AD NETWORKS

NFFT will be the Future of Digital Advertising

NFFT | July 27, 2021

Since the days of newspaper and radio jingles, the idea of advertising has gone a long way. Nevertheless, advertising has become an integral part of our internet experience. You can't avoid digital advertising, ranging from banner ads seen on all online sites to pop-up ads that constantly ask for clicks.

Non-fungible tokens (NFTs) enable the development of tokenized representations of digital objects like images, music, and movies. In addition, tokenized representations of actual assets can also be created. While NFT has encouraged innovation and blockchain adoption in various industries, non-fungible fillable tokens are gaining momentum. For example, the advertising industry can now use blockchain technology due to NFFT.

NFTs are improved by NFFT technology, which allows them to erase mint items. This means you can swap it at any time for another item. As a result, NFFT can be thought of as a CD-Rw to NFTCD-R transition.

NFFT is a collection of 9112 blocks that constitute the so-called block berth and is built on the Ethereum blockchain. The scarcity of these 15 by 15-pixel blocks determines their worth. The owner of the block may upload the picture and add a URL and text description to it. Thus, purchasing blocks at Blockvese offers a chance for advertising firms to drive their market to the blockchain.

NFFT can be envisioned as a digital sign on the blockchain where anybody with a message to disseminate or promote can put it. Any object, such as a digital sign, can be exchanged for another. On the other side, advertisers outperform physical, digital billboards in that they can include a web link in a block that visitors can click to go to another page.

The goal of NFFT is to build a community that embraces everyone and all ideas. Therefore, it's ideal for advertisers that want to use the community's diversity to promote different messages and brands.

Some blockchain companies and individuals have already bought blocks on Blockverse. Blockverse also has blocks from projects like Famous Token, Genesis Shards, and Axie Infinity. The community is expanding, and advertisers can access this niche market to expand their products in the blockchain space, with over 70% of the blocks already bought.

Spotlight

In a fragmented media landscape and with more creative produced in market every day, differentiation has become even more critical to brand marketers. Whether it be music, celebrity, or movie clip, entertainment content remains a vital ingredient to augment creative and capture consumer attention. The upside to tapping into the vein of pop-culture is immense, yet inserting entertainment into a brand’s messaging comes with risks, both legal and social.


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AD NETWORKS

WPP to Acquire Marketing Technology Leader Bower House Digital

Ogilvy | July 04, 2022

WPP (NYSE: WPP) today announces it has agreed to acquire the business of Bower House Digital, a leading marketing technology services agency located in Australia. Bower House Digital will join Ogilvy’s global network, further strengthening its ability to deliver technology-driven marketing solutions for clients. Founded in 2017 by Bryan Dobson and Meg Quinn, it employs approximately 80 people across Australia and the Asia Pacific region. The agency designs, builds and deploys digital experiences for clients including Aesop, Bunnings, Bupa, Target and Myer. It specialises in implementing Salesforce Marketing Cloud solutions and was awarded Salesforce’s APAC Growth Partner of the Year in 2021. The acquisition is aligned with WPP’s accelerated growth strategy and focused M&A approach to build on existing digital experience capabilities. Over the past decade, WPP has grown into a global Platinum Salesforce partner with more than 7,000 practitioners across Marketing, Commerce, Experience, Loyalty, Analytics, Service and Sales Clouds. “Companies are seeking one integrated communications solution that combines creativity, technology and data. Bower House Digital’s knowledge in marketing technology will further strengthen our digital expertise in Australia and New Zealand. I’m excited to welcome the Bower House Digital team and clients to WPP.” -Rose Herceg, WPP President, Australia and New Zealand. Andy Main, Global Chief Executive Officer at Ogilvy, added: Bower House Digital has a dynamic team of experts with a track record of delivering truly personalised digital experiences for some of the world’s most recognisable brands. We look forward to driving impact and fueling growth for our clients by scaling Bower House Digital’s capabilities at the intersection of creativity, consultancy, production and operational services across our global network. Bryan Dobson and Meg Quinn, Bower House Digital Co-founders, said: Joining WPP and Ogilvy’s global network represents the next stage in our growth. We are so proud of what our company has achieved, the culture we have created and the team we have assembled over the past five years. Fusing our digital marketing knowledge with the creative powers of Ogilvy will build even bigger and better opportunities for our people and clients. About WPP- WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. About Ogilvy- Ogilvy inspires brands and people to impact the world. We have been creating iconic, culture-changing, value-driving ideas for clients since David Ogilvy founded the company in 1948. We continue building on that rich legacy through our borderless creativity—operating, innovating, and creating at the intersection of talent and capabilities. Our experts in Advertising, Experience, Public Relations, Health, and Consulting work fluidly across 131 offices in 93 countries to bring forth world-class creative solutions for our clients. Ogilvy is a WPP company (NYSE: WPP).

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AD NETWORKS

IAB Europe AdEx 2021 Study Reveals Double-Digit Digital Advertising Growth Across All Markets

IAB Europe | May 27, 2022

IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, announced at its flagship conference Interact 2022 today (25th May 2022) that digital advertising grew 30.5% in 2021 to €92b (£78.38b). This exponential growth shows that the digital advertising market has truly bounced back from the challenges and impact of COVID-19. 2021 Digital Advertising Investment Now in its sixth year, The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe, covering 28 markets. In 2021, all markets experienced double-digit year-on-year growth. Turkey was the most dynamic market posting an exceptional growth of 99.7%. In 2021, no markets experienced a decline in digital advertising. Audio and Video Post Strongest Growth The study shows that audio saw the largest growth in 2021 at 51.3%. Whilst the audio market still remains small, it represents positive growth. Video also grew by an impressive 46.2% to €18.5b (£15.76b). Meanwhile display grew by 34.5% to €45.6b (£38.84b), with search experiencing a 29.9% increase to €39.5b (£33.65). The AdEx Benchmark Study highlights can be downloaded here. The full AdEx Benchmark 2021 Report, which will provide full commentary and data across all 28 markets, will be published in June 2022.

