Elevating Cricket Advertising: A New Paradigm by Adscholars’ Creative Studio
As the world eagerly anticipates the 2023 ICC Men’s Cricket World Cup, brands are gearing up for an unparalleled journey. With a colossal audience of over 650 million viewers at their fingertips, brands have a rare and thrilling chance to establish strong brand awareness on the global stage.
Adscholars’ Creative Studio stands ready to redefine cricket advertising, transforming it into an art form that captivates fans worldwide. As India proudly hosts the World Cup for an unprecedented fourth time, your brand can shine on the world’s grandest sporting spectacle.
With Adscholars Creative Studio, we’re not just breaking boundaries; we are rewriting the rules of cricket advertising. Introducing our game-changing QR code innovation! Our cutting-edge rich media gamification mechanics: a thrilling cricket game that puts YOU in the driver’s seat. Imagine this: You, as the user, are tasked with scoring 22 runs in the last over of a high-stakes match! But this isn’t just a game – it’s an experience that engulfs you in the heart-pounding thrill of the game. We’ve integrated in-ground cheering noises, live commentary, and all the immersive elements to give you the REAL feel of being on the cricket field. You’ll feel the adrenaline rush like never before in our innovative game.
Click the Image to Play the Game
Scan to Play and Win
And the big question: What sets our game apart? It’s the ingenious algorithm that powers our innovation. Each playthrough will be a unique and exhilarating experience. Every shot, every move – carefully tailored to keep you on the edge of your seat. Still not sure? Dive into the action and experience it firsthand!
But hold onto your hats, because there’s more! We’re raising the stakes with an irresistible incentive: an iPhone for the ultimate winner! Your chance to be the cricket champion AND walk away with the latest tech sensation is here!
Creative Studio can help brands create visually appealing formats and compelling narratives, establishing a strong brand presence. Adscholars’ suite of products can assist brands in placing the most appropriate ads that align with user content. By leveraging geotargeting, brands can anticipate improved ROI and reach during the 2023 ICC Men’s Cricket World Cup. Are you ready to take center stage in rewriting the rules of cricket advertising with Adscholars? Join the advertising revolution and let your brand shine brighter than ever before with us.
Read more: Disney+ Hotstar Amp Brand Outreach With CTV Targeting
LiveRamp – Pinterest Team Up For Enhanced Global Integration
LiveRamp, a leading data collaboration platform, and Pinterest strengthened their partnership to give advertisers with improved global integration. Marketers will be able to target foreign consumers on Pinterest as a result of this collaboration. The alliance will make use of RampID, LiveRamp’s pseudonymous people-based identity.
LiveRamp and Pinterest primarily announced the arrangement earlier this year. According to the statement, it would use LiveRamp’s interoperable clean room technology as a shared area for marketers, publishers, merchants, and data owners to improve measurement without compromising data safety. The data cooperation tool provides marketers with a safe and secure platform to link certain first-party and Pinterest data in an encrypted environment.
How will Advertisers benefit?
Advertisers will benefit from improved measurement and analytics as a result of the Pinterest-LiveRamp integration. It will increase the number of options for brands to gain an advantage from first-party data. CPG buyers will use this partnership to reach their customers through retail media channels such as Carrefour and Albertsons. Marketers will gain from the integration since it will provide high-performance results, ROI, and perceptual insights.
Advertisers are emphasizing cookie-free marketing ahead of the 2024 deadline to eliminate third-party cookies from Chrome due to continued privacy concerns. This collaboration will provide them with LiveRamp’s 100% cookie-free implementation with Pinterest. Furthermore, it enables people-focused marketing, in which marketers do not have to give up control over consumers’ private data or disclose information beyond their business.
Why Pinterest?
Pinterest hosts more than 465 million users who visit the platform each month to get inspiration. It can be to discover products or services for their homes, holidays, etc. Advertisers aim to be discovered during each touchpoint of the planning stage. On Pinterest, advertisers can reach the right consumers and influence their decision by turning them into potential consumers for the brand.
