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The Laura Ingraham Ad Boycott Is Still Going, But Fox News Isn’t Budging

By: Jeremy Barr
April 13, 2018

…SQAD, an organization that measures the cost of advertising, said that Ingraham’s show has seen previous, week-over-week drops in price throughout the first quarter of the year that make the drop between last week (when she was on vacation) and this week seem less noteworthy…

Read more at: Hollywood Reporter.

By |April 13th, 2018|In The News, News Room|0 Comments

March Madness Grows 5% In National TV Ad Dollars, Ratings Down

By: Wayne Friedman
April 3, 2018

…SQAD, the media cost and analysis researcher, says that for the NCAA championship game the average cost for a 30-second commercial simulcast on Turner’s three networks ranged between $1,427,120 and $1,712,231. This is a 3% jump from last year’s final game, which ranged between $1,387,933 and $1,660,956…

Read more at: MediaPost.

By |April 4th, 2018|In The News|0 Comments

WSJ: CMO Today – April 3rd 2018

By: Lara O’Reilly
April 3, 2018

…TBS’s ad sales team was probably celebrating, too. The average cost for a 30-second spot during the game ranged between $1.4 million and $1.7 million, a 3% jump over last year, according to media-research firm SQAD….

Read more at: Wall Street Journal.

By |April 3rd, 2018|In The News, News Room|0 Comments

5 Game Changers Every Advertiser Must Know in March 2018

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

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

Spring is about to bust out all over, and soon we’ll be pulling out the picnic blankets for fun days in the park, laying on the grass and playing in the sun. But before the final snow flurries of winter are gone, we’ve got time to look at the exciting new advertising trends and industry news stories. This month we’re talking about cutbacks on primetime ads, local OTT advertising, even more media mergers, sponsored direct messages on Facebook Messenger, and advertising in the era of Time’s Up.

1. In Primetime TV Ads, ‘Less Is More’

Viewers of This Is Us (and other NBC shows) will soon start noticing their favorite primetime shows are being interrupted less frequently by commercial breaks. In an effort to bring viewers back to the couch, NBC is planning to reduce the amount of ad slots in primetime programming. Beginning in the fourth quarter, it plans on reducing the number of primetime ads by 20 percent and the amount of ad time during primetime by 10 percent. Similarly, Fox wants to reduce ad time on its channel to two minutes per hour by 2020. So this begs the question: How will the reduction impact advertisers? Along with reducing its ad spot inventory, NBC is also introducing new formats that would allow advertisers to include real-time commentary about the show (as they would do on Twitter), commercials that would play on a part of the screen while the programming is still running, and something they call a “prime pod,” which is a 60-second piece of national ad time during the first or last break of a show, featuring only two sponsors. Shortened primetime ad times and new ad formats will definitely lead advertisers to rethink their strategies.

2. Local Over-The-Top Advertising Gains Steam

One of the largest broadcasting companies in the U.S., Sinclair Broadcast Group, is making moves to drive local advertising on connected TV and over-the-top services – a strategy that has (until now) been hard to justify due to the lack of data around local viewership. However, Sinclair is ready to change your mind and give local businesses the assurances they need to buy into OTT advertising. By joining up with Tru Optik, a data company that manages ads for connected TV and measures OTT viewing, Sinclair wants to empower local advertisers with data that will prove they are getting the best bang for their buck. This move to draw in local OTT advertisers will only be amplified if its acquisition of Tribune Media is approved – a deal that will give it ownership of well over 200 local stations in the major markets, and give it a stronger foothold in a media world currently being transformed by cord cutting and OTT streaming. Can they rejuvenate the stagnant local advertising market? Perhaps targeting OTT ads to specific household demographics is just what local advertisers need to get on board. Time will tell.

3. Comcast Reaches for the Sky

Comcast has thrown their name in the ring for the acquisition of the Sky News, bidding against 21st Century Fox for the UK pay-TV giant, and they are in it to win it with an enormous $31 billion bid on the table. This is a deal that could be a game changer for Comcast, giving them the ability to expand in Europe and possibly work around tight U.S. regulations that are limiting some domestic growth. Above all, the acquisition would help expand their OTT services, which is particularly important after it lost 33,000 traditional pay-tv customers in the last quarter of 2017. While these giant mergers are changing the landscape of media and advertising, they certainly do not come without pushback – most notably from the U.S. Justice Department, which has its hawk eyes on media consolidation acquisitions. The Department is concerned mega-companies could lead to monopolies, higher prices, and less competition – which would, in turn, lead to less innovation. On one hand, it will benefit the big players at the top, and on the other, consumers will be deprived of choice. We’ll have to wait and see which side wins out.

