TV broadcaster is letting people watch fewer ads on its channel by using a trick adapted from the internet


People are doing whatever they can to avoid TV ads and Fox, the broadcasting giant wants to help them. The broadcaster has teamed up with the video tech company Innovid to bring new interactive ads to people’s TV screens designed to engage viewers and satisfy their desire to watch fewer ads. Specifically, viewers will be able to chose to watch a specific longer ad from a brand like Trident or Clorox, and, in return, they’ll be able to stream a show like FX’s “Atlanta” with limited commercial interruptions.

These new interactive ads – Fox calls them “Engagement Ads” – have already debuted on FX’s connected TV app (FX Now) via Roku devices, and Fox is planning to roll it out on multiple network’s digital platforms. These ads are available only when people stream content on demand, and not during live TV.

The ad product was born out of TrueX, the ad-tech company 21st Century Fox. For a while, TrueX ads were mostly limited to desktop experiences; a person streaming an episode of “Gotham” on Fox.com could choose to watch a longer ad upfront in exchange for seeing fewer ads during the rest of the show.

This type of “watch an ad for longer content sessions” offering has become more common on digital outlets like Hulu and Spotify. But TrueX’s challenge has long been getting enough scale to make interactive ads compelling enough for ad buyers. Bringing the functionality to connected TV viewing, or OTT in ad-industry parlance, should help.

Fox’s move comes at a time when the TV industry is grappling with the rise of ad-free content streaming on services like Netflix and people ditching cable altogether. As a remedy, many in the industry have advocated reducing the number of ads on TV.

Turner has experimented with this tactic, and Fox has been testing six-second ads during NFL broadcasts. The trick will be for TV networks to ensure they can charge advertisers a high enough premium for these type of interactive ads to make up for any revenue lost from running fewer ads overall. Though Fox has been running the consumer choice ads for years, putting them on the TV screen has proven a technological challenge, said Tal Chalozin, cofounder and CTO at Innovid. On-demand viewing is fragmented (people connect using devices ranging from Apple TVs to Amazon Fires to Xboxes), and because consumers expect TV streaming to be seamless, so translating the digital ad tech to TV was not simple.

But the even bigger challenge is getting people accustomed to interacting with TV ads when they’re used to watching TV passively from the couch. Thus, the ads have to be both compelling and simple. Fox says it has been testing the new product on the FX app, and to date, 50% of viewers have chosen to interact with the brand’s video ads. The new interactive ads are rolling out on the TV apps for the Fox network and National Geographic Channel, in addition to FX. But Fox wants to bring this product to the rest of the industry. It has rival network A&E on board, for example.

(This article is sourced from Business Insider)

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New research study suggests that most TV companies are unprepared for advanced TV advertising.

Research from broadcast and digital management software provider SintecMedia has found that 60% of all TV media companies rely on home-grown technology to sell their inventory, making it difficult to adapt to new advertising technology and processes. The study surveyed TV media executives and agency media buyers about the future of TV, problems facing media companies and how media companies plan to manage advanced TV advertising and delivery. Fundamentally it found that TV media executives believe that their companies are unprepared for changes. Less than a third (31%) believe that their company has what they need to sell digital and linear TV in a single streamlined process.

Additionally, the survey revealed that TV media executives are not aligned with media buyers about several key advanced TV elements. While TV executives were found to believe that TV ratings metrics will become the standard for multichannel and advanced TV advertising, agencies believe that the impression will become the significant metric. TV companies felt confident that the TV department would take on more digital sales while agencies believed that digital will take on more TV sales.

The study also highlighted that the demand for advanced TV inventory is founded on fast transactions, easy delivery and big scale. It revealed that technical and organisational friction within TV companies range the danger of creating barriers that could frustrate media buyers looking for easy ways to buy audience-targeted campaigns from TV companies, potentially giving digital companies like Facebook and Google a window of opportunity. Yet on an optimistic note, the research shows that TV companies are, however, in a good position to grab market share in advanced TV if they can overcome technical and operational hurdles quickly.

 

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Paris voted to ban ‘sexist and discriminatory’ outdoor ads

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The Council of Paris – the assembly responsible for governing the city – voted on Tuesday for a new contract for outdoor advertising in the French capital, which includes a ban on any “sexist and discriminatory” ads appearing across the city.

