BRAND MARKETING

Adelphic Inks First-to-Market Integration with Clinch to Deliver New Shoppable Video Ad Solutions for Brands Across its Platform

Adelphic | December 17, 2020

Adelphic®, a Viant people-based DSP for omnichannel advertising, today reported that it has inked new integration with Clinch, the Personalization Everywhere organization that gives cross-channel dynamic creative optimization (DCO) technology, to convey new shoppable video ad answers for brands across its platform.

As part of the agreement, marketers would now be able to use Clinch's DCO, shoppable video ad solutions joined with the power of Viant's Total Graph, a robust first-party data infrastructure for omni-channel campaigns, customized messaging and more through the Adelphic software.

“As the future of cookie tracking diminishes, we’re thrilled to deliver new identity-based solutions that enable brands to increase engagement and drive business results,” said Jon Schulz, CMO, Viant. “Our integration with Clinch will directly support the demands of eCommerce marketers across retail, direct-to-consumer and more, who are seeking unique and powerful data-driven, omni-channel ad solutions that break through and deliver on campaign goals.”

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Taptap Integrates with Hivestack Redoubling DOOH Access Through its Omnichannel DSP

Taptap, Hivestack | October 10, 2022

Taptap Digital and Hivestack finalise a new integration through which advertisers and marketers can activate Hivestack’s premium DOOH inventory programmatically via Taptap’s Sonata platform, an omnichannel demand side platform (DSP) powered by location intelligence. With the addition of Hivestack, one of the largest independent programmatic DOOH ad tech companies, along with SSPs, Broadsign, and VIOOH, nearly all of the global DOOH inventory on the market is available through Sonata, creating new ways to connect with additional audiences and more opportunity for integrated omnichannel campaigns. In the Sonata platform, marketers can use location intelligence to plan, buy, and analyse DOOH campaigns. Location intelligence aggregates online and offline contextual data to better understand the audiences located around screens. For example, inputs like mobility and presence (or, the volume of people around screens at a given time) help us to calculate the coverage, impacts, and frequency of particular placements. Variables like digital affinity, including interaction with social media and search engines, provide insight into the interests and intent of these audiences. Hivestack is a world-leading SSP for DOOH inventory, and a full stack programmatic technology for DOOH advertising. It boasts a significant share of global DOOH inventory, with coverage in 26+ markets across EMEA, APAC, and the Americas, and a suite of proprietary technology and advertising solutions. Through the partnership, Taptap offers marketers the ability to not only programmatically activate DOOH, but to customise screen settings like budgets, creative units or dayparting based on their affinity. Further, the location technology that powers the Sonata platform and its omnichannel DSP enables seamless and efficient coordination of DOOH campaigns with other media channels (including display, video, audio, and more). Brands are also able to use Sonata to measure attribution driven by outdoor campaigns to understand, beyond screen reach and affinity, how the inventory in the Hivestack and other DOOH platforms contribute to driving foot traffic, which is fast becoming a key performance metric for this channel. Alvaro Mayol, partner and CPO & CTO says, “Taptap is thrilled to partner with Hivestack for programmatic DOOH. We want to provide a tool to advertisers that lets them see the full picture of the inventory available on the market to properly analyse it collectively. Between Hivestack, Broadsign, and VIOOH, they can do so, using geospatial intelligence to plan and buy campaigns in a way that incorporates the context and gets them closer and closer to real time buying.” Alvaro Mayol, partner and CPO & CTO says, “Taptap is thrilled to partner with Hivestack for programmatic DOOH. We want to provide a tool to advertisers that lets them see the full picture of the inventory available on the market to properly analyse it collectively. Between Hivestack, Broadsign, and VIOOH, they can do so, using geospatial intelligence to plan and buy campaigns in a way that incorporates the context and gets them closer and closer to real time buying.” About Taptap Digital Taptap Digital is a global marketing and advertising technology company with a presence in Europe, the Americas, and Africa. Through its proprietary platform, Sonata, Taptap applies geospatial technology and artificial intelligence to multidimensional audience planning, omni channel advertising activation and measurement of results, online and off. Users can access Sonata via self-service or through managed service advanced solutions. Taptap delivers transparent, objective and tangible results for global brands and agencies in more than 85 countries.

