Tech wrap-up: Sizmek, Hootsuite, Google AMP, Observa, Ooyala, more

Anypoint Media and SpotX to bring addressable linear TV ads to Asia

Korea’s Anypoint Media and SpotX have formed a partnership in Asia to bring “true addressable programmatic TV” to the region.

The companies have partnered to enable advertisers to buy ad space on a household-by-household basis across the IPTV and CATV operators that use Anypoint’s targeted, linear TV, advertising infrastructure. 

SpotX will enable dynamic ad insertion into households that match the ad’s targeting criteria. It claims to be distinct from other programmatic TV executions in the region, which focus on selling ad units on broad audience estimates.

The partnership follows SpotX’s dynamic ad insertion products for Apple TV, and partnership with Yospace to dynamically insert ads in OTT environments.

Anypoint Media is a Korean-based company that has access to over 6 million set top boxes in Korea. Its cloud-based TV solutions enable linear TV feeds to switch over to digital feeds within the set-top box in order to play the targeted ads.

Won Baek, CEO, Anypoint Media:

Set-top box addressability creates thriving, data-driven TV ad markets that maximise the holistic audience value of linear TV inventory. This is a significant advancement for the Korean marketplace, and we’re excited to work with SpotX to expand these capabilities in markets across the JAPAC region.

Sizmek unlocks HTML5 rich media ads for MediaCorp

MediaCorp has partnered with Sizmek to run dynamic creative ad units and HTML5 Rich Media ads across both mobile and desktop, in addition to viewability measurement for the media organisation’s suite of websites. These include Channel News Asia, Elle, Toggle, and TodayOnline.

As part of the partnership, the open ad management company will also deliver education and training for MediaCorp’s sales and operations teams, builds custom ad formats and provides production services to MediaCorp.

The ad units deployed include expandable banners, responsive mobile ads, portrait ads that include a photo gallery, video, and text in one frame, and a 3D Cube Flip format that enables advertisers to highlight product information and a video.

Ooyala launches server-side ad insertion capabilities

Telstra subsidiary Ooyala now offers live server-side ad insertion (SSAI) for broadcasters and media companies distributing live, ad-supported video.

A part of Ooyala Live and its ad-serving platform, Ooyala Pulse, the technology provides smooth transitions between ads and content during live feeds for seamless, TV-like playback. SSAI helps circumvent ad blockers so customers can reclaim lost revenue.

The company claims the product’s focus and method enables the delivery of hyper-personalized ad experiences to live-streaming audiences, merging programming and personalised advertisements together into a single video stream.

Jonas Flodh, senior director of global product management, Ooyala:

There’s no question that live video is booming. Server-side ad insertion is a critical and necessary component for the future of its growth. Today’s viewers expect true, TV-like experiences whether it’s on a smartphone, tablet or connected TV. With Ooyala, customers can now deploy, track and monetize live content all through a single and simple-to-use platform.

AMP updates from Google

Google has announced two new features for its Accelerated Mobile Pages project (AMP) aimed at making ad experiences better on the mobile web:

• AMP for Ads – To enable advertisers to build beautifully designed ads in HTML so that the entire AMP experience loads simultaneously, and quickly.
• AMP Landing Pages – Fast, custom pages, built by advertisers so that when users click on their ad, they enjoy an AMP experience.

The company also announced updates for native ads across its platforms that will help to accelerate adoption of this format with programmatic.

Advertisers will be able to buy native ads programmatically in DoubleClick Bid Manager, across all screens. Instead of providing fully-designed creatives, advertisers upload the components of the ad - headline, image, text, and so on - and DoubleClick automatically assembles them to fit the context and format of the site or app where they appear.

For publishers, the company is now offering a complete native ads solution in DoubleClick. Publishers can now make native ad inventory across web and apps available programmatically or through traditional direct sales.

Hootsuite adds more content source integrations

H​ootsuite has integrated Dropbox, Microsoft OneDrive, Box, Google Drive, and other content sources into the social media publishing platform.

The integration will allow customers to access photos, gifs, and other digital assets directly from their cloud content repositories within Hootsuite, making it simple to access and publish engaging and dynamic content.

In addition Hootsuite users can access other content sources such as:

• UpContent - A content discovery tool that curates social feeds with more meaningful content
• MediaValet - A cloud-based digital asset management system
• Flashstock - An on-demand photo service that connects photographers to
• organizations for custom visual content
• WebDAM - A digital asset management system

 

Lewis steps into analytics with Observa

Communications agency Lewis has launched Observa, its global analytics proposition. The offering is a modular suite of analytical capabilities intended to furnish clients with tools to better understand, manage and optimise their marketing and communication programmes.

This includes audience intelligence, brand reputation, media and influencer relations, digital footprint, pipeline analytics and market opportunities.

Observa spans four key areas: market analysis, community health, business impact and market trends. It launches with 12 analytics modules, underpinned by methodologies and technology solutions.

Giles Peddy, SVP, Lewis:

Clients are turning to us everyday to help them better understand how they can optimize their marketing and deliver a tangible impact on their business. Across our global network we have a huge amount of analytical capability to support clients in these aims, but we needed to unlock its potential fully. That is what we have done with Observa. Clients will now be able to use our data smart approach to communications to take their campaigns to the next level.

Global Digital Marketing Group debuts

ClickDealer and MobAir have launched Global Digital Marketing Group (GDM Group), a digital performance marketing company. Offerings include a mobile monetization and user acquisition platform, performance marketing, media buying and video advertising.

The company’s capabilities will be introduced over the next several months. Both ClickDealer and MobAir will remain independent within GDM Group and provide support while continuing to grow inside the larger structure alongside the just-launched GDM Group Video division.

GDM Group Video is a cross-device solution focused on placing video ads on relevant high volume portals in order to maximize efficiency and customer lifetime value.

Dmitry Atamanyuk, CEO, Global Digital Marketing Group:

With a full set of digital media solutions intended to drive revenue and increase brand awareness, Global Digital Marketing Group will deliver improved customer engagement and lifetime value to our customers. In the coming months, we will further unify advertising efforts worldwide, giving marketers more opportunities to reach and engage their customers without the stress that typically comes with navigating the digital media landscape.