Foodpanda Forays Into Adtech In Partnership With Group M
The largest food and grocery delivery platform Foodpanda officially announced the launch of panda ads, its suite of advertising technology (AdTech), and marketing solutions.
Originally introduced as a proof-of-concept in 2021, panda ads enable brands to reach millions of digital-native consumers beyond traditional channels. With the launch, foodpanda unveiled a suite of integrated advertising features, including the Foodpanda app, digital marketing assets, and new partnership programs. Through panda ads, foodpanda aims to help brands increase their visibility and reach, improve sales conversion, and build brand awareness to drive sales.
Interesting Read: Meta and JioMart Will Launch Chat-To-Cart Services In India
Accelerating the growth of Panda Ads In partnership with Group M
Food Panda has joined forces with leading media investment agency Group M in line with this launch. This partnership allows GroupM clients to tap into the fast-growing AdTech space by activating Foodpanda’s in-app advertising and other media assets and collaborating with foodpanda on brand partnerships and campaigns. The partnership spans seven markets – Singapore, Malaysia, Thailand, the Philippines, Pakistan, Hong Kong, and Taiwan.
Kiranjeet Singh Purba, senior director of advertising and partnerships at foodpanda, said in the blog post,
“foodpanda has worked extensively to improve our ads solutions over the past year, and we are excited to offer advertisers a new, full suite of ad solutions with panda ads. We are especially thrilled to kick off our panda ads launch with a partnership with leading agency GroupM, and believe this will help their clients tap into new areas of digital marketing in Asia.”
Meanwhile, Toni Ruotanen, head of commerce for APAC at GroupM Nexus, commented,
“Our partnership with panda ads covers an extensive region – across seven markets – opening up expansive possibilities for our clients in the digital and mobile space to enhance their brand visibility and increase business impact. panda ads’ innovative tech will see a great degree of personalization and targeted advertisements, which charts the way forward in retail media.”
With GroupM, Food Panda aims to bridge the online gap between brands and customers as well as enhance its Adtech vertical.
Interesting Read: Procter & Gamble Support Trade Desk’s Unified 2.0
Bridging the online gap for advertisers
As an integrated advertising solution, panda ads offers a full suite of advertising options, from static or carousel images to videos and lead-generating ads.
Brands can also leverage Foodpanda’s social media channels and enter collaborative partnerships across Foodpanda’s verticals. These build brand visibility and allow for performance tracking and monitoring. panda ads support brands with their digital marketing campaigns by providing-
- Using Panda ads, brands are able to plan and execute their digital marketing campaigns more quickly.
- Ad campaigns are designed and managed directly on Foodpanda’s platform which results in quicker implementation. In just two weeks after campaign approval, foodpanda’s ads can go live.
- Ad assets also have prime visibility on the order tracking page, which captures consumers’ attention for a longer period (up to 30 minutes for quick-commerce deliveries, for example), and as a result, video ads have a 70 to 80 percent completion rate.
- Advertisers tailor their campaigns to incorporate a variety of solutions, ranging from in-app advertising to digital marketing channels, depending on their unique objectives.
- Furthermore, foodpanda provides the largest reach in the region, across 11 markets — Singapore, Malaysia, Thailand, the Philippines, Cambodia, Laos, Myanmar, Hong Kong, Taiwan, Bangladesh, and Pakistan, providing the widest coverage among all on-demand delivery players in the region.
- Advertisers can run ads across all foodpanda verticals – including food delivery and pick-ups, grocery deliveries via Pandamart, and foodpanda shops. The Panda Ads network is ideal for brands who want to reach digital-native consumers who value convenience and order food and groceries regularly.
- Lastly, foodpanda offers exclusive advertising to selected partners with exclusive opportunities to collaborate with its beloved brand ambassador, Pau-Pau.
Brands that have already signed up for panda ads span a broad range of industries, including Tiger Brokers, Heineken, Huawei, and many others. Globally, the market potential for AdTech is expected to reach US$1 trillion by 2030. Separately, food panda’s parent company, Delivery Hero, predicted that AdTech services would generate more than €2 billion by 2024 or 2025.
Panda ads are designed to offer a seamless experience in the native app environment. It will support brands from the start to the end campaign journey- from ideation, activation, and measurement.
