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How Google Changed the Rules of Display Advertising During the Super Bowl

Google made a major update to how it displayed advertisements just in time for the half-century anniversary of the Super Bowl.

In late 2015, Google started beta testing their new Real-Time Ad product designed at serving advertisements in real-time. The goal was to give consumers advertisements as a response to major television moments, knocking Twitter and other social networks out of the top spot for real-time engagement from advertisers. (GENIUS!)

For Super Bowl 50, Google expanded this beta test to allow more companies to test their real-time advertisements in relation to a major television event. Other events that advertisers could leverage include political debates and awards shows.

How Google’s Real Time Ads Work

The ads were displayed on both YouTube and Google’s display ad network, which displays ads on thousands of apps and millions of websites.

With this new format, ads are dynamically inserted in real time. Consumers who are not using ad blocking software are able to see the ads at just the right time in the place where they’re already browsing.

Advertisers are able to use Adwords to pre-create ads in anticipation for certain events. When a moment starts people buzzing on social media, the advertiser is able to immediately insert their ad into the dynamic network so thousands or millions of people see it right away.

Who’s Testing This?

During Super Bowl 50, Wix.com was the lucky advertiser to get to test the Google Real-Time Ad product. Wix.com purchased traditional advertising from CBS for the big event. By tacking on this advertising model, the company is able to capture a larger audience and retarget the second screen users who just saw the advertisement on television.

Comcast will also test the Real Time Ad product for another major event – the Oscars.

YouTube’s Role

The Real-Time Ad network benefits Google too. YouTube is being used to serve up videos in real-time also.

For example, Super Bowl 50 commercials were shown through YouTube AdBlitz. Last year, over 300,000 hours of advertisements were watched on YouTube. This year, the AdBlitz had a gallery of teaser videos for the big game’s advertisements. Post-game, consumers were able to have a voice by voting for their favorites.

Real-Time Works

Is your business excited by the potential of real-time advertising? You’re not alone. Keep an eye on this developing advertising product to see how it’s helping other brands and if it might be a fit for yours. 

Nik Sharma
Platform Partnerships, Gravity4
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Why You Should Care About Facebook’s Attention to Virtual Reality and Mobile Apps

Cigars were lit late last year as Facebook’s CEO, Mark Zuckerberg and wife Priscilla, welcomed their first child. Zuckerberg, who had been open about his family’s struggles with fertility, took two months of paternity leave, but that hasn’t meant a slow down in his company.

Facebook has started 2016 with big plans. The tech giant (and the only social network in the $300 billion tech club) has announced a new focus on virtual reality and mobile apps.

Why Now?

Over the past few years, Facebook has acquired several big companies. They purchased Instagram for $1 billion in 2012. They acquired WhatsApp in 2014. They bought Oculus, a virtual reality company, in 2014, and Gear VR, another virtual reality product with Samsung and Oculus.

These acquisitions have been slow to grow but this year, plans are changing.

Facebook’s Dip Into the Virtual Reality Pool

Virtual reality might seem farfetched to many people, but it’s expected to quickly rise as one of the hottest topics of 2016. Facebook anticipated this emerging trend, which is why they were one of the early tech companies to back the new products.

It’s not going to be an instant success. The founder of Oculus said the only way to get millions of people using virtual reality is to bring the cost down and the quality up.

This March, the first product from Oculus will launch. Although consumers will be limited to the early adopter crowd, the tech companies will use this time to gather feedback. Facebook’s ears will perk up and listen to the good, bad and ugly of the virtual reality trend. Based on the initial reaction, Facebook will know what needs to change to continue inching this emergent product toward mainstream usage.

Why does this matter to you?

Savvy businesses will have a unique opportunity to get in early with this new tech trend. Think virtual marketplaces and stronger connections to potential buyers. By paying attention to this now, you’ll position yourself to dive in head first with a solid marketing strategy as usage picks up.

