AD NETWORKS

New York Life’s Our Product Advertising Creative Spotlights Caring Relationships Between Company’s Agents and Clients

NEW YORK LIFE | February 16, 2022

New_York_Life
New York Life, America’s largest1 mutual life insurer, today debuted Our Product, the latest advertising creative of the company’s “Love Takes Action” campaign. “Love Takes Action” reminds Americans that they have the power to act on their love to build better futures and protect loved ones. The first creative of the campaign, Agápē, launched in January 2020 in coordination with pro football’s championship game.

Our Product highlights the core of what New York Life delivers: agents who maintain caring relationships with clients and deliver guidance throughout their lives. The creative depicts long-standing traditions of New York Life’s diverse and industry-leading2 agents meeting with families and being there when they’re needed most.

This latest creative emphasizes the strong presence of our agents in their clients’ lives throughout all that life brings. The ‘Love Takes Action’ campaign is rooted in New York Life’s long-held core values of integrity and humanity, and the company’s purpose - to be there when our clients need us. By highlighting our agents’ caring role in supporting Americans as they act on their love, we believe the campaign continues to convey the message of love taking action in a meaningful and memorable way.”

Kari Axberg, co-head of marketing at New York Life.

Our Product will be seen regularly during Atlantic Coast Conference (ACC) and Pac-12 college basketball games, among other national broadcasts. The campaign features the hashtag #lovetakesaction.

Anomaly led the creative and production for the spot, which was directed by Spencer Creigh of Superprime.

ABOUT NEW YORK LIFE
New York Life Insurance Company (www.newyorklife.com), a Fortune 100 company founded in 1845, is the largest1 mutual life insurance company in the United States and one of the largest life insurers in the world. Headquartered in New York City, New York Life’s family of companies offers life insurance, retirement income, investments, and long-term care insurance. New York Life has the highest financial strength ratings currently awarded to any U.S. life insurer from all four of the major credit rating agencies3.

Spotlight

Around half of advertising agencies in the US believe that their clients are more interested in television advertising than any other medium. The research, which surveyed 84 agency professionals and was undertaken by Strata, says that whilst 49% said spot TV received the highest interest, it was followed by digital with 31%. Interestingly however, it was revealed that only 4% said their clients were interested in mobile advertising.


