Local Media Consortium and Google News Initiative Release Magid Research Findings on Local Media Advertiser Perception and Strategies

Local Media Consortium | July 17, 2020

The Local Media Consortium and the Google News Initiative today announced the results of a survey examining advertiser perceptions of local media and what local media can do to strengthen their digital ad strategies. The study, conducted by leading business strategy and research company Magid and titled 2020 Advertiser Assessment of Local Media Digital Advertising, analyzed the views of national and local advertisers and ad agencies across the U.S., focusing on how local media can better address advertiser needs, how relevant their digital offerings are and what might drive or prevent advertisers from placing ad buys with them. With more people relying on journalism in their communities, as advertising dollars decline at a dramatic rate, these findings come at a vital time for the local media industry. With the insights gathered from the advertisers and agencies interviewed, Magid has developed recommendations to help local media companies better meet advertiser needs and fuel digital growth.

Spotlight

Not yet marketing your business on Facebook? Then you’re the only one! These days, social media marketing and advertising are a requirement, not an option. If you need a little help, we’ve got a huge collection of tips and pointers for mastering Facebook advertising and marketing. In this guide, we’ll be covering.
-Facebook Advertising 101: General Tips & Tricks
-Facebook Advertising Budgeting & Bidding Tips: How to Control Costs
-4 Ways to Create More Engaging Image Ads with Facebook Advertising
-7 Secrets for Better Facebook Ad Targeting
-20 Facebook Marketing Tips: Posts and Promotions to Help Your Business.

Spotlight

Not yet marketing your business on Facebook? Then you’re the only one! These days, social media marketing and advertising are a requirement, not an option. If you need a little help, we’ve got a huge collection of tips and pointers for mastering Facebook advertising and marketing. In this guide, we’ll be covering.
-Facebook Advertising 101: General Tips & Tricks
-Facebook Advertising Budgeting & Bidding Tips: How to Control Costs
-4 Ways to Create More Engaging Image Ads with Facebook Advertising
-7 Secrets for Better Facebook Ad Targeting
-20 Facebook Marketing Tips: Posts and Promotions to Help Your Business.

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Horizon Media and Neilsen announce eMbrace, a Multicultural Planning Platform

Horizon Media, Nielsen | April 12, 2022

US based Horizon Media, in partnership with Nielsen, has announced eMbrace, a platform that helps marketers engage with multicultural audiences. Observing the current increasing diversity in US and peoples’ adherence to their own identity, race, culture and ethnicity, Horizon Media has discovered the brands’ need to connect with multicultural groups. eMbrace proposes to leverage a data-driven approach to align cultural imperatives with a brand’s marketing and business priorities to engage with diverse audiences. eMbrace is a new media planning platform developed with Neilsen’s software and data solution expertise. It recalibrates population-based survey/panel outputs for a more equitable emphasis on multicultural population insights. It will assist advertisers in developing more comprehensive, inclusive strategies that engage various audiences more effectively. “When working with Nielsen as part of the development of eMbrace, we needed to collaborate with a company that shared the same vision of combining robust consumer and business data through advanced analytics. This is much more than a simple dashboard; it’s about creating a data-informed approach to identify strategic client imperatives,” said John Marson, SVP, Managing Director of CORD, Horizon Media’s Channel Observance, Research & Development team. “When working with Nielsen as part of the development of eMbrace, we needed to collaborate with a company that shared the same vision of combining robust consumer and business data through advanced analytics. This is much more than a simple dashboard; it’s about creating a data-informed approach to identify strategic client imperatives,” said John Marson, SVP, Managing Director of CORD, Horizon Media’s Channel Observance, Research & Development team. “Our remit is to drive business results for our clients by understanding, engaging, and motivating their communities, and Nielsen is helping us develop this innovation.” “For years Nielsen and Horizon Media have worked together to bring advertisers the data-driven insights they need to best reach their audiences where they are,” said Jay Nielsen, SVP of Planning Products at Nielsen. “We’re continuing to innovate with Horizon as the first to integrate this more robust data set. Through eMbrace, we're expanding the sample population to include more diverse respondents, providing an unprecedented look at diverse customer segments to drive equity and growth to minority audiences in media.” Horizon’s press release states that eMbrace offers marketers the insights which will help drive channel mixes that are more inclusive of polyculture segments to better drive connections, resonance, and business outcomes. It will also help identify actionable business growth opportunities which would otherwise be not adequately capitalized. The eMbrace assessments will enable more equitable investment and partnership allocation across minority-owned and minority-targeted media.

