Tag: Marketing

Taipei, Taiwan – Local based video marketing technology company OneAd has partnered up with global visual marketing SaaS company Wootag to scale visual marketing in Taiwan by integrating Wootag’s visual interactivity solution into OneAd’s in-stream advertising platform SuperView.

Through the partnership, advertisers will be able to drive more interactive and in-visual engagement from understanding audience’s preference, developing actionable insights to increase the conversion rate through in-stream advertising.

By using Wootag’s technology, in-video interactions can be generated at various points of the video without leaving the video ad, including purchases, sign-ups, participation in polls, receive promotions, view product catalogues, make bookings, view store locations, among others.

Li Suzhen, CEO at OneAD, said, “Consumers’ reading habits have changed from articles to short posts, then to visuals and videos, and now short-form videos within 15 seconds are popular; this trend shows that brands need to have more sophisticated interactive participation capabilities. Only in this way can we bridge the gap between discovery and purchase to deliver a seamless and personalised experience that exceeds customer expectations.”

Suzhen added, “OneAD’s partnership with Wootag is an important step to unlock further potential of In-stream advertising, providing advertisers with a more complete high-engagement advertising solution.”

Meanwhile, Raj Sunder, CEO at Wootag, commented, “Wootag is committed to empower brands in utilising the power of human curiosity to integrate interactive elements, insight and understanding of audience behaviour into its videos. Working with a forward-thinking company like OneAd, brands can leverage our solution through OneAD’s platform to engage with customers, collecting valuable audience behaviour data from multiple perspectives to generate unique insights for the brand. We’re looking forward to boosting our growth in Taiwan with OneAd on in-stream advertising.”

India – Creative agency Wunderman Thompson Kolkata launches ‘#ItsOurNature’ film for Tata Tiscon, a GreenPro certified rebar brand, encourages people to act responsibly on World Environment Day.

According to Wunder Thompson Kolkata, enough and more has already been said about climate emergency and the need to adopt ways and means to reduce our impact on the environment. However, it’s not yet enough to trigger the world into action. The vast majority doesn’t yet see the need to adopt sustainable lifestyles. Therefore, despite all the climate talks by world leaders, rampant malpractices continue across the globe. 

‘#ItsOurNature’ is a digital film conceptualised by Wunderman Thompson Kolkata that was released on World Environment Day to get people to act responsibly towards their environment. The campaign has been rolled out under the Tata Tiscon Go Green, the sustainability initiative by the brand. 

Commenting on the brand’s new content, Satyajit Maity, chief of marketing and sales, branded products and retail, Tata Steel, said, “Tata Tiscon is not just India’s largest home building brand, it is India’s 1st rebar brand to receive GreenPro certification. It’s our nature to care for the environment through our processes, products and communications. We are also dedicated to promote this message across the value chain and stakeholders we touch upon.”

Meanwhile, T. V. Srinivas Shenoy, chief commercial officer, long products, Tata Steel, “At Tata Steel, we are going to great lengths to ensure sustainability of our products. We have taken special care to reduce water usage and energy consumption. We are also managing our wastes better and depending more and more on renewable energy. Sustainability is not adestination. It’s a journey and we are at it every day.” 

Commenting on the campaign, Arjun Mukherjee, VP & senior ECD, Wunderman Thompson, Kolkata, said, “As a species, we humans have cared and nurtured ourselves for thousands of years against all kinds of hostilities and today we rule the Earth. But now is the time to see the environment threat as real and once again do whatever it takes to ensure our own survival.” 

Moreover, Vijay Jacob Parakkal, senior VP & managing partner, Wunderman Thompson Kolkata, said, “The World Environment Day is a wake-up call for us to cherish nature and care for it because that is the only way we can live sustainably. We at Wunderman Thompson Kolkata are proud to partner with Tata Steel to create this very relevant film for World Environment Day, for brand Tata Tiscon. The film portrays the harmony of nature with a gentle reminder to do our bit, lest we forget.” 

The film is the centrepiece of a larger campaign, #ItsOurNature, rolled out digitally to engage thousands of Tata Tiscon channels partners and customers across India.

Australia – Australia’s free TV Freeview has launched a new on-air awareness campaign across Australia’s free-to-air networks ABC, SBS, the Seven Network, Nine Network & Network 10 to reintroduce Australian viewers to the array of free premium content available on their connected TVs via Freeview.

https://www.youtube.com/watch?v=sibSxU_tbPI&list=PLzoqwK06lee_CqFFApRJH0Do8wgDLf8Gl

Freeview offers over 30 channels and over 50,000 episodes of local & international content for free with no charges and fees. The TV operator spotlights its comprehensive Freeview search function that makes content easier to discover as viewers can actively search for content across all Australian free-to-air channels including ABC iview, SBS On Demand, 7plus, 9Now, and 10 play. 

