All You Need To Know About Connected TV Advertising!
With traditional TV seeing an increasing plummet, our advertising behavior has seen a paradigm shift. This shift is accelerated by the growth of CTV or Connected TV advertising.
The entire landscape of digital advertising is being taken over by CTV now – and that is largely because of the option of getting your commercials on the big screen without the large price tag, reaching cord-cutters and highly engaged viewers in no time!
Expanding on what we essentially mean by CTV – it is a kind of television that is connected to the internet and may be viewed via regular cable television. The Connected TV can stream OTT streaming services, internet browsing data, and internet apps.
These OTT or Over-The-Top platforms give marketers an edge in advertising and publishing their content. Moreover, there are more than 164 million U.S. consumers viewing video content via connected TV devices, and a forecast of up to 204.1 million viewers in 2022.
With CTV gaining mass appeal across the world, we can expect to see a complete digital renaissance in the coming years.
Keep reading below as we explore Connected TV advertising, various ad formats, benefits, its presence in the MENA market, the OTT platforms that enable CTV advertising, and most importantly – its future!
What Is Connected TV Advertising?
Delving into connected TV meaning, viz-a-viz advertising would simply mean exploring a form of advertising that is programmatically generated.
Advertisements for connected TV can be put on any TV or device that can be linked to the internet and access video streaming material beyond what is accessible through a cable provider’s standard offering. Additionally, ads purchased programmatically and displayed on consoles, computer/mobile streaming, gaming devices, over-the-top (OTT), or Smart TVs are referred to as CTV.
Any device that is intended to handle multimedia and connect streaming from the Internet can support connected tv advertising.
If you still have your reservations about what is connected tv advertising, really…then we got some answers for you.
CTV advertising is a private marketplace (PMP) business. Multiple layers of auctions are used in the programmatic media purchasing network, with each level having its own set of pricing and access restrictions. This gives advertisers access to precise placements while in an auction with fewer bids, resulting in considerably better winning rates.
In comparison with traditional TV advertising, CTV allows for more precise targeting and inventory selection, resulting in a more efficient route for reaching a larger market.
Simply put, CTV is the present and future medium for powerful digital advertising. Now, before we get too technical, let us shed light on the benefits of Connected TV for advertisers.
How Will Connected TV Advertising Give You An Edge?
In the space below, we have curated a list of ways how connected tv benefits your company!
1. Helps Create Brand Resonance
Commercials are broadcast at a considerably reduced frequency on OTT and linked TV, and usually only one ad at a time. In support of this, recent research revealed that when compared to completion rates on other platforms, OTT consumers complete 98 percent of video commercials.
Because viewers aren’t inundated with commercial after commercial vying for their attention, they’re more likely to give undivided attention to an ad and remember the brand. When compared to desktop and mobile viewers, OTT viewers demonstrated greater levels of brand recognition and favorability, according to the same survey.
Even if they don’t take action right away, showing an ad to a more responsive viewer increases the likelihood that they will become a customer in the future.
2. Helps Reach The Right Audience
…at the right time.
Connected TV is expected to continue increasing at a rapid rate, eventually surpassing linear television, by providing viewers with a controlled watching experience with access to high-quality content that allows them to pick what they want to watch when they want to watch it.
Because OTT platforms are mostly being consumed by millennials, the controlled advertisement ( that is also audience specific) will give the generation a feeling of command over their media consumption. Most millennials have a tendency to jump ahead with an ad or skip it because it does not resonate with them.
But with connected tv advertising, advertisers can assess their target audience and reach them at the right time – generating more traffic and gathering more potential clients.
3. It Is Light On The Pocket
CTV advertising is an opportunity for advertisers to save chunks of impression costs. Only one person sees an ad when they watch it on their personal Internet-connected device, whereas advertising on television might be seen by multiple individuals.
The same ad is viewed by several individuals at the same time, lowering the cost per impression for the advertiser. This renders it a budget-friendly option for the advertiser.