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PATTISON Outdoor Adds City of Brampton Transit Advertising to its Growing GTA Transit Presence

PATTISON | November 25, 2021

PATTISON Outdoor Advertising, Canada’s leading Out-of-Home advertising provider has officially expanded its growing Transit Advertising portfolio in the Greater Toronto Area with the addition of Brampton Transit, a public transport system operator for the City of Brampton. Effective November 9, 2021, PATTISON Outdoor will exclusively offer exterior and interior advertising placements on over 330 conventional transit buses and exterior advertising formats on over 130 Züm buses, a bus rapid system in the City of Brampton, providing businesses and brands more opportunities to reach a growing consumer market. Most recently, Brampton Transit received an Environmental Sustainability Award from the Canadian Urban Transit Association (CUTA) for its milestone electric bus trail. With an annual ridership over 31 million in 2019, we are thrilled to offer our clients a variety of Transit Advertising formats to reach and engage their target audience in one of Canada’s most dynamic and growing cities with the addition of Brampton Transit into the PATTISON portfolio.With the addition of Brampton Transit, Pattison Outdoor now maintains an advertising agreement with every transit authority within the GTA except Mississauga Transit. As the largest Transit Out-of-Home company in Canada and throughout the province of Ontario, PATTISON offers local and national advertisers unparalleled reach and scale through the Toronto Transit Commission, Durham, York, Burlington, Oakville and Barrie Transit Authorities. Nicholas Campney, Director, Leasing and Legislation, PATTISON Outdoor Advertising. As one of the fastest-growing cities in Canada, Brampton is home to more than 700,000 people and 75,000 businesses. With a median age of 36, the city’s young, educated, and diverse labour force of 320,000 represents over 234 cultures speaking 115 languages, many of whom rely on safe and accessible transit each day. Centrally located on Canada’s Innovation Corridor and with easy access to Toronto Pearson Airport and all 400 series highways, Brampton is home to many businesses across the city’s key sectors of Innovation and Technology, Advanced Manufacturing, Food and Beverage Processing and Health and Life Sciences. As a Green City focused on reducing greenhouse gas emissions in the community by 80 per cent by 2050, Brampton is building a well-connected, sustainable, and energy-efficient transportation system to serve its residents and visitors daily. PATTISON’s Transit portfolio is extremely effective as a brand building and mass awareness platform. PATTISON Outdoor’s new partnership with Brampton Transit invites local and national advertisers to connect their brands with local residents. About PATTISON Outdoor Advertising PATTISON Outdoor Advertising, a division of The Jim Pattison Group is Canada’s largest Out-of-Home advertising company. PATTISON Outdoor helps brands and businesses harness the power of Out-of-Home advertising by providing the most comprehensive range of products, markets, insights and customer support services. With its roots reaching back to 1908, PATTISON has been providing innovative solutions for Out-of-Home advertising opportunities with products ranging from traditional billboards to transit, digital, airport, residential, office, and street level formats. PATTISON is headquartered in Toronto, Ontario with over 25 sales offices across the country, providing advertisers unmatched reach and coverage with products available in over 200 markets coast to coast.

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LiveRamp Launches Enhanced TV Platform With Support from Innovid, E.W. Scripps Company, Publica, Philo, Plex, Univision and Dish

