IAB Research Finds that Brands Benefit from News Ads

IAB | November 02, 2020

News has always played a critical role in the lives of consumers. In 2020, the importance of timely, trusted news was amplified as everyone sought updates related to the global pandemic, social injustice, economic uncertainty, and the impending Presidential Election.   However, while news outlets experienced record viewership, readership, and listenership, advertising dollars had not increased in a commensurate way. In fact, some brands had backed away from advertising on these platforms, citing brand safety and brand suitability fears. To understand if these concerns were well-founded, Interactive Advertising Bureau (IAB) along with Magid Research embarked on a landmark consumer research study, "The News Trust Halo: How Advertising in News Benefits Brands," to understand how consumers feel about brands that advertise adjacent to news.

Spotlight

Quest Nutrition, a brand focused on making the foods you crave work for you not against you, was looking to scale their brand story to relevant, hard to reach audiences. With the help of OTT Video ads, Quest Nutrition has been able to drive awareness, interest, and consideration for its brand—hopefully turning new customers into loyal Quest followers.

Spotlight

Quest Nutrition, a brand focused on making the foods you crave work for you not against you, was looking to scale their brand story to relevant, hard to reach audiences. With the help of OTT Video ads, Quest Nutrition has been able to drive awareness, interest, and consideration for its brand—hopefully turning new customers into loyal Quest followers.

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Rakuten Advertising Partners with Magnite to Expand Monetization of Rakuten TV Inventory Across Europe

Rakuten Advertising, Magnite | June 03, 2021

Magnite, the world’s largest independent omnichannel sell-side advertising platform, announced Rakuten Advertising would leverage the Magnite CTV platform across Europe to broaden advertiser and agency access to inventory on Rakuten TV AVOD service. Magnite’s CTV platform further expands Rakuten Advertising’s access to technology built to properly handle the nuances of long-form video, resulting in high-quality advertising and viewing experiences. Rakuten TV sits within Rakuten Advertising’s unified portfolio, where advertisers can buy media across various channels. Rakuten TV is the first VOD platform in Europe, combining TVOD (Transactional video-on-demand), SVOD (Subscription video-on-demand), and AVOD (Advertising video-on-demand) services. The ad-supported offering provides a wide range of content with an extensive line-up of linear channels from global networks, top European media groups, and the platform’s thematic channels that deliver curated content from Hollywood and local studios, as well as more than 10,000 titles available on-demand. Rakuten TV currently reaches more than 90 million households thanks to its branded remote-control button and pre-installed app in Smart TV devices. Over 12 million unique viewers across Europe tune into Rakuten TV monthly, with 95% of users watching on CTV. Ad-supported streaming is on the rise in Europe. Magnite’s recent consumer study “CTV in the EU5: the future Forward” showed 63% of TV viewers watched AVOD content weekly. “We are very pleased to be working with Magnite to enable brands further to utilize Rakuten TV inventory alongside their existing CTV activity in Europe,” says James Collins, SVP Media at Rakuten Advertising. “We were impressed by Magnite’s expertise in delivering seamless ad experiences fit for CTV, and this collaboration demonstrates that the movement into programmatic for CTV is continuing at pace.” “We are excited to support Rakuten TV’s growth as more consumers gravitate towards high-quality ad-supported streaming services in Europe,” said James Brown, Head of International at Magnite. “We are working closely with the Rakuten TV team to leverage their platform data to assist advertisers in initiating more effective addressable campaigns, which will have the added benefit of helping Rakuten TV better understand buying behavior.” About Magnite We’re Magnite, the world’s largest independent sell-side advertising platform. Publishers use our technology to monetize their content across all screens and formats, including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. In April 2021, we acquired SpotX to further our CTV business and help our clients in this rapidly growing market. We are anchored in sunny l. a., bustling NY City, mile-high Denver, historic London, and down under Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC. About Rakuten Advertising Rakuten Advertising provides advertising technology and consumer insights to the world’s leading brands and retailers. Working with agencies and brands worldwide, Rakuten Advertising unites technology, client strategy, and consumer insights to deliver advertising experiences that drive increased brand awareness and marketing performance. With access to Rakuten’s global audiences, media, content networks, and consumer research, Rakuten Advertising creates the right conditions to reach new customers and sustain long-lasting loyalty. It is a division of Rakuten Inc., one of the world’s leading Internet service companies. The company is headquartered in San Mateo, CA, with offices in Australia, Singapore, Brazil, France, Germany, Ukraine, the United Kingdom, and the United States.