In addition, Freeview has also announced Jamie Zarzycki as the new head of marketing & insights for Freeview Australia with immediate effect.

Jamie Zarzycki is the new head of marketing & insights for Freeview

Zarzycki is a marketing professional with over 20 years experience in entertainment & media marketing including time at FOX International Channels, FOX Network Group, XYZ Entertainment, EMI & Virgin.

Zarzycki said of the new role, “I’m excited by the opportunity to work alongside the Freeview team & our channel stakeholders to reengage Australian audiences with what is an incredibly strong content offering, built on a world-class platform. I’m positive most Australians will be delighted to discover the depth & breadth of free premium content currently on offer directly via their connected TV screens.”

General Manager of Freeview Australia Dean Dezius commented, “Since launching our new integrated HbbTV platform in April last year, Freeview has seen enviable growth in user engagement & usage, and we look forward to increasing those metrics as Australian audiences discover the world-class content offering provided by Australia’s free-to-air broadcasters.”

Dezius adds, “More than (17 million) Australians watch FTA television every week, and broadcast video on demand (BVOD) services from the likes of ABC iview, SBS On Demand, 7plus, 9Now & 10Play enjoying a (38% increase YoY), we have an insatiable appetite for great content that Freeview can go a long way to satisfying. Bringing Jamie on board to the Freeview team has had immediate effect and we welcome his energy, ideas and thinking on how we can bring the brand to life in the short & long term and this latest campaign is just beginning”.

New York, USA – Report uncovers how false information affects the digital advertising industry, according to the ‘Misinformation & Media Quality’ report from Integral Ad Science. 

The report of digital media experts explores the challenges that misleading content poses for media strategies, as well as what actions advertisers are taking to protect their campaigns against these growing threats.

The majority of experts agree that the spread of misinformation has been fueled by recent global developments. Media experts surveyed reported that the volume of misinformation has increased due to political polarisation with 76%, recent geopolitical developments with 68%, and the ongoing COVID-19 pandemic with 62%.

Tony Marlow, CMO, IAS, said, “As we continue to classify sources of misinformation, our report illustrates the heightened need to focus on controlling advertisers’ contextual adjacencies, including the implementation of suitability frameworks that specifically address false or misleading content.” 

According to Marlow, the research reveals how industry leaders are grappling with misleading content and what actions they are, or aren’t, taking to protect both current and future campaigns.

IAS, in partnership with YouGov, surveyed over 500 digital media experts from brands, agencies, publishers and ad tech providers to examine perspectives surrounding misinformation, disinformation, and fake news.

A vast majority of media experts agree misinformation should be actively avoided, but few say their organisations have clear guidelines.73% of media experts agree that ad buyers and sellers must actively avoid misinformation, disinformation, and fake news. However, less than half or 47% of those media experts reported that their organisations have clear guidelines regarding advertising alongside misinformation.

Recent global events have fueled the threat of misinformation, disinformation, and fake news content. As ad spending continues to grow, total media ad spend is expected to approach $350 billion in 2022, making media quality assurance ever-present as buyers and sellers seek to minimise known and emerging threats. The Global Disinformation Index (GDI) estimates that advertisers unwittingly provide at least $235m to global disinformation sites, on an annual basis.

A large number of industry experts report high levels of concern regarding media threats. As ad spending grows, media quality threats will remain top of mind, with 84% of experts reporting high levels of concern about at least one threat. A majority of these industry experts flag content-spreading misinformation, disinformation, and fake news as the most concerning media quality threats, with 63% reporting high levels of concern. 

In such an event, impact on company reputation and consumer distrust are of greater concern than campaign ROI. Around disinformation, 42% of experts conveyed concern about the impact on their company’s reputation or consumer distrust in legitimate content and advertising, whereas 29% cited concern over reduced audience reach and only 22% around lost media budget/revenue.

Though digital media experts agree that the spread of misinformation is the most concerning media quality threat, apprehension persists around ad fraud, adjacencies next to questionable content, and low viewability for more than half of respondents, according to the report.

Auburn Hills, Michigan, USA – Automotive brand Jeep and Universal Pictures team up to launch Universal and Amblin Entertainment’s new ‘Jurassic World Dominion’ film. 

The one-minute Jeep brand commercial shows a Jeep Wrangler 4xe owner finding a newly hatched Carnotaurus in his own yard and deciding to faithfully take care of it. The baby Carnotaurus was created specifically for the Jeep brand spot. It has not been seen as an infant in any previous Jurassic film.

