AD TECH AND MARTECH

Fox to Launch a Platform to Assist Brands in Ad Targeting

Fox | March 28, 2022

Fox
Fox is set to launch a platform called ‘Atlas’ to assist brands with their ad targeting in digital video. The announcement was made at Fox’s Content Drives Commerce Brand Partnership Summit on March 23. Marketers are looking for new ways to approach their customers amid third-party data crackdowns.

Atlas will initially roll out as two different products: Fox Navigator and Fox Shield. Fox Navigator will allow brands to contextually align their ads with their targeted audiences. On the other hand, Fox Shield will cater to brand suitability by pairing ads with relevant content. Both the products will be available across Fox Media brands.

Atlas leverages artificial intelligence to detect what is appearing on screen visually in real-time. It allows advertisers to display their ads alongside a suitable and relevant video.

“We built Atlas for the modern era. As the media landscape continues to evolve, traditional solutions have not served the buy-side or the sell-side well. In a world where context now matters more than ever, Atlas provides a new and precise level of insight and segmentation that will give buyers confidence when transacting with Fox.”

John Fiedler, executive VP and head of ad technology at Fox

Atlas will compete with platforms from other media companies catering to advertisers with digital video solutions after crackdowns were enforced on third-party data.

Spotlight

Gone are the days of smoky, whiskey-infused boardroom meetings, a gaggle of middle-aged men talking strategy — among other things — seated around a table in starched suits, while well-coiffed secretaries take notes and schedule important client lunches. It’s been almost 60 years since the “Mad Men” era of generations past, and safe to say, advertising has come a long way, baby.


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ADVERTISER CAMPAIGN MANAGEMENT

Irish Spring® Debuts First-Ever Big Game Ad, Unveiling the World of Irish Spring

Irish Spring | February 07, 2022

Irish Spring is debuting its first-ever Big Game commercial to help guys across America discover exactly where great smells come from. The new commercial, entitled, "Welcome to Irish Spring," follows our less than fresh smelling hero as he comes across the lush, clean land of Irish Spring. But what begins as a blissful adventure, quickly transforms into something unforeseen. Irish Spring is all about nice smells, and the magical, nice-smelling world it has dreamt up in this commercial, expresses that passion. Along with the new creative, Irish Spring is introducing a new logo, new packaging, modernized graphics, a new body wash fragrance (Mountain Chill), updates to current body wash fragrances (Aloe Mist, Active Scrub, and Moisture Blast), and a modernized Irish Spring Original Clean bar soap fragrance. Nice smells matter to Zillennial guys. In fact, according to a survey that Irish Spring conducted among guys ages 18 - 24, nearly 3 out of 4 (74.5%) said that the top reason that they shower is to get rid of body odor and other smells. That is not to say that being clean is unimportant to them, but wanting to smell good is a much bigger motivation. "As a brand that has been around for 50 years, it's important to modernize and stay fresh so younger generations understand what Irish Spring is all about. And that's good smells," says Emily Fong Mitchell, general manager of Personal Care for North America at Colgate-Palmolive. "Our Big Game commercial is the product of a lot of creative thinking about how we want to evolve and build on this classic brand, knowing that we're a staple among so many men today, but that we also have this new group–Zillennial guys–that want to make sure they don't smell bad." Directed by award-winning filmmakers Matias Rygh and Mathias Eriksen, otherwise known as Matias & Mathias, the :30 commercial will air during the fourth quarter of The Big Game. Strategically, Irish Spring has an unbeatable proposition: they make soap that smells good, so you can smell good. We noticed that no one in the category was owning the notion of smelling great, and it felt like very fertile territory. Testing showed that to be the case, and our clients trusted us enough to take this simple but powerful insight to the extreme." Spence Kramer, Founder & CEO of TEN6. About Colgate-Palmolive Colgate-Palmolive Company is a caring, innovative growth company reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, the Company sells its products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom's of Maine, EltaMD, Filorga, Irish Spring, PCA Skin, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill's Science Diet and Hill's Prescription Diet. The Company is recognized for its leadership and innovation in promoting sustainability and community wellbeing, including its achievements decreasing plastic waste, saving water, reducing waste, promoting recyclability, conserving natural resources and improving children's oral health through its Bright Smiles, Bright Futures program, which has reached more than 1.4 billion children since 1991.

