Survey Finds Binge-Watching by Younger Viewers on Upswing

Deloitte’s 11th annual “Digital Democracy Survey” found that 73 percent of U.S. consumers have binge-watched video, up from 68 percent two years ago. Binge-watching TV is more common with younger audiences — 90 percent of millennials (ages 20-33) and 87 percent of Gen Z (ages 14-19) — who are increasingly watching on mobile devices. While televisions are losing popularity among younger audiences for marathon-viewing, older demographics — 60 percent of Gen X (ages 34-50) and 80 percent of Baby Boomers (ages 51-69) — still prefer TV. Nearly 40 percent of younger viewers binge-watch TV on a weekly basis, averaging about five hours of content per session. Continue reading Survey Finds Binge-Watching by Younger Viewers on Upswing

YouTube to Phase Out its Unskippable 30-Second Ads by 2018

Google-owned YouTube announced on Friday that it plans to phase out its 30-second, unskippable pre-roll ads by 2018. Many users reportedly find the format obtrusive, so YouTube is killing the 30-second ads but keeping 20-second clips that cannot be skipped, and its six-second bumper ad format. YouTube will also continue to offer its TrueView skippable ads, which do not come with time limits and only cost advertisers when the viewer opts not to skip them. The move is in response to the growing popularity of mobile video. “More than 50 percent of YouTube’s video views now come from mobile devices,” reports Variety. Continue reading YouTube to Phase Out its Unskippable 30-Second Ads by 2018

Facebook Moves to Fix Metrics Bugs and Assuage Advertisers

In the wake of admitting it had overstated how long users spend watching videos on its site, Facebook is taking steps to regain credibility among advertisers and publishers. The company, which apologized in September, will now rely more on third-party measurement services — including comScore, Moat, Nielsen and Integral Ad Science — to ensure accurate metrics on display and video ads. Other moves include the formation of a “measurement council,” composed of ad agency execs and marketers, to develop more relevant metrics. Continue reading Facebook Moves to Fix Metrics Bugs and Assuage Advertisers

Pinterest Buys Instapaper, Next Step in Becoming Media Portal

Pinterest is acquiring Instapaper, the app that allows consumers to save content for later viewing. The deal provides San Francisco-based Pinterest with access to vital behavioral data and technology that could help it better target content and ramp up its capabilities to compete with Facebook as a next-generation, insular media portal. Instapaper is expected to remain a standalone app, and Pinterest will invest in its further development. The majority of Instapaper’s team, including CEO Brian Donohue and community manager Rodion Gusev, will relocate from New York to California. Continue reading Pinterest Buys Instapaper, Next Step in Becoming Media Portal

Twitter Struggles with Worst Quarterly Revenue Growth Ever

Twitter announced lackluster Q2 earnings, with $602 million in revenue for a net loss of $107 million. While the company improved over Q2 2015, when it lost $136.6 million, and monthly active users increased from 310 million to 313 million, its numbers fell short of Wall Street expectations and the company’s stock dropped more than 10 percent in after-hours trading. Despite new deals for live-streaming sports in the near future, the platform is not keeping up with the growth of social rivals such as Facebook, WhatsApp, Messenger, Snapchat and LinkedIn. Continue reading Twitter Struggles with Worst Quarterly Revenue Growth Ever

New Snapchat Ads API Helps Brands Lower Advertising Costs

Sources indicate that Snapchat will cut its advertising prices for brands, due in large part to its new ad platform that enables more options and experimentation. With the new API launched earlier this month, Snapchat can deliver ads through third party companies. Snapchat is dropping the cost of its ads API from a minimum of $500,000 when the platform first opened to ads, to a minimum of $100,000, say insiders. Advertisers have expressed concern regarding the high cost of working with Snapchat — and interactive ads in general — both of which are now coming down. Continue reading New Snapchat Ads API Helps Brands Lower Advertising Costs

Facebook Sells Video Advertising for Third Party Sites, Apps

Facebook is now expanding its reach into video by selling video ads for other companies, getting an as-of-yet-undisclosed cut of the revenue. Facebook says it will sell and place both “in-stream” and “in-article” video ads on websites and apps, such as those run by Daily Mail, Mashable and USA Today Sports Media Group. Marketers are willing to pay higher prices for video ads than other forms of advertising, making this a compelling sector and one where Facebook can compete with Google for video ad dollars. Continue reading Facebook Sells Video Advertising for Third Party Sites, Apps

