Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
In A Moment, Maybe
Twitter is asking top dollar from sponsors on its new Moments channel, which is a curated capsule of tweets, videos, photos and media surrounding a live event or news item, Digiday reports. It’s had some early adopters, including Starbucks, REI and Verizon, but there’s some hesitation as well. “$1 million was the price on the table. It was a bundled price — you had to buy the Moment as well as a Promoted Trend and media in Twitter,” said one top entertainment advertiser. “We haven’t done it yet as we need the price to come down.” More.
In an interview with Tim Peterson at Ad Age, GroupM digital chief Rob Norman reflects on Yahoo’s struggle to keep apace of (former) rivals. “Whilst I understand there are a bazillion Yahoo Mail accounts, I'm interested to know how many are active, how many are people's principal email accounts?” It’s a point not made often enough: Yahoo has survived on sheer volume and momentum (there are millions still on AOL dial-up, after all), but cross-device capabilities are the name of the game, and few keep Yahoo in their pocket. Read it.
Streaming Just Got Serious
Live video streaming has fizzled since Meerkat and Periscope broke out early this year, but it’s apparently heating back up again. Product Hunt just announced a deal with Blab for live video assistance, and Kanvas, AOL’s Periscope imitator, onboarded its first brand. The most significant new entrant to the category is Facebook, which just released its live streaming product. Others have struggled to monetize, but Brian Fitzgerald points out at The Wall Street Journal why Facebook is uniquely positioned to leverage live streaming. “After a slow approach, Facebook’s news feeds are now filled with videos, including clips that automatically play. It’s been a gold mine.”
Film studios have always been early adopters of new marketing channels. Snapchat, Twitch, Periscope and others can testify. Up next: messaging apps. Adweek’s Lauren Johnson reports on Disney/Pixar, Focus Features and Twentieth Century Fox’s efforts on messengers like Kik and Whisper. The goal, according to one entertainment marketing specialist, is content that has “a lot of social currency and can get passed along from one fan to another." More.
But Wait, There’s More!
- MarketShare Introduces TV Analytics Application - release
- Businesses Will Be Allowed On FB Messenger - The Next Web
- European Ad Tech On A Funding Spree - The Drum
- Time Inc. And GumGum Announce In-Image Ad Deal - release
- Why People Love The LUMAscape - Medium
- TV And IoT Cross-Device Capabilities In 2016 - eMarketer
- Report Claims Connection Between TV And App Installs - Gigaom
- Programmatic Sees Strong APAC Adoption - release
- The Tech Balkanization Of The Web - MediaPost
- Can’t Put Your Device Down? It’s By Design - NYT