Scoota And Ternio Partner For Blockchain Verified Ad Campaigns

Scoota, the market leader for automated, brand-safe online branding, has announced that it has selected Ternio as its preferred blockchain partner to facilitate enhanced transparency within its programmatic ad campaigns. Ternio is the leading blockchain company bringing transparency to programmatic digital advertising with its high transacting blockchain, called Lexicon.

Scoota offers a fully programmatic platform for the creation and global delivery of rich, highly engaging ad formats without compromising creative execution or brand safety. This partnership will enable Scoota to be one of the first ad buying platforms to offer Ternio’s blockchain technology for programmatic advertising campaigns. Scoota’s clients will have the ability to utilize blockchain to gain complete transparency of their ad spend throughout the entire ad supply chain, on a per-impression basis.

Scoota is pioneering brand safety; its anomaly detection technology links dynamically to its bidder to optimise away from fraudulent traffic in real time, and it has developed new approaches to viewability and domain verification; but despite this market-leading approach and dedication to full transparency, the addition of blockchain capabilities will cement its offering as the safest in market. By integrating Ternio’s blockchain technology, Scoota and its clients will further reduce waste, better fight ad fraud, and get more value from their ad spend, and gain a better understanding of where their ad dollars are going.

“Scoota has always been on the forefront of using technology to facilitate transparency and brand safety for their clients,” said Ian Kane, co-founder of Ternio. “By integrating Ternio into Scoota’s buy-side platform, advertisers will gain granular insights into every ad impression being purchased all executed in a programmatic environment.”

“Blockchain is fascinating on many levels; its ability to change the ad tech landscape is substantial, yet very few businesses can claim a blockchain framework that is fast enough to make it viable for the demands of online advertising at scale. Ternio delivers on the speed challenge; we’re really excited about exploring what we can do together for the benefit of our clients.” Added James Booth, Founder and CEO of Scoota.

Ternio’s blockchain framework uses smart contracts to ensure demand side terms are met while also providing visibility into the transactions in the supply chain. It is the only decentralized blockchain that can support the high queries per second (QPS) required for programmatic buying and selling.  Combining it with the Scoota’s broad range of contextual and audience-targeting solutions empowers brands to deliver relevant, highly-targeted campaigns without any wasted ad spend.

Ternio

Ternio is a leading blockchain company that brings transparency to programmatic digital advertising with its Lexicon framework. Lexicon is the only scalable blockchain solution for programmatic digital advertising – capable of supporting over 1 million transactions per second.  Ternio provides the solution to existing companies in the ad supply chain – enabling those companies to verify users, instantly pay publishers, and protect advertisers from ad fraud.

Learn more at www.ternio.io

Scoota

Scoota is the leading digital marketing technology company that enables advertisers to create, activate, measure and optimise brilliant brand campaigns at scale. It offers a single, fully transparent programmatic platform for the creation and delivery of rich, highly engaging formats via private marketplaces and the open marketplace, globally, without compromising creative execution or brand safety. Scoota’s platform includes a unique patent-pending campaign pre-testing system that dynamically manages delivery, and a revolutionary fraud detection solution; combined, these open up huge scale safely, allowing for much greater levels of optimisation while protecting users from unwanted over-targeting or brands from concerns over fraudulent traffic, content destination and viewability.

Scoota acquires wayve’s technology

London, August 16th 2017

It is with great pleasure that Scoota announces that it has acquired the creative technology of the wayve business. Wayve was a leading provider of dynamic rich online creative; the technology manages creative delivery of rich media content in a sophisticated, data-optimised manner that makes scaling creative effortless.

James Booth, Founder & CEO of Scoota said: “I have been a fan of what Jamie and the team built since Jamie first shared his vision with me some years ago. Bringing wayve’s technology into Scoota will give our clients a much broader opportunity for delivering the most effective brand-safe creative solutions available. We are looking forward to adding it to the Scoota suite of products.”