4. Enhances User Experience
Connected TV allows for full-screen delivery of targeted, highly customized, HD-quality advertisements with stereo sound. As a consequence, better ad quality enhances brand loyalty and increases brand visibility.
Furthermore, advertisements on connected TV provide a natural large-screen experience with excellent ad viewability. It mimics the look and feel of regular cable television. Consumers not only pay greater attention to CTV advertisements, but they also watch them for longer periods of time.
These were some ways that a connected tv benefits you and your quest to disseminate your content across the right people.
What Are The Different Formats Of CTV Ads?
The online ecosystem has long been a great place to deliver and consume a variety of ad formats, and now CTV advertising is actively changing the way people watch television.
Advertising on connected TV is a great experience. It enables advertisers to test animated, static, call-to-action, and interactive video advertising in order to enhance consumer engagement and video content performance.
Here are some amazing Connected TV advertising formats that you could incorporate:
1. In-Stream Ads
In-stream video advertising allows you to provide viewers brief, memorable commercial messages at various points of viewing.
2. Pre-Roll Video Ads
These connected tv advertising pieces are presented before the main content and are catchy enough to be memorable. Pre-roll video ads significantly aid in increasing sales and brand exposure.
3. Mid-Roll Video Ads
This ad format enables a TV-like user experience and is shown during the main content. Viewers are usually not hesitant to watch mid-rolls.
4. Post-Roll Videos Ads
Because they are shown after the primary material, they are the least distracting and have no effect on the user’s viewing experience. After seeing a post-roll ad, viewers are more likely to perform the intended action.
5. Pause Video Ads
It is presented while the viewers’ eyes are on the screen, paying close attention to the message in it, and it does not compete for attention with other devices or forms of information, resulting in a high view rate.
Marketers may greatly increase the success of their digital campaigns by having various video formats at their fingertips. Brands may fine-tune audience reactions, personalize engagements, and send tailored messages to diverse audiences throughout the world by picking customized connected tv advertising formats for each individual campaign.
In the section below, we have given a closer look into the premium OTT platforms/apps that allow CTV advertisements!
4 Top OTT Platforms That Allow Connected TV Ads
Here are four amazing OTT platforms/apps that allow seamlessly connected tv advertising.
1. Apple TV
With the introduction of its ad-free streaming service, Apple has launched a worldwide effort into the original TV. You may quickly subscribe to the channels you want without having to download any additional third-party apps.
Using the Apple TV app, you may watch the material that comes with your membership privileges. Additionally, the Apple TV stick flawlessly streamlines CTV ads along with entertainment content.
2. Amazon Fire
One of the best connected tv advertising platforms, Amazon Fire offers voice search capability, an improved keyboard, and rapid access to apps, as well as playback controls and navigation. It also downloaded the app controlling your traditional TV from the Amazon Fire tablet.
These applications are compatible with both Android and iOS smartphones. Gaming consoles, cable boxes, and other connected TV devices all broadcast OTT video advertisements.
OTT video inventory allows programmatic targeting to be applied to streaming media, bridging the gap between current digital media and conventional television advertising.
3. Google TV
Google’s Smart TV makers have a distinct advantage, providing them with a view into both the traditional and OTT worlds. Smart TVs come with a variety of built-in internet-connected apps, and you may pick from a variety of Smart TV packages.
Google TVs provide businesses and advertising with an almost limitless number of features.
4. Roku
Connected TV marketers get the greatest capabilities from Roku, and the OneViewTM ad has numerous sophisticated options. Identity, Instant OTT prediction, In-flight attribution, and proprietary audience are all devised by Cross, and it produces the best results.
One of the top connected tv advertising platforms, Roku has released an upgraded advertising platform that expands the OTT market’s versatility. It just launched a new consumer data initiative to help CPG marketers make their CTV advertising more quantifiable and accurate.
These were some of the premium CTV advertising platforms – and now, let us move on to have a look at CTV’s performance in the MENA market.
