How Kind Ads Fixes The Broken Advertising Model

u.today | February 05, 2020

Online advertising is currently the biggest growth market in the broader advertising sector. According to a report issued by marketing analytics firm Zenith, online ads will account for more than half of all advertising spend within the next two years. However, while spending is growing, the online ad model is riddled with flaws. In a 2018 survey of 1,000 marketers, more than 40% of respondents stated that they were wasting upwards of 30% of their budget on the wrong channels or strategies, meaning they weren’t generating the sales or leads they expected from the spend. Meanwhile, publishers spend time building their audiences, only to generate tiny rewards, while advertisement partners like Google reap the vast majority of revenues from advertisers. Users are often left with the choice between agreeing that their browsing data is sold to the highest bidder by the ad platforms or being served up with irrelevant, poorly targeted adverts that only take up screen space.

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AD NETWORKS

Entravision Announces Participation in the 2022 Southwest IDEAS Investor Conference

Entravision | November 11, 2022

Entravision (NYSE: EVC), a leading global advertising solutions, media and technology company, today announced Chris Young, Chief Financial Officer and Treasurer, will present at the 2022 Southwest IDEAS Investor Conference to be held November 16-17, 2022 in Dallas, Texas. Management is scheduled to present on Wednesday, November 16th at 11:00 am CT. The presentation will be webcast live over the Internet, and links to the live webcast and replay will be available on Entravision’s Investor Relations website at investor.entravision.com. About Entravision Communications Corporation Entravision is a leading global advertising, media and ad-tech solutions company connecting brands to consumers by representing top platforms and publishers. Our dynamic portfolio includes digital, television and audio offerings. Digital, our largest revenue segment, is comprised of four business units: our digital sales representation business; Smadex, our programmatic ad purchasing platform; our branding and mobile performance solutions business; and our digital audio business. Through our digital sales representation business, we connect global media companies such as Meta, Twitter, TikTok and Spotify with advertisers in primarily emerging growth markets worldwide. Smadex is our mobile-first demand side platform, enabling advertisers to execute performance campaigns using machine learning. We also offer a branding and mobile performance solutions business, which provides managed services to advertisers looking to connect with global consumers, primarily on mobile devices, and our digital audio business provides digital audio advertising solutions for advertisers in the Americas. In addition to digital, Entravision has 49 television stations and is the largest affiliate group of the Univision and UniMás television networks. Entravision also manages 45 primarily Spanish-language radio stations that feature nationally recognized, Emmy award-winning talent. Shares of Entravision Class A Common Stock trade on the NYSE under ticker: EVC. Learn more about our offerings at entravision.com or connect with us on LinkedIn and Facebook.

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AD NETWORKS, PROGRAMMATIC ADVERTISING, SOCIAL MEDIA ADVERTISING

Ad.net Acquires IntentX, a Leading Commerce Platform for Publishers

Ad.net | December 09, 2022

Ad.net, a leading provider of digital performance advertising through intent-driven marketing for leading brands and agencies, announced today its purchase of IntentX, the leading commerce platform for publishers at scale to increase their revenue. IntentX was founded in 2019 by Mom Chan and Vamsi Putrevu as a solution for all publishers to create incremental revenue. IntentX publishing partners include Accuweather, DailyMail, Fandom, and PCWorld. The acquisition reinforces Ad.net’s mission to bring advertisers new high-intent customers, while delivering publishers incremental high-yield revenue streams. Following Ad.net’s partnership with Clarion Capital in 2021, Ad.net’s acquisition of IntentX will further their mission to create solutions that make internet publishing highly profitable for everyone. “Our partnership with Clarion allowed us to discover and invest in new technologies and solutions to bring greater value and ROI (Return on Investment) to our advertiser and publishing partners,” said Ad.net CEO, Jon Waterman.” Waterman continued, “With IntentX’s product set bringing high-intent customers, combined with Ad.net’s extensive client list of large brands, we can expect to see increased advertiser engagement and scale that leads to improved publisher monetization.” “Combining Ad.net and IntentX’s expertise will help publishers grow their traffic, as well as diversify their revenue streams. This will provide better audience engagement and be the solution to increase monetization with minimal investment.” Mom Chan, co-founder, and CEO of IntentX. He will be joining as VP of Commerce at Ad.net. “ “This is an exciting time for the IntentX and the Ad.net team. It’s great to combine forces and build contextual commerce monetization solutions for publishers. Together, we will innovate across all publisher products,” said Vamsi Putrevu, co-founder, and President of IntentX. Putrevu joins Ad.net as VP of Engineering. Both Putrevu and Chan saw the acquisition as an opportunity to help advertisers acquire high-intent shoppers through their network of impressive publishers. About Ad.net Ad.net is the intent marketplace outside of Google and Bing where brands acquire new customers online. Ad.net provides a performance-driven approach to reaching the right customers throughout their purchase journeys. Founder led since 2001, the company is headquartered in Los Angeles, California.

