A new Snapchat campaign from 20th Century Fox for “X-Men: Apocalypse” will drive awareness and ticket sales for the movie’s Friday premier. Snapchat has run plenty of branding-oriented campaigns, but this new effort is one of very few forays that include a direct-response component (in the form of a Fandango e-commerce call to action), a […]
It’s hard to scroll through Facebook without encountering some short-form video from NowThis (like Donald Trump “awkwardly sort of apologizing” to Fox News host Megyn Kelly) in your news feed, and the socially distributed media company wants it that way. Founded four years ago by BuzzFeed and HuffPo execs Ken Lerer and Eric Hippeau, NowThis […]
The Association of National Advertisers (ANA) filed comments with the Federal Communications Commission (FCC) on Monday that formalized its opposition to the FCC’s proposed set-top box rules. Under the proposed rules, companies such as Google and TiVo who manufacture their own set-top boxes could access content from multichannel video programming distributors (MVPDs) without having to […]
TV or digital? Birchbox is still making up its mind. The two aren’t mutually exclusive, of course, but the online beauty retailer has decided to press pause on its TV advertising efforts while it tests out the effectiveness of a targeted social-first brand campaign. “We turned off TV in February to make sure that we […]
“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 Maciej Zawadziński, CEO at Clearcode. Control and security over customer data, especially personally identifiable information (PII), is a hot-button issue among advertising tech and marketing tech companies due to the […]
“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Joseph Lavan, vice president of data and insights at Netmining. Perhaps you have heard the news – there is an election this year. Whether it’s from your Facebook feed being flooded with the hottest of hot […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Not Lovin’ It McDonald’s ongoing creative review bars agencies from turning a profit on base compensation, leaving them to operate at cost to achieve undefined targets, Adweek reports. That’s why WPP backed out of the review, which requires agencies to turn around their pitches in just […]
After decades of specializing in hardware and on-premise servers, IBM is emphasizing its new-wave agency IBM Interactive Experience (IBM iX), a mashup of design, systems integration, analytics and the Internet of Things, with billings in the billions. IBM iX made three digital, design and brand agency acquisitions in a single week this winter when it snapped […]
Publishers are still working out journalism on mobile devices. While basic responsive design is usually a given today, mobile article formats haven’t dramatically changed. Most innovation happens on platforms like Facebook Instant Articles and Snapchat Discover – not on owned-and-operated sites. Which is why Quartz’s app, a conversational news app launched in February, is a […]
The Trustworthy Accountability Group (TAG) took the wraps off of its anti-fraud certification program on Monday, the culmination of more than a year and a half of foundation and coalition building. The program allows members of the digital supply chain – buyers, sellers and third parties – to earn a seal in exchange for proving […]
“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 Chris O’Hara, vice president of global data strategy and agency lead at Krux. Although it’s starting to become a well-worn aphorism, “data is the new oil” resonates more than ever. […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Dwight Ringdahl, senior vice president of technology at RhythmOne. The Federal Communications Commission’s (FCC) proposal to open up the set-top cable box is about a lot of things. It’s about reducing costs and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Value Buys The Republican National Committee (RNC) has committed $150 million to reserve digital video ad space, Kate Kaye reports for Ad Age. Taken alongside a recent $35 million reserved buy from Hillary Clinton’s largest supporting super PAC, the money suggests digital media is bouncing back […]
The web gets surfed and apps get downloaded. That’s the way it generally works. But Android Instant Apps – the ability to stream apps without having to install them – changes the math on that equation. Google trotted out its new app regime at its I/O developers conference on Wednesday amongst other flashier fare – everything from […]
“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 John Dempsey, senior director of mobile, Oracle Data Cloud, at Oracle. “Deterministic” isn’t the same as “true.” The industry has reduced cross-device accuracy to a single question: “How many of […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and executive vice president at CafeMedia. With the rapid growth of header bidding, publishers are now employing many supply-side platforms (SSPs) and demand sources in their technology stack. This benefits publishers, […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Little Birdie Told Me Twitter is extending its ad network. While the Twitter Audience Platform (TAP) previously allowed brands to drive to branding goals via ad units like promoted tweets, it’s now allowing more performance-focused formats, like mobile app installs. TAP will use the tech behind […]
More than half of US advertisers are unaware they’re buying “sourced” publisher traffic that may be riddled with bots and fraud, according to a study released Tuesday by the Association of National Advertisers (ANA). Sixty-one percent of advertisers are either “slightly familiar” or “not familiar at all” with sourced traffic. Only 5% of advertisers surveyed […]
Facebook and Google may hoover up 85% of incremental digital ad dollars, but that doesn’t mean it’s time for the LUMAscape companies to pack it in. Facebook is “not where the smart money is being spent,” said Jim Payne, co-founder and former CEO of MoPub, speaking at the Acceleration show hosted by mParticle in New York […]
Cardlytics, which helps advertisers like Starbucks activate audience data from bank partners like Bank of America, Citibank and PNC, is working with Drawbridge to assess how cross-device exposures affect online and in-store purchases. Drawbridge is the first cross-device platform to access Cardlytics Measurement, a tool that gauges metrics like average basket size and the view […]
One way to monetize free-to-play games is to make reward videos feel like they’re part of the game. Since its founding in 2013, Helsinki-based mobile game developer Next Games has raised $18 million, released two games, expanded to 70 employees and emphasized creative ways to implement incentivized ads. In its game “Compass Point: West,” a […]
When tech site Softonic was at its peak roughly three years ago, it attracted 120 million global uniques searching for downloadable computer software. But when mobile app stores took over the role of software search and review, Softonic and its peers got into the toolbar downloading business, accepting huge bounties from toolbar creators to push […]
Social influencers and content creators, many of whom first distinguished themselves by making and distributing content on a single platform (Instagram influencers, YouTube creators and Vine aficionados), are benefitting from platform proliferation. Nicola Foti, for instance, parlayed his experience making personal videos and sketches on YouTube for more than half a decade into a multichannel […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Nico Neumann, senior research analyst for programmatic marketing strategy and analytics at the University of South Australia. For many years, advertisers and publishers have discussed whether digital media buying should rely on the same measures […]
“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 Lisa Barnes, brand media solutions engineer manager at 84.51°. The Rule of Seven states that a consumer needs to be exposed to a marketing message seven times before taking action […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google’s World At its I/O conference, Google made a big splash in voice-activated search, where it competes with Amazon’s Alexa and Apple’s Siri. Its new Google Assistant UI chats with you “across devices and contexts.” And the intent data will be rich indeed. Per the company […]
Viacom and American Express on Tuesday announced Vantage Intent – a Viacom product powered by AmEx – to help advertisers use purchase intent to find audiences across TV, digital and social. As a premium offering within the data and audience platform Viacom Vantage, Vantage Intent is designed to analyze roughly $1 trillion worth of AmEx’s […]
Meredith Local Media Group, the division of Meredith Corp. that oversees 17 local broadcast TV stations and 13 local news sites, is making programmatic more of an imperative in its nationwide operations. Within the last year, Meredith Local centralized programmatic in-house, said Caley Lewis, director of programmatic partnerships for Meredith Local, using SpotX’s ad server […]
Rachel Weiss, L’Oréal USA’s VP of innovation and entrepreneurship, has some advice for any startup that comes a knocking: If you can’t share results, the deal’s off. “We’ve had so many great pilots I’ve believed in, but then I had to pull my hair out to figure out whether it worked or not,” Weiss said at […]