CTV Advertising In MENA
According to eMarketer, the number of subscription OTT video watchers in the Middle East and Africa increased by approximately 31.2 percent in 2020, making MENA one of the fastest-growing regions among Asia-Pacific, Central, and Eastern Europe, Latin America, North America, and Western Europe.
Advertisers have the potential to put their creative messaging amid TV programming as CTV and OTT advertising environments develop in MENA markets, maximizing reach and ROI with advertisements that are more relevant and targeted than those on linear TV.
Connected TV Advertising: What Does The Future Hold?
Connected TV ads are clearly the future of advertising. With advertisements being customized for the target audience, higher engagement rates, higher dependency on internet-driven smartphones, and simply the rise of general interest in consuming video content – connected tv advertising is flourishing and how!
Connected tv advertising statistics around the world show that there is a mass acceptance of the shift that is happening digitally. There are more than 164 million U.S. consumers viewing video content via connected TV devices and a forecast of up to 204.1 million viewers in 2022. Furthermore, according to the research on the connected TV industry, the number of households with CTV is expected to grow by 82 percent by 2023.
The CTV market has exploded in popularity in recent years, with research indicating that 53% of all UK homes use at least one streaming or subscription service.
Moreover, the pandemic has increased the amount of time we spend viewing digital television, according to Ofcom. And what began as a fad pushed largely by 16- to 34-year-olds has now spread to the over-55 demographic, who are beginning to embrace a new way of viewing television.
Shedding more light on the connected tv advertising statistics, the CTV programmatic advertising reached 78 percent of US households in the past few years and saw approximately a 122 percent rise in worldwide programmatic ad expenditure in 2020.
Moreover, Roku has been dominating the CTV market lately, accounting for 46% of programmatic ad expenditure in CTV. Samsung, Apple, and Amazon followed in second and third, respectively, with around 10% market share. From Q120 to Q420, Apple grew its ad market share by 379 percent.
In-Closing
As we saw, connected tv advertising provides companies with a significant chance to develop truly effective advertising campaigns by providing more customizable packages, possibilities to personalize commercials and more engagement.
Marketers will need to cooperate with other data owners to continue to improve the efficacy and measurability of their advertisements in order for the TV to succeed in the digital age.
Giving companies the capacity to accurately define audiences, move expenditure from one channel to another, and measure more successfully will all be required for the industry to demonstrate that a CTV investment is justified not just in the immediate term, but also in the years ahead.
Connected tv advertising is evolving and taking shape globally, and is expected to continue its world domination in the coming years.
IAS Acquires Publica For $220M To “Help Advertisers”
Integral Ad Science (IAS) has invested $220 million in a cash and stock transaction to acquire Publica, a connected TV advertising platform. Every month, Publica serves approximately three billion adverts on CTV.
IAS is advancing its approach in this market with this acquisition, which aims to assist publishers market their video programs better across CTV platforms while also developing new solutions to provide advertisers visibility into the quality of this inventory.
With this acquisition, Ben Antier, co-founder and CEO of Publica, will now report to IAS CEO Lisa Utzschneider. Furthermore, the Publica brand will be added to IAS’ product line.
IAS’s decision seems strategic and logical as Publica helps boost publisher yield by connecting supply-side platforms to unique CTV inventory.
Publica’s unified auction, over-the-top (OTT) header bidding for programmatic purchasing, audience management, campaign management, server-side ad insertion (SSAI), ad pod automation, and sophisticated analytics would all be added to IAS’s CTV capabilities as a result of the deal.
Utzschneider, CEO, IAS commented on the acquisition –
Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future, we will help advertisers with a trusted way to measure the results of their growing CTV budgets
IAS’s current CTV technologies, which include the industry’s first CTV verification solution for worldwide invalid traffic (IVT) and viewability across programmatic and direct buying on all applications and providers, will be expanded with this acquisition.
Moreover, in the next months, IAS aims to provide a brand safety and appropriateness solution for CTV advertisers and publishers, backed by Publica’s platform and CTV content analytics.
CTV advertising is on the rise, and according to eMarketer, advertisers will spend more than $13.4 billion on CTV this year, with that figure expected to rise to $24.7 billion by 2024.
