AD TECH AND MARTECH
Viamedia | June 03, 2022
Viamedia, the leading fully-integrated independent cross-media local advertising company, today announced Jim Loughran has been promoted to senior vice president of convergent video partnerships, overseeing the company’s cloud-based advertising solution that brings the digital and linear television worlds together. He will be responsible for QTT™’s overall business, product, communications and marketing strategy.
“Since joining Viamedia, Jim has been a trusted leader and has proved to execute and drive digital sales. No one is better suited to continue leading Viamedia’s cross-media advertising solutions as SVP of Convergent Video Partnerships, than Jim,” said David Solomon, CEO of Viamedia.
“Since joining Viamedia, Jim has been a trusted leader and has proved to execute and drive digital sales. No one is better suited to continue leading Viamedia’s cross-media advertising solutions as SVP of Convergent Video Partnerships, than Jim,” said David Solomon, CEO of Viamedia. “There is no doubt he will create even more value and bring more innovation to our advertising business customers.”
Loughran joined Viamedia in 2020 as senior vice president of digital, and in his time with the company has played an integral role in executing and driving digital sales. In his new role, Loughran will continue to oversee the patent-pending QTT™ technology that requests and receives ads programmatically from digital ad exchanges to enable real-time linear cable television ad insertion utilizing existing cable TV infrastructure. Viamedia’s QTT™ solution significantly increases cable ad dollars and advertisers’ marketing options by tapping into the surging programmatic digital advertising marketplace.
Loughran will be based in New York City and will continue to report to Viamedia’s CEO, David Solomon. Loughran previously served as senior vice president, national addressable, OTT and digital sales for Ampersand (formerly NCC Media), where he grew ad revenue from approximately $10 million to more than $100 million.
Viamedia places over 1MM ads a day in more than 130 zones in 28 states across 60+ markets nationwide, aggregating all forms of TV audiences and providing a single point of sale to more than 6,000 local, regional, and national advertisers. It provides a comprehensive portfolio of audience and impression-based local video cross-media advertising solutions that bridge the gap between linear TV and digital programmatic advertising.
Viamedia’s patented, cloud based QTT™ platform utilizes a proprietary technology stack designed to enable ad campaigns to be more efficient and easier to execute, by utilizing rich data to deliver targeted, dynamic ads to consumers via linear television.
Viamedia also offers a complimentary suite of impression-based digital products for streaming, mobile, display, email, search, social and more. Headquartered in Lexington, Kentucky, the company’s success is built on its people, processes and proprietary software.
Perion | February 11, 2022
Perion Network Ltd. (NASDAQ: PERI), a global advertising technology company, announced today that its search advertising business unit, CodeFuel, has been named Microsoft Advertising’s 2021 Supply Partner of the Year EMEA.
This prestigious award goes to the business that has shown excellence in partnership with Microsoft Advertising across all areas of collaboration. This recognition is based on key partnership results that include engagement, revenue growth, feature adoption in Search and Native, and the scale of joint activities.
“With a partnership with Microsoft that is more than a decade old, the recognition of being named Microsoft’s Advertising Partner of the Year is the culmination of our work together thus far, and we believe it is just the beginning,” said Doron Gerstel, Perion’s CEO.
“The pandemic saw an unprecedented explosion in the eCommerce sector, the equivalent of years of growth,” Gerstel added. “As a result, advertisers allocated more of their budget to the search category, where consumers express their highest level of purchase intent, which makes our partnership with Microsoft Advertising even more strategic. Together, we remain committed to building our publisher network while maintaining the impeccable quality standards which matter so much to both of us.”
“Microsoft Advertising is delighted to show our appreciation and acknowledge the well-deserved recognition for CodeFuel, a Perion Company, with the Supply Partner of the Year EMEA Award. Our partners are critical to our business and it's a privilege to recognize those who lead with a spirit of collaboration, innovation, and inclusive behavior.”
“Our partners have displayed a strong commitment to their clients, and to their communities during a time of uncertainty and disruption,” said Sean O’Connor, International Marketing Director at Microsoft Advertising.
