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(L-R) Juliette Stead, Niraj Nagpal, Laura Quigley, Gavin Buxton, Andrew Tu, Samantha Pearlson, Jordan Khoo, Amir Rezaee
It may seem fruitless to make predictions as the world continues to battle a pandemic and the uncertainty this brings with it. But as
Campaign Asia-Pacific discovered in a feature yesterday (January 7), while Covid-19 has heavily disrupted many industries, adtech has remained resilient.
Indeed, the 2020 predictions that adtech experts made for the industry in January before the virus took hold all came to pass despite disruptions to global adspend. Covid-19 acted as an accelerant to many of the anticipated trends: social distancing propelled the growth of OTT consumption and adspend followed; the industry witnessed faster-than-expected growth of in-app; metrics came into sharper focus; and privacy was thrown even further into the spotlight.
Not Even Puppies Are Safe From Advertiser Blocklists
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Photo: Al Bello, Getty Images
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Even if you aren’t knee-deep in tech news all the time, chances are you’ve heard a tech critic mention the so-called “attention economy,” or as I like to call it, the “cash-for-eyeballs” economy. It’s a concept that, at least in theory, makes a lot of sense: Companies like Facebook make their multi-billion dollar empires, in large part, by hooking consumers onto a platform, which ensures that those same groups can see as many ads stuffed in front of their line of sight as humanely possible.
The rise of BVOD is the content trend that cannot be ignored
The shift is here to stay, argues Pure.amplify s general manager of media business Tasneem Ali.
December 17, 2020 8:05
by TASNEEM ALI
Broadcaster Video on Demand (BVOD) is enjoying spectacular growth, with Australians spending three times as many weekly minutes on BVOD compared to three years ago. BVOD is available across a range of different screens and devices, from mobiles and tablets to computers and televisions, but the biggest consumption by far is on Connected TVs – also known as Smart TVs – which account for 48% of on-demand screen use.
While recent BVOD usage has been driven by more people staying at home due to the COVID-19 pandemic (up 48% during lockdown, compared with a 9% rise for conventional broadcast TV), the changes it has made to audiences is permanent. Rather than a temporary spike, the shift has been accelerated, and it’s here to stay. More than ever, people are incredibly busy and seeking
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Social media platforms have long had an aversion to third-party verification and measurement tools, often filing the issue under user privacy concerns.
But brand safety is a bigger issue on marketers minds than ever. So Twitter has decided to up its game around brand safety through a first of its kind preferred partnership with verification vendors DoubleVerify and Integral Ad Science (IAS), announced on Monday.
The pact will expand Twitter’s current partnership with both vendors beyond viewability measurement to provide “independent reporting on the context in which ads appear on Twitter,” wrote Jonathan Lewis, senior director of product management at Twitter, in a blog post.
Twitter Seeks to Provide More Brand-Safety Tools with New Ad Verification Partnerships socialmediatoday.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from socialmediatoday.com Daily Mail and Mail on Sunday newspapers.