TikTok Launches Shoppable Ad Formats, VidMob Raises $110 million, and Streaming viewing surpasses cable in the US.
In this week’s Week in Review: VidMob raises $110 million, TikTok launches new ad formats, and streaming surpasses cable viewing in the US.
TikTok Launches Shopping Ads
The latest addition to TikTok’s suite of advertising tools is “Shopping Ads”, which was announced on Wednesday.
Shopping ads have three formats. Video Shopping Ads, available globally, are essentially shoppable video ads which provide links to in-app landing pages for products, which will lead users to brands websites to checkout Live Shopping Ads are available in markets where TikTok Shop is available and drive users from the primary feed to advertisers’ live streams. In the US, catalog listing ads lead users to in-app product catalogues.
TikTok was called into question earlier in the year after it was reported that the business had backtracked on its plans to roll out TikTok Shop in new markets. At the time, TikTok denied those reports, but this latest announcement shows that commerce is still central to the company.
VidMob Raises $110 Million
The Series D funding round was led by Shamrock Capital. The funding is around $232 million.
In order to put together an ad, advertisers and video creatives need to be matched up with one another. VidMob has used artificial intelligence and computer vision to assess video creative and compare it to performance data, generating insights into why ads do or don’t work.
The funding will be used to flesh out the intelligent creative tools further, with the ultimate goal of building an operating system for intelligent creative. The priority is to integrate with more data providers and data clean rooms, as well as deploy the VidMob’sAPI into third-party tools across the web.
Streaming Viewing Surpasses Cable in the US
A landmark moment in the growth of connected TV has been noted by the latest The Gauge report. Streaming now accounts for 34.8% of all TV viewing in the US, followed by cable with 34.3% and broadcast with 21.6%.
Last year, streaming accounted for 28.3% of viewing and cable captured 37.7%. In July, when the data was captured, the company captured eight percent kijiji ad posting service of total viewing time, a new record.
The Week in Tech
There are buying options for display and video.
The new CTV solutions were announced on Thursday, with the addition of the Digital Ad Ratings (DAR) to simplify the planning, buying and measurement of the upfronts. When setting up your guaranteed deal, you can now choose a specific age and gender demographic, like adults ages 18 to 49, and pay only for the ad impressions that reach your target audience as measured by the DAR. The programmatic guaranteed features of the Ad Manager, Xandr, and Magnite are being expanded by theDSP. The company confirmed that YouTube ads can now be purchased within the company’s ad buying order.
Apple to Introduce Ads on iPhone Apps
According to a report on Sunday, Apple is expected to introduce ads on its devices. The tech giant was able to roll out ads on its native apps after testing search ads. An ad-supported tier was suggested in the report.
Unity Chooses ironSource Over AppLovin
On Monday, Unity Software decided to go ahead with its planned purchase of iron Source after rejecting a takeover offer from AppLovin. The $17.54 billion bid was contingent on the dropping of the ironSource acquisition. The mobile monetisation space is crowded with competitors.
TikTok to Let Users Filter Out Adverts
According to the Wall Street Journal, TikTok plans to make it easier for users to opt out of certain ad categories. The company has already introduced filters that allow users to keep videos tagged with specific words from appearing in their feeds.
YouTube Plans Streaming Aggregator
According to the Wall Street Journal, a new channel store is on the way. Consumers would be able to find streaming services through the main app. The store could be available in the next couple of months, according to the WSJ.
Nielsen to Measure Thursday Night Football on Amazon
According to an agreement between the two companies, Amazon Prime Video will be measured. It is the first time that a streaming service will have a live programme counted in a measurement service. The tool will be launched in December.
TikTok Cracks Down on Paid Election Posts
TikTok is cracking down on paid-for political messages posted by celebrities. TikTok banned paid political ads in the new year, but the campaign circumvented the ban by paying creators to promote their causes If political content is paid for and not disclosed, it is immediately removed from the platform.
Amazon Tests TikTok-Style Feed
According to the Wall Street Journal, Amazon is testing a new feature in its app. TheInspire is a photo and video feed of products for shoppers to like, share and purchase items. Amazon is the latest company to experiment with short-form video.
Musk has made calls in the dispute.
There is an ongoing legal dispute between Musk and the social networking site. The social media giant sued the billionaire after he walked away from his planned takeover. Musk’s lawyers have issued subpoenas to the two ad tech firms for any documentation relating to their involvement in the review of accounts.
