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PATTISON Outdoor Adds City of Brampton Transit Advertising to its Growing GTA Transit Presence

PATTISON | November 25, 2021

PATTISON-Outdoor-Adds
PATTISON Outdoor Advertising, Canada’s leading Out-of-Home advertising provider has officially expanded its growing Transit Advertising portfolio in the Greater Toronto Area with the addition of Brampton Transit, a public transport system operator for the City of Brampton. Effective November 9, 2021, PATTISON Outdoor will exclusively offer exterior and interior advertising placements on over 330 conventional transit buses and exterior advertising formats on over 130 Züm buses, a bus rapid system in the City of Brampton, providing businesses and brands more opportunities to reach a growing consumer market. Most recently, Brampton Transit received an Environmental Sustainability Award from the Canadian Urban Transit Association (CUTA) for its milestone electric bus trail.

With an annual ridership over 31 million in 2019, we are thrilled to offer our clients a variety of Transit Advertising formats to reach and engage their target audience in one of Canada’s most dynamic and growing cities with the addition of Brampton Transit into the PATTISON portfolio.With the addition of Brampton Transit, Pattison Outdoor now maintains an advertising agreement with every transit authority within the GTA except Mississauga Transit. As the largest Transit Out-of-Home company in Canada and throughout the province of Ontario, PATTISON offers local and national advertisers unparalleled reach and scale through the Toronto Transit Commission, Durham, York, Burlington, Oakville and Barrie Transit Authorities.

Nicholas Campney, Director, Leasing and Legislation, PATTISON Outdoor Advertising.

As one of the fastest-growing cities in Canada, Brampton is home to more than 700,000 people and 75,000 businesses. With a median age of 36, the city’s young, educated, and diverse labour force of 320,000 represents over 234 cultures speaking 115 languages, many of whom rely on safe and accessible transit each day. Centrally located on Canada’s Innovation Corridor and with easy access to Toronto Pearson Airport and all 400 series highways, Brampton is home to many businesses across the city’s key sectors of Innovation and Technology, Advanced Manufacturing, Food and Beverage Processing and Health and Life Sciences. As a Green City focused on reducing greenhouse gas emissions in the community by 80 per cent by 2050, Brampton is building a well-connected, sustainable, and energy-efficient transportation system to serve its residents and visitors daily.

PATTISON’s Transit portfolio is extremely effective as a brand building and mass awareness platform. PATTISON Outdoor’s new partnership with Brampton Transit invites local and national advertisers to connect their brands with local residents. 

About PATTISON Outdoor Advertising
PATTISON Outdoor Advertising, a division of The Jim Pattison Group is Canada’s largest Out-of-Home advertising company. PATTISON Outdoor helps brands and businesses harness the power of Out-of-Home advertising by providing the most comprehensive range of products, markets, insights and customer support services. With its roots reaching back to 1908, PATTISON has been providing innovative solutions for Out-of-Home advertising opportunities with products ranging from traditional billboards to transit, digital, airport, residential, office, and street level formats. PATTISON is headquartered in Toronto, Ontario with over 25 sales offices across the country, providing advertisers unmatched reach and coverage with products available in over 200 markets coast to coast.

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This white paper is part of a series that promotes knowledge about language technology and its potential. It addresses journalists, politicians, language communities, educators and others. The availability and use of language technology in Europe varies between languages. Consequently, the actions that are required to further support research and development of language technologies also differ. The required actions depend on many factors, such as the complexity of a given language and the size of its community.


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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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New Report by Kinesso Helps Brands Navigate Digital Advertising Disruption

