Narrative: Advertising Sustainability
Each narrative page (like this) has a page describing and evaluating the narrative, followed by all the posts on the site tagged with that narrative. Scroll down beyond the introduction to see the posts.
Twitch will start selling games and giving its streamers a cut – The Verge (Feb 27, 2017)
Amazon’s Twitch acquisition was one of the most interesting it’s made, and one of the few big ones it’s made which weren’t in the e-commerce space. Since the acquisition, it’s pursued two separate tracks with Twitch, one focused on the core gamer space it’s always served, and the second broadening its reach and appeal beyond gaming and becoming something of a YouTube clone. This announcement belongs in that first strand, though it also ties in the online sales angle by putting a buy button next to video game video encouraging viewers to buy the game being played in the video. This is a unique take on the ad revenue sharing model YouTube popularized, and could be pretty lucrative for at least some channel owners over time. It’s also a great way to provide very relevant advertising around a video platform, something that’s often tough to do beyond broad demographic profiling.
via The Verge
Facebook is starting to put ads in the middle of its videos – Recode (Feb 23, 2017)
This was reported as being on the way back in January, but now it’s official and expanding. That means Facebook is finally going to start trying to make some real money from all the video it’s been trying to get natively onto its platform, hopefully justifying all the effort it’s put into its video push over the last couple of years. For users, of course, that means you’re going to start seeing ads in yet more places on Facebook, though only on longer videos (ads can’t run until the 20 second mark on recorded videos or the 4 minute mark on live videos). Given that the vast majority of videos I see on Facebook are under a minute, I don’t imagine I’m going to be seeing that many. But that’s also why Facebook has been tweaking its algorithm to help promote longer videos. And of course all these ads can potentially go into the videos Facebook will show on its TV app.
via Recode
Google Agrees to YouTube Metrics Audit to Ease Advertisers’ Concerns – WSJ (Feb 21, 2017)
It’s interesting to see Google working with the MRC around auditing now too – Facebook just announced MRC auditing a couple of weeks ago, but it had of course had an embarrassing series of screwups relating to metrics for advertisers and content providers, whereas YouTube didn’t. However, this is reflective of a broader mistrust of online advertising by big brands and marketers, and an inconsistency in the use of major metrics like viewability. From what I’ve read, the MRC standards are pretty minimal as far as what counts as a view, but at least there’s consistency there, which is a start.
via Google Agrees to YouTube Metrics Audit to Ease Advertisers’ Concerns – WSJ
P&G Chief Brand Officer Lays Into Facebook and Google in Big Speech – Marketing Week (Feb 13, 2017)
I’ve changed the headline here to make it a bit more specific, but there’s actually quite a lot more to this speech, and although the article is a little hyperbolic, I do think this is important. Procter & Gamble is the world’s biggest advertiser, so its views and policies with regard to digital advertising are worth paying attention to. Its chief brand officer just gave a speech in which he railed against programmatic advertising and the broader opaque digital advertising supply chain, the power of Facebook and Google, inconsistent standards for measuring ad viewability, and more. Some of the very same things big ad-centric companies are constantly touting as key to their businesses are the same things that are causing consternation among major advertisers, and that’s a tension that isn’t going away anytime soon. Facebook is making strides on its metrics screwups from late last year, but programmatic – which Google talks up every quarter – is getting terrible press at the moment in relation to ads showing up on unappealing sites, and it feels like there are changes coming here. Worth reading the whole article just to see some of the big frustrations advertisers are working through and the possible impacts.
via Marketing Week
Pinterest introduces Search ads with Keyword and Shopping campaigns – Marketing Land (Feb 1, 2017)
I don’t follow Pinterest closely, but this has been a long-anticipated change to its ad products, and an important one – search advertising continues to be the best way to deliver the killer combination of timeliness and relevance to a user. Most of Pinterest’s ad products so far have been focused on relevance – pins within the context of a topic-based board or within the overall feed of new content, which are somehow related to other things the user has looked at or pinned recently. This move also reinforces the idea that search is in some specific categories migrating off general purpose search engines and into specialized ones, with Amazon and shopping being the most prominent example. The article says that Pinterest sees two billion searches a month already, and that’s a massive base to insert ads into.
