Madhive’s Jon Kaplan: With mass audiences more difficult to reach than ever, ad strategy should focus on targeting segments.
Sony Pictures has pulled the plug for now on any advertising on X/Twitter. In what is a rising tide, Sony is the latest Hollywood and tech company to leave the platform over X owner Elon Musk‘s retweet of a distinctly anti-semitic post about 48 hours ago. Musk’s promises Friday of new protections on X against hate speech has drawn some very rare praise from usual foil the Anti-Defamation League, but the moves seem to have done little to nothing to stop the growing corporate boycott.
Lionsgate Entertainment has suspended advertising on Elon Musk-owned X, a spokesperson for the company said on Friday. Apple is also pausing all advertising on X, Axios reported, after Musk backed an antisemitic post on the social media platform earlier this week.
IBM, a major advertiser on X, has pulled its spending from the social media platform, whose employees are grappling with what to tell its other advertisers, according to internal messages. X’s chief executive, Linda Yaccarino, and others at the company scrambled on Thursday to contain the fallout.
FreeWheel, a global technology platform for the television advertising industry, today announced that it has officially certified Transmit, a market leading technology platform that maximizes the revenue of streamed content, as […]
Amazon has spread its network into another platform, partnering with Meta to allow Facebook and Instagram users to purchase from their feeds the products being sold across the ecommerce giant’s network of sellers. The partnership comes with a built-in data-sharing clause for customers if the platforms are linked.
The Federal Trade Commission is asking a federal judge to reject efforts by the Interactive Advertising Bureau and other outside groups to weigh in on Amazon’s side in a dispute over its alleged use of “dark patterns.” The Interactive Advertising Bureau last month argued in a proposed friend-of-the-court brief that the FTC’s allegations against Amazon amounted to an attempt “to regulate and punish truthful statements made in advertising.”
To help advertisers transfer the leads generated by their marketing campaigns to Salesforce in real-time, TikTok has launched a new no-code integration for Salesforce Marketing Cloud. Leads captured on TikTok will be synced to Salesforce Marketing Cloud in real-time, the company says, which will help eliminate the time and effort previously required by advertisers to manually download their leads.
After one year of operation, Netflix’s ad-supported option will offer new advertising and measurement innovations. In 2024, Netflix will offer global advertisers new measurement data for “campaign verification” via third-party providers. It did not provide further details about this. During the past 12 months, Netflix has rolled out global third-party verification from Integral Ad Science and DoubleVerify, as well as measurement/business outcome data from EDO Inc. Netflix also launched Nielsen One measurement in the U.S.
Paramount Global said it was taking EyeQ, its digital video advertising platform, global. The move will make it easier for multinational marketers to run campaigns across the company’s footprint, which has been boosted by the international expansion of Pluto TV and the launch of the ad-supported version of Paramount+ in Australia, Canada and other markets in 2024.
In the year since advertising began running on Netflix, the company said it has reached 15 million monthly active users on its ad-supported subscription tier. That’s up from the 5 million MAUs announced last May and follows the company’s assertion in last month’s earnings report that the Basic With Ads tier grew 70% in the third quarter. The MAU metric, while common in the streaming ad sector, is not the same as paid subscribers. Netflix has not yet broken out how many of its 247 million global subscribers are on the entry-level ad tier, which launched in 12 countries before expanding globally.
Ferro says that 50% of new Disney+ subs are choosing the ad tier, as the company is set to launch it in global markets next month.
With a big ad spending election year around the corner, Magnite said it hired Erik Brydges as head of political demand, a new position at the company. Brydges was previously with Microsoft Advertising’s Xandr unit, responsible for Xandr’s political sales strategy as head of political. In his new post, Brydges will oversee Magnite’s political demand facilitation team, leading the company’s effort to connect political advertisers to key voters and constituents.
Former Fox News host Tucker Carlson’s new media company Last Country has officially signed its first advertising deal. The agreement, worth at least $1 million, was reached with conservative-friendly shopping app Public Square, also known as PublicSq., on Friday, according to the app’s CEO, Michael Seifert.
Alphabet Has Strong Ad Sales But Cloud Business Disappoints
A rebound in digital advertising led to an uptick in revenue and profit for Alphabet, Google’s parent company, but investors were underwhelmed by its cloud computing business, which badly trails those of rivals Microsoft and Amazon. Sales were up 11% from a year ago while profit jumped 42% to $19.7 billion.
