ADVERTISER CAMPAIGN MANAGEMENT

Roku & Walmart Sign an Exclusive Shoppable Ad Deal

Roku, Walmart | June 17, 2022

Roku & Walmart Sign an Exclusive Shoppable Ad Deal
Walmart and Roku have entered an exclusive ad agreement. Roku viewers can use their Roku remotes and stored payment information to buy products directly from the retailer’s ads on the platform. They won’t be redirected to Walmart’s website or need to capture QR codes on their phones to complete orders while watching their favorite shows. Walmart U.S. Chief Marketing Officer William White said that the ads would initially come from Walmart, but he expects supplier brands also to participate.

“As we launch, this will be Walmart advertising,” White said. “But it certainly creates opportunities to think about how we partner with our key suppliers to bring their products and brands to life.”

“As we launch, this will be Walmart advertising,” White said. “But it certainly creates opportunities to think about how we partner with our key suppliers to bring their products and brands to life.”

According to Roku Head of TV Commerce Peter Hamilton, this deal will bring together a streaming platform used by about half of U.S. households and a retailer shopped by about 90% of the U.S. households. Executives from both companies declined to provide details on payment terms or revenue sharing.

“Walmart is the exclusive retail partner today,” Hamilton said, “and we plan to begin testing with other brands that sell through Walmart later in the year. So, as it stands, this is an exclusive partnership.”

This is a first-of-its-kind partnership between a retailer and a streaming platform. Hamilton went on to say that the ease of making purchases using a Roku remote eases the process of scanning QR codes to get to a website to complete purchases on mobile devices.

This deal gives an upper hand to Walmart to compete with Amazon Prime, a major online retail and streaming platform.

William White said, “There’s a tremendous runway in terms of how this can continue to evolve. Walmart was the first to market with shoppable livestreams on TikTok, Twitter and Youtube. We were the first to market with shoppable recipes on Pinterest and first to market with Twitter native checkout. And I think it’s a natural evolution for us to move into TV.”

Spotlight

Social media has the potential to facilitate much closer relationships between libraries and their patrons wherever users are based, and however they choose to learn about and access library services and resources. Current usage of social media by the library community generally remains ad hoc and somewhat experimental, but the uptake of these tools is accelerating, and they will likely play an increasingly important role in library service provision and outreach in the future.


Other News
DISPLAY ADVERTISING

GumGum and Frameplay Partner to Deliver Contextually Relevant, Intrinsic In-Game Advertisements

GumGum, Frameplay | June 15, 2022

GumGum, a contextual-first global digital advertising platform, announced today (June 14th, 2022) a strategic partnership with Frameplay, the global leader in enabling intrinsic in-game advertising. The partnership expands GumGum’s suite of high-impact ad products into the Frameplay platform and allows advertisers to reach gamers and consumers within highly cinematic and interactive video games. This unlocks both time and attention from the world’s most desirable audiences with relevant intrinsic in-game advertising in a brand-suitable environment. "Not only does gaming offer advertisers a unique opportunity to reach exciting, diverse, and unexpected audiences online, it also offers brands a springboard into the Web 3.0 world," said Phil Schraeder, CEO at GumGum. "Not only does gaming offer advertisers a unique opportunity to reach exciting, diverse, and unexpected audiences online, it also offers brands a springboard into the Web 3.0 world," said Phil Schraeder, CEO at GumGum. "There are 180 million people in the United States alone–-almost half of the country's population—that identify as a digital gamer, so it's clear that in-game advertising is absolutely critical for brands to increase their share of voice and reach audiences at scale. With Frameplay, we're able to offer advertisers the chance to be early adopters of this emerging environment, helping them reach diverse gaming audiences across mobile, desktop, and consoles with non-intrusive ads that blend seamlessly into a user's gaming experience." This integration provides GumGum with an additional offering that complements GumGum’s core display and video products. Frameplay’s unique ad platform supports high viewability standards, consistent with GumGum’s high-impact formats. Frameplay supports ad spaces implemented through their SDK as well as custom ad experiences that allow brands to own a 100% share of voice. The partnership will be offered as limited availability initially, with expanded availability to be released later this year. “Frameplay’s collaboration with GumGum unlocks an opportunity for advertisers to reach new, highly-attentive audience segments in a seamless and measurable way,” said Jonathon Troughton, CEO of Frameplay. “At Frameplay, we’re giving developers and advertisers the proven benefits of intrinsic in-game advertising to captivate audiences in scaled, cinematic video games without sacrificing creativity or user experiences. Our partnership fuels that mission. We’re proud to provide these rich opportunities to GumGum’s clients and enthusiastic for the future of this partnership to unfold.”

