Former Roku Execs Launch Smart TV Advertising Network

Roku | April 30, 2019

Two former Roku executives are getting ready to compete with their old colleagues in the TV advertising space: Steve Shannon, formerly senior vice president of content and services at the streaming device maker, and Jim Lombard, who headed advertising sales at Roku, came out of stealth with their new smart TV advertising startup Tetra TV Tuesday. Shannon heads the company as CEO, while Lombard serves as its chief revenue officer. Tetra TV wants to help advertisers reach audiences across all connected TV platforms, explained Shannon in a recent conversation with Variety. “Advertisers are excited about connected TV,” he said, predicting that the entire $70 billion TV advertising market would eventually move to streaming media. The hold-up has been that it’s hard to target smart TV audiences across individual devices and apps, argued Shannon: “It is such a heterogeneous environment.” For advertisers looking to reach large audiences, there have really only been 2 platforms, he said: Roku and Hulu.

Spotlight

On Facebook, 36% of all ads are using custom audiences. Social media has been found to be the most effective digital. Chapter 3: How to choose an audience for your ads: Audience targeting is where Facebook advertising can. Up until a few weeks ago, this was a rule, rather than a guideline. You can also ad custom URL tags and conversion pixel tracking. Facebook is crushing YouTube in mobile video minutes watched per month. Build Your Custom Audience Retargeting Lists 10X Faster the fastest and simplest way to get a video ad out to yourtarget audience.

Spotlight

On Facebook, 36% of all ads are using custom audiences. Social media has been found to be the most effective digital. Chapter 3: How to choose an audience for your ads: Audience targeting is where Facebook advertising can. Up until a few weeks ago, this was a rule, rather than a guideline. You can also ad custom URL tags and conversion pixel tracking. Facebook is crushing YouTube in mobile video minutes watched per month. Build Your Custom Audience Retargeting Lists 10X Faster the fastest and simplest way to get a video ad out to yourtarget audience.

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ADVERTISER PLATFORMS

Uber Launches Dedicated Advertising Division To Serve The World’s Biggest Brands

Uber | October 20, 2022

Uber Technologies, Inc. (NYSE: UBER) has formally launched its advertising division and unveiled Uber Journey Ads, an engaging way for brands to connect with consumers throughout the entire ride process. Journey Ads are the latest initiative from a dedicated team formed at Uber this year under advertising veteran Dr. Mark Grether, previously with Amazon Advertising, CEO of Sizmek, and Co-Founder of Xaxis. Leveraging Uber’s first-party data and insights across its mobility and delivery businesses presents the world’s biggest companies with compelling new surfaces and closed-loop attribution to reach Uber’s audience of 122 million monthly active users. With the addition of Journey Ads, Uber has created an engaging model that enables brands to share strategic campaigns across Uber’s mobility and delivery businesses, while connecting with consumers in brand-safe and captivating ways. Journey Ads place relevant brand content and offers in front of purchase-minded audiences as they transact throughout their journey – while waiting for their driver and during their trip. Over 40 marquee brands have already partnered with Uber to run Journey Ads including NBCUniversal, Heineken, and United Artists Releasing. With one-hundred percent share of voice during the entire trip, early results show that consumers were exposed to the ad content for approximately two minutes, resulting in two to six times the brand-performance lift compared to other benchmarks. Brands and advertisers can now partner with Uber on a variety of advertising options on the Uber and Uber Eats apps, and beyond: Journey Ads that capture consumers’ attention during their trip with ad units that drive purchases and brand awareness as they move with purpose. Prominently placed Sponsored Listings across Uber Eats to get brands ahead of the competition and capture the attention of ready-to-purchase consumers, with clients such as Shake Shack already seeing increased engagement, ROI and customer acquisition. Sponsored Emails that enable brands to promote exclusive offers to Uber and Uber Eats consumers through email delivery directly into their inboxes. Homepage Billboards that give brands the ability to prominently display messaging on the homepage of Uber Eats, the world’s most-downloaded food delivery app. Post-checkout Ads which allow brands to promote to purchase-minded consumers as they await updates on their order. Storefront Ads where CPG brands can enjoy prominent placement of their products at the top of a digital storefront. PepsiCo has been a pilot partner of storefront ad offerings. In Menu Ads that enable restaurants to feature their seasonal or specially priced menu item to entice consumers to take advantage of the promotional offer. Chipotle has been a pilot partner on this effort. Highly visible digital out-of-home Car Top Ads which enable brands to reach consumers based on location and time of day across top U.S. cities. Tablet Advertising pilot which will see strategic partners pilot in-car tablets in LA and SF. ”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” said Dr. Grether, General Manager, for Uber’s advertising division. “While these consumers are making purchase decisions and waiting for their destination or delivery we can engage them with messages from brands that are relevant to their purchase journeys. And with 1.87 billion trips last quarter, that means we can connect advertisers to consumers on average five times per month across rides and delivery. ”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” said Dr. Grether, General Manager, for Uber’s advertising division. “Through our advertising division, we can help leading brands grow their relationships with consumers by connecting them at a moment when a customer is uniquely attentive. By tapping into our mobility media network, our pilot campaigns have surpassed expectations in terms of brand lift, engagement, and other campaign goals. We’re eager to continue working with our partners to identify best-in-class offerings – such as in-car tablet advertising – that will ensure they’re engaging with captive and engaged audiences.” In addition to Uber’s unique ability to help brands connect with consumers at relevant points throughout their journeys or transactions, the company provides comprehensive reporting and analysis. By offering this unique view into consumer behavior, brands are able to fine-tune their understanding of their consumers and create more impactful campaigns. About Uber Uber’s mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 34 billion trips later, we’re building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.

