BRAND MARKETING

Instagram is Letting Advertisers to Publish Sponsored Posts from Users

Instagram | November 27, 2020

Instagram is giving advertisers to distribute supported posts from users' records through an update to branded content ads.

Branded content advertisements were presented a year ago as a path for influencers to recognize when their posts are sponsored by a company or brand.

The ads look simply like organic posts distributed from the user’s record, just they have a tag reading: “Paid partnership with [brand name].”

Making the ads required a lot of coordination between the influencer and the brand. The content had to be published as an organic post first, and then the brand would experience Instagram to promote the post as an ad.

Spotlight

In this episode, Marty Neumeier answers how the effectiveness of branding can be measured. He reveals the 5 different levels of branding from his book "The Brand Flip". These tell us the different stages in which someone reacts to branding. Neumeier states "You don't buy brands, you join them.

Spotlight

In this episode, Marty Neumeier answers how the effectiveness of branding can be measured. He reveals the 5 different levels of branding from his book "The Brand Flip". These tell us the different stages in which someone reacts to branding. Neumeier states "You don't buy brands, you join them.

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ADVERTISER PLATFORMS

Good-Loop Launches Free Tool That Enables Advertisers To Measure Carbon Impact Of Digital Campaigns

ExchangeWire PressBox | August 12, 2021

Good-Loop Launches Free Tool That Enables Advertisers To Measure Carbon Impact Of Digital Campaigns Purpose-powered ad platform Good-Loop has launched a free tool that allows advertisers to measure the environmental impact of their digital ad campaigns. Good-Loop’s carbon calculator enables brands and media agencies to calculate the carbon footprint of their online ads, helping to limit CO2 emissions across the industry. Digital advertising is a major contributor to carbon emissions around the globe. The internet (including our gadgets and the systems used to support them) has a larger carbon footprint than the airline industry, with online video and display ads generating the most emissions per £1 of media spend (source: Essence). The UK ad industry last year launched Ad Net Zero, an initiative backed by the Advertising Association (AA), along with the Institute of Practitioners in Advertising IPA, and the Incorporated Society of British Advertisers (ISBA) to make Adland carbon neutral by 2030. Seven-in-ten people working in the UK ad industry (71%) are worried about the negative impact the industry has on the environment (source: Ad Net Zero), while 80% of UK consumers agree that ‘companies should be doing more to be sustainable’ (source: Kantar). Good-Loop, whose programmatic technology enables consumers to donate to their favourite good causes by watching ads, launched its calculator to give advertisers a better understanding of the environmental impact of their digital media campaigns and suggest ways they can minimise emissions. The calculator is just one part of Good-Loop’s proposed four-point action plan to make the media side of digital advertising carbon positive by 2030. These are: 1. Measure: Advertisers need to benchmark the environmental impact of their digital ad campaigns For example, protecting 1 acre of mature rainforest will absorb 2.5 tonnes each year. An average Good-Loop campaign costs £1.54 to offset – a tiny fraction of the total campaign cost. 2. Reduce: Making simple changes to the media buy have a huge impact. Here are some changes advertisers can make to their media plans that can reduce the carbon cost of an ad campaign: Supporting carbon-conscious publishers. Buying on Accelerated Mobile Pages (AMP), which strip out unnecessary code and file weight. Using compressed files based on device type. Caching and using a Content Delivery Network (CDN). 3. Positive: Make media plans carbon positive by using ad formats that reward consumer attention with donations to sustainable causes Williams added: “We’re at the tipping point. At the current rate of emissions, within the next 20 years we’ll reach the point where we’ll start to experience catastrophic climate change all around the globe and the planet will become increasingly uninhabitable. As an industry, we need to do all we can to halt this disastrous rise in temperatures by adopting advertising practices that are good for the planet.” “We’re starting to see action across the industry – but we do need to do more. We need to make sure commitments to make advertising more sustainable are not just more hot air.”

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DISPLAY ADVERTISING

Azerion and Anzu Collaborate to Make Blended in-Game Advertising Programmatically Available to Advertisers Worldwide

