AdCellerant Launches New Streaming TV Digital Advertising Product

AdCellerant | October 08, 2020

AdCellerant, a leader in the technology and digital advertising space, has launched its new Streaming TV digital advertising product, which allows advertisers to reach users on all of their screens as they view live or on-demand programming through any connected device. Streaming TV provides advertisers an opportunity to incorporate TV as part of their digital marketing strategy in a targeted and cost-effective way. AdCellerant's new offering, Streaming TV, simplifies the complexity of buying connected TV, over-the-top, and full episode player. Simply put, Streaming TV shows an ad to a target audience depending on the size of the screen that they are watching live or streaming content.  Streaming TV can target an audience based on interests, behaviors, and intent of potential customers, as well as hundreds of demographic data points. "The world of Streaming TV advertising can be a labyrinth of options, abbreviations, and definitions that make it difficult to navigate for the local advertiser. Our aim is to make this complicated space simple and streamlined, focusing on screen size and inventory quality. Most importantly, we're aiming to bring the best-in-tech to the small business down the street," says Adam Shaffner, CPO, AdCellerant. Based on feedback from the marketplace and partners, AdCellerant tasked themselves with creating a better product to fit the needs of media companies and advertisers. Leveraging their ongoing partnership with global advertising technology leader, The Trade Desk, and its robust ad buying platform, AdCellerant's Streaming TV product now makes it easier for channel partners to sell OTT/CTV/FEP, provides better analytics and transparent reporting, and increases profitability for partners. With more and more consumers watching streaming content daily, this is prime real estate for advertisers to stake a claim on.

Spotlight

While “digital retailing” is quickly becoming one of the automotive industry’s most buzzed-about terms, it may also be one of its most misunderstood. Too many dealers, digital retailing represents a mere extension of traditional website lead generation, with tools ranging from car payment calculators to credit approval forms. It can also be perceived as a threat to longstanding operational best practices and a loss of control over the deal. But new research shows that digital retailing is shaping the automotive online car shopping experience to the benefit of both dealers and consumers alike by helping save consumers time and helping dealers sell faster and more effectively.


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ADVERTISER CAMPAIGN MANAGEMENT

Advertising Outcome Measurement Gets a Lift With the Launch of the Next Generation Sales Effect From NCSolutions