Other News
AD NETWORKS

Nextdoor Empowers Small Businesses With the Launch of New Nextdoor Ads

Nextdoor | April 13, 2022

Today, Nextdoor (NYSE: KIND) announced Nextdoor Ads, an easy-to-use expansion of Nextdoor’s proprietary self-serve campaign management platform, designed to help small and medium-sized businesses (SMBs) advertise on Nextdoor. By providing a guided experience for creating and managing effective ads on Nextdoor, Nextdoor Ads empowers SMBs to build stronger brands with local audiences, turn neighbors into customers, and grow their business through advertising on the neighborhood network. “Neighborhoods are one of the most important communities in our lives and when local businesses thrive, neighborhoods thrive,” said Kiran Prasad, Head of Product at Nextdoor. “Small businesses need a simple solution to reach customers in their local area at scale. On Nextdoor, small businesses are a trusted and core member of an active valued community – it’s where they can engage neighbors when and where it matters most, and ultimately grow their business.” The launch of Nextdoor Ads supports the company’s broader product strategy of building an active valued community where neighbors, businesses, and public services can trust and depend on each other to exchange valuable information, goods, and services. From home services to restaurants, SMBs can leverage this platform to reach active, local customers. “Nextdoor has helped me grow my business exponentially and about 50-60 percent of my customers are through Nextdoor,” said small business owner, Bill Evans, of Flowing Current Electric based in Clayton, NC. “Running a small business keeps me quite busy, so being able to easily create an ad once and having that ad yield so many new customers has been amazing.” Nextdoor is a powerful platform for SMBs looking to grow locally. Nearly 1 in 3 U.S. households are already on Nextdoor and these neighbors are motivated to support local businesses. Pre-pandemic, 88% of neighbors* frequented a local business at least once a week. Now, 72% of U.S. adults** are making it more of a priority to support local businesses compared to before the pandemic. Nextdoor neighbors also love to spread the word — they’ve already shared over 55 million local business recommendations on the Nextdoor platform. Nextdoor not only connects businesses with this active audience of neighbors, but also helps them build trusted relationships with a uniquely engaged local audience and grow their word-of-mouth reputation. "Small businesses are at the center of thriving neighborhoods. We are excited to deliver an ads solution suite for small businesses that removes the barrier to entry in campaign management, enables ad creation in just a few steps, and reaches neighbors in their immediate neighborhood and beyond," said Heidi Andersen, Head of Revenue at Nextdoor. "Small businesses are at the center of thriving neighborhoods. We are excited to deliver an ads solution suite for small businesses that removes the barrier to entry in campaign management, enables ad creation in just a few steps, and reaches neighbors in their immediate neighborhood and beyond," said Heidi Andersen, Head of Revenue at Nextdoor. "The majority of neighbors that visit Nextdoor at least once a month do not regularly use other social networks. With Nextdoor Ads, small businesses can increase sales and reach real people in the neighborhoods that matter to them."*** Nextdoor Ads is slated to fully launch in the U.S. in the coming weeks, enabling SMBs to quickly and easily create advertising campaigns to engage with their neighbors and grow their businesses on Nextdoor. To start advertising, SMB users with a free Nextdoor business account can login to select their goal, build their ad, choose their target audience, set their daily budget and ad duration, and publish. Campaigns can be launched in just a few clicks, delivering their brand and message directly to targeted neighbors and neighborhoods. SMBs can then easily track campaign performance from their Nextdoor Ads dashboard. Nextdoor provides a user-friendly ads platform and is also home to a multitude of marketing resources to aid SMBs in variety of business sectors including: Home & Garden Real Estate Professional Services Food and Beverage Retail Medical and Dental Personal Care and Beauty Health and Wellness Pet Care Services Family Care Services Today, Nextdoor is the neighborhood network, delivering scale with 69 million neighbors globally as of the end of Q4 2021. The expansion of Nextdoor's campaign management platform with the launch of Nextdoor Ads will provide businesses of all sizes, including SMBs, with access to the same ad inventory on Nextdoor. For more information on Nextdoor Ads for SMBs, visit https://business.nextdoor.com/en-us/small-business/product/ads. *Figure from Nextdoor survey conducted in February 2020. Total sample size was more than 2,000 Nextdoor users in the US. **Figure from YouGov Plc on behalf of Nextdoor. Total sample size was 14,904 adults (of whom 2,469 were US adults). Fieldwork was undertaken between August 31, 2021 – September 17, 2021. The survey was carried out online. The figures have been weighted and are representative of all US Adults (aged 18+). ***According to the Q4 2021 U.S. data from GWI, 76% of neighbors who visit Nextdoor at least once per month don’t visit Snap, 69% don’t visit TikTok, and 58% don’t visit Twitter. About Nextdoor Nextdoor (NYSE: KIND) is where you connect to the neighborhoods that matter to you so you can belong. Kindness is core to our purpose: to cultivate a kinder world where everyone has a neighborhood they can rely on. Neighbors around the world turn to Nextdoor daily to receive trusted information, give and get help, get things done, and build real-world connections with those nearby — neighbors, businesses, and public services. We believe connecting with others is a universal human need. That truth, and the reality that neighborhoods are among the most important communities in our lives, have been guiding principles for Nextdoor since the beginning. Today, neighbors rely on Nextdoor in more than 285,000 neighborhoods around the world, including the United States (nearly 1 in 3 U.S. households), the United Kingdom, Germany, France, the Netherlands, Italy, Spain, Sweden, Denmark, Australia, and Canada, with many more to come. Nextdoor is based in San Francisco. For additional information and images: nextdoor.com/newsroom.

