On Connected TVs, YouTube Makes Its Ads More Shoppable!

YouTube makes its ads shoppable on Connected TV (CTV). The video action campaigns expansion to Connected TV will help advertisers reach more potential customers. Video action campaigns combine inventory from Google and YouTube video partners and now YouTube CTV.  Advertisers can take advantage of YouTube on CTV to generate leads and conversions.

Romana Pawar, Director of Product Management for YouTube Ads said,

To help consumers more easily learn about the products and services they’re interested in, we’re making YouTube ads on connected TVs more shoppable.

She further added that the expansion is beneficial to the advertisers as well,

We’re expanding Video action campaigns to CTVs to help advertisers drive more online sales or generate leads, and grow their business.

Related Read: All You Need To Know About Connected TV Advertising!

Connected TV & Youtube Ads: How Does It Work?

Viewers can watch video action campaigns on TV, and a URL appears at the bottom of their screens that facilitate shopping. They can click on the URL to be whisked away directly to the brand’s website from their mobile or desktop without interrupting their viewing session.

On the advertisers’ side, they can measure the effectiveness of the campaign in real-time using Conversion Lift beta on user actions such as website visits, sign-ups, and purchases.

An internal study shows that in the U.S., over 120 million people streamed YouTube or YouTube TV on their TV screens in December 2020.  Early studies indicate that more than 90% of conversions originating from CTV would not have been reachable from mobile and desktop devices. It is thus evident that “the living room is becoming an essential place for brands to attract new audiences.”

Video action campaigns are now available around the world through Google Ads.

Interesting Read: Trade Desk Partners With Samsung Ads For Programmatic CTV

The New World Of TikTok Marketing, Everything You Need To Know!

What is TikTok in three words?

Real. Short. Videos. And, real short videos. 

The video-sharing platform has taken the digital world by storm with its immensely growing popularity. The app recently passed 1 billion users. TikTok has solidified itself into one of the social media powerhouses. It is a one-stop destination for all – creators and marketers. At a global virtual event ‘TikTok World’, it introduced a range of new ad solutions, product updates, and initiatives. The aim is to help brands of all sizes to buy ads on their platform, track performance, and scale the most effective ones. 

Blake Chandlee, President, Global Business Solutions said – 

“So when businesses of all sizes come to TikTok, we’re excited to help them connect with their community, market their products, and build their brand in a way they can’t do anywhere else.”

At the TikTok world event, the platform announced a package of new features for brands. They can run ‘effective, predictive, and transparent’ campaigns on TikTok. This will help brands reach out to a larger volume of users and boost their impressions by choosing into higher frequency for their ad placements.

TikTok Marketing: Rewriting The Narrative With New Elements

During the TikTok world event, the social media giant provided an insight into all the key elements. Here are some of them – 

Facilitating Brand/ Creator Partnership

The first key element is the – brand-creator partnership –  to maximize brand performance. The study suggests, 61% of users find advertising on TikTok is unique from any other platform. The data proves that users enjoy TikTok ads.

Image Credit: TikTok

The highlight of the brand-creator partnership was the updated version of the self-serve portal TikTok’s Creator Marketplace. Brands can discover creators of the same interest with ease. 

Image Credit: Social Media Today

The new version includes more performance insight, sorting tools, and monitor the campaign in real-time. This helps brands to track their influencer campaign progress and maximize the ROI.

TikTok Creator Marketplace API

Another key element is TikTok Creator Marketplace API (application-programming interface). It provides access to TikTok’s first-party marketplace data to creator marketing experts including Captiv8, Influential, and Whalar. 

Image Credit: Social Media Today

Open Application Campaigns

Another element of TikTok marketing for brands is Open Application campaigns. It enables brands to list their campaigns on TikTok Creator Marketplace for interested creators to self-apply. It is another opportunity for brands and creators to broader monetization efforts.

TikTok Creative Exchange 

Complimenting the TikTok Creator Marketplace is the launch of a new initiative is the ‘The TikTok Creative Exchange’. A portal helps brands match with creative experts to generate high-performing ads that meet the objectives.

Image Credit: Social Media Today

Creative Centre 

Another feather in the TikTok marketing cap is the new creative center. It is designed to help advertisers analyze the performance of the campaigns in real-time. Brands can explore top-performing ads, identify trends and be more creative using TikTok’s audio library.