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Procter & Gamble Support Trade Desk’s Unified 2.0
Unified ID 2.0 (UID 2.0), the privacy-conscious identity framework spearheaded by The Trade Desk, is winning the support of Procter & Gamble, one of the largest advertisers in the world.
P&G senior executive Eric Austin said,
“P&G supports new solutions like Unified ID 2.0 that are designed to help improve the U.S. consumer advertising experience. Advertisers and publishers need a consumer-centric identity solution that will raise the bar on privacy.”
The CPG giant is the latest major ad player to join the growing list of brands, agencies, streaming platforms, publishers, and ad tech suppliers supporting and embracing UID 2.0. Last year, P&G reclaimed its top spot as the biggest advertiser.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
UID 2.0 aims to provide a new identity framework for the open internet, with user transparency and privacy controls, flexibility, and interoperability key to its offering. The need for an alternative to cookies is necessary as consumer privacy takes center stage around the world. UID 2.0 creates an identifier from a hashed and salted email address, which is regularly regenerated to enhance security and give consumers greater control over how their data is used.
In digital channels, such as connected TVs and mobile apps, cookies are largely irrelevant. Furthermore, it aims to take the place of third-party cookies, which Google plans on deprecating in the second half of 2024. The changes Google made to its deprecation plans have actually helped its push to develop and deploy UID2, which has been integrated with Disney, Amazon Web Services, and Vox Media. The Trade Desk and Disney Advertising expanded their partnership in July to integrate Disney’s Audience Graph with UID 2.0.
Jeff Green, co-founder, and CEO at The Trade Desk said,
“P&G continues to be a force in moving the digital marketing industry forward. P&G recognizes that we need to work together as an industry to develop new identity solutions that preserve value for advertisers and publishers, and control for consumers.”
Interesting Read:And Google Does It Again, Delays Phaseout of Third-Party Cookies
GroupM’s outcome media specialist ‘Xaxis’ launched a new programmatic media commerce solution in India
GroupM’s outcome media specialist, Xaxis, has launched a new programmatic media commerce solution in India called Discovery Commerce. This helps brands and advertisers navigate the evolving programmatic media commerce ecosystem and drives stronger outcomes from their media investments.
Interesting Read: Omnicom Partners With Walmart, Instacart, First Of Many eCommerce Deals at Cannes Lions
Discovery Commerce, the new programmatic media solution
– With Discovery Commerce, advertisers can leverage specific data signals associated with product adoption, search patterns, and purchase patterns. Next, integrate advertising tactics that drive sales, promote brands, and engage customers on e-commerce platforms.
– The solution leverages Xaxis’ programmatic expertise, strong global partnerships, proprietary technology, and tailored data touchpoints to drive consumers to make purchases across various platforms and retail outlets. In the following steps, the data and insights gathered through each touchpoint will be used to inform future campaigns and audience planning.
– Brands can use Discovery Commerce to better understand consumer behaviors and create more accurate target audiences by connecting online and offline data. This will aid in driving stronger e-commerce performance and building benchmarks for future campaigns.
– With the ability to reach multiple online environments, premium publishers, leading marketplaces, and shoppable media formats, the service provides consolidated and simplified consumer data management that unifies previously siloed consumer information.
– Discovery Commerce leverages this data using Shoppable Media, a solution powered by Xaxis’ own in-house creative and execution studio (XCS), to elevate brand outcomes. With AI, XCS understands real-time consumer behavior on retailer websites and recommends products based on that data.
– Shoppers can add branded products more conveniently to their preferred retailer’s basket, eliminating the need to remember brands when shopping online or in-store. As a result, consumers are able to browse, compare, and complete orders without leaving the ad.
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
New Partnerships
Xaxis has onboarded numerous partners into Discovery Commerce, including key partnerships with Shopalyst and Flipkart that provide data, inventory, technology, and creativity capabilities.
Girish Ramachandra, Co-Founder of Shopalyst, said,
“We are happy to partner with Xaxis. With Xaxis’ Discovery Commerce solution, brands can make their ads instantly shoppable and help drive impressions to conversions in one seamless journey for consumers.”
