PR Newswire | April 25, 2023
Today, UM, a global media agency network of IPG Mediabrands, announced an industry-first partnership with Roku, Inc., the #1 TV streaming platform in the U.S., Canada, and Mexico*, that will provide the agency and its sister agencies exclusive solutions to measure unrated, minority-owned networks for the first time. The deal provides planning and investment teams with access to critical linear TV data ahead of the 2023 TV Upfronts, giving smaller, minority-owned networks opportunity alongside larger, rated networks.
Today, many of the 35+ smaller, minority-owned networks do not show up in traditional TV measurement. Panels may lack the scale to capture emerging media properties, and setup costs may be prohibitive. This ratings gap leaves marketers guessing about the audience and inhibits advertising spend.
"We continuously work to identify the challenges and gaps in the marketplace as part of our ongoing commitment to drive equitable and inclusive business practices," said Deidre Small-Landau, Head of Business Equity, IPG Mediabrands. "Lack of linear ratings information is a significant impediment to why brands are not investing in minority-owned networks, and we look forward to creating more growth opportunities for clients and minority-owned networks alike across the Mediabrands family of brands."
Roku is leveraging its proprietary Automatic Content Recognition (ACR) technology to generate two sets of comprehensive monthly reports for UM and IPG Mediabrands. The first provides average viewership by network by daypart and reach per channel, designed to be used for planning purposes. The second set shows actual viewership by program by day, validating how many viewers are exposed to advertising content, providing insight into how specific campaigns are performing.
Automatic Content Recognition (ACR) is a technology that, when enabled, allows Roku to recognize the programs and commercials viewed over antenna, cable, and satellite on Roku TVs. As the #1 selling smart TV OS in the U.S. as of Q4 2022, Roku brings broad reach and a direct consumer relationship that offers accurate, scaled insights.
Roku found that, between December 2022 and February 2023, previously unmeasured minority-owned TV networks reached an estimated 16.8 million U.S. households on traditional TV and delivered more than 400 million advertising impressions. Roku's reporting clarifies the opportunity for brands to partner with minority-owned channels.
"You can't invest in what you can't measure," said Kristina Shepard, Co-Head of U.S. Brand Sales, Roku. "Our goal is TV made better for everyone. We're thrilled to bring unique scale, data, and technology forward to solve industry challenges and improve media equity together."
This partnership is the latest in UM's efforts to generate more equity in the marketplace for minority-owned media. Last fall, the agency released its groundbreaking Future Impact study, which proved for the first time that brands that support equity values in the workplace and in media will see double the impact in purchase intent. UM also helped spearhead the launch of the Equity Upfronts with MAGNA, the intelligence and investment arm of IPG Mediabrands, a now-annual event that introduced minority-owned media to the Upfronts schedule for the first time ever.
"Roku has been consistently open to partnering with us in new and different ways, and their technology is uniquely capable of measuring the viewership of unrated networks," says Marcy Greenberger, EVP, Managing Partner, Integrated Investment, UM. "Our clients will benefit from the data-backed insights that are typically unavailable, creating rationale and incentive to expand their network consideration sets and meet equity investment objectives while still maintaining confidence in their spend and reach. It's a win-win for everyone, especially minority-owned networks that want to show advertisers the value they bring to the table."
UM is a global media agency committed to Futureproofing our clients' businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity and belonging, drive better business outcomes for brands. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries, with more than 3,000 people innovating on a roster of global clients including Accenture, American Express, GoPro, Johnson & Johnson, Levi Strauss & Co, Mattel, Sony and Spotify. For more information, please visit https://www.umww.com/.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players and TV- related audio devices, are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
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Hello Sunshine | March 21, 2023
Hello Sunshine, a part of Candle Media, announced today the launch of Solar, an in-house social agency helping brands connect with women through story-driven advertising. Overseen by Maureen Polo (Hello Sunshine’s Head of Direct to Consumer), Solar is being led by agency veteran Jennifer Wiener (SVP, Solar) in close collaboration with new creative leadership, Teneille Craig (VP, Creative, Solar).
Hello Sunshine has a rich history of partnering with advertisers to shape female-focused commercial messaging that truly resonates. With Solar, brands will now have the opportunity to partner more deeply with Hello Sunshine and to drive story-led marketing that shapes culture, drives impact, and ultimately makes the world a better place for women and diverse audiences. Solar empowers brands to tell more inclusive and representative storytelling that ultimately brings more underrepresented voices into modern media offerings. The agency also serves as the internal marketing engine that fuels Hello Sunshine’s content, commerce, and community model.
“Hello Sunshine has proven time and time again that we know women – what inspires them, connects them, and drives them to action. We're thrilled to formally launch Solar, an innovative in-house social agency that leverages Hello Sunshine's creative expertise to help brands authentically communicate with women,” said Maureen Polo, Head of Direct to Consumer at Hello Sunshine. “Our incredible team of marketers, creatives, strategists, and producers will work seamlessly with partners to drive story-led marketing that moves the needle.”
