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Tag: Integral Ad Science

  • IAS and Snap partner to offer AI-driven brand safety for advertisers

    IAS and Snap partner to offer AI-driven brand safety for advertisers

    Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimisation platform, announced a first-to-market partnership with Snap Inc. (NYSE: SNAP) to provide advertisers with increased transparency across their Snapchat campaigns through IAS’s AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement product.

    “We are excited to partner with Snap to deliver our best-in-class measurement solution for marketers to safeguard and scale their businesses on Snapchat,” said Lisa Utzschneider, CEO of IAS. “Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat.”

    Aligned to the Global Alliance for Responsible Media (GARM) standards, the new offering will benefit advertisers from third-party validation with trusted and transparent industry metrics. IAS’s Total Media Quality product provides unique insight into video content through frame-by-frame analysis of images, audio, and text to provide the most accurate measurement at scale.

    “We’re thrilled to partner with IAS to offer Snapchat advertisers an additional layer of brand safety and suitability,” said Patrick Harris, President of Americas at Snap. “We’ve built safety into the fundamental architecture of our platform and are dedicated to providing our community and partners a healthy and safe experience. We look forward to continuing to invest in products and partnerships across the brand safety ecosystem.”

    IAS is a Snapchat Brand Safety Coalition member and has partnered with Snap to drive greater transparency and media quality measurability of in-app photos and videos. Since 2018, IAS has provided Viewability and Invalid Traffic Measurement for global advertisers across their in-app video buys.

    IAS’s post-bid Brand Safety and Suitability Measurement product will be available for campaigns on Snapchat later this year. 

  • Integral Ad Science earns MRC accreditation for YouTube video viewability reporting

    Integral Ad Science earns MRC accreditation for YouTube video viewability reporting

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, has announced it has earned accreditation by the Media Rating Council (MRC) for its integrated third-party calculation and reporting of YouTube video viewability for desktop and mobile (web and app) using Google’s ads data hub for measurement partners (ADH-MP).

    “Our latest accreditation from the MRC for third-party calculation and reporting of YouTube viewability further solidifies IAS’s position as the global benchmark for trust and transparency in digital media quality,” said IAS chief compliance officer Kevin Alvero. “Advertisers can continue to transact with IAS for high-quality reporting of digital advertising campaigns.”

    The full scope of the accreditation covers IAS’s third-party calculation and reporting of Google ADH-MP measurement data from the Google Ads, display & video 360, and YouTube Reserve services. Calculation and reporting are with respect to Google YouTube video impressions, viewable video impressions and related viewability metrics across desktop, mobile web, and mobile in-app environments. Advertising formats are inclusive of Google’s YouTube skippable in-stream ads, non-skippable in-stream ads, standard in-stream, YouTube in-stream select, and bumper ads.

    “We congratulate IAS for achieving accreditation for their third-party calculation and reporting of YouTube video impression delivery and viewability based on audited ADH data,” said MRC CEO and executive director George Ivie. “IAS’ expansion of their accreditation in this area continues to show their commitment to transparency and to the MRC process.”

    IAS is a leader in the media quality space and continues to meet the rigorous requirements necessary to achieve MRC’s accreditation. This latest achievement further demonstrates IAS’s commitment to bringing even greater transparency and quality to all aspects of the digital measurement landscape.

  • IAS expands MFA AI solution with ad clutter detection innovation

    IAS expands MFA AI solution with ad clutter detection innovation

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced the expansion of its Made for Advertising (MFA) AI-driven solution. With this enhancement, IAS now provides advertisers with the first solution that can measure and optimize against both MFA and Ad Clutter sites to drive maximum efficacy across the programmatic buying process.

    MFA sites are web pages built to conduct ad arbitrage and feature low-quality content (e.g. spam sites, or ad farms) created solely to serve ads, whereas Ad Clutter sites feature high ad density and high ad-to-content ratio, leading to lower performance. As opposed to a static exclusion list, IAS uses advanced machine learning technology and additional signals built into IAS’s core platform to intelligently identify MFA and Ad Clutter sites.