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ADVERTISER PLATFORMS

Proxima Releases Survey That Shows Where Advertisers Are Placing Their Bets For 2023

Proxima | November 16, 2022

Despite disappointing Q3 earnings for major ad platforms, a recent survey from data science company, Proxima, shows that marketers remain committed to ad platforms, even after a year of chaos and low satisfaction rates. While investors are scrutinizing the valuations of these platforms, the majority of consumer brands remain committed to digital advertising, both old and new channels, while seeking new ways to improve customer targeting. Approximately 80% of respondents report plans to maintain or increase their digital marketing budgets, including their spend on social media platforms, over the next quarter. With 40% of respondents reporting a negative impact on marketing effectiveness from Apple’s privacy changes, nearly 100% invested in at least one way to enhance performance including the use of attribution software, third-party data solutions, partnering with like-minded brands or investing more in creative development. Proxima surveyed more than 150 consumer retail brands to gauge how the changes in digital advertising over the past year have impacted their advertising budgets, overall effectiveness and future plans. Roughly half the respondents noted their top two challenges to marketing effectiveness have been “limited budgets” and “difficulty reaching their target customer,” with a disproportionate impact felt by smaller brands. “The combination of Apple’s new privacy policy, the economic environment and continuing supply chain issues have made 2022 one of the most chaotic years for consumer retail advertisers,” said Alex Song, CEO and founder of Proxima. “The combination of Apple’s new privacy policy, the economic environment and continuing supply chain issues have made 2022 one of the most chaotic years for consumer retail advertisers,” said Alex Song, CEO and founder of Proxima. “However, marketers are not walking away from these platforms and our data suggests that many brands are in fact finding innovation in the chaos and are prepared to embrace the upheaval moving forward.” Additional survey findings include: 75% of companies remain committed to industry leader, Facebook, despite roughly 60% reporting being neutral or dissatisfied with the ad platform. The marketing leaders surveyed show the greatest optimism for Google, with 85% of respondents planning to either increase or maintain their Google spend, suggesting brands are seeing dependable results in paid search. Advertisers may still be willing to experiment with platforms like TikTok that are growing in popularity but still maturing in their ability to deliver for advertisers. Roughly 43% of companies surveyed plan on increasing their TikTok spend, despite TikTok showing some of the lowest satisfaction scores, with 46% reporting dissatisfaction with the platform. Brands addressing targeting challenges head on are making progress. Just over 30% of participants report using third-party data solutions to increase marketing effectiveness, with 60% finding improved targeting and increased return on advertising spend (ROAS). As marketers look to 2023, they are identifying new ways to increase advertising effectiveness through partnership marketing, investing in creative and implementing third-party solutions. “Proxima is the key to customer acquisition after Apple’s privacy shake-up,” said Randall Stainton, Director of Growth, Finn. “They’ve been instrumental in improving advertising efficiency and helping us find new customers to grow our business.” About Proxima Proxima uniquely leverages a proprietary database of anonymized consumer data to help brands better reach the right consumers across all major platforms. Proxima is platform agnostic and delivers a return on advertising spend that’s on average 40% more efficient than standard campaigns. Some of Proxima’s customers include KISS, Apt2B, Kindra, Act + Acre Haircare, Gobble and more.

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DISPLAY ADVERTISING

Hivestack and Quotient Partner to Connect and Enable Global Programmatic Digital Out of Home (DOOH) Campaigns

Hivestack, Quotient | November 23, 2022

Hivestack, a world leading, independent, programmatic digital out of home (DOOH) ad tech company, today announced a strategic partnership with Quotient, a digital promotions and media technology company that powers out of home (OOH) sales, planning, measurement and programmatic buying with its location-based Demand Side Platform (DSP). The partnership will see Quotient and Hivestack connect their leading technologies to enable premium, programmatic DOOH cross-channel media campaigns on a global scale. Bruno Guerrero, Chief Operations Officer at Hivestack commented, “Our partnership with Quotient is a natural evolution for our business as we further pursue our mission to drive programmatic DOOH innovation for buyers through access to our world-leading Supply Side Platform (SSP)." Bruno Guerrero, Chief Operations Officer at Hivestack commented, “Our partnership with Quotient is a natural evolution for our business as we further pursue our mission to drive programmatic DOOH innovation for buyers through access to our world-leading Supply Side Platform (SSP). With this partnership, we have opened up the possibility for Quotient advertisers to access the largest network of premium DOOH inventory across the globe.” All advertisers using Quotient’s omnichannel DSP can now activate DOOH screens via Hivestack’s SSP which has the potential to generate a total of 473bn impressions via the leading DOOH publishers across the globe. Advertisers can activate campaigns on multiple premium environments including large format billboards, transit screens in subways, rail and bus stations, airports, cabs, gas stations and electric vehicle charging points. Advertisers can also reach audiences through multiple place-based environments, including gyms, cinemas, university campuses, bars, nightclubs and more. Norm Chait, Senior Director and OOH Practice Lead at Quotient added, “We are very excited to partner with Hivestack to help support the great momentum we’re seeing in programmatic DOOH. As a supply agnostic DSP for DOOH, we want to ensure our clients have the ability to activate campaigns via any SSP partner they choose. Hivestack’s extensive access to global supply further expands this ability by providing our agency partners and their blue-chip clients with access to data-driven solutions in critical markets outside of the U.S.” The partnership between Hivestack and Quotient comes at a critical time for the channel, with global DOOH ad spend projected to increase from $6.7BN in 2019 to $15.9BN in 2027 (Source: Statista Research Department, September 2022). This scaled growth is in no small part due to the technology and innovation that has evolved the channel, allowing buyers to reach audiences with greater precision and media owners to generate additional revenue on top of their existing income. In 2022, 76% of global advertisers planned to increase spending on DOOH, and in the US alone, that figure was estimated at 56%.

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