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Good Life Networks $GOOD.ca – These are the 5 big trends that will shape the future of digital advertising #adtech according to Adobe $ADBE $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 9:45 PM on Sunday, April 7th, 2019
SPONSOR: Good Life Networks (GOOD:TSX-V) Video advertising is the future! Company’s A.I. makes 80,000 calculations / second, targeting 750 million users to deliver higher prices and volume. Company announced FY2018 trailing pro forma of ~ $48,000,000 with Adjusted EBITDA of $7,100,000 Click here for more information.
GOOD: TSX-V

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These are the 5 big trends that will shape the future of digital advertising, according to Adobe

  • A new report from Adobe looks at the history of digital advertising and where it’s headed.
  • Programmatic TV and new creative tools are two big areas of marketer interest, said Keith Eadie, VP and general manager of Adobe Advertising Cloud.
  • More ad-tech consolidation is on the way as brands seek to work with fewer than 10 vendors, he said.

By: Lauren Johnson

A quarter-century after Hotwired.com, a digital offshoot of Wired magazine, sold the first banner ad for AT&T, US digital ad spending has eclipsed traditional advertising and is expected to hit $129.34 billion in 2019, according to eMarketer.

A new report from Adobe chronicles the evolution of digital advertising, including big moves like Yahoo launching search ads in 1996 to Snap’s rollout of ads in 2016. The report also details advertisers’ shift from direct to programmatic buying.

Business Insider talked with Keith Eadie, VP and general manager of Adobe Advertising Cloud, about five big trends that Adobe sees shaping the future of digital advertising. Below are excerpts from the interview.

Read more: ‘We’re going to see continued consolidation’: Adobe’s $4.75 billion acquisition of Marketo could spur a takeover spree at Salesforce and Oracle

TV is the next battleground for programmatic advertising

Adobe is betting big on the future of video.

Today, most TV ads are not purchased through data-based deals but Eadie sees that changing as more companies like AT&T and Disney move into streaming TV services and content.

“You’re going to see a spectrum of packaging options put forth by the publisher,” Eadie said. “I don’t see a scale challenge in over-the-top — it’s a pretty big and rapidly growing pie.”

For its part, Adobe is focusing on building programmatic pipes for buyers to plan and measure addressable TV (which uses cable-box data to target ads), OTT and digital video. The company has partnerships with companies like NBCUniversal, Nielsen, Experian and Placed.

Ad-tech consolidation will continue — and brands are asking for it

Eadie joined Adobe through the acquisition of TubeMogul and said he expects more consolidation in ad tech, with eventually two or three companies emerging to compete with Facebook and Google.

Brands are pushing for some of that consolidation, who want to work with fewer than 10 companies, not hundreds, he said.

Some marketers have pushed back on the pitch by marketing clouds including Adobe of a one-stop shop for advertising and data because they are wary of getting locked into big deals, but Eadie said Adobe is well-positioned to work with big brands.

“Our approach is to be empower the digital transformation of the largest brands in the world,” he said. “We also approach it from the perspective that we’re building an open platform and our solutions will integrate with other technology if the marketer wants to do that.”

Ad fraud and viewability concerns are “teenager-like problems” for digital advertising

One area that is getting better is ad fraud and transparency, Eadie said.

Advertisers began grappling with tough problems like ad fraud, viewability and brand safety issues nearly 10 years ago. While advertising boycotts over brand-safety concerns on platforms like YouTube persist and bad actors continue to find new ways to siphon away ad dollars, Eadie said advertisers have made progress in tamping down areas of fraud like bots and malware that hijack ad networks and generate fake ad impressions.

Advertisers have also made headway in bringing transparency to ad-tech fees as more companies disclose their “tech tax” rates.

“We just have to be diligent and mindful about it, but we’re not spending an outsized amount of time on them as we used to be,” he said.

Marketers struggle to manage multiple channels

While technical issues in digital advertising are getting better, brands face new pressure to orchestrate marketing across multiple platforms.

Marketers are trying to sync up email, text messaging and website data to make ads more personalized. That requires brands to focus more on customer experiences and less on ad copy and messaging in specific campaigns. The challenge for CMOs is organizing teams accordingly, Eadie said.

Creative will become more important in digital

As the number of distribution platforms grows, brands increasingly are creating several versions of assets, like switching between horizontal web and email campaigns to vertical formats for Instagram and Snapchat.

Advertisers have tinkered with tactics like dynamic creative optimization that in theory can swap out ad copy, colors and click-through actions on the fly, but they struggle to do so, he said.

Adobe is tackling creative because it believes that digital advertisers haven’t focused on it as much as they should.

