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Super Bowl LIX Total Day Ad Revenue Scores $597M https://ift.tt/vraUyq0 Total day “Super Bowl LIX” advertising revenues on the Fox Television Network tallied $597.2 million, according to EDO Ad EnGage. Some Super Bowl 30-second commercial time spots were sold for $8 million this year, according to media-buying executives. Top pricing a year ago was around $7.5 million. For the game itself, an estimated $470.2 million in national TV advertising was spent, coming from 54 airings of commercials that yielded 7.0 billion impressions. A year ago, GroupM, estimated in-game placements of advertising total $550 million. Pre- and post game Super Bowl programming totaled $127 million coming from 167 airings. Biggest advertising category for the entire Super Bowl Day: Streaming platforms, 5 airings and $40.8 million. Fox-owned FAST channel Tubi had two 30-second airings. Theatrical movie studios had the most airings of any ad category at 14 and was the second-biggest spender, at $37.9 million. For the game itself, snacks brands, had the leading spender -- 4 airings, and $35 million spend. advertisement advertisement Pharmaceuticals were next -- 2 airings ($28 million); and streamers, 4 airings ($26.8 million). Mobile/wearable devices, delivery services, and beer/cider/hard seltzer brands, each had 2 airings ($21 million). Other notables for total day spending: Car manufacturers, 13 airings ($18.5 million); sports leagues (including the NFL), 13 airings ($7.3 million); and auto/car insurance, 12 airings ($5.2 million). Mobile Marketing via MediaPost.com: mobile https://ift.tt/NShAcOF February 10, 2025 at 08:46AM
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Yahoo's Missed Opportunity In Bill Murray Super Bowl Ad https://ift.tt/Z3HrdPc Bill Murray appeared in a quick 15-second Super Bowl ad for Yahoo on Sunday -- the first one the company has run in more than two decades. Two decades ago, when Yahoo ran its last Super Bowl ad, artificial intelligence didn't exist in advertising. It does now. In the spot, Murray looks into a mirror, sees a dog, and says, “Have you ever looked in the mirror and not seen yourself? I don’t think I need professional help, but a skilled amateur, maybe? Little help?” Murray then holds up his email address -- [email protected] -- which works. The ad did not run nationally, but rather regionally in local markets throughout the evening. Google did something similar as a new approach to this year's Super Bowl ad by putting the spotlight on 50 small business owners across the U.S., with one in every state. advertisement advertisement When someone sends Murray an email, the address responds with a generic response. “Thanks for emailing. Sure you're thinking, what's this Murray doing in the middle of the game? Is he broke now? The usual gambling problems? Ugly divorce? Understandable reaction but this is not purely a big money sell out. There's also a dog in my mirror! A real dog where my face should be and always has been. So kindly absorb that horror, just walk 1 mile in my paws. Woke up earlier, slept well then sat quietly did some stretching, used the rumble roller and thought, "OK another great day to scrub my teeth." And, hello! Right in the mirror not the face I know so well, but a mutt. I really don't care that he's not a pedigree, but...he is a dog. What did the man say, a dog has taken my place, my face place. This dog right here.” Here's the big question: How long had this ad has been in the works and why didn't Yahoo use AI to personalize responses? Mobile is a huge focus for Yahoo, along with email. It would have been much more effective if Yahoo had spent the time and money to design a campaign that would have allowed AI to answer and personalize each email. Google Gemini, Microsoft Copilot or ChatGPT can help compose emails, but third-party keyboards like Wordtune, Microsoft SwiftKey, and Grammarly use AI to help write or rewrite text based on descriptions and context. The spot was co-written by Murray in collaboration with his brother, actor and comedian Brian Doyle-Murray, and frequent collaborator, writer, director, and producer Mitch Glazer. His story is told in three parts, including original videos and photos. Later during the game, viewers could tune into Yahoo’s “BillCam” on Yahoo.com and Yahoo Sports on desktop or mobile, where Bill will go live as he responds to emails from some of the viewers. It's all very entertaining, but would have been so much more interactive if Yahoo had added the AI. Mobile Marketing via MediaPost.com: mobile https://ift.tt/NShAcOF February 10, 2025 at 12:36AM
