Display Advertising

GroundTruth's New In-Stock Local Ads to Help Consumers Navigate Supply Chain Shortages this Holiday Season

GroundTruth | November 20, 2021

Advertising
GroundTruth, the leading location-based marketing and advertising technology company, announced today that it is expanding product-related advertising capabilities with the launch of In-Stock Local Ads. By increasing its ability to ingest and analyze massive levels of product supply data, GroundTruth's next generation of in-stock marketing technology allows national and local retailers and CPG brands to manage inventory shortages at scale. In-Stock Local Ads works by serving shoppers similar product options for items that may not be available at specific store locations or by redirecting shoppers to alternative stores with higher levels of product availability.

35% of shoppers are willing to substitute a similar brand or product for the out-of-stock items on their shopping lists1. "The impact of a true marketing strategy for out-of-stock items is much more meaningful than capturing a short-term sale," said Dan Silver, Senior Vice President of Marketing, GroundTruth. "The real danger lies in brand switching. Having a highly localized solution in place can prevent the more significant loss of a loyal customer and their lifetime value."

2021 Marketing Investments Could Be at Risk This Holiday Season

In the first half of 2021, total U.S. media ad spending grew by 32% year-over-year to reach $130 billion2. In fact, GroundTruth data reveals that for the first time in July 2021, the number of 'repeat visitors' outpaced 'new visitors' to retailers since July 20203. With the emergence of supply chain shortages, those marketing investments to get consumers back into stores and increase brand loyalty are at risk as consumers look to spend more this holiday season. With consumers traveling an average of 10-more miles to retailers than they did in 20193, GroundTruth's In-Stock Local Ads allow brands to dynamically serve ads based on product availability at nearby stores to reach shoppers who are willing to drive the extra mile for products.

About In-stock Local Ads
GroundTruth's hyper-local, store-level targeting capabilities inform consumers about digital offers and store information that are most relevant to them, including product availability and in-stock inventory. GroundTruth's in-stock product marketing technology was introduced in 2020 to help CPG brands address limited supplies for essential products, such as toilet paper and cleaning supplies generated by the onset of COVID-19. By layering GroundTruth's Neighborhoods technology, powered by MRC accredited visitation data, with its in-stock tracking solution, GroundTruth's new In-stock Local Ads flips conventional thinking from "out-of-stock" notifications to "in-stock" notifications. These trusted location-based ads give brands a way to ensure their advertising spend creates a positive shopping experience for their customers.

GroundTruth is a 2021 OmniShopper Award recipient in the Best Digital Mobile Activation category from the Path to Purchase Institute for implementing CPG in-stock ads for a major fresh meat brand. The campaign focused on driving visits to Walmart locations with inventory availability. The initiative drove shoppers to locations with stocked shelves and led to a 24% increase in sales of their product, showcasing the impact that dynamic In-stock Local Ads have in maximizing marketing spend to drive more sales.

About GroundTruth
GroundTruth is the leading location-based marketing and advertising technology company. Brands, agencies, small businesses, and non-profits trust their performance-driven solutions to help them reach consumers during moments of intent that generate important business outcomes. GroundTruth's suite of geo-contextual display and video advertising products and services are available at scale through their self-serve omni-channel advertising platform, managed services, and industry reseller partnerships. GroundTruth's marketing platform is powered by a unique data set called "visitation data" accredited by the Media Rating Council (MRC). Their proprietary cleansing processes combine contextual mapping technology (BlueprintsTM), owned and operated properties, and third-party mobile location data, together yielding over 30 billion visits annually.

Spotlight

IAB Europe has released an initial ‘Guide to Improving Sustainable Business Decision-Making’ to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices.

In recent times, terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction making it increasingly important for businesses to understand the validity of such claims.

With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.

The guide was written by members of IAB Europe’s Sustainability Standards Committee and offers valuable insights and practical tips to help organisations make more informed choices when looking to achieve sustainability in the digital advertising industry.

Spotlight

IAB Europe has released an initial ‘Guide to Improving Sustainable Business Decision-Making’ to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices.

In recent times, terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction making it increasingly important for businesses to understand the validity of such claims.

