ADVERTISER PLATFORMS

VideoAmp Partners with HyphaMetrics, Integrates Panel Insights into Their Data Measurement Solutions

VideoAmp, HyphaMetrics | October 14, 2021

Software and data platform, VideoAmp, announced a partnership with HyphaMetrics, the only independent cross-screen and cross-walled-garden panel, to provide cross-screen audience measurement solutions for VideoAmp clients. The partnership will integrate HyphaMetrics’ omni-channel cross-device panel measurement with VideoAmp’s commingled TV viewership data to facilitate cutting edge audience insights.

“At VideoAmp we see panels as an important part of our overall solution set as the industry searches for a new holistic media measurement currency. We’ve been especially impressed with HyphaMetrics’ innovative, patented measurement tech stack and we look forward to working together to develop new measurement solutions for buyers and sellers of cross-screen advertising.”

stated, Josh Chasin, VideoAmp’s Chief Measurability Officer
Specific measurement applications of this partnership include “personification” of VideoAmp household viewing to create persons ratings, as well as the development of a truth set for training Virtual IDs (VIDs), the identity construct recommended by the World Federation of Advertising (WFA) for creating cross-platform unduplicated reach.

VideoAmp’s early adoption of HyphaMetrics’ unique panel-based dataset is aligned with the WFA’s blueprint for Cross-Media Measurement, which outlines the merging of census data with panel data to facilitate the most comprehensive understanding of consumer media behavior. VideoAmp is a charter member of HyphaMetrics Content Metrics panel trial. The trial, which commenced in July of 2021, will run through the first quarter of 2022 to encompass major viewing events like the Super Bowl and Winter Olympics.

“Panels play an integral role in providing a definitive understanding of how consumers interact with content and advertising across all of their devices and channels, We are excited for VideoAmp to incorporate this granular behavioral layer of data, covering all aspects of today's unique viewing environment such as video gaming, secondary device usage and walled gardens.”

said Joanna Drews, CEO and Cofounder of HyphaMetrics.

The partnership will build off of VideoAmp’s proprietary commingled dataset, which is considered the most trusted and highest quality in the marketplace due to its scale and proprietary methodology used for combining various data sources. The dataset commingles ACR and Set-Top Box TV viewership data and integrates into multiple OTT and digital data sources using first-to-market, privacy-preserving offerings like cleanrooms. VideoAmp’s data, combined with a comprehensive toolset for planning, measurement and optimization, are all housed within the VideoAmp platform and provide a deduplicated view of media performance across traditional TV, streaming video and digital. The suite of tools and data enables advertisers and media owners to redefine the way media is valued, bought and sold.

About VideoAmp
VideoAmp is a software and data company creating a more sophisticated data-driven advertising ecosystem that redefines how media is valued, bought and sold.

The VideoAmp platform provides measurement and optimization tools that unify audiences across the disparate systems of traditional TV, streaming video and digital media. Unlocking new value for those currently operating within a siloed view of their audiences, VideoAmp creates efficiencies for the entire industry.

VideoAmp is transforming a 100-year-old industry by powering a more effective three-way value exchange that results in advertisers increasing their return on investment, publishers increasing their revenues and improving the viewing experience for consumers.

About HyphaMetrics
HyphaMetrics is an independent quality data supplier offering an all-encompassing view of what the world is watching. HyphaMetrics’ single-source, cross platform data pipeline, known as Zero Party Data, serves as the connective tissue through which the media ecosystem can communicate, and provides the precise, individual-level metrics needed for trading, optimization, and analytics in today’s unique media environment. Customers leverage Hypha’s cutting edge technology and industry-accepted research methodologies to humanize the media experience for consumers in a privacy-compliant manner.

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ADVERTISER CAMPAIGN MANAGEMENT

Hilton Introduces First Global Brand Platform “Hilton. For the Stay” Putting the Hotels Back into Hotel Marketing

