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DoubleVerify Offers One Solution For CTV's 'TV Off' Measurement Issue https://ift.tt/1PVCDie DoubleVerify — the advertising measurement company that identified last year that one in four CTV environments and apps continue to play ads when TVs are turned off — is now offering what it describes as the first scalable measurement solution for the problem. Following DV’s report, a study by GroupM and iSpot.TV — which have partnered to develop their own TV off solution (more on that below) — found that the problem results in streaming impressions being overcounted by an average 8% to 10%. That resulted in about $1 billion in wasted advertising spend last year, Stephens analyst Nicholas Zanger has estimated. Fragmentation across devices, time and locations and lack of technical standardization has hampered CTV ad viewability measurement. Although a ‘TV off’ signal is sent across all CTV devices, not all CTV applications heed it, so they continue to play content and deliver what are incorrectly recorded as paid ad impressions. advertisement advertisement I don’t pretend to be a tech expert, but I think some of the basics are important here, so please bear with me as I attempt to summarize how DV’s solution works, with help from DV, and the broader CTV viewability measurement scenario. IAB’s VAST, the industry-standard digital video ad serving template for structuring ad tags that serve ads to video players, was supplemented by VPAID (Video Player-Ad Interface Definition) as the standard used to measure engagement for digital video and enable programmatic delivery and delivery of ads with complex interactions. But VPAID is not supported for CTV. (And is in any case being replaced by new standards including an open measurement software development kit/SDK and open measurement interface definition and a Secure Interactive Media Interface Definition, none of which I’m about to get into here.) DV’s Fully On-Screen Completion (FOS) tool was launched a few years ago to be a technical proxy for viewability measurement in CTV, and was independently evaluated and certified by the Media Rating Council (MRC). DV’s enhanced version of FOS measures how an ad loads — whether an ad impression meets the IAB’s industry standards for what percentage of an ad’s pixels must be in view, and for how long, for it to qualify as having been viewable. It also allows advertisers to track viewability directly in CTV — an industry first, according to the company. The enhancements come from combining FOS measurement with data on the total length of the video ad. DV can now directly evaluate if a CTV ad is “fully on-screen” (100% of pixels rendered) for two seconds or more. That goes a step beyond what is traditionally considered viewable (50% of pixels), and enables a direct video viewability metric and apples-to-apples comparisons across channels and video types, including the up-to-now siloed CTV, says DV. To measure video viewability on a web page, DV advertisers use its Video OmniTag tags — JavaScript tags placed on a publishing partner’s website. To measure viewability in mobile, an SDK is required by the app developer. DV’s technology also factors in TV off signals to understand if ads are potentially running while TVs are off. DV calls environments, or apps on specific devices, that do not respond to the TV off signal “power unaware,” and environments that do respond “power aware.” DV says that “a number of leading brands” are already planning to use its new viewability solution, but declined to elaborate. The GroupM/iSpot.TV study mentioned above found that CTV impression overcounts due to TV off ranged from 2.5% to 15%, depending on the mix of TV make and model, streaming device and publisher app. Nearly no overcounting was found when the operating system embedded in a smart TV was used for measurement. Samsung, Vizio and LG operating systems are accessible only through TV integration —giving them a measurement advantage over CTV operating systems available from Roku, Amazon, Google and Apple, which are accessible through sticks or dongles, Zanger has said. Based on the iSpot.TV study, GroupM last June announced that it and Walt Disney, Fox/Tubi, Paramount, NBCUniversal, Warner Bros. Discovery and Vizion and LG Ads Solutions would work with agencies and advertisers and standard-setting bodies to develop a new industry standard on a new CTV viewability standard. At the same time, GroupM and iSpot announced the creation of iSpotCTV Verification, a system that promises to be able to measure continuous play at the campaign level and record impressions only for ads on screens that are turned on and being watched by people. The offering is built on iSpot’s Unified Measurement product and will reportedly employ proprietary technology for verifying ad and content play directly on TVs. GroupM was to have exclusive access to the product during its testing and development, after which the software would be launched in the marketplace. One source says its glass-level verification could allow for measurement across publishers and devices, which could challenge DV’s solution, which verifies certified apps on platforms supporting VAST tags. But competition on this front may not be an issue for a while yet for DV, which recently gathered more buzz when it was tapped, along with Nielsen, as a measurement partner for Netflix's new ad-supported tier. Asked about the status of the new standards and iSpotCTV Verification, an iSpot.TV spokesperson would only state that “Since revealing the results of the Phase 1 study and beta product, iSpot has continued to collaborate with platforms and agencies to refine and operationalize the CTV Verification product. It is currently in private beta with multiple agencies.” For more background on the potential complications posed by multiple groups being involved in standard-setting, take a look at an item posted by MediaPost's Joe Mandese last June, when GroupM and iSpot made their announcements about CTV viewability. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QEJ6Tv0 February 17, 2023 at 04:27PM
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TikTok Tests Live-Stream Shopping With Pacsun And Other U.S. Brands https://ift.tt/6G5uPwL While Instagram recently announced the end of its “Live Shopping” feature, TikTok continues to push on, activating the Shop tab on profiles of select U.S. retailers including Pacsun, Revolve, Three Little Mingos, KimChi Chic, and Willow Boutique. Unlike the typical TikTok shopping process, which sends users to retailer websites, the platform's in-stream shopping experience happens in-app and includes a shop overview and purchase option. TikTok Shop originally began testing in the U.S. this past November. However, the feature previously hit select markets, including Indonesia, Vietnam and Singapore, as well as across Europe where it was relatively unpopular, especially in the U.K. Livestream shopping continues to provide major revenue for TikTok's Chinese version, Douyin, but western audiences have been more skeptical. Some social apps have scaled back their in-stream shopping offerings in the West, with Instagram being the most recent to announce a rollback, which will be complete on March 16. advertisement advertisement Still, Amazon continues to experiment with live shopping, and YouTube introduced new live shopping features in May that invite multiple creators to stream together. <>While Coresight Research predicts revenue for livestream shopping in the U.S. will grow to $57 billion in 2025, up from $6 billion in 2020, (China's live streaming market is over $400 billion), the population remains unconvinced. Morning Consult's study from December found that almost 80% of Americans still had not participated in a live shopping event, with less than half saying they would consider doing so in the future. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QEJ6Tv0 February 17, 2023 at 02:18PM
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Bidstack Makes Another C-Suite Hire From AdColony, Thomas Bullen Becomes CFO https://ift.tt/jv8sq4l In-game advertising and video game monetization platform Bidstack is making its second C-suite hire from mobile advertising company AdColony. Just months after hiring Jude O’Connor as its chief revenue officer, Bidstack is now welcoming Thomas Bullen as its chief financial officer. Bullen, previously CFO at AdColony, will now oversee and lead the finance function through Bidstack’s next stage of growth, the company says. Bullen says he believes the company has an opportunity to grow its market share of advertising monetization in games and is “eager to generate value for shareholders.” In 2021, Digital Turbine -- a company that helps apps and advertisers build relationships with mobile carriers -- acquired AdColony from its parent, Norwegian internet company Otello Corp. (formerly Opera Software). Bullen oversaw the company’s $400 million exit. Prior to AdColony, Bullen worked at Opera Software as a financial controller. advertisement advertisement Founded in 2015, Bidstack has since worked on in-game campaigns for brands such as Marriott Bonvoy, Paco Rabanne, and Doritos, among others, dealing with game publishers like Codemasters, Take-Two Interactive and Sports Interactive. The company recently announced the launch of a dedicated sports division aimed at expanding sponsorship and fan-engagement models in virtual sports stadiums. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QEJ6Tv0 February 17, 2023 at 02:18PM
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Elevate B2B Marketing News: B2B Personalization Study, Content Driving More Revenue, Google’s New Link Guidelines, & Marketing Loyalty Data https://ift.tt/QTUPEtC B2C and B2B Customers Expect Personalized Content at Different Stages of the Purchase Journey 57 percent of B2B customers have said that they expect personalized content when discovering a company's products and services — compared with 22 percent of B2C customers, with greater overall personalization expected from B2B customers than from those in B2C at each of six buying stages, according to newly-published Adobe and Forrester survey data. MarketingCharts 38% of marketers shift strategy from customer acquisition to loyalty Roughly a third of marketing executives have said that they are hoping for more robust budgets in 2023 than in 2022, while over half noted that inflationary concerns had impacted their business — two of several findings of interest to B2B marketers contained in recently-released survey data. Marketing Dive [bctt tweet="“In the #B2B world today, your prospects and customers expect your advertising to deliver highly-personalized, tailored messaging to them. That's why for effective marketing, targeting customers at the right moment is key.” — @AnnabBrantley" username="toprank"] Where Are B2B Marketers Seeing Success with Chatbots for Demand Gen? 57 percent of B2B marketing professionals see chatbots as beneficial to gathering better audience knowledge, with 55 percent pinpointing the technology as being helpful for lead generation, while 43 percent said that chatbots can help when it comes to prospect education — three of the top 10 ways that chatbots were seen as benefiting demand generation according to newly-released report findings. MarketingCharts Google publishes new link best practices Search giant Google has updated its guidelines document relating to website linking best practices, including an array of new usage examples and handy access to the company's related link-checking tools, Google recently announced. Search Engine Land 82% of Marketers Say Content’s Importance As a Revenue Driver Has Grown 41 percent of marketers have looked to content marketing to create brand awareness, with 38 percent having tapped the tactic to generate sales and revenue, while 38 percent also said that the purpose of content marketing was to generate demand and leads and to build trust and credibility, according to newly-published survey data of interest to digital marketers. MarketingCharts Pinterest Expands Idea Pin Video Length to 5 Minutes B2B marketers using the Pinterest platform were recently given the ability to utilize video clips up to 5 minutes long — a significant expansion of the social media platform's previous 60-second limit for its Idea Pins feature, Pinterest has announced. Social Media Today Ad Execs Maintaining, Boosting 2023 Ad Budgets: Advertisers More Optimistic Than Agencies 54 percent of advertising executives has said that they planned to keep ad budgets steady during 2023, with 30 percent expecting an increase, while 10 percent planned to decrease ad budget spending, according to newly-published survey data of interest to B2B marketers. MediaPost Twitter Blue users can now post tweets with up to 4,000 characters Subscribers to Twitter’s Blue paid premium accounts have been giving the ability to create long-form tweets that contain up to 4,000 characters, presenting an array of new marketing possibilities on the traditionally short-form social media platform, Twitter recently announced. Engadget 3 new Google Analytics 4 updates B2B marketers using the latest version of Google Analytics 4 have access to several new features designed to streamline the reporting of large datasets, including options to toggle between more detailed results or faster reporting, along with several new one-click reporting options, Google recently announced. Search Engine Land 2023 will be a year of change and opportunity for social media A leading 30.3 percent of of U.S. social media users in 2023 will be from the millennial demographic, followed by 24.6 percent for those in Gen Z, 22.6 in Gen X, and 16.1 percent in the baby boomer segment, with the amount of Gen Z social users having overtaken those in Gen X since 2018, according to newly-published survey data of interest to B2B marketers. Insider Intelligence ON THE LIGHTER SIDE: A lighthearted look at “AI-Generated Sameness” by Marketoonist Tom Fishburne — Marketoonist What the Data Tells Us About Making a Great Super Bowl Ad — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post Elevate B2B Marketing News: B2B Personalization Study, Content Driving More Revenue, Google’s New Link Guidelines, & Marketing Loyalty Data appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/X4aFtQM February 17, 2023 at 06:51AM
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'Outside Online' Eliminates Paywall, Tries a Dynamic Approach https://ift.tt/SB0ZJnC Outside Online, responding to an apparent reader preference, has killed its paywall, and is taking all the content that once resided behind it and putting it “out in the open,” Asha Demarsh, product manager for Outside Online, wrote in a post earlier this weekend. The “dynamic paywall” will allow readers to taste-test and share stories. Demarsh continues,“Hearing your voices through surveys, social media comments, responses to emails, and other venues, a common theme emerged: a hard paywall on our most valuable stories made it too difficult to share our articles—or for new users to get to know us and understand the comprehensive value of an Outside+ membership.” All users can now “view a limited number of articles across Outside Online each month—and soon to be rolled out on all our sites—means you’ll no longer find certain stories blocked as premium only.” advertisement advertisement Demarsh, adds, “It will also mean you’ll need to at least register for a free account to continue browsing.” Outside is also offering a new mobile app that will allow users to access all of its content. Watch, the video viewing content service, “has long been a walled garden similar to our premium article content. Soon we’ll make it easier for you to sample our video content library and continue to try before you buy Outside+. Last year, a study by Toolkits and National Research Group found that 53% of visitors attempt to bypass paywalls on publishers’ websites. And 69% avoid clicking through when they know the site has one. Even 66% of readers who pay for at least one digital subscription attempt to get around paywalls.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/QEJ6Tv0 February 16, 2023 at 08:32PM
