As part of its vision to deliver ‘What’s Next’ for its clients and people, dentsu India has decided to bring together the advanced capabilities curated from two of its leading brands, iProspect and Sokrati. iProspect is a globally awarded digital-first end-to-end media agency that drives business performance for clients; Sokrati is a tech-savvy, data-driven performance marketing company.
The unified services will provide integrated Performance Media Marketing and Programmatic solutions from iProspect and Sokrati. Driven by the collective expertise of 600 performance marketing professionals, the service is designed to offer future-ready solutions, achieve global business growth, and boost profitability for clients through synergies and increased efficiency. Furthermore, by leveraging cutting-edge technologies, the solution will enable full-funnel tracking and management, customer analytics, and AI-powered predictive media management. It will also offer access to top industry talent, improve client management by integrating media capabilities, and foster a culture of collaboration and excellence across teams with specialized experience.
Nilesh Gohil, formerly the Chief Business Officer of Media (CBO) at Sokrati, has been promoted to take on dual roles as the Chief Executive Officer (CEO) of Sokrati, and as President – Performance Practice. In his new role, Nilesh will focus on strengthening Sokrati’s commitment to ‘Scaling Up: Designing Tomorrow’s Experiences Today’. Working closely with the leaders, he will leverage his expertise in Performance Marketing, MarTech, and Analytics to offer tech-enabled, data-driven solutions, deliver added value to clients, and maintain the network’s reputation for excellence and innovation in the industry.
Vinod Thadani, Chief Growth Officer (CGO), Media and CEO, iProspect India, will continue to lead the growth responsibilities for all Media brands in India. He will focus on driving the growth trajectory of businesses by delivering on dentsu’s ‘Integrated by Design’ tailored solutions for clients.
Reporting to Anita Kotwani, CEO Media, South Asia, dentsu, Nilesh and Vinod will collaborate closely with the wider dentsu India team. They will deliver innovative and transformative outcomes for the clients, expand the agency’s presence in the market, and align with the network’s global vision.
Commenting on the announcement, Anita Kotwani said, “Dentsu is ushering in a new era of transformative excellence. We have always been at the forefront of innovation – anticipating the future, to shape the unknown. Sokrati resonates with our vision of leading the space. We firmly believe in empowering the best of our talent to take up key leadership positions and Nilesh’s proficiencies make him an absolute fit to lead the practice. His contributions have played a vital role in Sokrati’s success. I am extremely proud of his achievements, and I look forward to further partnering with him as we move ahead to attain many new milestones for Sokrati.”
Nilesh Gohil and Vinod Thadani added, “We are extremely thrilled to embark on this new phase of growth. Dentsu has been a performance marketing powerhouse, with solutions defined by cutting-edge technology. The unified services offered through the Performance Practice are certainly a key to pursuing exceptional performance marketing solutions. This will indeed truly distinguish our services in the industry. As dentsu strides in digitization, we are certain that this unification will lead to rapid growth opportunities. Our focus will be on driving innovation through digital, modern creativity, technology, and AI to continue leading as India’s frontier Digital Media company for years to come.”
Vishal Sharma, the Director Digital Trading at GroupM, has over a decade of experience in digital advertising, specializing in digital trading, vendor management, affiliate marketing, and performance marketing. ADscholars had an exclusive conversation with him to gain insights into his career growth and the ever-changing digital advertising landscape.
How did you get started in the advertising industry, and what inspired you to focus on digital advertising and trading?
I gained exposure to digital marketing in 2011 while managing a team of virtual assistants at a KPO. My fascination with the possibilities of digital marketing grew as I learned about SAAS platforms, SEO, SEM, email, SMS, and more. The ever-changing digital landscape, including the metaverse, connected TV, and quick commerce, has kept me passionate about providing transparent and measurable results for clients. My current role in digital trading involves managing commercials, pricing, making pitches, partner recommendations, and strategy development for clients.
What are the most significant changes you have witnessed in the advertising industry during your career, and how have these changes influenced your approach to digital trading and performance marketing?
The advent of digital media has transformed the way businesses approach marketing and advertising, providing opportunities to reach wider audiences. Social media platforms such as Google, LinkedIn, Meta, and Twitter are now essential tools for effective audience targeting. Programmatic advertising has made the process more efficient, allowing for greater precision in ad targeting. While Google and Facebook were the focus of display ads a decade ago, clients are now exploring new KPIs beyond these giants, including quick commerce, addressable TV, performance business, and branding activities.
