Retargeting, Ad Tech and Martech
ExchangeWire | July 07, 2023
Nano Interactive, leaders in ID-free ad targeting solutions, today (July 4th, 2023) announces the launch of Intent Personas, a more accurate way to target users based on demographics using AI-led contextual advertising – without the use of cookies, user profiling or any form of personal data.
As advertisers increasingly move away from traditional demographic and people-based targeting tactics, they are looking for new solutions to meet this demand. This is in part is down to the decline of cookies – with Google Chrome confirming it is sunsetting cookies in Q1 2024 - but also because of consumer behaviour. Nano’s research shows that 70% of consumers are masking their identity online on a weekly basis or even more often.
Intent Personas offers accurate audience segments delivered via machine learning and verified by always up-to-date panel data. These are robust, trustworthy personas ready for targeting without the guesswork and stereotypes of the past, combining billions of data signals with verification from ‘real world’ consumer panel data to accurately target demographics such as parents, homeowners, pet owners, and baby boomers. This includes an extensive suite of ready-to-use personas in the Nano Intent Library.
Kantar research has shown in the past that 99% of laundry product ads and 70% of food and toiletry products were targeted at women, while actual decision-maker status is equally shared among both genders in most UK households. Even looking beyond the obvious problems of gender stereotyping which occur in traditional audience-based approaches, the same study found resulting negative impacts also upon not just the campaigns themselves, but brands as a whole that make such assumptions.
Nano’s approach makes context the proxy for intent, removing such assumptions, also verifying those targeting choices against the actual groups they are targeting. Another result of this is more accurate targeting than the traditional audience-based approach using cookies – in fact, testing has shown that Nano’s ID-free demographic segments are around 44% more accurate than the current cookie-based targeting model.
Carl White, CEO Nano Interactive said “Every time we go online, we express our intent in countless ways. From the content we read, what we search for, the type of device we access it on and the time of day. By making sense of these signals and verifying them with feedback from real people, we’re giving advertisers a new way to reach demographics without relying upon any kind of personal data. Not only does this provide advertisers with a much-needed new tactic in the face of cookie deprecation, it is also quite simply more accurate than ID-based methods.”
Nano and The Old Vic theatre, in partnership with AKA UK, recently targeted parents using Intent Personas in their latest campaign for the summer children’s show, Mog the Forgetful Cat. Again, by using intent signals verified by panel data, the campaign delivered a 35% increase in purchase consideration and a 71% uplift in clickthrough rate (CTR) versus industry benchmarks – all without personal data.
Alex Orchard, media account director, AKA UK, said “Nano’s innovative and alternative approach to demographic targeting aligned extremely well with our client’s needs. With the increasing challenges around ID-dependent targeting, having a long-term solution that doesn’t rely on any form of personal data, and that is proving to be fully scalable and effective, positions Nano as a key partner to future-proof our plans.”
About Nano Interactive
Nano Interactive are leaders in targeting without the use of personal identifiers. Since launch Nano has delivered over 2000 campaigns for leading brands across mobile, video and display and continues to powerfully connect brands with relevant audiences. Its AI driven targeting platform utilises multiple forms of live intent signals (such as live search queries) combined with next generation contextual targeting to enhance advertising performance in a 100% privacy friendly way.
Read More
Programmatic Advertising, Ad Tech and Martech
Magnite | July 06, 2023
Magnite (Nasdaq: MGNI), the world’s largest independent omni-channel sell side advertising company, has been chosen by Foxtel Media to enable programmatic advertising on BINGE’s ad-supported tier BINGE Basic. As the initial exclusive programmatic launch partner, Magnite will provide advertisers with access to BINGE Basic’s premium inventory across connected TV (CTV) and over-the-top (OTT) platforms.
Advertising on BINGE launched in March 2023 with the introduction of ads onto the existing BINGE Basic tier, meaning there was a scaled audience for advertisers from launch. Working with Magnite will allow Foxtel Media to build on this momentum and offer advertisers enhanced targeting capabilities along with programmatic efficiency, helping them to optimise their campaigns and maximise their return on investment.
As the streaming industry continues to evolve at an unprecedented pace, the need for effective audience targeting and improved engagement is vital. With streaming platforms gaining significant traction among viewers, this partnership provides a unique opportunity for advertisers to tap into BINGE’s premium audience and deliver tailored messaging, while prioritising the best experience for users.
"We are excited to be leading the way in the Australian streaming landscape by working with Magnite to unlock programmatic demand across BINGE’s Basic tier," said Chris Oxley, National Head of Digital Sales at Foxtel Group. "This collaboration allows us to further enhance our ad offerings and provide advertisers with access to BINGE’s premium audience at scale by providing advanced and effective targeting capabilities."
Juliette Stead, SVP Head of JAPAC at Magnite said, "We are thrilled to be working with Foxtel Media and be a part of this great new offering. By integrating our programmatic advertising capabilities with BINGE Basic tier, we are empowering advertisers to effectively reach their target audiences with greater efficiency. Together, we are shaping the future of programmatic advertising across the streaming landscape, and we look forward to delivering exceptional results for Foxtel Media and their valued advertisers."