Atique Kazi, president of data, performance, and digital products, GroupM India said.
“We believe there could not be a more exciting time to launch this solution as there are so many opportunities for brands and advertisers to capitalise on e-commerce platform growth. From consistent datasets to campaign measurement and optimisation knowhow, there’s various key ingredients when it comes to doing e-commerce advertising right.”
Interesting Read: Have You Played Netflix Games?
The Journey From Deterministic To Probabilistic Marketing
For years, brands & marketers have been using 3rd party cookies & tracking pixels to track website visitors, improve the user experience, and collect data that helped them target ads to the right audiences. However, now this is going to change forever. Digital tracking capabilities are more restricted than ever. Third-party cookies are already redundant on browsers like Safari (iOS devices) as well as Firefox and now Chrome will discontinue supporting them from 2023. All apps on iOS require consent from the user to be able to track/monitor them. Law enforcement bodies across the globe are laying strict rules and guidelines for advertisers to restrict online tracking to avoid misuse of any PII (personally identifiable information) data. And above all the growing use of ad blockers by internet users restrict the data flow from one server to the other.
While this is progressing in the right direction as far as protecting users’ online privacy is concerned, on the flip side, these changes are taking digital marketing measurement back to its initial years. Back then, the digital infrastructure was just evolving and the most an advertiser could track from their digital marketing was how many people did they reach, how many impressions were delivered, and how many clicks/interactions came through. A major disruption in digital marketing came almost a decade back with the introduction of remarketing which was built on the back of third-party cookies and along with that followed a whole new eco-system of digital marketing attribution. Now marketers have complete visibility on who came to their website, from what source, using which device, which page of the website they dropped out, what products did they buy & finally retarget them with ads based on their interaction on the website. And the business world was only getting used to how sophisticated they can get when it comes to running as well as tracking their digital marketing campaigns when the lawmakers and the big tech giants decided to overhaul the system all over again.
So, let’s stop for a minute and imagine what the worst-case scenario would be – that all tracking goes away completely no more google analytics, no more data from Facebook you would have no idea who’s coming to your website, who’s buying your products or services, all tracking would be eliminated. How do we survive this situation & what should we do today to prepare ourselves if and when tracking starts to be depreciated? As per the latest update from Google, it will delay the deprecation of third-party cookies on Chrome by another 2 years or so. Therefore, it’s very important to use this time to have a strong plan to transition from what we call deterministic marketing to more probabilistic marketing.
In deterministic marketing, you can be 100% sure that John came from Facebook and brought a hat on your website. Probabilistic marketing on the other hand, only lets you know with a high degree of certainty that someone came from a particular channel or the probability that the user has certain attributes. Having said that, probabilistic marketing has its pros and cons. One of the best things about working in a probabilistic environment is that it’s going to work regardless of what they do to tracking. So, if we can start to train ourselves to rely on probabilistic data today and start to transition how we think about marketing into a probabilistic thought process we’re going to succeed when the big tech players continue to ratchet what tracking is available to us. Another advantage of probabilistic marketing is that it will still allow us to make optimization across all the channels and across various audiences so even if we don’t know specifically that John is John, we can still make a determination about the probability that John is John and that the audience that describes John will behave in this way. Another merit of a probabilistic marketing environment is that it really forces us to focus on the bigger picture without getting too far down in the weeds looking at individual landing pages, conversion points, customer journey, etc. We get to take a step back and analyze across all channels, landing pages, assets & customer journey what’s working well and what levers can we pull in order to increase the campaign performance. Working in a probabilistic environment will allow us to have access to campaign insights much faster as compared to that in a deterministic environment. In a deterministic setup, we need to track every single point of contact, know where the customer is in the journey, where they came from, have cross-device tracking, and all other aspects of tracking put in place perfectly. In a probabilistic setup, we just make assumptions and get close to similar results. It’s not going to be perfectly accurate, but the net results will resonate with what one would expect from having a perfect deterministic marketing setup.
