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It’s a dense edition but very good. Note the smartest commentary, datapoints and look out for the ‘post-Google’ generation. And Facebook opens support for Google AMP & Apple News.
Notable Stories this Week
- Taboola is launching a newsfeed type format. Demo here.
- Facebook testing new tool to sell video ads on publishers sites. They had retrenched from this business prior, as they were worried about data leakage and ad fraud.
- Facebook inks deals with Vox, Buzzfeed, ATTN, Group Nine Media to make shows for its upcoming video service.
- Facebook extends support for AMP & Apple News to Instant Articles.
- The Atlantic refocuses on YouTube in search of consistent revenue.
- Ad fraud on the decline.
- Run down of what Google launched this week for marketers. Online to offline, enhanced attribution, AMP advancements and new ad measurement tech.
- NY Post launching a content studio.
- Dose turns off programmatic, doubles down on content. “The two business models are somewhat incompatible,” Spartz said. “We either had a business focused on maximizing traffic and CPMs, or a business that’s focused on creating and distributing the best branded content for our clients.”
- The internet is broken, Ev Williams on NYTimes.
- Quora’s native ads are out of beta.
Deals/M&A
- Amarillo Economic Development Corp, signs a $800k deal with Inc to publish 15 articles over the next 2 years. Great partnership. What better way to get in front of their audience than content. Expect to see more of this.
Campaign of the Week
- Louis Vuitton partners with CNN to launch their City Guides app. The experience brings it to the desktop with a Viewmaster like execution.
Smartest commentary
- Content is content. Good content is good content. If a story is moving, no one is going to care that it’s brought to you by a brand. Rather, they’re going to be happy the brand brought it to them. -Molly DeWolf Swenson, Co-Founder at RYOT
- [First time I’ve heard the phrase post-Google] “Gen Z, the first generation born into a post-Google and social media world, is not only the most diverse generation yet, but also the generation with the greatest global perspective,” said Stein. “Their continued inclination towards social content on their mobile phones, first seen in millennials, is changing the way that content is consumed, shared, and even the way it’s created.” -Pete Stein, FullScreen GM
- [From the ANA Ad Fraud report] When a publisher finds a source of traffic for $0.01 per visit that gets scored as viewable and “high quality,” some might call that a gold mine. We would call it a gap in bot detection..
Datapoints of note
- Since employing the Taboola Feed on its pages last month, the New York Daily News saw a revenue increase of 26% and engagement of 40% on mobile.
- Bot Baseline report shows ad fraud will decline 10% in 2017.
- Traffic sourcing is still the major risk factor for fraud. Traffic sourcing, or the process of purchasing traffic from inorganic sources, was again a large source of fraudulent activity. The report said 3.6 times as much ad fraud came from sourced than non-sourced traffic. Access the report here: http://www.ana.net/getfile/25093
- BidTellects data driven ad sales revenue grew 300% in Q1. Driven by Account Based Marketing (ABM) activity.
- Media companies social branded content posts, grew 77% in the last 6 months (to March 2017).
- 1/3 of millennials have purchased from a brand after seeing a sponsored post.
- Consumers don’t immediately dismiss promoted posts. Only 9% of the survey respondents said they’d immediately ignore a post if they found it was sponsored.
Events
- [June 8] 13 days till NativeAdTalks hits London! Massive. Cast your vote -> then join for a couple of drinks and speakers from Nudge, ShareThrough, Protein and Dentsu.
That’s it, thanks for reading.
Ta,
-Ben
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