4. Facebook Messenger or Spam Folder?

Though many consider Facebook to be a social media network, it is in fact a robust and complex advertising machine. It’s safe to assume everything it does, has (or will have) an advertising revenue model attached to it. Case in point, the company is now looking to its Messenger platform to boost revenue by allowing businesses to schedule sponsored messages to people who have already used Messenger to contact that business. The messages will be blasted and targeted to users with customized text, images, and a call-to-action button. While this personalized way of advertising makes the business-to-customer experience more intimate, many may be left with trust issues. Essentially, Facebook is creating a policy that says, “if you contact a company on Messenger you are opting in to unsolicited marketing.” While this may seem like good news for advertisers (removing the expressed consent process from communication marketing), the unintended consequences could be driving consumers out of Messenger all together, and/or cause users to think twice before communicating with a company in Messenger or on Facebook. Maybe the potential of losing Messenger users in an attempt to create paid push advertising, is an acceptable risk for Facebook… after all, they have WhatsApp sitting in the wings to take the place of Messenger if they burn their goodwill with consumers.

5. Advertising in the Era of ‘Time’s Up’

While advanced technology and format innovations often drive game changing trends in the advertising industry, sometimes cultural shifts and political sentiment can be just as disruptive to the status quo. The latest to shake things up is a group of 180 female CEOs and top agency executives, who have come together to form a group called Time’s Up Advertising, with their sights set on addressing issues related to sexual harassment and gender inequality within the industry. Their goal is to drive efforts to make the advertising environment safer and more inclusive through policies, practices, and actions. What began with 14 C-suite female players with a vision of industry transformation at the start of the year, has since become a team of 180 women-strong. The group is holding its first community meetings in New York, Los Angeles, San Francisco, and Chicago on May 14. The tremors of the “Time’s Up” movement are being felt across all industries, and it will undeniably shake the grounds of the advertising world, too.

By |March 21st, 2018|Game Changers|0 Comments

5 Game Changers Every Advertiser Must Know in February 2018

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

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

February is when the weather can’t decide to be spring or winter, and we’re all trying our best to hold tight to those New Year resolutions. Gym workouts may not be as consistent as you want and everyday feels like a “cheat day,”…but while resolutions may be faltering, game-changing trends in the advertising world are holding strong. This month, we’re talking about a possible CBS/Viacom merger, the mobile revolution of live sports, Facebook Watch versus YouTube, how brain studies could optimize advertising, and Salon becoming a mining operation.

1. On-Again, Off-Again – CBS & Viacom Are Back Together

After a well-documented breakup back in 2005, CBS and Viacom are in serious conversations to reunite once again. As media competition expands, margins tighten, and content is everywhere, mega-mergers are looking like the best chance for some companies to stay alive and relevant. The Disney/21st Century Fox, as well as AT&T/Time Warner are turning up the heat for other media companies to join forces or get left behind. The partnership of CBS and Viacom would position the new company on a strong competitive footing by consolidating the content from both companies into a unified eco-system. While the Viacom content could help CBS boost its paid subscription service CBS All Access (which is currently suffering from limited content value), it could in turn help Viacom make something of their Philo streaming service – analysts speculate that the services will merge to rival Hulu, Netflix, YouTube, and the soon-to-come Disney streaming service. An added game changer could be that CBS will have a leg up in securing the NFL broadcast and streaming rights. Big alliances like this one tend to shake things up, create more innovation in the space, and challenge the status quo. It’s worth keeping an eye on this as part of the larger trends reshaping the TV landscape as a whole.