Branded Content Toggle

TikTok’s marketing strategy for brands and creators also includes branded content toggle. It allows creators to make videos and disclose commercial content without any disruption in the flow. Brands can also create a customized landing page that loads in seconds- 11x  times faster than standard mobile pages. Isn’t that amazing?

Interesting Read: TikTok: A Digital Ecosystem For Content Creators To Earn Extra Income!

Measuring The Effectiveness of The Creative Tools

 In order to leverage the entire TikTok marketing strategy, the company announced brand safety tools and ad measurement tools.

Image Credit: TikTok

To measure its value and impact, it teamed up with DoubleVerify and MOAT for ad viewability. Furthermore, it will collaborate with Integral Ad Science (IAS), OpenSlate, and Zefr to ensure brand safety. 

It is also working coherently with Kantar and Nielsen for Brand Lift Studies. TikTok introduced an inventory filter to enable advertisers to gain more control over what type of content their ads will run adjacent to TikTok.

Interesting Read: Taboola And Double Verify Partners For Brand Safety

Let’s Go TikTok Shopping

In this new era of TikTok marketing, these creative and innovative tools will attract ad spend. However, eCommerce is a promising platform. The company is expanding its investment in Social Commerce. The hashtag #TikTokMadeMeBuyIt received over 5 billion views. A survey by Material suggests TikTok users are 1.7 times more likely to purchase products they discover through the app than they are on other social networks.

TikTok detailed TikTok Shopping suite of advertising tools and solutions to empower brands and merchants. 

TikTok shopping includes direct integration for merchants to tap full commerce from product upload to fulfillment. Sellers can also opt for third-party integration via commerce partners. TikTok has rolled out new shopping partners like Square, Ecwid, PrestaShop beyond pilot partner Shopify. Wix, SHOPLINE, OpenCart, and BASE are to be added soon.

Another tool of TikTok’s marketing strategy is developing Product links. Merchants can include multiple product links directly in an organic TikTok video to drive users to the product detail page.

Brands on TikTokk can connect with users in real-time via Live Shopping. It can share dynamic links to products and services while streaming. Walmart was the pilot partner for this feature.

Interesting Read: TikTok To Move Into Social Commerce Game, Partners With Shopify

TikTok marketing gambit offers a trio of in-feed ad products for shopping: Collection Ads, Dynamic Showcase Ads (DSAs), and Lead Generation.

Collection ads allow brands custom, swipeable product cards in their In-Feed video ads.

Image Credit: Tech Crunch

Dynamic Showcase Ads allow merchants to serve users multiple products SKU’s via personalized, targeted ads based on their interests.

Image Credit: Practical eCommerce

Lead Generation is available within in-feed video ads that allow brands to collect TikTok user information using online forms. The partnership with Leadsbridge and Zapier will help to connect a brand’s CRM in real-time to TikTok for lead generation campaigns. This will eliminate the need to download data manually.

Interesting Read: A Panoramic Perspective Of Amazon’s Advertising Business!

Final Thoughts

The innovations are just the beginning of the new TikTok marketing era. There’s a heap to take in here as TikTok scales its ad business. The new tools and partnerships paves way for better opportunities especially as we head towards the holiday season. The roadmap of TikTok world is fairly clear. eCommerce is the primary focus providing monetization opportunities for both brands and creators.

It will be interesting to witness the next milestone as the story of the new TikTok marketing has just unfolded!

Also Read: Here, There, Everywhere, It Is Cross-Screen Advertising!

Instacart’s Ad Chief Seth Dallaire Exit To Join Walmart

Instacart’s Ad chief will be moving over to Walmart as the chief revenue officer (CRO). Wal-Mart poaches Instacart’s CRO, Seth Dallaire, to fill the same role in the retail advertising wars. Before Instacart, Dallaire was responsible for turning Amazon into the world’s third-largest digital advertising company. Instacart had recruited him in 2019  to build a sizeable ad business. Business Insider reports, this part of the operation generated $300 million in sales last year. Now, it has lost the key architect who could make it possible.

Walmart intends to build its advertising business by utilizing customer data to drive digital ad revenue. Dallaire, an expert in programmatic automated advertising, will help Walmart scale Connect and Walmart +. Walmart Connect is Wal-Mart’s ad-platform unit, which will release its own DSP in the near future. 

