Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. No Fans Of FAN Facebook Audience Network is a black box and the natives grow restless. Tim Peterson reports at Marketing Land that agencies, GroupM in particular, are holding back spend from FAN because they want to know where their ads have run – and Facebook […]
By Kelly Liyakasa and Alison Weissbrot Snap Inc. brought in $404.5 million in revenue in 2016, six times the $58.7 million it made in 2015 and higher than some investors had estimated, the company disclosed Thursday in its long-anticipated S-1. The popular photo, video and messaging app company aims to raise $3 billion in an […]
For the first time since 2009, H&R Block has bought a 60-second Super Bowl spot – just in time for tax prep. The big buy follows a soft 2016 tax season when tax returns filed using H&R Block’s service declined 4.5% due to competitors like Intuit’s TurboTax, which “took share from all major branded competitors,” […]
The New York Times saw its highest subscriber increase since 2011, the year the publication introduced digital subscriptions, following the November presidential election. It added 296,000 digital subscribers in the fourth quarter, up 19% from the previous quarter and a 45.9% increase year over year. CEO Mark Thompson said digital subscriptions had accelerated even prior […]
When Russell Wager joined Mazda North America four years ago as its vice president of marketing, one thing was immediately clear: Digital spend was way too low. The car marketing vet, who previously worked on the agency side, upped spend from 10% to 25%, then 30%. Digital now commands 40% of overall marketing spend. To […]
In the 16 years since it launched in 2001, Propel, Gatorade’s fitness-focused water brand, has slipped from top-of-mind presence for its audience to out of mind. “Consumers would say, ‘I love Propel. I kind of forgot about it,’” said Gina Hardy, senior marketing director of Gatorade at PepsiCo. To get its brand back in action […]
Collective promoted its COO Kerry Bianchi to CEO Thursday, as the 12-year-old startup continues to evolve out of the traditional ad network business. Joe Apprendi, Collective’s founder and now its former CEO, will remain on the board as executive chairman. Since 2015, Collective has reshaped its business to meet what Bianchi described as the next […]
If James Byrne, CMO of mixed martial arts fight promoter Alliance MMA, wants to see whether a campaign is working, all he has to do is walk through the front door of the sporting arena. “When you’re talking about something like consumer packaged goods, the end consumer of a can of Pringles or a box […]
A year after launching a dedicated media unit, Dow Jones Media Group is doubling down on video and augmenting more native and outstream formats to combat a perennial problem: pre-roll scarcity. “Like many publishers, we see huge demand for video and wish we had more inventory we could sell,” said David Minkin, who joined Dow […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. TV’s Rising Star Facebook is developing a streaming video app for OTT devices, notably Apple TV, according to anonymous Wall Street Journal sources. With ad loads maxed out, Facebook has limited options for rapid growth. The two biggest are expansion into China and investment in television, […]
As mobile eats the world, Facebook is making a meal out of mobile advertising. The company reported Wednesday that roughly 84% of its full year 2016 revenue of more than $26 billion was thanks to mobile ads. Facebook also saw strong gains this quarter in average revenue per user in the US and Canada, which […]
Welcome to episode No. 12 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Sourcepoint, run by former Google and AdMeld exec Ben Barokas, once solely focused on helping publishers solve for ad blocking. Today it’s pushing into subscription enablement for those media companies – and even bundling subscriptions across publishers. “Ad blocking was […]
Pinterest introduced its first search ad offering Wednesday, almost seven years after the company launched. “Now we believe we’re at a place where we understand how people are leveraging the platform and using it to plan their lives,” said Michael Akkerman, head of Pinterest’s marketing partners program. The new search functionality comes via Kenshoo, an […]
Pizza Hut set a record during last year’s Super Bowl when it sold $12 million worth of pizza through digital channels. This year, it hopes to set a new one by doubling down on traditional and digital media – early and often. “People are thinking about what they’re doing for Super Bowl Sunday earlier now,” said […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by James Green, CEO at Magnetic. Radical transparency is humanity’s natural state. Look at business organizations, the state of politics or your own personal relationships and it’s clear that people are […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Nearly two years after header bidding exploded onto the programmatic scene, we are seeing a race to embrace the next big thing: server-side […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Too Big To Fail Did Snapchat wake a sleeping giant? TechCrunch reports a drip-drip of alerts from analytics providers, social media influencers and agency talent managers who say Snapchat Stories engagement and content volume have fallen since Instagram rolled out its copycat Stories feature. This is […]
