Facebook to Remove Its Restrictions on Ads Which Include More than 20% Text in the Main Image

Facebook | September 24, 2020

The long-standing rule had been shifted to less stringent over the years, with this week marking their complete abandonment of the 20% text rule. Media buyers in Facebook’s platform began to notice recently a big change: their images were no longer being disapproved for a lot of text. When the Change Was Noticed. It’s been confirmed via a few sources the long-standing rule for Facebook Ad images being no more than 20% text has been sunset. Buyers started receiving direct communication from Facebook this week regarding this change: Prior to this communication, media buyers were noticing the text overlay tool page was redirecting: At that time, no Facebook documentation had been updated, but this appears to have been updated in the past few days. While it still gives tips on reducing text proportions in ad images, it now stops short of saying to keep it at 20%. Instead it now cautions the 20% metric as a best practice.

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65% of multinational brands will increase Influencer Marketing spending in the next 12 months reaching $10 billion over the next 5 years. With so much at stake for marketing in our fast paced industry, senior marketers must be able to see both the forest and the trees when it comes to influencer marketing in the B2B world. Much of what the marketing industry knows about working with influencers is seen through a consumer marketing lens often with the self-anointed social celebrities publishing ads as content without real passion for the brands.


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Hivestack expands business in Brazil by signing new SSP, RZK Digital

Hivestack | November 03, 2022

Hivestack, the world’s leading, independent, programmatic digital out of home (DOOH) ad tech company today announced a partnership with RZK Digital, a data-driven DOOH media network operator offering large-scale LED panels distributed across high urban transport environments in Greater São Paulo. This partnership will integrate RZK Digital’s DOOH inventory into the Hivestack Supply Side Platform (SSP) allowing advertisers both from within and outside of Brazil to activate campaigns via private marketplace deals (PMP). Currently, RZK Digital delivers over 210 million weekly impressions to captive urban audiences within bus terminals in São Paulo. Collaborating with them on a shared goal to reach international buyers, Hivestack’s full stack of programmatic DOOH technology solutions operating in over 25 markets globally will allow brands, agencies and omni-channel DSPs to purchase RZK Digital’s inventory at scale. Audience metrics made available by RZK Digital originate from 1st party sensors and are enriched with Hivestack´s mobile planning and attribution tools, offering real omni-channel metrics and the highest current standards on data transparency and privacy. Due to the huge success experienced along the last year, RZK Digital has recently announced it will expand to new bus terminals within São Paulo to triple its current impression inventory in this top Latin American DMA. Hector Gonzalez, Chief Revenue Officer, USA and LatAm at Hivestack commented: “We're thrilled about our new partnership with the amazing team at RZK Digital. As a business, we are in the unique position to be able to bring our media owner partners new organic opportunities from within the immensely growing programmatic DOOH business in Brazil but also from the 25+ countries Hivestack is well positioned in and growing. We're excited to partner with media owners like RZK Digital that offer high quality venues/screens and impressions with high impact, in high trafficked areas within their country/market. Through partnerships like this, we are opening up the opportunity to leverage our audience data and insights to maximize each DOOH opportunity at scale to reach the right audience with the right dynamic creative at the right time.” Eduardo Mantegazza, CEO of RZK Digital commented: “Since our inception as a company, our focus has been to build a data adtech that extracts value from the flow of people." Eduardo Mantegazza, CEO of RZK Digital commented: “Since our inception as a company, our focus has been to build a data adtech that extracts value from the flow of people. As founder and CEO, I am very happy to see RZK establish such an important international partnership in our search for digitalization of the OOH media in Brazil.Plugging our business into the Hivestack network will not only improve business results and accountability for our clients, but also enrich the way in which companies perceive and plan to invest into the DOOH space.” Leveraging data and technology offered by programmatic DOOH, brands are transitioning into more defined and measurable ways of connecting with their audiences at scale. Brazil represents a strong market for the OOH industry responsible for 30% of total OOH ad spend globally. Hivestack recently launched its full programmatic DOOH operations in Brazil, offering advertisers data-driven targeting solutions, agile buying models and unprecedented audience measurement capabilities and media owners a platform to offer their inventory to buyers in over 25 global markets through flexible mediums.