“If you don’t start with a channel that the ad is going to be delivered on and build a bespoke asset for that, you’re essentially wasting your money because the creative doesn’t match the format you want to utilize,” he said.

Source: https://www.businessinsider.com/adobe-5-big-predictions-for-digital-advertising-2019-3

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Good Life Networks $GOOD.ca – Confused About What Makes Something Programmatic? It Needs These 3 Features $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 9:55 AM on Tuesday, April 2nd, 2019
SPONSOR: Good Life Networks (GOOD:TSX-V) Video advertising is the future! Company’s A.I. makes 80,000 calculations / second, targeting 750 million users to deliver higher prices and volume. Company announced combined trailing 12 month revenue at just over $40 Million, $7.9M EBITDA, $3 Million net income. Click here for more information.
GOOD: TSX-V

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Confused About What Makes Something Programmatic? It Needs These 3 Features

  • Programmatic, an algorithmic approach to putting media placements in front of the right user, prioritizing reach over environment.
  • Programmatic gave new life to display advertising

By Kathleen Petersen

Display media—banner ads, specifically—has seen its share of ups and downs. In the mid-90s when digital advertising became a thing, banner ads were one of the first formats.

I can imagine those initial advertising agency media teams saying to clients, ” We ran this little box on our webpage and look how many clicks it got! Look how many people used this little box to visit your site!” But then, of course, consumers got used to banner ads. They were no longer a novelty, and people stopped clicking. Instead, they started saying things like, “Those ads are annoying,” or “I don’t even notice those ads” (although studies prove they do). Everyone hated them, and display advertising budgets started to dwindle.

Enter a new buying strategy: programmatic, an algorithmic approach to putting media placements in front of the right user, prioritizing reach over environment.

Programmatic gave new life to display advertising. Suddenly banners and video weren’t as expensive. They were more sophisticated in targeting and were easier to optimize based on an end goal (translation: better than running the impressions and assuming they do something good that can’t be proven). By 2010, sophisticated digital advertisers were funneling large amounts of their display media budgets to this approach. Today it’s all media teams talk about: programmatic banners, programmatic video, programmatic native, and now, programmatic TV, programmatic out of home and programmatic mail.

Hold up, though—that’s not programmatic. Programmatic has gone beyond what it is at its roots … to a buzzword for seemingly any media with a bit of data behind it.

Programmatic has gone beyond what it is at its roots—a modernized and automated approach to media buying—to a buzzword for seemingly any media with a bit of data behind it.

There are three pieces required to make something programmatic:

The ability to combine multiple layers of data

Demographics and interest targeting have been in digital media’s corner for a while. With a programmatic approach, you can slice and dice those targeting technologies, add others and stack them all on top of each other. This includes first-, second- and third-party data. The ability to determine if a person is within our target audience based on their demographics, what their interests are, where they are geographically, how often they travel, what type of credit card they use, how long they’ve owned their home and on and on is right up the programmatic alley.

Real-time bidding

Before programmatic buying was available, display buyers would identify sites with the highest reach against their target audience and buy a set number of impressions directly from said site. This isn’t the case with programmatic. Now we’re in an exchange, bidding to get the best placements in front of the most qualified users and paying only a penny more than the next advertiser we won the bid from. Buying programmatically is much more efficient and garners a far wider reach. You’re finding the best available user, regardless of the content they’re in. Not to say that premium environment prioritized in the days of old isn’t important. White lists and premium marketplaces can get you high-quality contextual placements while using a programmatic approach.

On the fly optimization

At one time, ads ran and we served X number of impressions or ads ran, we ran X number of impressions and Y people clicked on them was the furthest extent to which you could report on your display media performance. You could take this information and adjust your strategy for next time. But with programmatic, algorithms are getting continuously smarter, and you’re able to optimize based on a multitude of factors. So now your campaign can improve as time goes on instead of waiting until the end so you know what to do better next time. Budgets can be prioritized according to what users are doing post-exposure in real-time. For example, if placement A is performing better than placement B, the algorithm will shift bids to prioritize the better performer.

These three features are possible with digital media, but at this point, it isn’t possible for traditional media channels to pull all of them off. As time and technology goes on, traditional media channels will get closer to achieving this. Television, with the use of smart TVs and OTT devices is the closest.

Data available for television targeting has become much more sophisticated in recent years, but they are lacking in real-time bidding. Most TV being bought “programmatically” is still purchased two weeks ahead of time, not at the exact second exposure is available. And while we can now use data to identify high indexing programming, the targeting isn’t 1-to-1 unless it is addressable. Out of home is in second place, and will be easier to achieve on small digital boards (think ATM or gas station screens) where a user can be identified by their phone’s proximity to the screen.

