Microsoft Signs MGID to Provide Native Advertising Across Its News Properties

Microsoft | August 20, 2020

Microsoft Signs MGID to Provide Native Advertising Across Its News Properties
MGID, the global pioneer in native advertising, today announced it has signed a global deal with Microsoft to provide native advertising across its news properties, including MSN. The agreement signals MGID's commitment to working with news aggregators that are responsible for quality content in the fight against fake news. Through the deal, MGID will gain access to Microsoft's native placements across its news outlets in major markets including the US, Asia-Pacific, Europe and MENA in their associated languages, enabling MGID to offer expanded reach for advertisers across vast news audiences. This agreement covers Microsoft's full news suite of more than 1,200 publishers — representing over 4,500 of the world's most popular brands — and a global audience of almost half a billion monthly readers. The partnership will also enable MGID and Microsoft to accelerate their shared commitment to promoting quality digital content. MGID'S user-centric approach ensures publishers remain in complete control of their audiences and monetization; allowing them to choose from a variety of ad formats, placements and yield-optimization models. Combined with Microsoft's reader-activated customization — for news layout, sources, topics and stories — MGID's versatile ads will produce a highly personalized news experience that drives success for both advertisers and publishers.

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Becca Weigman and Bill Oakley of TM Advertising in Dallas discuss this year's trends and stand out work, attracting the most creative talent to our industry and taking risks with DDB's Jeff Swystun at the International Festival of Creativity in Cannes.


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Amazon Sponsored Brands increasingly effective at driving sales with 33% increase in attributed sales Q4 2021

Perpetua | January 15, 2022

Perpetua, a global leader in eCommerce advertising and intelligence software today released their 2021 Q4 Benchmark Report showcasing the most important trends and metrics on Amazon, to help inform marketplace advertising strategy. Included in the report this year are Q4 benchmark ad performance for Instacart, Walmart and Target. Perpetua's 2021 Q4 Benchmark Report is based on performance data from campaigns under Perpetua's management. With Q4 being the most competitive quarter of the year with Black Friday Cyber Monday, and holiday shopping, Sponsored Display CPC was up 20% quarter-over-quarter. This is the highest jump across all paid search ad units on Amazon and may partly be attributed to more advertisers taking advantage of Sponsored Display's newly released features (including custom creatives and purchases remarketing). Along with placements being more expensive, there was also a drop off in CTR and ROAS. It is worth noting however, despite all the above, customers who are clicking through are converting at a 13% higher rate compared to Q3. “Advertising proved to be an important piece of this holiday season as consumers increased the rate at which they clicked on ads while reducing the amount of products they considered. This led to a relatively steady ROAS for advertisers despite CPCs rising over 30%,” says Adam Epstein, President at Perpetua. “Also worth noting, in Q4 we saw more advertisers push their marketing budgets higher up the funnel with a goal to attract more new-to-brand customers. We expect this to continue through 2022 as Amazon continues to increasingly capture more brand-awareness budgets from advertisers with DSP and OTT to drive incremental sales growth.” While Amazon Sponsored Brand ads are typically an upper-funnel strategy, it has become increasingly effective at driving sales with greater efficiency than Sponsored Product ads. As such, advertisers have shifted budget towards Sponsored Brands where spend has increased 39% in Q4. Increasing competition and CPCs has been the story of Amazon Advertising for the last year. It is an optimistic sign to see CPCs flatten this quarter amid the most competitive season of the year, along with the expected increase in CVR, sellers are seeing an overall boost in Sponsored Product efficiency. About Perpetua. Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world's smartest eCommerce businesses. Through the platform, advertisers create goals based on strategy and leverage Perpetua's best in class experts and automation to execute tactically. Integrations with Amazon, Instacart and Google ensure brands achieve optimal reach and engagement across the full shopper journey, and provide unified performance intelligence for maximum visibility.

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T-Mobile Acquires Rideshare Advertising Network, Octopus Interactive

