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Trump media group plans subscription video service

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Trump media group plans subscription video service


The logo of ‘Truth Social’ on a laptop screen – Copyright AFP/File Jade GAO

Trump media group on Tuesday announced it is negotiating with Canadian online video platform Rumble to provide a stage for a subscription on-demand video service.

The organization headed by former US president Donald Trump said that it has already inked a deal to have the specialty firm, which is popular with political conservatives, provide “wide-ranging technology and cloud services.”

Trump Media and Technology Group (TMTG) has launched a “Truth Social” online platform for invited guests using Rumble, according to a release.

“I have selected the Rumble Cloud to serve as a critical backbone for TMTG infrastructure,” Trump said in the release.

The 75-year-old was thrown off Twitter — his preferred communications conduit while president — as well as Facebook and YouTube after the January 6 insurrection in which a mob of Trump supporters, riled up by his repeated false claims that the November 2020 election was stolen from him, assaulted the US Capitol.

Rumble will handle streaming video online for Truth Social, and talks are taking place to have the firm use its technology for an on-demand, subscription video product called TMTG+, according to the release.

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US regulators are scrutinizing a deal between Trump’s fledgling social media company and an investment vehicle to bring the former president’s venture to the stock market, documents showed last week. 

The companies, once merged, say they plan to launch the social media platform “TRUTH Social” nationally early next year, hoping to rival services like Twitter.

Digital World Acquisition Corp, already listed on Wall Street, announced in late October it would merge with TMTG, allowing the ex-president’s venture to be listed without the usual procedures.

Digital World is a special purpose acquisition company (SPAC), sometimes called a “blank check” company because it is set up with the sole purpose of merging with another entity.

Trump says the new platform will be an alternative to Silicon Valley internet companies that he says are biased against him and other conservative voices.

Currently available for pre-order on the App Store, it’s expected launch is set for the first quarter of 2022.



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YouTube Announces New Targeting Options for CTV Campaigns, Improved CTV Buying Tools

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YouTube TV Reaches 5 Million Subscribers

Connected TV has become a key video consumption trend, with YouTube reporting that CTV viewing – i.e. people watching YouTube content on their home TV sets – is now its fastest-growing content surface.

And with that comes new opportunity for advertisers, with the capacity to run TV-like ad campaigns for much lower cost, and with much more specific targeting, which could be hugely effective in building brand awareness and recognition.

And now, YouTube’s looking to provide more options on this front, with the addition of specific audience ‘guarantees’ for video campaigns, as well as improved processes for buying CTV inventory.

First off, on audience guarantees. Using Nielsen Digital Ad Ratings (DAR) YouTube will now give advertisers the opportunity to maximize audience reach among specific target markets, based on vetted audience reach insights, in order to maximize your messaging.  

As explained by Google:

When setting up your guaranteed deal, you can now choose a specific age and gender demographic, like adults ages 18 to 49, and pay only for the ad impressions that reach your target audience as measured by Nielsen DAR. This feature works for all types of video campaigns – including for connected TV ads – and comes at no additional cost for advertisers.

The option essentially provides more control for your campaigns, in terms of exact audience reach. Nielsen’s DAR insights incorporate census-based data, advanced machine learning methodologies, and third-party datasets, to facilitate deduplicated insights to specific consumer segments, helping to ensure that you’re reaching exactly the right people with your ads.

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That could be a big help, especially for brands that are looking to measure the resonance of their campaigns with specific audience subsets.

YouTube’s also looking to simplify CTV media buying, by providing more ways to purchase CTV inventory.

“To help CTV buyers deliver more coordinated ad campaigns, YouTube ads can now be purchased within Display & Video 360’s insertion order dedicated to connected TV ad buying. This simplified workflow features parameters designed specifically for CTV campaigns to help minimize technical blockers that typically limit reach on CTV devices. Because it puts YouTube side-by-side with other top CTV inventory, it also makes it easier to optimize for common goals or control ad frequency across your entire CTV media mix.

That could make it easier to incorporate YouTube CTV inventory into your broader media mix, which is more aimed at larger-scale advertisers, but could also provide optimization opportunities for smaller brands too.

And again, with CTV viewing on the rise, it’s worth exploring your opportunities in this respect, and considering how TV-aligned messaging could help to improve your reach and resonance.

Indeed, according to eMarketer, CTV consumption is projected to steadily increase over the coming years.

Traditional TV is losing its appeal, as consumers get more accustomed to watching whatever they want, when they want it, while the shift to short-form video has also exacerbated the trend towards more compact video content, even on your home TV set.

And as younger generations get more accustomed to these new consumption trends, you can expect this to become a more embedded activity, which is why CTV trends should definitely be on your radar for media placement.

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Audience guarantees are now available for Programmatic Guaranteed ads running with publishers on Google Ad Manager in the US, with more regions coming soon.

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