Press Release
Hearst UK commits to brand measurement with strategic partnership
The publishing giant is partnering with Brand Metrics to strengthen - and advance - its advertising measurement capabilities London, UK - 27th February 2025: Hearst UK has announced a strategic partnership with Brand Metrics, a global leader in brand lift measurement technology. The partnership marks a significant milestone in Hearst UK’s commitment to delivering enhanced advertising accountability and effectiveness to its valued advertisers and agencies. Brand Metrics’ panel-free technology will be integrated across multiple Hearst UK sites including Cosmopolitan, Good Housekeeping, Men’s Health, ELLE and Harper’s Bazaar, allowing the publisher to measure campaigns at scale and report back on the effect on four key metrics – awareness, consideration, preference and action intent. Brand Metrics CEO Anders Lithner said: “Hearst UK has many famous media brands, boasting loyal, engaged audiences. We are delighted to be partnering with them and providing them with consistent brand lift data to demonstrate to advertisers the impact of advertising in their quality media environments.” Ben Chesters, MD Clients at Hearst UK, said: “We recognise the significance of brand lift data in facilitating meaningful conversations with partners. We are excited to collaborate with Brand Metrics to scale our measurement capabilities and make campaign effectiveness an even greater part of our sales narrative.” About Hearst UK Hearst UK is home to some of the world’s best-loved and trusted brands, including Good Housekeeping, ELLE, Harper’s Bazaar, Country Living, Men’s Health, Women’s Health and Esquire. We pride ourselves on creating stories with impact, and our quality content resonates with audiences wherever they are. We circulate over 19.5 million magazines a year, reach on average 18.7 million UK digital unique users per month and have more than 32.5 million follows via our social media platforms. The longevity of our brands enables us to unlock new opportunities to deepen connections with our valued customers and clients. Hearst UK has a growing audience of members, from digital-only memberships through to top-tier propositions, including ELLE COLLECTIVE, Men’s Health Squad, Women’s Health Collective and Good Housekeeping VIP. Our marquee events include the ELLE Style Awards, Good Housekeeping Live with Country Living Christmas Market and Harper’s Bazaar Women of the Year Awards. Our state-of-the art consumer research centre in Feltham is the driving force behind the coveted Good Housekeeping Tried & Tested accreditation, which tested over 3,600 products in 2023. We also have a range of licensed brand extensions including House Beautiful sofas with DFS, Country Living kitchens with Homebase and Harper’s Bazaar wellness programmes with Cunard. About Brand Metrics Brand Metrics is a SaaS platform revolutionising campaign effectiveness measurement. Our technology seamlessly integrates with publisher tech stacks to measure digital campaign performance at scale, delivering simple, consistent brand lift data. This data enables publishers to grow their sales revenue and empowers advertisers and agencies to learn from the results and optimise future campaigns for greater effect. Brand Metrics supports campaigns as small as 50k impressions across display, video, branded content and CTV, delivering four key metrics that are benchmarked against 40k campaigns and is trusted by 60+ publishers around the world, including NYT, The Guardian and Bloomberg. For more information, visit brandmetrics.com.
advertising 27 Feb 2025
Predactiv and Circana Launch Groundbreaking In-Market Audience Segments for Enhanced Programmatic Targeting
New Partnership Combines Purchase Data with Digital Interest and Intent Data to Set a New Standard in Programmatic Targeting PALO ALTO, Calif., Feb. 26, 2025 /PRNewswire/ -- Predactiv, an innovative, AI-powered data and technology company, and Circana, LLC, a leading advisor on the complexity of consumer behavior, are proud to announce their strategic partnership and the launch of new In-Market Audiences. The audiences benefit from two unique and differentiated datasets to power the next generation of data-driven, in-market audience segments for a whole new level of campaign performance. By uniting Predactiv's comprehensive online behavior data with Circana's robust, purchase-based insights, this collaboration delivers a powerful tool for marketers seeking to optimize targeting strategies. The new in-market audience segments provide advertisers with a dynamic, dual-layered view of consumer intent—enabling them to reach potential customers at the optimal moments in their purchasing journeys. Key Benefits of Circana's New In-Market Audiences from Deterministic Data Sets Enhanced PrecisionThe integration of precise purchase data with digital behavioral signals ensures a more accurate identification of active buyers, helping brands to target audiences that are ready to convert. Improved Campaign PerformanceBy leveraging deterministic data that defines optimal moments in the purchasing journey, advertisers can fine-tune their programmatic campaigns, driving higher engagement and improved return on investment. Streamlined Audience TargetingThe new verified data simplifies the process of reaching key audiences across digital platforms, enabling marketers to leverage the combined power of unique data sources in a single audience offering. The collaboration between Predactiv and Circana marks a significant milestone in data-driven programmatic targeting, demonstrating how complementary data sources can work together to unlock actionable insights and drive performance marketing. The Predactiv Data Platform fuels the audience segments with a highly valuable predictive data set that leverages recent and frequent online activity to predict future online and offline activities, including making a purchase. In fact, Predactiv data was recently validated using credit card transaction data, which showed that Predactiv audiences reached consumers who spent between 5x and 9x more than a control group across various product categories. Anthony Psacharopoulos, SVP of Enterprise Data Sales at Predactiv, added, "Our collaboration with Circana enables us to offer a richer, more precise view of consumer intent. This innovative approach to audience targeting not only improves the ability to target in-market consumers but also sets a new standard for programmatic advertising by enabling advertisers to harness the combined power of unique datasets." Complementing this predictive online data set is Circana's powerful panel-based data, based on over 190K households that is scaled to reach up to 96% of the US. From this dataset, Circana identifies millions of qualified households that are in-market and most likely to purchase. Circana enables marketers to identify these "in-market invisibles," high-value customers that are ready to buy but otherwise hard to identify. "By combining Circana's purchase-based data with Predactiv's online behavioral insights, we are