Nike Bets On App-Based Ads; Moat Gets Verified For Mobile Viewability

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The Surging App

Nike will heavily leverage app-based ads in its bid to grow ecommerce sales from $1 billion to $7 billion within five years. The company has kicked off a pricey campaign that includes considerable weather-targeting initiatives for its various products, according to Sydney Ember at The New York Times. “Advertisers are absolutely interested in apps because apps have higher engagement rates in terms of consumers interacting with brands on a mobile device,” testifies Xaxis CEO Brian Lesser. More.

Lowering The Drawbridge

Among the vendors anointed by the MRC to measure desktop ad viewability, Moat just became the first to get the same stamp of approval to track mobile viewability. CEO Jonah Goodhart said he thinks the change will nudge advertisers into mobile spending, as confidence builds that ads are being viewed (and not infuriating users). The MRC on the other hand can anticipate a barrage of emails from measurement vendors who probably aren’t keen on Moat being the only player with certification. Read more from Mike Shields at the WSJ.

For Brands, It’s A Snap

Snapchat is moving beyond native brand posts, and will now allow brands to provide graphics that users can insert into their “snaps,” reports Tim Peterson for Ad Age. The first advertiser to use it is 20th Century Fox, which is providing using images from “The Peanuts Movie” for people to insert into their posts. Using body and facial recognition technology, the sponsored lenses can actually interact with and wrap around pictures people post of themselves. Snapchat also just gave its first brand direct access to the Discover publisher portal. The money is rolling, though time will tell if there’s any user pushback on the new marketing infiltration. Read on.

Sharing Is Caring

It’s hard for the likes of online video and TV providers (HBO, Netflix, cable companies, etc.) to crack down on password sharing, as users may have legitimate reasons for access across many IPs, or who share within a family. But Charter CEO Tom Rutledge came out swinging against the practice in the company’s earnings call last week, writes Shalini Ramachandran at the WSJ. Rutledge attacked networks like HBO whose push for “TV Everywhere” has not corresponded with a rise in measurement and controls over who accesses the content – and who pays. Read it.

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