Ad Tech Insights
Sweet, Sweet Savings
The story: Inspire Brands, the parent company of fast-food franchises Dunkin’, Sonic, and Arby’s, has streamlined its approach to digital ad buying in the connected TV (CTV) space, all in an effort to tackle ad repetition. By reducing the number of DSPs from four to five to just Yahoo, and Google’s DV360 for display ads, Inspire aims to cut down on ad repetition and inefficiency that could result from competing bids on the same inventory.
According to a recent blog post, Inspire is leveraging Yahoo’s ConnectID for precise targeting and centralizing its over-the-top (OTT) ad buys within Yahoo's DSP. Their streamlining efforts have led to a nearly 20% reduction in effective CPMs, meaning more budget allocated to working media.
Inspire treats CTV “the same way we would any other digital buy,” according to Inspire Brands Chief Media Officer Travis Freeman. This approach emphasizes programmatic guaranteed deals to better control reach and frequency across multiple channels and audiences, marking a shift in fast-food giant’s ad buying strategy.
The takeaway: Consolidating ad buys can help minimize inefficiencies and reduce costs. By centralizing efforts within fewer DSPs, Inspire was able to better manage reach and frequency, preventing oversaturation and improving campaign effectiveness. Using high match rate identifiers alongside clean room data can boost targeting precision, ensuring that ads reach your intended audience meaning more impactful media placements.
Extra Industry Insights
- In-store digital merchandising platform CoolerX has expanded its contextual targeting capabilities with 12,000 new micro-audience segments to help brands predict shopper intent.
- CoolerX applies AI-enabled algorithms to demographic, psychographic, and contextual data, along with real-time behavioral data, and is currently live at retailers including Kroger, Walgreens, Giant Eagle’s GetGo, Chevron, and Western Union.
- ROAS as a retail metric faced criticisms at AdExchanger’s Programmatic I/O show in Vegas last week. Zach Darkow, Home Depot’s Head of Marketing Measurement, highlighted return on marketing objectives (ROMO) as an alternative, and the industry as a whole has caught onto the importance of incrementality in marketing strategies.
- IAB Tech Lab’s CEO Anthony Katsur cites VAST 4, RTB 3.0, and Seller-Defined Audiences as three challenges the IAB Tech Lab has faced in recent times.
- “The next 30 years are not going to look like the first 30,” Katsur told Digiday, pointing to the rise of the creator economy and short-form content, advancements in AI, the growth of CTV, and “the death of appointment viewing.”
Kevel Catchup
LIVE: Kevel Blog “Incrementality: The Definitive Guide”
Incrementality has become a crucial metric that advertisers are increasingly expecting from retail media networks. Publishers have measured incremental lift for a long time, but with marketing budgets shrinking YoY, advertisers are more stringent than ever about where they spend their money.
Read our full guide on incrementality here to learn what it is, how to measure it, and why incrementality is so important to advertisers today.
Kevel Named A Most Loved Workplace® for LGBTQ+ 2024
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