creating a new benchmark in audience targeting," said Jen Gold, SVP, Agency and Distribution Partnerships at Circana. "This partnership offers a crucial solution for long-purchase cycle products by identifying high-value buyers who are in-market and ready to buy." The launch of these new in-market audience segments signals a new era for advertisers, where data synergy and innovative partnerships drive the evolution of digital marketing strategies. By harnessing the combined power of purchase and behavior-based data, Predactiv and Circana are empowering brands to connect with consumers more effectively and efficiently than ever before. In fact, the combination of purchase data with interest and intent data will revolutionize audience targeting. About Predactiv Predactiv is a data and technology company specializing in transforming data assets through a proprietary AI-driven platform. The Predactiv Data Platform features real-time consumer insights, analytics, audience creation, and activation. The core of The Predactiv Data Platform is its proprietary real-time global digital behavioral dataset. Predactiv collects and analyzes vast amounts of online data to help businesses understand consumer intent and optimize marketing strategies. The Predactiv Data Platform emerged from the success of ShareThis, a leading data and programmatic advertising provider, recognized for pioneering the use of AI in audience and insight creation. ShareThis is now a Predactiv Company. Predactiv, and ShareThis, a Predactiv Company, are based in Palo Alto, CA. To learn more, visit www.predactiv.com. About Circana Circana, LLC is a leading advisor on the complexity of consumer behavior. Through superior technology, advanced analytics, cross-industry data, and deep expertise, we provide clarity that helps almost 7,000 of the world's leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition.Circana helps advertisers, retailers, and their agencies better plan, target, measure, and optimize their media investments across channels and industries. Our media expertise and solutions are built on one of the industry's largest, global, purchase-based data sets providing the most accurate and granular audiences, optimization, and measurement insights to deliver superior business results.
data management 26 Feb 2025
Kinetic Marketing Communications Launches to Drive Growth with Strategic Marketing Solutions
The new agency is focused on servicing mid-to-enterprise level companies with expertise in revenue-boosting marketing strategies and account-based marketing HOUSTON, Feb. 25, 2025 /PRNewswire/ -- Kinetic Marketing Communications, LLC, a women-owned marketing communications agency and on-demand marketing talent firm, announced its official launch today as a unique marketing agency that utilizes a human-forward, collaborative approach to be a natural extension of its client's internal teams. Kinetic specializes in innovative, revenue-driving marketing strategies that achieve measurable growth and contribute to bottom lines. Founded by award-winning marketing veteran Katie Gray and co-led by Partner and Principal Meagan Sweigart, the agency prioritizes delivering superior, high-quality work to mid-to-enterprise-level businesses to help identify, reach and motivate audiences. Kinetic applies decades of experience to creating award-winning B2B and B2C marketing strategies, focusing on industries such as energy, supply chain, technology, entertainment, healthcare, financial services, and consulting. Its high-performing team is committed to excellence and ensures businesses achieve meaningful connections with their audiences while staying ahead of market trends. With deep industry knowledge and dynamic thinking, Kinetic seamlessly collaborates with internal teams and aligns with business goals to achieve impactful and measurable results. "Kinetic was established to redefine what businesses expect from a marketing partner with a commitment to client success through measurable outcomes, collaborative processes and a relentless focus on driving value," said Gray, founder and principal. "Whether launching an ad campaign, developing go-to-market strategies or enhancing marketing teams with fractional expertise, Kinetic is built to drive success at every stage as a strategic partner." Kinetic specializes in multiple marketing disciplines, including integrated marketing communications for cohesive and consistent messaging across channels and digital marketing strategy to drive growth and connect with target audiences online. It also offers account-based marketing and sales enablement, delivering tailored strategies to sales teams and arming them with the tools to target and convert high-value accounts. Additionally, the agency provides content marketing and creative services to develop compelling content that stands out in today's online marketplace and effectively captures the attention of potential customers. For companies that need expert marketing talent without a full-time commitment, Kinetic has a deep bench of fractional and part-time marketing specialists to build or enhance existing marketing teams. The agency recently added Sweigart to its executive team as a principal specializing in fractional marketing consulting and leading complete workstreams and marketing teams. "Marketing is constantly evolving, and we combine out-of-the-box thinking with data-driven solutions to align our efforts with clients' business goals and enable them to stand out among competitors," said Sweigart. "We take pride in taking on high-stake projects and helping companies overcome challenges and seize new revenue growth through our superior work." To learn more about Kinetic Marketing Communications and what the agency offers, visit its website at www.kineticcomms.com. About Kinetic Marketing CommunicationsKinetic Marketing Communications, LLC, is a women-owned marketing communications agency and on-demand, contract marketing executive firm prioritizing delivering superior, high-quality work that drives results for mid-to-enterprise-level businesses. Led by a team with extensive experience executing award-winning, impactful B2B and B2C marketing strategies, Kinetic takes an objective, holistic, and collaborative approach to fully align with clients' goals and expectations as an extension of their internal teams. With expertise spanning the energy, supply chain, tech, entertainment, professional services, financial, and healthcare industries, Kinetic is uniquely positioned to propel businesses to the forefront of their industries and markets through creative, out-of-the-box thinking and a human approach to marketing. Whether developing a go-to-market strategy, launching an ad campaign, or providing fractional talent to enhance or build marketing teams, Kinetic is a partner empowering brands to capitalize on the latest marketing tactics to engage target audiences and consistently drive revenue growth. To learn more about Kinetic, our offerings, and how to engage with our team, visit kineticcomms.com or connect with us on LinkedIn at Kinetic Marketing Communications, LLC.