    “With the proliferation of MFA, global advertisers need safeguards to avoid ad arbitrage and low-performing, high-ad-density sites while optimizing for media quality and performance,” said Lisa Utzschneider, CEO of IAS. “We’re proud to offer the industry’s first pressure-tested solution for detecting and avoiding MFA and Ad Clutter sites at scale while also preserving the flexibility to reach audiences across a diverse range of publishers.”

    According to the ANA’s recent Programmatic Media Supply Chain Transparency Study, MFA websites counted towards 21% of study impressions and 15  per cent of ad spend, illustrating a significant opportunity for advertisers and agencies to better understand where their impressions are delivered and to optimize away from MFA sites to reduce media waste. IAS analysis from over 40 global agencies and brands found traffic served on sites classified as non-MFA has a 278 per cent better conversion rate than traffic served on sites classified as MFA. Further analysis by IAS found that quality media was more cost-efficient than sites classified as MFA, delivering lower cost-per-conversion by 63 per cent.

    The IAS MFA Measurement and Optimization solution supports the ANA’s definition of MFA and has been trained against Sincera’s deep library of metadata along with Jounce Media’s widely adopted list of MFA domains. The solution leverages supply chain data and IAS-measured site characteristics including ad-to-content ratio, total number of ads, auto-refresh ads, refresh rate, traffic source, and autoplay video ads to report on MFA Ads, MFA Rate, Ad Clutter Ads, and Ad Clutter Rate.  

    “The industry should not conflate Made For Advertising supply with other forms of low-quality advertising experiences. MFA publishers operate an ad arbitrage business model that has no place in the programmatic supply chain,” said Chris Kane, President, Jounce Media. “Separately, media companies that produce original content and attract organic visitors sometimes engage in aggressive monetization techniques that dilute the value of advertising. By clearly distinguishing MFA supply from ad clutter, IAS is giving media buyers the tools they need to make informed decisions about inventory quality.”

    By partnering with IAS, publishers can also garner greater insight into their inventory with solutions for how to improve quality and drive greater engagement with advertisers. Publishers identified as MFA or Ad Clutter will also have greater visibility into their inventory quality. IAS MFA measurement promotes a healthier media ecosystem by enabling publishers to improve the quality of their properties and drive greater engagement with their advertisers.

    IAS’s MFA AI-driven site Measurement and Optimization solution expands on the beta announced in Q4 2023 and will be available globally beginning in Q2 2024. For more information on how IAS is identifying and combating MFA sites, visit: How Marketers Can Detect and Avoid Made-for Advertising Sites.

  • IAS expands AI-driven brand safety and suitability measurement to Meta

    IAS expands AI-driven brand safety and suitability measurement to Meta

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, today announced that its AI-driven total media quality (TMQ) brand safety and suitability measurement product is now generally available across Facebook and Instagram feed and reels.

    IAS’s new post-bid brand safety and suitability measurement expansion with Meta gives advertisers increased transparency into whether their campaigns are appearing next to safe and suitable content.

    “IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram,” said IAS CEO Lisa Utzschneider. “This expansion allows brands to identify higher-quality media and scale across these platforms, signifying another important milestone in helping brands enhance brand equity across the entire digital ecosystem.”

    Advertisers can now gain access to:

    1.    AI-driven classification: IAS measures adjacent posts to an advertiser’s campaign using its Multimedia Technology to provide unique insight into video content through frame-by-frame analysis of images, audio, and text to provide the most accurate measurement at scale.

    2.    Trust and transparency: The measurement framework is aligned to the Global Alliance for Responsible Media (GARM), providing advertisers with third-party validation with trusted and transparent industry metrics.

    3.    Third-party validation: Advertisers can understand how their Meta inventory filters are performing for their campaign goals and optimise as needed.