Jamie Evans-Parker will be taking up a new role within Scoota to focus on optimising the wayve’s technology with Scoota’s existing product range and helping bringing this to market. He added: “I’m excited by the opportunity to bring wayve’s technology into Scoota. There’s a real synergy around the importance of creativity; combining wayve’s cutting-edge technology with Scoota’s groundbreaking programmatic delivery solutions is going to be hugely compelling.”

Scoota is the market leader for automated, brand-safe online branding. Its patent-pending Sentinel solution solves many of the established challenges of scaling cross-device rich media programmatically. At the heart of its offering is the Agatha anomaly detection system which ensures brand safety at scale. The Scoota Fluid technology delivers highly scalable dynamic creative delivery.

Ends

Scoota is 2017 Red Herring Top 100 Europe Winner

Scoota has been announced as one the Red Herring Europe award winners, recognizing Europe’s leading private companies and celebrating the innovation of technology startups’ innovations across their various industries.

Red Herring Top 100 Europe enlists outstanding entrepreneurs and promising companies. It selects the award winners from approximately 1,200 privately financed companies each year in the European Region. Since 1996, Red Herring has kept tabs on these up-and-comers. Red Herring’s Top 100 list has become a mark of distinction for identifying promising new companies and entrepreneurs. Red Herring’s editors were among the first to recognize that companies such as Alibaba, Facebook, Google, Kakao, Skype, SuperCell, Spotify, Twitter, and YouTube would change the way we live and work. Thousands of the most interesting and innovative companies have graced the Top 100 list over the years.

“In 2017, selecting the top achievers was by no means a small feat,” said Alex Vieux, publisher and CEO of Red Herring. “In fact, we had the toughest time in years because so many entrepreneurs had crossed significant milestones so early in the European tech ecosystem. But after much thought, rigorous contemplation and discussion, we narrowed our list down from hundreds of candidates from across Europe to the Top 100 Winners. We believe Scoota embodies the vision, drive and innovation that define a successful entrepreneurial venture. Scoota should be proud of its accomplishment, as the competition was very strong.”

James Booth, CEO and founder of Scoota, said “This is a great honour and we are proud to have our potential recognised by Red Herring, particularly in the light of such companies and technologies that made this year’s list so strong.  What an amazing peer group.”

Red 100

2017 Red Herring Top 100 Europe Winner

Thousands of the most interesting and innovative companies have graced the Top 100 list over the years.
Red Herring’s editorial staff evaluated the companies on both quantitative and qualitative criteria, such as financial performance, technological innovation, management quality, overall business strategy and market penetration. This assessment was complemented by a review of the track records and standings of similar startups in the same verticals, allowing Red Herring to see past the “hype” and make the list a valuable instrument of discovery and advocacy for the most promising new business models in Europe.

Following Scoota’s well-deserved win, we are invited to showcase our company and the work we are so proud of to the US market at the Top 100 North America event in June and later compete internationally for the Top 100 Global in November.  Scoota looks forward to partnering with Red Herring for further success and innovation.  And we’re very chuffed.

year in review: some of our best performing campaigns of 2016

As 2016 fades into an emotional memory, here is a snapshot of some of our best performing rich media expandable campaigns of the last few months, launched for some of the world’s biggest brands and agencies. Each campaign saw interactivity many hundreds of times the industry standard for effectiveness, and was successfully delivered at scale into OpenRTB and PMP environments using Scoota’s Sentinel technology. Have a look at some of the campaigns here: Jaguar, Clarins, M&S, Danone and Arm & Hammer.

 

‘Is it about time?’ – Scoota’s Steve Filler on valuing engagement over exposure

 

Let’s start with some home truths about digital advertising: if they can, most people will avoid it. Because most people don’t like it – and some even hate it.

 

Of course, it doesn’t have to be this way. The most overused description of the value of programmatic is ‘the ability to target the right user at the right time with the right message’.  As an industry we nail the ‘right user’ bit. Combining this user data with additional behavioural insight to target people at the right time we do pretty well – add to that ‘in the right place’ in terms of environment, device and location and so far, so good.