What are the current digital trends that are shaping the advertising industry, and how can businesses leverage them to stay ahead of the curve?
OTT platforms are popular among Gen Z, with TV following closely behind, while radio and direct mail have lower attention. Quick commerce enables faster delivery and stocking, transforming e-commerce like never before. AI has gained traction in digital marketing, with ChatGPT being a popular solution, but how to effectively deliver prompts and communicate with the technology remains a challenge. Clients are optimizing bids while using audience optimization tools, and Finecast, an in-house product, enables TV addressability through connected TV inventory across OTT platforms. It enables detailed audience targeting, even down to specific pin codes across India.
With the rise of programmatic advertising, how do you see the future of advertising and media buying evolving?
Despite the evolution of programmatic advertising, some traditional clients still use non-programmatic ways of execution, while most clients have adopted programmatic advertising for effective targeting. Media buying now requires minimal human intervention, although the human touch is still necessary for larger deal-making and pricing advantages.
What are the key metrics that businesses should focus on when measuring the success of their digital advertising campaigns, and how can they use this data to optimize their campaigns?
Businesses should measure metrics such as CPM, CPC, CPS, CPL, and ROI to back-calculate the effectiveness and efficiency of each channel delivering results. The growing adoption of mobile devices and AI has resulted in a significant increase in data collection, storage, and usage in recent years. Using reliable and verified data is an effective way to achieve marketing campaign goals. There are now SAAS tools available that merge Ad tech with Martech to optimize campaigns. Our traders are adapting to this new buying approach and recommending the optimal mix to advertisers while preserving branding requirements and marketing goals.
What advice do you have for young professionals who want to pursue a career in digital advertising and trading?
Based on my extensive experience, my advice to young professionals today is to be agile and dynamic in their approach. They should be ready to learn and unlearn since this industry will be ever-evolving. Digital marketing offers growth opportunities, as professionals gain experience in all aspects of a brand’s online presence, create strategies for high ROI and website rankings, and use data-driven approaches for effective campaign evaluations. The field is expected to grow in 2023, and there is a high demand for digital marketing jobs.
Google rolled out ad frequency targeting for YouTube campaigns. Showing the same ads to the same people, again and again, neither benefits the advertisers nor the viewers. However, can affect the brand’s reputation. So, achieving the right video ad frequency for both viewers and advertisers has always been a juggling act.
In line with this, Google rolled out target frequency giving advertisers control over how many times an ad is shown on YouTube. Previously, controlling ad frequency on YouTube was only possible when running connected TV campaigns in Google Display & Video 360. However, Google is taking a step further and making it globally available for all advertisers running YouTube campaigns.
Interesting Read: On Connected TVs, YouTube Makes Its Ads More Shoppable!
How will it help advertisers globally?
Whenever the same ads are shown to the same people repeatedly, there is always a risk of low returns. It is inevitable that viewers will tune out and sales will suffer as a result of the added impressions. It is an annoying experience for viewers to watch the same ad repeatedly and proves wasteful for advertisers.
In the blog, the tech giant explained the launch of target frequency globally for Youtube campaigns will help the marketers harness the impact.
This will help advertisers optimize towards more precise reach and frequency while ensuring that we continue to provide a suitable advertising experience for viewers. Target frequency allows advertisers to select a frequency goal of up to four per week and our systems will optimize towards maximum unique reach at that desired frequency.
A MMM meta-analysis commissioned by Nielsen shows on average, TV advertisers’ return on investment (ROI) decreased by 41% when frequency exceeded 6+ weekly impressions — which represents 46% of TV impressions served. Google inferred from the study that almost half of the impressions were wasted. However, Google explained that the same study shows brands can increase the frequency.
The same study from Nielsen shows that brands can increase their average weekly frequency from one to three on YouTube with a consistent ROI. This is a huge opportunity for marketers to maximize their impact across the same set of people they are already reaching today.
The frequency management solution on YouTube will help advertisers deliver a better advertising experience for viewers without any compromise in ROI. Advertisers can select the frequency target and the systems will optimize towards maximum unique reach at the frequency goal. Over 95% of Target frequency campaigns on YouTube successfully achieved their frequency goals when set up following recommended best practices. Not only do the campaigns deliver on their target frequency, but they drive brand impact as well.