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BRAND MARKETING

MiQ's YouTube and TV Analytics Capability Officially Lands in the UK

MiQ | May 19, 2022

MiQ, the leading global programmatic media partner, has launched its ground-breaking analytics and measurement capability for cross-channel YouTube and TV campaigns in the UK. The innovative solution bridges the gap between the two channels. By connecting these often-disparate datasets, brands are empowered to reach nearly 100% of their target viewers on YouTube and measure reach deterministically across these channels – all in a cost-efficient and privacy compliant way. As TV consumption makes its dramatic shift towards digital, traditional peak time has been redefined, and brands are struggling to both determine and reach their audience. With MiQ, they can now unlock a previously untapped portion of their audience. Whether it is delivered via linear, broadcast, or connected devices like games consoles, this first-of-its-kind solution gives customers better visibility over demographic and geographic representation of UK TV viewers and helps marketers bring together traditional and digital media. Instead of market level or panel data sets, MiQ provides data at an impression- and household level that complements any digital properties clients are working with. This offers vital insights, helping marketers determine what the media plan should be as well as how to reach underexposed audiences among TV viewers. The solution leverages smart television and automatic content recognition data from Samba TV, and YouTube analytics data from Pixability. Samba TV's delivery-agnostic TV viewership data combines with MiQ's experience to connect vast, unconnected datasets and apply data science for media planning, programmatic activation and measurement. This follows the launch of successful partnerships between the two firms in Australia, Canada and the US. Already, a major UK pizza delivery chain gained a 20% incremental household reach on YouTube using MiQ's cross-channel planning capability. And, of the campaigns to date, MiQ's UK clients have seen a 2-5% uplift in their campaigns with this solution. "Peak time, as we know it, is over, As UK viewers continue to shift towards new formats and channels, marketers and advertisers need solutions that will help them connect campaigns and bring linear TV into the programmatic future." Pierre de Lannoy, UK Strategy Director, MiQ "This capability gives an amazing opportunity to achieve incremental reach to TV campaigns on other channels, including YouTube," added Dave Carpenter, Head of Digital, Goodstuff Communications, and one of MiQ's product focus group members. "Ultimately, we are breaking the silos between traditional channels and digital, bringing them together with amazing results." About MiQ We're MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business problem-solving things for our clients. We're experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you're always spending your media investments on the right things in the right places.

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ADVERTISER CAMPAIGN MANAGEMENT

Advertising Outcome Measurement Gets a Lift With the Launch of the Next Generation Sales Effect From NCSolutions

