It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
PC manufacturer, Lenovo, has inked a global partnership with Integral Ad Science to use the ad tech vendor’s machine learning platform to improve digital advertising campaign viewability.
As part of the deal, all of Lenovo’s media agencies will now be required to use Integral’s technology and data insights when managing digital ad campaigns for the PC brand.
Integral’s platform uses machine learning to inform and improve buying and selling decisions around digital advertising. The two companies claim initial testing has already shown up to a three-fold improvement in viewability of Lenovo’s ad campaigns.
Lenovo said it also improved efficiency by blocking out-of-country traffic, lifting intra campaign viewability and improving fraud detection.
The vendor’s global digital marketing director, Gary Milner, said it chose Integral Ad Science because it was an independent supplier of media intelligence capabilities with a global footprint.
“Lenovo places great importance on making efficient and wise media investments, and our decision to partner with Integral is already showing an increased return on investment,” he said. “Integral Ad Science’s focus on innovative technology that provides the best value for its customers goes hand-in-hand with Lenovo’s philosophy.”
As well as employing Integral’s valuation platform to inform media buys, Lenovo is using the platform’s Causal Impact feature to measure the success of advertising campaigns. According to Integral Ad Science, Causal Impact helps marketers to better identify what ads cause consumers to take action, and which media partners are responsible for delivering those ads.
“By partnering exclusively with Integral, Lenovo has access to a holistic view of campaign performance regionally as well as globally,” said Integral Ad Science’s head of client development, Whitney Low. “We work closely with Lenovo, providing global insights on campaign performance and status on new market activations on an ongoing basis.”
Last month, Havas Media Group announced its expanded Artemis Alliances arm was working with Integral Ad Science among other ad tech and data partners for its new Meta Quality Barometer, aimed at improving transparency around digital campaign quality.
Ad viewability has been a source of heated debate here and abroad as the industry seeks to find a way to address one of the big challenges of digital advertising measurement. According to Google’s most recent report on ad viewability, 64 per cent of ads are viewable in Australia excluding YouTube.
In the Interactive Advertising Bureau’s latest <i>Mobile Landscape Study</i>, 14 per cent of respondents also cited ad viewability remained a major issue with investment.
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