DGTL Holdings Inc. (TSX-V:DGTL, OTCQB:DGTHF) said its subsidiary Hashoff LLC has pioneered a new product category called social influencer advertising, thanks to which Hashoff 2.0 will be the first CMS of its kind to convert and distribute multimedia social influencer content to programmatic web advertising through DSP distribution, as well as other digital media markets.
The New York-based group explained that social influencer advertising is the “conversion of freelance social media influencer content into programmatic web advertisements” pushed to any screen-based digital media format, including omnichannel DSP distribution.
This new form of online advertising content is endemic to the now dominant mobile-social media environment and advertising market, said the company. A major inflection point in the global digital media sector was reached when mobile surpassed television in time-spent in 2019, noted the group.
DGTL said the new social media product category has the potential to transform the digital media marketing industry by empowering brands to "deliver relatable brand messaging through high-engagement social content," instead of increasingly ineffective online banner ads.
The initial focus of Hashoff 2.0's new Social Influencer Advertising is to disrupt the banner ad market with social content. Other potential digital media market applications include online video (streaming), DOOH (digital-out-of-home), broadcast television, and so forth.
“Hashoff 2.0 plans to roll out this new product category in the coming months,” said the group. As this sector innovation spreads, it has potential to completely revolutionize how creative content for online advertising is sourced, produced, and distributed, worldwide, noted DGTL.
Additionally when combined with Hashoff 2.0's social content, and the prospective acquisition of Engagement Labs (TSX-V:EL) and its subsidiary Total Social - a robust social media analytics software - this initiative rounds out DGTL's social media category within its software portfolio, providing global content distribution with no capital expense.
DGTL's portfolio model is to accelerate fully commercialized enterprise level content, measurement, and distribution software solutions in the targeted digital media categories of social media, e-gaming, and content streaming, through M&A, licensing, and partnerships.
Hashoff 2.0 developed their social influencer advertising category by recently signing a strategic partnership with Spaceback, a leader in social display advertising. Spaceback technologies provides advanced web ad layout, sizing and scaling options for Instagram, Facebook, TikTok, Twitter, LinkedIn, and Pinterest.
Based on results from internal tests leveraging organic content posts Spaceback's social display advertisements have performed 3-5x better than the standard display creative, while significantly reducing production costs, and thereby increasing the potential return-on-investment (ROI) of online advertising.
In a statement, Spaceback Inc CEO Casey Saran said: "The high-quality content that Hashoff 2.0 creates for their brand partners is too effective to be trapped in the walled gardens. This new product category bridges the gap between social media and the billions of advertising opportunities that exist beyond the social influencer market.”
“We are proud to have Hashoff as our strategic partner in a pioneering new application converting social influencer content to social display programmatic ads."
Meanwhile, Charlie Thomas who is the MD for Hashoff, echoed the sentiments.
“We are thrilled to partner with Spaceback and provide our clients with this powerful new category of social media marketing,” said Thomas. “This is a revolutionary step for the industry and an innovative way for global brands, and agencies, to lower costs, increase distribution and improve performance."
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