via Marketing Land
Facebook Tunes Into Television’s Market – WSJ (Jan 31, 2017)
Facebook’s quest to find new places to put ads continues. It’s far from clear what this Apple TV app will actually look like yet – whether a simple feed of all the videos from the user’s News Feed, or something more. Making the jump to TV from mobile is really tough – Facebook on a smartphone neatly fills all those moments during the day between things: waiting for a bus, killing time during a commercial, and so on. I’m not convinced it can make the transition from the thing you do while watching TV to watching TV itself. It’s another one of those cases where the reasons why Facebook would do it are obvious, but the reasons for people to actually use it are far less so.
via WSJ
Facebook wants you to watch longer videos, so it’s going to show you longer videos – Recode (Jan 26, 2017)
“Facebook wants to sell mid-roll video ads, so it’s going to show you more longer videos” would be an even more direct reading of this situation. Facebook recently began introducing mid-roll video ads, but of course those don’t do any good if the videos people watch are too short to hit the point where an ad would be shown. And Facebook has arguably trained its audience and content providers to prefer short videos, because those tend to grab attention better and lend themselves better to the soundless auto-play scenario that dominates video viewing on Facebook now. In order, then, to feed users more video ads, Facebook needs first to feed users longer videos, and it’s tweaked its algorithms to show more longer videos than before. On the surface, this is about fairness – percentage completion rates are always going to be lower for longer videos for short ones, and so some weighting is required to measure performance fairly. But this is really a fairly transparent way to provide yet more slots for Facebook ads, as with this week’s testing of banner ads in Messenger. As with that announcement, Facebook is here going to begin bumping up against the natural limits of how many ads its users will tolerate, and will have to be very careful.
via Recode (official blog post here)
Facebook is testing News Feed-style ads inside Messenger – Recode (Jan 25, 2017)
It looks like Facebook has finally caved and started testing what are effectively banner ads within Messenger on a limited scale. The closest parallel is the right rail ads on Facebook’s desktop site, because almost all the other ads Facebook shows across both the core product and Instagram are essentially native – that is, they borrow the format of the content itself, and Facebook has never done plain old banner ads on mobile at all. This is just a test, but it’s certainly starting to feel like Facebook is pushing up against the limits of what consumers will bear when it comes to ad load. Though it’s been warning that ad load was going to near saturation in 2017, it doesn’t seem to have quite given up on finding yet more places to show ads, and this feels like one of the least inspired efforts we’ve seen from Facebook so far. I’m very curious to see if the test ends up making it into the finished product, but ads in communication services are notoriously tough – they get in the way of the user, and feel far more invasive than in other settings, especially on mobile. I’d hope that Facebook would think long and hard before pulling the trigger on releasing this to its broader base.
via Recode
Google’s 2016 Bad Ads Report: 1.7 billion ads removed, including fake news ads – Search Engine Land (Jan 25, 2017)
The quality of online advertising continues to be one of the big challenges for any company making a business out of selling ads. Between scams, predatory practices, and more recently fake news (and fake news sites), there are lots of ways online advertising can be abused, and Google reports each year on how it’s clamped down on some of this behavior (the report itself is here). Fake news doesn’t actually get a mention in the report directly – the closest link is sites pretending to be news sites for clicks, and then attempting to sell something such as weight loss products. But we do know that Google also shut down advertising on some fake news sites that were using its ad products in 2017. Draining scammers and predators of funds from Google goes a long way to breaking their business model, so we need to see more of this kind of thing.
Google Privacy-Policy Change Faces New Scrutiny in EU – WSJ (Jan 24, 2017)
Europe continues to be the locus of a lot of regulatory effort aimed at paring back perceived privacy invasions by big US online advertising companies, notably Facebook and Google. In this case, Oracle is part of a coalition that seeks controls on Google’s tracking of user data, and the focus of the current complaint is the change Google made to its terms and conditions last June, pursuant to which it now combines data on its users across its various services and DoubleClick. No action has been taken yet by European regulators, so this is only a complaint by one of Google’s biggest foes at this point, but this area has proven a thorny one for Facebook already, and could yet become one for Google too.
via WSJ