    “IAS’s release of Brand Safety and Suitability Measurement across Facebook and Instagram is a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem,” said Meta VP client council and industry trades Samantha Stetson. “Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.”

    Advertisers can leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.

    “One of the most important things for us as an advertiser is maintaining the gold standard of brand suitability, and IAS plays a key role in protecting our advertisements from being placed in environments where it’s not safe or doesn’t align to our company values,” said Verizon VP of digital marketing Karyn Johnson. “It’s great to see IAS implementing this additional third-party measurement so we can use their tools to ensure we can reach those objectives across all platforms.”

    IAS and Meta’s partnership began in 2016 when IAS launched viewability verification on Facebook. In 2017, IAS expanded its viewability measurement and reporting across Facebook, Instagram, and Facebook’s Audience Network. From 2019, IAS brought its brand suitability offering to Facebook. In 2023, it expanded its measurement capabilities with Meta including Viewability and invalid traffic (IVT) measurement across Facebook and Instagram Reels.

  • IAS accelerates APAC expansion with multiple market launches & senior appointments

    IAS accelerates APAC expansion with multiple market launches & senior appointments

    Mumbai: Integral Ad Science, a leading global media measurement and optimisation platform, has announced business expansion in four key APAC markets- Hong Kong, Taiwan, Thailand and Vietnam along with senior leadership appointments to accelerate AI-driven measurement and optimisation solutions for both local and global advertisers and publishers.

    “APAC presents a prime opportunity for IAS to expand its global footprint and connect with a dynamic customer base for long-term growth and market leadership,” said chief commercial officer Yannis Dosios. “We’re doubling down on agility and local relevance by building strong, regional teams that understand the nuances of each market, which is key to tailoring our solutions and creating lasting relationships with international and local brands in the region.”

    Appointments include Sowarose Charuwatpaiboon as the country head of Thailand, Thanh Nguyen as the country head of Vietnam, Melvin Wong as the region head of Hong Kong & Taiwan and Arfitrianto Zulnaini, sales director of Indonesia, who will be stepping up as the country head of Indonesia and Malaysia.  

    Country head, Thailand – Sowarose Charuwatpaiboon: Brings over a decade of experience in the digital advertising industry with a proven track record of success in sales, account management, and business development at companies including Adcolony, Taboola and Innity. Charuwatpaiboon joined IAS in 2023 as Sales Director to expand operations in Thailand, and now, as the Country Head will lead the team to drive continued growth.

    “I am excited to bring IAS’s world-class media measurement and optimisation solutions to advertisers and publishers in Thailand,” said Sowarose Charuwatpaiboon. “IAS’s commitment to providing effective and transparent advertising environments for brands and media owners alike will resonate with brands seeking to navigate the complexities of the digital advertising ecosystem and driving efficiencies.”

    Country head, Vietnam – Thanh Nguyen : A veteran of the digital advertising industry with over 25 years of experience in the Vietnamese media and advertising landscape, Thanh brings a wealth of experience from companies like JOYY Inc, Vietcetera Media and TikTok Vietnam. She has a deep understanding of the local market dynamics and her extensive relationships with prominent advertisers, publishers, and industry stakeholders will help drive IAS’s growth and solidify its position as a trusted partner in Vietnam’s flourishing digital advertising ecosystem.

    “I am thrilled to join IAS and help expand its presence in Vietnam,” said Thanh Nguyen. “Brands in Vietnam are investing significant budgets across digital media, and there’s a growing adoption of measurement and optimisation solutions among advertisers and publishers. With its superior solutions and dedicated teams, IAS empowers Vietnamese brands and media owners to navigate the evolving digital landscape and unlock their full potential.”

