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IPA rejects tougher rules on HFSS advertising

IPA | June 13, 2019

Current rules on advertising of foods high in fat, salt or sugar are "effective and flexible" and further intervention is unnecessary to protect children, the IPA has said in response to the government consultation, which could lead to a pre-watershed ban on HFSS TV ads. In its submission, the IPA argued that the proposed restrictions would only cut children’s calorie intake by approximately two calories per day. It also pointed out that the government’s own impact assessment shows that children’s exposure to HFSS ads on TV decreased by 70% between 2005 and 2017, and is expected to fall a further 30% over the next five years. Richard Lindsay, director of legal and public affairs at the IPA, said: "We support the government’s aim of tackling the problem of childhood obesity and wish to help government achieve that aim. "However, we do not believe that further advertising restrictions, over and above those already in place via the self-regulatory system, would be proportionate or have any effect. They will, however, damage advertising – a hugely successful UK industry that ought to be championed by government."

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Spotlight

8 ways brand advertisers, ad agencies, and AdTech companies can boost insights and ROI with the Media Data Cloud

Advertisers are constantly searching for new ways to adapt to the conditions of the fast-changing and highly regulated media landscape. With the Snowflake Media Data Cloud, organizations now have the depth of insight, analytical power, and collaborative tools needed to turn the challenge of a rapidly changing ecosystem into true business opportunities.

In this white paper, you’ll learn exactly how businesses are leveraging the Media Data Cloud to optimize their advertising for optimal effectiveness, collaborating on data while improving their data security & compliance, identifying new channels for data monetization, and more.

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Brightcove | March 08, 2023

On March 7, 2023, Brightcove, a leading streaming technology company, introduced a new customized service called Brightcove Ad Monetization to enhance media organizations' ability to generate revenue from their content. The company has also established a dedicated global advertising operations team to aid media companies in optimizing their advertising strategy and revenue. Brightcove's Ad Monetization service is an expansion of its recent collaboration with Magnite, the leading independent sell-side advertising platform worldwide. By merging Magnite and SpringServe, Brightcove can now provide media organizations with a comprehensive advertising monetization solution, enabling them to enhance their revenue streams from advertising strategies. Brightcove Ad Monetization is a tool designed to assist media companies in achieving the highest possible returns on their advertising investments by providing actionable insights. It supports monetizing live and video-on-demand (VOD) content through enhanced yield optimization that fills unsold ad inventory and boosts revenue. The solution offers client-side advertising insertion (CSAI) and server-side advertising insertion (SSAI) features for various platforms, including web players, iOS, Android, and connected TVs. In addition, Brightcove Ad Monetization seamlessly integrates with existing advertising servers such as Google Ad Manager and FreeWheel. Businesses that make use of the service will profit from the knowledge and assistance of Brightcove, along with direct support from its recently established global advertising operations team. The team, headed by Chief Strategy and Corporate Development Officer David Beck, will work directly with clients to enhance their advertising strategy, budget, and content. From the onboarding phase to implementation and strategy refinement, the team will use their comprehensive understanding and expertise to aid clients at every stage of their advertising journey, regardless of location. About Brightcove Inc Brightcove Inc. is a publicly traded software company that provides cloud-based video hosting and streaming services. The firm was founded in 2004 and is headquartered in Boston, Massachusetts. Its flagship product is its online video platform, which allows businesses to upload, manage, and publish video content on their websites and mobile apps. The platform includes video encoding, analytics, advertising, and monetization tools. In addition to its online video platform, Brightcove offers various other video-related services, including live streaming, video player customization, and video marketing tools. The company serves multiple industries, including media and entertainment, enterprise, and education. Its customers include major media companies such as NBC, ABC, and BBC and large corporations like IBM, Bank of America, and Philips.