NCS | June 07, 2022

A newly enriched, machine learning-driven version of NCSolutions' (NCS) next-generation advertising campaign measurement solution will help consumer packaged goods (CPG) advertisers be more agile in dynamic markets and have greater insight into the elements of their campaigns that are driving sales lift and return on ad spend (ROAS). Called Next Gen Sales Effect, the new release leverages machine learning and advancements in NCS intellectual property and methodologies. The new methods support the demands for faster delivery, early reads and greater precision. This sales lift measurement solution is available immediately for all current NCS clients. "In recent years, CPG marketers have been navigating turbulent waters. The confluence of inflation, increased competition, consumer behavior changes and supply chain stalls - on top of the usual demands of creating effective marketing strategies - have made moving the incremental sales needle significantly more challenging," said Lance Brothers, chief revenue officer, NCSolutions. "In recent years, CPG marketers have been navigating turbulent waters. The confluence of inflation, increased competition, consumer behavior changes and supply chain stalls - on top of the usual demands of creating effective marketing strategies - have made moving the incremental sales needle significantly more challenging," said Lance Brothers, chief revenue officer, NCSolutions. "In pre-pandemic times, outcome measurement was always a key input. Today, it's fundamental. Fundamental for measuring and optimizing your campaigns to make every dollar count." More than 70% of CPG marketers rely on incremental sales or sales lift to measure campaign outcomes, according to a 2022 Brand Innovators/NCS CPG brand marketers survey*. Additionally, 55% of CPG brand marketers are placing a greater emphasis on measuring return on advertising spend due to recent privacy changes by Google and Apple*. In its latest release, NCS Sales Effect offers more granular, precise and actionable intelligence about the advertising effectiveness of campaigns and the factors driving incremental sales. CPG marketers can leverage Next Gen Sales Effect study insights to optimize media, creative, audience and other elements of their ad campaigns. "Measuring campaign outcomes for CPG advertisers is at the heart of what we do. Next Gen Sales Effect opens up unparalleled campaign measurement opportunities for CPG brands, agencies, publishers and TV platforms," said Jeff Doherty, chief product enrichment officer and COO at NCSolutions. "Marketers can do more than just look back to see what happened in a campaign. They can discover what is next, create what-if scenarios and best determine how they should alter their advertising approach to meet their marketing goals." Originally launched in 2010, the same year NCS was founded, the Sales Effect solution evolved continuously to help marketers stay ahead of CPG industry trends. The Next Gen release is a significant upgrade, making the most of machine learning technology for faster study delivery, with the notable inclusion of early effectiveness reads. These early reads demonstrate if the advertising meets sales goals during the crucial window while the campaign is in flight. Marketers can use this intelligence to optimize and achieve a higher ROAS. "What was initially a revolutionary idea—the ability to connect the dots from an ad campaign's exposure to the resulting in-store sales—has become much more of an industry-standard today," said Linda Dupree, chief executive officer NCSolutions. "CPG marketers are increasingly turning to sales lift research as they plan their campaign. Forty-four percent say it's more vital in a post-cookie world. We expect that percentage to grow in the near future, and it's why we continue to put innovating our solutions to reflect the market needs at the center of our priorities. This next generation measurement solution is just one example." Like CPG marketers, publishers also leverage NCS Sales Effect studies as third-party confirmation that advertising on their platform provides a sales lift. Credible sales lift reports drive advertising decisions, and 41%* of CPG marketers say they are a 'very important factor' in determining whether to advertise with a specific publisher. In January 2019, NCS became a Google measurement partner and launched Next Gen Sales Effect specifically for Google's YouTube platform. Building on that success, today's Next Gen Sales Effect launch from NCSolutions, represents a full market release of the solution providing a parallel campaign measurement service across publisher platforms. CPG advertisers need to evaluate return on ad spend and effectiveness across publishers using a common measurement service and the full-market release of Next Gen solves that need. The next generation of Sales Effect continues to be available for CPG advertisers on YouTube. NCS has more than a decade of unrivaled experience helping the CPG ecosystem target, optimize and measure their advertising sales while driving the growth of their brands. To learn more about NCS Sales Effect, visit the website. *ABOUT THE 2022 BRAND INNOVATORS/NCS CPG BRAND MARKETERS SURVEY The survey, conducted in Q4 of 2021 by Brand Innovators, Inc. in collaboration with NCS, set out to examine CPG marketers' advertising spending plans and attitudes towards a range of next-generation marketing and advertising effectiveness tools and the various issues impacting their efficiency and the effectiveness of their ad campaigns. There were 69 CPG marketers surveyed. To read more about the findings, you can download the full report. ABOUT NCS NCSolutions (NCS) makes advertising work better. Our unrivaled data resources powered by leading providers combine with scientific rigor and leading-edge technology to empower the CPG ecosystem to create and deliver more effective advertising. With NCS's proven approach, brands achieve continuous optimization everywhere ads appear, through purchase-based audience targeting and sales measurement solutions that have impacted over $25 billion in media spend for our customers. NCS has offices in NYC, Chicago, Tampa, and Cincinnati. Visit us at ncsolutions.com to learn more.

