Campaign Middle East’s Post

The Digiday Media Awards celebrate the brilliance of digital marketing campaigns, and rightfully so! But let's take a moment to acknowledge the unsung heroes behind these successes: The partnerships that fuel data-driven targeting and campaign optimization. We, the folks in the back-end, meticulously enrich and build data to ensure the right message reaches the right audience at the right time and platform. Unlike creatives who often get the spotlight, our contributions are crucial for campaign effectiveness - just saying 😉 The beauty of course lies in successful collaboration. Partnering with transparent companies like Kantar Media, Adform, IPG Mediabrands, BidTheatre, Eyeota, a Dun & Bradstreet company, RTL AdAlliance and many other innovative & ethical sources allows us to make impactful brand waves. It's about respectfully reaching consumers, without compromising their privacy. Here at Global Data Resources, we're proud to be part of this collaborative ecosystem. Together, we're shaping the future of digital marketing – one that fosters meaningful connections and drives positive change, all while respecting consumer privacy! Have a look at what our great partners say about collaborating with us and our industry-leading targeting tool idfree.com: https://lnkd.in/d7JtYcjR #DigidayAwards #DataDrivenMarketing #Partnerships #DataEthics #ConsumerInsight #Collaboration #Privacy #Transparency https://lnkd.in/dMkwJqXy

Interesting article from Suzana Lay about the blurring of lines between brand and product media 👇

Now that the big tech platforms are sending a lot less traffic, publishers are slowly getting off the hamster wheel that required them to pump out large volumes of low-quality content. Instead, they're becoming more focused on serving their core audiences.

📊 Attention Matters: How Traditional News Drives Engagement 📰 A recent study reveals that ads alongside traditional news content can capture higher viewer attention. In an era of on-demand content, it turns out that context is crucial—viewers who engage with credible news sources are more focused, making the ads served in this environment significantly more impactful. This finding reminds us that the quality of attention matters as much as the quantity. As ad tech continues to evolve, recognizing and leveraging these high-value contexts can be a game-changer for maximizing ad effectiveness. In G-Mana’s experience working with diverse OTT and CTV platforms, we see first-hand how aligning ad content with relevant, high-attention environments like traditional news can boost viewer engagement and ROI. Ads that are seamlessly woven into the most relevant moments not only reach audiences—they truly resonate. 👉 Read the full article here: https://lnkd.in/eWzSYTyG 💬 How do you leverage contextual placements to capture and maintain attention? Let’s discuss how contextual relevance can redefine ad success. #AdvertisingTechnology #SSAI #OTT #CTV #AdTech #ContextualAdvertising #Gmana

Looking for a good read as we get into the weekend? 'Twas a pleasure talking to CNN's Rob Bradley about sensitive news cycles, advertiser concerns, brand safety, ad effectiveness, preferred platforms, and more! Bradley explained, "A Sentiment Analysis Moderator (SAM) assesses the sentiment and context of sentences across text, audio, video and galleries using neuro-linguistic AI, and cleverly determines when content is brand suitable. This ensures advertising is adjacent to the most appropriate content and avoids appearing alongside anything that might not strike the right tone." CNN focuses on "three key pillars: capturing audience attention, connecting with audiences to shift brand perception, and driving engagement that leads to memory and business growth. We employ extensive audience insights, global surveys, digital analytics, social listening, emotional measurement, and first-party data. Studies, such as those from Stagwell, Teads and others, validate our ad effectiveness, demonstrating how supporting essential journalism not only benefits society, but also drives significant business growth," Bradley added. Click on the link below to read the full piece. #Advertising #Impact #Effectiveness #Measurement | CNN International Commercial

Welcome to the launch edition of MarkLives MEDIA (you can read it here https://lnkd.in/dp7btvi5 ). It is birthed at a time that media, as an aspect of marketing, faces particular challenges, not least the commonisation of the world of media planning and buying, an ongoing skills shortage, change wrought by artificial intelligence (AI) and a deluge of data, in-housing and the reintegration of media into the creative agency world (and, as we will show in an upcoming edition, media agencies bringing in creative production beyond digital). Maybe this is why readers asked us for a specialist edition of MarkLives relevant to the role of media in the marketing mix. It is a core marketing function that has, as Kagiso Musi tells it, forgotten the art of storytelling, especially its own. As with MarkLives, we aim to create an independent narrative of the industry our readers can have faith in -- be they in media agencies, client-side or suppliers to the media ecosystem. An editorial advisory board, consisting of senior industry professionals, will help ensure we deliver quality content that’s relevant and worthwhile. So, a warm welcome to Ana Carrapichano (CEO at Mediology), Celia Collins (VP at Publicis Media), Gareth Cliff (CEO at The Real Network), Graham Deneys (CSO at dentsu Media Brands), Kagiso Musi (group MD at Meta Media), Jane Ashforth (digital director at Accenture Song), Marvin Kgasoane (group MD at Connect, part of M&C Saatchi Group South Africa), Merissa Himraj (CEO at Wavemaker) and Wayne Wilson 🏴 (COO, media & tech at RAPT Creative) as board members. Let us know what you think of our launch edition and what you would like to see more off in future, or if you would like to become one of our commercial partners. If you enjoyed the read, please forward it on to industry colleagues who might find value in it. Until next week, Herman.

