Google & YouTube
- The new reservation tool in Google Ads, which is being tested with advertisers across multiple industries, allows marketers to plan and book their campaigns in advance with a fixed budget and forecasted reach. For the first time, it provides a self-service way for media buyers to reserve an ad slot on YouTube.
- Google has introduced technology, built on artificial intelligence, that estimates how likely it is that visitors will land on publisher sites that serve the same ad through Google Ad Manager — without revealing any data through third-party cookies.
- Neal Mohan, Chief Product Officer of YouTube, said: “Creators themselves are the ones who know best what’s in their content. They can tell us ahead of time, and we will use that in a way in which we trust the creators.”
- On average, teens reported spending 37% of their daily video consumption on YouTube, compared to 35% for Netflix.
News & Politics
- Despite some conventional wisdom about younger U.S. citizens, 88% of 18-29s plan to vote in the upcoming primary, while 92% plan to cast their ballot for president, according to a recent report by Telaria.
- These voters, called “GenZennials” in the report, will represent, by 2020, 52 million voters — one-fifth of the American voting population.
- Good news for those traditional TV platforms: 64% of GenZennials trust news they see on TV more than what they see on social media.
- By contrast, 80% of GenZennials decry too much fake news on social media. However, 76% don’t think social-media companies can stop fake news from appearing on their platforms.
- An area of study known as BMI — brain-machine interface — is now delivering real results. In neuroscience, BMIs are electric networks that can send a person’s brain signals to a computer. This computer can then be taught to read these signals and use them to perform a variety of tasks.
- Reardon and his team at CTRL-Labs are using signals from the brain as a powerful way to connect machines and the brain itself.
Available only to eMarketer subscribers, but highlights as follows:Connected TV ad spending is increasing significantly, but it still faces issues when it comes to the fragmentation of inventory, lack of standardized measurements, frequency capping and ad fraud. Other obstacles preventing advertisers from using OTT ads are:
- Cost/price (33%)
- Inadequate metrics/campaign measurement (27%)
- Lack of large scale audience (26%)
- Difficulty with data integration (24%)
- Poor performance/ROI (24%)
- Confusion about how audience-based TV advertising works/its benefits (22%)
- Lack of incremental reach/overlap with traditional TV buys (22%)
- Lack of advertiser demand (21%)
- Lack of agency demand (21%)
- None (15%)