“The award theme ‘Together we are limitless’ truly reflects the spirit of how we worked together with Microsoft Advertising to achieve fantastic growth results year over year. We accomplished this through ongoing technology investments and a relentless focus on quality,” said Tal Jacobson, General Manager, CodeFuel.
“The close collaboration between the teams has enabled us to introduce new features in our search technology suite and expand our network of publishers globally. We look forward to expanding the category through continued collaboration and further driving success for publishers and advertisers,” added Jacobson.
About Perion Network Ltd.
Perion is a global technology company that delivers strategic business solutions that enable brands and advertisers to efficiently “Capture and Convince” users across multiple platforms and channels, including interactive connected television – or iCTV. Perion achieves this through its Synchronized Digital Branding capabilities, which are focused on high impact creative; content monetization; its branded search network, in partnership with Microsoft Bing; and social media management that orchestrates and optimizes paid advertising. This diversification positions Perion for growth as budgets shift across categories.
Upwave | May 21, 2022
Upwave, the leading analytics platform for brand advertising, announced a new strategic partnership with Kinetiq, a leading TV intelligence platform. Through this collaboration, Upwave will layer its brand measurement data with Kinetiq’s TV intelligence data, providing real-time data and metrics around sponsorship investments. Kinetiq’s technology recognizes and measures the number of times, location and duration of brand sponsorship campaigns via the identification of logo placement. Upwave then verifies whether the sponsorship reached the brand-specific audience via Brand Reach, and measures the effects of these sponsorships on various Brand Outcomes KPIs, such as Awareness, Consideration and Purchase Intent.
“Marketers want to be able to answer two questions about their brand investment: who did it reach, and did it work? Marketers–since the inception of brand sponsorships–have never had a deterministic way to measure their effectiveness. Together, Upwave and Kinetiq are changing the game, and taking sponsorship marketing from an art to a science.”
Chris Kelly, CEO of Upwave
Connecting large-scale branding sponsorship investments with audience sentiment hadn’t been possible until Upwave and Kinetiq’s new partnership. With the marrying of qualitative + quantitative data sets–marketers will have a unified solution to measure not only ad effectiveness but the effectiveness of sponsorship investments. For example, Kinetiq can identify a brand's logo on a sports jersey or on the field during a game, informing marketers how many times it was shown on screen, how long and where. Upwave can then layer its attitudinal data with those metrics to give a full picture of the effectiveness of sponsorship dollars.
“Having partnered with the Upwave team in the past, most recently supporting the AD Council’s Covid Ad Campaign, we saw the immediate impact of combining our data set with Upwave’s sentiment data,” said Kevin Kohn, CEO of Kinetiq. “By extending this partnership to include sponsorship measurement, we provide our customers a whole new level of insights to measure their sponsorship investments. As we continue to expand our partnership, we see broader opportunities to take Upwave's analytics into earned and owned brand initiatives–providing the industry with qualitative and quantitative analytics across paid, earned and owned.”
With this partnership, brands can now combine Kinetiq’s media metrics layered with Upwave’s deterministic brand impact data to uncover the true value of sponsorship campaigns on TV.
Upwave is a fast-growing analytics company providing ML-driven brand advertising measurement technology and intelligence, via a SaaS platform, to the world's leading brands, agencies, and media partners. The company is based in San Francisco and New York and backed by leading Silicon Valley venture capital investors.
Kinetiq pushes the boundaries of TV intelligence with the first and only unified, global platform to measure the complete spectrum of paid, earned and owned TV media with the speed and precision of digital. The Kinetiq platform empowers marketers, technology partners and content owners with TV audience metrics and analytics in real-time, providing the critical data and transparency needed to make informed decisions. Formed in 2019 with the merger of iQ Media and 4C’s Teletrax, Kinetiq is trusted by leading brands, agencies, broadcasters and ISVs, including Mercedes-Benz, Red Bull, Fox Broadcasting Company and Google.
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.