DIAL: Digital Innovations Awesome List (June 2019)
At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
The media in-housing trend is real, but agencies aren’t getting kicked to the curb. It’s a common misconception that in-housing is an all or nothing proposition. More brands are embracing a hybrid model in which they gain more control and also discover economic efficiencies.
In a speech to the Association of National Advertisers, Procter & Gamble’s chief brand officer, Marc Pritchard, challenged advertisers to support a digital ecosystem that prioritizes quality, civility, transparency, privacy, and control.
LUMA’s State of Digital Media 2019 [:10]
Leading AdTech investment firm, LUMA Partners, has put together their annual State of Digital Media, which covers their views on the market, bigger industry trends and the future of the ecosystem—it’s always worth checking out!
To paywall or not to paywall? That is the question. After a year of A/B testing and experimentation with digital subscribers, emerging tech publication, Wired, is testing the lines between paywalls and added access to content via sponsorship. The piece describes how Wired seeks to discover the balance between gaining and maintaining paid subscribers while simultaneously creating unique and appealing ad opportunities for advertisers.
This week the trades dropped surprising news that LinkedIn plans to buy cross-device data company Drawbridge. The announcement begs the question of what the popular B2B social platform looks to gain from a probabilistic device graph. Columnist Allison Schiff shares thoughts on what LinkedIn may have to gain from the unexpected acquisition.
WTF is bid shading? [:05]
First price auction models have led to increased revenues for publishers, but because advertisers have to pay the price they bid (versus slightly more than the second highest bid in second price auctions) they end up spending more than they may have to. Enter bid shading which enables advertisers to predict the highest bid, in hopes of not overbidding
Roughly 4% of the top mobile apps have adopted app-ads.txt. App-ads.txt adoption among mobile apps has been scant because there is not much incentive for app developers to make an effort to adopt it.
YouTube is reintroducing third-party ad serving on reserved buys in Europe after scrapping it last year in anticipation of GDPR. Google says the new third-party ad serving integration is GDPR complaint since it runs through an API-based framework that serves partners’ creatives via Google’s systems.
Snap is heading in the right direction again. While their updated numbers are still 1 million people short of their peak user base since it went public in 2017, they are showing signs of making a comeback. In the latest rebuild of the Android app release, it has been designed to be faster and less buggy. Snap also held its first partner summit recently where they debuted that Snapchat stories would now be coming to Tinder and Houseparty.
Google maps has been a big opportunity for Google to monetize on that has been slow playing. While the search business is still profitable but with companies like Amazon rising up in the ranks, Google is looking for new territories to start making a profit. If executed properly, this will be a huge opportunity for local businesses.
With global smart speaker usage forecast to grow 82.4% in 2019, rising from 114 million units in 2018 to 207.9 million this year, more brands are looking to leverage the power of audio (and voice) to break through the ad saturated world and effectively deliver messages in moments when users are actively tuned in. But the voice assistant platforms have only just recently opened the door to paid audio ads.
Welcome to the next big thing in programmatic, taxi cabs! Urban OOH platform, Firefly, is expanding their footprint of adding digital smart screens on taxis, Ubers, and Lyfts to new cities. Their screens run targeted, geofenced ads based on driver routes, area demographics, and traffic patterns.