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Spotify Spotlights Its Digital Video Ad Offerings At Its First NewFronts Event https://ift.tt/REulxH3 From a studio space in Chelsea, Spotify hosted its first-ever NewFronts event on Wednesday. Discussing a steep rise in consumers' video consumption, Spotify's Head of Sales Ann Piper and Global Creative Director Kay Hsu highlighted new advertising opportunities in digital video on the platform. Spotify is focused on becoming a more “immersive” platform. It has already tackled “utility” and “curation” in previous years, according to the presentation with slides by Hsu. In 2023, Spotify introduced three new video features, including video podcasts, music videos, and Canvas -- the looping video artwork for songs on mobile. “We are at this inflection point,” said Piper, “where users are viewing more and more content visually as well as video.” According to Piper, the company is committed to introducing more video content to its massive song and audiobook library, while also expanding from mobile-first consumption to desktop and connected TV. advertisement advertisement “We’re ready to play in the digital advertising pool and compete for more than audio budgets,” Piper told the crowd of advertisers. “Now that there is more video being created on the platform, we want to connect brands with users when they are looking at their screen.” To make use of evolving consumer behavior, Spotify is in the process of transforming its podcast offerings with video, which typically includes footage of the hosts interviewing their guests in a studio or at a live event. According to Piper, Spotify now has over 2.5 million video podcast episodes on its platform. More than 500,000 video podcast episodes have been uploaded since the start of the year. In addition, in the second quarter, the time users spent with Spotify's video content increased 48% year-over-year. Which could increase the opportunity for brands to reach consumers on the platform -- especially the 388 million free users who receive video ads when using the app on mobile. These include video takeover ads, which are delivered while users are browsing for songs and podcasts on the app; sponsored sessions, which show users a video ad for 30 minutes of ad-free listening; and opt-in video ads that play only when the app is in focus. With over 100 million songs, Spotify is still primarily a hub for audio streaming. According to the company, ad campaigns that utilize both audio and video are more successful, producing a 7% increase in brand awareness, a 7% increase in message association, and a 27% increase in purchase intent. Mobile Marketing via MediaPost.com: mobile https://ift.tt/wdkl7fh May 2, 2024 at 01:34PM
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TikTok Fights Montana Attempt To Revive Statewide Ban https://ift.tt/emx9REs TikTok is urging a federal appellate court to uphold a trial judge's order prohibiting Montana from enforcing a law that would ban the app in the state. “The TikTok ban violates the First Amendment because it shuts down a popular platform for speech used by TikTok Inc. and several hundred thousand Montanans to express themselves and communicate,” the company writes in papers filed this week with the 9th Circuit Court of Appeals. The company's papers concern only the ban enacted in Montana. TikTok separately faces the prospect of a national ban in a year unless it's sold by China-based parent company ByteDance. TikTok is expected to separately challenge the potential country-wide ban. Montana's law would have prohibited app stores from offering TikTok to users in Montana. The measure, signed last year and originally slated to take effect January 1, 2024, also would have prohibited people from using TikTok in the state (with some exceptions, including for law enforcement). advertisement advertisement The law provided for sanctions starting at $10,000 per violation against TikTok and mobile app marketplaces, but wouldn't have penalized consumers. Montana lawmakers who passed the bill (SB419) expressed concerns that ByteDance shares data about U.S. users with the Chinese government. The legislature also also accused TikTok of failing to remove “dangerous content” that allegedly encourages young users to engage in risky activity, such as “throwing objects at moving automobiles,” “inducing unconsciousness through oxygen deprivation,” and “cooking chicken in NyQuil.” TikTok and a coalition of users challenged the ban, arguing it's unconstitutional for several reasons including that it violated the First Amendment by shutting down a platform that people used to communicate with each other. TikTok also said there was no evidence the app had been used for espionage on behalf of a foreign government. U.S. District Court Judge Donald Molloy in Missoula halted the law last year, ruling that it likely violates the First Amendment and represents an unconstitutional attempt to regulate interstate commerce. He said in a written opinion that the law wasn't “narrowly tailored” to either preventing China from accessing data about U.S. residents, or protecting minors from accessing dangerous material. “It is well-established that other social media companies, such as Meta, collect similar data as TikTok, and sell that data to undisclosed third parties, which harms consumers,” he wrote, adding that foreign adversaries could also obtain consumers' personal information