The WiR: Google Tweaks Dynamic Allocation to Fend Off Header Bidding, Facebook Announces Ten Year Roadmap at F8, NBCUniversal Enhances Audience Targeting Platform


In this week’s Week in Review: Facebook present Sponsored Messages as part of ten year roadmap at F8 2016, Google introduces Dynamic Allocation in a major change to DoubleClick bidding and NBCUniversal release audience targeting enhancements with ATP 2.0. To receive a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

Google Makes Major Changes to DoubleClick for Publishers
In a move to address header bidding, Google have announced First Look and exchange bidding in Dynamic Allocation which will bring in the real-time bids of a publisher’s outside exchange partners to its Dynamic Allocation product, meaning all bidders can compete evenly for ad inventory. Prior to the change, publishers could only access demand from Google’s own DoubleClick Ad Exchange  (AdX).

Facebook’s F8: Chatbots, Sponsored Messages and Instant Articles
In a keynote focused on Facebook’s 10 year roadmap, better connectivity with businesses via chatbots was high on the agenda. Also amongst the announcements was the expected rollout of Instant Articles to all publishers, Sponsored chats for business promotion via Facebook Messenger and a high-end, open-source video camera Facebook Surround. In his keynote, Zuckerberg predicted that $1 apps “will replace TV” and Facebook have committed to the creation of lightweight apps that will take up 25 percent less phone data. The full keynote is available on the Facebook developers page.

Facebook F8

NBCUniversal Advances Audience Targeting with Launch of ATP 2.0
Available to select advertisers in the first instance, NBCUniversal have made further enhancements to their Audience Targeting Platform (ATP) marking a move away from traditional age and gender metrics. ATP 2.0’s new campaign measurement will match each advertiser’s unique multi-dimensional data set with the richest data sources in the industry including NBCUniversal viewership data from Comcast set-top-boxes, and other third party sources.

UK Digital Adspend Grows 16.4 Percent in 2015 
A record £8.61 billion was spent on UK digital advertising last year, according to the IAB’s annual report. One of the biggest drivers of this is mobile spend, which has increased 60 percent year on year. Programmatic share of display spend has also risen from 47 percent to 60 percent.

2015 Digital Ad Spend Growth

Native Ads to Take Over On Mobile by 2020
A report delivered by BI Intelligence this week suggests that native ads will account for the vast majority of mobile ad revenue by 2020.

CMA Predict 58 Percent Spend Increase in Video
The Content Marketing Association have released first to market industry research from across agencies and brands, investigating how video is being used. Findings have proven that mobile is video’s dominant channel and biggest growth area and that 58 percent of content marketers plan to increase video spend within the next 12 months.

Programming Investment Pays Off for UKTV
Latest revenue figures for UKTV are at a record £319 million following an  increase of over 20% investment in programming and related launches.

Guardian Media Group Suggests Ban for Readers Using Ad Blockers
The newspaper publisher would consider banning readers who use ad blockers from its website and has already started asking audiences to disable software in certain environments, the Financial Times reports.

Ten Second Mobile Video Ads Resonate More With Millennials
Ten second mobile video ads perform much better than 30 second long ones with millennial audiences, generating greater brand appeal according to research from IAB, Millward Brown Digital & Tremor Video. Conversely the longer videos outranked the 10-second long slots in the same categories for the 35 – 54 age bracket.

Netflix to Air Top Gear Whilst Amazon And Clarkson in Talks
The Streaming service has confirmed that it will air the revamped BBC classic TV series to international audiences. Meanwhile, reports are rife that the former Top Gear team are in talks with Amazon in a bid to make more of a dent into the pay-TV market.

Neilsen Rolls Out Unified Marketing Activation And Analytics Platform
Following the acquisition of eXelate last year, Neilsen have begun rollout of their new Marketing Cloud; a single access platform that merges their own measurement solutions alongside a range of applications that the eXelate platform brought with it. Several Neilsen clients have begun implementation for applications in digital and offline marketing.

Digital Billboards And Radio Ad Syncing a Real Possibility
According to sources, Mediasynced and MyAdbooker have partnered in the Netherlands to run experimental campaigns which aim to sync radio spots with DOOH. Scale, targeting options and measurement stand in the way of large scale adoption.

New HTML5 Guidelines Made Available by IAB
The IAB have made several new guides available for download to help ad creative designers and developers transition to HTML5 Ads.

In-Image and In-Screen Show ROI Potential
A new study by Forrester shows the findings of an interview with three high profile stakeholders at one of the largest publishers in the US. Prior to their partnership with GumGum the publisher did not have an opportunity to monetise images as advertising units. Three years on they have seen a 3 percent increase in digital advertising from units sold by the publisher’s direct sales team, or around $8 million.

RadiumOne Australia Connects Real-Time Social Interest with ‘Big TV moments’
In partnership with European broadcast data activation company, MediaSynced, RadiumOne have brought “social TV syncing” to audiences in Australia.

