Ad Networks, Advertiser Platforms
Business Wire | August 02, 2023
Today, Go Addressable, an industry initiative to advance addressable advertising, and Advertiser Perceptions released new findings that capture the latest growth, adoption, usage and trajectory for this medium.
One noteworthy finding from this latest round of research was the marked growth in the industry’s adoption and usage of this medium. Presently, 73% (or nearly three in four marketers) are using addressable TV, compared to 63% (or nearly two in three marketers) when the study was fielded this same time last year. This is a 16% increase.
“The big story behind these findings is growth,” said Dan Rosenfeld, SVP, Data Analytics & Insights, DIRECTV Advertising. “Two years into Go Addressable’s launch, we are excited to see that the needle behind adoption, usage and awareness of this medium has continued to move consistently. We take these findings to heart and remain committed to finding ways to further enhance, innovate and pioneer addressable advertising’s future.”
The study revealed positive momentum in other key areas:
Among those polled, nearly half (49%) had a combined linear and digital team planning addressable TV strategies for marketers.
The percentage of respondents citing “better measurement/proof of ROI” as a factor to consider when increasing or initiating addressable TV investments dropped from 50% to 43% in this latest study, suggesting that there has been more industry-wide education and awareness of how the medium works and its benefits over the past year.
The findings also yielded important insights when it comes to areas that need more improvement or focus. One example is the industry’s perception versus what is currently being done around attribution. Respondents, in particular, noted that they felt there is currently “inadequate attribution to prove the ROI of addressable TV advertising.” (Contrast that with the fact that Go Addressable currently works with the top 20 attribution vendors in market.)
“Addressable advertising has evolved tremendously in recent years, and clients find that using this method adds immediate value to their media plans,” said Jen Soch, Executive Director, Channel Solutions, GroupM. “Our clients need to know they can reach and engage with consumers in a targeted and personalized way while in a premium advertising environment, and addressable advertising delivers in a way that not only reaches audiences, but resonates with them.”
The study is part of an ongoing research initiative between both parties. To view the full report, as well as past studies, click here.
About Go Addressable
Go Addressable is an industry inclusive initiative led by TV distribution companies (Altice USA’s a4 Advertising, Charter Communications' Spectrum Reach®, Comcast, Cox, DIRECTV Advertising, DISH Media and Verizon) to help maximize the scale, impact and value of TV as a marketing platform. The group’s mission is to further accelerate the advancement of addressable TV advertising in a way that is trusted, scalable and effective for both advertisers and programmers looking to make their inventory addressable. Go Addressable will achieve this through advocacy and education within the industry; problem-solving and action around industry challenges; and by working to facilitate the use of addressable advertising campaigns for buyers and sellers of TV inventory. For more information on how to participate, please visit http://www.goaddressable.com/.
About Advertiser Perceptions
Advertiser Perceptions provides research-based strategic market intelligence and expert analysis to the media, advertising and ad tech industries. We survey brand marketers, agency executives, media specialists and IT leaders through our curated and proprietary Ad PROS™ community to provide clients with an unbiased view of the market, competing brands, and customer experiences. These actionable insights give clients the confidence to inform both strategic and operational decision-making to improve their products and services, strengthen their brands, and drive higher ad-related revenue. www.advertiserperceptions.com
Ad Networks, Ad Tech and Martech
Integral Ad Science | July 13, 2023
Anzu, the most advanced intrinsic in-game advertising solution, and Integral Ad Science (IAS), a leading global media measurement and optimisation platform, have announced the launch of the industry’s first solution that measures viewability and invalid traffic (IVT) across 2D and 3D gaming environments and tracks them within the IAS signal platform.
Gamers play two or more hours of video games every single day, so the need to monitor media quality has never been more important. This next step in intrinsic in-game ad measurement provides advertisers with additional trust and confidence when investing in-game. Last July, Anzu and IAS launched an in-game measurement solution for mobile environments. This new solution builds on its previous offering, working across programmatic and direct buys for display and video ads, and spans mobile, PC, and console gaming platforms.
Last year marked a considerable step forward in establishing intrinsic in-game advertising as a recognised ad format with the release of the updated intrinsic in-game advertising guidelines from the IAB and MRC. IAS and Anzu’s new offering was created with these guidelines/standards in mind.
“When founding Anzu, we knew that for in-game to succeed, advertisers would need a robust and transparent way to measure their success and be able to compare it to other mediums, which is why this area has been a core focus for us as a business from day one,” said Ben Fenster, co-founder and CPO, at Anzu. “It’s been great to work together with IAS on this first-to-market solution which marks a significant step forward in how measurement is done within the in-game advertising space.”
“We know that gaming is one of the most compelling environments for advertisers because consumers bring passion, focus, and dedication when they are playing,” said Yannis Dosios, chief commercial officer at IAS. “Our expanded partnership with Anzu brings IAS’s powerful viewability and invalid traffic measurement products to in-game 3D settings for the first time, demonstrating our leadership in the gaming space while providing marketers with even greater levels of transparency and actionable data to deliver results for their campaigns.”
In addition to this launch, earlier this year, Anzu was granted a patent by the United States Patent and Trademark Office for its innovative ad-tracking technology, compliant with new in-game advertising standards and third-party brand safety solutions. Anzu was also recently awarded Best Use Of Emerging Media at the Digiday Media Buying and Planning Awards for an in-game campaign with the iconic fashion brand Levi’s.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
prnewswire | August 04, 2023
Tiger Pistol, the most advanced collaborative advertising platform, recently announced the launch of their groundbreaking resource, "The Definitive Guide to Paid Social Management for Franchise Marketers." This comprehensive guide is designed to empower franchise marketers to regain control over their brand, eliminate advertising competency gaps among franchisees, and satisfy the needs of their franchisees through effective social advertising strategies.
"Franchisees are truly the lifeblood of a franchise brand. They have invested in the brand with the intention of leveraging its immense power to attract customers in a highly competitive marketplace," said Sarah Cucchiara, Vice President of Business Development, Tiger Pistol. "Our guide demonstrates how franchise marketers can channel their franchisees' energy and passion by empowering them with effective tools and strategies for successful, on-brand social advertising."
Packed with proactive solutions for franchise marketers to regain control over their brand and streamline the social advertising process, "The Definitive Guide to Paid Social Management for Franchise Marketers" offers actionable advice on how to structure an on-brand, on-demand personalized approach that aligns with their franchisees' unique business needs.
Download "The Definitive Guide to Paid Social Management for Franchise Marketers" at TigerPistol.com.
About Tiger Pistol
Tiger Pistol, the most advanced collaborative advertising platform, makes high-performance social advertising simple and scalable for businesses and their partners, removing the barriers to customer acquisition, sales growth, and partner loyalty. Tiger Pistol utilizes best-in-class technology and automation to unite enterprise brands, resellers, and agencies with their partners to acquire and engage new customers within their local communities.
As a Meta Business Partner for more than a decade, Tiger Pistol is the largest third-party publisher of collaborative social ads in the world, supporting clients in more than 25 global markets and accommodating more than 30 languages and currencies.