Here’s what they said
Bill Watkins, Chief Revenue Officer at Pinterest said,
We’re excited to continue building on the momentum of our privacy-centric data collaboration and measurement partnerships with LiveRamp. We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy. Global marketers can build better campaigns with LiveRamp and Pinterest today. They can also build campaigns with the confidence that this partnership is sustainable beyond third-party cookie deprecation and other ecosystem shifts.
Travis Clinger, SVP of Activations & Addressability, LiveRamp said,
In this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable, and we’re excited to offer marketers across the world the ability to seamlessly leverage RampID for people-based marketing on Pinterest, enabling better campaigns and better measurement. By building on identity that can power better data collaboration in the future, marketers can begin building enduring brand and business value.
Read More: Petal Ads Announces Partnership With MMP WorldWide
Illumin Boosts DOOH Journey Ad Platform with Broadsign Alliance
Broadsign, a leader in digital out-of-home (DOOH) advertising, and Illumin, a digital advertising company, have teamed up to transform the industry. The collaboration will offer an extensive and cohesive cross-channel marketing solution. Broadsign wants to incorporate Illumin’s journey advertising solution into its supply-side platform. The partnership will provide advertisers with a connected and user-friendly canvas.
This agreement will give Illumin access to international DOOH inventory and serve as a cross-channel marketing resource. In the era of full-funnel strategies, the decision was timely. Broadsign’s SSP platform’s commerce, roadside, and other DOOH advertising formats will now be available to agencies and brands operating in 15 countries. These cross-platform campaigns will include TV, display, native, video, and CTV advertisements.
User interfaces will be easier to streamline the audience-targeting process by merging technologies. They will be able to target potential customers from brand recognition to brand evaluation at every stage of the funnel. These cutting-edge features will ease the process of reaching their target audiences.
And that’s what they said
Andrey Feldman, Vice President of Products at illumin shared,
DOOH has grown to become a critical part of journey marketing, so as we continue to look to the future, expanding our platform to include this important facet of programmatic advertising is crucial. The ability to plan, optimize, and measure in one place is unique to illumin, and when it comes to adding DOOH to our platform, we want to partner with the best, making Broadsign an obvious choice. It’s a testament to our continued commitment to help redefine the industry’s cross-channel journey.
John Dolan, VP, Global Head of Media Sales and Services of Broadsign stated,
Exceeding marketer objectives requires a broad but focused approach, making cross-channel advertising with DOOH a smart strategy. We’re excited to team up with illumin to bring this unique channel and all it has to offer to its media buyer base.
About Illumin
With headquarters in Toronto, Canada, Illumin facilitates advertising at every stage of the consumer journey. Live data analysis and sophisticated machine learning algorithms are used by the organization. It uses the potential of information-driven journey advertising to illuminate companies’ interactions with consumers. They host customers from Europe, Latin America, and North America.
About Broadsign
Publishers, agencies, and brands can interact with audiences around the world by using out-of-home advertising thanks to Broadsign. Throughout the customer journey, the business communicates with audiences through a variety of touchpoints. Over a million static and digital signs are powered by it, including roads, airports, shopping centers, retail locations, medical facilities, transport systems, and more. The technology facilitates easier access to premium displays for marketers and agencies to execute productive programmatic DOOH campaigns. Pepsi, Turkish Airlines, The UFC, Volkswagen, John Lewis, Samsung, and many more are among its clients.
Read More: Vistar Media and Broadsign Partners To Optimize Programmatic DOOH Transactions
WPP and Spotify Form A Unique Revolutionary Partnership
WPP and Spotify, the worldwide streaming platform, have formed an unparalleled collaboration. This multi-year agreement will provide WPP customers with priority access to Spotify’s ad solutions and first-party intelligence. Spotify is the sole audio streaming platform to be integrated directly into WPP’s product offering as a result of the partnership. The collaboration will concentrate on information, perceptions, creativity, technology, programmatic strategies, and forecasting market growth. The agreement will also add significant value to WPP and its customers by using information about the relationship between music and audience views and behaviors.