through other means. Molloy also said the bill wouldn't “reasonably prevent” minors from accessing dangerous content. Montana Attorney General Austin Knudsen recently asked the 9th Circuit to reverse Molloy's ruling and allow the ban to go into effect, arguing that the law represents a valid attempt to prevent the Chinese government from obtaining people's data. The statute “is a common sense consumer protection regulation designed to eliminate the threat of a known bad actor obtaining and misusing Montanans’ data,” he argued in a written appeal. TikTok disputes the characterization of the law as a consumer protection measure, but also says the ban is unconstitutional regardless of how it's characterized. “All state laws that regulate speech must face First Amendment scrutiny -- even those meant to protect consumers,” the company argues. “The TikTok ban is no different.” The company also argues that the law wrongly singles out TikTok, when other companies collect data that could end up in the hands of foreign governments. Knudsen is expected to respond to TikTok's arguments later this month. Mobile Marketing via MediaPost.com: mobile https://ift.tt/bkAFl2N May 1, 2024 at 04:49PM
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LinkedIn Releases First Games On Mobile, Desktop https://ift.tt/R5jFSXJ Less than two months after app researchers discovered codehighlighting LinkedIn's development of in-app games, the Microsoft-owned business-to-business social platform has released its first three games on mobile and desktop. Similar to the popular New York Times games like Wordle, Spelling Bee, Connections and Strands, LinkedIn users can now play Pinpoint, Queens and Crossclimb once per day. After each game session, they will be provided with cumulative scoring metrics, leaderboards and information on who else in their network has played. Each game is designed to offer users a new take on classics like sudoku and word searches. Pinpoint, for example, asks players to guess which category a group of words belongs to. As new words are revealed, the objective is to guess the category with as few words as possible, whereas Crossclimb is a trivia and wordplay game and Queens is a twist on sudoku without numbers. advertisement advertisement “We're playing with adding puzzle-based games within the LinkedIn experience to unlock a bit of fun, deepen relationships, and hopefully spark the opportunity for conversations,” a LinkedIn spokesperson told TechCrunch back in March. By adding gaming to the professional-networking platform, LinkedIn is likely trying to increase the amount of time its 1 billion users across the globe spend on the app while also trying to attract a more diverse user base. The move aligns with the company’s recent testing of a TikTok-like video feed filled with short videos highlighting business-related content. Microsoft has also been a major player in gaming for years, owning Xbox, Activision Blizzard and ZeniMax. LinkedIn's new in-app games are currently free for all users. Mobile Marketing via MediaPost.com: mobile https://ift.tt/bkAFl2N May 1, 2024 at 02:58PM
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Olympians Join UFHealth In 'Human Progress' Campaign https://ift.tt/04nY1bf
Proclaiming that “Human Progress Has No Finish Line,” University of Florida Health (UFHealth) is leveraging its recent inclusion in the U.S. Olympic & Paralympic Committee’s Medical Network to increase awareness of the growing healthcare system and its accomplishments. The campaign, concentrated in five Florida markets, two of which have been added to UFHealth through acquisitions in the past few years, has kicked off with two commercials. A:30 spot starts by showing Team USA athletes in competition -- followed by images of UFHealth staff treating stroke victims offsite. The spot draws a parallel between the importance of timing and drive for both athletes and healthcare providers. Like world-class athletes, UFHealth chief communications officer Melanie Ross tells Marketing Daily, “We never sit still, we don’t rest on our laurels, we’re always pushing.” advertisement advertisement “Every second counts, every fraction of a second counts,” begins a voiceover in the commercial. “World-class athletes know this. But [they’re] also words to live by when treating victims of a stroke. So we’re building a network of mobile stroke treatment units, one of the first in the country, preserving brain function and saving lives. When every second matters, the race is on.” UFHealth’s specially equipped mobile stroke ambulances have reduced the time patient care begins by an average of 38 minutes, Melanie Ross, the healthcare system’s chief communications officer, tells Marketing Daily. A :60 anthem spot features not only the mobile stroke units but also the University of Florida’s HiPerGator supercomputer, said to be driving such UFHealth AI advances as an intelligent Intensive Care Unit. Two additional :30 spots focusing on what Ross calls “game-changing care,”are upcoming, one for the AI advances, the other for organ transplant capabilities. Created by DeVito/Verdi, with production done at UFHealth’s onsite facilities, “Human Progress Has No Finish Line” will also include two :30 spots and long-form videos featuring the stories of specific athletes. While the campaign also includes media like outdoor, radio and print, Ross stresses that UF Health has made a “strategic decision” -- based on increasing consumer video intake -- to “lean heavily” in that area and “limit static media.” The commercials will run mostly on cable, broadcast, connected TV and over-the-top media, but also on some social media and digital channels, she says. Media agencies are MBB for Jacksonville, and Trickey Jennus for Gainesville and Central Florida. The current phase of “Human Progress Has No Finish Line” will run through September. Participating athletes include hurdler Grant Holloway, Paralympic triathlete Grace Norman. long jumper Marquis Dendy, bobsledder Elliott Markuson, and track star Talitha Diggs. Mobile Marketing via MediaPost.com: mobile https://ift.tt/bkAFl2N May 1, 2024 at 02:58PM
