| | Media Buyer & Planner Today | | | | | | | | | #1 Twitter In, Yahoo Out at NewFronts | | The social network for the first time is planning to host its own presentation at the annual Digital Content NewFronts in New York City. Twitter is going to showcase its live video offerings in an attempt to lure marketers to buy ad packages. "We have made major investments in video over the past few years and being able to present the breadth, depth and quality of that content at the NewFronts is the ultimate culmination of those efforts," says Matthew Derella, VP of global revenue and operations for Twitter. Its pitch will point out that more than 600 hours of live premium video was streamed on the platform from content partners across some 400 events in fourth quarter 2016. And that video content reached 31 million unique viewers. Meanwhile, Yahoo has decided to skip the NewFronts and make its pitch to individual agencies. | | WHY THIS MATTERS: Twitter is competing with all of the major social media platforms in its efforts to lure advertisers to sponsor its video content. So far that content has not provided a sufficient boost in revenue to meet analysts expectations, with fourth quarter ad revenue declining slightly from the previous year. "Twitter is losing traction fast," Debra Aho Williamson, principal analyst at eMarketer says. Twitter is hoping its presentation at the NewFronts will generate more advertiser interest. | Three Takes: Ad Age | Adweek | B&C
| | | | #2 xAd to Charge Based on Store Visits | | Location-based marketing and advertising platform xAd is offering a new mobile ad model in which advertisers will only pay based on customers who actually visit their stores or locations, rather than based on the traditional measurement based on clicks or impressions. According to an Adweek report, Home Depot, Applebee's and IPG-owned media buying agency UM are testing the new pricing model. "It's a performance product, and you only pay us for people that we send to your locations that have been verified by an independent third party," says Shashi Seth, xAd's chief product officer. Placed is the third-party firm that will provide validation and verification, Marketing Land reported. | | WHY THIS MATTERS: Measuring foot traffic generated by an ad and having it third-party verified can be a game changer in advertising. "This model creates a complete mindshift for the industry," says Joshua Lowcock, executive VP and head of U.S. digital at UM. "The difference is there are no accidential clicks when it comes to foot traffic." Lowcock believes agency clients will move dollars from digital search, display and video budgets into store traffic validated buying. The model should be popular with both retailers and car dealers. | Two Takes: Adweek | Marketing Land
| | | | #3 Google Exchange Helping to Sustain Breitbart | | While more than 1,300 brands have boycotted far-right publisher Breitbart, and major ad suppliers like AppNexus, The Trade Desk and Rocket Fuel have dropped it from all or most of their buys, the actions have not had a major financial impact. That, according to a Digiday report, is because Breitbart is continuing to use Google's ad exchange to sell of most of its inventory. Google's activity on Breitbart has increased steadily, with nearly 90% of the site's display inventory now being sold through Google. That's up from 65% during the first two months of 2016. A Google spokesperson says its ad exchange does have policies concerning hate speech, but adds that Breitbart and other so-called alt right publishers using its AdX exchange are either "not in violation of our policies, or we are not aware that they are in violation of our policies." | | WHY THIS MATTERS: Clearly each ad exchange has its own rules of operation but Google's size enables Breitbart and other alt right sites to minimize the aggressive action taken by a host of other ad buying platforms. | | A Take: Digiday | |
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| | 11 | | Percentage of 18-49 C3 primetime broadcast viewership was down in February, according to an analysis of Nielsen data by MoffettNathanson Research. Cable primetime 18-49 C3 viewership declined 10%. For total day, broadcast fell 6% in the demo, while cable declined 9%. CNN was up 72,000 viewers per day in C3 18-49, while Fox News Channel was up 66,000, tops among cable networks. | – Reported by Media Post
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| | | Editors' note: Today's ratings data has been delayed.
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| • BRANDON STARKOFF was named CEO and managing partner at independent marketing technology consulting agency Transparent Media. He was previously VP, global product marketing at xAd. Prior to that he spent 8 years at media agency Starcom, where he served in assorted posts, including executive VP and managing director.
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