BBVA USA Launches a New Ad Campaign Designed to Highlight the Bank's Efforts in Helping People and Businesses in Pandemic Recovery

BBVA | August 19, 2020

BBVA USA has launched a new ad campaign designed to highlight the bank's efforts in helping people and businesses take the first steps in their recovery from the pandemic and reach financial milestones in the future. The campaign, entitled "Your Bank for…," is centered around a message of resilience during a time of financial uncertainty, highlighting the bank as a responsive partner and valuable resource. Advertisements launched on TV, radio, digital and social media platforms on August 10 in multiple media markets, with some markets featuring the ads solely on digital and social channels. "We want our customers and potential customers to see BBVA USA for what we are - a compassionate bank that creates opportunities for everyone in any situation," said BBVA USA Chief Marketing Officer Enrique Cornish Stanton. "Our commitment to helping our communities has been demonstrated throughout the pandemic, and that won't slow down as we move forward as a society. Our 5-year strategic plan places a strong emphasis on financial health, and our actions demonstrated that dedication throughout 2020. This ad campaign further amplifies that message." The campaign includes two advertisements, both 15 seconds in length, both featuring life events for businesses and consumers, and a voiceover that promotes BBVA as "your bank for life's opportunities". One advertisement targets a small business audience, and one is for a consumer-focused audience.

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All Ages Welcome Aging gracefully is not only possible— it’s the new normal. Today, the majority of the world’s population is over 50, active, and tech-savvy. With 83% of household wealth in the U.S. held by people over 50, this group is starting new businesses at a steadily rising rate. Finally, Boomers are not only a powerful


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InMobi and Anzu Announce Preferred Programmatic In-Game Ad Partnership for Asia-Pacific Region

Anzu, InMobi | April 11, 2022

InMobi, a leading provider of content, monetization, and marketing technologies that help businesses fuel growth, today announced a partnership with Anzu.io, the world’s most advanced in-game advertising solution. The move means InMobi can now provide its advertisers with direct access to Anzu’s premium mobile programmatic inventory across the globe, in addition to first-look access to in-game mobile supply in Asia-Pacific (APAC) region. Anzu’s award-winning in-game advertising solution allows programmatic advertisers to run their banner and video ads via blended yet highly viewable IAB-compliant ad formats that sit on 3D objects like roadside billboards, stadium banners and buildings. The ads are designed to complement the gameplay, respecting gamers, and in many cases, making the gameplay experience more realistic. Anzu’s technology is integrated with a full suite of third-party trusted vendors, including HUMAN for fraud detection; Comscore, Lumen, Nielsen for brand lift measurement; and Kochava for data enrichment. Anzu and Moat have also just enabled the first-to-market viewability measurement for in-game ads meaning InMobi’s advertisers can now request in-view metrics when programmatically running in-game ads. “I’m excited that this partnership with InMobi will help many more APAC advertisers experience the huge opportunity that in-game advertising presents, '' says Itamar Benedy, Co-Founder and CEO, Anzu. “I’m excited that this partnership with InMobi will help many more APAC advertisers experience the huge opportunity that in-game advertising presents, '' says Itamar Benedy, Co-Founder and CEO, Anzu. “InMobi’s expertise and vast advertiser network, combined with their knowledge of the APAC landscape, will help supercharge our solution within this market. There are more gamers in APAC than anywhere else in the world, and our solution will help brands to reach them in a non-disruptive, brand-safe way that compliments the gaming experience.” InMobi’s direct connections with top demand-side platforms across the globe, combined with direct supply to Anzu’s global inventory, enable advertisers to access these ad experiences through optimized supply paths. Access to Anzu’s inventory will help InMobi offer scale across a huge number of mobile games spanning multiple genres, allowing advertisers to reach engaged players within immersive environments. “InMobi’s preferred in-game advertising partnership with Anzu, co-funded by the world’s largest advertising agency WPP, allows our clients to seamlessly connect with gamers through integrated, non-disruptive ads,” says Kunal Nagpal, Senior Vice President and General Manager of Publisher Platform and Exchange at InMobi. “This partnership is beneficial to all parties, with new features and the goal to drive connections between consumers and brands with Anzu’s premium technology.” In addition, game developers partnering with InMobi will be able to take advantage of all the benefits that using Anzu’s SDK presents, which is already used by leading game developers including Ubisoft, MyGames, and Sir Studios, to monetize their titles with in-game ads that open up new reliable revenue streams, complement the gameplay, and work alongside other monetization models and solutions. Additionally, InMobi will help gaming publishers tap into global premium demand and seamlessly expand into in-game ad monetization to generate incremental revenue through both standard formats and in-game ads through a single platform. Ms. Ly, Commercialization Manager for Amanotes, one of South East Asia’s most popular mobile publishers, said: “We have two main goals, to continually improve the user experience and grow our business. Ensuring we keep an equal balance between both can be challenging. Anzu allows us to accomplish both of these goals simultaneously. Their in-game ad placements put gamers first and bring a sense of realism to our experiences while allowing us to establish a consistent and reliable revenue stream to help grow our business. The ads also work great alongside the other monetization methods we have in place.” Mobile gaming has sustained strong momentum from the initial surge at the onset of the Covid-19 pandemic, with new mobile game downloads 45% higher than pre-pandemic levels. This growth hasn’t been restricted to younger users only; eMarketer estimates that in the United States alone 163 million people—nearly half the population—play mobile games, breaking the traditional ‘gamer’ stereotypes marketers may have had in the recent past. About Anzu Anzu is the most advanced in-game ad solution for mobile, PC, console, and Roblox. Anzu’s in-game ads put players first and help advertisers reach audiences programmatically in a non-disruptive and highly engaging way. A patented 3D ad tracking engine, the first to bring viewability measurement in-game with Oracle Moat, and partnerships with trusted AdTech vendors make Anzu the preferred in-game advertising partner for advertisers worldwide. Anzu helps game developers monetize their titles with ad placements that complement the gameplay, resulting in reliable revenue streams. The sole officially licensed in-game ad provider for Xbox, the first ad platform to become Unity verified, and with a self-serve dashboard that provides complete control over ad placements, Anzu is the preferred in-game ad monetization partner for developers worldwide. Backed by WPP, Sony Innovation Fund, NBCUniversal, HTC, Bitkraft, and other prominent investors, Anzu has raised $37M to make advertising in games better. Better for brands, better for game developers, and better for gamers. Learn more. About InMobi InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London and Dubai. To learn more, visit inmobi.com.

