.
Both buyers and sellers are embracing programmatic as a way to unlock efficiencies in TV advertising. As a result, premium programmatic ad views have increased 12% compared to a year ago.
The share of live sports impressions transacted programmatically has increased 38% so far in 2023 compared to 2022, as sports programming moves to streaming and publishers turn to dynamic ad insertion and private marketplaces to capture increased revenue.
The report uncovers that buyers continue to face challenges in obtaining incremental reach, citing cost and frequency control as the biggest obstacles. The study analyzed billions of impressions to provide the following recommendations pertaining to maximizing reach and connection:
To get the most exposure, TV advertisers should allocate 20-30% of premium video budget towards streaming and the rest to traditional TV.
To maximize reach and impact against both in-market and future customers, advertisers should allocate 30% of impressions to highly targeted, addressable strategies and the remaining to broader, data-driven TV and streaming, while also spreading investment across networks, dayparts, and over months.
Advertisers should capitalize on the big screen, where unaided recall is 2.2x higher and purchase intent 1.3x higher as compared to the same ad in a mobile digital in-stream environment.
"In the face of unprecedented change in the way consumers are viewing premium video content, buyers and sellers alike are looking for tangible metrics on what works best within this new TV environment,” said Travis Flood, Executive Director of Insights, Comcast Advertising. “The goal of this report is to provide actionable advice on using all the tools and channels now available for advertisers to maximize audience reach and drive strong viewer connections. Fortunately, Comcast’s role in video distribution, media and ad tech affords us the purview to deliver upon this ambitious objective.”
The report concludes with several industry predictions for the year to come. Among the predictions is that linear will increasingly behave more like digital, that more streaming platforms will offer bundled subscription plans, collaboration between companies will further drive innovation, contextual targeting will continue to become more sophisticated, and advertising sustainability will be an important focus for U.S. advertisers and publishers.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goals – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.
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