Almost 30 billion connected TV ad requests were made last month, compared with slightly more than 1.7 billion in November 2017, representing 1,640% growth year-over-year, Beachfront reports. Roku has taken 87% of connected TV ad requests this year.
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Variable fees offered by programmatic supply-side platforms are confusing ad buyers and leading to transparency concerns, writes Tim Peterson. PubMatic, AppNexus, Rubicon Project and Index Exchange have all confirmed that they don't deal in variable fees because of those transparency worries.
Snapchat has released new location advertising products in time for the holidays, including a re-engagement audiences tool that lets marketers retarget people who have visited their physical stores and use their data to form look-alike audiences. "I foresee this being a helpful functionality to expand reach for brands," said MediaCom's Steve Carbone.
Digital-first publishers are flocking to partner with Gas Station TV, which has 18,000 at-pump locations nationwide. So Yummy, First Media's Blossom, Chive TV, Cheddar, CNET, MLB, What's Trending, The List and Stadium have signed on with GSTV.
The Ad Council and the Television Bureau of Advertising are rolling out the 15th annual campaign of "Project Roadblock" to urge drivers not to drink and drive, for which local broadcast TV stations donate airtime. A spot, "Buzzed Driving is Drunk Driving," was created pro bono by OMD.
Pure Michigan has launched a $2.3 million holiday push that features weather-triggered interactive billboards designed to tout the festive, snowy fun that can be found in the state. The campaign also includes a dedicated landing page, a TV ad and encourages social users to share their stories and tips using #letswinter.
Movie studios invested just 14% of their marketing budgets in digital despite online content playing a role in 46% of box office revenue, Neustar reports. Additionally, studios invested 82% of their budgets in television advertising, which accounted for just 42% of box office revenue driven by media.
2018 IAB Data Rock Stars and Rising Stars Announced
IAB and its Data Center of Excellence announced the winners of the 3rd annual IAB Data Rock Star Awards at the IAB Data and Mobile Symposium in NYC. Representing companies including Acxiom Research, Nielsen, Adobe, Reveal Mobile, Lotame, Valassis Digital, and GroupM, winners demonstrate excellence, artistry, and innovation within the field of data.