ADVERTISER PLATFORMS

Advertising Industry Titan ‘Puzzled’ by Musk’s Plan for Twitter

Twitter, Tesla | May 31, 2022

Advertising Industry Titan ‘Puzzled’
Add another veteran CEO to the list that is rather unsure by what Tesla CEO Elon Musk has planned for Twitter, should the world’s richest man close the deal for the social media platform.

“I am a little puzzled,” S4 Capital founder and chairman Sir Martin Sorrell

“I am a little puzzled,” S4 Capital founder and chairman Sir Martin Sorrell told Yahoo Finance Live at the World Economic Forum on the outlook for Twitter should Musk make the platform less reliant on ad revenue as he has suggested (full interview above).

Musk has a vision to quintuple Twitter’s sales to $26.4 billion by 2028 on a user base of 931 million (compared to 217 million to end last year) as he pushes more into a subscription model, according to a pitch-deck seen by the New York Times.

Twitter would haul in $1.3 billion from a not-yet-released payments business by 2028, up from $15 million in 2023, according to Musk’s plan. Musk also aims to have 11,072 employees at Twitter by 2025 compared to about 7,500 today.

Sorrell noted that there could actually be a risk to Twitter’s ad business — however much would be left as Musk moves away from it —amid the opening up of the platform do more controversial voices.

“I didn’t quite follow the logic there,” Sorrell said. “But of course, if you have… a free speech network platform, clients are very worried about brand safety and having their advertising positioned against controversial content. So it will make advertisers more concerned about a platform that is more open and less controlled or less editorially controlled than it should be.”

Some on Wall Street are also questioning Musk’s math.

“We note that Twitter has never grown at a 27%+ revenue CAGR [compound annual growth rate] with a comparable [revenue] base,” Jefferies tech analyst Brent Thill stated in a recent note. “Musk’s reported ambitions to switch to an ad and subscription model would likely pose a significant rev headwind and make it difficult to achieve these targets.”

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96% of Marketers Achieved ROI Goals with Out-of-Home Marketing Campaigns, Says New Research

OneScreen.ai | September 15, 2022

OneScreen.ai, the marketplace provider for buying and selling out-of-home (OOH) advertising, today released its third research report in a series of studies, this one citing nearly all (96%) respondents are satisfied (50%) or very satisfied (46%) with the ROI of their current OOH marketing campaigns. On average, these companies have seen monthly revenue increase by more than 50%. The findings also reported 78% of companies using OOH plan to increase their OOH budget over the next 12 months. In partnership with Kickstand Communications, OneScreen.ai surveyed more than 600 marketing professionals who use digital and/or traditional OOH advertising in 46 states in the U.S. “While real-world advertising has long been an exciting medium, some marketers and brands have been hesitant to invest in OOH because the ROI hasn’t been as easy to prove as with internet marketing,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “While real-world advertising has long been an exciting medium, some marketers and brands have been hesitant to invest in OOH because the ROI hasn’t been as easy to prove as with internet marketing,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “But recent advances in OOH measurement, combined with diminishing digital marketing returns and digitally-fatigued consumers who are paying more attention to their surroundings than ever before, have the OOH industry poised for its greatest growth yet. The ability to effectively and broadly measure the impact of OOH is leaving brands and marketers extremely satisfied with the results of their campaigns, and as a result, they are investing more in real-world marketing.” The success of OOH doesn’t hinge on monetary ROI alone. Advertisers also judge the performance of OOH ads by: Increased social media engagement (67%) Higher website traffic (54%) Stronger brand recognition and awareness (44%) And 96% say they are reaching those goals. For both traditional and digital mediums, respondents saw the strongest ROI from billboard advertisements: For users of traditional OOH, 40% said junior bulletin/junior poster billboards showed the strongest ROI Users of digital OOH and those who use both digital and traditional say the strongest ROI is with digital billboards (38%) The qualities that make OOH a rich, impactful, and targeted marketing channel are also the source of headaches for those who buy OOH with 84% of those surveyed saying they struggle primarily with determining the right medium, but also with navigating other aspects of the OOH buying and management process. On average, companies are spending an additional 17 hours per week to find and manage OOH inventory. Nearly 76% say greater visibility into inventory availability would make their company more likely to increase marketing budget allocation to OOH advertising. With one-stop technology platforms such as OneScreen.ai, efficiencies are reducing the number of new hires to manage OOH advertising programs. To download the full report, “What Is the ROI of OOH: An Economic Impact Study,” visit: https://www.onescreen.ai/resources-report-roi-of-ooh About OneScreen.ai OneScreen.ai is accelerating the growth of real-world advertising by making it easier to buy and sell out-of-home (OOH) ads – from billboards, blimps, and buses to wrapped cars and connected TVs in bars and restaurants. OOH advertising is the only traditional ad medium still growing, and OneScreen.ai is making the entire industry more streamlined and connected with one centralized space for marketers to buy, deploy, and measure OOH advertising and for media owners to sell, manage, and invoice their inventory. Founded by former executives from Google, HubSpot, and Wayfair, OneScreen.ai earned a Great Place to Work® Certification in 2022 and was named one of the 2022 Best Small Workplaces™ by Great Place to Work and Fortune magazine. The company is a member of the Out of Home Advertising Association of America, Inc. (OAAA), Digital Place Based Advertising Association (DPAA), World Out of Home Organization (WOO) and Geopath. To learn more, visit www.onescreen.ai and follow on LinkedIn and Twitter.

