The WiR: Viacom Ad Chief Heads to Snapchat, AppNexus Gives Video Viewability Away for Free, WFA Calls for Global Regulation on Online Ads


In this week’s Week in Review: Candy Crush tests video ad format, Instagram creates business accounts and Vimeo adds in-app subscriptions. To receive a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

Viacom Ad Chief Heads to Snapchat
Jeff Lucas, Viacom’s Ad Chief who has been with the company since 2006, is leaving to join Snapchat. Lucas is leaving Viacom in the midst of the upfront negotiations when marketers commit their cash to TV outlets for the coming year.

AppNexus Launches Free Video Viewability Measurement
AppNexus, an ad technology company, today announced a solution for video viewability, for both instream and outstream inventory and free of charge to all clients, as part of its mission to create a better video internet. Video viewability measurement and reporting, currently in closed beta testing with more than a dozen clients, is planned for release in open beta by the end of the quarter.

WFA Calls For Global Regulation of Internet Ads
The creation of a global advertising watchdog that would regulate internet ads as a means of addressing the growth of ad blockers has been proposed by The World Federation of Advertisers (WFA) following a report from PageFair. The report reveals how twice as many people are blocking ads on mobile browsers worldwide, how ad blocking has surged 90 per cent in just one year since January 2015 and that 93 per cent of the world’s ad blockers are in Asia-Pacific.

Vimeo Adds In-App Subscriptions
To allow companies and creators who are using the VHX platform better monetise their videos, Vimeo is rolling out in-app subscriptions on Apple TV, iPhone, iPad, and Roku devices.

Snapchat Raises $1.8 Billion In Funding
In the latest funding round, Snapchat has raised nearly $2bn, a cash injection that’s likely to place the company as the fifth most valuable tech ‘unicorn’ in the world, behind names like Xiaomi and Airbnb. The fresh round of funding could bring the startup’s value to $20bn. This comes as Snapchat reveals that almost 10 million British people use Snapchat every day.

Krux and Survata Team For Data Offering
Market research with programmatic ads will become a reality, as a way to survey a sample of the target segment to figure out their mindsets in real-time has been created by Krux and Survata. Crux has created a data-science-as-a-service offering that leans on features called Krux Feed, which focuses on data, and Krux Kognitive, a machine learning system.

Majority of U.S Adults Get News From Social Media
Over sixty per cent of U.S adults receive their news from social media, with 18 per cent doing it often, according to a new survey by Pew Research Centre, conducted in association with the John S. and James L. Knight Foundation. Two-thirds of Facebook users get news on the site, nearly six-in-ten Twitter users get news on Twitter, and seven-in-ten Reddit users get news on that platform.

Publisher’s Videos On Facebook Are Shared More Than Links
Across the board, publisher’s videos (including live and canned video) got an average of 4,036 shares per post, seven times more than links, according to Newswhip. The data showed that when publishers shared article links, including Instant Articles, they got just 571 shares per post. Facebook has also just started showing their adverts to non-users.

Facebook engagements

 

Developers Are Turning Away From Apple Watch

The Apple Watch is being shunned by developers due to its lack of apps, mobile database Realm has said. The ratio of iOS to Watch apps is currently running at a 1,000 to one, and developers are seeing it as merely a companion piece to the iPhone.

Fifth of Mobile Users Utilise Ad-Blockers
Twenty-two per cent of the world’s smartphone users are making use of adblocking technology, the Adblocking Goes Mobile report from PageFair has found. Use of the services has almost doubled in 2015, the report has found.

Global Ad Expenditure To Grow 4.2 Per Cent
Global ad expenditure will grow 4.2 per cent in 2015, reaching $531 billion by the end of the year, according to the ZenithOptimedia Luxury Advertising Expenditure Forecast. The report shows that luxury goods manufacturers are starting to invest increasing amounts of their ad dollars in digital at the expense of offline channels.

Japan’s First Publisher Co-Operative Partners With Rubicon
Delta Publisher Alliance, Japan’s first premium publisher co-operative, has chosen the Rubicon Project as the programmatic partner for all its digital advertising inventory. Through the new co-operative, publishers will make their entire mobile, app, and desktop inventory available to advertisers through Rubicon Project’s technology platform.

Mondelez International Embarks on Media Investment Strategy
A “fearless” media monetisation strategy has been created by Mondelez International to make media investments on apps, videos and content partnerships generate money. The food company hopes will ensure that 10 per cent of all those investments break even or turn a profit by 2020.

Marketo Acquired By Vista Equity Partners
Marketing company, Marketo, has been acquired by a private equity buyer in a deal that values it among the top ad and marketing tech investments ever. Vista Equity Partners, a private equity firm,  focuses on investments in software, data and technology and will acquire all outstanding shares of Marketo common stock.

