Havas Acquires Liquid to Enhance Ecommerce and Retail Media Expertise
In a landmark move to redefine the Shopper marketing, ecommerce and retail media landscape in the Middle East, Havas – one of the world’s largest global communications networks – today announces the strategic acquisition of Liquid, a leading omni-commerce company, marking a significant step forward in enhancing its ecommerce and retail media capabilities. Liquid will be rebranded as Liquid Havas and join the organisation under Havas Market, Havas’ full-service ecommerce offering dedicated to delivering meaningful shopping experiences for people, brands and retailers. Launched in 2020, Havas Market has grown steadily and is now scaled globally across 30+ markets.
Established in 2016 and renowned for its dynamic approach in marrying science, art, and instinct, Liquid has risen to prominence by revolutionising how brands connect with consumers at retail touchpoints. With a team of over 100 specialists, Liquid has cultivated a notable portfolio of leading, global FMCG clients such as Nestle, PepsiCo, Beiersdorf, and Procter & Gamble.
This acquisition is a fusion of shared visions and values, aiming to redefine the shopper marketing and ecommerce landscape. The integration of Liquid’s agile and creative retail strategies into Havas Market’s global resources and technological expertise will deliver unparalleled value to brands and consumers alike. The addition of Liquid also reinforces Havas’ presence in the Middle East where it maintains a partnership with luxury goods sales and marketing specialist Chalhoub Group.
Liquid’s chief executive officer, Sachinn J Laala will remain in his role.
Yannick Bolloré, chairman and CEO of Havas commented, “At Havas, we’re dedicated to creating meaningful shopping experiences that not only resonate with consumers but also drive brand growth across all channels. The addition of Liquid builds upon Havas’ investment in the Middle East through our partnership with Chalhoub Group, extending our capabilities in this crucial region and ensuring our clients’ digital commerce transformations are not just reactive but ground breaking.”
Sachinn J Laala, chief executive officer of Liquid added, “Our partnership with Havas signifies a pivotal step towards amplifying the digital retail transformation globally, benefiting consumers, operators, and third-party sellers alike. By uniting Liquid’s innovative strategies with Havas’ global network and expertise, we’re poised to lead the Shopper marketing, ecommerce, and retail media landscape, extending value creation and setting new benchmarks for our clients worldwide.”
Michael Chalhoub, president strategy, Growth, Innovation, Investment and Joint Ventures at Chalhoub Group commented, “This acquisition underscores our steadfast commitment at Chalhoub Group, alongside Havas, to digital transformation and innovation, keeping our customer and her habits at heart, and paving the way for new benchmarks in shopper marketing and ecommerce. Together, we will cultivate meaningful connections, delivering unparalleled value to both brands and consumers, and elevating the shopping experience to unparalleled heights.”
CANVAS WORLDWIDE AND BRXND FORGE STRATEGIC PARTNERSHIP TO PIONEER AI INNOVATION IN MEDIA & MARKETING SERVICES
NEW YORK, May 7, 2024 – Canvas Worldwide, the world’s second-largest independent media agency, is thrilled to announce a groundbreaking partnership with BrXnd, a leading artificial intelligence solutions provider. This strategic alliance, set to redefine the landscape of media and advertising, will run the gamut from research and collaborative initiatives to licensing cutting-edge tools and technologies.
Stemming from a transformative AI Summit at Canvas Worldwide last December, BrXnd Founder Noah Brier educated a diverse audience on AI’s potential across advertising disciplines, with insights from industry leaders and outside partners such as Clinch and Getty. Brier emphasized AI’s immediate application, empowering every team member with tangible tools and knowledge they could take back to their desks immediately.
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The collaboration between the two organizations, rooted in a history of successful partnerships between Canvas Worldwide CEO Paul Woolmington and BrXnd Founder Noah Brier, epitomizes pioneering excellence. “Combining our expertise to innovate on new levels feels like a perfect fit,” remarked Woolmington, emphasizing the actionable ideas BrXnd offers employees for everyday use.