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BRAND MARKETING

PPC Profit Pros Teams Up with CallRail to Offer Brands Profit Maximization of Offline Phone Calls

PPC Profit Pros | July 01, 2022

Top Digital marketing agency PPC Profit Pros, founded and led by performance marketing expert, Aaron Adamson, is adding in CallRail software into their powerful mix of deep pay-per-click marketing experience, and proven expertise in three of the world's top artificial intelligence and machine learning marketing platforms, Skai (formerly Kenshoo), Adalysis, and Unbounce. This digital marketing firm has a track record of growing profits, 25% to 327%, across all industries and for B2C and B2B brands. Now, with CallRail in their toolset, PPC Profit Pros will be able to track your offline call center type conversions and tie them back to the PPC keywords and ads that produced your leads and sales allowing for offline profit maximization. With CallRail, PPC Profit Pros can set up personalized call routing for all of your tracked numbers, give your customers options for text messaging, and allow you to engage your customers with automated responses so that your customers know when they will hear back from you. "CallRail has a lot of great features for our clients, but from our standpoint, the best one, is the ability to send the call lead into our clients CRM with special tracking that tells us what Google PPC keyword, ad and landing page was involved. This gives us something really special. We can finally tie these offline transactions to the online places that our clients are spending money on, and dial the whole system into maximum profit! We have seen amazing profit increases with our clients, whereby we typically can double their profit on call center calls,We use specific tools for specific purposes, at each point from ad impression to lead and sale. These tools are complex, but we've become experts with them, which allows us to give valuable time back to brands; time that they can use to work harder on their businesses." - Aaron Adamson Founder and CEO,PPC Profit Pros. About PPC Profit Pros- PPC Profit Pros is an online marketing firm that combines vast experience, exceptional tools, and robust analytics with exceptional marketing techniques to maximize performance in the following areas: Paid search marketing, social PPC, retargeting, performance display, and conversion rate optimization.

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AD TECH AND MARTECH

Viamedia Promotes Jim Loughran to SVP of Convergent Video Partnerships, Heading Its Patented QTT™ Division

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. About Viamedia 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.

