Ads, Photos And Instagram; Trending Tumblr Media

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Ads, Photos And Instagram

Time’s Alex Fitzpatrick takes a look at some new Pew Research findings on photos and video online in a short feature article. He writes, “You say you’re a brand looking to advertise on Instagram? Pew’s got some data you should find quite interesting: Nearly half (43%) of cellphone owners age 18-29 use Instagram, but that percentage drops precipitously in the 30-49 bracket (18%) and 50-64 group (6%). Targeting millennials? Instagram away. Going for an older crowd? Look elsewhere.” Read more.

Trending Tumblr Media

Marissa Mayer has declared 2014 the year Yahoo will make Tumblr more valuable, so Adweek’s Garett Sloane looked at areas of opportunities for ads on the social site. Facebook and Twitter have paved the way for social advertising so the shock should be minimized to the ad-averse Tumblr user base. One big area Tumblr could open up is its trending section, and when it comes to paying for promoted space, companies would need better targeting capabilities, such as geotargeting. Read more.

Auto-Native

When companies began updating their technology to work with Facebook Exchange (FBX), it just so happened that these same companies were building capabilities for native to work with RTB, Ad Age’s Alex Kantrowitz points out. Although native is the buzzword of the year, it doesn’t mean publishers are willing to hand over editorial control of the content on their sites, and it doesn’t mean advertisers are ready to take on the new format. Some native ad platforms, such as Nativo and Sharethrough, are working to standardize native ads in an effort to make RTB more effective. Read more.

TV Measurement Everywhere

Nielsen is preparing its new SDK for measuring TV viewing through apps and other digital platforms, according to TechCrunch’s Ingrid Lunden. Nielsen will be using portal companies, like Facebook, to measure who is watching the streams and where they are. “We’ve been working hard to deliver this new SDK and are excited to be able to deliver a single client solution that supports both the linear (TV style) and dynamic (Internet style) ad models,” said Megan Clarken, EVP, global product leader, Nielsen, in a statement. “This unified encoding approach for video enables measurement to follow content across screens and ad models.” Read more.

Local Mobile Ad Tech

In a piece on Street Fight, BIA/Kelsey analyst Mike Boland looks at local mobile ad tech and sees the last mile to the cash register quickly getting addressed. He writes, “Besides customer service and loyalty, this has implications for the ad attribution topic at hand. It picks up where the steps (literally) in the ‘path to purchase’ end – the front door. If you think about it, attribution can’t get much better than covering the un-tracked last few inches to the cash register. Offline ad attribution will be a term you’ll start to hear a lot more.” Read it.

Earnings