To deepen the partnership, Canvas Worldwide is utilizing a range of advanced AI tools and technologies from BrXnd to strengthen its capabilities. Concurrently, the agency has established an internal multidisciplinary AI Council, a group focused on researching and advancing AI initiatives agency-wide. The Canvas Worldwide AI Council has facilitated innovative AI applications, from streamlining financial processes to acquiring cutting-edge BrXnd research tools like the consumer insights platform Natalie. This platform is poised to revolutionize the agency’s insights-driven strategies.
“Canvas Worldwide’s unwavering commitment to leading in technological advancements is undeniable,” remarked Noah Brier, BrXnd Founder. “Their relentless pursuit of AI-driven efficiency and innovation, benefiting clients across the organization, is truly remarkable. We are enthusiastic to collaborate and drive business goals that set a new industry standard.”
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“This partnership with BrXnd marks a significant milestone for Canvas Worldwide as we continue to prioritize innovation and technological advancement in the ever-evolving media landscape,” said Paul Woolmington, CEO of Canvas Worldwide. “We are anticipating transformative projects that will push the boundaries of media and advertising, ensuring Canvas, and our clients, stay at the forefront of an increasingly digital and data-driven world.”
Canvas Worldwide’s internal AI Council believes AI’s impact spans all advertising disciplines. The agency is committed to ensuring every team member benefits from AI’s transformative capabilities, driving innovation and efficiency across the organization. Looking ahead, Canvas Worldwide is proud to sponsor the BrXnd Marketing x AI Conference in New York this May and plans to host another AI Summit at the agency’s LA Office in Q3 this year, continuing its dedication to AI integration and innovation.
ABOUT BRXND.AI
BrXnd is at the forefront of exploring the intersection of brands and AI. Founded by industry-veteran Noah Brier, BrXnd produces conferences, content, code, and consulting that helps brands and marketers build intuition and find real-world applications for AI. BrXnd’s conferences bring together marketers, technologists, and creatives to discuss the challenges and opportunities presented by AI in an intimate, inspiring atmosphere focused on real-world applications over speculation. Learn more and subscribe to the BrXnd Dispatch at https://brxnd.ai.
ABOUT CANVAS WORLDWIDE
Named one of Ad Age’s 2024 Best Places to Work, Canvas Worldwide is an independent media agency that provides innovative marketing solutions for brands looking to challenge conventional thinking. Launched in 2015, the agency is dual headquartered in Los Angeles and New York, with regional offices in Chicago, Dallas, Denver, and Atlanta. Canvas Worldwide services world-class clients such as Hyundai, Kia, Genesis, MGM Amazon Studios, STARZ, Dolby Laboratories, Edward Jones, McDonald’s, Zillow, GT’s Living Foods, and more. The agency has been named an Adweek Breakthrough Agency of the Year as well as “Most Innovative Agency” by Campaign US. The company’s culture is built around the idea that to achieve anything great, one must always “Challenge the Comfortable.” Learn more at www.canvasworldwide.com.
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Adform and VIOOH Grow Partnership to Power DOOH Performance and Measurement Globally
8th May, 2024 – This strategic alliance sees Adform’s DSP integrate with VIOOH’s globally placed inventory and strengthen its programmatic omni-channel offering. In addition to the existing EMEA market, Adform clients can now easily scale performance and enjoy unprecedented transparency and efficiency across their DOOH media buys in North America, LATAM and APAC.
Advertisers are eager to capitalise on the prDOOH opportunity, especially with this year’s upcoming global sporting events like the Euros and Olympics. Offering the chance to target receptive audiences with contextual, meaningful, and dynamic campaigns, this new tailored integration provides Adform’s clients with a suite of DOOH advantages at the perfect time. Adform’s sophisticated impression multiplier, combined with VIOOH’s premium inventory, enables advanced targeting, metrics, and real-time reporting.
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After establishing its global omni-channel division in November 2023, Adform continues its momentum with this extended partnership. Launching these new DOOH capabilities for its DSP, Adform can better meet advertisers’ requirements for effective and data-driven measurement with improved transparency.