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Kevel Relay Expands into Growing DOOH Ecosystem

Kevel | November 10, 2022

Kevel Relay, the suite of programmatic APIs that allow publishers to unify, mediate, and control their auctions, is adding substantial SSP integrations in the DOOH space. DOOH is one of the fastest growing programmatic markets and is expected to reach USD$27bn (£23.5bn) by 2025. Today, (November 7th, 2022) Relay announces integrations with Magnite, Hivestack, and Place Exchange, and expects more integrations to come by the end of the year. With these integrations, Kevel Relay provides out-of-home media owners the ability to sell their inventory programmatically without giving up control or transparency over the auction. Programmatic DOOH transactions are still characterised by waterfall bidding methods and reserving spots in the loop for specific advertisers or demand partners. With Relay’s APIs, out-of-home publishers can open programmatic auctions on each individual ad placement. Relay’s integrations allow media owners to combine demand from multiple programmatic partners with direct sold ad servers across all programmatic formats. Access to Relay’s APIs are available on a SaaS basis. Kevel doesn’t own any demand or operate as an SSP. Instead, Kevel works through integrations with top SSPs like Magnite, Place Exchange, and Hivestack. This model allows for Kevel to maintain its neutrality in mediation of demand and transparency of auctions. With more programmatic availability and transparency, the DOOH ecosystem can drive better outcomes for publishers and advertisers further accelerating growth in the space. “Kevel Relay allows out-of-home media owners to build a powerful mediation layer to unify their auctions and manage omnichannel demand creating new revenue opportunities in the DOOH ecosystem” says James Avery, founder and CEO of Kevel. “Kevel Relay allows out-of-home media owners to build a powerful mediation layer to unify their auctions and manage omnichannel demand creating new revenue opportunities in the DOOH ecosystem” says James Avery, founder and CEO of Kevel. “We are excited to work with Kevel and their Relay product to bring programmatic efficiency to the fast-growing DOOH space,” said Grant Sterling, VP of business development at Magnite. “We look forward to collaborating with Kevel to bring premium DOOH media owners together with advertisers in a transparent and streamlined way through Relay.” About Kevel Kevel.co gives you the APIs needed to quickly build your own platform for sponsored listings, internal promotions, native ads, and more – so you can take back the Internet and drive more online revenue. Customers like WeTransfer, Ticketmaster, Yelp, Strava, Mozilla, and many more have already launched successful platforms on Kevel.co.

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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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Audiencerate and Equativ partner to deliver market-leading addressable advertising

Audiencerate, Equativ | December 02, 2022

Audiencerate, the identity hub enabling data-driven advertising, today announced a partnership with Equativ, a leading independent ad monetisation and curation platform. The partnership enables buy-side clients and data owners to harness the combined power of data targeting and premium cross-publisher inventory to deliver tailored addressable advertising. By activating Audiencerate’s proprietary data via Equativ’s Buyer Connect digital ad curation platform, advertisers will be able to layer audience segments across premium publisher inventory. This allows them to utilise additional campaign targeting and optimisation capabilities, to maximise media investment and campaign performance, by reaching tailored audiences with more relevant ads, based on user behaviour, at scale. In addition, data owners with access to the Audiencerate data onboarding platform can leverage the integration to seamlessly onboard, market and monetise their data via the Equativ curation platform, among a variety of other demand-side platforms (DSPs) and supply-side platforms (SSPs). The integration between Audiencerate and Equativ establishes a direct data bridge between the two platforms to ensure fast and simple data onboarding, driving efficient programmatic campaign activation. Alvaro Megias, Head of Operations & Marketing, Audiencerate: “This exciting new partnership opens our proprietary audiences, and those from other data owners, to the Equativ curation platform, an environment that is becoming increasingly popular to advertisers." Alvaro Megias, Head of Operations & Marketing, Audiencerate: “This exciting new partnership opens our proprietary audiences, and those from other data owners, to the Equativ curation platform, an environment that is becoming increasingly popular to advertisers. The platform provides transparency for advertisers and helps maximise media investment which perfectly align with our goals as a business. It’s a true meeting of our technology, people and values.” Sara Weber, Director, Platform Partnerships, Equativ: “The creation of valuable private marketplaces is not just a trend – Equativ’s alliance with Audiencerate’s robust user data is a consolidation of what this key offering represents to buyers and publishers: addressability, reliability and scalability, all while benefiting industry professionals and respecting consumer privacy. We are excited to work with the Audiencerate team and are looking forward to expanding the scope of our partnership to benefit marketers, media owners, and data providers across the market.” Privacy compliance is core to the Audiencerate platform which adheres to all local data protection and privacy regulations, including GDPR, CCPA & TCF 2.0. Data is encrypted across all stages of the journey.

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Spotlight

65% of multinational brands will increase Influencer Marketing spending in the next 12 months reaching $10 billion over the next 5 years. With so much at stake for marketing in our fast paced industry, senior marketers must be able to see both the forest and the trees when it comes to influencer marketing in the B2B world. Much of what the marketing industry knows about working with influencers is seen through a consumer marketing lens often with the self-anointed social celebrities publishing ads as content without real passion for the brands.

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