Olivier Francois, global chief marketing officer, Stellantis, said, “Almost 30 years ago, moviegoers saw Dr. Ian Malcom escape danger from dinosaurs in the original ‘Jurassic Park’ film while riding in the back seat of a 1992 Jeep Wrangler.”

“We paid homage to that iconic scene in the Jeep brand’s 2018 Big Game commercial, which then featured the new Jeep Wrangler, as the next extension of our relationship with Universal Pictures,” said Francois, commenting on how Jeep Wrangler paved the way in establishing the relationship between the brand and Universal Pictures.

“Here we are now in 2022, and we continue to see the evolution of the Jeep brand around the world with electric plug-ins, including the Jeep Wrangler 4xe and Grand Cherokee 4xe, which are quite literally charged for any adventure, this time with a four-legged passenger of a different kind riding along in the front seat,” added Francois.

https://www.youtube.com/watch?v=R968vVk4ONA

Christian Meunier, Jeep brand CEO, commented, “The Jeep brand has substantially expanded in the three decades since the first appearance of the Wrangler in the original ‘Jurassic Park’ film.” 

“The ‘Jurassic’ film series is known for its epic scope and thrilling action and ‘Jurassic World Dominion’ is taking audiences on an adventure where no ‘Jurassic’ film has gone before,” said David K. O’Connor, president, franchise management, brand management and global partnerships for Universal Pictures.

“The Jeep brand has been driving our audiences on unimaginable adventures, on-screen and off, since the first film in 1993 and we’re thrilled to share the road with them, this time and every time,” added O’Connor.

In addition to the television and social media content, the Jeep brand is offering its Jeep Wave members the opportunity to see the film at drive-in events in cities around the U.S. on June 8, including Detroit, Chicago, New York, Miami, Los Angeles, and on June 9 in Warwick, New Jersey. Jeep Wave is a premium owner-loyalty program filled with exciting benefits and perks of being a Jeep SUV owner.

The Jeep Wrangler, the Jeep Gladiator and a vintage Grand Wagoneer can be seen in the “Jurassic World Dominion” film. The video was directed by Mimi Cave with the production company Reverie Content. The Jeep brand campaign was created in partnership with Chicago-based advertising agency, Highdive agency.

The Jeep brand’s global campaign will run in markets around the world, including in North America, Europe, Middle East and Asia Pacific.

Hainan, China – Japan-based beauty brand SK-II launches ‘House of Miracles’, an interactive social retail pop up store in Hainan where shoppers are granted the opportunity to learn more about their skin, receive customised products, and also have the opportunity to personalise its entire storefront design with a gamified experience on Wechat.

The SK-II House of Miracles pop-up store in Hainan is part of the brand’s ongoing foray into retail innovation and a global transformation to connect with a new generation of consumers who are yearning for more meaningful experiences with the brands they know and trust.

SK-II’s House of Miracles is full of unique personalised experiences from start to finish. According to SK-II, shoppers will be introduced to the Miracle Generator where shoppers are encouraged to download the store’s Wechat Mini Program digital companion, a miracle generator that gamifies the shopping experience. Shoppers collect and grow Miracles in Wechat as they shop throughout the store and customise their Miracle as they wait in line to check out.

Shoppers can also enjoy a personalised skin analysis with SK-II’s latest contactless skincare counselling innovation, the Mini Magic Scan. SK-II’s Mini Magic Scan is an AI-enabled skin analysis tool that allows visitors to gain understanding of their skin strengths and potential, unlock their skin age as well as receive personalised skin analysis and personalised product recommendations.

Shoppers can learn about PITERA™ and SK-II products in a whole new way by discovering the content with intuitive eye-tracking technology. By simply looking at a product on the wall, they can embark on a personal skincare learning journey about PITERA™ and key information and benefits about SK-II’s core products.

Shoppers also get to experience the Miracles Tester Bar which is the first thing shoppers encounter when they enter the gorgeous ode to PITERA™, the Miracle Chandelier. Every time a shopper picks up a bottle of iconic PITERA™ Essence it triggers a delightful celebration of light from the Chandelier.

Moreover, when shoppers check out, they will be invited to scan their customised ‘Miracles’ to broadcast it on the store’s interactive digital store skin which is made out of floor to ceiling edge-to-edge LED screens. This allows them to personalise the store façade with their very own created Miracles in a visually impactful display.

SK-II has launched several pop-up Stores in Hainan, Tokyo, Shanghai, Singapore, and even in the Consumer Electronics Show (CES) and China International Import Expo (CIIE). 