However, not everything about probabilistic marketing is good. At its core, the data itself is less accurate. It is not as scientific as a deterministic marketing approach. A big drawback is that we lose the individual customer journey. All these journeys are grouped together into a probabilistic journey, but we can’t zero in on John to find out exactly what John did, how long he spent on each page, etc. If John comes in and he’s a top customer who did everything right and we want more Johns it’s pretty hard to determine exactly the steps that this one individual did so that we can get more of that customer. Instead, John is lost in the population of other people of who some were good, and some were bad but they weren’t all Johns and so with probabilistic attribution we lose that ability to get down to the individual level to know for certain what each person did. Another demerit is that as consumer preferences change and traffic on the website starts coming from a new source, the system needs to re-learn what this new traffic source is, how well is it converting, and then update the overall probabilities across channels. This disrupts the learning established so far and, in a way, resets the whole attribution pattern all over.
Therefore, to have an accurate attribution or to improve our marketing campaign with higher accuracy based on data, we need to rely on quality data. And typically, that is our own first-party data. We should start creating our own first-party universe and if we are successful in doing so, we should be able to thrive in today’s environment but also be future-proof in the event that cookie tracking goes away. As an immediate step, we should start capturing customer information by incentivizing the visitors on the website to register or login before they are able to access full content on the website. Once we build our own first-party data, we will not be reliant on the likes of Google, FB, and Amazon to target the right audience and get a better return on our advertising spends.
This guest post is written by Suparshv Chopra, Director of Digital Media at Serviceplan Group, Middle East.
Verve Group Acquires Mobile DSP Dataseat
Verve Group, a global consumer-first advertising suite and a subsidiary of Media Games Invest (MGI) acquired mobile DSP Dataseat. The latter is an adtech company that provides app developers with the ability to manage in-house mobile app campaigns.
Why Dataseat?
Philippson, CEO of Dataseat explains the company was founded on the thesis that digital advertising would become more privacy-compliant. Hence, they built the world’s first fully transparent user acquisition DSP based entirely on contextual signals, without any reliance on device IDs or user profiling. It gives advertisers full control, transparency, and adaptability over their campaigns in a world where identifiers such as IDFA are deprecated.
It provides app developers with tools and software to manage and control their own user acquisition, retargeting, and cross-promotion campaigns. Dataseat offers marketers a demand-side platform ( DSP) and unique bidding algorithms based on their customers’ first-party data.
As reported by Adexchanger, the rationale behind the acquisition is “Privacy”. Ionut Ciobotaru, co-CEO of Verve Group said,
“The future is less about identity and more about group measurement.”
ATOM and Beemray are Verve Group’s investments in privacy. Anonymous Targeting on Mobile, its first homegrown solution, creates cohorts using on-device data instead of identity-based targeting. Additionally, it acquired contextual targeting company Beemray last year.
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
An accretive acquisition, accelerating the Flywheel
As part of MGI’s advertising software platform, the Dataseat DSP will have direct access to MGI’s strong first-party content and data, including a games portfolio with more than 800 million users and its SDK used in 20,000 apps with 2 billion users. Verve Group has access to an extensive SDK installation base. The alignment of Dataseat with Verve Group enhances Smaato and Hybid SDKs, which have huge global install bases.
In a privacy-first world, mobile DSPs are increasingly urging publishers to integrate their SDK because direct access is a strategic advantage. Adexchanger quoted Philippson, CEO of Dataseat,
“It used to be that whoever had the most data would win even if they had suboptimal creative, because you knew exactly what a person likes, so the creative didn’t matter as much.”
“But if you don’t know anything about the individual, creative becomes very important, and if you have control of the SDK you have ultimate control over the creative.”
Philipson noted that it was important for Dataseat to maintain independence and invest further in providing world-class solutions for its existing and new clients.
“We didn’t want to join a gaming company that would take our technology for their single use. Verve Group has a vast ecosystem with some of the world’s top names of advertising technology under its roof. We’re eager to demonstrate how we can help all of our clients leverage this opportunity to drive further growth.”
MGI stated that the acquisition will enable the company to empower its DSP segment which currently accounts for 7% of its total revenue. Sameer Sondhi, co-CEO of Verve Group said,
“Dataseat has exhibited bona fide expertise working with gaming companies, and that sweet spot dovetails with Verve Group’s growing strength of integrating the worlds of gaming and advertising, together. Working with Dataseat will allow us to accentuate this opportunity so our clients will benefit.”