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Postclick Raises $20 Million Funding Round, Launches the Future of Digital Advertising Conversion

Postclick | April 12, 2022

Postclick will use the funding to support the company’s evolution from an agency model to a full technology-led SaaS solution that will continually develop new innovations as an advanced partner to the marketing industry. The funds will also advance Postclick’s machine learning and artificial intelligence offerings, as well as deepen the company’s penetration into vertical markets. Until now, Postclick was available to limited customers and by invitation only. With this additional funding and pilot customer feedback, the Advertising Conversion Cloud™ is now openly available. By implementing the platform, marketers across industries can now drastically cut down on wasted ad spending and increase conversion moments. “In the past decade, marketers wasted $870 billion on digital ad clicks that didn’t convert,” said Mark Mckenna, CEO, Postclick. “In the past decade, marketers wasted $870 billion on digital ad clicks that didn’t convert,” said Mark Mckenna, CEO, Postclick. “So far, marketers have only scratched the surface of optimizing digital journeys to create better conversion experiences. Our evolution from an agency model to a tech-enabled solution enables us to increase conversion rates and return on advertising spend for our clients at a much greater scale.” Capabilities being introduced on the Postclick Advertising Conversion Cloud™ include: Strategic Expertise: CRO experts complete a deep dive into the client’s brand and current campaigns. They build out an initial “core experience” based on the brand guidelines, audience segments and conversion storytelling, which kicks-off the cycle of automated experimentation and optimization. Scalable Creation: Based on a vast data set of over 20 billion data points from landing pages and conversion events over the last decade, the Postclick Advertising Conversion Cloud™ applies machine learning to make layout and content recommendations for landing pages based on clients’ industry and use case. Postclick’s machine learning capabilities dramatically speeds up landing page production and accuracy for conversion moments, enabling the expert conversion team to achieve strong ad-to-page relevance quickly. Experimentation: The AI-driven platform generates different landing page variations based on clients’ core experiences, then uses a Multi-Armed-Bandit testing methodology to dynamically scale traffic to the winning variations. The page with the lowest conversion rates is replaced by a new variation and a new testing cluster is formed. The winning variation continues to be updated based on real-time data and ongoing experimentation. Continual Optimization: The Postclick Advertising Conversion Cloud™ is constantly running experiments on clients’ core experiences, using machine learning to continually optimize pages and ad spend for the strongest possible conversion rate. Each testing phase builds on the last, using network-wide insights to inform future experiments. Network-Wide Learnings: Machine learning tracks every test 
and result across the entire platform, spanning multiple industries, consumer bases and conversion goals. Clients benefit from machine learning tests and experiments across the platform. This enables an entire community of marketers to improve their results based on a continuous stream of real-time conversion data. Postclick’s proprietary platform, the Advertising Conversion Cloud™, was built from a Series A fund raise and now contains data from millions of custom landing page experiences and billions of ad clicks. Postclick’s Advertising Conversion Cloud™ technology delivers the future of digital advertising success by using data-driven UX, modular component libraries and insight from conversion rate experts to drive infinite optimization. As a result, marketers can now leverage the science of conversion data and the power of AI to effortlessly create high-performing post-click experiences at scale. “The Postclick team is partnering with marketers to take back their share of the billions wasted on non-converting digital ad clicks,” said Hunter Sunrise, SVP, Marketing, Postclick. “Our clients are among the most innovative brands in the industry, and are enjoying increased conversions and a boost in customer acquisitions, all while lowering their cost-per-conversion.” Demand for post-click solutions continues to grow as forward-thinking companies turn to Postclick’s platform, including BetterHelp, HUM Nutrition, theSkimm, and Liquid Death. About Postclick Postclick is the world’s leading solution for digital advertising conversions, creating optimized, scalable digital experiences that increase Return on Advertising Spend (ROAS). Combining personalization, optimization, machine learning, and human insight, Postclick guarantees higher conversions for marketers. Check out postclick.com for more information.

