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DATA REPORT: PyeongChang 2018 Winter Olympics

As we step into the arena of the PyeongChang Olympics, our SQAD Data Team started to dig into our MediaCost: National advertising cost data to see if there are any noteworthy trends for this year’s Games. We’ve made some interesting discoveries you might find interesting.

OPENING CEREMONIES

The average unit cost for a :30 ad during the 2018 opening ceremony averages between $544,865 and $665,946 – down 3% from the 2014 Sochi Games.

WEEK 1 -vs- WEEK 2

During the PyeongChang Games, CPMs (Cost Per Thousand) for Women aged 25-54 are seeing a 25% week-over-week decline, averaging between $152.22 and $179.06 in Week 2.

ALL PRIME

Compared to the 2014 Games, Primetime Household CPMs for the PyeongCheong Games are up 30%, averaging $49.78 – $60.72.

Primetime CPMs for Men 25-54 during the PyeongChang Games fell nearly 15% from 2014, averaging $94.46 – $115.45.

2018 Primetime CPMs for Women 25-54 rose nearly 130% compared to 2014, averaging $189.08 – $228.78.

Targeting Women 25-54 during Primetime for the PyeongChang Games costs twice as much (averaging $189.08 – $228.78) than targeting Men 25-54.

WEEKDAY PRIME

Weekday Primetime CPMs for Adults 25-54 for the PyeongChang Games are up 40% from the Sochi Games, averaging between $75.73 and $91.25.

Weekday Primetime CPMs for Women 25-54 during for the PyeongChang Games nearly doubled from the Sochi Games, averaging between $189.26 and $230.38.

WEEKEND PRIME

The cost of targeting Adults 25-54 during Weekend Primetime for the PyeongChang Games is up 12% from the 2014 Games, with average CPMs of $85.88 – $101.42.

Targeting Women 25-54 costs 75% more (CPMs averaging $193.98 – $232.36) than targeting Men 25-54 during the Weekend Primetime viewing of the PyeongChang Games.

WEEKDAY PRIME -vs- WEEKEND PRIME

During the PyeongChang Games, average Primetime ad costs on Weekdays are 3.5% higher than on Weekends.

Targeting male viewers 25-54 on Weekdays during the PyeongChang Games costs 20% more (CPMs averaging $139.04 – $165.54) than on the Weekends.

Weekday CPMs for Household CPMs during the PyeongChang Games average between $52.49 and $62.63, over 11% higher than Weekends CPMs.

WEEKEND AFTERNOON

Running a :30 ad on a Weekend Afternoon of the PyeongChang Games costs 17% more (averaging between $422,689 and $505,278) than for the 2014 Sochi Games.

During the 2014 Sochi Games, ad costs on Saturday were 33% higher than Sunday; but, the PyeongChang Games average around the same price for both days.

By |February 9th, 2018|SQAD Data Reports|0 Comments

5 Game Changers Every Advertiser Must Know in January 2018

SQAD POD: 5 Game Changers Every Advertiser Should Know – January 2018

Industry news and insights podcast curated from the world of advertising and marketing trends.

As the confetti settles and the last champagne bubbles pop, we’re off and running in 2018. Last year we saw significant shifts in the advertising industry, and 2018 is showing no signs of slowing down. So, we’re kicking off the year by looking at the growing trend of smart devices, space marketing, coloring apps, science in advertising, and Facebook’s newsfeed makeover.

1. Smart Speaker or Ad Speaker?

With the speed at which personal technology is advancing, it won’t be long until our current sense of privacy becomes a thing of the past. Homes are increasingly decked out in smart technology (read: active listening devices) that turn your lights, control your door locks, keep an eye on things with security cameras, and even mange the temperature. More and more home appliances are being connected to data-sharing cloud networks, and marketers are seizing this as an opportunity to find their way into people’s homes. Amazon, as you know, has been in talks with large brands including Proctor & Gamble about promoting sponsored content on its Echo device. Delivering ads on the Echo will give Amazon a game-changing position in the advertising world as an adaptive delivery platform with real-time consumer data delivered from the heart of our homes. The added layer of advertising will take Alexa (and other connected devices) to the next level – giving Amazon an unprecedented control in consumer marketing. As the central hub of consumer buying habits, it can manage the entire process from what products are being promoted to the price being paid for the products. Only last year we were looking for someone to break the Google/Facebook duopoly, and now it looks like Amazon is going to dominate an entirely new ecosystem.