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Willie Sutton Would Love The CTV Ad Business https://ift.tt/ADdmXPZ When someone asked Willie Sutton why he robbed banks, he was famously quoted as saying, “Because that’s where the money is.” If he were alive today, Willie Sutton would probably work in the programmatic CTV advertising business. Why would Willie Sutton pick CTV advertising? CTV advertising is where the money is. CTV ad spend in the U.S. is a $30+ billion annual market growing at more than 25% per year, operating on opaque, programmatic trading platforms built for commodity banner ads that neither support media effectiveness nor wholesomeness of transactions. And the platform gatekeepers show little care about policing either who sells on their platforms or what inventory they transact, as long as they, the gatekeepers, get a cut. What they do support is unknown hordes of intermediaries, each taking their bites of the apple so that, all too often, the original buying and selling principals are left with not much more than over-gnawed cores. CTV ads are attractive to fraudsters because of the 4-10X spread that CTV ads typically command relative to video ads delivered on the web, in social media, or in mobile apps. As the acronym suggests, CTV ads are supposed to be delivered on “connected TVs,” being viewed on a television or in a television-like viewing experience, dominating the screen, with the sound on by default, and have at least one known human watching them. These definitions conform to requirements by TV and CTV ad measurement and currency companies like Nielsen, ComScore, iSpotTV and VideoAmp. advertisement advertisement Of course, with open programmatic platforms and with sellers allowed to “self-label” their inventory, it’s no surprise that the owners of tens of billions of impressions a month of video ads delivered to places like mobile phone flashlight apps, thumbnail web videos with sound off, and bot farms in Malaysia, routinely label their inferior wares as “CTV.” They pipe these impressions into demand-side platforms (DSPs) desperate for too-cheap-to-believe inventory to help willfully ignorant ad buyers bring down the average rates of their CTV ad buys. Can this be stopped? Yes. We have to care, and there is an easy place to start: We must demand that DSPs adopt and adhere to the 2023 IAB Tech Lab Standard for video, and not label Outstream ads (accompanying video, sound off, below-fold, etc.) as Instream ads, where the video is dominant and the sound is on. And we have to name and shame those who won’t do this. We need to ensure that the willful ignorance of too many in our business is no longer defensible. What do you think? Will all the major DSPs adopt and enforce the industry standard for video ads, and force low-quality video ads out of the CTV ad ecosystem?
Mobile Marketing via MediaPost.com: mobile https://ift.tt/Z1Gfl8d February 6, 2025 at 03:46PM
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Tech Teammates: Firms Line Up to Drive Global Personalization https://ift.tt/EApDike Two marketing tech firms have expanded their partnership to offer AI-powered multichannel personalization to marketers. Movable Ink and Braze have debuted two new integrations that they claim can drive meaningful engagement across channels including email, SMS, rich push and WhatsApp — on a global scale. These integrations are designed to solve a critical problem: that marketers are under “more pressure than ever before to deliver seamless, relevant, and timely experiences,” says Kevin Wang, chief product officer at Braze. The new integrations combine “Movable Ink’s AI-driven content capabilities with advanced customer engagement tools from Braze,” says Adam Stambleck, president of Movable Ink. And they build on a multi-year relationship between the firms. advertisement advertisement According to the companies, the two new offerings include: Movable Ink Da Vinci for Braze — Movable Ink’s AI-driven technology drives curated and personalized email messaging. These newly engaged customers are now guided into Braze’s cross-channel customer journey orchestration tools. Movable Ink Studio for Braze — This delivers Movable Ink’s no-code solution through Braze, enabling marketers to create dynamic, real-time content for WhatsApp. WhatsApp thus joins mobile channels like SMS, rich push, in-app messaging, and app inbox. In addition, this integration uses a set of data sources to personalize content at the moment of open. “With these new integrations, we’re making it easier for brands to meet customer expectations and drive meaningful engagement across channels,” Wang says.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/Z1Gfl8d February 6, 2025 at 02:18PM
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DeepSeek Code Capable Of Sending Data Direct To Chinese Government https://ift.tt/XsZ5ljR As Google makes Gemini 2.0 free to all via the Gemini API in Google AI Studio and Vertex AI, cybersecurity experts have found code hidden deep in DeepSeek's application that has the capability to send user data directly to the Chinese government. The possibility of a direct path to the People's Republic of China hidden in its code is very real, says Ivan Tsarynny, CEO of Feroot, an Ontario-based cybersecurity firm. Under Tsarynny’s guidance, Feroot has developed proprietary technology that detects third-party scripts and their level of access to data that has been entered by users on the web -- such as on registration and payment pages, as well as on website logins. "We see direct links to servers and to companies in China that are under control of the Chinese government. And this is something that we have never seen in the past," Tsarynny told NBC News. advertisement advertisement Advertisers are looking for a less expensive AI model to train and then create advertisements, and to use it to run