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Why And How Roku Developed Advertising Watermarks https://ift.tt/2NYTnhj Device spoofing used by scammers to pretend that a desktop or mobile device is a TV streaming device is one of the challenges Roku has dealt with recently. Roku on Wednesday released an Advertising Watermark that integrates with its operating system to automatically verify publisher ad requests and impressions so that advertisers know they are reaching genuine Roku users. The technology is free. It’s aimed at helping advertisers and publishers validate the authenticity of video ads originating on the Roku platform. While ad spoofing in TV streaming remains rare, this technology will help the industry deter bad actors and improve ad effectiveness, according to the company. “The Roku Ads Watermark is a signature generated with API call on a Roku device that is sent along with an ad request or impression beacon in the HTTP request header to downstream partners,” said Adam Markey, director of product management, Ad Platform at Roku. advertisement advertisement He said this can be validated with a public key by one of Roku’s partners directly on these requests from devices. Roku’s Advertising Watermark was a collaboration between Roku’s Operating System, App Store, and Advertising product teams, Markey said. The biggest challenges are developing it, balancing ease of use and activation, security, privacy across Roku’s advertiser and publisher ecosystem, which Markey believes the company got correct with this release, but will continue to monitor as adoption picks up. For advertisers such as Google and Innovid, this means increased protection against spoofed inventory and loss of spend to bad actors, ensuring advertisers are buying genuine Roku streamers. Ad technology providers integrating Roku’s Advertising Watermark at launch include Basis Technologies, Google, HUMAN, Innovid, and Magnite. Publishers. They use Roku’s Advertising Watermark to sell their own ad inventory include Discovery, FOX, and more. OneView by Roku will be the first ad buying platform to offer ad inventory automatically validated by Roku’s Advertising Watermark. Publishers can use it too. Developed to combat device spoofing, Roku’s Advertising Watermark integrates with the Roku operating system to automatically verify publisher ad requests and impressions, giving advertisers increased confidence and knowledge that they are reaching genuine Roku users. Publishers that have previously integrated with Roku’s APIs can generate these watermarks and have the ability to validate those watermarks on subsequent requests downstream. Markey said publishers will have increased protection against spoofed inventory and loss of revenue to bad actors, increasing the trust and value of publisher inventory on Roku’s platform. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QjO941J February 23, 2022 at 02:14PM
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Trump App Kicks Parodist @DevinNunesCow Out Of 'Big Tent' https://ift.tt/G7jzw4l Former president Donald Trump's newly launched Truth Social app, which boasts it encourages all viewpoints, already appears to have blocked the parody account @DevinNunesCow. Developer Matt Ortega tweeted Tuesday that he attempted to create an account with the username @DevinNunesCow, only to be banned for violating the Truth Social guidelines. The handle obviously referred to the Twitter parody account @DevinCow, which criticized former Rep. Devin Nunes, a Republican from California, with tweets like “Devin’s boots are full of manure. He’s udder-ly worthless and it’s pasture time to mooove him to prison.” Nunes now runs the Trump Media and Technology Group, which created Truth Social. Several years ago, Nunes unsuccessfully sued Twitter over the @DevinCow account. advertisement advertisement Truth Social, currently available on Apple's App Store, describes itself as a “big tent,” and says it encourages “an open, free, and honest global conversation without discriminating against political ideology.” But its terms of service provide plenty of wiggle room. Among other provisions, the app reserves the right to remove or change usernames that are “inappropriate, obscene, or otherwise objectionable.” While it's probably not surprising that a company run by Nunes would take issue with the @DevinNunesCow username, it's worth noting that Trump himself repeatedly argued -- almost certainly wrongly -- that Twitter (along with Facebook and YouTube) violate the First Amendment by enforcing their editorial standards. Trump, who largely relied on Twitter to rally his followers, is still pursuing a lawsuit against that company (as well as Facebook and YouTube) for supposedly infringing his free speech rights by banning him. In fact, just days before Truth Social reportedly blocked Ortega's parody account, Trump's lawyers tried once again to convince a federal judge that Twitter should be obligated to restore the ex-president's account. In papers filed Feb. 16, the lawyers contended that Twitter is a “common carrier” when it solicits and hosts third-party content, and that its ban of Trump violated the First Amendment prohibition on censorship. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QjO941J February 23, 2022 at 02:07PM
