PATTISON Outdoor Advertising Unites Digital Division Under Banner

PATTISON | February 19, 2020

PATTISON Outdoor Advertising, Canada’s largest Out-of-Home advertising provider today announces it is merging its Digital division, Onestop, the leader in Canadian place-based Digital Out-of-Home, under the title brand. The move unites the divisions’ excellence in Digital Innovation and Operations, along with its premium Digital Networks in downtown cores across key markets, with the scale of PATTISON Outdoors’ national product portfolio and market-leadership. The move will focus on the three pillars of Sales, Digital Innovation and Technical Operations.
PATTISON Outdoor’s newly appointed President, Steve Mcgregor will lead the combined presence, and Cam Milne of Onestop will move into a new role as VP/GM overseeing the Central Region at PATTISON Outdoor. The new operating structure blends together the strength of the sales teams, an industry-leading technical operations team, and enables PATTISON Outdoor to align around an evolved National Digital product portfolio.

Spotlight

Network effects occur when the value of a product depends on others that are using the product. Network effects can be same-sided; that is, there is a performance benefit for users as more of the same type of users use the network, such as is the case for a social media platform. Network effects can also be cross-sided where the presence of one group of users (such as viewers of content on YouTube) benefits another group of users (such as people who produce content on YouTube).


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Snapchat unveils dynamic ads service for travel advertisers

Snapchat | June 06, 2022

Snapchat has launched its Dynamic Travel Ads product to help brands create different ads according to their products and services. The social media platform says it will serve the most relevant ads to "Snapchatters" interested in travel, whom it claims are 37% more likely to book travel after seeing an advertisement. Snapchat says the ads have a number of unique benefits for travel advertisers including targeting according to a Snapchatter's interest in travel and locally relevant campaign delivery using the company's visitation data. The company says Etihad reduced the cost per flight search fourfold using the dynamic ads product and achieved "a 307% increase in ROAS (return on advertising spend) as well as a 76% decrease in cost per purchase compared to their non-dynamic campaigns." Phil Dodwell, marketing media lead for Etihad, says the airline was able to "maximize relevance by matching customers to specific destinations, dramatically improving performance metrics across the booking funnel in the process." Phil Dodwell, marketing media lead for Etihad, says the airline was able to "maximize relevance by matching customers to specific destinations, dramatically improving performance metrics across the booking funnel in the process." He adds: "The prospecting solution in particular is currently the best-in-class catalog solution for dynamic travel ads on social, and we are extremely pleased with the results we have been able to achieve. We look forward to building on this approach in Q2 and beyond.” Meanwhile, Booking.com also reduced its advertising costs by using images from its product catalog to present locally relevant listings to the audience based on previously viewed products. Sharon Silverstein, head of U.S. verticals at Snap Inc, says, "Snapchatters are a particularly salient audience for the industry, with many eager and more likely to travel than users of other platforms." The company says 76% of Snapchatters are making plans or have already returned pre-pandemic travel behavior. It adds that the platform has more than 600 million monthly active users and 332 million daily active users. Many travel brands are experimenting with social platforms with their millions of users as a way to extend reach and boost engagement beyond more traditional marketing channels. In addition, a number of travel brands have made their own media moves recently with Marriott, for example, launching a media network in partnership with Yahoo that enables other advertisers to target its audience. Initially, brands will be able to target Marriott customers via the hotel company's website and mobile application expanding to in-room television screens and its Bonvoy loyalty program later.

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Matterkind Releases New Report Exploring Diversity, Equity, and Inclusion Across Advertising

