CTV ad requests up 1,640% in 2018 | Programmatic's transparency efforts hindered by variable fees | Snapchat boosts ad targeting with location data
December 14, 2018
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CTV ad requests up 1,640% in 2018
CTV ad requests up 1,640% in 2018
(Sean Gallup/Getty Images)
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.
MediaPost Communications (12/13) 
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Hybridity: The New Video Monetization
The TV industry is changing at a breakneck speed. Are you keeping up? Comcast Technology Solutions and MTM collaborated on a report, The TV Futures Whitepaper, to help the media and advertising industries explore business model innovation in a converging media market and to develop new strategies for success. DOWNLOAD THE REPORT.
Marketing Trends
Programmatic's transparency efforts hindered by variable fees
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.
Digiday (free content) (12/13) 
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Mobile Focus
Snapchat boosts ad targeting with location data
Snapchat boosts ad targeting with location data
(Lionel Bonaventure/AFP/Getty Images)
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.
Adweek (tiered subscription model) (12/13) 
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Company Watch
Gas Station TV is a hit with digital publishers
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.
Digiday (free content) (12/14) 
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Brands & Campaigns
Ad Council, OMD create 15th "Project Roadblock"
Ad Council, OMD create 15th "Project Roadblock"
(Ad Council/YouTube)
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.
The Drum (12/13),  Campaign US (free registration) (12/13) 
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Pure Michigan unveils $2.3M festive push
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.
Crain's Detroit Business (tiered subscription model) (12/13) 
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Policy & Research
Movie revenue driven by digital, studios fixated on TV
Movie revenue driven by digital, studios fixated on TV
(Brendon Thorne/Getty Images)
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.
Marketing Dive (12/13) 
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IAB News
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.
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