The companies declined to disclose the financial terms of the deal. All 25 Dataseat’s employees, including co-founders David Philippson and Paul Hayton, will join Verve Group.
Interesting Read: 5 Ad Industry Trends That Are Likely To Unveil in 2022!
Marriott International : A Hotel or An Ad Tech Company?
Major international companies have entered the world of advertising to drive revenue for advertisers by leveraging their tech platforms and first-party data.
Does that seem like 90% of business for 2022?
Following on the heels of retail media success stories, Marriott, the world’s largest hotel group, launched a new advertising platform ‘Mariott Media Network.”. And this hotel juggernaut is more likely to succeed than not.
As Marriott put it,
“Marriott’s audience has intent, and travelers will be in the right mindset when receiving these offerings.”
Why Does It Matter?
Marriott Media Network is described as an “omnichannel cross-platform advertising solution for brand advertisers. Marriott can thus offer advertisers new ways to reach travelers – an audience often on the lookout for new experiences with discretionary funds available. An advertising network can also advertise products that travelers may be interested in besides future bookings. As part of this endeavor, Marriott has exclusively partnered with Yahoo.
First Party Data
Apple’s privacy effort has impacted travel marketing. App developers increasingly need users’ consent to track their online behavior. As consumers opt out in large numbers, brands, and ad sellers are increasingly looking to use “first-party data”. Data like customers’ profiles, search history, and reservations act as a first-party data source for advertisers. Marriott plans to tap into its treasure trove of first-party data
Reach
Marriott says it has 8,000 properties under 30 brands spanning 139 countries. Advertisers will have access to more than 164 million Marriott Bonvoy members and renowned loyalty programs. The program allows Marriott to know when its members are traveling, which means brands will likely be able to target travelers before their trip, and while they’re captive in Marriott’s quarters.
It is also planning to extend its reach to non-endemic advertiser categories, notably airline, ride-sharing, and restaurant bookings.
Revenues
In the ad tech world, advertisers are willing to spend money but do not have sufficient and reliable inventory. Considering Marriott’s CRM data and large reach, advertisers may see this as a viable alternative to Google and Facebook.
Interesting Read: Unlock The CTV Opportunity: What The Future Looks Like
Targeting
Marriott is being cautious about programmatic targeting and will not venture into audience network play. With leisure travel volumes returning to pre-pandemic levels, this is a good opportunity for those who want to target a specific segment of travelers.
The company serves ads for now across its owned channels, including display, mobile, video, email, and digital out-of-home (in-room TVs and digital screens in lobbies, gyms, and bars) once fully implemented.
It will show how a travel media network fits into a brand’s media strategy. For instance, an apparel company might identify customers traveling to a ski resort, while an entertainment company might advertise shows, events, or whatever fun things are available in a particular city.
In fact, even small (local) advertisers would get an opportunity to display their offerings. Marketers will be able to reach consumers who are looking for specific services, experiences, and entertainment options in the city or locale they are visiting.
CTV- a better option
CTV ad campaigns enjoy much higher engagement rates than traditional ads. It achieves high-performance results for brands – 94% viewer completion rate compared to just 74% and 69% on PC and mobile devices, respectively.
Advertisers now have a perfect platform to shine on the 42-inch TV in every Marriott room. There is no better way to link the TV screens in hotels with connected TV (CTV) than through programmatic advertising.
The streaming platforms Netflix, Disney+, Hulu, and others are looking into ways of monetizing viewers with CTV inventory. And Mariott adding a CTV inventory to its offering opens up a whole new viewing context, during travel.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Full stack
The Marriott Media Network uses Yahoo as an exclusive SSP. Yahoo’s supply side platform serves as a platform for advertisers to buy inventory. As a result, the Yahoo advertising team will manage demand generation and sales across Marriott paid media and the Marriott Media Network utilizing Yahoo’s demand-side platform. The Marriott supply can be measured and targeted holistically across all of Yahoo’s open web programmatic inventory.
Privacy
Legislation like GDPR in the EU and CCPA in the US, privacy changes by Apple, and the forecast demise of the third-party cookie have severely hampered advertisers’ ability to target customers. Brands are seeking new avenues to reach consumers.
