Reliance and Disney Ink Binding Agreement to Combine Media Business in India
Walt Disney and Reliance Industries have inked a legally binding agreement to combine their media businesses in India. At least 61% of the combined company is anticipated to be owned by Reliance and its affiliates, with Disney holding the remaining shares. It is expected that the deal will be revealed early this week. There were rumors earlier this month that Disney had agreed to sell Viacom18 60% of its Indian operations. Reliance Industries Limited is the owner of Viacom18. (RIL) for a price of $3.9 billion (INR 33,000 crores).
Reliance and Disney ink agreement for combined media operations in India
By this week, the agreement’s signing and other specifics should be made public. Depending on how Disney’s other local assets are considered by the time the deal is closed, the partners’ respective stake shares could change. The agreement is anticipated to be a big step for the Indian media and entertainment sector. Reliance may think about acquiring Tata Play Ltd., a broadcast service provider, in which Disney owns a minority stake. Once the agreement is finalized, a powerful media organization will be established in the nation.
Reliance valued Disney’s India holdings in October of last year, which included Star India and the Disney+ Hotstar streaming service, at a price between $7 billion and $8 billion. Disney valued these businesses at $10 billion at the same time. Last month, it was revealed that Disney Star and Viacom18 were preparing to battle it out for the rights to advertise in the Indian Premier League (IPL) in 2024.
Read More: Walt Disney and Reliance Industries Sign a Non-Binding Agreement
Implications of the agreement
Disney expects it to be a game changer, considering the difficulties it has encountered in India in recent years. Following a decline in revenue and subscribers, the company had been considering options for its Indian business. It includes establishing a joint venture or selling a whole stake. However, the agreement will allow Reliance to compete with the likes of Netflix and other streaming behemoths and grow even further in the media and entertainment sector, which is currently experiencing the fastest growth in the world.
Disney’s attempts to enter the Indian market
Reliance has recently taken a bigger share of the Indian media and entertainment industry. On the other hand, Disney has been struggling to hold onto subscribers and acquire desired media assets. In one of the entertainment markets with the fastest rate of growth in the world, they would combine to form a powerful media giant. Disney has now made three trips to India. The first was achieved in 1993 through a partnership with the KK Modi Group. Next, it was introduced to Ronnie Screwvala’s UTV, but that also did not proceed according to plan. The media merger between Zee Entertainment Enterprises and Sony’s India division fell through due to disagreements. So it is anticipated that the merger will also cause significant disruption in the industry.
Read More: Disney Agrees to Sell 60% of India Business to Reliance-backed Viacom18
Saudi Ministry of Culture Introduces World’s First VR History Tours in Metaverse
Saudi Arabia has made a major advancement in the expression and engagement of culture. It has introduced a wide range of immersive metaverse experiences and heritage attractions. The world’s first National Cultural Metaverse platform, which offers virtual reality (VR) history tours and other experiences, has been launched, according to the Saudi Ministry of Culture. The introduction of immersive virtual reality tours of its historical sites within the metaverse is a step forward in terms of accessibility and cultural preservation. The artificial intelligence system for Generative Media Intelligence (GMI) technology, which promises to transform cultural engagement on a global scale, supports national initiatives in the realm of the metaverse.
The World’s First VR History Tours
The Saudi Heritage Metaverse Platform, which is represented by droppGroup and its World’s First “Phygital” Metaverse droppPhygital, are partnering to launch the initiative utilizing Hyperledger Fabric 2.5 blockchain technology. The innovative platform offers users a dynamic realm where they can immerse themselves in a plethora of activities and attractions, mirroring real-life celebrations, such as the Kingdom’s Founding Day festivities, by seamlessly fusing cultural richness with digital innovation. The platform offers a wide range of activities to suit a variety of interests, including engaging History Marches and sections honoring music, art, history, culinary arts, and crafts.
VR tours powered by Generative Media Intelligence (GMI) technology
As part of the celebration of the Kingdom’s Founding Day, which was observed on February 22, the platform hosts a dynamic digital environment. It allows users to experience numerous activities and attractions “in real life.” It offers a variety of cultural shows, performances, and digital innovations powered by GMI technology. Additionally, users can anticipate having a virtual front-row seat to events that are streamed. These include the Saudi Founding Day Symphony Concert and cultural attractions like the History Walk. Additionally, mini-video games are available on the platform. It is available to users in the UK and around the world, for extra entertainment.