Partnered with Triscuit
Google partnered with Triscuit to analyze how the brand can drive incremental impact to its reach campaigns with a frequency target. It set up a Video experiment to determine the incremental ad recall that a weekly frequency of two could deliver. The Target frequency campaign achieved a 93% higher absolute ad recall lift compared to the non-frequency optimized campaign, at a 40% cheaper cost per lifted user.
Interesting Read: Bridging The Gap: Is YouTube Unifying Linear And CTV Ad
Video is a great way to market your business. As a result, video marketing has become one of the most popular ways of marketing.
According to several portals, approximately 96% of people increased their consumption of videos about businesses, and 9 out of 10 people prefer watching videos about brands and companies. Moreover, 86% of businesses started using video as a business tool in 2022.
Therefore, video marketing statistics cannot be ignored if one wants to promote and advertise a business online. Videos are integral to marketing and promoting your products to new audiences.
This article will explore video marketing statistics you cannot miss in 2022.
Video Marketing Statistics You Cannot Ignore in 2022
To develop your digital/video marketing strategy, you need to know the latest video marketing statistics. Listed below are the latest video marketing statistics you simply cannot miss in 2022:
Increasing Internet Consumption
- According to Wyzowl, In 2018, the average time for watching videos was 1.5 hours per day. But in 2022, the number of hours increased to 2.5 hours a day.
- Moreover, research shows that people watch videos for about 19 hours a week, an 8.5 hours spike from the last four years.
- According to the survey conducted by Wyzowl, 96% of people have watched the tutorials and explanation videos to learn more about the products in 2022.
- Furthermore, 88% of people have said that they have been convinced to buy a company’s product after watching their videos.
- According to Hubspot, in 2018, 54% of people want to watch more videos about brands and companies to know more about their products.
- Also, research conducted by Animoto in 2018 suggests videos are the favorite type of content to view from a business across social media platforms.
- Social Media Week studies show that 78% of people watch videos every week, and 55% of people watch videos daily.
- According to Insivia, 95% of the audience can remember the products and their message when they watch them in a video rather than reading about them.
- According to 59% of executives, the audience is most likely to choose video over text about the same topic. 92% of mobile phone users are more likely to share the videos they watch about any product or company.
- According to Wyzowl, people are twice more likely to share videos rather than sharing blog posts or written articles. Therefore, video marketers and editors must post short, crisp, well-edited videos about their products. They can easily edit a video online and make engaging content.
Increase in Revenue
- According to Wyzowl, in 2022, 87% of business owners stated that video marketing has helped increase website traffic.
- Moreover, 94% of people also stated that videos helped them better understand their products, according to Wyzowl in 2022.
- 83% of business owners have stated that videos encourage visitors to visit and explore their websites for a long time.
- According to HubSpot, 87% of video editors are content with the ROI of their video editing efforts. Furthermore, 93% of business owners claim that videos are integral to their marketing strategy.
- WordStream suggests that incorporating videos into your business website’s landing page will increase your conversion rate by approximately 80%.
- Optinmonster research in 2019 shows that video marketers are 66% more likely to get better leads every year.
- According to Wyzowl, in 2022, 81% of video marketers stated that videos have helped them improve their product sales. Moreover, 49% said that videos had led to a reduction in support calls about various products as they allow customers to solve their queries.
- According to Wyzowl, 93% of video marketers have stated that videos have increased brand awareness to a large extent.
- According to Tubular Insights, 64% of consumers are likely to buy a product after they have watched a video about it on social media. Furthermore, according to HubSpot, video is the number one type of content marketers produce.
- According to Small biz Trends, 30% of people can recollect the video ads about products they have seen in the past 30 days. Therefore, you must make an impactful ad that interests the customers.
Video Usage Trends
- According to research conducted by Wyzowl, Video marketers consider videos a pretty important part of their marketing plan.
- According to research by The Marketing Helpline, video posts on social media get 48% more views than typically written posts about the products. Therefore, you can create and edit crisp and attractive posts about your products and share them on social media instead of posting a written post about them to promote your products.
- According to the statistics provided by Oberlo, Youtube with 88% is the most popular platform to edit videos, post, and share them, followed by Facebook with 76%, LinkedIn with 66%, and Instagram with 65%. Therefore, you can easily create and post videos on these platforms to gain new customers for your products.