a portion of their company’s business models, including customer service. DeepSeek may not be the answer, although the industry is looking to reduce costs. I cannot imagine a company using DeepSeek to support its customer service, considering that the app has a direct link to send data to China's government, despite it being housed in the United States. And what about performance metrics, sharing performance metrics for any company with China's government. DeepSeek's AI Assistant, powered by DeepSeek-V3, overtook rivals such as Gemini and ChatGPT in late January to become the top-rated free application available on Apple's App Store in the United States. Cost is not the indicator of the quality of the model, an analyst told MediaPost. The price of a model does not directly correlate with its performance or effectiveness, and a high-quality model can sometimes be obtained at a lower cost. At what cost? OEMs began manufacturing products in China during the late 1990s or early 2000s. For some the quality declined. Is there a catch? Here’s the catch that Tsarynny made public. Registered users logging in to DeepSeek may unknowingly create accounts held in China, making their identities, search queries, and online behavior visible to Chinese state systems, according to the report. Tsarynny used AI software to decrypt portions of DeepSeek's code and found intentionally hidden code that has the capability to send user data to CMPassport.com, the online registry for China Mobile, a telecommunications company owned and operated by the Chinese government. China Mobile was banned from operating in the U.S. by the FCC in 2019 because concerns of "unauthorized” access to customer data. U.S. Reps. Darin LaHood, R-Ill., and Josh Gottheimer, D-N.J. have introduced legislation to ban the AI model DeepSeek on government devices based on a threat to national security, saying the company's technology presents an espionage risk. “The technology race with the Chinese Communist Party (CCP) is not one the United States can afford to lose,” LaHood said in a statement. “The national security threat that DeepSeek — a CCP-affiliated company — poses to the United States is alarming." The U.S. Navy banned DeepSeek in January. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Z1Gfl8d February 6, 2025 at 11:46AM
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YouTube Long-Form Content Use Grows, Especially Among Young Adults https://ift.tt/Dmf4Hju YouTube continues to make gains on all video consumption -- especially in long form content 30 minutes and longer. Seventy-three percent of all YouTube viewing time of content now is a half hour or more -- up 8 percentage points from a year ago, according to Digital i, a streaming analytics firm, with 27% of viewing time devoted to video 30-minutes or less. Results came from a July-October 2024 reading of the marketplace. The biggest improvement came from 18- to-24-year-olds, where 79% of content viewed by this group on mobile devices was long-form content-- up from 58% a year ago. This younger demographic spent an average of 2.7 hours a day on YouTube between July and October 2024 watching an average of 25 videos a day of all duration lengths. Growth in long-term video viewing on YouTube has also been steadily higher over the past two years. In October 2023, long-term video was at a 65% share. Earlier this week, Google’s YouTube disclosed its recent quarterly advertising revenue was up 14% to $10.5 billion. The most recent Nielsen monthly reading of Total TV and Streaming shows YouTube with a commanding 11.1% share. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/Z1Gfl8d February 6, 2025 at 08:13AM
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Brands Are Likely To Find Undivided Attention From Movie-Goers https://ift.tt/hzlcwo4 ![]() The Covid-19 pandemic was devastating for movie theaters, which re-emerged to tout their immersive and companionable characteristics that help brands reach people when they’re most ready to receive brand messages, according to a study by in-cinema ad company Screenvision. Theaters have the power to engage audiences in a preshow viewing … Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Z1Gfl8d February 6, 2025 at 07:00AM
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Privacy Brings Opportunity In Mobile App Installs, Report Shows https://ift.tt/godScwV The mobile app ecosystem has begun another transformation. Advancements in technology -- especially AI, as well as changes in user behavior, and privacy regulations -- continue to create equal parts opportunity and complexity. As AI takes hold to define marketing and campaign performance measurement, mobile analytics company Adjust, an AppLovin company, has released its annual Mobile App Trends Report showing global app installs rose 11% year-over-year (YoY) in 2024, while app sessions grew 4%. The 2025 report also explores tips from AppLovin analysts, as well as key trends impacting the mobile app industry and the future of measurement. Examples demonstrate ways in which AI is defining marketing operations and campaign performance measurement A mix of Adjust’s top 5,000 apps and the total dataset of all apps tracked by Adjust became the basis for the report. The data came