Less BS, More Facts, Some Opinions
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In 2017, many online publications realized that data and revenue diversification could drive success. And not being diversified enough could hurt their business. While many publishers tout their branded content businesses, programmatic provides a reliable, easily scalable revenue stream. Publishers that were programmatic holdouts, avoiding the main way advertisers do data-driven buying, course-corrected this year… Continue reading »
It wasn’t long ago that Xiaomi, once China’s top smartphone vendor, looked like it was past its prime. But a revival has brought resurgent sales at home and abroad, and now it is looking to cash in by going public.
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This week’s things to know include problems ad buyers face when working with Amazon, Facebook’s changing terms for Watch shows and more.
Ad buyers struggle to advertise through Amazon
Ad buyers are having issues building relationships with Amazon, with it sometimes taking more than a year to secure an Amazon rep and then start the process of advertising through Amazon’s suite of ad offerings.
“It’s at a level where you can only develop a relationship with Amazon if you know someone,” said one ad buyer at a large agency.
Even with Amazon reps, ad buyers don’t necessarily get answers they need. “The teams have really focused expertise, so when you ask a question about another ad product or product road map, it tends to get lost in translation, and you have to be directed to another product team,” said Price Glomski, evp of digital strategy at digital agency PMG.
And ad buyers that have worked with Amazon find its ad infrastructure underdeveloped compared to Google’s and Facebook’s. They believe Amazon Marketing Services — a self-serve paid search marketing tool that is supposed to help advertisers efficiently run search campaigns on Amazon — requires lots of manual work, has inefficient reporting and is not as handy as expected.
As Nich Weinheimer, marketing director for Amazon consultancy Buy Box Experts, put it: “[Amazon] is playing catch-up in advertising to become an equal player to Google and Facebook.”
Ad tech grapples with Safari’s ad-tracking change
Three months after Apple updated its Safari browser to prevent third parties from tracking users more than 24 hours after a user visits a website, ad tech is feeling the effects. Retargeting firm Criteo revealed the update harmed its business more than expected, causing its shares to drop 26 percent within hours.
Criteo is the poster child for how Safari’s change affects ad tech because retargeting drives its business, and it’s the most recognizable vendor in that category.
“Apple doesn’t rely on an ad business, so they are prioritizing user experience,” independent tech consultant Matt Rosenberg said. “The fact that it is a choice between ad tech and user experience doesn’t speak well for what ad tech has been doing.”
Facebook is adjusting terms for Watch shows
Facebook increasingly wants bigger-budget shows it can buy outright for Watch, which one Watch partner said Facebook calls “hero” shows.
Characteristics of hero shows:
The first Watch partner said for 2018, Facebook is offering back-end percentages, additional money the producer makes if a show’s revenue exceeds the production cost. But the producer usually only gets 1 or 2 percent of the profit in those arrangements.
The upshot: Publishers might only be able to rely on the production margin to make money from Watch shows.
Brand safety remains a big concern for advertisers
Video ad platform Teads surveyed 100 chief marketing officers and vps at large brands in November and found that almost 80 percent of them are more concerned about brand safety than ever before.
To address these worries, nearly 60 percent of respondents boosted spending on brand-safe sites, half reviewed their agency and vendor contracts over the past year, and more than one-third boosted third-party measurement on their campaigns.
The impact of Instagram’s new features
Instagram has added the ability for users to follow hashtags, which surfaces hashtag-focused posts, and a “Recommended for you” section that shows three to five posts that a user’s friends have liked after the user has viewed all their new posts.
How the changes affect organic reach:
Bonus research
At the Digiday Marketing Summit earlier this month, we found that only 15 percent of 30 marketing executives we surveyed use artificial intelligence for marketing to date, while 46 percent wish their companies had an AI strategy. Subscribe to Digiday+ risk-free for your first 30 days to get access to more research like this.
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.
From MarTech Today:
Right behind the GDPR, there’s the ePrivacy Regulation
Dec 21, 2017 by Barry Levine
How are companies supposed to comply with both if the ePrivacy Regulation isn’t finished?
Will GDPR and blockchain live up to their hype in 2018?
Dec 21, 2017 by Robin Kurzer
The only thing we know for sure is that marketers will d
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Via current TV networks and platforms, nearly half (42%) of those surveyed said they will likely buy products through their TV in 2018.
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Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.
From MarTech Today:
IAB releases its newest Podcast Measurement Guidelines
Dec 20, 2017 by Barry Levine
This second version, offered as a draft in July, tightens up standards to measure ads and audience for this booming medium.
Adobe Campaign to roll out enhanced email functionality
Dec 20, 2017 by Robin Kurzer
The company also sees AI-p
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Although TV’s dominant reach of U.S. viewers has seen some declines, it still beats digital media platforms by wide margins.
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<p>Longtime Publisher Crystal Gurin to Exit, Staying on as Advisor New York, NY (December 19, 2017) – eMarketer is pleased to announce the appointment of Ezra Palmer to head its […]</p><p>The post <a rel=”nofollow” href=”http://www.emarketer.com/newsroom/index.php/emarketer-appoints-ezra-palmer-new-head-media/”>eMarketer Appoints Ezra Palmer New Head of Media</a> appeared first on <a rel=”nofollow” href=”http://www.emarketer.com/newsroom”>eMarketer Newsroom</a>.</p>
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Amazon is on top, followed by Apple and Alphabet, in a landmark ranking, the Drucker Institute’s Management Top 250.
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Ervaring met supply chain binnen pharma of food? Zin om in een leidinggevende positie processen verder te optimaliseren? Bekijk dan deze positie van supply chain manager….
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