Advertisers can now optimize OOH placements through the new billups Analytics™ Attention Dashboard and creative optimization features

Billups, a leader in independent Out-of-Home (OOH) managed services, has announced the launch of contextual and creative attention metrics designed to enhance the effectiveness of OOH media. This new offering captures the ability of traditional and digital OOH units to stand out in their environments, providing marketers with actionable insights to inform their site and creative selections for omnichannel campaigns.

• Introducing the Billups Analytics™ Attention Dashboard:

  • The AI-based Billups Analytics™ Attention Dashboard is a privacy-compliant platform that evaluates the quality of OOH impressions. It adjusts for site-specific features that impact a viewer's ability to see and recall advertisements.
  • This comprehensive platform provides metrics such as reach, frequency, audience demographics, and dwell-time analysis, estimating how quickly a person or vehicle is moving or resting near the OOH unit. The attention score derived from these metrics indicates how effectively a board captures attention compared to others in the market.

• How Attention Metrics Work:

  • By analyzing environmental and contextual conditions, the attention metrics provide a clear picture of each unit’s performance. Lower percentages indicate normal performance, while higher percentages signify exceptional attention-grabbing opportunities.
  • Billups' creative optimization tool goes a step further by employing image analysis to assess how visual information distribution impacts attention. Using their proprietary AI-based SSI model, it provides visual insights on which parts of an advertisement are most likely to attract viewer attention.

• Case Study: Cognitiv’s Successful Campaign:

  • A recent campaign for Cognitiv, utilizing the Billups Analytics™ platform, achieved an impressive average attention score of 44%, categorized as “exceptional” among OOH inventory.
  • Two units scored exceptionally high at 99% and 97%, with dwell times over three times the campaign average. Cognitiv plans to increase frequency for these top-performing units in future campaigns, optimizing overall effectiveness.
  • “The ability to collect attention insights on our branding investment changes how we think about branding,” said Justine Frostad, SVP of Marketing at Cognitiv. “Our strategy, supported by high attention scores and a 650% increase in organic LinkedIn searches, has proven effective.”

• Shawn Spooner on the Importance of Attention Metrics:

  • “In a crowded media environment, advertisers need precise tools to measure and optimize their campaigns,” said Shawn Spooner, Global Chief Technology Officer at Billups. “The Billups Analytics™ Attention Dashboard combines proprietary methodologies with established OOH space-measurement standards, harnessing patented machine learning algorithms and computer vision to assess how effectively a unit captures and retains viewer attention.”

• Availability and Future Rollouts:

  • The Billups Analytics™ Attention Dashboard is currently available in beta to Billups clients, partners, agencies, brands, and OOH media owners across the US and Europe. Plans for rollouts to Canada and parts of the Asia-Pacific region are set for Q4 of this year.

With the introduction of contextual and creative attention metrics, Billups is setting a new standard for OOH advertising measurement. By utilizing advanced AI technologies and providing actionable insights, Billups is enabling marketers to optimize their campaigns effectively and ensure their OOH investments yield measurable results.

Robert Bradley jumps on board the future of advertising

UK-based Alkimi, recognized as the world's first decentralized ad exchange, has announced the appointment of Robert Bradley as its Non-Executive Director. With over 20 years of experience in the media industry, Bradley is poised to enhance Alkimi's platform by driving innovation and commercial strategy.

• Robert Bradley's Expertise:

  • Bradley's extensive career includes key roles at News Corp, IDG, and CNN International Commercial (CNNIC). As the Senior VP at CNNIC / Warner Bros. Discovery, Inc., he leads commercial digital transformation and revenue growth across significant digital assets.
  • His role involves managing strategic partnerships across the APAC, LATAM, and EMEA regions, along with experience in multi-platform brand partnerships and ad sales. This breadth of knowledge positions him uniquely to guide Alkimi through its next growth phase.

• Alkimi's Vision and Goals:

  • "Robert's unparalleled expertise in the media sector, particularly in digital strategy and revenue growth, aligns perfectly with Alkimi's vision of disrupting traditional advertising," said Ben Putley, CEO & Co-Founder of Alkimi.
  • Alkimi aims to enhance transparency in the advertising industry by reducing fees while gaining efficiency and striving towards net-zero emissions. Bradley's appointment is expected to propel these goals forward.

• Bradley's Commitment to Transparency:

  • Having observed Alkimi’s growth and commitment to transparency and low fees, Bradley expressed enthusiasm for joining a team that is at the forefront of revolutionizing brand-audience connections. “I look forward to contributing to the company's strategic direction and helping it achieve its ambitious goals,” he stated.