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Teikametrics to Discuss Visualizing Advertising and Retail Performance at Upcoming Amazon Accelerate Conference

Teikametrics | September 12, 2022

Teikametrics, the leading optimization platform for sellers on Amazon and Walmart, announced today that it will be part of a breakout session at Amazon Accelerate next week at the Seattle Convention Center. Teikametrics’ Laura Pattison, the company’s director of premium services, will participate in the “Visualizing Your Advertising and Retail Performance” panel, a discussion of how to use advanced analytics and data visualization to understand where a seller’s spend is going and what they’re getting out of it. The panel is set for 11:45 am-12:15 pm Pacific Time on Thursday, Sept. 15. “Strong reporting combined with effective data visualizations can lead to better decisions,” Pattison said. “I expect a lively discussion around the best practices and tools for crafting insightful analytics for managing your business.” Amazon Accelerate is the company’s annual seller conference, designed to give selling partners the opportunity to hear directly from Amazon senior leaders about new products and resources, along with deep-dive breakout sessions on topics that will help sellers accelerate their businesses. “We’re looking forward to sharing what we’ve learned from helping thousands of brands accelerate their success with Amazon Ads,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics. “We’re looking forward to sharing what we’ve learned from helping thousands of brands accelerate their success with Amazon Ads,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics. “Without robust instrumentation, you’re flying blind. Our focus has always been data to accelerate growth, so we’re excited to share our knowledge and help sellers break through their plateaus.” Teikametrics also will be hosting attendees at the conference expo at the Seattle Convention Center. About Teikametrics Teikametrics’ AI-powered Marketplace Optimization Platform helps sellers and brand owners maximize their potential on the world’s most valuable marketplaces. Founded in 2015, Teikametrics uses proprietary AI technology to maximize profitability in a simple SaaS interface. Teikametrics optimizes more than $8 billion in GMV across thousands of sellers around the world, with brands including Munchkin, mDesign, Clarks, Nutribullet, Conair, Nutrafol, and Solo Stove trusting Teikametrics to unlock the full potential of their selling and advertising on Amazon, Walmart, and other marketplaces.

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Gopuff Goes Off-Site; Becomes First Retail Media Network to Tap into the Full Capabilities of CitrusAd, powered by Epsilon

