Twitter Reports Increase in Daily Users But a Drop in Revenue

In the quarter ending June 30, Twitter’s number of daily users rose 12 percent from the previous quarter to 186 million, while revenue dropped 19 percent from a year earlier to $683 million. The former number surpassed the expectations of analysts polled by FactSet whereas the latter was below the predicted $702 million estimate. It adds up to a $1.23 billion loss, impacted by a reversal of a $1+ billion tax benefit in 2019. Twitter has not provided forecasts for revenue or operating income in its latest earnings report. Continue reading Twitter Reports Increase in Daily Users But a Drop in Revenue

Spotify, Universal Music Join Forces With New Licensing Pact

Spotify inked a new multi-year global licensing deal with Universal Music Group after being out-of-contract for about a year. Under the terms of the agreement, Spotify has access to UMG’s catalog for streaming and UMG will be part of Spotify’s so-called two-sided marketplace, whereby it will pay for analytics, data and marketing. Spotify, under pressure to prove to investors that it can be more consistently profitable, spends most of its revenue on licensing deals with music publishers and record labels. Continue reading Spotify, Universal Music Join Forces With New Licensing Pact

YouTube Unveils ‘Shop Now’ and ‘Video Action Campaigns’

YouTube has debuted ads that allow marketers to create a ‘Shop Now’ section below their ads so that users can browse and purchase products, listed with prices. Advertisers can put these interactive ads in areas that get high traffic, such as home pages. YouTube director of product management Nicky Rettke reported that, “70 percent of people say they bought a brand as a result of seeing it on our platform.” YouTube tested the Shop Now format with clothing brand Aerie, which saw a 25 percent higher return on its ad spend. Continue reading YouTube Unveils ‘Shop Now’ and ‘Video Action Campaigns’

Shopify Debuts Product Updates Including Balance Debit Card

At Shopify Reunite, the Canadian company’s first virtual event, the direct-to-consumer e-commerce platform released numerous updates. Among them are Shopify Balance, a business account and debit card; a Local Delivery app; and Shop Pay Installments, a buy-now-pay later option. The company’s AI-powered fulfillment network is also now welcoming merchant applications. Shopify canceled what would have been its fifth annual partner and developer conference, Shopify Unite, due to the coronavirus. Continue reading Shopify Debuts Product Updates Including Balance Debit Card

Alphabet and YouTube Ad Revenue Is Impacted by Pandemic

In Q1 2020, YouTube reported $4.04 billion in ad revenue, up 33 percent from 2019. Last year, YouTube earned $15.15 billion in ad revenue, up 36 percent. Its parent company Alphabet — which first broke out numbers for YouTube in Q4 2019 — generated $41.16 billion in revenue, a 13 percent year-over-year growth, with an adjusted net income of $6.84 billion or $9.87 per share. Those figures exceeded analyst expectations for revenue of $40.38 billion, but missed its EPS of $10.33; shares rose 8+ percent in after-hours trading. Continue reading Alphabet and YouTube Ad Revenue Is Impacted by Pandemic

Advertisers Reduce, Stop Campaigns in Face of Coronavirus

Coca-Cola, Kohl’s, Marriott and Zillow Group are among those companies that have reduced or stopped marketing efforts during the coronavirus pandemic. Facebook said its advertising business is “weakening,” and Amazon has cut back on its Google Shopping ads. Advertising giants Interpublic Group and Publicis delayed their financial forecasts, citing an uncertain future. During the Great Recession, said the WARC research group, $60.5 billion in global advertising vanished and it took eight years to “fully recover.” Some observers believe this crisis will be worse. Continue reading Advertisers Reduce, Stop Campaigns in Face of Coronavirus

Advertising Sales Plummet Even as Social Media Usage Soars

Despite growing usage of social media platforms during the coronavirus pandemic, the platforms’ ad businesses are plummeting. Twitter, for example, saw its daily usage skyrocket 23 percent this year, but its revenue may have dropped as much as 20 percent in March. As businesses have slowed down or shuttered, marketers are decreasing or even stopping advertising, which is the core support of media companies. In difficult economic times, advertising spending on the media sector is often the first to be cut. Continue reading Advertising Sales Plummet Even as Social Media Usage Soars

Broadcast TV Programmers Move Upfronts to Online Platforms

Due to concerns regarding the coronavirus, broadcast TV programmers have canceled their in-person Upfront pitches to advertisers, scheduled for May in New York City. Viacom’s CBS, NBCUniversal, Fox Corp. and ABC parent Disney are calling off their annual stage shows, although advertisers will still seek to ink deals with them. NBCUniversal’s chair of advertising and partnerships Linda Yaccarino noted that, “this year’s Upfront presentation will ensure everybody’s safety, while allowing us to give fans and marketers a preview of the upcoming season.” Continue reading Broadcast TV Programmers Move Upfronts to Online Platforms

Apple Alters App Guidelines, Okays Opt-In Push Notifications

Apple has revised its App Store review guidelines used to curate iOS/iPadOS, tvOS, watchOS, and macOS App Stores, most notably, now allowing developers to serve ads via push notifications. In past guidelines, Apple specifically said that push notifications should not be used for “advertising, promotions or direct marketing purposes.” The revised guidelines also expand the definition of a spam app and state that legal entities of services in “highly regulated fields” should submit the app rather than individual developers. Continue reading Apple Alters App Guidelines, Okays Opt-In Push Notifications

Google Adjusts New Design Updates Following Complaints

Google controls approximately 90 percent of Internet search, and regulators, politicians, advertisers and users are sensitive to the tech giant’s efforts to wring more dollars out of that dominance. Twenty years ago, Google introduced text ads above search results and, over time, the company has made those ads less conspicuous. A recent design change prompted users to accuse the company of trickery to get them to click on ads, and marketers to complain the practice is a “shakedown” to push them to pay for ads. Continue reading Google Adjusts New Design Updates Following Complaints

Spotify Plans to Run Targeted Ads in its Exclusive Podcasts

During CES 2020, Spotify revealed plans to leverage its massive amount of user data in order to introduce targeted advertising in its exclusive podcast content. With its proprietary Streaming Ad Insertion (SAI) tech, Spotify will analyze data based on user location, type of device, gender, age and more to insert advertisements in real time (Spotify already automates dynamic ad insertion for its music streaming). The company could eventually become a major podcast ad network if it ends up placing ads in other networks’ content as well. Continue reading Spotify Plans to Run Targeted Ads in its Exclusive Podcasts

CES 2020: Holiday Smart Lights Have Multiple Applications

The Internet of Things is about to offer middle America a new creative outlet. Italian startup LEDWORKS produces strings of individually addressable LED Christmas tree lights. Twinkly’s phone app maps the location of each individual light: one camera scan to map lights arrayed on a flat surface and two or three camera scans to map the lights arrayed around a 3D object like a Christmas tree or a wall outside. The app can then wirelessly load a program into the lights’ plug to display preset patterns and images or, if you are clever, patterns of your design. The current app can control up to 10,000 lights. By the end of 2020, Twinkly should be able to control 20,000 lights. Continue reading CES 2020: Holiday Smart Lights Have Multiple Applications

CES: Marketers and Creators Give Audience Starring Role

CES 2020 expanded its media and entertainment-oriented C-Space to cover more interests, but four themes repeated across virtually every conversation and panel: data, privacy, quality and a genuine respect for the audience. Data was at the heart of the discussions. Never before has there been more information available, but how it is managed emerged as a consensus issue because few companies are organized to share data and insights across their enterprise. With the promise of optimizing experiences for consumers is a balance of privacy. Continue reading CES: Marketers and Creators Give Audience Starring Role

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

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