Apple Takes On Original Podcasting to Compete with Rivals

To compete with Spotify and Stitcher, Apple plans to roll out exclusive original podcasts and is already in conversation with media companies to do so, said sources. The company has not yet described its strategy, but did say it will make unprecedented deals to build up its podcast collection. Industry experts reported that, currently, 50 to 70 percent of all podcast listening already takes place from the Apple Podcasts app. Since debuting Apple Podcasts in 2005, however, Apple has made few changes. Continue reading Apple Takes On Original Podcasting to Compete with Rivals

Spotify Expands Ad Options by Targeting Podcast Listeners

Spotify, which now has 123 million worldwide users of its ad-supported audio service, is expanding its podcast business by offering advertisers the ability to target consumers based on the types of podcast programs they are streaming. Brands across 10 global markets (Australia, Brazil, Canada, France, Germany, Italy, Mexico, Spain, United Kingdom and United States) will have the option of targeting Spotify Free users based on podcast categories such as “Business & Technology,” “Comedy” and “Lifestyle & Health.” 3M and Samsung have been testing the new ad-targeting tool. Continue reading Spotify Expands Ad Options by Targeting Podcast Listeners

More Marketers Test Targeted Ads on Streaming Platforms

The automobile recommendation site Cars.com used to run its advertisements on TV, aimed at a broad swathe of consumers. But since early 2019, the online company began running its ads on streaming TV platforms such as Amazon Fire TV and Roku to target their ads more precisely to people shopping for cars. Targeted advertising is taking off as a trend because many factors now make it possible to more narrowly aim them to relevant viewers. Some of the data now available includes income, purchase history and web-browsing behavior. Continue reading More Marketers Test Targeted Ads on Streaming Platforms

YouTube Launches New Ad Tool Dubbed Bumper Machine

Ahead of the May 14th Google Marketing Live event, during which the company will describe its latest digital marketing products, YouTube announced a new editing tool designed to streamline ad production. Bumper Machine, which YouTube is currently alpha testing, intends to help advertisers optimize content for mobile audiences by identifying compelling moments in video content to create packages of six-second videos that highlight key brand and product information. According to IAB, mobile video ads are steering a significant part of the digital media market, worth $107.5 billion last year in the U.S. alone. Continue reading YouTube Launches New Ad Tool Dubbed Bumper Machine

YouTube to Roll Out Free Originals, Measurement Analysis

At IAB’s Digital Content NewFronts in New York City last week, YouTube CEO Susan Wojcicki revealed that 2 billion monthly global users now watch more than 250 million hours of YouTube content on TV screens daily. The video hub is actively working on brand safety issues, plans to integrate Nielsen Catalina analysis to measure increases in offline sales, and — in a significant strategy shift — announced it would remove the paywall for some of its ad-supported original programming. Starting this year, all of the platform’s new original series and specials will be available for free. Continue reading YouTube to Roll Out Free Originals, Measurement Analysis

Luminary Launches With Plan to Be the Netflix of Podcasts

Luminary is a podcast startup that has debuted with more than 40 exclusive shows and no ads. The company also has almost $100 million in funding and, for $8 per month, subscribers will get full access to the content lineup, which includes a new show from Lena Dunham and series from Conan O’Brien, Malcolm Gladwell and Trevor Noah. Co-founder/chief executive Matt Sacks stated that Luminary aims to be “synonymous with podcasting in the same way Netflix has become synonymous with streaming.” Continue reading Luminary Launches With Plan to Be the Netflix of Podcasts

Facebook Shared Private Data to Advance Its Own Interests

According to its 2017 internal records, Facebook shared users’ personal data with the world’s biggest tech firms, allowing them to circumvent privacy rules. By doing so, Facebook boosted its advertising revenue, partner companies enhanced their products with more features, and Facebook users were able to connect across websites and devices. For example, Facebook allowed Microsoft’s Bing search engine to see names of all its 2.2 billion global users without consent, and let Netflix and Spotify read users’ private messages. Continue reading Facebook Shared Private Data to Advance Its Own Interests