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Stripe Partnership Provides WPP First Look At New Products https://ift.tt/cCLdGvH WPP today said it is teaming with financial infrastructure platform Stripe to develop new commerce and payments solutions for joint clients. As part of the agreement, WPP is now a Consulting Partner within the Stripe Partner Ecosystem, which provides a package of resources and access to industry-leading consulting firms. The two firms said they will jointly help clients with a range of initiatives including digital transformation, new product launches, e-commerce design and development, mobile applications and payments infrastructure. WPP will receive early access to new product releases and go-to-market strategy in addition to receiving support from Stripe’s team of commerce and payment experts. The holding company cited a recent report from its agency WundermanThompson on the future of commerce that finds that 57% of global consumer spend is already online, and 60% of shoppers say they will increase their usage of digital shopping channels in the future. advertisement advertisement WPP added that the Stripe alliance will bolster its digital commerce capabilities across its portfolio of businesses which includes over 13,500 commerce specialists globally. The news follows WPP’s recent acquisitions of commerce agencies Diff and Fenom. The company says it manages more than $40 billion of direct and $20 billion of marketplace gross merchandise value for clients. Stripe clients include Amazon, Ford, Maersk, Shopify, Le Monde and many others. The firm is headquartered San Francisco and Dublin.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/KZD7zct February 16, 2023 at 01:36PM
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Kochava Acquires Machine Advertising To Enlarge Media Measurement Options https://ift.tt/OLFtdhf Real-time data company Kochava has acquired Machine Advertising, an app-marketing technology, The new addition will allow Kochava to enhance the company’s metrics approach with Machine’s Always-on Incremental Measurement (AIM) product, as well as enlarge its reach in the EMEA region. “Machine’s product focus to deliver always-on incrementality measurement aligns perfectly with our own objectives to add instant value to our clients,” said Charles Manning, founder-CEO of Kochava. Kochava’s Marketers Operating System (m/OS) unites data and omnichannel options into a cohesive system, including the ability to build third-party solutions into the platform. Privacy concerns have created a walled garden environment in which advertisers may not always have access to click measurements, impacting the ability to optimize a campaign. Incremental measurement is becoming an alternative to last-click attribution. Throughout 2022, Kochava and Machine Advertising worked together to leverage the AIM tool for Kochava advertisers in real time. It is completely agnostic of any mobile measurement partner. Gary Danks, CEO of London-based Machine Advertising, said “being part of a larger organization allows us to take our vision to the next level and have a greater impact on the industry.” advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/KZD7zct February 16, 2023 at 10:08AM
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Is Mobile An Effective Medium For Watching TV Commercials? https://ift.tt/ixSXb8o
At a time when many big marketers and agencies are shifting ad budgets from legacy media like television to digital platforms, including mobile, is anyone asking which ones are more effective ad media? Apparently, the researchers at Neuromarketing Research firm MediaScience have, and guess what they found? TV still is more effective. At least that’s what the MediaScience study, commissioned by TV giant Comcast found, according to a report published this week by Media Dynamics. The study, based on a sample of 188 people, split them into two groups: one using their mobile phone to watch content from YouTube and Facebook containing 30-second ads; and another watching :30s via traditional TV or streaming content. advertisement advertisement Using biometric measurement including eye-tracking, heart rate and sweat detectors, MediaScience found TV viewers saw more of the ads, watched a greater percentage of the ads they saw, and had more than twice the degree of unaided recall than the people who watched them on their mobile devices. “As the accompanying table shows, 94% of the TV viewers saw the commercial that was presented twice in the content they were watching and 71% of the ad message’s content was seen,” Media Dynamics noted, adding, “This yielded an average unaided recall level of 44% (although it is not exactly clear whether the viewer had to prove exposure by describing what was seen). In contrast, only 64% of the mobile viewers saw the average commercial and those who did see the ad viewed only 30% of its content. This yielded an average unaided recall score of 20%, less than half the corresponding number for TV.” To be fair, Media Dynamics says “it may be unrealistic” to compare 30-second ads viewed on mobile devices to watching them on TV, “due to the lower attention spans of such audiences. “A fairer comparison might have been :15s for both TV and mobile.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/KZD7zct February 16, 2023 at 05:37AM