So, when you hear a media channel being referred to as programmatic, make sure the term is being used correctly. Advances in technology in digital and traditional channels that allow our campaigns to be more precise are very exciting and enticing, but check against these three features to ensure you know how your media dollars are being used.

Source: https://www.adweek.com/programmatic/confused-about-what-makes-something-programmatic-it-needs-these-3-features/

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Good Life Networks $GOOD.ca to Report Fourth Quarter Earnings Results April 4, 2019 $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 9:19 AM on Monday, April 1st, 2019

Vancouver, British Columbia–(April 1, 2019) – Good Life Networks Inc. (TSXV: GOOD) (FSE: 4G5) (“GLN“, or the “Company“), a Vancouver-based programmatic advertising technology company, will release its fourth quarter audited financial and operating results at 7:50am EST (4:50am PST) Thursday, April 4, 2019. GLN will then host a conference call beginning at 11:00 am EST (8:00 am PST) to discuss the results.

Conference Call Access

To access the conference call by phone, please dial the following numbers.

Canada/USA TF: 1-800-319-4610
International Toll: +1-604-638-5340
Germany TF: 0800-180-1954
UK TF: 0808-101-2791

Callers should dial in five to 10 minutes prior to the scheduled start time and ask to join the Good Life Networks call. We encourage you to access the webcast and presentation material that will be published in the Investors section of GLN’s website at https://glninc.ca/overview/.

The GLN Story

GLN is a patent pending machine learning programmatic video advertising technology company that does not collect PII (Personal Identifiable Information). GLN has the ability to transact on millions of online video ads daily 3 times faster than IAB (Interactive Advertising Bureau) standards. GLN is headquartered in Vancouver, Canada with offices in the US and UK and trades on the TSX Venture Exchange under the stock symbol “GOOD” and The Frankfurt Stock Exchange under the stock symbol 4G5.

Addressable Market: The total media ad spend worldwide will rise 7.4% to $628.63 billion in 2018, according to “Global Ad Spending: The eMarketer Forecast for 2018.” Digital media will account for 43.5% of that investment, thanks to rising global ecommerce spending and shifting viewership from traditional TV to digital channels. By 2020, digital’s share of total advertising will near 50%.

CONTACT:

Investor Relations
[email protected]

Jesse Dylan, CEO
604 265 7511

To view the source version of this press release, please visit https://www.newsfilecorp.com/release/43785

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Good Life Networks $GOOD.ca – The Trade Desk $TTD A Fast-Growing #AdTech Company, Opens For Business In China $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 11:32 AM on Friday, March 29th, 2019
SPONSOR: Good Life Networks (GOOD:TSX-V) Video advertising is the future! Company’s A.I. makes 80,000 calculations / second, targeting 750 million users to deliver higher prices and volume. Company announced combined trailing 12 month revenue at just over $40 Million, $7.9M EBITDA, $3 Million net income. Click here for more information.
GOOD: TSX-V

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The Trade Desk, A Fast-Growing Ad-Tech Company, Opens For Business In China

Search engine Baidu partners with the Trade Desk in China. 

  • The Trade Desk, the fast-growing programmatic advertising platform, flung open its doors in China on Tuesday
  • Several months after announcing partnerships with key Chinese Internet players, officially offer global brands a shot at the country’s 800 million Internet users.
  • (That’s 20% of all internet users in the word.) And, 788 million of them are mobile.

Jill Goldsmith Contributor

The Trade Desk, the fast-growing programmatic advertising platform, flung open its doors in China on Tuesday. Several months after announcing partnerships with key Chinese Internet players, it can officially offer global brands a shot at the country’s 800 million Internet users. (That’s 20% of all internet users in the word.) And, 788 million of them are mobile.

Marketers are eager to tap the massive opportunity of China’s 1.4 billion population and expanding middle class. In an announcement, the Trade Desk described an active period of beta testing that delivered multi-channel campaigns to Chinese audiences in sectors ranging from hospitality, luxury retail and education to food, beverage and biotech.

Trade Desk clients can tap into China on the same proprietary Trade Desk platform they use for the rest of the world.

Programmatic advertising automates buying and selling. The Trade Desk’s platform helps marketers analyze, locate and target audiences and optimize pricing across markets and devices. The platform’s capabilities, user interface and planning tools were updated last summer in an AI-driven package called the Next Wave that’s had quick uptake by clients and helped drive robust financials in 2018.

The ad-tech company reported full-year revenue of $477 million, up 55% year-on-year. Net income jumped to $88 million from $50 million. It expects revenue to continue rising this year to $637 million. The Trade Desk was founded in 2009 in Ventura, California. It went public in 2016.