Vicky Foster, VP Global Commercial Partnerships at Adform, comments: “Having been a long-time partner in EMEA, we know the game-changing results that VIOOH’s inventory drives for advertisers. That’s why we’re excited to expand our partnership globally, offering robust performance and uncompromising transparency when advertisers need these most.”
Frances McCann, Global Director of DSP Partnerships at VIOOH, comments: “At VIOOH, we strive to remain at the forefront of the evolving programmatic DOOH landscape and we’re pleased to extend our partnership with Adform which helps us to stay on track to deliver this goal. prDOOH is becoming a key component in every media plan and we want advertisers across the globe to benefit from campaigns fuelled by data-rich, on-the-go, high-quality inventory to efficiently target diverse audiences.”
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Shreyansh Baid, Fanindra Jain & Rishi Sen launch DO – a creative-tech solutions company
Mumbai/Kolkata, 09th May, 2024: Shreyansh Baid, Founder & CEO, Shreyansh Innovations, Fanindra Jain, Creative Lead – Shreyansh Innovations Digital and Rishi Sen, previously SVP & Business Head, Digitas & Managing Partner, Jack in the Box Worldwide, has ventured into the creative technology business with their new initiative, DO.
DO is a creative-tech solutions company that bridges the art of storytelling with modern day interaction design and technology to deliver unique, lasting solutions. This approach focuses on impactful outcomes rather than short-term wins, offering a modern-day creative-tech stack to clients seeking custom marketing solutions.
At the core of DO, the founding partners collectively contribute to over 6 decades of storytelling, technology and brand building experience into a company that boasts about its hyper personalized solutions, not templated services.
As a collective of young creative technologists, DO stands at the forefront of digital innovation, turning the ordinary into extraordinary and crafting experiences that resonate long after the first click.
Shreyansh, Founder & CEO of DO says, “The most well-known brands of our generation are because the founder owned the story and had partners that told it simply and beautifully. We are that partner who enters the conversation with a business-first approach to identify the brand’s current position and its inflection points. What happens next is not just about technical expertise or having all the answers. It’s also about being human, connecting with people, and being able to unleash each other’s potential. This really is the basis for founding DO. The name is inspired by the karmic concept of action – continuous, relentless, in the right direction. We deeply believe in the power of our universe.”
Rishi, SVP – Business, Strategy & Founding Partner says, “In an ocean of agencies jockeying for position, we at DO stand apart—not as contenders in the usual agency race, but as dedicated specialists. We operate on a unique problem-solution model, diving deep to unravel and address each business challenge before moving on to the next. This specialist mentality is not just about solving problems; it’s about mastering them. We educate and incubate specialists, fostering a culture of continuous learning and expertise development. This approach ensures that each team member is not only equipped to tackle today’s challenges but is also prepared to think solutions for tomorrow. This deep-dive expertise is essential—it enables us to truly understand, resolve, and advance beyond the immediate, creating lasting value for our clients.
Fanindra, Creative Lead & Founding Partner says, “This is the age of candid. Marketing has got to feel real, true, almost imperfect. Bridging brand challenges with content, media, data & tech demands all the more IMAGINATION and EXPERTISE today and we’re geared for it. Our relentless drive for DO-ing whatever it takes will stand us out.”
Rossari Biotech Strengthens Leadership with Sunil Nair as CHRO
India, 8th May: Rossari Biotech Limited, a leading manufacturer of specialty chemicals, enzymes, and other products for various industries including home, personal care and performance chemicals, textiles specialty chemicals, animal health & nutrition products, is pleased to announce the appointment of Mr. Sunil Nair as the Chief Human Resources Officer (CHRO) for Rossari Biotech and its esteemed Group Companies.
Based in the dynamic hub of Mumbai, Mr. Nair steps into this pivotal role with a dedication not only to lead the Human Resources function but also to oversee corporate communications. With a strategic focus, he will be instrumental in aligning with organizational goals across Rossari and its Group’s diverse operational units and locations.
