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Global Enters Mobile Gaming Arena With Strategic Investment and Exclusive Ad Sales Deal

Odeeo, Global | June 14, 2022

Mobile Gaming Arena
Global, the media & entertainment group, has announced today (13 June 2022) that it has invested in Odeeo, a tech start-up that delivers non-intrusive audio ads in mobile games.

Global’s market-leading digital advertising platform DAX (Digital Ad Exchange) will become the company’s exclusive sales partner in the UK and in the U.S, expanding DAX’s existing podcast, digital audio, audio articles and programmatic outdoor offering for advertisers and creators.

Odeeo serves mobile game developers and publishers, helping them to monetise and grow their gaming products. Its pioneering technology provides advertisers with access to 2.8 billion mobile gamers across the globe, promising ads that respect player experience and privacy whilst offering advertisers advanced targeting and a highly attentive audience.

The company is based in Israel and was founded by Amit Monheit (CEO) and Elad Stern (COO) in 2021.

Odeeo co-founder, Amit Monheit, said: “There’s huge potential to improve how brands advertise in games so Elad and I are delighted to be partnering with Global and DAX. Together, we can help brands explore new opportunities and reach target audiences.

“Mobile gaming is immensely popular and audio ads in this space are unique as they don’t interrupt the experience. By combining our expertise, we’ll be able to keep innovating and growing the in-game audio world.”

Stephen Miron, Group CEO at Global said: “We have been following the mobile gaming sector and particularly Odeeo’s growth for some time, and are pleased to announce both this strategic investment and Odeeo’s appointment of Global, through DAX, to be their exclusive sales partner in the UK and US.

“This reinforces our strategy of being the market leader for all forms of audio advertising, across live radio, podcasts, audio articles and now mobile gaming. We’re looking forward to partnering with Amit and Elad to help the gaming creator community make the most of audio advertising opportunities.”

Les Hollander, CEO DAX, North America, said: “Audio advertising in mobile gaming presents a unique opportunity to reach gamers with immersive, non-intrusive marketing. Partnering with Odeeo not only provides us with high quality games for our advertisers to utilise but also an opportunity for them to connect with highly engaged audiences. I’m thrilled that DAX is joining Odeeo on this new and exciting journey.”

About Odeeo
Odeeo is an audio ad platform. One that strikes a chord with the world’s estimated 2.8 billion mobile gamers and drums up new customers for brands. All while players enjoy their game without skipping a beat. It’s on a mission to create a better experience for players – running ads without interrupting the gameplay – connecting developers and brands through sound and building the most advanced audio platform on the market.

Headquartered in Israel, the company was founded by Amit Monheit (CEO) and Elad Stern (Chief Operating Officer) in 2021 and helps to connect hundreds of studios and brands through audio.

About Global
Global is one of the world’s leading Media & Entertainment groups.

Europe’s largest radio company, Global is home to respected, national market leading media brands broadcasting across the UK on DAB & FM and around the world on Global Player, including Capital, Heart, Classic FM, LBC, LBC News, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold. Global Player allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly curated playlists, in one place in app, on web and on smart speakers.

Global is also one of the leading Outdoor companies in both the UK & Europe, with over 235,000 sites reaching 95% of the UK population. Global’s extensive and diverse outdoor portfolio encompasses Transport for London’s Underground network, almost all major UK airports including Gatwick, the UK’s largest portfolio of roadside posters and premium digital screens in prime locations, as well as the UK’s largest network of buses including all major cities.

On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 25.7 million on the radio alone.

Global created and operates DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising.

The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King OBE is Founder & Executive President, Stephen Miron is Group CEO, Lord Allen is Chairman and James Rea is Director of Broadcasting & Content. Ashley Tabor-King created Global in 2007.

Spotlight

It’s a pleasure to be reporting on the practices of UK content marketers for the sixth year. Content marketing has changed quite a bit since 2013, so our annual survey has evolved as well. In 2018, UK marketers will need to ensure that they’ve set appropriate goals for content marketing (based on their organization’s unique objectives) and that they’ve aligned those goals with the right metrics. As you will see on page 30, 40% of those surveyed said they’re doing a fair or poor job in this area.