2. Advertising That’s Out of This World

When you run out of creative ideas for marketing on Earth, where is the next best place to look? Into space, of course. Brands are now tossing around the concept of space marketing – out-of-this-world ideas range from sponsored spacecraft and gear, to actual billboards on the surface of the moon. You heard that right, the Japanese lunar exploration company, ispace is considering creative space photo-ops, which involve building a billboard on the moon, projecting a logo or branded content onto it, then capturing a photo of the billboard with Earth in the backdrop. Questions of “Why not just use Photoshop?” aside, advertisers are predictably wary of the ROI on projects as ambitious as this. But, with companies like SpaceX and others talking about space tourism, maybe getting some billboards on the moon for fly-by tourism is just the next step in the “road-side” advertising market. If nothing else, they would be redefining out-of-home marketing… WAY out of home.

3. Adult Coloring Is An Ad Goldmine

Adult coloring books have ascended the physical page and found a new place in the digital world, and marketers are jumping on the advertising opportunities. Large companies are now buying ad space in coloring apps, often in the form of 15-30 second videos that play before users could access premium coloring pages. They are also buying branded coloring pages; for example, Kellogg’s featured a paid page on the app Recolor where users could color in a collage of cartoon Pop-Tart treats surrounding the playful bubble-lettered copy “Pop It Like It’s Hot”. The appeal of coloring apps lies in the power it gives to brands to create more interactive experiences, rather than just passive experiences via banner ads available on regular game apps. Some brands have even ventured outside of already established coloring apps to make their own, such as Timberland and Marvel. These types of apps are used by a growing number of adults to help relieve stress. Thus, brands leveraging digital coloring, whether in the form of sponsored pages or their own app, are creating positive experiences that help users associate brands with feelings of joy and relaxation.

4. Bioscience in Advertising

Advertisers are constantly trying to push the limits of creativity to deliver content that will delight consumers and generate buzz. Now, bioscience is finding its way into ads – and people are talking. When Ikea promoted their “Ikea Family” program with an ad for a crib, no one thought twice, but when the full-page ad asked expectant mothers to pee on the page to reveal a special discounted price, the Internet lost its collective mind. Using an innovative pregnancy test embedded in the print ad, the company’s agency created a buzz-worthy ad that extended beyond the confines of the page and captivated the imagination of a global audience. It’s not hard to see how this ad went viral. It has it all: pregnancy, babies, discounts, and pee. It’s a level of creativity that will likely change the game and set a new bar for print advertising.

5. Facebook Thinks You Should Call Your Mom… Not Domino’s

Facebook is tweaking the newsfeed algorithm again to refocus engagement on friends and family rather than news articles and sponsored content. This means the system will prioritize posts from those in a user’s personal circles while deprioritizing posts by pages and paid publishers. Zuckerberg has come to terms with the idea that this may decrease the amount of time users spend on the platform – but he is willing to take the cut in exchange for more “meaningful interactions.” This transition leaves advertisers wondering, “How will we get our content in front of the right audience?” Paul Mead, chairman of London-based media agency VCCP Media, says “it’s simple mathematics… Less time on Facebook and fewer ads can only mean that the ads that do show are more expensive.” Not only does this mean advertisers will need to pay a premium for better ad targeting, organic posts from publishers and brands may very well be invisible if they are not being paid to be promoted. Media outlets, which rely heavily on Facebook’s newsfeed algorithm, are gearing up for the extreme makeover, with some redirecting readers to download their own apps. This is a significant relationship status change between advertisers and Facebook… and it’s got everyone regrouping.

By |January 18th, 2018|Game Changers|0 Comments

5 Game Changers Every Advertiser Must Know in December 2017

SQAD POD: 5 Game Changers Every Advertiser Should Know – December 2017

Industry news and insights podcast curated from the world of advertising and marketing trends.

The holiday parties are ramping up as the advertising industry is ramping down for the end-of-year calm before the New Year blitz. As 2017 drifts off into the winter sunset, we’re taking a look at some game changing trends in the advertising industry including Disney’s new deal with 21st Century Fox, net neutrality, Kroger’s venture into retail media, Condé Nast upfronts, and how cryptocurrencies will change advertising transactions.