Matterkind | July 26, 2022

Matterkind, IPG’s activation intelligence company, today debuted a new report exploring how advertisers can embrace DEI to usher in a new era of responsible marketing and advertising. The report, titled “Diversity & Equity in Advertising: A Holistic Approach,” offers practical, actionable advice for brands wanting to put DEI at the heart of their marketing and communications. Backed by research conducted in partnership with international research consultancy MTM, Matterkind’s report aims to guide brands on their respective journeys in conscious marketing. The report found that over 50% of people think it’s important for advertisers to ensure they reach a diverse range of audiences – and this rises to 70% for people who are likely to engage with ads. Throughout the white paper, Matterkind emphasizes the importance of intentionally prioritizing DE&I efforts for advertisers, and what can be done to make meaningful improvements within current strategies. The findings are clear in that the consumer public at large has, in recent years, become more aware of discrimination and inequity for diverse groups resulting in an increased demand for advertisers to act. Matterkind complements its findings by laying out actionable and holistic strategies for integrating and prioritizing an organization’s DE&I efforts with their marketing strategy, creative, internal organization, and media planning and buying, to ensure that goals are achieved. Some additional key findings of the report explore how: Customers favor diverse advertisers 50% of customers agree that they are more likely to recommend a product or service if their advertisements are diverse and representative. 45% of customers feel that they are more likely to buy a product or service if its advertisements are diverse and representative. 44% of customers would not engage with a brand they felt was not taking diversity and representation seriously. 36% of customers have boycotted a brand because of issues with diversity and representation. Advertisers see DEI as a priority and are adapting their marketing approach More than 90% of the advertisers say that reducing bias and discrimination in marketing and advertising is now a priority. As it relates to marketing strategy, Matterkind anticipates a 23% increase in advertisers adopting strategies to address underrepresented groups over the next 3 years compared to the last 3 years. When considering adapting creative to ensure representation of different groups, there is an anticipated 5% increase in advertisers adopting strategies to address underrepresented groups over the next 3 years compared to the last 3 years. Advertisers anticipate addressing internal diversity will increase 11% over the next 3 years compared to the last 3 years. “Yesterday’s customer is not today’s customer, and it is mission critical that brands and advertisers do everything in their power to engage their audiences consciously, with relevance and respect. The best way to do that is by authentically investing and acting on impactful DE&I strategies, and what we’re seeing throughout both the report’s findings and general consumer behavior is that audiences are demanding representation and inclusion to be key brand priorities for advertisers. Matterkind’s goal is to help brands take actionable and meaningful steps in turning their DE&I goals into reality,” said Erica Schmidt, Global CEO of Matterkind. “The importance of ensuring that advertisements are reaching diverse audiences has never been more clear, as impactful ad campaigns have the potential to shape and address social issues. As consumers continue to demand that brands take a stand against inequity, brands must adapt a holistic DE&I program that ensures campaigns prioritize diversity, equity, and inclusion across all stages of campaign development to authentically build their audiences and reach,” said Dr. Femi Olu-Lafe, SVP, Culture and Inclusion at Acxiom, Kinesso, and Matterkind. For more information or to download the report, please click here. Additional imagery is available upon request. About Matterkind Matterkind, IPG’s activation intelligence company, drives better business outcomes while putting the customer experience first. Through the lens of conscious marketing, they employ ethical data, through patented applications, to deliver addressable activation intelligence. Matterkind strengthens connectivity between brands and their audiences, through trusted partnership, excellence, and expertise. Matterkind is a part of Kinesso, the marketing technology unit of The Interpublic Group of Companies, Inc. (IPG). For more information, visit Matterkind.com.

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Global Enters Mobile Gaming Arena With Strategic Investment and Exclusive Ad Sales Deal

