Mark Zuckerberg likes to use the first few minutes of his quarterly earnings calls to preview big themes that he sees as pivotal to Facebook’s future. With a particularly strong quarter of results in hand, Zuckerberg took the opportunity to sketch out a particularly ambitious goal: stealing market share from just about every other form of digital media, particularly television.
AOL CEO Leads Charge to Pry Ad Dollars From TV
Automated Ad Exchanges Are Key to AOL Strategy to Woo TV Dollars to Online Video
By KEACH HAGEY
AOL Inc. Chief Executive Tim Armstrong stood on stage Monday amid thumping music and arty projections, once again playing cheerleader for an online video industry that is determined to pry advertising dollars away from television.
It’s time for broadcasters to start thinking more viewer-centrically.
“That diagram is upside down!” a broadcast engineer exclaimed as I was explaining how a personalized advertising-insertion solution worked for multi-screen simulcast.I looked at the diagram that I had drawn, and I had put the client devices at the top. I realized the broadcast engineer would have drawn the video source and encoding components at the top.
Media data specialist Gracenote wants to show you ads that matter to what you watch and who you are. To do so, the company is looking to embed video recognition and ad swapping technology right into the TV set. First trials are set to start 2013.
After years of digital marketers pointing to trackable click data as their main argument to why television-addicted brands were underspending on online ads, it’s come to this. Digital darling Facebook—armed with a slew of new data and a proselytized Nestle exec—stood in front of a packed house at IAB Mixx in midtown New York today and repeatedly stated that its social ads work just like in TV.
Facebook today begins testing its own mobile ad network. Advertisers can pay to target you with ads for app stores or websites based on your Facebook data that appears while you’re on other apps and mobile sites. Facebook tells me that, similar to its first off-site ad placements on Zynga.com, the goal is to show Facebook users more relevant ads wherever they go, even outside the social network’s own properties.
If you watch TV, chances are you’ve come upon Mayhem, the devil-may-care character who is seemingly everywhere in commercials for Allstate. But in one new instance, the character will be decidedly less mass market, appearing to talk to only a select few — by Allstate’s choice.
The No. 2 insurer has launched a new effort for renter’s insurance, which will reach TV viewers who rent, rather than own, their homes. The ads, beamed on a highly targeted basis by Dish Network and DirecTV, mark the first time Allstate has used TV to advertise renter’s insurance products but also signal that addressable TV-advertising technology, long ballyhooed but seldom used, is starting to gain momentum.