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Most valuable global brands 2024 Source: Kantar

Dove has always been a pioneer in redefining beauty standards, and their latest campaign is no exception. As we approach a future where 90% of online content could be generated by AI by 2025, Dove reinforces its commitment to celebrating Real Beauty. In honor of the 20th anniversary of their iconic “Real Beauty” campaign, Dove is once again leading the way in ensuring that all beauty is genuine and inclusive. This initiative couldn't be more timely and significant. Watch their powerful video here: https://lnkd.in/duFezhvB #Dove #RealBeauty #AI #Inclusivity #BeautyStandards

If you want to understand what are Attention metrics, how they are calculated , and how they influence campaign results, read below ⬇ 🔹 What are Attention Metrics? Attention metrics (or AU- Attention Unit), measure the probability that a media placement will capture and retain viewer attention. Unlike traditional metrics, AU is derived from a machine-learning model that processes full-funnel outcome data, exposure data, and eye-tracking data. This comprehensive approach provides a nuanced measure of media quality. 🔹 How are Attention Metrics Calculated? -Exposure Data: Tracks how often an ad is served and its duration in the viewer's viewport. -Eye-Tracking Data: Measures where and for how long a viewer’s gaze lingers on the ad. -Full-Funnel Outcomes: Integrates data on consumer actions such as brand awareness, recall, and conversions. 🔹 Influence on Campaign Success Attention metrics have proven to be more predictive of advertising success than traditional metrics. Key findings include: -Higher Conversions: High-AU media placements drive significantly higher conversion rates. For instance, high-AU placements can lead to up to 398% better performance in sales conversions for OLV media compared to baseline placements . -Enhanced Brand Metrics: Media with higher AU scores have shown to improve unaided awareness by 53%, familiarity by 53%, and purchase intent by 108% . -Cost Efficiency: High-quality media can also reduce costs. For example, shifting to high-AU placements can result in a 69% lower cost per conversion #DigitalMarketing #AttentionMetrics #MediaOptimization

"Attention Time" Key takeaways extracted from Playground XYZ's recent whitepaper: 🔹 Attention Time Outperforms Viewability: Traditionally, viewability (at least 50% of an ad's pixels in view for one continuous second) has been the standard metric. However, the study shows that attention time (the duration users actually look at an ad) is 7.5 times more predictive for brand awareness and 5.9 times for brand recall. 🔹 Increased Brand Awareness and Recall: Campaigns with any attention time saw an average 25% increase in brand awareness and a 79% increase in brand recall, with individual campaigns achieving up to 117% and 147% increases, respectively. 🔹 Duration of Attention Time: Each additional second of attention increased the likelihood of improving brand awareness by 11% and recall by 7%. This highlights the importance of not just being seen, but actually being observed. These insights push us to redefine our advertising strategies. It's not just about ads being viewable, but about capturing and holding consumer gaze. Source: "Attention Time: Redefining How Marketers Measure and Optimize Ads in Real Time," Playground XYZ. #DigitalMarketing #ConsumerAttention #AttentionTime #AdOptimization #EffectiveAdvertising #MarketingInsights

📺 Content Signal Transparency 📺 One of the key challenges in programmatic TV is ensuring transparency about the context in which ads appear. This is crucial for media buyers who need to understand exactly what channel, genre, or show they are buying into to reach their intended audience effectively. 🌐 The Importance of Contextual Data in Streaming TV Unlike in traditional web and mobile environments where URLs and app bundles provide clear content signals, streaming TV lacks these direct indicators. This can lead to under-bidding due to uncertainty about the content's relevance or desirability. For example, a buyer might trust a popular app like Pluto TV but without specific content signals, might not bid aggressively for premium content that could actually be more valuable. 🔍 How Content Signals Enhance Programmatic Streaming To bridge this gap, the industry has leveraged the IAB’s OpenRTB protocol, particularly with the introduction of version 2.6, which includes the content object for sharing detailed media information. This standard allows media owners to signal key content details within each bid request: Genre, Livestream status,Content rating, Language, Channel, Network and Show-level data (including series name, season, and episode) These signals enable buyers to make more informed decisions, ensuring ads are placed in suitable and effective contexts—like ensuring an ad for unlimited salad appears during a cooking show about salads, enhancing relevance and impact. 🚀 Challenges and Opportunities While the technology and standards for sharing content signals are in place, widespread adoption across the supply chain is necessary to realize their full potential. Media owners have the flexibility to share varying degrees of transparency, from broad genre categories to specific show details, influencing how inventory is valued and transacted. 📊 Normalizing Content Information Consistency in how content information is categorized and described across different media owners remains a challenge. For instance, one media owner might categorize a cooking show under "Food & Drink" while another might use "Cooking." Such discrepancies can complicate targeting and valuation efforts. ✨ Conclusion Enhancing content signal transparency in streaming TV will not only align it more closely with the clarity seen in linear TV but also empower marketers to invest more confidently. This transparency leads to better-targeted campaigns, optimized ad spend, and ultimately, a more engaged audience. #programmatic #CTV #digitaladvertising

🌐 Enhancing Transparency in Streaming TV with App-ads.txt 🌐 Today we focus on a crucial standard that is reshaping transparency and security in the industry: app-ads.txt. 📋 What is App-ads.txt? Developed by the IAB Tech Lab, app-ads.txt is part of the Authorized Digital Sellers standards, enabling media owners to publicly declare who is authorized to sell their inventory. This initiative is key to prevent ad fraud, such as spoofing and unauthorized reselling, thus protecting the value of media inventory and ensuring that buyers can transact through verified channels. 🔍 The Role of App-ads.txt in Streaming TV While app-ads.txt has been instrumental in web and mobile environments, its implementation in streaming TV introduces added complexity due to the diverse ways content is distributed: -Media companies might distribute through owned apps or license content to other platforms like device manufacturers or third-party streaming services. -Distribution agreements often grant a portion of ad inventory rights to various apps or devices, making them authorized sellers. 🚀 Growing Importance of Compliance As streaming TV attracts more advertising spend, the adoption and correct implementation of app-ads.txt are rapidly becoming more critical. Incorrect entries or missing app-ads.txt files can lead to significant revenue losses, as buyers prefer to avoid bidding on unauthorized supply. Properly implemented app-ads.txt files have shown to yield over three times the revenue per thousand impressions (RPM) compared to unauthorized ones. 🛠️ How App-ads.txt Works in Practice: -Content owners host an app-ads.txt file listing all authorized sellers. -Distributors selling inventory must align their app-ads.txt to reflect these permissions, often complicated by shared inventory agreements. -The "inventorypartnerdomain" variable introduced by the IAB Tech Lab helps represent authorized sellers in these complex scenarios, ensuring that both content owners and distributors can transparently declare their legitimate ad sales partners 🌟 Ensuring a Secure Supply Chain Content owners and distributors need tight communication and cooperation to ensure a secure programmatic supply chain. Both parties must accurately represent authorized sellers in their app-ads.txt files, a practice that becomes increasingly vital as the streaming market grows and the stakes get higher. ✨ The Future of Streaming TV Advertising As market budgets increase and expectations for transparency rise, ensuring compliance with app-ads.txt standards is no longer just best practice—it's essential for participation in the programmatic streaming market. This transparency not only fosters trust but also enhances the overall health and scalability of the streaming advertising ecosystem.