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Viant Named a Leader in G2’s Demand Side Platform Grid®

Viant, G2 | August 02, 2022

Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising software company, today announced that it has been named a Leader in the G2 Grid® Report for Demand Side Platform (DSP), Summer 2022. Products in the Leader quadrant are rated highly by G2 users and have substantial market presence scores overall. G2, is one of the world's largest and most trusted software marketplaces, helping businesses discover the right solutions to tackle their business challenges. Based on user reviews, they named Viant’s advertising software, Adelphic, as a Leader in the DSP category, based on customer satisfaction ranking (based on user reviews) and market presence (based on market share, seller size and social impact). Viant Highlights: 95% feature rating on Viant’s Targeting 91% of users enjoy Viant’s Quality of Support 90% of users rated Viant 4 or 5 stars “At Viant, our goal is to make it easy for companies to buy an ad anywhere, and then help them measure the impact of that ad spend. Receiving this acknowledgement from user reviews, is a solid testament that we’re delivering just that,” said Tim Vanderhook, Co-Founder and CEO, Viant. “We are grateful for this recognition from G2 and certainly from our users.” “At Viant, our goal is to make it easy for companies to buy an ad anywhere, and then help them measure the impact of that ad spend. Receiving this acknowledgement from user reviews, is a solid testament that we’re delivering just that,” said Tim Vanderhook, Co-Founder and CEO, Viant. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com and follow us on Twitter and LinkedIn. About Viant Viant® (NASDAQ: DSP) is a leading advertising software company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic®, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. In 2022, Viant was recognized as a Leader in the DSP category, earned Great Place to Work® certification and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com.

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AD TECH AND MARTECH

The Digital Voice Ad Tech PR Agency Grows Team By Eight

The Digital Voice | August 08, 2022

Having recently celebrated its ten-year anniversary, B2B ad tech specialist PR agency The Digital Voice has now appointed eight new starters, including a leading marketing operations specialist from the fashion industry; bringing its team to 26 across the UK and Europe. Camealia Xavier-Chihota joins as marketing lead, having spent many years in marketing operations at leading brands such as River Island, working her way up as a fashion buyer before diversifying her skill set in various roles within e-commerce, sales, events, marketing, and management. Meanwhile, Akinyi Odhiambo joins the events team as senior events executive; expert writer, storyteller, and blog specialist, Jelena Zoric will join the 8-strong writing team as brand storyteller; Rosie Hutchinson has been appointed as events and content executive; Noor Sheikh as social media executive; Ren Bowman as tech social media copywriter; Faith Ilori as junior marketing executive; and Rowan Lee-Foyster, junior graphic designer; bringing illustration expertise and even more passion for graphic design to the team. More details on The Digital Voice’s growing team can be found here. A number of staff members have also been promoted in recent weeks, with Maryum Sheikh now press and SEO lead and Nicole Kotseva having been promoted to social media lead. Team members include leading journalists and content writers, social media specialists, press officers, event managers, podcast producers and graphic designers; with the agency’s offering spanning PR, marketing automation, SEO, social media management, event management, design, podcast and website production, and with consultants on the ground across the UK and Europe. Julia Linehan, founder and MD of The Digital Voice, says: “These new starters bring experience, creativity, passion, and our signature can-do attitude to our team as we continue to act as a mouthpiece for companies with a lot to say but who need a helping hand to get heard. Julia Linehan, founder and MD of The Digital Voice, says: “These new starters bring experience, creativity, passion, and our signature can-do attitude to our team as we continue to act as a mouthpiece for companies with a lot to say but who need a helping hand to get heard. “We are proud of the relationships we build, as an outputs-driven agency which overdelivers for clients. We're only just getting started and have huge plans to bring in more tech, more content, more partners, more experts, and above all, more heart and soul into all that we do for our loyal partners.” Indeed, the agency prides itself on becoming an extension of client teams on a long-term basis, with businesses such as impact.com now approaching its ninth year of partnership with the boutique agency. The Digital Voice also operates a virtual working model, which enables its team to support clients in a range of geographies and to embrace a huge pool of talent. For instance, the award winning boutique PR agency recently added podcast production and website management to its growing offering. In addition, it recently launched a new website and Instagram channel. The ad tech specialist agency’s client roster includes 15 innovative businesses, including long term clients Adnami, Adverty, Brand Metrics, Cavai, Exit Bee, GumGum, impact.com, Lumen Research, multilocal, Optable, Passendo, Playground XYZ, Tailify, Verasity, and WhiteBullet, with a number of others on its waiting list.