Through creating immersive, unique and personalised skincare experiences, SK-II hopes to make her shopping experience and journey even more meaningful and relevant by allowing to browse, shop and learn about her skin at her own pace and on her own terms, in a safe, yet engaging way.

The SK-II House of Miracles pop up store is located in the HaiTang Bay Duty Free Shopping Centre and Haikou Mova Mall by China Duty Free Group (CDFG) and will be open for a limited time only from 1 to 29 June 2022.

New York, USA – Digital advertising technical standards-setting body IAB Tech Lab, announces the launch of its new product, the Global Privacy Platform (GPP). 

GPP is a product of IAB Tech Lab’s Project Rearc initiative. It is a single protocol designed to streamline transmitting privacy, consent, and consumer choice signals from sites and apps to ad tech providers, and integrates with existing privacy signals from Europe’s Transparency & Consent Framework and the CCPA in the United States.

The GPP enables advertisers, publishers, and technology vendors in the digital advertising industry to adapt to regulatory demands across markets. It reduces the cost of managing privacy compliance and helps publishers mitigate privacy risks by providing CMPs a single framework to encode and transmit consumer privacy preferences, which they can leverage globally and across all platforms and channels. 

Anthony Katsur, CEO, IAB Tech Lab, said, “Consumer privacy is a global issue with local and regional interpretations. One-off solutions and protocols cannot solve cross-jurisdictional consumer privacy and control challenges in the advertising ecosystem.” 

According to Katsur, the GPP ensures that consumer privacy remains at the core of everything they do through a single platform.

Moreover, the GPP provides the flexibility required to support the needs of users, publishers, and advertisers for privacy and consumer consent. Publishers, advertisers, and ad service providers will benefit from the reduced cost of maintaining privacy and data protection controls for users across the regions they operate in.

Additionally, consumers will enjoy more transparency, choice, and control when it comes to their personal data. The GPP also helps ad service providers mitigate risk by reducing the fragmentation of privacy signalling, accommodating regional and international differences in privacy and data protection laws, and reducing the complexity of the consumer transparency and control signals they receive.

Commenting on the launch, Jon Mew, CEO of IAB UK, said, “It will play an instrumental role in our industry when it comes to striking a balance between privacy and sustaining an ad-supported digital media ecosystem.”

“Privacy regulations such as the GDPR, CCPA, CPRA, PIPEDA, and numerous new local privacy laws, create immense complexity and fragmentation in the market,” said Jason Raqueno, senior director, Privacy, IAB Tech Lab. 

According to Raqueno, The GPP is intended to enable participants across the advertising supply chain to navigate the complexity of numerous overlapping global privacy laws through a single platform and consent signalling protocol. “It is designed to allow adopters to respond quickly to regional changes to privacy and data protection laws at minimal cost,” added Raqueno.

Philippines – In celebration of Privacy Awareness Week, Union Bank of the Philippines (UnionBank), in partnership with the Aboitiz Equity Ventures (AEV), recently held the fourth iteration of its annual privacy and security event ‘SELYADO’ as part of efforts to promote a culture of security and privacy consciousness among Filipino individuals and organisations.

Going with the theme “Safeguarding Data and Information of Individuals, Businesses, and Communities,” this year’s SELYADO focuses on engaging micro, small, and medium enterprises (MSMEs) in relevant discussions that will help them protect their customers’ privacy and data, which is essential in today’s continuously growing digital economy.

The opening ceremony for the five-week event took place online last 18 May. The event will continue every Wednesday in the next four weeks with the following topics: ‘Data Proficiency for Beginners’ (25 May), ‘Cybersecurity for MSMEs’ (1 June), ‘Updates on DP Regulations and Data Privacy Trends’ (8 June), and ‘Empowering Your Business through Data Governance’ (15 June).

On the discourse of cybersecurity, UnionBank’s Chief Information Security Officer Joey Rufo, said, “We want to use SELYADO 4.0 to touch base with MSMEs to make them aware of how cybersecurity can be a strong value proposition for their business. How a trusted business can enable growth as consumers will only transact with organisations they can trust with their information and money.” 

“As we celebrate Privacy Awareness Week together with the National Privacy Commission, we envision inclusive digital transformation and innovation in aiding MSMEs to cater to the data and information needs of their growing sector—inclusive, because we want to empower them to know how they can protect their data and that of their customers,” said UnionBank’s Data Protection Officer and Head of Artificial Intelligence and Data Policy, Atty. Sasa Montes.

“Together with the Data Privacy Group and the Cybersecurity Team, we bring SELYADO 4.0 with the cybersecurity specialisations that we are very proud of in UnionBank,” said UnionBank’s SME and Micropreneurs Head Jaypee Soliman. 