WPP’s Choreograph technology will be used in conjunction with Spotify’s first-party data analytics to help clients analyze average listening behaviors. This will help customers develop effective and innovative digital audio marketing campaigns. The partnership will also focus on offering market-leading approaches and training WPP’s team and clients in digital audio creative and Spotify ad solutions. Furthermore, they will have early access to Spotify’s Neuro insights research.
Music Listeners – The Most Active Engagers
Tempo and passion are musical characteristics that help estimate human temperament. This enables advertisers to recognize their audiences emotionally. Spotify collaborated with Neuro Insights to reproduce Sonic Science Volume 1. This time, they used audio commercials from WPP clients to learn about connection inducers, emotional power, memory recollection, and other topics.
The study discovered that as music streamers switched from music or podcasts to WPP customers’ audio commercials, their ad interaction increased by 17%. Furthermore, Spotify consistently drove better responses than any other media source. Furthermore, it was discovered that ad engagement was at a record high regardless of what users listened to. Campaign development and improved client targeting have become more efficient due to the WPP-Spotify relationship. These insights have enabled WPP and its clients to reach previously untapped Millennials and Gen Z customers.
Stepping Stone for Spotify
Spotify’s second-quarter performance fell short of expectations. The audio streaming platform attributed the decline to market factors. Nonetheless, it continues to add registered users steadily. Spotify may benefit from increased ad earnings due to the collaboration. This cooperation aims to improve customer data collection. WPP intends to eliminate third-party cookies from the platform next year, and that’s why they leverage customer data.
Spotify has a high level of ad engagement among its podcast and music ecosystem listeners. Every day, over 550 million people from 184 different countries listen to audio content on Spotify for an average of two and a half hours. WPP will benefit from Spotify’s massive customer data thanks to this agreement.
What will WPP reap from this alliance?
WPP will gain from this partnership in many ways. Here are some examples.
- First mover advantage in accessing Spotify’s mood data using Wunderman’s Zipline™ Data Management platform. WPP and its customers can improve targeting choices across platforms by connecting their own data with Spotify’s insights into user emotions, listening behaviors, location, etc.
- Unparalleled access to Spotify insights into connected device activity. This is aided by identifying and delivering the correct message to the right audience at the right time.
- Launch partners for AppNexus’ audio programmatic marketing tool
- Spotify’s primary launch partners in specific emerging markets
- Access to beta testing and exposure on Spotify’s product map
Executive Statements
Stephan Pretorius, Chief Technology Officer of WPP, said
In the fast-evolving media and entertainment landscape, audio streaming has become an integral part of everyday life. At WPP, we recognise the power of audio as a critical component of marketing.
Brian Berner, Global Head of Advertising Sales, at Spotify, said
We’ve long partnered with WPP to enable agency planners and buyers to make more informed decisions when planning for digital audio. With our new global partnership, we’re helping WPP clients modernise their strategy and planning. As we continue to drive innovation in audio and the advertising industry at large, partners like WPP are critical to delivering for advertisers, creators and audiences wherever they are.
Read More: Spotify Rolls Out Clickable CTA Cards for Podcasts
Havas Invests in Uncommon Studios in A Bold Pledge to Creativity
Havas Media, a Paris-based agency network, acquired a majority stake of 51% in UK’s Uncommon Creative Studio. Havas is a relatively small agency compared to the big six agencies with respect to revenue and workforce. Hence, this acquisition is a breakthrough for them. Founded in 2017, Uncommon Creative Studio is the UK’s most award-winning and rapidly growing independent creative agency. They have already garnered the attention of some of the world’s largest and most prominent companies.
