Comcast Advertising | July 25, 2022
Today, Comcast Advertising released a new report entitled “Free Ad-Supported Streaming TV: Why More Advertisers (and Consumers) Are Going F.A.S.T.” The report highlights the rise of free ad-supported streaming TV (F.A.S.T.) and its value to advertisers today as a complement to traditional TV and streaming advertising plans.
As one of the newest forms of over-the-top (OTT), F.A.S.T. provides consumers with streaming services that also feature linear-style channels, encouraging a lean-back experience and content discovery that mimics traditional TV viewing.
According to the report, F.A.S.T. penetration among households has more than doubled year-over-year. Today, six out of 10 households who have connected TVs are using F.A.S.T. services exclusively or in addition to other services – getting a TV-like viewing experience without the costs or logins required for linear TV or paid streaming.
“F.A.S.T. is a rapidly growing ad-supported medium for consumers to watch and discover premium streaming content in an environment that mimics linear TV,” said James Rooke, President, Comcast Advertising.
“F.A.S.T. is a rapidly growing ad-supported medium for consumers to watch and discover premium streaming content in an environment that mimics linear TV,” said James Rooke, President, Comcast Advertising. “As advertisers look to efficiently maximize their reach in an increasingly fragmented viewing landscape, F.A.S.T services are a valuable complement to traditional TV and other AVOD streaming options as part of a holistic multi-screen media plan.”
The report looks at new trends from F.A.S.T. provider XUMO and reveals that the average XUMO user spends about 104 minutes within the platform once they have entered. Many consumers may be landing on F.A.S.T. channels without even realizing it, as many are programmed directly into the channel guide by TV manufacturers. Not surprisingly, 70 percent of XUMO users are cord cutters, relying on XUMO as a complement to subscription video-on-demand (SVOD) services.
According to the report, advertisers and programmers alike are seeing the value of F.A.S.T services today. According to Horizon Media, “the F.A.S.T. industry has grown exponentially and overlaps quite a bit now with what traditional TV has to offer in terms of both content and audience. Advertising on F.A.S.T. allows us to reach our targeted audience and is a valuable complement to our TV budget.”
Amanda Garcia, Senior Director of Partnerships at Paramount+, adds, “As customers find more ways to watch the content they love across a mix of services, F.A.S.T. channels have become a key part of our media mix for acquisition and awareness, as well as targeted campaigns to super-serve key audiences.”
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goals – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.
SOCIAL MEDIA ADVERTISING
ShopLiftr | July 12, 2022
High inflation and market instability have created severe problems for both marketers and consumers in the grocery industry. CPG marketers are struggling to reach their core consumer base effectively on compressed advertising budgets, and shoppers are increasingly forced to make economic decisions that impact which products they buy and how often. ShopLiftr enables brands to maximize marketing dollars by reaching shoppers in real-time to present critical savings at places they shop via innovative, proven digital ad technology solutions, across engaging mediums, delivering superior results.
Rising grocery prices and continuing supply chain issues leave consumers struggling to not only find the products they want and need but to stretch their food budgets as far as possible. With a return to pre-pandemic shopping behaviors, more consumers are flocking to physical stores to shop. Yet, grocery prices are continuing to rise across all tracked channels – affecting food, dollar, online, and more recently impacting club and mass. A recent report by Numerator underlined that in an unprecedented trend this past year, middle-income shoppers — with an annual income of $40,000 to $80,000 — recently surpassed low-income shoppers as the group most affected by escalating grocery costs.
Brands are losing market share to a surge in private label options as cost savings amongst cash-strapped shoppers are driving short-term switching behavior, with brand loyalty as less of a priority. With food costs up 10.1% during the last year, according to the U.S. government, the pressure is on big-name brands to give consumers a reason to put their product on their shopping list rather than switching to a CPG competitor or store brand.
ShopLiftr is confronting the shopper, brand, and retailer concerns head-on. Powered by the largest, most comprehensive proprietary database of active trade promotions from all major grocery chains in North America, ShopLiftr's unique dynamic creative platform supports responsive, personalized display and video ad units. It enables brands to promote savings on consumers' favorite products, effectively maintaining and increasing market share, and drives in-store traffic to the supporting retailer. Serving hyper-localized deals to consumers in real-time, in turn, saves them time and money.
