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.
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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.
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.
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.
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.
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.
Kindness.org 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.
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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