Month: January 2024

Netflix ended its first fiscal year with an ads business with a jump in year-over-year subscriber growth and, as a result, revenue.

The post Netflix’s Ads Business Is Driving Subs But Not Material Revenue (Yet) appeared first on AdExchanger.

From now on, CNN will be a “digital-first” news-content company, officially consigning the company’s TV network to legacy status.

Nearly 90 percent of top news outlets like The New York Times now block AI data collection bots from OpenAI and others. Leading right-wing outlets like NewsMax and Breitbart mostly permit them.

It takes a village to raise the profile of a global media agency. To better service clients – and help with their own bottom line – some media agencies, including Havas Media Network (HMN), are placing more weight on providing services that are more specific to particular client needs. Three years ago, HMN pushed more heavily into […]

The post Havas Media Network’s Global COO On Why It’s Going Deep – And Narrow – With Its Services appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ring Airer Netflix is paying more than $5 billion for the rights to livestream “WWE Raw,” Variety reports. The 10-year deal is effective starting next January and represents Netflix’s biggest push into live content. Following a live sports debut with its “Netflix Cup” […]

The post Netflix Enters The Live ‘Sports’ Arena; Google Shills Fake Weight Loss Gummies appeared first on AdExchanger.

The creator economy has spent the last few years ballooning, vacuuming up more and more ad dollars each year. But the creators, who were once beholden to mysterious social media platform algorithms and anemic creator fund earnings, are increasingly moving to cut out the platforms themselves as middlemen.

Because of the platforms’ unpredictable algorithms and mysterious revenue sharing models, social media is becoming more of a marketing vehicle for creators rather than a means to drive revenue itself, creators say. Instead of waiting on the creator fund promised land, creators are rethinking how they view the platforms, with some using social media as a means to get the attention of brands rather than to generate revenue.

It’s partly a matter of diversifying revenue streams beyond the platforms themselves to include things like Patreon subscriptions or shoppable content via Like To Know It links in bios. It’s also, per creators, partly out of frustration with low creator fund payouts. (See how much social media behemoths are willing to shell out to creators here.) Increasingly, creators are opting to strike deals with brands and advertisers directly over email or social media direct messages as opposed to relying on social media platforms themselves as revenue generators. 

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This week’s Future of TV Briefing looks at the appetite among ad buyers for streaming ad formats to expand beyond the traditional TV-style interstitials.

• Ads+
• Netflix’s Q4 2023 earnings report
• Netflix goes off the top rope, Twitch exits publisher deals and more

Ads+

For as new as the streaming ad market is, its primary ad product is pretty old. 

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TikTok’s latest round of layoffs has proven that not even the popular entertainment app is safe in this seemingly uncertain social landscape.

The platform’s latest cuts, its first of 2024, impacted around 60 staff, most of which were from the app’s sales and advertising team, and appears to be the product of a cost-saving measure. That’s not necessarily a bad thing for a platform often considered bloated. But it does suggest holes in the integrity of the business.

While Meta’s CEO Mark Zuckerberg coined the phrase, “year of efficiency” for 2023, it looks like TikTok bought into a similar narrative.

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Cinema sales operations are pushing attention metrics to bring in revenue.

In a bid to increase its share of the multi-billion-dollar ad pie being cooked by marketers and agencies in advance of this year’s upfront marketplace, cinema ad firm Screenvision is touting a study it’s done with IPG’s Magna unit to market that extols the media channel’s superior attention results with viewers. 

It’s not the first bout of attention-related research Screenvision has invested in, having worked with attention firm Amplified Intelligence last year. This work with Magna aimed to show how brands actually fared using cinema as a part of their marketing efforts, when compared to TV and digital video platforms.

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Google is expanding use of its powerful new Gemini AI model to let more search advertisers create campaigns with a single URL.

The search giant yesterday said its “conversational” generative AI tools are now available for beta access to advertisers in the U.S. and U.K. before global access arrives for English-language advertisers in coming weeks.  

The new tool, first announced last year, lets advertisers give Google the URL for a website landing page, which is used to create an AI-generated search campaign with relevant ad content, including copy, images and keywords. Google’s chatbot can then converse with advertisers about campaign goals, target audiences and ideas for more ad content. The AI-generated ads still subject to final human approval from the advertiser before a campaign goes live.

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