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2adpro Acquires London-­Based Creative Agency, Somewhat, Expanding Digital Capabilities to Support Brands

LONDON and BANGALORE, India, Sept. 30, 2015 /PRNewswire/
Ad2pro Media Solutions Pvt. Ltd (www.2adpro.com) today announced the acquisition of Somewhat (www.somewhat.cc), a London—based boutique digital creative agency.
2adpro – which delivers high-­volume digital and print design, marketing communication and technology services from its India studios – made the acquisition to build a European footprint and extend agency services into digital innovation, strategy and creative.
Established in 2006, 2adpro has become the creative hub for many of the world’s largest media companies. In recent years, 2adpro has expanded its client base to large consumer brands including Lenovo and Macys.com. The acquisition of Somewhat will drive additional Brand growth, and expand service to existing clients.
“This acquisition will accelerate our ability to offer full service digital to our clients,” said 2adpro Founder, Chairman & CEO Gopal Krishnan. “Somewhat’s mission is in line with ours, and we are very excited about building our joint proposition to service increasingly complex client needs that require digital strategy and delivery.”

2adpro’s HTML solution post “Swiffy” tool’s sunset

In mid-2015, Google decided that, due to security concerns, it would stop supporting Flash ads on its Chrome browser in favor of HTML5 ads. Other browser developers quickly followed Google’s lead and are eliminating the use of Flash, the most common platform used to build banner advertising. To ease the transition, Google introduced a simple-to-use conversion tool called “Swiffy”, which converted Flash SWF files to HTML5 files, thereby meeting the required standards and specifications.

Other tools like Google Web Designer (GWD) were also available to build HTML ads, however, GWD has drawbacks that prevent it from being a full-fledged replacement for Flash. It does not support complex animations and it supports only Google fonts as opposed to the font sets used by most 2adpro customers. Earlier this year Adobe released Animate CC, the much-awaited alternative to Flash. Animate delivers HTML output and has complex animation capabilities built-in.

SUNSET OF SWIFFY

Making the situation even more urgent, earlier this month, Google announced that it will no longer support conversion of Flash to HTML through “Swiffy” by the end of June, 2016. Given this fast changing environment, and the intense interest and concern about this issue amongst our customers, 2adpro has evaluated the options available and our solutions are summarized in this white paper.

2HTML from Animate CC (This is our recommended option)

Ads are built on Animate and output file delivered as HTML package (HTML file, images and JS).
Option 1 – Animate Output
Output returned as HTML zip compressed folder (HTML, JS file and assets) if
1. Client’s ad serving platform (like DFP) supports HTML zip package or
2. Client has the option to host assets (JS and images) on their server and traffic HTML file alone
Option 2 – Animate Output
Output returned as a single HTML. Assets (JS and images) are hosted by 2adpro (Hosting cost will apply)

1HTML from Google Web Designer (GWD)

Ads are built on GWD and output file delivered as standard HTML package (HTML and assets).
GWD Output – Output is returned as HTML zip compressed folder (HTML and assets)

 


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Google’s DFP (Double Click for Publishers) has released a beta version of a feature that enables upload of HTML zipped folder directly to DFP for standard ads. 2adpro has successfully tested this feature on DFP. If you wish to know more on this or need this activated for your DFP account, please reach out to your respective Account Manager at 2adpro or email:support@2adpro.com

Catching more eyes with New Interactive Rich Media Ad Solutions

Advertising is all about impact. The more the impact, the more the click through rate, re-call value and brand awareness. To that end, interactive rich media ads have a definite edge over normal banner and text ads. Rich Media Advertising brings a powerful medium to life and presents a wide canvas of creativity with impactful messages and great interactive experience to the audience.

Text ads and traditional banners ads have been around for a very long time. The purpose of these ads is to make the user click on the ad but unless the text is clever and the image enticing the Click Through Rates (CTR) will be low and they are suffering a painful death as the users are going out of their way to avoid clicking on them.

On the other hand, there are many advantages that a Rich Media Ad brings to its clients. Rich Media ads are vibrant in their appeal and it engages with the audience in a way that traditional banner ads never could. There are innovative ad formats that do not intrude with the users behavior and seamlessly fits into the content of the page. It is easy to track and measure the subtle browsing behaviour of users for Rich Media ads. For instance, in a rich media ad, reports of how many people viewed the embedded video and the percentage of video that was viewed can be tracked effectively.

