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Facebook wants people to spend more time watching videos on its platform, as they already do on YouTube. Starting Aug. 10, it’s introducing a new video destination called “Watch,” which aims to do exactly that. Watch is essentially a remake of Facebook’s video tab, available online and across Facebook’s apps for mobile devices and connected TVs.
Facebook’s metrics woes may be far from over. After fessing up to a string of measurement errors over the past six months, the social media company has bowed to pressure from ad buyers and started letting third-party auditors check its numbers. Some agencies started using the new auditing capabilities a few months ago and have been stunned to see viewability rates on Facebook ...
Management consultancies are taking their tussle with agencies for marketing budgets to the Croisette in Cannes. Accenture Interactive, Deloitte, PwC, Ernst & Young and McKinsey will all be out in force at the festival. Purists might argue their presence is indicative of how industrialized advertising has become, but few can deny the influence these companies could wield i ...
This week, our top stories covered Apple’s Safari update, the Uber-Fetch lawsuit and more. As always, a complete list of these articles appears at the bottom. Apple restricts ad tracking in Safari update Apple updated the operating system of its Safari browser on Sept. 19 so users can’t be tracked by third parties for more than 24 hours after visiting a website.
Influencer marketing is moving from a sidelight to a major part of marketing strategies, leading to tighter expectations and contractual obligations that guarantee social stars’ rights and advertisers’ needs. Agency Digital Brand Architects updated its influencer contracts around two weeks ago to clear up gray areas like post timing and content rights, said Reesa Lake, partner ...
The search for an “agency model” is a procrastinator’s dream come true, according to the latest installment of our Confessions series, in which we exchange anonymity for candor. This is the view of a senior agency executive who turned their back on one of the big holding groups due to concerns that those businesses are stuck in the past. Our conversation has been lightly edited.
YouTube is hoping to pull from TV ad budgets by offering advertisers sponsorship and custom brand-integration opportunities for its growing slate of free-to-watch video series. During its Brandcast event in May for advertisers, YouTube announced plans to fund seven original long-form video series, which would be available for free on the platform.
It was not Pablo Picasso who coined “good artists copy; great artists steal.” And it was somebody else who first said, “There’s no such thing as an original idea.” And it was a third different person (maybe David Ogilvy?) who declared, “We (ad creatives) are not artists; we’re salespeople.” When you think “most ethical industries,” advertising isn’t top of mind.
A lot of commerce-focused publishers have hit a wall on Facebook. Many publishers are turning to commerce to generate revenue in a challenging ad climate. But they’re having a hard time incorporating Facebook into their plans. That’s partly because the economics of commerce-focused posts differ from ad-supported posts.
MailOnline is joining the ranks of a growing number of publishers keen to deepen partnerships with brands and agencies by offering more strategic — and valuable — services. The publisher has started offering key clients access to its live on-site surveying tool, Pulse, to help them make more sense of its digital audience of 29 million monthly uniques in the U.K. (over half of the U.K.
Running programmatic ad operations across multiple countries can be an operational nightmare. Spanish- and Portuguese-language media group Prisa, which owns major national newspapers like El País and spans 22 markets, thinks it’s found the answer with server-to-server integration. Programmatic advertising accounts for between 25 and 40 percent of Prisa’s advertising revenue, d ...
At Stitch Fix, the separation between its merchandising team and its data science team — the one overseeing the recommendation algorithms that send products to customers — is as strict as church and state. “We have a very explicit rule: The buyers do not influence the recommendations,” said Eric Colson, Stitch Fix’s chief algorithms officer.
Media companies chasing video ad dollars are pivoting to declining pageviews. Publishers like Mic, Fox Sports and Vocativ, which recently laid off editorial staffers in their shifts to video, have seen their website traffic tank, according to multiple measurement firms. While these publishers are maintaining their views on social platforms, they’re becoming increasingly relian ...
Apple’s Safari update that limits ad trackers isn’t the only sign of the company’s disdain toward advertising. In January, after all but giving up on selling ads itself, the tech giant started having NBCUniversal sell ads in Apple News, Apple’s news aggregation app. Nine months later, the deal has borne little fruit, according to publishers and sources close to them.
Not every advertiser sees YouTube’s brand-safety woes and Facebook’s metric mishaps as chances to openly berate the duopoly. Oil giant Shell is doing the opposite, taking a pragmatic — and sometimes sympathetic — view of both companies’ quandaries. Between developing a clear strategy for YouTube and running more ads on Facebook, Shell has pinned its colors to the duopoly flag ...
The Times of London has a loyal subscriber base, but for luxury advertisers hungry for video, paywalls are limiting. Since Sept. 17, Style, the Times’ weekly print fashion supplement, has published daily videos in front of its paywall to build its audience and give advertisers a way to reach the audience every day, rather than weekly in print.
After building sizable audiences on YouTube and Facebook, Defy Media wants to create more direct connections for its entertainment and women’s lifestyle brand Clevver Media. In July, Defy, which owns digital media brands such as ScreenJunkies and Smosh in addition to Clevver, launched Clevver’s first website. An editorial staff of five people oversees Clevver.
From Alex Morgan to Cristiano Ronaldo, Coca-Cola has a long history of using soccer sponsors. Now, for the first time, the beverage behemoth is using a virtual one. In EA’s upcoming “FIFA 18” game for Playstation 4, on sale Sept. 29, Coca-Cola will be promoted through the fictional soccer star Alex Hunter.
Digital Content, Digital Advertising, Digital Marketing