Facebook Appoints Rightster’s Former CEO New Head of Media Partnerships EMEA
Patrick Walker, the man responsible for launching YouTube in the EMEA region and the former CEO of Rightster, has been named as head of Facebook’s EMEA director of media partnerships. In a public Facebook post, Walker said “It’ll be a pleasure re-connecting with many of you I’ve worked with in the past as we explore new strategies for media companies and talent using Facebook video, Instant Articles, 360-video and virtual reality”.

Google Controls 12 Per Cent of All Media Spent
Alphabet, Google’s holding company, is now the world’s largest media owner according to a report from Zenith Media. The company controls 12 per cent of media spend, which primarily comes from Google and YouTube’s ad sales. Comcast ranked fourth, up from eighteenth last year.

Nielsen’s C7 Metric To Overtake C3
Around 75 per cent of broadcast and cable networks will use Nielsen’s C7 metric as their primary currency for this year’s upfront deals, according to a new survey from the Video Advertising Bureau. In a poll of its members, the VAB reports that a majority expected to use C7, which counts viewing for seven days after a show is broadcast live, as the primary metric for sales during this year’s upfront.

Digital Devices Play Prominent Role When Watching TV
Nearly 85 per cent of internet users surf the web whilst watching TV, a report from eMarketer has found. eMarketer’s first forecast on simultaneous media usage has found that this year, 182.9 million Americans will use the internet while watching TV at least once a month.

Hotstar and Akamai Renew Partnership
Streaming platform Hotstar and Akamai Technologies are renewing their partnership. Akamai will help to support Hotstar in delivering live sports content and the expected surge in viewership with the help of its Intelligent Platform.

Modi Media and Innovid Create Partnership
GroupM’s advanced television business, Modi Media, has formed a strategic partnership with Innovid to power MODI Media’s over-the-top (OTT) advanced video delivery. The partnership is designed to offer advertisers the opportunity to drive deeper engagement at scale.

Aeria Games Europe Merged with Gamigo
German media group ProSiebenSat.1 has agreed to merge its games subsidiary Aeria Games Europe into international games provider Gamigo AG. ProSiebenSat.1 acquired Aeria Games Europe in 2014 and has since focused on developing the company as a provider of mobile games.

Ericsson Introduces Video Content Delivery Solution
Ericsson has launched its MediaFirst Video Delivery solution, which they say is in response to increased volumes of video traffic over operator networks. The modular video distribution platform is designed to let service providers and broadcasters enhance the distribution of managed video services to mobile devices. 

Vivendi Acquires Gameloft
Vivendi has pushed further into gaming by acquiring the majority shares in French games company, Gameloft. The decision of Amber Capital, owners of a 15 per cent stake, to sell seen was seen as the tipping point. Vivendi has also been buying up shares in Unbisoft, the world’s third largest independent game maker, where its stake is now 15 percent.

King to Test Video Ad Format
The games giant who created Candy Crush is reportedly looking to launch a media business later this year to help build revenue around its sticky global audience of 463 million monthly active users. The company is said to be looking to test a new rewards video ad format to monetise over 400 million users.

Subscriber Growth For TiVo Ahead of Rovi Takeover
TV company TiVo, has grown its number of subscriptions by 24 per cent year-on-year in fiscal Q1, in a “strong quarter”. The total TiVo subscriptions are now over 7 million, which puts them in a good position ahead of their Rovi takeover.

Instagram Creates Business Accounts
Facebook-owned Instagram is launching business profiles and account tools. While many personal accounts are used for business, Instagram formalised the system and added promotional capabilities like putting spend behind a post and basic targeting, measurement and reporting tools.

OTT and Video Revenues in LatAm To Boom
Eighteen countries covered by Latin America will see a boom of $3.59 billion in 2021, according to Digital TV Research. The figures are up from $32 million recorded in 2010 and more than triple the $1.15 billion in 2015.

Eighty-Per Cent Who Know About Ad-Blocking Use It
Among those who are aware of it, 80 per cent block ads on desktop and 46 per cent do so on smartphones, “Decoding The Adblocking Consumer,” by Media Research has found. The report suggests it’s just awareness that’s holding back higher ad blocking adoption. Among those blocking, roughly half said they planned to ad block as long as they can.

Ad blocking

Ooyala Delivers Ad Campaigns for VOOT
Voot, a new over-the-top (OTT) service from Viacom18, has chosen Ooyala as their ad delivery partner. The company is using Ooyala Pulse to manage and deliver video ad campaigns across its new mobile app and desktop experience.

More Than Half of Gamers Watch Video Ads
More than half of highly engaged mobile games watch video ads, complete surveys, or install apps to earn virtual in-game currency rewards, according to a new study from TapResearch.

This Week on VAN:

Advertisers Need to Stop Shoehorning Performance Metrics into a Brand Channel, read more on VAN

UK Publishers are Reaching a ‘Digital Tipping Point’, read more on VAN

Ad of the Week: Hold True, Magners, Fold 7

A stylish piece of light relief. Cider brand Magners celebrates the return of the summer with an eclectic mix of musicians.


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