| A CYNOPSIS MESSAGE | That Big TV Conference SESSION SPOTLIGHT >OTT: It's an AVOD World
The ability to deliver relevant ads to the right consumers makes AVOD an increasingly attractive business model - evidenced by Viacom's $340M purchase of AVOD platform Pluto TV. Advanced advertising is enabling brands to get messages in front of engaged consumers, but it’s a fast-evolving landscape with unexpected risks & rewards.
We will unpack it all for you. Sponsors: Sinclair - NY Interconnect - iSpot.tv - Friend MTS - NCC Media - Simpli.fi - TV Time - Tubi |
FACEBOOK Facebook announced changes to help users get more information about ads they’re seeing on the platform. Updates will allow users to see more “detailed targeting,” including interests or categories that cause you to see an ad. It will also be “clearer” where the information used to target users is coming from. The Federal Trade Commission on Friday voted to fine Facebook close to $5 billion for violations of its consumer-privacy rules, which amounts to the biggest privacy-related fine in the agency’s history. That figure represents less than Facebook reported in net profit ($5.43 billion) for Q1 2019 alone, and Facebook brass in reporting Q1 results had told investors it expected it would have to pay as much as $5 billion as a result of the FTC probe. Facebook will generate $67 billion in ad revenue this year, notes Nicole Fung, Product Manager, Polar, in a new report – and it’s not just about targeting. Fung suggests the reason advertising on Facebook is so effective comes down to the creative. “Advertisers believe that Facebook works due to targeting and targeting alone,” says the report. “We think there is more to the story.” Creatives on Facebook are better than ever, says Polar, with 11 different creative ad formats, including video, carousel and Stories. Brands and users can turn phones into image ads, with the option to add a caption, which is ideal for increasing brand awareness. Polar also notes brands can upload a video and transform in into an ad, and link to outbound pages directly from the social post. The average user on Facebook clicks on 10+ ads a month, and 78% of American consumers discover retail products to buy on the platform. “We believe this impressive engagement is in large part due to the creative brands feature on Facebook,” says Polar. YOUTUBE YouTube at last week’s VidCon conference trotted out enhancements to the ways content creators can generate revenue on the platform. Among them: enhanced channel memberships, through which creators can set up to five different price points for memberships, each level carrying different incentives; expanded Merch Shelf partners, including Crowdmade, DFTBA, Fanjoy and Rooster Teeth; Super Stickers, which enable fans to purchase animated stickers during live streams and premieres; new feature Learning Playlists, which enable educational video creators to divide videos into chapters; and fundraising tool YouTube Giving. Children’s advocates are pushing the Federal Trade Commission to force Google to remove kids’ content from YouTube. “It is crucial that any proposed consent decree with YouTube or Google require the structural separation of the child-directed channels and videos, substantial civil penalties, and other relief,” said lawyers for the Center for Digital Democracy and Campaign for a Commercial-Free Childhood in a letter to the FTC. “It is unclear whether a child-directed channel on YouTube can prevent the collection of personal information from their viewers and subscribers,” the groups write. “It appears that by using advanced settings, a channel can opt to disable interest-based advertising...But it is not clear whether turning off interest-based advertising actually stops the data collection and tracking of the child via Google’s GMP [Google Marketing Platform] system.” |
DIR. TRADE MKTG>>
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lead NBCU dev and curated leadership events and strat presence at media industry conf and events. In addition, work closely with Mktg and Ad Sls grps to craft an annual strat to deliver NBCU Ad Sales priority messaging. 7-10 yrs exp dev and executing events, presentations, spons, creative and promotions.
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DIR. TRADE MKTG>>
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