AdTech News Round-up
Ahead of ATS Singapore 2023, James Rogers, VP brand sales, APAC at Digital Turbine, outlines why the mobile in-game ad format excels at capturing consumers' attention.
In the ever-evolving landscape of digital advertising, mobile gaming has emerged as a powerful channel for marketers to capture the attention of their target audience.
In studies conducted with attention measurement experts Lumen and Amplified Intelligence, interactive ads within mobile games outperform social and web video by over ten times in terms of attention – grabbing (on average) 22 seconds of attention per ad.?
But what is it about ads in mobile games that make them so effective? In this article, we explore five reasons why mobile in-game advertising helps brands grab the attention of audiences of all kinds.
Check out our blog post: What Are the Challenges and Opportunities of In-Game Advertising? & What Are the Challenges and Opportunities of In-Game Advertising?
The BBC, ITV, Channel 4, and Channel 5 have announced this morning that they are developing a joint CTV offering called ‘Freely’, which is set for launch in 2024. The joint service, specifically designed for smart TVs, will carry free IP-delivered streams of the participating broadcasters’ channels, as well as on-demand content.
The project is being handled by Everyone TV, previously known as Digital UK, the organisation joint-owned by all of the above broadcasters which handles free TV platforms Freeview and Freesat. The aim is for Freely to come pre-built into new smart TVs, meaning users won’t have to download the app in order to access it.
Everyone TV actually already runs a streaming service fairly similar to Freely, called Freeview Play. Like Freely, Freeview Play hosts live channels and on-demand content from all of the UK’s major broadcasters.
But the live channels – while browsable within the Freeview Play interface – are only available to users with an aerial plugged into their TV set, since the content is still delivered via broadcast. With Freely, live channels will be delivered via IP.
Check out our blog post: What Is Connected TV (CTV) & OTT Advertising and How Does It Work? [infographic] & The Difference Between Traditional, Linear, Connected TV, OTT, and Advanced TV Advertising [infographic]
Ahead of ATS Singapore, Travis Teo, executive director & co-founder of Adzymic, analyses the revival of ad networks. In this exclusive byline, Teo discusses what has led to this resurgence and what it could mean for the ad tech industry.
As we manoeuvre through an advertising landscape troubled by low-quality 'made for advertising' websites and the diminishing role of cookies, ad networks are the new comeback kids, characterised by a range of quality and innovative strategies. But how can they best help advertisers reach audiences? And how can marketers utilise them to achieve their goals?
Quality assurance amidst sub-par advertising environments
A recent study by the Association of National Advertisers (ANA) in the US found that one in five online ad impressions run on made-for-advertising sites. It’s a well known fact that the open web is filled with poor-quality ad-cluttered websites whose sole purpose is to garner maximum ad revenue. The ease of content generation using Generative AI only exacerbates this issue. The study also reminds advertisers of the old adage – you get what you give. Low CPM rates are likely to attract low quality impressions.?
One way to manage this is to seek out ad networks that implement stringent quality control measures to curate quality publishers. By establishing alliances with respectable publishers, they are shaping spaces where users can interact with ads without the intrusion of low-quality content, fostering a trust-orientated advertising environment.
Check out our blog post: What Is an Ad Network and How Does It Work? & How to Design and Build an Ad Network?
Criminal gangs behind a rise in bombings and shootings in Sweden in recent years are using fake Spotify streams to launder money, a Swedish newspaper reported on Tuesday.
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Criminal networks have for several years been using money from drug deals, robberies, fraud and contract killings to pay for false Spotify streams of songs published by artists with ties to the gangs, an investigative report in Svenska Dagbladet claimed.
They then get paid by the platform for the high number of streams, thereby laundering the money.
The newspaper said its information had been confirmed by four gang members from separate criminal networks in Stockholm, as well as an anonymous police investigator.
Three years after the U.S. Department of Justice filed its landmark antitrust lawsuit against Google, the case finally went to trial yesterday, with opening arguments setting the stage for a landmark legal battle.
The stakes are very high for Google, and experts say the case could shape the future of online advertising depending on its outcome. (Here’s a primer on the case with more background, what to expect, and the potential impact.)
This week’s trial is happening parallel to a separate antitrust case the DOJ filed earlier this year that focuses on the open web. (The first one, focused on the search market, was filed in 2020 by the Trump Administration.)
In some ways, the opening arguments could serve as a crash course for anyone trying to learn about the complexities of online advertising — or for advertisers who want to see the industry through a legal lens. (The case has also faced criticism for Google’s efforts to keep evidence private and prevent an audio feed for the hearings from being accessible after opening arguments.)
Check out our blog post: AdTech Antitrust Investigations and Lawsuits Against Google, Apple, Facebook, and Amazon (GAFA)
Generative AI is poised to revolutionize the advertising industry, potentially reshaping ad services, customer engagement, and user experience.
When generative AI tools like DALL-E, Midjourney, and ChatGPT-4 hit the mainstream, the tech wowed millions of users with the realism of their results and ease of use. The question of the hour: Will generative AI render human creativity, information curation, and customer support obsolete?
But in advertising and other industries, professionals have anticipated this moment for years. Their questions have been about when it would come and how to navigate the possible outcomes of its implementation. AI-powered search stands to shake up the $500 billion digital ad market, including Google’s $162 billion search advertising business.?
But there’s a lot at stake for users, too. Generative AI innovations promise enhanced efficiency and improved customer service, but there’s a growing concern that the race to implement them could lead to further deterioration in service quality. That would only exacerbate existing challenges brands, agencies, and buyers face.
There are risks in implementing this technology too early or too extensively. There are questions about whether AI, as it currently stands, can provide quality service to real people, including in developing ad creative and messaging that resonates with the right audiences.
Banning password sharing is No. 1 on Netflix right now.
Netflix reported a huge jump in subscribers over the summer – six million new sign-ups, compared with 1.5 million during the prior quarter – which it credits in large part to its anti-account-sharing measures. Weeks later, Disney announced that it, too, has plans to implement anti-password-sharing tactics.
Although Netflix is keen to attract any new subscribers, its goal here is to encourage new subs to sign up with ads. People who create their own accounts after getting kicked off of a shared one are likely to consider the cheapest – aka ad-supported – option.
The strategy appears to be working.
Nearly one quarter (23%) of new Netflix subscribers in July signed up with ads, up from 19% in June.
Other streaming services, including Disney+, are “definitely taking notice,” Teresa Doyle Kovich, a principal consultant at data consultancy DAS42, tells me.
But despite their interest, other major streaming services don’t (yet) have a way of implementing anti-account sharing on their platforms.
The strategy is also a risky one: It’s very difficult to enforce, and the timing needs to be just right.