International accounted for 15% of total sales. That’s a big jump from three years ago, CEO and founder Jeff Green told investors this month, but it’s well short of where the company wants to be. China’s a major step in that expansion. “We have made a significant investment in the country over the past few years,” Green said in the statement, “and are confident in our ability to be the trusted programmatic partner to help multinational brands grow in China.”

At the Mach 6 investor event, Green described an even bigger mandate he sees. “We are not just there to ride the wave [of a rising middle class], but to empower it. Helping people decide for the first time what kind of laundry detergent to washing machine to buy.”

The Trade Desk now has some 50 employees in offices in mainland China and Hong Kong and is looking to hire about 20 more. According to its latest 10k, it has 724 clients around the world, mostly advertising agencies or divisions within them.

In an interview, Tim Sims, SVP of inventory partnerships, shrugged off Wall Street jitters over China’s slower growth because the market is just so big and the number of connected consumers growing so fast. “What’s so incredible to me is that, in a relatively short period of time, in less than a generation, [the population equivalent of] two United States are getting access to the internet.”

Sims said myriad deals beyond those with the big four partners the company announced had to be set up over the course of a challenging several years. In the US and Europe, he noted, media, tech and data companies often serve multiple markets. “In China, every single partner is new to us,” he said.

Source: https://www.forbes.com/sites/jillgoldsmith/2019/03/26/the-trade-desk-opens-for-business-in-china-with-alibaba-baidu-tencent/#62139ad23601

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Good Life Networks $GOOD.ca – Pandora $PANDY expands programmatic offering with #Adobe $ADBE integration as digital audio space grows $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 3:37 PM on Wednesday, March 27th, 2019
SPONSOR: Good Life Networks (GOOD:TSX-V) Video advertising is the future! Company’s A.I. makes 80,000 calculations / second, targeting 750 million users to deliver higher prices and volume. Company announced combined trailing 12 month revenue at just over $40 Million, $7.9M EBITDA, $3 Million net income. Click here for more information.
GOOD: TSX-V

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Pandora expands programmatic offering with Adobe integration as digital audio space grows

  • As the digital audio space grows, Pandora has made its audio, video and display inventory available programmatically through an integration with Adobe Advertising Cloud.

By Andrew Blustein

As the digital audio space grows, Pandora has made its audio, video and display inventory available programmatically through an integration with Adobe Advertising Cloud.

Sahil Gupta, director of global partnerships at Adobe Ad Cloud, said Pandora’s purchase of audio adtech company AdsWizz last May helped bring the offering to market.

Pandora, which formed an ad sales partnership with SoundCloud in October, has an expanded audience of 120m US monthly users at a time when digital audio consumption is climbing. According to a report from Adobe, consumers are 8% more likely to consume digital audio than they were last year.

Over the next year, about a quarter of consumers plan to spend more time listening to podcasts, Adobe found.

Gupta said he’s seeing advertisers experiment in digital audio as they try “to figure out where in the funnel” it sits.

“One thing is, a lot of these audio ads, especially in the mobile apps, can be paired to a display call to action, so that lends itself really well there,” said Gupta.

Brian Gilbert, senior director of programmatic operations at Pandora, said he’s seeing “a cultural shift” resulting from the growth of digital audio, and that’s impacting how advertisers approach their media strategy.

According to a report from Adobe, nearly half of the organizations surveyed plan to increase their digital audio ad spend by an average of 35% compared to last year.

However, the problem with the reach and scale that programmatic buying promises is that it can come at the cost of personalization.

Since Pandora touts its ability to offer brands targeted addressability, Scott Walker, senior vice-president of strategy and analytics at Pandora, recommends that advertisers take a hybrid approach.

“Our recommendation is always to build a hybrid of both [scale and personalization], and to test and learn as you go with the capabilities of running experiments, gaining insights and looking at analytics to see what’s the right messaging strategy,” said Walker.

Walker added that a “vast majority” of audio ads are played through to completion, and display and video ads have high viewability numbers because Pandora triggers them only when a user interacts with the app when it’s in the foreground.

Pandora also rolled out its podcast offering in December. Walker said the company is “focused on monetizing” podcasts as quickly as possible.

“For podcasts to become as big an ad market as it potentially can as adoption grows, they have to trade in a currency that the market trades in at scale, at that’s impressions and CPM,” said Walker.

Walker added that right now podcasts are primarily sponsor-driven, as the challenge of injecting ads into podcasts could cost the medium its “colloquial,” host-read feel.

Adobe found that for digital audio as a whole, conversion (47%) and awareness (28%) are advertisers’ primary measurement tactics.