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How Did We Get Here? Dear Cookies: https://ift.tt/ngOsb6w Another day, another delay in the deprecation and demise of the cookie. Are we really surprised? Did we really think this was going to happen in 2024? Many people probably did. At least, it’s a good assumption that people expected to see it happen, since it’s already been delayed at least twice. Cookies have been an essential piece of the online advertising equation almost since it started back in 1994-1995. At first everything was about contextual targeting, but cookies quickly became a commonplace term with the birth of the ad network and the desire for scale from advertisers. With the expansion to mobile and other devices, the concept of cookies has morphed into different types of identifiers, and those identifiers have birthed a business worth billions. Fast-forward to today. It’s fascinating that an entire industry is held hostage to the possibility that cookies will go away because the largest advertising platform, and the company who holds the keys to billions of dollars and hundreds of millions of users due to its dominance with the browser, wants cookies to go away in order to secure its future. advertisement advertisement How did we get here? Two things are at play. First, someone allowed Google to own the internet. They don’t really own it, but they have been given enough leeway and opportunity to dictate the underlying currency of the web. That’s capitalism -- and I actually have no problem with it. Whoever does the most to enable the internet growth should be given the chance to be rewarded. But what I’d love to suggest to Google is this: If we are going to trust you to print a new currency, can you also help curb the issues and addictions that are making the internet less desirable? I refer to the issues of fake content, misinformation and social media. There is simply too much stupidity and negativity floating around. You can’t stop it, but maybe you could help label and police it? Your self-stated goal is to help organize the world’s information. Does that also mean you could help organize fact from fiction and help educate people that not everything they see online is real or truthful? I know this is an idealistic ask, but since you have been reaping the rewards of the growth you have built, could you also take some of the responsibility to help us make it better for future generations? This is not a demand, but a request -- one that stems from watching my kids find ways around the rules we put in place and their deep focus on the web. We are training AI models on misinformation and setting up a larger issue down the road. Maybe you could help? The second thing at play is that as an industry, we needed to have the consumer’s interests at heart, and we don’t. Let’s be honest. We put our own needs first, and privacy was not one of them. We talk about privacy a lot and pretend it’s important to us, but it’s really not. It is a checkbox for the line item of governance, but most companies stop there. We could take consumer privacy more into account and develop more anonymized ways to target and report on performance, but we don’t. Google is apparently trying, and the rest of the web is sitting idly by, waiting to see what it comes up with. It's an interesting dilemma we’ve gotten ourselves into. I don’t think we anticipated this, but here we are. So, what will we do about it? Mobile Marketing via MediaPost.com: mobile https://ift.tt/bkAFl2N May 1, 2024 at 12:58PM
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Code And Theory Taps Elimeliah As Chief Creative Officer https://ift.tt/VdWv7Pz Craig Elimeliah has been appointed Chief Creative Officer at Stagwell’s Code and Theory. He replaces Amy Carvajal who is leaving to pursue other opportunities. Most recently, Elimeliah was Chief Creative Officer at sibling shop Lippe Taylor, where he also led the start-up and “earned first” creative agency /prompt. Before /prompt and Lippe Taylor, he spent nearly eight years at VML as Chief Experience Design Officer. advertisement advertisement He has worked with numerous blue chip brands such as T-Mobile, Amazon, Google, New Balance, BP, Motorola, Pfizer, Clorox, Mattel, Nestle, Novartis, Microsoft and more. Elimeliah is the latest in a string of senior hires for the agency, including Raj Bhatia, who joined as Global Chief Technology Officer from Deloitte Digital last month. The agency has also been promoting from within, naming Kristen Cromer its new Head of Strategic Accounts. Code and Theory CEO Michael Treff said, "Craig brings an unrivaled passion for culture, technology, science, and data, and how they merge with creativity, craftsmanship and storytelling. He seamlessly blends new and unconventional approaches to connect brands with customers, resulting in captivating experiences that redefine categories, embed culture and disrupt the status quo for clients." Mobile Marketing via MediaPost.com: mobile https://ift.tt/bkAFl2N May 1, 2024 at 10:07AM