"It's important to pay attention to the cost of goods, and especially on the items you need to pay consistently every month, With U.S. households spending an additional $341 a month to purchase the same goods and services compared to a year ago, presenting deals on those essential CPG products through winning pre-shop advertising tactics with strong success metrics is key."
-Winnie Sun, co-founder and managing director of Irvine, California-based Sun Group Wealth Partners.
A major discount retailer recently tested the combination of ShopLiftr's dynamic video and display advertising to increase in-store traffic and sales. The campaign amassed an additional 44,000 incremental customer visits and produced an incremental lift of 13.98%! Promoting relevant in-store deals inspired store visits that drove significant lift and increased both repeat visits and average basket size per customer.
ShopLiftr's digital ad tech platform has been built specifically to address the challenges faced by shoppers, brands, and retailers in the current climate. It helps marketers maximize their ad budgets and increase market share by delivering engaging, programmatic video and display ads that resonate with target audiences while simultaneously bringing value-seeking shoppers together with their favorite brands in-store locally, at reasonable prices.
ShopLiftr is a digital ad technology company that aggregates and amplifies the largest collection of trade promotions, connecting shoppers with real-time, localized deals. ShopLiftr partners with the largest CPG brands and retailers in the world to deliver personalized digital advertising experiences at scale across North America.
ADVERTISER CAMPAIGN MANAGEMENT
IBM | June 27, 2022
Leading corporations want to increase the fairness of marketing campaigns. The initiative, which was announced at the Cannes Lions International Festival of Creativity 2022, brought together agencies, brands, and other thought leaders to raise awareness and take action to reduce bias in advertising technology. IBM, Delta Air Lines, WPP, Mindshare, 4A's, IAB, and the Ad Council are among the organizations that have committed.
The action is IBM's most recent effort to raise awareness and educate the public about the impact of bias in advertising technology. The company launched a research initiative in 2021 to investigate the hypothesis that bias can exist in ad technology, which preliminary findings confirmed. The study also found that using AI tools and resources in marketing processes could help to reduce bias in ad technology. More industry participation and data collection are needed to better understand the potential impact of bias on these campaigns, but several industry leaders are demonstrating early activism through IBM's Advertising Fairness Pledge by raising awareness and taking action.
“While the risk of bias in advertising is well known, by making this commitment, these organizations are among the first in the industry to take action,” said Bob Lord, IBM Senior Vice President of The Weather Company and Alliances.
“While the risk of bias in advertising is well known, by making this commitment, these organizations are among the first in the industry to take action,” said Bob Lord, IBM Senior Vice President of The Weather Company and Alliances. “Together, we are agreeing to educate ourselves and our companies and ask other industry leaders to join us in helping to mitigate bias in advertising.”
IBM also announced the free release of its Advertising Toolkit for AI Fairness 360, an open-source solution that employs 75 fairness metrics and 13 cutting-edge algorithms to help identify and mitigate biases in discrete data sets. A playbook and sample code are also provided for convenience. Organizations that use the toolkit may gain a better understanding of the presence and impact of bias in their advertising campaigns, as well as the demographics of their target audiences.
“Used correctly, data can help brands personalize consumer engagement and identify the most relevant touchpoints. However, we know that bias can exist in algorithms or technology, and that’s why we’re helping our clients to evaluate how and when to use data in a meaningful way that will benefit the customer experience,” said Mark Read, CEO of WPP. “Through WPP’s GroupM, we’ve developed the Data Ethics Compass to help clients navigate the challenges of using datasets, while IBM’s new Advertising Toolkit for AI Fairness 360 will help us to better understand the potential impact of bias. Consumers rightly expect brands to use their information in a fair way and for the industry to tackle data bias collectively, which can ultimately result in increased engagement and commercial outcomes.”
“As technology and data prevalence accelerates, the risk for bias in advertising compounds. It is our duty to address this head-on,” said Adam Gerhart, Global CEO of Mindshare. “We believe the industry needs to take clear and intentional action, which is why we are committing to leverage the Advertising Toolkit for AI Fairness 360.”
“As a global brand, we know that every decision we make, whether it’s about a supplier, an employee or an ad campaign, is a reflection of our values and the change we want to see in the world,” said Emmakate Young, Delta’s Managing Director of Brand Marketing. “We’ve long been focused on inclusive representation in our campaign creative, this effort allows us to go a step further to bring more inclusive representation to our campaign delivery.”