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

Spotify Purchases Content Recommendation Startup MightyTV

Streaming music service Spotify has acquired New York-based startup MightyTV, which created an app that uses artificial intelligence to provide video recommendations based on individual personal preferences and aggregated user ratings. The acquisition will provide Spotify with technology that could be used to target ads. The company is looking to ramp up ad revenue, since most of its millions of users opt for the free ad-supported version of its service. MightyTV has already shuttered its video app, and plans to integrate the technology into Spotify. The deal will also bring MightyTV founder and CEO Brian Adams to Spotify as VP of technology. Continue reading Spotify Purchases Content Recommendation Startup MightyTV

Fox, Turner, Viacom Introduce OpenAP TV Ad Buying Platform

Fox Networks Group, Turner and Viacom announced the launch of OpenAP, a new Web-based platform designed to help advertisers target ads across television networks. According to The Wall Street Journal, the platform allows advertisers to “mix and match data sets to create ad targeting criteria that can be used for multiple TV buys. The move comes as the TV industry is looking to adopt some of the precision ad targeting and automation that has become standard for digital advertising.” The offering intends to resolve challenges involving transparency, consistency and standardization by serving as a centralized digital user interface that cross references data with third party sources. More details will be revealed at a New York event on April 7. Continue reading Fox, Turner, Viacom Introduce OpenAP TV Ad Buying Platform

Facebook Data Policy Update Will Curb Surveillance of Users

Under pressure from the ACLU and other advocacy groups, Facebook announced it would not allow law enforcement and third party vendors to use its data for surveillance purposes. Facebook did not define surveillance in the update to its data policy, but police have reportedly been using the social network to track protesters and activists. In October, the ACLU published documents from startup Geofeedia that detailed how the location-based, social media analytics platform tracked protestors in Baltimore, Maryland and Ferguson, Missouri. Continue reading Facebook Data Policy Update Will Curb Surveillance of Users

NBCUniversal Integrates Data Platforms to Hone Ad Targeting

Comcast’s NBCUniversal opened a new division, Audience Studio, to make it easier for advertisers to use data to target audiences across TV, digital and social media. Headed up by data platforms/strategy executive Denise Colella, Audience Studio brings together four different ad buying products that NBCU has unveiled over the past few years. The company is also debuting a new data management platform, that lets advertisers match their own data with NBCU and third party data to create specifically targeted campaigns. Continue reading NBCUniversal Integrates Data Platforms to Hone Ad Targeting

Social Ads Aimed at Journalists Becoming More Sophisticated

Marketers and advertisers have targeted ads to journalists and “influencers” for some time. But the practice is getting more advanced and pervasive, as Facebook, Twitter and other social media companies offer more granular targeting tools. In fact, the latest efforts now target customized messages to journalists as specific publications, such as The New York Times, The Wall Street Journal or USA Today. Reaching individuals who work in media can now be accomplished in a variety of ways, including using profile or email information.

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Facebook to Track ‘Like’ and ‘Share’ Buttons for Ad Targeting

Next month, hitting the “Like” or “Share” button on Facebook will do more than signal approval. Facebook’s algorithms will begin to share data on peoples’ browsing history into its ad targeting systems, which means that, depending on what a user “Likes” or “Shares,” he or she can be served related ads on Facebook, photo-sharing service Instagram or any mobile app that uses Facebook’s ad network. Facebook’s “Like” button, which adds a bit of code to the page, was first offered to publishers in 2010. Continue reading Facebook to Track ‘Like’ and ‘Share’ Buttons for Ad Targeting

Facial Monitoring Software Could Impact Your TV Experience

TV technology is getting closer to monitoring and analyzing our facial expressions in order to distinguish between boredom and enthusiasm to better understand our viewing tastes. Software from media startup Affectiva could usher in a new frontier in television viewing, one in which our devices watch our reactions and offer content suggestions or enable brands to provide more targeted ads. If consumers are willing to allow their emotional data to be gathered, movie and TV show recommendations from Netflix, for example, could become more relevant. Continue reading Facial Monitoring Software Could Impact Your TV Experience

Sponsored Geofilters on Snapchat Draw in Advertising Dollars

Mobile video and messaging app Snapchat has become increasingly appealing to advertisers, who are using sponsored geofilters to turn their users into brand ambassadors. Although Snapchat still hasn’t built out its basic advertising infrastructure, advertisers are signing up to run fledgling campaigns in which people can add geofilters only when they are in specific locations. Among the brands that have launched such campaigns are Nike, GE, Target and McDonald’s. Some videos generate between 30 and 50 million views. Continue reading Sponsored Geofilters on Snapchat Draw in Advertising Dollars

Hulu Pursues Programmatic Advertising, Powered by LiveRail

Hulu will try its hand at programmatic advertising with a private ad exchange that should make buying ads more similar to the experience on Facebook or Twitter. The new automatic ad buying service will rely on Facebook video ad exchange LiveRail, but won’t leave the company’s traditional salespeople out of the equation. To make ads more valuable, Hulu will combine its own data with that of the advertiser to more narrowly target relevant viewers. Show-specific sponsorships won’t initially be offered. Continue reading Hulu Pursues Programmatic Advertising, Powered by LiveRail

Twitter Pitches Event-Based Ad Tools for Targeting Audiences

Twitter recently introduced new tools designed to help marketers identify events appropriate for their brands, create advertising content relevant to those events, and target users who would be interested in such events. For example, an advertiser could use Twitter’s event calendar to research the Oscars, the Olympics or Mother’s Day, and the users who would be interested in those events, and then review which tweets resonated best with those users in the past in order to help build an effective ad campaign. Continue reading Twitter Pitches Event-Based Ad Tools for Targeting Audiences

ACSI: Customer Satisfaction of Facebook Users on Upswing

According to new data released by the American Customer Satisfaction Index, user satisfaction with social media platforms is on the rise, led by Facebook’s recent success with its mobile app and improved ad targeting. In terms of customer satisfaction, Facebook was ranked the lowest social media site in 2012, but has since worked its way up to the middle of the pack, behind Pinterest, Wikipedia, YouTube, Instagram and Google+ (in that order). ACSI currently has Facebook ranked ahead of Twitter, Tumblr and LinkedIn. Continue reading ACSI: Customer Satisfaction of Facebook Users on Upswing

Instagram to Generate $595M in Mobile Ad Revenue in 2015

According to a new report from eMarketer, photo and video sharing app Instagram, which does not have a desktop ad product, is projected to bring in $595 million in mobile advertising revenue worldwide this year. The report predicts the Facebook-owned network will reach $1.48 billion in mobile ad revenue in 2016 and $2.81 billion the following year. By 2017, eMarketer expects Instagram will account for more than 10 percent of Facebook’s total ad revenue and, in the U.S., Instagram will have higher net mobile display ad revenues than Google and Twitter.

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Pinterest Unveils New Animated Ads Called ‘Cinematic Pins’

Social bookmarking site Pinterest is bolstering its advertising strategy with a “cinematic pins” feature that adds motion to users’ boards. These special pins play short animations at the same speed that a user is scrolling. When the user clicks on an ad, the pin plays a longer version of the video. These new ads are part of a revamped strategy designed to compete with Twitter and Facebook. Advertisers will now have more targeting options and access to a new ad-creating service. Continue reading Pinterest Unveils New Animated Ads Called ‘Cinematic Pins’