2017.02.24 Last Week in Digital Media

This week it’s technically 2 weeks worth of updates, as there was no President’s Day email. Here’s all of the digital media industry news you may have missed:

  • Facebook has a lot of updates from announcing it will launch a standalone TV app, in feed video will now autoplay, it will share ad revenue with Facebook Live partners, and it will insert ads mid-roll. The consistent theme from all of this is Facebook is doubling down on video. The most significant bit of mobile video news from Facebook was that they will now support MRC standards for video ads.
  • Given Facebook’s new-found obsession with video, you might find this eMarketer table useful (note: this links to a tweet) which shows OTT video service users by service provider(YouTube, Netflix, Hulu, Amazon) trended out until 2020.
  • Do you have clients that still use Flash for their online ads? From April 3rd, Google DoubleClick will no longer accept new Flash ads and from July 3rd will not serve Flash Ads. Most clients should have moved away from Flash to HTML 5, but this is a great time to double check legacy campaigns and make sure your clients no longer use Flash. This move comes as no surprise given page weight measurement companies like Ad Lightning report 40% of ads are overweight and slow sites.
  • If you’re buying 30-second non-Skippable ads on YouTube, by 2018 you’ll need a Plan B, because YouTube is doing away with non-Skippable 30-second ads. Google found that non-skippable ads had a 35% higher rate of abandonment. Any ads booked before August 31 can still be a forced view, but come December 31st everything will be skippable. Talk to your investment lead to manage what this means for you.
  • Pandora will bring personalized and sequential audio ads to their platform this year. This capability is being delivered via a partnership with A Million Ads who specialize in audio-based dynamic creative. If you’re keen to learn more about this opportunity, reach out to your Audio team contact.
  • Under UM’s Project Quality guidelines, you should always be measuring a view by MRC standards. That said, when you’re reading metrics from partners, they may report views by their own definition. This handy chart from Buffer can help you determine what view was really a view (but please rely on 3rd party verification wherever possible).

Joshua

PS. Diversion of the week is this Data Selfie plugin for Chrome. It monitors your Facebook activity and shows you what Facebook can learn about you from your Facebook activity. You might find it a little creepy, but it also should educate you on what insights you should be drawing from Facebook to inform your media strategy.