Facebook Adjusts Video Strategy to Favor Long-Form Content

Facebook raised the requirements for inserting advertisements in videos posted on its site and is tweaking its News Feed algorithm to favor pages whose videos draw regular viewers. In doing so, Facebook is buoying the value of longer videos and strengthening its Watch service, but both moves are also potentially frustrating for video publishers already concerned with poor financial returns. Producers’ short videos perform well in the News Feed and longer form videos will require them to expend more resources. Continue reading Facebook Adjusts Video Strategy to Favor Long-Form Content

Pandora Hopes to Convert Users with Free On-Demand Music

Pandora Media is launching free on-demand music with 15-second ads, in an effort to boost declining revenue and users. In doing so, it inches closer to rival Spotify’s model. According to one source, the user will be able to queue up 15 minutes, 30 minutes or an hour of specific songs for every ad watched; the company is still testing models that mix music and ads. By offering free songs in exchange for ads, Pandora hopes to entice listeners to sign up for its $9.99 per month Premium on-demand tier, which was introduced in March. Continue reading Pandora Hopes to Convert Users with Free On-Demand Music

Twitter Displays View Counts to Encourage More Video Posts

Twitter will begin to post how many views each video receives, a policy already enacted by Facebook, Instagram and YouTube. View counts will include videos that brands post organically and also run as ads, but not pre-roll ads. In 2014, when Facebook began publicly displaying view counts, brands and publishers saw that their videos had millions of views and thus increased the number of videos and video ads they ran. Twitter hopes for a similar response if their view counts are comparable. Continue reading Twitter Displays View Counts to Encourage More Video Posts

Facebook Lifts Ban on Pre-Roll Ads, in Beta Tests for Watch

Facebook has resisted the practice of pre-roll ads. Now, according to knowledgeable advertisers, in a major shift the company says it plans to test such ads for Watch shows. The ban on pre-roll ads came directly from chief executive Mark Zuckerberg who stressed that users came to the site to look at a feed, not watch one specific piece of content. This year, however, Facebook debuted Watch, where TV studios, publishers and celebrities can try to sell advertising against their shows, an ideal format for pre-roll ads. Continue reading Facebook Lifts Ban on Pre-Roll Ads, in Beta Tests for Watch

As Internet Video Dominates, Seven Trends to Expect in 2018

According to Cisco, video accounted for 69 percent of all Internet traffic in 2017. That percentage will probably grow as 5G, the next generation wireless network, begins to debut in 2019 and 2020, enabling high-resolution video on mobile devices. Advertisers are already dealing with the often-complex parameters of video messaging, including how long the video should be, where it should be placed and how to compete with Internet technology behemoths in an increasingly “hot” market. In this environment, social media will also evolve. Continue reading As Internet Video Dominates, Seven Trends to Expect in 2018

Fox Plans Six-Second Ad Format for Digital Platforms and TV

Fox Networks Group plans to introduce a six-second, unskippable ad format for digital and on-demand platforms by October. The new format, similar to an approach adopted by YouTube, could eventually be offered to traditional TV advertisers, following its testing phase. “TV ads are typically longer than 15 seconds, but as viewing shifts online, where people are skipping or blocking ads, advertisers and media companies have experimented with new ad formats and strategies,” reports The Wall Street Journal. Fox’s new format could be ideal as pre-roll ads before long-form episodes and premium sports content. Continue reading Fox Plans Six-Second Ad Format for Digital Platforms and TV

Twitter Launches Marketer-Defined Advertising for Periscope

YouTube has been getting pushback from marketers for placing their ads next to offensive videos. Twitter, which will begin a trial of advertising on Periscope, isn’t making the same mistake. In fact, the company is letting advertisers have complete control over where their message appears. With Periscope’s live feed, which has covered crimes and other violence, that’s a difficult promise to keep. But Twitter vice president Matt Derella assures advertisers they will be able to control and scale their ads. Continue reading Twitter Launches Marketer-Defined Advertising for Periscope

