MOBILE ADVERTISING

Advertisers Triple their Upfront Commitment with Snap

Snapchat | April 26, 2021

Advertisers are increasing their spending on Snap as the world reopens.

Snap reported US$770 million in Q1 revenue on Thursday, a 66% growth year on year, as the number of advertisers it deals with nearly doubled.

Snap's ad business is expanding in all ways. Direct response ads currently account for more than half of the platform's revenue. Snap, on the other hand, tripled the number of upfront commitments it got from brands this year compared to 2020.

Over the same time frame, Snaps' user base rose by 22% to 280 million, while average revenue per user increased by 36% to $2.74 year over year.

Since the majority of Snap's users use Android smartphones, insulating it somewhat from upcoming tracking changes on Apple’s iOS 14.5.

Ad rebound

Advertisers are increasing their spending on Snap as the world recovers from the pandemic and the ad economy heats up again.

Snap, which has been beefing up its direct response and e-commerce capability, is seeing travel and leisure advertisers, which have been hard hit by the pandemic, rebound “with a fury,” according to chief business officer Jeremi Gorman, highlighting the company's March acquisition of AR e-commerce platform Fit Analytics.

Ecommerce, CPG, technology, streaming, online education, and telco brands are all showing interest in the platform.

“We are seeing the return of some previously powerful categories, such as theatrical and movies,”she said.

Snap is prioritizing augmented reality, partnering with brands such as Sweat, Gucci, The North Face, and American Eagle on branded lenses this quarter. In Q1, almost half (40%) of Snap users used filters regularly, with more than half of them being branded.

“Augmented reality is one of our most exciting challenges as we look forward, and we are investing heavily in both core technology and community-facing AR apps on our service,” Evan Spiegel, co-founder and CEO of Snap, said during the earnings call.

Snap also introduced a TikTok-rival update, Spotlight, in Q4, which was used by more than 125 million people in Q1. India, Mexico, and Brazil are now among the countries that have access to this feature.

The IDFA to drop

Snap is still unsure how Apple's App Tracking Transparency changes, which are set to take place on Monday, would affect its business. However, the company expects to grow by 80% in the second quarter.

“It is not yet clear what the longer-term effect of the iOS platform updates might be on the topline momentum of the business,” said chief financial officer Derek Anderson.

According to Spiegel, Apple's decision to delay the updates until April has given Snap time to implement SKAdNetwork, Apple's solution for measuring user activity across its applications, which it is testing with partners along with other "privacy-centric" solutions.

Spotlight

Digital advertisements have some common pricing structures that run across the various types of ads. While ads have different objectives, the prices are often based on the same models. In this section, we are going to take a look at some of these models and what they mean. Many ad units are sold in an auction, which to most people brings up the image of a high-stakes bidding war with a fast-talking auctioneer or the feeling you get when you win a brand new Apple Watch from eBay. Most digital advertising ad auctions don’t operate this way. They use a unique formula to determine your ad’s position where your ad places on the page.


Other News
MOBILE ADVERTISING

Anzu partners with InMobi for programmatic brands advertising

Anzu | February 24, 2021

In-game advertising platform Anzu has partnered with InMobi for programmatic advertising. Through the partnership, InMobi's brand advertisers will have access to Anzu's mobile gaming inventory and will be able to buy in-game display and video ads programmatically. Furthermore, the ads specialist's inventory includes exclusive titles across a range of genres, including sport and action. "We are living in a mobile-first world, and media consumption in it continues to evolve rapidly," said InMobi GM of publisher platforms and exchange Kunal Nagpal. "In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way. "InMobi's technology and unmatched mobile in-app expertise along with Anzu's advanced in-game advertising platform will allow them to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant." Better reach As part of the new partnership, brand advertisers will be able to reach a broad mobile games audience with specially targeted ads. Moreover, the ads are non-intrusive, meaning that the player experience will not be hindered. "The importance of mobile to the gaming industry cannot be overstated," said Anzu CEO and co-founder Itamar Benedy. "It is leading the way for industry growth, accounting for over 50% of the market, which is why it's an important part of Anzu's strategy. Anzu's partnership with InMobi will greatly enhance the value of in-game advertising inventory. "We are excited to provide InMobi's global brand advertisers with the opportunity to embrace the up-and-coming in-game advertising media channel to reach premium mobile gaming audiences across the world." InMobi has become the latest in a line of partnerships to be formed by Anzu. Earlier this year, the in-game ads specialist teamed up with addressable media firm aMVG. In 2020, the company partnered with various organisations, including Virtuverse, Veritas Entertainment and Axis Games.