Relevant Read: A Panoramic Perspective Of Amazon’s Advertising Business!

As quoted by Adage, Walmart spokesperson confirmed  the recruitment  and said, 

“His remit will include Walmart Connect, membership (Walmart+), data monetization, and business partnerships.”

Dallaire will directly report to John Furner, the CEO, and president of Walmart U.S. Instacart, an online grocery, and delivery service, has enhanced its advertising offerings and personnel. Seth’s exit comes after the company brought former Facebook executives  Fidji Simo as CEO and Carolyn Everson as president.

It might look that Instacart is picking up the most talented Facebook execs. However, the reality is different! The Information reports that Instacart had earlier poached key executives that include developers and engineers from Amazon to build a $10billion to $20billion ad business.

Again quoted by Adage, an Instacart spokesperson expressed gratitude for his contributions and wished him for his future endeavors, said,  

“Over the last two years, Seth and our broader advertising team have helped build Instacart into one of the largest pure-play grocery ad platforms in the world, supporting more than 2,500 brands.”

Also Read: Here, There, Everywhere, It Is Cross-Screen Advertising!

TikTok Partners With Double Verify For Ad Measurement And Brand Safety

Highlights:

-Partnership with Double Verify will help brands to authenticate media quality on the short-video sharing platform TikTok.

-TikTok entices advertisers with new ad measurement, and brand safety tools, and combat ad fraud.

-The partnership will bring advertisers greater visibility into ad metrics.

TikTok announced a partnership with the leading ad measurement and analytics platform Double Verify to measure viewability and invalid traffic. 

What Will This Partnership Offer Advertisers?

Over the years, TikTok has scaled its advertising business. Double Verify(DV) will provide complete transparency to the brands into their TikTok campaigns for in-feed formats through TikTok’s Open Measurement SDK. All joint clients will have access to DV Pinnacle’s measurement data and insights. This is the first platform integrating reporting and service platforms so that campaigns on TikTok can be monitored and optimized.

How Will Double Verify Benefit Advertisers?

As per the official statement rolled out by DoubleVerify, here are some ways this negotiation can help advertisers:

• Validate TikTok’s media quality using a third-party, trusted, objective, and MRC-accredited solution

• Optimize campaigns running on the platform based on comprehensive data insights like viewability, video quartile completion, and audibility

• Analyze trends and create reports to inform budget allocations and planning strategies across open web and social platforms, including TikTok

Relevant Read: Taboola And Double Verify Partners For Brand Safety

That’s What They Said!

Melissa Yang, Head of Ecosystem Partnerships is excited about the new partnership. She said brand relationship is built on transparency, 

Partnering with DoubleVerify will allow our advertisers the in-depth insight they need on invalid traffic and viewability to confidently evaluate and validate campaign effectiveness on TikTok

TikTok is a staple of the marketing mix according to Mark Zagorski, CEO of DoubleVerify. He said, 

As spend on the platform continues to grow, TikTok has been proactive in engaging with partners like DV to expand independent, third-party measurement capabilities and build confidence in brands’ digital investments

He added that he was equally excited to work with the growing platform,

We’re thrilled to work with TikTok to bring advertisers a higher level of trust and transparency and, in turn, broaden our quality coverage across this growing platform

TikTok and Double Verify are also working to expand their viewability offering to other ad formats. They will soon launch comprehensive measurement and additional media quality solutions.

Relevant News: Google Is Reportedly Planning to Index Instagram and TikTok Videos

Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA

The  Trade Desk, a global advertising technology leader, enters into a partnership with the Choueiri Group.  The latter is a leading media representation group in the Middle East that shares close ties with the region’s largest broadcasters and publishers. 

Why this partnership?

The partnership will provide greater access to programmatic ad inventory in the Middle East region. It will allow advertisers to launch and manage their digital campaigns across multiple channels like DOOH, Connected TV (CTV), desktop, and mobile.

Trade Desk and Choueiri Group: An Expertise Exchange

Choueiri’s extensive inventory will offer scale to the brands. Advertisers will also benefit from Trade Desk’s enhanced measurement and data capabilities. It will help them to provide a better customer experience and advanced campaign performance.  Choueiri’s newly formed in-house agency, InMotion FZ LCC, will also utilize Trade Desk’s technology to assist local brands to meet their marketing targets.

The partnership will provide global and local brands access to Choueiri Group’s range of inventory across MENA, Europe, and Japan.

