| Today's Top Stories | | #1 | Adblock Plus Launching Ad Exchange
| | | Eyeo GmbH, the company behind online ad blocking software Adblock Plus, is launching an online ad service to help marketers place "acceptable" ads in front of users with ad blockers turned on, The Wall Street Journal first reported. Eyeo is partnering with ad tech firm ComboTag to create an automated ad marketplace called the "Acceptable Ads Platform," which publishers can use to sell and place ad space on their websites. The acceptable ads will be allowed to pass through Adblock Plus' filters by default if they aren't too intrusive or disruptive to users. Google and AppNexus will also sell ad space and take a cut of the revenue.
Why This Matters: Publishers have been angry at Adblock Plus for taking away ad revenue, but the new exchange aims to tone down that anger by working with publishers to help them recoup some of the ad revenue lost by ad blockers. The exchange will also let more brand ads be seen by viewers who have installed ad blocking software.
Two Takes: WSJ | Ad Age
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| | #2 | Twitter Faces Test With First Live NFL Broadcast
| | | The Thursday night NFL matchup between the New York Jets and Buffalo Bills is being billed as a crucial ad test for Twitter, which will stream the live CBS feed of the game on its mobile app and website. During the game, the first of 10 that Twitter will show, brands like Budweiser, Bank of America, Verizon and Sony will be running commercials and tweets. The Wall Street Journal says ad packages for all 10 games range from $1 million to $8 million, which also includes sponsorship around NFL videos outside of the game during the non-game days.
Why This Matters: This is the first time Twitter has sold ads for live sports video. So marketers are watching closely to see what the audience is and how smoothly and effectively it goes. That will determine the level of ad dollars brands place in its other live video ad events. James Chandler, global mobile director of Mindshare, says the excitement around live-streaming could help Twitter play catch-up to Snapchat and Facebook in that area.
A Take: WSJ
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| | #3 | Mid-Roll Video Ads Gaining Popularity
| | | While pre-roll video ads have declined by about 15% since the start of 2015, according to video ad tech platform Ooyala, mid-roll ads are on the rise, now accounting for more than 33% of digital video ads in apps, online and through connected, video-streaming boxes, Ad Age reports. Ooyala says commercial breaks in the middle of digital videos are watched 90% of the time, compared to pre-roll ads, which have a completion rate of 78%.
Why This Matters: The data finds that publishers are showing more interest in introducing traditional-style TV breaks to digital. And if the viewer completion rate continues to be as high as it is, more advertisers will clearly jump on board and see it as a better alternative than pre-roll.
A Take: Ad Age |
| #4 Snapchat Moves Further Into Ad Targeting (WSJ) #5 Anomaly Invests in Cannabis Company (Ad Age)
#6 Digital Ad Spending to Pass TV in 2016 (eMarketer)
#7 Younger Millennials Choose Live Over DVRs (Media Life)
#8 Advertisers On Board for IFC Mockumentaries (Ad Age)
#9 Mediabrands, Innovid to Develop OTT Experiences (B&C)
#10 Fitbit Broadens Reach to Include Teens (Ad Age)
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Percentage of U.S. internet users who say they would use ad blockers because they do not want to deal with pop-up ads, according to a survey from Omnicom Media Group. Some 40% say they are simply tired of being bombarded by ads and 30% say they want to block pre-roll ads that prevent access to content.
– Reported by eMarketer |
| | Ratings | 'Dancing' Premieres Up
By Michael Malone
The season premiere of ABC's Dancing With the Stars, which featured a pair of protestors storming the stage for a word with Ryan Lochte, scored a 2.6 in adults 18-49. Last year's season premiere was a 2.3.
Fully 11.3 million total viewers watched the season 23 premiere, boosting ABC to a 2.2 rating for the night, per Nielsen's overnights, and an 8 share among viewers 18-49.
ABC's Monday lineup was preempted in Los Angeles, Washington, Pittsburgh and San Francisco due to football coverage. That inflated ratings on ABC, with more accurate numbers released later Tuesday.
ABC's $100,000 Pyramid did a 1.4 from 10-11 p.m., up 40%.
NBC had a 1.5/5 for the night, while CBS was at 0.9/3, Fox at 0.7/2 and CW at 0.2/1.
The season finale of American Ninja Warrior on NBC rated a 1.7, up 13%, while Running Wild with Bear Grylls was up 17% to 1.2. Last year's ANW finale rated a 2.0.
CBS' Fall Preview rated a 0.9, with repeats before and after.
Fox's So You Think You Can Dance finale scored a 0.7 across prime, up 40%. The CW had repeats of Supergirl. For more, click HERE |
| | Fates & Fortunes | • SERGE MATTA plans to resign from his post as executive vice chairman of comScore, which he has held since August. Prior to that he was CEO of comScore before being replaced by company co-founder Gian Fulgoni. Matta, who joined comScore at its inception in 1999, has held a number of other executive roles at the company, including president. His resignation notice was contained in a filing with the Securities & Exchange Commission. • RICH BATTISTA was named CEO of Time Inc., succeeding Joe Ripp. Battista joined Time Inc. in April 2015 as executive VP and president of People and Entertainment Weekly. In January of this year, he was promoted to president, entertainment and sports group and video. Then in July he was elevated to president of brands, overseeing all Time Inc. publications. Prior to joining Time Inc., Battista was CEO of Mandalay Sports Media. He also served as CEO of Gemstar-TV Guide International and held executive positions at Fox Television. • AMANDA HILL was promoted to chief marketing officer at A+E Networks. Hill has been with the company for four years and was most recently chief creative officer for the international marketing, communications and programming division. Prior to that she was chief brands officer at BBC Worldwide and also held executive roles at L'Oréal. |
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