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TikTok Partnership With Stingray Brings TikToK Radio To Millions Across U.S., Canada https://ift.tt/5AzK9Fk Today, Stingray -- a music, media and technology company that reaches 400 million subscribers in 160 countries -- announced a partnership with social media platform TikTok. Together, they are launching TikTok Radio throughout the U.S. (available today) and Canada (available tomorrow) via TV, web, and mobile. TikTok first took to radio last August, when the short-form video giant partnered with SiriusXM Radio, ultimately to introduce a younger audience. TikTok now has its own XM channel on which trending TikTok stars play viral hits featured on the app. Since its launch in 2016, TikTok has taken on an increasingly influential role in the music industry. According to a November study conducted for TikTok by music-analytics company MRC Data, 75% of the app’s users discover new music on TikTok and 67% are more likely to look for songs on music-streaming services after hearing them on TikTok. advertisement advertisement Not only has TikTok become an essential promotional tool for musicians and record labels, but due to music featured in viral videos, old or unknown songs can actually top mainstream charts such as the Billboard 100 or Spotify Viral 50. For example, Fleetwood Mac’s album, “Rumours,” which dropped in 1978, resurfaced in the top 10 Billboard albums in 2020 after being featured in Doggface208’s viral video. This new partnership with Stingray will follow a similar trajectory as with SiriusXM, featuring music that the TikTok community craves, including viral hits, throwbacks, and songs from emerging artists on the app. According to a statement, the curated channel will be refreshed several time a week with songs from a variety of TikTok charts, such as “Top of the Week,” “Top of the Year,” and “Top New Songs.” In addition, a TikTok Radio playlist will be available globally in the Air Canada In-Flight Entertainment system, as well as on two radio shows –– The Night Show with Katie & Ed and The Stingray Hit List Countdown. Next month, viewers who download the Stingray TV app will be able to watch Stingray Music Videos On Demand. These are featured music videos from songs that are currently trending on TikTok. This isn’t the first time TikTok has expanded to a bigger screen. TikTok also expanded its platform to TV last month through a deal with Atmosphere in which viral videos are shown on a loop in public spaces such as bars, restaurants, hotels, and waiting rooms. By partnering with radio and TV, TikTok may be making it easier for marketers to capture the attention of audiences using increasingly outdated forms of entertainment. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QjO941J February 23, 2022 at 12:41PM
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AppLovin Partners With HUMAN To Protect Against Fraud, Bot Attacks Across In-App Exchange https://ift.tt/EkBGzLW AppLovin announced a partnership with HUMAN Security on Wednesday to provide protection against bot attacks and ad fraud across its monetization and marketing software. With AppLovin’s recent integration of MoPub, MAX and its AppLovin Exchange, the company claims to run the largest mobile in-app exchange. AppLovin rebuilt MAX in 2018 with a goal to offer a fair and unbiased platform to help publishers create a way to increase user engagement for advertisers, according to Idil Canal, general manager of business solutions at AppLovin. “As we rolled out MAX to all developers in 2020, we saw a significant shift from traditional waterfall-based mediation to bidding as publishers and advertisers saw material gains,” he said. “That meant agencies, advertisers, and DSPs could bid more efficiently into increased publisher inventory. Advertisers had massive reach and publishers got more demand for their inventory.” AppLovin acquired MoPub from Twitter in October 2021 for $1.05 billion, and then integrated its features with MAX, the company’s monetization platform for app developers that runs the entire auction in real-time while bidding on mobile ad impressions. advertisement advertisement Prior to the acquisition, AppLovin did not provide a programmatic exchange. “We were a pure-play SDK-based mediation solution,” he said. Today, the AppLovin Exchange brings in some of the top programmatic demand from agencies, trading desks, and more than 150 global demand-side partners (DSPs). “By the end of 2022, we project more than $15 billion of media transacting through the combined platform,” he said. The partnership with HUMAN will allow AppLovin’s clients to monitor fraud and traffic quality. AppLovin also will join The Human Collective to combat fraud with other members such as The Trade Desk, GumGum, MediaMath, and others. This partnership also will leverage MediaGuard — HUMAN’s pre-bid and post-bid traffic quality protection product — to combat invalid traffic (IVT) in preventing non-human ad views across AppLovin’s platform. Publishers will have an added layer of protection from malicious highjacking traffic schemes. HUMAN verifies more than 15 trillion digital interactions weekly. AppLovin has also expanded its brand-safety solution offering, Ad Review, to cover a full suite of ad formats and creatives, such as banners and playables. Ad Review scans banner ads running in apps and other formats that MAX supports, and protects from the malicious auto-redirects running in apps across all demand sources, finding problematic ads automatically in order to protect the user experience. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QjO941J February 23, 2022 at 10:08AM
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Roku Starts 'Watermarking' Ad Technology To Deter Streaming, CTV Fraud https://ift.tt/jhu4a5v
To reduce advertising fraud in the connected TV (CTV) and streaming businesses, Roku is starting up a new free technology, Roku Advertising Watermark, to help advertisers and publishers verify the authenticity of their video advertisements.