YouTube to Phase Out its Unskippable 30-Second Ads by 2018

Google-owned YouTube announced on Friday that it plans to phase out its 30-second, unskippable pre-roll ads by 2018. Many users reportedly find the format obtrusive, so YouTube is killing the 30-second ads but keeping 20-second clips that cannot be skipped, and its six-second bumper ad format. YouTube will also continue to offer its TrueView skippable ads, which do not come with time limits and only cost advertisers when the viewer opts not to skip them. The move is in response to the growing popularity of mobile video. “More than 50 percent of YouTube’s video views now come from mobile devices,” reports Variety. Continue reading YouTube to Phase Out its Unskippable 30-Second Ads by 2018

Facebook Readies TV App for Streaming Video Through STBs

Facebook will soon launch a TV app that will let users stream videos in their News Feed through set-top boxes including Apple TV and Amazon’s Fire TV, and smart TVs from Samsung. The move to a television app is evidence of Facebook’s new directive from chief executive Mark Zuckerberg to become a “video first” company, and positions the social network to compete for TV advertising dollars. Users can employ the TV app to watch Facebook videos on their living room TV sets, and Facebook is in discussions to provide access to other video content. Continue reading Facebook Readies TV App for Streaming Video Through STBs

Facebook to Show Video Ads, Share Revenue with Publishers

Facebook is planning tests of a new mid-roll ad format that would enable participating video publishers to insert ads at least 20 seconds into video clips on the social platform. To start, Facebook plans to sell the ads and share 55 percent of revenue with publishers (the same deal offered by online video ad leader YouTube). According to Facebook, its users watch 100 million hours of video per day. However, publishers have seen little or no revenue from their clips since Facebook CEO Mark Zuckerberg has not allowed pre-roll video ads. Continue reading Facebook to Show Video Ads, Share Revenue with Publishers

Social Platforms Offer Ad Revenue Share to Lure Influencers

To compete with YouTube, social platforms Facebook, Instagram and Twitter have set their sights on attracting Internet celebrities, also known as creators, to their sites. Internet stars with millions of followers bring audiences and ad dollars, a major incentive for all three platforms to rethink their current business models. They all want original, unsponsored content, but also have to deal with sponsored content that doesn’t generate revenue for them. The solution all of them are arriving at is to split revenue with creators. Continue reading Social Platforms Offer Ad Revenue Share to Lure Influencers

Facebook Live Tests Mid-Roll Ads as Potential Revenue Model

After hinting for months that it might introduce commercial breaks inside live video streams, Facebook has started testing this concept with some of its top publishers. This marks the first time the company has served ads directly from inside videos, and follows on the heels of its new policy of paying some publishers and digital influencers to post video. The payments provide a financial incentive to post on Facebook since the platform so far lacks an advertising model that could generate shared revenue. Continue reading Facebook Live Tests Mid-Roll Ads as Potential Revenue Model

Post Cereal Gets Immersive with New Fruity Pebbles VR Spot

Cereal company Post created its first virtual reality content: a 30-second pre-roll spot for Fruity Pebbles’ “Yabba Dabba Doo” campaign that will run on multiplatform apps VirtualSky and StartApp. Rather than place the viewer in an environment to explore, the Pebbles spot is a carefully guided, organized experience. It’s still quite immersive, with 360 visuals that spray the viewer with water guns among other activities that include dodgeball, painting a mural and jamming with a garage band. Continue reading Post Cereal Gets Immersive with New Fruity Pebbles VR Spot

Facebook’s New Policy Allows Branded Content, Not All Ads

Facebook has a new policy regarding so-called organic, or branded, content, now permitted to appear on Facebook Instant Articles, video and Facebook Live. Advertisers and Web publishers must display an icon to make it clear that the content — articles, videos and images — comes from an advertiser. Up until now, they have only been able to post content in ads. This is good news for BuzzFeed, Forbes and others that frequently supply sponsored content on Facebook, which also stands to reap rewards from the new policy. Continue reading Facebook’s New Policy Allows Branded Content, Not All Ads

HPA Tech Retreat: OTT Metadata an Opportunity for Post Houses

The huge quantities of metadata generated by over-the-top programming poses an opportunity for new revenue streams, said Siemens executive Steve Wong and media tech consultant Christy King at an HPA Tech Retreat panel on “Big Data, Big Dollars for Post in an OTT World.” Wong noted that a tremendous amount of data about a production is generated through production, from scriptwriting software through scheduling and budgeting. That’s why it frustrates him that nearly everyone has been served irrelevant ads online. Continue reading HPA Tech Retreat: OTT Metadata an Opportunity for Post Houses

Page 1 of 212