Cannes Lions gets a serious makeover | FCC about to give TV networks, advertisers more tracking data | Programmatic auctions: First-price vs. second-price
November 15, 2017
C Space SmartBrief
Digital entertainment, advertising and marketing news
Top Story
Cannes Lions gets a serious makeover
Cannes Lions gets a serious makeover
(Richard Bord/Getty Images)
Ascential has revealed an overhaul of the Cannes Lions festival for 2018, including cutting it back from eight days to five, reducing the cost of attendance and the number of awards, and working with the city to offer more competitive hotel prices and fixed price menus at restaurants. Publicis Groupe has praised the alterations and said it will plan to return to the festival in 2019.
Adweek (11/13),  The Wall Street Journal (tiered subscription model) (11/13),  MediaPost Communications (11/13),  The Drum (Scotland) (11/13) 
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Monetizing Content
FCC about to give TV networks, advertisers more tracking data
The Federal Communications Commission is preparing to approve a new standard that would allow TV broadcast companies to track and gather data about viewing choices to enable TV advertisers to target ads more effectively. Next Gen TV enables TV broadcasters to track viewing of their programming across devices and platforms.
Bloomberg (free registration) (11/14) 
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Programmatic auctions: First-price vs. second-price
Publishing executives discuss the merits of first-price and second-price auctions for programmatic advertising and why there's a tentative shift toward the former. "The reason people are moving to first-price is because of transparency," says Business Insider's Jana Meron.
Digiday (11/14) 
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Integrated Marketing
Snapchat unveils Audience Filters
Snapchat unveils Audience Filters
(Lionel Bonaventure/AFP/Getty Images)
Snapchat has launched a new ad unit called Audience Filters, which can be purchased via its self-serve platform, Audience Manager. The format is essentially the same as Sponsored Geofilters, but it is targeted primarily based on audiences instead of locations.
Marketing Land (11/14),  Campaign US (free registration) (11/14) 
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YouTube now offers concert-ticket buying via Ticketmaster
YouTube now offers concert-ticket buying via Ticketmaster
(AFP/Getty Images)
YouTube has teamed up with Ticketmaster to enable music fans watching videos on its platform to directly purchase tickets to their favorite artists' gigs. Concert listing information will be featured below official music videos on the site; when users click on that information, they will be directed to Ticketmaster to buy tickets.
VentureBeat (11/14),  Adweek (11/14),  MediaPost Communications (11/14) 
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Mountain Dew's 360-degree video experiment shows promise
Mountain Dew's 360-degree video experiment shows promise
(Sean Gallup/Getty Images)
Mountain Dew's 360-degree video campaign promoting an innovative virtual reality game achieved a 22% click-through rate and more than 100,000 views this summer. Nevertheless, the brand is planning to move forward cautiously before rolling out similar campaigns.
Digiday (11/14),  Marketing Dive (11/15) 
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Advertising Campaigns, Confidant spread global kindness and Confidant celebrated World Kindness Day by putting up three "kindness walls" in Times Square in New York, Cape Town and London to encourage consumers to share thoughtful messages to spread love. The campaign also includes digital videos starring animated, sad characters who suddenly perk up when a kind message reaches them.
Adweek (11/13) 
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Association News
Develop an advertising strategy for streaming video
Content is king, but for ad-supported streaming video services the right advertising strategy can be the prince of profitability. Content attracts audiences and audiences attract advertisers, but the ad-supported streaming video business model is much more complex. New research from the Consumer Technology Association explores these qualities in detail in order to understand the optimal ad-supported video approach from the viewer's perspective. Read about the study in It Is Innovation (i3) magazine.
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