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Google’s AI advertising revolution: More privacy, but problems remain

Google | March 16, 2021

In March 2021, Google announced that it was ending support for third-party cookies, and moving to “a more privacy first web.” Even though the move was expected within the industry and by academics, there is still confusion about the new model, and cynicism about whether it truly constitutes the kind of revolution in online privacy that Google claims. To assess this, we need to understand this new model and what is changing. The current advertising technology (adtech) approach is one in which platform corporations give us a “free” service in exchange for our data. The data is collected via third-party cookies downloaded to our devices, that allow a browser to record our internet activity. This is used to create profiles and predict our susceptibility to specific ad campaigns. Recent advances have allowed digital advertisers to use deep learning, a form of artificial intelligence (AI) wherein humans do not set the parameters. Although more powerful, this is still consistent with the old model, relying on collecting and storing our data to train models and make predictions. Google’s plans go further still.

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PubMatic and IAB Europe Reveal the State of Online Video Advertising Today and Predictions for the Year Ahead

PubMatic, IAB Europe | March 17, 2022

PubMatic (Nasdaq: PUBM), an independent technology company maximising customer value by delivering digital advertising’s supply chain of the future, in partnership with IAB Europe, today released an industry report titled “The State of Online Video Advertising in Europe”. The report highlights media buyers’ appetite to continue to increase investment in video advertising, in particular connected TV (CTV). Over 140 online video buyers from agencies and advertisers across 31 European markets took part in the survey-based research generating key insights such as: On average, digital media buyers are investing 36% of total ad spend in video advertising (excluding TV formats) The most frequently bought video advertising is mobile web with one-quarter of media buyers investing more than 61% of their digital budget in this channel Two-thirds of digital buyers are investing in CTV, albeit at a lower percentage of the total budget. “Media buyers are excited about the potential of CTV advertising as it offers a cost-effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV,” said Hitesh Bhatt, senior director, CTV/OTT, EMEA at PubMatic. “Media buyers are excited about the potential of CTV advertising as it offers a cost-effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV,” said Hitesh Bhatt, senior director, CTV/OTT, EMEA at PubMatic. The study also found that when media buyers find the same programmatic video inventory available via multiple sell-side platforms (SSPs) - which is often the case - almost half say performance KPIs are the most important factor in deciding which SSP to work with. This is followed by cost (26%) and data activation (16%) “This focus on KPIs as a deciding factor in SSP selection highlights the importance of maximising audience addressability – a known driver of better performance. Combining brand and publisher-owned first-party data, and independent ID solutions help better predict consumer behaviour and thus maximises the size, and accuracy of addressable audiences across the open web,” said Bhatt. “Today, A/B testing different addressability strategies is one of the best ways to establish which partners can deliver the best performance. Early tests show that a portfolio approach delivers the best performance,” said Bhatt. The deprecation of third-party cookies has changed buyers’ approach to online video advertising in browser environments, however, despite previous reliance on third-party cookies, programmatic remains strong with two-thirds of respondents allocating the majority of budget to programmatic channels. The key to driving more revenue into digital video will be solving a lack of cross-screen measurement cited by 46% as the biggest barrier, and 57% actively seeking more measurable formats. Despite measurement being a significant challenge, almost one-quarter (23%) of digital media buyers are planning digital campaigns as cross-screen including TV in that definition. Marie-Clare Puffett, senior manager, marketing & industry programmes, IAB Europe commented on the research: "IAB Europe and PubMatic's The State of Online Video Advertising study provides a view into the direction of travel in Europe for this growing advertising market. The findings will help advertisers, publishers and the broader digital advertising industry plan ahead, and make the most of the opportunities on offer. This report shows that advertisers view online video as a strong channel for brand building. However, there are also clear concerns around cross-device targeting that will need to be addressed for the value of online video advertising to be realised in full. Given the aptitude for innovation in the digital advertising sector, I have every confidence these concerns will be overcome and online video will continue as an important channel for brand building."

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All Ages Welcome Aging gracefully is not only possible— it’s the new normal. Today, the majority of the world’s population is over 50, active, and tech-savvy. With 83% of household wealth in the U.S. held by people over 50, this group is starting new businesses at a steadily rising rate. Finally, Boomers are not only a powerful

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