NCS | June 07, 2022

A newly enriched, machine learning-driven version of NCSolutions' (NCS) next-generation advertising campaign measurement solution will help consumer packaged goods (CPG) advertisers be more agile in dynamic markets and have greater insight into the elements of their campaigns that are driving sales lift and return on ad spend (ROAS). Called Next Gen Sales Effect, the new release leverages machine learning and advancements in NCS intellectual property and methodologies. The new methods support the demands for faster delivery, early reads and greater precision. This sales lift measurement solution is available immediately for all current NCS clients. "In recent years, CPG marketers have been navigating turbulent waters. The confluence of inflation, increased competition, consumer behavior changes and supply chain stalls - on top of the usual demands of creating effective marketing strategies - have made moving the incremental sales needle significantly more challenging," said Lance Brothers, chief revenue officer, NCSolutions. "In recent years, CPG marketers have been navigating turbulent waters. The confluence of inflation, increased competition, consumer behavior changes and supply chain stalls - on top of the usual demands of creating effective marketing strategies - have made moving the incremental sales needle significantly more challenging," said Lance Brothers, chief revenue officer, NCSolutions. "In pre-pandemic times, outcome measurement was always a key input. Today, it's fundamental. Fundamental for measuring and optimizing your campaigns to make every dollar count." More than 70% of CPG marketers rely on incremental sales or sales lift to measure campaign outcomes, according to a 2022 Brand Innovators/NCS CPG brand marketers survey*. Additionally, 55% of CPG brand marketers are placing a greater emphasis on measuring return on advertising spend due to recent privacy changes by Google and Apple*. In its latest release, NCS Sales Effect offers more granular, precise and actionable intelligence about the advertising effectiveness of campaigns and the factors driving incremental sales. CPG marketers can leverage Next Gen Sales Effect study insights to optimize media, creative, audience and other elements of their ad campaigns. "Measuring campaign outcomes for CPG advertisers is at the heart of what we do. Next Gen Sales Effect opens up unparalleled campaign measurement opportunities for CPG brands, agencies, publishers and TV platforms," said Jeff Doherty, chief product enrichment officer and COO at NCSolutions. "Marketers can do more than just look back to see what happened in a campaign. They can discover what is next, create what-if scenarios and best determine how they should alter their advertising approach to meet their marketing goals." Originally launched in 2010, the same year NCS was founded, the Sales Effect solution evolved continuously to help marketers stay ahead of CPG industry trends. The Next Gen release is a significant upgrade, making the most of machine learning technology for faster study delivery, with the notable inclusion of early effectiveness reads. These early reads demonstrate if the advertising meets sales goals during the crucial window while the campaign is in flight. Marketers can use this intelligence to optimize and achieve a higher ROAS. "What was initially a revolutionary idea—the ability to connect the dots from an ad campaign's exposure to the resulting in-store sales—has become much more of an industry-standard today," said Linda Dupree, chief executive officer NCSolutions. "CPG marketers are increasingly turning to sales lift research as they plan their campaign. Forty-four percent say it's more vital in a post-cookie world. We expect that percentage to grow in the near future, and it's why we continue to put innovating our solutions to reflect the market needs at the center of our priorities. This next generation measurement solution is just one example." Like CPG marketers, publishers also leverage NCS Sales Effect studies as third-party confirmation that advertising on their platform provides a sales lift. Credible sales lift reports drive advertising decisions, and 41%* of CPG marketers say they are a 'very important factor' in determining whether to advertise with a specific publisher. In January 2019, NCS became a Google measurement partner and launched Next Gen Sales Effect specifically for Google's YouTube platform. Building on that success, today's Next Gen Sales Effect launch from NCSolutions, represents a full market release of the solution providing a parallel campaign measurement service across publisher platforms. CPG advertisers need to evaluate return on ad spend and effectiveness across publishers using a common measurement service and the full-market release of Next Gen solves that need. The next generation of Sales Effect continues to be available for CPG advertisers on YouTube. NCS has more than a decade of unrivaled experience helping the CPG ecosystem target, optimize and measure their advertising sales while driving the growth of their brands. To learn more about NCS Sales Effect, visit the website. *ABOUT THE 2022 BRAND INNOVATORS/NCS CPG BRAND MARKETERS SURVEY The survey, conducted in Q4 of 2021 by Brand Innovators, Inc. in collaboration with NCS, set out to examine CPG marketers' advertising spending plans and attitudes towards a range of next-generation marketing and advertising effectiveness tools and the various issues impacting their efficiency and the effectiveness of their ad campaigns. There were 69 CPG marketers surveyed. To read more about the findings, you can download the full report. ABOUT NCS NCSolutions (NCS) makes advertising work better. Our unrivaled data resources powered by leading providers combine with scientific rigor and leading-edge technology to empower the CPG ecosystem to create and deliver more effective advertising. With NCS's proven approach, brands achieve continuous optimization everywhere ads appear, through purchase-based audience targeting and sales measurement solutions that have impacted over $25 billion in media spend for our customers. NCS has offices in NYC, Chicago, Tampa, and Cincinnati. Visit us at ncsolutions.com to learn more.

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DISPLAY ADVERTISING

InMobi and Anzu Announce Preferred Programmatic In-Game Ad Partnership for Asia-Pacific Region

