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MAGNA | January 23, 2023
MAGNA Media Trials, the industry-leading proprietary research offering of MAGNA, and Roku have just announced a new study in cooperation with the Roku Brand Studio, which reveals that new video ad formats in streaming TV are twice as appealing to consumers as traditional TV advertising.
Currently, marketers strive to stand out in the transition to streaming. However, traditional TV ads alone miss an opportunity to surprise and excite viewers throughout streamers' journey outside the traditional ad break. Beyond the: 30 on streaming TV investigates how marketers can create more engaging and powerful ad experiences on the platform.
There were tests of three new "Beyond the: 30" video ad formats:
Roku Original Vignette: A 30-second ad in which a brand references the Roku Original program being streamed.
Thematic Tagged Vignette: A 30-second animated commercial in which a brand celebrates streaming.
Watch Alongs: During commercial breaks, the brand sponsors discuss the television show or movie being streamed.
All three "Beyond the: 30" ads outperformed traditional TV ads in terms of top-of-mind brand recall (+57% "Beyond the: 30" vs. +43%), brand favorability (+8% vs. +3%), and intent to search (+16% vs. +9%). These findings demonstrate the great potential of "Beyond the: 30" advertisements, which include increasing brand awareness and boosting sales.
Multiple brands from many verticals participated in the study, including T-Mobile and Subaru. A home-based panel of 1,316 viewers was randomly split between exposed and control groups, who saw their preferred content intermingled with streaming-specific and traditional ads. Following the content viewing experience, viewers were questioned to evaluate the effect on brand key performance indicators (KPIs) and to get a deeper understanding of consumers' perspectives.
About MAGNA
MAGNA is the worldwide leader in media investment and intelligence. Its reliable data, innovative trial offerings, industry-leading negotiation skills, and exceptional consultancy solutions provide clients and subscribers with a compelling market edge. It is a team of specialists motivated by results, honesty, and curiosity. It helps customers and cross-functional teams through five core competencies: collaboration, education, accountability, connectivity, and enablement.
About Roku, Inc.
Roku introduced streaming to the TV. The firm connects people to their favorite streaming content, enables content publishers to grow and monetize massive audiences, and provides marketers with unique opportunities to interact with consumers. Roku streaming players and TV-related audio devices are available in the United States and other markets through direct retail sales and licensing agreements with TV OEM companies.
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AD NETWORKS
MGID | February 28, 2023
MGID, an advertising platform, has recently announced the integration of generative artificial intelligence into its current intelligence solutions. This integration would help advertisers with image and headline generation and their optimization.
With Open AI’s DALL•E 2, advertisers would develop computerized digital images through text prompts. It would also align headlines according to historical and GEO-specific data. Its automation is fast and requires fewer resource-intensives, transforming overall campaign efficiency and impact. In addition, combining MGID’s intelligent recommendation algorithms, contextual intelligence, and AI technologies would accelerate ad performance and user engagement with MGID ads.
In addition to these facilities, the advertisers benefit from advanced visual toolkits than traditional stock images, creating more engaging but unique pictures with about 20% increased click-through rate (CTR). It gives control of key details like emotion, character, style, hue and angle to the advertisers. It also offers multiple versions of the same image for AB testing to identify the audience’s likings. In addition, it organically intertwines advertisements into a user’s website interactions with native ad placements, serving relevant content which is suitable to the users’ interests.
CEO of MGID, Sergii Denysenko said, “It’s clear that AI will play a critical role in powering the next stage of truly optimized ad campaigns. Pairing this with our smart recommendation algorithms and existing contextual intelligence technology is the natural evolution in creating a better experience for advertisers, publishers, and audiences alike. Impressed by its capabilities in testing, we’re very much looking forward to the launch and seeing how AI is embraced by advertisers throughout the year.”
(Source – Business Wire)
About MGID
Headquartered in Los Angeles, California, MGID, an advertising services provider, offers solutions for lifestyle media, entertainment media, blogs, content discovery, website traffic management, audience development, paid content distribution and native advertising. It has been providing quality content distribution to entertainment and lifestyle publishers worldwide. It entertains, at the same time, delivers marketing solutions that cater to consumer interests with a subtler and indirect selling approach. Its performance-driven approach connects interested visitors seamlessly to its customers’ websites for revenue generation and traffic enhancement through quality content and relevance to the users’ expectations.
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AD TECH AND MARTECH
AiAdvertising | February 16, 2023
AiAdvertising, an AdTech company, announced being the first to uncover ChatGPT's commercial applications in the AdTech industry, focusing on artificial intelligence (AI) and machine learning (ML) utilization for the marketing industry. The automated ChatGPT solution is making signals and insights of AiAdvertising's PersonalAI more informative and targeted.
The signals and insights of PersonalAI provide detailed information about behavioral information, psychographics, demographics, and triggers for the consumer adaptive curve. With its solutions and insights, ChatGPT is enhancing the diversity, scalability, and persona-driven content of AiAdvertising's PersonalAI. Through this leverage, AiAdvertising is making clients' paid advertising campaigns and landing pages more engaging at the psychographic level and customizing them as per the personas' needs based on user experiences, needs, behaviors and goals.
ChatGPT's commercial applications have the potential to automate and enhance complex communications like email sales campaigns, computer code, and customer support. It can generate personalized automated responses to customer inquiries, content for social media marketing campaigns and assistance throughout the customer cycle.
CEO of AiAdvertising, Jerry Hug, said, "What is remarkable is that all of this is done without any type of unconscious bias. Even as marketers, we insert our own opinions into the words and language we use to think about a brand or product. ChatGPT allows us to remove that predisposition and focus on a more customer-based solution leveraging data and science rather than opinions and assumptions." He added, "We are now taking our PersonaAI ChatGPT approach to market with our clients and are already generating buzz about the anticipated increased performance of personalized campaigns."
(Source – CSM Wire)
About AiAdvertising
AiAdvertising, an advertising technology-based solutions provider, has been using artificial intelligence and machine learning and building software for marketing companies since 1998. Headquartered in San Antonio, Texas, it provides services based on digital marketing, data analytics, creativity, content strategy, digital media, e-commerce, and big data, worldwide. It eliminates digital waste and increases the return on digital ad spend. Its flagship product, the Campaign Performance Platform, offers a subscription-based end-to-end Ad Management solution, utilizing artificial intelligence to improve the advertisements' performance, efficiency, and productivity. It assists advertising agencies and brands in measuring, scaling, creating, predicting, and targeting personalized campaigns.
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