Relevant Read: Trade Desk Partners With Samsung Ads For Programmatic CTV

That’s What They Said

Phil Duffield, UK Vice President at The Trade Desk, said,

This partnership combines The Trade Desk’s technical prowess with the Choueiri Group’s unrivalled media connections – a powerful combination for advertisers. Together, we will bring advertisers a media-buying experience that’s independent, objective and helps them reach audiences through data-driven targeting

He also said that the TD was especially enthralled that Choueiri Group will be able to use their platform, which just underwent the most significant update in its history, to push digital advertising ahead in the region. Duffield further added – 

The MENA region, with Choueiri Group at the forefront, is on an exciting journey of digital transformation and we’re delighted to be providing them with the tools to make the most of every opportunity

Michel Malkoun, Chief Growth Officer at Choueiri Group added that they are thrilled to work with the top-class platform with advanced expertise, The Trade Desk. He further said,

There has long been a gap between planning and delivery when it comes to programmatic in MENA, but through this partnership, we can join up the process and drive better results, elevating the perception of this type of advertising technology in MENA. 

Malkoun said that they are eager to leverage this relationship to combine more thoughtful, data-driven buying methods and fully use The Trade Desk’s platform’s capabilities.

The partnership will be officially live by the end of 2021.

Also Read: All You Need To Know About Connected TV Advertising!

Google Is Reportedly Planning to Index Instagram and TikTok Videos

Google is working on a potential deal with Byte Dance and Facebook to bring TikTok and Instagram videos respectively in Google Search results. At the moment, reuploads of Instagram or TikTok videos on YouTube or any third-party platform can be seen on Google. However, Google is trying a big change. If the deal goes well, Instagram and  TikTok videos can be seen on the Search using the keywords. The tech giant is negotiating a deal to get data to rank and index the Instagram and TikTok videos on Search.

Regarding the deal talks, a Google spokesperson provided the below quote to The Information,

We help sites make their content discoverable and benefit from being found on Google, and they can choose how or whether their content appears in Search

Interesting News: Google Tax: How The 2% Levy Affects Advertisers And Beyond!

A Similar Deal  With Twitter

In 2015, a similar deal was formed between Google and Twitter. As per the deal, Google pays a licensing fee to access the tweet data for indexing. Prior to the partnership with Twitter, Google did not rank and index individual tweets in search results like today. However, it is now easy to find Twitter content with a simple search. 

If the said deal pans out, then it will be easy to find short-format video content as common as tweets in the search results. But the big question is will Instagram and TikTok hand over data to Google? Their reluctance is understandable, as Google owns YouTube and competes for the same short-format videos audience. Therefore it will be interesting to know if the deal turns into a formal agreement.

Interesting News: Google’s New Advertising Page Will Show Brand’s Recent Ad History

Win-Win For All!

If the internet giants agree then it will be a win-win situation for all. The Instagram and TikTok content will be discoverable on Google and receive an annual compensation similar to Twitter. In the long-term, Google will have billions of new videos to an index which will make the search engine a destination for articles and videos. This will also increase the search volume on Google which means more opportunities for publishers.

Presently, the terms of the agreement are not available between Google and Facebook as well as Byte Dance. We will keep you posted on the progress of the deal. Stay Tuned!

Also Read: Impact of Delay in Deprecation Of Cookies By Google On Adtech

Google’s New Advertising Page Will Show Brand’s Recent Ad History

Google announced new changes to its online ads with a focus on transparency. The new advertising page will offer an overview of what an advertiser has run on Google’s platform in the past 30 days. It will disclose more information that allows web searchers to know more about the advertisers, why the ad is served, and other ads the advertiser has run on Google platforms like YouTube.

Insight Into The Advertisers Page

The ad catalog will give a comprehensive insight to consumers and advertisers at the ad creative for large to small local brands. The ad catalog also called ‘advertiser pages’ will be accessible through the ‘about this ad’ tab on YouTube and Search. For example, imagine you’re seeing an ad for a coat you’re interested in, but you don’t recognize the brand. With advertiser pages, you can learn more about that advertiser before visiting their site or making a purchase.

