US 2020 Media Advertising Recession Will Linger In 2021

fitchratings | April 07, 2020

The coronavirus pandemic and related macroeconomic shock will result in a significant near-term pull-back in advertising that results in an ad recession in 2020 with effects lingering in 2021, says Fitch Ratings. The extent of the decline in 2020 and the strength and pace of recovery will be based on how much advertising spend is temporarily deferred compared with spend put off indefinitely. We expect overall advertising spending to contract in the mid-to-high single-digits range during 2020 and in the low-to-mid-single digits during 2021. We will revisit our assumptions as the effects of the pandemic continue to evolve. Advertising revenue rebounded relatively quickly following the Great Recession, illustrating the industry’s ability to recover from recessionary shocks.

Spotlight

About the Ebook Through the visuals they choose to include in content and campaigns, marketers play a critical role in influencing how people see themselves and each other. Whether those visuals accurately reflect and represent people of all walks of life has quickly become a very important issue. For the third consecutive year

Spotlight

About the Ebook Through the visuals they choose to include in content and campaigns, marketers play a critical role in influencing how people see themselves and each other. Whether those visuals accurately reflect and represent people of all walks of life has quickly become a very important issue. For the third consecutive year

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AD NETWORKS

MGID Empowers Advertisers to Improve Ad Creativity & Quality with Platform Enhancements

MGID | October 10, 2022

MGID, the global advertising platform, has announced enhancements to its platform by adding an integration with Getty Images, the leading global visual content creator and marketplace, to better engage its audiences. With over 495 million visual assets to choose from, this integration with Getty Images gives advertisers using MGID’s trusted platform access to a phenomenal range of images and video to enhance its native ad campaigns. This further cements its commitment to ad quality within its trusted and established platform, enabling advertisers to create high-quality ad content for themselves, and leverage the power of video. Sergii Denysenko, MGID’s CEO, said: “Delivering the best experience for publishers, advertisers, and consumers is hugely important to us — and this includes adapting to the rise in the use of video in native advertising." Sergii Denysenko, MGID’s CEO, said: “Delivering the best experience for publishers, advertisers, and consumers is hugely important to us — and this includes adapting to the rise in the use of video in native advertising. Following the launch of our Safety Ranking guidelines last year, we’re thrilled to be integrating access to Getty Images’ vast library of images and, importantly, video, within our platform. Facilitating smaller advertisers to create quality ad content more easily for themselves is so important and, of course, shows our dedication to improving ad quality for all.” About MGID MGID is a global native advertising platform that drives revenue growth for all participants of the ecosystem. Since its foundation in 2008, MGID has become a leading content recommendation platform, targeting 850 million unique readers with 185 billion recommendations monthly. The MGID platform helps publishers retain and monetize audiences, while driving performance and awareness for brands by connecting them to unique audiences, at the right time, with the right content.

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CMO STRATEGY

Integral Ad Science Appoints Khurrum Malik as Chief Marketing Officer

Integral Ad Science | November 29, 2022

Integral Ad Science (Nasdaq: IAS) today announced the appointment of Khurrum Malik as Chief Marketing Officer (CMO) effective immediately. Malik will accelerate market growth initiatives for IAS and lead its global marketing strategy. Malik will be based in New York and report directly to Yannis Dosios, Chief Commercial Officer. Malik is a technology marketing leader with a broad range of experience driving growth for public and private companies. Most recently, Malik was Head of Global Business Marketing at Spotify, where he led business marketing, creative, product marketing, measurement, and analytics teams within Spotify’s advertising business. Previously, he served as CMO of Compass, a real estate technology platform, and was Head of Product Marketing at Meta. Malik holds an MBA, M.S., and B.A. from the University of Virginia. “Khurrum’s impressive background and passion for technology and marketing will be instrumental to driving our go-to-market strategies and increasing awareness of our value proposition,” said Yannis Dosios, Chief Commercial Officer IAS. “Khurrum’s impressive background and passion for technology and marketing will be instrumental to driving our go-to-market strategies and increasing awareness of our value proposition,” said Yannis Dosios, Chief Commercial Officer IAS. “We are excited for him to lead the marketing effort for IAS.” “IAS has set the global benchmark for trust and transparency in digital media quality. I look forward to working with the entire IAS team to ensure global marketers, publishers, and media platforms understand how best to leverage our technology and insights to activate brand-safe and ROI-driven campaigns,” said Malik. Malik is a recognized industry leader, having guided teams to win Cannes Lions (Gold), AdAge Creativity, Webby, and Internet Advertising Bureau awards. 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, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.