Pinterest Idea Pins Opens New Business Opportunities For Creators!
Pinterest, the popular social media network, is launching Pinterest Idea Pins, a new eCommerce platform for its associate content creators.
Idea Pins are multi-page, immediately shoppable, story-like videos with affiliate links and product tagging that allow any user with a business account to produce saleable, compelling content and better engage with their individual audiences through real-time purchase experiences.
Pinterest said that Pinterest Idea Pins arose from the company’s testing with Story Pins, released into beta in September 2020, following different stages of development that began the year before.
The company explained at the time that Story Pins were different from the Stories you’d find on other social media platforms like Snapchat or Instagram because they focused on what people were doing — such as experimenting with new ideas or products — rather than giving you snapshots of a creator’s personal life.
More individuals are using social media to find consumer items than ever before, and the people they follow and welcome into their online world are becoming an increasingly crucial source of trustworthy recommendations.
The new Idea Pins solution allows Pinterest creators and influencers to easily publish high-quality, lasting content directly to Pinterest, which can subsequently be saved and shopped by users with a single click.
Video recording and editing tools for up to 20 pages of content are available, as well as voice-over functionality to add a human touch, export options to share beyond Pinterest, and topic tagging.
All the aforementioned features are to make sure that published content resonates with the most relevant audience, and a wide array of other creative solutions, including several new interactive features to enhance their online presence.
Pinterest co-founder and Chief Design and Creative Officer Evan Sharp, in a statement about the launch of Idea Pins, said –
On Pinterest, anyone can inspire. From creators to hobbyists to publishers, Pinterest is a place where anyone can publish great ideas and discover inspiring content. We have creators with extraordinary ideas on Pinterest, and with Idea Pins, creators are empowered to share their passions and inspire their audiences
Pinterest Idea Pins will appear at the top of users’ home feeds, and will also appear in search results, the Today Tab, and at the top of creator profiles, in addition to their own full-screen stream view.
Moreover, pinners or creators may earn a commission on the items they sell through their pins, and there are a lot of opportunities for paid collaborations.
Additionally, Pinterest is expanding its Analytics tool to add new followers and profile-visits-driven statistics to show creators how their Pinterest Idea Pins have led to deeper engagement with their account, in order to help them track how well their Pins are performing.
LinkedIn Premium Publishers : How Will Help Push Subscriber Revenue?
LinkedIn wants to expand the number of individuals who pay for premium membership, and it believes that allowing access to paywalled content from premium publishers might contribute.
According to sources the Microsoft–owned social network discreetly started a trial initiative called LinkedIn Premium News last month, which provides LinkedIn Premium members enhanced access to content published by sites that employ Piano’s paywall technology.
Piano, one of the leading paywall providers in the media, has clients such as Gannett, Axel Springer, and Le Parisien, as well as Digiday Media.
According to a third source familiar with the initiative, the program, which started with fewer than a dozen publishers, is still growing, with additional publishers expected to join in the coming weeks.
This pilot program provides LinkedIn Premium users with five credits per month that they may spend to open paywalled material they find on LinkedIn and view on publisher websites.
For those publishers who choose to participate, LinkedIn plans to offer them a steady stream of highly qualified leads for their own subscription products in exchange for more access to paywalled coverage.
LinkedIn will not take part in any subscription revenue generated by the leads created by the pilot program.
A LinkedIn spokesperson commented –
( The program) aligns with our efforts to help publishers reach the right audience and build a community around their content. (The project is intended) to drive value for members and publishers on and off LinkedIn
Over the last few years, publishers have been increasingly cautious of platforms. However, a small percentage of publishers say LinkedIn has a significant impact on their businesses, despite the fact that its overall impact on the publishing landscape is minor; according to Parsely data, LinkedIn is currently outside the top ten sources of referral traffic to publishers’ websites.
Google Tax: How The 2% Levy Affects Advertisers And Beyond!