from two sources, with one including a list of 45 countries and one with approximately 250 based on the ISO 3166-1 standard. The report was fielded between January 2023 and January 2025. advertisement advertisement Data-privacy regulations remain a significant barrier, but resistance to change by consumers and marketers continue to slow. This change is seen in the adoption rates of privacy-first technologies, with many continuing to increase. AI and machine learning-powered advanced analytics and real-time contextual insights are increasing the pace of decision-making for all. App Tracking Transparency (ATT) opt-in rates, for example, rose on average 32% to 35% globally by Q1 2025. Analysts believe this is a result in consumers having more trust in brands and beginning to see value in personalized ads. The data also shows that this year while generative AI continues to capture the spotlight, forward-thinking marketers are shifting focus to AI applications that go beyond content creation. Predictive analytics, incrementality testing, real-time campaign optimization, and advanced cohort analysis are just a few areas where AI will drive real impact, bridge data gaps, and enable smarter, more strategic decisions. Gaming apps have maintained the highest opt-in rate at 39%, while ecommerce and shopping apps rose from 28% to 35%. While North America ecommerce faced the steepest decline in ecommerce app installs and sessions, this region fell by 39% and 29%, respectively. Overall, these types of app installs grew 17% YoY in 2024, and sessions rose 13%. The Middle East and North Africa stood out globally, with installation rates rising 55% and sessions by 21% YoY. Latin America followed with 27% and 21% growth in installs and sessions, respectively, while Asia-Pacific's install rates came in strong, more than 26%, but sessions came in flat. Gaming app installs grew by 4% YoY in 2024, though sessions declined 0.6%, with hyper casual gaming app installs making up 27% of total installs, and puzzle and hybrid casual games each contributing 11%. Banking and crypto app installs rose 33% and sessions increased 19% YoY. Crypto apps saw a significant 45% increase in sessions. This contributed to a 27% increase in total finance app installs in 2024, with sessions increasing 24%.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/csrKn1m February 5, 2025 at 09:20AM
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Snap Adds More Users, Improves Ad Business In Q4 https://ift.tt/3tFusOK In its latest performance report, Snapchat builds on strong results from Q3, steadily increasing its user base -- including paying subscribers -- while beating revenue expectations, launching new creator tools and doubling the number of advertisers on its platform over the quarter. The 15-year-old company grew its global user base by 10 million daily active users in Q4, reaching 453 million total DAUs -- an increase of 39 million year-over-year, or 9%. However, investors may note that over the past year, Snap actually lost users in the U.S., where it makes the majority of its money, while maintaining the same base in Europe, and adding users in its “Rest of the world” category, especially in India. Still, despite its user growth in these key regions, the company’s revenue intake this quarter was strong, showing a 14% year-over-year increase, bringing in $1.56 billion in total. For the year, Snap generated $5.36 billion, a 16% year-over-year increase. advertisement advertisement Snap likens its revenue growth to the expansion of its ad business, which it started rebuilding in 2022, as well as its Snapchat+ subscription program. “Direct Response ad revenue growth was up 14% year-over-year in Q4 and was the largest driver of our ad revenue growth in 2024,” the company explains in its report. “Strong demand for Pixel Purchase and App Purchase Optimizations led to revenue from app-based purchase optimizations growing more than 70% YoY in Q4.” By improving its Lead Generation product, including “ad ranking model improvements, new creative customization, and integrations with preferred CRM partners,” Snap says it saw a 6x increase year-over-year in the number of leads generated for advertisers, while also decreasing cost-per-lead by over 40% on average. In Q4, Snap began testing two new ad placements -- Sponsored Snaps and Promoted Places -- and the company says that results have been “promising,” with Sponsored Snaps delivering over 50 million impressions on average in the U.S. to Snapchatters 18 or older. The company says makes the placement its “largest single day reach product.” According to the company, both new products, which Snap plans to roll out to additional markets in the next quarter, grew the number of unique Snapchatters reached by ad partners, delivering a 30% increase in reach on average in the U.S. As for its subscription program, Snapchat+, the social media company says that subscribers doubled in 2024, from 7 million to 14 million, in 2024. The service now brings in an additional $500 million in annual revenue. Comparing Snapchat+’s growth to Q3 results shows the addition of 2 million more paying users in Q4. Snapchat+ makes the company a leader in verification-based paid services, surpassing Facebook and