BeIN Media Appoints SMC As An Exclusive Advertising Partner In MENA
BeIN Media Group, a sports broadcaster inks a partnership with Riyadh-based media representation firm SMC as its exclusive advertising partner in the Middle East and North Africa (MENA). Qatari-based beIN signed an agreement with SMC which covers advertising for all of its channels, including its flagship sports channel beIN Sports. A source familiar with beIN told Reuters, “The deal is in the region of $150 million.”
The strategic deal comes nearly two years after Saudi Arabia and three other Arab countries ended their dispute with Qatar, which had seen them sever all political, trade, and travel ties. SMC Chairman Mohammed bin Abdulelah Al-Khuraiji and BeIN Group CEO Yousef Al-Obaidily signed the agreement at BeIN’s MENA headquarters in Doha.
During the strategic partnership, local and international advertising companies will benefit from the promotion of an environment that stimulates creativity and innovation in the digital industry. In this way, they will gain a competitive advantage through various opportunities. The agreement runs from that covers the period before, during, and after the tournament up to the end of 2023, which is a great outcome for both groups.
And that’s what they said
Mohammad Al-Subaie, CEO of beIN MENA, is delighted to partner with SMC as they prepare for the world’s largest sporting event, the FIFA World Cup Qatar 2022, said,
“The agreement is not only commercially significant, but will also enable advertisers to reach a huge audience who are tuned into beIN’s various channels within the MENA region, through a leading media sales agency. More so, this partnership is a testament to the success of beIN’s growth strategy and its advancement both in MENA and globally. This is simply the beginning of our plans at beIN, and this agreement is just one of many great success stories which have been announced this year, with more to come.”
Khalid Waleed Alkhudair, CEO of SMC, further commented,
“This agreement with beIN provides us with an opportunity to implement SMC’s strategy of flexible and effective advertising and marketing services. We plan to utilise our top-of-the-line service models, which comprise the latest in advertising systems, in-line with the global developments in the industry, and evolving market demands.”
BeIN Sports is the official broadcaster of the 2022 soccer World cup. It is the only place to watch all 64 matches in most countries in MENA and France with coverage in Arabic, English, and French. Reuters reported that Saudi equity firms and US investors were considering an investment in BeIN sports. It has also been attracting the attention of the Saudi wealth fund PIF earlier this month, according to Bloomberg.
A group of over 120 presenters, reporters, commentators, and analysts will cover the World Cup, making it the greatest and most diverse team assembled in the history of the event.
Fox Partners With Magnite To Boost Programmatic Campaigns
Fox teams up with leading supply-side platform (SSP) Magnite to boost programmatic for OneFox, a platform that allows advertisers to buy inventory across Fox’s various media assets.
Magnite is FOX’s exclusive launch partner (e.g. seller) for its OneFOX platform. The company will build custom technology to streamline the buying process for Fox. Advertisers can create one unified programmatic-guaranteed plan to deliver their private marketplace and programmatic campaigns across Fox’s entire portfolio, including Tubi, their FAST streaming aggregator service and anchor of the streaming strategy. Furthermore, advertisers can plan easier, since they only need to deal with one vendor for PMP and programmatic guaranteed campaigns across FOX properties.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
And that’s what they said
Dan Callahan, SVP Data Strategy and Sales Innovation at Fox Corporation said,
“In unifying our vast library of assets, we recognized the need to identify the right technology provider who could help deliver our premium inventory to advertisers.
Magnite’s programmatic expertise and industry-leading technology make them the perfect fit to connect buyers with FOX audiences across all our properties. We have been impressed by what Magnite has created to support our inventory monetization efforts and look forward to the growth of our relationship.”
Mike Laband, SVP, Programmatic Platforms at Magnite said,
“With OneFOX, FOX has consolidated its large audience footprint and as viewers shift to CTV and OTT, buyers have increasingly turned their attention to programmatic as a way to reach these audiences with greater efficiency.
We look forward to building out technology to support this shift and streamline access to FOX’s suite of premium inventory for advertisers.”
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Uber Joins The Advertising Bandwagon To Boost Digital Ad Revenue
Uber has now launched its advertising division and unveiled Journey Ads, its in-app advertising solution in an attempt to increase revenue. The global ride-hailing service will sell ad space inside its Uber Rides and Uber Eats apps as well as in other ad formats.