Anzu, InMobi | April 11, 2022

InMobi, a leading provider of content, monetization, and marketing technologies that help businesses fuel growth, today announced a partnership with Anzu.io, the world’s most advanced in-game advertising solution. The move means InMobi can now provide its advertisers with direct access to Anzu’s premium mobile programmatic inventory across the globe, in addition to first-look access to in-game mobile supply in Asia-Pacific (APAC) region. Anzu’s award-winning in-game advertising solution allows programmatic advertisers to run their banner and video ads via blended yet highly viewable IAB-compliant ad formats that sit on 3D objects like roadside billboards, stadium banners and buildings. The ads are designed to complement the gameplay, respecting gamers, and in many cases, making the gameplay experience more realistic. Anzu’s technology is integrated with a full suite of third-party trusted vendors, including HUMAN for fraud detection; Comscore, Lumen, Nielsen for brand lift measurement; and Kochava for data enrichment. Anzu and Moat have also just enabled the first-to-market viewability measurement for in-game ads meaning InMobi’s advertisers can now request in-view metrics when programmatically running in-game ads. “I’m excited that this partnership with InMobi will help many more APAC advertisers experience the huge opportunity that in-game advertising presents, '' says Itamar Benedy, Co-Founder and CEO, Anzu. “I’m excited that this partnership with InMobi will help many more APAC advertisers experience the huge opportunity that in-game advertising presents, '' says Itamar Benedy, Co-Founder and CEO, Anzu. “InMobi’s expertise and vast advertiser network, combined with their knowledge of the APAC landscape, will help supercharge our solution within this market. There are more gamers in APAC than anywhere else in the world, and our solution will help brands to reach them in a non-disruptive, brand-safe way that compliments the gaming experience.” InMobi’s direct connections with top demand-side platforms across the globe, combined with direct supply to Anzu’s global inventory, enable advertisers to access these ad experiences through optimized supply paths. Access to Anzu’s inventory will help InMobi offer scale across a huge number of mobile games spanning multiple genres, allowing advertisers to reach engaged players within immersive environments. “InMobi’s preferred in-game advertising partnership with Anzu, co-funded by the world’s largest advertising agency WPP, allows our clients to seamlessly connect with gamers through integrated, non-disruptive ads,” says Kunal Nagpal, Senior Vice President and General Manager of Publisher Platform and Exchange at InMobi. “This partnership is beneficial to all parties, with new features and the goal to drive connections between consumers and brands with Anzu’s premium technology.” In addition, game developers partnering with InMobi will be able to take advantage of all the benefits that using Anzu’s SDK presents, which is already used by leading game developers including Ubisoft, MyGames, and Sir Studios, to monetize their titles with in-game ads that open up new reliable revenue streams, complement the gameplay, and work alongside other monetization models and solutions. Additionally, InMobi will help gaming publishers tap into global premium demand and seamlessly expand into in-game ad monetization to generate incremental revenue through both standard formats and in-game ads through a single platform. Ms. Ly, Commercialization Manager for Amanotes, one of South East Asia’s most popular mobile publishers, said: “We have two main goals, to continually improve the user experience and grow our business. Ensuring we keep an equal balance between both can be challenging. Anzu allows us to accomplish both of these goals simultaneously. Their in-game ad placements put gamers first and bring a sense of realism to our experiences while allowing us to establish a consistent and reliable revenue stream to help grow our business. The ads also work great alongside the other monetization methods we have in place.” Mobile gaming has sustained strong momentum from the initial surge at the onset of the Covid-19 pandemic, with new mobile game downloads 45% higher than pre-pandemic levels. This growth hasn’t been restricted to younger users only; eMarketer estimates that in the United States alone 163 million people—nearly half the population—play mobile games, breaking the traditional ‘gamer’ stereotypes marketers may have had in the recent past. About Anzu Anzu is the most advanced in-game ad solution for mobile, PC, console, and Roblox. Anzu’s in-game ads put players first and help advertisers reach audiences programmatically in a non-disruptive and highly engaging way. A patented 3D ad tracking engine, the first to bring viewability measurement in-game with Oracle Moat, and partnerships with trusted AdTech vendors make Anzu the preferred in-game advertising partner for advertisers worldwide. Anzu helps game developers monetize their titles with ad placements that complement the gameplay, resulting in reliable revenue streams. The sole officially licensed in-game ad provider for Xbox, the first ad platform to become Unity verified, and with a self-serve dashboard that provides complete control over ad placements, Anzu is the preferred in-game ad monetization partner for developers worldwide. Backed by WPP, Sony Innovation Fund, NBCUniversal, HTC, Bitkraft, and other prominent investors, Anzu has raised $37M to make advertising in games better. Better for brands, better for game developers, and better for gamers. Learn more. About InMobi InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London and Dubai. To learn more, visit inmobi.com.

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Spotlight

Around half of advertising agencies in the US believe that their clients are more interested in television advertising than any other medium. The research, which surveyed 84 agency professionals and was undertaken by Strata, says that whilst 49% said spot TV received the highest interest, it was followed by digital with 31%. Interestingly however, it was revealed that only 4% said their clients were interested in mobile advertising.

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