In addition to this, the search giant presents it as a useful tool from a consumer perspective to report any ad that violates the policies.  On the blog, the Product Manager for Ads Privacy and Safety, Mojdeh Tomsich explains that the Advertiser Pages are based on a verification program. The program requires Google advertisers to verify information about their businesses, where they operate from, and what they’re selling or promoting. So far, Google has verified advertisers in over 90 countries to identify them as credible sources.

Interesting Read: Google Plans To Turn YouTube Into A E-commerce Giant

Transparency Is The Buzzword

The changes are a part of the search giant’s broader revamp in the face of increased regulatory scrutiny. Google’s approach to online advertising has been shifting and is focusing on transparency and consumer privacy. Google shared that over 30 million users interact with ad transparency and control menus every day.

Users engage with our ads transparency and control tools on YouTube more than any other Google product. To help our users make informed decisions online — no matter where they engage — we will roll out the “About this ad” feature to YouTube and Search in the coming months.

The feature will initially be rolled out in the USA in the coming months and then in other countries in 2022. 

Today, we’re introducing advertiser pages as part of our ongoing efforts to give users more information about the ads they see. From “About this ad,” users will be able to see the ads that verified advertisers have run over the past 30 days and more. https://t.co/lunm0YUnu5 1/2

— AdsLiaison (@adsliaison) September 22, 2021

A Major Shift In Internet Ad Companies Data Sharing Strategy

In recent years, internet ad companies have been disclosing more information about how their ad targeting works, the data used for targeting, and the creativity behind the ads. The walled garden ‘Google and Facebook’ share in-depth information on political and issue-based ads. Facebook ads library is a searchable archive that provides all current campaigns including non-political ads. It provides a glimpse into the kind of marketing done across their apps. 

Google’s advertising page is not a searchable archive and will appear only when a user is served an ad from any brand. If a user sees any particular brand ad then it will have access to that brand’s 30-day advertising history. These types of tools help in promoting more transparency. It aids consumers to procure more information about the entities in the case of any fraudulent too.

Also Read: Here, There, Everywhere, It Is Cross-Screen Advertising!

Opera Ads Launches Self Serve Digital Advertising Platform For SMBs

Opera Ads announced Opera Ad Manager, a self-serve digital advertising platform powered by DanAds, a leading adtech infrastructure provider for publishers. 

What Is Opera Ads Manager?

Opera Ad Manager is a portal that offers individual businesses and service providers the opportunity to advertise to their ideal audience around the globe, leveraging an easy-to-use interface to access the scaled inventory of Opera’s trusted browsers and news apps in the most transparent way.

Opera, the Norwegian browser maker that launched Opera Ads in 2019 has the capability to reach and engage millions of Opera users worldwide with innovative and content-based ad experiences. Hundreds of millions of engaged users choose Opera products to lead their online lives. Consolidated financial results from the second quarter, 2021 showed advertising revenue has increased 128% year-over-year, to $28.9 million, predominantly fueled by monetization growth within Opera News and mobile browsers. The revenue for Opera News grew 442% year-over-year and 49% sequentially versus the first quarter of 2021.

Interesting Read: Dubizzle Launches Their Own Self-served Advertising Platform

Opera Ads until now were only accessible to large digital advertisers. However, the self-serve option is a perfect fit for small and medium enterprises (SMEs) who can take advantage of Opera Ads’ impressive reach and targeting capabilities. Per Wetterdal, executive vice president of commercial at Opera said,

We still have the managed services for larger advertisers, but it’s not a good option for smaller ones. This is an extension that allows everyone to advertise in compliance

Opera Ads manager is designed to let anyone create, manage and report on digital advertising campaigns. Marketers can run video or image ads, decide the target audience and pick the devices with modest digital campaigns. Per Wetterdal said, 

“At Opera we are always looking for innovative technologies to be integrated in our products and extend our offering. The partnership between Opera Ads and DanAds allows for complete automation of all ad operations, saving time and effort, which in turn leads to an increase in campaign efficiency and, thus, maximizes the ROI of every ad dollar spent.”

Interesting Read: Here, There, Everywhere, It Is Cross-Screen Advertising!

How Will The Advertisers Benefit?

By partnering with DanAds, the Opera Ads manager allows advertisers to convey their message to the right audience, at the perfect time, in the most opportune place. 

