Hivestack | November 03, 2022
Hivestack, the world’s leading, independent programmatic digital out of home (DOOH) ad tech company today announced the successful delivery of the first programmatic DOOH campaign for Uber Taxi in Hong Kong through their agency Mediacom Hong Kong, via a Private Marketplace (PMP) deal through the Hivestack DSP.
Uber Taxi “Go your way, Live your way” campaign ran from July to September 2022 on multiple channels including bus shelters and large format digital billboards. To drive precision and scale in DOOH, Mediacom Hong Kong selected Hivestack to deliver against Uber Taxi core proposition to empower target audiences to be in-control of the way they travel around the city. Uber leveraged the Hivestack DSP to programmatically target a custom audience group, to raise brand awareness and consideration of Uber Taxi whenever they needed to commute within the city. Demonstrating the power of this channel, July and August were wetter than usual with the accumulated heavy rainfall recorded. Utilising the advanced weather trigger and Moment Targeting capabilities available in the Hivestack platform, Uber were able to activate contextual ads during changing situations such as rainy days, at peak hours etc. and serve different types of creative in real-time under different scenarios.
Troy Yang - Managing Director, North Asia, Hivestack commented - "We were incredibly happy to offer Uber Taxi an innovative way to activate programmatic DOOH in the heart of Hong Kong, powered by the Hivestack DSP."
Troy Yang - Managing Director, North Asia, Hivestack commented - "We were incredibly happy to offer Uber Taxi an innovative way to activate programmatic DOOH in the heart of Hong Kong, powered by the Hivestack DSP. By utilizing the agility of the platform, the brand was able to more effectively alter campaign parameters in-flight, plan dayparts, adjust ad spend and evaluate the campaign effectiveness by understanding the audience concentration rate, performance breakdown by screens / locations and more actionable campaign insights. The campaign ensured Uber Taxi was able to resonate stronger with their target audiences at the right location, with the right ad, at the right time."
Kenny Ip, Head of Investment, GroupM said - “We were excited to partner with Hivestack to deliver our omnichannel marketing campaign via programmatic DOOH for the first time. As the pioneer of programmatic DOOH, we trusted Hivestack to raise our brand positioning in the market and drive consideration for Uber Taxi. We were delighted with the ease of trading DOOH in this way, in comparison with traditional planning and Hivestack were able to provide the full scope of services for campaign setup, optimization strategy, weather / moment targeting and post-campaign reporting just like what we are seeing possible on other programmatic media channels. Through programmatic DOOH, we were able to deliver more scale and precision than ever before in this channel.”
In 2021, 84% marketers in Hong Kong claimed to have bought programmatic DOOH media and expressed their inclination towards incorporating this channel more extensively in their future marketing strategies. Hivestack’s audience centric approach to programmatic DOOH offers brands all over the world the opportunity to drive precision and scale in over 25+ markets globally, while integrating seamlessly with wider omnichannel marketing strategies. In turn, media owners can benefit from both domestic and international revenue from brands, agencies and omnichannel DSPs.
AD TECH AND MARTECH
Quantcast | September 13, 2022
Quantcast, a global advertising technology company, today announced Deb Stambaugh as its chief marketing officer. Stambaugh joins Quantcast at a pivotal moment of transformation. Reporting to Quantcast CEO Konrad Feldman, Stambaugh will draw on her experience in adtech, enterprise technology and marketing leadership to grow the Quantcast brand and deliver innovative solutions to enhance customer value.
“Deb is a proven marketing leader with the creativity and discipline to drive business results,” said Konrad Feldman, CEO of Quantcast.
“Deb is a proven marketing leader with the creativity and discipline to drive business results,” said Konrad Feldman, CEO of Quantcast. “She comes to Quantcast with a strong record of driving growth in adtech, as well as a passion for data, technology, and offering innovative customer solutions. These attributes are exactly where Quantcast is leading with our customers, and we are excited for Deb to help us offer even more value to the industry.”
Stambaugh brings to Quantcast more than two decades of B2B technology marketing experience with a proven track record for driving brand awareness and customer demand, while leading global teams at world-class organizations. She joins Quantcast from Samsung Ads, where during a time of tremendous growth, she led marketing for the Americas, inclusive of integrated go-to-market strategy, brand positioning, demand-gen, public relations and media. Under Stambaugh’s leadership Samsung Ads launched first-to-market products and solutions and led the industry in thought leadership and customer insights. Prior to Samsung Ads, she held leadership roles at Fortune 500 companies including IBM and SAP, as well as at startups. Stambaugh holds a Bachelor of Arts from The George Washington University in Washington, DC, and an MBA from Emory University, Goizueta Business School. She is a member of Chief and She Runs It.
“Adtech today is incredibly complex. Quantcast has invested hundreds of millions to make it easier and more effective for advertisers,” said Deb Stambaugh, Chief Marketing Officer at Quantcast. “From planning to execution, Quantcast brings unrivaled technology, data and insights to deliver unparalleled results. I’m looking forward to helping more marketers get back to big ideas and creative execution while leaving the complexity of today’s ecosystem to Quantcast.”
Quantcast has entered an exciting era of growth in 2022 with its cutting-edge cookieless solution and the launch of brand advertising solutions for the Quantcast Platform. Learn more at quantcast.com.
Quantcast is an advertising technology company and the creator of an award-winning intelligent audience platform that empowers brands, agencies and publishers to know and grow their audiences online. The Quantcast Platform, powered by Ara™, a patented AI and machine learning engine, delivers automated insights, marketing performance, and results at scale to drive business growth. Our solutions are leveling the playing field for our customers when it comes to effectively reaching audiences online and helping them power a thriving free and open internet for everyone. Headquartered in San Francisco, Quantcast has been serving customers around the world since 2006. Learn more at https://www.quantcast.com/ and follow us on LinkedIn, Twitter, Instagram, and Facebook.
Lay's, Anzu, Eskimi | November 01, 2022
One of the world’s largest and best-known snack companies, Lay’s, partnered with Eskimi, a full-stack programmatic data platform, and Anzu.io, the world’s most advanced in-game advertising company, to launch an intrinsic in-game video ad campaign to promote its potato chips among the mobile gaming audience in Latvia.
Lay’s wanted to leverage gaming to help it reach its target audience of 18-34s and worked with Anzu and Eskimi to get in front of Latvian gamers in the most engaging and non-disruptive way.
Lay's in-game video ad campaign featured in titles such as Gravity Rider Zero.
The 6-second videos, which were to the point and showcased Lay’s products in a quick and effective manner, worked extremely well in the fast-paced gaming environment and achieved a 92.5% video completion rate, a 98% viewability rate measured by Anzu’s patented 3D ad tracking engine, and cyber security platform HUMAN reported a 0% invalid traffic score for the campaign, reinforcing the low fraud rates associated with gaming environments.
“We are very satisfied with the campaign. It allowed us to reach players who are fully focused on their game and won’t tolerate any intrusive advertising. With such high engagement, it’s no wonder we were able to achieve such high completion rates. Only a few ad platforms provide such high-quality placements.”- Kristaps Osis, Key Digital Transformation Specialist, Omnicom Media Group Latvia
“The huge success Lay’s has seen from this programmatic campaign demonstrates the power that short-form video ads have in gaming environments if you get them right. By using the 6-second format, keeping the videos to the point, and effectively showcasing their products throughout, Lay’s were able to spread awareness and engage thousands of gamers in a way that was complimentary to the gameplay.” - Chaim Berko, Senior Programmatic Account Manager EMEA, Anzu
“The huge success Lay’s has seen from this programmatic campaign demonstrates the power that short-form video ads have in gaming environments if you get them right. By using the 6-second format, keeping the videos to the point, and effectively showcasing their products throughout, Lay’s were able to spread awareness and engage thousands of gamers in a way that was complimentary to the gameplay.” -Chaim Berko, Senior Programmatic Account Manager EMEA, Anzu
“In-game is dominating the Baltics! There’s no better way to showcase the intrinsic in-game opportunity than with a globally established brand like Lay’s. We continuously encourage brands to think about the unique gaming environment. Lay’s video perfectly blends into the game as it is short, includes distinctive images and the brand’s logo. We hope to see more FMCG brands dipping into in-game advertising. Let’s not forget that 80% of gamers drink or eat while gaming. These results scream FMCG!” -Gabriele Vileikyte, Product Manager, Eskimi