Google India spent Rs 1,100 cr on media investments in 2018

Google | January 24, 2019

For a company that is known to dominate the global online advertising market along with social networking giant Facebook, Google has itself emerged as one of the top advertisers in India over the last two years. The online search giant was among India’s largest advertisers in 2017-18, shelling out huge dollars to create awareness about, and drive adoption of, its products. Last year, Google increased media investments for its payments and services businesses, in particular, besides its hardware products Google Home (smart speaker) and Google Pixel. The company is learned to have spent around Rs 330 crore in 2017 on traditional mediums, or what are offline channels for advertising, as per media planners tracking advertising budgets. Offline mediums include television, print, radio and outdoor. Till November 2018, that spending increased to Rs 540 crore, as per data collated by media agencies, accessed and reviewed by ET. This figure does not include its spending on online channels.

Spotlight

Advertising to children is the act of marketing or advertising products or services to children, as defined by national legislation and advertising standards. It is often the subject of debate, relating to the alleged influence on children's consumption. Laws concerning such advertisements have largely evolved in recent years. In most countries, advertising for children is framed by a mix of legislation and advertising self-regulation.

Spotlight

Advertising to children is the act of marketing or advertising products or services to children, as defined by national legislation and advertising standards. It is often the subject of debate, relating to the alleged influence on children's consumption. Laws concerning such advertisements have largely evolved in recent years. In most countries, advertising for children is framed by a mix of legislation and advertising self-regulation.

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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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LG Ads Solutions Expands EMEA Operations with London Office Opening

LG Ads | October 12, 2022

Today (October 11th, 2022), LG Ads Solutions announced the official opening of the London office as a part of a broader expansion into the EMEA market. LG brings its proprietary automatic content recognition (ACR) technology for LG TVs to the region, enabling superior targeting and addressability for connected television (CTV) advertisers. “We believe the time to make a big investment in ad-supported CTV technology for Europe is now. CTV advertising is continuing to grow throughout Europe” said Ed Wale, vice president of Europe. “We believe the time to make a big investment in ad-supported CTV technology for Europe is now. CTV advertising is continuing to grow throughout Europe” said Ed Wale, vice president of Europe. “Today, more than 8-in-10 households in the EU5 have a connected TV, which reflects a 30% increase from 2020. This ubiquitous access combined with an increased preference for ad-supported CTV has led advertisers to shift their investments to this burgeoning medium”. According to research from CoLab, 60% of UK marketers plan on increasing their advanced TV ad spend over the next year, while 73% plan on doing so in wider European markets. With over 30 million addressable smart TV households across Europe, there is a great opportunity for LG Ads Solutions to help European advertisers reach their target audiences and European OTT publishers better monetise their inventory. Already, some of our clients have seen impactful results from our activations in-market. To learn more about CTV campaign optimisation across linear and digital or how to better monetise your inventory, contact info@lgads.tv About LG Ads Solutions LG Ads Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide, with big TV audience data and Video AI designed to connect brands with audiences across all screens. We are growing fast globally, and we are hiring! Contact us at info@lgads.tv.

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AD TECH AND MARTECH

RTB House Partners with Integral Ad Science to Enhance Measurement & Brand Safety Capabilities

RTB House, Integral Ad Science | October 31, 2022

RTB House, the ad tech platform powered by unique deep learning algorithms, has partnered with Integral Ad Science (IAS), a global leader in digital media quality, to provide brands and agencies with transparent, fraud-free, brand safe advertising with increased measurement efficiencies. The partnership will allow RTB House, which provides marketing solutions for top brands and agencies worldwide, to match advertisers’ brand risk threshold and avoid risky content by activating IAS’s publisher verification technology. It will also measure viewability and invalid traffic (IVT) rates, thus improving media quality standards and ensuring greater campaign end results. IAS’s solution spans media buyers and sellers, reducing discrepancies, eliminating impression waste, and creating a frictionless environment. RTB House clients will have greater transparency and measurement of impressions to better align with client expectations, and more effectively achieve advertising goals. Mateusz Jędrocha, head of upper-funnel solutions development at RTB House, said, “Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent, and highly measurable impressions." Mateusz Jędrocha, head of upper-funnel solutions development at RTB House, said, “Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent, and highly measurable impressions. The deep learning algorithms that power the RTB House engine make ad campaigns up to 50% more efficient than those using standard machine learning techniques. By working with major digital media quality partners, we can offer our customers an extra layer of comfort that ensures their marketing budgets are driving real value for the entire business.” Yannis Dosios, global chief commercial officer at IAS, adds, “Our mission at IAS is to be the global benchmark for trust and transparency in digital media quality. By partnering with RTB House we can help ensure the brands and agencies it works with gain greater transparency and a more complete view of their media buys to boost confidence around campaign performance.”

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