Read More: MGID Introduces New AI-Powered Dashboard for Campaign Setup
Fully immersive web-based experience
The Metaverse platform by the Ministry of Culture is a fully immersive, web-based experience that is compatible with Mobile XR. It guarantees accessibility on a variety of devices, including desktop computers, VR headsets, mobile phones, and other digital devices. To represent the Ministry of Culture’s dedication to inclusivity, users are ensured a smooth transition into the Metaverse. Moreover, it allows a wide range of international viewers to delve into and engage with the rich legacy of Saudi culture.
The National Culture Metaverse Platform’s launch is a significant turning point. It will provide users with virtual reality history tours and a variety of other immersive experiences. Through their exploration and engagement in metaverse events, users usher in a new era of cultural expression and participation. This project demonstrates the vitality of Saudi culture and establishes a standard for future cross-cultural exchange worldwide.
Importance Enhancement for cultural expansion
This project marks a significant advancement in the future of cultural expression and participation. It allows millions of people from the Kingdom and around the globe to experience Saudi events in the Metaverse. This marks a turning point in cultural participation. Saudi Arabia hopes to ensure that its legacy endures even as physical structures deteriorate or change over time. It preserves these sites’ histories and significance for future generations through virtual reality capture.
Read More: Saudi Arabia Capital Riyadh Set to Host World Expo 2030 Fair
M&C Saatchi Names Zaid Al-Qassab As New Global CEO
M&C Saatchi has named Zaid Al-Qassab as its new global CEO. He is Channel 4’s CMO in the UK right now. Al-Qassab will take over for Moray MacLennan, who resigned in September. Zaid will assume control of the business which is experiencing negative growth.
M&C Saatchi Appoints Zaid Al-Qassab as Global CEO
Zaid will start working in the M&C office on May 13. He started working at Channel 4 in 2019 as CMO, overseeing marketing, digital, product, communications, PR, advertising, media, and continuity. He was also in charge of the channel’s digital content and brand entertainment agency, 4Studio, as well as its award-winning in-house creative agency, 4creative.
Previous Achievements
Al-Qassab, a former employee of BT, is among the most senior marketers in the UK. He is not employed in the agency industry. On the other hand, he has managed social media and branded entertainment unit 4Studio as well as in-house agency 4Creative at Channel 4, where he has been employed since 2019 as CMO. Additionally, he worked for Procter & Gamble for two years in marketing and business capacities, most notably as the Managing Director of the company’s health and beauty division for the UK and Ireland. Zaid has been employed by the Advertising Standards Authority since 2018 and presently holds the position of non-executive director.
M&C Saatchi Announcements
Al-Qassab left Channel 4 in January, although he would continue to work there until the end of March, the channel announced. On May 13, he will start working at M&C Saatchi, pending regulatory due diligence. The announcement was made one week after Jo Bacon, the global client lead for Ogilvy and WPP at Unilever, was named CEO of M&C Saatchi. She takes over for Camilla Kemp, who departed the company a year ago.
Here’s what they said
Zillah Byng-Thorne, the executive chairman, said,
“We are delighted to have attracted someone of Zaid’s calibre to lead M&C Saatchi into its next phase of growth. Zaid has proven leadership qualities, has managed global teams, and his client-centric focus, dynamism and commercial acumen will be highly valuable as we look to accelerate our growth trajectory. The advertising and marketing landscape is fast-moving and a modern, forward-thinking, agile leader like Zaid will help shape M&C Saatchi for excellence on the global stage, supported by our exceptional regional leaders across the UK and globally. It is truly an exciting moment for us.”
Zaid Al-Qassab, on his appointment added,
“I have long admired M&C Saatchi’s creativity and industry-leading work and I am delighted to be joining one of the most recognised advertising brands in the world. I believe M&C Saatchi has a unique growth opportunity, capitalising on its combination of advertising and specialist marketing services, and its unrelenting focus on creative solutions built on client understanding, with an agile, global, integrated offer.”