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AD NETWORKS

New Report from Comcast Advertising Finds Optimal Balance for TV and Streaming Advertising

Comcast Advertising | June 10, 2022

Today, Comcast Advertising released a new, cross-industry report titled “The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser.” Relying on proprietary data, the report provides a unique view into the current landscape from the perspective of viewers, buyers and then sellers – culminating in a specific and fact-based recommendation for the optimal balance of TV and streaming advertising. Comcast Advertising, the advertising division of Comcast Cable, is comprised of Effectv, its advertising sales division, and FreeWheel, its media and technology arm. Both parts of the business contributed to the extensive findings in the report, providing a broad perspective for readers. “The TV advertising landscape is incredibly complex now, and there are more players in the space than ever,” said Marcien Jenckes, Managing Director, Comcast Advertising. “The TV advertising landscape is incredibly complex now, and there are more players in the space than ever,” said Marcien Jenckes, Managing Director, Comcast Advertising. “While most reports focus on a single view of this complexity, Comcast Advertising is in a unique position to see it from all angles – how viewers are viewing, buyers are buying, and sellers are selling. With this perspective, we are able to truly see what works and what doesn’t in today’s landscape, and provide fact-based insights and predictions about how advertisers can optimize their spend.” Below are some of the key findings included in the report’s inaugural edition: Viewers prefer live content on both TV and streaming. In fact, 89% of traditional TV viewing is spent watching live TV and 54% of digital video viewing is live Viewers are exposed to more digital ads than ever before, as ad views on digital services increased by 45% from 2H20 to 2H21 Audience targeted campaigns have increased by over 50% year-over-year, as advertisers turn to audience targeting to reach viewers, at scale, across viewing platforms Programmatic ad views have grown 80% year over year, as advertisers see programmatic buying as a way to reach specific audiences more efficiently. There was also an increase in programmatic campaigns bought on a guaranteed basis. As sellers move to programmatic models, they are working with an average of 13 different programmatic partners – and up to 30 in total Following its focus on the latest trends for viewers, buyers and sellers, the report delves into an actionable “formula for success” for modern advertisers. Based on a study of more than 20,000 campaigns, Comcast Advertising recommends that advertisers allocate 20-30% of their TV budget towards streaming advertising, and the rest to traditional TV. “For years, advertisers have been asking us how to best balance investments across traditional TV and streaming platforms in order to enhance campaign performance,” said James Rooke, General Manager, Effectv. “Advertisers shouldn’t be making a guess or ‘going with their gut’ on this; rather, they should focus on the data. By looking at tens of thousands of campaigns across verticals and across budget amounts, the data is quite clear – TV should still act as the foundation for most advertisers, but reach is highest when 20-30% of the budget is allocated to streaming.” The report concludes with a look at predictions for the years ahead. Included among these predictions is what’s next for streaming, the importance of first-party data, the shift to audience-based buying, the scaling of addressable advertising and the growth of programmatic. “This has been an incredible year for TV advertising’s progress and innovation, and this is clearly evident in the discussions we’ve having every day,” said Mark McKee, General Manager, FreeWheel. “From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It’s critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that.” About Comcast Advertising Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.

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AD NETWORKS

Instacart Announces New Shoppable Video and Display Advertising Products, Driving Inspiration, Discovery and Purchase

