"This is not potshot advertising": Lowe's Arun Iyer on Idea ads that appear to mock Jio and Airtel

Afaqs | January 31, 2017

It is an open secret that telecom brands are responding to Reliance Jio's free data offer. An offer that Jio has been providing its consumers since late 2016. Only recently, Airtel came up with its outdoor ad featuring Sasha Chettri wooing people to move to the network and enjoy it's 4G services for one year.Recently, Idea Cellular launched its new TVCs taking a potshot at Jio and Airtel's strategy by showing that free isn't always good. But what really matters is the quality of streaming online. The ads have been conceptualised by Lowe Lintas.There comes a point in every brand's lifecycle where it ends up relying on potshot advertising. In the 1990's, it was cola companies and then a few years back it was mobile marketing companies; in the recent past, it has been FMCG brand Patanjali that has been taking a dig at 'videshi' companies (for example, Colgate). Now it seems like Idea Cellular is taking its turn to do the same.

Spotlight

You’ve surely asked yourself these questions at one time or another. And rightly so. Most B2B marketers “get” branding but are driven to track the ROI of every marketing expense. And let’s face it: Compared to other tactics, it’s just harder to measure the ROI of branding. The other common obstacle to branding is the assumption that you must “go big or go home.” And who has that kind of budget, unless you work for a giant multinational brand? Under the circumstances, you may conclude branding is a luxury you can’t afford.

Spotlight

You’ve surely asked yourself these questions at one time or another. And rightly so. Most B2B marketers “get” branding but are driven to track the ROI of every marketing expense. And let’s face it: Compared to other tactics, it’s just harder to measure the ROI of branding. The other common obstacle to branding is the assumption that you must “go big or go home.” And who has that kind of budget, unless you work for a giant multinational brand? Under the circumstances, you may conclude branding is a luxury you can’t afford.

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ADVERTISER PLATFORMS

Adform & PwC Study Shows Marketers can Achieve Value Today with First-Party IDs

Adform, PwC | July 28, 2022

Adform, the only global, independent, and fully integrated advertising platform built for modern marketing has unveiled an independent report with PwC showing that first-party IDs deliver significant uplift and scale on programmatic ad campaigns run with its ID Fusion solution. With third-party cookies to be discontinued in 2023, advertisers and publishers are struggling to reach their audiences online in a consistent, transparent, and privacy-compliant way. Many publishers are adopting first-party IDs as an alternative to traditional cookies, which has created a jungle of fragmented ID solutions. Adform has built ID Fusion, an agnostic solution combining publishers’ first-party IDs with advertisers’ customer data to make sense of online users' identities. Adform’s ID Fusion solution uses first-party IDs instead of third-party cookies to unlock scale for common use-cases such as frequency capping, audience targeting, and reporting. Adform commissioned PwC to work with OMD Norway and Renault to develop and run a real-world campaign using Adform’s ID Fusion technology. As part of their testing and review, PwC also verified data from a previous campaign and Adform case study. These tests took place between February and May 2022. 669% increase in reach and 161% uplift in performance through first-party IDs and ID Fusion Funnelling ad traffic with identifiers through the ID Fusion solution drove a significant 669% increase in the addressable audience, as well as a 161% increase in click-through rates, resulting in higher viewability and superior eCPM, and ultimately lowering CPC by 65%. By using first-party IDs and ID Fusion, the test campaign was able to reach incremental users that could not be engaged using previous targeting methods, on non-cookie environments such as Safari, and Firefox, as well as a growing number of Chrome users. Significant uplift in performance using first-party IDs Additionally, using first-party IDs delivered higher ad viewability, with 80% versus 75% for third-party cookie traffic. Only ad traffic with first-party IDs was able to meet daily spend targets across the campaign period and deliver in full. Identify and address previously “hidden” audiences on Safari and Firefox In addition to the study of the live OMD Norway and Renault campaign using Adform's ID Fusion solution, PwC also ran a detailed analysis of Adform historical data, reviewing the performance of campaigns run across environments that support first-party IDs, but not third-party cookies - Safari and Firefox. Lotte Gundersen, digital marketing manager at Renault Norway, said: "ID Fusion has allowed us to reach otherwise un-addressable audiences in cookieless environments. As an advertiser, it is reassuring to know that addressable marketing will continue to be a tool that we can rely on in the future also in cookieless environments and that we can continue to reach our customers and optimise our advertising efforts in a manner better aligned with the modern consumers' expectations around privacy." Carl-Adam Sjölander, digital director at OMD Norway, added: “Our experience with ID Fusion so far has shown great promise for the future, and we look forward to working with Adform and our publisher partners to bring our clients powerful media activations after we’ve said a final goodbye to the third-party cookie. ID Fusion promises to be a valuable solution going forward as a flexible and agnostic platform, that encourages even closer cooperation with premium publishers to tap into their data in a transparent and privacy-compliant way.” Adam Edelshain, the director, of PwC, said: “PwC’s marketing and media team firmly believes that trust and transparency are crucial to the healthy future of the digital advertising ecosystem. By subjecting their ID Fusion solution to independent testing, Adform has continued to demonstrate their commitment to this." Adam Edelshain, the director, of PwC, said: “PwC’s marketing and media team firmly believes that trust and transparency are crucial to the healthy future of the digital advertising ecosystem. By subjecting their ID Fusion solution to independent testing, Adform has continued to demonstrate their commitment to this."