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PROGRAMMATIC ADVERTISING

New Comcast Advertising Research Reveals Long-Form TV and Streaming Advertising Are Twice as Memorable as Short-Form Mobile Digital Advertising

Comcast Advertising | October 13, 2022

Comcast Advertising today released a new report titled “TV Makes Memories.” The report highlights how ads in the television environment have a unique ability to drive memories – suggesting this is due to three factors of engagement that are important for branding outcomes: attention, connection and repetition. “TV Makes Memories” reveals that these outcomes, and consequently the strongest memories, are most effectively achieved through premium, long-form TV advertising – both traditional and streaming – on the big screen. Comcast Advertising conducted the study in partnership with MediaScience, a leading provider of lab-based audience research. The results revealed that unaided recall was 2.2x higher and purchase intent was 1.3x higher for the same ads viewed in the big screen “TV” environment compared to the “mobile digital” environment. Furthermore, when a TV ad preceded these types of digital ads, both purchase intent and unaided recall were better than two digital mobile ads alone. “Many of us know instinctually that TV ads are memorable. The jingle that gets stuck in your head, the commercials that make you laugh – all of this is the result of TV’s ability to imprint on your memory in a unique way,” said James Rooke, President, Comcast Advertising. “This research validates TV’s memorability, proving ads viewed in the long-form, lean-back TV environment have greater unaided recall and purchase intent versus the same ads shown in a short-form, small-screen digital mobile feed. Engagement is a metric that increasingly matters to our clients, and with this research, we’re showing how powerful TV and streaming are when it comes to building that engagement.” In the study with MediaScience, Comcast Advertising sought to better quantify the engagement of TV and streaming advertising on the “big screen,” by exploring how different types of ad exposure impact memory. Viewers were shown 30-second ads in “mobile digital” environments, “TV” environments, and a combination of the two. Participants were then exposed to an even mix of well-known and unknown brands, and their response was measured by biometrics – including eye tracking, cardiac deceleration and neurometric intensity – as well as post-exposure survey questions. The consumer study investigated how the impact of watching a traditional or streaming TV ad in a “TV environment” may differ from a viewer seeing the same ad in a “mobile digital” environment on a as measured by awareness, recall and purchase intent. Comcast Advertising extended this comparison to look at the three factors of memory gleaned from existing academic research of memory influencers: attention, connection and repetition – to explore the differences in the ability of a TV environment versus a mobile environment to influence memory and ultimately, advertising effectiveness. In addition to the findings around purchase intent and recall, the study found that: Ads viewed in the TV environment garnered more visual attention as participants watched 71% of the ad, compared to just 30% of the digital mobile ads – likely a result of the full-screen viewing experience and mitigated distractions inherent with the digital experience. Participants rated the creative message better when an ad seen in the TV environment preceded an ad in the digital mobile environment. On first exposure, there was 3.4 times better recall for TV ads vs. digital mobile ads, compared to 2.3 times better recall for well known brands – suggesting that viewing ads in the TV environment gave brands the best opportunity to make a first impression and better impact a consumer’s formation of brand memories. As revealed through this research, in the high-quality, long-form, full-screen TV environment, where visual attention is high, brands are more likely to be remembered – which influences consumers as they move towards purchase and improves cross-screen advertising that may follow. When it comes to branding, advertisers should consider how their ads stimulate attention, make a connection, and use repetition – enhancing memory, and thus, efficiency. “Once again we see the power of cross-platform synergy,” said Dr. Duane Varan, CEO, MediaScience. “Once again we see the power of cross-platform synergy,” said Dr. Duane Varan, CEO, MediaScience. “Here, social media and digital video work best when they activate memory structures built through the kind of brand equity that TV delivers. It’s a powerful combination.” About Comcast Advertising Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goals – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.

