Interviews, insight & analysis on digital media & marketing

New Business Bulletin: GSTV, Similarweb, AgencyAnalytics, The Trade Desk and more

Coming out of the 2024 NewFronts, GSTV, the national on-the-go video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, unveiled yesterday a new study in collaboration with Lumen Research, the leading technology company for attention measurement, that for the first time quantifies actual visual attention paid to real ads on the network.  Lumen found that GSTV viewer attentiveness exceeds attention benchmarks for digital, CTV, and linear television advertising. The study was conducted in alignment with Dentsu’s Attention Economy initiative, enabling comparisons with norms from the agency’s 5-year attention measurement program.

Similarweb is announcing an open beta release of SAM, an AI-powered sales assistant that brings digital intelligence insights into the salesperson’s daily workflow. SAM, the Similarweb Sales AI Module, is one of many ways Similarweb is combining the power of Digital Data with large language model (LLM) generative AI. The SimilarAsk™ digital assistant was introduced in 2023 to speed customer discovery of Similarweb data and insights. SAM builds on the success of the Insights Generator sidebar in Similarweb Sales Intelligence – except that with SAM, those insights become readily available through a Chrome Extension that fits into existing workflows. Similarweb innovation partners who are part of the SAM trial include industry leaders like DHL Express in global logistics, SaaS powerhouses such as Bannerflow and Commversion, and eCommerce platform provider Visualsoft. SAM is not just another chatbot or “co-pilot.” Implemented as a browser extension, SAM uses the regular workflow of sales research as its input. As a result, SAM informs sales pitches and meetings with a prospect or current customer with insights drawn from Similarweb’s unique Digital Data. Beyond just presenting charts and graphs, SAM uses AI text generation to suggest sales messages likely to resonate with the potential customer. Salespeople can then incorporate those messages into pitch emails, use them to prepare for a meeting, or leverage them to advise existing customers on opportunities to improve their digital profile.

AgencyAnalytics, trusted by thousands of marketing agencies, unveils 11-Second Smart Dashboards, closely following the release and successful adoption of the 11-Second Smart Reports. Since 2010, AgencyAnalytics has innovated client reporting to save marketing agencies valuable time. In 2024, AgencyAnalytics is setting a new standard for reporting: do it all in 11 seconds or less. In January, AgencyAnalytics unveiled 11-Second Smart Reports to save marketing agencies an average of 2.5 hours per client report by generating a comprehensive report in one click. The rapid adoption and customer response to Smart Reports confirmed agencies’ needs for smart reporting tools. As a result, AgencyAnalytics is adding 11-Second Smart Dashboards to its offerings. Smart Dashboards will enable users to offer real-time metrics to their clients with one click, immediately tracking performance. The dashboard automatically updates, enabling clients to get the most recent data, on-demand. Smart Dashboards are auto-generated based on the client’s specific connected integrations. Each section of the dashboard is populated with the top-used metrics for that integration, based on the typical dashboard composition of marketing agencies. In just one click, Smart Dashboards are ready to go.

Women-first dating app Bumble has unveiled a refreshed visual identity and a new global campaign, underscoring the company’s continued commitment to making dating better for women. The campaign coincides with the dating app expanding upon its signature Make The First Move functionality with the launch of Opening Moves. After a decade of revolutionising the way women date, Bumble is stepping into an exciting new era by launching a feature that gives women more choice in how they make romantic connections. Opening Moves gives women the option to set a question that their matches can respond to, adding more ways to open a conversation while keeping women in control. Women can use one of Bumble’s recommended Opening Moves, or craft their own. According to Bumble’s research*, nearly half of women (46%) surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience even better. This brand and product evolution marks a pivotal moment for Bumble, brought to life by a  global marketing campaign with high-impact digital and physical out-of-home (OOH) in more than 10 countries, with messaging such as “We’ve changed so you don’t have to.” Bumble’s campaign also features a new video that recognises the exhaustion some women feel with online dating when their needs and experiences are not prioritised, and the women-first solution Bumble provides.

TV streaming platform Roku has announced plans for a new data-driven TV streaming partnership with The Trade Desk, the largest independent global advertising technology leader, to equip advertisers with better planning, buying, and measurement of TV streaming media. Roku plans to empower advertisers using The Trade Desk with the ability to leverage Roku Media and audience and behavioural data, so that The Trade Desk customers can better understand and optimise their campaigns for TV streaming viewers. As the TV streaming ecosystem grows increasingly crowded and complex, advertisers are looking for the most efficient and performant way to cut through the noise and reach viewers at scale. By leveraging Roku’s automatic content recognition data, advertisers using The Trade Desk can suppress incremental households that have seen their linear TV ads — a capability advertisers have had directly with Roku, now available in an independent media buying platform on Roku Media. Through Roku’s more than 81M Streaming Households, advertisers can find meaningful outcomes through scale, premium inventory, and optimisation capabilities that will help efficiently maximise ad spend. 

Pepsi Max® has launched its latest global campaign. It brings new signing Jack Grealish together with global football talent, Son Heung-Min, Vini Jr. and Leah Williamson in the ultimate game of street football. The campaign will launch on 29 April 2024 and will roll out across global markets. The hero film – the first chapter in Pepsi Max’s “Where There’s A Ball There’s A Way” campaign – will be supported with social content focusing on each of the four ambassadors. The global campaign – which launches to coincide with Pepsi Max’s partnership with the UEFA Champions League – aims to demonstrate the power of football to bring enjoyment regardless of how or where it’s played. The shadow of Wembley’s iconic arch was chosen as the location for the film because it hosts this year’s UEFA Champions League final. The spots contrast a game of street football played outside one of the world’s great stadia and show how a game of football can take place anywhere there is an appetite to play

HubSpot, the customer platform for scaling businesses, has released new data that shows UK businesses are reshaping their business strategies based on global shifts such as generative AI and evolving customer expectations. SMBs agree the AI era is accelerating the pace of change, with 70% of businesses saying they’ve evolved more in the past four years than the previous twenty. In 2024, businesses are navigating a new reality whereby keeping abreast with technological disruption and innovation is critical to business success. UK businesses are feeling the pressure to do more with less, with 60% attributing AI as the driving force behind the need to reinvent. To address this, HubSpot has announced Spotlight, a new way of helping businesses see around the corner. Twice a year, HubSpot will highlight its latest innovations to help organisations deliver a more streamlined and personalised customer experience (CX), identified as key to their growth and success by 74% of businesses in 2024, using technology to help marketers focus on what matters. As part of Spotlight, HubSpot has announced the launch of Commerce Hub, Content Hub and Service Hub, to support businesses of all sizes to drive growth.

Valtech, a global specialist in Experience Innovation, has completed its acquisition of the digital transformation consultancy Kin + Carta. This strategic investment cements Valtech’s position as the first-choice business transformation partner. It enables the company to better support Fortune 500 and household-name brands looking to meet changing consumer expectations, build strong technology foundations, and drive sustainable growth​ through world-class experiences​. This strategic acquisition will catapult Valtech to the forefront of Experience Innovation as it fuses cutting-edge technology, consultancy, and creative design to redefine what’s possible for businesses across all sectors and disciplines.