Kinesso | June 01, 2022

Kinesso, IPG’s connected intelligence company, today debuted proprietary research designed to help brands maintain their connections with people in a rapidly changing advertising ecosystem. The report, titled “A Connected Approach to the Disconnected Identity Ecosystem,” explores how marketers can respond to disruptions to digital advertising, including technology innovations, the deprecation of the third-party cookie, and evolving privacy regulations. The study explores the challenges marketers are facing, where they are in their journey to find solutions, and the five best investments they can make right now – including identity solutions – to ensure their marketing is both effective for the brand and responsible to people. Third-party cookies and identifiers have played a key role in most brands’ identity solutions, allowing them to reach audiences at scale and personalize communications across an increasingly complex ecosystem of publishers, content platforms, and different ways to buy ads. With the loss of these cookies and identifiers, advertisers expect diminished marketing effectiveness. According to the report’s findings: 75% agree it will make it harder to reach and scale audiences 71% agree measurement and attribution will suffer 66% agree Apple’s privacy-related changes will affect the profitability of direct response advertising. Brands must find alternatives that will allow them to continue to reach their audiences, use the best media for their objectives, measure effectiveness, and have the flexibility to adapt as new publishers and platforms emerge. “Brands must find a way to continue delivering meaningful, relevant marketing at a time when the advertising landscape is going through tremendous change,” said Arun Kumar, CEO, Kinesso and Global Chief Data and Marketing Technology Officer, IPG. “Brands must find a way to continue delivering meaningful, relevant marketing at a time when the advertising landscape is going through tremendous change,” said Arun Kumar, CEO, Kinesso and Global Chief Data and Marketing Technology Officer, IPG. “For marketers, the question becomes, what’s the best solution for my brand? However, this report highlights there is not a single solution, supporting our view that the right solution is a multi-layered approach. This research outlines the best bets – the investments marketers should be making now to ensure they achieve their business outcomes and continue to market responsibly.” This research identifies five options that could be considered effective responses to the loss of third-party cookies and other changes, and outlines the effectiveness, feasibility, challenges and key partners needed to deploy each. Solutions include first-party data, alternative identifiers and identity solutions, working with so-called ‘walled gardens,’ adopting cohort-based solutions, and contextual targeting. Most of the advertisers Kinesso spoke to – 85% of them – agree that the industry needs to do more than the bare minimum to embrace a privacy-first age, but 63% are still at an early stage in figuring out the right investments for their brand. The report highlights the fact that there is no one solution to rule them all and finds advertisers exploring multiple options – and working with more than one partner – to find the right solution for their business: 68% of advertisers agree that using one or more of the alternatives to third-party cookies will result in better digital advertising outcomes than at present. Less than 15% of advertisers are developing solutions by themselves, citing lack of knowledge, budget, and time as primary drivers for working with partners. Advertisers work with ~2 partners on average — and seek bespoke solutions. “With the death of the third-party cookie, it’s imperative that marketers innovate within the digital advertising space and prioritize a future that’s good for both marketers and individuals. Most brands are in the early stages of responding to these new challenges, and the strategies and projections that we’ve outlined in this report will be a catalyst for important planning discussions as marketers gear up to embrace our future,” said Tracy YoungLincoln, Chief Client Officer at Kinesso. Kinesso’s “A Connected Approach to the Disconnected Identity Ecosystem” report is part of a series on responsible marketing created in conjunction with its sister IPG companies, Acxiom and Matterkind. The research is based on consumer and business surveys in the U.S. and UK as well as interviews with industry experts. About Kinesso Kinesso is a connected intelligence company that builds applications and software solutions, working with agencies and partners to deliver consistent and relevant customer experiences for people across all channels. Kinesso’s technology solutions and services span audience, planning, and activation, delivering insights that drive growth for leading global brands. Kinesso is part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit kinesso.com.

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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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Entravision Announces Participation in Upcoming Investor Conferences

Entravision | May 24, 2022

Entravision a leading global advertising solutions, media and technology company announced Chris Young, Chief Financial Officer and Treasurer, will participate in the following upcoming investor conferences: Singular Research’s Spring Select Webinar to be held Wednesday, May 25, 2022 from 6:00 a.m. to 4:00 p.m. PT. Management is scheduled to present that day at 1:45 p.m. PT. The Gabelli 14th Annual Entertainment & Broadcasting Symposium to be held Thursday, June 2, 2022 in New York, New York. Management is scheduled to present on Thursday, June 2, 2022 at 10:00 a.m. ET and will participate in meetings with investors throughout the day. The 12th Annual East Coast IDEAS Investor Conference to be held virtually on June 22-23, 2022. Management will host meetings on Wednesday, June 22, 2022, and Entravision’s presentation will be available beginning on Wednesday, June 22, 2022 at 6:00 a.m. ET. The presentations will be webcast live over the Internet, and links to the live webcasts and replays will be available on Entravision’s Investor Relations website at investor.entravision.com. About Entravision Communications Corporation Entravision is a leading global advertising solutions, media and technology company connecting brands to consumers. 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 46 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.

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Spotlight

This white paper is part of a series that promotes knowledge about language technology and its potential. It addresses journalists, politicians, language communities, educators and others. The availability and use of language technology in Europe varies between languages. Consequently, the actions that are required to further support research and development of language technologies also differ. The required actions depend on many factors, such as the complexity of a given language and the size of its community.

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