Starting in October, Google is planning to pass on India’s 2% equalization levy, which went into effect in April 2020, to its clients whose ads are viewable in India.
Even if both the buyer and the seller are not based in India, the Google tax applies if the advertisement is visible in the country.
In 2020, the Indian government broadened the scope of the equalization fee, which had been levied on cross-border digital transactions since 2016 in an attempt to tax Google’s digital advertising revenues from India.
This was done to incorporate any acquisition made by an Indian or India-based agency through an overseas eCommerce portal.
A Google spokesperson went on record to say –
From 1st October 2021, we’ll be adding a surcharge to the invoices we send to non-Indian customers whose ads are viewed in India. The surcharge is to cover part of the costs associated with complying with the Indian Equalization Levy, which only impacts non-Indian advertisers. We will continue to pay all the taxes due in India and elsewhere
Here we can also recall how Apple since October 2020, is passing on the 2% equalization charge to Indian customers who buy applications or other products from its iTunes or App store. This excludes the 18 percent goods and services tax (GST).
This was essentially a levy on any programme purchased from Apple’s iTunes store.
Now, Google is taking a step ahead.
It is creating a situation where even though neither the buyer nor the vendor is an Indian if the advertisement is viewable in India, the tech giant’s tax will be charged.
Ajay Rotti, partner, Dhruva Advisors said that there will be a variety of circumstances where the service receiver is not an Indian firm, but the equalization levy will apply if the advertisement is directed at an Indian customer.
He added –
Google’s interpretation is in line with the provisions of the law which covers certain specified circumstances where the levy would apply. This would add to the collections of the revenue department going forward
The new rules identify online selling goods or services as any purchase made online, any payment made online, or even an accepted offer made online, and they apply to all transactions.
Even if only a tiny portion of a transaction was completed online and the remainder was completed offline, the 2% Google tax might be charged.
By the virtue of this Google tax, many businesses are now concerned that the charge will apply to a wide range of transactions, including hotel reservations, software purchases, and even the purchase of specific components from other countries.
According to legal experts, because of the way the law is written, even ERP (enterprise resource planning) systems—internal software systems that many businesses use—could potentially be deemed an internet platform and so be subject to the levy.
A senior lawyer said –
The way the equalization levy law is worded, almost every transaction that happens on the internet could potentially face the tax. Also, many companies are relooking at their existing structures to see if they can park the India specific activity in a separate domestic entity to avoid complications around equalization levy
According to tax specialists, Google‘s interpretation will have an influence on a number of other businesses.
Because tax rates in some countries are near to zero, several firms have formed holding entities in tax havens where most earnings are gathered or where intellectual property is held, saving taxes on overall revenue.
CARS24 Arrives In UAE With A Digital Campaign On Burj Khalifa!
India’s CARS24 has arrived in UAE in style! CARS24, one of the world’s fastest-growing eCommerce sites for used cars, unveiled a digital campaign by revealing its brand narrative on the world’s tallest building, the Burj Khalifa.
By integrating the whole car-buying process online for clients, the India-based business hopes to cause a massive shift in the UAE.
CARS24 has already sold over 400,000 cars.
Abhinav Gupta, CEO, Gulf Region, CARS24 said –
With this campaign on the majestic architectural masterpiece, we wanted to inform our audience in the UAE that CARS24 has arrived. This is one of the most prestigious campaigns for us and with this, we believe that CARS24 has not only made a strong statement in the UAE but also across the world
He also added that CARS24’s business strategy is built on innovation and is intended to break established car-buying standards.
Gupta said that if customers can buy everything from clothing, shoes, furniture, and groceries online in the twenty-first century, then why purchases cars “ like in the 1980s”?
He additionally said that CARS24 is a unique way to acquire pre-owned vehicles in which a client may choose their favorite automobile, complete the full payment and paperwork procedure, and have the car delivered to their home with only a few clicks.
Isn’t that amazing?
Furthermore, before being advertised online, cars on the CARS24 platform must pass a 150-point examination, be completely reconditioned, and pass the RTA test. Every automobile purchased from CARS24 comes with a 7-day money-back guarantee and a 2-year warranty.