Gopuff, CitrusAd, Epsilon | August 24, 2022

Gopuff, the go-to platform for immediate delivery of consumers’ everyday needs, today announced the expansion of its retail media network for full shopper journey campaigns. Gopuff Ads, the first instant ad platform, is the first retail media network to roll out the highly anticipated off-site capabilities of CitrusAd, powered by Epsilon. The unified approach builds on Gopuff Ads’ initial integration with CitrusAd, enabling brands to reach not only Gopuff site visitors, but also the entirety of Gopuff's shopper audience across the open web with timely and relevant advertising. Daniel Folkman, SVP of Business at Gopuff said, "As the first instant ad platform, we are bringing advertisers closer to their desired audience by collapsing the marketing funnel from impression to consumption in 30 minutes. Now, Gopuff Ads’ expansion into off-site media with CitrusAd - powered by Epsilon’s first-party purchase and future intent data - delivers amplified, relevant reach for our brand partners. We look forward to introducing this enhanced and streamlined capability to our partners.” Gopuff, which has the unparalleled ability to transform an ad impression to consumption in minutes, is also expanding on-site ad inventory beyond sponsored products and search to include relevant sponsored product carousels - all managed and measured on the full-scope platform. Brands leveraging Gopuff Ads are seeing ROIs as high as 430%. Platform revenue grew nearly 170% YoY in July as active products more than doubled onsite. With these enhancements, brands can influence consumers at the point of purchase with on-site advertising, while also generating demand across the open web by reaching Gopuff customers with relevant, off-site display, video and connected TV advertising tied directly to in-stock inventory. Brands are also able to understand their ad performance through SKU-level sales reporting that combines both on-site and off-site campaigns. CitrusAd's on-site and Epsilon's off-site retail media capabilities were recognized as a Leader and a Strong Performer, respectively, by Forrester Research, Inc. in “The Forrester Wave™: Sell-Side Retail Media Solutions, Q3 2021”. CitrusAd, powered by Epsilon, was launched by Publicis Groupe in June as the first unified self-serve, retail media platform in a single user interface. “When companies like Gopuff make the decision to unify on-site and off-site media capabilities as a one-stop shop, they will grow advertiser adoption, revenues and site traffic. Through CitrusAd’s easy to use self-service, white-label platform, full-funnel Gopuff Ads campaigns can now easily be managed by brands under one roof to expand audience reach and attract new customers,” said David Haase, CEO of CitrusAd Americas. “When companies like Gopuff make the decision to unify on-site and off-site media capabilities as a one-stop shop, they will grow advertiser adoption, revenues and site traffic. Through CitrusAd’s easy to use self-service, white-label platform, full-funnel Gopuff Ads campaigns can now easily be managed by brands under one roof to expand audience reach and attract new customers,” said David Haase, CEO of CitrusAd Americas. Joe Doran, Chief Product Officer at Epsilon said, “Gopuff continues to be a leader in retail media. By engaging consumers both on-site and off-site, brands can reach shopper audiences with relevant and compelling messages that drive impulse sales. This is a win for Gopuff and the brands it serves. We look forward to more brands being able to tap into the power of over 200 million privacy-protected CORE IDs in the U.S. and reach their customers through high-impact ad formats at an unprecedented level of scale.” Ad spending in retail media is forecasted to reach c.$60 billion by 2024, according to eMarketer, indicating strong support for its closed-loop transparent measurement and proven effectiveness. For more information and to reach Gopuff customers with built-in relevancy at scale, visit www.gopuff.com/go/ads. About Gopuff Gopuff is the go-to instant commerce platform, fulfilling consumers’ evolving, everyday needs. With an unmatched assortment that includes cleaning and home products, medicine, pet care, office supplies, beauty and wellness items, baby products, food and drinks, local brands, as well as alcohol and fresh prepared food in some markets, Gopuff brings a unique, reliable and magical experience to customers around the world. Founded in 2013 by co-founders and co-CEOs Rafael Ilishayev and Yakir Gola, Gopuff created the instant needs category and continues to build the rails that define the future of commerce. To learn more, visit www.gopuff.com or follow Gopuff on Facebook, Twitter or Instagram. Download the Gopuff app on iOS and Android. About CitrusAd Founded in 2017 by co-founders Nick Paech and Brad Moran, CitrusAd created the first world-leading, self serve Retail Media platform enabling retailers to monetize their on-site and off-site digital assets. By partnering with Retailers, CitrusAd now enables brands to launch and review advertising campaigns across the full customer journey in one single platform and in just a few clicks. CitrusAd was named a leader in “The Forrester Wave™: Sell-Side Retail Media Solutions, Q3 2021 and subsequently ranked as the second fastest growing tech company by Deloitte in the Deloitte Fast 50. CitrusAd was later acquired by Publicis Groupe in 2021 and aimed at bringing the first unified on-site and off-site self serve platform to market, which it successfully accomplished in July 2022. Industry leading retailers, in all verticals across 30 countries are leveraging the CitrusAd platform and real-time relevancy engine to create a more personalized shopping experience and deliver greater ROI for suppliers. For more information on the new off-site capabilities, visit. www.citrusad.com/off-site. About Epsilon Epsilon is a global advertising and marketing technology company positioned at the center of Publicis Groupe. We connect advertisers with consumers to drive performance while respecting and protecting consumer privacy and client data. Epsilon accelerates clients’ ability to harness the power of their first-party data in order to enhance, activate and measure campaigns with confidence. We believe in an open, privacy-first advertising ecosystem. Over decades, we’ve built the industry’s most comprehensive identity graph to give brands, agencies and publishers the ability to reach real consumers across all channels and the open web. For more information, visit epsilon.com.

