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COVID-19 PSA Campaign Goes Global with the World Health Organization (WHO)

by Karlei Lin, March 25, 2020

We are pleased to announce that our COVID-19 PSA campaign continues to build momentum and attract industry-leading partners. Thanks to UniversalMcCann, Publicis Media, and Influential, for instance, we have now secured participation from the World Health Organization (WHO) as well as 13 industry partners listed below. 

This development empowers us to roll out the campaign globally, and we are hereby issuing a call to the larger Media & Marketing industry around the world to get involved

The creative has been updated to reflect our alignment with WHO, as you can see below, and it now links to WHO’s site on best practices for personal and public safety during the pandemic. We are working closely in line with their goal to provide the worldwide public with up-to-date information on how best to help contain the spread of COVID-19, and we have also now created Spanish-language versions for placement on Spanish language sites and apps. 

WHO’s mission is to ensure that global health systems are strong and able to withstand this type of crisis. The organization’s primary agenda at this time is being inclusive of vulnerable people around the world and showing solidarity through focused communications and advocacy campaigns, such as the five efforts announced in the last two weeks:

  1. WHO Safe Hands Campaign launched last Friday to focus attention on hand-washing hygiene as one of the primary defenses against spreading COVID-19. 
  2. WHO Global Citizen Solidarity Series, Together, at Home with daily performances by individual acts such as Chris Martin from Coldplay, John Legend, and more on their Instagram platforms that serve to promote the second stream.
  3. COVID-19 Solidarity Response Fund, which is designed to raise resources for health workers around the world to help ensure that patients get the help they need. This initiative has raised $75 million so far, and still raising funds for equipment in underserved communities such as: 
    1. Ventilators
    2. Oxygen tanks
    3. Sanitation supplies

Foundational industry partners that have joined in to support with either funds or media inventory include: 

UniversalMcCann: UM is a strategic media planning and buying agency. We believe that better science and better art deliver better outcomes for our clients. We deliver science through the transformational power of business analytics and real-time data intelligence. We deliver art through creating moments that matter in media to deliver momentum for brands. As the leading global media network within IPG Mediabrands, UM operates in over 100 countries, with more than 5,000 people innovating on a diverse roster of global clients.

UM has partnered with Amobee on a cross-industry initiative designed to ensure that the public is directed to official, factual information from health experts via digital PSAs during this global pandemic. UM is leading the project management, media strategy & planning and global coordination with over 40 participating organizations across media and creative agencies, adtech companies and publishers, as well as the World Health Organization. With significant traction in the US, UM is now focused on scaling this initiative globally. 

Influential: AI-powered social data and conversion platform that connects brands and influencers with transparent data and IBM Watson-powered machine learning technology. 

Influential is serving as a conduit between AdTech Cares and WHO, lending our owned and operated accounts, like @Travel and @USA for WHO messaging,and sourcing and securing influencers to participate in WHO awareness content. 

Publicis Media: Harnessing the power of the modern media landscape to drive one-to-one consumer engagement at scale, Publicis Media creates value for clients through global media agency brands and scaled capabilities across investment, strategy, insights and analytics, data and technology, commerce, performance marketing and content.

Publicis Media is proactively working with marketers to address people’s needs in this critical time.  With public service announcements that combat misinformation, we’re able to promote healthier habits, and clients are now aware of options to donate media or work with verification partners to support the use of PSAs as a creative alternative.  Our agency teams are working diligently to promote responsible messaging and advertising.

OpenX: As the world’s largest independent advertising exchange, OpenX makes the efficient people-based marketing buying experience of the walled gardens available to all marketers across the open web. OpenX works with more than 30,000 advertisers across every screen and device, reaching nearly one billion consumers – including a quarter billion unique consumers in the US – and processing more than one trillion transactions globally each day. To date, OpenX has helped deliver more than $3 billion in total monetization to publishers.

OpenX and Amobee are teaming to run ads across desktop, mobile app and mobile web, helping keep the public up to date about how to stop the spread of COVID-19.

Integral Ad Science: Integral Ad Science (IAS) is the global market leader in digital ad verification, offering technologies that drive high-quality advertising media. IAS equips advertisers and publishers with both the insight and technology to protect advertising investments from fraud and unsafe environments as well as to capture consumer attention, and drive business outcomes. Founded in 2009, IAS is headquartered in New York with global operations in 18 offices across 13 countries. IAS is part of the Vista Equity Partners portfolio of software companies. For more on how IAS is powering great impressions for top publishers and advertisers around the world, visit integralads.com

IAS has partnered with Amobee to help ensure that consumers are directed to credible information on the WHO site via Public Service Announcements. These PSAs will be served where IAS blocking occurs on the Amobee platform.

DoubleVerify: DoubleVerify is a leading software platform for digital media measurement, data and analytics. DV’s mission is to be the definitive source of transparency and data-driven insights into the quality and effectiveness of digital advertising for the world’s largest brands, publishers and digital ad platforms. DV’s technology platform provides advertisers with consistent and unbiased data and analytics that can be used to optimize the quality and return on their digital ad investments. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital advertising ecosystem, helping to build a better industry. 

DoubleVerify is committed to creating a trusted, transparent advertising ecosystem that supports advertisers, publishers and consumers alike. To that end, DV has partnered with Amobee on an initiative designed to ensure that the public is directed to credible information from the World Health Organization via digital PSAs served during the coronavirus pandemic. These PSA ads will be served wherever DV blocking occurs on the Amobee platform.  Let’s build a better industry!