Massive news. So proud to welcome one of the best independent creative agency in the world @uncommon_LDN to the Havas family!@donna_murphy @nilsleonard @LucyJameson_ @nattergraeme https://t.co/1NnwElX90R
— Yannick Bolloré (@YannickBollore) July 12, 2023
As part of its commitment to foster creativity, Havas signed this deal to invest in significant brands. The deal also reflects their business methodology and values future potential at £80-120 million considering Uncommon Studio’s growth projections. Uncommon will preserve its brand, vision, and freedom in decision-making across its clients, partners, internal teams, and productive turnout. Management will retain a 49% material stake in the business, maintaining entrepreneurial zest. As a result, it will allow them to expand the brand globally, and share best practices across Havas and its parent company, Vivendi.
Yannick Bolloré, Chairman and CEO, Havas stated,
Uncommon will bring new energy, creativity, and audiences into Havas’ already leading-edge creative network, igniting, inspiring, and supporting every aspect of creativity.
He also added,
Uncommon have created a new space and energy in the industry. They are a once-in-a-decade company and having them join the Havas family is an exciting prospect.
Uncommon previously rejected deals proposed by other agencies. Nils Leonard, one of the three founders of Uncommon said,
This deal is different: it relies on freedom of choice, the ability to break down barriers, and the removal of dependency. We can create the industry we wish we worked in.
International Exposure for Uncommon Creative Studio
The London-based creative agency boasts a high clientele in the UK including ITV and British Airways. The agency has recently received the prestigious Cannes Lions Grand Prix for “A British Original Billboard campaign” designed for British Airways. They have twice been named UK’s Creative Agency of the Year and International Agency of the Year by Ad Age.
Additionally, Uncommon hosts an extensive list of clientele in the U.S. This was attainable because of their diversified and global mentality, reputation for creativity, and distinctive studio style. As a result, the Uncommon-Havas deal will boost the former’s international expansion plans.
Uncommon Creative Studios will also enjoy collaborating with Havas’ strong network and top-notch entertainment brands. They will also be in a position to work with leading companies like Universal Music Group, Gameloft, and Canal+ with this partnership
The Advertising Industry Scenario
Most agencies are scrambling to propose contracts with data and technology-focused companies. The ad industry is determined to leverage artificial intelligence to reduce expenses and increase momentum. Forrester reports that by 2030, ad agencies will automate 7.5% of their jobs.
Amidst all this, Havas has placed importance on the human creativity aspect of the industry. As such, this acquisition comes in as a ray of hope for creative agencies. Uncommon Creative Studios has 169 employees working under them. The company also does not plan to lay off anyone in the near future or because of the deal. Instead, they plan to hire qualified staff for their U.S. office. Uncommon is estimated to be worth £156 million by 2030 with this deal. As a result, this deal would make Uncommon one of the most successful creative agency start-ups in the UK.
Read More: PubMatic Takes On DSPs in Video & CTV Deals, Aims for Direct Access
Battle of the Ads: Borzo Reveals Who Wins – Advertising Team or AI?
Borzo, a global courier delivery service, conducted a case study to compare the effectiveness of human-made ads with AI-generated ads. The study released two sets of advertising banners on Facebook, Instagram, and Google to determine which approach produced better results. The report aimed to explore the potential of AI-driven advertising tools and compare them with ads created by human teams. The findings of the study can guide businesses in deciding which approach to use in their marketing strategies, as AI-driven tools gain more prominence in the industry.
What did Borzo do?
Borzo conducted an experiment using two sets of advertising banners. The first set was created entirely by 3 AI tools and compiled using Viewst, while the second set was developed by the company’s marketing team.
The banners were run in parallel for a month with a total budget of $19,065, with Google ads receiving $12,775 and Facebook ads receiving $6,290.
How did it create the advertising banners?
To create the AI-generated banners, ChatGPT provided the copy, while MidJourney and DALL-E developed the creatives, and the final output was compiled in Viewst.
The marketing team included copywriters and designers, while the paid specialists were the same for both campaigns as they optimized and evaluated the results.
