ADVERTISER CAMPAIGN MANAGEMENT
Hello Sunshine | March 21, 2023
Hello Sunshine, a part of Candle Media, announced today the launch of Solar, an in-house social agency helping brands connect with women through story-driven advertising. Overseen by Maureen Polo (Hello Sunshine’s Head of Direct to Consumer), Solar is being led by agency veteran Jennifer Wiener (SVP, Solar) in close collaboration with new creative leadership, Teneille Craig (VP, Creative, Solar).
Hello Sunshine has a rich history of partnering with advertisers to shape female-focused commercial messaging that truly resonates. With Solar, brands will now have the opportunity to partner more deeply with Hello Sunshine and to drive story-led marketing that shapes culture, drives impact, and ultimately makes the world a better place for women and diverse audiences. Solar empowers brands to tell more inclusive and representative storytelling that ultimately brings more underrepresented voices into modern media offerings. The agency also serves as the internal marketing engine that fuels Hello Sunshine’s content, commerce, and community model.
“Hello Sunshine has proven time and time again that we know women – what inspires them, connects them, and drives them to action. We're thrilled to formally launch Solar, an innovative in-house social agency that leverages Hello Sunshine's creative expertise to help brands authentically communicate with women,” said Maureen Polo, Head of Direct to Consumer at Hello Sunshine. “Our incredible team of marketers, creatives, strategists, and producers will work seamlessly with partners to drive story-led marketing that moves the needle.”
“Solar presents a more formal offering that operationalizes Hello Sunshine’s trust, influence, and deep expertise with female consumers,” added Sarah Harden, CEO of Hello Sunshine. “Leveraging our heritage in premium storytelling that centers women, we’re partnering with brands with full-service capabilities across the modern media landscape.”
More than a traditional agency, Solar teams up with mission-aligned brands to go beyond their standard strategy and creative needs. The agency’s collaborative model provides deep insight, intelligence, and credibility among women consumers. Solar’s work with brand partners includes extensive brand partnerships through Hello Sunshine IP and DTC brands, social marketing services, influencer marketing, licensing, product development, co-marketing, and women-centered consumer insights. The agency has already been working with a range of renowned brands, including Oui by Yoplait, P&G, Diageo, Pure Leaf, Stacy’s Pita Chips, Buick, Biossance, Lavazza, Anheuser Busch, Epson, Norwegian Cruise Line, and Fidelity.
“We approached Hello Sunshine because of their like-minded audience with Oui yogurt,” said Susan Pitt, Brand Experience Director for Cereal and Yogurt brands at General Mills. “We really wanted to reach women who are passionate about saying yes to making time for themselves. Hello Sunshine built out a strategic multi-channel program that has helped catapult our shared creative purpose messaging and ultimately help drive double digit increase in sales velocity.”
Along with Maureen Polo, Hello Sunshine’s Head of Direct to Consumer, Solar is led by SVP Jennifer Wiener. Wiener previously worked at Fullscreen, where she led sales and integrated marketing teams and re-positioned Fullscreen with Fortune 500 clients as trusted, insight-led marketing solutions and social services experts. Prior to Fullscreen, she worked at Dentsu Aegis, where she and her team led award winning branded content efforts for Microsoft and focused on business development for the agency. Before joining Hello Sunshine, Wiener ran the Entertainment Marketing Solutions team at WarnerMedia, leading all brand marketing, brand positioning, creative, brand partnerships and go to market storytelling for HBO Max, Adult Swim, Cartoon Network, DC Comics and Theatrical.
Along with a cross-disciplinary agency team, Polo and Wiener are joined by VP, Creative, Teneille Craig, an award-winning creative with over 15 years of experience in publishing, advertising, digital media, and fashion. Prior to joining Hello Sunshine, Teneille has made an impact in senior creative roles at ESSENCE Magazine, Dentsu McGarrybowen for American Express, and TikTok.
Hello Sunshine will continue to focus on long-form branded entertainment with Zoe Fairborn, Head of Brand Business Development and Branded Entertainment, continuing to lead those efforts.
About Hello Sunshine
Founded by Reese Witherspoon, Hello Sunshine puts women at the center of every story it creates, celebrates and discovers. Hello Sunshine tells stories across all platforms – from scripted and unscripted television, feature films, podcasts, audio storytelling, and digital series – all shining a light on where women are now and helping them chart a new path forward. Hello Sunshine is also home to Reese’s Book Club. Fast growing in reach and influence, this community is propelled by meaningful connections with stories, authors and fellow members.