    Region head, Hong Kong & Taiwan – Melvin Wong: With global experience across Hong Kong, New York and Toronto, Wong spent over a decade in sales and business development roles at companies including Teads and TripleLift. He joins IAS to propel growth and expansion in Hong Kong and Taiwan and will leverage his extensive global experience and strategic acumen to establish IAS as a trusted partner for brands and agencies within this vibrant digital landscape.

    “Joining IAS amidst their remarkable growth in programmatic is an absolute privilege,” said Wong. “Having witnessed firsthand the challenges faced by top brands and agencies, I deeply understand the crucial role efficiency and ROI play in our partnerships. I’m committed to working with brands and agencies to drive widespread adoption of IAS’s industry-leading measurement and optimisation solutions to drive superior business results for advertisers and publishers.”

    Country head, Malaysia and Indonesia – Arfitrianto Zulnaini: As an industry veteran with over 24 years of sales and leadership experience in digital media at companies including Yahoo, Carat, and Mindshare, Zulnaini joined IAS in 2020 as the sales director of Indonesia. He drove programmatic adoption and incremental revenue growth for IAS in Indonesia and will now focus on growing IAS’s measurement and optimisation adoption in both Indonesia and Malaysia.

    “I am honoured to take on the additional responsibility of leading IAS’s Malaysia business and keen to build further on the solid foundation developed over the years in the market,” said Zulnaini. “Malaysia, much like Indonesia, is an evolving digital media market with high growth potential, so it’s no surprise that it has become a strategic focus. I look forward to advancing the company’s superior media quality solutions in these markets.”

    “We are delighted to announce the expansion of IAS’s footprint in multiple regional markets and excited to have a team of very experienced Country Heads leading these operations,” said IAS Sr VP of APAC Laura Quigley.“This investment will benefit regional and global brands, agencies and publishers seeking the highest quality digital ad impressions. Our cutting-edge technology, transformative AI solutions, a keen understanding of local client’s needs, and deep integration with client tech stacks make IAS the media quality partner of choice in the APAC region.”

    IAS’s APAC in-market operations now include Australia, Hong Kong, India, Indonesia, Japan, Korea, Singapore, Thailand and Vietnam.

  • Top marketing trends that’ll create a dent in 2024: AI, increased focus on data privacy, and CTV advertising

    Top marketing trends that’ll create a dent in 2024: AI, increased focus on data privacy, and CTV advertising

    Mumbai: 2023 was an eventful year for digital advertising, where AI emerged as a driving force. Marketers also witnessed the rise in the popularity of Connected TV (CTV), improvements in the programmatic advertising ecosystem and a shifting focus from third-party to first-party data, amongst others. With 2024 on the horizon, the digital marketing industry is gearing up for the year ahead. Marketers and brands are planning their digital strategies for the upcoming year, keeping in mind trends that will shape the industry. Let’s look at the most notable trends that will shape the landscape of the ad tech industry in 2024:

    ●   Artificial Intelligence (AI) will revolutionise the digital advertising industry by helping marketers to deliver better results: AI is revolutionising the digital advertising industry from personalising ads to targeting audiences, measuring effectiveness to preventing ad fraud and creating engaging content. AI enables advertisers to improve their campaigns and deliver better results; one of the most significant impacts of AI on digital advertising is the ability to personalise ads to individual users and tailor their ads to be more relevant and engaging, leading to higher click-through and conversion rates. This helps to reduce wasted ad spend and improve the performance of campaigns. AI is also transforming how advertisers measure the effectiveness of their campaigns by analysing user interactions with ads, such as clicks, views, and conversions, advertisers can get a more accurate picture of how their campaigns are performing. This information can then be used to optimise campaigns for better results. As AI becomes more affordable and accessible, more and more digital marketers are expected to adopt it in the coming years.