LiveRamp | October 12, 2021

LiveRamp (NYSE: RAMP), the leading data connectivity platform, announced that it has added streaming inventory forecasting and data collaboration capabilities into its TV platform. With these additions, LiveRamp TV becomes the first and only end-to-end solution that enables media sellers and advertisers to collaborate, activate, and quantify media campaigns in a coordinated way across all TV inventory: linear, streaming, and digital video. Most importantly, the comprehensive TV platform is powered by RampID, LiveRamp’s world-class identity solution, ensuring every touchpoint is privacy-first, secure, sustainable and scalable. The television industry is evolving quickly, propelled by the meteoric rise of streaming/connected TV (CTV) viewership, overall viewer fragmentation, and a call for more dynamic and accurate measurement solutions. LiveRamp is poised to help solve for each of these opportunities, delivering cloud-based, enterprise-grade SaaS that is neutral, interoperable, and secure, and rooted in identity. Now the entire ecosystem -- programmers, platforms, data providers, brands and agencies -- have a trusted, one-stop-shop to plan, target, quantify and analyze linear and streaming inventory side-by-side to achieve better business outcomes. “Our customers and partners continue to ask us how they can get more out of their first-party data. They want to know how they can successfully collaborate, plan, activate and measure a blended campaign across the entire streaming and linear TV ecosystem and tie those campaign results to tangible business impact. They tell us they want to forecast and measure their campaigns using identity at scale, across channels, and in a manner that allows them to account for household-level reach and frequency that is accurate and goes beyond age and gender demographics. We now have an answer for them: an all-inclusive TV platform that addresses business-critical needs that have not been met to date and reflects where we’re headed as an industry.” commented Jay Prasad, chief strategy officer, LiveRamp TV LiveRamp’s best-in-class identity solution powers its TV platform, which boasts the following core capabilities: Collaborate1: Brands and media sellers are able to safely connect cross-screen data such as advertising impressions for advanced business applications, including closed-loop measurement and collaborative analytics. The platform enables data governance for all parties, and empowers many-to-many collaborations. By tapping into more data for new insights, partnerships like the Upfronts will be brought to the next level. Activate: Unlock and forecast custom cross-screen audiences, including CTV, as part of every media buy, whether purchased in the Upfronts or programmatically to achieve greater addressability. Quantify: Measure cross-screen business outcomes like product sales, application installs, and web visits. For both buyers and sellers, this means every advertising dollar spent is accountable and addressable. Key players across the industry expressed support and excitement about the enhanced platform: "CTV is no longer an experimental channel, it’s a must have for marketers. But the tools and data needed to unlock the full power of CTV have thus far lagged adoption. Marketers have been looking for - a people-based, end-to-end solution, with identity at the core. Innovid is proud to collaborate with LiveRamp to bring independent ad serving into this stack. Now, media sellers and advertisers can collaborate with data in the cloud, and plan, forecast, activate, deliver and measure across all their TV inventory." - Tal Chalozin, CTO & Co-Founder, Innovid “Advertisers today are looking for data solutions to ensure they are reaching their customers. LiveRamp has put audience data, insights and campaign creation tools for advanced TV activation all together in one place. In our industry’s rapidly changing environment, we believe LiveRamp and its TV activation solutions will be winners for buyers and sellers.” - Tom Sly, Vice President of Revenue for National Media for The E.W. Scripps Company “This unique integration between LiveRamp and Publica allows the industry to better control, activate and surface their CTV audiences and enrich deals to those on the buy-side. The demand for addressable audiences on connected televisions will continue to increase as LiveRampTV Activation is now live and crosses both linear and streaming inventory. This feature can be used to run real-time audience-based forecasting and make targeted PMPs available through any programmatic platform, a first in the market.” - Ben Antier, CEO & Co-founder, Publica “Philo delivers high-quality entertainment, lifestyle and knowledge programming across live streaming and VOD. Even though our content is similar to traditional MVPDs, there’s one big difference -- we are a programmatic-first company and our ad inventory is 100% addressable. Partnering with LiveRamp TV has helped us unlock the full value of our CTV inventory through audience-based forecasting and activation.” - Aulden Kaye, Director of Advertising Partnerships, Philo “Plex offers advertisers true independent access to increased reach, and fully transparent data and analytics. LiveRamp will help us offer advertisers the ability to target specific segments of interest, ensuring increased market share and sales.” - Harold Morgenstern, CRO at Plex “Partnering with LiveRamp is Univision’s latest step forward in transforming the Company’s adtech capabilities and delivering sophisticated targeted solutions for marketers to reach the diverse Hispanic audience. The partnership will serve to help us aggregate audiences across our leading platforms and drive Cross-Platform Optimization for clients to effectively connect with our audiences with the right message across our content footprint.” - Brian Lin, SVP of Product Management, Univision “DISH Media is dedicated to the advancement of open, interoperable and technology-first solutions for the TV marketplace. LiveRamp TV’s secure and permission-based data collaboration solution allows us to provide brands unprecedented insights with uncompromising data privacy protections, as well as the ability to quantify results based on ad exposures across screens.” - Kevin Arrix, SVP DISH Media About LiveRamp LiveRamp is the leading data connectivity platform for the safe and effective use of data. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers.

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