• Impact on Decentralized Advertising:

  • Bradley's extensive experience in AdTech and programmatic advertising equips him with unique insights that will benefit Alkimi as it expands its offerings. His leadership is expected to solidify the company’s position as a trailblazer in decentralized ad technology.

• Upcoming Engagement:

  • Bradley will make his first live panel appearance with Alkimi at Zebu Live in October, where he will share insights on the future of advertising technology and the importance of transparency in the industry.

With the appointment of Robert Bradley as Non-Executive Director, Alkimi is well-positioned to leverage his extensive experience and strategic vision to disrupt the traditional advertising landscape. As the company continues to scale and innovate, Bradley's insights will be invaluable in achieving its mission of creating a more transparent and efficient advertising ecosystem.

98% of marketers and agencies face data challenges, according to Lotame | Cint’s new global study, likely prompting widespread adoption of collaboration tools for solutions

Lotame, a global leader in customer data technology, has announced the release of its report titled “The State of Data Collaboration: A Global Perspective,” conducted by Cint. The survey, which included over 1,200 marketers and agency professionals from North America, the UK, Mexico, Brazil, Singapore, and Australia, sheds light on how the industry is adapting to the evolving data landscape.

• Key Trends in Data Collaboration:

  • The report indicates a growing reliance on data collaboration platforms, with 71% of marketers and 64% of agencies already utilizing them. This trend is set to continue, reflecting a shift towards more collaborative and flexible data technologies.
  • The top benefits identified by users of these platforms include audience targeting (44%), enhanced personalization (42%), and expanded reach (41%).

• Challenges in Data Management:

  • Despite the positive trends, marketers face significant challenges in unifying, managing, and activating digital marketing data. A staggering 98% of respondents reported encountering barriers, such as difficulty in finding quality partners and limitations with first-party data.
  • These challenges highlight the critical need for innovative solutions to streamline data processes and improve overall marketing effectiveness.

• Programmatic Spending Declines:

  • The report notes a concerning trend in programmatic spending, with 55% of marketers anticipating budget reductions in this area. This decline may impact how brands engage with their audiences and leverage data for effective targeting.

• Future Investments in Technology:

  • Looking ahead, 62% of marketers and agencies plan to adopt data collaboration platforms within the next six months to a year, indicating a strong commitment to technological investments that can address current challenges.
  • Additionally, 61% of agencies are focusing on data enrichment to enhance first-party data, while 52% of marketers are leveraging AI technologies.

• Expert Insights:

  • “The landscape is undergoing yet another significant transformation,” says Andy Monfried, CEO of Lotame. “Marketers are recognizing the barriers to engaging prospects amid an addressability gap and are embracing a collaborative approach to data.”
  • Laura Manning, SVP of Measurement at Cint, adds, “The findings reveal a range of strategies being adopted... As the industry continues to evolve, we see a growing emphasis on innovative solutions to enhance audience targeting, personalization, and overall data orchestration.”

Lotame's report underscores the critical role of data collaboration in navigating the challenges of the modern marketing landscape. As marketers and agencies continue to adapt to evolving technologies and consumer expectations, collaborative approaches will be essential for enhancing audience engagement and driving successful outcomes.

Sprinklr, the unified customer experience management (Unified-CXM) platform designed for modern enterprises, has announced the launch of a local data hosting solution in Switzerland on Microsoft Azure. This initiative allows Sprinklr customers to host their data in Switzerland, aligning with regional security and governance requirements.

• Commitment to Regional Data Security:

  • “Sprinklr customers now have an option to host data in Switzerland to support certain security and governance requirements in the region,” stated Michael Maas, Sprinklr's Senior Vice President of Europe. This move reflects Sprinklr's dedication to investing in the region while empowering customers to revolutionize their customer experience using Sprinklr’s AI-powered platform.

• Expansion in the DACH Region:

  • Sprinklr is actively expanding its presence in the DACH region (Germany, Austria, and Switzerland) and across Europe, catering to leading brands in various sectors, including telecommunications, retail, financial services, and travel & hospitality. This local hosting solution is a critical step in Sprinklr’s growth trajectory and supports its broader objectives for enterprise governance, data security, and compliance.

• Collaboration with Microsoft:

  • The partnership with Microsoft Azure for Swiss data hosting is significant for Sprinklr, providing enhanced data security and compliance measures. By leveraging Azure’s infrastructure, Sprinklr ensures that its customers can meet regional data protection regulations effectively.