Relo Metrics (formerly GumGum Sports), an AI-powered sponsorship analytics platform for real-time data decisions, announced a strategic partnership with SponsorPulse to validate National Hockey League sponsorship performance measurement to unprecedented levels of accuracy […]
X Corp. may have aspirations of transforming its microblog formerly known as Twitter into the “everything app,” but one thing it has a lot less of since Elon Musk acquired it, is share of social media ad spending. Twitter/X’s share has dwindled to 5% of U.S. ad spending compiled by Guideline from actual invoiced media buys processed by the major agency holding companies and big independent media agencies. That’s down from 12% in the period preceding Musk’s reign, which closed Oct. 27, 2022.
Google has been working on a “conversational experience” with a small group of advertisers during the past few months that could once again change the way advertisers build ads. Through the small pilot, the company has heard feedback on how the ability to converse with the platform has helped to save time and inspire new ideas when creating campaigns. Based on this feedback, Google has made improvements to the conversational experience and in the coming months plans to move the project into a beta test phase in the U.S. and U.K., with both in English.
A Google executive on Tuesday admitted to changing the price of advertisements during the auction process to meet revenue targets. The company frequently changes the auction price for search ads and reserve pricing by as much as 5% on average. Jerry Dischler — Google VP-GM who oversees the company’s ad business — during Google’s antitrust trial told the U.S. Justice Department that for some queries, the company may have increased prices as much as 10%.
House and Senate Democrats have introduced a bill that could take a bite out of Big Tech’s online advertising marketplace by banning co-called surveillance advertising. Sen. Ron Wyden (D-Ore.), one of the bill’s co-sponsors, made it clear that the bill was clearly aimed at hitting Big Tech in the wallet.
President Biden’s reelection campaign has placed a large ad buy on the Fox News website ahead of Wednesday night’s first GOP primary debate, using the event to promote abortion rights messaging while making use of a popular meme relating to the president. The “Dark Brandon” ads will be displayed on FoxNews.com beginning midnight Tuesday running through Thursday morning “highlighting President Biden’s commitment to fighting a national abortion ban and codify Roe,” the campaign said.
A year after announcing that it had chosen Microsoft as its ad-tech partner for its introduction of an ad-supported subscription tier, Netflix is preparing to build its own server in order to enable new ad formats. To better compete with Disney+, Max, Peacock and others with ad-supported options, Netflix has been talking to ad buyers about experimenting with “episodic” campaigns that would allow them to create mini-series-type ads featuring multiple, sequential spots — rather than showing the same ad repeatedly, according to a Financial Times report.
Microsoft Advertising has an advertising verification requirement that it plans to enforce starting Aug. 1. The move follows the program’s announcement in June 2022. “We want our customers to have choice and control through transparency, so in addition to making our network safer, one of the primary goals of AIV is to increase visibility to those who interact with our ads,” Sarah Ralston, senior service engineering manager at Microsoft Advertising; and Sandeep Krishnan, senior program manager at Microsoft Advertising, wrote in a blog post.
Advertisers may wonder how the reversal of YouTube’s decision to take down content that advances false claims that widespread fraud, errors or glitches occurred in the 2020 or other elections will impact ad-placement decisions. The change, which YouTube announced Friday, will not impact its advertising policies or YouTube monetization policies.
“I am excited to welcome Linda Yaccarino as the new CEO of Twitter!” Musk wrote in a Friday tweet. He added that Yaccarino “will focus primarily on business operations, while I focus on product design & new technology.” Luring advertisers is critical for Musk and Twitter after many fled in the early months after his takeover of the social media platform, fearing harm to their brands in the ensuing chaos. Musk said in late April that advertisers had returned, but provided no details. Pictured: Musk with Yaccarino, chairman of global advertising and partnerships for NBC, at a marketing conference in Miami Beach on April 18.
While video streamers have been moderating their marketing spending of late, Amazon Prime Video has gone in the other direction — up almost 72% versus the previous 12-month period with estimated $285 million, over the according to iSpot.tv. Another $18.4 million in media value came from Prime Video messages from associated Amazon TV-video platforms.
Future Today, a provider of ad-supported streaming, is now a member of the Interactive Advertising Bureau (IAB). Future Today said its flagship channels — HappyKids, Fawesome and iFood.tv — “consistently rank among the […]
A bipartisan group of U.S. senators introduced a bill on Thursday aimed at cutting Google and Facebook’s clout in online advertising, an early sign that lawmakers will press on with efforts to rein in Big Tech in the new congress.