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ADVERTISER PLATFORMS

VideoAmp Releases Second-by-Second Advertising Measurement Enhancement Underpinned by Commingled Dataset

VideoAmp | October 06, 2022

VideoAmp, an advertising measurement and optimization platform, has released “Second-by-Second Ads Viewership” as a new measurement offering to strengthen their currency solutions. As an enhancement to their advertising measurement solution, the offering enables TV publishers and advertisers to harness the power of VideoAmp’s commingled dataset to better assess advertiser performance and benchmark against program averages. Leveraging actualized results with inputs from both Smart TV ACR and STB viewership data across more than 39M homes, advertisers and publishers gain access to second-by-second commercial performance data in a flexible user interface. By utilizing VideoAmp’s proprietary commingled dataset, VideoAmp is solving for the inconsistencies and limitations of using a single data source. Additionally, while other in-market currency providers use average commercial viewership, which gives all commercials within a program the same rating, VideoAmp is offering distinct second-by-second measurement for each advertisement within a program or event, providing the ability for: Publishers to increase the value of their inventory with more accurate commercial and program viewership insights. Publishers can demonstrate how advertiser reach builds throughout a program, optimize inventory allocation based on exact commercial viewership throughout the program and understand viewership trends to inform content optimization. Advertisers can evaluate the performance of their specific commercial spots and optimize investment allocation to maximize audience reach. With this dashboard, advertisers can analyze their commercial performance vs. the average within a given program, analyze the impact of frequency throughout a program and identify optimal ad placement to maximize reach. BET engaged with VideoAmp to explore advanced metrics leveraging the Second-by-Second offering to understand key moments during the 2022 BET Awards. The engagement was designed to evaluate the effectiveness of the BET Awards in reaching high-value audiences across BET. “Access to second-by-second level data gives BET a unique opportunity to hyper-target and pinpoint content that resonates with our audiences and drives success. Our teams utilized this transformative data to identify the most compelling program elements, such as show performances, commercials, host presentations, and more,” said Berj Kazanjian, Senior Vice President of Ad Sales Research at BET. “These advanced metrics allow us to enhance our content, further our reach, and deepen our engagement with our community.” Some of the insights provided within the Second-by-Second measurement solution include: Commercial Index Impressions Frequency Average Commercial Audience Average Program Audience Advertiser Reach Incremental Cumulative Reach Total Viewers “Having a true breakdown of viewership during every second of a program is game changing. Average Commercial Minute is a compromise the industry has had to make due to a lack of fidelity in panel-based measurement. Big Data enables buyers and sellers to know exactly how every spot in a program performs – from exact-second start to exact-second stop,” said Tony Fagan, Chief Technology Officer of VideoAmp. “Being able to tell a unique story for each advertiser during a program and make use of the granular insights that have often been lost or overlooked, is a major step forward.” “Having a true breakdown of viewership during every second of a program is game changing.” said Tony Fagan, Chief Technology Officer of VideoAmp. Over the past year, VideoAmp has seen accelerated growth and market adoption for its measurement and currency solutions across the advertising ecosystem. The company has built a media currency with software solutions that empower the world’s largest advertisers, agencies and publishers to extract more sales and revenue from their media and content investments. About VideoAmp VideoAmp is an advertising measurement and optimization platform increasing the value of advertising by redefining how media is valued, bought and sold. Our platform automates advertising workflows, deduplicates audiences across traditional TV, streaming video, digital media and walled gardens and connects media exposures to an advertiser’s sales. By unlocking new value for the entire ecosystem, our platform allows the world’s largest advertisers, agencies and publishers to align on VideoAmp’s independent measurement as a new media currency to transact against. We are transforming a 100-year-old industry by powering a more effective three-way value exchange that results in increasing the return on media investment for advertisers, increasing revenue for publishers and providing a better viewing experience for consumers. VideoAmp is headquartered in Los Angeles with offices across the United States. To learn more, visit videoamp.com. About BET BET, a unit of Paramount (NASDAQ: PARAA; PARA; PARAP), is the nation’s leading provider of quality entertainment, music, news and public affairs television programming for the African American audience. The primary BET channel is in 125 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, sub-Saharan Africa and France. BET is the dominant African-American consumer brand with a diverse group of business extensions including BET+, the preeminent streaming service for the Black audience; BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET HER, a 24- hour entertainment network targeting the African-American Woman; BET Music Networks – BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, a growing BET festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.

