NBCUniversal, LA 2028 Set Long-Term Olympics Advertising Partnership

NBCUniversal | April 17, 2019

NBCUniversal and LA 2028 have set a far-reaching advertising partnership that allows for the coordinated sale of sponsor opportunities for four Olympic cycles culminating with the 2028 Summer Games in Los Angeles. The deal calls for NBCUniversal to make a significant financial commitment to LA 2028 and its effort to raise $2.5 billion in sponsorship dollars to help pay for the 2028 games in the Golden State. Casey Wasserman, chair of the non-profit LA 2028 organizing group, approached NBCUniversal last year with an idea for a partnership with the U.S. Olympic Committee that would allow NBCUniversal to offer long-term deals to partners for TV, digital, live event advertising, as well as brand activations and associations with Team USA, among other Olympic “touchpoints,” as NBCU put it. The events covered under the deal include the Olympic and Paralympic games coming to Beijing in 2022 (winter), Paris in 2024 (summer), 2026 (winter, host city to be selected in June)

Spotlight

Calculating ROI has become a requirement for any corporate investment, across all business functions. Gone are the days when B2B marketers could attribute their spend to “branding.” Today, they’re being forced to provide concrete spend-to-revenue analysis to justify their investments in people, technologies – and really, every inch of their marketing efforts. So the pressure is on (and heavier than ever) for B2B marketers to make super smart decisions about where they put their money.

Spotlight

Calculating ROI has become a requirement for any corporate investment, across all business functions. Gone are the days when B2B marketers could attribute their spend to “branding.” Today, they’re being forced to provide concrete spend-to-revenue analysis to justify their investments in people, technologies – and really, every inch of their marketing efforts. So the pressure is on (and heavier than ever) for B2B marketers to make super smart decisions about where they put their money.

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ADVERTISER CAMPAIGN MANAGEMENT

Roku & Walmart Sign an Exclusive Shoppable Ad Deal

Roku, Walmart | June 17, 2022

Walmart and Roku have entered an exclusive ad agreement. Roku viewers can use their Roku remotes and stored payment information to buy products directly from the retailer’s ads on the platform. They won’t be redirected to Walmart’s website or need to capture QR codes on their phones to complete orders while watching their favorite shows. Walmart U.S. Chief Marketing Officer William White said that the ads would initially come from Walmart, but he expects supplier brands also to participate. “As we launch, this will be Walmart advertising,” White said. “But it certainly creates opportunities to think about how we partner with our key suppliers to bring their products and brands to life.” “As we launch, this will be Walmart advertising,” White said. “But it certainly creates opportunities to think about how we partner with our key suppliers to bring their products and brands to life.” According to Roku Head of TV Commerce Peter Hamilton, this deal will bring together a streaming platform used by about half of U.S. households and a retailer shopped by about 90% of the U.S. households. Executives from both companies declined to provide details on payment terms or revenue sharing. “Walmart is the exclusive retail partner today,” Hamilton said, “and we plan to begin testing with other brands that sell through Walmart later in the year. So, as it stands, this is an exclusive partnership.” This is a first-of-its-kind partnership between a retailer and a streaming platform. Hamilton went on to say that the ease of making purchases using a Roku remote eases the process of scanning QR codes to get to a website to complete purchases on mobile devices. This deal gives an upper hand to Walmart to compete with Amazon Prime, a major online retail and streaming platform. William White said, “There’s a tremendous runway in terms of how this can continue to evolve. Walmart was the first to market with shoppablelivestreams on TikTok, Twitter andYoutube. We were the first to market with shoppable recipes on Pinterest and first to market withTwitter native checkout.And I think it’s a natural evolution for us to move into TV.”