1. There’s a FOX in the House of Mouse

In the age of mega-mergers and massive media empires, Disney is taking its omnipresence to new heights with the announced deal to acquire a large portion of 21st Century Fox. This massive $52.4 billion-dollar deal will make Disney parent to Fox’s film studio and cable channels, which include the Marvel franchise, National Geographic networks, Fox’s local sports channels, among a number of other valuable assets. However, the most apparent game changer of this deal is Disney’s new leadership position in Hulu. Fox’s 30 percent stake in Hulu will be added to Disney’s existing 30 percent stake, giving Disney majority control of the streaming service. The takeover will give it a boost against competitors with video services of their own like Apple and Amazon, and most of all, Netflix. In the land of online video, Hulu will most likely become the most dangerous weapon against Netflix. Disney could leverage this new asset to strong-arm NBCUniversal (another Hulu partner) regarding licensing programming to Netflix… meaning FOX and NBC could join Disney in abandoning Netflix. With this acquisition, Disney is setting the foundation and strengthening the position for its own disruptive over-the-top streaming service said to launch in 2019. It is not an exaggeration to say that this consolidation could give Amazon Prime Video, Netflix, and Apple’s Entertainment strategies a major competitor, and make Disney a one-stop-shop for cross-channel advertising.

2. Net Neutrality: Marketers Beware?

Now that the net neutrality regulations have officially been scrapped by the Federal Communications Commission, and the U.S. Congress has yet to step in to save the open Internet, many are asking how the advertising industry will be effected by this shakeup. If Congress does not act, large telecom companies like Verizon, AT&T, and Comcast will take control of the content, access, and distribution of ideas for all Americans. From a marketing standpoint, you’re going to be paying more to reach your audience, and playing wack-a-mole with the ISP’s to get your ads in front of your buyers. Simply put, marketers with the power to access better Internet speeds may end up pushing out the smaller players and startups that don’t have the resources to buy priority access to their audience. At the end of the day, the repeal of net neutrality will turn the current level playing field into an innovation desert as new ideas, products, and services may never get a chance to find their consumers. Ultimately, it will reshape how advertisers operate in the digital space – potentially endangering creativity and competition. It will also impact the consumer side by reducing the amount of choice and diversity of what we see in terms of ads. Massive telecoms will have total control over what content is being delivered to consumers and the speed at which they are delivered. It will change the game for everyone.

3. Kroger Jumps into Retail-side Media Advertising

Kroger, one of largest grocery brands in the U.S., is shaking things up as they look to become a player in the advertising world. With the help of the data insights subsidiary it acquired three years ago – which they plan to leverage for developing new ad formats and managing ad sales strategies – Kroger’s plan is to transform its retail and online presence into a competitive ad platform. It will be expanding their advertising through direct response and email campaigns, utilizing its treasure trove of data collected from their loyalty program, mobile apps, websites, and all 2,800+ stores across the country to target consumers. Kroger is also planning to build out a programmatic platform scheduled to go live next year. Obviously, this integrated ad strategy would be appealing to companies like Nestlé or P&G who could target their baby food, cereals, toilet paper, laundry detergent, and the endless number of goods they produce directly to consumers at the point-of-sale. This creative approach by Kroger to integrate traditional, online, and out-of-home advertising into a unified ad platform could set the groundwork for an entirely new approach to consumer targeting. Time will tell.

4. Upfronts: Not Just for Television Anymore

Condé Nast is rolling up its advertising sleeves and introducing upfront opportunities for the videos it produces online, creating a chance for publishers to sell ads in a way very similar to how they would on traditional TV. Instead of having ads available for purchase at any given time, Condé Nast wants to offer upfront buying for ads in 2018 through its new offering Condé Nast Prime. But that’s not all – it also plans to roll out 1 Billion Views, an opportunity for a company to build its very own publishing brand. The media conglomerate prides itself on the quality of its content, especially in a day and age where brands are wary of the dark and unsafe parts of the web that their ads can end up in. Condé’s CRO and CMO Pamela Drucker Mann calls their new upfront opportunity “the new primetime featuring scale, quality and talent that are creating deep connections between brands and audiences.” This has the potential to shift the advertising landscape in a better and safe direction, and it could be a game changer.