Pandora and Spotify Bring Streaming Experience to Podcasts

Podcasting is growing popular among a younger demographic, and now Pandora and Spotify are leveraging their music streaming experience in an effort to engage those listeners. The main challenge with podcasting is discoverability. Pandora Media chief executive Roger Lynch characterizes podcast discovery as “the Stone Age” compared to music discovery. He believes that the company can bring people in to listen to a podcast and keep them on the platform with music. Neither company revealed details of its podcast businesses. Continue reading Pandora and Spotify Bring Streaming Experience to Podcasts

Mobile Use, Online Shopping and Video Spur Digital Ad Growth

A report from the Interactive Advertising Bureau and PricewaterhouseCoopers shows marketers are spending considerably more on digital advertising due to an increased use of mobile devices, as well as online shopping and greater consumption of video, music and podcasts. Digital advertising ramped up 23 percent to $49.5 billion in the first half of 2018, from $40.3 billion during the same period in 2017. Of that, advertisers spent almost 63 percent ($30.9 billion) on mobile advertising in 2018, compared to 54 percent in 2017. Continue reading Mobile Use, Online Shopping and Video Spur Digital Ad Growth

Digital Content NewFronts West Reveals Advertising Trends

At the Digital Content NewFronts West marketing event, October 9-10 in Los Angeles, premium content producers demonstrated how they are trying to attract and maintain viewers. In addition to offering podcasts, shoppable videos and smart speakers, producers are moving away from ads that interrupt programming, mainly because viewers simply won’t tolerate commercials, not even 30-second pre-rolls. A study revealed that those viewers who do watch mainly ad-supported OTT video are younger and typically earn higher income. Continue reading Digital Content NewFronts West Reveals Advertising Trends

Consolidation Is Reducing the Number of Indie Ad Tech Firms

As Google and Facebook lock up their dominance over advertising dollars, smaller ad tech companies are withering. In 2015, according to CB Insights, venture capital financing for these smaller companies peaked at $2.92 billion. This year, the total dollars going to these firms is slated to be half of that number. As a result, the number of smaller independent firms is diminishing, plummeting 21 percent since 2013. LUMA Partners reported that, by Q2 2018, there were only 185 such companies left. Continue reading Consolidation Is Reducing the Number of Indie Ad Tech Firms

Facebook to Help Users Feature Copyrighted Music in Videos

Facebook has struck deals with the major record labels and numerous indies so that users can upload videos featuring copyrighted background music without the fear of that content being taken down. Facebook plans to pay artists and labels when tracks are used, although rates have yet to be disclosed and it is unclear whether compensation would be based on video uploads or views. The social platform is not yet introducing a tool for adding a copyrighted song to a video, but Facebook-owned Instagram recently prototyped such a feature (Instagram is also prepping a feature that would allow for long-form video). Continue reading Facebook to Help Users Feature Copyrighted Music in Videos

Google Ad Sales Flourish Over Small Exchanges Post-GDPR

Since the European Union’s new GDPR privacy law took effect, Google is prospering; the company has gotten individuals to sign off on targeted advertising at much higher rates than other online ad services. Because of that, Google’s DoubleClick Bid Manager (DBM), a tool ad buyers use to purchase targeted online ads, is now directing more ads to its own marketplace rather than smaller ad exchanges because Google says it can’t verify that smaller firms have gotten consent of individuals who will see the ads. Continue reading Google Ad Sales Flourish Over Small Exchanges Post-GDPR

Brands Pressure Platforms to Resolve Hate, Fake News Issue

Social media platforms that placed ads on pages espousing extremism and hate have vowed to take steps against this, but the brands involved, from AT&T to Kellogg, are also getting flak for appearing on the sites and inadvertently funding the purveyors of fake news and hate speech. That has happened because brands now depend on automated ad technology to reach targeted demographics, but they are now re-evaluating that strategy; Unilever is considering leaving YouTube and Facebook unless they gain control of the situation. Continue reading Brands Pressure Platforms to Resolve Hate, Fake News Issue

Ad Trade Group Launches New Tool to Blacklist Piracy Apps

Trustworthy Accountability Group (TAG), an advertising industry alliance, has introduced a tool that will track apps promoting piracy, to alert advertisers not to run ads on such apps. The blacklist, which currently lists 8,000 violators, will be continuously updated with mobile apps that enable dissemination of pirated content, including music, movies, TV shows and games. TAG members and other organizations will help with the continual update. The MPAA and the Recording Industry Association of America both support TAG’s effort. Continue reading Ad Trade Group Launches New Tool to Blacklist Piracy Apps

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