Read More: M&C Saatchi Indonesia has been acquired by Anish Daryani
MCN, Part of IPG, Bolsters Leadership Team in MENAT; Appoints Lizzie Dewhurst as Chief Communications Officer
Thursday 22nd February 2024, Dubai, UAE: MCN (Middle East Communications Network) – a leading marketing communications group in MENAT, part of the Interpublic Group – has appointed Lizzie Dewhurst as its Chief Communications Officer. The former Head of International Communications & PR at Publicis Groupe joins the leadership team, reporting to Ghassan Harfouche, Group CEO MCN MENAT, and President McCann Worldgroup APAC.
In the newly created role, Lizzie will be responsible for the brand profile, reputation management and marketing of MCN and its portfolio of agencies including McCann Worldgroup, IPG Mediabrands, FP7McCann, MullenLowe, UM, Magna, Initiative, KINESSO, MRM, McCann Health, Momentum, Craft, Weber Shandwick, Commonwealth//McCann, Jack Morton, Octagon and Current Global. MCN has circa 2,000 employees spanning 11 markets in MENAT. Across its strong agency brands, MCN offers integrated marketing solutions that build enduring
brands and business growth for its clients. MCN’s unique and inclusive culture has been recognized by Great Places To Work (GPTW) consecutively for 2023 and 2024.
Lizzie joins MCN from Publicis Groupe where she was responsible for overseeing International corporate communications, media relations, executive profiles for agency and clients, crisis, and reputation management. While building an aligned and consistent brand cross-market for Publicis Groupe, Lizzie was integral to key achievements, including Ad Age’s Holding Company of the Year (2022), Adweek’s International Agency of the Year (2021), the launch of Working with Cancer, which was awarded a Health Grand Prix Lion (2023) and most recently, the launch of the Groupe’s AI strategy. Her leadership in PR for both agency and clients has generated high-profile coverage and helped secure major Cannes award wins for clients including Heineken and Powerade.
Having lived and worked in the US, Europe, and the Middle East, Lizzie draws on international experience, from previous roles where she led communications globally for Publicis Worldwide, Leo Burnett, and Saatchi + Saatchi, and worked within the global communications teams at TBWA\Worldwide and AKQA. Lizzie regularly judges PR Categories for industry award shows and has featured as a university guest lecturer.
Here’s what they said
Ghassan Harfouche, Group CEO IPG/MCN MENAT and President McCann Worldgroup APAC commented,
“As a leading marketing and advertising networks in the region, MCN partners with clients to build enduring brands. Our rich and diverse heritage, combined with future-facing agencies and disciplines, ensures we deliver truly integrated and sustained brand value and growth for clients. I’m happy to welcome Lizzie, who brings broad multinational communications experience across agency, holding company and brands, and know that she will ensure added value for our agencies and clients.”
Lizzie Dewhurst, Chief Communications Officer at MCN, added,
“MCN’s prominent positioning and its strong workplace culture, combined with the significant growth trajectory and diversification of the region gave it an obvious appeal to me. I am excited to be joining a dynamic business in a fast-growing economy and look forward to bringing the company’s story to life, building profile, impact and growth for the business and its clients.”
ABOUT MCN
MCN is a leading advertising and marketing communications agency groups in MENAT, which partners with clients to build enduring brands. MCN’S agencies are global brands, spanning creative, media, digital, PR, brand experience and specialist marketing, within McCann Worldgroup and IPG Mediabrands, including FP7McCann, MullenLowe, UM, Magna, Initiative, KINESSO, MRM, McCann Health, Momentum, Craft, Weber Shandwick, Commonwealth//McCann, Jack Morton, Octagon and Current Global. MCN has circa 2,000 employees across 11 markets. MCN is committed to cultivating an inclusive environment where talents can thrive and flourish. This commitment has led to the company and its agency brands to be recognised as a Great Place to Work consecutively in 2023 and 2024.
Read More: UM MENAT Elevates Global Expansion for Clients Through Google’s International Growth Agency Program
Vevo Collaborates with PubMatic for Programmatic Growth in CTV Advertising
PubMatic, an independent technology company that delivers the future supply chain for digital advertising, has announced a collaboration with Vevo, the world’s leading music video network. Through the partnership, Vevo will be able to accelerate the growth of its programmatic CTV business and offer advertisers scaled reach across its premium library.
Partnership for programmatic growth in the CTV landscape
With over 800,000 videos across its global network, Vevo boasts an average monthly view count of 25 billion. Media buyers worldwide will have unrivaled access to Vevo’s vast, premium CTV inventory through a partnership with PubMatic. Vevo will leverage PubMatic’s massive demand, sophisticated programmatic trading capabilities, and strategic relationships for supply path optimization. It will be able to take advantage of numerous opportunities to deliver targeted ads in immersive, brand-safe, and engaged environments to a wide range of audiences. At the same time, it will gain a substantial increase in ad yield.