    ●   The increasing importance of data privacy to build trust and ensure compliance: With privacy concerns on the rise, 83% of consumers want more control over their personal information, according to PwC. Marketers will prioritise privacy-centric practices, including transparent data collection, explicit consent, and secure data handling, to build trust and ensure compliance with privacy regulations. As users become more aware of their rights and we head towards the deprecation of the cookie, advertisers must find ways to target and measure ads without relying on outdated methods of collecting data that consumers feel invade their privacy. Contextual targeting is a type of advertising that delivers ads based on the context of the content that a user is viewing, and it helps marketers target ads effectively through a combination of sources like content placement, sentiment, consumer mindsets and more using elements of AI and machine-learning like natural-language processing. This is becoming increasingly popular as it offers a more privacy-friendly way to target ads.

    ●   CTV advertising becoming mainstream: The shift towards streaming and CTV marketing will continue gaining momentum in 2024. This is a growing market, as more and more people are cutting the cord and watching TV online. To understand how big CTV is in India, we need not look further than the viewing numbers and advertising prices for the recently concluded ICC Men’s Cricket World Cup.

      CTV advertising offers several advantages over traditional TV advertising, such as targeting ads more precisely and measuring their effectiveness more accurately. As consumers increasingly embrace streaming platforms and CTV devices, advertisers will allocate more resources to reach audiences in these digital environments. This will result in increased investments in CTV advertising, with brands leveraging programmatic targeting, data-driven insights, and dynamic ad insertion to deliver personalised and impactful ads to viewers.

    The ad tech industry continues to evolve rapidly. As marketers continue to pursue their goal of delivering impact digital campaigns, they will seek innovative, effective and privacy-compliant approaches. By harnessing these trends, they can stay ahead of the curve to drive superior results. Developing solutions centred around the consumer will help enable advertisers to maximise their return on ad spends and enable publishers to better monetise their properties.

    Here are some additional comments:

    How has the year 2023 been for your clients and the company/agency they work for? What are some of the trends that developed in the year?

    With the launch of the Digital Personal Data Protection Bill, the spotlight on data privacy has become more intense, resulting in marketers becoming more aware of data privacy regulations and consumer privacy,  thus taking steps to adapt to a cookie-less world.

    The popularity of short-form video content platforms and emerging mediums such as audio (podcasts), gaming, and Connected TV (CTV) has encouraged marketers to experiment with emerging media channels and invest in A/B testing. These mediums continue to attract marketers as they help target ads more precisely and measure their effectiveness more accurately.

    We continue to see increased adaptability and educational awareness towards ad verification solutions for our Indian brands and advertisers.

    Some of the trends that developed in the year are mentioned below:

    ●   CTV advertising grew in popularity.

    ●   Retail media networks (like Flipkart, Amazon) continue to evolve and expand their capabilities. They will undoubtedly become an indispensable tool for advertisers seeking to maximise their impact in the digital realm.

    ●   Increasing focus on data privacy as marketers began pivoting to first-party data.

    ●   Dominance of social commerce as brands focused on creating a seamless shopping experience for their customers to make buying things, online, more accessible than ever.

    Media budgets in India continue to grow year-on-year (YOY). This has resulted in an overall increase in advertising expenditure, making India one of the fastest-growing advertising markets in the world.  A maximum number of agencies and clients continue to grow in terms of advertising expenditure and experimentation strategies.

    What is your forecast for the adtech industry in 2024? Which trends will shape the adtech industry?

    India will continue to be the fastest-growing market and leads the ad spend growth globally, as per MAGNA’s Global Ad Forecast. Marquee events such as the ICC Men’s T20 World Cup and the upcoming general elections in India are expected to contribute 10-12 percent incremental growth to advertising expenditure.

    Consumers continue to increase their spending, especially the younger generation, which is investing in experiential-led categories like travel, auto, and entertainment. The 5G network expansion will boost digital business services, resulting in additional revenue for the advertising industry.

  • IAS announces attention product to unify media quality and eye-tracking

    IAS announces attention product to unify media quality and eye-tracking

    Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimisation platform announced the general availability of its Quality Attention™ measurement product –to unify media quality and eye tracking with machine learning. The new offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions.

