Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Pushing Back On Netflix
Disney has worked out a licensing agreement on at least one ABC show that stipulates Netflix must run a four-second pre-roll video before episodes (not a full ad, but the ABC logo, some creative based on the show and ABC theme music). Netflix has fought and compromised over similar issues, such as allowing network logos on title cards, but the tension between telcos and Netflix is heightening. The WSJ’s Joe Flint quotes one anonymous studio chief saying, “They are going to have to find ways to accommodate the needs of the people they buy shows from. The platform should be obligated to offer that little bit of branding material.” Read on.
Paying Up On Hulu
Hulu is owned by the great media triumvirate of Walt Disney, 21st Century Fox and Comcast. Now the streaming service is looking to add a familiar face, pushing its three investors to sell off some shares to make room for Time Warner as an equal partner at a $5B valuation. This continues Hulu’s strategy of obtaining programming via ownership stakes, as the company positions itself as the broadcasters’ potential solution should they become disenchanted with Netflix. Read more at The Drum.
The Marketer Pot Of Gold
Online wish lists are a convenient bookmarking service for consumers, and a potential treasure trove for marketers. “It gives you live data about purchase intent and preferences, and allows you to use dynamic pricing to build up a relationship,” says Simon Hathaway, chief retail officer at the Cheil Network, to Ad Age reporter Emma Hall. With the traditional path to purchase replaced by a messy mix of search, sharing, research and leisure discovery, wish lists represent an oasis of intent. More.
Snap, Chat, Buy
Snapchat has been churning out new ad products and incremental revenue streams for months, but don’t expect that pace to fall off. According to Kurt Wagner at Re/code, the messaging app is “throwing all kinds of ideas at the wall to see what sticks.” On Friday, for example, it debuted a new lens store, where users can buy graphics and special effects for 99 cents. In September, the service also started allowing users to rewatch past posts for a small fee. But cents can add up to big dollars, and if Snapchat can demonstrate that users spend cash flexibly on the platform, there will be marketing implications. More.
But Wait, There’s More!
- Fake Reviews Are A Real Marketing Problem – Marketing Land
- Publishers Are Underwhelmed With Apple News – Digiday
- VisualDNA Partners With Adobe AudienceManager – release
- Comparing Facebook Vs. YouTube Video Ads – Adweek
- Addressable TV Ads Are Costlier, But Cheaper – Beet.tv
- Rocket Fuel Releases Holiday Shopper Report – release
- Google AdWords Intros SMS Retargeting – Search Engine Journal
- T-Mobile Is Building Free Streaming Partnerships – WSJ
- OpenX Debuts New Flexible Ad Unit Capabilities – release
You’re Hired!