THIS IS AWESOME AND IS A GREAT EXAMPLE OF LIKE MINDED COMPANIES TAKING BACK WHAT IS THEIRS!!!!! Local Media Consortium’s NewsPassID ad network has introduced a new content taxonomy to address brand safety concerns in programmatic advertising for news publishers. This taxonomy enables advertisers to target specific, brand-safe content categories, such as NFL sports or women's sports, through a PMP; allowing brands to bypass traditional keyword blocklists that often harm news revenue. This vetted offering of more than 5,000 quality publishers ensures a trustworthy brand-safe environments for advertisers without the need for pre-bid brand safety tools. The new LMC’s taxonomy is designed specifically for local news, providing more granular segments than existing taxonomies, expanding brand safety and suitability footprint. The taxonomy launches with ten high-demand categories and is supported by a variety of formats, including display, video, native, and CTV. This new method could help news publishers recover revenue lost due to automated brand safety blocklists, with advertisers potentially seeing higher ROI by targeting specific, approved content and bringing trust back into the equation, which can be a possible blueprint to more publishers across the OpenWeb. If you can do it locally, you can do it nationally. Congratulations to all involved!!!! Tobias Bennett Chris Fehrmann Christine Hendricks Jay Horton Nick Ames Tom Sly Mark Bullard Chris Loretto and many many others. Hashtag Labs Media.net Comscore, Inc. #publishers #digitaladvertising #collaboration #brandsafety #content #monetization #innovation #bettertogether #protectjournalism https://lnkd.in/ewqPSpkH

A recent Kantar report highlights that Americans are becoming more receptive to advertising, with cinema emerging as one of the top-performing channels. Cinema advertising stands out as a highly effective format as it delivers immersive ad experiences while capturing audience attention in a setting where distractions are minimized. As the media landscape evolves, cinema continues to offer advertisers a strong platform for creating lasting emotional connections with audiences. #CinemaAdvertising #AdEffectiveness #AttentionInAction

What I learned as an Australian Ad Tech Co-Founder after a week in New York. Being in New York during Ad Week, coinciding with Pontiac Intelligence Summit was an amazing experience. It was a great opportunity to hear from leading companies in the industry and mingle with a variety of smaller players in the space. Here's what I'm bring back to Australia: TV: The Ultimate Brand Building Channel TV has always been the greatest brand-building channel in the world, and it’s even stronger now. The pace of automation in TV is accelerating rapidly, and the quality of content we’re seeing is bigger and better than ever. Brands of all sizes can leverage this access to premium content through technology, and they really should. All major networks were present in New York, and they’ll soon have a footprint here too. The key will be how brands can get closer, to the content their audiences are engaging with. Measurement: The Ongoing Challenge Measurement is a tough nut to crack. It’s clear that no one has a definitive answer, especially with all the changes in consumer privacy. A one-to-one relationship with your audience seems increasingly unlikely. There’s just as much value in who you don’t know as in who you do, making technology even more critical for understanding the customer of tomorrow—not just today. Sustainability: Surface-Level Conversations There was plenty of 'tick box' talk around sustainability, but many attendees felt that what’s in market doesn’t really live up to the PR headlines. Cleaning up supply chains is definitely on the agenda, which ties into brands’ sustainability efforts. However, there was far too little discussion on this topic. Australia could really take the lead here if brands push for better measurement and more effective strategies in this area. Fragmentation: Here to Stay The general consensus is that fragmentation isn’t going away and may actually increase. The existence of multiple walled gardens, controlled by a few centralized ad stacks, doesn’t make sense for marketers. While the U.S. market might sustain this model, I struggle to see how it will work in Australia. Will Woolies or Coles drop a DSP into the market, perhaps using The Trade Desk? If that happens, things could get messy. Buyers want simplicity, and brands need to connect more authentically with their audiences. Data: Losing Its Value Data is pretty much worthless right now—both in the U.S. and everywhere else. So, what’s next? There’s potential for data owners to collaborate better, focusing not on PII but on anonymised datasets. I saw real excitement around using 'safe' data sets, combining them to form powerful targeting capabilities. This collaboration could help tackle some of the biggest hurdles in our industry. Overall, my week in New York offered valuable insights into the future of our industry. Even more so that Cake.Shop both here and the US can answer these challenges head on for our clients. #AdTech #DigitalMarketing #Advertising

A new era begins. MNI Targeted Media is Media Now Interactive. The best is yet to come. Let's partner together: https://hubs.ly/Q02vCct-0