Journey Ads will be headed by advertising veteran Dr. Mark Grether, previously with Amazon Advertising, CEO of Sizmek, and Co-Founder of Xaxis. Uber will leverage its first-party data and insights across its mobility and delivery businesses, an audience of 122 million monthly active users. Brands can scale campaigns across both Uber apps.
The company describes journey ads as “an engaging way for brands to connect with consumers throughout the entire ride process.” Search engine land reports that the ad will be shown in the Uber app at least three times during the riders’ journey. Advertisers will be able to place ads based on riders’ travel histories and their exact geographic locations with the new feature. Using an example from The Wall Street Journal, a company can buy ads focused on a retailer, cinema, or airport where users book an Uber.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
How do the ads work?
Additionally, Search Engine Land reports that the new product will allow brands to sponsor a rider’s entire trip from the start. In contrast to digital advertising’s usual model of charging per impression, the ad spots will be sold per trip. Uber riders will deliver ads in the app: while waiting for a car, during the journey in the car, and upon reaching the destination. The rider can also conduct transactions without leaving the app by clicking the ad to buy a product.
Though not available globally yet, Uber is testing the ads with a few brands at launch. Over 40 marquee brands have already partnered with Uber to run Journey Ads including NBCUniversal, Heineken, and United Artists Releasing. Early research shows that users exposed to ad content for 2 minutes resulted in two to six times the brand-performance lift compared to other benchmarks.
Uber will also enable ads in Uber Eats, at different stages during the food ordering process — from opening the app to checking out.
Other Advertising Options
Aside from Journey Ads, the list of ad formats is long. The platform will allow brands to purchase sponsored listings on Uber eats, sponsored emails, homepage “billboards”, post-checkout ads, in- Menu ads, and digital out-of-home car-top ads.
Uber is also doing Storefront ads that enable CPG brands to enjoy top digital shelf placement within its app as well as in-car tablet ads pilot in Los Angeles and San Francisco.
Uber not only connects the brands with relevant users but also provides comprehensive reporting and analysis of the effectiveness of those ads and whether they are able to capture the attention of all the movers and eaters.
Dr. Grether, General Manager, for Uber’s advertising division said in a statement,
“By tapping into our mobility media network, our pilot campaigns have surpassed expectations in terms of brand lift, engagement, and other campaign goals. We’re eager to continue working with our partners to identify best-in-class offerings – such as in-car tablet advertising – that will ensure they’re engaging with captive and engaged audiences.”
Targeting capabilities
A Wall Street Journal article says Uber’s advertising policy prohibits targeting users based on race, religion, or sexual orientation, as well as certain types of destinations, such as government buildings, hospitals, and reproductive health centers, based on ad targeting.
Uber is committed to privacy and will not share user data with advertisers. The information that the company shares is limited to aggregated information or data related to ad campaign performance. Uber users have the option of opting out of targeted ads at any time. Uber announced the move after Lyft launched its own advertising division in August, its main competitor in Western markets. Dr. Grether, General Manager also said,
“We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get.
While these consumers are making purchase decisions and waiting for their destination or delivery we can engage them with messages from brands that are relevant to their purchase journeys. And with 1.87 billion trips last quarter, that means we can connect advertisers to consumers on average five times per month across rides and delivery.”
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
Netflix Is Back In Game With New Ad Plans and Subscriber Growth
Netflix put an end to the subscriber losing streak in Q3 after gaining 2.4 M new subscribers. Reed Hastings Co-Founder and Co-CEO said, “Thank God, we’re done with shrinking quarters. That’s a big feeling of — we’re back to the positivity.”
Why it matters: The streaming giant had a rough patch in 2022 but rebounds in the third quarter with ad-supported tailwinds.
Quick Recap: Over the years, Netflix pitched for the ad-free model so the creators can focus on content than monetization. However, it reshaped its ad business with AVOD services to deal with losses and contribute to its growth. The company has witnessed gains after unveiling its Basic Ad plan in 12 countries, starting from Nov 3 in the U.S.
Details: In an investor call, the company said they are focused on new revenue streams, be it -the content side, advertising, or paid sharing and so they will no longer provide guidance on subscribers.
It is forecast to add 4.5 million subscribers next quarter, a bullish estimate considering it lost over 1 million subscribers in the first half of the year. The company touted newer hits, such as “Monster: The Jeffrey Dahmer Story,” and season 4 of “Stranger Things” that helped to move the needle last quarter.
