Interviews, insight & analysis on digital media & marketing

New Business Bulletin: Zeotap, Media Marketing Compliance, UtterBerry and more

Zeotap, the Customer Data Platform, has launched a new integration with Google Customer Match, enabling marketers to leverage their first-party data to engage audiences at scale across Google Search, Shopping, Gmail, YouTube and Display. In doing so, the new integration provides an important solution to addressability when third-party cookies deprecate at the end of this year. By becoming a Customer Match partner, Zeotap allows marketers to upload their first-party data to Google Customer Match via a simple API integration, streamlining the matching process. The resulting segments can then be included or excluded from Google Ads campaigns and used to tailor bid strategies, ad creatives and landing pages. This precision targeting helps deliver 79% higher CTR and 67% higher CVR than non-audience traffic.

Avast has announced a new strategic partnership with Enterprise Nation, a fast growing small business network and business support provider, which will see Avast become the exclusive cyber security partner for the national network. The partnership aims to deliver key cybersecurity resources and training for more than half a million UK small businesses to help them securely operate and thrive in today’s digital economy.

In-game advertising specialist, Adverty AB (publ), has announced two new games launching in its network, which will include Adverty’s seamless In-Play™ and In-Menu™ formats for both branding and performance advertising to global audiences. First out is Magic Finger 3D from Lucky Kat Studios. With seamless integration of Adverty’s In-Play™ ads which include billboards as well as ads players can interact with, Magic Finger 3D also introduces Adverty’s Seamless In-Menu™ format. In addition, Gold Town Games (GTG)’s World Hockey Manager 2021 has now gone live with its first In-Play™ ads and has since decided to add more integrations. The leading ice hockey manager simulation game has added both a new In-Play™ integration as well as clickable In-Menu™ units that appear organically during breaks in the game.

TabMo, the creator of cross-channel demand-side platform (DSP) Hawk, has announced a strategic partnership with DAX, a pioneering digital advertising exchange from Global, the Media and Entertainment group. The partnership enables advertisers to access programmatic audio and digital out-of-home (DOOH) inventory on DAX through TabMo’s Hawk DSP. Audio publishers on DAX include Global’s leading commercial radio stations as well as podcast inventory from Sky News, ITV, The Telegraph and more. Digital outdoor inventory on the platform includes high-value environments such as the London Underground and National Rail.

Uberall, a specialist in ‘Near Me’ Marketing SaaS solutions has announced it has received a capital investment of $115 million led by Bregal Milestone, Level Equity, United Internet and Uberall management, which will be deployed to accelerate growth in the U.S. and Canada. As part of its growth strategy, Uberall is simultaneously announcing it has signed a definitive agreement to acquire MomentFeed, a provider of Proximity Search Optimization in North America. Together, Uberall and MomentFeed create a new, more powerful ‘Near Me’ Customer Experience platform with unsurpassed capabilities and global reach.

Media Marketing Compliance, a newly formed independent marketing compliance consultancy, re-launches this week. It is led by Former FirmDecisions Founder and Global CEO, Stephen Broderick along with several former members of the FirmDecisions senior management team: Elliot Sherrington & Tony Whittingstall covering Europe & Global, Fiona Foy covering the Americas, David Reid covering the Asia Pacific region and Jon Pigden covering the Middle East and Africa. Based on extensive feedback provided by clients, industry commentators and agency networks, the decision has been made to operate and grow as an independent media and marketing compliance specialist no longer aligning with a single media consultancy. Media Marketing Compliance will now offer its services to a broader more diverse community across the world.

Car buying comparison leader, carwow has announced the acquisition of used car buying platform, Wizzle. The acquisition of Wizzle will help carwow users sell their current car as soon as they’ve configured their new car on carwow. carwow plans to integrate the Wizzle used car selling service into its new car buying experience this week. While carwow has had a ‘Sell Your Car’ feature live for a number of years – driving over a million valuations in the last 12 months –  it has only been able to provide a single offer from a single provider. By leveraging Wizzle’s technology platform, carwow will be able to provide multiple offers to customers and prioritise offering cars to dealer partners directly.  

London-based tech start-up UtterBerry has recently developed innovative 5G technology, which will transform Welsh farming and tourism thanks to funding and support from the Department for Digital, Culture, Media and Sport and the Welsh Government. Now the technology is ready, UtterBerry will begin revolutionising farming and tourism through the DCMS 5G Testbed Project. UtterBerry will work on several features for the project that will make the most of 5G connectivity on a farm in rural Wales and transform traditional agricultural practices. UtterBerry’s end-to-end technology will provide the farm with connectivity to the 5G networks. When connected, the technology will be used for automated routines for feeding, lighting and cultivation, saving key resources like water, electricity and food. Farmers will also be able to use the technology to track resources levels as well as the whereabouts of their livestock, saving both time and money. Not only that, but this project will help farms ramp up productivity and play their part in the race to net-zero emissions as the UK looks forward to hosting COP26. 

Raptor PR, the virtual-first digital PR agency for video games, media and tech brands, has emerged from soft launch into full communications agency mode having secured four retained accounts since January 2021. The quartet includes Admix, a $12M funded in-game advertising platform, Gamestream, the B2B whitelabeled cloud gaming solution, GameBake, the pioneering video games distribution solution, and PlayLa.bZ, the multi-dimensional motion arts research institute at Ravensbourne University London.

Ultra-Premium single malt whisky, The Dalmore, has appointed The Lucre Group to support its UK PR strategy. The latest account win will sit as part of the agency’s strengthening Food & Drink division, joining the likes of PizzaExpress, Distill Ventures, Stonegate Pub Company and KETTLE® Chips. From promoting the brand’s Principal Collection during the key gifting periods to handling the UK PR for two of The Dalmore’s major global launches later in 2021, The Lucre Group will be supporting the brand in its mission to open up the exceptional world of whisky to new audiences.

Housebuilder CALA Group has consolidated its media planning and buying business with Space & Time following a competitive pitch process. Building on an existing 21-year relationship with CALA Homes, Space & Time will additionally manage the media planning and buying for Legal & General Homes and CALA Group, which is the overarching brand. The overall objective will be to successfully market and raise awareness of the brands across an increasingly digital landscape. 

EVRYTHNG has announced their partnership with Connected Fanatics, the digital consumer engagement experts, to seamlessly bring the connected product service and fan-based experience together. Drawing on EVRYTHNG’s ability to give every piece of clothing a unique product identity and to harness data intelligence throughout the supply chain from that item, Connected Fanatics enables any organisation offering licensed products and merchandising to their fans and consumers the ability to provide an exclusive connected experience across a community-based channel in a sustainable way.

Spark Foundry, the UK Acceleration agency, has announced it has been hired by UK confectionary brand FOX’s to handle media planning and buying in the UK. Spark Foundry has been appointed to build awareness of the brand and drive sales by ushering in a new generation through a renewed media strategy. Spark Foundry will work alongside JOINT who was appointed as the brand’s creative agency in 2020.