• Ease of use and freedom of choice: Starting a campaign has never been simpler thanks to the straightforward and easily accessible platform. At every stage, one can view all available options and play with the variables. This freedom of choice is what makes self-service advertising so popular.
• Full control of campaigns: Control creatives, scheduling, spending, and targeting with fully transparent results. Review custom reporting and analytics for the campaigns visualized with online graphs and tables that can be easily exported.
• Reach: Unlock and access all the tools required to reach millions of highly engaged users around the globe.

On the partnership with Opera Ads, Istvan Beres, co-founder and CEO said,

“We have been excited since day one of working together with Opera on the Opera Ad Manager. Our two companies have many similarities, being Scandinavian players on a truly global market and believing in the need for a transparent ecosystem. This is just the beginning of our partnership and we look forward to continue our set roadmap together,

Opera also plans to introduce a recommendation feature in the future to help advertisers determine how much and where to spend. Below is the video introduction to Opera Ad Manager.

Also Read: Dubai Science Park Curates Thought- Provoking Video Addressing Paralysis

Here, There, Everywhere, It Is Cross-Screen Advertising!

The landscape of advertising has changed beyond 360 degrees and especially the online marketing ecosystem. Cross-screen advertising is one such opportunity for advertisers and marketers to strengthen their services. Today, consumers are spoilt for choices, when it comes to content options. The number of screens and devices to view content is just increasing for consumers -TV, connected TV, mobile, OTT, laptops, and more. 

Cross-Screen Advertising: Dismantling The Concept

Switching between multiple devices is the new way of content consumption. Here are some compelling statistics  that an average person spends per day on different devices:

• over 195 minutes on a smartphone; 
• 135 minutes on a computer and,
•  85 minutes on a tablet

So, why target a particular audience only on one platform?

Through, cross-screen advertising, advertisers have the advantage to reach the larger targeted consumers via multiple screens to drive sales, increase brand awareness, generate leads, and more. A question that is frequently discussed is addressable TV advertising is growing and is also targeted, data-driven, and provide invaluable insights to advertisers. How does it differentiate from Cross-Screen addressable advertising?

To put it simply, cross-screen addressable advertising is perfectly complementary to TV. It is scalable and offers has ample opportunities for advertisers to deliver relevant content on the go.

Say, for instance,  an advertiser shows an ad on TV and then on the mobile with a CTA to visit the store nearby for an electronics brand. The result was actual visits to the store and purchasing the product. This type of advertising serving an engaged audience makes complete sense.

A targeted, well-developed cross-screen advertising can significantly increase sales. Analysis by 4INFO suggests that more than 90% of advanced cross-screen TV advertising witnessed online sales lift. Further analysis states, for retail, combined TV and digital campaigns resulted in a sales lift as high as 129% and a 146% increase in brand penetration.

Even though cross-screen addressable advertising is catching up and allows you to follow the audience from TV to the desktop to mobile. Marketers are already experimenting with cross-screen marketing campaigns but the challenge lies in tracking and measurement. 

Cross-Screen Advertising: Measurement & Impact

Cross-screen advertising measurement has no specific definition. It simply means analysis of the consumer behavior and tracking of video metrics across devices-Mobile/Laptop/Tablet/TV/ Advanced TV and some cookie-based methods. 

Cross-screen advertising measurement is crucial for marketers as they seek to comprehend how consumers have changed their viewing habits amongst multiple devices. The cross-screen measurement starts from device-level as multiple identifications are required. It will guide the marketers to know the link between the devices and unlock the potential with the proper use of algorithms.

Cross-Screen Advertising Measurement is based on: 

1. Content Gazing
2. Multitasking Information
3. Discovery
4. Connection 
5. Sharing

The cross-screen targeting depends on the above factors as consumer utilizes each device differently while consuming the content online. Louqman Parampath, vice president of product management – advertising, at streaming-device maker Roku said to Beet, 

“If you go to more performance-savvy advertisers and performance-savvy customers, the questions are about understanding cross-screen exposures to business outcomes or KPIs that the marketer may need.”

AdTech companies like Roku, Xandr, Trade Desk, Samsung Ads, and more are coming up with different cross-screen advertising measurement solutions to understand online campaign performance across different platforms. Whereas, Neilson already offers a comprehensive solution Digital Ad Ratings (DAR) to measure digital audience demographics across mobile, computer, and connected TV in a way that is comparable to television measurement.  

What makes a good Cross-Screen Measurement Partner?

