President Donald Trump's elevation of Ajit Pai to chairman of the Federal Communications Commission is paving the way for broadband companies to become "significant ad tech players," writes Eric Berry. Pai has already suspended the broadband privacy rule, which will enable providers to track consumer data without having to gain consent.
Snapchat has ramped up its efforts to measure whether campaigns on its platform drive users to watch television shows. The company asked its users who had seen ads on its platform for NBC TV musical "Hairspray" whether they had then watched the live TV broadcast, and those who had seen the campaign three to five times were 155% more likely to have watched.
Eighty percent of young viewers skip online video and TV ads, and 70% of millennial and Generation Z viewers say mobile ads are "irrelevant," a Deloitte survey has found. Forty-five percent of millennials use an ad blocker, and 46% said they were more likely to watch a skippable ad than an unskippable one.
Developers can now call up content for their iOS app users based on a user's previous actions thanks to a new software development kit from Deeplink. The company is offering AppWords Assistant on a free tryout basis for the next few months, with pricing tiers to be determined later.
Marketers widely acknowledge the value of mobile, although most remain baffled about how they can use it to find new customers, according to a survey by Radium One and the Mobile Marketing Association. "We must help them in three key areas: identifying the right consumer signals of interest and intent, building accurate insights and predictions and activating these to maximize return on marketing investment," said RadiumOne chief Bill Lonergan.
Adobe will be competing more directly with Oracle and Salesforce with the launch of Experience Cloud, which conveniently assembles parts of Adobe's marketing, analytics and content tools. The new offering should make it easier for marketers to better target customers as well as apply analytics and data to more parts of their business.
Instagram is expanding its shoppable features to more brands in the US, allowing shopping links to be inserted into posts with photos. The platform is teaming with firms such as BigCommerce and Shopify to extend shopping on its site and won't take a cut of the profits from brands.
Facebook and Nielsen Catalina Solutions are working together on cross-media measurement to explore how a mix of TV and digital advertising can boost sales for consumer packaged goods brands. Initial findings from Nielsen Catalina suggest that the best return on investment comes from a combination of Facebook and TV ads.
Professional broadcasters will soon be able to take advantage of their professional camera equipment for live streaming on Twitter. The hope is that the new feature, bypassing the complications of Periscope, will encourage more live video and stimulate growth.