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Perpetua Releases Amazon EU Advertising Benchmarks for Q4 2021

Perpetua | January 19, 2022

Perpetua, a global leader in eCommerce advertising and intelligence software today released their 2021 Q4 EU Amazon Benchmark Report showcasing the most important trends and metrics on Amazon, across five European regions, including UK, Germany, France, Spain and Italy. Perpetua’s Amazon Advertising Benchmark Report reveals that, as expected, Q4 2021 has been the strongest quarter to date with an increase across all key metrics, impressions seeing the highest percent increase (25%). The UK saw the highest increase in all key performance metrics on Sponsored Product, followed closely by Italy and Germany. Perpetua's 2021 Q4 EU Benchmark Report is based on performance data from campaigns under Perpetua's management, and examines performance across 13 categories, including: Beauty, Books, Clothing & apparel, Electronics, Food, Health & Supplements, Home Improvement, Appliance & Supplies, Household CPG, Jewelry, Pets & Animals, Toys & Kids, and Sports & Outdoors. Increasing competition and CPCs have been the story of Amazon advertising for 2021, and in Q4 Sponsored Brand CPCs increased on average 3% and Sponsored Display CPCs were up 5% quarter-over-quarter in Europe. The report also shows an overall increase in CPMs in Q4 due to the busy Black Friday Cyber Monday and Christmas shopping seasons where we typically see much higher engagement and conversions quarter-over-quarter, which led to more competitive CPMs in Amazon DSP and a decrease in ROAS. “Q4 was undoubtedly the most competitive quarter ever on Amazon DSP,” says Mark James, Head of Perpetua EU. “It was perhaps the first quarter where we started to see a shift towards mass adoption of the DSP as a marketing channel with many advertisers hoping to realise the benefit of upper funnel marketing tactics to drive incremental sales at tentpole moments in their calendar such as Black Friday and Cyber Monday.” In Q4 2021, most advertisers began placing greater focus on top of funnel campaigns to reach new-to-brand shoppers to drive brand and product awareness ahead of Black Friday, Cyber Monday and Holiday shopping. With that, new to brand purchases increased significantly (36%) and aided in growing the retargeting audience pools. We expect to see significant growth in new markets in Q1. Benelux and Nordics remain an untapped opportunity, where advertisers can take advantage of high-in-supply and, right now, low-in-demand inventory. This presents a lucrative first. mover advantage that capitalise on market share. About Perpetua Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world's smartest eCommerce businesses. Through the platform, advertisers create goals based on strategy and leverage Perpetua's best in class experts and automation to execute tactically. Integrations with Amazon, Instacart and Google ensure brands achieve optimal reach and engagement across the full shopper journey, and provide unified performance intelligence for maximum visibility.

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IAB Tech Lab Releases Content Taxonomy 2.2 to Improve Brand Safety and Support Brand Suitability

IAB Tech Lab | October 29, 2020

IAB Tech Lab today released Content Taxonomy 2.2, a common language to help third-party verification vendors and publishers identify content so that the advertisers can make decisions about whether it's appropriate for their ads. Tech Lab worked closely with the Global Alliance for Responsible Media (GARM) to create the update, with the shared goal of creating a safer digital environment. The Content Taxonomy enables buyers to use a consistent, easy-to-understand language across the entire advertising ecosystem (all publishers and platforms) to describe content that may be considered harmful or unsuitable. As part of the update: 11 "sensitive topic" categories were developed that range from adult and explicit sexual content to terrorism. Risk levels were created to identify a range of suitability and are treated as additional attributes of the content. The four levels of risk are "Floor," "High Risk," "Medium Risk," and "Low Risk." Both topics and risk levels work together, dynamically.

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