Marriott’s media network is a “demand and supply solution for the cookieless world,” -Iván Markman, Chief business officer at Yahoo.
The media network will not share customers’ personally identifiable information (PII) with the advertisers. It will leverage anonymized customer data that will help to curate the content on behalf of the advertiser to display relevant ads to travelers.
Yahoo, the ad tech partner, will match anonymized customer data with advertisers’ data. Advertisers will shop for ad inventory via Yahoo’s portal and sales team.
Untapped ad prospects
The addition of a new layer of revenue is an amazing opportunity for Mariott. Though it has had an advertising business for more than a decade this is its first programmatic offering which has immense potential for growth.
Assuming an average occupancy rate of 75% in 2021 and at least 5 ads shown per day at $40-$50 CPM adding additional revenue to its bottom line. The reported revenue is $13.86 billion in 2021. Also, the partnership with Yahoo means a low cost of ad sales.
Presently, the most lucrative and growing market for Mariott International is China. It has 448 hotels spanning 23 brands across more than 110 cities in Greater China. The country with the highest population is the most brand loyal to the hotels. The largest consumer economy has the elite and affluent travelers. The pandemic has prompted them to explore destinations closer to home. An opportunity for Mariott too good to be missed!
Bottom Line
Through a partnership with Yahoo, Marriott is launching an advertising platform to better monetize its substantial customer base. It will support advertisers and publishers in unlocking the full value of their content, audiences, and marketing. Also, Mariott will not be hindered by varying regulations of any country, because it owns the first-party data (information on guests received from loyalty membership).
So next time, one can expect ads that might be potentially relevant on Marriott’s owned properties – website, app, or room TV screens as opposed to welcome messages. Marriott’s move is indicative of a larger trend within the travel industry. And why not? Brands can get around rising operating expenses and establish a new revenue stream with it. Till then Bon Voyage!
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
Lemma Partners With Continuum, Expand DOOH Presence In The Middle East
Lemma, one of the largest DOOH platforms, is strengthening its presence in the Middle East with an exclusive partnership with Continuum.
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising
Building a Partnership in the Middle East
With its focus on the Middle East region, Continuum, a specialist media representation firm, helps Lemma drive demand for its programmatic DOOH offering while growing the company’s supply, including bringing on new DOOH screens.
Having successfully scaled businesses in India & SEA, Lemma is now expanding its services in many regions sourcing in demand and supply through global connections via the programmatic platform. With Lemma, advertisers & marketers can reach diverse audience segments that are connected to thousands of screens in the Middle East region.
Lemma offers easy access to a new digital inventory in a measurable, automated, and attainable format to instantly roll out marketing campaigns. It will build a strong local presence in one of the world’s largest DOOH markets by leveraging a wide portfolio of Ad Tech and Media technologies from Continuum in the Middle East.
With the Middle East poised to be the next thriving ground for DOOH, Lemma with this partnership plans to expand the availability of upgraded & quantifiable DOOH solutions at an accelerated pace and scale programmatic demand in the region. Moreover, the integration allows advertisers to leverage creative flexibility, contextual ad serving in real-time, and a variety of benefits to enhance outdoor communication and marketing strategies on a single platform.
Interesting Read: Power Of Out-Of-Home Advertising In The Middle East And Road Ahead
And that’s what they said
Abhimanyu Yadav, VP of Sales, EMEA expressed excitement for the partnership and introduction of programmatic DOOH advertising across the Middle East said,
Programmatic DOOH is set to transform the OOH industry & provide clients with the opportunity to target the audience more accurately with audience buying systems & measure the campaign through data & transparency. This is an exciting way to deliver brand experiences to consumers in the outdoor space with ultimate impact on viewing consumers delivered through real-time opportunities and advanced tech.
Mohammad Nayeem Siddiqui, Sales Director EMEA, said,
Continuum a leading media technology company with expertise in ad tech & emerging media solutions is committed to helping businesses adapt to new technologies & enable brands to increase their ROI.
Continuum with this exclusive partnership with Lemma, will bring programmatic DOOH solutions in the Middle east and enable marketers to explore the medium, activating ads on any Digital OOH screen.
