OPA Intelligence Reports

By Mark Glaser and Angela Washeck

Video ad viewability metric established

Posted in News on 07/14/2014 | Comments ()

While marketers are quickly catching on to paying only for viewable web ads, they now will get the chance to pay only for viewable video ads. A recent standard established by the Media Rating Council (MRC) dictates that viewable video ad impressions only include those ads where 50 percent of the pixels have been in view on an Internet browser for at least two continuous seconds (the standard is one second for display ads). The new metric is a significant leap for the ad industry on viewability and video ads get more popular. So far, only Telemetry, Moat, and Videology…  Full article

By Mark Glaser and Angela Washeck

Facebook buys video ad group LiveRail

Posted in News on 07/14/2014 | Comments ()

A familiar face for publishers, video ad tech company LiveRail, is now part of social giant Facebook as it continues an ad-tech arms race with Twitter. TechCrunch’s Josh Constine reported FB paid between $400 million to $500 million for a company with just $22 million in net revenues in 2013. What’s the big hubbub? The firm helps connect video ad buyers and publishers, and boasts clients such as Gannett, Univision and PBS. LiveRail is the third-biggest video ad platform in the United States, reported Business Insider’s Mark Hoelzel, and the firm will provide Facebook with targeting data to increase video…  Full article

By Mark Glaser and Angela Washeck

Twitter doubles down on mobile ads

Posted in News on 07/14/2014 | Comments ()

In the startup buyout battle between social giants, Twitter took a punch from Facebook over the LiveRail buy, but threw a big one by snapping up TapCommerce, a mobile ad tech company that sells ads based on user history and tries to drive mobile users back to apps they’ve downloaded. It seems Twitter, which clearly sees the value in mobile app advertising, is looking to develop its mobile ad offerings. Just hours before the TapCommerce deal became official, Twitter introduced what it hopes will be a lucrative app-install ad product. These types of ads are becoming increasingly more sought after…  Full article

By Mark Glaser and Angela Washeck

AP employs robots for earnings reports

Posted in News on 07/14/2014 | Comments ()

Our world is getting more and more automated from programmatic ads to robotic pets, but what about robot business reporters? There have been some baby steps toward automated news before, but now the Associated Press is taking a bigger step with its deal with Automated Insights to use artificial intelligence to produce more than 4,000 stories covering earnings reports each quarter. The reasoning? Robotic technology from Automated Insights can simply make sense of the numbers more quickly than a reporter can. With the Los Angeles Times having relied on automation to break a simple story on an earthquake in the…  Full article

By Mark Glaser and Angela Washeck

Mobile ad spending makes big jump

Posted in Research on 07/14/2014 | Comments ()

Happy days are here again for the advertising business and that’s due in large part to rapid growth in mobile. In fact, it’s been 10 years since the U.S. ad industry has seen a spending increase like the one forecast for 2014. An eMarketer study predicts that mobile advertising will be the main catalyst behind a five percent gain in ad spending this year, making advertising a $180 billion industry. Most notably, mobile is set to beat newspaper, magazine and radio advertising, taking a place behind TV and desktop/laptop spending. The research association estimates that American adults will spend, on…  Full article

By Mark Glaser and Angela Washeck

Readers say tablet ads catch their eye

Posted in Research on 07/14/2014 | Comments ()

As marketers and publishers try to determine the secret formula for making digital ads that work, a new finding from GfK MRI Starch Advertising Research shows that tablet mags offer some hope. From a study involving 28,624 magazine ads in 805 tablet magazine issues, it turns out that consumers recall magazine ads served on a tablet just as much as they remember print magazine ads. Research shows that the average level of reader recall for print and digital in 2013 was 52 percent, and more than 80 percent for some interactive, online ads. Another surprising item from GfK is that…  Full article

Of Note

How Big Media Is Adapting To Automated Ad Buying (Wall Street Journal)
Publishers like Time and Business Insider are betting on programmatic ad buying for its convenience and enhanced targeting.

Agencies Beware, Pandora and Other Firms Are Building In-House Creative Shops (Wall Street Journal)
With pubs such as WSJ and Forbes creating sponsored content using in-house content studios and outside ad agencies may lose some of their clout – and cash.

For Email Newsletters, a Death Greatly Exaggerated (New York Times)
Email newsletters aren’t as antiquated as you thought, with big media companies helping users make sense of their endless daily media streams

Vine’s New Loop Count Is Perfect For Advertisers (Forbes)
With Vine now counting how many times a video is looped, advertisers can test the “virality” of their content and assess whether the viewer would buy their product.

Advertisers Target Wearable Gadgets as Next Frontier (Bloomberg)
Wearables aren’t exactly mainstream yet, but marketers are already working to deliver advertising to those wearing Google Glass and smartwatches.

Any Video Can Be Interactive – and Soon, They All Will Be (Mashable)
Many marketers and content creators project that before long, interactivity in video will be a given.

openquoteWe’re significantly bigger than we expected to be…Anybody who says the for-profit model is the only way to go is wrong. And anybody who thinks [non-profits] are not going to be part of the conversation is crazyclosequote

Evan Smith, cofounder, editor-in-chief and CEO of the Texas Tribune

Journalism’s non-profit surge (Capital New York)

By Mark Glaser and Angela Washeck

World Cup scores with ads, social

Posted in News on 07/01/2014 | Comments ()

“GOOOOOAAAAAL!” World Cup mania has officially taken over and is seeing unprecedented action on social and digital media. As the world has watched the matches in Brazil, the Associated Press reported more than 641 million World Cup-related Google searches, 4.9 million tweets during the U.S. vs. Ghana match and 12.2 million tweets during the opener between Brazil and Croatia. Twitter hopes the World Cup can help with its tapering user base. Wrote Quartz’ John McDuling, “Anyone signing up for Twitter during the World Cup will be asked whether they are interested in the matches, and if so, prompted to choose…  Full article

By Mark Glaser and Angela Washeck

Cannes creatives cope with mobile, data

Posted in News on 07/01/2014 | Comments ()

The Cannes Lions Festival, being dubbed by some as the South by Southwest of France, brought together the brightest minds in tech, media and ad agencies recently. The event was heavy on data and mobile talk, as the industry struggles to figure out what smartphones and virtual reality mean for a transitioning-out-of-TV ad market. Creativity is the name of the game at Cannes, even for niches as basic as search advertising. Google Chief Business Officer Nikesh Arora told the crowd that “search is only about 5 percent of where it should be,” reported Adweek’s David Griner. Still, Arora said he…  Full article