Google Announces Starting November 1st, Advertisers in the UK, Austria and Turkey Will Be Absorbing the New Digital Service Tax Costs

Google | September 10, 2020

Following suit with Amazon’s move, advertisers in the UK, Turkey, and Austria are going to feel the impact of the UK’s new Digital Service Tax (DST). The additional cost will be passed directly through to advertisers. The fees will kick in starting November 1. Advertisers running ads in Austria and Turkey will have a 5% tax, and advertisers in the UK will have 2%. The main target of the DST are the large digital media companies, namely Google, Amazon, and Facebook. The threshold is for digital companies that have at least £500m in revenue, and specifically £25m in the UK. Amazon announced the increase in August, with a start date of September 1. Their fee applies to a range of their services, which differs some from a more straightforward ad environment such as Google Ads. Due to their e-commerce footprint, the fees applied will include FBA (Fulfillment by Amazon) and fulfillment fees. Facebook hasn’t issued a statement yet, but it’s widely expected they will issue a similar statement and process.

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Long gone are the days when marketing and ad teams spent their time developing just a few choice pieces for traditional channels. Digital has revolutionized nearly every aspect of creative, from how it’s made to how it’s distributed. How exactly have things changed? Which shifts have had the biggest impact? Did digital kill the creative star?


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AD TECH AND MARTECH

National World Announces Partnership with DanAds to Develop a Self-Serve Advertising Platform

National World, DanAds | August 18, 2022

National World today (August 16th, 2022) announces that it is building a custom self-serve advertising platform with DanAds. The new ad platform will automate the ad buying process and offer greater flexibility to advertisers, allowing businesses of all sizes to easily access National World’s portfolio. To design the platform, National World has partnered with DanAds – an industry expert with experience supporting global media brands like Bloomberg Media and the Washington Post. “The way businesses buy advertising has changed. Advertisers are increasingly wanting more control over when and how they manage their marketing spend,” said Jade Power, head of digital commercial. “Self-service provides this in a simple and efficient way. We want local businesses to be able to connect to their target customers in a trusted, quality environment, that will not only help them to advertise effectively, but strengthen their relationships with customers. “DanAds knows self-service. With more than 10 years under its belt, DanAds has an expertise that we’re excited to partner with on our journey. By working with DanAds, we can give local businesses direct access to place their messages in trusted, premium news environments, with access to rich first-party audience targeting solutions and real time reporting.” The platform will allow advertisers to place ads in front of National World’s audience of over 20 million unique monthly visitors. In addition, it will contribute to the company’s commitment to invest in sustainable and local publishing. “Self-serve advertising is particularly strategic for news brands with national, regional, and local content like National World,” DanAds co-founder Peo Persson explained. “Self-serve advertising is particularly strategic for news brands with national, regional, and local content like National World,” DanAds co-founder Peo Persson explained, “The platform will offer greater flexibility and ease-of-use to local businesses, who may not always have the resources of an advertising team. This better connects National World’s readers with the local businesses they interact with every day.” National World and DanAds expect to launch the new platform by the end of this calendar year. Interested advertisers can learn more about National World at https://www.connect-local.co.uk. AboutDanAds DanAds is the leading provider of self-serve advertising technology, connecting ad sellers (publishers) directly with advertisers of any size through a fully automated ad sales platform. DanAds provides publishers with their own branded platform, allowing them to dramatically reduce manual administration and monetize their valuable user data. With the help of DanAds, all ad buyers can get access to premium advertising space independent of brand and budget, without expensive middlemen. Clients include Bloomberg Media, Tripadvisor, The Washington Post, Hearst Magazines, Roku and SoundCloud. Learn more on www.DanAds.com.