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PureCars Introduces an Exclusive Advertising Program on Spotify for Dealers

PureCars | January 30, 2023

PureCars, the leading supplier of digital marketing technology and services for automobile dealers, announced the official introduction of streaming audio advertising services through Spotify. As a result of this strategic partnership, Spotify advertising is now part of PureCars' product portfolio, making it easier for its North American customers to access Spotify's engaged, young audience. CEO at PureCars, Stephane Ferri, said, "Our collaboration with Spotify adds premier streaming audio advertising to our product suite." He added, "Based on the success of our pilot program, we're thrilled to expand the offering so dealers can leverage this highly effective channel in their advertising strategy. With 2023 set to bring a radical market shift versus the previous few years, we want to give dealers every advantage available in the market." (Source – PR Newswire) Streaming audio platforms such as Spotify have become an increasingly attractive advertising medium due to their vast reach. For example, Spotify has over 456 million users in more than 180 global markets. This amount of exposure and participation is a crucial reason why dealers should explore digital audio advertisements. In addition, a recent Sonic Science study from Spotify concluded that Spotify and digital audio are more engaging and immersive than digital video, social media, television, and radio due to digital audio's inherent personalization and interactivity. This is beneficial for listeners, marketers, designers, and publishers. Streaming audio advertising with Spotify provides a compelling new approach to reaching prospective automobile purchasers, including those in the deliberation stage. Those who hear auto commercials on Spotify are 52% more likely to buy the advertised vehicle. About PureCars PureCars is a premier automotive software and managed services company serving dealerships, OEMs, and advertising associations across the retail automotive market in North America. Its unique mix of customer data management, innovative advertising solutions, digital merchandising, and market analytics offers dealers and partners best-in-class efficiency- and profitability-enhancing solutions. The company is a registered digital supplier for 16 U.S. original equipment manufacturers and one in Canada, which is compatible with over 40 brands and serves 65 of the top 100 dealer groups in North America

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Kochava | February 15, 2023

On February 14, 2023, Kochava, a real-time data solutions provider, announced its acquisition of Machine Advertising, joining brands with app marketers and enhancing its measurement solutions and presence in the EMEA region. Kochava and Machine Advertising collaborated throughout the 2022 year for its incremental lift analyses with Machine's Always-on Incremental Measurement (AIM) product. This collaboration resulted in a productized approach to always-on incremental measurement services, according to Kochava Advertisers. In addition, this AIM product can work with other measurement toolsets and Kochava, the opposite of any mobile measurement partner (MMP) solution. AIM, a marketing mix modeling tool, provides real-time incremental insights and enhances advertisers' drives. It also makes it easy for advertisers to learn the impact of factors like seasonality and channel saturation on the advertisement. It also suggests artificial intelligence (AI) recommendations optimize budget allocation. As a result, it is a critical tool for CFOs forecasting around a recession environment, increasing return on ad spend (ROAS) even in economic uncertainty. Founder and CEO of Kochava, Charles Manning, said, "Machine's product focus to deliver always-on incrementality measurement aligns perfectly with our own objectives to add instant value to our clients. As a company built on customer-driven innovation, we are always looking for new best-in-class solutions to add to our solutions suite." (Source – Business Wire) CEO of Machine Advertising, Gary Danks, said, "We are thrilled to join forces with Kochava, a company that shares our commitment to innovation and customer-centric values." He added, "Our products integrate seamlessly into Kochava's already impressive portfolio, delivering unparalleled mobile measurement products and driving even greater success for our clients. Our team will support Kochava's EMEA expansion plans and being part of a larger organization allows us to take our vision to the next level and have a greater impact on the industry." (Source – Business Wire) About Kochava Kochava, an attribution and measurement solutions provider for data-driven marketers, has been empowering publishers and advertisers with its Marketers Operating SystemTM (m/OS) for growth, integration, and management of customer identity, data controls and measurement since 2011. It unifies data and channel solutions with the operating system, simplifying data aggregation and reporting. Its platform also provides unlimited publisher and advertiser tools like building third-party solutions in the platform. In addition, it enhances data access and value action success through return on investment (ROI) increment. Headquartered in Sandpoint, Idaho, it provides customer-driven innovation, data security and growth worldwide.

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