CES Panel on Transforming Contextual Advertising and Media

A world of opportunities to improve both the audience experience and effectiveness of advertising were the subject of a C-Space panel on the first conference day of CES 2020. All of the panelists from Hulu, WarnerMedia, Accenture, IBM, Nielsen and Twitch focused on the central role of the consumer. Yet even as advertising becomes more addressable based on consumer interest and behavior, making it theoretically possible to serve every viewer a different tailored ad, there will still be some commercials that will remain universal. Continue reading CES Panel on Transforming Contextual Advertising and Media

Dynamic Branding: Ryff’s Quest for Virtual Product Placement

In the presence of decreasing ad rates and a growing SVOD media landscape, product placement has become an increasingly important revenue source. Ryff is looking to enhance this $11.44 billion market, according to data collected by Statista, by enabling virtual product placement. Their technology allows users to detect favorable locations in existing video and dynamically introduce photorealistic virtual products. On-demand product placement of branded goods has long been a dream of the advertising and marketing industry. As Ryff CEO and founder Roy Taylor said, “[It is] the only advertising format that can’t be skipped by the viewer.”

Continue reading Dynamic Branding: Ryff’s Quest for Virtual Product Placement

Twitter Tackles Abusive Tweets, Ad Glitches Hurt Revenue

Twitter’s shares dropped 20 percent with the news that revenue and profit in Q3 were below Wall Street expectations. The company added six million more users in Q2 — for a total of 145 million — likely due to changes that allow users to follow content of greatest interest to them. Twitter also reported that its machine learning-enabled tools now remove fully half of all the abusive tweets on its platform without relying on anyone to report them. This change is much welcomed given the platform’s persistent problem of abuse. Continue reading Twitter Tackles Abusive Tweets, Ad Glitches Hurt Revenue

Pandora Believes Listeners Will Interact With its Voice Ads

Pandora plans to test new interactive advertising technology that would allow listeners to engage directly with its “voice ads” by speaking aloud. Pandora listeners could request additional information about a product or service being promoted, for example, or request skipping the ad altogether. The beta test, powered by ad-tech firm Instreamatic, is expected to launch later this year. Instreamatic provides an interactive ad platform built on its Voice AI Core to help brands and marketers “manage, measure and monetize voice-enabled audio advertising.” Continue reading Pandora Believes Listeners Will Interact With its Voice Ads

Facebook Unveils Tools to Prevent the Spread of Fake News

Facebook is unveiling new tools to prevent the spread of fake news and misinformation, including making more information available about political ads on its platform. The tools will first debut in India next month and then to the European Union in March. Facebook is also tweaking its moderation, announcing plans for an outside group or board to review its content decisions, giving it authority to reverse internal content decisions. The board will be comprised of 40 members worldwide chosen by Facebook. Continue reading Facebook Unveils Tools to Prevent the Spread of Fake News

Facebook to Integrate Instagram, Messenger and WhatsApp

Facebook chief exec Mark Zuckerberg reportedly plans to integrate the company’s Instagram, Messenger and WhatsApp messaging apps. According to those familiar with the plan, the three services will continue operating as standalone apps, but their tech infrastructure will be stitched together. For the first time, the messaging networks’ 2.6 billion global users will be able to communicate across platforms. The initiative is expected to be completed by the end of this year or early 2020. It will require teams to significantly reconfigure functionality of all three services and will include new end-to-end encryption. Continue reading Facebook to Integrate Instagram, Messenger and WhatsApp

CBS and Nielsen to Serve Dynamic Ads for Live TV Broadcasts

CBS and Nielsen are joining forces to deliver dynamic ad insertion (DAI) into linear national television programming that is viewed via connected devices. This will enable advertisers to better target individual viewers with more relevant commercials. The collaboration will use Gracenote’s Automatic Content Recognition software, which is already installed in millions of smart TVs. “Nielsen, through its acquisition of Gracenote, will leverage patented technology to replace linear ad spots on individual smart TV sets to offer more advanced advertising capabilities to brands,” said Nielsen exec Peter Bradbury. Continue reading CBS and Nielsen to Serve Dynamic Ads for Live TV Broadcasts

The EU’s General Data Protection Regulation Nears Activation

On May 25, the European Union will activate its General Data Protection Regulation that gives users more control over the data collected and shared about them over the Internet. The law includes real punishment: 4 percent of its global revenue for any company that break the regulation. The impact to the user experience will not be apparent, especially for U.S. visitors there. But a European Union citizen is likely to see fewer ads that follow them around the Internet after an e-commerce purchase. Continue reading The EU’s General Data Protection Regulation Nears Activation

