Following our publishers’ latest investment into The Ozone Project, our CRO Craig Tuck discusses what this means for advertisers and agencies looking to engage with the most attentive audiences.
At Ozone, our aim is to make it as easy as possible for advertisers and agencies to reach highly engaged audiences at platform-level scale. Thanks to this new investment from our publisher shareholders we are creating even more ways for our customers to work with us.
In an update to this article - first published on November 16th - Craig presented Ozone’s "Plans, products and people" - the three 'Ps' - that will help Ozone deliver our vision for 2021, at Ozone’s Christmas Edit event on December 16th. Watch the presentation below:
Broadly speaking, Ozone’s advertising solutions fall into five different types, with some currently live and others either arriving very soon or in development. These are:
Managed Service
Ozone Deals
Ozone Marketplace
NEW FROM 1st JANUARY 2021: Premium & Programmatic for News UK & Telegraph Media Group
IN DEVELOPMENT FOR 2021: Ozone Ad Manager for SMEs
New developments for 2021
Let’s start with the new routes of access that will come into play in 2021. As the result of the creation of a Digital Advertising Centre of Excellence, from 1st January 2021 Ozone will be the central place to buy IAB format campaigns - display and video - to be delivered on News UK and Telegraph Media Group sites. This will be in addition to the audience products we already offer - more about those further down the page.
This latest move will streamline how both advertisers and agencies buy digital advertising on News UK and Telegraph sites, while allowing those publisher teams to focus on the brand-led solutions they excel in delivering. The table below highlights who will be responsible for what:
Ozone’s Digital Advertising Centre of Excellence will be underpinned with a best-in-class team of analysts, data engineers, product, operations and account managers who will ensure you get the most from your digital advertising investment.
Creating more routes of access for different customer types is a key focus for our 2021 plans. Already in development, we will be starting trials of Ozone Ad Manager in the first half of the new year. This new console product will be primarily focused on SMEs looking to build their brand with the highly engaged audiences you can find across the Ozone portfolio.
Improving the highly impactful
You will no doubt be very familiar with Ozone’s Managed Service and Deal offerings which have been delivering great results for brands since we launched the alliance. Whether it’s using Ozone’s in-house expertise, your own capabilities or a combination of both, these solutions allow advertisers to easily reach scaled audiences across our portfolio through display and video campaigns. This investment will allow us to continue to innovate and in these areas, our recent roll-out of programmatic Premium Only Video is testament to this. Also keep an eye open for new and unique display formats launching soon that will deliver guaranteed priority access for cross-device, high-impact campaigns, with a major focus on mobile delivery.
Ozone Marketplace is our alternative to open market programmatic, without the brand safety and transparency concerns. You can read more about Ozone Marketplace here, but in short it provides advertisers with biddable, non-guaranteed access to inventory, premium formats and audiences in privacy compliant, private exchange connections. Ozone’s new investment will allow us to accelerate the roll-out of Ozone Marketplace which currently is live with a number of agency groups and some major advertisers who have embarked on in-housing elements of their digital advertising activity.
As you can see, there’s a lot of exciting change coming from Ozone over the next few months. If you’d like to know more about any of the above, don’t hesitate to get in touch with me or any of the Ozone team.