- According to Hubspot, 73% of people prefer watching entertaining videos. Hence, to digitally promote your content, you can edit videos to make them fun and engaging enough for the audience.
- According to Limelight, 65% of consumers state that their favorite platform to watch videos is Youtube. Therefore, Youtube is one of the best and most important platforms to share your videos.
Video Marketing Channels
- According to Wyzowl, 88% of marketers have included Youtube as an integral part of their digital marketing strategy in 2022, which is 1% less than last year. However, 68% of marketers have included LinkedIn as a part of their marketing strategy, which is 5% more than last year. Therefore, video marketers consider LinkedIn a good platform to share their videos about their company and products.
- According to Wyzowl, 65% of marketers have plans to bring in Facebook as a part of their marketing strategy, which is 5% less than last year. Moreover, 68% of marketers have plans to include Instagram in their marketing strategy, which is 10% more than last year. This data shows that Instagram is a more popular platform for marketers to add videos about their company and products and share them rather than Facebook.
- According to WyzOwl, 46% of marketers have plans to host webinars about their company and products in their marketing strategy in 2022, which is 7% less than last year. This data shows that marketers prefer to share them on social media instead of conducting elaborate webinars to grab the attention of consumers quickly.
- According to YotPo, 30% of consumers have brought products mentioned in videos they have seen on Instagram. Moreover, according to Mention, 7 out of 10 people check out the website links in stories. Therefore, if you still have not included Instagram in your marketing strategy, it is high time you include the platform in your marketing strategy to get more engagement on your products.
- According to LinkedIn, posts with videos are shared 20 times more than written posts on the platform. However, 80% of the videos are watched with the sound off, so you should create videos that can be viewed without sound to gain the audience’s attention on LinkedIn.
- According to Wyzowl, 29% of marketers have plans to use Twitter as a part of their marketing strategy in 2022, which is 2% less than last year. However, according to the data provided by Twitter, the platform gets 2 billion views on videos daily, and tweets including videos have ten times more reach than tweets without videos.
- 99% of video marketers have decided to continue using videos for marketing in 2021. Moreover, data shows that more than 66% will spend more or the same amount on videos in 2022.
Impact of The Pandemic
- According to Wyzowl, the pandemic has drastically affected video editors’ plans for 2021 and 2022. However, the pandemic’s impact on video marketing seems to be gradually decreasing as 50% of video marketers expect the pandemic to affect their video marketing budget in 2022, less than 63% last year.
- According to Wyzowl, three-quarters of video marketers have stated that the pandemic would make it likely to produce more videos. At the same time, the other half said that the pandemic would decrease video production.
- According to Hubspot, 96% of people have stated that the pandemic has increased their video consumption.
Listed below are some key takeaways:
- Video has gradually become one of the most consumed content on the internet, so you must use this to promote your brand and products and establish a loyal customer base online
- Youtube, Facebook, Instagram, and LinkedIn seems to be the most favorable platform for posting videos
- Furthermore, the statistics suggest that your account will likely get more reach and engagement if you include videos in your posts; therefore, videos will help your business and products reach social media audiences
- Higher engagement rates in videos ultimately convert to higher consumption rates and buy-ins, i.e., people are more convinced to buy a product once they watch a video about it online.
- Investing in video marketing is always a good option since video marketing helps you gain higher engagement, promote your products, interact with your audience and provide you with higher ROI
WeAreSocial reported more than 3.5 billion social media users in 2019. IBM partnered with Mettle CI to create fun and entertaining videos to explain technology easily to their audience, thus gaining popularity on social media.
Business owners and video marketers must take advantage of this extensive reach and promote their products online.
Disney’s upfront advertising process ended with a record $9 billion in ad sales – 40% of which came from streaming and digital. Disney has become the latest publisher to finish upfront.
This is the first year Disney has offered Disney+ as an advertising option. The forthcoming ad-supported tier of Disney+ was cited by the company as a game-change and particular strength among its platforms, which also include ABC, Disney Channels, ESPN and ESPN+, Freeform, FX, Hulu, and National Geographic.
Interesting Read: Disney Signs A Major Adtech Deal With The Trade Desk
What is an Upfront?