5. Cryptocurrencies Are Shaking Things Up

It seems almost impossible nowadays to hide from the public fervor surrounding blockchain technology, especially with the exponential growth of Bitcoin. So, it’s no surprise that the hype of cryptocurrency is its making its way into the advertising world. As previously discussed, various parts of the advertising industry can harness blockchain to pool together information and foster better, more seamless collaboration without the reliance on one party’s data. Now, MadHive, which develops blockchain technology for advertising, is generating a cryptocurrency called Mad Tokens that will support their blockchain network. They will initially begin using the currency for connected TV ads, before moving onto linear TV and digital. MadHive is currently in the process of raising $25 million in Bitcoin to fund the initiative. The use of cryptocurrencies has the potential to shake up the advertising industry as we know it, allowing for more real-time digital transactions, ultimately changing the way advertisers are compensated, as payments happen through a secure server that is not owned by anyone. Cryptocurrencies could eliminate tasks that are currently assigned to middlemen like ad tech companies; it could peel back many of the layers involved in online ad buying and provide advertisers a more direct line of sight from their money to the actual ad. It will open the doors to more transparency. But, as the craze of cryptocurrencies continue, we can’t ignore some of the glaring warning signs – the potential of malware designed to mine for these digital coins. As with all the growing technology, we should proceed with caution.

By |December 21st, 2017|Game Changers|0 Comments

Geopath Partners With SQAD To Integrate Enhanced OOH Cost Data Into Planning Platform

Geopath Members Can Now Access Enhanced Analytics and Cost Insights to Plan and Execute OOH Campaigns.

New York, NY – December 11, 2017

Geopath, a not-for-profit organization whose mission is to provide audience location measurement to the out-of-home (OOH) industry, today announced the integration of SQAD’s OOH cost database into the company’s OOH Plan platform, Geopath’s market averages planning tool. Geopath members who are also SQAD subscribers will now have access to enhanced analytics and cost insights to plan and execute OOH campaigns.

SQAD, the advertising research, analytics and media planning software company, introduced OOH cost data to their MediaCosts platform in April.

“The integration of SQAD’s OOH cost data further establishes Geopath as the premier resource for buyers and advertisers pursuing OOH strategies,” said Kym Frank, President, Geopath. “As we move toward the launch of Geopath’s Insight Suite next year, we continue to pursue partnerships with analytics and data providers to deepen our platform and provide our members with the tools needed to design and execute highly effective OOH campaigns.”

“The integration of SQAD’s OOH cost data further establishes Geopath as the premier resource for buyers and advertisers pursuing OOH strategies.” – Kym Frank, President, Geopath.

When accessing the Geopath OOH Plan platform, members who are subscribers to SQAD’s MediaCosts: Local OOH will now have a range of new information including CPP and CPM data, historical rate levels for each media format in a market (highest, lowest and average), and projections for changes over the next two quarters. This enhanced data covers the top 100 DMAs and CBSAs, making it easier to plan and budget with greater transparency and accountability. Planners and advertisers will gain greater visibility into how OOH can be incorporated as part of a multi-channel marketing strategy.

“The strength in OOH lies in that it cannot be blocked by an ad-blocker or skipped on a DVR player, which ultimately contributes to the effectiveness of this platform,” said Marc Krigsman, CEO of SQAD. “Thanks to advancements in the OOH data and new technology innovations, advertisers now have a broader reach and unprecedented cost transparency – allowing more accurate cost measurements, better buying decisions, and stronger cross-channel strategies. The integration of MediaCosts: Local OOH data into the Geopath research platform further brings out-of-home data into a more prominent role in the media planning process.”

“Thanks to advancements in the OOH data and new technology innovations, advertisers now have a broader reach and unprecedented cost transparency – allowing more accurate cost measurements, better buying decisions, and stronger cross-channel strategies.” – Marc Krigsman, CEO, SQAD

Geopath will host a webinar on December 15th at 2:00 PM to educate members and provide guidance as to how the new SQAD data can most easily be accessed and utilized. To register for the webinar, please email geekout(at)geopath(dot)org.

ABOUT GEOPATH
Founded in 1933, Geopath is the industry standard that powers a smarter OOH marketplace through state-of-the- art audience location measurement, deep insights, and innovative market research. The organization is headquartered in New York and governed by a tripartite board composed of advertisers, agencies and media companies spanning the entire United States. For more information, please visit http://www.geopath.org.