Roku’s Advertising Watermark will integrate with the Roku operating system to automatically verify publisher ad requests and impressions so advertisers know they are reaching real Roku users. This will defend against “device spoofing” occurs when scammers pretend a desktop or mobile device is a TV streaming device. Still, Roku notes ad spoofing in TV streaming remains rare. It says the technology deters bad actors and improve ad effectiveness. Roku says the technology will be used on TV advertising sellers' inventory including Discovery, Fox Television Network, and other channels. Roku’s own demand-side platform OneView will be the first ad-buying platform to offer ad inventory with the validated watermark technology. In addition, Roku says other ad-technology companies will integrate Roku’s Advertising Watermark, including Basis Technologies, Google, Human, Innovid, and supply-side platform Magna. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QjO941J February 23, 2022 at 08:13AM
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Audi Partners with Verizon For 5G Connectivity https://ift.tt/m9OuZvx
Audi of America has now partnered with Verizon to bring 5G connectivity to its vehicles, starting with select models in the 2024 model year. Verizon has been providing 4G to Audi since 2015. “Audi drivers will be among the first in the world to experience a new generation of automobiles, one in which their car is both a 5G mobile device and a vehicle,” said Tami Erwin, CEO of Verizon Business. Audi’s agreement with Verizon follows General Motors’ August deal with AT&T to bring 5G connectivity to millions of vehicles starting in 2023. AT&T has been providing 4G to GM since 2014. T-Mobile has yet to announce a 5G auto partnership. advertisement advertisement Ironically, even as automakers and mobile carriers announce 5G plans, the car industry is mostly concerned about transitioning out of 3G to 4G. With the three major carriers all announcing plans to shut down 3G by year’s end, vehicle marketers have been working to assure that connected systems like emergency assistance, vehicle location and diagnostics keep on working. For example, as explained by Forbes, Audi is using a new Mojio product called Motion to enable upgrades to 300,000 vehicle built between 2013 and 2018. Motion runs on T-Mobile’s 4G network Audi’s new agreement with Verizon for embedded 5G Ultra Wideband connectivity, meanwhile, wlll provide “advanced driving features, connected services, and blazing-fast in-car Wi-Fi and infotainment,” the automaker said. Capabilities will include the ability to receive firmware and software upgrades over the air; infotainment and navigation systems enhanced with HD/3D mapping and video, cloud-based user profiles and retail capabilities; and joint development of Cellular Vehicle-to-Everything (C-V2X) technology. The latter will allow vehicles to respond to other vehicles and infrastructure for low-latency alerts and messages -- and to provide a view of vehicle environments beyond what’s observed by drivers, vehicle cameras and radar systems. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QjO941J February 23, 2022 at 08:13AM
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Visual Focus: The Digital Designs Propelling B2B Brand Success In 2022 https://ift.tt/pNGgfHZ Which digital designs will shine the brightest in 2022 when it comes to telling the evolving stories of B2B brands in fresh new ways? Each year the world’s biggest firms in the world of design publish their takes on the new innovations that may come down the pike over the next 12 months, and while never a guarantee of digital design success, savvy B2B marketers and designers tend to keep tabs on the yearly visual shifts put out by Adobe, Pantone, and others. Let’s take a look at some of the design ideas that are helping brands craft their digital identities in 2022, with insight from graphic design subject matter experts at Adobe, Pantone, Canva, Venngage, and MOO. 1 — Adobe’s Turn To Digital Heritage Craft & The Metaverse MixAdobe’s 2022 creative trends forecast — from the innovators at its Adobe Stock arm — provides a robust annual look into the design elements and digital styles that it sees as the most likely to make an impact with online audiences in the coming year. Brenda Milis, principal of creative and consumer insights at Adobe, outlined this year’s forecast and the optimism and meaningful connections that audiences are seeking in 2022, in a wide gamut of formats including:
2 — Pantone's Very Peri PerspectiveFor 22 years the Pantone Color Institute has named a singular "Color of the Year," which has sought to match a color with the characteristics of the general state of the world during the year ahead. Pantone's choice for 2022 was a lavender-purple amalgamation it's called "Very Peri," — or PANTONE 17-3938 for the precise — the name giving nod to the subtle color of the flowers of the periwinkle plant. The color excels at encouraging personal creativity and inventiveness, according to Pantone — elements that B2B marketers can certainly weave into content through the use of color. “As we move into a world of unprecedented change, the selection of PANTONE 17-3938 Very Peri brings a novel perspective and vision of the trusted and beloved color blue color family, encompassing the qualities of the blues, yet at the same time with its violet red