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ADVERTISER CAMPAIGN MANAGEMENT

ICE Launches Multi-Faceted Global Brand and Advertising Campaign

Intercontinental Exchange | March 24, 2022

Intercontinental Exchange, Inc. (NYSE: ICE), a leading global provider of data, technology and market infrastructure, today unveiled its global brand campaign, called “Make the Connection,” which further unifies ICE’s businesses under one broad theme. Elements of the campaign include contributions from a cast of influencers from varied walks of life, united around the powerful idea of making connections, something ICE has done in global markets since its founding in 2000. Buttressing the spot is behind-the-scenes storytelling and social media content bringing to life each part of ICE’s businesses, helping new audiences learn about the company and its global impact. As part of this effort, ICE has updated its branding across the organization, including the New York Stock Exchange, to highlight the cohesion and interconnectedness of the company’s network of technology driven solutions. “We founded our company two decades ago around the simple idea of making opaque processes transparent and analog workflows digital,” said Jeff Sprecher, Founder, Chair and CEO of ICE. “We founded our company two decades ago around the simple idea of making opaque processes transparent and analog workflows digital,” said Jeff Sprecher, Founder, Chair and CEO of ICE. “Those goals manifested themselves in many ways, with the end result of using data, technology and our expertise to connect people to opportunity. Our new campaign celebrates those connections.” The new campaign, part of ICE’s two-year “One Company, One Brand” initiative, is led by Stephanie Dobbs Brown, ICE’s Chief Marketing Officer, and created by Prosek Partners’ new strategic branding group, Prophecy by Prosek. “Over time, ICE’s imprint on global markets has become much broader than its formal name, Intercontinental Exchange, and the brand campaign positions ICE as continually evolving to support the complex needs of the customers we serve,” said Dobbs Brown. “We’re thrilled to tell the ICE story as one cohesive organization while reflecting the company’s longstanding commitment to evolving and uniting its businesses around technology and connectivity.” The cast of “Make the Connection” includes: Zak Brown, CEO of McLaren Racing, who aligns with ICE as a strategic consumer and user of data to create a competitive advantage for his teams -- something ICE’s customers do every day. Peter Tuchman and Rose Han, who harness data and technology to help customers create value in the equity markets, make connections that raise capital to change the world and help followers grow nest eggs at the same time. Thomas Healy, CEO of a NYSE-listed company, who deploys capital from his SPAC to usher in the global energy transition to tractor trailers. Egypt Sherrod, a change maker in the real estate space, who exemplifies the dream of homeownership, which ICE makes more efficient through automation and technology. Erin Ashley Simon, a pioneer in gaming, who succeeds by redefining the rules of the game, which ICE has done since its inception. Eduardo Cassol and Roberta Montibeller, the creators and crew of YouTube’s “Odd Life Crafting,” who achieve their ambition of living and working transparently, like ICE’s customers, by setting audacious -- some say “unattainable” -- goals and charting a course to get there. Nur Robertson, an up-and-coming musician and student of Long Island University’s Roc Nation School of Music, Sports and Entertainment. With special guest cameo appearances by YouTubers Mark Wiens and the Expedition Evans team (Brett and Jade Evans). The multi-faceted campaign, which includes a commercial shot on location around the world by cutting-edge director Ahn Vu, begins airing today on linear and digital platforms. Beyond the 60-second spot, ICE’s campaign allows people to learn more about its featured influencers through behind-the-scenes content, audio, out-of-home advertising and social media. About Intercontinental Exchange Intercontinental Exchange, Inc. (NYSE: ICE) is a Fortune 500 company that designs, builds and operates digital networks to connect people to opportunity. We provide financial technology and data services across major asset classes that offer our customers access to mission-critical workflow tools that increase transparency and operational efficiencies. We operate exchanges, including the New York Stock Exchange, and clearing houses that help people invest, raise capital and manage risk across multiple asset classes. Our comprehensive fixed income data services and execution capabilities provide information, analytics and platforms that help our customers capitalize on opportunities and operate more efficiently. At ICE Mortgage Technology, we are transforming and digitizing the U.S. residential mortgage process, from consumer engagement through loan registration. Together, we transform, streamline and automate industries to connect our customers to opportunity.

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AD NETWORKS

Ads as important as the game to most Super Bowl viewers, according to HAVEN study conducted by The Harris Poll.

