Advertising Process Models

whitePaper | October 17, 2022

For many of us, whether new, veterans, casual or enthusiasts, gaming has become an extension of our world, a virtual destination where we express ourselves, socialise within communities, and chase our passions. Therefore, it should not come as a surprise that gaming has turned into a mass medium commanding large audiences and driving colossal revenues: 3.5b people are predicted to be gamers by 2025, generating more than US$225b in revenue.

whitePaper | March 24, 2023

With over 215 million gamers in the U.S. and with the average gamer being in their early 30s, the term “gamer” now encompasses a broad and diverse demographic spectrum. Two out of every three Americans play video games through various platforms, and gaming is third only to TV and social media in terms of how audiences spend their time—yet gaming captures less than 5% of advertiser budgets.

whitePaper | November 30, 2021

This paper proposes a way forward for entities seeking to implement or take advantage of virtual advertising solutions. It focuses on use of this technology in a sporting context but the principles are as relevant to use of the technologywithin any live event broadcast. Although there is a complex legal framework, with differing positions around the world, we believe it is useful to develop some broad principles in this emerging regulatory area to support the development of the Virtual Advertising sector.

whitePaper | February 6, 2023

With casual gaming advertising - particularly the high-performing rewarded video ad format - smartclip offers a powerful, brand-safe, and effective way for companies to reach their potential customers with targeted, scalable campaigns. In this white paper, smartclip aims to ensure the opportunities presented by casual gaming advertising are accessible to all, sharing the insight, expertise, and knowledge needed to take any campaign to the next level.

whitePaper | April 26, 2022

Apple’s introduction of App Tracking Transparency (“ATT”) has drawn substantial commentary. Some see ATT as disruptive and self-serving, while others view it as a privacy-preserving tool that is ushering in a new era of advertising. However, the commentary often betrays a lack of understanding of what ATT is and what it is not, and draws speculative conclusions about its impact.

whitePaper | August 10, 2022

It’s critical for marketers to know if their campaigns are influencing behavior in response to an ad. But to really know if a campaign actually works, consumer response must be compared with those who hadn’t been exposed to the ad. This new study demonstrates the dramatic power of “ghost bidding” in revealing true campaign effectiveness. A large U.S.-based apparel company ran an extended ad campaign to a targeted audience. The difference? The company used demand-side platform technology to simultaneously expose and exclude identical user groups from viewing the ad. This A/B study used “ghost bidding”—withdrawing bids from the excluded group at the last moment—to plot the true effectiveness of display, video and audio ads, and demonstrated a powerful validation of marketing effectiveness.