NewsGuard Technologies: NewsGuard fights misinformation by providing trust ratings for thousands of websites that account for 95% of engagement with news and information online. A team of analysts assesses each site based on nine criteria for credibility and transparency, issuing a 0-100 trust score and a detailed ‘Nutrition Label’ showing the site’s reliability. NewsGuard’s data is used by platforms, advertisers, aggregators and others to avoid serving misinformation to users or advertising on misinformation sites.

As COVID-19 spreads across the globe, NewsGuard is tracking the spread of dangerous information about the disease, flagging sites that publish hoaxes, conspiracy theories and false treatments. NewsGuard has partnered with this initiative to provide all data we gather from our Coronavirus Misinformation Tracking Center.

eBay Advertising: eBay connects millions of buyers and sellers around the world, enabling economic opportunity across businesses of every size, background and geography. eBay Advertising humanizes this data at scale — connecting through the stories of more than 100 million eBay user journeys each month — to help advertisers understand their audience best. We’re proud to be a trusted media partner to some of the world’s biggest brands and of our ability to perfectly pair them with the unique purchase intent of an engaged and passionate community.

eBay Advertising is honored to join Amobee and other industry partners in support of the WHO and their efforts to stop the spread of COVID-19. The display campaign will run across eBay, reaching our community of buyers and sellers as they come together in our marketplace. 

AdColony: AdColony is one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion monthly users globally. AdColony’s mission is to drive business outcomes that matter for advertisers and publishers using its best-in-class mobile technology, the highest-quality mobile ad experiences and leveraging its curated reach. AdColony is known throughout the mobile industry for its unparalleled third-party verified viewability rates, exclusive Instant-Play™ and Aurora™ HD video technologies, rich media formats, global performance advertising business, programmatic marketplace, and extensive SDK footprint in the Top 1000 apps worldwide.

AdColony has joined with Amobee and others to help spread the word from a trusted global source for how to stop the spread of Novel Coronavirus COVID-19 and combat misinformation. AdColony has also partnered with the Ad Council to help educate consumers on social distancing, effective healthy practices, and beyond. 

SpotX: SpotX, an RTL Group company, is the leading video advertising platform unifying TV, OTT, and digital video globally. Our solutions enable media owners to monetize content across all screens and streams while providing advertisers with direct access to brand-safe, premium inventory. We deliver the data, control, transparency, actionable and real-time insights, and expert service needed to understand buyer behavior, manage access and pricing, and maximize revenue. With best-in-class technology purpose-built for video, our trusted, GDPR/CCPA-compliant solutions are employed by some of the largest media owners in the world including A+E Networks, The CW Network, Dentsu CCI, Discovery, E.W. Scripps, Fox Corporation, fuboTV, Gannett, Microsoft, Pluto TV, Roku, and Sling TV. In early 2019, SpotX acquired Yospace which powers server-side ad insertion (SSAI) for all live and video on demand content streamed to connected devices. 

SpotX has teamed up with Amobee and others to share the latest information about COVID-19 via video PSAs by the World Health Organization in an effort to educate the public and help prevent the spread of the virus. These video ads will run across SpotX’s platform in both over-the-top (OTT) and online video inventory available thanks to the generous donations by various media owners.  

Rubicon Project: Founded in 2007, Rubicon Project is one of the world’s largest advertising exchanges. The company helps websites and apps thrive by giving them tools and expertise to sell ads easily and safely. In addition, the world’s leading agencies and brands rely on Rubicon Project’s technology to execute billions of advertising transactions each month. Rubicon Project announced in December its plans to merge with CTV leader, Telaria, to create the world’s largest independent sell-side advertising platform, poised to capture growth in CTV. The companies expect the merger to close in the first half of 2020.

Rubicon Project has joined forces with Amobee and other media and marketing partners to provide the global public with up-to-date information, backed by the World Health Organization, to help contain the spread of Novel Coronavirus COVID-19. This campaign underscores our commitment to making advertising a valuable resource for the common good.  

true[X]: true[X] provides premium video engagement advertising and measurement solutions for content on desktop, mobile, and connected TV platforms.  Advertisers receive a full-screen, user-initiated, interactive ad container seamlessly integrated across a network of publishers that include ABC, A&E, Hulu, Turner, Twitch, and more. Consumers are empowered to reduce their ad loads by opting to interact, giving them access to an immersive experience proven to drive improved brand lift at all stages of the purchase funnel while requiring fewer ad exposures. Taking full advantage of the creative potential in digital, true[X]’s groundbreaking ads have brought first-to-market CTV innovations like voice control, 360-degree video, and two-screen interactivity to the industry, and its brand funnel impact measurement platform UP//LIFT brings advertisers real-time insights into ad effectiveness across platforms.

TKG | The Krim Group: A social impact agency that connects charities and brands with actors, athletes, musical artists, television personalities, and social media influencers for the purpose of raising funds, driving awareness, and elevating meaningful causes.

TKG is helping WHO secure actors, artists and athletes to support WHO’s efforts to combat COVID-19.

Please join us and get Involved! 

If you would like to get involved, please visit our landing page here. See related coverage in Adweek here.

For your stats trackers, campaign metrics include: 

Amobee Served:

  • 5,998,798 impressions served
  • 4,705,491 unique users reached
  • 0.35% CTR
  • 83.36% Viewability

Site Served by Partners:

  • 98,973,825 impressions served
  • 57,935,852 unique users reached

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