Twitter Pursues Advertising Revenue With Sponsored Moments

Get ready for more ads to appear on Twitter. The social platform is introducing sponsored Moments, which will bring brand sponsorship to its Moments publisher feature. Sponsored Moments are collections of tweets that are purposely packaged around an event or theme, such as an awards show or sports championship. Brands can run promoted tweets inside the collection and add branding to the cover image. For example, Bank of America recently sponsored a collection of tweets from Bloomberg about the World Economic Forum in Davos, Switzerland. Continue reading Twitter Pursues Advertising Revenue With Sponsored Moments

MoviePass Continues Rapid Ascent, Tops 1 Million Subscribers

MoviePass is a service that lets subscribers attend up to one 2D movie screening per day in theaters for a monthly charge. Shortly after a price drop to $9.95 per month in August (from a tiered $15-$50 model), the New York-based company announced it had jumped to 400,000 customers. By October, that number increased to 600,000. Last month, MoviePass dropped its monthly fee again for a limited time offer of about $6.95 per month for those willing to pay up front for a year. Now the company announced it “has since reached one million subscribers in less time than Spotify, Hulu, and Netflix.” Continue reading MoviePass Continues Rapid Ascent, Tops 1 Million Subscribers

Consumer Groups Say Next Gen TV Standard Ignores Privacy

The FCC is scheduled to vote today on the long-awaited ATSC 3.0 broadcast standard. On the eve of the vote, privacy advocates have expressed concern that the standard allows broadcasters to harvest data about individual viewing habits so that advertisers can target their pitches, and there are no rules governing how broadcasters handle the data. In its 109-page proposal for the new rule, the FCC does not mention the issue of privacy. Broadcasters perceive the rule as a way to catch up to Facebook, YouTube, Amazon Prime and others. CTA president Gary Shapiro defends the standard and suggests the vote is being politicized due to the Sinclair-Tribune merger proposal. Continue reading Consumer Groups Say Next Gen TV Standard Ignores Privacy

Facebook, Google and Twitter Execs Testify Before Congress

Facing the Senate Judiciary Committee on Tuesday, Facebook, Google and Twitter executives responded to questions on why they didn’t recognize Russian-linked accounts earlier. In response, the rueful executives said their companies were working on ways to curb the activity of foreign governments, terrorists and criminals and prevent them from exploiting social media. On the other hand, however, those same Silicon Valley companies face a public that is far from united over whether they should curb free speech. Continue reading Facebook, Google and Twitter Execs Testify Before Congress

Nielsen Expands Marketing Cloud With Gracenote’s TV Data

Nielsen is introducing “smart TV viewership data from Gracenote,” reports TechCrunch, so that “advertisers using the Nielsen Marketing Cloud will be able to take advantage of detailed, real-time information about who was watching what.” Nielsen exec Kelly Abcarian said the goal is to deliver “person-level television data” to digital marketing and “bring the scale to a whole new level.” This will enable advertisers to target consumers who watched a TV spot by following up with a direct response mobile ad. Nielsen has expanded its ad targeting and digital ad business efforts with the purchase of eXelate in 2015 and Gracenote earlier this year. Gracenote’s Video Automatic Content Recognition tech can be found in 27 million smart TVs today. Continue reading Nielsen Expands Marketing Cloud With Gracenote’s TV Data

Google Takes a Major Step in TV Ad Delivery With CBS Deal

In pursuit of a piece of the $72 billion U.S. TV advertising market, Google has its first big win in getting TV and video companies to embrace its video ad tech software. The company inked a partnership with CBS to provide the technology to deliver ads for its latest original “Star Trek: Discovery” series, the main attraction for CBS All Access, its new streaming subscription service. The new deal is a hoped-for win-win for both Google and CBS, and a challenge to other ad tech systems. Google also debuted an ad buying software tool last spring. Continue reading Google Takes a Major Step in TV Ad Delivery With CBS Deal

Facebook Testing Business Messaging Tools via WhatsApp

Facebook, which bought WhatsApp for $22 billion in 2014, is now testing two free business tools on the messaging service. WhatsApp Business lets small businesses answer customer questions and send updates; larger businesses can avail themselves of another free tool that plugs in to the WhatsApp platform. Facebook is also debuting verified profiles for businesses on WhatsApp, to distinguish them from individuals. Businesses in Brazil, Europe, India and Indonesia, including KLM Royal Dutch Airlines, are testing the new tools. Continue reading Facebook Testing Business Messaging Tools via WhatsApp

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