Uninitiated viewers may not know that broadcast and cable networks hold spring events to promote their new programming lineups. As a classic futures market, the idea is to entice media buyers to commit to ad contracts for shows months or even years down the road. To put it another way, they buy inventory in advance.
Disney at the Upfront
The 2022-23 upfront posted the second straight year of double-digital gains in sports volume and pricing.
The CPM(cost per thousand viewers reached) increased in streaming, sports, broadcast, and cable, the company said, with prime seeing double-digit increases and high single-digit increases in addressable ads. In contrast to traditional advertisements, addressable ones can be targeted based on a person’s purchase history or other factors far beyond their age and gender.
The company also said it secured DEI commitments from every top-performing categories included Diversified Consumer Services, financial services, media & entertainment, pharmaceutical, sports gaming, and travel & leisure. The demand for Disney HuluXP, an integrated video ad platform across the Disney portfolio, also increased. Rita Ferro, president of ad sales for Disney Media and Entertainment said in a statement,
“Disney Advertising entered our 2022-2023 upfront committed to executing on our strategic priorities – streaming, multicultural and inclusion, sports and entertainment – and we delivered.
I am proud to partner with all of our clients to reach audiences at scale across all screens, and alongside the most premium content.”
The upfront process has been unlike most previous years for all of the major media companies. Traditionally, the upfront sales should wrap in the spring instead it dragged into summer this year. With streaming the ritual has become more complex and less calendar-based, allowing network parents to weather the ongoing decline in traditional bundles and overall live tv viewing.
Interesting Read: AVOD Surprise: Netflix Advertising Powered By Microsoft
What is important for Disney?
Ferro gave Adweek an overview of Disney’s upfront priorities in May and said,
“The upfront was really about how do we tell a big-picture story of the volume of content coming from the Walt Disney Company because we have a lot of different endpoints, and we’re the home of streaming in a way that no one else has in the marketplace, premium storytelling in the streaming space with Hulu that has been around for 14 years. But since it was integrated and we took operational control a couple of years ago, it has been a driver of the AVOD opportunity in the marketplace.”
The new ad-supported tier would be coming to Disney+ later this year and would be launching internationally next year.He also explained that it will have an average of four minutes of commercials per hour.
“The reason for that is we know most people come to Disney+ for our movies, and movies have a different ad load than a series would. So what drives Hulu is more series. What drives Disney+ is more consumption of movies, and therefore the ad loads will look different. So it’ll be an average of four minutes an hour, but it depends on the types of content you stream.”
Interesting Read: Marriott International : A Hotel or An Ad Tech Company?
Deliveroo launched a new advertising platform, ‘Deliveroo Media and E-commerce’, allowing brands to reach customers with relevant offers. Brands will be able to advertise to Deliveroo customers in new formats, in-app and online.
For the first time, advertising is planned on Deliveroo’s order tracker page alongside sponsored search listings. For example, a customer sitting at home impatiently eyeing the location of their food order on Saturday evening would sean an ad for a movie or series of a streaming service. The company mentions,
“Currently Deliveroo partners are able to make use of Deliveroo’s advertising services, with sponsored positioning for restaurant or grocery partners, for example. The new advertising platform means consumer FMCG brands will be able to advertise to millions of highly-engaged Deliveroo customers.”
Brands will be able to promote relevant offers across Deliveroo’s app, on its website, social media, email, and push notification campaigns.
Its own network of “Editions” kitchens and rapid grocery delivery ‘HOP’ stores will also be part of Deliveroo’s new advertising proposition, enabling brands to deliver content or samples into consumers’ hands as their meals and groceries are delivered to their door.
The food delivery startup allows restaurants and supermarkets it partners with to purchase advertising space within its walls. The new platform expands opportunities for consumer brands (CPG) and contributes to the company’s profitability push. By using ads to improve sales and profitability, Deliveroo has joined the growing number of delivery companies. Eric French, Chief Operating Officer at Deliveroo said in a statement,
“Advertising revenue is a small part of Deliveroo’s current model but a big opportunity and a lever the company can pull to increase net revenue.”
He also stated that the app’s eight million monthly active consumers orders on a weekly basis, giving advertisers an opportunity to connect to an engaged and valuable audience.
“Our new advertising platform will enable restaurant and grocery partners to tell their story emotionally and effectively whilst ensuring Deliveroo customers continue to receive a food-first experience.”