“Solar presents a more formal offering that operationalizes Hello Sunshine’s trust, influence, and deep expertise with female consumers,” added Sarah Harden, CEO of Hello Sunshine. “Leveraging our heritage in premium storytelling that centers women, we’re partnering with brands with full-service capabilities across the modern media landscape.”
More than a traditional agency, Solar teams up with mission-aligned brands to go beyond their standard strategy and creative needs. The agency’s collaborative model provides deep insight, intelligence, and credibility among women consumers. Solar’s work with brand partners includes extensive brand partnerships through Hello Sunshine IP and DTC brands, social marketing services, influencer marketing, licensing, product development, co-marketing, and women-centered consumer insights. The agency has already been working with a range of renowned brands, including Oui by Yoplait, P&G, Diageo, Pure Leaf, Stacy’s Pita Chips, Buick, Biossance, Lavazza, Anheuser Busch, Epson, Norwegian Cruise Line, and Fidelity.
“We approached Hello Sunshine because of their like-minded audience with Oui yogurt,” said Susan Pitt, Brand Experience Director for Cereal and Yogurt brands at General Mills. “We really wanted to reach women who are passionate about saying yes to making time for themselves. Hello Sunshine built out a strategic multi-channel program that has helped catapult our shared creative purpose messaging and ultimately help drive double digit increase in sales velocity.”
Along with Maureen Polo, Hello Sunshine’s Head of Direct to Consumer, Solar is led by SVP Jennifer Wiener. Wiener previously worked at Fullscreen, where she led sales and integrated marketing teams and re-positioned Fullscreen with Fortune 500 clients as trusted, insight-led marketing solutions and social services experts. Prior to Fullscreen, she worked at Dentsu Aegis, where she and her team led award winning branded content efforts for Microsoft and focused on business development for the agency. Before joining Hello Sunshine, Wiener ran the Entertainment Marketing Solutions team at WarnerMedia, leading all brand marketing, brand positioning, creative, brand partnerships and go to market storytelling for HBO Max, Adult Swim, Cartoon Network, DC Comics and Theatrical.
Along with a cross-disciplinary agency team, Polo and Wiener are joined by VP, Creative, Teneille Craig, an award-winning creative with over 15 years of experience in publishing, advertising, digital media, and fashion. Prior to joining Hello Sunshine, Teneille has made an impact in senior creative roles at ESSENCE Magazine, Dentsu McGarrybowen for American Express, and TikTok.
Hello Sunshine will continue to focus on long-form branded entertainment with Zoe Fairborn, Head of Brand Business Development and Branded Entertainment, continuing to lead those efforts.
About Hello Sunshine
Founded by Reese Witherspoon, Hello Sunshine puts women at the center of every story it creates, celebrates and discovers. Hello Sunshine tells stories across all platforms – from scripted and unscripted television, feature films, podcasts, audio storytelling, and digital series – all shining a light on where women are now and helping them chart a new path forward. Hello Sunshine is also home to Reese’s Book Club. Fast growing in reach and influence, this community is propelled by meaningful connections with stories, authors and fellow members.
Hello Sunshine is part of Candle Media, an independent, creator-friendly home for cutting-edge, high-quality, category-defining brands and franchises. By bringing together elite talent operating at the intersection of content, community, and commerce, it helps to position leading entertainment businesses for accelerated, sustainable growth in the current market and beyond. Candle is run by its Co-Chairmen and Co-CEOs, leading entertainment executives Kevin Mayer and Tom Staggs, and backed by investment capital from funds managed by Blackstone’s flagship private equity business.
PR Newswire | April 28, 2023
DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, will host its second annual "Innovating with Intent" forum on May 10. This first-of-its-kind event focuses on accelerating the convergence of data-driven advertising with connected TV (CTV) in the pharmaceutical industry.
DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, will host its second annual "Innovating with Intent" forum on May 10. This first-of-its-kind event focuses on accelerating the convergence of data-driven advertising with connected TV (CTV) in the pharmaceutical industry.Innovating with Intent's content will include:
DeepIntent Founder and CEO Chris Paquette's keynote about the state of healthcare advertising in convergent TV and the opportunities brands have today to utilize technology, data, and platforms to drive business and patient outcomes;
FreeWheel, TransUnion, Warner Bros. Discovery, and DeepIntent discussing the accelerating transition to a unified media marketplace;
A panel about whether clean rooms are the remedy for data collaboration and audience fragmentation featuring CMI Media Group, the IAB Tech Lab, Klick Health, LG Ads Solutions, and Snowflake;
Insights from DIRECTV, NBCUniversal, and Televisa Univision about unifying reach and performance across linear TV, CTV, and digital video;
and DeepIntent and Roku sharing the results of their new custom research focused on "silver streamers" over 50, their viewing habits, and the impact of pharma ads on their health and wellness journeys.
"Today's TV viewers are fragmented across screens, platforms, and devices, making TV convergence increasingly important. Convergence gives advertisers a more unified approach to their media buying and planning, campaign measurement, and more," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "This event represents pharma's data-driven future, and we're excited to lead the industry there."
Innovating with Intent will take place on May 10 in New York City. Click here to request an invitation to the event. To learn more about DeepIntent, visit www.deepintent.com/.
With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn.