Facebook’s in-stream video program is getting crowded and ad buyers are getting nervous. Over the past month, the number of pages eligible to monetize their videos through Facebook’s in-stream ads program has leapt by more than 30%, with more than 24,000 pages joining the program, according to a regularly updated spreadsheet Facebook publishes for advertisers. This increase is part of a longer-term push by Facebook to home in on YouTube’s ad business, but the expansion is not being taken lightly by advertisers. “They're prioritizing maximizing inventory at the expense of making it brand safe,” said Erica Patrick, vp of paid social at MediaHub. Read more below. Other things to know about | | |
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| Marketing on Facebook | | | | With tens of thousands of Facebook pages joining the in-stream ads program every month, ad buyers say it’s growing less safe for brands. | | |
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howdy! | Equality and Opportunity | | | | Since June, media companies have promised to improve their levels of diversity and inclusion, but employees say that talk has yet to lead to concrete actions or tangible results. | | |
| Sponsored by Vevo | | | | In a new study, music scores as a highly relevant content type for multicultural CTV viewers — driving as much as 70 percent receptivity in some cohorts. For advertisers, the lesson is clear: CTV combined with music videos equates to prime viewing sessions for ad receptivity across a range of diverse audiences. | | |
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howdy! | Retail Revolution | | | | Aside from DTC brands, there has been a slower adaptation of e-commerce from retailers and shoppers alike. That is until the pandemic hit. | | |
| Sponsored by Facebook for Business | | | | From self-gifting to the rise of mega-sales, this comprehensive new guide provides insights and guidance into holiday shopping trends during an unprecedented 2020. | | |
howdy! | DIGIDAY+ MEMBER EXCLUSIVE | | | | While the challenges facing the industry have been, and will continue to be, painful, this moment of bucking traditional advertising cycles could be a necessary shake up. | | |
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| Sponsored by CafeMedia | | | | Increasingly, publishers are eliminating risky technology partners due to concerns over sequential liability — a policy enabling DSPs and SSPs to delay ad revenue payments until they themselves receive payments from upstream partners. | | |
howdy! | Streaming Outside The Box | | | | TikTok has stepped up its work with publishers over the past two years, and now payments could help produce original videos for the platform. | | |
howdy! | | | | | Bud Light is one of a number of brands that has been diving deeper into meme culture. But there are some potholes to mind. | | |
| | | | | Podcast advertisers are thinking "people aren't spending money, so I'm not going to spend money advertising to them." |
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