 

However, skip to the ‘right message’ piece of the puzzle and the industry falls over. More often than not it’s a massive let down which at best gets ignored and in the worst cases forces people into hiding, swiping or blocking.  There is no doubt that brands are delivering smart, personalised and relevant messages that resonate with people at point of purchase, but we are not seeing the same creative sophistication being applied to digital brand advertising.

 

The sheer amount of messages we have to consume daily means it is tougher than ever to get noticed if you’re a brand trying to find new customers. With the stakes so high, it’s surprising to observe very few clients rising to the challenge in their day-to-day brand activities.  Nine times out of ten, the creative agency gets blamed for providing unfit-for-purpose creative but the truth is that we all need to take responsibility.

 

Let’s start by holding our hands up and admitting that executing brilliant, smart digital brand work isn’t easy. If we want to challenge consumers’ perceptions of digital advertising to a point where they have an instinctive desire to engage, then we have got to be prepared for a bit of hard graft.

 

It all starts with the client. I won’t dwell on the need for brands to create assets that are actually interesting, relevant and entertaining rather than a repurposed TV ad, as I’d hope that’s pretty obvious by now.  Where I think the biggest problem is, is the disconnect between the creative and media agencies.  Currently both media and creative agencies work independently from each other, with media agencies having little input into the creative stage and conversely, the creative agency having little visibility on the activation strategy.  I’ve seen so many campaigns targeting a number of different audiences with specific interests with the same generic creative format and message used in each strategy.  It’s easy to lay blame at the door of the creative agencies, but they are flying blind.

 

Added to this, there is very little mid or post campaign performance data fed back to the creative agency meaning they are essentially excluded from the optimisation process, with no adequate insight into what worked or didn’t. It’s a cycle of disconnectivity with one party taking most of the brunt: the client. Or should we go one step further and say: the audience.

 

For brands to meaningfully connect with audiences online, something has to fundamentally change. Where better to start than with what constitutes a successful ad? Currently, half of an ad being seen for one second is what constitutes ‘viewability’, which is obviously not good enough. I think we will see a new metric of ‘noticeability’ develop, introducing a new era where brands aim for meaningful audience engagement for a decent length of time. I firmly believe ‘time’ will become the next key form of digital brand measurement, presenting an opportunity for brands to engage with audiences in a way that has never been possible before.  Of course viewability will remain the first stage of brand measurement, but I expect we will soon see this evolve from a question of “was my ad in view?” to “how long was my ad in view?”.

 

The following image illustrates this tipping point, where online brand impact can move towards engagement quality over quantity as a gauge of success:

 

 

Of course media agencies, tech vendors and supply partners will continue to improve viewability scores but we shouldn’t be surprised when clients start asking for more, combining intelligent targeting with an understanding of how important the creative message is in grabbing a user’s attention and taking them on a journey.

 

Let’s remain positive and remember that, once engaged, anything is possible. I hope that soon brands will realise they can move away from overvaluing exposure and call for a new school of layered measurement: Was my ad noticed? Was it engaged with? Watched, played with, enjoyed, liked and – the digital holy grail – loved? Only then will we be able to claim we’ve moved online advertising forward and put the audience first. Until then, we must keep striving.

 

This article originally appeared on AdTekr.

recapturing the lost user of online advertising

With huge advances being made in technology that delivers advertising, why are online ads not engaging with users? Niki Stoker, client services director at Scoota, argues that it’s time to get creative.

So, you’re on Facebook and scrolling through the posts when up it pops for the hundredth time: another ad for the hotel you’ve just been viewing on Expedia, and rather than thinking again about booking said holiday, all you feel is irritated.
It still amazes me that this is an all too common scenario users are experiencing when it comes to programmatic advertising. Instead of engaging the user, they are simply becoming bored and frustrated with what seems to be amounting to ‘stalker’ ads.

The user is becoming ‘lost’ in a deluge of pop-up banners, interruptive pre-roll and repurposed TV ads that they don’t want to see or watch. Have we reached a point where programmatic has become problematic?