Accessible programmatic inventory
Vevo’s objective of becoming prevalent through ever-widening video distribution and continuous improvement of its monetization strategy is closely aligned with this integration. By making inventory programmatically accessible to a variety of demand partners via PubMatic’s platform, Vevo is expanding its participation in various sales environments and building on its prior success with direct dealing. Vevo’s content is currently available on the Vevo TV app, over 20 distinct Free Ad-Supported TV (FAST) channels, and social media platforms like YouTube.
Read More: PubMatic and Intent IQ Join Forces with Strategus for CTV-to-iOS Retargeting
Through the new partnership, media buyers will have access to both Vevo’s premium inventory and PubMatic’s state-of-the-art addressability and transparency solutions, which are known to improve ROI.
Here’s what they said
PubMatic’s Nicole Scaglione, Global VP for CTV/OTT and Video said,
“This collaboration marks a major milestone on multiple fronts. The partnership will enable greater growth and innovation by fulfilling the requirement for an efficient, transparent, and premium-grade supply of inventory. As well as allowing us to connect programmatic buyers with high-value music video inventory, it reinforces PubMatic’s standing as a leading force in the CTV space — cementing our position as a go-to platform for existing and new CTV players. We look forward to playing a key role in powering trading that optimises ad revenue for both buyers and sellers.”
Vevo’s EVP of Revenue, Distribution & Data Operations, Natalie Gabathuler-Scully, added,
“This partnership will allow Vevo to considerably elevate the advertising opportunities we can provide at a global level and drive our programmatic business forward. Leveraging PubMatic’s extensive preferred demand relationships will considerably augment our monetisation approach, especially across our TV app and FAST channels on over 35 CTV platforms worldwide.”
Read More: Adverty Partners with PubMatic to Reshape In-Game Advertising
Sociowash Awarded the Digital Mandate for Tide Arabia
Sociowash, an integrated advertising agency, has been awarded the digital mandate for Tide Arabia, a laundry detergent brand in the UAE. The agency will be in charge of developing and implementing strategic creative approaches to enhance the brand’s online visibility. The account was won because Sociowash demonstrated its abilities by successfully managing Tide India’s account.
Sociowash wins the digital mandate for Tide Arabia
According to the agency, the caliber of work produced is a reflection of the high caliber. Furthermore, the knowledge that Sociowash continuously provides to clients. The Mumbai team of the agency will oversee the account. As part of this strategic alliance, Sociowash will oversee carrying out campaigns that boost engagement and brand recall. This will help raise the brand’s digital share of voice. To help the brand accomplish its goals, the agency will help it connect with its target audience and build its digital presence.
Read More: Dentsu Creative Bags the Creative Mandate for Motorola India
Here’s what they said
Raghav Bagai, co-founder, Sociowash, said,
“Tide is the most prominent name when it comes to laundry detergents, globally. We are elated to have been chosen to manage the digital landscape for Tide Arabia. We are confident that our team’s extensive experience and expertise in FMCG brands will help redefine and elevate the brand’s digital positioning in the region. Together, we can create an impact that goes beyond what has been achieved before, reaching new locations, setting new benchmarks, and adding genuine value for the brand.”
Arushi Sethi, brand director, Tide Arabia, added,
“With Sociowash, Tide Arabia looks forward to leveraging new technologies and tactical digital strategies; to further cement our position as a leading laundry detergent brand. We are excited to collaborate and craft engaging campaigns, increasing audience engagement and elevating our overall digital presence.”
Read More: GOZOOP HAWKS Secures Listening and Digital Response Management Duties for Amazon miniTV
Walmart Reveals Plans to Acquire Smart TV Maker VIZIO for $2.3B
Walmart, a US-based retail chain, has revealed that it will acquire VIZIO, a maker of smart TV, for $2.3 billion. The retail giant made this decision to compete with Amazon by growing its quickly expanding advertising business. Walmart has consistently been a prominent vendor of VIZIO televisions. With VIZIO’s SmartCast OS, the acquisition, according to the company, it will allow for “a profitable advertising business that is rapidly scaling.”