AI Image Credit: Social Samosa
Marketing Team Image Credit: Social Samosa
And you are in for surprise. Here, are the results,
-The Customer Acquisition Cost (CAC) of AI banner ads was also 2.5x higher than human-made banner ads.
-The AI banner ads had 3x higher Clickthrough rates (CTR) compared to human-designed banner ads.
-The Google Ads campaign showed that AI banners with texts had 26% lower CAC compared to human-designed banners with texts
-Also, AI banners had 32% better View-Through Conversion (VTC), even though they showed a worse CTR.
Whoa, did those results just defy all expectations?
Observations
-The Facebook and Instagram advertising campaigns showed that human-designed banners were more effective in bringing in customers.
-AI-generated ads are more effective in getting attention but fall short of generating clients despite high cash burn.
-However, human-designed ads draw less attention but are more effective in generating lead whilst burning less.
Implications and Future Outlook
–The campaign demonstrated that AI was more efficient than humans in execution. AI prepared the campaign in 4 hours, while humans took 3-4 days considering planning and task load. However, AI needed 50-60 prompts to produce AD images, while human designs had minimal revisions after receiving the brief, making them less tedious.
-The output accuracy of AI was lower than that of human designers. Additionally, most creatives generated by AI exhibited vibrant colors rather than brand colors.
-The advertising campaigns on Facebook, Instagram, and Google have shown that AI-generated banners may result in a higher click-through rate, they are often costlier and generate fewer leads compared to those created by human designers.
-While AI is capable of generating more attractive and efficient images, human intervention is still necessary to optimize the final output.
Adscholars conducted a LinkedIn poll recently where majority votes revealed that AI could enhance ad content personalization. However, although the case study highlights AI’s potential, it is more effective for local entrepreneurs and small businesses. For larger brands, relying solely on AI may not be feasible, but it can still be useful in expediting the overall process.
Devesh Gangal, Country Marketing Manager, Borzo, India said, “We always look for innovative ways to engage our audience and this time we have taken a brave attempt at testing our marketing team by pitting them against AI.”
“It may take more time for Meta to learn and attract clients with a low CAC for AI generated ads, but we have not disabled campaigns on Google with AI banners, and will continue to work with them. As we continue to refine our approach to online advertising, we are excited to see what the future holds for the use of AI in marketing.”
Interesting Read: Tête-à-Tête With ChatGPT- The Power Of AI
Vistar Media and Broadsign Partners To Optimize Programmatic DOOH Transactions
Vistar Media and Broadsign, two prominent out-of-home (OOH) advertising technology developers, have collaborated to integrate their respective mediation layers. This integration creates an open and fair play auction, irrespective of the mediation layer used, resulting in reduced operational burden for media owners and easier advertiser access to OOH inventory.
By integrating their Supply-Side Platforms (SSPs), media owners who use or intend to use both companies’ platforms can streamline their programmatic inventory allocation. The mediation layer enables them to access media buyer demand from both platforms without managing each one separately. Media owners can have both SSPs compete in a fair auction based on price, resulting in a level playing field, and maximizing yield on any programmatically-sold inventory.
Eric Lamb, SVP, Supply at Vistar Media said,
“Unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralized demand and increased competition. We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry.”
Frank Vallenga, Vice President of SaaS Sales, Broadsign said,
“As demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches. Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys.”
Interesting Read: Google branching out In DOOH- All You Need to Know
Adform and Digiseg offer new ad tool for Saudi Arabia advertisers
Adform and Digiseg offer a new ad tool for Saudi Arabia advertisers. Adform and Digiseg have formed an exclusive seven-month partnership in Saudi Arabia. Adform is a global, independent, and fully integrated advertising platform built for modern marketing. Digiseg, on the other hand, is a global provider of cookie and ID-free audience data, which helps advertisers reach their target audiences without relying on third-party cookies.
