Facebook debuts in-stream video ads for publishers | Online audio holds big potential for advertisers | Consumers' shopping pics spur social buzz
August 18, 2017
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Facebook debuts in-stream video ads for publishers
Facebook is now giving advertisers the option of running ads in the stream of publishers' videos, similar to TV commercials. The new feature, as well as Facebook's planned launch of a separate, YouTube-esque video service, aims to put Facebook in sharper competition with online rivals and traditional television.
The Wall Street Journal (tiered subscription model) (8/17),  Marketing Land (8/17),  Variety (8/17) 
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Marketing Trends
Online audio holds big potential for advertisers
Online audio holds big potential for advertisers
Radio advertising is migrating to digital in the form of online audio, offering several advantages for advertisers, including immunity to ad-blocking, viewability bots and various forms of fraud. The development opens a new field of possibilities in podcasting comparable to the dawn of paid search, writes Didit co-founder Kevin Lee.
Marketing Land (8/17) 
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Consumers' shopping pics spur social buzz
Shoppers are sharing more images of their finds on social media and the influence of consumer-generated content is proving greater than what brands say about themselves, according to a survey from BazaarVoice. "Increasingly, we are seeing products and brands becoming a significant part of the social experience," the report says.
Women's Wear Daily (subscription required) (8/17) 
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Mobile Focus
Twitter celebrates the hashtag's 10th birthday, looks to future
Twitter celebrates the hashtag's 10th birthday, looks to future
(Loic Venance/AFP/Getty Images)
In this interview, Twitter executive Dara Nasr talks about how far the platform has come and where it's headed, with next week marking the 10-year anniversary of the hashtag. Nasr discusses combating trolls with machine learning and better reporting, plus why the platform is focused on creating mutually rewarding relationships with media companies, such as news publishers and TV networks.
The Drum (Scotland) (8/17) 
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Company Watch
Reddit woos advertisers with autoplay video spots
Reddit is rolling out autoplay video ads without sound, which have been trialed by brands such as A24 and Dazn. The platform is trying to woo advertisers with its 50,000 sub-communities, with a "conversational and commenting" feature aligned with the videos, says Zubair Jandali, Reddit's vice president of sales.
Advertising Age (8/17),  TechCrunch (8/17),  Digiday (8/17) 
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Brands & Campaigns
Vogue tells Google Home users about its Sept. issue
Vogue has teamed with Google to bring its September edition to life on Home devices, with users able to ask the device to unlock voice content from the magazine's writers about the articles they have written. Print ads are running in the magazine to promote the Google Home tie-in, and the collaboration is "the first of its kind," a Google rep said.
Adweek (8/17) 
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Policy & Research
GroupM releases global viewability standards
GroupM releases global viewability standards
WPP's GroupM is rolling out global viewability standards that mandate that 100% of ad pixels are in view for a certain amount of time across all formats. Pre- and mid-roll video impressions must be instigated by users with sound on and watched for at least 50% of their duration, and social video impressions can be user-initiated or auto-played, with sound on or off.
MediaPost Communications (8/17),  The Drum (Scotland) (8/17),  AdExchanger (8/17),  Advertising Age (8/17) 
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Strong growth seen for content marketing with a boost from mobile, social media
Global content marketing revenue is on track this year for 14% annual growth, duplicating last year's gain, according to a forecast by PQ Media. The report also highlights the role of mobile apps, noting that they are "go-to" platforms for posts on social media.
MediaPost Communications (8/16) 
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IAB News
AR, VR, 360-degree videos and more: Transition to the IAB New Ad Portfolio
The IAB New Ad Portfolio includes guidelines for new digital content experiences such as augmented reality (AR), virtual reality (VR), social media, mobile video, emoji ad messaging, and 360-degree video ads. The new ad portfolio allows for creative to adjust to a variety of screen sizes and resolution capabilities.

The new ad units integrate aspect ratio-based flexible ad sizes, and also incorporate the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising within all of its mobile, display, and native ad formats. Learn more at iab.com/newadportfolio.
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IAB Programmatic Fee Transparency Calculator
The IAB Programmatic Fee Transparency Calculator is a first-of-its-kind tool that advertisers, agencies, and publishers can use to analyze the costs of ad technologies and services that are commonly applied within programmatic executions. Better understanding of the fees each party incurs should allow for greater pricing transparency across the supply chain.

The tool asks users to input planning rates and budgets by channel, and then select the ad technologies that are being applied. Once that information is entered, the calculator tabulates the overall cost of the ad technology layers and their percentage share of the effective CPM. To use the IAB Programmatic Fee Transparency Calculator, please visit iab.com/calculator.
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