Narrative: Advertising Sustainability
Each narrative page (like this) has a page describing and evaluating the narrative, followed by all the posts on the site tagged with that narrative. Scroll down beyond the introduction to see the posts.
Facebook Announces Partnership with Nielsen to Measure Brand Lift Including TV (Sep 22, 2017)
Facebook has announced that it’s partnering with Nielsen to provide advertisers with a combined measurement of brand lift for campaigns that run across both Facebook and TV. That provides a consistent set of metrics for advertisers that use both platforms, but more importantly it puts a big dent in the idea that Facebook and TV are at war, a narrative the media seems keen to perpetuate but which Facebook itself has repeatedly downplayed. While it’s certainly the case that Facebook is chasing some of the same ad dollars as TV, and Facebook has even made the case that TV ads are less effective than Facebook ads, it’s also pushed back against the idea that it’s trying to kill TV advertising. This partnership suggests that Facebook is realistic about the fact that most advertisers are going to continue to run ads both online (including on its platform) and on TV, and that it can best support those advertisers by making it easier to measure the performance of campaigns in both media. It’s also making the argument that campaigns that run in this way actually see better results than those which only run in one place.
via Facebook
Google Confirms Both it and Partners Will Issue Refunds for Fraudulent Traffic (Sep 22, 2017)
Last month, the Wall Street Journal reported that Google was preparing to offer refunds to advertisers whose ads had appeared on sites with no legitimate traffic but who were nonetheless charged as if there had been traffic. The problem with the refunds was that Google itself could only refund a small portion of the total because much of the money from the advertisers went to ad exchanges also involved in the transactions. Google has now announced the refund program publicly, and said that several major exchanges will also join in offering refunds, which should return a much more substantial part of the total payment. As also reported earlier by the Journal, Google is also going to be participating in a program called ads.txt, which makes it much easier to validate sites claiming to have large amounts of traffic and therefore cuts down on ad fraud, which should be a big help in this specific type of fraud, even as others persist.
via WSJ
BuzzFeed is Readying its Morning Show for Twitter Starting Next Week (Sep 21, 2017)
This AdAge report on BuzzFeed’s coming Twitter live morning show is long on facts and short on analysis but nonetheless provides some interesting detail. It sounds like the show will be roughly an hour long and focused on covering the day’s news in a fairly lightweight and Twitter-centric way, and will feature four two-minute ad breaks featuring 30-second commercials. Because it’s BuzzFeed there will also be some sponsored editorial content within episodes, and because it’s Twitter some of the ads and related content will also be parceled up as shorter-form content for the platform. This is all, of course, part of Twitter’s broad expansion into live video with many different partners, and a good test of whether people actually have the time and inclination to watch something like this on Twitter, which I suspect for most people is something they dip in and out of rather than something they have permanently “on” in the way they might do with Twitter. The time slot reference in the article is vague – it merely says 10am, but doesn’t state which time zone that refers to, while earlier articles had suggested an 8am slot, which would put it extremely early in western time zones. 10am ET would certainly make more sense, catching at least some of the country in the pre-work slot when they’re more likely to be able to watch a live show than when they get to work.
via AdAge
eMarketer Data Shows Google and Facebook Share of US Online Ads at 63% (Sep 21, 2017)
A key part of the Advertising Sustainability narrative on the site is the issue of two companies’ dominance of online advertising in the US and to a lesser extent other western markets. New data from eMarketer is a useful checkpoint in measuring that dominance – it says that the two companies will suck up 63% of US online ad spend in 2017, an increase from its earlier forecast of 60%. Microsoft comes in third place way behind the top two, with Verizon in fourth for now and Amazon projected to take its place over the next couple of years. Google and Facebook’s dominance is neither surprise nor mystery at this point – the former has the unique combination of timeliness and relevance that search offers, while the latter has created the most powerful combination of audience and native advertising, dominating their respective categories and leaving the dregs for smaller competitors and less effective forms of advertising. Importantly, though, eMarketer doesn’t see the two companies’ share rising dramatically over the next couple of years – it projects just 68% share in 2019, meaning that other companies will still capture nearly a third of the market, and their dollar share of the total will actually rise since the market is still growing rapidly. eMarketer’s blog post with all the numbers is here.