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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 PLATFORMS

Go Addressable Launches Unified Industry Guidelines for Addressable Advertising

Go Addressable | June 02, 2022

Go Addressable, an industry initiative launched by television distributors to advance addressable advertising, today introduces a set of common industry guidelines – spanning addressable types, creative format, creative length and more – to facilitate and accelerate addressable advertising’s scale, enablement and adoption. The goal of the guidelines is to inform and allow for appropriate agency planning and expectations of campaign launch schedules, and to drive confidence through efficiency and consistency in processes and implementation. They are outlined in detail at GoAddressable.com. Go Addressable is an industry initiative formed by Altice USA, Charter Communications’ Spectrum Reach®, Comcast, Cox, DIRECTV Advertising, DISH Media, Frontier and VIZIO to help maximize the scale, impact and value of TV as a marketing platform. Founded in 2021, Go Addressable provides thought leadership, education and advocacy around the topic. Today’s announcement marks a milestone in one of the initiative’s stated goals to provide clear steps for all advertisers interested in buying addressable advertising. It also comes as the addressable TV advertising landscape is expected to grow to U.S. $7.5 billion dollars globally in 2022, per a Deloitte Global study. Addressability, too, was a key theme during this year’s upfronts. “We’re at an important time in the trajectory and future of addressable TV advertising, and we’re excited to be one of the inaugural Go Addressable agency forum participants,” said Michael Piner, EVP Advanced Media, Mediahub Worldwide. “Addressable TV advertising is a fast-growing and promising new frontier in media. Yet, we’ve lacked an industry group to help simplify the addressable activation as well as chart a course for future progress and innovation. We’re happy to be working with Go Addressable to help pioneer that course.” To ensure that it is working to address the needs of the industry, Go Addressable today also introduced two committees, one comprised of agencies and the other consisting of programmers. Both committees will meet twice a year and will include advertising companies and programmers from across the industry. “While addressable has been around for 10 years, it’s still in its early stages, and because of that, many providers are using different criteria and guidelines to deploy it,” said Matt Van Houten, SVP, Product, Operations and Business Development, DIRECTV Advertising. “While addressable has been around for 10 years, it’s still in its early stages, and because of that, many providers are using different criteria and guidelines to deploy it,” said Matt Van Houten, SVP, Product, Operations and Business Development, DIRECTV Advertising. “This has caused unnecessary complication and friction in the process. With the unveiling of our easily accessible industry guidelines, all advertisers can be comfortable with the medium, knowing these guidelines are supported by many of the distributors operating in the space. And this is exactly why Go Addressable was created. By working together, we are providing more paths to acceleration for the medium.” Below is a summary of the aforementioned guidelines: Addressable Types: Go Addressable identified two naming conventions that are consistent with how buyers deliver addressable campaigns, using aggregated data and with a commitment to protecting personal information: Audience addressable refers to the ability to dynamically deliver various advertisers’ advertisements targeted to different audiences in different homes all watching the same network at the same time. Creative versioning describes offering the ability to deliver different creative messages to different audiences (households) within the same spot for a single advertiser. Creative Format: The group identified that a creative format meeting the criteria below can now be deployed and used by all programmers and distributors, removing friction, costs and timing from the process. The guidelines are as follows: Stream Type: MPEG-2 Audio Type: MPEG1 Layer 2 Frame Rate: 1080i Width/ height: 1920 x 1080 Creative Length: Go Addressable members each support standard 30-second creative length for addressable advertising, with the goal of simplifying implementation of addressable campaigns. Cap & Edit: Distributors each have an established process to ensure that ads delivered addressably have a chance to be seen and are not being inserted or counted when the TV is off or when/if viewers are no longer watching. Data Match Vendors: Go Addressable has identified three vendors for onboarding audience segments from buyers that currently work across operators: LiveRamp, Experian and Epsilon. Additional vendors may be announced in the future. Attribution Vendors: Go Addressable also has identified three companies that currently provide attribution studies for buyers across operators: LiveRamp, Experian and Neustar. Additional vendors may be added in the future. Campaign Execution Timeline: Go Addressable has established a timeline for launching and/or reporting on a campaign to provide consistency to buyers and programmers when planning and activating campaigns. The process spans the early planning stages all the way to attribution. “Consistency is critical in advertising and is something that previously hasn’t existed for addressable campaigns, which are often executed across multiple operators. The industry guidelines created by Go Addressable give programmers a roadmap and guidelines that can be utilized when activating addressable campaigns across a national footprint. There is a lot of exciting work happening and we look forward to participating in the programmer council as we continue to scale our already robust addressable TV advertising capabilities for our clients,” said Julian Zilberbrand, EVP, Advanced Media, Paramount. About Go Addressable Go Addressable is an industry inclusive initiative led by TV distribution companies 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 www.goaddressable.com.

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Spotlight

In a fragmented media landscape and with more creative produced in market every day, differentiation has become even more critical to brand marketers. Whether it be music, celebrity, or movie clip, entertainment content remains a vital ingredient to augment creative and capture consumer attention. The upside to tapping into the vein of pop-culture is immense, yet inserting entertainment into a brand’s messaging comes with risks, both legal and social.

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