Music and entertainment duo Billboard and The Hollywood Reporter are on an ambitious mission to reach 300 million video views each month. The sister publications have collectively crossed the 210 million monthly mark, thanks to a growth initiative dubbed “Project 300,” which centers on video of all varieties, said John Amato, president of The Hollywood […]
Media agency employees sitting for Facebook’s Blueprint certification exam may have flashbacks of their experiences taking the SATs. The exam, which certifies agency employees on every Facebook native ad product within its Ads Manager, Business Manager and Power Editor tools, is a multiple-hour affair that requires weeks of prep. Test-takers must roll up their sleeves […]
Facebook is taking the wraps off its header bidding solution, but it’s relying on partners to build the technology. On Wednesday, Facebook officially tossed its hat into the header bidding ring after a lengthy beta period by opening Audience Network as a demand source for mobile web publishers that work with a short list of […]
Nielsen Catalina Solutions is teaming up with Facebook on a cross-media measurement product that aims to analyze how the combination of digital and TV drive incremental sales lift for CPG advertisers. “The biggest ask from all advertisers has been to help them with comparability,” said Fred Leach, director of marketing science at Facebook, Nielsen Catalina’s […]
As a challenger to Shutterfly, the digital photo book startup Chatbooks has sought to carve a niche with millennials and moms since its 2014 launch. The brand’s initial marketing strategy has been mostly organic and word-of-mouth, but last fall it stepped on the paid media gas pedal and bought its first linear TV ad. Since then, Chatbooks has invested […]
Consumer packaged goods brands like Campbell’s Soup are the epitome of content and commerce. The company ladles up recipes and cooking tips through an online community, app and email newsletter called Campbell’s Kitchen. But socially distributed content increasingly is its main ingredient for success. To boost content engagement across its owned-and-operated site and social channels, […]
Hotel and travel brands are looking to pour more performance dollars into Facebook. For years, hotel operators have used the social platform as a source of online check-ins, reviews and customer service responses, but “the next step was taking it to advertising,” said Chris Georgas, digital marketing manager for Fairmont Hotels. After debuting its Dynamic […]
Facebook is again tackling cross-device measurement and attribution. Although its Atlas product struggled as an ad server in the marketplace, Atlas could successfully use Facebook IDs to measure across devices and help marketers assess campaign performance. Now Facebook is making those features available to marketers through its Business Manager, in a tool dubbed Advanced Measurement. […]
Mike Jones, the former CEO of MySpace, knows a thing or two about driving viral engagement with video. As co-founder and CEO of startup incubator Science Inc., he was an initial investor in Dollar Shave Club, which rose in popularity with a single video and was acquired by Unilever for $1 billion last July. Jones has a […]
ComScore had a rough go of it in 2016, with fierce competition from Nielsen and other media validation companies, culminating in its delisting from the Nasdaq this month. But CEO Gian Fulgoni also expressed disappointment with the performance of comScore’s digital ad measurement tool, Validated Campaign Essentials (vCE), during a corporate update on Friday. Though […]
Facebook will be audited by the Media Rating Council. (Pause for dramatic effect.) The company said Friday in a blog post that it plans to commit to an independent audit by the MRC in order to verify the accuracy of the measurement it delivers to its ad partners. Facebook had reportedly started talking to the […]
The Association of National Advertisers voted “transparency” as 2016’s marketing word of the year. Although this year is still young, “crap” is shaping up to be 2017’s word. “The reason why so much of digital marketing doesn’t work is because it’s basically crap optimized on crap,” Rishad Tobaccowala, strategy and growth officer at Publicis, said […]
Hootsuite aims to prove it’s not just your average social media management dashboard. The company – which was founded in 2008, the heyday of companies seeking to tame the social fire hose – revealed Tuesday it had acquired AdEspresso, a Facebook and Instagram ads platform, for an undisclosed amount. Hootsuite will roll out an enterprise […]
Whereas Facebook seems to have outgrown its app developer platform, Parse, Twitter more likely shut down its dev toolkit Fabric in a bid to slim down and focus on its future survival. In January, Twitter sold Fabric to Google and Facebook officially pulled its support of Parse one year after announcing its intention to do […]
