Josh Steele

How can you ensure brand safety on CTV? 📺 Brian Danzis, President of North America at Seedtag, joins the MarTech Podcast for a two-episode series. In this first episode, he discusses the importance of brand safety in CTV advertising and how contextual AI is revolutionizing this space. "Brand safety has certainly gone through an evolution. A new term over the last couple of years has evolved that is brand suitability," Brian explains. He highlights how, by leveraging Seedtag's contextual AI, Liz, brands can effectively engage with consumers in their area of interest while safeguarding their image and reputation. Listen to the full episode here: 🎧 https://lnkd.in/eddV2qi3 #CTV #BrandSafety #ContextualAdvertising

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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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Meaghan Yuen's article on EMARKETER this morning - 3 CTV Ad Challenges and my perspective: 1.) Advertisers have to navigate a fragmented streaming landscape: True, there are a wide range of streaming services available in todays landscape. With an audience first approach, you can ensure your ads are being served to relevant/qualified consumers where they prefer to consume content (for example, Hulu vs Peacock) 2.) Most streaming subscribers are not on ad tiers: The average household has 5.5 streaming subscriptions (as of 2023). Where a user might be ad free for one subscription, there are opportunities to influence behavior on other networks/streaming services. Again, showing the value of being audience first 3.) Ad buyers face barriers in measurement of CTV campaigns: Easily the biggest challenge for most marketers. Measurement can range from simply "cost per view" when making direct buys or leveraging IP address exclusively for visit/conversion tracking. Using IP alone will cause a wide range of challenges and misrepresentation on CTV's true impact. At Keynes, we follow all industry best practices and work with four proven cross-device companies with a required 95% confidence in the targeted users owned devices Interested in learning more? Shoot me a DM #ctv #connectedtv #streaming #emarketer https://lnkd.in/gM-HnB5S

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Ever curious about what's under the curtain? Dailymotion has just unveiled Auto Path, a groundbreaking high-impact creative tailored specifically for the Auto Industry. By leveraging our Predictive Targeting audience insights and vast scale, we've crafted activations that resonate with car buyers, all while providing measurable in-ad actions with OLV and CTV. Key Standard Features: - Custom Multi-touchpoint elements envelop your video creative - Product feature hotspots seamlessly integrated within the video environment to capture attention - Outbound click features to enhance data collection, site traffic, and conversion rates Experience an exclusive peek behind the scenes... Let us guide you on a test drive and engage seamlessly across all screens! Hit me or our exceptional sales team Brenda Rodriguez Valeria Basmagi Edivaldo Junior to introduce you to this exceptional innovation in Latin America #autopath #Dailymotion #creativeinnovation #predictivetargeting

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If you missed it, check out The Drum's recap and video of Lotame's session on bridging the addressability gap. Thank you again Kendra Barnett for the chat! #addressability #audiencetargeting #identity #cookieless #walledgardens #customerattention #firstpartydata #curation #enrichment #advertising

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With Google reportedly now testing AI Overviews in Australia, here’s my take on what brands need to do to adapt to AI in the search environment. Priority number one is for brands to recognise that changes are occurring in both organic and paid search environments. Therefore, it’s now even more critical for brands to have a unified search strategy that tests, measures and reports on search performance holistically, integrating both organic and paid efforts. And because there’s just not enough articles on AI … 

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The latest report from Tubular Labs on The State of Social shares insights and trends across platforms. I've identified key takeaways that B2B companies can leverage to enhance digital strategies. What do you think will shape the future of social media?

