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The post Driving Customer Success at IAS-Client Testimonial appeared first on Integral Ad Science.

The post Driving Customer Success at IAS-Client Testimonial appeared first on Integral Ad Science.

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The objective of this study is to uncover what Indian consumers regard as brand safe/unsafe content and also to understand the impact the ad environment has on their perceptions of brands and their advertising.

The report looks at three specific areas:

• Appropriate and inappropriate content
• Perceptions of Brands and Advertising
• Safety in Journalism and News

Key Takeaways include:

• 93% of Indian consumers say that it is important to them that the content surrounding online ads is appropriate
• 85% of Indian consumers say that brands are responsible for the content surrounding their ads
• 90% of Indian consumers say it is important to them that ad funding supports responsible journalism

Download the full research report here today

The post RESEARCH: Brand Safety in India – A Consumer Report appeared first on Integral Ad Science.

The objective of this study is to uncover what Thai consumers regard as brand safe/unsafe content and also to understand the impact the ad environment has on their perceptions of brands and their advertising.

The report looks at three specific areas:

• Appropriate and inappropriate content
• Perceptions of Brands and Advertising
• Safety in Journalism and News

Key Takeaways include:

• 85% of Thai consumers say that it is important to them that the content surrounding online ads is appropriate
• 71% of Thai consumers say that brands are responsible for the content surrounding their ads
• 83% of Thai consumers say it is important to them that ad funding supports responsible journalism

Download the full research report here today

The post RESEARCH: Brand Safety in Thailand. A Consumer Report appeared first on Integral Ad Science.

In the dynamic advertising landscape of 2023, the paramount challenge for advertisers is ensuring the safety of their brand within the sea of content and ensuring its alignment with suitable and relevant content. The rapid expansion of content consumption, powered by the influx of millions of videos to the open web each year, underscores the pressing demand for the ad tech industry to devise sophisticated technologies that keep pace with this evolution. In an era of ceaseless innovation, we need to arm marketers with an arsenal to steer their brand safety and suitability, while ensuring productivity.

As we delve deeper into the artificial intelligence (AI) and machine learning (ML)-driven age, marketers have access to cutting-edge tools backed by AI/ML, that reveal largely unused insights by third-party adtech vendors across video, audio, and text content. Being the leading global media measurement and platform that delivers the industry’s most actionable data to drive superior results for the world’s largest advertisers, publishers, and media platforms, IAS wants to help marketers protect and grow their brands by providing them with the most actionable brand safety and suitability data across all digital channels, including Connected TV (CTV). To aid marketers in their quest to protect and grow their brand on digital media, IAS has developed an industry-first advertiser solution powered by our Multimedia Classification technology, providing reporting aligned with the GARM (Global Alliance for Responsible Media) Brand Safety & Suitability Framework.

What is Multimedia classification?

Multimedia classification technology refers to the use of artificial intelligence and machine learning algorithms to analyse and categorise multimedia content such as images, videos, and audio content. It enables the classification of multimedia data based on its content, context, and other relevant factors.

This technology involves training models with large datasets to recognize patterns, features, and characteristics within different types of multimedia content. These models learn to identify objects, scenes, text, and other elements present in the multimedia files. The classification process can be based on various factors, including visual analysis, audio analysis, sentiment analysis, and text analysis. For example, in a 12-minute video, IAS measures over +3,500 visual cues for an accurate brand suitability score or content categorization, allowing you to stay informed and take action.

To ensure advertisers can grow their brands confidently, IAS maps this diverse multimedia content to IAB and GARM safety, suitability, and contextual segments. 

How does it apply to advertisers 

Multimedia classification technology allows advertisers to target their audiences more effectively. Backed by AI- and ML-based technologies advertisers can gain valuable insights, and this information enables them to deliver targeted advertisements that align with the interests and preferences of their intended audience.

Multimedia classification technology aids in content optimization and personalization. Advertisers can leverage the data generated from multimedia classification to refine their creative strategies, tailor messaging, and improve overall campaign performance. This technology empowers advertisers to deliver more relevant and engaging content to their target audience, enhancing the user experience and driving better results.

It helps ensure brand safety by automatically identifying and filtering out inappropriate or unsuitable content. This ensures that advertisements are placed alongside suitable and brand-aligned content, reducing the risk of associations with harmful or offensive material.

How marketers benefit from it

With the help of Total Media Quality, advertisers benefit from:

• Frame-level Video Analysis – combining image, audio, and text at the video level – providing you with best-in-class brand safety and suitability scoring (*an IAS differentiator)
• GARM Industry Alignment – granular classification with 11 categories and 4 risk thresholds, in line with Global Alliance for Responsible Media (GARM) Brand Safety and Suitability framework (*an IAS differentiator)
• Unmatched transparency to gain insights on the brand safety score of the actual videos/programs next to which CTV ads appear, including show title, by leveraging the IAS Multimedia Tag
  
  

IAS’s Total Media Quality for CTV solution is paving the way for a transformation

IAS’s Total Media Quality for CTV solution provides advertisers with the most granular video-level brand safety reporting by analysing the videos frame-by-frame using a combination of image, audio and/or text signals (vs. solely metadata), and scoring them against the GARM categories and risk levels. 