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LiveRamp and MobileFuse Team Up To Help Publishers Deal With Third-Party Data Loss https://ift.tt/mIRProC Two tech firms, MobileFuse and LiveRamp, have expanded their strategic partnership in an effort to help publishers deal with the pending loss of third-party cookies and increase their fill rates. Publishers will need to drive results without third-party signals as Chrome’s third-party cookie deprecation, which has been delayed, reaches its final stage. LiveRamp offers what it calls an Authenticated Traffic Solution. This connects the first-party data of publishers and marketers via RampID, the firm’s privacy-compliant identifier. The solution enables publishers to create authenticated audiences at scale, the company claims. These addressable and measurable, it adds. MobileFuse seeks to become “one of the largest providers of unique IDs, and to ensure our partners have what they need to reach critical business objectives,” says Ken Harlan, founder and CEO of MobileFuse. advertisement advertisement The company is one of the largest adopters of in-app RampID. The new arrangement allows publishers to share authenticated inventory with more than 450 leading advertisers across multiple bidding platforms. Users have seen large increases in monetization when RampID is present, it argues. “Many publishers recognize the urgency of losing signals such as third-party cookies and mobile identifiers but may overlook the ability to reach more addressable audiences today, which also enables marketers to target their most relevant consumers,” says Luke Fenney, SVP, Connectivity & Ecosystem, Publishers, Europe & Americas, LiveRamp. Fenney continues, “We believe that it’s critical for publishers to start testing and benchmarking as early as possible, unlocking the immense benefits of authenticated identity now, and the availability of solutions like MobileFuse’s help to make this easier and quicker for publishers.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/bkAFl2N April 30, 2024 at 06:09PM
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T-Mobile Unveils Massive Owned Ad Inventory Expansion https://ift.tt/D2To5VK In it's first-ever NewFronts presentation, mobile carrier T-Mobile unveiled an expansion of its advertising solutions unit, boosting both digital and brick-and-mortar retail media, mobile app, and CTV inventory. The expansion includes T-Mobile owned-and-operated inventory across its in-store retail media network, as well as more than 20,000 screens via T-Mobile and Metro by T-Mobile retail locations nationwide. The expanded ad inventory supply also includes advertising served to 7 million users vis a vis the carrier's "T Life" app, as well as a partnership with CTV platform Plex. T-Mobile said the aggregate reach across its screens currently is 240 million-plus screens, which can be targeted and served ads vis its "Magenta" ad platform. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/k3nZQ4O April 30, 2024 at 08:58AM
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Wireless Companies Fined Nearly $200 Million For Disclosing Customers' Locations https://ift.tt/rQj17mi A divided Federal Communications Commission on Monday ordered Verizon, AT&T and T-Mobile to pay more than $200 million total for sharing customers' location data. The order comes more than four years after the Trump-era FCC first proposed the fines by issuing a “notice of apparent liability.” “The Commission has long recognized the importance of ensuring that information about who we call and where we go is not for sale,” FCC chair Jessica Rosenworcel stated Monday. “By following through with this order, we once again make clear that wireless carriers have a duty to keep our geolocation information private and secure.” Republican commissioners Brendan Carr and Nathan Simington dissented from the decision to impose fines. The order requires AT&T to pay around $57 million, Verizon around $47 million, and T-Mobile $92 million (including $12 million for Sprint, which merged with T-Mobile after the FCC first proposed the fines). advertisement advertisement The FCC said in a “notice of apparent liability” issued in 2020 that the carriers sold access to geolocation data to aggregators that resold the information to outside companies. That notice came around one year after Vice Media's Motherboard (which stopped publishing new stories in February) detailed how a journalist was able to pay a “bounty hunter” $300 to track a phone's location to a neighborhood in Queens, New York. The major U.S. carriers have said they no longer sell location data. Carr, who voted in favor of the notice of apparent liability four years ago, stated Monday he believes the FCC lacked authority to impose the fines. “Given the nature of the services at issue, the Federal Trade Commission, not the FCC, would have been the right entity to take a final enforcement action, to the extent the FTC determined that one was warranted,” he said in a written dissent. Simington stated in a separate dissent that the FCC could have worked with the carriers “to issue consent decrees to promote best practices to