[Marketing Week] Bob Koigi: Tapping technology to bolster efficiency

The role of technology across various industries from media, advertising and marketing remains pivotal as companies increasingly invest in digital campaigns, online solutions and partnerships that are not only boosting their bottom lines but redefining business operations.

Just recently, information, data and market measurement firm Nielsen announced the launch of Podcast Ad Effectiveness+ (PAE+), a new solution that measures the effectiveness of podcast advertising including brand lift and memorability across podcasting audiences.

With this new offering, Nielsen is building on its current podcast ad effectiveness solution to include the ability to measure digitally inserted ads in a live podcasting setting.

Still on companies embracing digital solutions, Epsilon and Publicis Sapient have announced they are expanding Publicis Groupe’s their relationship with Adobe to help enterprise brands deliver one-to-one personalization at scale.

Epsilon’s CORE ID, the industry’s most accurate, stable and scalable identity solution, is now integrated with Adobe Experience Platform through Epsilon’s newest offering to augment customer data platforms (CDP), CDP Essentials.

This, as Amazon Web Services, Inc. (AWS), an Amazon.com, Inc. company uveiled Amazon Nimble Studio, a new service that enables customers to set up a content production studio in hours instead of weeks, with elasticity that gives them near limitless scale and access to rendering on demand.

With Amazon Nimble Studio, customers can rapidly onboard and collaborate with artists from anywhere in the world, and produce content faster and more cost effectively.

Technology has also continues to drive partnerships in the recent past.

The International Fund for Animal Welfare (IFAW) that rescues and protects endangered animals, populations and habitats around the world with a variety of projects recently announced it had entered into partnership with Dept as it seeks to  optimize its international digital campaigning.

Dept’s specialist knowledge and expertise in digital marketing will enable IFAW to centralise and streamline campaigns, while ensuring budgets are fully optimised. 

Verizon Media and VIZIO have also  announced a strategic partnership to deliver new cross-platform and connected TV (CTV) advertising solutions, anchored in unique TV viewership data and premium programmatic inventory access.

Effective immediately, Verizon Media gains demand-side platform (DSP) access to VIZIO’s Inscape viewership data from more than 18M opted-in VIZIO Smart TVs. Verizon Media will be the exclusive DSP to access this data beginning in 2022.

In other news WPP has unveiled Choreograph, a new global data company, to help clients realize the value of their first-party data, consult on and implement their data and technology strategies, and advise on privacy-first approaches to navigate the fast-changing data landscape.

Choreograph brings together the specialist data units of GroupM and Wunderman Thompson into a single company with global reach, accessible to all WPP clients and companies.

TVSquared has been onboarded by SpotX, the global video advertising platform, as a preferred measurement and attribution partner to power transparent, real-time analytics on delivery, audience, and outcomes for national, regional, and local connected TV (CTV) campaigns.

Together, TVSquared and SpotX are supporting CTV’s global growth by delivering brand lift, reach, sales, and audience measurement for clients in North America, Europe, and Latin America.

Connecting ad exposure to real-world outcomes, TVSquared’s ADvantage platform serves up real-time proof of performance and precise analytics that inform programmatic TV buying, including audience planning and targeting.

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