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National CineMedia Integrates iSpot to Measure Cinema Advertising Alongside TV

NCM, iSpot.tv | August 26, 2022

National CineMedia, LLC (NCM), America’s largest cinema advertising network, and iSpot, the real-time TV measurement company, today announced a new partnership to enhance NCM’s analytics and measurement capabilities. Using iSpot’s currency grade ad catalog and verification of ad plays for all ads against 40 million Smart TVs in the U.S., NCM can now report on the incremental reach their advertising brings brand and studio customers in addition to linear television. In addition, due to iSpot’s partnership and integration through Neustar’s identity resolution capabilities, NCM will be able to offer more comprehensive reach, frequency, attribution, and tune in reporting for client campaigns. As the only cinema advertising network in the U.S. to provide this level of data integration for campaigns, the combination of iSpot and NCM data will also enable marketers to seamlessly identify and target their prospects among moviegoers, which is expected to reach 600 million. As cord cutting continues to rise, advertisers are challenged on how best to track and measure audience reach and engagement, in particular across CTV and TV. The iSpot partnership enables NCM to further demonstrate how NCM® media reaches the desired audience of its advertisers as well as how the audience is affected for both movie theater only and across integrated campaigns (Movie Theater and CTV and possibly digital and DooH). Cinema advertising is one of the few mediums able to engage and connect with a young, diverse audience at scale, extending the reach for buys across CTV, broadcast, and cable. With a network of over 1,650 theaters and more than 20,600 screens through the US, NCM’s data intelligence platform NCMxTM connects advertisers to consumers before, during and after moviegoing. NCM is leading the cinema advertising industry as it transforms into a data-first media company, reaching audiences at scale with the most engaging content. “Our agreement with NCM expands the opportunities for our studio and brand clients to plan, buy and optimize video investments holistically across the biggest screen in the house and the biggest one in the neighborhood,” said Holly Lun, SVP Enterprise Sales at iSpot. “Our agreement with NCM expands the opportunities for our studio and brand clients to plan, buy and optimize video investments holistically across the biggest screen in the house and the biggest one in the neighborhood,” said Holly Lun, SVP Enterprise Sales at iSpot. “We applaud the innovation and transparency our partners at NCM are forging here.” NCM has one of the largest deterministic and probabilistic data sets of the moviegoing audience in the industry with over 274 million data records, giving brands a 360-degree view of recent consumer behavior. Marketers can leverage NCM to execute advanced audience-matching against key geographic, behavioral, and contextual targets on the big screen, as well as use the NCMx capabilities to retarget moviegoers with digital ads and mobile offers. Catalina, Affinity Solutions, PlaceIQ, Crossix and Kochava are also partners. “NCM’s integration with iSpot further delivers on our mission to provide our partners the ability to plan and buy premium inventory in a unified manner across all screens, including the coveted big screen. The iSpot deal also advances NCM’s value to advertisers by further proving that cinema is truly one of the only mediums where advertisers can reach the elusive young, diverse audiences at scale,” shared Manu Singh, SVP, strategic insight & analytics at NCM. About NCM National CineMedia (NCM) is America’s Movie Network. As the largest cinema advertising network in the U.S., NCM unites brands with young diverse audiences through the power of movies and popular culture. NCM’s Noovie® pre-show is presented exclusively in 50 leading national and regional theater circuits including AMC Entertainment Inc. (NYSE: AMC), Cinemark Holdings, Inc. (NYSE: CNK) and Regal Entertainment Group (a subsidiary of Cineworld Group PLC. LON: CINE). NCM’s cinema advertising network offers broad reach and unparalleled audience engagement with over 20,600 screens in over 1,650 theaters in 195 Designated Market Areas® (all of the top 50). NCM Digital and Digital Out-of-Home (DOOH) goes beyond the big screen, extending in-theater campaigns into online, mobile, and place-based marketing programs to reach entertainment audiences. National CineMedia, Inc. (NASDAQ: NCMI) owns a 47.4% interest in, and is the managing member of, National CineMedia, LLC. For more information, visit www.ncm.com and www.noovie.com. About iSpot.tv iSpot.tv is a cross-platform TV measurement company trusted by brands and networks to deliver fast, accurate and actionable information the marketplace can use to transact. Its real-time, always-on platform measures all phases of the TV advertising lifecycle from creative testing to audience verification, to business outcomes and brand impact, empowering brands to justify, optimize and invest with confidence. iSpot persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD, streaming environments and Out of Home environments. A trusted currency provider for networks, ad delivery platforms and agencies, iSpot uses its proprietary systems for bringing transparency into TV advertising at unparalleled scale. The company delivers its solution in real time via intuitive and modern dashboards as well as APIs and customized analytics. iSpot.tv has hundreds of brands and all major TV networks licensing its enterprise solution and has become a trusted currency for networks, brands and agencies. Founded in Bellevue, Washington in 2012, iSpot has offices in major cities across America.

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Facebook advertising can appear to be complicated and expensive. However, in this quick video, you'll learn that is far from the case. Watch as Nick walks you through exactly how to set up your first campaign on screen using Facebook's ad platform. This includes, how to set your target audience, how to set your bid, and tips on making your ad convert well.

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