Having Total Media Quality on platforms on CTV is a much-needed innovation: advertisers will be able to monitor the brand safety and suitability not just of the CTV apps, but also of the video/programs next to which their ads appear. This gives them a whole new level of data to inform their strategies and budgets, while not limiting scale with an app inclusion/exclusion list approach.

Why shall marketers make note of multimedia classification

Brand safety remains a high concern for advertisers who place their ads on digital platforms. 9 in 10 advertisers said they will be prioritising brand safety in CTV in some way, as reported by eMarketer in 2022. 

Amid escalating demands for transparency in advertising expenditure, multimedia classification emerges as a revolutionary technology that promises to alleviate advertisers’ concerns. Greater transparency empowers publishers to thoughtfully curate inventory packages and establish pricing strategies. As multimedia classification technology becomes increasingly refined, not only will it navigate ads away from damaging content, but also position them alongside content conducive to consumer engagement. This paves the way for brands to serve ads that are more in tune with their brand and brand message, reflecting the preferences of their consumers, and ultimately fostering stronger connections. 

It is time to look beyond metadata analysis since it only looks at textual information about the video (such as genres, rating, thematic elements etc.); multimedia classification looks at the video file itself and analyses its multimedia elements (audio, images, text). To put it in simple terms, the difference between the two methodologies is like reading a Rotten Tomatoes review and actually seeing a Movie.

The post Here’s How Marketers Can Improve Campaign Effectiveness and Grow Brand Equity with Multimedia Classification Technology appeared first on Integral Ad Science.

In this exclusive “Masters of Media” series, Integral Ad Science (IAS) speaks to the Movers and Shakers of the APAC advertising industry on all digital matters.

Sam Buchanan is the CEO of the Independent Media Agencies Australia (IMAA) and has more than 25 years of experience in the media and marketing industry. He started his career in broadcast media and spent almost 20 years developing a strong knowledge of the media through sales and business development roles with leading media companies Southern Cross Austereo, News Corp Australia and Fairfax Media.

His experience working with media owners, on the client side and in agencies led him on a path to the IMAA, starting with the organisation at its launch in 2020 as General Manager before taking on the role of CEO in 2022. Since joining the IMAA as General Manager and now as its CEO, Sam has fostered the growth of the IMAA, going from 20 foundation members in 2020 to more than 155 in early-2023. Sam has been instrumental in changing the media landscape and providing a voice for the media sector. 

Known as a dynamic media and relationship specialist, Sam is highly regarded for raising the profile of the IMAA to be the gold standard in associations, garnering worldwide recognition for his approach and leadership. 

Sam is married with two children, enjoys the outdoors and doing a bad job of coaching the local under 7’s soccer team.

Questions:

IAS: Please tell us about your journey in digital media and your current role at IMAA

Sam: I have been lucky enough to have experienced all three sides of the media equation: vendor, client and agency. My media career began on the publisher side of media where I enjoyed a variety of roles at SCA and News Corp before moving to the client side for several years. 

My love of independent media agencies came when I moved to McKenzie Partners as Chief Commercial Officer. I love the opportunities that an Australian owned agency could offer, and the ability to impact real business outcomes. From there we founded the IMAA, with five other agencies in 2019, where I am CEO. 

IAS: Can you shed some light on why IMAA was launched and how it has evolved since inception?

Sam: The original idea for an industry body that specifically catered to the independent media agency sector was conceived by a group of five media agencies; we desired a stronger and unified voice for the sector.  We knew that the combined independent agency sector represented more than 50% of digital advertising expenditure, and by harnessing our sector and bringing everyone together, we could help advocate for and promote indie agencies to clients, lobby the government and make our industry a better, strong place along the way.

We wanted to stress the economic importance for clients to work with 100% Australian owned media agencies and since then we have worked hard to level the playing field with international holding companies with a range of initiatives, including group deals to access data tools, research and other things to achieve that.

There are many benefits for advertisers to work with independent media agencies, one of the most important being the depth and longevity of experience they provide and staff consistency and stability.

Starting our journey with 13 members, we now have more than 160 members across the country. We pride ourselves on being a progressive association and have launched a raft of initiatives including diversity and inclusion, environment and sustainability, and reconciliation.

IAS: As a professional with vast experience in digital media, what advice would you give to someone starting their journey in this field?

Sam: Always be curious, always ask questions and find a great mentor.

If you are starting out, then sign up to our new education initiative, the IMAA Academy, our e-learning course that has a Digital module, as well as all other media channels to get a well-rounded understanding of the industry.

IAS: How is IMAA helping media agencies to propagate the AdTech space?

Sam: We have partnered with the world’s best digital and ad tech companies including IAS.  These partners help bridge the education gap through our platforms and channels.

