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YouTube Outlines Connected TV Focus as part of 2022 NewFronts Push

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YouTube Outlines Connected TV Focus as part of 2022 NewFronts Push

YouTube has announced that it will be the principal sponsor of the upcoming 2022 IAB NewFronts event, a showcase of the latest opportunities and innovations for digital advertisers, while it’s also outlined how it will focus on promoting Connected TV as a key platform for advertisers at the event.

Connected TV has emerged as an essential consideration, with more people now streaming digital content to their home TV sets, which effectively provides traditional TV commercial reach potential, with more in-depth online content targeting.

That, in-turn, enables more businesses to utilize TV-like ads – and according to YouTube, it’s now serving over 135 million Connected TV viewers with its content each month.

As explained by YouTube:

YouTube accounts for over 50% of ad-supported streaming watch time on connected TVs among people ages 18 and up. And over 35% of YouTube CTV viewers ages 18 and up can’t be reached by any other ad-supported streaming service, according to Nielsen.”

Indeed, while other streaming services like Netflix and Disney+ rely on subscriptions, YouTube offers unique potential for brands, because its primary revenue driver is still ad content, as opposed to its Premium offering. That effectively means that YouTube is actually benefiting from the rise of these other providers, because as people become more accustomed to watching CTV content, in any form, that complements the others, with YouTube usage rising on the back of the streaming trend.

These days, more people are spending all of their watch time with these digital platforms, a trend which is particularly prominent among younger audiences. That will eventually see traditional TV channels lose traction, which means that Connected TV, in many ways, is the future of media consumption, and while the logical extension of that will be VR and AR viewing, right now, Connected TV may well be the best opportunity to maximize your brand message

During New Fronts, YouTube will host a range of sessions and events, which will provide more insight into its ad development.

“For the first time, we’ll host YouTube Brandcast, our annual advertiser showcase, during the week of the Upfronts. The live show – taking place on May 17 at 8 p.m. ET in New York – will feature top creators and music talent. Advertisers will be able to tune in via live stream. We’ll also share insights with advertisers throughout the week, kicking off with an event in partnership with MediaLink on Monday, May 2, featuring industry leaders and creators discussing the future of content and the role of the creator economy.

The key message of YouTube’s NewFronts push will be that in today’s on-demand world, it’s viewers – not networks – that ultimately determine what’s popular, and that will change media approaches moving forward.

“Our creators are building passionate fan bases that fuel viewership. YouTube creators like Emma Chamberlain, Marques Brownlee and newer creators leaning into YouTube Shorts like Katie Feeney, Jake Fellman, The Beverly Halls and Lisa Nguyen are the next generation in media brands. YouTube is the only destination that can help creators produce all forms of content, whether it’s Shorts, live streams or videos on demand. YouTube is the Main Stream.”

A key note within this is that YouTube is “the only destination that can help creators produce all forms of content”, as opposed to, say, TikTok, which can only facilitate short-form video, which means that the opportunities it can provide, both for creators and advertisers, are more limited.

No doubt this will be another key point of emphasis for YouTube at the event – and really, it does have a strong case to suggest that it will stand the test of time in the space, as TikTok, and other competitors, work to establish their own monetization models.

It’s an interesting, and potentially valuable push from YouTube, and the data does increasingly support the fact that YouTube is now a mainstream video content option, in more and more homes around the world.

Many people don’t even watch commercial TV anymore, and as more of them turn to YouTube instead, that facilitates even more opportunity for brands to get their promotions on the biggest screen in the house, in front of the key audiences they need to reach.

We’ll no doubt hear a lot more about this in May, when NewFronts 2022 begins.


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Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long

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Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long

So, this is a thing…

Twitter has rolled out longer tweets to Twitter Blue subscribers in the US, with paying users now able to post tweets up to 4,000 characters in length.

If anyone needed or wanted that.

Longer tweets will be displayed in the main feed at standard length, with a ‘Show more…’ indicator pointing users to the remainder of the content.