marketing 25 Feb 2025
Predactiv and Affinity Solutions Redefine Audience Targeting and Data Monetization with New Partnership
PALO ALTO, Calif., Feb. 25, 2025 /PRNewswire/ -- Predactiv, a leader in advanced data and technology solutions, and Affinity Solutions, the leading consumer purchase insights company, today announced a transformative partnership designed to set a new standard in audience targeting and data monetization by integrating the largest deterministic consumer purchase dataset with the most powerful AI-driven data management platform. This innovation empowers marketers to create highly targeted audience segments based on actual purchase behavior to maximize marketing impact and drive business results. Seamlessly integrating Affinity Solutions' fully permissioned data from 150 million credit and debit cards with The Predactiv Data Platform, the audiences created with real-time, granular purchase data enable precise targeting across leading programmatic platforms with unparalleled speed, empowering marketers and data providers with tools to drive better outcomes and unlock greater value from their data. "Our partnership marks a significant step forward in audience targeting and data monetization by addressing the critical operational challenges faced by data providers and marketers today," said Michael Gorman, Chief Product Officer at Predactiv. "Together, we are setting a new standard for data activation that gives marketers the precision they have been seeking to better connect with their audiences. Affinity Solutions' data scale and powerful purchase insights, combined with our technology, streamlines complex processes, simplifies data integrations, and enables cost-effective data monetization, all while improving modeling efficiency." Predactiv's role as the primary distributor of Affinity Solutions' branded Consumer Purchase Audiences has already shown to improve efficiency and speed of delivery for end customers in the initial pilot program. Advertiser adoption increased by 111% from Q3 2024 to Q4 2024, proving the value and effectiveness of this solution. This growth reflects the value of combining consumer purchase insights with AI-powered technology, enabling advertisers to reach their audiences more effectively and underscoring the impact of this collaboration on data activation and audience engagement. "Managing the vast amount of data available today and extracting actionable insights has been a significant hurdle for the industry," said Ken Barbieri, Senior Vice President of Business Development at Affinity Solutions. "However, combining our real-time deterministic consumer purchase data with Predactiv's demonstrated excellence in modeling and operational execution empowers the market with the precise targeting they need to achieve more impactful results and unlock greater value from their data." By accelerating the development of innovative data products, this partnership aims to meet the evolving market demands and provide measurable value for advertisers, agencies, and data providers, significantly advancing data-driven targeting and monetization. About Predactiv Predactiv is a data and technology company specializing in transforming data assets through a proprietary AI-driven platform. The Predactiv Data Platform features real-time consumer insights, analytics, audience creation, and activation. The core of The Predactiv Data Platform is its proprietary real-time global digital behavioral dataset. Predactiv collects and analyzes vast amounts of online data to help businesses understand consumer intent and optimize marketing strategies. The Predactiv Data Platform emerged from the success of ShareThis, a leading data and programmatic advertising provider, recognized for pioneering the use of AI in audience and insight creation. ShareThis is now a Predactiv Company. Predactiv, and ShareThis, a Predactiv Company, are based in Palo Alto, CA. To learn more, visit www.predactiv.com. About Affinity Solutions Affinity Solutions is the leading consumer purchase insights company. We provide a complete view of U.S. and U.K. consumer spending, across and between brands, via exclusive access to fully permissioned data from over 150 million debit and credit cards. Our proprietary AI technology, Comet™, transforms these purchase signals into actionable insights for business and marketing leaders to drive strategic growth and lasting customer relationships. Visit us at www.affinitysolutions.com to discover how we're shaping the future of consumer purchase insights.
