Promoting Programmatic; Twitter's TV Crystal Ball

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Programmatic Stunt

On Monday, DailyMail.com ran a full-page ad in The New York Times business section to promote…programmatic advertising. The offer reads like a buy-one, get-one-free deal to help the publisher sell more ads programmatically. Any company or media-buying agency that spends $150,000 or more on ads bought manually will be credited the same sum to purchase ads programmatically from DailyMail.com. The promotion also aims to increase the UK- based publisher’s business stateside, according to Daily Mail NA CEO Jon Steinberg. “We have a giant audience, people love the site, but we're very much an up and comer on the radar of the agency community," Steinberg told Ad Age. The WSJ’s Mike Shields follows up directly with Steinberg on the effects of the “stunt” here (subscription).

Must-See TV, According To Twitter

Nielsen surfaced a study on Monday that may incentivize TV execs to invest more in Twitter. According to Nielsen’s data, activity on Twitter can indicate how successful a TV show may be before it premieres. “The findings do not necessarily mean that Twitter TV activity causes larger audience sizes,” Nielsen clarifies in a blog post. “But, even if the relationship isn’t causal, our current and recent research efforts increasingly indicate that Twitter TV activity and reach data can help networks and agencies make superior, data-driven advertising and program marketing decisions.”

Social Spend Will Soar

Speaking of investing in social, data from Salesforce suggests marketers plan to grow their social media ad spend by 70% in 2015, including mobile spots on Facebook, Twitter, Instagram, Snapchat and others. “One of the fears I had was that since social media advertising grew, you might see some brands fail to recognize you have to support the organic side of it as well," said Salesforce VP of marketing insights Jeff Rohrs. "Otherwise, those advertisements won't perform. But it looks like the advertising will be complemented by the organic side." Adweek has more.

Sweet Beacon Music

Location meets recommendation. In an announcement first teased at CES in Las Vegas last week, audio recognition app Shazam announced that it’s going to integrate its SDK into beacon provider Gimbal’s software to enable advertisers to recommend songs based on a person’s location. You’re walking down an aisle looking at soap brands and your phone gets pinged with a recommendation for “When Doves Cry”? Could be. In the words of Gimbal CEO Rocco Fabiano, the partnership is about “marrying the digital experience with the physical world.” Read more via The Next Web. (Update: TNW issued a correction, "Instead of recommending content based on location, users can instead use Shazam to examine nearby beacons and get content based on what’s surrounding them.")

Data Privacy Bill Of Rights

Speaking to the Federal Trade Commission on Monday, President Obama said the White House will unveil its long-time-coming data privacy “bill of rights” in February. An additional act that prohibits advertising to students will be included. “Data collected on students in the classroom should only be used for educational purposes, to teach our children, not to market to our children,” Obama said. But some privacy advocates have lingering doubts that the forthcoming bill will actually inhibit data-collection companies. “While the 'Bill of Rights' incorporates high-minded principles, we fear that at the end of the day, legislation will sanction our ever-growing data collection status quo,” said Jeff Chester, executive director of the Center for Digital Democracy. MediaPost has more.

But Wait! There’s More!

 

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