CES: Advertisers Need Better Measurement to Embrace OTT

Advertising on Connected TV (CTV), otherwise known as Over-the-Top (OTT), is a hot topic for advertisers who want to get their messages on any device, including TVs that can be connected to the Internet. According to eMarketer, upwards of 40 percent of the world’s population are “digital video viewers.” But advertising on CTV has enough pitfalls to discourage marketers from embracing it. During a CES 2021 session, DoubleVerify chief executive Mark Zagorski and chief product officer Jack Smith enumerated the challenges and proposed solutions. Continue reading CES: Advertisers Need Better Measurement to Embrace OTT

All-Virtual CES 2021 Focuses on Innovation Despite Pandemic

The sprawl of CES, typically measured in millions of square feet of exhibit space, multiple venues, and hundreds of thousands of attendees, now spans the globe as the Consumer Technology Association (CTA) sets “the global stage for innovation” in an all-digital format when it opens its four-day run on January 11. However dispersed, CES Week will still be the focal point for the consumer technology sector and trends will emerge, even if news and product announcements will originate from both CES events and individual company presentations. Continue reading All-Virtual CES 2021 Focuses on Innovation Despite Pandemic

Oracle Reveals Advertising Fraud on Streaming TV Platforms

Oracle has uncovered a significant fraud involving advertising on streaming platforms. Dubbed StreamScam, Oracle Data Cloud found that the fraud leverages flaws in ad serving technology and the supply chain to trick advertisers into paying for ads never seen by viewers on real devices and apps. Oracle Data Cloud chief product officer Derek Wise puts the damage at $14.5 million over the last four months, based on an estimated average cost of $20 per one thousand consumer impressions in OTT viewing. Continue reading Oracle Reveals Advertising Fraud on Streaming TV Platforms

States Focus on Ad Tech in Antitrust Lawsuit Against Google

In the U.S. District Court for the Eastern District of Texas, 10 state attorneys general charged Google with abusing its dominance by overcharging publishers for ads and elbowing out rivals. The lawsuit also contends that Google struck a deal with Facebook to limit the latter’s efforts to compete for ads. Google claimed the suit is “baseless” and said that it intends to fight it. Another group of states is expected to file a case against Google. This lawsuit is the first to focus on tools that connect buyers and publishers of ad space. Continue reading States Focus on Ad Tech in Antitrust Lawsuit Against Google

Nielsen Plans to Measure Targeted Advertising on Television

Nielsen has partnered with AT&T’s DirecTV and Dish Network, two of the largest pay-TV distributors in the U.S., and smart TV maker Vizio, to use data collected by these companies to measure targeted advertising on television. The shift means that, rather than tabulating an average audience for all ads in a program, Nielsen will measure each ad individually. The adoption of targeted advertising is expected to increase the value of TV ads, which have been struggling recently as broadcast and cable networks lose viewership to a growing number of streaming services. Continue reading Nielsen Plans to Measure Targeted Advertising on Television

Music Groups Accuse Twitch of Streaming Unlicensed Music

A group of U.S. music organizations — including the Recording Industry Association of American (RIAA), the Recording Academy, the National Music Publishers Association, the Music Managers Forum, the American Association of Independent Music, and a dozen more — penned an angry letter to Amazon founder and chief executive Jeff Bezos and Twitch chief executive Emmett Shear. Their complaint is that the Amazon-owned Twitch, a popular live-streaming platform, is not securing synch and mechanical licenses for its Soundtrack tool. Continue reading Music Groups Accuse Twitch of Streaming Unlicensed Music

Amazon Notes Prime Day Was a Bonanza for Small Vendors

Although it didn’t reveal total Prime Day numbers, Amazon stated that small- and medium-size businesses in its marketplace earned $3.5+ billion during the event, a 60 percent increase from last year’s sales and a record for these vendors. It added that third-party sales on Prime Day grew more than Amazon’s own retail business. Prime Day was launched in 2015 and has become one of Amazon’s more crucial retail and marketing events. This year’s event was pushed from July to October due to the COVID-19 pandemic. Continue reading Amazon Notes Prime Day Was a Bonanza for Small Vendors

Amazon Rebrands Twitch Prime in Shift to Gaming Strategy

Amazon debuted Prime Gaming this week, a rebranding of its first foray into the video game industry, Twitch Prime, which offers exclusive game content and free subscriptions to Twitch, the live-streaming site. There, users could enjoy free games from small studios, discounts for bigger titles like “Grand Theft Auto” and in-game gear. Prime Gaming will include those features and offer more titles and exclusive content, accessible without a Twitch account. Meanwhile, a group of artists has demanded that Amazon pay to license music streaming on Twitch. Continue reading Amazon Rebrands Twitch Prime in Shift to Gaming Strategy