CARS24, established in 2015, has been launched in the UAE to provide a smooth experience for UAE consumers wanting to buy vehicles by delivering end-to-end solutions built on a strong technological foundation.
Sequoia India, Exor Seeds, DST Global, Kingsway Capital, Unbound, Moore Strategic Ventures, and KCK are among the company’s investors. So far, the firm has raised $400 million in financing. Later this year, CARS24 plans to expand into additional Middle Eastern and Southeast Asian regions.
The company’s unprecedented growth and development were made feasible by using product, technology, and data science to drive growth in the pre-owned car market. This vision and structure also enabled clients to have the best possible experience while purchasing a car online from the comfort of their own homes.
Hitting $61.9B, Google Parent Company Alphabet Revenue Rises By 62%
As of the end of the second quarter, Google’s advertising income was $50.4 billion, accounting for the largest chunk of Alphabet’s $61.9 billion in revenue.
Now, the world’s largest digital marketer has generated more than $560 million in advertising income over the previous three months – every single day!
Alphabet’s earnings are up 62 percent year over year from Q2 last year, when the firm experienced its first-ever sales loss owing to the global pandemic’s effects.
Sundar Pichai, CEO of Alphabet, and Google said in a prepared statement that the figures show a growing surge of online activity.
CFO of the companies, Ruth Porat said –
Revenues of $61.9 billion reflect elevated consumer online activity and broad-based strength in advertiser spend
Alphabet also carefully dissected the results of its many advertising departments. Ad revenue increased to $50.4 billion from $29.9 billion a year ago.
During the reporting period, search advertising brought in $35.8 billion, YouTube brought in $7 billion, and Google’s ad network brought in another $7.6 billion in media expenditure.
Traffic acquisition costs (TAC)–the amount of money Google needs to invest to get the attention needed to attract ad spend–kept rising in the third quarter, approaching $11 billion, up from $6.7 billion a year earlier.
Porat told investors on the company’s earnings call that Google’s search ad sales increased by 68 percent during the quarter, with retailer expenditure being a key contributor.
Additionally, Porat also said that YouTube’s 84 percent rise in advertising income over the period reflected the platform’s rising appeal among brand marketers.
She also stated that Google Ad Manager and AdMob were the two most important drivers of ad network spend.
The second quarter of 2020, which saw revenue decline by 1.5 percent yearly, was described by Alphabet executives as a “tale of two quarters” marked by an abrupt stoppage of advertising expenditure.
Marketers who promptly restarted their campaigns spent a large portion of their budgets online, as shown by Google’s recent revenue increase.
At $1.25B Valuation For News Link Recommendations, Outbrain Raises $160M
The New York-based firm, Outbrain, which delivers recommended online links at the bottom of news items, raised $160 million in its first public offering today, valued at $1.25 billion.
It sold 8 million shares of common stock on Nasdaq for $20 each, and the price surged to $20.99 on the first day of trading before falling down to $20.15 at the end of the day. The stock is traded under the stock symbol “OB.”
Outbrain, started in 2006 and launched with its first publisher in 2008, is a widget that appears at the bottom of media stories, such as those on CNN, and suggests further links to click on.
Some have referred to this as clickbait, but the business claims that it is quite successful, with many users willingly clicking on Outbrain’s recommendations for additional stories.
Advertisers can add their ads, and Outbrain will split a portion of the revenue with them.
The co-CEO of Outbrain, Yaron Galai, said in an interview –
So much that has changed and evolved, as we started before mobile even existed in a real way. The thing I’m proud of most is the vision for this market has remained remarkably consistent
He added –
And that was to solve two things. First, the user experience for people to help them discover what’s next. And the second is to create a sustainable source of revenue for media owners, for publishers and newspapers
Galai also said that the arrival of mobile was a game-changer for Outbrain. The user experience of a newsfeed on a mobile phone has evolved into a natural sort of experience, with users on social networks and other sites just acclimated to thumbing through a tailored feed of recommendations.
