ELEVEN wants what P&G Wants | Reaching 5 BILLION Consumers
For P&G, creativity is a must have for effectively execute ideas that reshape behaviors for the 5 Billion consumers that PG consistently serves (IAB, 2017). It is a part of fulfilling P&G’s commitment to improving the life of the everyday consumer. In 2019, Advertisers can venture where no creator alone has gone before. Branded Content presents the opportunity to maximize every dollar spent on advertisers to focus on growth with a new generation of consumers at scale.
P&G is focused on craft and removing crappy advertising from its 65 brands that are distributed globally. P&G hates crappy ads & crappy ad viewing experiences. ELEVEN hates crappy ads as well. Both P&G and ELEVEN both believe that crappy ads experiences have fueled the growth of Ad Blockers by 40% (IAB, 2017). Moreover, with changes described by Marc Pritchard in Jan 2017, “P&G directly buys most of its media, saving 30% in digital waste and increasing digital reach by 60%” (Mediapost, 2018). This resulted in $200 MILLION of savings in 2017 and a total spend of $7.1 BILLION on Advertising for P&G (Reuters, 2018).
P&G spent $7.1 Billion on Advertising in 2017.
This is why the entire Advertising market listens when Marc speaks because P&G has market making power.
Now despite the Advertising Industry generating $200 BILLION collectively in 2017 in the US, Marc Pritchard of P&G believes that the advertising industry is collectively squardering this amazing gift. For context, of the $200B being spent on advertising, $70B in being spent on digital media (IAB, 2017).
Right now in 2019, more money is being spent on Ads than ever before, but these ads are not producing the growth their investments merit for advertisers. Therefore, ELEVEN is creating the technology that supports a clean, productive, and secure media supply chain for branded content.
At ELEVEN, we are focused on having advertisers & publishers work together to deliver the best possible experience for consumers across every distribution platform. With Branded Content, viewability is not the problem. Branded Content is 100% opt-in when distributed organically within the normal publishing calendar of the content owner. Branded Content makes the life of consumers better by enabling them to engage with content they love at no extra cost. The extra cost on developing better content is shared between publishers and advertisers via ELEVEN at scale to able to drive sustainable growth both publishers and advertisers alike in the age of uninterrupted entertainment.
Today, ELEVEN is developing a marketplace designed to deliver strong long-term competitive advantages (network effects, proprietary datasets, economics of scale, etc.) through developing an ecosystem around its technology to enable the entire media supply chain to modernize itself to meet the needs of millennials & post-millenials.
P&G was able to cut $100M in spend and still reached their goals because their was so much fraud. In addition, P&G avoided having their ads only air next to brand safe content. ELEVEN and P&G both believe that ads should be 100% viewable and backed by 3rd party verification that branded content is reaching the audience that the advertiser invested to engage at scale (BeetTV, 2017).
Our technology works with objective 3rd party measurement systems like Nielsen, MOAT, TAG and the MRC to eliminate the traditional conflict of interest that occur within in disruptive ad units. We acknowledge that advertisers are spending BILLIONS dollars on bets to drive growth for their brands. In the ELEVEN ecosystem, media buyers can transparently buy branded content opportunities at scale to enable that they everyone is getting the best price for their participation in the branded content supply chain. ELEVEN is built to create joint value with every publisher and advertiser within our marketplace to drive profitable growth for everyone at scale.
ELEVEN is here to help support the standardization and scaling of the $100B+ Global Branded Content Market. ELEVEN’s marketplace supplies better advertising to drive growth. Our marketplace brings the media supply chain in 1 platform to track and verify branded content accurately across every distribution platform.
With Branded Content, viewability is not the problem. Branded Content is 100% opt-in when distributed organically within the normal publishing calendar of the content owner. - Elkanah Reed, Founder @ ELEVEN Digital, Inc.
Like the former Chairman & CEO of Accenture - Pierre Nanterme, we at ELEVEN believe that advertisers, legacy media owners, new media owners, and the entire media supply chain must prepare a digital transformation strategy that is agile and scales to reach consumers where they are right now (Bloomberg, 2018). This is a very high bar. ELEVEN has invested in 4 years of R&D to exceed expectations. ELEVEN is focused on transforming media cost into media investment through empowering organizations through increasing productivity and efficiency through technology. ELEVEN provides a clear performance and measure system within our marketplace to quickly determine the efficacy of the media spend across every distribution channel when it comes to branded content. ELEVEN help media owners pivot from commoditizing business ops into high growth & high-value areas when it comes to media investment. Our technology is designed to help media owners and media buyer navigate the age of uninterrupted entertainment at scale.
Our goal is help the customers of our marketplace to grow their revenues faster than the overall markets that they engage within to earn their profits. To do this, ELEVEN is committed to using our unique technology to make branded content the most viable media investment for publishers and advertisers alike. ELEVEN is committed to helping our customers execute digital transformation with a focus on branded content in alignment with the vision of our customers’ leadership teams to drive long term value for our customers across every media distribution channel.
ELEVEN is building an ecosystem around its technology to enable the entire media supply chain to modernize itself to meet the needs millenials where 44% of this generation are minorities (Brookings, 2018). Our technology supports 3rd Party Verification, the selection of DMPs, DSPs, SSPs, and other pieces of the Ad-Tech/Mar-Tech ecosystem with a prime focus on making branded content the most viable for media investment for publishers and advertisers across every distribution channel in a platform agnostic way. At ELEVEN, we believe we all win together (platforms included) and therefore our technology supports both Advertisers and Publishers in their efforts to grow profits while reducing cost through reach their target consumers in the most efficient channels.
ELEVEN helps advertisers quickly discover where captive youthful audiences are spending their time consistently with their media at scale. ELEVEN exponentially improves the process of discovery for advertisers while cutting the sales cost behind branded content for publishers that consumers love for a win-win-win.
ELEVEN’s technology helps publishers and advertisers succeed like never before in a rapidly shifting media landscape where content wins exponentially over ads t scale.