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LG Smart TVs Get Global ACR Upgrade, Legacy Technology Replaced By ACR From LG Ads Solutions

LG Ads Solutions | September 16, 2022

LG Ads Solutions, the connected TV and cross-screen advertising service, today announced a global rollout of its proprietary automatic content recognition (ACR) technology across LG TVs globally. The rollout will replace legacy technology, and put the new ACR solution on millions of smart TVs across Europe, Africa, Asia-Pacific, Latin America, and Australia. As of September, LG Ads Solutions will be the exclusive provider of all LG CTV inventory and data on a worldwide basis. The rollout covers 27 countries across the Americas, Europe, Africa and Australia. ACR provided by LG Ads Solutions is already active on LG smart TVs in the U.S. Chief Executive Officer Raghu Kodige said, “This ACR rollout marks the next major phase of our global CTV advertising business with LG Ads Solutions." Chief Executive Officer Raghu Kodige said, “This ACR rollout marks the next major phase of our global CTV advertising business with LG Ads Solutions. It is a highly significant moment for brands across four continents, who increasingly need to reach cord-cutters and light-TV viewers who have migrated to OTT services, and to understand incremental reach over traditional linear TV services. Now with LG Ads Solutions, brands globally can plan, activate, and measure CTV advertising using the industry’s best ACR data set to help guarantee campaign success.” Chris Jo, Senior Vice President, Head of Platform Business at LG Electronics Home Entertainment Company, said, “Since the LG Ads Solutions launch, the team has created tremendous momentum for the business globally. This ACR rollout is another great milestone that demonstrates their drive, commitment to excellence, and dedication to bringing the best possible advertising solutions to brands and agencies around the world.” The ACR data, which is in global and regional compliance with all consumer data privacy regulations, helps brands understand, in an anonymized fashion, which TV ads have aired, or not aired, and how many times, in any given household. For brands, this means it can increase frequency levels for underexposed households, cap frequency for overexposed households, conquest households that are exposed to competitor’s ads, and more. Of major importance, it informs brands and agencies which households they are missing completely due to cord-cutting. The data can also be used to measure the effectiveness of the ad. Two use cases, for example, are that it can determine if an ad drove viewers to a particular TV show or movie, or if it drove downloads and registrations to an OTT app or service. LG Ads Solutions already powers CTV campaigns in over 40 countries globally. Now, brands in any country covered by the ACR rollout can immediately begin working with LG Ads Solutions to understand TV audience viewership in their country at a granular level, in order to pinpoint granular audience segments and to optimize reach, frequency, and ad effectiveness across linear and streaming television. About LG Ads Solutions LG Ads Solutions is the leading connected TV and cross-screen advertising service, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented TV landscape, and maximize return on ad spend. The company brings together LG’s years of experience in delivering premium home entertainment products to consumers worldwide, with big TV audience data and Video AI designed to connect brands with audiences across all screens and understand resulting business outcomes. We are growing fast globally, and we are hiring! Contact us at info@lgads.tv.

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AD NETWORKS

Tylie Ad Solutions Announces Strategic Integration with Peach

Tylie Ad Solutions, Peach | September 29, 2022

Leading ad tech service provider Tylie Ad Solutions and Peach, a global market leader in video advertising workflow and delivery, today announced a new technology integration using Peach’s API to automate and streamline workflow, effectively speeding up error-free global delivery of broadcast assets and Traffic and Clearance services. Developed specifically for Tylie client Airbnb, the integration empowers Tylie to perform as an international advertisers’ traffic department, with capabilities to centralize asset storage, post production workflow, and activate global campaigns across the United States, Europe and Latin America. Previously, Airbnb distributed their domestic campaigns globally by engaging multiple entities and various workflows. Now, thanks to Tylie’s integration using Peach’s Partner API, Airbnb is launching campaigns from within the Tylie Tandem platform, marking a streamlined option for international activation. The integration is available to all Tylie clients. The announcement follows Tylie’s Q2 alliance with The TEAM companies, which enables music, talent and element rights directly from within Tylie Tandem, a collaborative cross-screen management platform. “Tylie continues to push for greater flexibility and improved options for our clients,” said Tyler Savage, President of Tylie Ad Solutions.” “Tylie continues to push for greater flexibility and improved options for our clients,” said Tyler Savage, President of Tylie Ad Solutions.” This integration adds key global capabilities to Tylie’s offerings, helping us offer flexible solutions that meet the unique needs of our clients while saving both time and budget while eliminating inefficiencies.” Doug Conely, Chief Product and Technology Officer at Peach, said: “Advertisers and agencies want to work with software tools that they know will save them time and money and provide the technological capabilities they need to deliver campaigns. Integrations like this, with an open ecosystem mindset, enable partners like Peach and Tylie to support their clients."

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