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DISPLAY ADVERTISING

MTarget chooses iBASIS to deliver CPaaS mobile marketing campaigns via APIs

MTarget | May 10, 2022

MTarget, a France-based direct B2B marketing firm specializing in mobile marketing, has selected iBASIS as their provider for programmable voice campaign management services in the banking, finance and retail sectors. iBASIS is a Massachusetts-based communications solutions provider. The unique Bring Your Own Carrier (BYOC) model from iBASIS provides out-of-the-box, ready-to-go solutions that can be white-labeled to generate instant revenue from existing infrastructure and resource expenditures. Nowadays, one of the fastest-growing communication industries is CPaaS (Communication Platforms as a Service). CPaaS allows for the simple integration of real-time, cloud-based, bespoke communication services such as video chat or two-factor authentication into an existing application. The predicted market size for CPaaS in 2021 was 4-8 billion USD, with a CAGR of 35-57 percent. Along with messaging, IDC estimated that programmable voice communications, which includes voice and telephony services, was one of the major segments in 2021, with a market value of 3.2 billion USD. With the CPaaS offering of iBASIS, the Businesses will get flexible and cost-efficient voice services for their marketing campaigns and security via multi-factor authentication, notifications and customer services. The quick and straightforward customization of defined voice messages using APIs will allow businesses to reach a targeted group of people in a short time. The cloud-based, ready-to-deploy voice CPaaS solution is a very cost-effective channel to market, requiring no upfront CapEx or obligations. The consumption-based pricing structure allows service providers to be more adaptable and develop their business models. “The iBASIS Network and their cloud-based portfolio is a perfect fit for us as they combine global coverage, scale, and technology innovation. Our direct marketing campaigns require high quality and capacity (up to 10,000 simultaneous calls) and iBASIS demonstrated and delivered both. By integrating their carrier channel reach, we are unlocking the potential for a new range of direct marketing campaigns in regions of the world where voice remains the most efficient communication tool,” Stéphane Faugeras, President, MTarget iBASIS has a carrier-grade network and connections with mobile operators worldwide. Hence with iBasis’s capabilities, the marketing campaigns can be quickly customized as per capacity and coverage. Enterprise customers may benefit from end-to-end insight while monitoring their mobile campaigns with full call tracking analytics. In addition, businesses may track the performance of their sales and marketing efforts, brand message, and advertising while maintaining control over their customer engagement process. “We are delighted to work with MTarget and their operations teams who are extremely focused on quality of services, customer engagement, and innovation. As a result, MTarget offers a very high performing CPaaS solution for businesses that want to launch cost-effective promotional or communication campaigns to their end users via programmable voice,” said Guillaume Klein, VP, Product Management at iBASIS.

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AD NETWORKS

Comcast Advertising's New Report Finds Optimal TV and Streaming Advertising Balance

Comcast Advertising | June 10, 2022

The Comcast Advertising Research 2022: Actionable Insights for the Modern TV Advertiser is a new, cross-industry report published by Comcast Advertising. Using proprietary data, the research offers a unique perspective on the present situation from the perspectives of viewers, buyers, and sellers, concluding with a detailed and fact-based proposal for the best balance between TV and streaming advertising. Comcast Advertising, the advertising division of Comcast Cable, consists of the advertising sales segment Effectv and the media and technology division FreeWheel. Both divisions contributed to the report's detailed results, giving readers a broad viewpoint. The report delves into a practical "success formula" for contemporary advertisements after analyzing the most recent patterns among viewers, purchasers, and sellers. Based on an analysis of more than 20,000 campaigns, Comcast Advertising advises marketers to invest 20 to 30 percent of their TV budget in streaming advertising and the remainder in traditional TV. The report concludes with projections for the following years. These forecasts include the future of streaming, the significance of first-party data, the change to audience-based buying, the scalability of targeted advertising, and programmatic expansion. Mark McKee, General Manager, FreeWheel, said, "This has been an incredible year for TV advertising's progress and innovation, and this is clearly evident in the discussions we've having every day. From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers." Mark McKee, General Manager, FreeWheel, said, "This has been an incredible year for TV advertising's progress and innovation, and this is clearly evident in the discussions we've having every day. From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It's critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that."

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