Week in Review: Instagram Ups the Ante on Ads, Showtime & Apple TV Partner and Ad Fraud is Overestimated


In this week’s Week in Review: Instagram ups the ante on ads, ad fraud is overestimated and AOL revamps its website for mobile. For a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

Showtime Teams up With Apple for Standalone Streaming Service 
Showtime is partnering with Apple to provide its programming in an online streaming service. Apple TV, iPhone, iPad and iPod users in the US will be able to subscribe to Showtime as a stand-alone service via a dedicated app for $10.99 a month. The announcement came as Recode suggested Apple wouldn’t be announcing its much-anticipated subscription TV service next week at its Worldwide Developer Conference.

Ad Fraud Overestimated Says ExchangeWire
Marketers perceive ad fraud and ad viewability to be far larger issues than they actually are, according to a report by ExchangeWire Research that was carried out in partnership with OpenX.The findings show that marketers believe the current level of fraud is just over a quarter, but the reality is that fraud only constitutes between 4 and 17 per cent of the online advertising industry.

Simulmedia Launches ‘People-Based Ad Platform’ for Linear TV

Simulmedia announced the launch of its ‘Video Advertising Marketing Operating System (VAMOS)’, a data-driven ad platform, for linear TV inventory. VAMOS uses predictive algorithms based on purchase likelihood and granular behavioral characteristics to optimize media against consumer behavior. A statement from Simulmedia said that VAMOS also ‘completely replaces legacy industry methods of me

Instagram Adds to Ad Offerings
Instagram will begin testing further calls-to-action for sponsored posts. The Facebook-backed platform also plans to expand its targeting capabilities.
Businesses will be able to purchase ads on the platform through an Instagram Ads API combined with Facebook’s ad buying interfaces. The new API will be opened up to a select group of Facebook Marketing Partners, and will be expanded globally throughout the year.

Netflix Will Remain Ad-Free
Netflix has dismissed reports that it is preparing to launch third party adverts on its streaming service. The firm confirmed that it is testing pre-roll and post-roll teasers for its original content as part of a limited trial, but product ads will not be interrupting user’s viewing any time soon.

Microsoft Warns of Consumer Trust Risk
Brands are at risk of losing consumer over the exchange of personal data according to new research from Microsoft, which revealed a 25 per cent difference between what consumers consciously share, and the types of data they believe brands collect anyway, without their explicit consent.

On Facebook, Clicks Aren’t Always the Best Result
Facebook’s Marketing Science team has shared its latest internal data, which showed that the 50 per cent of the audience which was the cheapest to reach through their media auction was the same audience that was least likely to click on anything. The top 10 per cent of ‘most clicky’ users typically cost 4.2 times as much to reach according to The Drum.

UK Advertisers Opting for Multiple Device Video Campaigns
In the first quarter of 2015 advertisers in the UK are increasingly planning their video strategies holistically, with the majority of campaigns now conducted across more than one device says research from Videology. The analysis also found that UK advertisers are primarily choosing to run their campaigns on medium to larger size players.

Beyond Digital: Empowered consumers seek out tailored, inspiring content experiences that transcend platforms
‘Empowered consumers’ seek tailored content experiences and see no divide between digital and traditional media say PWC. Instead, the report finds consumer want more flexibility, freedom and convenience in when and how they consume their preferred content.

UK Entertainment & Media Market Worth £66.6bn by 2019
According to PwC’s Global Entertainment & Media Outlook 2015-2019, the UK Entertainment and Media (E&M) market is expected to grow by 3.2 per cent compound annually (CAGR) from 2014-2019 to a value of £66.6 billion (€91.6bn) in 2019. In 2014, the UK had the second largest E&M market across Europe, the Middle East and Africa at £56.9 billion, behind Germany, and will maintain this position until 2019.

Global Smartphone Penetration Will Rise to 70 Percent by 2020
By 2020, advanced mobile technology will be commonplace around the globe: smartphone subscriptions will more than double, reaching 6.1 billion, 70 per cent of the world’s population will be using smartphones, and 90 per cent will be covered by mobile broadband networks according to the Ericsson Mobility Report.

Over 60m DTH pay-TV subs in APAC
Total Asia Pacific DTH pay-TV subscribers grew 9 per cent in 2014 while industry revenue grew 5 per cent, according to a new research report published by industry analysts Media Partners Asia (MPA).

Sublime Skinz Raises $5m to Combat Fears Over Viewability
Sublime Skinz has raised $5m in growth equity from ISAI, the French entrepreneurs’ fund. The funding will accelerate the deployment of the company’s ambitious technological roadmap and international development, with a fourth office to open in New York before the end of the year.

Wiggle Uses Facial Recognition to Optimise Video Content
Cycling equipment e-tailer Wiggle will use facial recognition software to optimise its content towards audiences who are responding favourably to an ad according to The Drum. The software, called eIQ by video distribution platfrom Virool, works by measuring engagement through facial micro expressions.

Tremor Video Makes Case for Programmatic Video
Tremor Video has released a report designed to ‘debunk myths’ around programmatic video. The five myths are:

  • Viewability issues mean ads just aren’t seen by the intended audience
  • Click fraud means ad budget will be wasted
  • Branding requires premium inventory lacking in the programmatic space where pricing models are a race to the bottom with little control
  • Programmatic is about engendering an action so best suited to driving conversion in direct response advertising
  • Branding is about immersive, emotive experiences without a call-to-action and depends on consistency of environment that programmatic can’t deliver

Americans Hate it When Their Cable Company Merges
The American Customer Satisfaction Index reports Time Warner is the cable company with the lowest satisfaction figures. The news comes as the cable industry undergoes a series of high-profile mergers and acquisitions, which the ACSI says tend to lower customer satisfaction in the short-term.

Spanish Viewers Consume Five Days of TV in May
Spain has broken its TV viewing record with Spaniards spending an average of 5 days (119 hours) in front of the TV in May, according to TV consultancy firm Barlovento Comunicacion with data from Kantar Media.

97 Percent of Youth ‘Bored’ Despite Connected Devices
MTV has published international research revealing that almost all (97 per cent) of 12 to 24-year-old respondents across 26 countries claimed to be affected by boredom.

Vimeo Adds Subscription SVOD
Vimeo has introduced the first phase of its new subscription tools for Vimeo On Demand, the open transactional VoD platform. In addition to offering content sale or rental, creators can choose to charge fans a monthly subscription fee for unlimited viewing. The new subscription tools mark Vimeo’s commitment to avoiding advertising to viewers.

This Week on VAN:

Nine in Ten UK Video Buyers Want Guaranteed Buys, read more on VAN

Video’s Advertising’s Acceleration Could Wipe Out TV’s Forecasted Growth, read more on VAN

Despite the Denials, Advertising on Netflix Seems Inevitable read more on VAN

Ad of the Week: Volkswagen, The Force, Deutsch Los Angeles and Mediacom

This week Google selected 20 of the most watched ads on YouTube and asked adland to vote for its favorite on the Adwords Agency Blog. Here are some of our favourite ones:


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