develop further safeguards around location-based and aggregation services.” AT&T said it expects to appeal after completing a review of the decision, while T-Mobile and Verizon said they plan to appeal. “In this case, when one bad actor gained unauthorized access to information relating to a very small number of customers, we quickly and proactively cut off the fraudster, shut down the program, and worked to ensure this couldn't happen again,” Verizon spokesperson Rich Young stated. Young added that the order concerns an old, opt-in program that “was intended to support services like roadside assistance and medical alerts.” “Unfortunately, the FCC’s order gets it wrong on both the facts and the law, and we plan to appeal this decision,” he added. T-Mobile also said the decision was “wrong” and the fine “excessive.” An AT&T spokesperson added that the order "unfairly" holds the company responsible for a third-party's violation of a contractual requirement to obtain consumers' consent to disclose location data. The order "ignores the immediate steps we took to address that company’s failures, and perversely punishes us for supporting life-saving location services like emergency medical alerts and roadside assistance that the FCC itself previously encouraged,” the spokesperson stated. Separately from this order, the FCC is expected to soon issue new privacy rules for broadband carriers. Rosenworcel, who last year established a privacy task force at the agency, previously supported regulations that would have required internet service providers to obtain subscribers' permission before harnessing data about their web activity and app usage for ad targeting. (Those rules were later repealed by Congress.) Mobile Marketing via MediaPost.com: mobile https://ift.tt/k3nZQ4O April 30, 2024 at 08:58AM
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Teleflora, DoorDash Finding Fresh Ways To Send Mom Flowers https://ift.tt/wjIcqs0
Both companies are launching new marketing efforts as Mother’s Day season kicks off in earnest. The National Retail Federation recently released the spending forecast for the holiday, predicting that America will pour $33.5 billion into celebrating Mom this year, making it the second highest on record. And – as ever – flowers are the most popular gift, chosen by 74% of the people in this year’s survey. Mother’s Day, often called the Super Bowl of the floral industry, is expected to garner $3.2 billion in flower sales this year. Teleflora is marking this year’s event with a campaign that celebrates who Mom was before she had you, back when she was wild, willful and possibly jumping out of airplanes. The campaign, “MotHER: A Teleflora Love Story,” stresses that while people feel parenthood is an essential part of their identity, it’s important to focus on pivotal moments that shaped them ahead of motherhood. “Before she was a mother, she was her,” the ads explain. advertisement advertisement “The demands of motherhood can be all-consuming at times, making it challenging to have a sense of personal identity,” says Danielle Mason, vice president of marketing at Teleflora, in the announcement. “This campaign reminds us to celebrate every magnificent part of Mom – who she is now and the past that shaped her.” The ad, created by the Wonderful Agency, Teleflora’s in-house agency, runs on YouTube, Facebook, Instagram and TikTok. Media buys also include connected TV, digital, and mobile. The campaign also includes a contest on Instagram, with people building their own Reels using the company’s template. Twenty winners will get Teleflora bouquets. DoorDash is going a different way, targeting zillenials missing their mom. Working with DEPT, the digital ad agency, it cooked up a stunt to send four lucky mom-sick young adults home. Videos caught them ringing their mother’s doorbells just as Mom was video-chatting with the DoorDash team about what their far-off child means to them. The content series stars Allison Kuch, the TikTok personality, and the cast of the "Basement Yard "podcast. They ask and answer deep (and occasionally awkward) mom/child questions, like “What’s my worst texting habit?” and “What did I do to deserve flowers?” The effort also includes an AR lens that allows people to connect to the moms in their lives, prompting them with the same questions. “At DoorDash, we’re always looking for unique ways to help our customers build meaningful connections with their loved ones during the moments that matter,” says Mariota Essery, the delivery brand’s executive creative director, in the announcement. “Whether that’s helping you find the perfect bouquet to show Mom you’re thinking of her or creating engaging ways to get to know her better, we know moms are a gift that should be celebrated.” The DoorDash campaign is scheduled to run through mid-May on the company’s owned channels and via paid social media. The NRF predicts total spending will fall just short of last year’s $35.7 billion. Conducted with Prosper Insights & Analytics, the survey finds that 84% intend to mark the day somehow, often with cards and gifts for women in their lives with mom-like influence. On average, those celebrating will likely spend just $254 per person. Those between 35 and 44 are the biggest spenders, with an average budget of $346. Mobile Marketing via MediaPost.com: mobile https://ift.tt/k3nZQ4O April 29, 2024 at 02:49PM |
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