Mobile Apps

Mobile apps aren’t anything new – especially for Facebook. Messenger, Groups, Instagram and WhatsApp are just a handful of what Facebook owns.

This year, they’re expanding their reach by releasing a few new ones.

Moments is Facebook’s new attempt at a photo storage and sharing app. With so many of its users sharing photos on their network, it only makes sense.

Now, after the introduction of Facebook Live, a separate video app could also be created, although no plans for this have been made public. It’s pure speculation.

Why does this matter to you?

Facebook’s continued dive into developing mobile apps shows a clear need in the market. Consumers want these apps. They want easy access to useful services on their phone. Your company can provide the same by creating and marketing your mobile app, gaining more customers through better technology.

Takeaways

If you want to get a head start on emerging trends and consumer demands, look no further than Facebook. This company has been on the forefront of innovation since it started in the famous Harvard dorm room.

Nik Sharma
Platform Partnerships, Gravity4
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Gravity4 Acquires ad2one Australia and ad2one New Zealand

Gravity4’s 15th acquisition propels the Company’s global expansion into Australia and New Zealand.

Gravity4, the world’s first high frequency marketing cloud, today announced the acquisition of ad2one Australia and ad2one New Zealand, the largest independent premium digital marketplaces in each respective country. ad2one offers global reach coupled with local expertise to deliver innovative, creative solutions across their exclusive portfolio of premium market leading brands. Financial terms of the acquisition were not disclosed. The acquisition closed on December 31st, 2015.

“This marks Gravity4’s 15th acquisition as we closed out 2015. I’m looking forward to continuing our global expansion in new markets, and look forward to merging our premium marketplaces and programmatic offerings for our increased global advertiser demand,” said Gurbaksh Chahal, Chairman and CEO of Gravity4. “I’m very pleased to welcome all ad2one Australia and New Zealand employees to the Gravity4 family,” said Mr. Chahal.

“Gravity4’s Marketing Cloud is a great fit for both the Australian and New Zealand divisions. It’s ability to attract, engage, and connect with audiences at every stage of the purchase funnel, united with ad2one’s exclusive portfolio of premium, market-leading brands makes this a powerful combination,” said ad2one CEO Grant Allaway. “We’re eager to form a strategic relationship at the global level with Gravity4 and other markets in which ad2one operates,” said Mr. Allaway.

ad2one’s mission is to generate maximum revenue for brands from all of their digital assets. For over a decade, they’ve delivered innovative and creative solutions across an exclusive selection of market leading premium brands and publishers such as Ticketmaster, BBC, Reuters, LinkedIn, Skyscanner, Allrecipes, and Sony PlayStation. ad2one’s innovative premium marketplaces enable advertisers to reach and engage consumers whether at home or on the move, reaching in excess of 70% of Australia’s and New Zealand’s active online population.

“In the Asia-Pacific region, digital advertising spend will increase by 30% and is predicted to reach US$47 billion, fueled by growth in mobile, online video, and programmatic advertising. Australia and New Zealand represent strategically important markets for Gravity4’s continued expansion in APAC, with growth in digital expected to account for a total share of ad spend of around 40%*. The combined premium marketplaces provided by ad2one and recently acquired Pixels are strong complements to our programmatic offerings for advertisers, agencies, and publishers,” said Kevin Huang,Gravity4’s Managing Director for APAC.

“ad2One has grown in its premium marketplaces, and we look forward to further deploying programmatic across both the Australian and New Zealand markets. Combining ad2one’s leading premium marketplace with Pixels’ recently acquired premium marketplace greatly enhances the Gravity4 Marketing Cloud. This bolsters our presence across the Asia-Pacific region and enables a wider reach across premium and programmatic offerings in this part of the world. ad2one’s advertisers, partners, and employees will see immediate benefits of being part of Gravity4,” said Joshua Rex, Gravity4’s Managing Director for Australia & New Zealand.

