Natalie Creed

Great to be back at Programmatic I/O and catch up with familiar faces! If you want to learn more about what we’re doing at Screenverse, let’s connect! #ProgrammaticIO #AdTech #Screenverse 🚀

33

Balancing scale, data, reach and measurement are key to combat fragmentation. Michael Kuntz and Jackie L. Perez provide insights in this episode with FreeWheel: https://lnkd.in/e-FcHmKj

1

Great Chicago Interactive Marketing Association (CIMA) Education Event last night appropriately titled, "How Mobile Gaming Allows Brands to Level Up!" Discover Financial Services' Clare Liston, Zynga's Matt Sharpe, Starcom's Josh Brown, OMD USA's Caroline O'Reilly and tms' Michael Daugherty shared some great media tips, including: * Gamers are gaming because they want to relax, so be careful how you distrupt their experience *Think of gaming as a channel, with many diverse audiences, not a strategy *Be prepared as a brand to "fail" on your first gaming campaign, it's still important to understand the baseline of what gamers want and don't want to hear from your brand....because if you don't start test & learning, your competitors will lap you (Mario Cart pun intended) *So you don't fail, have clear KPIs...incremental reach and long-term brand awareness/brand health should be a Key KPIs *Be "legit" authentic...you need to understand how and where to show up in gaming culture or gamers will go straight to YouTube to bash you brand *When you are "legit" authentic, the payoff with gamers can be immense...many gamers choose brands because those brand chose them (showed up to them authentically in gaming) #CIMA #gaming #gamingmarketing #mobilegaming #mediainsights #mediastrategy #digitalmedia #mediaagency #havasedge

27

3 Comments

Looking to build successful campaigns but need some guidance? This is a great piece from Acxiom and Digiday about the things every brand needs to consider as they navigate the complexities of a data strategy.

7

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.

18

1 Comment

It’s awesome to see how addressable TV is becoming a must-buy for so many brands— The power of precise targeting means your ad dollars go further, reaching engaged viewers who are truly relevant. #AddressableTV #FutureOfAdvertising #TargetedMarketing

10

Holiday shopping report is live - great insight into spend, media influences (interesting to see Influencer and social are tops for Gen Z - even ahead of friends & family), impact of inflation and planned donor activity during the holidays. Special note - giving experiences versus gifts is a growing trend. Enjoy! #epsilon #data #datainsights

10

Introducing Unified TV Audiences - where CTV meets linear. This unique blended dataset transforms advertising insights, making sure campaigns reach their full potential. Yahoo Advertising #YahooDSP https://lnkd.in/eS6wAExu

60

Streaming’s on fire, and we’re here for it! 🔥 LiveRamp's Adam Paul breaks down why CTV is dominating screens and what it means for advertisers. Ready to get ahead? Watch episode 3 of “Here’s the deal...”

5

1 Comment

The future of digital ads will be shaped by the industry’s ability to innovate and adapt. 💡 I recently joined Digiday to discuss how, by embracing a combination of enhanced contextual advertising, privacy initiatives, first-party data, and alternative IDs, we can build a more resilient and privacy-conscious ecosystem. It’s crucial to recognize that this transformation isn't about finding a single replacement for changing addressability structures, but about integrating multiple approaches to create a robust and flexible system. Learn more: https://hubs.li/Q02YSJDS0 #DigitalAdvertising #ContextualAI #PrivacyFirst

27

Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

6

Wait Vanessa, what is System1? So, you're no longer with ALDI? That’s right. And you're not working for a Creative Agency? Correct. And System1 is what now? A Creative Effectiveness platform. What's a Creative Effectiveness platform? We 'Test Your Ads'. Almost all of them. You do what now? Yes we test Ads that hit the market and provide results in as quick as 24 hours. Want to go deeper? We do that too. So, you know how my Ads have performed? Most likely, yes. System 1 thinking, isn't that from Daniel Kanheman's 'Thinking, Fast and Slow'? Sure is. Want to know more? Come join us for our Happy Hour next Tuesday September 17th @ 5pm. I promise not to bore you too much with what it was like as a young Account person in the early 2000's.

