Google Takes Steps Towards TV
Gone are the days of viewers consuming all of their video content in front of their living room TVs, according to a network’s schedule. Today, viewers have many options for viewing their favorite programming, including streaming video on their internet-enabled devices or on-demand from their cable TV providers. This creates new opportunities for advertisers to reach their audience across multiple screens digitally, as these two recent articles by AdAge and AdExchanger explain.
Google has enhanced its advertising technology to capitalize on this new opportunity to capture advertising dollars. Though spending on digital ads is poised to overtake television, TV ad spending is still a $70 billion-plus market (that’s forecast to grow by 2% yearly for the next few years), according to eMarketer.
With the launch of DoubleClick Dynamic Ad Insertion in April, Google now offers TV broadcasters and distributors of streaming video the ability to deliver targeted advertising to customers viewing streaming content and on-demand programming.
This is a shot across the bow for Comcast-owned video ad platform FreeWheel and other cable TV providers using competing digital video advertising solutions. Writes AdExchanger’s Kelly Liyakasa in “Google Makes Its Mark On TV,” after a year of beta testing with Fox News and French television programmer TF1 “the “gauntlet is down in a serious way”:
The broadcasters used DoubleClick Dynamic Ad Insertion to embed ads dynamically into live “tentpole” content, including the Rugby World Cup finals and the Republican presidential debates.
The verdict is out on Google’s ability to penetrate set-top boxes and target ads to people watching video on demand, however. In “Is There a Seat for Google at Old TV’s Table?”AdAge’s George Slefo says “the TV industry’s major powers don’t seem inclined to let Google through that gate”; satellite and cable providers view Google as a direct competitor and will be reluctant to allow Google access to their set-top devices. Google is already making headway into streaming video, however, with deals including Roku, Cablevision and AMC.
The company is also improving its DoubleClick for Publishers (DFP) ad serving platform to improve features that mirror TV advertising breaks, says AdExchanger, and offering TV listings in their Search results. All of this should leave no doubt that Google is taking TV seriously.
How Facebook Is Remaking Retail
Social portals like Facebook are capturing more and more of people’s time, with many users spending up to an hour each day on Facebook and other (Facebook-owned) services Instagram and Whatsapp. And that means the social media behemoth, which is overtaking the so-called “attention economy,” may be “the biggest factor in retail nobody is thinking about,” says Yahoo Finance columnist Rick Newman. Newman discusses how Facebook’s ability to command attention is impacting retail in this video:
Facebook has rolled out bots to aid in purchases across the 15 million businesses with an official page on the site, which could become an important source of business if the bots catch on, says Newman. Retailers must now rethink how to leverage and use Facebook as “a window into the things consumers care about, talk about and share.”
Yahoo + AOL = We’ve Got Online Audience
With the recent acquisition of Yahoo, Verizon has made a $4.8 billion investment to continue to capture older Americans online, explains Quartz reporter Mike Murphy. Writes Murphy, “[In] marrying up two internet relics [AOL and Yahoo], Verizon pretty much has the eyeballs of older internet users locked up.”
Yahoo’s core audience is people over 35, while AOL’s is people over 50. Jointly, Quartz estimates those demographics to represent about 40% of the U.S. population.
It is not clear if the younger generations will eventually gravitate to these portals (do they even know what an online portal is?) but for the short game, it’s a lucrative strategy:
Verizon has found a large, connected audience of consumers and readers that see millions of advertisements a day. This makes for a decent business – assuming it can find profitability in those websites after all the fat has been cut from Yahoo.
To Reap Ad-Tech ROI, End-User Adoption Is The Secret Sauce
For many companies in the advertising industry, hearing from users struggling with a new set of tools after a large technology implementation or integration is pretty common. Many technology issues, however, are actually user-adoption challenges, explains our own Jeff Puzenski in this AdExchanger article. Many digital media organizations end up with manual workarounds or “garbage in, garbage out” problems, or training that doesn’t answer enough questions about the “who” and “why” for a given tool.
So how can digital media organizations and publishers do things better? Increase communication, clarity and role-based training to improve end-user adoption, which in turn will improve tech ROI, Jeff explains. For more on how to overcome user-adoption obstacles for successful tech implementations, check out this infographic.