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Viamedia Selected as Long-Term Ad Rep by HolstonConnect, Powered by MobiTV

Viamedia | September 20, 2022

Viamedia, the leading fully-integrated independent cross-media local advertising company, today announced a long-term partnership with HolstonConnect, a wholly owned, not-for-profit subsidiary of Holston Electric Cooperative. Viamedia’s technology uniquely allows the operator to seamlessly integrate local ads using Dynamic Ad Insertion (DAI) tools into the MobiTV streaming platform and expands Viamedia’s ad sales representation into Knoxville and the Tri-Cities region, adding to its growing national footprint. “Viamedia has always been at the forefront of innovation, delivering advanced solutions that make advertising simpler, more effective, and more profitable. Selecting Viamedia to represent our ad sales was an easy decision,” said James Sandlin, General Manager at HolstonConnect. “With Viamedia’s undivided support, our advertisers, businesses and communities have the solutions they need to ensure success, at a time when it’s never been more critical.” “Holston is essential to residents and businesses throughout Tennessee,” said David Solomon, Viamedia’s president and CEO. “Holston is essential to residents and businesses throughout Tennessee,” said David Solomon, Viamedia’s president and CEO. “The company represented a unique challenge and special opportunity. With Viamedia’s innovative, cross-media advertising technology and sales representative team, Holston can not only increase revenues, but also integrate fully with MobiTV. We hope Holston’s success will become a roadmap for other operators looking to maximize local ad sales. Especially on the MobiTV platform.” HolstonConnect is a not-for-profit, East Tennessee broadband fiber network provider offering high-speed Internet, TV, and phone services. Headquartered in Rogersville, Tennessee, Holston continues to deliver the most popular content, advanced services and new solutions to its customers in Knoxville and the Tri-Cities region. The expanded partnership reinforces Viamedia’s national footprint. Today, the company manages sales and operations for more than 60 cable companies across 69 of the nation’s top designated market areas (DMAs), bringing invaluable opportunities for advertisers to reach local audiences in markets across the country. About Viamedia Viamedia places over 1MM ads a day in more than 130 zones in 28 states across 60+ markets nationwide, aggregating all forms of TV audiences and providing a single point of sale to more than 6,000 local, regional, and national advertisers. It provides a comprehensive portfolio of audience and impression-based local video cross-media advertising solutions that bridge the gap between linear TV and digital programmatic advertising. Viamedia’s patented, cloud based QTTTM platform utilizes a proprietary technology stack and is designed to enable ad campaigns to be more efficient and easier to execute, by utilizing rich data to deliver targeted, dynamic ads to consumers via linear television. Viamedia also offers a complimentary suite of impression-based digital products for streaming, mobile, display, email, search, social and more. Headquartered in Lexington, Kentucky, the company’s success is built on its people, processes and proprietary software. For more information, please visit https://viamediatv.com. About Holston Holston Electric Cooperative is a member-owned, not-for-profit distributor of TVA power that provides safe, reliable and affordable energy to more than 30,000 residential, commercial and industrial customers in Hawkins and Hamblen counties. Visit www.holstonelectric.com to learn more.

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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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Appsumer Report: Apple Privacy Measures Provides a Boost for Apple Search Ads and Favors Large Advertisers