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Is your brand ready for the holidays?... It is hard to believe it is August. Kids will be heading back to school soon and before we know it, the holidays are here! This means brands need to start preparing (if they haven't done so yet) for holiday sales. This means, creative, messaging, media channels, etc. While prepping for it, here are some interesting nuggets to have in mind from the article I linked. -  Nine in 10 holiday shoppers (91%) want to see ads that offer a specific promotion, and seven in 10 (71%) appreciate ads that make it simpler to purchase the featured item (source: LG Report) - Fifty-six percent of CTV users will turn to search engines to research gifts this holiday season, with 36% saying they’ll search online after viewing streaming ads, per LG. And 34% will visit a retail website, with 42% saying they’ll go to a brand website after seeing a streaming ad. -- I suspect very similar behaviors from Linear TV viewers. - The majority of holiday shoppers will shop Black Friday (86%) and Cyber Monday (84%) deals, but 70% will take advantage of in-store Black Friday sales. Nearly half (48%) think Black Friday and Cyber Monday is when they’ll get the best deals. A comprehensive strategy that includes mutiple media outlets (TV, Paid Search, Paid Social, paired up with ongoing organic efforts) to meet the customer where they are is the key. Making sure that the top of the funnel is constantly being fed while nurturing consumers on the subsequent funnels will increase conversion rates. And just as important, a seamless top notch customer experience throughout the process will ensure consumers to come back. #d2c #holidays #advertising #ecommerce https://lnkd.in/eRbzVd75

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Six years ago, we introduced Pause Ads, a non-interruptive ad format for CTV and DirecTV. Today, it's thrilling to see YouTube embracing Pause Ads, marking its evolution into mainstream AdTech. The journey from inception to widespread adoption has been remarkable. Launching a new platform hinges on grasping the core problem at hand, a task fraught with challenges like skepticism and conflicting priorities. Yet, unwavering perseverance and laser focus are instrumental in overcoming these hurdles. The invaluable lessons learned have paved the way for my current endeavors, promising something even more impactful, innovative, and daring. Stay tuned for the big reveal! Erez Korn, Rinat Zilberstein, Udi Volk, Dror Yashar

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"Although there are exceptions to the rule, there are very few founding teams that are marvelous at groundbreaking innovation that can successfully make the transition to managing and operating at scale,"  Anyone who’s been with a company transitioning from startup to scale-up will relate to this. It's a bumpy ride. It’s a massive sea change when you get investment, but with that comes the need to 10X revenue. Tomorrow. Here are three observations that, from my experience, have made the difference in getting it right and getting to exit: Culture/People: When you start to scale rapidly, you need to be honest about the types of people you’ll need, while also holding on to what made the culture special. It’s a balancing act, but the truth is, some of the people who helped you reach base camp won’t be the ones to take you to the summit. Many will make that decision for themselves. The business won’t be the cool new kid anymore, and it just won’t be for them. Sometimes it’s the people you like and respect the most. That hurts. Too Many Horses in the Race: Any business, no matter the size, is usually trying to do too much with too little. As an exec team, you have to be ruthless and aligned on which horses you’re betting on. Some of the ones you’re sure will win fall at the first hurdle. Others, you really want them to win, but they just won’t, and you need to know when to call it quits. Make sure everyone, top to bottom, knows what the focus is. At Unruly, we put the quarterly objectives on the back of the toilet door—everyone knew exactly what we were doing and why. Be the Lighthouse in Your Sector: With influencer marketing, CTV, and retail media all exploding, competition for budgets is fierce. What I’ve found is that the secret to securing a seat at the table is measurement and insight. At Unruly, we built a tool to predict virality—not just because it was cool, but because it gave us credibility with brands and agencies. It made us a voice of authority in a noisy market full of unproven claims about how to go viral. In all of the above three sectors, there’s a real opportunity to lead the market. This is partly thanks to a whole range of amazing new tools that can give brands the confidence to invest. But it’s also because brands are now more open to sharing their data, allowing us to predict and model real-world outcomes. No surprise, this approach isn’t for the faint-hearted—but the reality is, fortune favours the brave. https://lnkd.in/e2JDJ32D.

