DISPLAY ADVERTISING, RETARGETING
Clear Channel Airports | January 18, 2023
Clear Channel Airports (CCA), the U.S.-based airports business of Clear Channel Outdoor Holdings, Inc., launched yet another cutting-edge digital media program for the highly anticipated grand opening of Newark Liberty International Airport (EWR) Terminal A. The digital media makeover, created in collaboration with the PANYNJ, includes almost 6,000 square feet of the most cutting-edge premium advertising media.
Global businesses headquartered in New Jersey, such as Rutgers University, Audible, and Atlantic Health System, are the first advertisers to access this new airport media area, where they will reach millions of airport consumers using the most advanced digital and printed display technology.
Clear Channel Airports, the nation's premier airport media supplier, included this advertising space in the terminal's $2.7 billion refurbishment. The nearly one million square foot terminal offers advertising, brand collaborations, sponsorship, and experiential marketing options for brands and enterprises seeking to reach millions of flyers in the larger metro region.
This current redevelopment at EWR coincides with CCA's 12-year contract with the Port Authority of New York and New Jersey to renovate its prestigious airports, including LaGuardia (LGA), John F. Kennedy International (JFK), and Stewart International (SWF). The partnership, announced in October 2020, is the biggest airport sponsorship and advertising campaign in the United States.
CCA's new digital media program involves over 70 high-impact and innovative displays throughout the 33-gate terminal, including an iconic 24-foot seamless digital "umbrella" — a suspended, first-of-its-kind airport advertising screen hanging above the terminal's most enormous concourse, where not only can you view the massive installation head-on in both directions, but you can also see the advertising as you walk beneath it.
Moreover, a network of 54 ultra-high-definition LCD panels, two distinctive 42-foot curved LED soffits, and 16 dynamic digital columns illuminate the new ultramodern interior of Terminal A, providing an impactful, audience-focused advertising environment. In addition, CCA said that a 75-foot-long external head-on digital welcome display would be added to the new consolidated car rental facility (CONRAC).
About Clear Channel Airports
Clear Channel Airports is the foremost airport advertising, sponsorship expert, and pioneer in the United States, having devoted over 45 years to airport advertising. Clear Channel Airports (CCA), the Americas-based airports business of Clear Channel Outdoor Holdings, Inc., is one of the world's largest outdoor advertising companies. Clear Channel Airports operates over 260 airport media programs worldwide and has a presence in 28 of the top 50 U.S. markets with major airports.
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ADVERTISER CAMPAIGN MANAGEMENT
DoubleVerify | February 17, 2023
DoubleVerify, a software solutions provider for digital media, has recently launched its solution for scaling viewability on the Connected TV (CTV) for advertisers, measuring the delivery through its DV Authentic Ad platform and MRC-accredited metric to ensure media quality across digital environments of the CTV.
This solution will help advertisers and ad brands to set a consistent standard for media quality across all digital environments with CTV and make advertisers understand the impact of the ads, even if the TV is disconnected. The authentic ad is visible fully to a real person, brand, and digital environment.
Advertisements are created to raise awareness of the company's new product or service, even to change one's brand perception. Their viewability is a critical key performance indicator for advertisers in all digital media platforms. It is a misconception that all the CTV ads are, by default, viewable. A survey conducted by DoubleVerify in 2022 states that one of the four top-performing CTV digital environments and applications continued to play advertisements even after the television was off. This issue is known as "TV off." Another industry study suggests that this challenge will cost advertisers more than 1 billion dollars as ad waste in CTV.
CEO of DoubleVerify, Mark Zagorski, said, "As CTV impressions continue to be sold at a premium, brands need insight into which platforms and environments offer the best viewability rates." He added, "To that end, we're excited to launch this first-of-its-kind solution and continue to lead in measurement and innovation for CTV buyers. This release enables advertisers to address growing challenges in CTV, such as the "TV off" issue and offers insight into whether ads had the opportunity to make an impact across digital environments in a consistent manner. This capability also provides measurement parity across multi-screen campaigns, allowing advertisers to make better-informed campaign optimizations and increase budget efficiencies."
(Source – Business Wire)
About DoubleVerify
DoubleVerify, a software platform for digital media solutions, makes digital advertising stronger and safer through its services like impression quality and audience quality solutions for brand marketers, brand safety and fraud protection, transparency and accountability to digital media, and ad viewability. There should be a fair value exchange between sellers and buyers of digital media. The Fortune 500 advertisers trust it for data and analytics, driving campaign quality and effectiveness and increase return on digital advertising investments worldwide. It provides authentic independent third-party measurement solutions to brands and agencies in all advertising platforms, including CTV.
