The WiR: YouTube Launches Live 360 Video Streaming, 27 Percent of UK Users will Use Ad Blockers by 2018, Google Adds TV Features to DFP


In this week’s Week in Review: eMarketer predicts that 27 percent of web users in the UK will be using ad blocker technology by the end of 2017, YouTube begin live 360 video streaming from Coachella, Innovid partners with Facebook and Instagram to facilitate interactive social ads. To receive a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

YouTube Beats Facebook to 360 Video Live Streaming
360º live-streaming with spatial audio has been announced by YouTube. Coinciding with Coachella, the platform will be streaming select artist performances in 360 degrees this weekend.

eMarketer Predicts 27 Percent of UK Web Users Will Have Ad Blocker By 2018
Publishing their first-ever estimates of ad blocking in the UK, eMarketer reports that nearly 30 percent of UK web users will have ad blocker by the end of 2017. The majority (90.2 percent) will use the software on a desktop or laptop, with the minority using them on a smartphone (28 percent).

Google Adds TV Features to DFP

Read more on VAN.

Innovid Helps Brands Create Interactive Facebook and Instagram Ads
Launching in beta, the new product enables advertisers to make their  interactive video ads compatible with social posts, thus allowing brands to include additional content-such as extended video, store locators, coupons and more.

Side Effects of Ad Blockers Exposed in Oriel Report
Oriel have released findings from a test of 25 ad blockers on 100 of the UK’s most popular sites. The results have demonstrated that many key website features were blocked as a result, including AddThis share buttons, order tracking and user survey functionality.

Microsoft Launches Video Pulse
The new digital content rating tool is now available in ‘open preview’ and enables marketers to record and playback reactions to recorded video on demand.

Online Ad Viewability in UK Increased to 54 Percent in Q1 2016
A new report by Meetrics demonstrates that viewability for online ads in the UK is at it’s highest for 18 months.

Facebook Adds Integral Ad Science to Ad Verification Program
Joining Moat, Facebook have added Nielsen, comScore and Integral Ad Science to their partner list for Advert Viewability Verification. The move from Facebook shows further commitment to transparency of data through independent verification of Facebook video adverts metrics.

Twitter Introduces Additional Targeting Layer
To help brands build large-scale campaigns, Twitter have announced a sublayer which will allow for more granular control over measurement, testing and optimisation.

ComScore Offers MRC-accredited Viewable GRP for Desktop Display and video
ComScore have been granted MRC Accreditation for  their validated Campaign Essentials™ Audience Module MRC-accredited campaign audience measurement tool,  which provides campaign validation and demographic GRPs from a single tag.

Amazon to Take On Netflix and Hulu with Standalone Streaming Service
A new $8.99 per month standalone online streaming service has been rolled out by Amazon in the US. According to sources, the new monthly option could be turned off or on as customers wished and includes downloads for offline viewing.

Accenture Reports 61 Percent Global Consumers Aware of Ad Removal Options
The survey of 28,000 consumers across 28 countries also states that more than four in ten said they would pay to eliminate interruptions from ads.

InSkin “Edge” Mobile Ad Format Addresses Ad Blockers
Jeep has been the first to use the new “Edge” mobile ad format provided by InSkin, which aims to promote positive user experience and achieve increased viewability. The first Jeep campaign using the new format has achieved a 43 second average in-view time and 95 percent viewability.

YouTube and Oracle Team Up to Track Offline Sales for TrueView Campaigns
Three years on from Brand Lift, YouTube have announced a tool to gauge the effect of digital ad exposures on in-store sales. DLX ROI Sales Lift, has been developed in partnership with the Oracle Data Cloud, and early YouTube studies show that 78 percent of TrueView campaigns have shown an increase in offline sales.

Facebook Gears Up For TV With Video Ad Tests
Using a series of TV ads, Facebook have worked with household brands such as Wrigleys to convert the original to a mobile video ad counterpart, demonstrating how brands and advertisers should optimise for the mobile format.

