AD TECH AND MARTECH
RTB House, Integral Ad Science | October 31, 2022
RTB House, the ad tech platform powered by unique deep learning algorithms, has partnered with Integral Ad Science (IAS), a global leader in digital media quality, to provide brands and agencies with transparent, fraud-free, brand safe advertising with increased measurement efficiencies.
The partnership will allow RTB House, which provides marketing solutions for top brands and agencies worldwide, to match advertisers’ brand risk threshold and avoid risky content by activating IAS’s publisher verification technology. It will also measure viewability and invalid traffic (IVT) rates, thus improving media quality standards and ensuring greater campaign end results.
IAS’s solution spans media buyers and sellers, reducing discrepancies, eliminating impression waste, and creating a frictionless environment. RTB House clients will have greater transparency and measurement of impressions to better align with client expectations, and more effectively achieve advertising goals.
Mateusz Jędrocha, head of upper-funnel solutions development at RTB House, said, “Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent, and highly measurable impressions."
Mateusz Jędrocha, head of upper-funnel solutions development at RTB House, said, “Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent, and highly measurable impressions. The deep learning algorithms that power the RTB House engine make ad campaigns up to 50% more efficient than those using standard machine learning techniques. By working with major digital media quality partners, we can offer our customers an extra layer of comfort that ensures their marketing budgets are driving real value for the entire business.”
Yannis Dosios, global chief commercial officer at IAS, adds, “Our mission at IAS is to be the global benchmark for trust and transparency in digital media quality. By partnering with RTB House we can help ensure the brands and agencies it works with gain greater transparency and a more complete view of their media buys to boost confidence around campaign performance.”
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ADVERTISER PLATFORMS
Uber | October 20, 2022
Uber Technologies, Inc. (NYSE: UBER) has formally launched its advertising division and unveiled Uber Journey Ads, an engaging way for brands to connect with consumers throughout the entire ride process. Journey Ads are the latest initiative from a dedicated team formed at Uber this year under advertising veteran Dr. Mark Grether, previously with Amazon Advertising, CEO of Sizmek, and Co-Founder of Xaxis. Leveraging Uber’s first-party data and insights across its mobility and delivery businesses presents the world’s biggest companies with compelling new surfaces and closed-loop attribution to reach Uber’s audience of 122 million monthly active users.
With the addition of Journey Ads, Uber has created an engaging model that enables brands to share strategic campaigns across Uber’s mobility and delivery businesses, while connecting with consumers in brand-safe and captivating ways. Journey Ads place relevant brand content and offers in front of purchase-minded audiences as they transact throughout their journey – while waiting for their driver and during their trip. Over 40 marquee brands have already partnered with Uber to run Journey Ads including NBCUniversal, Heineken, and United Artists Releasing. With one-hundred percent share of voice during the entire trip, early results show that consumers were exposed to the ad content for approximately two minutes, resulting in two to six times the brand-performance lift compared to other benchmarks.
Brands and advertisers can now partner with Uber on a variety of advertising options on the Uber and Uber Eats apps, and beyond:
Journey Ads that capture consumers’ attention during their trip with ad units that drive purchases and brand awareness as they move with purpose.
Prominently placed Sponsored Listings across Uber Eats to get brands ahead of the competition and capture the attention of ready-to-purchase consumers, with clients such as Shake Shack already seeing increased engagement, ROI and customer acquisition.
Sponsored Emails that enable brands to promote exclusive offers to Uber and Uber Eats consumers through email delivery directly into their inboxes.
Homepage Billboards that give brands the ability to prominently display messaging on the homepage of Uber Eats, the world’s most-downloaded food delivery app.
Post-checkout Ads which allow brands to promote to purchase-minded consumers as they await updates on their order.
Storefront Ads where CPG brands can enjoy prominent placement of their products at the top of a digital storefront. PepsiCo has been a pilot partner of storefront ad offerings.
In Menu Ads that enable restaurants to feature their seasonal or specially priced menu item to entice consumers to take advantage of the promotional offer. Chipotle has been a pilot partner on this effort.
Highly visible digital out-of-home Car Top Ads which enable brands to reach consumers based on location and time of day across top U.S. cities.
Tablet Advertising pilot which will see strategic partners pilot in-car tablets in LA and SF.
”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” said Dr. Grether, General Manager, for Uber’s advertising division. “While these consumers are making purchase decisions and waiting for their destination or delivery we can engage them with messages from brands that are relevant to their purchase journeys. And with 1.87 billion trips last quarter, that means we can connect advertisers to consumers on average five times per month across rides and delivery.
”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” said Dr. Grether, General Manager, for Uber’s advertising division.
“Through our advertising division, we can help leading brands grow their relationships with consumers by connecting them at a moment when a customer is uniquely attentive. By tapping into our mobility media network, our pilot campaigns have surpassed expectations in terms of brand lift, engagement, and other campaign goals. We’re eager to continue working with our partners to identify best-in-class offerings – such as in-car tablet advertising – that will ensure they’re engaging with captive and engaged audiences.”
In addition to Uber’s unique ability to help brands connect with consumers at relevant points throughout their journeys or transactions, the company provides comprehensive reporting and analysis. By offering this unique view into consumer behavior, brands are able to fine-tune their understanding of their consumers and create more impactful campaigns.
About Uber
Uber’s mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 34 billion trips later, we’re building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.
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SOCIAL MEDIA ADVERTISING
Integral Ad Science | November 02, 2022
Integral Ad Science (IAS), a global leader in digital media quality, has released the results of its online survey among Australian online users to understand consumer attitudes towards environmental causes and sustainability.
Jessica Miles, country manager ANZ at IAS, said, “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes."
Jessica Miles, country manager ANZ at IAS, said, “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes. Given this heightened consumer awareness, contextual alignment is critical. Marketers can increase consumer favourability by aligning a positive advocacy message with positive content. Conversely, marketers must be mindful of misinformation or negative sentiment to ensure their reputation is not tarnished. Marketers now have the opportunity to make an impact by actively leveraging their position as storytellers with a strong and credible message and deliver ads in the most relevant environments.”
Key highlights:
92% of Australian consumers plan to do more to support environmental causes and help mitigate climate change.
People are more engaged with the climate crisis than ever before; consequently, most Australians plan to pursue a more sustainable lifestyle. Avoiding single-use plastics is the most common way consumers demonstrate their commitment to sustainability, with 67% saying they would limit usage. Reducing energy and water consumption to limit carbon footprint (53%) is the next biggest area of focus. 49% of shoppers seek out sustainable products, and 44% say they plan to purchase from brands/companies that support environmental causes. In comparison, 41% begin to reconsider spending on physical items and plan to reduce the number of goods they purchase.
Australian consumers place a high priority on environmental causes.
The study found that sustainability and climate change remain top of mind and are one of the biggest social issues Australian consumers are concerned about right now after the cost of living crisis. For the world to change, most Australian consumers (90%) recognise that brands and advertisers must actively advocate for environmental causes, sustainability and ways to combat climate change. Almost three-quarters (70%) of consumers have a more favourable view of brands that advocate for environmental causes.
Brands benefit most from supporting environmental content.
For the study, IAS tested consumer reaction to ads alongside content that was neutral on environmental causes and compared that with reaction to ads alongside content that advocated for environmental causes. Ads with messaging that matches or is related to the content headline show higher favourability for positive/neutral sentiment content. It revealed that a standard ad placed alongside a positively-laden headline advocating for environmental causes benefited from a +90% boost in favourability than the ad would have had alongside a neutral headline.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
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