Google Analytics Announced Predictive Innovations For Advertisers For More Robust Targeting in Google Ads

Search Engine Journal | July 14, 2020

Google Analytics has announced their new feature for Predictive Audiences and Predictive Metrics, available in the App +Web beta product offering. Google Analytics has announced their new feature for Predictive Audiences and Predictive Metrics. These are part of their Beta for App + Web properties, and not available in regular Analytics situations. Located within the Audience Builder, users will now see new audiences, based off two audience types: likely buyers and likely churning purchasers. These spawn specifications for things like “Likely first-time 7-day purchasers” or “Likely 7-day churning purchasers.” This new audience feels a lot like Facebook’s conversion goal, which similarly targets users’ likely behavior. Like other Google Analytics audiences, linked Ads and Analytics accounts will be able to import these audiences for bidding and targeting.

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PROGRAMMATIC ADVERTISING

Roku Expands Canadian Advertising Business With OneView Ad Platform

Roku Inc, Matterkind | September 24, 2021

Roku, Inc. announced the expansion of its Canadian TV advertising offering with the introduction of the OneView advertising platform. OneView provides advertisers with a self-serve platform, leveraging TV identity data from the Roku streaming platform, to manage advertising across TV streaming, desktop, and mobile campaigns. Roku signed Matterkind, an IPG affiliate company, as the first Canadian OneView campaign partner. “With half of Canadian TV streamers regularly using ad supported streaming channels like The Roku Channel, and millions having left behind traditional TV for TV streaming, there’s a big opportunity available for marketers looking to tap into this rich audience” As Canadian households move more of their entertainment time to TV streaming and away from traditional TV programming, advertisers are seeking a toolset to scale TV streaming advertising. The large-scale movement into TV streaming has created new opportunities for marketers to reach and engage consumers with the same level of data and insights available to digital advertisers. Marketers and their media buying partners are seeking self-serve capabilities to optimize return on advertiser spending by measuring effectiveness across screens with detail, penetration, and data richness not available through traditional TV advertising. OneView, which was built for TV streaming, integrates the reach, inventory, and capabilities of Roku advertising with the identity and attribution tools of Roku’s demand-side platform. “With half of Canadian TV streamers regularly using ad supported streaming channels like The Roku Channel, and millions having left behind traditional TV for TV streaming, there’s a big opportunity available for marketers looking to tap into this rich audience,” says Christina Summers, Regional Sales Manager at Roku. The Matterkind partnership with OneView allows Roku to work with the agency locally in Canada as an extension to its global agreement in the U.S. The first campaign ran nationally from May 25 - June 30, 2021, in English and French for a major Canadian travel client, promoting domestic tourism in the country, and has enabled IPG and Matterkind the ability to better reach key domestic travelers like younger families, mature travelers, singles and couples. “Matterkind takes pride in driving our clients’ businesses forward through data and tech innovation and first-to-market test opportunities, making the OneView launch partnership a natural fit,” says Erin Rahn, General Manager, Matterkind. “The OneView DSP allows Matterkind to focus on our cross-channel addressable approach using Roku viewership data that is ethically sourced and privacy compliant, and all with 100 per cent transparency and control. The Platform’s robust offering, such as instant OTT forecasting and more precise targeting across devices and inventory, aligns strongly with Matterkind’s key areas of focus and ultimately allows us to deliver better business outcomes for our clients.” In addition to supporting the needs of marketers and advertisers, OneView’s capabilities also enable Roku’s content producers the ability to tap into new audience segments, and better monetize their existing and often dormant catalogues to extend reach even further. “The reality is the industry is at a critical crossroads. Many marketers are still deploying large majorities of their budgets towards traditional TV, where data is generic at best, and the capacity to target specific audience segments is lost. Roku is uniquely positioned to help marketers reach their target consumers at scale with the kind of data rich capabilities and reporting metrics they have come to expect from their digital campaigns. OneView’s first-party capabilities give marketers access to measure and optimize effectiveness across screens to improve ROAS and take advantage of the shift in audience preferences to TV streaming. This is a game changer for marketers looking to reach consumers on the biggest screen in the home,” said Summers. OneView offers: Better identity solutions – access more accurate TV audience data powered by Roku’s direct consumer relationships Further campaign reach – Roku’s data can help identify who are heavy Subscription Video on Demand (SVOD) viewers for advertisers to target, both on and off of Roku across all devices and inventory Proprietary audiences – activate numerous unique segments based on direct customer relationships resulting in deeper insights Instant OTT forecasting – calculate TV streaming ad inventory availability in seconds to plan campaigns that can be activated across Roku and other TV streaming publishers In-flight attribution tools – optimize reach, frequency and performance across TV streaming, desktop, and mobile campaigns Measured outcomes – measurable demographic delivery or business outcomes such as website visits or mobile app downloads allowing a greater capability to track performance with Connected TV About Roku, Inc. Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV brands. Roku is headquartered in San Jose, Calif. U.S.A. About Matterkind Matterkind connects people to what matters — connecting brands to the right audiences, and people to the right content. We offer brands a strategic partner in creating lifetime customer value across addressable activation. In a fragmented media landscape, Matterkind leverages best-in-class technology to deliver comprehensive and optimal addressable solutions. Our proprietary data and tradecraft, combined with an audience-first approach, enables us to drive better business outcomes on behalf of agency partners and clients. Matterkind operates in over 70 markets worldwide.