By Numbers: CNBC reported the following financial numbers:
Revenue: $7.93 billion vs $7.837 billion, according to Refinitiv survey.
Expected global paid net subscribers: Addition of 2.41 million subscribers vs. addition of 1.09 million subscribers, according to StreetAccount estimates.
Will Ads add to the Growth?
The streamer said it was “very optimistic” about its new advertising business. COO Greg Peters anticipates sign-ups for Netflix Basic with Ads will add net new subscribers rather than existing subscribers switching off from current plans.
“We don’t expect a material contribution in Q4’22 as we’re launching our Basic with Ads plan intra-quarter and anticipate growing our membership in that plan gradually over time. Our aim is to give our prospective new members more choice – not switch members off their current plans. Members who don’t want to change will remain on their current plan, without ads, at the current price.”
Subscription growth is forecasted based on its upcoming content slate and the typical seasonality that occurs during the last three months of the year. With a lower price, a business will have a balance between monetizing with ads and providing access to all their great content.
Strong Competition
Netflix is in a highly competitive industry with viewers having a vast choice- from linear TV to streaming, YouTube to TikTok, and gaming to social media. Netflix noted its competitive advantage in a note to investors, saying:
“Our competitors are investing heavily to drive subscribers and engagement, but building a large, successful streaming business is hard – we estimate they are all losing money, with combined 2022 operating losses well over $10 billion, vs. Netflix’s $5 to $6 billion annual operating profit.”
The streaming war is real. Streaming subscribers are not churning away because they are switching to other providers, not stopping streaming. The streaming industry is more competitive and ad-supported than ever before, but it still has the potential to evolve. Reeds explained that Netflix and Disney are two big brands in the premium space. And they are battling to provide the best content and low prices, basically all the competitive dynamics.
Ad inventory and targeting
Netflix is completely sold out on its ad inventory for the launch as the initial demand was very strong. This shows that advertisers are interested in the proposition of bringing their brands and their ads on Netflix. It is also building in a lot of capabilities over the next couple of quarters that will be important to advertisers to make that advertising offering increasingly attractive.
Netflix accelerated the release of its ads tier, which is why it has limited targeting options. Right now. they will have basic targeting capabilities with Basic Ad plans. Gregory K. Peters COO & Chief Product Officer said, “we do have relatively basic targeting capabilities in terms of contextual targeting, genre, et cetera.”
He further added, “Now our job is to move from that into more of what we expect from a digital world, where we have 100% signed-in audience, fully addressable, fully targetable, and so we can start to layer in additional targeting capabilities over time.”
Privacy is also a priority for Netflix. And that is where Microsoft fits the bill. Despite having deeper roots in connected TV advertising than Microsoft, the industry was surprised by Netflix’s ad sales partnership with Microsoft. Peters said, “We’re very cognizant of privacy. And all of the data that we use will just be used to basically deliver more relevant ads offering on Netflix, and we’re not using that data in any way, shape or form for a profile building off Netflix.”
Peter believes Microsoft has the go-to-market capability of Netflix. With the joint capacity growth, they will be able to serve the advertisers better. Netflix recently announced measurement partnerships – DoubleVerify and Integral Ad Science to handle ad verification, viewability and brand safety, and with Nielsen for the audience measurement.
Big change in account sharing
Netflix has finally cracked down on password sharing which has eaten into its bottom line. The streamer will monetize account sharing and will roll out in early 2023. The ability for borrowers to transfer their Netflix profile into their own account, and for sharers to manage their devices more easily and to create sub-accounts (“extra member”), if they want to pay for family or friends. In countries with a lower-priced ad-supported plan, the streamer expects the profile transfer option for borrowers to be especially popular.
Peter said they have been working to find a balanced approach that supports customer choice and customer-centricity. But also will make sure that “as a business, we’re sort of getting paid when we’re delivering entertainment value to consumers.”
Interesting Read: Have You Played Netflix Games?
Bloomberg Will Soon Stop Using Programmatic Ads And Here’s Why!
Bloomberg Media is closing its Open-Market third-party programmatic display ads operations from January 1, 2023. Adweek reports that it will stop serving on its website and mobile app. Publishers plan to stop using content recommendation services such as Taboola. They recommend products that divert visitors away from their website.
