Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
The Verge reports that Reddit is dipping into original video, where it can “control the conversation around the marketing and also tap into more lucrative advertising formats.” The videos will initially focus on the company’s AMA brand, the best loved of Reddit’s offerings, but “after that it will look to bring stories from users and forums to life.” This comes after last year’s $50 million investment and push to mature into a company with monetizable services. Reddit reaches some 170 million monthly users and generated 6.7 billion page views in January.
Krux announced Wednesday that it’s hooking up with mobile ad platform JUICE Mobile to bring publisher audience segments into Nectar, JUICE’s mobile programmatic direct platform. The partnership solves what Neil Sweeney, JUICE Mobile’s CEO, called a “structural challenge” in mobile programmatic today – the prevalence of ad fraud and the lack of guaranteed impressions. The offering is currently in closed beta with several unnamed publishers and trading desks. It’s DMP meets mobile programmatic direct.
As programmatic and mobile separately command more attention and spend from local advertisers, the two are likely to converge. Referencing April data from Borrell Associates and BIA/Kelsey, eMarketer sees some problems. They include a lack of experience in “local programmatic” as well as a risk of undermining direct sales relationships. But mobile will be key to local advertisers, according to BIA/Kelsey, whose data forecasts that local mobile ad spend will rise 55.8% in the US this year and grow to $18.2 billion in 2019.
Havas reported $525 million in revenue for Q1 2015, a 20.6% increase YoY. “We start all our pitches with digital, but classic media are still quite strong,” CFO François Laroze told analysts. “The paradox is that we spend more time discussing digital media and spend more money on traditional media.” On Wednesday, the holding company also unveiled the assembly of a Greater China cluster to be led by Accenture’s former China managing director, Christophe Cases. Havas posted organic revenue growth of 7.1%, beating out French competitor Publicis’ organic growth rate of 0.9%, and also above the organic growth rates of Omnicom (5.1%), IPG (5.7%) and WPP (5.2%). More via Ad Age.
The EU released a 16-point plan taking aim at large US tech firms. The Digital Single Market Strategy aims to level the competitive playing field for homegrown telco, commerce and “platform” companies. It goes without saying that ad-supported giants like Facebook and Google are in the crosshairs. These companies “enable consumers to find online information and businesses to exploit the advantages of e-commerce,” reads the European Commission’s final draft. US tech giants took little time firing back. “Imposing regulatory barriers would be a grave mistake for Europe, and would have harmful effects on trans-Atlantic trade and investment,” Dean Garfield, head of the Information Technology Industry Council, told the WSJ. Looming setback or bluster?
- Brian Atwood Joins DataXu As SVP Of North American Sales – press release
- WPP Taps Possible CEO Shane Atchison As Microsoft Lead – Ad Age
- Ted Sullivan Joins ADARA As VP Of Tourism And Resort Analytics – press release
- SMG Promotes Scott Curtis To European Mobile Strategy And Development Chief – The Drum
But Wait, There’s More!
- Invoca Research Finds Mobile Ads Are Driving Calls, Not Just Clicks – press release
- Drawbridge Strikes Deals With Datalogix And LiveRamp To Link Online, Offline Activity – MediaPost
- Google Launches A Service For Storing Big Data – CIO
- RockYou Buys Mobile Ad Network PlayHaven – TechCrunch
- Succeeding In Mobile Display Advertising – Marketing Land
- RetailMeNot And Swirl Partner For Beacon-Powered In-Store Offers – press release
- Video Advertising On Smartphones And Tablets Is Growing Three Times Faster Than Video Ads On Desktop – Business Insider
- DoubleVerify Earns Third Consecutive ABC Certification For Its Ad Blocking Solution – press release
- NetSuite Launches E-commerce Platform, Inks Cloud Deal With Microsoft – ZDNet
- Twitter Scrambles For An Ad Fix As Nielsen’s Promoted Tweets Show Up In Porn Feeds – Adweek