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AD NETWORKS

TapNation integrates Adverty's in-game ad technology

Adverty | July 07, 2021

Adverty AB (publ), a leading in-game advertising specialist, announced a partnership with TapNation, as the French hypercasual publisher incorporates Adverty's seamless in-game ad formats into several current and upcoming titles - the result of a successful Q1 trial with clear positive uplift on all key metrics. TapNation, a Paris-based producer of hyper-casual games, has incorporated Adverty's seamless In-Play advertising technology into many of its products and plans to utilize Adverty's unique formats in future releases. "We've been interested in in-game advertising for a while, so we began our initial testing with Adverty in our game Cornhole League in Q1. We thoroughly examined the impact of in-game advertising and discovered that it had a clear net positive uplift on all of our key KPIs "says Vincent Férvier, TapNation's VP of Monetisation. "Given the encouraging results so far, we have chosen to include seamless in-game advertising into more of our games, beginning with Web Master 3D and Rock Crawling. In the future, we will continue to include in-game advertising in any and all titles as appropriate." Adverty CEO Tobias Knutsson adds: "We are thrilled to welcome TapNation to the rapidly expanding field of in-game advertising. We've had the pleasure of participating in company-wide Cornhole League events in recent months, and we can attest to the quality of the games. TapNation is also one of our largest publishers to date, providing our advertisers with a new level of reach." TapNation has had phenomenal growth, with over 230 million downloads of its game releases since 2020. Every day, millions of people across the globe play its titles. Adverty has also recently partnered with InMobi and Verizon on the demand side, in addition to current successful partnerships with PubMatic and Smaato, allowing a wide range of partners and advertisers to access its inventory, with supply-side interest growing exponentially as more people understand the power of in-game executions to maximize brand exposure and p With interest in in-game advertising rising, not to mention Adverty's recent partnership with Moat by Oracle Advertising for third-party verification and its recent US patents granted for its work on viewability, the collaboration comes at an exciting time. Adverty is presently looking to expand its workforce and is actively recruiting for various positions across all aspects of the business. About Adverty Adverty, the leading in-game advertising platform, uses innovative and patented technology designed for games to offer seamless In-Play and In-Menu advertisements that connect brands and people. The platform provides real in-game ad inventory at scale and enables content creators to monetize the whole experience through unobtrusive, easy-to-integrate, immersive advertising. Adverty, which was founded in 2016, has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg, and Lviv and works with advertisers, agencies, and developers to unlock audiences and revenue streams in gaming.

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ADVERTISER PLATFORMS

Anderson Collaborative Announced As Amazon Advertising Partner

Anderson Collaborative | December 01, 2021

Anderson Collaborative, a Miami-headquartered, premier data-driven public relations and marketing agency servicing clients nationwide, is proud to announce that it is now an official flagship partner of the Amazon Advertising Network. Selected as one of just 193 U.S.-based agencies recognized for their expertise in Amazon Ad campaign management, the program allows partners to further capitalize on their strengths and grow their businesses while delivering tangible results for each entity's mutual customers. A brand-new community, the Amazon Advertising Partner Network offers a centralized location that allows partners like Anderson Collaborative to swiftly access all of the tools needed within a single hub. This includes educational resources in the form of a dedicated library filled with best practice guides, product videos and case studies. Additionally, partners can integrate their Amazon Advertising API account into their Partner Network account to access pertinent information from news releases. Meanwhile, a learning console offers training as well as certificate programs which allow for deepened knowledge on specific topics. E-commerce marketing is one of our primary verticals that we work in, and Amazon ads are an essential component of any successful ecom paid media strategy. Our agency is excited to leverage this partnership for our clients to be able to further provide them with the resources and campaign execution that they need to find success on this channel." Trevor Anderson, founder and CEO of Anderson Collaborative. Representing clients in a wide range of sectors ranging from hospitality to retail, Anderson Collaborative continues to achieve top results through its advertising and marketing efforts. The agency offers full transparency combined with unparalleled creative and analytical expertise to connect clients directly with their audiences. On average, Anderson Collaborative outperforms industry standards two to three times over, ensuring they carry each client's marketing budget further than the competition. About Anderson Collaborative Anderson Collaborative is a privately owned digital agency headquartered in Miami, Florida. Established in 2019, the award-winning firm provides data-driven marketing, web, brand strategy, and analytics services to a broad range of clientele throughout the United States.

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