IPG Mediabrands Predicts Mobile Explosion; Publishers Embrace Auto-Refresh Ads

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Digital Beats TV

In Australia, IPG Mediabrands says that TV spend will be overwhelmed by digital ad spend in 2014. The Australian Financial Review observes the details: “IPG Mediabrands has forecast an ‘explosion’ in mobile advertising over the next five years. ‘There is a complete disconnect between the time spent with mobile devices and the ad dollars being directed to the sector,’ IPG chief investment officer Victor Corones says. ‘It’s just going accelerate more and more as publishers discover better advertising solutions.’” Read more.

Ad Refresh

Some publishers are turning to auto-refreshed ads to boost ad sales, but advertisers may not be as keen on the idea of their ads being rotated out, Digiday points out. “When we buy an ad, we expect the ad to not change until the user refreshes the page,” said Media Kitchen president Barry Lowenthal. “These kinds of auto-refreshes also reduce viewability, which of course we’re all trying to avoid. I think it’s a shady way to increase revenue.” Instances where auto-refreshed ads make sense would be on a gaming site, for instance, which has users on the site for hours at a time. Read on.

Twitter Data Mine

Thomson Reuters is mining Twitter streams from third-party sources to build sentiment analysis and visualization into its Eikon market analysis and trading platform, according to TechCrunch. The company is not working directly with Twitter, but this just goes to show how useful Twitter’s data can be. Bloomberg did something similar when it incorporated tweets into its data stream, and companies like Dataminr and CNN are also taking advantage of the breaking news aspect of Twitter. Read more.

Super Bowl High

Advertisers spend a lot of time and money preparing for the Super Bowl, and Nielsen’s latest data proved that this was the most-watched Super Bowl, with 111.5 million viewers. According to Adweek, Super Bowl delivery records have been broken four out of the last five years. Despite the fact that the game was a blowout, people still tuned in. Read more.

Set-Top Data

Working with TV set-top data poses a complex set of problems. Simulmedia CTO Alison Lowery describes some of them along with their solutions in this four-part video interview with Charlene Weisler. When Simulmedia first began to chase down such data,it was “stuff they were basically throwing on the floor.” Since then that data — volume and rewind data, record data, program choices and other user actions, to name a few — has been largely productized and standardized. Watch.

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