The technology leveraged by Lemma will be a game-changer in the market. With the presence of digital signage, content is controlled by outstanding software making it much easier to manage and adapt through reliable consumer insights. It’s only a matter of time before this brings about a major shift in the outdoor advertising.
Interesting Read: Omnicom Media Group Sets Up Industry’s First Programmatic Private Marketplace
Magnite Launches Programmatic Offering With Samsung Ads
Independent sell-side advertising platform Magnite today announced a collaboration with Samsung Ads in Australia. This will allow marketers to add Samsung CTV inventory to their programmatic media buy, which includes Samsung’s free ad-supported streaming service Samsung TV Plus.
Consumers in Australia will be able to access exciting and premium content immediately through Samsung TV Plus, an internet-based TV platform that was launched in November 2020. They can access 69 channels free live on their Samsung Smart TVs. The list of channels is growing every month. Samsung’s premium ad-supported video-on-demand (AVOD) service in Australia will now allow advertisers to access its connected TV inventory programmatically.
Connected TV is one of the fastest growing mediums in Australia with 11.9 million Australians having viewed content on having viewed internet content on a TV screen. IAB Australia’s Online Advertising Expenditure Report confirms that programmatic is the preferred buying method for content publishers’ video inventory as consumption to date has risen. Magnite already works with Samsung Ads in the US, EMEA, LATAM, and India.
Interesting Read: Samsung Ads Introduces Predictive Planner To Improve AVOD Ad Buys
That’s What They Said
James Young, MD of Australia at Magnite said,
“Programmatic CTV supply in Australia continues to grow at a rapid pace and Samsung will deliver a wider audience reach for buyers. We are delighted Samsung has selected Magnite to deliver a best-in-class advertising experience for their Samsung TV Plus product.”
Alexander Spurzem, General Manager for Samsung Ads Australia said,
“CTV has generally made TV advertising more accessible, affordable and accountable for advertisers, programmatic takes that one step further making it easier for advertisers to buy. The collaboration with Magnite will unlock programmatic inventory for advertisers on Samsung TV Plus and help fuel growth of CTV in the market.”
Interesting Read: AVOD strategy For Netflix Ahead: Should Advertisers Rejoice?
Another threat to the duopoly: How is Vodafone Idea foraying into the adtech industry?
Vodafone Idea has launched its ad-tech platform called Vi Ads, driven by artificial intelligence (AI) and machine learning (ML), to give marketers an ROI-focused programmatic media buying platform. The telecom operator rolled out Vi Ads with the aim of participating as a major player in the multibillion-dollar Indian ad tech industry.
How will Vi Ads benefit?
It is a self-serve interface that helps marketers set up campaigns, track them, derive personalized insight, and enable targeted outreach. Vi Ads is built to achieve full-funnel campaign objectives from awareness to purchase.
Banking on Vi’s deep data science technology, Vi Ads will enable marketers to engage with the operator’s over 243 million subscribers through multiple channels like Vi-owned digital media — Vi App, Vi Movies, and TV App, and traditional channels like SMS, and IVR calls. The company highlighted the below aspects that distinguish Vi ads:
1. It offers precision targeting not only on the company’s digital assets but also on external third-party programmatic media.
2. It will not be media-specific and enable marketers to engage with Vi users on external media channels and publisher partners of Vi Ads.
3. Marketers can benefit from unique audience segments, interest groups, and targeting parameters derived from Vi’s deep consumer insights built on opt-in consumer data.
Avneesh Khosla, chief marketing officer, Vi said,
“With our programmatic platform – Vi Ads, we will address two of the biggest challenges faced by marketers today – authentic insights and enhanced reach.”
He further added,
“This is a simple, easy to use, and highly efficient solution for marketers to effectively reach out to the right target group with the most relevant messaging at any given point of time, while also providing a monetization opportunity to Vi as we aggressively build and scale our digital assets.”
Interesting Read: Is Google Joining The ONDC Bandwagon With Paytm And PhonePe In The Race?
