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News Corner May 24, 2017

24 May, 2017 By: Doug McPherson


Sling TV’s premium inventory is now available programmatically through video ad serving platform SpotX, along with addressable consumer segments, like would-be-vacationers, auto intenders, and back-to-school shoppers. These segments will be anonymously matched with Sling TV subscribers for ads to be dynamically inserted in live and on-demand content via SpotX’s platform.

WPP’s GroupM names Lindsay Pattison as its first-ever chief transformation officer. What does a CTO do? In her words, she’s going to address, “How does GroupM better serve its clients in these times?” She adds that she hopes to help the company offer agile, customized work for its clients.

Pivotal Research Group reports that despite some small declines, national TV networks still have a dominating reach among all U.S. consumers, especially compared to digital media. During April, national TV platforms reached 98.1 percent of all people. Among networks owned by the largest media owners, reach against all people declined by 2 percent per network, on average. YouTube reached 73 percent of all people age 13+ in April (this excludes reach on mobile devices for 13-to-17-year-olds). Snapchat reached 24 percent of all people 13 and older.

Standard Media Index reports the U.S. advertising market remained relatively flat for April, with digital media up 3 percent and TV flat. Big gainers for digital media include social media, up 12 percent; advertising network/ad exchange business up 10 percent; and pure-play video gaining 6 percent.

A new study on programmatic advertising by the Association of National Advertisers (ANA), finds widespread use of non-disclosed programmatic buying arrangements between marketers and their agencies, and substantial knowledge gaps regarding how the programmatic ecosystem works. It also indicated a lack of industry standards and protocols that would help advertisers analyze the costs and effectiveness of their programmatic investments against market norms and benchmarks.

Crowdfunding platform Patreon announces it has doubled the number of monthly active donors and creators during the past year to 1 million and 50,000, respectively. And it expects to pay creators $150 million in 2017.

Facebook reveals it will begin streaming live Major League Baseball. The deal allows Facebook to stream 20 live regular season games on MLB’s main Facebook page on Friday nights, using the feed from the home team’s local broadcast TV rights-holder.

Cable operators collectively add over 1 million high-speed internet subscribers in first-quarter 2017, according to Leichtman Research Group. Cable operators finished the quarter controlling 63.2 percent of the U.S. wireline broadband market, up from 61.5 percent in first-quarter 2016.

Google unveils a new payment system tied directly to users’ existing accounts. Dubbed Google Payment API, it lets third party developers charge consumers through their Google accounts, while assuming responsibility for security and processing. Consumers can pay in-app or online with any verified credit or debit card saved to their Google account, via products like Google Play, Chrome, and YouTube.

BRP Consulting finds identifying the customer and delivering a personalized experience is one of the top priorities of 70 percent of retailers. More than half of retailers say customer mobile experience alignment via mobile app, website, and responsive design is a top customer engagement priority, and empowering associates with mobile tools is important for 46 percent of retailers.

National upfront TV spending improves modestly, with national TV scatter spending down by double-digit percentages versus the same period a year ago, according to Standard Media Index. Upfront spending from October 2016 through March 2017 is up 3.7 percent to $16.5 billion, with scatter spending down 11.5 percent to $3.8 billion. Scatter spending witnessed revenue increases in only two months compared to last season: October (up 17.7 percent) and February (17.1 percent higher). The other four months saw double-digit declines.

U.S. moms now spend more time each day on the internet than listening to the radio or watching TV, says a new report from Edison Research and Triton Digital. On average, moms spend three hours and 31 minutes using the internet in a 24-hour period.


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