Hearst and Verizon Acquire Complex
Following recent investment in AwesomenessTV, Verizon and Hearst further bolster their millennial and Gen-Z audience portfolio with the acquisition of Complex.

AOL Invests in VR Platform RYOT
An agreement between AOL and RYOT has been announced, which will see virtual reality and 360-degree video company bring it’s expertise to The Huffington Post’s 15 global editions

Unruly Partners with The Trade Desk to Expand Video Inventory
Video ad tech provider Unruly has partnered with The Trade Desk to make its premium outstream placements available to The Trade Desk clients via the video SSP platform UnrulyX™.

Android CPMs up 147 Percent Year on Year
A new report by PubMatic demonstrates that more advertisers are targeting Android. Versus the iOS app, which demonstrated a 62 percent rise in CPM, the Android CPMs have increased at a much stronger rate.

Apple Exploring Paid Ad Model in App Store
A new model, similar to the Google Paid Search model, is being explored by teams at Apple according to sources.

TabMo Raises $4.5 Million in Funding
Mobile marketing specialist, TabMo, has raised $4.5 million funding from independent private investment company Ardian and independent private equity firm Generis Capital.

New Videology Study Demonstrates Video ROI for Offline Sales
Videology and Gain Theory partnered to conduct a study to analyse the impact of video in driving offline sales. Although, as expected 95 percent of sales occurred offline, but on average the ROI was 1.27 times higher for brands using video over TV.

Phorm Ceases Trading
Advertising technology specialist, Phorm, has finally gone bust after a privacy scandal, reporting total losses of around £250m according to The Telegraph.

SITO Mobile Releases Real-Time Measurement for Mobile Ads
Real-time Verified Walk-In (VWI) will bring attribution and performance measurements to clients in real-time so that adjustments can be made “on the fly” to optimize campaign performance.

Native Content Technology Specialist, Apester, Gets Further Investment
Audience engagement platform, Apester, has received an additional $12 million in funding from Blumberg Capital. Apester’s technology is already used by a variety of publishers, including Time Inc., AOL and Sky.

Instagram Shows More Videos You Might Like
With recent advancements to their Explore grid, Instagram are making it easier for users to discover more video content.

Yahoo Announces 2016 Q1 Figures
Marissa Mayer, Yahoo CEO, reported that figures were above expected although GAAP revenue has fallen to $1,087 million versus $1,226 in Q1 2015.

NHK WORLD increase VoD Portfolio
In recognition of increased global audiences, NHK WORLD Japan have expanded their VoD programmes from 13 to 17.

Cheezburger Buyer Named
Following the announcement of the Cheezburger Network acquisiton in February, Literally Media have been named as new owners.

This Week’s New Hires:

Matt McGowan Makes Move to Adestra
McGowan, who most recently headed up strategy for Google’s AdTech business in the Americas, has been appointed President at UK-based email marketing specialists Adestra.

Marchex Appoint Ziad Ismail Chief Product Officer
Ismail, who previously served as the Senior Vice President of Product and Engineering at Marchex, now steps into the CPO role.

Owen Sagness Appointed as VP of Sales at AppNexus
AppNexus has announced the appointment of former UK Microsoft Advertising boss Owen Sagness as vice-president of sales for its advertising technology group (ATG).

Jeff Smith Joins LiveRamp as CMO
Previously at Nielsen as part of the global product leadership team, Smith has been appointed as CMO of LiveRamp.

This Week on VAN:

The Fundamentals of Premium Video Advertising During a Time of Change, read more on VAN

The Industry Debate: The Industry Debate: Can an Ad Tech Company Fairly Serve the Interests of Both the Buy-Side and the Sell-Side? Read more on VAN

Next 1to1 Programmatic Roadshow by StickyADS.tv: Paris, May 10th, read more on VAN

Ad of the Week: The Smile Factory, Nestlé Rowntree, J. Walter Thompson

Marking the first of it’s kind for a confectionery brand; the ad ties in with Facebook Canvas so mobile users can scroll in to see the tiny workers in the complimentary banner ads. Something to make you smile!


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