If the agreement is finalized, Walmart will have access to VIZIO’s SmartCast OS, which will enable the retail behemoth to provide its suppliers with streaming device ad display capabilities. Walmart will now be a major competitor in connected TV advertising, alongside Roku, Amazon, Google/YouTube, and Samsung Ads, thanks to the agreement. Closing conditions and regulatory approvals are subject to the deal. The transaction has received unanimous approval from the Vizio board of directors and the approval of shareholders who hold 89% of the voting shares in the company.
Walmart competing against Amazon
The decision was made after Amazon revealed last month that, in addition to the $14.99 monthly or $139 annual fee for Prime membership, it will begin charging its members $2.9 per month to maintain ad-free viewing of their movies and TV shows. With 18 million active accounts, VIZIO’s SmartCast system has increased 400% since 2018. According to the companies, VIZIO’s platform has over 500 direct advertisers. The majority of the company’s gross profit is currently derived from ads.
What impact will this deal have on US television?
The companies intend to merge their individual advertising businesses. Walmart currently has a $2.7 billion advertising business. Furthermore, VIZIO intends to get more access to important consumer data, such as viewership statistics. More people are anticipated to watch Walmart’s advertisements as a result of this. For instance, retailers like Walmart can monitor all advertisements that businesses that sell products there run on VIZIO TVs.
Walmart’s acquisition of Smart TV maker VIZIO and SmartCast OS
Walmart’s acquisition of VIZIO and its SmartCast Operating System (OS) would allow it to connect with and serve its customers in new ways. These include innovative television, in-home entertainment, and media experiences. Additionally, it would open up new avenues for connecting brands with consumers. It would give them unique and compelling chances to interact with consumers on a large scale and get more out of their Walmart advertising budgets. By combining VIZIO’s advertising solutions business with Walmart’s reach and capabilities, the deal is anticipated to further accelerate Walmart’s media business in the United States, known as Walmart Connect. The expansion of connected TV platforms and Walmart’s industry-leading sales of TV panels would bolster these advantages even more.
Read More: GOZOOP HAWKS Secures Listening and Digital Response Management Duties for Amazon miniTV
Walmart Connect
For fiscal year 2024, Walmart Connect, the retailer’s closed-loop omnichannel media business, experienced 30 percent growth. The company provides sellers and suppliers to Walmart with appealing chances to connect with their target audience wherever, whenever, and however they choose to shop. To accelerate shared growth and provide unique omnichannel solutions for advertisers of all sizes, the company never stops innovating.
In the US, VIZIO already offers free ad-supported content. Moreover, it sells mid-range TVs, the majority of which are outfitted with its SmartCast OS. Additionally, the business recently updated its lineup to include faster startup times, app switching, and an easier-to-use user interface. Conversely, Walmart prominently displays VIZIO merchandise on its shelves in its physical retail locations. Additionally, the retailer sells TV houses under the ONN brand. These are priced on the low end and sell for under $500.
What is VIZIO?
VIZIO’s goal, which was founded in 2002, has been to provide consumers with affordable, high-quality connected home appliances and immersive entertainment. VIZIO’s Smart TV operating system, SmartCast, and its expanding device ecosystem have amassed over 18 million active accounts in recent years, growing by about 400% since 2018. Through the use of advertisements, VIZIO’s customer-focused platform allows users to stream content for free on their devices. Building on this framework, VIZIO established an advertising company that has expanded steadily. Furthermore, it has allowed advertisers to reach large numbers of people. More than 500 direct advertisers, including many of the Fortune 500, are connected to VIZIO’s platform. The majority of VIZIO’s gross profit now comes from its Platform+ business. It is mostly made up of its advertising division.
Here’s what they said
Seth Dallaire, executive vice president and chief revenue officer, Walmart U.S. said,
“There is a lot to be excited about with this acquisition. We believe VIZIO’s customer-centric operating system provides great viewing experiences at attractive price points. We also believe it enables a profitable advertising business that is rapidly scaling. Our media business, Walmart Connect, is helping brands create meaningful connections with the millions of customers who shop with us each week. We believe the combination of these two businesses would be impactful as we redefine the intersection of retail and entertainment.”