Rich Media ads are dynamic and flexible in nature and studies reveal that users are four times more likely to click and visit the advertiser’s site as against traditional banner ads. The dynamic nature of Rich Media Ads allows it to deliver more nuanced messages to the audience and increased brand awareness is one of the biggest takeaways for the clients.

2adpro Rich Media Solution

At 2adpro, we constantly innovate and experiment with designs and ad formats that work wonders for our client’s campaigns. To that end we have come up with many innovative rich media solutions that would magnify user engagement and interaction to significantly higher levels.

Video Wall

Part of the interesting line up of products that is being launched exclusively by 2adpro, this one stands tall, thanks to it’s size, interactivity and placement position. The Video wall brings manifold advantages to the table and is undoubtedly set to become an advertiser’s most sought after format.

video-wallNon-intrusive:  The key highlight of this format is it is non-intrusive and can seamlessly fit into the content of the targeted page.

Bigger Canvas: Bigger size means more space to include appealing visuals, engaging content and interactive features.

Multiple components: The visual area is smartly split into multiple components to incorporate multiple content sections.

There is a large area at the top dedicated for the video as the ad loads and there are tabs below to navigate to different content sections, which could potentially be product info, Image gallery, Special offers etc.

Summary

Today the buzz in the market is that the ‘Static is Dead’. With the advent of Programmatic Advertising, the users get to see ads for those products that they were planning to buy. To them the Internet has gone completely Voodoo and has started reading their minds, learning their interests and offering them a window full of stuff that they wish to buy. With such powerful targeting in place, it is imperative that we offer effective ads that would engage the user constantly and the highly interactive rich media ads are the only way forward.

Sathish Bhaskaran, the Digital Design Director of 2adpro said, “We understand that digital advertising is evolving every day and the game plan needs to change on-the-fly to ensure maximum ROI to the advertiser. Our rich media solutions are tailor made to ensure maximum engagement with the audience and get them closer to the product. There is an interesting line up of rich media solutions for desktop and mobile to pick from, and it only keeps growing.”

Happy World Graphics Day

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World Graphics Day is observed on April 27, 2016. The day was established by the International Council of Graphic Design Associations, which was founded on April 27, 1963. World Graphics Day – also called World Graphic Design Day – is a chance to recognize communication design and its role in the world.

Graphic design is a creative process, one most often involving a client and a designer, and traditionally completed in conjunction with producers of form. Graphic design is undertaken to convey a specific message to a targeted audience, usually from the client, known as the ‘brief’. The term “graphic design” can also refer to a number of artistic and professional disciplines that focus on visual communication and presentation.

Various methods are used to create and combine words, symbols, and images to create a visual representation of ideas and messages. A graphic designer may use a combination of typography, visual arts and page layout techniques to produce a balanced, focused and symmetrical final result.

Reference : Wikipedia and cute-calendar.com

Advantages of a Digital Asset Management System

jd_vault

Marketers (Brands) have been using Digital Asset Management system for many decades now. A repository to keep digital assets, DAM has long served as a mere vault to store advertising campaigns.

Today however, the multiplicity of activities that are currently involved in campaign management requires a robust system that would facilitate a smooth workflow for advertising campaigns and also help Marketers (Brands) make intelligent business decisions.

Here are five different ways a Digital Asset Management system can work as a powerful and critical marketing tool

Easy Searching: One of the main reasons why a marketer opts for a DAM is to reuse an asset that had earlier performed well. Without the aid of a robust DAM it would very difficult to search for this asset and leverage its advantage again. Searching for an asset stored within the DAM gives the team a critical advantage in terms of quick turnaround time to roll out time-bound campaign. For these marketers a powerful DAM with a user-friendly search engine would add a great edge as it would churn out the results from among thousands of assets stored in the vault, within seconds.

If the DAM is not robust in its approach, it would be a challenge to search for old assets and unearth marketing reports about their performance. Without a clear workflow and history of asset usage, work becomes cumbersome, tedious and would result in creating new artwork, instead of leveraging the ROI of the old ones.

Ad Serving and Hosting Functionalities: Today many Cloud-based DAMs like jdvault (2adpro’s Digital Asset Management system) have options to incorporate servers and hosting functionalities that transforms it into a powerful marketing tool for Marketers (Brands). These intuitive options, serve to make the workflow efficient and systematic while eliminating the need to provide updated assets.