undertone, PANTONE 17-3938 Very Peri displays a spritely, joyous attitude and dynamic presence that encourages courageous creativity and imaginative expressions,” - Leatrice Eiseman, executive director of the Pantone Color Institute shared as the new color of the year was announced.3 — Canvavia GIPHY Since arriving on the digital graphic-design scene in 2012, Canva has seen its numerous creative tools adopted by more professionals every year, with company valuations hitting $40 billion in 2021. The Australia-based firm — with its easy-to-use online design tools running the gamut from icons to infographics — also released its take on the design trends that brands will be using in 2022. Some of the digital formats Canva sees as focal points for brands in 2022 included live-streaming, TikTik videos, user-generated content (UGC), and works in progress (WIPs) digital assets such as tutorials. Leading 2022 design looks to be aware of this year included:
4 — Venngagevia GIPHY When infographic and data visualization specialist Venngage shared its defining 2022 graphic design outlook — it was little surprise that the company did so in infographic format. A few of the notable graphic design elements Venngage saw as ones to pay particular attention to in 2022 included:
5 — MOOvia GIPHY Digital print and design firm MOO put out its own suggestions for the design trends that will play the biggest roles during 2022, offering a glimpse into a few additional elements B2B marketers can take into consideration with forthcoming campaigns. Among the visual graphic design elements MOO sees as coming to the forefront in 2022 are:
Online Optimism Done Up In Style For B2B Marketing Successvia GIPHY We hope the developing ideas, creative insights, and new takes on old themes that we’ve explored from Adobe, Pantone, Canva, Venngage, and MOO will help B2B marketers reach both new creative heights and newfound levels of digital storytelling success in 2022 and beyond. Part of being the best answer in B2B marketing, as we recently explored in "Here, There & Everywhere: What Does Best-Answer Content Mean For B2B Marketers in 2022?" includes innovation, and while the industry's digital design trends we've looked at here today are certain to feature prominently in many powerful campaigns in 2022, the top B2B marketers and designers are already hard at work innovating in new ways that may form the visual trends of 2023. Creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.The post Visual Focus: The Digital Designs Propelling B2B Brand Success In 2022 appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/3TbOUcs February 23, 2022 at 05:36AM
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More TV Movie Content, Money Needed: Can Streaming Companies Like Roku Keep Pace? https://ift.tt/D08NF2K
Billions spent on streaming content has been -- and continues to be -- a key driver for growth. And the big digital media behemoths -- Amazon, Apple, and Google -- can easily ramp up billions if needed.
So in this light, who is nervous here going forward? It won't be the likes of Walt Disney, Comcast, and Paramount Global. This is where legacy TV and movie companies have lived for decades. Now, of course, Netflix can be added to this group. But what about modest wannabe players, who look to bridge different parts of the TV-streaming industry spectrum -- like Roku? Perhaps it will take some lessons long-learned by Charter Communications, Verizon, T-Mobile, and AT&T. Stay in your lane. After years of unimpeachable growth, analysts believe Roku, the streaming-video distribution platform and set-top-box company, could be slowing down -- big time. advertisement advertisement This now comes with a slowdown in TV sets and set-top-box streaming unit sales -- mostly pegged to what are considered to be temporary supply-chain shortages. But other analysts see the future where Roku will have to shift gears. And that's where potential problems lie. Roku continues to tout ever higher impressions -- especially on its Roku Channel, where it “monetizes” much of those impressions via advertising revenues. But eventually those impressions will rely on new original content -- not just library programs. Beyond a modest deal to acquire the defunct Quibi TV original series content -- and a deal to briefly take over the canceled NBC cult-favorite show, “Zoey's Extraordinary Playlist” -- analysts believe new content might be lacking. MoffettNathanson Research warns: “We believe the future of Roku's monetization will be driven by their ability to grow ad impressions on The Roku Channel, which will be challenged by the massive surge in original content from all corners of the streaming world in the years ahead... We are now seeing real content investment and advertising prioritization in that arena from a wide list of better-resourced programmers.” Roku might not be alone. Take Paramount Global's Pluto TV and Fox Corp's Tubi -- two free advertising-supported platforms, somewhat similar to The Roku Channel. There is lots of library programming on all these platforms. So far these channels don’t have any standout programming yet -- although executives promise new stuff is coming. Still, one can't imagine these would come at the expense of higher-profile programming for sister companies' bigger and seemingly more important streaming services. To be clear, pushing along Pluto TV and Tubi is a key revenue piece, when it comes to advertising-revenue generation for Paramount and Fox, respectively. Major advertisers can make package deals with legacy, linear TV networks. That's not a resource Roku has. That said, Roku intends to ramp up content investments. But to what level? Mobile Marketing via MediaPost.com: mobile https://ift.tt/jwTcBlu February 22, 2022 at 08:04AM
