Say you’re an advertiser plunking down $5 million for 30 seconds of prime Super Bowl ad time. You’re going to want to make sure that campaign drives some sort of action online. But between Facebook, Google and Twitter, how do you choose what to use? According to a report released Monday, Google’s attribution engine, Adometry, […]
Watch out YouTube. Facebook is coming for your video ad honeypot. In his first week back in the saddle after the birth of his daughter Maxima, CEO Mark Zuckerberg told investors on the company’s Q4 earnings call that Facebook will explore the launch of a video-specific property, possibly an app that would compete with Google […]
There’s a world of difference between achieving mass reach and engagement in multiplatform video. Just ask Stephanie Horbaczewski, CEO of the fashion and beauty multichannel video network (MCN) StyleHaul. StyleHaul was among the first YouTube MCNs to join larger companies (Maker/Disney, Fullscreen/AT&T and Chernin Group, Collective/ProSieben) when German broadcast giant RTL Group purchased a majority […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Hadrien Bouchrara, solutions architect at Facebook. It’s time for another installment of “Ad Tech: The Acronyms Awaken.” In November, the IAB released VAST 4.0, its new video ad-serving template, for public comment. Since VAST […]
At 1.55 billion monthly active users and growing, Facebook’s audience reach is massive. And Facebook is hammering out constant improvements to the video discovery mechanism in the news feed. But the social platform remains largely in experimental mode with video, and agencies and publishers are chomping at the bit for a clearer monetization path and […]
Sandwiched somewhere between the smart cars and $599 headsets at CES, Facebook dropped a mini-bomb by way of its developer blog when it revealed Thursday that LiveRail – the video ad server, SSP and publisher monetization platform it acquired in 2014 – would exit the ad-serving business. Facebook purports the move will allow it to […]
With a tight marketing budget and a brand on the turnaround, Volvo is open to experimentation. Which is one reason why it’s a launch partner for Time Inc.’s Real Time ad product, which places the Volvo brand next to Time Inc.’s trending content on social media. The advertising product adds Volvo’s logo to Time Inc.’s […]
For several months, IPG Mediabrands’ ad tech unit Cadreon has been testing Google’s cross-device measurement system, baked into DoubleClick advertiser products as of June. Krish Sailam, senior product manager of mobile for Cadreon, said the trading desk has run a few beta tests with advertisers, and noted conversion uplift has consistently reached the double digits. Cadreon […]
Six out of 10 marketers would reallocate their media spend if digital media owners failed to supply sufficient third-party measurement, according to new findings from the Association of National Advertisers (ANA). In an ANA survey of 154 members conducted this summer, 90% of marketer respondents also said they are “not fully confident” that their working […]
Marketers are known for demanding ROI and previous results before they embrace new strategies, but they’re going all-in on the assumption that mobile will be a far more prosperous channel this year than in previous holiday seasons. Industry analysts like eMarketer project a strong holiday for retailers, with mobile commerce expected to grow 32.2% over […]