Pinterest Adds Today Tab for Topics, Shop Tab for Products

Pinterest, the website and mobile app that describes itself as a “visual discovery engine,” showcased “Today,” a tab on the user’s Pinterest home page that features topics and ideas curated by Pinterest staff and trending pins selected by algorithms. “Today” is a response to changing customer behavior during the coronavirus pandemic. The platform’s global monthly active users reached 367+ million, up from about 300 million last September. During the last few months, searches and boards have both leapt up 60 percent compared to last year. Continue reading Pinterest Adds Today Tab for Topics, Shop Tab for Products

YouTube Is Pursuing Upfront Ad Deals for its Pay-TV Service

YouTube is pitching its pay-TV service to advertisers with the aim of getting them to spend money they ordinarily allocate to traditional and, increasingly, streaming TV platforms. Marketers, however, still think of YouTube as a mobile (and desktop) video platform with a lot of lower-quality user-generated content rather than a TV service such as Hulu. YouTube and YouTube TV garner 100 million U.S. viewers each month, with watch time up 80 percent year-over-year in March. Continue reading YouTube Is Pursuing Upfront Ad Deals for its Pay-TV Service

Pandemic Disrupts Traditional TV Upfronts and Ad Spending

Spring is when the television industry holds glitzy upfronts to showcase their fall TV lineup to advertisers in impressive locations like Carnegie Hall and the Beacon Theatre. NBCUniversal, for example, typically holds its upfront at Radio City Music Hall. This year, however, the coronavirus pandemic is impacting the traditional approach to upfronts. NBCUniversal chair of advertising & partnerships Linda Yaccarino held court over a livestreamed presentation from her home, joined by two celebrities making remote appearances. Advertisers accessed the upfront by clicking on a private link. Continue reading Pandemic Disrupts Traditional TV Upfronts and Ad Spending

Big Tech Firms Are Thriving in the Midst of Global Pandemic

In the economic crisis generated by the coronavirus pandemic, Big Tech companies like Amazon, Apple, Facebook and Google are thriving. Amazon and Facebook are viewed as essential services, and Apple and Google are working on tools that will help the nation’s state health departments trace COVID-19 infections. While funding for startups shrivels, these companies are hiring. Only months ago, these companies were embattled by regulators and privacy advocates. Now their lobbyists are working to delay California’s new privacy law. Continue reading Big Tech Firms Are Thriving in the Midst of Global Pandemic

In Grim Ad Market, Even Facebook and Google See Declines

Facebook and Google’s ad businesses appeared to be unstoppable, tripling over the last five years and accounting for more than half of online advertising expenditure. That long run appears to be over with the coronavirus pandemic and its impact on the global economy. Wall Street is now projecting that annual revenues for the two companies will decline for the first time in their histories, due in part to record low prices for advertising. Even so, prospects are even more dire for the overall digital advertising industry. Continue reading In Grim Ad Market, Even Facebook and Google See Declines

Online Shopping Spikes, Amazon Hires 100,000 New Workers

As the coronavirus fuels a rise in online sales, Amazon plans to hire 100,000 more workers and raise pay for all employees in the U.S. and Canada by $2 an hour. The company’s starting wage is currently $15 per hour in its U.S. fulfillment centers. In the U.K., wages will rise £2 ($2.45) per hour and approximately €2 ($2.24) an hour in many European Union countries. At end of 2019, Amazon employed almost 800,000 full-time and part-time workers. Other companies are also seeing increased online sales as a result of COVID-19. Continue reading Online Shopping Spikes, Amazon Hires 100,000 New Workers

Walmart Tests Paid Membership Program, Vying with Amazon

Walmart is preparing to publicly test a paid membership program, dubbed Walmart+, to complete with Amazon Prime. According to eMarketer, Walmart accounts for five percent of all U.S. online retail sales versus Amazon’s 40 percent. Currently, more than half of Walmart’s top spenders are also Amazon Prime members. To distinguish itself from Prime, Walmart plans to offer features that Amazon cannot, such as text messaging to place grocery orders. Walmart+ is expected to launch as a rebrand of the company’s Delivery Unlimited service. Continue reading Walmart Tests Paid Membership Program, Vying with Amazon

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