Why does the publisher want to stop these ads?
Bloomberg Media plans to focus on improving ‘user experience. A programmatic display ad on the open market is subject to quality assurance processes, which may also mean that is not in alignment with the brands’ objectives. Adweek reports that open-market ads only represent about 5% of the publisher’s inventory. As a result, a shorter-term ad revenue loss will be exchanged for long-term revenue gains.
However, the publisher is of the opinion that the improved user experience will result in more readership frequently and high consumption of content regularly. The newly available inventory will also be used for house ads for Bloomberg Media’s editorial products, including newsletters, podcasts, events, and television.
This decision will reduce its dependency on the open-web programmatic inventory as it is difficult to collect third-party data due to strict privacy regulations. Considering that programmatic represents only a small portion of inventory, the yield is heading into trouble. Therefore, there are new ways to monetize readers’ revenue, and eventually will change the outlook of many other publishers.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Future plans of Bloomberg Media
Bloomberg media already monetizes its digital advertising inventory via direct sales, private marketplaces, or even programmatic guaranteed deals. The open market third-party programmatic display ads are to fill the remnant inventory. This is particularly for the ad space that is unused or unsold. However, while dealing with third-party programmatic ads, Bloomberg Media does not have a strong hold on how and where ads appear affecting its premium readership.
In spite of this, cutting off programmatic advertising will inevitably lower short-term advertising revenue. The experiment will succeed if Bloomberg Media is able to compensate for that downturn with a subsequent increase in reader revenue. The in-house promotions and marketing will enhance reader awareness of the latest editorial products. The publisher will elevate the benefits of the offerings and distinguish the uniqueness of its exceptional reporting team. This will set them apart from competitors and increase the odds of customer return. Adweek quoted chief executive officer, Scott Havens,
“Historically, we have not leaned into promoting our authors, but now my belief is that to deepen engagement, we need to promote what makes us different.”
It will be interesting to understand how will this shift impact Bloomberg Media’srevenues and will the reader revenue be the new monetization way.
Interesting Read:The Journey From Deterministic To Probabilistic Marketing
Finally Coming! Netflix Reveals Ad Plan Price- Know Everything Here
Finally, the streaming giant unveils its much anticipated ad-supported subscription plan ‘Basic with Ads’.What was once believed unthinkable is a reality today. Ultimately, Netflix needs more revenue and ads are one of the resources to achieve it.
Netflix announced on the press call that it is introducing a lower-priced ad-supported plan for $6.99. The new subscription plan ‘Basic with Ads’ is $3 less than the current cheapest Netflix plan without ads.
And the surprising part is that Nielsen will be Netflix’s audience measurement partner, which is criticized for reporting inaccurate streaming data.
Know everything about the Basic ad plan
Markets: To start with, it will be rolled out in 12 countries- Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK, and the US minus India.
Launch date: On November 1, Canada and Mexico subscribers are the first to try the new plan. It will then roll out to the U.S., the U.K., France, Germany, Italy, Australia, Japan, Korea, and Brazil on November 3. Spain will be the last to experience the cheaper tier when it launches on November 10.
Pricing: Basic with Ads will cost just $6.99 a month in the US. It will not increase the price of the existing plans. The streaming giant will beat rival Disney+ by one month, which is hiking the price of its ad-free plan along with the launch of an ad-supported plan on December 8.
Credit: Tech Crunch
Let us analyze and compare the pricing with the competitors
Features of the Plan
Video quality only up to 720p/HD (now for both Basic with Ads and Basic plans); an average of 4 to 5 minutes of ads per hour; a limited number of movies and TV shows won’t be available due to licensing restrictions, which they are working on, and no ability to download titles.
Apparently, the percentage of unavailable titles differs depending on the country, Tech Crunch reports. As of launch, approximately 5% to 10% of the Netflix catalog will not be available in the ad-supported plan. Netflix will work to reduce that number as time goes on.
Offline Viewing: Furthermore, offline viewing would not be possible, which is characteristic of many AVOD services (ad-supported video-on-demand).
Contrary to early 2023 opinions, Netflix announced the Basic with Ads plan six months after unveiling its lower-cost ads plan. The company wrote, None of this would have been possible without our team’s hard work or Microsoft’s extraordinary partnership. The switch from linear is happening at an ever-increasing speed, with streaming now surpassing broadcast and cable in the US.