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ADVERTISER CAMPAIGN MANAGEMENT

Phonexa Wins 2 Telly Awards for Ad Campaign

Phonexa | July 12, 2022

Marketing automation platform Phonexa has garnered additional prestigious honors in recognition of its digital ad series "The Unofficial History of Innovation" by winning two Gold Telly Awards. One award is a People's Telly for Online Commercials, and the other is for Business-to-Business, Online Commercials. Phonexa's award-winning ad series consists of three episodes – "The Startup," "The Telephone," and "The Internet" – with each episode reenacting groundbreaking moments in technological advancement with humorous reactions from people of yesteryear. The Gold Telly Awards comes on the heels of Phonexa winning a 2022 Communicator Award of Distinction for Video Commercials, in addition to winning an NYX Marcom Award, three TITAN Business Awards, nine Vega Digital Awards, and a Silver Davey Award for the "Campaign & Series: Comedy" category. Phonexa's ad campaign has also been recognized by winning a trio of w3 awards across the Branded Entertainment categories of B2B, Commercials, and Comedy. "Being recognized with two Gold Telly Awards reflects the comradery and determination that drives the Phonexa team to create content that appeals to viewers from all walks of life, We always strive to hone our craft, and every award we earn from well-respected organizations within our industry serves as validation for our digital marketing efforts." -Armen Karaoghlanian, Chief Marketing Officer of Phonexa. The Telly Awards honor excellence in local, regional, and cable television commercials, in addition to recognizing non-broadcast video and television programming. This recognition acknowledges work from world-renowned advertising agencies, production companies, television stations, and publishers created on the behalf of a client, for a specific brand and/or company, or self-directed as a creative endeavor. About Phonexa: Phonexa is an all-in-one marketing automation solution for calls, leads, clicks, email, SMS, accounting, and more. The software company powers direct advertisers and lead generators alike across all businesses and industries by optimizing inbound web and call campaigns, and outbound call, email, and SMS campaigns — all while having the ability to enhance the consumer journey along every step of the way. Complete with a suite of turnkey marketing products and solutions, Phonexa's customizable tools are uniquely designed to maximize workflow efficiency and revenue. Phonexa has the scalability, tools, and partnerships to serve clients across industries, especially those with high consumer demand products and services. The company is headquartered in Los Angeles with additional offices in the United Kingdom and Ukraine.

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SOCIAL MEDIA ADVERTISING

Amobee & ID5 Partnership Enabled Boutique Wine Brand Gusbourne to Increase Reach & Conversion

Amobee, ID5 | September 06, 2022

ID5, the market-leading identity provider for digital advertising, in partnership with Amobee, a leading advertising platform for optimised cross-screen performance, announce that they enabled boutique wine brand Gusbourne to expand its reach by 76% and achieve a conversion rate of 95% while reducing CPA by 23% for a recent direct-response, cross-device display campaign. Nearly 50% of UK traffic is currently unaddressable due to restrictions on third-party cookies in Safari, Firefox, and Edge*, combined with more stringent data privacy regulations. Advertisers and their tech partners are urgently seeking solutions that can enable them to reach their audiences across devices in a privacy-compliant way today. For this reason, Amobee, partnered with ID5 to leverage the consent-based identification and cross-device capabilities of ID5’s IdentityCloud, enabling clients to effectively reach their target audience with relevant messages across their devices, no matter the browser they use, while ensuring compliance with the GDPR. As a result of the partnership between ID5 and Amobee, Gusbourne was able to reach its target audience effectively, and increase conversions at a more competitive price. Furthermore, Gusbourne met its target of increasing overall sales which allowed it to activate additional campaigns. “Our partnership with ID5 has illustrated the advantages of cookieless targeting and how it can positively impact campaign performance even before third-party cookies fully phase out,” said Isabelle Bagge, director, client services at Amobee EMEA. “Our partnership with ID5 has illustrated the advantages of cookieless targeting and how it can positively impact campaign performance even before third-party cookies fully phase out,” said Isabelle Bagge, director, client services at Amobee EMEA. “Getting ready for a cookieless future requires a full-circle perspective of frequently reviewing and ingesting different solutions, whilst also keeping an agile approach to acting and delivering strategy against them. Amobee, Jaywing, and Gusbourne are very pleased with the performance following the ID5 ID activation and from this, we hope to expand the use of cookieless targeting across other activities." “What’s exceptional about this campaign is how a boutique brand like Gusbourne can set an example for other larger brands by being innovative with their advertising strategy and leveraging next-generation identity solutions to increase their reach, sales, and awareness,” said Kara Roos, director of customer success, ID5. “In a world where everybody in the industry is preparing for the cookieless future, but ignoring the cookieless present, forward-thinking companies like Amobee stand out from the competition by enabling their clients to reach their audiences at competitive prices across all environments. This case study demonstrates the clear benefits of not waiting to leverage cookieless solutions today.” About ID5 ID5 was created to improve online advertising for consumers, media owners and advertisers, with the ultimate goal to help publishers grow sustainable revenue. ID5 provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure. Its solution improves user recognition and match rates and provides a stable, consented and encrypted user ID to replace third-party cookies and MAIDs. This enables publishers to better monetise their audiences, advertisers to run effective and measurable campaigns, and platforms to maximise the value of data and inventory for their customers. Created in 2017 by seasoned ad tech professionals, ID5 services clients globally.