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ADVERTISER CAMPAIGN MANAGEMENT
Hello Sunshine | March 21, 2023
Hello Sunshine, a part of Candle Media, announced today the launch of Solar, an in-house social agency helping brands connect with women through story-driven advertising. Overseen by Maureen Polo (Hello Sunshine’s Head of Direct to Consumer), Solar is being led by agency veteran Jennifer Wiener (SVP, Solar) in close collaboration with new creative leadership, Teneille Craig (VP, Creative, Solar).
Hello Sunshine has a rich history of partnering with advertisers to shape female-focused commercial messaging that truly resonates. With Solar, brands will now have the opportunity to partner more deeply with Hello Sunshine and to drive story-led marketing that shapes culture, drives impact, and ultimately makes the world a better place for women and diverse audiences. Solar empowers brands to tell more inclusive and representative storytelling that ultimately brings more underrepresented voices into modern media offerings. The agency also serves as the internal marketing engine that fuels Hello Sunshine’s content, commerce, and community model.
“Hello Sunshine has proven time and time again that we know women – what inspires them, connects them, and drives them to action. We're thrilled to formally launch Solar, an innovative in-house social agency that leverages Hello Sunshine's creative expertise to help brands authentically communicate with women,” said Maureen Polo, Head of Direct to Consumer at Hello Sunshine. “Our incredible team of marketers, creatives, strategists, and producers will work seamlessly with partners to drive story-led marketing that moves the needle.”
“Solar presents a more formal offering that operationalizes Hello Sunshine’s trust, influence, and deep expertise with female consumers,” added Sarah Harden, CEO of Hello Sunshine. “Leveraging our heritage in premium storytelling that centers women, we’re partnering with brands with full-service capabilities across the modern media landscape.”
More than a traditional agency, Solar teams up with mission-aligned brands to go beyond their standard strategy and creative needs. The agency’s collaborative model provides deep insight, intelligence, and credibility among women consumers. Solar’s work with brand partners includes extensive brand partnerships through Hello Sunshine IP and DTC brands, social marketing services, influencer marketing, licensing, product development, co-marketing, and women-centered consumer insights. The agency has already been working with a range of renowned brands, including Oui by Yoplait, P&G, Diageo, Pure Leaf, Stacy’s Pita Chips, Buick, Biossance, Lavazza, Anheuser Busch, Epson, Norwegian Cruise Line, and Fidelity.
“We approached Hello Sunshine because of their like-minded audience with Oui yogurt,” said Susan Pitt, Brand Experience Director for Cereal and Yogurt brands at General Mills. “We really wanted to reach women who are passionate about saying yes to making time for themselves. Hello Sunshine built out a strategic multi-channel program that has helped catapult our shared creative purpose messaging and ultimately help drive double digit increase in sales velocity.”
Along with Maureen Polo, Hello Sunshine’s Head of Direct to Consumer, Solar is led by SVP Jennifer Wiener. Wiener previously worked at Fullscreen, where she led sales and integrated marketing teams and re-positioned Fullscreen with Fortune 500 clients as trusted, insight-led marketing solutions and social services experts. Prior to Fullscreen, she worked at Dentsu Aegis, where she and her team led award winning branded content efforts for Microsoft and focused on business development for the agency. Before joining Hello Sunshine, Wiener ran the Entertainment Marketing Solutions team at WarnerMedia, leading all brand marketing, brand positioning, creative, brand partnerships and go to market storytelling for HBO Max, Adult Swim, Cartoon Network, DC Comics and Theatrical.
Along with a cross-disciplinary agency team, Polo and Wiener are joined by VP, Creative, Teneille Craig, an award-winning creative with over 15 years of experience in publishing, advertising, digital media, and fashion. Prior to joining Hello Sunshine, Teneille has made an impact in senior creative roles at ESSENCE Magazine, Dentsu McGarrybowen for American Express, and TikTok.
Hello Sunshine will continue to focus on long-form branded entertainment with Zoe Fairborn, Head of Brand Business Development and Branded Entertainment, continuing to lead those efforts.
About Hello Sunshine
Founded by Reese Witherspoon, Hello Sunshine puts women at the center of every story it creates, celebrates and discovers. Hello Sunshine tells stories across all platforms – from scripted and unscripted television, feature films, podcasts, audio storytelling, and digital series – all shining a light on where women are now and helping them chart a new path forward. Hello Sunshine is also home to Reese’s Book Club. Fast growing in reach and influence, this community is propelled by meaningful connections with stories, authors and fellow members.
Hello Sunshine is part of Candle Media, an independent, creator-friendly home for cutting-edge, high-quality, category-defining brands and franchises. By bringing together elite talent operating at the intersection of content, community, and commerce, it helps to position leading entertainment businesses for accelerated, sustainable growth in the current market and beyond. Candle is run by its Co-Chairmen and Co-CEOs, leading entertainment executives Kevin Mayer and Tom Staggs, and backed by investment capital from funds managed by Blackstone’s flagship private equity business.
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