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Embattled Data Broker Highlights FTC Commissioner's Resignation https://ift.tt/eSA5tyU Mobile data broker Kochava, which is currently battling in court with the Federal Trade Commission, is calling the judge's attention to FTC Commissioner Christine Wilson's public accusations against agency head Lina Khan. In a filing submitted Tuesday, Kochava asked U.S. District Court Judge B. Lynn Winmill in Coeur D'Alene, Idaho, to note a Wall Street Journal column by Wilson, in which she announced her impending resignation and accused Khan of abusing her power. Wilson claimed in that op-ed that Khan has shown a “willful disregard of congressionally imposed limits on agency jurisdiction,” defied legal precedent, and abused power “to achieve desired outcomes.” The filing comes in a battle dating to August, when the FTC claimed in a lawsuit that Kochava engaged in an unfair practice by allegedly selling location data that could reveal people's visits to sensitive locations. On Tuesday, Kochava offered the column to support its earlier argument that the FTC's lawsuit should be dismissed on the grounds that the agency's allegations, even if proven true, wouldn't show that the company violated the FTC Act. advertisement advertisement “The 'unfair' practice alleged is not, on its face, a public policy violation by Kochava, nor is the alleged conduct immoral, unethical, oppressive, unscrupulous or substantially injurious to consumers,” the company wrote in papers filed in November. Kochava doesn't spell out in its new papers how Wilson's accusations would be relevant to whether the FTC can prove that Kochava engaged in an unfair business practice. Wilson herself voted in favor of filing the complaint against Kochava. Some legal experts expressed skepticism that Wilson's public criticism of Khan would affect the outcome of the lawsuit. Justin Brookman, director of technology policy for Consumer Reports and former policy director in the FTC's Office of Technology Research and Investigation, says Wilson's op-ed “should have no bearing at all on the litigation.” Kochava is “working the refs with irrelevant but salacious material,” Brookman says, adding that Wilson's views on Khan's policies aren't relevant to whether Kochava acted unfairly. Advertising attorney Jeffrey Greenbaum, a partner at Frankfurt Kurnit Klein & Selz, likewise characterized Kochava's new filing as “theatrics.” “The fact that Commissioner Wilson is resigning from the FTC and has serious policy disagreements with the current FTC's leadership doesn't seem to me to have any bearing at all on the lawsuit,” he says. “The commission is certainly taking a different approach to enforcement, and is coming up with out-of-the-box ways to address what it perceives as serious harms, but the FTC's unfairness jurisdiction is well established,” he adds. Winmill is expected to hold a hearing in the case on Tuesday. Mobile Marketing via MediaPost.com: mobile https://ift.tt/KZD7zct February 15, 2023 at 06:06PM
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By The Numbers: Some Top-Rated Super Bowl Ads https://ift.tt/w7t4Xvb As usual, a day or so after the Super Bowl, various rankings come out naming the best commercials of the game. Most prominent is USA Today’s Ad Meter, which graced the winning ad, from The Farmer’s Dog, 6.56 out of a possible score of 10. The top-rated 34 Super Bowl ads all scored 5.00 or better. The lowest-scoring ad, promoting U2 live at the Sphere in Las Vegas, got a 3.70. The next-lowest scoring ad was the M&M’s ad starring Maya Rudolph, which got a 4.29. The ratings were interesting because the winner, The Farmer’s Dog “Forever” spot, wasn’t a big hit in the crowd I was watching it with, who are in fact all dog owners. As various publications listed their favorite Super Bowl ads, the same few rose to the top. Some that got attention, scored middling ratings, like Rakuten’s ad starring Alicia Silverstone in her Clueless getup and Paramount Plus’ “Stallone Face” ad. advertisement advertisement It could be that the product had something to do with it. Like, no matter how great an ad, maybe no one wants to think about doing taxes, which puts Turbo Tax at a disadvantage. Maybe Super Bowl advertisers should consider the context of the big game. It’s not just exposure to 100 million customers, but it’s a certain type of exposure in which light products that don’t require much thought (Pop Corners, Dunkin Donuts, Bud Light) enjoy an advantage, while more considered purchases (tax software, web software) don’t. Then again, it may just come down to the jokes. Downy and Michelob Ultra didn’t make people laugh, but Pop Corners, T-Mobile and Dunkin’ did. And either way, it helps to have a dog in your ad. Mobile Marketing via MediaPost.com: mobile https://ift.tt/dsqL6kW February 15, 2023 at 02:13PM |
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