Anzu.io, Azerion | June 08, 2021

Anzu.io, the world's most advanced in-game advertising platform, has announced a new collaboration with Azerion, a leading pan-European digital gaming and monetization platform that provides casual and social games and videos, as well as digital marketing services for both publishers and advertisers. Azerion will now provide Anzu's market-leading blended in-game advertising solution throughout the world via its proprietary programmatic platform, Improve Digital, which generates over 1.6 trillion transactions every month. Azerion's advertisers will programmatically display IAB-recognized in-game video and banner advertisements at scale across mobile, PC, and console platforms due to the integration with Anzu's in-game advertising platform. Anzu's innovative SDK technology, GDPR, COPPA, and CCPA compliant, is integrated into games and offers high-quality direct traffic with complete control over ad placements and first-party data. In collaboration with advertising giant WPP, Anzu has introduced existing digital marketing standards into the game to enhance advertiser confidence in gaming as a media channel and prove its worth. Anzu collaborates with renowned AdTech providers such as Moat, Comscore, Nielsen, and Kantar to ensure fraud-free and brand-safe environments and track ad viewability, brand lift, and audience verification. A recent pilot with Cheq showed that using Anzu instead of typical 2D digital advertising increased ad viewability by 23%. Clients include top global brands such as American Eagle, 7-Eleven, Samsung, Vodafone, and gaming studio behemoths such as Ubisoft, Virtuverse, Lion Castle, and Vivid Games. Azerion already has a substantial presence in the gaming sector, with a collection of over 16.000 game titles attracting over 1.5 billion content views each month. Around its owned inventory, the company provides secure and lucrative ad placement (display advertisements, video, rich media, mobile web, and in-app). Azerion expands its services by collaborating with Anzu to provide a scalable solution for advertisers to seamlessly mix their ads into gaming environments, addressing the vast and diverse gaming audiences in a new way.

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ADVERTISER PLATFORMS

VideoAmp Partners with HyphaMetrics, Integrates Panel Insights into Their Data Measurement Solutions

VideoAmp, HyphaMetrics | October 14, 2021

Software and data platform, VideoAmp, announced a partnership with HyphaMetrics, the only independent cross-screen and cross-walled-garden panel, to provide cross-screen audience measurement solutions for VideoAmp clients. The partnership will integrate HyphaMetrics’ omni-channel cross-device panel measurement with VideoAmp’s commingled TV viewership data to facilitate cutting edge audience insights. “At VideoAmp we see panels as an important part of our overall solution set as the industry searches for a new holistic media measurement currency. We’ve been especially impressed with HyphaMetrics’ innovative, patented measurement tech stack and we look forward to working together to develop new measurement solutions for buyers and sellers of cross-screen advertising.” stated, Josh Chasin, VideoAmp’s Chief Measurability Officer Specific measurement applications of this partnership include “personification” of VideoAmp household viewing to create persons ratings, as well as the development of a truth set for training Virtual IDs (VIDs), the identity construct recommended by the World Federation of Advertising (WFA) for creating cross-platform unduplicated reach. VideoAmp’s early adoption of HyphaMetrics’ unique panel-based dataset is aligned with the WFA’s blueprint for Cross-Media Measurement, which outlines the merging of census data with panel data to facilitate the most comprehensive understanding of consumer media behavior. VideoAmp is a charter member of HyphaMetrics Content Metrics panel trial. The trial, which commenced in July of 2021, will run through the first quarter of 2022 to encompass major viewing events like the Super Bowl and Winter Olympics. “Panels play an integral role in providing a definitive understanding of how consumers interact with content and advertising across all of their devices and channels, We are excited for VideoAmp to incorporate this granular behavioral layer of data, covering all aspects of today's unique viewing environment such as video gaming, secondary device usage and walled gardens.” said Joanna Drews, CEO and Cofounder of HyphaMetrics. The partnership will build off of VideoAmp’s proprietary commingled dataset, which is considered the most trusted and highest quality in the marketplace due to its scale and proprietary methodology used for combining various data sources. The dataset commingles ACR and Set-Top Box TV viewership data and integrates into multiple OTT and digital data sources using first-to-market, privacy-preserving offerings like cleanrooms. VideoAmp’s data, combined with a comprehensive toolset for planning, measurement and optimization, are all housed within the VideoAmp platform and provide a deduplicated view of media performance across traditional TV, streaming video and digital. The suite of tools and data enables advertisers and media owners to redefine the way media is valued, bought and sold. About VideoAmp VideoAmp is a software and data company creating a more sophisticated data-driven advertising ecosystem that redefines how media is valued, bought and sold. The VideoAmp platform provides measurement and optimization tools that unify audiences across the disparate systems of traditional TV, streaming video and digital media. Unlocking new value for those currently operating within a siloed view of their audiences, VideoAmp creates efficiencies for the entire industry. VideoAmp is transforming a 100-year-old industry by powering a more effective three-way value exchange that results in advertisers increasing their return on investment, publishers increasing their revenues and improving the viewing experience for consumers. About HyphaMetrics HyphaMetrics is an independent quality data supplier offering an all-encompassing view of what the world is watching. HyphaMetrics’ single-source, cross platform data pipeline, known as Zero Party Data, serves as the connective tissue through which the media ecosystem can communicate, and provides the precise, individual-level metrics needed for trading, optimization, and analytics in today’s unique media environment. Customers leverage Hypha’s cutting edge technology and industry-accepted research methodologies to humanize the media experience for consumers in a privacy-compliant manner.

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