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ADVERTISER PLATFORMS

Fiverr Makes a Move into the Advertising Industry with Togetherr™

Fiverr, Togetherr | June 09, 2022

Togetherr™, a new platform for building world-class creative teams and connecting them with leading global brands and agencies, launches today. The platform, designed and built by Fiverr (NYSE: FVRR), and backed by industry-leading visionaries, uses proprietary technology, the Creative Genome, to construct award-winning teams, from an exclusive group of creative talent. These teams will be curated and matched to support brands and agencies on specific projects and campaigns. The advertising world has gone through massive changes in the last few decades. The emergence of new digital platforms, the fragmentation of media, the rise of tech giants, e-commerce, and science-based marketing, all dramatically influenced the relationships between brands and agencies. It has also now influenced the way creatives feel working for agencies which ultimately impacts the outcomes of marketing and advertising campaigns. Clients, creatives and agencies are now looking for better ways of working. “Long before the pandemic, our industry was stuck in a rut, slowly choking the creative energy and ambition that once defined our industry,” said Amir Guy, Togetherr’s General Manager. “The agency-of-record (AOR) model, based on hefty retainers, bloated head-counts, overheads, and complex processes, is not meeting today’s client needs. Clients need a lot more for less, and faster. Trying to meet these needs without changing our industry's complex system resulted in broken spirits, lack of bravery, lack of excitement, and short-termism. We lost our creative icons, our magicians, our storytellers. Creatives were driven out of our industry, and clients are now looking for them elsewhere. The last two years taught our clients that they can find creativity elsewhere, and produce campaigns better and faster.” “With new and important marketing channels continuing to impact the industry, brands are re-thinking how to maximize creative output in the simplest way,” said Micha Kaufman, CEO of Fiverr. “Togetherr is a platform that aims to enable and accelerate new ways of working in the creative industry. When you allow yourself to look beyond the old system and challenge the way things have been done forever, you realize that talent can be found everywhere, on a global scale. You also find that diversity, which is so essential for creativity, becomes truly possible when you go beyond old constructs. Leading brands today often build their own creative capabilities in-house, and they need easy ways to augment them with outside independent talent and micro agencies on a project-by-project basis.” Togetherr builds on Fiverr’s long-founded mission of revolutionizing how the world works together. This groundbreaking new platform puts talent and creativity at its core and uses technology powered by a cutting-edge AI engine to help leading brands engage with and manage teams of top-tier independent creatives to meet their project goals. The Creative Genome Talent on Togetherr is vetted manually and through the Creative Genome’s powerful technology - ensuring clients have access to the best and brightest in the industry. Creatives on the platform have won awards, worked on campaigns for some of the world’s top brands such as Nike, Coca-Cola, HBO, Apple, and Netflix, as well as agencies, and have won accolades from their peers, clients, and colleagues alike. All of these data points are collected by the Creative Genome in order to assemble top-notch teams to ensure that brands work with the most optimized teams possible, something no agency in the world can offer. For Brands Togetherr is flipping the agency model on its head. Brands will no longer be bound by bureaucracy, agencies-of-record, and long RFP processes to bring campaigns to life. With Togetherr, the platform obtains the brief from the client, and the powerful AI engine will build a team specifically curated for that particular project. They get access to world class talent at the click of a button - to enhance the capabilities of their in-house creative teams - a space we see a lot of brands building out - or to build an entire freelance creative team to deliver new ideas or test new approaches. Advisory Board Togetherr has been built alongside an advisory board of industry-leading visionaries including Per Pedersen, Mark Tutssel, Eva Santos Bouzos, Greg Hahn, Karin Onsager-Birch, Nellie Kim, David Sable, Mariam Banikarim, Craig Brommers, Amy Fuller, Shelley Diamond and more. “In my mind, size and scale are not the keys to success, but rather talent, perseverance, and passion are the ultimate keys to unlocking creative success,” said Greg Hahn, Co-founder and COO of Mischief and Togetherr Advisor. “I’ve worked with big agencies and small agencies and founded a boutique small agency that does things differently. There’s no right or wrong way to unlock creativity, however, by putting talent and ideas over profits, you remove the pressure and make way for beautiful, bold, and diverse ideas. This is what Togetherr is all about - using technology to unlock people’s creativity and putting talent first. I am thrilled to have been a part of building this incredible platform and am excited to tap its potential myself.” The platform currently has over 1,100 creatives and ad industry leaders as well as 30 micro-independent agencies, and it is adding award-winning talent every day. Campaigns and projects start at an average price of $50K and go up from there. About Fiverr Fiverr’s mission is to revolutionize how the world works together. We exist to democratize access to talent and to provide talent with access to opportunities so anyone can grow their business, brand, or dreams. From small businesses to Fortune 500, over 4 million customers worldwide worked with freelance talent on Fiverr in the past year, ensuring their workforces remain flexible, adaptive, and agile. With Fiverr’s Talent Cloud, companies can easily scale their teams from a talent pool of skilled professionals from over 160 countries across more than 550 categories, ranging from programming to 3D design, digital marketing to content creation, from video animation to architecture. Fiverr companies include Togetherr, ClearVoice, CreativeLive, Working Not Working, SLT Consulting and Stoke Talent. Don’t get left behind - come be a part of the future of work by visiting fiverr.com, read our blog, and follow us on Twitter, Instagram, and Facebook.

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Spotlight

Social media has the potential to facilitate much closer relationships between libraries and their patrons wherever users are based, and however they choose to learn about and access library services and resources. Current usage of social media by the library community generally remains ad hoc and somewhat experimental, but the uptake of these tools is accelerating, and they will likely play an increasingly important role in library service provision and outreach in the future.

Resources