Adobe also announced a partnership with Roku as they look to address the pain points of ad buying on OTT.

Source: https://www.thedrum.com/news/2019/03/26/pandora-expands-programmatic-offering-with-adobe-integration-digital-audio-space

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Good Life Networks Acquisition, 495 Communications, Increases Roku Channel Development by 40% $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 9:11 AM on Tuesday, March 26th, 2019
  • Announced that 495 Communications LLC., a GLN digital property, has increased its portfolio of Connected Television Roku channels by 40% since the acquisition in December 2018
  • Currently, more than 164 million U.S. internet users access video content via CTV, with this number predicted to grow up to 204.1 million viewers in 2022

Vancouver, British Columbia–(March 26, 2019) – Good Life Networks Inc. (TSXV: GOOD) (FSE: 4G5) (“GLN“, or the “Company“), a Vancouver-based programmatic advertising technology company is excited to announce that 495 Communications LLC. (“495“), a GLN digital property, has increased its portfolio of Connected Television (“CTV“) Roku channels by 40% since the acquisition in December 2018.

Currently, more than 164 million U.S. internet users access video content via CTV, with this number predicted to grow up to 204.1 million viewers in 2022(1). GLN anticipated the growth of CTV (and associated decline of traditional cable TV) and transitioned into the space through the acquisition of 495 and ImpressionX. Since the acquisition in December 2018, 495 has significantly grown its platform of Roku channels capitalizing on the increase of consumers using CTV. The increase in channels will provide more monetization opportunities for 495, and potentially add to GLN’s combined annual revenue. 495’s platform is now being powered by GLN’s proprietary technology, with channels across a variety of subjects including: sports, cooking, comedy, music and movies.

“Disney just acquired FOX to create the streaming service, Disney+(2), Apple just announced its new streaming service, Apple+(3), and The Trade Desk’s CTV revenue increase of over 525% last year(4), all positive indicators for significant growth of the CTV sector,” stated Jesse Dylan, CEO of GLN. “495 is ideally positioned to see additional ad revenue opportunities from their continued CTV channel development. I’m impressed with the teams progress so far this year and look forward to continued future growth!”

Both 495 and ImpressionX are leading CTV advertising technology companies. 495 focuses on content marketing, through building and developing CTV and Over the Top (“OTT“) channels for the sake of monetization and content distribution. CTV refers to any smart TV that can be connected to the internet and can stream OTT content beyond what is available from a traditional cable provider. OTT refers to any device (Roku, PlayStation, Xbox, Apple TV) that can be connected to a TV to allow for the delivery of video from the internet. Roku pioneered streaming for the TV(5) and plans to be a billion-dollar company in 2019. Roku also reported 40 percent year-over-year active user growth, with 27.1 million active users by year-end, and a 69 percent year-over-year increase in streaming hours, which reached 7.3 billion(6).

The GLN Story

GLN’s patent pending technology is the engine that sits between advertisers and publishers. A highlight of GLN’s tech is that it does not collect PII (Personal Identifiable Information). Built for cross device video advertising: Mobile, In-App, Desktop and CTV (Connected Television) the GLN Programmatic Video Advertising Platform has among the lowest fraud rates of similar vendors in the industry. Advertisers make more money by reaching their target audience more effectively. GLN makes money by retaining a percentage of the advertiser’s fee.

GLN is headquartered in Vancouver, Canada with offices in Newport Beach and Santa Monica California, New York and UK and trades on the TSXV under the stock symbol “GOOD” and The Frankfurt Stock Exchange under the stock symbol 4G5. For further information on the Company, visit www.glninc.ca

CONTACT

Investor Relations
[email protected]

Jesse Dylan, CEO

604 265 7511

(1) https://smartyads.com/blog/connected-tv-advertising/
(2) https://www.thewaltdisneycompany.com/disney-and-21st-century-fox-announce-per-share-value-in-connection-with-71-billion-acquisition/
(3) https://www.cnbc.com/2019/03/25/apple-tv-channels-streaming-tv-service-announced.html
(4) http://investors.thetradedesk.com/news-releases/news-release-details/trade-desk-reports-fourth-quarter-and-fiscal-year-2018-financial
(5) https://www.roku.com/en-ca/about/company
(6) https://techcrunch.com/2019/02/22/roku-on-track-for-1-billion-in-revenue-in-2019/

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Forward Looking Statements:

Forward-looking statements relate to future events or future performance and reflect the expectations or beliefs regarding future events of management of GLN. This information and these statements, referred to herein as “forward‐looking statements”, are not historical facts, are made as of the date of this news release and include without limitation, statements regarding discussions of future plans, estimates and forecasts and statements as to management’s expectations and intentions with respect to the performance of 495. These statements generally can be identified by use of forward-looking words such as “may”, “will”, “expect”, “estimate”, “anticipate”, “intends”, “believe” or “continue” or the negative thereof or similar variations.