• Global Support and Resources:

  • As with all of Sprinklr’s data hosting locations, the Swiss data hosting solution will be supported by Sprinklr’s global support teams, technical resources, and sub-processors. This ensures that customers receive comprehensive support regardless of their chosen hosting location.

The launch of the local data hosting solution in Switzerland is a testament to Sprinklr's commitment to enhancing customer experience through robust security measures and compliance. By providing this option, Sprinklr not only strengthens its foothold in the European market but also reinforces its dedication to supporting enterprises in their digital transformation journeys.

As generative AI usage becomes more widespread, two-thirds of respondents expressed concern about AI systems collecting their data

OpenText™ has released the results of Webroot's 2024 GenAI Consumer Trends and Privacy Report, revealing that 39% of U.S. consumers use generative AI at least weekly. Despite this growing reliance on AI, significant privacy concerns persist, particularly among parents. The survey indicates that while many consumers are taking steps to protect their personal information, only 27% utilize privacy tools and settings to safeguard workplace information when using generative AI.

• The Rise of Generative AI:

  • The survey, conducted among over 1,000 U.S. consumers, indicates a marked increase in the use of generative AI, with 39% using it at least weekly and nearly 46% using it regularly. The report highlights that 62% of respondents favor text generation tools like ChatGPT as their most frequently used AI tool.

• Demographics of AI Usage:

  • Generative AI usage varies across age groups. Only 22% of respondents aged 20-30 and 25% of those aged 31-40 reported never having used generative AI, compared to 41% of respondents aged 41-50. Looking ahead, 56% expect to increase their AI usage in the next year.

• Privacy Concerns Among Consumers:

  • Privacy issues remain a significant concern, with 90% of respondents expressing worry or neutrality regarding AI systems collecting their data. Two-thirds of those surveyed are particularly concerned about privacy implications.

• Underutilization of Privacy Tools:

  • While 43% of respondents have taken steps to use privacy tools and settings for personal data protection when using generative AI, only 27% of employed respondents apply these measures to protect workplace information. The most popular privacy tools used at work include password managers (64%), antivirus software (63%), VPNs (62%), ad blockers (61%), and identity theft protection (57%).

• Parental Concerns Over Children’s AI Use:

  • Parents are notably concerned about their children's use of generative AI tools, with 77% expressing worry over privacy issues. Of those, 49% are very concerned, and 52% actively monitor their children's activities online.

• Generative AI vs. Video Games:

  • The report reveals that generative AI is becoming a significant concern for parents, surpassing concerns about video game use. 85% of parents expressed equal or greater concern about generative AI collecting and using their children's personal data compared to video games.

As generative AI becomes increasingly integrated into daily life, the findings of the 2024 GenAI Consumer Trends and Privacy Report highlight the need for consumers to be informed about privacy implications. OpenText emphasizes the importance of straightforward privacy and security solutions to ensure that consumers can safely utilize generative AI technologies.

Quality Attention™ Provides Publishers and SSPs with Actionable Attention Metrics that Enable a Greater Demonstration of Value to Advertisers

Integral Ad Science, a leading global media measurement and optimization platform, has announced the launch of its Quality Attention™ measurement product for publishers and sell-side platforms (SSPs). This enhancement empowers publishers with actionable insights on their inventory, enabling improved yield optimization and the creation of new revenue opportunities.

• Enhanced Quality Attention Metrics:

  • The new metrics and scores, previously exclusive to advertisers, allow publishers and SSPs to demonstrate inventory quality effectively. This innovation enables a standardized ecosystem where both buy- and sell-side entities can transact based on attention metrics.

• Benefits for Publishers and SSPs:

  • The Quality Attention product offers several advantages:
    • Revenue Opportunity: Publishers can drive yield and maximize revenue through IAS attention scores, which correlate strongly with campaign performance. Brands that focus on these scores can achieve up to a 130% lift in conversion rates.
    • Transparency into Advertiser Performance: Enhanced visibility into how ad visibility, environment, and customer interactions impact campaign effectiveness aids publishers in understanding advertiser performance.
    • Inventory Potential: Continuous optimization of ad formats and placements is achievable using attention insights, leading to improved site experiences.
    • Unique Revenue Streams: Publishers can create new revenue streams by packaging attention data into custom segments targeting unique, highly engaged audiences.

• Utilization of Advanced Technology:

  • IAS employs advanced machine learning technology to weigh various signals—such as viewability and user interaction—into a single attention score. This results in actionable insights, enabling publishers to leverage their best-performing inventory and justify CPMs by delivering better performance.