T-Mobile | January 13, 2022

T-Mobile (NASDAQ: TMUS) today announced the acquisition of Octopus Interactive, the largest national network of interactive video screens inside Uber and Lyft vehicles. This move marks the next step for Marketing Solutions, T-Mobile’s fast-growing advertising technology business, in expanding its advertising offerings for marketers. Octopus Interactive helps brands reach audiences through video ads presented on screens inside rideshare vehicles, providing marketers a new way to reach consumers, and its impact is growing rapidly. Octopus’s rideshare network enables brands to execute comprehensive geotargeted campaigns across a range of highly engaged consumers. And beyond the rideshare network, this acquisition will connect T-Mobile’s Marketing Solutions group with big brands, like current Octopus clients Audible, Fox Entertainment, Philo and many more. “Octopus allows us to highlight our library of rich media content and drive awareness amongst a younger and tech savvy demographic. We’ve seen engagement rates over 3.5% and QR codes convert extremely well given the captive rideshare environment” said Matt Stein, Head of Brand & Creative Strategy at Philo. Moving forward, devices used by drivers in the rideshare network will be powered by T-Mobile’s network, connecting thousands of drivers across the country to the Un-carrier experience. “With this move, we’re expanding our toolkit for marketers, meeting the needs of advertisers and empowering brands to better connect with consumers, beyond linear and traditional digital channels” said Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile. “As the Un-carrier, we’re committed to disrupting the ad tech space. We’re making good on that commitment through innovative solutions, like Octopus.” We’re thrilled to join the T-Mobile team on their mission to provide better results for marketers and better experiences for consumers. Our rideshare technology will unlock massive opportunities for brands working with Marketing Solutions.” Cherian Thomas, Co-Founder and CEO of Octopus Interactive. In the U.S., out-of-home advertising spend increased by nearly forty percent in the second quarter of 2021, and digital-out-of-home ad spend in particular increased by nearly eighty percent over the same time. In just the last quarter, the Octopus network of drivers grew by thirty five percent. Now brands can reach over 5 million unique riders per month on the Octopus platform. But it’s not only great for marketers. It enhances the riders’ experience too – delivering interactive games, prizes, premium video and infotainment curated specifically for Uber and Lyft audiences. About T-Mobile US, Inc. T-Mobile US, Inc. (NASDAQ: TMUS) is America’s supercharged Un-carrier, delivering an advanced 4G LTE and transformative nationwide 5G network that will offer reliable connectivity for all. T-Mobile’s customers benefit from its unmatched combination of value and quality, unwavering obsession with offering them the best possible service experience and undisputable drive for disruption that creates competition and innovation in wireless and beyond. Based in Bellevue, Wash., T-Mobile provides services through its subsidiaries and operates its flagship brands, T-Mobile, Metro by T-Mobile and Sprint.

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OneSmart International Education Group Announces ADS Ratio Change

OneSmart | January 17, 2022

OneSmart International Education Group Limited ("OneSmart" or the "Company") (NYSE: ONE) today announced that it will change the ratio of its American depositary shares ("ADSs") representing its Class A ordinary shares from one (1) ADS representing forty (40) Class A ordinary share to one (1) ADS representing one thousand (1,000) Class A ordinary shares. For OneSmart's ADS holders, the change in the ADS ratio will have the same effect as a one-for-twenty-five reverse ADS split. There will be no change to the Company's Class A ordinary shares. The effect of the ratio change on the ADS trading price on the New York Stock Exchange (the "NYSE") is expected to take place at the open of trading on January 24, 2022 (U.S. Eastern Time). ADS holders of record on the effective date will need to surrender their ADS to the depositary bank for cancellation and exchange in connection with the ADS ratio change, with further details to be provided in the notice by the depositary bank. The exchange of every twenty-five (25) then-held ADSs for one (1) new ADS will occur automatically with the then-held ADSs being cancelled and new ADSs being issued by the depositary bank, in each case as of the effective date for the ADS ratio change. OneSmart's ADSs will continue to be traded on the NYSE under the symbol "ONE". No fractional new ADSs will be issued in connection with the change in the ADS ratio. Instead, fractional entitlements to new ADSs will be aggregated and sold by the depositary bank and the net cash proceeds from the sale of the fractional ADS entitlements (after deduction of fees, taxes and expenses) will be distributed to the applicable ADS holders by the depositary bank. As a result of the change in the ADS ratio, the ADS price is expected to increase proportionally, although the Company can give no assurance that the ADS price after the change in the ADS ratio will be equal to or greater than twenty-five times the ADS price before the change. About OneSmart Founded in 2008 and headquartered in Shanghai, OneSmart International Education Group Limited currently provides non-subject based tutoring to students in China. Given the “Policy to Further Reducing the Burden of Homework and Off-campus Tutoring for Compulsory Education Students,” (the “Double Reduction Policy”), which basically requires suspension of all subject-based off-campus tutoring business targeting pre-school kids and K12 students, the Company plans to provide online education and tutoring services exclusively to students outside of China, overseas education preparation and consulting services to students residing within China, “Smart ID Card” to campuses and develop and market smart training system incorporating virtual reality, artificial intelligence, blockchain and other technologies in order to facilitate the teaching and training process.

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BRAND MARKETING

Google Ads Allows Stock Photos For Image Extensions

Google Ads | December 16, 2021

Google Ads is relaxing its policy on the use of stock photos in image extensions, meaning you’re no longer required to source your own visuals. This update is part of a series of changes to image extensions, which also includes the ability to display them in desktop ads. Here’s an overview of all the updates to image extensions and how they can help your business. Google is making it easier to utilize image extensions by offering a searchable library of stock photos that are free to use in ads. This change is rolling out in response to feedback that sourcing unique visuals is a challenge for many people who wish to enhance their ads with image extensions.

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Spotlight

Becca Weigman and Bill Oakley of TM Advertising in Dallas discuss this year's trends and stand out work, attracting the most creative talent to our industry and taking risks with DDB's Jeff Swystun at the International Festival of Creativity in Cannes.

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