Increase Efficiencies: DAM centralises all the marketing materials, content, brand assets and guidelines in one single place allowing the marketing team to search, select and share. This largely aids in dissipating errors and inconsistency in communication and helps the team to use up-to-date images and logos in all their projects. What also aids in revenue growth of the brand is reusing of the images to leverage their ROI.

Though most DAMs in the market today store the ad campaign files but they fail to show the asset’s history – past performance, analytics and when it was last used and where. Without this Intel, the Marketer is in the blind and might even be using an ad that didn’t perform well in the past.

However an advanced DAM systems that gives the Marketers the analytics of each asset stored within its vault helps them to leverage on the ROI and to avoid duplication of marketing artwork thus saving them huge dollops of time and money.

Cost efficient: Reusing an old asset with minimal changes has many advantages as it reduces the cycle of briefings, approvals and workflow considerably. Through efficient creation, storage and distribution of artwork, the marketer can reduce the time substantially and go live faster than anticipated. Brands and Advertisers that want to leverage on the social media micro-moments by quickly launching a campaign, the DAM becomes an invaluable asset.

Protects Brand Reputation: An effective DAM aids in brand control and restricts the access of the team, preventing the risk of leaking information. In a cloud-based DAM, the biggest advantage is data security for the agency as it curtails the misuse of the asset.

Kartic Srinivasan, the Executive Vice President of 2adpro said, “The future is to have your asset management system to not only considerably improve speed to market but also provide insight for quick retargeting and dynamic creative optimization.”

One of the few DAMs in the market that incorporates all the five critical advantages of a robust asset manager is jdvault, an independent cloud-based DAM module of 2adpro’s flagship platform JDX.

To know more about 2adpro’s Digital Asset Management system (jdvault), email us at solutions@2adpro.com

The Rise of Programmatic Buying

programmatic_v1

Advertising Industry is firmly on a path towards ‘automation’. One can discern this from the rising trend of ‘programmatic buying’ among brands and advertisers.

‘Automation’ has been the keyword in the advertising industry for a while now and we are not just talking about automation of ads scheduling. Given that advertisers can purchase digital ad space without speaking to a single human being, it makes the whole process very efficient for the brands, as they can bypass RFP driven manual buying process and endless negotiations.

And that’s not the only takeaway. Programmatic advertising helps brands to make the most of ‘micro-moments’. Now what are these ‘micro-moments’? These are intent-rich moments when your target audience makes snap decisions! What’s unpredictable about this is that these moments can happen almost anywhere and anytime. For marketers, the challenge had always been to funnel through myriad websites, apps to reach the right audience at the right moment.

Understanding the consumer intent is very crucial while buying inventory. By organizing the consumer’s preferences, stores visited, videos watched and blogs read, it is easy to get the complete view of the target audience’s preference. It makes more sense for the brands to opt for platforms that enable programmatic advertising, as they don’t have to invest millions of dollars in advertising for the wrong audience.

Advantages of Programmatic Buying

For years, with no central system in place most brands had to depend on the screen shots and excel sheets painstakingly drafted by publishers to see where their ads have appeared and their subsequent performance. Transparency is a big advantage that programmatic buying offers wherein the advertiser not only knows where the ad is appearing but can also measure the impact of their ad immediately, take stock, respond and tweak their campaigns for maximum impact in real time. With inbuilt analytical dashboards, media buys can be changed in real time and campaign optimization carried out within the span of few minutes, as against the traditional form of media buying.

Commenting about the advantage of Programmatic buying Kartic Srinivasan, the Executive Vice President of 2adpro said, “As brands continue to increase focus on the quality of the audience, programmatic is a great way to test a segment and quickly change course and creative. This will be a critical factor to deliver effective RoI and build a following. No more the need to decide on a yearly budget first!”

The way forward

Programmatic buying changed the odds of the game significantly. Brands that implemented programmatic buying, found their right audience at the right moment resulting in a very fruitful ROI. Yet another advantage is that it saves a lot of money for the brands and advertisers, as the automation helps them to reach their target audience without having to spend millions of dollars on an ad space that does not deliver.

With media spend becoming more targeted the need to choose the right programmatic provider has become vital. So the next logical question would be who would be the right programmatic provider?