Odeeo, Global | June 14, 2022

Global, the media & entertainment group, has announced today (13 June 2022) that it has invested in Odeeo, a tech start-up that delivers non-intrusive audio ads in mobile games. Global’s market-leading digital advertising platform DAX (Digital Ad Exchange) will become the company’s exclusive sales partner in the UK and in the U.S, expanding DAX’s existing podcast, digital audio, audio articles and programmatic outdoor offering for advertisers and creators. Odeeo serves mobile game developers and publishers, helping them to monetise and grow their gaming products. Its pioneering technology provides advertisers with access to 2.8 billion mobile gamers across the globe, promising ads that respect player experience and privacy whilst offering advertisers advanced targeting and a highly attentive audience. The company is based in Israel and was founded by Amit Monheit (CEO) and Elad Stern (COO) in 2021. Odeeo co-founder, Amit Monheit, said: “There’s huge potential to improve how brands advertise in games so Elad and I are delighted to be partnering with Global and DAX. Together, we can help brands explore new opportunities and reach target audiences. “Mobile gaming is immensely popular and audio ads in this space are unique as they don’t interrupt the experience. By combining our expertise, we’ll be able to keep innovating and growing the in-game audio world.” Stephen Miron, Group CEO at Global said: “We have been following the mobile gaming sector and particularly Odeeo’s growth for some time, and are pleased to announce both this strategic investment and Odeeo’s appointment of Global, through DAX, to be their exclusive sales partner in the UK and US. “This reinforces our strategy of being the market leader for all forms of audio advertising, across live radio, podcasts, audio articles and now mobile gaming. We’re looking forward to partnering with Amit and Elad to help the gaming creator community make the most of audio advertising opportunities.” Les Hollander, CEO DAX, North America, said: “Audio advertising in mobile gaming presents a unique opportunity to reach gamers with immersive, non-intrusive marketing. Partnering with Odeeo not only provides us with high quality games for our advertisers to utilise but also an opportunity for them to connect with highly engaged audiences. I’m thrilled that DAX is joining Odeeo on this new and exciting journey.” About Odeeo Odeeo is an audio ad platform. One that strikes a chord with the world’s estimated 2.8 billion mobile gamers and drums up new customers for brands. All while players enjoy their game without skipping a beat. It’s on a mission to create a better experience for players – running ads without interrupting the gameplay – connecting developers and brands through sound and building the most advanced audio platform on the market. Headquartered in Israel, the company was founded by Amit Monheit (CEO) and Elad Stern (Chief Operating Officer) in 2021 and helps to connect hundreds of studios and brands through audio. About Global Global is one of the world’s leading Media & Entertainment groups. Europe’s largest radio company, Global is home to respected, national market leading media brands broadcasting across the UK on DAB & FM and around the world on Global Player, including Capital, Heart, Classic FM, LBC, LBC News, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold. Global Player allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly curated playlists, in one place in app, on web and on smart speakers. Global is also one of the leading Outdoor companies in both the UK & Europe, with over 235,000 sites reaching 95% of the UK population. Global’s extensive and diverse outdoor portfolio encompasses Transport for London’s Underground network, almost all major UK airports including Gatwick, the UK’s largest portfolio of roadside posters and premium digital screens in prime locations, as well as the UK’s largest network of buses including all major cities. On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 25.7 million on the radio alone. Global created and operates DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising. The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King OBE is Founder & Executive President, Stephen Miron is Group CEO, Lord Allen is Chairman and James Rea is Director of Broadcasting & Content. Ashley Tabor-King created Global in 2007.

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Instacart Announces New Shoppable Video and Display Advertising Products, Driving Inspiration, Discovery and Purchase