William Wang, chief executive officer of VIZIO added,
“We believe this is the ideal next chapter in VIZIO’s history. By bringing our capabilities and resources together, we’ll drive innovation and create even more value for our customers. Walmart’s approach is aligned with VIZIO’s mission and vision, and our technology will help bring a scaled, connected TV advertising platform to Walmart Connect. This transaction delivers immediate and compelling value to VIZIO stockholders and is a true testament to the hard work of the entire VIZIO team.”
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GOZOOP HAWKS Secures Listening and Digital Response Management Duties for Amazon miniTV
GOZOOP HAWK, the GOZOOP Group’s online reputation management and customer service agency, has successfully secured the listening and digital response management mandate for Amazon miniTV, India’s free entertainment service.
GOZOOP HAWK wins listening and digital response mandate for Amazon miniTV
According to the mandate, GOZOOP HAWK‘s primary responsibilities will include managing digital customer support and monitoring online brand chatter. Furthermore, it will also look after amplifying positive stories, measuring sentiments, providing timely resolutions, and generating actionable business insights for the brand by understanding and tracking valuable web conversions to delight customers.
Amazon miniTV
Amazon miniTV has a large library of popular web series, movies, reality shows, and dubbed international content in a variety of genres, including comedy, romance, slice of life, thriller, and more.
Read More: Savvytree Wins Digital Marketing Mandate for Kisaan Se Kitchen Tak
Here’s what they said
Aruna Daryanani, director and business head, Amazon miniTV said,
“ORM is an important component of brand building and reputation management. With the right strategy, ideation and creative thinking we can further strengthen our brand presence. We are excited to partner with GOZOOP HAWK and look forward to their expertise to continue to raise the bar on customer experience.”
Premkumar Iyer, President, GOZOOP HAWK added,
“HAWK has always demonstrated capability of delivering some of the most unconventional listening and online customer support solutions. This habit to push boundaries coupled with Amazon miniTV’s disruptive approach towards the dynamic OTT space makes the relationship click. We have already done some stellar work e.g. during Amazon miniTV’s recent launch of dubbed K-dramas, we turned the whole response management strategy to Korean language generating shift in outreach. We look forward to doing more such unconventional work for them in times to come.”
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Programmatic or Problematic? The Battle Against Made-for-Advertising Websites
The persistent issue of Made-for-Advertising (MFA) websites continues to cast a shadow over the digital advertising industry. These platforms, primarily designed to absorb advertising dollars, have prompted substantial concern and led to a multi-billion dollar spending spree by advertisers.
A recent industry report exposed the magnitude of this predicament, revealing that advertisers collectively poured billions into MFA websites. In response, ad-tech vendors have embarked on a mission to rectify the situation over the past few months. However, the question looms – is their concerted effort making a tangible impact?
The Made-for-Advertising Websites Saga
The saga of MFA websites is not a recent revelation; it has been a thorn in the side of digital advertising for quite some time. CNBC even created a fake website that plagiarized content, underscoring the lack of quality controls for advertisers and ad-tech partners.
This year, the Association of National Advertisers unveiled a damning two-part report. It exposed that approximately 15% of programmatic, open-web advertising dollars funneled into MFA websites, accumulating a staggering $10 billion in ad spend.
In response to the report’s first installment in June, major ad-tech vendors, including Pubmatic, Magnite, and OpenX, pledged to exclude MFA inventory from curated publisher lists sold to select advertisers. However, advertisers navigating the open web still face the challenge of sifting through MFA inventory.
Notably, both DoubleVerify and Integral AdScience, two industry giants specializing in verification and brand safety, introduced distinct detection tools. These tools aim to shield advertisers from the clutches of MFA inventory, representing a significant step in fortifying the digital advertising ecosystem.
While ad-tech vendors take measures to purge the digital realm of MFA websites, demand-side platforms, the representatives of advertisers, have maintained a conspicuous silence on the matter. This silence prompts contemplation about their stance and the role they play in mitigating the MFA challenge.
Important steps for advertisers
Here are five essential steps for advertisers to elevate their approach and drive efficiency gains:
- Active Stewardship: Advertisers must take the reins and actively steward their media investments. It’s time to move away from complete delegation to agencies and embrace a more hands-on role in ensuring the efficacy of every advertising dollar spent.
- Data Access Contracts: Establishing direct data access contracts with primary supply chain partners is crucial. Transparency and data access rights are inseparable. Advertisers should consider direct contracts with DSPs, SSPs, and Ad Verification vendors to maximize transparency and control over data.
