Viacom is introducing a new strategy involving the use of big data to optimize the placement of ads. Initially known as Project Gemini (after an early NASA human spaceflight program), and now called Vantage, Viacom’s new big data capabilities were created by data scientists and other technologists hired away from Microsoft and elsewhere. As Viacom leverages Silicon Valley technology in an effort to capture Madison Avenue dollars, competitors are ramping up similar big data strategies. Continue reading Viacom Marries Madison Ave. and Silicon Valley for Better Ads

Snapchat launched a temporary Discover channel yesterday featuring advertiser-created content. Sony Pictures Entertainment paid for a “sponsored” Discover channel to promote its new James Bond film “Spectre,” which opened on Monday in the U.K. The Discover section currently includes 15 media partners, but the 007 channel (which is sharing multimedia content for the film such as behind-the-scenes footage, cast member testimonials and Bond trivia questions) represents the first time a brand has paid to be featured this way on Snapchat Discover. Continue reading Snapchat Tests Sponsored Discover Channel with James Bond

According to new figures released by Moffett Nathanson Research, the growth of online ads will have a significant impact on traditional television and other media. Analyst Michael Nathanson predicts that ad spending on TV will decrease by 3 percent annually through 2020. He also forecasts that online advertising, led by tech giants Google and Facebook, will increase annually by 12 percent over the next five years and exceed spending for TV ads by 2017. The forecast comes as cable TV ratings are down 9 percent and 566,000 cable and satellite subscribers canceled their service during Q2. Continue reading Research Points to Internet Impacting TV Ratings, Ad Revenue

Instagram just turned on its API (application programming interface) for ads, and some experts are calling it the next step in advertising’s digital evolution. Before, advertising on Facebook-owned Instagram was a complex process. Now, any potential advertiser can simply buy an ad on Instagram using online ad-buying tools from Instagram partners. What makes this new process interesting to advertisers is an estimated 44 percent of Instagram’s 300 million users are in the coveted 18-29 year old demographic. Continue reading Instagram’s New API Could Spark Major Change in Digital Ads

During its NewFront presentation in New York this week, Disney-owned Maker Studios announced Maker Select, which will allow advertisers to buy ad space on Maker’s 55,000 YouTube channels in addition to all other YouTube channels. Maker Select will incorporate Maker’s audience data with data from YouTube, Nielsen, social networks and additional sources. Advertisers can target ads based on content type, brand compatibility and audience makeup. The new offering comes from a partnership with Web video analytics firm OpenSlate. Continue reading Maker Select Enables the Purchasing of Ad Space on YouTube

Back in January, YouTube closed a deal with the National Football League to set up an NFL channel on its video platform, offering viewers game previews, highlights and more. In anticipation of the next season, YouTube is looking to capitalize on its NFL programming to secure lucrative advertising deals. The tech giant has set its NFL ad package at $5.2 million for the entire season, on the condition that marketers also commit to paying that same amount to enlist in its Google Preferred program. Continue reading Google Leverages NFL Content Deal to Push YouTube Ad Sales

The Interactive Advertising Bureau recently found that one-third of Americans now own connected TV sets, while one-third of those consumers stream video to their TVs daily. According to new survey findings from consulting firm Deloitte, video streaming services such as Netflix, Hulu and Amazon have now surpassed live programming as the viewing method of choice for many consumers. The survey determined that 56 percent stream movies and 53 percent stream TV shows, while 45 percent still prefer watching live broadcasts. Continue reading Study Indicates Streaming Video is More Popular Than Live TV

Facebook revealed yesterday that while revenue and profit growth slowed for the company during Q1, nearly 75 percent of visitors accessed the social platform from mobile devices and two-thirds of its users now visit daily. Facebook claims that 1.44 billion people access its site or apps at least once a month. According to eMarketer, the company is second only to Google in terms of global digital advertising revenue. Facebook is pushing ads to its photo-sharing service Instagram and building new tools for ad targeting. Continue reading Facebook Shifts to Mobile, Pursues Global Digital Ad Market

According to new figures released from Kantar Media this week, the country’s largest marketers are cutting their advertising budgets as part of the transition toward increased spending on digital ads. Kantar reports that the top 10 advertisers reduced spending by 4.2 percent last year to $15.3 billion, as compared to 2013. Top advertiser Procter & Gamble, for example, cut its ad spending by 14.4 percent in 2014. Much of the spending is shifting to digital segments including video and mobile. Continue reading Digital Spending Grows Amongst Nation’s Biggest Marketers

Tumblr’s new Creatrs initiative aims to pair some of the site’s most popular artists with brands to create a more authentic approach to advertising. With about 420 million monthly viewers, Tumblr has become a popular avenue for brands to target consumers. The problem however, is that brands have yet to figure out how to effectively reach them. The launch of Creatrs is an attempt to educate brands about how to best promote and market themselves on unique social media sites like Tumblr. Continue reading Tumblr Teams its Top ‘Creatrs’ with Brands for Sponsored Ads

NBCUniversal plans to offer a free digital video stream beginning at noon on February 1 and running into the evening that will include the Super Bowl, pre-game coverage, the halftime show, and an episode of “The Blacklist.” NBC’s “Super Stream Sunday” will be available for desktop PCs and tablets via NBC Sports Live Extra and the Sports Live Extra app. (The NFL gave exclusive rights to live-stream on smartphones to Verizon Wireless.) Additionally, viewers will be able to enjoy the free NBC stream without having to provide their pay TV subscription info. Continue reading NBC to Offer Free Live Stream for Super Bowl Sunday Fans

With nearly 70 million visitors per month, Pinterest is becoming a popular destination for advertisers to reach new audiences, except not in the way that Pinterest intended. Instead of advertising directly through Pinterest via “Promoted Pins,” advertisers have found success in partnering with an array of “Pinfluencers,” individuals that have accrued millions of followers. Advertisers see the influence these individuals have over followers, and are discovering new ways to leverage them as effective marketing tools.  Continue reading Advertisers Opting for Pinterest Influencers Over Pinterest Ads

Yahoo’s latest acquisition is being heralded by some analysts as a smart move for its video business strategy. Yahoo has agreed to purchase BrightRoll, a leading platform in the video advertising space, for $640 million in cash. The deal follows the $6.3 billion recently earned by Yahoo from its investment in Alibaba. Acquisition of the video ad company could prove to be the perfect complement to Yahoo’s strategy to push more video content on its site and mobile app. Continue reading Video Advertising: Yahoo Acquires BrightRoll for $640 Million

Facebook’s growth in mobile advertising revenue contributed in part to a surprising second quarter return this year. The social network’s large user base and scalable mobile advertising platforms have become major attractions for advertisers. The company has been taking advertisers more seriously in ad platform development and is working closely with them to understand their needs. As a result, advertisers are becoming more comfortable with Facebook. Continue reading Facebook Mobile Development More Attractive to Advertisers

Television remains in the majority for advertising spending in the first quarter of 2013, according to a Nielsen report. Television advertising has 59 percent of total spending and 3.5 percent of global growth. Newspaper and magazine ad spending has declined in this period. In contrast, display Internet advertising spending has grown significantly at 26.3 percent. Growth in Internet ads was strongest in non-U.S. markets in Q1. Continue reading Advertising: TV Keeps Majority and Display Internet Grows