“We’re confident that with Netflix starting at $6.99 a month, we now have a price and plan for every fan. While it’s still very early days, we’re pleased with the interest from both consumers and the advertising community — and couldn’t be more excited about what’s ahead. As we learn from and improve the experience, we expect to launch in more countries over time.”
Exciting times for advertisers
Netflix’s announcement of an ad-supported subscription plan marks a milestone in its 25-year history. Ad companies will also benefit from Basic with Ads, the company said,
“the chance to reach a diverse audience, including younger viewers who increasingly don’t watch linear TV, in a premium environment with a seamless, high-resolution ads experience.”
Ad Format: Each ad will be 15 or 30 seconds in length, which will play before and during shows and films. New Netflix movies will have pre-roll ads without interruptions. Older movies, however, will receive preroll and midroll ads.
Advertiser Controls: Netflix will offer broad targeting capabilities by country and genre (e.g. action, drama, romance, sci-fi) to help advertisers reach the right audience and ensure ads are more relevant for consumers Advertisers will also be able to prevent their ads from appearing on content that might be inconsistent with their brand.
Verification Tools: Netflix has partnered with DoubleVerify and Integral Ad Science to verify the viewability and traffic validity of the ads starting in Q1 2023. These companies will ensure ads run where they’re supposed to and that they conform to industry standards. DoubleVerify will provide viewability and IVT verifications that will be valuable for advertisers’ marketing goals.
Audience Measurement: To enable advertisers to understand how Netflix can reach their target audience, Nielsen will use its Digital Ad Ratings (DAR) in the U.S. This will become available sometime in 2023 and eventually be reported through Nielsen ONE Ads.
In addition, Netflix is measuring its UK streaming numbers with the British TV rating agency Broadcasters Audience Research Board. An unrevealing move for a streaming service famous for its close-mouthedness about viewership figures.
Omida research suggests that 60% of Global Netflix Subs to Use Ad-Supported Option by 2027. New subscribers would be acquired and existing subscribers would be transitioned to the ad tier as part of this change.
Credit: Omida
The announcement of the news comes ahead of Netflix’s Q3 earnings announcement, which will be released next Tuesday, October 18. Whether Netflix of the future will be different from Netflix of the past will be determined by the next few years.
DoubleVerify Launches New Attention Lab For Advertisers
DoubleVerify, a leading software platform for digital media measurement, data, and analytics, announced the launch of the new DV Attention Lab. It will help advertisers optimize campaign performance using in-depth “attention data” on ad engagement and ad exposure.
One of its kind DV Attention Lab
The newly-formed DV Attention Lab will focus on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance powered by DV Authentic Attention covering industry benchmark reports, best practice guides, and illustrative case studies.
What is DV Authentic Attention?
DV recently released the DV Authentic Attention Snapshot, a comprehensive and holistic overview of high-level attention measurement for all DV advertisers. This feature helps DV clients achieve greater campaign performance against the current macroeconomic backdrop.
Parameters for measurement: DV Authentic Attention is a performance solution that analyzes over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device – in real-time.
As for exposure, it evaluates the entire presentation of the ad, taking into consideration the viewable time, the share of the screen, video presentation, audibility, and more. As part of user engagement, it analyzes key events that occur while the ad creative is displayed, including user touches, screen orientations, video playbacks, and audio controls. Mark Zagorski, CEO of DoubleVerify explained in a statement,
“As advertisers grapple with economic uncertainty, the need to understand and maximize advertising performance is more important than ever. “
“Traditional KPIs such as viewability and clicks are not effective at identifying whether an ad is making an impact on the end viewer, and disruption from regulatory shifts to cookie deprecation is hindering how brands can use existing tools. With that in mind, we are confident that privacy-friendly attention metrics will become the industry’s new performance currency. We are excited to launch the DV Attention Lab™ to help advertisers navigate today’s digital landscape.”
And what they say
Mondelez International, one of the world’s largest snack companies, used DV Authentic Attention to evaluate and optimize the performance of a cross-platform display campaign for a popular snack brand. DV’s campaign was able to demonstrate that “high-exposure” impressions contributed to a 9 percentage point increase in brand favorability, an 8-point lift in consideration overall, and a 5-point increase in purchase intent. In the DV Attention Lab, the findings will be presented to the industry to illustrate how global brands and agencies can effectively utilize DV Authentic Attention to maximize media results.
Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead of Mondelez said,
“We are excited to see them launch the Attention Lab and support the industry as attention-based measurement and targeting becomes even more critical. Now more than ever, advertisers need actionable insights to drive campaign optimization and deliver outcomes.”
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Google Introduces 2 New Audience Solutions In Display And Video 360
Google introduced new audience solutions with first-party data and machine learning in Display and Video 360. The two new updates are Optimized Targeting and Exchange Provided Identifier, also known as EPID.
What is it about
a. Optimized Targeting
Optimized targeting helps advertisers expand reach across relevant audiences and increase return on investment (ROI) with the touch of just a button. Campaign settings, such as manually-selected audiences including first-party data and Google audiences, influence the machine learning algorithm. Optimized targeting then uses machine learning to expand reach across other relevant groups without relying on third-party cookies.
It identifies and targets the most likely audience to drive impressions, clicks, and conversions depending on the advertiser’s strategy.
What are the performance results: This ultimately leads to better performance and increased conversions. The early test results found that advertisers who use optimized targeting in Display & Video 360 can see,
Image Credit: Google
Availability: In Display & Video 360, optimized targeting is currently available for YouTube Video Action campaigns. In the coming months, it will expand beyond YouTube to all display and video campaigns. Once launched, new eligible display and video campaigns will be opted into optimized targeting with the ability to opt out.
b. Exchange-Provided Identifier (EPID’s)
Exchange Provided Identifier, also known as EPID, provides Display & Video 360 with new signals which will be used to automatically future-proof frequency management tools. In the future, EPIDs will be powering a variety of other marketing use cases in Display & Video 360 with no action required by advertisers.
Expansion of PPID technology: EPID expands the PPID technology. Publisher Provided Identifiers, also known as PPIDs, became available for publishers to use programmatically last year. PPID allows publishers to send Google Ad Manager the first-party identifier for marketing use cases.
EPID makes it available to more exchanges, publishers, or vendors looking to share their first-party identifiers with Display & Video 360’s backend to improve the quality of programmatic ads served on their respective properties. An EPID from a particular exchange or publisher cannot be used outside of an exchange’s inventory. In this way, people are protected from being tracked across the web.
Testing and availability: Google has improved the feature based on the feedback from the tests with several exchanges and partners. In the coming months, EPID will be used to inform Display & Video 360 users frequency management solutions. Brands will be able to avoid ad repetition and maximize reach efficiency even in the absence of third-party cookies. Brands and agencies will automatically benefit from EPID when setting frequency goals.
In the blog, the company also stated, EPID will be used as a signal for building Google audience segments in Display & Video 360. This will give advertisers a chance to deliver more personalized ads on publishers’ sites for which EPIDs are received. Down the line, EPID will also help brands unlock other core advertising functionalities, like cross-device reach on a domain by domain basis, and invalid traffic prevention in a privacy-safe way.
How will this help the marketers?
The new solutions created in Display & Video 360 solutions will allow marketers to successfully reach and influence their most relevant audiences while ensuring consumers feel safe online.
As digital advertising changes, it’s essential for advertisers to stay ahead of the curve while meeting people’s expectations. Consumers want two things -Ad relevance and privacy. Using these programmatic options, publishers can serve successful programmatic ads despite having a cookie-free future.
Wait there’s more- The Journey From Deterministic To Probabilistic Marketing
How Will Meta’s New Ad Formats and Brand Controls Boost Growth?
Meta introduced a basketful of new spaces available for advertisers on both the Explore page of Instagram, within Facebook Reels, and on creators’ pages.
New ad formats for Facebook and Instagram
The company said in a blog post that it focused on building products for businesses that meet people where they are.
“We’re announcing new ways for advertisers to reach customers in a range of ways based on how they are spending their time—whether through video, messaging, ads or AI-enhanced experiences—and updates on our ongoing efforts with industry partners.”
It is testing new skippable ‘post-loop’ video ads on Instagram Reels. Other product updates for advertisers include a music catalog, a new ad format for Facebook Reels, and ads on the Explore home page and user profiles.
A test of ads in creators’ profile feeds will give creators a monetization option. They will be able to make additional income from ads within the content they already have.