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetise their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Read More
Advertiser Campaign Management
Business Wire | September 11, 2023
LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, today announced the appointment of Michael Hudes as its new President and Chief Executive Officer (CEO). Hudes will also serve as a member of the company's board of directors.
Hudes is a visionary leader with a distinguished career spanning multiple companies in the digital and CTV advertising ecosystem, bringing to LG Ad Solutions an unparalleled breadth and depth of industry expertise across all digital screens.
Prior to joining LG Ad Solutions, Hudes was a co-founder and Chief Commercial Officer at Zenapse. He has also held prominent roles in several leading organizations including Lyft, YuMe/RhythmOne, Clear Channel, and Organic, marking a significant impact in the digital and advertising landscape during the course of his career.
“Michael's rich experience and proven track record in the digital and CTV advertising sphere makes him an invaluable addition to the LG Ad Solutions leadership team,” said LG Ad Solutions Board Chairman Matthew Durgin, Vice President at LG Electronics USA. “We've witnessed the strides the company has been making under the existing executive leadership team and we expect to accelerate this momentum even further with Michael at the helm.”
Hudes’s appointment comes at a crucial juncture for LG Ad Solutions as the company continues to solidify its position as a CTV industry leader.
“I am both thrilled and honored to join LG Ad Solutions during such a transformative period for our industry,” said Hudes. “The opportunities ahead for LG Ad Solutions are vast, and I am deeply committed to steering the company into its next chapter of scale, innovation and industry leadership. Working alongside the talented team here, I am confident we can architect a future that defines success in the CTV and cross-screen advertising domain.”
Prior to Hudes taking this CEO appointment in a permanent capacity, Adam Sexton was Acting CEO and COO.
For more information on LG Ad Solutions, please visit https://lgads.tv/
About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide with big TV audience data and Video AI designed to connect brands with audiences across all screens.
Read More
Ad Networks, Advertiser Platforms
Business Wire | August 02, 2023
Today, Go Addressable, an industry initiative to advance addressable advertising, and Advertiser Perceptions released new findings that capture the latest growth, adoption, usage and trajectory for this medium.
One noteworthy finding from this latest round of research was the marked growth in the industry’s adoption and usage of this medium. Presently, 73% (or nearly three in four marketers) are using addressable TV, compared to 63% (or nearly two in three marketers) when the study was fielded this same time last year. This is a 16% increase.
“The big story behind these findings is growth,” said Dan Rosenfeld, SVP, Data Analytics & Insights, DIRECTV Advertising. “Two years into Go Addressable’s launch, we are excited to see that the needle behind adoption, usage and awareness of this medium has continued to move consistently. We take these findings to heart and remain committed to finding ways to further enhance, innovate and pioneer addressable advertising’s future.”
The study revealed positive momentum in other key areas:
Among those polled, nearly half (49%) had a combined linear and digital team planning addressable TV strategies for marketers.
The percentage of respondents citing “better measurement/proof of ROI” as a factor to consider when increasing or initiating addressable TV investments dropped from 50% to 43% in this latest study, suggesting that there has been more industry-wide education and awareness of how the medium works and its benefits over the past year.
The findings also yielded important insights when it comes to areas that need more improvement or focus. One example is the industry’s perception versus what is currently being done around attribution. Respondents, in particular, noted that they felt there is currently “inadequate attribution to prove the ROI of addressable TV advertising.” (Contrast that with the fact that Go Addressable currently works with the top 20 attribution vendors in market.)
“Addressable advertising has evolved tremendously in recent years, and clients find that using this method adds immediate value to their media plans,” said Jen Soch, Executive Director, Channel Solutions, GroupM. “Our clients need to know they can reach and engage with consumers in a targeted and personalized way while in a premium advertising environment, and addressable advertising delivers in a way that not only reaches audiences, but resonates with them.”
The study is part of an ongoing research initiative between both parties. To view the full report, as well as past studies, click here.
About Go Addressable
Go Addressable is an industry inclusive initiative led by TV distribution companies (Altice USA’s a4 Advertising, Charter Communications' Spectrum Reach®, Comcast, Cox, DIRECTV Advertising, DISH Media and Verizon) to help maximize the scale, impact and value of TV as a marketing platform. The group’s mission is to further accelerate the advancement of addressable TV advertising in a way that is trusted, scalable and effective for both advertisers and programmers looking to make their inventory addressable. Go Addressable will achieve this through advocacy and education within the industry; problem-solving and action around industry challenges; and by working to facilitate the use of addressable advertising campaigns for buyers and sellers of TV inventory. For more information on how to participate, please visit http://www.goaddressable.com/.
About Advertiser Perceptions
Advertiser Perceptions provides research-based strategic market intelligence and expert analysis to the media, advertising and ad tech industries. We survey brand marketers, agency executives, media specialists and IT leaders through our curated and proprietary Ad PROS™ community to provide clients with an unbiased view of the market, competing brands, and customer experiences. These actionable insights give clients the confidence to inform both strategic and operational decision-making to improve their products and services, strengthen their brands, and drive higher ad-related revenue. www.advertiserperceptions.com
Read More