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 […]
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 […]
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 […]
Tubi TV knows that not everyone wants to pay for premium content. “We see a strong desire among viewers who want free content, whether they’re viewers in search of value or subscription viewers who can’t find the content they want on their SVOD [subscription video on demand] service,” said Thomas Ahn Hicks, co-founder and head […]
The point of advertising is to provide value to consumers, but by its nature “advertising doesn’t do that,” said Gary Vaynerchuk, a serial entrepreneur and founder of VaynerMedia. Vaynerchuk’s observation, shared Wednesday at AdExchanger’s Industry Preview event, highlights the cognitive dissonance experienced by many ad tech practitioners, whose job security depends on metrics rather than […]
Brad Smallwood, VP of marketing science at Facebook, will take the stage Jan. 19 to talk all things measurement at Industry Preview in New York City. Facebook is at a crossroads in the way it relates to the media, thinks about monetization and measures ads. Right before Advertising Week, Facebook admitted to what became a […]
Arun Kumar, global president at Cadreon, will take the stage Jan. 19 to share Cadreon’s full vision for the future at Industry Preview in New York City. Walled gardens are cropping up across the digital ecosystem. “It’s just the way the world is going to be for the foreseeable future,” said Arun Kumar, global president at Cadreon. […]
Pulpix, a video platform that aims to increase the time consumers spend on publishers’ properties, has raised $850,000 in “pre-seed” financing. The two-year-old, Paris-based Pulpix is a Y Combinator startup whose backers include Studio VC, Ace Capital and angel investors such as Chon Tang, who invested early on in the video DSP TubeMogul. The startup […]
Facebook updated Dynamic Ads on Tuesday, allowing advertisers to target potential customers based on their interests and intent rather than just the specific products they’ve browsed. “We observe demographics and patterns of activity that indicate a person is really interested in a product category or a specific product and then we extrapolate from that information […]
Advertisers get a little antsy when they see headlines like “More Facebook Measurement Problems!” – but the sky didn’t fall when Facebook began what’s turned into an ongoing measurement mea culpa. “I don’t have a single client that doubts the social and economic performance and importance of Facebook and all of their platforms,” said Rob Norman, […]
Facebook’s app-install ads got a little face-lift Thursday with the launch of dynamic ads for mobile app installs. The ads, available through the Facebook Audience Network, let advertisers target users with dynamic app-install ads based on their recent product browsing history. Facebook first started testing the ads last summer along with an app event optimization […]
After a brief hiatus from television, Birchbox is reinvesting in the medium for a multiplatform holiday campaign. Birchbox, which sends beauty products to its subscribers every month, is using a 30-second TV spot and digital assets to message not just beauty-obsessed women, but also more casual makeup users or men who want gift ideas. Amanda […]
Adobe might have won TubeMogul’s hand in marriage, but there were several other strategic acquirers involved in the courtship. According to a US Securities and Exchange Commission (SEC) filing dated Nov. 18, TubeMogul’s sales process really began last November. Up until the time Adobe agreed to acquire the DSP in mid-November, 16 entities – including […]
Facebook admitted additional measurement errors Wednesday, along with policy and organizational changes meant to narrow the trust gap between marketers and the mobile world’s leading ad platform. The news comes less than two months after Facebook disclosed that it had been overstating video engagement results, prompting backlash from agencies and concern from other digital media […]
As many have pointed out, Donald Trump won the presidency while spending a fraction of what Hillary Clinton did on ads and technology. But his campaign had a more concrete paid media strategy than some may have realized. The Trump campaign worked with Cambridge Analytica on polling, digital media and data. The company’s head of […]
Facebook will disable targeting based on ethnicity for credit, housing and employment advertisers. ProPublica first reported the development. The move, announced Friday in a blog post by Erin Egan, Facebook’s VP of US public policy and chief privacy officer, follows criticism from policymakers about the legality of “ethnic affinity marketing,” which Facebook introduced two years […]