Instacart | May 30, 2022

Instacart today announced two new advertising solutions that bring together the best of inspirational storytelling and action: shoppable video ads and enhanced shoppable display ads. These new formats expand Instacart's ad product suite with inspiring experiences to give brands a more immersive way to storytell, engage and drive sales. Shoppable video and shoppable display enable CPG brands to shorten the user journey from awareness and product discovery directly to purchase – all within one rich media unit. Advertisers can now promote engaging, targeted, creative content to consumers as they shop from their favorite retailers on Instacart. Dove, Mondelēz International, PepsiCo and S.Pellegrino are among the first CPG brands to pilot Instacart's shoppable video and shoppable display products. "Advertisers choose Instacart because we've built a platform with high-intent consumers, unparalleled scale of retailers, and closed-looped measurement, all of which drives meaningful results for our brand partners," said Ali Miller, Vice President of Ads Product at Instacart. "We designed our new shoppable ad products to create more brand storytelling opportunities for CPGs, help them inspire and reach new and existing consumers, and ultimately drive sales in a singular unit. We see that these kinds of shoppable rich media experiences resonate with consumers as well, as we're bringing more discovery and inspiration to the online shopping experience. We're grateful to work with brand partners who have been excited to innovate with us and incubate these formats along the way to drive maximum impact." Instacart's new shoppable video ads will equip brands to combine the powerful storytelling capabilities of video creative with an in-line set of shoppable products to shorten the path from discovery to purchase. Advertisers will be able to fuel brand affinity with rich stories, motion and audio, and inspire bigger baskets with seamless add to cart functionality. Throughout the pilot, Instacart will test and learn alongside its CPG brand partners to determine best practices and inform what the shoppable video product looks like when it is available to all brands in Instacart's self-service portal, Ads Manager, later this year. Building on the early success of its inaugural display ads product, Instacart has created a new, iterative, shoppable display product to inspire basket building through discovery and purchase. This new shoppable display format is a CPG brand's contextual 'pop up shop' on Instacart and enables them to reach the right consumer at the right time to drive consideration and bigger baskets – without disrupting the shopping experience. The engaging new format features brand imagery coupled with direct add to cart functionality; brands are able to pin a bundle of items that inspires complementary purchases, innovation, and drives routine purchases. More than 40 CPG brands have piloted the shoppable display product, which will be generally available to all brand partners in Ads Manager later this summer. Dove first partnered with Instacart Ads in 2017 with sponsored product campaigns, and expanded as an early pioneer with shoppable display for their "Nourish Your Beauty" campaign. "Across all our Dove campaigns, we tell real, thoughtful stories of beauty as a source of confidence, not anxiety, that our audience can authentically connect with and that inspire the next generation," said Leslie Miller, Marketing Director on Dove. "At the same time, we are constantly looking for innovative platforms to engage with our audience. Working with Instacart Ads has enabled us to try new tools that do just that. Testing Instacart's new shoppable display and shoppable video ads have equipped us to inspire even more people with our brand storytelling and seamlessly drive purchases as they shop on Instacart." "Partnering with Instacart helps us stay ahead of the curve when it comes to inspiring and engaging consumers along their shopping journey," said Emily Frankel, SVP, eCommerce Marketing Head at PepsiCo. "Partnering with Instacart helps us stay ahead of the curve when it comes to inspiring and engaging consumers along their shopping journey," said Emily Frankel, SVP, eCommerce Marketing Head at PepsiCo. "Multiple PepsiCo brands have joined the Instacart video and display pilots to test and learn. Shoppable display has proven to be an effective way to drive first-time purchase of our products via the Instacart platform, and while we're just getting started with shoppable video, we look forward to continuing our work to give consumers a compelling omnichannel experience." "We're thrilled to partner with Instacart. Online grocery shopping is critical to our long-term growth strategy and we are excited to create a richer experience for our consumers as they shop for our beloved brands." - Wesley Saraceni, Senior Director of Marketing Digital Commerce at Mondelēz International. Instacart's new shoppable video and shoppable display products expand the company's robust advertising tool kit and help CPG brands of all sizes deeply engage with consumers directly at the point of purchase. Now, advertisers have even more choices and touchpoints to inspire consumers throughout the entire shopping journey. The new shoppable video and display products, alongside the company's flagship sponsored product offering, brand pages and suite of display ad solutions, equip brands on Instacart with comprehensive full-funnel marketing capabilities to reach valuable consumers at the point of purchase and drive effective, measurable outcomes. Instacart today offers self-service and managed ad services for more than 5,000 CPG brands. Instacart also partners with industry-leading API partners that have built campaign management and optimization applications leveraging the Instacart Ads API. About Instacart Instacart is a leading retail enablement platform that works with grocers and retailers to transform how people shop. Today, Instacart partners with more than 800 national, regional and local retail brands to facilitate online shopping, delivery and pickup services from more than 70,000 stores across more than 5,500 cities in North America. Millions of busy people and families turn to Instacart to get the groceries they need from the retailers they love, and more than 600,000 Instacart shoppers pick, pack and deliver orders for customers on their own flexible schedule. The Instacart Platform offers a suite of enterprise-grade technology products and services to power e-commerce, fulfillment, in-store, ads and insights for retailers across the U.S. and Canada. Hundreds of retailers partner with Instacart to power their e-commerce experiences across the Instacart App and their own white-label sites and solutions. With Instacart Ads, thousands of CPG brands partner with the company to connect directly with consumers online. For more information, visit www.instacart.com/company, and to start shopping, visit www.instacart.com. For anyone interested in becoming an Instacart shopper, visit https://shoppers.instacart.com/.