The new contract, effective November 20, 2017, calls on the outdoor advertising company JCDecaux — which won the contract — not to distribute any ads including:

  • Sexist stereotypes
  • Homophobic images
  • Any degrading, dehumanizing, or offensive representations of women and men
  • Ethnic discrimination
  • Discrimination of nationalities
  • Religious discrimination
  • Ageist images
  • Images that adversely affect human dignity

Paris mayor Anne Hidalgo said in a press release: “After London and Geneva, which already put in place similar measures, Paris is showing the way by taking all possible actions to prevent the distribution and promotion of images degrading to certain categories of citizens.”

During Paris Fashion Week, the capital’s outdoor advertising sites because the center of attention over a series of “porno chic” ads from fashion brand Saint Laurent that showed underweight models in fishnet stockings. The French advertising watchdog, Autorité de Régulation Professionnelle de la Publicité, said it had received more than 200 complaints about the campaign and made the fashion brand take down its ads.

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UK newspapers are teaming up to take on Google and Facebook in the online ad market

UK national newspapers The Sun, The Guardian, The Daily Mail, and The Times are teaming up in a bid to ward off the threat of Google and Facebook to advertising revenue. According to City A.M., the newspaper groups are working on a “feasibility study” into how they can work together to boost their ad income.press_0

The “well-resourced” project, named Project Juno, is reportedly being chaired by advertising executive Steve Booth, who also chairs media agency MC&C. “The newspaper industry has been overly competitive within itself,” Booth told City A.M. “And it would more likely be able to face its more obvious competition if it were united in its approach.”

The Guardian Media Group has been among a number of publishers to note the growing threat of Google and Facebook to ad revenues. The company’s digital turnover turnover fell 2.3% to $107.3 million in the 12 months to April 2016, with sources blaming the internet giants.

Project Juno is not the first time UK newspaper groups have clubbed together to tackle the volatile ad market. Titles including The Guardian, Financial Times and Reuters launched progammatic advertising network Pangaea last year, but the alliance has not been a roaring success. Digiday reported in June that Pangaea had generated “negligible” revenue for stakeholders including The Guardian. However, The Guardian’s chief revenue officer Tim Gentry told Digiday the alliance was going “from strength to strength,” having recently signed up Dennis Publishing title The Week and delivering over 500 campaigns.

In April, a similar newspaper alliance was formed in the US. Nucleus Marketing Solutions represents Gannett, Hearst, McClatchy, and Tribune Publishing and is headed up by former Mashable chief revenue officer Seth Rogin.

(Source: This article is reproduced from Business Insider)
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New survey suggests that TV Viewers are not skipping Ads.

The idea that technological advances in TV are enabling a wholesale skipping of TV ads is simply not true says a survey conducted by dynamic ad insertion specialist Yospace.

Yospace Consumer Research 29 July 2016
The survey — conducted in conjunction with Censuswide and measuring the appetite and attitudes of over 2,000 consumers towards advertising in the digital world — found that 88% of viewers across the UK do watch the adverts on live TV and just over three-quarters would be more likely to take notice of adverts during live television if they were personally targeted.

Viewers in general showed a keen interest in ads that were relevant to their geographical location, age and interests; a fifth stated that they want adverts that are relevant to where they live and the same percentage indicated that they would be more interested if the ad was relevant to their age group.

Furthermore, 55% of consumers said they would either be likely or very likely to look online for the product if an ad was targeted towards them personally, more than three-quarters (78%) said they would be likely to some degree to look in store for the product, or ask friends (64%) about the product advertised. Moreover, the majority of consumers (62%) said they had already taken follow up action after seeing an advert while watching live TV and more than one third had done so on several occasions

Not surprisingly, those in the 16-24 age range are most likely to take notice of personalised ads, with almost three quarters saying that they were likely, to some degree, to click on an advert they like online.

The research also highlights that viewers have a low patience threshold for poorly operating advertising. For instance, a quarter would consider switching channel if there were technical problems with adverts on live TV and nearly a fifth said they would think less of the broadcaster.

“Opinions were very strong in the survey, particularly among the younger audiences who will have a significant influence on advertising trends in the future,” remarked Yospace’s Tim Sewell. “Live advertising needs to be fast forwarded into the future generation – the interest in watching ads is evident. However, replacement advertisements need to be selected according to the demographic of the viewer, in real-time and delivered seamlessly to make today’s audiences sit up and take notice.”

(This article is reproduced / sourced from Rapid TV News)

 

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Battle of the Internet giants – In Real Time

The link below details in real-time a visualization of data showing you just how much money all the big boys in digital are making.