data management 25 Feb 2025
Driving results: JCDecaux Mexico and VIOOH elevate the Mazda CX-70 launch through programmatic DOOH campaign
The programmatic campaign resulted in a 17% increase of traffic to Mazda dealerships in Mexico City. DOOH has rapidly emerged as one of the most dynamic advertising mediums, achieving over 20% growth for two consecutive years. London, 25 February 2025 - JCDecaux México, a subsidiary of the world’s leading outdoor advertising company, is proud to announce the results of a successful programmatic digital out of home (DOOH) campaign, executed in collaboration with VIOOH, a premium global DOOH supply-side platform (SSP), for the launch of the all-new Mazda CX-70. The campaign, aimed at promoting Mazda’s latest luxury SUV, targeted consumers aged 45 to 64, and focused on increasing foot traffic to dealerships in Mexico City. In a market as competitive as the SUV sector, Mazda set out to position the CX-70 as the ideal premium vehicle for discerning buyers. JCDecaux and VIOOH combined forces to leverage programmatic DOOH, using strategically placed billboards and high-traffic shopping malls across Mexico City. This method allowed for real-time optimization, ensuring Mazda’s message reached the right audience at the right time. By leveraging VIOOH’s advanced SSP and conducting a thorough analysis of traffic flow and audience concentration at each location, the campaign was able to determine ad placements with precision. This data-driven strategy led to a 17% increase in dealership traffic, with over 11,000 modelled visits, showcasing the power of DOOH in effectively driving store traffic and enhancing customer engagement. DOOH has rapidly emerged as one of the most dynamic advertising mediums, achieving over 20% growth for two consecutive years. This growth is expected to continue, with a projected 8.5% Compound Annual Growth Rate (CAGR) from 2023 to 2030. By 2024, the OOH market is anticipated to reach $45 billion, and DOOH is forecasted to contribute $14.2 billion USD in global sales. Not only is DOOH fuelling digital strategies, but it is also one of the few traditional media formats experiencing continuous growth alongside digital advertising. With its real-time capabilities, programmatic DOOH is playing a crucial role in helping brands like Mazda enhance their omnichannel strategies. As the global leader in outdoor advertising, JCDecaux will continue to innovate. The integration of programmatic capabilities with VIOOH since 2023 has transformed campaign delivery by utilizing real-time data and dynamic bidding. This approach effectively reaches target audiences, boosting visibility and driving store traffic, as seen with the Mazda CX-70 campaign. JCDecaux’s innovations bridge the gap between traditional and digital media, offering powerful solutions that enhance engagement and deliver measurable returns. About VIOOH VIOOH is a leading premium global digital out of home supply-side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 24 markets, with more to follow. For more information about VIOOH, please visit www.viooh.com or follow us on LinkedIn. About JCDecaux JCDecaux – a French family-owned company founded in 1964 and the No.1 outdoor advertising company worldwide – is committed to improve the quality of life for people wherever they live, work and travel by offering innovative, sustainable street furniture and services that are meeting citizens’ expectations and financed by brands and their advertisement. With a presence in more than 80 countries, JCDecaux is the only company in the world to operate exclusively in the outdoor advertising sector and to develop all of its activities: street furniture, transport advertising and billboards. For 60 years, the products and services offered to cities by JCDecaux have been considered the benchmark for quality, aesthetics and functionality. As a sustainable media in contact with more than 850 million people every day and true to its mission of improving the quality of life for all citizens, JCDecaux enhances and promotes responsible outdoor advertising and places social and environmental quality at the core of its solutions and its business. About Mazda Headquartered in Irvine, Calif., Mazda North American Operations overseas sales, marketing, parts and customer service for Mazda vehicles in the United States and Mexico through nearly 700 dealers. Operations in Mexico are controlled by Mazda Motor de Mexico in Mexico City. Mazda Motor de México began operations in October 2005 and markets the following products in Mexico: Mazda2, Mazda3, Mazda MX-5, Mazda CX-3, Mazda CX-30, Mazda CX-5, Mazda CX-50, MAzda CX-70 and Mazda CX-90 in the 80 dealers in the Mexican Republic. View: www.mazda.mx
advertising 25 Feb 2025
PostcardMania Chooses HighLevel to Power Marketing-Specialized CRM, PCM Nurture, Helping Tech-Adverse Business Owners
CLEARWATER, Fla., Feb. 24, 2025 /PRNewswire/ -- PostcardMania, the $119.1 million marketing technology firm with over 390 staff has selected software company, HighLevel, to develop and power a Customer Relationship Management (CRM) platform for small- and medium-size businesses throughout the country. This CRM, called PCM Nurture, provides a robust business and marketing management system for SMBs that organizes multiple communication channels via a single unified online dashboard, eliminating multiple inboxes and communication clutter. The true advantage to PCM Nurture though is in its marketing automation capabilities, including email, direct mail, SMS messaging, and more, utilizing PostcardMania's proven campaign formulae to close more leads and drive revenue. "It's very exciting to see a company with so much SMB Marketing Expertise like PostcardMania select HighLevel as their platform of choice to build a value packed offering and bring it to market for all of their current and future customers!" says Austin Garner, HighLevel's VP of Revenue. As a national leader in multi-channel marketing, PostcardMania's new CRM provides SMBs unique access to its custom marketing campaign templates, marketing-trained customer service representatives and results-based tactics that other CRMs can't replicate. With 27-plus years of experience under their belt, PostcardMania has a plethora of marketing expertise from serving more than 121,976 clients and delivering 361,232 marketing campaigns. This superior knowledge, based on years of tracking, is built into PCM Nurture so that users have access to PostcardMania's uniquely results-based marketing strategies. PostcardMania Founder and CEO Joy Gendusa commented, "I am extremely excited about PCM Nurture and all of the possibilities it's going to give our clients and beyond. We recently conducted an internal survey of our clients and found out that 56% of them aren't using a CRM. I was shocked — because I never could've scaled PostcardMania without one — but I