The Week in TV
Paramount+ Bundled with Walmart Membership
The streaming service will be offered to Walmart+ members. Amazon has a Prime Video offering that is bundled with its overall subscription. Vudu was acquired by Walmart in 2010 and it was sold to Fandango in 2020.
Warner Bros. Discovery Sells GB News Stake
Warner Bros. Discovery is selling its stake in the newspaper. Andrew Cole and Mark Schneider will be selling their stakes in the business. A £60 million investment has been made by remaining backers Legatum and Paul Marshall.
Hulu Ads Annoy Viewers, HBO Max Satisfies
The report found that consumers were satisfied with the ads on HBO Max, but annoyed by the ads on H2O. According to a survey of 2,500 US viewers, there are fewer adverts on the show. Advanced Television said that the ad loads are very low at only 4 minutes per hour. 67 percent of respondents were annoyed by the advertising on the site.
ITV Scores LaLiga, NFL Rights
The LaLiga matches will be broadcast on ITV, ITV4 and the Hub. The package includes the UK rights to 10 matches per season with either FC Barcelona, Real Madrid or Atlético Madrid appearing. The NFL partnership will feature hour-long weekly coverage of the 2022.
Warner Bros. Discovery has commissioned from 27 territories, compared to the 44 territories that the streaming giant has commissioned. Fred Black, Research Manager at Ampere, said that a recommitment to an international strategy allowed the company to exploit one area where it still possesses an inherent advantage over studio-backed rivals.
US Broadcasters Land $7.5 Billion College Sports Deal
CBS, NBC and Fox will broadcast Big Ten college sports. The rights package includes American football, basketball, and swimming. American football can be seen on NBC and its streaming service Peacock. The chair of NBC Sports called the agreement an “unbelievable shot in the arm” for the network.
Sky Zero Footprint Fund Winners Revealed
Sky has announced the winners of its Sky Zero Footprint Fund, which is an investment in business initiatives that are driving sustainable advertising. Ecosia, Homethings, Royal Mail and Serious Tissues won. The winner of the final stage of judging in December will win a million dollars in media value.
Italian Watchdog Takes Aim at DAZN
The sports streamer was criticized by the Italian regulators after its coverage of the Serie A game was disrupted by technical difficulties. This is the second time the Italian watchdog has interfered in the operations of the company. The issues were made worse by the hike in membership fees.
The Disney investor wants a spin-off of the cable network.
Daniel Loeb is a Disney investor and he is pushing for Disney to spin off ESPN, buy out the minority stake in Hulu and integrate it into the Disney+ platform. Third Point has a small stake in The Walt Disney Company. According to Digital TV Europe, the industry reacted with incredulity, arguing that the activist investor’s proposals would deplete Disney of revenue, especially as Disney CEO Bob Chapek credited live sports andESPN+ as key growth drivers in Q3 2022.
The Week for Publishers
The UK, Canada, Australia, and Latin America are among the countries where Lighthouse is being rolled out. The launch of the Complex brand in the US last year was followed by an expansion in April.
The New York Times is bracing for a challenge.
Activist investor ValueAct Capital Management disclosed a stake in the New York Times last week and outlined steps it believes the newspaper should take to strengthen its business. The New York Times has asked Bank of America and Sidley Austin to help it prepare for a challenge to its board if ValueAct chooses to make one.
The Top Court in Australia says that it isn’t libelable.
An earlier ruling against the search giant was overturned by the Australian Supreme Court. An ongoing review into Australia’s libel laws will determine whether online platforms like Facebook and Google are responsible for defamation found within web pages they provide links to.
Vice Launches News Channel on Twitch
Vice World News will be launching a channel on twitch next week that will stream for two hours on Thursdays and Tuesdays. “Our audience is young, plugged-in, and doesn’t always access news in a traditional way, so it’s a natural fit for us to take our global reporting to twitch,” said the VP of global news and editor-in-chief of Vice News.
Washington Post Strengthens its International ‘Hubs’
The Washington Post launched several international hubs last year to better serve overseas markets. The Post is looking to grow its breaking news teams in London and South Korea by 40% by the end of the year.
Cosmopolitan Launches Travel Booking Service
CosmoTrips is a travel booking service that offers travel packages to the US. There are two or three night package holidays to New York, Austin, West Hollywood, and Charleston that are based around food and music lovers.