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AD TECH AND MARTECH

AdKaora and Adgage Strike Exclusive Multi-Platform Partnership with Anzu to Bring Intrinsic In-Game Ads

AdKaora, AdGage, Anzu | September 22, 2022

AdKaora, a digital agency specializing in user-centric mobile advertising and proximity marketing, Adgage, a Spanish company specializing in mobile advertising and partially acquired by Mondadori at the end of 2021, and Anzu.io, the world’s most advanced in-game advertising platform, have signed an exclusive partnership in the Italian, Spanish, and Portuguese markets to enhance the Mondadori Group's offering with intrinsic in-game advertising. AdKaora and AdGage have joined forces with Anzu to help more advertisers seize the unique opportunity to reach a vast target audience of gamers and gaming fans. This gives these companies the edge by anticipating the new communication opportunities that have emerged with the explosion of gaming and metaverse. Now post-pandemic, the gaming phenomenon has exploded: the global gaming audience has expanded to 3.24 billion people, covering all age groups and nationalities. Accessing such a lean-forward target audience, with very little ‘second-screening’ or distractions from other media, is one of the main incentives that increasingly drives brands to allocate more of their budgets to in-game advertising strategies. Anzu boasts the world's most advanced in-game advertising solution available across mobile, PC, consoles, and gaming metaverses, with IAB-recognized, highly immersive formats and an expansive gaming inventory, including exclusive AAA titles from the world’s leading game studios like Ubisoft, Razor Edge Games, and Saber Interactive. The company has also been named Best Ad Tech Platform at the Digiday Media Awards Europe 2022 and Best Tech Partner at 2022’s Drum Awards. Anzu’s patented 3D ad tracking engine and a full suite of integrations with third-party vendors, including Oracle Moat and IAS, provide first-to-market viewability measurement for in-game ads for direct and programmatic campaigns across platforms. Playing a large part in establishing the new Intrinsic In-Game Measurement Guidelines with IAB and MRC, Anzu’s efforts mean that advertisers have never had more confidence to invest in the in-game advertising medium. Anzu also provides a gateway for many brands to activate advertising campaigns through gaming metaverses, presenting brands with a unique opportunity to reach a very young, fast-growing audience through multiple unique experiences. “There’s never been a more exciting time for brands to enter gaming as an advertising space. With over 50 million gamers in Italy, Spain, and Portugal collectively, the audience is there, and advertisers have the opportunity to reach them right now. We’re delighted to partner with AdKaora and AdGage to broaden the horizons of brands and refresh their campaigns with the possibility of intrinsic, brand-safe, and attention-grabbing in-game ad campaigns." - Stephanie Lublinski, Head of Partnerships (Emerging Markets), Anzu AdKaora and Adgage have already been launching in-game ad projects with Anzu that have helped to strengthen brand awareness, visibility, and key KPIs while running in an environment with high brand safety guarantees. Data from HUMAN recently showed that out of 579M events, Anzu’s IVT averaged out at 0.36% on mobile and 0.11% on PC, reaffirming that its in-game ad formats have much lower fraud rates than other forms of digital advertising. "Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy."- Davide Tran, CEO, AdKaora "Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy. Because of this, the demand for communicating within the gaming world is increasingly high. For AdKaora to decisively enter a market is to do so with the best possible proposition, and with Anzu it was "game, set and match" at the first sight. We are happy to work with them, and in parallel with los hermanos of AdGage, to develop multi-country projects given the exclusive Italy, Spain and Portugal and develop innovative projects for brands, creating an ecosystem suitable for this type of advertising. Spoiler alert: the integration of Dakar, one of the most played driving simulation games in the world, with Anzu on consoles as well." — Davide Tran, CEO, AdKaora

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