IBM launched AI-enabled Social Targeting Solution with Influentials To Help Brands Identify Fitting Influencers

IBM | July 31, 2020

IBM (NYSE: IBM) today announced the launch of Watson Advertising Social Targeting with Influential, a new solution that harnesses artificial intelligence (AI) to help brands identify influencers that best align with their brand values. The new solution within the Watson Advertising suite of targeting products marks an expanded collaboration with Influential, a leader in advanced social media technology. As brands shift advertising tactics in an increasingly fluid landscape, the social targeting tool can help brands communicate with an audience. "Brand reputation matters now more than ever. Using social media to help drive purchase consideration is important as brands implement influencer marketing strategies to establish real connections with consumers, said Bob Lord, SVP of Cognitive Applications, Blockchain and Ecosystems, IBM. "Together with Influential, we're building trust into the ecosystem by applying IBM Watson to help clients select an influencer that aligns to their brand values, exemplifying our belief that AI can and should be the backbone of the new digital economy." According to the 2019 Influencer Marketing Global Survey from Rakuten, an insight and analytics company, 87% consumers surveyed stated that they were inspired to make a purchase based on an influencer's recommendation.1 Further illustrating the power of influencer marketing to guide purchases, 61% of responding consumers stated their intent to click on a sponsored link from an influencer to learn more about a product.2 Social Targeting with Influential relies on IBM Watson to align brands with like-minded influencers that demonstrate similar values, further illustrating how brands across industries can harness AI to make more informed decisions. Solidifying the power of "belief-driven buying," in a recent survey conducted by Salesforce Research, 92% of consumers surveyed report that trusting a brand makes them more likely to buy products and services.

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Spotlight

It's tough to make your mobile apps stand out in a crowded market, regardless of whether you offer them on Android or Apple products. The good news is that with app advertising, you'll be able to bring your software to the people most interested in having them in their phones. Whether you're offering games, information, books, leisure, or effectiveness apps, there's always a better way to approach the market.

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Comscore Announces Agreement with Vistar Media to Deliver Digital Out-of-Home (DOOH) Programmatic Audience Targeting

Comscore | October 28, 2021

Comscore (Nasdaq: SCOR), a trusted partner to more than 3,000 clients across local stations, national networks, station groups, advertising and media agencies, and the entire Movies ecosystem, today announced an agreement with Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH). Under the agreement, Comscore Activation audiences, spanning demographics, personas and cross-platform media consumption, are now available for the first time for DOOH programmatic targeting through Vistar. The rapid growth in programmatic DOOH means that advertisers are urgently seeking more granular audience insights that can drive even greater campaign impact. By leveraging Comscore audiences, Vistar will help expedite the growth and cross-over of DOOH into omnichannel programmatic buying. Vistar can now offer their buyers targeting based on Comscore audiences used across media channels, such as "Sports" and "Reality" TV genres or "Cord Cutters." "We are excited to partner with Comscore to provide their industry-leading audience segments to buyers for DOOH campaigns, allowing marketers to extend their preferred data strategies into the physical world," said Laura Kasakoff, Data Partnerships Director at Vistar Media. "With our new partnership, buyers have access to more granular consumer behaviors that have traditionally not been available for DOOH targeting." "We are excited to partner with Vistar Media to bring Comscore's best-in-class audiences to DOOH targeting," said Jess Trainor, Vice President Ad Platforms, Comscore. "At a time when digital out-of-home continues to grow in importance to advertisers, Vistar's leadership in DOOH programmatic paves the way for continued growth and innovation within the DOOH space." Vistar is the first DOOH programmatic platform to launch Comscore audiences, which are available on all programmatic platforms and have traditionally been leveraged for desktop, mobile, Connected TV and podcast advertising. The goal is to make all Comscore audiences DOOH-accessible to ensure advertisers have the ability to use the same audience targeting across all channels. Beyond supporting targeting for DOOH, Comscore has been focusing on delivering the next generation of DOOH measurement. As part of this, Comscore is developing solutions to precisely measure traditional outdoor platforms such as roadside billboards, street furniture, and place-based advertising platforms that are designed to reach consumers in retail spaces, business and medical offices, colleges, entertainment venues, transportation hubs, cinema and more. Comscore Audience Activation™ offers programmatic audience segments powered by Comscore's massive data assets for digital, mobile, CTV, podcasts and DOOH campaigns. Comscore Audience Activation helps advertisers improve campaign performance using demographics, cross-platform TV viewership, streaming behaviors, and personas to get key messages in front of the right consumers. About Comscore Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. For more information, visit comscore.com. About Vistar Media Vistar Media is the leading global provider of programmatic technology for out-of-home, bringing enterprise-grade software that was purpose-built for the unique requirements of digital signage. Vistar provides a global demand-side platform (DSP) for buyers to activate data-driven programmatic campaigns and a supply-side platform (SSP) to connect signage operators to digital revenue. Vistar also powers some of the world's most advanced signage networks with device & content management software (Cortex) and ad serving technology. Vistar was founded in 2012 and is headquartered in New York, NY.