The company will run 4- to 10-second skippable post-loop ads and standalone video ads after a Reel has ended. It also tests horizontally scrollable carousel ads displaying 2-10 images at the bottom of a Facebook Reel. Additionally, Meta introduced new ad placements and formats for Instagram – AI-powered multi-advertiser ads and Explore home and profile feed ads for businesses.
Another ad product includes an open beta test of Augmented Reality (AR) ads in both Feeds and Stories on Instagram, where brands can encourage people to interact with an effect through their surroundings, such as testing furniture in their home or test driving a car.
AR Ads on Instagram, Credit-Hindubusinessline
Multiverse ads on Instagram, Credit-Hindubusinessline
Meta also revealed brand safety updates the marketing community had been waiting for. Instagram and Facebook feeds will now incorporate brand safety risk tolerance controls, allowing brands to control content proximity (low, medium, high). As an added benefit, brands will also have access to third-party reporting, which will let them know where their ads appear, thanks to ad tech partner Zefr’s technology.
Interesting Read: Meta and JioMart Will Launch Chat-To-Cart Services In India
Marketers Perspective
A new ad revenue opportunity for Meta and creators who make money off the platform. Adweek reports that for in-Reel Facebook ads, creators would get 55% of the revenue, while Meta would get 45%. There are still some details to work out concerning revenue sharing with creators’ pages, but It is unlikely that they will be able to earn a significant income.
In the meantime, buyers aren’t prioritizing the formats, as Meta still needs to fix other glitches on its platform. In addition, some worry that the platform might become overcrowded with advertisements. Also, the macroeconomic headwinds looming have prompted Meta to freeze hiring. However, advertisers may warm to the new offerings. They are equating inventory to lower CPMs (cost per thousand impressions). New offerings build additional inventory on the platform hence marketers look forward to seeing lower bids in return.
The new suitability tools and controls are under testing mode and will be rolled out in 2023. Advertisers will have more control over how the ads will appear on the platform as well as early insights on the future of shopping in the metaverse.
Interesting Read: Meta Audience Network Announces Rewarded Interstitial Ads
Roku And Nielsen Expands Partnership To Enable Four Screen Measurement
Nielsen and Roku build upon their longstanding relationship and enable four-screen measurement across traditional TV, connected TV, desktop, and mobile.
This means that marketers who run ads across Roku’s platforms can deduplicate campaign reach and frequency across the four screens as part of Nielsen’s Total Ad Ratings product. It will soon support audience deduplication on its forthcoming cross-media measurement platform ‘Nielsen One’ which will enable publishers and marketers to transact on a single metric across linear and digital platforms.
The Four Screen measurement
Nielsen’s latest edition of “The Gauge” reveals streaming surpassed cable for the first time in July, capturing its largest share of TV viewing to date. Consumers spend more time streaming, marketers are diversifying their media investments and continue to shift more dollars to TV streaming than ever before. The Roku platform offers four-screen measurements, including TV advertising through Roku’s OneView media selling platform, as well as video inventory through Roku’s Ad Framework.
A key piece of Nielsen’s data set is Total Ad Ratings since it forms the basis for Nielsen’s plans for Nielsen ONE, its cross-video supply product which will be released this year.
Interesting Read: Nielsen Launches Four-Screen Ad Deduplication For YouTube
The long-existing relation
Roku and Nielsen began with Nielsen Digital Ad rating measurement in 2016. Since then, more than 200 advertisers have measured their TV streaming campaigns on Roku. Roku acquired Nielsen’s advanced video advertising (AVA) business last year, including its dynamic ad insertion technology and automatic content recognition.
This expansion of measurement capabilities on the Roku platform is an important step toward delivering a consistent and comparable cross-media solution with Nielsen ONE.
Kim Gilberti, SVP, of Product Management, at Nielsen said that marketers are increasing their investments in CTV but look forward to consistent measurement across screens.
“Marketers can now better evaluate CTV inventory’s unique reach and frequency in conjunction with their entire Roku buy in a comparable and comprehensive manner, and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices. This release brings us one step closer to providing comparable and deduplicated metrics across screens with Nielsen ONE.”
Asaf Davidov, Head of Ad Measurement and Research, Roku said,
“We believe that all TV ads will be accountable and measurable. Our direct consumer relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement simpler and more accurate as marketers shift spend to TV streaming.”
Interesting Read: Roku Is The New Player: A Look At Its Data Clean Room Strategy