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scoota & sir john hegarty’s record-breaking session at festival of marketing

On Thursday 12th November, Scoota’s co-founder Torie Chilcott joined Scoota investor & advertising legend Sir John Hegarty on the Headliner stage at the Festival of Marketing to discuss ‘The Magic of Creativity in Online Advertising.’ Torie looked at the journey of online advertising and its evolving relationship with creativity and Sir John Hegarty took the audience through one of his iconic advertising campaigns, Lynx’s Getting Dressed, demonstrating how, if he were to make it today, he would use the latest forms of technology to make it even more successful and creative. As the closing keynote of the Festival, the session with Sir John and Torie also broke the Guinness World Record for the world’s largest ever marketing lesson, and was an inspirational call to arms for creative agencies and technologists to collaborate more and work together to make online advertising deliver on its promise of creativity.

a tech viewpoint on programmatic rich media

Rich media has been the mainstay of online brand marketing for more than ten years, thanks to its ability to deliver a blend of video and interactivity directly to where the user can be found. But, unlike standard display advertising and pre-roll video, rich media has been late to the programmatic agenda.

So what is programmatic rich media? Let’s start with programmatic. Just as stock-market trading activity migrated from ticket-waving and noisy phone calls to sophisticated platforms relying on algorithms to seek out and bid on interesting stock, online media buying increasingly exploits real-time trading opportunities now made possible thanks to demand-side platforms and supply-side platforms.

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reflections on #dmexco15

Last week Scoota headed to Dmexco – the world’s largest gathering of leaders, innovators and technologists. Held in the heart of Cologne, across three enormous expo buildings, the biggest data exchanges, ad tech vendors, publishers and media agencies came together for a mass celebration of science. A global geek-off, notably attended this year by an increasing amount of high profile advertising leaders.

Sir Martin Sorrell led the charge with a keynote speech on horizontality and consolidation at WPP. Yannick Bollore gave a glamorous description of how Havas intends to provide the world’s best and most meaningful brand experts. Yahoo’s Lisa Utzschneider spoke passionately about the challenges and frustrations of inconsistent data.

Looking back, Dmexco successfully mixed companies more likely to be found in Cannes than Cologne with hardcore tech businesses. All seemed to be suffering from the same issues of convergence, growth and engagement. Seeing such different businesses have this commonality was startling. Notable areas of growth were discussed such as the emerging mobile markets of Africa, the Middle East and India. Also on the agenda: fragmentation of platforms; inefficiencies of measurement; plus the common anthem- the huge opportunity of programmatic.

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adland heavyweights and innocent founders invest in scoota

A big day for Rockabox: today we rebranded as Scoota and announced a new round of investment from some of the advertising industry’s biggest names.

Bartle Bogle Hegarty co-founder Sir John Hegarty; BMP co-founder and former Omnicom chairman Martin Boase; ex-TBWA president Michael Greenlees; and Innocent Drinks co-founders Richard Reed, Jon Wright and Adam Balon, among new investors.

Scoota is an online advertising technology company that enables advertisers to create, activate, measure and optimise rich media brand campaigns, at scale, programmatically – all within a single platform.

We have raised £3.7 million in this new round, which will be used to invest in continuing the development of our technology platform and growth into the wider European market.

Sir John Hegarty said of the investment: “Creativity is at the heart of all great advertising. Online advertising is a medium all advertisers should embrace, but how to deliver the best creative idea in the most effective way remains a big challenge. The team at Scoota is transforming the programmatic landscape and bringing to it exciting new opportunities for creativity; I’m delighted to be a part of this journey.”

Richard Reed, “Scoota has developed a unique platform that allows brands to reach current and future customers in a way that is relevant, highly creative and, thanks to some very clever technology, at an unprecedented scale. We’re very excited about Scoota’s future.”

According to recent figures from eMarketer, UK programmatic digital display ad spend will grow 66.2% to reach £1.8 billion this year, accounting for more than half (59%) of the UK display advertising market for the first time. Procter & Gamble said this time last year that it aimed to buy 70-75% of its digital ads programmatically by the end of 2014.

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