With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.

The guide was written by members of IAB Europe’s Sustainability Standards Committee and offers valuable insights and practical tips to help organisations make more informed choices when looking to achieve sustainability in the digital advertising industry.

Related News

Ad Tech and Martech

Runaway The Label Partners with Adcore to Manage CAD $1.75M–$2.5M Annual Advertising Budget

Accesswire | August 23, 2023

Adcore Inc. (the "Company" or "Adcore") (TSX:ADCO)(OTCQX:ADCOF)(FSE:ADQ), a leading e-commerce advertising management and automation platform to leverage digital marketing in an effortless and accessible way, is pleased to announce it has entered into an agreement to provide digital advertising technology and services for one of Australia's top online apparel retailers, Runaway The Label. Under the terms of the agreement, Adcore will manage Runaway The Label's ("Runaway") advertising budget, which is expected to invest in the next 12 months between CAD $1.75 million and CAD $2.5 million on ad spend. Adcore will manage the advertising campaigns on search engines and social media platforms, including but not limited to Meta, Google, Snap, TikTok, and Pinterest. To ensure optimal results, all media managed services, including the use of Adcore's proprietary feed optimization app, Feeditor, are included under the terms of this agreement. Omri Brill, CEO of Adcore, commented, "I am thrilled to introduce Adcore's newest client, Runaway The Label. A trendsetter in the apparel industry, Runaway The Label provides a wide range of apparel options for the it-girls and the effortlessly stylish fashionistas who have come to love not only the style and forward fashion but also the affordable price tags attached to these exceptional clothing items. I am confident that our team will expand Runaway The Label's global reach as it continues its journey to becoming one of the most recognizable apparel companies in the world. I would like to take this opportunity to extend my heartfelt gratitude to both teams who have worked tirelessly to make this collaboration a reality. Together, we are setting a new standard in digital advertising, and I look forward to seeing the remarkable successes we will achieve," concluded Mr. Brill. Prem Patel, CEO of Runaway The Label stated "Runaway The Label is excited to announce an inspiring partnership with Adcore. With this collaboration, we anticipate gaining invaluable insights that surpass our current capabilities, allowing us to reach new heights in our e-commerce endeavors. Together, we aim to unlock our full potential and deliver exceptional value to our customers." ABOUT ADCORE Adcore is a leading AI-powered marketing and online learning technology company. By combining extensive industry knowledge and experience with its proprietary artificial intelligence (AI) powered technology, Adcore offers a unique digital marketing solution that empowers entrepreneurs and advertisers by managing and automating their e-commerce store advertising and monitoring and analyzing the performance of their advertising budget to ensure maximum Return on Investment. Adcore is a certified Google Premier Partner, Elite Tier Microsoft Partner, Facebook Partner, Verified Amazon Partner, and TikTok Partner. Adcore also runs Amphy, the world's most diverse 24/7 live online learning marketplace. Learners can choose from thousands of classes across hundreds of categories to grow their passions, skills and expand their children's learning opportunities. Instructors on the Amphy platform join a vibrant virtual teacher community that promotes and supports their success through enrichment seminars, marketing and advertising, and a suite of tools that allow them to run their classes hassle-free and focus on their students. Amphy students gain access to high-quality, personalized classes that are accessible 24/7, while joining a growing community of lifelong learners. Established in 2006, the Company employs over fifty people in its headquarters in Tel Aviv, Israel and satellite offices in Toronto, Canada, Melbourne, Australia, Hong Kong and Shanghai, China.

Read More

Social Media Advertising

New Study from BENlabs Reveals Product Placement in Media Drives Consumer Behavior

