Always on
Edition #372Why tv’s are always on, TheAthletic gets bundled and Twitter product drops.One big thingFor many set top boxes, they’re on all the time. And if they’re tuned into a channel, even though the tv is off, chances are that viewership is being counted. Which leads to over counting. Even OTT apps can continue to play after you turn the tv off. This means at least $1b worth of ads are being played to no one each year.This is why viewability for the web was invented, to ensure that ads were shown in view of the customer. Makes sense. However for tv, the existing roll out of set room boxes and lack of universal standards make the implementation of a similar type solution challenging.We saw a few weeks back that NBCU is experimenting with multi ad and content on screen. Initially this may seem a bit grim, but is it an improvement over the ad break? And everyone’s tv is a lot larger than they used to be. Maybe that yields enough to drop one or two ad breaks per hour. I’ll be curious to see how it goes.With all this, the backbone or thread is that measurement enables product innovation. Getting those right things captured in your metrics, helps push things forward.Notable stories this weekTwitter tests product drop alerts with Home Depot.
Is your TV still playing ads when it’s turned off?
WaPo to keep software business.
Google offers to let ad rivals place YouTube ads in EU antitrust probe.
CheckMyAds starts a campaign to get Fox News removed from exchanges.
TheAthletic to be added to the NYT subscription bundle.
Publishers like Gannett are using micro-surveys to amass audience data.
IAB updates guidelines for measuring 3D ads for the metaverse. Includes things like, what’s the minimum viewing angle for an ad.
Bidtellect partners with D&B to deliver ads to key decision makers.
A revisit of Kevin Kelly’s 1000 True Fans, The Rise of the Internets Creative Middle Class.Deals/M&AAd agency Mekanism acquired.Campaign of the Week10 questions you should ask your advisor this end of financial year. Xero with TheGuardian. Like the format, simple and high utility for the reader. Continue reading