understood. We work mostly with small business owners, and they're so busy day to day that learning an entirely new operating system for their businesses sounds like a huge hassle. This is why we are giving some free onboarding as well to help facilitate that gap in knowledge. "Partnering with HighLevel to bring our clients a simple, easy-to-use solution — one that's packed with drag-and-drop marketing features — was a no brainer for us," continued Gendusa. "I can't wait to see what our clients do with it." PCM Nurture will immediately be available to all of PostcardMania's current and future clients. Signup includes a free hour-long onboarding session and 12 months of service at a very discounted price, with premium upgrades available as needed. PCM Nurture users will immediately have access to PostcardMania's triggered direct mail integration, PCM Integrations, which is built into the platform. This allows business owners to start automating trigger-based postcard mailings immediately, with just a few simple clicks. For example: a new lead is entered, so they get a postcard. A lead goes cold — they also get a postcard. A longtime customer goes six months without an order — they also get a postcard. This advantage has the potential to supercharge marketing results. Research shows 84% of marketers say direct mail has the highest ROI of any marketing channel they use, and marketers report an 12% higher ROI when direct mail was included in the marketing mix. PostcardMania is coming off a banner year in 2024, when gross annual revenue reached a new all-time high at $119 million. Since 2020, PostcardMania's annual revenue growth has exploded by 239% with absolutely no outside funding or business purchases — thanks largely to the reemergence of direct mail as a formidable marketing strategy — now averaging 17% growth after averaging only 5% the previous decade. This growth has been 100% organic, driven through top-line sales solely as more people turn to PostcardMania's marketing solutions. Looking forward, PostcardMania remains steadfast in its mission to provide effective, results-based marketing solutions that generate leads, sales and revenue for independent businesses nationwide so that those businesses can flourish by adding new jobs, opportunities and income to their local communities. It is PostcardMania's mission to help strengthen the backbone of the American economy one business at a time. About PostcardMania: PostcardMania has been bootstrapped from day one — with no outside funding of any kind — and today is one of the nation's most effective marketing companies specializing in lead generation for small to large-sized businesses. They have been featured on the Inc. 500 and 5,000 lists as well as Forbes, Entrepreneur, Inc. Magazine, and more. PostcardMania offers fully integrated, results-based marketing campaigns that seamlessly bring online and offline channels together to generate more lead and revenue for businesses nationwide. Visit www.postcardmania.com for more information.
technology 24 Feb 2025
Audio Ads with Foot Traffic Attribution Now Available from GroundTruth
Advertisers can now attribute store visits to podcast and streaming radio ads, setting a new standard for audio ad performance NEW YORK, Feb. 24, 2025 /PRNewswire/ -- GroundTruth, the media platform known for driving in-store visits and other real business results, is expanding its offering with a new audio advertising product with built-in foot-traffic attribution."Advertisers look to us to run media that drives foot traffic and other real business results generated from their campaigns, so expanding to podcasts and streaming radio was an easy move," Rosie O'Meara, GroundTruth's CEO, said. GroundTruth's offering includes CTV, mobile, desktop, direct mail, and now audio advertising, all with built-in attribution. Until now, audio ads have lacked reliable attribution with real business results like foot traffic. While most ad platforms measure audio ad performance through media metrics like impressions or web visits, GroundTruth's proprietary Blueprint Technology also provides deterministic, one-to-one attribution that verifies when an individual listener visits a specific location after listening to an ad. Using GroundTruth's self-serve Ads Manager platform, advertisers can create, launch and measure their audio ad campaign, with the ability to choose between podcasts or streaming audio, ad position, location, topics and genres, and demographic data for precise targeting. Using GroundTruth's in-depth reporting suite, advertisers can gain insight into what podcasts or publishers their ads are running on, listen-through rates, website conversions, and in-store visits. Over 228 million people regularly listen to digital audio in the US according to eMarketer, with the average US adult listening to digital audio for 1 hour and 24 minutes per day. Other industry reports found that 64% of consumers pay full attention to podcast ads and 95% of regular listeners take action after hearing one (Acast). "The popularity of podcasts and streaming audio has created an incredible opportunity for advertisers to reach their audience when they're most engaged. But some marketers have been hesitant to spend without a holistic view into the results driven by audio," O'Meara added. A beta campaign with CPG brand Gary's Quicksteaks saw a 50% bump in incremental sales lift after adding audio to their GroundTruth CTV+mobile campaign, and 23k physical in-store visits driven to Walmart and Sam's Club stores. By running on the right media channels and connecting to a real-world source of attribution data, advertisers can gain a holistic view of their results, allowing them to optimize their strategy across channels for maximum impact. This product release comes as GroundTruth accelerates its focus on product and technology development to better serve advertisers. In January, the company named Matt Knight as Chief Technology Officer to lead the vision and execution of GroundTruth's technology roadmap, and just two weeks ago, Jeanine Percival Wright, former Global COO of Amazon's podcast division, Wondery, and CFO of broadcasting company, SiriusXM, joined GroundTruth's Board of Directors. With GroundTruth's new audio offering, advertisers can now combine the power of engaging audio ads with proven real business results like foot traffic. About GroundTruth GroundTruth is a media platform that drives in-store visits and other real business results. Using observed real-world consumer behavior, including location and purchase data, GroundTruth creates targeted advertising campaigns across all screens for advertisers. GroundTruth then measures how consumers respond to the campaigns, including if they physically show up to a store location or website, to understand the real business results generated by a brand's advertising. Learn more at groundtruth.com.