ABOUT SQAD
SQAD LLC. has been an industry leader for more than four decades, providing more than $1 trillion in transaction-based, real cost data for local and national broadcast, cable, and syndicated television, as well as local radio, and Hispanic TV & Radio advertising. Along with their MediaCosts and MediaLogic product verticals, they also provide the mission-critical media planning software, MediaTools – a robust and flexible enterprise planning solution for advertisers and agencies around the world.

By |December 11th, 2017|Press Releases|0 Comments

5 Game Changers Every Advertiser Must Know in November 2017

SQAD POD: 5 Game Changers Every Advertiser Should Know – November 2017

Industry news and insights podcast curated from the world of advertising and marketing trends.

It’s time to unbuckle the belt and settle in for the holiday feasts. This time of year, we like to give thanks to the advertising world, which keeps things interesting with hot new trends and revolutionary technologies. This month, we’re talking about the potential for AppNexus to take on the great the Facebook/Google duopoly, the new Twitter Promote feature, Big News from Cheddar, a possible ad-supported version of Amazon’s Prime Video, and the increasing use of web-based virtual reality.

1. AppNexus: Does It Stand a Chance Against the Big Guys?

For the past few months, much of the advertising industry talk has centered around the duopoly of Facebook and Google, with increasing chatter about Amazon being the most viable third player to disrupt the dynamic. However, equipped with higher levels of automation and data science, AppNexus believes it has what it takes to successfully face up against the advertising giants with its arsenal of new ad-buying software. The newly overhauled software allows advertisers to more easily buy digital ads by automating the manual bidding process involved in programmatic buy transactions. In addition to making the programmatic buying process more seamless, AppNexus is planning to more effectively store and process the vast amounts of data that brands regularly collect for their analytics and reporting. From the looks of it, this tech company is coming directly for Facebook, Google, and Amazon as a real contender.

2. Twitter Promote for Small Businesses

Thanks to Twitter Promote Mode, small businesses are now able to more conveniently promote tweets on Twitter. The new feature allows brands to simply toggle between regular Twitter and Twitter Promote Mode with the click of a button. Once it’s activated, the page tweets are automatically amplified to the most-relevant audience. Imagine, a small company selling soaps can turn on Promote Mode, and now their tweet about participating in the local craft market will be pushed into the feeds of possible buyers. While this new feature gives small businesses a “set it and forget it” ad strategy, the simplicity does come with limitations, as the targeting is not as robust as Twitter’s regular ad platform. Regardless, Twitter is looking to Promote Mode to give small businesses with little to no marketing strategies a hassle-free way to get on the Twitter ad bandwagon. With any luck, the ease-of-use for Promote may give Twitter the boost they need to pick up their declining revenue numbers.

Cheddar Big News is Big News

With all that’s happening around the world today, it’s no surprise that news viewership is on the rise… and it’s also no surprise that video networks and platforms are trying to cater to this demand. Cheddar, a business video network, has its sights set on launching another channel to deliver national and world news, seizing on the opportunity to gain a wider audience and increase its ad revenue. The video network says it is on track to reel in around $11 million in advertising-related revenues this year, relying on its ongoing native ad sponsorships that start at $100,000 per month for entry-level, as well as its higher-level customized ads. While Cheddar’s new channel, Cheddar Big News, looks like a direct competition to long-running news networks like CNN, it may point to something bigger: the fight against cable companies like Xfinity that provide CNN. Cheddar is now available for streaming on platforms like Facebook and Sling TV – according to Cheddar CEO Jon Steinberg, the news channel will stream in “every OTT bundle available in the U.S” by the middle of 2018. The wide distribution network and ongoing advertising deals will set Cheddar apart from traditional channels, with the potential to transform how people consume news.

Amazon Prime Video… FREE for Everyone? Maybe.

