Display Advertising
businesswire | August 03, 2023
As the battle for customer loyalty and engagement rages, Valuedynamx, a leading global provider of curated, data-driven omnichannel purchase rewards, has announced its new “Pay with Points” solution that enables enterprises with points- or miles-based loyalty programs (such as airlines, banks or credit card issuers) to offer more robust reward options via Valuedynamx’s massive, ever-growing global network of merchant partners. The Pay with Points program offers loyalty program participants more choice to redeem their points for aspirational or everyday purchases from brands they love, and opportunities to use their points more often for smaller-dollar options.
Pay with Points empowers loyalty program members to redeem their points for currency (e.g., eGift cards) from hundreds of carefully curated, popular merchant and restaurant brands (e.g., fashion, technology, food and beverage, travel and experiences)—even if those brands are not the ones through which they have earned points. It also drives more frequent loyalty program participation and brand engagement along the way. The fully digital program delivers reward currency in real time for frictionless redemption and spending experiences in-store or online.
“Our new Pay with Points solution is a more robust redemption option for the loyalty industry, and delivers optimal value for consumers, our clients and our partners. Research continues to show that shoppers are actively seeking out deals—particularly loyalty points offers—to help offset inflation and other economic challenges, so this solution could not be more timely,” said Kelli Hobbs, VP, Head of US Business Development at Valuedynamx. “People value flexibility and choice in their rewards, and appreciate being able to use their rewards the way they want. Pay with Points optimizes loyalty program participation for consumers, and will help businesses capture and captivate their target audiences as brand loyalty wanes.”
Pay with Points solves for common pain points consumers often associate with reward programs because it enables loyalty program members to select their own rewards based on their personal preferences. The exchange and redemption process is quick and simple, and it includes lower redemption thresholds so members have more opportunities to earn and spend. For instance, it may take a long time for a consumer to earn enough points through an airline loyalty program for a free flight. But having the option to redeem those airline loyalty points for lower-cost options from other brands provides greater choice and delights customers.
Additionally, Pay with Points eliminates friction for reward program managers looking to drive engagement and program ROI within well-established or emerging programs that reach a broad customer base. The range of reward options fit a wide breadth of member preferences, and members can access their balance regularly from just about anywhere—cultivating relationships and reducing the risk of participation dormancy. The frequent engagement opportunities help drive brand affinity and customer lifetime value, broadening brand reach, driving incremental spend and opening up cross- and up-sell engagement opportunities.
Thanks to its extensive global network of retail and card provider partners, Valuedynamx offers real-time program functionality seamlessly delivered locally, regionally, nationally or internationally.
About Valuedynamx
Valuedynamx is a leading global provider of curated, data-driven omnichannel purchase rewards. Part of Collinson, a group acknowledged for delivering the world's most valued travel ecosystem, Valuedynamx combines its expertise across payments, card-linking, affiliate marketing, earning and redemption into a single entity that delivers relevant and engaging solutions for its clients. Valuedynamx enhances customer loyalty and drives transactional engagement for some of the world’s largest airlines, banks, financial institutions and hotel groups. Valuedynamx supports over 400 million consumers, maintains 50,000 retail and travel partners and provides more than 400,000 rewards in more than 180 countries.
Collinson has more than 30 years loyalty and customer engagement experience, and more than 10 years focused on delivering loyalty commerce solutions. The organization has been at the forefront of loyalty innovation, continually evolving and building capability to meet the changing needs of clients and their customers.
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Advertiser Campaign Management, Ad Tech and Martech
PR Newswire | July 05, 2023
InMarket, a leader in 360-degree marketing intelligence and real-time advertising, today released their new study, Getting Smart About Ad Waste, in collaboration with the CMO Council. The study revealed that brands using InMarket's advanced attribution technology, including real-time inflight optimization, can achieve up to an 11x reduction in media waste compared to brands that don't. The highest performers in the study drove positive incremental results for 94% of their media spends.
Improving the economics of advertising and driving better outcomes against key KPIs are persistent challenges for CMOs. By focusing on always-on attribution and real-time inflight optimization, CMOs can extend the performance of their campaigns and drive dramatic increases in Return-On-Ad-Spend (ROAS).
The report highlights a major national Quick Serve Restaurant (QSR) brand that uses LCI (Lift Conversion Index) always-on attribution and real-time inflight optimization to monitor what exactly is driving their restaurant visits and sales. InMarkets' LCI attribution platform demonstrated that this specific chain was able to optimize nearly all impressions served—93% and 7% waste. The study compares this result to another major QSR brand that did not use the LCI's advanced capabilities resulting in a wasted 72% of all impressions served.
Additional highlights from the study on always-on attribution and real-time, in-flight optimization include:
InMarket found that LCI customers not leveraging always-on, real-time optimization have the opportunity to optimize 75% or more of their media spend: InMarket saw positive results in 94% (6% inefficiency) of the media for their highest-performing brands, while seeing an opportunity for their lower-performing brands not leveraging advanced attribution to optimize 75% of their current media impressions.
With increasing campaign spending, the opportunity cost of wasted media is rising significantly: For campaigns nearing $20 million, if 75% of the campaign is non-performing, then that lack of optimization within their campaign is equivalent to 15 million wasted dollars in advertising spending.
"Consumer behavior is constantly shifting and evolving, requiring marketers to react and optimize in real-time to assure they engage consumers when and where it matters most," said Todd Morris, CEO of InMarket. "Traditional media approaches focused on lowering the costs associated with advertising. However, today's advanced measurement technologies empower CMOs to drive unsurpassed experiences, outcomes and efficiency from existing investments. We're excited to partner with CMOs to help them better engage consumers while also driving improved media efficiency and effectiveness."