About Gravity4

Gravity4 delivers the world’s first high frequency marketing cloud that dramatically boosts digital marketing ROI across web, mobile, video, and social channels. Automation, simplicity, and design are the fundamental ingredients behind all the applications and solutions in the Gravity4 Marketing Cloud.

From day one, the Company’s goal has been to simplify marketing by humanizing the essential components behind it. Gravity4 offers a full suite of enterprise applications to aggregate social, web, email, mobile, CRM, search, and location data in real time for free. This offering allows marketers to save millions of dollars annually and enhance automation across all digital consumer touch-points.

Gravity4 is a global software-advertising company headquartered in San Francisco, CA with offices in the US, Bermuda, Ireland, Brazil, Denmark, Turkey, Canada, Australia, New Zealand, Hong Kong, Singapore, Malaysia, China, Columbia, Sweden, Norway, Spain, and Finland. For more information, visit http://gravity4.com/.

* source – Dentsu Aegis Network – https://www.bandt.com.au/media/digital-spend-will-25-2016-predicts-dentsu-aegis

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Gravity4 Introduces the First Marketing Cloud for the Music Industry

Gravity4 provides a revolutionary way for labels to generate more revenue, and independent artists to generate direct revenue. Also launches its first digital album on TheGenesis.

San Francisco, Dec. 9, 2015 — Gravity4, the world’s first High-Frequency Marketing Cloud, today announced the official launch of TheGenesis, a tool for record labels to convert artist social data into media sales, and the first ever direct-to-fan marketing cloud platform designed for music. In addition, TheGenesis will launch its first album, “The Legacy.”

“Today, I’m proud to announce the launch of two new additions to the Gravity4 App Suite: A data-driven URL shortener for record labels, and a platform for independent artists to generate direct revenue and earn 100% of their royalties. In the last 16 years, the value of the music industry has dropped by over $7 billion, and with TheGenesis, not only do we want to bring back that value, but also allow the creators of music to be able to maintain a lifestyle while doing what they love,” said Gurbaksh Chahal, Chairman and CEO of Gravity4.

TheGenesis for Artists is the industry’s first and only direct-to-fan platform that gives artists 100% of the revenue generated from the sale of their music. Unlike any other music platform, TheGenesis has a fully-integrated marketing cloud focused around increasing exposure and driving the distribution of music to an artist’s fanbase. In addition to music distribution, artists will be able to sell concert tickets, host contests, and create advertising campaigns from one singular platform.

TheGenesis for Labels (gns.io) is a platform for record labels to generate first-party audience data from their artists, cross-promote artist audiences to increase sales, and convert their artist’s social influence into sales. In addition, every listener is segmented in real-time via a single cookie into the Gravity4 Data Management Platform (DMP), and record labels can retarget fans within milliseconds of interaction across social, search, display, and mobile advertising channels. Each artist will also receive a branded vanity URL at no cost.

“The Legacy,” TheGenesis’ first digital album, will launch with 15 tracks executive produced by Gurbaksh Chahal, and associate produced by Tijuan Frampton, formerly of Bad Boy Entertainment where he worked with Diddy, JLo, Keyshia Cole, Usher, and Lil Kim, among others. Frampton will lead all talent and artist development for TheGenesis.

On December 9th, 2015 at 6pm PST, the album will be available for free 24 hour download on TheGenesis.

About Gravity4

Gravity4 delivers the world’s first high frequency marketing cloud that dramatically boosts digital marketing ROI across web, mobile, video, search, native, and social channels. Automation, simplicity, and design are the fundamental ingredients behind all its applications and solutions in the Gravity4 Marketing Cloud.

From day one, the Company’s goal has been to simplify marketing by humanizing the essential components behind it. Gravity4 offers a full suite of enterprise applications to aggregate social, web, email, mobile, CRM, and location data in real-time. This unparalleled offering allows advertisers to save millions of dollars annually, and enhance automation across all digital consumer touch-points.