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PROGRAMMATIC ADVERTISING

MiQ acquires AirGrid, the privacy-first audience platform for publishers

MiQ, AirGrid | November 04, 2022

In its commitment to enabling the next generation of programmatic advertising, MiQ, the global programmatic media partner, today announced the acquisition of UK-based AirGrid, the privacy-first audience platform. Powered by edge computing, AirGrid adds critical publisher-focused technology capabilities and proprietary data to MiQ’s extensive solution suite, accelerating its leadership in shaping the cookieless future for clients. AirGrid is the only platform which enables marketers to connect directly to publishers for privacy-first and cookieless audience creation and activation. Instead of using cookie-based data, AirGrid uses machine learning to segment publisher audiences without the use of any identifiers. It then stores, models, and activates locally on-device or “at the edge” so that user data never leaves a device. In addition to maximising yield for publishers, these capabilities supercharge marketer audience strategies across a network of premium publishers, without ever having to handle user data, and increases reach in cookieless environments, such as the Safari web browser. “Just two months after our monumental PE investment from Bridgepoint, we’ve made this exciting move with AirGrid that gives us a transformational technology asset to remain front of the pack in delivering privacy-first programmatic solutions to our clients,” said John Goulding, Global Chief Strategy Officer for MiQ “With AirGrid, publishers and marketers will be able to target inaccessible audiences previously out of reach due to cookie blockers. It’s a win-win-win scenario. Publishers get better control, access, and monetisation opportunities, brands can apply more precise targeting functionality to key audiences historically out of reach, and consumers’ data never leaves their device.” AirGrid bolsters MiQ’s existing cookieless suite of authenticated data connection, advanced contextual data methods, and clean room solutions, which together power better analytics and targeting. With a global reach of hundreds of millions of users, AirGrid’s solutions are available now for any campaigns targeting UK supply, providing instant access to first-party data from five UK publishers and over 750 domains. MiQ is already working to expand this to the U.S. and Canadian markets, which will be available in the second half of 2023. AirGrid will retain its brand name and serve as a standalone entity under the MiQ umbrella. “Google may have delayed the cookieless deadline to 2024, but its reality is already here,” said Dennis Yurkevich, AirGrid founder and CEO and now Managing Director and CTO. “Google may have delayed the cookieless deadline to 2024, but its reality is already here,” said Dennis Yurkevich, AirGrid founder and CEO and now Managing Director and CTO. “The internet has experienced rapid change, even within the last several years alone, as consumers, legislators, and other tech giants demand the eradication of data practices of the past. We need to heed their words proactively versus reactively when it’ll be far too late. We’ve watched as MiQ has led this charge for years, and we’re excited to be on board now to drive even further innovation for publishers and marketers in this future.” Goulding continued, “The addition of AirGrid is just the beginning for MiQ. With our newly-formed M&A business division, we’re laser-focused in executing our strategic plan to drive impactful growth and expansion of our business, and serve as the preeminent authority on privacy-first digital advertising.” About MiQ We’re MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places. Headquartered in London, MiQ has offices across North America, Europe and Asia Pacific. We were named to AdExchanger’s Programmatic Power Players list in 2022, 2021, and 2020, were awarded Most Effective Use of Data at The Drum’s Digital Industries Awards 2021 and named 4th in The Sunday Times International Track 200 for 2019. MiQ operates globally from 18 offices located in North America, Europe and APAC. You can find out more here: wearemiq.com.

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