StickyADS.tv  Launches Plug and Play Pre-Bid Feature
The latest announcement from StickyADS.tv is designed to significantly curb the volume of invalid traffic – especially from bots.

Verizon Buys 24.5 Percent Equity Stake in AwesomenessTV 
Verizon has acquired equity in the Gen Z focused multi-platform media channel, AwesomenessTV, alongside majority shareholder Dreamworks, and Hearst. Sources report that the deal secures exclusive content rights in the US for Verizon as part of their Go90 Free service.

Ooyala Introduce New Video Production Workflow Solution
Oooyala Flex provides a modular solution for broadcasters, studios, publishers, and brands to make day to day video production more efficient.  The product aims to help speed up content production and distribution times, and can integrate with existing technology investments already in place, whether on-premise or cloud-based.

Netflix Has 61.4 Percent Fewer TV Shows Than Hulu
A new report has detailed how the two streaming services compare. Netflix falls 61.4 percent short of Hulu in the TV show stakes, whilst Netflix has 13.5% more film titles than Hulu.

Music Industry Report Emphasises The “Value Gap” Created By YouTube
The Global Music Report 2016 issued by the International Federation of the Phonographic Industry notes that YouTube are on the legislative agenda, reporting that the ad-funded platform is sapping the industry of much-needed revenue. Approximately 900 million users worldwide access free, ad-supported, on-demand music sites, yet these companies account for just 4%, or $634 million, of the industry’s 2015 licensing revenues.

IFPI Music 2015

46 Percent of 18-24s use Ad Blockers in APAC
Research findings from HubSpot have highlighted negative sentiment against advertising, reporting that 80% of consumers in Southeast Asia, Australia, and New Zealand are leaving websites due to interuptive online ads.

Facebook Article Data Now Tracked Within Neilsen Digital Content Ratings
Publishers using the popular Facebook Instant Articles format across mobile can now include their data within Neilsen’s Digital Content Ratings platform, which provides daily measurement of audiences in a format comparible to TV. Alongside static and video content, publishers can view how articles contribute to their total audience, including industry metrics such as audience, page views and time spent.

Mashable Re-structures to Focus on Video Content
The announcement, reported by CNN Money, explains that a “strategic shift” away from “harder news” towards “entertaining digital culture” has led to a number of layoffs from the Mashable team, including executive editor Jim Roberts and at least 12 other editors and reporters.

US Programmatic Ad Spend Up 39.7 Percent
In their latest US programmatic forecast, eMarketer have predicted that more than two-thirds of all digital display advertising will be purchased programmatically. US programmatic digital display ad spending is expected to reach $22.10 billion in 2016.

BBTV Is Third Largest Video Property In The World
BroadbandTV (BBTV) have published figures detailing that their unique video viewership is 53 percent the size of Facebook, and 31 percent of Google’s.

This Week’s New Hires:

Omnicom Appoints Scott Hagedorn As CEO of Hearts & Science
After five years as founding CEO of Omnicom-owned Annalect, Hagedorn will head up Hearts & Science as it opens its North America based operation this month.

Brian Fitzpatrick Joins Smartology Board
Former AOL and WPP executive, Brian Fitzpatrick, has joined contextual digital advertising company Smartology. Already an investor in the company, which founded the SmartMatch™ platform, Fitzpatrick will join in an advisory capacity.

Ed Wale Appointed Director of Platform Services at SpotX
Joining from Videology, Wale will be responsible for supporting the video inventory platform’s supply-side customers in the UK and across Southern Europe.

Jumpshot Announce New Additions To Executive Team And Board Of Directors
Eli Goodman joins Marketing Analytics Platform Jumpshot as VP from previous sales and PR positions at comScore, Hitwise and Gartner. Ivo Dujmovic, who previously served at Interana, Patchivo and Oracle joins as VP of Engineering. Senior vice president of product management at Quantcast, Jag Duggal, also joins Jumpshot’s board of directors.

Ryan McGurk Announced As Vice President of Enterprise Strategy At Viant
McGurk joins Viant from Facebook and will be responsible for building and executing core strategies across their client direct and partnership sales channels.

DigitasLBi Appoints Laurent Ezekiel as Managing Director, New York Region
From his previous role as Global Client Services Director, Ezekiel will now be tasked with driving growth and development at the agency’s New York and Atlanta offices.

This Week on VAN:

UK Video Ad Spend Rose 50 Percent in 2015, Majority of Display Now Programmatic, read more on VAN

I-COM Data Creativity Awards: Preview, read more on VAN

Empowering Advertisers within the Walled Gardens, read more on VAN

Ad of the Week: Highway Robbery, Volvo, Grey New York

In collaboration with Grey, New York, Volvo has produced yet another classy ad for their new XC90 hybrid. A very neat project in California, which essentially hijacks power from other cars perfectly demonstrates their mantra that “power can come from anywhere”.


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