    With Quality Attention, advertisers can capture higher attention to drive campaign performance and unlock proven results. Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology, and a variety of signals obtained as part of IAS’s core technology, including viewability, ad situation, and user interaction, and weighs them into a single attention score. IAS’s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion.

    Integral Ad Science chief commercial officer Yannis Dosios said, “Attention measurement must inform actions that drive superior results for advertisers, Integral Ad Science. Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance. According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130 per cent lift in conversion rates leading to a better return on their investment.”

    Quality Attention provides global advertisers with:

    1.   An Advanced Machine Learning Model: A singular view of campaigns’ attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.
    2.   Proven Performance and Brand Results: Up to a 130 per cent lift in conversion rates when comparing high attention impressions to low attention impressions, with greater attention scores seeing 91 per cent higher brand consideration and 166 per cent higher purchase intent.
    3.   Unification of Media Quality with Human Attention: IAS is the first company to combine one of the world’s largest consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers.

    Global healthcare company Sanofi has partnered with IAS as they move beyond traditional ways of measuring media performance. Sanofi CHC Global Digital Media Lead Anna Kechekmadze said, “We know that ad clutter is not only a frustrating consumer experience, but it also correlates with attention and carbon footprint: less ad clutter = more attention and less carbon, Our partnership with IAS on Quality Attention is giving us insight into how attention plays a role in reducing ad fatigue, getting better inventory quality and improving media KPIs.”

    IAS and Lumen Research announced their initial partnership in 2023 to change the way digital advertising impressions are measured for attention-first advertising. Now, IAS customers will have an even more powerful way to accurately track which ad impressions have captured attention and are likely to yield business results.

    Lumen Research CEO Mike Follett said, “We are excited about the evolution of our partnership with IAS and how we are offering advertisers a transparent and more accurate picture of attention, by bringing our cutting-edge eye-tracking data to IAS’s attention model, advertisers have access to the most robust predictive attention models at scale.”

    For more information, visit https://integralads.com/solutions/attention/ or read the recent report, The Attention Payoff.

  • IAS expands total media quality product to YouTube Shorts

    IAS expands total media quality product to YouTube Shorts

    Mumbai: Integral Ad Science (Nasdaq: IAS) a global media measurement and optimization platform announced an expansion of its measurement capabilities on YouTube. IAS will now offer its industry brand safety and suitability measurement product to advertisers for YouTube Shorts inventory, as part of its existing total media quality for YouTube product suite.

    YouTube Shorts is one of the short-form video platforms in the world and is growing rapidly with more than 2 billion users and over 70 billion views daily.

    IAS will now provide additional valuable third-party assurance for brands that their video ads running on YouTube Shorts are appearing in brand safe and suitable content with video-level transparency as defined by the Global Alliance for Responsible Media (GARM) framework and adjacency standards. With total media quality for YouTube, advertisers can view brand safety and suitability metrics for impressions served on YouTube shorts, in addition to viewability and invalid traffic measurement, globally across more than 30 languages.

    As part of its brand safety and suitability measurement, IAS also now offers an analytics dashboard for advertisers on YouTube to analyse brand safety and suitability trends with charts and create a custom suitability profile.

    IAS CEO Lisa Utzschneider said “Since IAS launched total media quality for YouTube earlier this year, we’ve been able to provide new levels of insight into video content for advertisers through our advanced AI-driven technology and expanded reporting capabilities, with this expansion of our measurement capabilities on YouTube, we can bring marketers the most actionable data to maximize their safety on YouTube shorts inventory – one of the fastest growing video formats in digital advertising.”

