Verizon’s recent $4.4 billion purchase of AOL primarily for its programmatic advertising technology and expertise sent shockwaves through the digital marketing world. As expected, more brands including Nestle are jumping on the bandwagon and pushing for their own data management platform and programmatic technology. According to The Drum, Nestle’s argument is that they would like 100% control and ownership of their programmatic trading future, currently operated by third-party ad agencies the brand employs. “When an agency owns stuff it’s hard to get rid of them. Some of these agencies are like Japanese knotweed – they do everything for you. So my question to myself is always ‘can I leave tomorrow? What can I take with me if I want to do that?’ said Nestle’s digital lead Gawain Owen, in a statement. “Everyone needs to change. Agencies need to change their ways of working. Network agencies are key to our business. We work with VivaKi and they do an amazing job for us – whether it is buying traditional or digital media – but they all need to look at how they are structured. They are very good at buying TV, but they don’t own the TV company, so when you translate that to programmatic, they have fantastic teams, but the future is about owning the technology. There will come a time when clients will own the technology.”
As video content and original programming continues to rise with content marketers and brands – with no sign of slowing down, Spotify announced Wednesday that it has relaunched its music streaming service to include video and original branded programming. The service will now offer video clips and original content from a range of content partners, filmmakers, and recording artists including Disney, ABC, Starbucks, NBC, ESPN, BBC News, Comedy Central, MTV, Amy Poehller, and Tyler the Creator, among others. “We’re bringing you a deeper, richer, more immersive Spotify experience,” Daniel Ek, Spotify founder and CEO, said in a statement. “We want Spotify to help soundtrack your life by offering an even wider world of entertainment with an awesome mix of the best music, podcasts and video delivered to you throughout your day.”
Tinder and 20th Century Fox have partnered to give Tinder users advanced access to special screenings of ‘Spy,’ an upcoming 2015 American action comedy film written and directed by Paul Feig. The film stars Melissa McCarthy, Jason Statham, Rose Byrne, Miranda Hart, Bobby Cannavale, Allison Janney, and Jude Law. Distributed by 20th Century Fox and produced by Feigco Entertainment and Chernin Entertainment, the film is scheduled for a June 5, 2015 release. The exclusive Tinder sneak peek dubbed ‘The Spy Who Swiped Me’ was offered to Tinder users in 50 markets, on Thursday, May 14 – weeks before the film’s nationwide release on June 5. Check the video below.
Mobile dating app Tinder just got a whole lot better with Instagram (video and photo) integration, designed to weed out spammers, bot profiles, and non-human activities. Check the ad.
Leading business news site ‘The Financial Times’ (FT.com) on Monday confirmed that it is launching a new time-based digital advertising model ‘cost per hour’ CPH, where advertisers pay only when an ad is seen for more than five seconds of ‘active’ time with 100% viewability. It’s the latest bet by FT on the emerging world of time-based advertising. It’s also the latest sign of interest from big companies including BP, IBM, and iShares in the areas of using time to measure value. “For the nearly three decades of commercial internet history, advertising has derived its value from one measure: how many people click on an ad. Low viewability scores and questions about advertising placement and fraud have increased the need for better measurement and transparency to demonstrate the actual outcome an advertiser is seeking.” said FT’s advertising sales director Dominic Good in a statement. “While CPM (cost per thousand) values every impression the same, CPH uses time to measure value. The FT has shown through extensive testing that brand familiarity and recollection among readers increases significantly the longer an ad is in view. Adverts seen for five seconds or more on FT.com show up to 50% higher brand recall and familiarity than ads that are visible for a shorter period of time.”