Amobee Brand Intelligence Discovers the Brands & Players that Score a Digital Slam Dunk during NCAA® March Madness®

basketballnue to rise, only 16 of the original 68 teams remain in the running to become the 2015 NCAA® men’s college basketball champions.

As we enter into the second half of the four-round event, fans across the nation are closely watching with anticipation as their teams battle it out on the court for victory.

No matter where college basketball fans are – at home, work or in transit – brands can be confident that they will be catching all the action on smartphones, tablets, desktop and television. March Madness® offers an in-depth opportunity for fans to connect with their teams, wear their school colors proudly, and for brands to connect with consumers in a meaningful way using relevant digital advertising.

Kantar Media estimates that the men’s basketball tournament generated $7.5 billion of national TV ad expenditures from 279 different marketers during the past decade (2005-2014). Spending for the 2014 event was estimated at $1.13 billion, up 1.5 percent from the prior year.

Naturally, with these monetary figures, the potential to leverage the attention of viewers and translate their college basketball fixation across screens into a brand awareness win is not lost on advertisers.

Last year, according to TV Everywhere ratings, there was a 42 percent increase in live video streaming of NCAA® March Madness® content bringing the collective total over all platforms to 69.7 million live video streams. Similarly, NCAA® March Madness® Live registered 15 million hours of live video streaming, a new high and up seven percent from 2013.

While March Madness® will certainly deliver its share of excitement on and off the court, the Amobee Brand Intelligence platform analyzed the most talked about teams and brands online as featured on CNBC’s “Squawk Box.”

Watch the video here

Detailed highlights from our recent analysis include:

  • Most Mentioned Brand Goes To Buffalo Wild Wings®. Few events beckon to be paired with wings and beer more than March Madness®, and Buffalo Wild Wings® leveraged the game’s momentum to capture the attention of wing-eating fans everywhere as the most mentioned brand by a long shot.
  • Top Two Official Sponsor Brands are Nationwide® and Taco Bell®. These two brands have maximized their ad spend by leveraging multiple channels to captivate viewers’ attentions through the rounds.
  • UAB Blazers fans proved to be the most prolific and positive in Round Two; however, the tournament favorite and undefeated Kentucky Wildcats took the title of Top Team in Round Three, bypassing the other top online performers, the Dayton Flyers, Ohio State Buckeyes and the Wichita State Shockers, as the most beloved and talked about team.
  • J. Hunter and Kevin Ware Win Most Talked about Players in Round Two, and Sam Dekker, Tony Parker and Melo Trimble Are top of mind for fans throughout the most recent round, proving a team is more than the sum of its parts. The Top Players in Round Two and Three did not reflect Top Team mentions.

As the tournament heats up, Amobee will continue to monitor content consumption patterns and real-time consumer reactions throughout the sweet 16 games of March Madness® with our proprietary technology that tracks trends, quantifies user sentiment, and drives smarter media decisions for advertisers.

 

Amobee creates partnership to bring TV viewing habits to digital advertising

In a move to advance our platform for publishers and set it apart in the industry, we are proud to announce a partnership with SonoTrend to integrate its leading TV data technology platform with Amobee Exchange. This will enable mobile publishers and their advertisers to reach consumers with relevant mobile ads that are based on real-time and historical TV consumption data. Our Exchange will now able to leverage TV data to give publishers the highest ROI for their mobile inventory and provide their advertisers with a deeper understanding of their target audience’s TV behaviors, which can inform their mobile strategy.

SonoTrend technology will be incorporated into the core of the Amobee Exchange SDK and ad delivery platform, which provides global distribution and includes built-in support for geo-location, rich media, video, 3D and interactive mobile ads. In addition, any publisher can incorporate the solution, and when opted in by consumers, any immediately available program viewing and user data is captured. This data along with other third party data is analyzed in real time, without any disruption to the user experience to determine the best ad to serve. Ultimately, the consumer is presented with a highly relevant ad, resulting in higher engagement rates for advertisers.

Our Amobee Exchange is the industry-leading programmatic ad revenue platform for publishers that connects supply to the world’s leading demand sources through a combination of a robust blended exchange, reliable revenue analytics, and sophisticated inventory management to achieve the best ROI for mobile and digital ad impressions. With Amobee’s blended exchange, publishers can deliver demand from multiple sources and maximize yield with technology and expertise to generate the most revenue.

Click here for more information on [a•mo•bee] Exchange.

And the award goes to…Amobee Brand Intelligence

Amobee rolled out the red carpet last Sunday for the 87th Academy Awards®.

As the world tuned into the Oscars®, Amobee teams were in digital media war rooms across the globe with real-time data insights powered by Amobee Brand Intelligence.

Amobee’s Brand Intelligence technology platform provided real-time and historical analysis of brand sentiment and overall content consumption trends across the digital ecosystem. It aimed to help inform advertisers’ on their Oscars® strategies and media activation in real-time.