With every marketing dollar being scrutinized, it is essential to note that the cross-screen TV measurement partner is transparent. The key to precise measurement lies in a partner who leverages a combined TV dataset with cross-screen identity. For instance, a combination of STB data with ACR will provide a more comprehensive picture. Further, linking to CTV publisher ad exposure data gives accuracy and privacy. 

(eMarketer estimates advertisers will increase their upfront CTV video ad spending by almost 50% year over year to $4.51 billion.)

Related Article: All You Need To Know About Connected TV Advertising!

A good measurement partner can capture all platforms and provide a holistic view of video investment – Linear, CTV, VOD, addressable and more. Here are a few questions that need to be addressed for a good partner:

Credit: Liveramp

 Cross-Screen Measurement: The Advertiser’s Narrative

Cross-Screen Measurement gives way to advertisers and media owners to collaborate over data and flexibility. Here are some factors to help the advertisers to always be on cross-screen advertising measurement.

• Right Target: With cross-screen advertising and the right selection of targeting options, advertisers can reach millions of consumers. An advertiser can also target the same customer on different channels.
• Holistic approach: Advertisers should have a holistic view of the cross-screen investment. They should create an idea to work combined on TV plus computers, mobile, streaming, or advanced TV to set success through cross-screen advertising.

• Scalability: An advertiser should be clear with a plan to scale the business. They should be able to link cross-screen measurement with sales data and answer the question of whether the total video investment is driving the bottom line.

• Tracking and measurement: Advertisers should be able to track the KPI’s. They should have the know the targeted audience and the time of their activeness to promote the services/products. This will help the brand to build a loyal customer base.

• Cross-screen marketing: Advertisers are well-informed that it is time to reboot traditional practices. It is time to innovate to reach a larger audience. The cross-screen marketing campaign is reaching more customers on all devices. Today, consumers have a fragmented attention span. So, cross-screen advertising allows reaching wherever their fragmented span lands them. For instance, if the consumer is using a tablet in the evening while watching TV, target your campaign in both places. Carry an integrated campaign across different screens.

Let us understand the magic of Cross-Screen Advertising with the below examples:

1.M &M – Come Together

A classic example of a cross-screen marketing campaign that combined traditional and digital channels for improved reach and engagement. The brand aired a TV ad during the Super bowl and also promoted the campaign on social media platforms. The commercial is titled ‘Come Together ‘ shows relatable scenarios of social faux pas and the people in them choosing to make it better with a bag of M&M’s.

https://youtu.be/lKUcHcizEMc

The brand had also shared a teaser of the ad on social media and allowed people to hop on a Zoom call with one of its characters Yellow to watch the ad before the event. It also continued to promote the campaign after the event by sharing scenes of the ad and reactions to it.

Credit: WFX

Using a traditional TV ad allowed the brand to reach a wider audience as it aired during the biggest TV ad event of the year. The cross-channel campaign allowed the brand to leverage both TV ads and digital ads viewed on mobile, tablet, or desktop.

2. Starbucks- Frappuccino Happy Hour

Starbucks has always made the best use of marketing technology. Their cross-screen advertising ‘Frappuccino Happy Hour’ was promoted on both website and TV during a ten-day campaign. The app was also in action, all leading a message for the user to text ‘Wohoo’ with their mobile devices to know more.

The multiple uses of screen- website, app, and TV ensured a large number of people can access the campaign. The campaign leveraged Gen Z’s “fear of missing out” by offering exclusive information only to those who texted them. 

3. Luxury Automaker :

A campaign for the luxury automaker focused on specific high-end models. The campaign targeted households anonymously which was the target market for the luxury brand. Addressable ads were offered to the consumers on their mobile and TV. The results were brilliant. As per Adage, the brand witnessed an 87% lift in sales for that model among households that received the same ads on both platforms.