  • Disney+ Hotstar launches OTT advertising handbook

    Disney+ Hotstar launches OTT advertising handbook

    Mumbai: Disney+ Hotstar, India’s leading streaming platform, has launched a handbook for effective brand building on the platform. Titled Winning in the OTT era with Disney+ Hotstar, the handbook shares learnings based on the analysis of over 200 plus campaigns and offers a 360° view of why marketers must include OTT in their marketing strategy. The playbook has been developed in collaboration with industry experts Kantar, Neurons, Integral Ad Science, Mediasmart and Metrix Lab.  The playbook shares key media planning principles along with creative best practices for video ads to enable advertisers to make the most of their campaigns on OTT platforms, it also inspires advertisers to go beyond vanilla advertising by collaborating with the Disney+ Hotstar’s CreativeWorks team to create bespoke, contextual, impactful campaigns. It also shares insights to make the most of the connected TVs (CTV) feed as a medium to connect with their desired audiences.

    “The changing media-scape of advertising has made it imperative for brands to embrace OTT platforms. Disney+ Hotstar has continuously led the way in the ever-evolving OTT industry, constantly innovating to provide exceptional experiences for both consumers and advertisers. We are delighted to present the Winning in The OTT Era with Disney+ Hotstar playbook, that shares the recipe for success to enable advertisers harness the full potential of our platform thus maximizing impact for their campaigns. Created in collaboration with leading industry experts, the handbook offers invaluable guidance for effective media planning and brand building, enabling our advertisers to make data-driven decisions and significantly enhance advertising ROI,” said Disney Star head of network – ad sales Ajit Varghese.

    Additionally, the handbook lays down the best practices that can be deployed by brands to maximize their ROIs when advertising on Disney+ Hotstar:

    ●   Campaigns with three plus video ads were most successful in driving brand awareness, favorability, and purchase intent.

    ●   Campaigns with 20 plus second video ads delivered the highest success

    ●   Midroll campaigns supplemented with other creative formats delivered 30 per cent more success in driving brand message and purchase

    ●   Operating at a frequency of six plus increases purchase intent by 70 per cent and brand awareness by 50 per cent

    ●   Longer campaigns (>six weeks) yield higher success on upper and lower funnel metrics.

    Campaigns following these practices on Disney+ Hotstar recorded a 10 per cent higher success rate vs. industry benchmarks defined by Kantar across digital campaigns. The study also highlights how Impact advertising on the platform has delivered 100 per cent success across the funnel for sponsors and inventory buyers and outperformed industry benchmarks. The case studies recorded reveal the following:

    ●   Sponsors of Koffee With Karan Season 7 achieved 3X Uplift through in-show integration and branded vignettes, 4X brand awareness, 2.8X Online ad awareness, 3.3X message association, 2.8X brand favorability and 2.6X purchase intent.

    ●   Sponsors of Dance+ Season 6 achieved two times organic value through impact advertising on the show making it one of the most successful campaigns across the industry.

    ●   Tanishq co-creating and hosting reality series with Disney+ Hotstar CreativeWorks, The Great Indian Bride, saw the brand creatively reach out to modern brides of India and, in the process, achieve five times purchase intent and 2.3x brand awareness uplift.

  • Netflix’s Ad supported plan surges 15 million monthly active users

    Netflix’s Ad supported plan surges 15 million monthly active users

    Mumbai: Netflix’s monthly active users for the ad-supported plan stands at 15 million, Netflix’s advertising president Amy Reinhard has said in a blog, “As we continue to build and adapt our service, we’re excited about the progress we’ve made and that we now reach 15 million global monthly active users.”

    About upcoming offerings, Reinhard wrote in the blog, “Starting in Q1 2024, our advertisers globally will be able to utilize our new binge ad (wt) format that taps into the viewing behavior of watching multiple episodes in a row. After watching three consecutive episodes, members will be presented with a fourth episode ad-free. In early 2024, we will also launch the ability to showcase QR codes in advertising creative running on Netflix in the US.”

    Launched in partnership with Microsoft Advertising, Netflix has launched third-party verification with partners like Integral Ad Science and DoubleVerify globally.