Some of North America's largest corporate marketing organizations and brands trust InMarket's award winning advanced LCI attribution solution to optimize their media investments. InMarket's LCI has become the industry's leading attribution platform for marketers and agencies to understand the impact of their omnichannel marketing spend from impression to visit to purchase. For more information on InMarket's LCI visit https://inmarket.com/attribution.
"CMOs are facing growing budget pressures and increased expectations to drive positive ROAS from their media investments," said Donovan Neale-May, Executive Director of the CMO Council. "As a result, attribution adoption has become mission critical in order to accurately measure outcomes from media efforts, while further informing marketing and media strategies."
Spending on attribution software globally is expected to experience a strong 15.5% CAGR from 2022 to 2031, reaching $12.9 billion globally according to Allied Market Research. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. The council works to connect thought leaders and key players across multiple industries to build strong relationships among a strong group of senior corporate marketing executives. For more information, visit www.cmocouncil.org.
About InMarket
Since 2010, InMarket has been a leader in 360-degree marketing intelligence and real-time advertising for thousands of major brands. Through InMarket's data-driven marketing platforms, brands can build targeted audiences, activate real-time omni-channel marketing programs, and measure the success of those programs in driving sales.
InMarket holds more than 25 patents across location, attribution, and digital marketing, and was awarded Product of the Year at the 2022 Sales and Marketing Technology Awards for its GeoLink marketing platform, along with Best Advertising Measurement Platform at the 2022 MarTech Breakthrough Awards for its attribution platform LCI (Lift Conversion Index). InMarket was also awarded the Best Use of Data award at the 2022 Digiday Media Buying & Planning Awards, and ranked 300 on the 2022 Deloitte Technology Fast 500 list. Its nationwide team is united across more than 30 states. For more information, visit www.inmarket.com.
About CMO Council
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 65,000 global executives in more than 110 countries covering multiple industries, segments and markets. For more information, visit www.cmocouncil.org.
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Ad Networks, Advertiser Platforms
Business Wire | July 20, 2023
Today, Comcast Advertising announced the release of its annual Comcast Advertising Report, revealing data-based insights into how viewers are viewing, buyers are buying, and sellers are selling multiscreen TV advertising today. The study provides comprehensive insights on the newest engagement and consumption trends across streaming and linear TV advertising and provides actionable recommendations for the modern advertiser.
The Comcast Advertising Report is based on an in-depth analysis of billions of impressions from Comcast Cable’s ad sales division, Effectv, and from its ad technology platform, FreeWheel, as well as commissioned research into viewing and buying habits from research partners.
According to the report, despite economic uncertainty, 94% of advertisers anticipate maintaining or increasing their spending on premium streaming in the next 12 months (40% plan to increase their spend.) The findings demonstrate a significant preference among advertisers for premium, professionally produced video content, where, the report finds, viewers are 58% more likely to remember an ad as compared to within user-generated video.
“The industry continues to transform at break-neck speed toward a more data-driven, automated approach to buying and selling advertising,” said James Rooke, President, Comcast Advertising. “As this transformation accelerates, the value of trusted, transparent and engaging viewing environments has never been more important. The Comcast Advertising Report provides a unique and layered perspective into these environments and how buyers, sellers and viewers are navigating today’s complex media landscape.”
Key findings from the report include:
Traditional TV is still a core strategy in media plans, with 80% of advertisers planning to maintain or increase their spend on traditional TV in the coming year.
Across both TV and premium streaming, the “big screen” TV is still the preferred viewing spot for most consumers, accounting for 82% of ad views.
As free ad-supported streaming TV (FAST) matures as a free alternative to linear TV, viewers are engaging with content in the same way they do with AVOD, and seeing the content as equally premium.
Both buyers and sellers are embracing programmatic as a way to unlock efficiencies in TV advertising. As a result, premium programmatic ad views have increased 12% compared to a year ago.
The share of live sports impressions transacted programmatically has increased 38% so far in 2023 compared to 2022, as sports programming moves to streaming and publishers turn to dynamic ad insertion and private marketplaces to capture increased revenue.
The report uncovers that buyers continue to face challenges in obtaining incremental reach, citing cost and frequency control as the biggest obstacles. The study analyzed billions of impressions to provide the following recommendations pertaining to maximizing reach and connection:
To get the most exposure, TV advertisers should allocate 20-30% of premium video budget towards streaming and the rest to traditional TV.
To maximize reach and impact against both in-market and future customers, advertisers should allocate 30% of impressions to highly targeted, addressable strategies and the remaining to broader, data-driven TV and streaming, while also spreading investment across networks, dayparts, and over months.
Advertisers should capitalize on the big screen, where unaided recall is 2.2x higher and purchase intent 1.3x higher as compared to the same ad in a mobile digital in-stream environment.
"In the face of unprecedented change in the way consumers are viewing premium video content, buyers and sellers alike are looking for tangible metrics on what works best within this new TV environment,” said Travis Flood, Executive Director of Insights, Comcast Advertising. “The goal of this report is to provide actionable advice on using all the tools and channels now available for advertisers to maximize audience reach and drive strong viewer connections. Fortunately, Comcast’s role in video distribution, media and ad tech affords us the purview to deliver upon this ambitious objective.”
The report concludes with several industry predictions for the year to come. Among the predictions is that linear will increasingly behave more like digital, that more streaming platforms will offer bundled subscription plans, collaboration between companies will further drive innovation, contextual targeting will continue to become more sophisticated, and advertising sustainability will be an important focus for U.S. advertisers and publishers.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goals – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.
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