These forward‐looking statements involve numerous risks and uncertainties and actual results might differ materially from results suggested in any forward-looking statements. Important factors that may cause actual results to vary include without limitation, risks relating to the continued growth of CTV opportunities, the performance of digital channels created by 495 or the successful completion and monetization of additional channels.

In making the forward‐looking statements in this news release, the Company has applied several material assumptions, including without limitation that 495 will generate the anticipated revenue and expand GLN’s global reach per management’s expectations. GLN does not assume any obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those reflected in the forward looking-statements, unless and until required by applicable securities laws. Additional information identifying risks and uncertainties is contained in GLN’s filings with the Canadian securities regulators, which filings are available at www.sedar.com.

To view the source version of this press release, please visit https://www.newsfilecorp.com/release/43658

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Good Life Networks $GOOD.ca – Identity and Advanced TV Have Reshaped Video Advertising $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 3:12 PM on Thursday, March 21st, 2019
SPONSOR: Good Life Networks (GOOD:TSX-V) Video advertising is the future! Company’s A.I. makes 80,000 calculations / second, targeting 750 million users to deliver higher prices and volume. Company announced combined trailing 12 month revenue at just over $40 Million, $7.9M EBITDA, $3 Million net income. Click here for more information.
GOOD: TSX-V

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It used to be about cutting time off content, but that’s changed

By Victor Wong

Using longer videos in strategies may be the future of this sect of the industry.

Just when creatives wrapped their heads around data and programmatic, new technology is about to reshape storytelling again. While those first disruptive trends changed display and rich media ads, video ads remained largely unaffected. In fact, video ads haven’t actually changed in decades, aside from getting shorter and running on different types of screens.

Whereas innovation used to be measured in the seconds shaved—from 60-second to 30-second to 15-second to 6-second—now we’re seeing the actual video ad formats evolve as two new trends converge: advance TV and identity. These powerful forces have already reshaped media buying as more ad dollars shift from offline to digital formats, but now they are in the midst of transforming the creative experience. Here’s how:

Pause-vertising

Creative agencies now need to begin thinking about longer form videos and know they can break up the content into mini-episodes of ads.

As more video is viewed on advance TV media formats, such as CTV and OTT services that run on computers or phones, new possibilities have emerged. Whereas linear television ads were built around filling scheduled commercial breaks, CTV and OTT experiences have built-in, widely-used pausing functionality, creating a new form of commercial break and screen layout. Imagine seeing an ad for your favorite brand appear quickly when you hit pause (or unpause) for quick breaks to respond to a message or grab a snack. Hulu and AT&T’s Xandr advertising business both plan to introduce a form of this “pause-vertising” this year.

Second screen

Another idea is second screen ads where a brand wants to take advantage of the fact that viewers are often watching TV while using another device. Nowadays, many devices can be connected through an identity graph (from a telco, a data provider, etc.) that links registration information like billing addresses for different signed in services on different devices. The possibilities now include using addressable television media buying to target TVs registered to households that have been shown to have the brand’s app so that you can run TV ads that encourage specific interaction with apps or drive users to the app for info rather than trying to cram everything into a TV spot.

Ad episodes

Perhaps an even more powerful application of identity is creating episodic ads where, rather than trying to cram all the content into one spot, you can tell a story over several ad episodes across different screens and time. Historically with TV ads and even digital video ads, brands had no idea whether a viewer had already seen an ad or not. Now with cross-device IDs, brands can keep track of whether a viewer or household had been served an episode already, and if so, to move on to the next episode in the sequence even if the user is switching between devices. Without a people-based identity graph, message sequencing would be a nightmare of repeat instances of the first ad episode because the advertiser wouldn’t realize it’s the same household or viewer.

To make these ideas possible, brands will need to work with creative agencies and video media inventory owners that have invested in addressable television, OTT and identity. Creative agencies will need to adapt creative for the new pause-vertising formats, knowing that it could be on loop until a user returns, or focus messaging around what to do during this explicit viewing break. Platform owners will need to identify what percentage of a brand’s app users it can reach with TV media so that the brand can determine if TV campaigns should be for app acquisition or designed to drive second screen usage or execute addressable buys for both. Creative agencies now need to begin thinking about longer form videos and know they can break up the content into mini-episodes of ads.