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AD TECH AND MARTECH

Quantcast Names Deb Stambaugh as Chief Marketing Officer

Quantcast | September 13, 2022

Quantcast, a global advertising technology company, today announced Deb Stambaugh as its chief marketing officer. Stambaugh joins Quantcast at a pivotal moment of transformation. Reporting to Quantcast CEO Konrad Feldman, Stambaugh will draw on her experience in adtech, enterprise technology and marketing leadership to grow the Quantcast brand and deliver innovative solutions to enhance customer value. “Deb is a proven marketing leader with the creativity and discipline to drive business results,” said Konrad Feldman, CEO of Quantcast. “Deb is a proven marketing leader with the creativity and discipline to drive business results,” said Konrad Feldman, CEO of Quantcast. “She comes to Quantcast with a strong record of driving growth in adtech, as well as a passion for data, technology, and offering innovative customer solutions. These attributes are exactly where Quantcast is leading with our customers, and we are excited for Deb to help us offer even more value to the industry.” Stambaugh brings to Quantcast more than two decades of B2B technology marketing experience with a proven track record for driving brand awareness and customer demand, while leading global teams at world-class organizations. She joins Quantcast from Samsung Ads, where during a time of tremendous growth, she led marketing for the Americas, inclusive of integrated go-to-market strategy, brand positioning, demand-gen, public relations and media. Under Stambaugh’s leadership Samsung Ads launched first-to-market products and solutions and led the industry in thought leadership and customer insights. Prior to Samsung Ads, she held leadership roles at Fortune 500 companies including IBM and SAP, as well as at startups. Stambaugh holds a Bachelor of Arts from The George Washington University in Washington, DC, and an MBA from Emory University, Goizueta Business School. She is a member of Chief and She Runs It. “Adtech today is incredibly complex. Quantcast has invested hundreds of millions to make it easier and more effective for advertisers,” said Deb Stambaugh, Chief Marketing Officer at Quantcast. “From planning to execution, Quantcast brings unrivaled technology, data and insights to deliver unparalleled results. I’m looking forward to helping more marketers get back to big ideas and creative execution while leaving the complexity of today’s ecosystem to Quantcast.” Quantcast has entered an exciting era of growth in 2022 with its cutting-edge cookieless solution and the launch of brand advertising solutions for the Quantcast Platform. Learn more at quantcast.com. About Quantcast Quantcast is an advertising technology company and the creator of an award-winning intelligent audience platform that empowers brands, agencies and publishers to know and grow their audiences online. The Quantcast Platform, powered by Ara™, a patented AI and machine learning engine, delivers automated insights, marketing performance, and results at scale to drive business growth. Our solutions are leveling the playing field for our customers when it comes to effectively reaching audiences online and helping them power a thriving free and open internet for everyone. Headquartered in San Francisco, Quantcast has been serving customers around the world since 2006. Learn more at https://www.quantcast.com/ and follow us on LinkedIn, Twitter, Instagram, and Facebook.