Instacart | May 30, 2022

Instacart today announced two new advertising solutions that bring together the best of inspirational storytelling and action: shoppable video ads and enhanced shoppable display ads. These new formats expand Instacart's ad product suite with inspiring experiences to give brands a more immersive way to storytell, engage and drive sales. Shoppable video and shoppable display enable CPG brands to shorten the user journey from awareness and product discovery directly to purchase – all within one rich media unit. Advertisers can now promote engaging, targeted, creative content to consumers as they shop from their favorite retailers on Instacart. Dove, Mondelēz International, PepsiCo and S.Pellegrino are among the first CPG brands to pilot Instacart's shoppable video and shoppable display products. "Advertisers choose Instacart because we've built a platform with high-intent consumers, unparalleled scale of retailers, and closed-looped measurement, all of which drives meaningful results for our brand partners," said Ali Miller, Vice President of Ads Product at Instacart. "We designed our new shoppable ad products to create more brand storytelling opportunities for CPGs, help them inspire and reach new and existing consumers, and ultimately drive sales in a singular unit. We see that these kinds of shoppable rich media experiences resonate with consumers as well, as we're bringing more discovery and inspiration to the online shopping experience. We're grateful to work with brand partners who have been excited to innovate with us and incubate these formats along the way to drive maximum impact." Instacart's new shoppable video ads will equip brands to combine the powerful storytelling capabilities of video creative with an in-line set of shoppable products to shorten the path from discovery to purchase. Advertisers will be able to fuel brand affinity with rich stories, motion and audio, and inspire bigger baskets with seamless add to cart functionality. Throughout the pilot, Instacart will test and learn alongside its CPG brand partners to determine best practices and inform what the shoppable video product looks like when it is available to all brands in Instacart's self-service portal, Ads Manager, later this year. Building on the early success of its inaugural display ads product, Instacart has created a new, iterative, shoppable display product to inspire basket building through discovery and purchase. This new shoppable display format is a CPG brand's contextual 'pop up shop' on Instacart and enables them to reach the right consumer at the right time to drive consideration and bigger baskets – without disrupting the shopping experience. The engaging new format features brand imagery coupled with direct add to cart functionality; brands are able to pin a bundle of items that inspires complementary purchases, innovation, and drives routine purchases. More than 40 CPG brands have piloted the shoppable display product, which will be generally available to all brand partners in Ads Manager later this summer. Dove first partnered with Instacart Ads in 2017 with sponsored product campaigns, and expanded as an early pioneer with shoppable display for their "Nourish Your Beauty" campaign. "Across all our Dove campaigns, we tell real, thoughtful stories of beauty as a source of confidence, not anxiety, that our audience can authentically connect with and that inspire the next generation," said Leslie Miller, Marketing Director on Dove. "At the same time, we are constantly looking for innovative platforms to engage with our audience. Working with Instacart Ads has enabled us to try new tools that do just that. Testing Instacart's new shoppable display and shoppable video ads have equipped us to inspire even more people with our brand storytelling and seamlessly drive purchases as they shop on Instacart." "Partnering with Instacart helps us stay ahead of the curve when it comes to inspiring and engaging consumers along their shopping journey," said Emily Frankel, SVP, eCommerce Marketing Head at PepsiCo. "Partnering with Instacart helps us stay ahead of the curve when it comes to inspiring and engaging consumers along their shopping journey," said Emily Frankel, SVP, eCommerce Marketing Head at PepsiCo. "Multiple PepsiCo brands have joined the Instacart video and display pilots to test and learn. Shoppable display has proven to be an effective way to drive first-time purchase of our products via the Instacart platform, and while we're just getting started with shoppable video, we look forward to continuing our work to give consumers a compelling omnichannel experience." "We're thrilled to partner with Instacart. Online grocery shopping is critical to our long-term growth strategy and we are excited to create a richer experience for our consumers as they shop for our beloved brands." - Wesley Saraceni, Senior Director of Marketing Digital Commerce at Mondelēz International. Instacart's new shoppable video and shoppable display products expand the company's robust advertising tool kit and help CPG brands of all sizes deeply engage with consumers directly at the point of purchase. Now, advertisers have even more choices and touchpoints to inspire consumers throughout the entire shopping journey. The new shoppable video and display products, alongside the company's flagship sponsored product offering, brand pages and suite of display ad solutions, equip brands on Instacart with comprehensive full-funnel marketing capabilities to reach valuable consumers at the point of purchase and drive effective, measurable outcomes. Instacart today offers self-service and managed ad services for more than 5,000 CPG brands. Instacart also partners with industry-leading API partners that have built campaign management and optimization applications leveraging the Instacart Ads API. About Instacart Instacart is a leading retail enablement platform that works with grocers and retailers to transform how people shop. Today, Instacart partners with more than 800 national, regional and local retail brands to facilitate online shopping, delivery and pickup services from more than 70,000 stores across more than 5,500 cities in North America. Millions of busy people and families turn to Instacart to get the groceries they need from the retailers they love, and more than 600,000 Instacart shoppers pick, pack and deliver orders for customers on their own flexible schedule. The Instacart Platform offers a suite of enterprise-grade technology products and services to power e-commerce, fulfillment, in-store, ads and insights for retailers across the U.S. and Canada. Hundreds of retailers partner with Instacart to power their e-commerce experiences across the Instacart App and their own white-label sites and solutions. With Instacart Ads, thousands of CPG brands partner with the company to connect directly with consumers online. For more information, visit www.instacart.com/company, and to start shopping, visit www.instacart.com. For anyone interested in becoming an Instacart shopper, visit https://shoppers.instacart.com/.

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Spotlight

Network effects occur when the value of a product depends on others that are using the product. Network effects can be same-sided; that is, there is a performance benefit for users as more of the same type of users use the network, such as is the case for a social media platform. Network effects can also be cross-sided where the presence of one group of users (such as viewers of content on YouTube) benefits another group of users (such as people who produce content on YouTube).

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