Companies that facilitates secure premium deals without sacrificing quality or scale and helps the publishers to make smart inventory decisions will eventually win the game here. Right from providing flexibility in audience discovery to real-time insights, programmatic companies that leverages on intent-rich micro-moments for their clients will prove to be valuable for brands and advertisers in the long run.

Time is of essence in programmatic advertising and solution providers who can change content to match the trends in the Internet within a critical window of time would be eventual winners of this game. And those companies that use a creative development platform along with programmatic advertising will be future of this industry.

Creative content development along with creative management platforms such as JDX (A proprietary cloud-based marketing automation technology platform of 2adpro) can help brands and advertisers adopt programmatic buying, creative development, analytics and optimization in real time. We believe that it is in these types of solutions that Advertisers will see great RoI for their creative budgets.

 

Surviving Ad blocking Software and the way forward!

surviving_ad-block

Every now and then, this topic would trend in the world of advertising but the Publishers were rarely alarmed. There are many Ad blocking software, codes and apps in the market but none of them have given ad publishers sleepless night as much as Apple’s iOS latest offering.

Let’s look at some stats first. The use of ad-blocking software first started with desktops and laptops and now has moved towards mobile devices at a very alarming rate. Reports say that there are around 198 million active users worldwide that use ad blocking software and it is poised to increase exponentially!

Ad blocking has grown 41% globally in the past one year. In the US it grew by 48% to reach 45 million users in 12 months and in the UK it grew by 82% to reach 12 million users in the past one year.

The latest Apple iPhone and iPad users can now download apps that can block ads on web pages of their phone. No, we are not talking about annoying pop-ups.. they mean all the ads that the publishers have been serving up on their client’s sites. Yes, Apple is all for giving its users an ad-free faster load time experience. The rate of Ad blocking apps used on mobile was as low as 00.1% in the UK and everywhere else in the world except India and China. But Apple is poised to change that stats and quite dramatically!

Experts opine that most media companies became desperate and have thrown in more ads and data collectors at the users and the result was the search for an effective ad blocking code/app that Apple was happy to provide.

From a user’s perspective this is great news as they don’t have to set eyes upon another ad before moving to the content but for the publishers it is the beginning of the end, unless they find a way to circumvent it. While a few ad blocking softwares charge their publishers to unblock their ads but there is a catch – “Only ads that meet their criteria of faster loading time can be unblocked”.

Recently a Startup in New York started charging its publishers for skippable video ads, which is more lucrative for the publisher than a hundred banner ads.  While these companies are trying to make hay while the sun shines they are far from solving the problem for the publishers. If more companies start offering this service and push ads again, the users are going to be in the same situation that made them install the ad-blocking software in the first place. Only this time they might look for a software/app that does not bargain with the Publishers.

The way forward…

Most experts opine that the way forward in this situation would be to simplify things and to make ads that converse and engage the users instead of annoying them. Simple ads that do not crash one’s system are the need of the hour while creepy data based ads and those long drawn pre-rolls and those annoying pop-ups will have to go.

We at 2adpro endorse the fact that simple ads are the key that would revive the fortune of advertising industry. While one other school of thought is all for the standardization of ads we feel that the need of the hour is giving the user ‘zero annoying’ experience and a framework of principles to make ads that doesn’t infringe on load time.

2adpro Acquires London-­Based Creative Agency, Somewhat, Expanding Digital Capabilities to Support Brands

LONDON and BANGALORE, India, Sept. 30, 2015 /PRNewswire/-­-­ Ad2pro Media Solutions Pvt. Ltd (www.2adpro.com) today announced the acquisition of Somewhat (www.somewhat.cc), a London-­based boutique digital creative agency.

2adpro – which delivers high-­volume digital and print design, marketing communication and technology services from its India studios – made the acquisition to build a European footprint and extend agency services into digital innovation, strategy and creative.

Established in 2006, 2adpro has become the creative hub for many of the world’s largest media companies. In recent years, 2adpro has expanded its client base to large consumer brands including Lenovo and Macys.com. The acquisition of Somewhat will drive additional Brand growth, and expand service to existing clients.

“This acquisition will accelerate our ability to offer full-service digital to our clients,” said 2adpro Founder, Chairman & CEO Gopal Krishnan. “Somewhat’s mission is in line with ours, and we are very excited about building our joint proposition to service increasingly complex client needs that require digital strategy and delivery.”