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AD NETWORKS,ADVERTISER PLATFORMS

Australia-Based Podcast Company Ranieri & Co. Selects Veritonic to Measure Ad Performance Across its Podcast Network

Veritonic | August 10, 2022

Veritonic, the industry’s comprehensive audio research and analytics platform, announced today that Ranieri & Co., the ANZ podcast company launched by former TRIBE executives Rob Ranieri and Nick Randall, has selected its audio Attribution solution to enable the company and its clients to accurately track and measure podcast ad performance. In Australia and New Zealand, Ranieri & Co. exclusively represents leading local podcasts such as The Byron Cooke Show, The Mind Muscle Project, The Fitness and Lifestyle Podcast, Single Minded, and The Junkees with Dave O'Neil and Kitty Flanagan. This year Ranieri & Co. also released its first two original podcasts, Motherlode and The Long Haul. The company will use Veritonic’s attribution solution to understand the impact and prove the value and ROI of the company’s audio creative for the podcasts it represents. “Veritonic’s end-to-end measurement and analytics capabilities will allow us to gain actionable insights that further the ROI on our client’s advertising dollars, . “This holistic picture of how our client’s audio is performing and the actions it’s driving enables us to truly understand, optimize, and maximize the performance and ROI of our podcast advertising.” Rob Ranieri, Co-founder and CEO of Ranieri & Co As a key component of Veritonic’s suite of Campaign Performance tools which also includes Brand Lift, Attribution enables brands to understand the impact of their audio creative across any app, hosting platform, or listening device. The solution allows users to glean actionable insights on how audio is driving action on a given landing page, including site visits, cart activity, transaction data, and more. The attribution data can also be enhanced with benchmarks, norms, and unparalleled second-by-second engagement and brand lift data to provide the industry’s most comprehensive set of lifecycle audio measurement analytics available today. “At Veritonic, we understand that data is everything when it comes to making informed marketing, brand, and advertising decisions,” said Scott Simonelli, chief executive officer of Veritonic. “By deploying our Attribution solution, Ranieri & Co. is providing the podcasts it represents with unparalleled insights to understand and optimize the performance of their advertising campaign investments. We look forward to building a partnership with one of Australia and New Zealand’s leading podcast companies to help validate investments, optimize audio assets, and ensure increasing ROI for its clients.” About Veritonic World-renowned brands, agencies, publishers, and platforms rely on Veritonic’s comprehensive audio research and analytics platform to research, test, and measure the ROI of their audio assets and campaigns pre-market, in-market, and post-campaign. The resulting insight enables clients to gain confidence in their audio investment, mitigate risk through optimization, and increase their return as they engage consumers with compelling audio experiences. For more information, visit https://www.veritonic.com. About Ranieri & Co In Australia and New Zealand, Ranieri & Co. exclusively represent leading local podcasts such as The Byron Cooke Show, The Mind Muscle Project, The Fitness and Lifestyle Podcast, Single Minded and The Junkees with Dave O'Neil and Kitty Flanagan. Ranieri & Co. also makes custom branded podcasts that hit the sweet spot between what brands want to talk about and what audiences are genuinely interested in. Stories that inspire, inform, and entertain. Ranieri & Co.'s first two original podcasts, Motherlode and The Long Haul, are out now. Find out more at www.ranieriandco.com

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