According to Soliman, their partners are also present in the event to bring their knowledge, expertise, and even their technologies to the MSMEs. “These partnerships are very critical, because this fight cannot be handled by one, it cannot be handled by a few, it has to be all of us together learning, understanding, implementing, and even advocating for our security,” added Soliman.

UnionBank’s Head of Blockchain and API Business Group Cathy Casas was one of the speakers during the event, where she talked about the Metaverse and how the emerging idea of a fully immersive virtual world is changing how organisations think.

“We feel that from the Metaverse, especially as blockchain is embedded here, at least the concept of it, it’s not just important now but it will continue to grow in importance in the coming years,” Casas said.

Atty. Darwin Angeles, also one of the event’s speakers, talked about the importance of developing an intellectual property (IP) strategy and touched on how cybersecurity can help protect a business’ IP, which is typically what sets one apart from the competition. 

“Security infrastructure is very important because we want to protect something that’s important to us, and for a business, intellectual property, or our brand identity that gives us competitive edge, can be that crown jewel for our business for which we want to seek protection for,” Angeles said.

The third speaker, NPC Deputy Privacy Commissioner Atty. Dug Christopher Mah, did a presentation on accountable personal data management for MSMEs, which reiterated that MSMEs must strictly follow the rules set by the commission in order to ensure the privacy and security of customers.

“Data privacy and data security must be part of the core organisation and a strategic concentration for all businesses to safeguard the privacy rights of their customers, especially their data subjects,” Mah said.

In the closing remarks, Dr. David Hardoon, said, “We’re doing this to make sure that security, governance, privacy are a hygiene, and I used the word ‘hygiene’ in its utmost positive and developmental sense, that it is something that facilitates us to develop, to innovate, and build solutions that benefit us, both within the organisation, and of course our consumers.” 

According to Dr. Hardoon, this initiative is ultimately about making sure that privacy is a driver for business development, a driver for innovation, a driver for possibilities.

Hong Kong – Following the success of the previous two Impossible™ Earth Month campaigns, Impossible Foods is launching a World Environment Month campaign running from 1 to 30 June in celebration of World Environment Day on 5 June. 

According to Impossible Foods, eliminating animal agriculture is humanity’s single most powerful way to put the brakes on climate change. Using science and technology, the company creates meats made from plants with a significantly lower environmental impact. The flagship product, Impossible™ Beef Made From Plants, claims to use 87% less water, 96% less land, contributes 89% less greenhouse gas emissions, and contributes 92% less freshwater pollution than beef from cows produced in the US. 

Moreover, as Impossible Foods continues to expand its presence in the Hong Kong market, this year’s World Environment Month campaign sees exciting new partners including Beans, Kam Kee Catering Co. Ltd., as well as Sweet Bandott and Knockbox Coffee etc. Diners will get to try a range of creative dishes using Impossible meat products.

Throughout the campaign this month, each dish ordered in restaurants and each product purchased in supermarkets will go towards a tree-planting program with non-profit organisation One Tree Planted. 

Consumers can also take part in the campaign at the comfort of their own home by purchasing Impossible Beef retail packs and Fresh To Go’s ready-to-cook meals.

At the end of the month, Impossible Foods will announce the aggregate environmental benefits throughout the month, as well as the number of trees planted as a result of consumers choosing Impossible™ products over meat from animals.

Québec, Canada – Out-of-home (OOH) ad tech company Broadsign rebrands Campsite DOOH demand-side platform (DSP) as Broadsign Ads, extends platform to support new regional markets. 

The pDOOH-specialty demand side platform (DSP) helps agencies and brands plan and execute impactful DOOH campaigns with a streamlined workflow that resembles online and mobile DSPs. 

Broadsign has been working with a number of early adopter agencies and brands throughout the U.S. and Australia to launch campaigns via Broadsign Ads in each market. With the Broadsign Ads rebrand and geographic expansion, media buyers in the U.S. and Australia can now access the platform’s intuitive, powerful campaign workflows, which helped pave the way for pDOOH in Canada. Platform advantages include: 

John Dolan, VP and global head of Media Sales at Broadsign, said, “Between increasing consumer screen fatigue and the target on the cookie’s back, DOOH is approaching a new era of growth. Broadsign fAds makes DOOH ad buying more transparent and as accessible as online and mobile. It combines the core functionality of Campsite with Broadsign best practices and technology.” 

Moreover, Dolan shares that the rebrand of Broadsign Ads and its expansion into the U.S. and Australia represents a crucial next step in DOOH’s evolution, enabling new and seasoned digital marketing agencies, brands, and local businesses to realise the full potential of OOH.