ADVERTISER PLATFORMS

Comscore Announces Agreement with Vistar Media to Deliver Digital Out-of-Home (DOOH) Programmatic Audience Targeting

Comscore | October 28, 2021

Comscore (Nasdaq: SCOR), a trusted partner to more than 3,000 clients across local stations, national networks, station groups, advertising and media agencies, and the entire Movies ecosystem, today announced an agreement with Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH). Under the agreement, Comscore Activation audiences, spanning demographics, personas and cross-platform media consumption, are now available for the first time for DOOH programmatic targeting through Vistar.

The rapid growth in programmatic DOOH means that advertisers are urgently seeking more granular audience insights that can drive even greater campaign impact. By leveraging Comscore audiences, Vistar will help expedite the growth and cross-over of DOOH into omnichannel programmatic buying. Vistar can now offer their buyers targeting based on Comscore audiences used across media channels, such as "Sports" and "Reality" TV genres or "Cord Cutters."

"We are excited to partner with Comscore to provide their industry-leading audience segments to buyers for DOOH campaigns, allowing marketers to extend their preferred data strategies into the physical world," said Laura Kasakoff, Data Partnerships Director at Vistar Media. "With our new partnership, buyers have access to more granular consumer behaviors that have traditionally not been available for DOOH targeting."

"We are excited to partner with Vistar Media to bring Comscore's best-in-class audiences to DOOH targeting," said Jess Trainor, Vice President Ad Platforms, Comscore. "At a time when digital out-of-home continues to grow in importance to advertisers, Vistar's leadership in DOOH programmatic paves the way for continued growth and innovation within the DOOH space."

Vistar is the first DOOH programmatic platform to launch Comscore audiences, which are available on all programmatic platforms and have traditionally been leveraged for desktop, mobile, Connected TV and podcast advertising. The goal is to make all Comscore audiences DOOH-accessible to ensure advertisers have the ability to use the same audience targeting across all channels.

Beyond supporting targeting for DOOH, Comscore has been focusing on delivering the next generation of DOOH measurement. As part of this, Comscore is developing solutions to precisely measure traditional outdoor platforms such as roadside billboards, street furniture, and place-based advertising platforms that are designed to reach consumers in retail spaces, business and medical offices, colleges, entertainment venues, transportation hubs, cinema and more.

Comscore Audience Activation™ offers programmatic audience segments powered by Comscore's massive data assets for digital, mobile, CTV, podcasts and DOOH campaigns. Comscore Audience Activation helps advertisers improve campaign performance using demographics, cross-platform TV viewership, streaming behaviors, and personas to get key messages in front of the right consumers.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. For more information, visit comscore.com.

About Vistar Media
Vistar Media is the leading global provider of programmatic technology for out-of-home, bringing enterprise-grade software that was purpose-built for the unique requirements of digital signage. Vistar provides a global demand-side platform (DSP) for buyers to activate data-driven programmatic campaigns and a supply-side platform (SSP) to connect signage operators to digital revenue. Vistar also powers some of the world's most advanced signage networks with device & content management software (Cortex) and ad serving technology. Vistar was founded in 2012 and is headquartered in New York, NY.

Spotlight

It goes without saying that social media has had a big impact on the way small businesses these days conduct their marketing initiatives. This is because a lot of people are already on social networks and a lot of them are also using these platforms on a daily basis.


Other News
DISPLAY ADVERTISING

Quantcast Launches Brand Advertising Solutions to Maximise the Impact of Every Marketing Dollar

Quantcast | June 18, 2022

Quantcast, a global advertising technology company, announced the launch of a suite of new solutions for digital marketers who demand more from their brand advertising. With these new products, marketers can seamlessly plan, activate, and measure video, native, and display brand campaigns across the web and on connected TV (CTV). Building on Quantcast’s widely adopted cookieless technology, marketers benefit from access to their entire audience, today. “As programmatic brand advertising has grown so has the complexity for marketers. Siloed systems and data detract from marketing intent, limit marketing innovation, and lack real-time, actionable feedback,” said Konrad Feldman, co-founder and CEO of Quantcast. “As programmatic brand advertising has grown so has the complexity for marketers. Siloed systems and data detract from marketing intent, limit marketing innovation, and lack real-time, actionable feedback,” said Konrad Feldman, co-founder and CEO of Quantcast. “We’re excited to introduce our streamlined take on integrated brand advertising, with automated optimisation and timely measurement of impact.” Now, with the Quantcast Platform, marketers can measure and optimise brand advertising as effectively as their direct response campaigns. These new easy-to-use solutions build on Quantcast’s leadership in data and machine learning to deliver planning against scalable audiences and premium inventory, hi-fidelity audience activation across screens, automated campaign optimisation, and comprehensive measurement of brand advertising’s impact on consumer preference and downstream business outcomes. “We were thrilled with the results that Quantcast delivered for Lancôme. Their brand solution was instrumental in engaging customers and prospects and driving awareness with different user groups,” said Yin Hong, senior product manager, Lancôme. “The results that they drove surpassed our targets and expectations, and demonstrated that programmatic advertising can really play a role within a brand campaign.” Introducing Brand Lift Live by QuantcastTM At the heart of this new product suite is Brand Lift Live, an integrated, real-time survey solution that enables marketers to optimise campaigns continuously against the brand awareness and consideration metrics that really matter, rather than limiting substitute metrics such as viewability and click-through rate (CTR). Within the Quantcast Platform, Brand Lift Live uses statistically controlled survey groups to measure the real-time impact of ads throughout a campaign, allowing for refinement of campaign audiences and delivery characteristics to maximise the impact of every marketing dollar. A new measurement approach for the open internet, Brand Lift Live complements traditional research methodologies similar to the way a fitness tracker complements an annual medical checkup. “We started with a simple question ‘how can we make brand budgets work harder?’ and since improvement requires measurement, that’s where we started,” said Peter Day, chief technology officer, Quantcast. “We found that practitioners relied on poor proxy metrics like viewability and CTR because assessing what they really care about - recall, awareness and consideration - in a timely and precise enough manner to support campaign optimisation was simply too hard. Brand Lift Live solves this problem.” The advantages of Brand Lift Live include: Actionable Campaign Data: View lift data in real-time and take action on campaigns in flight to adjust frequency, creative, messaging, and audience to maximise brand lift. Simple Setup: Brand Lift Live is easily configured alongside campaigns, allowing for the design, surveying and response capture without the need for any third-party integrations. Flexible Survey Options: Marketers can easily measure the impact of brand campaigns with multiple survey options that will best fit their campaign’s branding objectives. “Brand Lift Live helped to take our brand campaign learnings to the next level, by giving us real world insights that can be implemented quickly and effectively,” said Grace Bailey, senior marketing manager at Auto Trader. With these new capabilities, advertisers can use the Quantcast Platform to plan and validate custom audiences and discover compelling supply for their audiences across CTV, desktop, and mobile. Campaigns can be configured in minutes and the intuitive features greatly aid marketers in diagnosing issues to promote consistent performance and delivery. Alongside Brand Lift Live, additional platform insights examine the incremental reach of campaigns across web and CTV and the downstream contribution these brand activations deliver to performance campaigns and conversions.