via Mashable
Spotify Launches a Self-Serve, Automated Audio Ad Creation Tool in Beta (Sep 21, 2017)
It’s been increasingly clear in recent months that Spotify has big ambitions for its advertising operation, even going so far as to pitch itself as a threat to Google and Facebook in time. One thing essentially every big ad platform has in common, though, is self-serve tools to enable the long tail of small and medium-sized businesses to buy ads, and that’s an area Spotify hasn’t emphasized enormously just yet. One big challenge is that audio ads are rather tougher to create for small businesses than display ads, and that’s one of the things Spotify is now looking to solve with what it calls the Spotify Ad Studio. The tool will allow advertisers to upload a script and choose music and other options while text-to-speech technology creates the voiceover. That sounds like it could be terrible if it’s anything like other robotic sounding TTS software, but the key is that it dramatically expands the range of advertisers that could run audio ads on Spotify, which now has a large and rapidly growing audience in the US. Given how poorly ad-based streaming music is monetized today, anything which boosts the demand side of the ad market should help raise prices and therefore improve the overall economics, though it’s never likely to rival paid streaming in terms of revenue per user.
via Adweek
Uber Sues Ad Agency for Fraud Over Alleged Fake Clicks and Downloads (Sep 19, 2017)
Uber is suing ad agency Fetch over what it says is fraudulent reporting of ads placed and clicked on, and resulting downloads of its apps by those who never actually saw ads placed by Fetch. Uber is withholding some of the money it owes Fetch while pursuing the lawsuit for a rather larger sum of $40 million, a little over half of what it’s paid Fetch in total over the last three years. Presumably Uber feels it has decent evidence to support its claims, given that – as Bloomberg points out in the article linked below – it’s not a particularly litigious company despite being a target of others’ lawsuits frequently. Fetch, meanwhile, has spoken in the past about the issue of ad fraud and the challenge of identifying and reducing it, something that’s by no means unique to the company in the broader world of online advertising. Ad fraud continues to be one of several big issues facing ad-based companies and complicating their relationships with brands and buyers.
Update: On September 27, 2017, Phunware, one of the mobile ad firms Fetch used to place ads, is now suing Uber over non-payment, as the latter is withholding payment from Fetch during the lawsuit. Uber says it feels Phunware is one of the parties which engaged in the fraud and will present evidence of this in court.
via Bloomberg
Pandora Users Can Now Watch Video Ads In Exchange for Skips and Playbacks (Sep 19, 2017)
Pandora has been testing a new ad model for some time and is now launching it broadly. The model offers users an opportunity to trade watching a video ad for extra skips and playbacks, both of which are normally limited under its ad-based option. That’s a familiar model from the mobile gaming market, where games often offer users additional lives or other in-game features in return for watching video ads, although anecdotal evidence from my own family suggests that those ads aren’t really being “watched” in any meaningful way – they basically insert a 30-second delay in game play during which the player does something else. Pandora says a high percentage – 42% – of its active user base has signed up for this program, which is called Video Plus, so that’s a good start, but the key metrics here aren’t the number of signups or even the number of times people agree to trade an ad view for in-app functionality, but brand recall and other more traditional ad metrics which would demonstrate that users are actually watching and taking in the content of video ads. There’s no mention of any of that in the Adweek article linked below, and whether this new model ultimately succeeds or fails will depend entirely on whether brands actually see a decent return on the investment.
via Adweek
Facebook Faces Increasing Regulatory Barriers Around the World (Sep 18, 2017)
The New York Times has a long piece which dives deeply into the growing regulatory barriers facing Facebook in many of the markets where it operates, including the markets where it has the most headroom in terms of user growth. China is a particular focus, and the story there should be familiar based on earlier items I’ve linked to (see all previous posts tagged with both Facebook and China). But the piece also talks about Europe, whose strong privacy laws have already caused Facebook problems in individual countries, and the fact that Europe and not the US is often the model other countries around the world look to in regulating telecoms and technology markets. I saw this very clearly when I was a regulation analyst early in my career and the US was always the outlier, while the rest of the world tended to adopt European-style regulation in various areas a few years after Europe did so. That could put severe limits on Facebook’s normal business model of collating all the data created by users across its various apps and using it to target advertising. In other countries, it’s having to work uncomfortably closely with unpleasant regimes which would limit their citizens’ freedom of expression. Perhaps we shouldn’t wonder that Facebook seems to have pivoted from emphasizing user growth to focusing on community building – that user growth is potentially going to become considerably tougher, and the community building focus makes a great platform for arguing that Facebook is a force for good in countries where it’s allowed to operate unfettered.
Apple’s New Safari Cookie Blocking Angers Major Advertising Trade Groups (Sep 14, 2017)
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Facebook Allowed Advertisers to Target Ads to Antisemitic Users (Sep 14, 2017)
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