News and Analysis
Ad Tech Execs Weigh in on Coronavirus Ads, Google and Twitter, and Misinformation
I turned to a number of ad tech execs for their expert perspectives on the risks and rewards of digital advertising on this extraordinarily high-stakes issue. While expectedly optimistic about the benefits of coronavirus-related messaging for savvy brands, the business leaders diverged on the responsibility and capability of Google and Twitter to monitor the veracity of the content they host. They also made distinct cases for advertising at a time when brand messaging requires extra sensitivity, arguing that both brands and their customers have something to gain if businesses provide accurate information, focus on customers’ needs, and showcase the ways they are adapting in a time of crisis.
Publishers Create a Lag In the In-App Ad Market By Ignoring New Standards
For more than a year now, we have seen trend data that indicates massive mobile in-app programmatic spend growth, with in-app video leading the way. Our own numbers confirm these trends.
This is a seeming slam dunk for app publishers, but many of them are dragging their feet to take advantage of the new revenue opportunity. Notably, they are not implementing quality measures like app-ads.txt or the IAB’s Open Measurement SDK that brands are looking for. Both of these standards benefit publishers as much as they benefit brands and indicate a commitment to quality in-app inventory. It’s important to get out in front and show proactive initiatives as buyers decide with whom to trade and how.
Covid-19 Is Changing Ad Auctions, Creating New Opportunities for Brands
Amidst all the uncertainty surrounding the coronavirus pandemic, savvy marketers are finding new opportunities to reach consumers at discounted rates. According to data compiled by Goodway Group, competition within ad auctions has gone down 13% since early March, and win rates are up 54% during the same time period.
The drop in competition within ad auctions is largely the result of brands pulling back on digital advertising during the outbreak. Most experts agree that dropping out entirely is a mistake, since it gives competitors an opportunity to convert new brand loyalists, but continuing to run existing campaigns without acknowledging the current economic and global health realities can be costly as well.
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YP CEO: Tech Companies Have Required ‘More of Our Clients Than We Need To’
In August, YP announced that former Cox Automotive Media Solutions Group President Jared Rowe would take the company’s helm as CEO. Street Fight recently caught up with Rowe to talk about how he’s found the first few months on the job, how he thinks local is evolving, and when he thinks the last print Yellow Pages will eventually be printed.
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