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ADVERTISER PLATFORMS

Loop Media, Inc. Releases Highly Optimized New Interface for Its DOOH Loop Player for Businesses

Loop Media, Inc. | August 25, 2022

Loop Media, Inc. (“Loop Media” or “Loop”) (OTC: LPTV), a leading multi-channel streaming platform that provides curated music video and branded entertainment channels for businesses and consumers, today announced it has completed the roll out of a new user experience on its proprietary streaming media hardware, the Loop Player. Thousands of businesses in the US depend on the Loop Player to stream music video, entertainment and information channels and control their digital signage and in-store messaging for free, increasing customer engagement and length of stay. The Loop Player’s new interface is the plug-and-play, turnkey gateway to 145+ channels of music and non-music channels optimized for consumption in the Digital Out Of Home (DOOH) environment. The new user experience brings an image-based layout of icons popular with leading consumer streaming services and is more intuitive and streamlined when it comes to navigation and search. Highly requested features such as on-screen widget controls, video restrictions, and channel overviews have been added, while the new search functionality easily highlights channels for every business type and scenario. “Customer feedback and research has us constantly innovating and evolving to make our service easier and more powerful for businesses using the Loop Player for streaming video and digital signage,” said CEO and Co-Founder Jon Niermann. “Customer feedback and research has us constantly innovating and evolving to make our service easier and more powerful for businesses using the Loop Player for streaming video and digital signage,” said CEO and Co-Founder Jon Niermann. “This new interface will make it much easier for our clients to find and present content that is best for their business and their customers.” Loop Co-Founder and Chief Product Officer Liam McCallum added, “We are thrilled to upgrade the way businesses engage and entertain their customers. This upgrade runs on our next generation tech stack that’s been designed to showcase 145+ channels and entertainment options Loop has to offer in a way that makes discovery simple.” Loop’s end-to-end DOOH solution for businesses has been recognized for excellence time and again. Since launching, Loop has received countless satisfied business operator testimonials, and recently won Digiday’s 2022 Media Awards for “Best Video Programming and Distribution Strategy.” The new Loop TV Interface is now live. About Loop Media, Inc. (“Loop Media”) (OTC: LPTV) Loop Media, Inc. (“Loop Media”) (OTC: LPTV) is a leading multichannel streaming platform that provides curated music video and branded entertainment channels for businesses. Through its proprietary “Loop Player” for businesses, Loop Media is a leading company in the U.S. licensed to stream music videos directly to venues out-of-home (“OOH”). Loop Media’s digital video content reaches thousands of consumers in OOH locations including bars/restaurants, office buildings, retail businesses, and on free ad-supported TV platforms like Roku and at local gas stations on GSTV terminals and in 400,000 hotel rooms in over 1300 hotels in the United States. Loop is fueled by one of the largest and most important libraries that includes music videos, movie trailers and live performances. Loop Media’s non-music channels cover a multitude of genres and moods and include movie trailers, sports highlights, lifestyle and travel videos, viral videos and more. Loop Media’s streaming services generate revenue from advertising, sponsorships, integrated marketing and branded content from free-ad-supported-television (“FAST”) and from subscription offerings.

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Spotlight

Long gone are the days when marketing and ad teams spent their time developing just a few choice pieces for traditional channels. Digital has revolutionized nearly every aspect of creative, from how it’s made to how it’s distributed. How exactly have things changed? Which shifts have had the biggest impact? Did digital kill the creative star?

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