True artificial intelligence has countless benefits. But one place where it’s gaining more human oversight is in the content game. For several years now, many publications have leaned on huge guarantee checks from content recommendation engines, but the trade-off was little control. That wave’s starting to shift, according to a recent Digiday article. And the results, more akin to human-assisted augmented intelligence, should see more editorial control and trust for both publishers and site visitors.
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Moving off guarantees means less cost for the content recommendation companies and headache on both sides. As more publishers work on attracting direct visitors, especially in the wake of Facebook making it harder for publishers to get exposure in its news feed, being freed of the guarantee requirements will give them more control over how their sites look and the ability to use the high-value space at the bottom of their pages to drive revenue from affiliate e-commerce, branded content, video ads, etc. On a rev-share model, some Outbrain publisher clients make more money directly from rev shares or overall because they have freedom to use more revenue-generating tools on the page, Crenshaw said.
Ad-spend on YouTube, Facebook to grow 130% in 5 years [Advanced Television]
Recent changes to YouTube’s Partner Program means that it will only accept channels with more than 1,000 subscribers, and 4,000 viewing hours acquired across a year, to its shared advertising revenue programme. This change in strategy results from increased advertiser pressure following several high-profile, offensive, video posts by users. Nevertheless, Juniper forecasts YouTube to account for almost a quarter of all FVoD ad spend by 2022.
To that end, Smith showed off some features that Hulu is currently testing internally, like a new button on recommended content that allows users to more easily tell Hulu to stop suggesting that content. Another feature along those lines is something Smith calls “a bit of a reset button,” in case you don’t want certain titles showing up in your viewing history or in case the babysitter watches a bunch of shows you don’t like using your account.
Dynamic Yield’s Predictive Targeting runs in the background of every experience created with Dynamic Yield, analyzing the performance of each campaign in real time and identifying opportunities to serve more relevant content to select audience segments. Once Predictive Targeting uncovers personalization opportunities, marketers have the flexibility to take immediate action, deploying the opportunity predicted to drive the most uplift in revenue for each segment, with a single click.
Instagram, LinkedIn and Twitter were middle-of-the-pack finishers when it came to effectiveness. But one interesting result was that Snapchat was in last place for usage. Nearly 90% of respondents said they’d never used Snapchat’s video advertising features.
How AI Will Make Marketing More Personalized In 2018 [MarTechSeries]