prnewswire | August 18, 2023

BENlabs, the leading entertainment AI company for brands and creators, released a new report today finding that 63% of consumers have positive emotions after seeing products or brands in TV content, while 47% say they enjoy seeing their favorite brands in shows. The report, "State of Product Placement 2023," analyzed product placement's ROI, and consumers' feelings on it compared to traditional marketing and advertisements. The survey focused on three areas: understanding marketers' perspectives on product placement, understanding consumers' perspectives on product placement and consumers' research and purchase behaviors. The report found that: Marketers' are overwhelmingly optimistic about product placement – In fact, 86% of U.S. marketers who've tried product placement rate it highly, while 81% consider it to be an effective marketing channel. Additionally, 91% see it as effective in reaching non-ad supported audiences. To top it off, eight-in-10 marketers consider AI to be very important when making a decision about what marketing company to use for product placement opportunities. Successful product placement can elicit positive emotions in viewers – A little over six-in-10 (63%) of respondents reported feeling positive emotions (happiness, inspiration, interest, and/or curiosity) after seeing a product or brand in a film or TV programs, while 47% like seeing their favorite brands and products in TV shows and films. Given a choice, a majority (52%) of consumers would prefer to watch a TV program with product placement over advertising. Consumers are quick to research products and brands they see on screen – Three-quarters (75%) of consumers have searched for a product/brand on at least one platform after seeing it on TV/film, furthermore, 57% of those consumers go on to purchase the same product, or a different product from the same brand. Almost one-in-five (17%) made the purchase as they were watching, 12% did so within two hours, 14% waited more than a day and 18% took longer than one week. "We found that 46 percent of consumers have actually learned about a product for the first time after seeing it on TV or in movies. That's a staggering number and speaks to the effectiveness of product placement throughout the marketing funnel, from driving awareness and cultural relevance all the way down to sales and marketing," says Erin Schmidt, Chief Product Placement Officer of BENlabs. "Combining the power of this marketing channel with AI allows brands to target the audience most likely to drive ROI for their entertainment marketing investments." Ad avoidance is at all-time highs, with over 41% of viewers habitually skipping or avoiding television advertisements. Combined with a massive shift to ad-free streaming platforms, this makes it harder than ever for businesses to reach audiences through traditional methods. BENlabs' newest report, with insights from approximately 350 marketing managers and 650 consumers, found product placement offers a strong new avenue for businesses to reach, retain and grow their customer base. Methodology BENlabs surveyed 349 senior marketing managers or above with direct responsibility for marketing spend and/or marketing innovation at their brands (December 2022), and 657 US consumers (excluding those who work in marketing and advertising) about their TV viewing habits and views on product placement within TV programs and films (April 2023). Unless otherwise specified, there were no significant differences in responses by age, gender, or viewing habits. About BENlabs BENlabs is an entertainment AI company that integrates brands into influencer, streaming, TV, music and film content with guaranteed ROI. BENlabs offers clients the world's largest influencer marketing business, comprising the world's largest product placement, promotions and licensing agency combined with TubeBuddy, the largest AI SaaS platform to help 15 million creators and brands optimize their audience and channel growth. BENlabs works with the world's top brands and creators, including Microsoft, General Motors, Frito-Lay, Bloomingdales, Tencent and Reckitt Benckiser.

Read More

Display Advertising, Advertiser Campaign Management

Clear Channel Outdoor Pioneers Secure First-Party Data Collaboration for Brands to Activate Billboard Campaigns as Part of an Omni-Channel Strategy