Appsumer | September 07, 2022

Appsumer, a leading performance insights platform for mobile app advertisers by InMobi, unveiled its benchmark report on how major advertisers are leveraging the top sources for app downloads, analyzed through advertiser channel adoption and share-of-wallet. The report provides a snapshot of advertiser behavior from second quarter 2021 to the second quarter 2022 and reveals that Apple has gotten a significant boost to Apple Search Ads (ASA) as a result of their AppTrackingTransparency (ATT) initiatives, while Facebook and Snap saw declines in both share-of-wallet and market share. The report also revealed that smaller advertisers continue to struggle with the increasing complexity of cross-channel advertising; while the number of channels used didn’t move significantly, the underlying data shows more detail on how larger and smaller marketers adjusted channel mix. Large advertisers increased the channels used year-over-year by an average of 1.4 channels to a total of 10.7. In contrast, smaller advertisers decreased the channels used on average by 1.1 year-over-year to 2.5. “There is a clear divide between the success of larger advertisers and the struggle of smaller advertisers,” explains Shumel Lais, General Manager of Appsumer by InMobi. “There is a clear divide between the success of larger advertisers and the struggle of smaller advertisers,” explains Shumel Lais, General Manager of Appsumer by InMobi. “The largest advertisers likely increased channels to maintain volume when performance dipped on some channels. Smaller advertisers frequently lack the creative, data and optimization resources to diversify quickly across channels.” Lais recommends that smaller app players consider building lean experimentation processes to help diversify channels, and a cost-effective data infrastructure can help provide valuable insights into the complexities of cross-channel measurement in a post-ATT world. The report's findings also highlight the shifts among market leaders, including: ASA joins the duopoly of Meta and Google at the top table of advertiser adoption, with adoption growing nearly four percentage points to 94.8%, while Meta adoption declined three percentage points to 82.8%. ASA’s share-of-wallet rose five percentage points, reaching a 15% share. Apple’s first-party data advantage on iOS for both measurement and targeting has helped, but they will need more inventory, which is why rumors of an Apple DSP are swirling. Meta’s share-of-wallet declined four percentage points year-over-year, still finishing significantly ahead of ASA with a 28% share. However, the data reveals that Meta saw an increase of share-of-wallet in early 2022, suggesting that they’re starting to recover from initial ATT headwinds. Snap lost 50% of their share-of-wallet and was impacted by both the current economic climate and ATT headwinds. However, while adoption declined three percentage points to 32.7%, it bounced back from 25.4% in the first quarter of 2022. Snap may recover its share-of-wallet in coming quarters as adoption growth can be seen as a leading indicator. TikTok pulled ahead of Snap for both advertiser adoption and share-of-wallet. However, TikTok’s advertiser adoption declined nearly seven percentage points to 43.2%. Their share-of-wallet remained steady at 3% suggesting that some advertisers are succeeding, while others are struggling to come to grips with the platform. iOS versions that enabled ATT reached mass adoption in June 2021, allowing the report to offer full comparative year-over-year analysis of its impact on mobile app advertisers. The Appsumer Benchmark Report data comes from a longitudinal study that looked at more than 100 North America and European consumer mobile apps with a median spend of $350,000 per month between the second quarter of 2021 and the second quarter of 2022. Assessments ensured that no single advertiser represented more than 20% of the dataset to avoid a single advertiser from dominating or skewing the results. For a copy of the Benchmark Report, visit here. For more information on Appsumer and its offerings, visit www.appsumer.io About Appsumer Appsumer, is a leading performance insights platform built for performance marketing teams at consumer mobile apps who want to accelerate user acquisition more effectively. Appsumer aggregates and normalizes cross-channel cost, attribution, revenue, and predictive data and visualizes it in an easy-to-use business intelligence (BI) tool for user acquisition (UA) teams. This gives marketers a single tool where they can make more effective optimization decisions and improve performance. Appsumer, part of InMobi, supports user acquisition teams at top-grossing consumer mobile apps worldwide including Lovoo, Miniclip, Trainline, and Picsart. For more information on Appsumer, visit www.appsumer.io

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Pixalate Study Finds Ad Fraudsters May Be Spoofing iCloud Private Relay Traffic

Pixalate | September 05, 2022

Pixalate, the global market-leading fraud protection, privacy, and compliance analytics platform for connected TV (CTV) and mobile advertising, released new research examining the adoption of Apple's iCloud private relay, a technology designed to protect iCloud+ users' privacy by obfuscating their IP address. According to Pixalate's research into 70 billion open programmatic ad impressions from Safari browsers between May-August 2022, 21% of Safari traffic - across both Mac OS X Safari and iOS Safari - is associated with an iCloud private relay IP address. However, Pixalate detected the privacy-protecting tech in only 2% of such purported Safari traffic. Based on Apple's explanation of the iCloud private relay and how it is designed to function, these results appear to be unexpected and could be either an intentional misrepresentation of traffic (IVT) or a failure of the iCloud private relay to hide users' true IP addresses. "Advertisers and DSPs should be aware of the increasing use of iCloud private relay and the loss of transparency about the user that results from this privacy-protection technology," said Ian Trider, VP of RTB platform operations at Basis. "Advertisers and DSPs should be aware of the increasing use of iCloud private relay and the loss of transparency about the user that results from this privacy-protection technology," said Ian Trider, VP of RTB platform operations at Basis. "In addition, DSPs and exchanges should be mindful of what appears to be a growing trend of bad actors spoofing iCloud private relay IP addresses in bid requests. Additional protection solutions may be necessary to prevent this misrepresented traffic." About Pixalate Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and OTT/CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT/CTV advertising.

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Spotlight

It’s a pleasure to be reporting on the practices of UK content marketers for the sixth year. Content marketing has changed quite a bit since 2013, so our annual survey has evolved as well. In 2018, UK marketers will need to ensure that they’ve set appropriate goals for content marketing (based on their organization’s unique objectives) and that they’ve aligned those goals with the right metrics. As you will see on page 30, 40% of those surveyed said they’re doing a fair or poor job in this area.

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