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Trust In Advertising Rising, Nielsen Data Finds https://ift.tt/cbV3N1L Consumers participating in a study fielded in December 2021 said they evaluate multiple sources of information along their purchase journey to evaluate a brand’s trustworthiness -- such as reviews and word of mouth -- but they mainly consider the brands’ advertisements when making a decision to purchase a product or service. Nielsen’s recently released U.S. Trust in Advertising study found that consumers are resistant to begin a relationship with a new brand. The research aggregates comments from about 2,000 U.S. consumers. Findings from the study show that 85% of consumer purchases in more than 80 categories involved a brand the consumer had tried in the past. So how do brands get consumers to try their products for the first time? The data shows that consumers think ads that appear in newspapers or before movies are the most trustworthy, and certain industries are trusted more than others. Despite the proliferation of consumer choice, consumers are not inclined to begin a relationship with a new brand. advertisement advertisement In high-consideration categories, with purchase decisions that take more than a week, 75% of consumers still buy from a brand they have bought from in the past. Among U.S. consumers, 22% said they are not trying new brands because they feel either concerned or nervous during the purchase process. That’s double the level of anxiety consumers feel when they re-purchase a brand they have bought in the past, at 11%. When cost is a factor, consumers are more anxious, such as when buying technology, automobile, or having to deal with financial services. Brands need to build trust. People who consider a new brand are 25% more likely than the average consumer to describe their ideal brand relationship as one that includes trust. The study suggesting building trust by giving consumers the ability to evaluate multiple sources of information along their purchase journeys. It's important to build reviews and recommendations by word of mouth. Only 18% of consumers trying a new brand recall using reviews in their journey. Ads are cited more often than reviews or recommendations as useful or influential resources along the journey. Some 30% used recommendations and 45% say they found advertising useful or influential. Ad placements matter, so marketers should invest in things like sponsorships, newspaper ads, and ads before movies. These were the ads that were cited as being most trustworthy. Ads that appeared in mobile text, online banners or social media were viewed as less trustworthy. Influencers that blend elements of sponsorship and social were seen as about average, relative to other marketing investments Certain industries are trusted more than others. Political, pharmaceutical and financial-services advertising were viewed as the least trusted. Mobile Marketing via MediaPost.com: mobile https://ift.tt/jwTcBlu February 21, 2022 at 11:10PM
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There's A Dark Mode For That https://ift.tt/K1yOzlw A former President of the United States officially launched his own social media platform this morning, debuting "Truth Social" on Apple's App Store. The app's description, which makes no mention of the former president's name, describes itself as a "social media platform that is free from political discrimination. It also touts a "dark mode" feature, but it isn't clear whether that is intended to be ironic or literal. Equally ironically it says users are able to post "a truth" or a "re-truth," but does not explicitly use any phrases such as "alternative facts." The app, which was developed by TMTG (Trump Media & Technology Group), a publicly traded company run by former Republican Congressman Devin Nunes, uses copy evocative of a Trump Rally, or maybe even a promotion for his Mar-A-Lago country club. "What exactly is Truth Social's 'Big Tent' approach," the App Store listing reads, adding, "Think of a giant outdoor event tent at your best friends wedding. Who's there? The combination of multiple families from all over the United States, and the world. Uncle Jim from Atlanta is a proud libertarian. Aunt Kellie from Texas is a staunch conservative. Your cousin John from California is a diehard liberal. And guess what? They're all together to have an amazing time and share their different viewpoints on the world." advertisement advertisement If that sounds like fun to you, you can download it at the App Store, but not from Google's Android Play store -- at least not yet. A Play Store query found no results for Truth Social, but yielded paid results for two competing social platforms presumably targeting the same audience: "MAGA Hub" and "Gettr," the latter which was launched by former Trump aide Jason Miller, and claims 5 million users. Mobile Marketing via MediaPost.com: mobile https://ift.tt/aKEk52B February 21, 2022 at 09:49AM |
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