Amobee began monitoring the online Oscars® buzz well before Hollywood’s big night, making predictions featured in MediaPost, and maintained its relentless focus on tracking the latest trends throughout the broadcast. It closely followed and tracked viewer conversations that extended well beyond social media, with the world generating and sharing content about their favorite, and not so favorite, moments of the night across the web.

Amobee’s analysis revealed that this year:

  • The Oscars® were ripe for brands to align with strong social advocacy. “Social Good” was the winning theme of the night, with celebrity Oscar® acceptance speeches touching on women’s right to equal wages, civil rights and the enduring hope to find a cure for Alzheimer’s disease.
  • Many brands that advertised during the Oscars® missed out on a big opportunity to market in the moment and optimize media to stand alongside social good and change.
  • Lego and Dove, brands that leveraged earned media and embraced a strong social advocacy strategy, performed best.
  • Lady Gaga won in celebrity online visibility and lift, with a memorable Sound of Music performance and on-stage moment with Julie Andrews.

What we can learn from this year’s Academy Awards® is that the brands that successfully tap into data insights in real-time will come out winners.

View the Amobee infographic for the Oscars® to see the top celebrity and brand moments across the digital sphere.

Amobee Brand Intelligence Reveals Big Game Brand Winners

The Amobee team gathered in war rooms around the world working in partnership with some of the biggest advertisers.

Powered by Amobee Brand Intelligence, the team leveraged cross channel data and proprietary insights to inform game-time digital marketing strategies for activating media across screens to give consumers a seamless and memorable brand experience.

Amobee’s patented technology and robust cross channel digital marketing platform allows us to analyze the world’s content consumption patterns in real-time. Amobee Brand Intelligence enables marketers an unprecedented ability to understand what people are consuming, talking about, and most importantly, identify which topics are trending, and the best keywords for audience targeting and optimizing digital campaigns for increased ROI.

Through analysis of content consumption during the Big Game, Amobee Brand Intelligence was able to discover which brands prevailed, failed, and which brands created the most buzz.

Sunday’s main event is one of the most popular televised sporting events in the U.S., providing advertisers with a unique opportunity to capture the attention of one of the biggest audiences during the year.

With an estimated $4.5 million dollars being spent per 30-seconds of TV time, advertisers made sure to extend their campaign presence online and across mobile devices to entertain, make us laugh and think.

This year, we saw a significant number of advertisers use the Big Game as a platform to bring to light both fun and serious topics across social media. They leveraged Twitter to keep the conversation going in real-time using clever hashtags and advertising products like Twitter cards to make their messages stand out and inspire engagement.

Here are 5 notable highlights from our analysis of the Big Game:

  1. Budweiser was the night’s most successful advertiser, earning 234,000 social mentions during the game around its Best Buds spot.
  2. Coca-Cola was the second-most popular advertiser of the night based on positive sentiment.
  3. The best loved auto brand was Fiat, its blue pill ad generated 52,910 Tweets around a single ad break.
  4. Skittles won the battle for viral chatter among first-time advertisers with 85,383 social mentions.
  5. Examining top brands on the night by category, 26% of mentions during the game were around consumer packaged goods brands, 20% around beverages, 15% around automotive, 13% around finance and insurance brands, 10% around food brands, 6% around entertainment, and 10% around other verticals.

To download the full infographic, please click here.

Amobee Featured in Newest Mobile Display Ad CPMS eMarketer Report

Amobee had the opportunity to speak with the mobile analysts at eMarketer, contributing to their report, “Mobile Display Ad CPMS: The Going Rates and the Inventory Advertisers Value Most.” This new eMarketer report is a great resource to learn about mobile display prices as well as the inventory types that are providing the greatest value. Here is snapshot of what our own expert, James Malins, VP of Cross Channel Digital Advertising, had to share.

In the report, James breaks down the math behind buying mobile inventory on a cost-per-click basis to use the clickthrough rate (CTR) for the inventory to calculate an eCPM for that buy. “If you’re paying a dollar for every click and the CTR is .001%—one click in a thousand impressions—that backs into a $1 eCPM.” With this pricing model, “if you’re looking at a standard banner execution, mobile is significantly cheaper—50% or more below desktop.”

178478

According to eMarketer, more big brands—and their ad budgets—have moved into mobile advertising, and as seen through the lens of CPMs, advertisers are placing greater value on mobile display ads. It’s a logical shift as consumers have evolved to multi-screen lifestyles where smartphone and tablets are playing a much bigger role. The research firm estimates US adults spent nearly half of their digital time in 2014—2 hours 51 minutes per day—consuming mobile media, 32 more minutes each day compared with 2013.

Additionally, James discusses the issue of quality versus quantity impressions in mobile. “[When] you try to find the right person and the right place, you generally pay a premium to do that. But with the glut of cheap inventory in mobile, the second approach is to back into your performance goal by buying a lot of cheap inventory that leaves enough room to account for all the wasted impressions and nonperforming users.”

As Amobee continues to be at the forefront of industry discussions, we hope to provide you with a deeper understanding of the many factors and consumer behaviors affecting the future of digital advertising.