2. Big Things for Live Sports on Small Screens

Live sports have been staple programming for traditional TV thanks to a dedicated audience chained to their couches, captive to the messages of advertisers. However, shifting viewing habits and expiring broadcasting agreements for the NFL (due in 2022) and the NBA (due in 2025) have the entire industry rethinking their strategies. With dwindling viewership numbers for traditional broadcast TV, platforms like Verizon (with its newly acquired Yahoo Sports resources) are throwing their hat in the ring for broadcast rights. Verizon is expanding their agreements with both the NBA and the NFL to boost mobile streaming access with the goal of becoming the leading source for live game viewing. The NBA deal gives Verizon an exclusive on streaming games with League Pass and the use of clips for new Yahoo NBA shows. Their deal with the NFL gives Yahoo exclusive streaming rights to games on Sunday, Monday, and Thursday nights. Sports viewing on handheld devices will allow Verizon to offer more personalized ad experiences while expanding the viewing experience – not only can they hone in on specific audience preferences, they can experiment with different forms of multimedia such as augmented reality, the timing of commercial breaks, and even different announcement crews. If Verizon can make mobile the new dominant viewing platform for live sports, we may be seeing a game changer for traditional broadcast networks.

3. Facebook Watch Is Going After YouTube’s Creators… AND Advertisers

The latest chapter in the Facebook versus Google saga is all a about video – more specifically, video advertising. Facebook has been sitting down with media agencies to discuss its plans to expand Watch with the intention to go directly after Google’s YouTube. It is also planning to implement an advertising system where creators could upload their content for free and earn a portion of the revenue from the ads placed on the video. Sounds logical, right? Facebook says they are planning to create a tiered advertising system and allow the purchase of ads on specific shows, similar to how traditional TV sells ads. Companies can pay a premium to advertise on top performing shows, which they hope will also weed out of lower quality shows – a problem that plagues YouTube advertisers. Facebook has their sights set firmly on YouTube and is addressing many of the concerns advertisers have related to content and quality standards. We’ll have to see if Facebook has what it takes to unseat the streaming king.

4. Understanding the Brain to Optimize Advertising

The brain is complex and mysterious, dictating everything about how we perceive our reality and ourselves. Understanding how the brain works means understanding how to make ads that truly resonate with (read: manipulate) consumers, right? For instance, after a recent study, neuroscientists found that ads shown in a premium editorial environment were viewed 17% longer, with 29% higher engagements than ads shown on social media platforms. While ads on social media could capture people’s attention, they were less likely to make a long-term brand impact or drive engagement. The take away – not only does it matter who you target, but where you target your consumers. Diving deeper into brain studies could be a game changer for the way how, where, and why we advertise.

5. Put On Your Mining Hat to Read Salon.com

For some quick background, mining cryptocurrencies entails two main functions: releasing new currency and recording actions into the blockchain, which is a shared public ledger of every single transaction and the ownership of every cryptocurrency in circulation. It’s a process that requires a special program and massive computing power, and news company Salon has found a unique way to use crypto-mining as a way to regain lost revenue from adblockers. When a visitor visits the Salon website while running an adblocking they are met with a popup, giving them to option to either disable their adblocker (allowing traditional revenue generation through ad impressions) or have their ads suppressed in exchange for hijacking their computing power to mine cryptocurrency while on the site. The core of this business model is simple: in exchange for an ad-free experience on Salon.com users are giving the publisher their computing power. Salon’s chief executive Jordan Hoffner asserts, “The way the media business is going, it needs new path. I think we are the first to actually make it as [part] of the business model in publishing.” This is an interesting turn of events for ads, blockers, and revenue generation. Let’s see if this model catches on.

By |February 27th, 2018|Game Changers|0 Comments

On Disruption And Destabilization In TV

By: Randy Cooke
February 13, 2018

…An advertiser, for example, could option a broadcast network ad in a specific program for a $20 demo CPM or target the same demo in the same program only in Los Angeles for a $200 CPM. Demographic values vary greatly across Nielsen’s 210 designated market areas (DMAs), with SQAD high-average prime CPMs for adults 18-49 in 1Q topping $1,500 in Glendive, Mont., Nielsen’s smallest DMA…

Read more at: AdExchanger

By |February 14th, 2018|In The News|0 Comments

Prices for Olympic Games Spots Mixed, Says SQAD

By: Jon Lafayette
February 9, 2018

…For all of primetime, NBC is getting between $538,499 and $650,241 per 30 second spot, down1.8% from what it got for the Sochi games, according to SQAD.

On Thursday night (Feb. 8), the first day of competition in PyeongChang, overnight household ratings were down 6% from the same evening of competition in Sochi.

The price for weekday primetime spots is up 2.2% to $561,421-$676,553 from $552,316 to $558,904….

Read more at: Broadcasting & Cable

By |February 12th, 2018|In The News|0 Comments

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