advertising 24 Feb 2025
Intuit Mailchimp announces FWD: Sydney, a bold reimagination of its flagship conference to celebrate the influence of email and future of marketing
The email marketing and automation leader announces Prof. Byron Sharp, Neil Patel, Joe Brumm, Karen Ferry, Zach Kitschke, and others as headline speakers for its ambitious, reimagined event showcasing email's impact SYDNEY, 14 February, 2025—Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp has announced the return of its flagship event, FWD (formerly From: Here, To: There), on Wednesday, 26 March 2025 at Jones Bay Wharf’s Doltone House in Sydney. Building on Mailchimp’s successful Australian debut event ‘From: Here, To: There’ in 2024, FWD is bringing a fresh, bold and dynamic experience that celebrates email’s unmatched potential along with other data-backed strategies for driving growth. FWD invites attendees to join an impressive lineup of panel sessions, keynote presentations and Q&A sessions with Australia’s leading industry experts to discover the power of personalisation, the magic of creativity and the advantages of data-driven strategies to drive growth and engagement in 2025. Attendees can think beyond their email marketing strategy and walk away with a clearer picture of their business, with demonstrations on the combined power of Mailchimp and QuickBooks for audience growth and business management. FWD will feature a range of talented speakers, including creator of hit kid tv-series Bluey, Joe Brumm, comedian and actor Dilruk Jayasinha as the host, keynote presentation from marketing influencer, Neil Patel, about the enduring appeal of email marketing and so much more. The one-day event offers attendees a blend of inspiration, practical skills and networking opportunities, with a focus on maximizing the potential of email marketing in the digital age. “Australian marketers are navigating a rapidly changing landscape, where the demand for personalised, data-driven strategies is higher than ever. With evolving consumer expectations and an increasing reliance on digital channels, it’s essential for them to stay agile and innovative,” said Anthony Capano, Intuit Mailchimp’s Regional Director in the Asia Pacific. “Following the incredible success of our first flagship event last year, we’re excited to bring FWD to Sydney with an even more ambitious vision. Email remains the most effective marketing channel and FWD is here to showcase its unmatched potential.” “Australia remains a cornerstone market for Intuit Mailchimp, where email and automations marketing transcends being just a tool—it's the bridge between brands and their customers,” said Capano. “With the country's strong digital engagement and a rising focus on personalised communication, we are committed to empowering Australian marketers with bold ideas, actionable strategies and insights that foster deeper customer relationships, meaningful engagement, and sustainable business growth." Held at the iconic Doltone House at Jones Bay Wharf in Sydney, the conference will unfold across six interconnected sessions. These sessions are designed to demonstrate email’s unparalleled ability to engage audiences, foster connections, and ultimately power business growth. Attendees should leave the event with new skills in email marketing, the knowledge of key metrics to measure success and a powerful narrative to elevate email’s importance within their organization. "Email Marketing is still the king of ROI—but only if you know how to play the game. If your open rates are sinking and conversions are stalling, it’s time to rethink your strategy. Let's talk about what’s working today, what’s killing your results, and how to fix it. Email should drive revenue—stop wasting time and start winning with every send,” said FWD speaker Neil Patel, Co-Founder at Neil Patel Digital. The full lineup of speakers and session at FWD: Sydney includes: THE PREVIEW: Fresh Thinking, Smart Tech, And The Tools Shaping Tomorrow. Hear from Intuit Mailchimp’s Regional Director in the Asia Pacific, Anthony Capano, and VP of Product and Design, Fay Kallel, on Mailchimp’s vision for Australia and the new design and technology shaping the future of email marketing. POWER MOVE: Scale, impact and what’s next for the ultimate opt-in channel. Join New York Times bestselling author and Forbes Top 10 Marketer, Neil Patel, as he shares expert strategies for making email the backbone of thriving, future-proof marketing strategy. CREATIVE INTELLIGENCE: Automation, imagination and the future of ideation. Join Karen Ferry in conversation with Bluey creator Joe Brumm, Canva's Zach Kitschke and WINK's Jeremy Jones as they explore how to unlock fresh ideas, use AI as a creative collaborator, and build a future where technology enhances imagination—rather than replaces it. RE: A VERY SPECIAL GUEST: Exclusive, Unfiltered, And Soon-To-Be-Announced. We're very excited to not-quite-reveal a one-of-a-kind guest dropping in to chat creativity, influence, and standing out in a world that never stops scrolling. From the power of storytelling to the art of audience connection, discover how to turn personality into impact—and why the most memorable brands don't just capture attention, they keep it. Expect razor-sharp insights, candid conversation, and bounds of Aussie wit as Karen Ferry gets up close and personal in a session you definitely won't want to miss. THE BOTTOM LINE: Turning data into impact—one insight at a time. Join Alita Harvey-Rodriguez, Managing Director of MI Academy, as she cuts through the noise, demystifies data and uncovers the insights that drive growth. Learn how to make the most of your Marketing Efficiency Ratio (MER), optimise budgets with confidence and transform email into a creative and commercial powerhouse—without the analysis paralysis. FUTURE FWD: Sharp insights for smart growth. Marketing moves fast, but the principles of growth remain constant. In this future-focused closing keynote, Professor Byron Sharp, Director of the Ehrenberg-Bass Institute and author of How Brands Grow, will challenge conventional wisdom with evidence-based insights on what drives brand success. FWD Sydney will be held on Wednesday, 26 March 2025 from 8:00 AM to 5:00 PM at Jones Bay Wharf’s Doltone House, Sydney. To learn more about the conference and the sessions or register, visit the FWD event page HERE. About Intuit: Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.