X, but still lagging behind premium services from much larger platforms like LinkedIn and YouTube. Snap’s investment in creator monetization opportunities and Spotlight, its TikTok-like video feed, have also made a positive impact on in-app content sharing. In Q4, Snap says more than a billion Snaps were shared publicly each month, which marks a shift from traditionally private sharing behaviors common in the platform. Snap also says that it onboarded “thousands of creators” to its “Snap Star” program, while the number of creators posting content grew more than 40% year-over-year. Looking forward, Snap is focusing on bringing its newly developed generative AI model, which the company says is capable of creating high-resolution images on mobile devices “in just seconds,” to its current suite of AI features, like AI Snaps, AI Bitmoji Backgrounds, and more. The company is promising “high-quality AI tools at a lower operating cost,” due to the fact that its AI model runs solely on mobile devices, reducing computational costs compared to server-based models. Mobile Marketing via MediaPost.com: mobile https://ift.tt/csrKn1m February 5, 2025 at 09:20AM
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Kochava Must Face FTC Privacy Charges, Judge Confirms https://ift.tt/YFcSPCE Siding against data broker Kochava, a federal judge has again rejected the company's request to throw out privacy charges brought by the Federal Trade Commission. “The FTC has plausibly pled that Kochava’s practices are unfair within the meaning of the FTC Act,” U.S. District Court Judge B. Lynn Winmill in Idaho said in a ruling issued Monday. The ruling comes in a battle dating to August 2022, when the FTC alleged that Kochava wrongly sells the type of geolocation data that could expose sensitive information -- such as whether people visited doctors' offices or religious institutions. The agency specifically alleged that Kochava sells precise geolocation data as well as mobile advertising IDs -- unique, 32-character identifiers that persist, unless consumers proactively reset them. Kochava countered that this data isn't “personally identifiable,” and that the agency's allegations -- even if proven true -- wouldn't amount to “unfair” conduct. advertisement advertisement Winmill dismissed the FTC's first complaint, but allowed the FTC to beef up its allegations and bring an amended complaint. The FTC did so and Winmill ruled in February 2024 that the agency could proceed. He essentially said at the time that the allegations, if proven true, could support the claim that Kochava engaged in unfair conduct -- meaning activity that could cause “substantial injury” to consumers, and wasn't reasonably avoidable or outweighed by benefits. “Kochava allegedly provides its customers with vast amounts of essentially non-anonymized information about millions of mobile device users’ past physical locations, personal characteristics (including age, ethnicity, and gender), religious and political affiliations, marital and parental statuses, economic statuses, and more,” he wrote. “This alleged invasion of privacy -- which is substantial both in quantity and quality -- plausibly constitutes a 'substantial injury' to consumers,” he added. The FTC in July amended its complaint by adding the subsidiary Collective Data Solutions as a defendant. Kochava (and its subsidiary) then urged Winmill to throw out that amended complaint, renewing the contention that the allegations, even if proven true, wouldn't support the conclusion that the company engaged in “unfair” conduct. Among other arguments, Kochava said an “intangible harm such as an invasion of privacy,” isn't the type of “substantial injury” that can support a charge of unfair conduct. Kochava also submitted called attention to a then-unpublished law review article by Douglas Meal, a cybersecurity litigation professor who teaches at Cleveland State University College of Law and Boston College Law School. Meal -- who previously represented LabMD in its successful battle with the FTC over cybersecurity -- argues in that article that an “intangible” privacy harm can't in itself be a “substantial injury.” Winmill disagreed with Kochava's argument. “If Congress intended to limit the FTC’s authority to tangible consumer injuries, it could have said so,” he wrote. A Kochava spokesperson says the company "has always operated consistently and proactively in compliance with all rules and laws, including those specific to privacy and consent." "While we are discouraged by this recent ruling, we will continue to vigorously defend ourselves against the FTC’s unmoored attempts to expand its authority as a policy setter and circumvent Congress," the spokesperson stated. The ruling comes several days after Kochava, which obtains location data from smartphone users' apps, said it would revise some privacy practices to settle a class-action lawsuit by consumers. Among other revisions, Kochava promised to implement a feature aimed at blocking the sharing or use of raw location data associated with health care facilities, schools, jails and other sensitive venues. Mobile Marketing via MediaPost.com: mobile https://ift.tt/csrKn1m February 5, 2025 at 09:20AM |
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