HAVEN | February 04, 2022

Super Bowl ads have always contributed to the excitement of the game and this year is no exception: nearly two-thirds (61%) of those intending to watch the event are at least as interested in the ads as in the game. This is true regardless of age, region, income or education. The one demo that influences advertising focus is gender: at 72%, women are significantly more likely than men to place as much or more focus on the ads as the game. Even so, fully half (50%) of male viewers agree that the ads are at least as much of a draw as the game itself. That's according to a recent study by Michigan advertising/marketing agency, HAVEN | a creative hub, and conducted online by The Harris Poll among 2,055 US adults 18+ during the week of January 13th. Super Bowl ads also stand to capture a windfall in viral dividends as viewers of Super Bowl LVI turn to social networks to express their reactions to what they're watching on the main screen. Seventy-two percent (72%) of US adults plan to interact with others in real time—nearly half of them (47%) on social media. This year's Super Bowl ads are highly likely to invade conversations well beyond the watch party, or even next-day gatherings around a literal or virtual water cooler. And while nearly half of all viewers are planning on social media interactions during the game, that number changes when we look only at adults 18-44. Sixty-two percent (62%) of younger viewers plan to interact on social media, making it their #1 choice for interaction during the game. (See attached chart for a breakdown of mode of interaction by age.) And by sharing their in-game reactions online, these highly coveted viewers are giving the ads an extended run of relevancy. "Super Bowl LVI promises to be a great showcase for advertisers," stated Bill McKendry, Founder and CCO of HAVEN. "We've had two weekends of exciting playoffs with record-breaking viewership. Enthusiasm will continue to build around a matchup already described by one fan on Twitter as 'a win-win for America." Ads that can perform in this highly engaged environment will enjoy immediate amplification on social media, and perhaps see the traditional Super Bowl ad "half-life" extended." The HAVEN survey aims to quantify the draw of Super Bowl commercials among adults intending to watch the game. According to this latest study, 80% of US adults plan to watch the Super Bowl vs a figure that hovered around 70% when HAVEN's predecessor agency, Hanon McKendry, began polling in 2006. The 61% of viewers who consider the ads to be a driver in their decision to watch the Super Bowl is increasing slightly vs the high 50th percentile seen in previous years. More about Haven | a creative hub HAVEN | a creative hub is Western Michigan's top marketing/advertising agency and is headquartered in Grand Haven, Michigan. Operating from a resource hub approach, HAVEN conducts its work using a unique model where creative and strategic talent are custom matched and blended for client needs and specific assignments. While the agency has a relatively small core team, it draws most of its talent and partnerships from a national network that has been curated by its founder Bill McKendry and his partner, Jason Vanderground. Both Bill and Jason have been developing and managing nationally recognized campaigns and communication efforts for major corporate and nonprofits brands for decades.

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AD NETWORKS

Sam's Club Celebrates Big Game Ad Debut with Yard Line Membership Deal

Sams_Club | February 14, 2022

Sam's Club, which made its ad debut in football's biggest game of the year, is capping off its game day VIP campaign with a $8 membership deal that's redeemable in club from Feb. 14, 2022, through Feb. 17, 2022. The offer is available for new members and is based on where the football was placed at the two-minute warning in the fourth quarter of the game, just before the warehouse retailer's ad aired. The limited-time offer gives potential new members a $37 savings. "We work hard to win our members loyalty every day with the strategy to treat them like VIPs, which you see reflected in our game day ad," said Ciara Anfield, Chief Member Officer, Sam's Club. "Our participation in this year's game is giving us an opportunity to celebrate one of the many perks of being a Sam's Club member while opening the door to invite others to be part of the club with a membership offer that's hard to pass up." Sam's Club's game day social media activation included more than $245,000 in VIP-worthy prizes, including a $25,000 shopping spree at Sam's Club; a luxury vehicle via the Sam's Club Auto Buying Program powered by TrueCar; fuel for 50 years** at Sam's Club's Fuel Stations; and a $50,000 VIP trip through Sam's Club's Travel and Entertainment Services. Each VIP prize package was accompanied by a Plus membership to Sam's Club for 50 years. Visit the Sam's Club newsroom for additional information. About Sam's Club Sam's Club®, a division of Walmart Inc. (NYSE: WMT), is a leading membership warehouse club offering superior products, savings and services to millions of members in nearly 600 clubs in the U.S. and Puerto Rico. Now in its 39th year, Sam's Club continues to redefine warehouse shopping with its highly curated assortment of high-quality fresh food and Member's Mark items, in addition to market leading technologies and services like Scan & Go, Curbside Pickup and home delivery service in select markets. To learn more about Sam's Club, visit the Sam's Club Newsroom, shop at samsclub.com, and interact with Sam's Club on Twitter, Facebook, Instagram and Tik Tok.

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Spotlight

Digital advertisements have some common pricing structures that run across the various types of ads. While ads have different objectives, the prices are often based on the same models. In this section, we are going to take a look at some of these models and what they mean. Many ad units are sold in an auction, which to most people brings up the image of a high-stakes bidding war with a fast-talking auctioneer or the feeling you get when you win a brand new Apple Watch from eBay. Most digital advertising ad auctions don’t operate this way. They use a unique formula to determine your ad’s position where your ad places on the page.

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