PR Newswire | July 12, 2023

Clear Channel Outdoor (NYSE: CCO), one of the world's largest Out-of-Home (OOH) media providers, today announced new partnerships integrating its CCO RADAR® data platform with best-in-class Data Clean Room (DCR) applications and services from Aqfer, Habu, InfoSum and LiveRamp. This next-generation secure data integration revolutionizes first party-data matching for OOH, allowing brands who are already active DCR users, and those who want to plan and measure OOH ad campaigns using their own data, to leverage OOH's scale and creative impact in a privacy-conscious and secure way. Increasingly used by digital advertisers for the last few years, Data Clean Rooms are secure environments where data from various sources are connected, analyzed and activated while adhering to strict privacy and compliance standards. With the integration of DCR into its CCO RADAR® suite of solutions, CCO is the first OOH media company in the U.S. to harness this advanced privacy-centric technology. This enables brands using DCRs for audience targeting and campaign amplification to run the most relevant ads and understand and analyze audience behaviors, by offering a secure way for brands to unlock insights from sensitive data without sacrificing security, privacy or performance. By activating these new partnerships and integrations within the CCO RADAR data platform, brands can securely leverage their own data throughout the planning, optimization and measurement of their campaign while allowing for more precise audience targeting and attribution in a one-to-many medium, like OOH. This Data Clean Room integration with CCO arrives at a pivotal time as platforms phase out the use of third-party cookies and other identifiers amid rising state and federal privacy regulations where brands can expect a potential loss of online data. With the challenges rising in targeting and measurement across digital channels that are reliant upon cookie data, CCO is enabling a solution that allows brands to reach their core audiences and measure outcomes in a privacy-compliant manner. Historically, brands have relied on tech companies to tell them about their audiences and the identifiers used in the online space do not necessarily put consumer privacy first. Today, brands want increasing control over their own customers' data and this new, first-to-market integration, respects their ownership of the data when working with large media publishers, like CCO, to reach their consumers. And this innovation further enables OOH to be a part of a brand's omni-channel targeting and measurement strategy as the privacy landscape shifts. "More and more digital-first brands are recognizing the power of OOH to deliver their message to the right audience segments with measurable impact and at scale," said Jeremy Flynn, SVP, Data Products and Strategy, Clear Channel Outdoor. "These DCR integrations allow OOH to be seen as an integrated part of a performance marketer's media mix and we believe this innovation will bring more brands into the OOH space because of our advanced abilities to leverage their chosen data to plan, measure & optimize outcomes." To provide choice for brands and advertisers' preferred DCR capabilities, CCO RADAR® has enabled secure data collaboration integration services from Habu, InfoSum, Aqfer and LiveRamp to deliver a highly secure environment for CCO and its customers. The ability to work together with sensitive data, helping ensure confidentiality and protection while enabling customers to collaborate with each other's data without revealing any sensitive information ensures the highest level of privacy and protection is considered for both consumers and advertisers. "As OOH continues to play a more prominent role in omni-channel strategy for data-driven brands, we are thrilled to partner with Clear Channel Outdoor to deliver the first-to-market OOH clean room solution to advertisers," said Matt Kilmartin, Co-Founder and CEO of Habu, a global innovator in data clean room software. "Clear Channel Outdoor is pioneering a new era of excellence for OOH advertising capabilities and we look forward to continued innovation with them in the months ahead." "We're thrilled to be working with Clear Channel Outdoor to facilitate a true multi-party collaboration solution without any reliance on third-party cookies. This partnership will enable brands and publishers to execute targeted OOH advertising in collaboration with Clear Channel Outdoor," said Jared Hand, SVP, Sales, North America at InfoSum, the world's leading data collaboration technology. "We are excited to work with an innovative company that shares our vision of doing right by consumers and who is leading the way in the use of clean room technology to execute true omnichannel campaigns." "In today's ever changing privacy landscape, media companies need the ability to set and meet secure data collaboration standards that protect consumers while facilitating modern campaign planning, measurement, and activation techniques," says Marc Sabatini, Chief Strategy Officer at Aqfer. "Delivering interoperable solutions for Clear Channel Outdoor that enable truly secure collaboration across the DCR ecosystem enhances the value of the RADAR platform for brands and their agency partners." "In order to achieve effective, multi-channel advertising in today's fragmented data landscape, brands must be able to collaborate with partners in a secure and privacy-focused way," said Daniella Harkins, SVP of Product, Go-To-Market at LiveRamp. "LiveRamp's flexible and interoperable data collaboration technology, paired with Clear Channel Outdoor's scale, empowers advertisers with tools that unlock more accurate and comprehensive measurement of media performance. With new insights and partnerships, OOH advertisers can make more strategic media decisions, discover new opportunities, and scale what best drives growth." About Clear Channel Outdoor Holdings, Inc. Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is at the forefront of driving innovation in the out-of-home advertising industry. Our dynamic advertising platform is broadening the pool of advertisers using our medium through the expansion of digital billboards and displays and the integration of data analytics and programmatic capabilities that deliver measurable campaigns that are simpler to buy. By leveraging the scale, reach and flexibility of our diverse portfolio of assets, we connect advertisers with millions of consumers every month across more than 500,000 print and digital displays in 21 countries.

Read More