We have a learning hub to ensure our members are across the latest and greatest training and certification.

We host regular webinars where our partners and guests are able to present to our members, offering education, the latest insights, trends and research to ensure all members are fully up to date with the ever changing AdTech space.

IAS: In your opinion, what are some challenges that Australian independent media agencies are facing in today’s world?

Sam: Our greatest challenge – although I prefer to see it as an opportunity – is to convince larger clients and the Government of the benefits of working with independent agencies. We can truly compete with the multinationals now, not to mention the benefit of getting to work with the people who own the agency and, importantly in this economic climate, the ability to be nimble and agile.

We are actively lobbying both the Federal and State governments to include a provision for a proportion of government ad spend to go to the independent, Australian-owned, indie media agency sector. We firmly believe that the government has a social and economic responsibility to support Australian owned businesses, so money spent and taxes remain in Australia.

Our second biggest challenge is talent – finding it and retaining it. We have launched various initiatives to address this – including our IMAA Academy e-learning program and we recently launched a trade campaign in the UK to attract talent to live and work in Australia at indie agencies. We’ve seen a definite trend where multinational agency executives have decided to move to an indie agency – for many reasons, but mainly because they have greater flexibility, more control of their destiny and can make a real difference to clients’ business outcomes.

IAS: What are some ways for agencies and organisations in the media landscape to monitor and reduce their environmental impact?

Sam: The environment and sustainability is one of the key strategic pillars of the IMAA. 

This is a big issue among our members, with one of our Pulse Surveys finding that three quarters of our members said that the environment was important to their agency. Another 58% said they are expecting that a media owner’s sustainability credentials, such as carbon offsetting capabilities and carbon-neutral products, will start to influence their buying decisions.

We began by hosting two carbon positive events, in partnership with C2Zero.

Late last year we launched IMAA Project Earth, a series of initiatives and partnerships to help develop environmental management and sustainability within the indie media agency sector and greater media landscape. 

We partnered with several environmental organisations including Trace, C2Zero, Scope3, Net Zero Media and SeenThis to help achieve this vision. And for the IMAA itself, we partnered with Trace to become a carbon neutral organisation.

This initiative and partnerships are designed to educate and offer support to our members on how to run a sustainable campaign and become a carbon neutral business.

And this year for the first time our members from across the country participated in Clean Up Australia Day’s corporate day.

We see our role as helping our members to achieve their sustainability goals.

IAS: Any advice for leaders on talent retention and supporting/ encouraging diversity at workplaces?

Sam: We firmly believe that independent media agencies offer talent a fantastic career and workplace. Our members have so many staff benefits, from unlimited leave, flexible working options, and mental health training. At an independent media agency, people really feel like they are part of something and have a real opportunity to make a difference.

The IMAA wants to lead by example. We have launched a raft of initiatives for career support, including the IMAA Academy, a Careers Board and a subsidised Leaders for Good DEI course. We have a Diversity & Inclusion Council, that has recently launched a mentor program for women in independent media agencies. And we have ratified our Reconciliation Action Program (RAP) as part of our mission to make a difference in the media industry by educating them on Aboriginal and Torres Strait Islander peoples and cultures, including supporting First Nations charity, Kings Narrative.

IAS: What’s your favourite book/podcast/movie and why?

Sam: I’m reading Breath: The New Science of a Lost Art by James Nestor (I am obsessed); streaming – Succession. So many podcasts – but SmartLess is a great one!

The post Masters of Media – Sam Buchanan, CEO at Independent Media Agencies Australia (IMAA) appeared first on Integral Ad Science.

This latest accreditation achievement is further demonstration of our commitment to bringing even greater transparency and quality to all aspects of the digital measurement landscape.

Read the press release or reach out to your IAS representative to learn more about what IAS’s industry-first accreditation means for your brand.

The post IAS earns industry’s first MRC accreditation for CTV Viewable Impressions appeared first on Integral Ad Science.

The digital landscape has expanded beyond developments we’ve come to expect. From groundbreaking advancements in AI and machine-learning technology to near-constant innovation across environments and channels, it’s clear that marketers are juggling more than ever before.

But an unpredictable digital landscape spells more opportunity.

In the latest edition of the Media Quality Report (MQR), we’re embracing change too. Along with a new layout, we’re diving even deeper into global trends with key highlights and regional breakouts. Plus, marketers can utilise the MQR companion workbook to make data-driven decisions even faster with a format that simplifies integration across media optimisation systems.

Take a sneak peek at some of this year’s key trends:

– Time-in-view remained on a downward trajectory — but opportunity lies ahead

– Spikes in fraud impacted markets leading up to and during the 2022 Winter Olympics and the FIFA World Cup

– Quality Path Optimisation (QPO) uptake among ad buyers rose 533% throughout 2022

The annual MQR is the gold standard that gives marketers, publishers, and platforms across the globe actionable metrics to make informed marketing decisions.

Download the report today to utilise IAS’s market-leading global benchmarks to help you drive business results.

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