With a legacy spanning over two and a half decades, Rossari Biotech has emerged as a frontrunner in the specialty chemical sector in India. Its relentless pursuit of talent development aims to nurture an environment characterized by excellence, innovation, and collaboration.
Welcoming Mr. Nair to the team, Mr. Sunil Chari MD of Rossari Biotech said, “We are pleased to announce the appointment of Mr. Sunil Nair as our team’s Chief Human Resource Officer. With his wealth of experience and expertise in HR management, we are confident that he will be instrumental in shaping our people strategy and supporting our continued growth. We look forward to his leadership in enhancing our talent management initiatives and driving organizational development at Rossari.”
With a remarkable career spanning over 26 years, Mr. Nair brings a wealth of experience to his new role at Rossari Biotech. Having served as the Head of HR at Ashok Leyland Limited for eight years, he adeptly aligned HR strategies with the overarching objectives of the company. Mr. Nair’s professional journey includes diverse sectors, including automotive and garment manufacturing, immigration consultancy, and recruitment consultancy. His career trajectory has seen him undertake pivotal roles in both Dubai, UAE, and Chennai, showcasing his adaptability and expertise in navigating varied professional environments.
Mr. Nair’s proficiency in strategic HR management is exemplified by his achievements in talent acquisition, organizational design, performance management, compensation and benefits, career and succession planning, and employee engagement. His adeptness in crafting and executing HR processes and policies, combined with his capability to lead sizable teams, will play a central role in propelling Rossari Biotech’s growth trajectory.
Expressing his enthusiasm for his new role, Mr. Nair remarked, “As I assume the role of CHRO at Rossari Biotech, I am deeply honoured to be part of such a prestigious organization. I look forward to leveraging my experience and enthusiasm to contribute to the company’s continued success. Together with the exceptional team here, I am eager to push boundaries, make a meaningful impact, and achieve remarkable accomplishments.”
Mr Nair is an alumnus of IIM Kolkata where he completed his Executive Program in Human Resources Management. He holds a degree in Bachelor of Science (Computer Science). He further expanded his skill set with a Professional Diploma in Software Technology & Systems Management and a Post Graduate Diploma in International Trade. He is a certified CII HR Excellence Assessor and is also certified in Thomas Psychometric Assessment and Harrison Psychometric Assessment.
As Rossari Biotech fosters a culture of innovation, collaboration, and continuous learning, prioritizing empowerment, creativity, and initiative among its employees, Nair’s appointment is a strategic cornerstone in developing open communication, mutual respect, and collaborative initiatives.
About Rossari:
Since the inception in 2003, Rossari Biotech has focused on providing customized solutions to our customers in a cost and time efficient manner. Rossari Biotech Limited has a storied history of pioneering innovation and sustainable practices in the specialty chemicals industry. From humble beginnings to becoming a global leader, established with a vision to make a positive impact, Rossari Biotech Limited has become a trusted name in the industry. Rossari Biotech Limited boasts state-of-the-art manufacturing capabilities that enable them to produce a wide range of high-quality specialty chemicals. Their manufacturing facilities are equipped with cutting-edge technology and adhere to stringent quality standards to ensure the consistency and reliability of our products.
Please visit the website for more details: https://www.rossari.com/
LS Digital Joins Hands with London & Partners to Make Deeper Inroads into the UK Market
India, 07 May 2024: LS Digital, a leading independent digital marketing transformation company, has announced that it has entered into collaboration with London & Partners, a leading business growth and destination agency in the UK, to amplify its foray in the region. This partnership will help LS Digital strengthen and consolidate its presence in the UK through events and promotions.
Commenting on the partnership, Pawan Wankhede, Business Head (UK Operations), LS Digital said, “This collaboration is a testament of our commitment in the UK market where we are certain that LS Digital’s DMT solutions can provide tremendous value to businesses here. I look forward to this association with London & Partners and am confident of achieving much success with them.”