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ADVERTISER PLATFORMS

Fiverr Makes a Move into the Advertising Industry with Togetherr™

Fiverr, Togetherr | June 09, 2022

Togetherr™, a new platform for building world-class creative teams and connecting them with leading global brands and agencies, launches today. The platform, designed and built by Fiverr (NYSE: FVRR), and backed by industry-leading visionaries, uses proprietary technology, the Creative Genome, to construct award-winning teams, from an exclusive group of creative talent. These teams will be curated and matched to support brands and agencies on specific projects and campaigns. The advertising world has gone through massive changes in the last few decades. The emergence of new digital platforms, the fragmentation of media, the rise of tech giants, e-commerce, and science-based marketing, all dramatically influenced the relationships between brands and agencies. It has also now influenced the way creatives feel working for agencies which ultimately impacts the outcomes of marketing and advertising campaigns. Clients, creatives and agencies are now looking for better ways of working. “Long before the pandemic, our industry was stuck in a rut, slowly choking the creative energy and ambition that once defined our industry,” said Amir Guy, Togetherr’s General Manager. “The agency-of-record (AOR) model, based on hefty retainers, bloated head-counts, overheads, and complex processes, is not meeting today’s client needs. Clients need a lot more for less, and faster. Trying to meet these needs without changing our industry's complex system resulted in broken spirits, lack of bravery, lack of excitement, and short-termism. We lost our creative icons, our magicians, our storytellers. Creatives were driven out of our industry, and clients are now looking for them elsewhere. The last two years taught our clients that they can find creativity elsewhere, and produce campaigns better and faster.” “With new and important marketing channels continuing to impact the industry, brands are re-thinking how to maximize creative output in the simplest way,” said Micha Kaufman, CEO of Fiverr. “Togetherr is a platform that aims to enable and accelerate new ways of working in the creative industry. When you allow yourself to look beyond the old system and challenge the way things have been done forever, you realize that talent can be found everywhere, on a global scale. You also find that diversity, which is so essential for creativity, becomes truly possible when you go beyond old constructs. Leading brands today often build their own creative capabilities in-house, and they need easy ways to augment them with outside independent talent and micro agencies on a project-by-project basis.” Togetherr builds on Fiverr’s long-founded mission of revolutionizing how the world works together. This groundbreaking new platform puts talent and creativity at its core and uses technology powered by a cutting-edge AI engine to help leading brands engage with and manage teams of top-tier independent creatives to meet their project goals. The Creative Genome Talent on Togetherr is vetted manually and through the Creative Genome’s powerful technology - ensuring clients have access to the best and brightest in the industry. Creatives on the platform have won awards, worked on campaigns for some of the world’s top brands such as Nike, Coca-Cola, HBO, Apple, and Netflix, as well as agencies, and have won accolades from their peers, clients, and colleagues alike. All of these data points are collected by the Creative Genome in order to assemble top-notch teams to ensure that brands work with the most optimized teams possible, something no agency in the world can offer. For Brands Togetherr is flipping the agency model on its head. Brands will no longer be bound by bureaucracy, agencies-of-record, and long RFP processes to bring campaigns to life. With Togetherr, the platform obtains the brief from the client, and the powerful AI engine will build a team specifically curated for that particular project. They get access to world class talent at the click of a button - to enhance the capabilities of their in-house creative teams - a space we see a lot of brands building out - or to build an entire freelance creative team to deliver new ideas or test new approaches. Advisory Board Togetherr has been built alongside an advisory board of industry-leading visionaries including Per Pedersen, Mark Tutssel, Eva Santos Bouzos, Greg Hahn, Karin Onsager-Birch, Nellie Kim, David Sable, Mariam Banikarim, Craig Brommers, Amy Fuller, Shelley Diamond and more. “In my mind, size and scale are not the keys to success, but rather talent, perseverance, and passion are the ultimate keys to unlocking creative success,” said Greg Hahn, Co-founder and COO of Mischief and Togetherr Advisor. “I’ve worked with big agencies and small agencies and founded a boutique small agency that does things differently. There’s no right or wrong way to unlock creativity, however, by putting talent and ideas over profits, you remove the pressure and make way for beautiful, bold, and diverse ideas. This is what Togetherr is all about - using technology to unlock people’s creativity and putting talent first. I am thrilled to have been a part of building this incredible platform and am excited to tap its potential myself.” The platform currently has over 1,100 creatives and ad industry leaders as well as 30 micro-independent agencies, and it is adding award-winning talent every day. Campaigns and projects start at an average price of $50K and go up from there. About Fiverr Fiverr’s mission is to revolutionize how the world works together. We exist to democratize access to talent and to provide talent with access to opportunities so anyone can grow their business, brand, or dreams. From small businesses to Fortune 500, over 4 million customers worldwide worked with freelance talent on Fiverr in the past year, ensuring their workforces remain flexible, adaptive, and agile. With Fiverr’s Talent Cloud, companies can easily scale their teams from a talent pool of skilled professionals from over 160 countries across more than 550 categories, ranging from programming to 3D design, digital marketing to content creation, from video animation to architecture. Fiverr companies include Togetherr, ClearVoice, CreativeLive, Working Not Working, SLT Consulting and Stoke Talent. Don’t get left behind - come be a part of the future of work by visiting fiverr.com, read our blog, and follow us on Twitter, Instagram, and Facebook.

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Spotlight

Gone are the days of smoky, whiskey-infused boardroom meetings, a gaggle of middle-aged men talking strategy — among other things — seated around a table in starched suits, while well-coiffed secretaries take notes and schedule important client lunches. It’s been almost 60 years since the “Mad Men” era of generations past, and safe to say, advertising has come a long way, baby.

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