Gravity4 is a global software-advertising company headquartered in San Francisco, CA with offices in the US, Bermuda, Ireland, Brazil, Denmark, Turkey, Canada, Australia, Columbia, Sweden, Norway, Spain, Finland, Hong Kong, and China. For more information, visit Gravity4.com.

Press Contact:

Matthew Ward

[email protected]

Gravity4
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Gravity4 Acquires Pixels, Marking the Company’s Entry into Asia

Adds 100 people globally; combined group’s revenue in Asia to surpass $40 million in 2016.

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Gravity4, the world’s first high frequency marketing cloud, today announced the acquisition of a 93.7% ownership stake in Pixels, an award-winning multi-screen

advertising technology company headquartered in Hong Kong. This move marks Gravity4’s entry into the South East Asia and Hong Kong markets.

“Pixels not only boasts one of the smartest management teams I’ve ever met, but they have also built a great business and a mobile DCO platform that we can’t wait to deploy on a global level,” said Gurbaksh Chahal, Chairman and CEO of Gravity4. “We’re also very excited about entering Asia and introducing our marketing cloud and programmatic offering to this dynamic market,” said Mr. Chahal.

Throughout Asia and the world, marketers are rapidly adopting digital advertising and the sector is experiencing high growth. According to eMarketer, digital ad spend in the Asia Pacific region is expected to rise 22% to $70 billion in 2016*, with mobile and video advertising platforms being key to this growth.  

Recently, Pixels introduced mobile ad offerings that include groundbreaking HTML5-based rich media creatives that encourage advertisers to engage users. This, along with its vast network of premium and category leading publishers, reinforces Pixels’ market-leading position as a must-have partner for mobile digital advertising innovation.

“We are extremely pleased to become a part of the Gravity4 family,” said Kevin Huang, Co-founder and CEO of Pixels. “Our advertisers, partners, and employees will see the immediate benefits of being part of Gravity4. With the introduction of Gravity4’s marketing cloud to the Asian market, our customers will reap the benefits of modern cloud marketing technology, as Asia sits at the cusp of a digital advertising boom,” said Mr. Huang.

Pixels was created in October 2014, the result a merger between Pixel Media, Snap Mobile, and Adsfactor, and is one of the largest digital media entities in Hong Kong and Southeast Asia. The company has just over 100 employees and is headquarters in Hong Kong, with additional offices in Kuala Lumpur, Singapore, and Shanghai.

Pixels’ multi-screen advertising technology and media assets enable advertisers to reach their target audience and marketing objectives as consumers navigate across digital devices, platforms, and screens. This includes display advertising, in-stream video, targeting solutions, and branded content.

Terms of the acquisition were not disclosed. Gravity4 plans on acquiring the outstanding 6.3% of Pixels shares in the next few months and integrate Pixels into the Gravity4 Marketing Cloud. Kevin Huang will continue to lead the company in Asia.  

About Gravity4

Gravity4 delivers the world’s first high frequency marketing cloud that dramatically boosts digital marketing ROI across web, mobile, video, and social channels. Automation, simplicity, and design are the fundamental ingredients behind all the applications and solutions in the Gravity4 Marketing Cloud.

From day one, the Company’s goal has been to simplify marketing by humanizing the essential components behind it. Gravity4 offers a full suite of enterprise applications to aggregate social, web, email, mobile, CRM, search, and location data in real time for free. This offering allows marketers to save millions of dollars annually and enhance automation across all digital consumer touch-points.

Gravity4 is a global software-advertising company headquartered in San Francisco, CA with offices in the US, Bermuda, Ireland, Brazil, Denmark, Turkey, Canada, Australia, Columbia, Sweden, Norway, Spain, and Finland. For more information, visit http://gravity4.com/.

*http://www.emarketer.com/Article/APAC-Digital-Ad-Spending-Jump-Over-30-This-Year/1011693

Matthew Ward