- Agency Partnerships with Full Transparency: Construct agency partnerships that provide complete access to data and full transparency of websites purchased on media buys. Understanding the distinction between the agency acting as an agent or principal is vital. Advertisers need clarity on when agencies are obligated to act in their best interests and ensure contractual transparency.
- Quality Over Quantity: Prioritize quality media buys over chasing low-cost inventory. Cheap CPM buys may lead to non-viewable and non-measurable media purchases. Striking a balance between cost-effectiveness and ad quality—ensuring viewability, fraud-free interactions, and brand safety—is essential for sustainable advertising efforts.
- Exclusion of “Made for Advertising” Websites: Demand the exclusion of “Made for Advertising” (MFA) websites from media buys unless explicitly wanted or needed. Advertisers should assess if MFA sites align with their brand suitability standards for content and user experience. Clearly defining the tolerance for the inclusion of MFA inventory in campaigns is essential.
As the industry grapples with this pervasive issue, the battle against MFA websites unfolds, and the efficacy of these countermeasures remains to be seen. The shadows cast by MFA websites persist, challenging the industry to innovate and fortify its defenses in the ever-evolving digital marketing landscape.
This article is written by Priyanshu Pande, Business Consultant
Priyanshu Pande
Business Consultant | Storytelling | Sports Marketing | Brand Marketing
Priyanshu is a passionate storyteller who has a penchant for building brands and a knack for understanding spreadsheets. With over 16 years in brand & sports marketing, he has worked on all facets of sports business in India – from formulating sports marketin strategies and activating brands to leverage sponsorships to managing atheletes & marketing sports teams & bodies.
Priyanshu’s driving force at work is the obsession to bring brands to life & closer to consumers with the power of design, right messaging & apt medium.
Eyeota and Vistar Media Partner to Enhance DOOH Targeting
Eyeota, a Dun & Bradstreet company and global source of digital marketing data, has formed a partnership with Vistar Media. Vistar Media is a global supplier of digital out-of-home (DOOH) programmatic technology. Through the partnership, buyers utilizing the Vistar DSP will be able to plan and target their DOOH campaigns more effectively by maximizing their media spend by utilizing Eyeota audience data, which covers over 30 verticals and seasonal events.
Enhanced DOOH campaign targeting
Integrating Eyeota audience segmentation with Vistar DSP allows advertisers to enhance campaign targeting across the wide network of outdoor digital inventory offered by Vistar. This includes billboards, street furniture, bus stops, airports, and a variety of other locations that let marketers interact with customers on multiple occasions throughout a typical day.
Marketers can now streamline their audience-targeting efforts across a wider programmatic landscape by working with the audiences of Vistar Media and Eyeota. With the help of this agreement, advertisers will be able to reach their target audience more successfully and get the most out of their DOOH investment with a comprehensive omnichannel digital marketing experience.
Insightful targeting options
Advertisers can obtain insightful and actionable targeting options by utilizing Eyeota’s vast audience data, spanning over 30 verticals and seasonal events, with Vistar DSP. By matching their DOOH campaigns to interest-based segments, behavioral ownership, employment, or demographics, advertisers can better target their messaging and reach the right audiences at the right moment.
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With the help of this collaboration, programmatic DOOH advertising has advanced significantly, enabling advertisers to easily activate Eyeota audience segments within the Vistar DSP. Eyeota and Vistar Media are at the forefront of the industry’s adoption of audience targeting strategies, allowing advertisers to harness the power of data-driven insights and produce more impactful and effective DOOH campaigns.
Here’s what they said
Trent Lloyd, head of APAC at Eyeota, said,
“Brands can now easily streamline audience targeting efforts, delivering personalised messages aligned with specific demographics and behaviours. It’s truly a game changer for advertisers to make the most out of their DOOH ads and drive engagement with the right customers in today’s fast-changing world of outdoor digital advertising.”
Ben Baker, Vistar’s APAC managing director, stated,
“We are thrilled to partner with Eyeota to provide our clients with best-in-class audience data for their DOOH campaigns. With Eyeota’s comprehensive audience targeting capabilities, advertisers can now optimise their programmatic DOOH campaigns, driving greater engagement and ensuring their messages resonate with their intended audiences.”
Read More: Nakheel Grants 10-Year DOOH Media Rights to Hypermedia