Hello Sunshine is part of Candle Media, an independent, creator-friendly home for cutting-edge, high-quality, category-defining brands and franchises. By bringing together elite talent operating at the intersection of content, community, and commerce, it helps to position leading entertainment businesses for accelerated, sustainable growth in the current market and beyond. Candle is run by its Co-Chairmen and Co-CEOs, leading entertainment executives Kevin Mayer and Tom Staggs, and backed by investment capital from funds managed by Blackstone’s flagship private equity business.
Read More
AD NETWORKS
MGID | February 28, 2023
MGID, an advertising platform, has recently announced the integration of generative artificial intelligence into its current intelligence solutions. This integration would help advertisers with image and headline generation and their optimization.
With Open AI’s DALL•E 2, advertisers would develop computerized digital images through text prompts. It would also align headlines according to historical and GEO-specific data. Its automation is fast and requires fewer resource-intensives, transforming overall campaign efficiency and impact. In addition, combining MGID’s intelligent recommendation algorithms, contextual intelligence, and AI technologies would accelerate ad performance and user engagement with MGID ads.
In addition to these facilities, the advertisers benefit from advanced visual toolkits than traditional stock images, creating more engaging but unique pictures with about 20% increased click-through rate (CTR). It gives control of key details like emotion, character, style, hue and angle to the advertisers. It also offers multiple versions of the same image for AB testing to identify the audience’s likings. In addition, it organically intertwines advertisements into a user’s website interactions with native ad placements, serving relevant content which is suitable to the users’ interests.
CEO of MGID, Sergii Denysenko said, “It’s clear that AI will play a critical role in powering the next stage of truly optimized ad campaigns. Pairing this with our smart recommendation algorithms and existing contextual intelligence technology is the natural evolution in creating a better experience for advertisers, publishers, and audiences alike. Impressed by its capabilities in testing, we’re very much looking forward to the launch and seeing how AI is embraced by advertisers throughout the year.”
(Source – Business Wire)
About MGID
Headquartered in Los Angeles, California, MGID, an advertising services provider, offers solutions for lifestyle media, entertainment media, blogs, content discovery, website traffic management, audience development, paid content distribution and native advertising. It has been providing quality content distribution to entertainment and lifestyle publishers worldwide. It entertains, at the same time, delivers marketing solutions that cater to consumer interests with a subtler and indirect selling approach. Its performance-driven approach connects interested visitors seamlessly to its customers’ websites for revenue generation and traffic enhancement through quality content and relevance to the users’ expectations.
Read More
MOBILE ADVERTISING, AD NETWORKS
Pixalate | January 17, 2023
Pixalate, which is an analytics platform for fraud protection, privacy, and compliance for connected TV (CTV) and mobile advertising, has released a compliance toolkit for CTV to find and evaluate child-directed apps in the Roku and Amazon Fire TV app stores. The toolkit is designed to enable Pixalate's customers to identify, review, and assess child-directed apps that run on Roku and Amazon Fire TV in order to ensure compliance with relevant laws such as the Children's Online Privacy Protection Act (COPPA).
The Pixalate Trust and Safety Advisory Board, which is made up of qualified educators and led by a former FTC enforcer, looks at apps through the lens of the COPPA Rule to see if they are aimed at children. Pixalate's new toolkit gives brands, ad networks, and agencies the ability to accurately find and label apps that are made for kids.
Allison Lefrak, Pixalate's senior vice president of public policy, advertising privacy, and COPPA compliance, said, "As advertisers are focusing more on programmatic Connected TV inventory, it is important for them to keep in mind that COPPA also applies in the CTV space." She further added, "Identifying which apps are child-directed and whether they are potentially risky from a COPPA compliance standpoint is crucial in avoiding hefty penalties."
These manual reviews are blended with AI to assign a COPPA violation risk to over 50,000 Roku and Amazon Fire CTV apps. If a publisher or advertiser knows that a CTV app is aimed at children, they must follow COPPA, which includes getting permission from the child's parents before collecting and/or sharing personal information.
About Pixalate
Pixalate is the market-leading platform for fraud protection, privacy, and compliance analytics for connected TV (CTV) and mobile advertising. We work around the clock to protect your reputation and increase your media value. Pixalate is the only company that offers coordinated solutions for detecting and getting rid of ad fraud across display, app, video, and CTV. Pixalate's marketing compliance solutions include the industry's first COPPA compliance technology, which is designed to identify potential child-directed apps and online privacy compliance risks. Pixalate is an MRC-accredited service that detects and filters sophisticated invalid traffic (SIVT) on desktop and mobile web, mobile in-app, and CTV advertising.
Read More