Vi Ads collaboration
Vi Ads is developed in collaboration with TorcAi, a provider of audience infrastructure and programmatic solutions. It leverages advanced data sciences & machine learning to weave together legacy marketing and advertising technology platforms with new-breed tech. Rohit Verma, CEO TorcAi Digital said,
“This partnership, and the development of the Vi Ads platform, will enable Vi to connect their vast stores of customer insights with advertisers, and publishers, to deliver the right message, at the perfect time.”
Is the entry of telecom operators a threat to the duopoly in the digital advertising market?
In the fast-growing Indian digital advertising market, telecom operators Bharti Airtel, Jio, and Vodafone Idea have launched their own platforms to compete with tech and eCommerce giants like Google, Meta, Amazon, and Flipkart.
The combined revenue of Google and Meta grew to Rs 23,000 crore in FY21 whereas Amazon India and Flipkart generated cumulative advertising revenue of Rs 3900 crore. Digital advertising is sure to undergo a major change as the telcos are going all out to make advertising an additional revenue stream.
In early 2021, telecom provider Bharti Airtel launched its Adtech platform- Airtel Ads and Reliance Jio launched its JioAds later in the year. The three largest telecom operators have a huge opportunity in the digital ecosystem as they collectively own 1.16 billion users and have access to such vast data reserves. As Google plans to phase out third-party cookies by the end of 2023, they are best positioned to take advantage of the fact that they have access to authentic first-party data.
In the case of Airtel, brands can access its 350 million+ customers through various digital platforms via Airtel Ads. It also acquired a strategic stake in the startup Aqilliz to integrate the latter’s advanced blockchain technologies across its fast-growing offerings in Adtech, Digital Entertainment, and Digital Marketplace.
Similarly, JioAds offers advertisers access to reach 450 million+ users through online and offline media assets. The JioAds ecosystem offerings spread across Connectivity, Entertainment, and Commerce. A major selling point for advertisers of JioAds is its brand-safe omnichannel network.
A first-party platform is ideally suited for addressing the question of trust and privacy in digital advertising. Ad tech has seen significant growth and innovation in India due to the digital revolution, which has also led to a higher volume of investments in the industry. The Indian market will be interesting to see if the new entrants can overtake the duopoly and eCommerce companies.
Interesting Read: How Will Partnership With Criteo Benefit Flipkart’s AdTech Business?
How Will Partnership With Criteo Benefit Flipkart’s AdTech Business?
Flipkart and Criteo, a global technology company providing a Commerce Media Platform, have partnered up to use full funnel measurement capabilities for Product Performance Ads (PPA). As a result, Flipkart’s off-platform offerings are going to be strengthened, and advertisers across segments will have the opportunity to reach and engage high-intention customers.
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Growth Strategy For Flipkart’s Adtech Business
This launch is a part of the larger 2022 growth strategy for Flipkart’s Adtech business as it continues to innovate and unlock value for brands and sellers. Criteo’s commerce media capabilities will help Flipkart to serve advertisers of all sizes with their full-funnel marketing goals on the open web by leveraging its audience signals for highly relevant reach, resulting in higher campaign effectiveness. Advertisers will be able to drive marketing outcomes and build lifetime value across Flipkart’s 400+ million customers in India.
Advertisers will be able to run marketing campaigns while receiving full-funnel metrics with this solution. Flipkart’s PPA tool also includes Criteo’s Dynamic Creative Optimization+, which ensures that the right customer receives the right communication while improving performance.
And that’s what they said
Sankalp Mehrotra, Vice-President – Monetisation, Flipkart, said that commerce advertising is growing faster than the overall digital market. It will soon account for a sizable portion of the total digital pie.
“Flipkart Ads is focused on providing technology-led advertising solutions to ensure the most relevant experience and outcomes for advertisers and customers alike. In addition to our current suite of advertising options, the launch of PPA in partnership with Criteo will help address the needs of incumbent and insurgent brands across verticals to solve their full-funnel marketing objectives on the open internet.”
Taranjeet Singh, Managing Director, SEA and India, Criteo, added,
“We are happy to announce the partnership with Flipkart, India’s homegrown e-commerce platform, to further accelerate and utilise Criteo’s commerce media capability. By combining Criteo’s superior audience-first technology and Flipkart’s reach, we will be able to offer a remarkable capability to marketers and brands to achieve meaningful marketing outcomes on the open internet.”
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