data management 14 Feb 2025
Utiq Brings Deterministic Telco-Powered Authentic Audiences to Onetag’s Smart Curation platform
Brands and agencies can now activate Utiq’s first-party identifier, enabling privacy-first, cookieless, advanced audience targeting capabilities, without the need for third-party cookies, fingerprinting or other probabilistic techniques. London, UK - 13th February 2025: Utiq, the European adtech company with a fully consented, privacy-compliant, telco-powered first-party identifier, today confirms their partnership and technical integration with Onetag, the next generation ad exchange built for buy-side curation. This collaboration means that Onetag customers in key European markets can activate Utiq’s Authentic Audiences, enabling scalable, privacy-compliant advertising. By leveraging Utiq’s telco-powered, consent-driven identifiers within the Onetag Smart Curation Platform, brands and agencies can address real people - without the need for third party cookies, fingerprinting or other probabilistic techniques. This partnership enhances privacy-safe marketing with stable, deterministic reach and advanced frequency capping, improving user experience and advertiser ROI. It also supports publishers' monetisation while enabling media buyers to achieve wider, incremental reach, including cookieless browser environments like Firefox and Safari. The integration will support frequency capping within Utiq’s Authentic Audiences deals, ensuring balanced exposure, improved user experience, and optimized ad performance. Additionally, Onetag will also enable the onboarding of advertiser and publisher data to support retargeting and audience exclusion capabilities, helping to enhance campaign precision. "Our partnership with Utiq shows Onetag's clear commitment to improving privacy-first advertising. By integrating Utiq's innovative first-party identifier and Authentic Audiences solution within our Smart Curation platform, we enable advertisers to achieve scalable, deterministic cookieless targeting, without compromising user privacy”, says Filippo Gramigna, co-CEO at Onetag. "In a competitive and evolving ecosystem, this partnership ensures our clients can deliver personalised, high impact campaigns with full transparency and user consent at the core."?? Will Harmer, Utiq’s Chief Product Officer also commented, “Bringing together Utiq's Authentic Audiences and Onetag's Smart Curation platform is a game-changer for advertisers. This partnership unlocks the full potential of privacy-safe advertising on the open internet, enabling brands to increase reach, control frequency, and improve overall marketing performance.” Utiq’s Authentic Audience segments are unique within the digital advertising ecosystem, creating scaled, deterministic, secure and encrypted addressability with real people. Its Authentic Consent Service connects Utiq’s Telco partners, publishers and brands via a real-time, end-to-end secure consent signal match – its first-party data identifier – to create Authentic Audiences that have unambiguously and freely provided consent for marketing purposes. Utiq launched in mid-2023 offering a unique, purpose-driven service to the market, solving the consent, privacy and addressability issues of an increasingly fragmented and disconnected internet. In only 18 months, Utiq has achieved scaled, operational availability in Germany, Austria, France and Spain, with UK and Italy to follow shortly, and is already enabling deterministic, responsible advertising to millions of consented, human audiences. About Utiq Utiq is a European AdTech company with a unique Telco-powered first party identifier, that harnesses Authentic Consent to enable responsible digital marketing. Utiq empowers brands and publishers to address first party Authentic Audiences at scale, delivering relevant ad-funded experiences while embracing the very toughest privacy standards, through its secure and encrypted consentpass solutions. Our easy-to-use and centralised consenthub platform also gives users simple control and choice over their data, and is part of our ambition to build an ecosystem based on trust and transparency, Utiq was launched in 2023 and is backed by the telecommunications providers Deutsche Telekom AG, Orange SA, Telefónica S.A. and Vodafone Group plc. For more information, visit utiq.com. About Onetag Onetag Smart Curation provides your co-pilot for better media quality and performance. Our programmatic deal platform and AI-powered technology deliver more effective digital advertising for the open internet, harnessing deeper placement level intelligence to achieve your business outcomes. We feed every DSP with curated, high performing impressions from over 2,000 directly integrated publishers, using real-time data without cookies. We filter out all the wastage and optimize to deliver only high attention and uncluttered inventory, contextual relevance and engaged users.