Executing these new forms of creative don’t change what makes a good story, but they do give brands new ways of telling a good story beyond the standard 30-second one-size-fits-all spots. As more video watching moves from pure linear to more digital, the industry is at a pivotal moment to reinvent the ad experience and make it fit more natively in the new technology. Only then can video ads reach their full new potential.

Source: https://www.adweek.com/tv-video/identity-and-advanced-tv-have-reshaped-video-advertising/

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Good Life Networks $GOOD.ca – Looking Ahead: Predictions for Programmatic Advanced TV Advertising $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 9:15 PM on Tuesday, March 19th, 2019
SPONSOR: Good Life Networks (GOOD:TSX-V) Video advertising is the future! Company’s A.I. makes 80,000 calculations / second, targeting 750 million users to deliver higher prices and volume. Company announced combined trailing 12 month revenue at just over $40 Million, $7.9M EBITDA, $3 Million net income. Click here for more information.
GOOD: TSX-V

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By: Jose Pacheco

The competitive diversity scenario i.e. all-against-all will greatly intensify across the global television advertising market throughout 2019.

Global platforms with bottomless pockets will quickly penetrate local markets; local traditional players will produce and license premium content for big platforms; technology will accelerate the disintermediation from large producers and rights holders to audiences; successful subscription models will be accompanied by new non-advertising formulas; traditional and virtual aggregators with tools for content discovery will lead to increased fragmentation, and emerging content producers and distributors designing and bundling targeted proposals for thematic content and audience niches.

All of this will play in a ‘muddy pitch’ within Europe. There will be problems with audience measurement, demanding regulations for the use of personal data, concerns around transparency and ad fraud, convulsed advertising markets, and heterogeneous social, cultural and political environments.

Within this highly complex scenario, we will find interesting emergent trends across European markets for programmatic advertising, and AdTech advanced solutions for television.

Below are three core trends to keep an eye out for: 

1. IPTVs

Telecommunications companies that are well positioned in distribution and aggregation can start experimenting without too many restrictions or opportunity costs, and with predominant positions (direct access to homes, high penetration, in-house content, advertising money where to diversify its current businesses, innovation with which to differentiate competitively, etc.).

In Spain, key players in this field are likely to be involved in the TV offering of the large IPTV operators, such as Movistar, Vodafone, Orange and Euskaltel, benchmarking programmatic and addressable ad solutions, which are already developed in the United States and the United Kingdom.

The local broadcasters and content producers, as original sources of content, should assume a collaborative role in these models, and take full advantage of the value of shared experimentation —eEmerging advanced advertising monetization of a currently non-efficient distribution channel, access to technology and new processes and acquisition of knowledge.

2. OTTs

There is a clear opportunity for the development of an advertising-based OTT market (Ad Supported Video or ASV OTT) for several reasons:

The focus around the subscription monetization for this distribution model, the loss of an important share of the free ad-inventory dragged by the content licensed to the OTTs with SVoD models, the possibilities of thematic segmentation of product niches and profiling of targets due to the technology, more and more advanced and cost-effective distribution technologies, and, of course, relevant AdTech solutions already in place: programmatic, dynamic, Artificial Intelligence and addressable advertising based on data, new formats and models (rewarded video for example) and anti-fraud controls (current tools and new to explore, as blockchain).

As is happening in the United States, OTT proposals focused on the advertising market are foreseeable across a wide variety of models: premium and niche content, generalistic and segmented targets, pure and hybrid (freemium) monetization, local and global approaches.

3. Broadcasters

In this market, the development of programmatic and advanced advertising on television does not seem that it could be led by local traditional TV operators.

This is due to complex (and decreasing) main advertising markets, limited premium inventories for non-advertising models (subscription, production and licensing for platforms, etc.), limited technological capabilities and resources, old-business organizations and structures, short-term objectives, defense of traditional models, local focus, etc.

Therefore, in this area, it is interesting to follow up on one of the few announced global initiatives, the pan-European platform of the RTL Group, which although with a very complex integration (global approach with specific local implementations), is planned from a strategy that responds to two of the challenges: on the one hand, a strong technological component (mainly via acquisitions as SpotX, Smartclip, Yospace and several MCVNs) and, on the other hand, an international approach to the market.

Source: https://martechseries.com/author/jose-manuel-gonzalez-pacheco/

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Good Life Networks $GOOD.ca – Three trends shaping programmatic advertising in 2019 $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 2:33 PM on Monday, March 18th, 2019
SPONSOR: Good Life Networks (GOOD:TSX-V) Video advertising is the future! Company’s A.I. makes 80,000 calculations / second, targeting 750 million users to deliver higher prices and volume. Company announced combined trailing 12 month revenue at just over $40 Million, $7.9M EBITDA, $3 Million net income. Click here for more information.
GOOD: TSX-V

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Three trends shaping programmatic advertising in 2019

By Nikki Gilliland

In the ten years since the dawn of programmatic, the industry has seen exponential growth, alongside constant change and complexity.