Over the years, Outbrain has completed five acquisitions. With 900 workers globally, the firm employs 300 individuals in two research and development facilities in Israel and Slovenia.
Galai also commented –
The results we see in the growth of the company generating a run rate of about a billion dollars in revenue is all based on engagement. Advertisers only pay us for actual engaged consumers. And so the growth is proof of that
Publicis Groupe Acquires CitrusAd, An Australian-Based SaaS Provider
Publicis Groupe has bolstered its retail portfolio by obtaining the Australian-based Software as a Service (SaaS) provider CitrusAd, which will help the company improve its marketing effectiveness on retailer websites.
This has come at a time when the company has undergone rapid development of eCommerce over the last two years.
By the virtue of this agreement, CitrusAd, which was started in 2017, will continue to function as a distinct organization while working within Publicis Epsilon’s data division to build a personal identity-based solution for retailers based on Epsilon’s existing Core-ID data product.
CitrusAd is a SaaS platform that enhances brand marketing performance directly into retailer websites, with over half of its revenue based in the United States.
Kohl’s, Macy’s, Tesco, Ocado, Lowe’s, Sainsbury’s, and Woolworth’s are just a few of the companies that collaborate with the firm in 22 countries. It also boasts that its self-serve platform is being used by 4,000 brands.
The co-founder and chief executive of CitrusAd, Brad Moran said in an interview that there had been discussions with other interested parties about the acquisition’s timing, but that the transaction with Publicis looked to be the best option.
Moran threw some light on this acquisition and said that Epsilon and CitrusAd’s partnership helps retailers to increase income by marketing co-branded assets across broader publisher networks outside of their four walls.
He further commented –
The world is moving to become cookieless, the world is moving towards walled gardens, and between us and Epsilon, we want to build the biggest walled garden in the world
Epsilon’s identification layer, Code ID, stores first-party data on customers worldwide, with 200 million profiles in the United States and 50 million in Europe alone. CitrusAd will add to Epsilon’s existing insights on online shopping and buying patterns, allowing the brand to better understand its customers and increase conversion rates.
Arthur Sadoun, CEO and chairman of Publicis Groupe said :
We are delighted to welcome Brad, Nick and the CitrusAd team to Publicis. The leading technology they have developed, coupled with Epsilon’s CORE ID will enable CPG brands to grow faster and retailers to generate new sources of revenue to win in a platform world. It will also give to Publicis a strong competitive advantage in a channel that by 2025 should surpass traditional TV spend
CitrusAd will continue to be managed by Moran in his existing capacity and co-founder and CMO Nick Paech, who will supervise 130 engineers and media professionals stationed around the world when they join Publicis Groupe.
Moran will report to Thibault Hennion, Epsilon’s head of international operations, and Jay Askinasi, Publicis Groupe’s chief growth officer.
Promising An Ad Renaissance, Elon Musk To Sell Advertising In Space!
For Elon Musk, it seems, that sky is indeed the limit as he decides to sell advertising space…in space!
Using the concept of “Space Art”, both Elon Musk’s SpaceX and Geometric Energy Corporation ( GEC) will take advertising to space.
As part of GEC’s Rideshare Program, a CubeSat showing personalized advertising will be launched from a SpaceX Falcon 9 rocket. Companies like GEC have been able to construct their own CubeSats to transport tiny billboards to space because of the fast advancement of satellite technology.
The expense of advertising will be decided by the current market worth of cryptocurrency tokens, which may be turned into rights to control pixels on the CubeSat. Again, the more the token buy, the larger or enduring the advertisement.
Given that a billboard ad in a big city may cost up to $923,000 USD to put up for a month, space ads live-streamed to Earth may be more yearned for.
Even though GEC is currently working on a quantum communication method that would allow seamless information transfer over huge distances, the first CubeSat art space billboard is still planned to fly in 2022.
With augmented reality becoming the new normal, such technologically advanced setups promise an advertising renaissance and will change how we perceive the same.