London & Partners specialises in supporting high-growth businesses to accelerate investment and growth in London and internationally. This includes providing guidance on everything from setting up an office space or a bank account to facilitating introductions within the wider business ecosystem and accessing key industry events.
Janet Coyle CBE, Managing Director of Grow at London & Partners said, “We’re delighted to welcome LS Digital to London and support them with their growth ambitions in our thriving business ecosystem. This undoubtedly marks an incredible milestone and next step for LS Digital and is a testament to how London continues to be a go-to destination for Indian tech startups aiming to go global.”
This partnership is a step towards LS Digital’s strategic plans to become a global leader in the delivery of DMT solutions. The company will focus in the European and the UK market by expanding its Centre of Excellence, a specialized unit of skilled and experienced digital marketing professionals using standard processes and latest technology to deliver excellence in digital marketing to clients. CoE from LS Digital is an efficient, cost-effective mechanism of acquiring / hiring / utilization of specialised resources.
About LS Digital
LS Digital is a Leading Independent Digital Marketing Transformation (DMT) company from India. The company comprises of four entities, LS Digital, Media and Measurement and Transformation Consulting company, Langoor, CX & Web 3.0 company, F1 Studioz, a UI/UX company, and Social Panga, a digitalfirst creative company, that have come together to form a global DMT brand. LS Digital is building India’s first DMT network for the World. Using
#ChallengeTheNow as guiding mantra for the marketers, LS Digital is empowering the brands to construct a digital future. With 1200+ professionals with different skillsets and over a decade of experience, LS Digital is committed to provide integrated digital marketing transformation solutions to brands and partner with them in their digital journey to grow their businesses. LS Digital offers the most comprehensive suite of digital marketing services through its six-pillar DMT framework; Data & Insights, CX, Innovations & Technology, Media, UI/UX, Creative & Communication.
For more details, visit: https://www.lsdigital.com/
About London and Partners
London & Partners is the business and destination agency for London. Our mission is to create economic growth that is resilient, sustainable, and inclusive. We are a not-for-profit company and operate as a social enterprise, half funded by the Greater London Authority (GLA) and half from other sources including our portfolio of commercial ventures.
For more information, visit: www.londonandpartners.com
Proximic by Comscore Recognized in AdExchanger’s 2024 Top 50 Programmatic Power Players List
New York, May 6, 2024 — Proximic by Comscore, a division of Comscore Inc. and a leading provider of audience and content targeting solutions for programmatic activation, today announced that it has been included in AdExchanger’s prestigious 2024 Programmatic Power Players list. Compiled by one of the advertising industry’s leading media authorities, the list spotlights the top agencies and strategic tech partners in the digital advertising industry. Proximic by Comscore has been recognized for the second year in a row for its industry-leading AI contextual technology and privacy-resilient ID-free Predictive Audiences.
“It is gratifying to be acknowledged as one of the leading players in AdExchanger’s 2024 Programmatic Power Players list for the second year in a row,” said Rachel Gantz, Managing Director, Proximic by Comscore. “As the industry continues to contend with signal loss and compounding privacy regulations, Proximic by Comscore is leading the programmatic landscape with innovative privacy-forward targeting solutions, enabling marketers and media companies to activate against a rich set of data points across CTV, audio, desktop and mobile.”
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AdExchanger editors evaluated hundreds of submissions from across the globe and selected its top 50 Programmatic Power Players based on the strength and breadth of their offerings, documented case studies, and client references.
Recently Proximic by Comscore announced a strategic partnership with Epsilon to deliver Epsilon rich insights into content across thousands of touchpoints with a focus on brand suitability, inventory quality, IAB and GARM categorizations. Proximic also announced a partnership with Neutronian, a leading data privacy verification company, to enable media buyers to use Neutronian’s data privacy signals as a decisioning criteria for their digital campaigns with the goal of providing privacy-safe and quality-led advertising solutions to the market.
For more information about Proximic by Comscore and its market-leading solutions, please visit https://www.proximic.com/home.
