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MVPDs Hold On Tight While TV Re-targeters Hope to Avoid Pitfalls of AdTech

The following is our weekly TV [R]EVenue newsletter, which publishers on Wednesdays. Want to subscribe? Click here.

Facebook wants TV advertisers to show them some ‘likes’ but it’s a tougher sell when you’re getting less bang for your buck on the social platform than you are through television. That trusty TV’s far from perfect either, though.

Snap already knows where you are, and now their advertisers will, too. This week’s purchase of Placed should result in better targeting and more relevant ads. Lat long, people. Maybe it answers the above?

On that note: we are watching Jason Stein’s Cycle Media model, with the promise of 150 million for building, and companies like WHOSAY that power influence marketing for brands and agencies in a smart, whitelisted way.

It can be hard to have your cake and eat it too, but Brandlive explains how together, pre-recorded and live video can give you the best of both video marketing worlds.

Multichannel ad revenue’s the growing trend, but it’s not without its issues. Subscriber numbers are also in for another big dip as the glut of new streaming services create more alternative options than ever before. That means less near-term growth, which is yet another worry for both networks and advertisers alike.

Apple’s buying in on AR and VR, and that should mean industry growth pushing brands and publishers to dive right in shortly. Content creators should be salivating over what’s next, including the potential to drive some real financial results. What gets measured gets made.

Both Apple and Google are playing internet safety cop now, too. Padsquad’s Daniel Meehan asks if we should really feel comfortable with the Big G being the arbiter of what appears on a page as a user, and more importantly as a publisher?

TV-retargeting is moving toward a self-serve model if recent announcements are any indication. Simulmedia is touting its predictive analytics platform. Alphonso’s also pushing toward easy-to-digest TV analytics after a new round of equity financing for its re-targeting efforts. It’s a crowded re-targeting field– we wonder how these companies will avoid the hard lessons seen in the digital commoditization of ad tech that sees high EBITA = underwhelming valuations. Someone send us notes, we want to know more.

This week’s TV[R]EV Originals

Ooops, Apple Did It Again
Alan Wolk

Not content to rest on its laurels, Apple apparently decided to double down on the mistakes it make on its Apple TV product, incorporating most of them into its new HomePod voice-enabled speaker.

Twitter REALLY Wants You to Watch Sponsored Live Videos
John Cassillo 

Twitter’s banking its future on live video content, providing new features around event alerts within the platform, and branded timelines around specific events.

In TV Time and Rheo, Two Apps Look to Transform Watching
David Bloom

TV Time and Rheo are trying to create tools that people can use to find, track, share and comment on video-related experiences.

What Gets Measured Gets Made: How Can VR Drive Real Results?
Cortney Harding

A great VR piece can be used to drive sales while telling a compelling story.

Television’s Last Stand
Alan Wolk

Once again, the TV industry has shot itself in the foot, refusing to agree on a universal standard for measuring non-linear viewing and thus delaying the launch of the sort of robust, full-featured and modern TV Everywhere (TVE)-style ecosystem that just might save the industry from itself.

(via AdExchanger)

This Week’s Top Headlines

Video

PwC: Multichannel TV Ad Spend Is Growing, But It’s Also Creating New Problems For Content Owners
AdExchanger — Kelly Liyakasa

Facebook pitches itself to TV brand advertisers
Business Insider — Kevin Tran

Traditional TV Advertising Registers Little Near-Term Growth
MediaPost — Wayne Friedman

Get ready for traditional TV to have historically brutal subscriber losses this quarter
Business Insider — Nathan McAlone

The One Big Reason Why BuzzFeed Needs to Break Into TV
Bloomberg — Gerry Smith

Is Apple Now a TV Network? Hollywood Hopes So
The Hollywood Reporter — Natalie Jarvey

Cheddar, The “Post-Cable Network,” Is Coming To Cable TV
BuzzFeed — Alex Kantrowitz

Amazon opens up Twitch Prime’s ad-free streaming worldwide
Engadget — Jon Fingas

Spotify has a video business you’ve never heard of, and it’s hoping a new ‘surgical’ approach will change that
Business Insider — Mike Shields

Yeay, a Gen Z video network for selling things, raises $4.9M
TechCrunch — Ingrid Lunden

Upfronts 2017:Budgets Coming In; Ad Volume Could Be Lower
Broadcasting & Cable — John Lafayette

Alphonso Raises Institutional Capital to Scale Cloud Services for TV Retargeting, Self-Serve TV AdAnalytics and Offline Attribution
MarketWired 

Simulmedia to Make Tv Software Available to Networks, Ad Buyers
Broadcasting & Cable — Jon Lafayette

A Tale of Two Cake Smashes: How to Choose Between Live and Recorded Video
Marketing Land — Brent Hieggelke

VR 

Virtual, Augmented, and Mixed Reality Opens Up a World of Possibilities for Publishers
EContent Magazine — Erik Martin

Apple is finally bringing virtual reality to the Mac
Business Insider — Matt Weinberger 

Apple dives into augmented reality with new developer kit
CNET — Richard Nieva

Social

‘It’s going to be a slow burn’: Publishers are starting to see money from Facebook’s mid-roll ads
Digiday — Sahil Patel

How the Top 5 Social Media Platforms Spent Their Marketing Budgets Last Year
Adweek — Christopher Heine

Snapchat bought Placed to help advertisers track people in the real world
Business Insider — Alex Heath

Digital

Cycle Media has been handed $150 million to build a media and advertising firm built for the social media era
Business Insider — Mike Shields

Fearing brand safety turmoil, marketers are whitelisting influencers
Digiday — Shareen Pathak

Apple adds auto-play video blocking to desktop Safari
TechCrunch — Josh Constine

The Mobile, Virtual, 360-Degree Future of Header Bidding
MediaPost — Philip Rosenstein

New Google Ad Filter Frightens Some Publishers and Ad Tech Players
Advertising Age — Garett Sloane