9

5 Comments

Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

3

Hey #Chicago what do you say, come listen to how Resonate + Havas Edge win today. I'm excited to be speaking tomorrow on Data-Driven Storytelling: How Marketing Leaders Leverage Data to Drive Growth. Register here: https://lnkd.in/ghP72_2P. #AI #data #consumerinsights #growthmarketing #datadrivenmarketing #futureofmarketing #performancemedia #mediastrategy #mediaagency #resonate #havasedge

20

2 Comments

Thank you to AdExchanger for giving Keynes Digital and our Founder/CEO Dan Larkman the opportunity to share our thoughts on CTV CPM's. "Relying on the wrong metrics can lead to the misconception that “CTV doesn’t work for us,” when the real issue might be focusing on low CPMs, show-level audiences, or using IP addresses for tracking and targeting." #ctv #connectedtv #digitalmarketing https://lnkd.in/g2xEJ8QY

1

David Nyurenberg, your article struck a chord with me. It reflects where we’ve been as an industry and, hopefully, where we’re headed. I remember when media planning was rooted in quality and context. Early in my career, I worked on campaigns where publisher credibility was as critical as the creative. We poured over placements, ensuring ads appeared in environments that elevated the message rather than just reaching an audience. It wasn’t about chasing impressions; it was about creating resonance. But somewhere along the way, the allure of hypertargeting pulled us off course. I recall the first time I was asked to justify a campaign’s success using metrics that, deep down, I knew didn’t reflect true impact - CTRs on a subpar site that wouldn’t pass even the loosest brand safety checks. It felt like we were trading integrity for convenience. Fast forward to today, and your article highlights the consequences of that trade-off. Made-for-advertising sites, inflated metrics, and automation tools prioritising scale over quality are symptoms of an industry that has lost sight of its purpose. But as you pointed out, there’s hope. Voices like Hershey’s Vinny Rinaldi and Walgreens’ James L. pave the way for a much-needed shift that values the environments in which we place our messages as much as the audiences we target. This shift feels personal to me. It’s a return to what I first loved about marketing: the balance of art and science and the belief that where you tell your story matters as much as the story itself. The challenge now is to act. To hold platforms accountable. To educate teams on the importance of supply-path optimisation. To champion quality-first metrics. Your article reminds us that change is possible, but it requires all of us to step up. The question is no longer whether this shift is necessary - it’s whether we dare to lead it. Let’s ensure this moment isn’t just a reflection but the start of a revolution. Keep up the great work, my friend. Ivan

2

1 Comment

✅🖥️ AdExchanger Interview: Vevo (12/6): “AX: Some have argued that all video – not just streaming and linear, but also social – should be thought of similarly. Do you agree? Vevo: I lean more toward yes than I ever have before. The next question, then, is what do you pay for it? What do you sell it for? Depending on where the impressions are, it’s always going to be supply and demand. I heard many cases during this year’s upfronts of advertisers that previously spent large volumes on mid-tier to long-tail cable are starting to replace those GRPs and rating points within social because the price point is very similar. And why is that? Because there’s an ocean of availability within the social platforms. But only the top 1% to 5% of that traffic is premium. AX: What’s holding brands back from investing more in social? Vevo: Transparency is an issue. The environments are so big, and brands still require, as they should, control of the content they’re adjacent to. I think you’ll start to see more YouTube Select or Google Preferred models, where platforms lean more on their best content partners to maximize price, yield and brand safety. AX: Do you anticipate social platforms will start to cooperate more on the transparency front? Vevo: It’s really hard to grow without getting smarter about how you organize your impressions and who you let help you. Look at YouTube, which generated $31 billion in ad revenue last year. Even they have publicly started to remove some of the friction points and play nicer in the sandbox, letting partners like us represent our own inventory and our content, but still giving advertisers credit toward their YouTube commitment. That’s one example that makes me want to answer your question with “yes.” “ ⬇️ #socialmedia #tv3point0 #ctv #ott #upfronts #music

2

Centriply couldn't agree with you more #AlisonLevin! We've been "doing" targeted, advanced audience TV buying for 25 years. And heck, we've been measuring and optimizing all those campaigns too! Bring us your in-market, intent, behavioral or same audience data you use for digital channels, and we'll show you TV solutions like you've never seen before. Today. Seriously. h/t to AdExchanger for the article/podcast: "Talking Advanced Audiences With NBCU’s Alison Levin" https://hubs.ly/Q02PB2GG0

2

1 Comment