About Proximic by Comscore
Proximic by Comscore, a division of Comscore, Inc. is a leader in programmatic targeting. Powered by Comscore’s trusted datasets and the industry’s leading natural language processing contextual engine, Proximic by Comscore enables media buyers and sellers to maximize the scale and performance of their campaigns. Through their innovative suite of ID-based and ID-less audience and content targeting segments, Proximic by Comscore supports the evolution of the programmatic ecosystem, enabling clients and partners to continue executing impactful advertising strategies.
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Roku and The Trade Desk Announce New Data-Driven TV Streaming Partnership
SAN JOSE, Calif. Roku, the #1 TV streaming platform in the U.S.*, announced plans for a new data-driven TV streaming partnership with The Trade Desk, the largest independent global advertising technology leader, to equip advertisers with better planning, buying, and measurement of TV streaming media. Roku plans to empower advertisers using The Trade Desk with the ability to leverage Roku Media and audience and behavioral data, so that The Trade Desk customers can better understand and optimize their campaigns for TV streaming viewers.
As the TV streaming ecosystem grows increasingly crowded and complex, advertisers are looking for the most efficient and performant way to cut through the noise and reach viewers at scale. By leveraging Roku’s automatic content recognition data, advertisers using The Trade Desk can suppress incremental households that have seen their linear TV ads — a capability advertisers have had directly with Roku, now available in an independent media buying platform on Roku Media. Through Roku’s more than 81M Streaming Households, advertisers can find meaningful outcomes through scale, premium inventory, and optimization capabilities that will help efficiently maximize ad spend.
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“Matching Roku’s reach with the power of The Trade Desk’s innovative solutions will unlock new ways for marketers to reach the right TV streaming audiences strategically,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku. “We strive to be even more interoperable with the most prevalent buying platforms in the market to meet our advertisers where they are. It’s simple to use and highly effective at reducing waste for buyers, and it will improve the ad experience for our millions of viewers.”
“CTV has emerged as one of the most powerful digital advertising channels on the open internet, and this new partnership with Roku will enable The Trade Desk’s clients to put valuable new data insights to work and fully optimize their campaigns,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “We are excited by Roku’s focus on interoperability and thrilled to forge a closer partnership as we bring the full power of the open internet to bear for all advertisers.”
The partnership is intended to provide The Trade Desk customers with the ability to leverage Roku audience and behavioral data on Roku Media. Advertisers can access Roku Media through a range of options in The Trade Desk in a private marketplace.
About Roku
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
Marks included in this press release are trademarks or registered trademarks of Roku, Inc. in the U.S. and in other countries. Tradenames, trademarks, and services marks of other companies appearing in this press release are the property of their respective holders.
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IPG Mediabrands Partnership with Adelaide Activates New Era in Media Quality Management
IPG Mediabrands, the media holding company within Interpublic Group announced today (April 25th, 2024) a new, global partnership with Adelaide, the leader in attention-based media quality measurement. The deal, brokered by performance marketing unit KINESSO, will provide all IPG Mediabrands agencies with access to Adelaide’s robust attention data across omnichannel ad supply.
Attention data is garnering increasing importance as a reliable indicator for media quality and supply management at a time when agencies and clients alike are seeking more transparency in an increasingly fragmented ecosystem. The collaboration will offer IPG Mediabrands access to new data to inform media planning, attention measurement for campaigns across a wide variety of channels including television, digital, social, in-platform custom bidding algorithms, and activation on Adelaide’s high-attention auction packages provided through leading SSPs. Not to mention, the use of Flight Control – Adelaide’s just-launched planning tool that helps advertisers identify the optimal levels of media quality to drive consistent and predictable campaign performance.
“We are excited to join forces with Adelaide,” said Justin Wroe, US CEO at IPG Mediabrands. “This partnership will bring more accountability to our clients’ campaigns at a time when they’re seeking more granular data and insights as they navigate an ever changing, fragmented landscape. Adelaide’s offering will advance our data & tech capabilities and shape performance like never before.”
