IPG’s Cadreon launches solution to extend reach of Facebook and Instagram ads

IPG Mediabrands’ ad tech unit, Cadreon, has announced a partnership with Polar to extend the reach of Facebook and Instagram ads across trusted publisher websites programmatically. The solution has been launched in a number of key markets, including Australia.

The announcement:

Cadreon today launched the Cadreon Social Creative Extension, making it simple for IPG clients to extend the reach of their existing social assets across trusted publisher websites at scale. Social formats, as seen in platforms like Facebook, Instagram and Twitter are increasingly brand’s go-to for more dynamic, engaging creative. With the Cadreon Social Creative Extension, brands can use their social assets—which have often been optimized and tested already within social platforms—and repurpose them instantly for addressable distribution.

eMarketer estimates that global digital media spend on social platforms this year will reach $100 billion and is growing at a rate of 30%: more than twice the total growth in digital advertising. The Cadreon Social Creative Extension supports the breadth of assets brands are already investing in, including: Facebook, Instagram, Twitter, LinkedIn and Pinterest creative, in addition to video, photo and link posts.

“Over the past decade, ad format innovation has happened primarily within social platforms, leaving traditional digital formats to fall behind,” said Sean Muzzy, North American President, Cadreon. “Our solution with Polar allows brands to take advantage of the higher engagement of their social posts and extend that beyond the original social platform in a brand safe fashion.”

The Cadreon Social Creative Extension runs on one of the largest sources of trusted supply available to brands on the web today. In the United States, it will be available on trusted publishers including Business Insider, Bustle, BuzzFeed, Cheddar, Everyday Health, GateHouse, MailOnline, News Corp, SHE Media, USA TODAY NETWORK, Ziff Davis and more.

In search for better performing creative, financial services organization TIAA tested Cadreon’s marketplace. Cadreon tagged TIAA’s best performing social ads in its DSP to extend the same creative onto publishers’ mobile sites.

Through the marketplace, TIAA was able to save time and money on production costs by reusing creative it was already running on social. It also ensured strong performance by extending creative that it knew was already seeing success on social.

“There are inherent cost savings, but at the same time, we’re getting more optimized creative with better conversions,” said Karen Belt, senior director of media strategy and buying at TIAA. “We’re trying to break through in a more interesting way that people wouldn’t normally see in the media landscape, it will be another piece of the puzzle we use to try to meet our business objectives.”

The Cadreon Social Creative Extension removes the need for additional production costs and improves campaign performance by leveraging the best possible creative assets. It also addresses one challenge of social creative by allowing for third-party measurement and validation. In fact, IPG clients have boosted Facebook posts on trusted publisher sites and saw a 0.61% CTR engagement, which is 10x higher than the industry average engagement rate for standard IAB banner ads on mobile.

Source: Polar press release


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