Hilton | July 26, 2022

Hilton is shaking up hotel marketing and advertising with the announcement of its first global brand platform that identifies what has been missing from hotel marketing – the hotel stay. “Hilton. For the Stay” places the hotel front and center, elevating the role and importance of the stay at a time when lodging advertising is a sea of sameness, featuring overused destinations, cliché walks on the beach and generic descriptions of travel. Hilton is debuting “It Matters Where You Stay,” a new advertising campaign to introduce the platform, using humor to push against some of the common but unspoken pitfalls of travel, boldly poking fun at what can go wrong when booking or on a trip. The campaign also features the multi-faceted businesswoman and philanthropist Paris Hilton, who grew up living in and staying in numerous Hilton hotels across the world, which gave her a unique exposure to the hotel business early on. Her role in the campaign is inspired in part by the legacy of her family, whose belief in the power of travel and the hotel stay to connect people and cultures continues to motivate Hilton Team Members around the world today. In addition to Paris, renowned actor Catherine O’Hara lends her voice to the campaign, with TV commercials first airing in the U.S. on July 25 and audio rolling out shortly thereafter. “Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, Chief Marketing Officer, Hilton. “Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, Chief Marketing Officer, Hilton. “As we enter this next era of travel, it has never been more important to consider where you stay – and Hilton is uniquely committed to making sure your stay is everything you need it to be.” Hilton and TBWA\Chiat\Day New York, Hilton’s agency since 2017, used TBWA’s Disruption methodology to architect the bold new vision, born from the insight the hospitality industry has become almost entirely focused on the destination, not the stay itself. Consumer research uncovered “the Stay,” and being cared for, are the crucial elements that can make or break any trip. So, Hilton is doubling down on its new brand platform to prove to its guests that truly, “it matters where you stay.” The platform will permeate nearly every consumer touchpoint, from broad-reaching consumer advertising through the travel planning process and the guests’ stay with Hilton, as well as post-stay. “With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay,” said Weinstein. “The idea of the Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’” “IT MATTERS WHERE YOU STAY” CAMPAIGN The advertising creative has a fun, relatable tone in which Hilton breaks from the formulaic approach seen across the industry, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service and pet-friendly travel to the choices available in the Hilton Honors app to skip the front desk and personalize your stay, to Confirmed Connecting Rooms by Hilton and more. In one of the featured TV spots, “Haunted,” the brand pokes fun at what can go wrong when booking a vacation rental – depicting a family showing up to a hilariously creepy property that wasn’t exactly as advertised. “Confirmed Together” zeroes in on a unique Hilton feature that addresses a very real pain point of family travel, the importance of securing connected rooms at the time of booking. And in “Extra Storage,” Paris Hilton has an innovative solution for her extra luggage. The campaign includes television, audio, social media, print, out of home, spanning 13 commercials and bespoke social executions. It will launch first in the U.S. followed closely by the U.K. and select Asia-Pacific and Middle East markets. Hilton tapped a world-class creative team to bring this global campaign to life, including A-list commercial director Matt Aselton of Arts & Sciences. To extend the brand platform, Hilton will lean into social media, experiential and influencers. Across Facebook, Instagram, TikTok and Twitter, Hilton will engage in an already robust conversation around travel and trip disasters by helping travelers have a better stay – whether planning for a future trip or helping rescue a trip that has gone off the rails. Hilton has also partnered with familiar voices on social media to bring “Hilton. For the Stay” to life. “In developing the campaign, we were inspired by showing the realness of travel; the tensions, the hardships, the too-high expectations. It goes against convention in the hospitality category and it’s an exciting space for the brand to own,” said Amy Ferguson, Chief Creative Officer, TBWA\Chiat\Day New York. For more than 100 years, Hilton has been a pioneer in the hospitality industry, and that has never been more evident than the past two years. “Hilton. For the Stay” encompasses the brand’s world-class hospitality; from innovations such as Digital Key Share, Confirmed Connecting Rooms, early confirmation of upgraded rooms for Hilton Honors members and through thoughtful service, proving out that it matters where you stay. More information on “Hilton. For the Stay” and “It Matters Where You Stay” is available at Stories.Hilton.com/ForTheStay. To start planning for future stays and earn exclusive perks, visit Hilton.com and sign up for Hilton Honors – it’s free and easy to join. About Hilton Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising nearly 6,900 properties and nearly 1.1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 133 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.

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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 NETWORKS

ZiGGY Is the First and Only Mobile EV Charging Robot with an Ad Platform

EV Safe Charge | June 15, 2022

On June 14, EV Safe Charge, a leading provider of flexible electric vehicle (EV) charging technology, unveiled ZiGGY™, its mobile EV charging robot. This robot will bring EV charging to parking facilities, shopping and entertainment centers, fleet operators, hotels, and property owners. It is a cost-effective charging solution that overcomes the limitations of stationary EV chargers that need costly electrical infrastructure. Interestingly, ZiGGY also has a digital ad server that can generate advertising revenue for the facility and display personalized information. “Strong EV sales and emissions reduction goals are creating a more sustainable future, but EV charging infrastructure isn’t keeping up,” said Caradoc Ehrenhalt, Founder & CEO of EV Safe Charge Inc. and ZiGGY’s inventor. “Strong EV sales and emissions reduction goals are creating a more sustainable future, but EV charging infrastructure isn’t keeping up,” said Caradoc Ehrenhalt, Founder & CEO of EV Safe Charge Inc. and ZiGGY’s inventor. “ZiGGY is a flexible and simple solution for virtually any office, mall or apartment complex to help meet growing charging needs of its tenants and guests without expensive, time-consuming infrastructure and installation investment, if it’s even possible. In many cases, especially in older buildings, adding EV chargers isn’t an option until now.” An EV can summon ZiGGY using a mobile app or in-vehicle infotainment system. It will arrive wherever the vehicle is parked and reserve the spot for plug-in charging. The robot will return to its home base recharging from the grid, battery or solar energy, or a combination of them. It will also be chosen for offsite charging if no infrastructure is available for desired onsite. ZiGGy is equipped with two extra-large screens, which are information kiosks or interactive advertising displays. Additional income can be generated for the parking facility operators through these displays. EV Safe Charge will lease ZiGGy to offer ‘Charging as a Service’ to facilities and provide technical support and maintenance for the robot. Facility operators can direct vehicle owners to the app for payments or provide charging as an amenity. ZiGGY eliminates the need for parking operators to block spaces for permanent EV charges. “We created ZiGGY in response to growing demand for flexible EV charging solutions from our customers, and to help support the global transition to a cleaner, greener, all-electric mobility future,” Ehrenhalt added. “By helping drivers to overcome charging anxiety, one of the barriers to mass EV adoption, ZiGGY is enhancing the EV charging experience for everyone.” EV Safe Charge wanted an exciting and welcoming design for its charging robot, so they engaged award-winning industrial design studio Box Clever. The Box Clever team designed ZiGGY’s exterior and created a holistic UX and brand identity for the robot. Box Clever’s Founder and Creative Director, Bret Recor said, “Through our work on the design and branding of ZiGGY, we are delighted to be contributing to a transformative innovation that will help advance a clean energy future. We are excited to continue our design work with ZiGGY on this shared mission.” EV Safe Charge will be the first company to bring a mobile EV charging solution featuring a digital and communication advertising option. ZiGGY will enter production in 2023, and the company is accepting reservations for ZiGGY today.

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