By the way, in the short 20 seconds that you’ve been on this page, these internet giants have profited $47,260 and around 50% of that went to Apple.

Battle of the Internet giants

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2015 in review

The WordPress.com stats helper monkeys prepared a 2015 annual report for this blog.

Here’s an excerpt:

A San Francisco cable car holds 60 people. This blog was viewed about 2,100 times in 2015. If it were a cable car, it would take about 35 trips to carry that many people.

Click here to see the complete report.

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Consumers choose selective Ad Blocking

Ad Blocking ImageThe past four months have seen a three-point rise in the proportion of UK adults using ad blocking software, but new research also suggests that many are only looking to block certain types of advertising.

The latest wave of the Internet Advertising Bureau UK’s Ad Blocking Report, was conducted online among 2,052 UK adults by YouGov. This found that 18% are currently using ad blocking software, up from 15% in early June.

But less than six in 10 (57%) people who’d ever downloaded the software said their main motivation was to block all ads; 20% said the main reason was to block certain types of ads or ads from certain websites.

Two particular bugbears were clear: disruptive ads and the sheer volume of advertising.

The most common reason people would be less likely to block ads is if they didn’t interfere with what they were doing (cited by 48%), followed by having fewer ads on a page (36%).

And while brands are often encouraged to develop relevant advertising as a way of deterring such activity, that by itself is not going to be enough: just 14% of respondents said they would be less likely to block ads if they were more relevant.

Concerns have also been expressed about the behind-the-scenes impact of ads on data loading speeds, particularly on mobile, but only 9% said faster loading of ads would make them less likely to block ads. And a mere 6% said better designed ads would have that effect.

“The small rise in people blocking ads is not unexpected considering the publicity it’s been receiving,” said Guy Phillipson, IAB UK CEO. “However, it does provide some perspective on the situation for those referring to an ‘adblockalypse’.

“More importantly, it also provides a clear message to the industry – a less invasive, lighter ad experience is absolutely vital to address the main cause of ad blocking.”

He also stressed the importance of educating consumers on the value exchange of advertising.

When told that ad blocking means some websites will have to stop providing free content or charge people to use them, 61% of British adults online said they would prefer to access content for free and see ads than pay to access content.

“If more people realise content is only free because ads pay for it, then fewer people will be inclined to block ads,” said Phillipson. “Only 4% are willing to face the other option – paying for content with no ads.”

This article is sourced from IAB UK & WARC

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McDonald’s launch a new takeout bag for cyclists on the go

McDonald’s has designed an innovative new takeout bag which is designed to hang from the handlebars of bicycles. Perhaps not suprising, the bag is named the “McBike Bag” and was designed by the advertising agency Tribal Buenos in Argentina.

mcdonalds-takeout-bag

The bag is made out of cardboard with the sides coming together to form a hook which can be hung over the bike’s handlebars. The bag has the capacity to hold a burger, fries & drink.

Here’s a video showing the concept behind the bag and how it unfolds:

 

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Nearly three-quarters of US advertisers shift spend to programmatic video

Emotional/psychographic targeting was cited as the most desired capability in programmatic video ads by US respondents (34%) followed by demographic targeting (28.3%), prospect-based targeting (27.1%) and behavioural targeting (23.3%). Viewability and completed views were cited as the top ways to measure of programmatic video ad success by respondents (24.7%), followed by views (23.9%) and interaction rate (22%).

Mobile is an area of particular focus. Advertisers are interested in the fact that they can access consumers anywhere, anytime. Content owners and network operators also have a wealth of data about their subscribers, like location data, demographics and psychographics, which can be brought to bear for personalized, relevant messaging.

That’s not to say there aren’t on-going concerns. In the Unruly survey, about a fifth, 20.8%, said they question the quality of inventory, while others worry about low levels of view ability (17.7%). They also wrestle with a skills gap and lack of internal expertise (158%) and ad fraud/bots (15.8%). Also, the survey found that the targeting is not necessarily leading to offline sales (45.1%), nor resulting in greater engagement with content (38%).

Further, a recent study by the Association of National Advertisers and Forrester found that only 23% of marketers said they understood programmatic and were using it to execute their campaigns. This is despite the fact that more than half of US publishers reported selling their premium video ad inventory programmatically in August 2014 (Adap.tv), while mega-brands like American Express and P&G vowed to shift the majority of their ad spend to programmatic by the end of 2014.

 

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