“Somewhat will provide us the ability to deliver far more sophisticated digital campaigns. We believe the combination of 2adpro’s scale and Somewhat’s digital capabilities are a unique combination that not many companies can match,” said 2adpro Founder & President Todd Brownrout.

Thea Frost, CEO of Somewhat, called the acquisition mutually beneficial. “This is a great opportunity for both partners,” said Frost, who counts Tesco, the BBC and Clarks among her firm’s prominent clients”. Joining 2adpro offers us the size and scalability that mean Somewhat can produce strategic innovation at scale.”

“Bringing Somewhat and Thea Frost onboard, adds her unique talents, a London office, new clients and new capabilities that will benefit all of our customers,” said Brownrout.

Frost and her team will remain with Somewhat, and she will remain Somewhat’s CEO. Somewhat will become Somewhat, a 2adpro company.

About 2adpro
2adpro is a global creative design and technology services company that provides high-quality print and digital design, marketing communications and technology solutions for companies around the world. 2adpro combines superior customer service, operational efficiency and a robust technology platform to create a unique on-­demand outsource solution for media companies, advertising agencies, retailers and brands. 2adpro’s goal is to help clients increase their creative capacity, reduce turnaround times, streamline the production process and ultimately be cost efficient. 2adpro is comprised of ad2pro Media Solutions Pvt. Ltd., an Indian corporation with offices in Bangalore and Chennai, and its US subsidiary, ad2pro Media Solutions, Inc., with offices in Los Angeles and New York.

About Somewhat
Somewhat is a digital creative agency that uses a bespoke strategy process to create consumer engagement on digital channels. The agency has devised interactive experiences for some of the world’s most iconic brands, including the BBC, French Connection, Clarks and Tesco. Its multidisciplinary team includes strategists, designers and creative technologists. Somewhat operates from London offices and was founded by Thea Frost.

Will JDX suite revolutionize the Digital Ad Campaign Management Scenario?

jdx

Simple solutions for complex problems are the stuff that revolutionizes business, making it more cost-effective while reducing the turnaround time. Optimization and customization are two factors that weigh heavily while choosing a reliable platform with the capability to deliver end-to-end campaigns and data analytics for print and digital media.

That’s why 2adpro came up with the revolutionary suite of applications called JDX that has been designed to manage the ad campaign workflow efficiently in a systematic glitch-free manner.

What is JDX Suite?

JDX is a cloud-based project and workflow management application system that would allow the user to create, ideate, manage, proofread, store and distribute projects online for both digital and print media. An intuitive application, JDX suite is an end-to-end solution that considerably reduces the workflow process management from the client to the publisher.

JDX suite comprises of modules that are integral to the Campaign Management process 

 jdplan – Complete digital media planning and creative planning. Integrated with data sources for display and video audience platforms

jobdirect – Project management for campaigns, resource allocation and e-proof

jdvault – Cloud based digital asset management with seamless integration for marketing adaptation workflow

jdtraffic – Automated ad trafficking to ad servers, exchanges and DSPs

jdanalytics – Complete digital marketing performance analytics in real time through a single dashboard

There are of course, many technology solution providers offering similar applications, but customization is a ‘time-consuming’ factor in most cases. One of the biggest advantages of JDX Suite is 2adpro service that comes attached with it – an ideal combination of its proprietary technology and team of creative designers committed to deliver best-in-class creative support to Publishers and Brands worldwide. 2adpro support also helps to increase their creative capacity, reduce turnaround times, streamline the production process and ultimately be cost efficient.

The significance of JDX suite in the advertising world can be summed up in Kartic Srinivasan’s (Executive Vice President of 2adpro) words, “In the digital advertising ecosystem, campaign planning, ad creation, placements and performance management are becoming increasingly complex. The reason for the complexity is that each step needs to be a system driven process and there are multiple systems that each run in SILOs. This makes it very hard from a publisher’s perspective to efficiently drive digital revenues. It becomes more complex for the brands, as they have to work with multiple agencies.”

The modules of JDX suite can also be used as stand-alone applications as well making it more user-friendly and flexible for all users.

JDX suite application has garnered great feedback from world’s leading publishing houses and brands. For our client references and inquiries, contact us at solutions@2adpro.com

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