Facebook Product Director, Daniel Danker, discussed the thinking behind the social media giant's new Facebook Watch platform at IBC, revealing a focus on reality TV through episodic 'shows' often fronted by online 'celebs' - apparently positioning the new product as a YouTube competitor. Video is “entirely community-driven” and creators take 55% of any ad revenues.
Future TV Advertising Forum will focus on some of the marketing fundamentals in December, with leading TV buyers discussing whether advertisers are over-targeting and over-spending on digital. The conference explores how the TV industry can play to its strengths in the battle against digital giants like Google and Facebook, whether that is with multi-broadcaster programmatic reach, proper exploitation of live streaming, holistic TV/digital campaigns or, of course, better measurement.
GroupM launches Finecast to give single-buy access to addressable TV inventory from every broadcaster...
The media agency group has created a buying system that it hopes will be plugged into addressable inventory on all UK Pay TV platforms, free-to-air platforms (when they enable addressable executions), and direct-to-consumer broadcaster streamed services, covering on-demand and linear. Advertisers can target specific audiences and Finecast will find them, everywhere, via a single buy. The solution will roll out to other markets over time.
The Pay TV rivals are working to implement a unified addressable TV platform with a footprint of 12 million homes and 30 million people. Advertisers will be able to access this market through a single source. Sky Media’s Jamie West explains the rationale behind the partnership, which is about giving marketers what they have been asking for: advanced ad-tech at scale and with minimal complexity.
Recent improvements to UK public TV broadcaster Channel 4’s ability to target ads and personalise the audience experience mean that it now makes as much money from an impact on its All 4 portal as it does from one on its linear channels. The All 4 audience can be divided by ‘taste’ into nine different segments, rather than simply through demographics, age and gender.
New research has revealed the scale of opportunity for connected TV advertising in Europe, with "widespread agreement" across the entire market that connected TV is a new class of inventory.
A research paper from consultancy MTM and Yospace, a leader in dynamic advertising insertion (DAI) technology, has highlighted the ongoing power of linear and live television, fears among broadcasters that global Internet giants will bid for premium sports rights, and their confidence that they can better monetise their own online simulcasts thanks to DAI and more data-driven audience insights.
The Belgian broadcaster launched the new version of ‘Stievie Premium’ last week, which enables the ads that appear in broadcast signals to be replaced with targeted versions in the live online simulcast. Medialaan and DAI provider Yospace are hailing the radical innovation on the platform, which also shortens ad-breaks when you are behind live.
Most German viewers of the RTLplus broadcast channel saw ads for Raffaello chocolates on Wednesday night but owners of HbbTV 2.0 compatible televisions saw ‘nutella B-ready’ ads instead. IP-delivered ads replaced the broadcast stream in real-time, demonstrating the potential for broadcast linear targeting in the free-to-air market.
Joe Marchese, who is responsible for advertising revenue at Fox Networks Group, says TV cannot compete based on impressions. It must deliver attention, in increasingly variable lengths, with a sliding scale of what each ‘view’ is worth. He also repeated the idea that the scramble for digital impressions, regardless of their quality, is media’s equivalent of sub-prime mortgage madness.