The company said advertising revenue is an important lever to drive Deliveroo’s path to profitability and free cash flow generation. Deliveroo aims to reach an adjusted EBITDA margin (as % of GTV) of 4%+ by 2026, with further upside potential beyond 2026.
Adtech and media sales services will be provided by Criteo to Deliveroo.
Interesting Read: Marriott International : A Hotel or An Ad Tech Company?
And the trend continues
Many delivery services and supermarkets like Asda Media, Tesco Media, Joker, and Delivery Hero SE are building their retail media network. They seek to use the first-party data and monetize the media inventory. The company stated,
“Advertising on Deliveroo will include partnerships with restaurant partners as well as FMCG companies, primarily on the grocery side. This will be done in a way that is mindful of the consumer experience, which is Deliveroo’s priority.”
Deliveroo Media and Ecommerce will launch in the UK before rolling out to other markets globally. From this month, brands started advertising relevant offers to Deliveroo customers too.
Interesting Read: Marriott Revamps Ad Sales, Ties Bonvoy To Gamers Paradise Series
Nabd, a leading personalized Arabic Content platform launched a new Personalized Email Newsletter product. It will provide opted-in subscribers a daily news digest tailored to their interests, autonomously curated via sophisticated AI and machine-learning algorithms. Content will be delivered to them by email – one of the most effective distribution methods available today.
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Strong subscriber base
Nabd reaches over 25 million users, generating over 2 billion page views every month, making it the biggest Arabic app globally. The Daily Email Newsletter has already been opted in by over 5 million subscribers during the beta and alpha phases. Aso, Nabd’s digital properties such as its mobile apps and web portal attract thousands of new subscribers every day.
How do the AI and MI Algorithms work?
Advanced AI and machine-learning algorithms analyze massive volumes of content in real time, including news articles and videos. Afterward, based on geolocation, interests, past engagement, and consumption patterns, the feature curates the most relevant and trending stories for each individual user.
And That’s What They Said
Mr. Al’a Abukhalaf, VP of Business Development at Nabd commented,
Nabd’s Daily Email Newsletters is one of the powerful tools our partners can leverage to promote and elevate their brand, as it offers an exclusive cutting-edge opportunity for brands to sponsor the daily newsletter, staying top-of-mind across Nabd’s highly-engaged Arabic readers and capturing their attention at the most receptive mindset; while they seek and consume relevant and timely information.
Our opted-in subscribers will on the other hand enjoy a personalized, digestible news summary, playing an important role in increasing the reach and retention of the Nabd platform.
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
Omnicom Media Group’s data and analytics division, Annalect, has launched Video Creative Intel. It would allow an advertiser to determine whether including a human would enhance a creative asset The Video Creative Intel helps marketers identify which creatives are most effective before they launch campaigns.
How exactly does Video Creative Intel help?
Retailers, for example, need to advertise a new promotion in a short timeframe and ensure their creative hits the mark with target audiences. Nevertheless, it does not have the time to carry out qualitative research and does not have the money to run ads that don’t work. Annalect’s Video Creative Intel tool, developed by Omnicom Group’s data and analytics division, will be leveraged. Annalect’s machine learning and artificial intelligence tool draw on data from its proprietary datasets, Google’s data, and the client’s own metrics. The chief experience officer of Analect, Clarissa Season told Adweek,
“As pieces of creative are running in the market, you can start to understand when a piece of creative is starting to wear out [and] when you need to change the creative video.”
As reported by Adweek, Annalect has tested the tool with seasonal retailers and entertainment clients. Using the tool, clients found the need for their branding and moreover include both audio and visual. Another finding was to introduce humans earlier in the creative. A partnership with Google provides Annalect with access to Google’s creative intelligence data, which is an important component of these data insights.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
In partnership with Google
The current insights are based on the performance of video assets on YouTube. In addition, Annalect is testing the tool’s predictive capability for non-video digital assets A pilot test has already proven that the tool can be used to showcase creative works on connected TVs.
Annalect’s new tool is different from many other holding companies’ predictive ad tech tools because it focuses on optimizing creative, instead of media formats. Jay Pattisall, principal analyst at Forrester told Adweek,
“The audience-first approach to using data to create audiences was something not being used inside the creative agencies. In the last two years, they’ve worked very hard in terms of catching up in data maturity and data literacy to media [agency] counterparts.”