Cross-Screen Measurement: The Media Owner’s Narrative 

Media owners (sellers) play a role of a trusted cross-screen measurement partner who manages the video investment of an advertiser holistically. They should have a clear idea of their inventory portfolio to help better package cross-screen impressions. Here are some factors to help the media owners to always be on cross-screen advertising measurement:

• Optimization: Media owners should recommend optimization monthly or quarterly by analyzing campaign performance across all channels and platforms to minimize the CPM pressure. For instance, adtech companies like LiveRamp drive a seamless workflow for activation and measurement. They provide comprehensive data, the audience for activation, visibility into TVs per household to measure from, and consistent matches for measurement. The visibility and data will help media owners and advertisers to make holistic optimization cross-screen strategies.
• Strong partnerships: Data is the epicenter of cross-screen advertising measurement for buyers and sellers. Data collaboration will help to build partnerships between advertisers and media owners and set future audience strategies to get them a competitive edge. With cross-measurement, media owners can inform the advertisers about the performance metrics and support them to allocate budget optimally across the portfolio to gain maximum results.
• Know your inventory: Monetize the impressions in the right way of knowing your inventory within the entire portfolio. 
• Interoperability between data-sets and systems: A cross-screen measurement plan encourages interoperability between data and systems. Interoperability means choosing a solution that can collaborate with other tools. Leverage identity-informed data sets for better forecasting and managing business at a strategic level. Followed by that, better ad sales profit and losses, regularly measure across all screens and streams to comprehend the impressions across the portfolio.

Wrapping Up

The sky is the limit for cross-screen advertising. With cross-screen advertising, you can deliver the right ad to the targeted audience on the right device while measuring the return on the ad spend on each screen and across the screen. The cross-screen future that the advertising industry estimated has arrived and the roads are being paved for it. There is an immense opportunity for advertisers to reach a wider audience on multiple devices for content promotion. With programmatic evolution, new technologies are being worked out to enhance tracking users across devices – desktop, CTV, TV, tablet, mobile, and more.

The cross-screen advertising measurement will become more advanced and sophisticated that will ensure more transparency and data sharing. This will help advertisers to gauge the performance of their cross-screen advertising campaigns.

Samsung Ads Introduces Predictive Planner To Improve AVOD Ad Buys

Samsung Ads constructs a Connected TV predictive planner to help advertisers reach a particular audience in the AVOD space. The tool will help brands measure the scale, behavior, and time their targeted audience spends with ad-supported videos.

The analytical device, called ‘Viewers Advisor’, will utilize Samsung’s first-party data mixed with third-party information and will provide an insight to the businesses on how the audiences are spending time on AVOD along with their content preferences. The device can also be used for concentrating on Samsung buys across all budget levels.

As quoted by Adweek, Justin Evans, global head of analytics and insights for Samsung Ads said,

A lot of players were articulating that they were aware it’s an urgent need for them to be present in AVOD, but they felt they did not have the specific detailed understanding about how their audiences use AVOD—or even whether they do.

Our providing that type of information on a very specific deterministic basis was an important way for them to understand how to navigate CTV

Similar News: Trade Desk Partners With Samsung Ads For Programmatic CTV

How Will The Viewers Advisor Help The Advertisers?

`This device will help businesses in sectors like Auto, E-commerce, and CPG.  Generally, brands can identify how and where target viewers watch TV when they upload first-party data or third-party data.

On the other hand, Samsung will assist to track viewing behavior using ACR technology and identify AVOD viewers in the target audience. In addition, it will also help brands understand the behavior of the target audience such as how many apps they use each day and at what times.

As per eMarketer, in 2021 advertisers will increase their upfront CTV video ad spending to $4.51 billion and expects to see nearly $6 billion in 2022. Samsung has 13 million heavy e-commerce consumers within its platform. Out of which 9 million consumers are classified as mostly streamers who spends 85% of their time watching CTV content. Half of them are focused on AVOD with viewers watching an average of 1.3 hours of AVOD per day. 

As quoted by Ad exchanger, Justin Evans said,

“We’re in a position to paint a portrait for the advertiser of what the viewers’ advert expertise goes to be within the AVOD ecosystem. The attain and frequency profile we offer is about what sort of promoting success the consumer can obtain inside the Samsung ecosystem.”

Similar News: Demand Side Platform (DSP) Launched By Samsung Ads

As reported by Adweek, Samsung’s AVOD offering will provide advertisers complete insights into the experience their targeted customers will have in AVOD which would make them comfortable to make investments and profits in this space and instruments. Viewers Advisor is the latest addition to Samsung’s AVOD ad offerings. Earlier also, the CTV company had added new ad experiences to enhance AVOD offering Samsung TV Plus.

Evans stated to Adweek that they are encouraging advertisers to spend a large part of their budget on AVOD.

“We see audiences spend larger chunks of their time in AVOD, and this capability tells advertisers how to spend that money wisely.”

Interesting Read: All You Need To Know About Connected TV Advertising!