With programmatic now fully implemented into most media strategies, new practices and trends are shaping the industry.

Optimising Programmatic Campaigns – Best Practice Guide

You can read much more in Econsultancy’s Optimising Programmatic Campaigns Best Practice Guide. In the meantime, here’s a run-down of these trends and what they might mean for you.

Personalisation

Programmatic customisation is now common practice, allowing teams to improve performance and provide greater relevancy with personalised messaging. Vast amounts of data also mean that advertising creative can dynamically change to be all the more relevant to users, with ads adapting to factors like location, device, weather, time, and demographics.

One of the main benefits of the technology behind this is that it generates a lot of quick feedback, which allows marketers to optimise creative in real time, and to change what’s in front of consumers’ eyes at a rapid rate.

Case studies have illustrated the effectiveness of personalisation in programmatic campaigns. Mindshare Indonesia, for example, developed an always-on retargeting campaign using dynamic creative optimisation technology for AirAsia, which allowed its programmatic team to dynamically serve thousands of ad versions based on the last destination travellers searched for on its website. Mindshare created over 5,500 ad versions in three months, saving an estimated 276 days of production time, and generating a higher ROI for the airline.

Programmatic TV

Within the industry, there appears to be a growing desire for a solution to bridge the gap between television advertising and online advertising.

Consequently, with traditional TV advertising slowing in pace, and programmatic TV advertising buying increasing, TV ads could increasingly be purchased programmatically. Indeed, PWC predicts that programmatic TV will represent approximately one third of global TV ad revenue by 2021.

There are certainly challenges that come along with programmatic TV. First, there is the need for greater diversity in terms of the inventory available. Second, there are concerns around transparency and brand safety, although this issue is continually improving.

Three ways to boost brand safety in the programmatic age

On the other hand, there are big benefits to programmatic TV, the main one being new format types on connected TVs, such as unskippable 15- and 30-second video ads (which can be both immersive and engaging). Connected TV ad campaigns also allow for precision targeting based on more accurate consumer data.

For automotive brand Volvo, a programmatic TV campaign generated significant sales lift. It involved delivering interactive video ads through Roku boxes and Samsung TVs, which were personalised by location (and local deal information).

The campaign produced nearly 526,000 unique engagements across approximately 95,000 homes. Impressively, the exposed group saw a 35% sales lift compared with the control group.

In-housing

In-housing is not a new practice, but it is one that’s certainly growing in popularity. In 2019, brand owners have an increased desire to own and operate their own data, largely motivated by the opportunity to gain more value from advertising spend (by utilising resources more effectively).

More brands want to bring programmatic in-house, but can they?

In Econsultancy’s survey, 22% of respondents reported using a ‘mixed’ programmatic trading model, with 29% running with solely in-house operations. Forty-three percent reported still running entirely with an agency.

As well as value from ad spend, another reason companies are transferring in-house is to do with transparency and brand safety. Negotiating and buying all digital media in-house allows for greater control and visibility over where advertising is placed.

That being said, in-housing also come with its own challenges. Finding the right talent is undoubtedly one of the biggest, as the role of a programmatic trader not only requires in-depth knowledge of multiple platforms and the optimisation strategies available, but also a deep understanding of client and consumer needs.

In this case, experts advise not to blindly jump onto the trend for in-housing, but to first ensure that they realise both the work involved, and the skillset required in order to effectively overtake agency involvement.

Source: https://econsultancy.com/trends-shaping-programmatic-advertising-2019/

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INTERVIEW: Jesse Dylan, CEO Discusses GLN’s $GOOD.ca Significant Growth Plans to Drive 2019 Projected Revenues of $67M $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 9:15 PM on Sunday, March 17th, 2019
https://youtu.be/lkYWl6n_dAs

Jesse Dylan, Founder & CEO of Good Life Networks (TSXV: GOOD) (FSE: 4G5) sits down with former Global TV anchor, Steve Darling of Proactive Investors to discuss GLN’s significant growth over the last year, how the company plans to drive 2019 projected revenues of $67M and the importance of brand safety and protecting consumers Personally Identifiable Information.

With the recent controversy around brands using PII and the implementation of new regulations designed to protect consumers, GLN prides itself on having built its patent pending technology from the ground up without using consumers private information to target advertisements. GLN continues to focus on the importance of brand integrity and consumer privacy.

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