As part of their partnership, Adform’s clients in Saudi Arabia will access Digiseg’s unique audience data that segments entire countries into 100-500 household neighborhoods This data includes information about home type, life stage, household income, and more. This data is unique because it is privacy-compliant and does not rely on cookies or deterministic identifiers like UUIDs or MAIDs. Advertisers can use this cookie-less data to better target and personalize their advertising campaigns across various display, video, and mobile channels.
As quoted by Campaign Middle East, Mazen Khalil, Account Director at Adform said,
“Our exciting partnership with Digiseg will give our clients in Saudi Arabia unique cookie-less data capabilities. With Digiseg’s data, we can help our clients better understand their audiences and deliver more effective advertising”
The partnership between Adform and Digiseg is significant because it highlights the increasing importance of privacy-compliant audience data in the advertising industry. With the impending demise of third-party cookies and increased focus on privacy regulations, advertisers need alternative solutions to reach their target audiences effectively. This partnership will give advertisers in Saudi Arabia a new tool to improve their campaigns. Using Digiseg’s household audience data, brands can reach relevant audiences more effectively with higher conversions and improved cost efficiency. Advertisers can use this data to target their desired audiences with precision and accuracy, resulting in more effective campaigns.
Interesting Read: The Adtech Landscape in 2023
Lemma and Maxamtech partner to offer real-world DOOH clients Metaverse Billboards
Lemma has partnered with Maxamtech to introduce metaverse billboards to real-world digital out-of-home (DOOH) clients, enabling brands to offer audiences a dual experience in the virtual and physical worlds. This virtual advertising resembles a brand’s real-world representation, giving advertisers the ability to redirect users to their website or landing page, thereby enhancing customer engagement. By leveraging this platform, brands can significantly increase their overall impact on their target audience.
The collaboration between Lemma and Maxamtech will assist global brands in creating an indelible brand impression on untapped audiences through the virtual billboards in the Metaverse, connecting the brand story seamlessly across both realms.
Billboard advertising in Metaverse
Billboard advertising in the Metaverse is currently cost-effective, and it presents a potentially lucrative opportunity to reach a new audience as the Metaverse continues to grow. By leveraging this technology, brands can establish a presence in the virtual world and make a lasting impression on a new and untapped audience.
Billboard ads are a great starting point for brands to explore Metaverse advertising. Brands can begin with billboards and later expand into other opportunities such as events, product placement, and more. This platform provides a unique opportunity for brands to establish a presence and explore the many advertising opportunities available in the Metaverse.
Interesting Read: Advertise Your Brand in the Metaverse: The Future of Digital Advertising
Win-Win partnership
Maxamtech is a significant player in the market, with a growing audience in the gaming and virtual worlds. Through its partnership with Lemma, the two companies will provide clients with strategic in-game placements, enhancing customer engagement by enabling advertisers to redirect users to their website or landing page.
This feature allows brands to leverage the growing popularity of virtual worlds and gaming to create targeted advertising campaigns and establish a presence in the Metaverse. By collaborating with Maxamtech, Lemma can deliver a powerful platform to its clients, enabling them to engage with a growing audience in virtual space.
And that’s what they said
Gulab Patil, Founder and CEO of Lemma, said,
Metaverse billboards can reach a global audience and help expand a brand’s reach and target new markets efficiently. Further, virtual billboards can show unique advertisements to each user based on their demographics, interests, and actions. Ad personalisation reduces waste and boosts the efficiency of advertising campaigns as a whole.
He continues,
Our decision to offer metaverse billboards to the clients will ensure that brands who aim to reinvent themselves to align with audiences in the Metaverse as new patterns of behaviour and consumption emerge will be able to do hassle-free through Lemma.
Xerxes Mullan, Founder of Maxamtech Digital Ventures said,
We are constantly looking for new and exciting ways to grow and monetise our gaming platform, and this partnership with Lemma presents a perfect opportunity to do so. We look forward to working with them to offer brands and advertisers innovative ways to reach audiences with engaging and cutting-edge new ad units.