As we’ve been discussing, cord-cutting is the future as more and more consumers reject traditional pay-TV options and move their dollars to on-demand streaming services. For many, one of the big draws for cutting the cord is the promise of commercial-free programming – endless binging without the interruptions from Hidden Valley (trying to convincing you vegetables are still good for you when drowned in mayo and buttermilk). However, Amazon is apparently toying with the idea of a free, ad-supported version of its Prime Video. It’s easy to see the hook: You’re watching “Mozart in the Jungle” and you see an ad for paper towels… one click later it’s in your cart ready to check out next time you’re shopping. As of now, Amazon is negotiating licenses for TV programming and movies that viewers could have access to beyond original shows like “Transparent” and “Man in the High Castle”. Offering an ad-supported version of Prime Video may very well change the game for how advertisers drive purchase habits of consumers with… just… one… click.

Brands Are “Virtually” Everywhere

Thanks to constantly evolving technology, brands have a lot of freedom to discover the most effective way to reach their target consumers. Advances in virtual reality, for example, are allowing brands to introduce consumers to a whole new level of product engagement. The latest to take on the virtual world is the new Jumanji movie. They have worked with developers to create a VR experience without requiring the use of specialized gear (like Samsung’s Gear VR or Facebook’s Oculus Rift). Using React VR, a technology that allows VR to be written in JavaScript, Jumanji’s VR experience is available through most web browsers right within the Facebook Timeline. This shift in accessibility means that virtual brand engagement is not just a fringe technology for early-adopters. From an advertising standpoint, it won’t be long before we’re seeing cross-platform VR content as promoted ads on Facebook, Twitter, and beyond, running side-by-side with traditional content.

By |November 18th, 2017|Game Changers|0 Comments

NFL Sees Lower Sept. Scatter TV Ad Deals

By: Wayne Friedman
November 6, 2017

…SQAD says that across all NFL broadcasting networks, there was an average decline of 6.7% in September compared to the same month in 2016 for TV commercial sales in the scatter advertising market — a marketplace that occurs after long-term upfront advertising deals are made in the summer.

October went in the same direction as September — down 11% as an average among all networks. NBC was up 14% to $675,939 and Fox was down 27% to $403,407. CBS was also down 27% to $300,888, while ESPN headed up 7% to $313,642…

Read more at: MediaPost

By |November 7th, 2017|In The News, News Room|0 Comments

Ad Prices Down for Most NFL Broadcasters

By: John Lafayette
November 6, 2017

…SQAD says that so far this season, among the networks that carry NFL games, only NBC is showing an increase over last year in commercial prices. Spots on NBC are selling for between $716,489 and $878,778 for 30 seconds, an increase of 13.75% from last year.

Despite the gains at NBC, across all networks that carry the NFL, spot prices are down 6.7% compared to a year ago.
Spots on CBS’s NFL games were down 19.16% to a range of $313,847 to $366,965. On ESPN, unit costs on Monday Night Football were down 15.67% to a range of $262,905 to $319,0868…

Read more at: Broadcasting & Cable

By |November 7th, 2017|In The News, News Room|0 Comments

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5 Game Changers Every Advertiser Must Know in October 2017

SQAD POD: 5 Game Changers Every Advertiser Should Know – October 2017

Industry news and insights podcast curated from the world of advertising and marketing trends.

We’re unpacking the sweaters and heating up the chai tea… that must mean autumn is finally here. But, before you drive into the mountains to watch the leaves change, or binge on Halloween candy, we’re taking a minute to get you updated on what’s happening in the world of advertising. This month, we’re talking about Google’s new Insight Engine Project and Stamp tools, Amazon’s full-court press as an advertising platform, the ability to read minds and manipulate consumers, and Adobe’s programmatic platform for connected TV ad targeting.

1. Part I: Google Using New Data to Attract Publishers

Once again, Google is stepping up its game against its biggest rivals, Facebook and Apple, to win the hearts of content publishers with the promise of providing them with the same valuable data it already offers its advertisers. The Internet giant says it will offer publishers previously unavailable data on website visitors traffic – including age, relevant search history, gender, and more – in a new tool it’s releasing known as the Insight Engine Project. The data will be a part of DoubleClick, Google’s ad sales management platform for publishers, and will allow publishers to more granularly target their ads through Google’s programmatic exchange as it reorganizes the vast amounts of raw data tracked on websites into an easy, readable format. It will also bring machine learning to DoubleClick, granting publishers insight on how their sites are performing against competitors. And as if that was not enough, they will also gain access to key ad metrics to aid in forecasting. The Insight Engine Project aims to help publishers pave the road ahead in a world where data and technology are vital, not just to success, but survival.