“Our global partnership with IPG Mediabrands is the culmination of years of research, collaborative efforts, and a shared commitment to redefining media quality measurement and advertising effectiveness. It builds upon our work with agencies like Mediahub, who have been at the forefront of attention measurement, working with our teams to demonstrate the tangible impact of our AU metric on brand outcomes,” said Marc Guldimann, CEO of Adelaide.
“Through this collaboration, IPG Mediabrands can integrate precise attention data into all areas of its practice, from measurement and planning to optimisation and activation, empowering its agencies to deliver superior outcomes across their diverse client portfolios.”
Nano Partners with Circana to Enhance ID-Free Targeting Solution for CPG Advertisers
Nano Interactive, leader in ID-free targeting solutions, has launched a partnership with Circana, the leading advisor on consumer behaviour. The partnership will enable Nano to bolster its identity-free Intent Personas, combining Circana ProScores™ data with sophisticated modelling techniques to allow areas of opportunity to be identified in a privacy-friendly way.
The partnership is based on Nano’s ability to bring real-time consumer journey data, deep contextual analysis, and machine learning technology to deliver advertising solutions without relying on identifiers. With Circana’s best-in-class Point of Sale (PoS) data, which utilises in-store sales data to identify shopper profiles likely to drive purchase, this partnership delivers an additional layer of targeting precision, enhanced privacy for users, and a simpler, more effective campaign execution for CPG advertisers.
“The CPG industry continues to experience widespread media challenges, from increased fragmentation to disparate data sources, with transparency and measurement equally remaining a critical focus,” stated Gordon Eldrett, UK media director, Circana. “The partnership enables Nano to tap into our ProScores™ data, combining it with Nano’s unique audience intent insights and ID-free targeting to allow advertisers to build targeted categories so they can reach shoppers with a higher propensity to buy. From what we have seen thus far with results, this is truly a fantastic example of what can be achieved through this partnership.”
“This partnership comes at a really crucial time for the industry, which is grappling with cookie-free alternatives to target and measure audiences effectively,” said Matthew Beck, VP strategy & partnerships, Nano Interactive. “We have a unique position in the market to lead the charge in helping the industry navigate these challenges. Our ID-free Intent Personas combined with Circana ProScores™ data, have proven to not only drive incremental sales and a significant ROI, but also uplifts across key brand metrics – this is game changing.”
To pilot the effectiveness of the partnership, Nano and Circana created a test campaign with a leading premium drinks brand, the Heineken Company, to strengthen brand awareness and market penetration as well as increase consumer consideration for Cruzcampo as a newcomer beer brand in the UK.
Nano and Circana utilised in-store shopper sales data to measure brand uplift, helping to optimise campaign spend against product distribution and measure the impact on in-store sales. The campaign illustrated positive impact on brand awareness, driving incremental sales and resulting in strong ROI above the set benchmark by 43%.
“We’re really pleased with the results we have seen off the back of this activation with Nano and Circana,” stated Dan Glynn, programmatic lead for Heineken. “This was our first pilot with Nano using its ID-free intent targeting solution. While the main aim of the campaign was to deliver awareness, we also wanted to understand the impact of programmatic advertising from a short-term sales perspective.”
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Nano used ProScores insights to inform planning based on sales propensity at a Geo level with distribution, market share and category trends. This data was then layered onto Nano’s ‘food and drink’ vertical insights category plus its intent persona segment for ‘alcohol drinker’ in order to optimise delivery to areas in the UK with qualified sales opportunities for the Cruzcampo brand. Using this granular level of insights planning, the campaign saw uplifts across core brand metrics including a further 48% increase in positive sentiment for those who recalled the ad, with nearly all of those who recalled the ad having a positive opinion.
The ROI achieved in this campaign, which exceeded the set benchmark, is a critical marker showing profitability for media investment in the brand overall. The pilot with Cruzcampo illustrates the potential for partnerships like this to yield bigger campaign results with a true measurement on brand impact.
The ability to measure performance using technology that understands the intent of users, the meaning of the campaign, and the overall contextual environment in a brand-safe, privacy-first manner is critical for advertisers looking to futureproof.
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