Snapchat parent Snap Inc. added partners to its Ads and Custom Audience Match APIs on Tuesday and introduced a new API category for Creative. It also did something marketers have been wanting for a while: letting them license Ad Partners’ tech for self-serve buys. Before the update, buyers could only purchase Snap Ads via a managed service, which was basically […]
Year-old video news startup Cheddar is shaking up the current media model in two ways. On the content side, Cheddar wants to be the CNBC for millennials, quickly offering business news about the companies they care about. On the business side, Cheddar doesn’t see advertising as a main revenue driver. Instead, it’s struck deals with […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Gil Rachlin, vice president of products and R&D at Sizmek. The programmatic landscape has recently seen a rise in generic core platforms, forcing participants to look more closely at the factors […]
Facebook is activating marketing-mix modeling across Instagram, Audience Network and Facebook proper. On Tuesday, Facebook rolled out a portal that lets advertisers pull campaign data for cross-channel measurement. Only aggregated data will be available across ad formats – reach and volume of impressions by week and geographic area. But it represents another chink in the garden […]
The IAB creates standards for its industry but is running into a problem: The digital media ecosystem isn’t embracing those standards. Agencies and advertisers have set viewability definitions that are all over the map. Publishers must run slow, tag-ridden ads because buyers don’t follow the IAB’s LEAN spec. Platforms advocate for alternative standards that apply […]
Most marketers know they need data management platforms and a growing number have either already implemented one or plan to do so soon. Yet marketers in some industries, such as manufacturing and education, are seriously lagging in DMP adoption, according to a survey released Tuesday by market research firm The Relevancy Group. Forty-one percent of […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Dances With Wolves Earlier this month, WPP CEO Sir Martin Sorrell told investors that “the company that would worry me if I was a client – or I think worries our clients, more than Google and Facebook – is Amazon.” Amazon’s ad revenue is trivial compared […]
On Monday the IAB released its second “Outlook for Data” report, a survey conducted by the Winterberry Group that benchmarks data-driven marketing practices. Its responses show “a general maturity in the evolution of marketer data,” said Dennis Buchheim, SVP of data and ad effectiveness for the IAB. The number of businesses that plan to increase […]
When Epsilon parent Alliance Data reported full-year 2016 earnings last Thursday, CFO Charles Horn said “the old ValueClick business” was “a three-point drag on Epsilon’s revenue growth.” Horn was referring to Conversant’s ad network business before it rebranded to pivot toward ad tech in 2014, said Epsilon and Conversant CEO Bryan Kennedy. “It’s probably 4% […]
Brooklyn-based health and wellness publisher Mindbodygreen is bringing on BuzzFeed exec Tessa Gould as COO to put more juice behind the content and commerce model. Gould, who started Monday, is the former head of commerce and VP of ad innovation at BuzzFeed, where she helped spur around $75 million in ecommerce transactions through BuzzFeed content […]
P&G isn’t going to give digital a free pass anymore. Its agencies, ad tech partners and publishers must enable viewability and third-party measurement and root out fraud. Contracts must be transparent. And if they don’t? P&G will pull media spend. According to its 2016 financial report, P&G spent $7.2 billion on advertising last year. “We […]
Publishers contemplating a switch to server-side header bidding now have two more options. They can use AppNexus’ Prebid server-side wrapper, which will tap into Index Exchange’s demand. Or they can put Index Exchange’s wrapper on their page, which will make a server-side call out to AppNexus. “We are giving publishers choice, and a flexible, transparent solution,” […]
After Tegna spun off its broadcast and digital media business from Gannett in 2015, it built a managed services unit called Premion, focused on over-the-top advertising in regional and local markets. Premion initially used Tegna’s 700-person sales force but is now bulking up with dedicated sales staff. “We just brought on a regional sales director […]