2. Part II: Google Swipes Another Snapchat Feature

It seems like poor Snapchat can’t catch a break these days. Every time it rolls out some cool new feature to attract more users, another platform is standing by ready to snatch it up and make it their own. Up next for cloning is Snapchat’s Discover section – the in-app media hub for entertainment & news content targeted at the coveted app users – which offers an engaging mobile experience unlike any other and has been serving as a significant source of revenue for the company. And surprising no one, Google has announced a platform that basically mimics Discover – only, they’re calling it Stamp, for some reason. Like on Discover, Stamp users will be able to swipe through headlines and trending stories just like they were texts, photos, and videos in an app. And to add insult to injury, Google will be digging into their very deep pockets to pay publishers (such as Conde Nast, Hearst, Vox) to produce content specifically for the service. While Google isn’t planning to sell any ads on the platform at the time, you can bet the advertising giant has big plans to monetize their new efforts. Meanwhile, Snapchat is trying to stay relevant and solvent by chasing startups and small businesses – hoping to get them to advertise on the app by luring them in with offers like free branded filters and early access to ad products. All of this in the hopes they can develop long-term strategic partnerships and box out Google and Facebook. If you stop and think too much about it, you might almost start feeling sorry for Snap… almost.

Amazon Gets Aggressive as an Advertising Platform

Amazon is cooking up some serious advertising initiatives, making moves to break out of its reputation as solely being a global marketplace and establishing itself as a respectable player in the world of ads and paid content. Amazon has been making serious moves in the advertising world, so much so that we have covered them in at least three recent Game Changers. It’s no secret that they are making aggressive moves and rising up as a serious player to disrupt the advertising duopoly of Google and Facebook. Now they have set their sights on adding 2,000 new jobs to New York City, mostly in advertising, and is planning to add more advertising features such as TV-like ads on its Thursday Night Football programming on Prime Video and self-service programmatic tools. In an advertising world that has long been dominated by the two giant powerhouses, Amazon is gaining speed at a spectacular pace. With their ambition, aggressive market plays, and seemingly infinite cash reserves, Google and Facebook should have one eye over their shoulder.

If Brands Could Read Your Mind

Imagine a world where brands had the power to read the minds of consumer… would they use this power for good or for evil? We may not need to wonder for much longer. The online auction-commerce giant eBay has launched what they are calling the Inspiration Zone, an experience where they hook participants up to an electroencephalogram headset that detects brain wave activity. They are then given 20 minutes to complete a series of number exercises and browse through an art gallery. Afterwards, based on the neural feedback provided during the seemingly mundane tests, participants are shown a shopping list specially curated by a deep-learning AI machine. In theory, the machine knows your brain and what you want, and can deliver far more tailored and relevant product recommendations. While you may not initially think you need the new DSLR camera or the vegetable spiralizer the AI is suggesting, the mere suggestion in the list may tickle your subconscious and suddenly hours or days later, you’re just itching to get the new gadgets. Is this just harmless efficiency or subconscious mind manipulation that creates inescapable urges to purchase unneeded items by bypassing the reasoning areas of your brain? While eBay says that it will not be utilizing this technology for marketing purposes, it’s only a matter of time. Maybe someday, your phone will be reading your mind and complicit in your new shopping addiction.

Adobe Expands Connected TV Advertising

As more households hook their TVs up to Rokus, Chromecasts, and other connected devices, advertisers are searching for new ways to capture the growing audience. Earlier this year, Adobe launched the Adobe Advertising Cloud to compete with major ad tech firms, offering tools for advertisers to manage TV and digital buying across platforms. Just this month, the company enhanced their Advertising Cloud with a new tool that will enable digital marketers to better target connected TV audiences through a cross-screen planner. Adobe is hoping to expand programmatic advertising, which has traditionally been used in digital, to the TV space. The Planner gives advertisers the power to execute linear TV buys, digital buys, or combinations of both using household-level data from both first and third parties. Additionally, Adobe is partnering with Nielson (for planning purposes), as well as a range of networks including A&E and Discovery. In a landscape where ad-supported, connected TV services are increasing at a rate of 30% month-over-month, Adobe seems to be making the right moves to lead the way in cord-cutter advertisement targeting.

By |October 16th, 2017|Game Changers|0 Comments