IPG Media Lab Study Reveals Parameters for Ad Effectiveness

IPG Media Lab revealed the results of new research showing that that online ads that meet the Media Rating Council’s minimum threshold for viewability aren’t always effective. Although the MRC standards are a benchmark to determine when advertisers should have to pay for an ad, some agencies and marketers protest that the standards aren’t sufficient, an argument that seems borne out by the new IPG Media Lab study, which shows that, as an ad increases the metrics that define viewability, so does consumer recall. Continue reading IPG Media Lab Study Reveals Parameters for Ad Effectiveness

Instagram Expands Spots to 60-Seconds, to Boost Ad Revenue

Instagram has extended its 30-second video ad format to 60-seconds, to capture more advertising dollars. T-Mobile, with a longer version of its Super Bowl ad featuring Drake, and Warner Bros., promoting its film “How To Be Single,” are the first to take advantage of the new advertising policy. By offering longer-form ads, Instagram is enabling advertisers to re-use existing ads rather than produce new ones for its specific requirements. Instagram users, however, can only post a maximum 15-second video. Continue reading Instagram Expands Spots to 60-Seconds, to Boost Ad Revenue

Twitter Expands Video Ads to 30 Seconds, Adds a Skip Button

Twitter now offers 30-second pre-roll video ads, with an immediate skip option for viewers who don’t want to watch them. The ads run in front of videos that are part of Twitter’s Amplify program, a social television initiative for broadcasters to publish real-time in-tweet video clips accompanied by Twitter’s standard six-second ads. Twitter hopes the longer ads will re-energize the Amplify program, since six-second ads are a hurdle for media partners, which have an inventory of 15-second and 30-second ads. Continue reading Twitter Expands Video Ads to 30 Seconds, Adds a Skip Button

Study: Marketers Losing Billions to Fraudulent Online Ad Traffic

The Association of National Advertisers (ANA) recently conducted a study that found that marketers are continuing to lose money to bots, the computer programs that create fraudulent Web traffic by mimicking human Web browsing habits. Despite efforts to inform marketers about the dangers of bots, the level of fraud remains relatively unchanged from the previous year. The authors of the study estimate that companies could lose more than $7 billion globally this year because of it. Continue reading Study: Marketers Losing Billions to Fraudulent Online Ad Traffic

Facebook Pushes 360 Videos, Both Branded and Independent

Facebook, which has begun to build VR-like 360-degree videos into its site, now allows users to enjoy a true VR experience on the Samsung Gear VR. The company also launched a microsite to provide potential 360 filmmakers with best practices, guidelines and FAQs. VR producers, Vrse’s Chris Milk and Aaron Koplin also show the best way to make immersive video. Facebook has jumped into VR to stay fresh and, while offering users a chance to enjoy VR, also add some juice to its own VmaRketing. Continue reading Facebook Pushes 360 Videos, Both Branded and Independent

Snapchat Tests Sponsored Discover Channel with James Bond

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

Facebook’s New Videos Feed Poised to Compete with YouTube

Facebook continues to up its game with video, this time with a dedicated Videos tab, which, for now, is only being shown to a handful of users. Experts following Facebook aren’t surprised, since the social media site has been increasing its use of video over several years, currently placing up to 5 billion videos in users’ feeds, among other video-centric features. The increased use of video and its built-in user base may put Facebook on track to become a serious competitor with YouTube. Continue reading Facebook’s New Videos Feed Poised to Compete with YouTube

YouTube Readies New Ad-Free Service for Monthly Subscription

Google-owned YouTube is reportedly readying the launch of its much anticipated online subscription service. Sources indicate a launch is likely by the end of October. Two offerings are expected: an updated version of its Music Key service (previously launched in beta) and a new service that offers access to all YouTube content without ads. Earlier reports suggest the bundled offering would be available for $10 per month. While YouTube has hinted in the past about an upcoming subscription service, it has yet to unveil firm plans or a timeline. Continue reading YouTube Readies New Ad-Free Service for Monthly Subscription