Snapchat Passes One Million Paying Subscribers
More than one million users are paying for a premium subscription toSnapchat. The price of the subscription offering in the US and international markets are roughly the same.
Reach Creates Dedicated Team for Women’s Football
The Women’s Super League, the highest tier of women’s football in England, has been covered by a new seven-strong team.
The Week For Agencies
Havas Forges SPO Deal with PubMatic
PubMatic is the preferred supply-side platform in North America, according to the company. PubMatic is an ideal partner as we build out our meaningful media strategy for our brands and help them navigate a shifting addressability landscape They deliver premium data capabilities across channels, including connected TV, online video, and mobile app, as well as having a commitment to quality supply.
ANA Publishes Guide to Programmatic Media Buying
The ANA published a guide to programmatic media buying. The aim of the guide is to give a broad overview of how programmatic trading works and to help marketers cut down their programmatic costs. Bob Liodice said that most companies are paying more than they have to. Marketers will be helped by this guide to overcome those obstacles.
Omnicom Launches New Gaming Unit LevelUpOAC
The new gaming-dedicated unit will be located inside the Omnicom Advertising Collective and will draw talent and resources from existing agencies. James Fenton, CEO of the Omnicom Advertising Collective, said that marketing to gaming requires specialized skill sets and seasoned professionals. LevelUp OAC brings together our most passionate and seasoned talents in the gaming space and offers a single source solution for brands who want to engage with gaming in an authentic, 360-degree way It is one of the ways that the agency portfolio can be used to drive client success. VideoWeek has more.
M&C Saatchi’s Suitors Received Regulatory Clearance
Next Fifteen and Advanced AdvT, two companies vying to acquire London-based agency M&C Saatchi, both said this week that they have received regulatory clearance. Advanced AdvT, the largest shareholder in M&C Saatchi, said it would vote against a takeover.
Publicis Wins Majority of Mondelez’s Media Business
Mondelez has awarded the majority of its media duties to the Publicis Group. In addition to media in Europe, China, Latin America, South Africa, the Middle East, and North Africa, Publicis will also take charge of traditional video investment, content, and multicultural marketing in the US and Canada, according to Adweek.
OMD Expands Growth Academy
Growth Academy is a free virtual programme designed to help minority-owned businesses gain media skills. The National Minority Supplier Development Council and New York Urban League are partnering with the academy to offer courses three times a year.
Accenture Completes Acquisition of The Stable
The Stable is an agency that helps consumer brands build and operate their own digital commerce channels. Glen Hartman said that the closing of the acquisition of The Stable signaled the strength of the commerce capabilities of the company. The depth and breadth of our commerce expertise will allow us to meet clients demand for commerce experience reinvention in a way that matches the ever-evolving relationship between customers and brands.
Dentsu Launches New Unit to Create Virtual Influencers
Dentsu Singapore has launched a new service called Dentsu VI, which will help brands create virtualinfluencers, with individual personality tailored to clients’ needs. The launch follows Dentsu’s first experiment in the virtual influencer space, which was created in March.
Hires of the Week
RTL Deutschland Restructures Management Board
Stephan Schfer stepped down as Co-CEO of the management board, and Thomas Rabe became Chairman. The co-CEOs, CFO, and MD of the company will manage the company.
Lynette Kewley Named ITVX Commercial Director
Ahead of the launch of the new streaming service, ITV has appointed a new Director of Commercial and Props. Chief Product Officer Deep Bagchee, Director of DTC Technology James Murphy, and Group Chief Data and Artificial Intelligence Officer Sangeevan Bala will be working with the MD for ITV On Demand.
NBCUniversal Ad Exec takes over.
KC Sullivan, President and MD of Global Advertising & Partnerships at NBCUniversal, will be the new Chairman of CNBC. Cesar Conde took on the role of NBCUniversal News Group Chairman in May of 2020.
Will Harding Joins Ofcom’s Board
Will is a non-executive director of Ofcom. As commercial and operations director of Sky’s new media business, he was responsible for all aspects of the business.
Crimtan Appoints ANZ Sales Director Jeff Purser
Jeff Purser was named the new Sales Director for Australia. “As the market contends with the upcoming demise of third-party cookies, Crimtan is already driving new partnerships and collaborations to be well-prepared for the change and to continue to deliver for their customers.”
This Week on VideoWeek
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