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I had a fab time at the AdTech Economic Forum as we brought together some of the best minds from advertising and finance to share valuable insights and best practices. Big shout out to Michael Farmer and Sabrina Traskos for chatting it up with me on stage about the economics of creative. As we discussed, the creative renaissance really is about creative intelligence and data that is driven by more robust, AI-empowered media planning. I also want to put the spotlight on some of the other leaders at yesterday’s event! Sir Martin Sorrell, Founder & Executive Chairman of S4 Capital Group, shared that personalization at scale is one of the biggest opportunities for generative AI when it comes to creative. Brian Wieser, CFA, Principal at Madison and Wall, expressed that the minority of brands that are proactive about investing in better creative will actually find greater success during economic uncertainty. Finally, Rishad Tobaccowala put it best: “It’s not about the pipes, it’s about the poetry!” How brilliant! All this is to say, we need to get the right, personalized creative in front of the right audience at the right time to drive the right outcome. And please let’s reduce the waste!! #AdTechEconomicForum #Advertising #XRExtremeReach #AI #MediaPlanning #GenAI XR Extreme Reach

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The second and, as of now, the final presidential debate is in the books. As we approach another critical election season, political campaigns must rethink how they reach voters. Thousands of voters will decide this race in 15 or so counties across a few battleground states. The key to victory? Aligning message with mindset. By aligning messages with relevant, real-time content, campaigns can engage voters in more personalized, meaningful ways—while ensuring brand suitability and maximizing reach. It was great talking with Chris Wood and MarTech, as we discuss how video-level contextual targeting in CTV empowers political campaigns to make smarter, data-driven decisions, delivering the right message to the right audience at the right time. Check out the article for more insights on how political strategies are evolving! #election2024 #adtech #programmatic #connectedtv #contextuladvertising https://lnkd.in/g8rBNnn3

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The issues and risks of Principal Media have been well covered over the past few weeks. For specific actionable guidance, check out the Managing Media Playbook from MMC. If you don't have your copy yet, I'll send it to you.

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As the 2024 election cycle intensifies, political ad spending is set to surge in key states such as Arizona, Florida, Michigan, and Wisconsin. At Locality, we are tracking every race, every ballot initiative, and many more 2024 election cycle moments that will impact ad spending across local TV and streaming. Our Expert our expert Political Team, serves both political and non-political marketers alike, giving you insight into local political ad spending in the remaining 18 States with primaries, a spending shift towards Senate races and ballot initiatives in a Presidential election cycle, and a deeper dive at U.S. Senate races where both parties are heavily investing in local ads to sway voters and secure the Senate majority.

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New Insights on Gen Alpha to help brands prepare.

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"Political advertisers are particularly reach-oriented and risk-averse, which is one reason why linear TV still “feels like a safe bet,” said Grace Briscoe, EVP of client development at Basis Technologies and a long-time political and public policy advertising specialist." Read more in AdExchanger. Link is in the comments. #elections #politicaladvertising #digitaladvertising

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It didn't happen this year, but Google's phase-out of 3rd party cookies is inevitable. EMARKETER's Field Guide explores the varied identifiers available to marketers. The white paper examines: - Why marketers will need identifiers - How identity solutions can help - A full breakdown of Universal ID solutions and non-ID options. Hats off to Arielle Feger for the research and analyst Evelyn Mitchell-Wolf for advising. A special thanks to LiveIntent, Inc. for making the guide possible. Get it here ⬇️ https://lnkd.in/e7YJm6vN?

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To hyper-target or not to hyper-target? 🤔 Gordon Eldrett, our VP of Media & Tech at Circana, dives into this very question in this chat we had. Sure, technology and data lets us be precise but that doesn’t always mean you should. Reach and volume are important especially to CPG brands .It's a fine seesaw balancing act! 🎢 On one side, reducing waste by eliminating broad targeting might seem efficient, but what about that other 30% of potential customers? Those light or new to category buyers? Perhaps it's time to rethink: Are we sacrificing reach for precision? Are our ad messages becoming a whisper in a crowded room? 🤫🗣️ Check out Gordon's view below, on finding the balance between targeting and advertising reach. I will be sharing some data and examples soon on how Circana believes we can achieve the balancing act, after all, it's all about engaging the right audience without limiting ourselves too much! 💡 #audience #Advertising #MarketingStrategy #Targeting #Circana

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