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Davis Elen Advertising Wins Eight Telly Awards

Davis Elen Advertising, The Telly Awards | June 08, 2022

Creative Work for Toyota Wins Gold but the Agency Also Snags Silver and Bronze for Social Media and Celebrity Endorsement Campaigns The Telly Awards, honoring excellence in video and television across all screens, has announced this year’s winners, including eight wins for Davis Elen Advertising, one of the largest independently owned advertising agencies on the West Coast. “We are truly humbled, and we thank the Tellys for this gracious recognition. Moreover, we celebrate our many Davis Elen team members for contributing to this achievement, as it takes a small village to deliver such quality of work.” - David Moranville, Co-President, and Chief Creative Officer. “We are truly humbled, and we thank the Tellys for this gracious recognition. Moreover, we celebrate our many Davis Elen team members for contributing to this achievement, as it takes a small village to deliver such quality of work.” - David Moranville, Co-President, and Chief Creative Officer. Davis Elen is taking home Gold, Silver, and Bronze awards for work spanning across a diverse portfolio of creative for its prestigious roster of clients including Toyota, McDonald’s, Smart & Final, Lively and Alkaline 88®. This year’s eight awards mark 51 total Telly wins since 2015. Davis Elen Advertising 2022 Telly Awards Toyota Offer Card Theatre - Campaign WINNER: GOLD, BRANDED CONTENT - COMMERCIALS Toyota Offer Card Theatre “Forklift” WINNER: BRONZE BRANDED CONTENT - AUTOMOTIVE Toyota Offer Card Theatre “Conductor” WINNER: BRONZE, BRANDED CONTENT - AUTOMOTIVE Toyota Offer Card Theatre “Fortune Teller WINNER: BRONZE, BRANDED CONTENT - AUTOMOTIVE Smart & Final “What’s Inside” WINNER: SILVER, BRANDED CONTENT - SOCIAL Alkaline 88® “Shaqelicious” WINNER: SILVER, BRANDED CONTENT – CAMPAIGN: INFLUENCER/CELEBRITY McDonald’s “Coffee Fresh Start” WINNER: SILVER, BRANDED CONTENT - CAMPAIGN: PROMOTIONAL Lively® “Worlds Apart” WINNER: BRONZE, BRANDED CONTENT – HEALTH & SAFETY About The Telly Awards The Telly Awards is the premier award honoring video and television across all screens. Established in 1979, The Telly Awards receives over 12,000 entries from all 50 states and 5 continents. Entrants are judged by The Telly Awards Judging Council—an industry body of over 200 leading experts including advertising agencies, production companies, and major television networks, reflective of the multi-screen industry The Telly Awards celebrates. Partners of The Telly Awards include NAB, Stash Media, Production Hub, and Independent Filmmaker Project. About Davis Elen Advertising Davis Elen is a full-service, independently owned advertising agency with $300 million in billings. Headquartered in downtown Los Angeles, it also has four satellite offices across the country. Since its inception in 1948, Davis Elen has remained focused on one guiding principle: Thinking that matters. The agency challenges itself with delivering change-making solutions for its prestigious roster of clients including Toyota, McDonald’s, Lively, Smart & Final, Dice, Zircon and PeaTos. Whether it’s brand-building strategies, creative services and/or media planning designed to deliver results, the Davis Elen approach leads with thinking that will cut through the clutter and separate its clients from the competition. For more information, visit www.daviselen.com.

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Spotlight

While “digital retailing” is quickly becoming one of the automotive industry’s most buzzed-about terms, it may also be one of its most misunderstood. Too many dealers, digital retailing represents a mere extension of traditional website lead generation, with tools ranging from car payment calculators to credit approval forms. It can also be perceived as a threat to longstanding operational best practices and a loss of control over the deal. But new research shows that digital retailing is shaping the automotive online car shopping experience to the benefit of both dealers and consumers alike by helping save consumers time and helping dealers sell faster and more effectively.

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