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Entravision Partners with Roku to Serve as Media Advertising Partner in Mexico

Entravision | February 16, 2022

Entravision (NYSE: EVC), a leading global advertising, media and ad-tech solutions company connecting brands to consumers by representing top platforms and publishers, announced today that the Company has partnered with Roku, the #1 TV streaming platform in the U.S., Mexico and Canada*, to serve as Roku’s media advertising partner in Mexico. Entravision will help brands effectively reach consumers by advertising on the Roku streaming platform. As more consumers are moving to TV streaming, advertisers can reach them by moving budgets into TV streaming. Through Roku’s advertising solutions, brands and marketers can reach audiences at scale on the Roku platform. Entravision, as Roku’s trusted partner, will serve as an advertising partner in Mexico to work with brands interested in advertising through the Roku platform. Entravision is very excited to partner with Roku, the pioneer in television streaming, as they begin advertising in Mexico. Through our partnership, Entravision will be able to connect brands and marketers in Mexico with Roku’s advertising solution, in order to reach TV streamers on the Roku streaming platform.” Juan Saldívar, Entravision’s Chief Digital, Strategy and Accountability Officer. Mr. Saldívar continued, “Entravision has extensive digital marketing expertise for companies looking to tap into growing Latino audiences, including in Mexico. We look forward to leveraging our expertise and local market connections to support Roku’s global advertising growth.” About Entravision Entravision is a leading global advertising, media and ad-tech solutions company connecting brands to consumers by representing top platforms and publishers. Our dynamic portfolio of services includes digital, television and radio offerings. Digital, our largest revenue segment, is comprised of five core businesses: Entravision Digital, Smadex, Cisneros Interactive, MediaDonuts, and 365 Digital. Entravision Digital provides branding and performance digital solutions to clients and small- and mid-size businesses throughout the world. Smadex provides cutting-edge mobile programmatic solutions and demand-side platforms which enable advertisers to effectively execute performance campaigns using machine-learned bidding algorithms. Cisneros Interactive provides unique digital marketing solutions representing major global publishers and ad-tech platforms in Latin America, while also managing the leading digital audio network and solutions player Audio.Ad. MediaDonuts provides digital marketing performance and branding services in the Southeast Asia region and maintains unique commercial partnerships with some of the world’s leading digital publishers and social media platforms. 365 Digital is a digital advertising solutions provider that offers exclusive sales representations with major global platforms in South Africa. Beyond digital, Entravision has 53 television stations and is the largest affiliate group of the Univision and UniMás television networks. Entravision also manages 46 primarily Spanish-language radio stations that feature nationally recognized, Emmy award-winning talent. Shares of Entravision Class A Common Stock trade on the NYSE under ticker: EVC.

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New Getty Images research shows that 8 in 10 people expect companies to be consistently committed to inclusivity and diversity in their advertising

Getty Images | August 17, 2020

Nearly 80% of people globally have said it isn't enough to have people of various ethnicities, backgrounds, and appearances in advertising but that they expect companies to do a better job at capturing people's true lifestyles and cultures, according to new research by Getty Images. The findings have been revealed in a second wave of research for Visual GPS, completed in conjunction with global market research firm YouGov.The Visual GPS Summer Update also reveals that 63% of people prefer to buy brands that are founded by or represent people like themselves. These results hold steady across generations and gender, with only modest differences across global regions."Visual GPS shows that amid the COVID-19 pandemic and despite massive changes in people's lives, the demand for more diversity in visual communications has only increased," said Dr Rebecca Swift, Global Head of Creative Insights at Getty Images.

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