BY THE NUMBERS
Mobile is satisfying Gen Z’s need for all-day entertainment and creating new, ownable occasions for publishers and brands to connect, according to a study from Whistle’s Whistle Wise. The report also notes Gen Z is 2x more likely to think there is no compromise in quality when watching on mobile compared to TV, and that while Gen Z is watching social-first content on their mobile devices (83% Facebook and 74% YouTube), they are also using it for SVOD, with 40% saying it’s their primary viewing device for Netflix.
Consumers are becoming less willing to share data, according to the ARF’s second annual Privacy Study. Respondents were 10 percentage points less likely to be willing to share their address than they were last year, eight percentage points less willing to share their spouse’s name and seven points less comfortable sharing their email address. The trend should not be taken lightly, warned Paul Donato, Chief Research Officer at the ARF. “The implications of these findings are critical in light of the California Consumer Protection Act (CCPA) soon going into effect, which will allow consumers to opt-out of the sale of their personal information to third parties, not to mention the other upcoming state and federal regulations that could impact the ad tech industry,” pointed out Donato.
ADVERTISING
AT&T’s Xandr struck a deal to have Comscore be the measurement and currency provider for Xandr’s Addressable offering, including DirecTV, Altice USA and Frontier. Xandr's Addressable offering is powered by AT&T's first-party data, combining set-top box data with anonymized subscriber data to create highly targeted consumer segments. “We've relied on Comscore for our own DirecTV addressable measurement for more than five years and look forward to extending to our expanded offering," said Dan Rosenfeld, VP of Data Strategy, Xandr.
Discovery, Inc. and localized digital advertising solutions company Gamut are partnering to offer premium local-market OTT inventory ad sales in the US, giving Gamut access to seasonal events airing across Discovery networks. Bolstered by its acquisition of Scripps Networks Interactive last year, Discovery Inc. delivers a 20% share of the viewers A25-54 and W 25-54. Discovery will use Gamut’s data-driven local targeting, market insights and performance measurement and optimization capabilities to boost OTT growth with customized advertising programs.
Katz Media Group and live stream marketplace Transmit.Live announced a sales partnership that makes Katz the exclusive sales representation partner of Transmit's live premium inventory.With new split-screen ad formats, advertisers can integrate their message within live programming; split-screen ad formats are designed specifically to reach attentive viewers at scale and not disrupt the live video experience. “Live streaming content consumption is exploding. Working with Transmit.Live enables Katz to align our partners with premium live content in a first-of-its-kind live streaming marketplace,” said Mark Gray, Chief Executive Officer of Katz Media Group. “In this unified ecosystem, brands can reach large addressable audiences at scale and in real-time, from a single point of entry.”
SOCIAL MEDIA
YouTube is altering its copyright enforcement policies around music used in videos in an effort to improve fairness in the creator ecosystem. “One concerning trend we’ve seen is aggressive manual claiming of very short music clips used in monetized videos. These claims can feel particularly unfair, as they transfer all revenue from the creator to the claimant, regardless of the amount of music claimed,” said YouTube in a blog post. Going forward, YouTube policies will forbid copyright owners from using its Manual Claiming tool to monetize creator videos with very short or unintentional uses of music. The change only impacts claims made with the Manual Claiming tool, where the rightsholder is actively reviewing the video.
Twitter will begin curating tweets around a number of popular topics users can then follow, in a move to enable users to engage with topics as easily as they do people on the platform. Users will see relevant tweets to topics they follow appear in their timeline.
Snap announced Spectacles 3, the third generation of its wearable cameras, slated to ship this fall. The limited edition new version will cost $380, versus the $150 starting price for the current camera sunglasses, and include two HD cameras for three-dimensional images and video that allow for new AR effects.