advertising 13 Feb 2025
MOBKOI Drives Sustainability Forward with Cedara Partnership
Collaboration positions MOBKOI as one of the lowest carbon-intensity media platforms in the advertising industry. London, UK – 5 February 2025 – MOBKOI, the innovative mobile advertising platform from The Brandtech Group, has partnered with Cedara, the Carbon Intelligence Platform, to amplify its sustainability mission. This collaboration empowers MOBKOI to reinforce its position as a pioneer in sustainable digital advertising by accurately measuring, reducing, and compensating its carbon emissions while meeting global industry standards. Why Sustainability is a Necessity in Digital Advertising The advertising industry must confront a critical truth: digital advertising is energy-intensive, with programmatic channels being the primary contributors to emissions. Traditional programmatic advertising often relies on multiple layers of intermediary technologies, resulting in unnecessary ad calls and significant energy consumption. For a truly sustainable future, reducing these inefficiencies cannot be a secondary consideration—it must be an essential part of every advertiser’s strategy. MOBKOI recognizes that sustainability is not an add-on, but a necessity to create impactful campaigns without compromising the environment. How MOBKOI Achieves 70% Better Carbon Efficiency MOBKOI sets itself apart by achieving emissions intensity 72% lower than the industry benchmark, as calculated by Cedara using the global industry standard, the Ad Net Zero Global Media Sustainability Framework. This exceptional performance is a result of MOBKOI’s deliberate strategy to eliminate intermediary technologies and connect directly with inventory sources. By reducing unnecessary ad calls and streamlining campaign delivery, MOBKOI ensures every impression is as energy-efficient as possible. This direct integration with the world’s most premium publishers guarantees that advertisers not only reach their target audience effectively, but also minimize their environmental impact. What MOBKOI Offers: Do More With Less MOBKOI offers advertisers a carefully curated network of high-quality, low-carbon publishers, creating a premium environment for impactful campaigns. The platform’s unique approach—delivering bigger, higher-impact ads—ensures that fewer impressions are needed to achieve outstanding results. By doing more with less, MOBKOI enables advertisers to reduce campaign volume without compromising performance, making it the ideal solution for brands looking to balance exceptional outcomes with sustainable practices. The Smartest Way to Reduce Advertising Carbon Emissions For advertisers serious about reducing their carbon footprint, partnering with MOBKOI is the most effective choice. The platform’s unmatched combination of sustainability and performance empowers brands to meet their environmental goals while delivering impactful campaigns. MOBKOI’s focus on direct publisher relationships and mobile-first solutions makes it the lowest-intensity supply option on the market. A Shared Commitment to Sustainability “At MOBKOI, sustainability is not an add-on but a core component of our mission,” said Guillaume Le Pape, CEO and Co-Founder of MOBKOI. “By eliminating inefficiencies and prioritizing premium, low-carbon inventory, we ensure our clients benefit from superior performance while minimizing their environmental impact. Our partnership with Cedara validates our leadership in eco-conscious advertising.” Cedara supports MOBKOI’s efforts. “MOBKOI is setting a new standard in combining high-impact advertising with sustainability,” said David Shaw, CEO and Co-Founder of Cedara. “By leveraging Cedara’s platform, MOBKOI is achieving unprecedented levels of transparency and emissions reduction.” About MOBKOI MOBKOI creates seamless mobile experiences for the world’s leading brands. With immersive, full-screen creatives, MOBKOI is redefining how advertisers, publishers, and creators connect with their audiences. The company is part of The Brandtech Group. Operating in 40 markets and reaching more than two billion unique users, MOBKOI delivers meaningful brand journeys that reach customers across every channel. MOBKOI is trusted by brands like Audemars Piguet, Tiffany & Co., and Ralph Lauren, and publishers like Condé Nast and Hearst. As part of the Brandtech Group, MOBKOI combines cutting-edge technology with a deep understanding of digital innovation to drive the future of mobile advertising.
advertising 11 Feb 2025
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