SteelHouse Innovation Hub Beta Program Tests New Technology, Channels, and Formats
SteelHouse, an advertising software company, marks the first anniversary of its incubator program. Designed to rapidly test and unlock new ad capabilities across emerging channels, The SteelHouse Innovation Hub has successfully launched hundreds of campaigns over dozens of new channels for both brands and agencies.
“Today’s advertising landscape poses a challenge to every marketer and media buyer coordinating campaigns across fragmented digital channels. SteelHouse is one of our most aggressive partners in terms of experimenting with new sources of inventory and building out omnichannel capabilities to help marketers reach their audiences throughout the entire customer journey,” said Mike Blacker, Vice President Strategic Business Development, The Trade Desk, a long-time partner of SteelHouse.
In addition to helping brands find new ways to optimize performance, the Innovation Hub rapidly tests and builds new capabilities into the SteelHouse Advertising Suite, a self-service platform that automatically optimizes spend across all channels. Many of SteelHouse’s capabilities are video-centric and started as betas, including the recently announced Connected TV (CTV) offering.
Last year, SteelHouse ran Connected TV and Programmatic Audio (audio, display, and video) with Pandora and Spotify. They landed big wins for brands like Taft, who saw 10x increase on ROAS with Facebook Collections. They also ran Content Discovery, Native, and Facebook and Instagram video beta campaigns for brands including Sperry, eCampus, EVO, Vanity Planet, and Green Chef. These same brands also served CTV ads totaling 437,264 impressions with a 92.7% ad completion rate.
“The advertising industry is always changing so we love that SteelHouse helps us stay on top of the latest formats and channels. The betas are an easy way to get an edge over competitors who aren’t able to mobilize around new opportunities as quickly. We repeat testers and the program has helped us add strong-performing channels like CTV to our mix,” said Geoff White, Director Growth Marketing, Green Chef (recently acquired by Hello Fresh).
Through SteelHouse’s API integrations and deep channel partnerships, including Facebook and Instagram, they streamline the testing process from development criteria to beta execution. They deliver scalable best practices to their customers and the market through published co-branded case studies.
“Innovation is now the currency of competitive advantage within ad tech. We set up the Innovation Hub to be an incubator for new ad formats and channels, and an accelerator for onboarding new partners. The ad ecosystem moves fast, and we want SteelHouse customers to be at the forefront. Advertisers are actively choosing to consolidate partners to manage across multiple digital channels, and we’re simplifying that path by testing and iterating before releasing new features into the marketplace,” said Natalie Serota, SVP, Business Development & Innovation, SteelHouse.
Recommended Read: Interview with David Simon, CMO, SteelHouse