• Industry Endorsements:

  • Jacquie Pelusi, Senior Director of Commercial Operations at Tripadvisor, expressed enthusiasm for the new capabilities: “We want to communicate the value of advertising on our site and will leverage these attention metrics to deliver enhanced value and drive impact for our advertisers.”

As publishers seek data-driven insights to attract and retain advertiser investments, IAS's Quality Attention™ measurement product stands out as a vital tool for uncovering insights that drive revenue. With the ability to create custom segments and packages, publishers can explore unique monetization opportunities and enhance their offerings in the advertising landscape.

New tools include live content creator workflow, automated tagging and advanced AI sentiment analysis

PhotoShelter, a leader in digital asset management (DAM), has unveiled three innovative features for its social content distribution tool, Socialie. These enhancements aim to transform how teams manage and share content, especially during live events. The new features include a live creator workflow, AI recognition for identifying individuals in photos, and an advanced sentiment analysis tool.

• The Need for Instant Content Distribution:

  • Industries such as sports and education increasingly rely on real-time content distribution to engage audiences during events or games. However, the management of live content can often be tedious and time-consuming, detracting from the creative process. Socialie's latest tools leverage AI and automation to streamline these workflows, enabling teams to focus on creativity while efficiently sharing live media.

• New Features of Socialie:

  • Live Creator Workflow:
    • Content creators can now seamlessly upload mobile content to Socialie while actively covering events. Users can easily populate their media library with new contributions from remote creators, tag or title them with the publisher's name, and see them automatically distributed, ensuring timely sharing and increased engagement during live occasions.
  • PeopleID:
    • This feature allows users to instantly identify and tag individuals, players, and faces in photos. By uploading individual headshots to train the AI model, Socialie can recognize the subject, facilitating an automated workflow that sends tagged photos directly to the respective individuals.
  • Sentiment Analysis:
    • Utilizing advanced AI, this tool evaluates whether an image conveys a positive, negative, or neutral sentiment. Teams can set specific rules within Socialie to ensure that individuals only receive images that align with desired sentiment criteria, preventing potential mishaps—like sending athletes photos of themselves being tackled after a loss.

• Impact of AI on Content Distribution:

  • Kristin Adams, VP of Strategy and Market Development at PhotoShelter, emphasized the importance of their ongoing investment in AI. “These updates enhance features like facial recognition and instant distribution, ensuring that the right content reaches the right people with unmatched precision and efficiency.”

With these enhancements to Socialie, PhotoShelter is paving the way for smarter and more intuitive content distribution. By integrating AI-driven tools, teams can streamline workflows, engage their audiences effectively, and maintain a creative focus even in fast-paced environments.

The strategic partnership simplifies the onboarding process for Birdzi’s retail customers, reducing the need for extensive technical resources during integration

Birdzi, a leader in customer intelligence and engagement for the supermarket industry, has announced a strategic integration with data engineering firm Armeta Analytics. This partnership aims to streamline workflows and minimize the technological burden on Birdzi's retail customers, enhancing their experience with Birdzi's personalized marketing solutions.

• Enhancing Retail Customer Experience:

  • The integration with Armeta will facilitate a simplified onboarding process for Birdzi’s retail clients, allowing them to leverage Birdzi's advanced customer engagement tools, such as VISPER Live. By automating data management processes, this collaboration reduces the technical demands placed on retailers and grocers, making technology adoption more accessible.

• Benefits of Armeta’s Solutions:

  • According to Barry Lovalvo, CTO and founder of Armeta Analytics, the partnership aims to automate data management and simplify system upgrades, ensuring that the data infrastructure remains adaptable to the unique needs of various retailers. This means quicker access to Birdzi’s personalization capabilities with less need for extensive technical intervention.

• Streamlined Data Management:

  • As retailers onboard with both Armeta and Birdzi, Armeta will manage all aspects of data ingestion, cleansing, and validation before the data enters the Birdzi platform. This process not only enhances efficiency but also allows retailers to focus on utilizing the tools at their disposal without getting bogged down by technical challenges.

• Commitment to Accessibility:

  • Shekar Raman, CEO and co-founder of Birdzi, stated, “Armeta plays a critical role in helping Birdzi’s retail customers efficiently integrate their data with our platform.” This partnership highlights Birdzi's dedication to making their technology more user-friendly, removing friction from the integration process, and delivering quick value to their clients.

The integration between Birdzi and Armeta Analytics marks a significant advancement in making sophisticated customer engagement tools more accessible to retail customers. By simplifying the data onboarding process, Birdzi continues to enhance its commitment to providing personalized marketing solutions that drive value and engagement for supermarket retailers.