Read More

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.

Read More

AD NETWORKS

Matterkind Releases New Report Exploring Diversity, Equity, and Inclusion Across Advertising

Matterkind | July 26, 2022

Matterkind, IPG’s activation intelligence company, today debuted a new report exploring how advertisers can embrace DEI to usher in a new era of responsible marketing and advertising. The report, titled “Diversity & Equity in Advertising: A Holistic Approach,” offers practical, actionable advice for brands wanting to put DEI at the heart of their marketing and communications. Backed by research conducted in partnership with international research consultancy MTM, Matterkind’s report aims to guide brands on their respective journeys in conscious marketing. The report found that over 50% of people think it’s important for advertisers to ensure they reach a diverse range of audiences – and this rises to 70% for people who are likely to engage with ads. Throughout the white paper, Matterkind emphasizes the importance of intentionally prioritizing DE&I efforts for advertisers, and what can be done to make meaningful improvements within current strategies. The findings are clear in that the consumer public at large has, in recent years, become more aware of discrimination and inequity for diverse groups resulting in an increased demand for advertisers to act. Matterkind complements its findings by laying out actionable and holistic strategies for integrating and prioritizing an organization’s DE&I efforts with their marketing strategy, creative, internal organization, and media planning and buying, to ensure that goals are achieved. Some additional key findings of the report explore how: Customers favor diverse advertisers 50% of customers agree that they are more likely to recommend a product or service if their advertisements are diverse and representative. 45% of customers feel that they are more likely to buy a product or service if its advertisements are diverse and representative. 44% of customers would not engage with a brand they felt was not taking diversity and representation seriously. 36% of customers have boycotted a brand because of issues with diversity and representation. Advertisers see DEI as a priority and are adapting their marketing approach More than 90% of the advertisers say that reducing bias and discrimination in marketing and advertising is now a priority. As it relates to marketing strategy, Matterkind anticipates a 23% increase in advertisers adopting strategies to address underrepresented groups over the next 3 years compared to the last 3 years. When considering adapting creative to ensure representation of different groups, there is an anticipated 5% increase in advertisers adopting strategies to address underrepresented groups over the next 3 years compared to the last 3 years. Advertisers anticipate addressing internal diversity will increase 11% over the next 3 years compared to the last 3 years. “Yesterday’s customer is not today’s customer, and it is mission critical that brands and advertisers do everything in their power to engage their audiences consciously, with relevance and respect. The best way to do that is by authentically investing and acting on impactful DE&I strategies, and what we’re seeing throughout both the report’s findings and general consumer behavior is that audiences are demanding representation and inclusion to be key brand priorities for advertisers. Matterkind’s goal is to help brands take actionable and meaningful steps in turning their DE&I goals into reality,” said Erica Schmidt, Global CEO of Matterkind. “The importance of ensuring that advertisements are reaching diverse audiences has never been more clear, as impactful ad campaigns have the potential to shape and address social issues. As consumers continue to demand that brands take a stand against inequity, brands must adapt a holistic DE&I program that ensures campaigns prioritize diversity, equity, and inclusion across all stages of campaign development to authentically build their audiences and reach,” said Dr. Femi Olu-Lafe, SVP, Culture and Inclusion at Acxiom, Kinesso, and Matterkind. For more information or to download the report, please click here. Additional imagery is available upon request. About Matterkind Matterkind, IPG’s activation intelligence company, drives better business outcomes while putting the customer experience first. Through the lens of conscious marketing, they employ ethical data, through patented applications, to deliver addressable activation intelligence. Matterkind strengthens connectivity between brands and their audiences, through trusted partnership, excellence, and expertise. Matterkind is a part of Kinesso, the marketing technology unit of The Interpublic Group of Companies, Inc. (IPG). For more information, visit Matterkind.com.

Read More

ADVERTISER PLATFORMS

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

Twitter, Tesla | May 31, 2022

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.”

Read More

Spotlight

It goes without saying that social media has had a big impact on the way small businesses these days conduct their marketing initiatives. This is because a lot of people are already on social networks and a lot of them are also using these platforms on a daily basis.

Resources