Interesting Read: How Will Dubai’s Metaverse Sector Contribute To Its Economy By 2030?
Google Ads Enhances CTV Advertising
Google’s Display & Video 360 (DV360) platform has added new features that help advertisers better plan, buy, and measure their connected TV (CTV) campaigns. With the shift to streaming over the last few years, an increasing number of advertisers have prioritized building connected TV (CTV) campaigns into their media strategies. As more advertisers focus on CTV, the platform’s new features aim to improve the targeting, forecasting, and measurement of CTV campaigns.
Let’s take a look into some new features in Display & Video 360 that advertisers use to plan, buy and measure CTV campaigns.
Plan: Reach Planner
Reach Planner in Display & Video 360 is a tool to accurately forecast the reach and expected performance of CTV campaigns. It helps advertisers discover new publishers and CTV inventory and drive more efficient budget allocation decisions.
TV functionality feature in Reach Planner enables advertisers to evaluate the unique and incremental reach of streaming publishers such as YouTube, Hulu, and Roku, as well as linear TV. This information helps advertisers make more informed decisions when it comes to budget allocation and discovering new CTV inventory.
The Reach Planner update is currently available to advertisers in the US, Japan, Vietnam, France, and Germany. Advertisers in the US can also use TV consumption data from the top 150 local Comscore markets to narrow their target audience further.
Another new feature is Deal ID forecasting, which allows advertisers to understand how a Preferred Deal or Programmatic Guaranteed deal might perform before running. This is particularly helpful for CTV campaigns since much of the valuable inventory is sold through deals, especially during significant events like the World Cup or Super Bowl.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Buy: Premium placements
YouTube CTV (Connected TV) inventory refers to the ad space available on YouTube that can be accessed by viewers through a TV device that is connected to the internet. Advertisers who want to access this inventory can do so through Instant Reserve, which is a feature that enables them to easily book premium placements on YouTube CTV. Instant Reserve also unlocks audience targeting capabilities that were previously only available for open auction buys.
Instant Reserve offers curated packages that include YouTube TV and other YouTube Select lineups. These packages allow advertisers to reach their target audience more effectively by selecting placements that align with their specific goals and objectives.
Credit: Google
Besides Instant Reserve, another way to secure premium CTV inventory is by creating deals or activating inventory packages in the TV section of Display & Video 360’s Marketplace. This means that advertisers can access premium CTV inventory and secure it in advance of their campaign launch, giving them greater control and certainty over their campaign performance.
In addition to the Marketplace, Display & Video 360 also recently launched CTV audience features that allow advertisers to reach audiences wherever they stream connected TV content. Advertisers can use their first-party audience lists to connect with people they already have relationships with, and then expand the reach of their CTV campaigns to reach larger groups like “sports enthusiasts” through Google audiences. This helps advertisers to increase their campaign reach and effectiveness by targeting specific groups of people who are more likely to be interested in their products or services.
Measure: Ad Frequency and Reporting
Display & Video 360 can help advertisers manage ad frequency on CTV devices. Advertisers can manage ad frequency by tracking how many times an ad has been shown to a viewer and using this information to adjust the delivery of ads accordingly. It also provides insights into which publishers and strategies are driving the greatest incremental reach, which enables advertisers to optimize their campaigns and improve their overall performance.
They also released a Unique Reach Overlap report that helps advertisers identify duplicate reach across publishers, campaigns, and devices. The report provides information that can be used to determine campaign-level frequency caps, which helps minimize overlap and reduce media waste. This feature is available globally for all Display & Video 360 accounts and Campaign Manager 360. Advertisers can use this report to make data-driven decisions and optimize their campaigns for better performance.
Google’s Display & Video 360 platform has introduced new features to help advertisers plan, purchase, and measure their CTV campaigns, indicating the platform’s responsiveness to the increasing demand for CTV advertising.
Interesting Read: The AI Search War: Microsoft & Google Compete for Search Engine Leadership