The Video Creative Intel platform puts together data from Omnicom and Google to provide a broader view of the market than other Adtech-based creative services available. This can be a huge advantage for advertisers who utilize their dollars more effectively.
Interesting Read: AVOD strategy For Netflix Ahead: Should Advertisers Rejoice?
Smart TV maker unveiled a suite of analytics tools on a new platform aimed at helping advertisers build custom approaches to reaching connected TV audiences and measuring cross-screen engagement.
This is the second year in the NewFronts but the company’s VP of national ad sales, Adam Bergman told Adweek that while Vizio may have been the new kids on the block last year, the connected TV company has made “big waves” in the market.
Vizio designs its business around four asset environments: audience, platform, inventory and content, and data. Adweek was explained by Bergam that the most crucial aspect of the business is integrating hardware and software. The entire approach revolves around the consumer experience.
“From the UI, the design, the look and feel of our operating system, to the way we use data to consider content we want to program and how we promote it, ad products and targeting, all of that is built on the integrated hardware and software approach.”
Interesting Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
Introducing Vizio Analytics
Vizio Analytics offers campaign tracking and optimization capabilities for pre-campaign planning, segmentation, and budget allocation as well as measurement and reporting. Through its Inscape TV research business, the platform utilizes ACR (automatic content recognition) data from 20 million owners of its smart TVs.
Advertisers can tap into cross-platform buying solutions from partner companies, including Neustar, Oracle, Experian, LiveRamp, Epsilon, Lotame, Acxiom, IRI, Upwave, Factual, and Kochava. Vizio Ads offers users the ability to measure incremental reach gained over linear TV, as well as assess and validate ad effectiveness against a variety of KPIs, such as brand awareness, perceptions, familiarity, favorability, and purchase intent. Additionally, VIZIO Analytics gives advertisers insight into bottom-of-the-funnel metrics such as location attribution, site attribution and conversion, offline sales lift, and foot traffic. Travis Hockersmith, VP of Vizio’s Platform + Business, in a statement,
“We’ve built a custom analytics platform that gives brands the ability to leverage our massive TV footprint and data infrastructure for cross-platform campaigns. This makes it easier to connect their customer management and measurement services of choice with our analytics support to achieve their goals. The result provides consumers with more relevant ads and gives clients outcome-based accountability with their investment decisions.”
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Innovative new ad offerings
Adweek reported that Vizio will debut its new advanced advertising product Jump View, a new offering described by the company as “consumer first.” Jump View is an interactive overlay that, after a consumer finishes watching an episode in a linear environment, offers the user to continue watching the show in a streaming environment.
A key theme of the NewFronts is the shift from traditional TV to smart TVs and streaming, and the need for ad dollars to catch up. Furthermore, Vizio also plans to introduce Vizio Enact, their linear addressable TV advertising solution that enables national advertising.
Content is the key
AVOD WatchFree+ has been completely overhauled since last year’s upfronts, and it now has more than 250 free live-streaming channels, as well as more than 5,000 titles in its on-demand library. Bergman said to Adweek,
“Not only have we rebuilt and recaptured the content programming side of it, that also means we’ve completely rebuilt the ad inventory access, which advertisers really respond to.”
Interesting Read: AVOD strategy For Netflix Ahead: Should Advertisers Rejoice?
The media investment division of WPP, GroupM, has launched a programmatic marketplace covering everything from Connected TV and online video and display ads. This is a result of GroupM’s licensing deals with SSP platforms Magnite and Pubmatic.
GroupM believes that the Premium Marketplace will allow advertisers more transparency in this otherwise lopsided ecosystem of internet ads.
The GroupM Premium Marketplace is an integrated and unified programmatic marketplace created through worldwide collaboration agreements with Magnite in North America and PubMatic in Europe and the Middle East. It comes in response to an RFP that urged vendors to show their capabilities in the fast-growing CTV industry as well as in high-growth areas.
GroupM also expands on its previous SPO efforts, codenamed Premium Supply, which saw it centralize programmatic spending to a small number of SSPs, including Magnite, PubMatic, and Index Exchange, strategies that have been deployed on Madison Avenue.
According to a press release, GroupM Premium Marketplace will –
“provide clients with direct and advantaged access to high-quality publisher inventory”