Honestly, it’s sadly ironic that not even Twitter could come up with a good use of the extra characters in its example, but yes, Twitter Blue users – all 300,000 of them – will now be able to post super long rants about whatever they choose in the app.

As explained by Twitter:

“[Twitter Blue users] can also compose longer Tweets in a Quote Tweet or reply. Standard functionality like posting media, creating polls, and using hashtags still apply. Everyone will be able to read longer Tweets, but only Blue subscribers can create them.

I don’t know if anyone requested this, but Twitter 2.0 chief Elon Musk seems convinced that by enabling users to post long-form content, that will eventually open up new avenues to monetization, and will see more top voices posting more stuff to the app.

I mean, the recent Twitter Files are probably the best example – Elon’s hand-picked team of journalists have been trawling through Twitter’s archives to uncover accusations of corruption and Government meddling, all ended up posting their findings in ridiculously long tweet threads in the app.

It would make more sense to post them on a more long-form focused format, but Musk obviously wants all the attention on Twitter – and in instances like this, maybe having longer tweets could be valuable.

But I don’t know.

It also seems short-sighted to only provide this functionality to Twitter Blue users. As noted, only a small fraction of Twitter’s 250 milllion total user base is paying for a blue tick, and while Twitter is now expanding the offering into new markets, it’s hard to see it catching on in any real way.

That means that a lot of the most popular creators won’t even be able to use the option, which seems counterintuitive. But then again, Elon will probably look to add in a new monetization element, which you have to pay up to qualify for, which is probably his broader view for limiting access at this stage.

Who knows – maybe it ends up being amazing, and maybe it makes it way easier to post what would have been multi-tweet threads in a more engaging, interesting way in the app.

It’s different, for sure, very different from Twitter’s usual offering.



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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

Ad data and analytics provider DoubleVerify (DV) is building the right side of a cup base with a buy point of 32.53. The growth stock is today’s selection for IBD 50 Stocks to Watch.




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DoubleVerify has a strong Composite Rating of 94 and a Relative Strength Rating of 89. Its stellar EPS Rating of 96 is even better.

Company sales grew 35% to $112.3 million in the third quarter while earnings per share of 6 cents grew 20% from the previous year.

On Jan. 10, analysts at Barclays upgraded the stock to overweight from equal weight with a price target of 29. Shares gapped up over 6% on the news, and the move helped the stock start its recovery from the January low.

Growth Stock Surges After Finding Fraud Scheme

DoubleVerify helps advertising companies that target users on video, mobile, and social media platforms. The company also has an analytics side that provides data on consumer engagement.

The digital media analytics platform ensures that ads reach their target customers in a safe way. This means that ads reach actual people with the right context. The software also has tools to adapt ads to different devices.

Its technology also seeks to address ad fraud. On Thursday, the company discovered “BeatSting,” the first large-scale ad-impression fraud scheme that targeted audio ads.

DV Fraud Lab first identified the fraud scheme in 2019, which is largely responsible for advertisers losing $20 million in several scams, according to reports. DoubleVerify was credited for unveiling the fraud. Shares last Thursday surged nearly 4% in strong volume.

Deals With Twitter, LinkedIn, Meta, Facebook

The company has partnered with leading social media and mobile platforms like LinkedIn and TikTok to improve ad impact and experience. DoubleVerify has a long-standing relationship with Facebook parent Meta Platforms (META). The social media platform faced a massive boycott in 2020 when several companies removed their ads due to concerns over their brand safety.

In June of last year, DoubleVerify brought features that will allow marketers to see where their ads appear in a user’s timeline. The feature uses artificial-intelligence tools to understand the context in which ads appear. The feature also enhanced brand safety  and attracted Twitter and other social media platforms to try it out. Nonetheless, marketers did not buy in entirely, according to reports, as Twitter’s ad revenue continued to struggle.

The growth stock ranks second in the specialty enterprise software group. The stock went public in April 2021. The New York-based company has locations in the U.S., U.K., Europe, Asia, Australia and South America.

Mutual funds own 39% of shares outstanding. That may not seem like much, but more funds have been picking up the growth stock over the past eight quarters, according to MarketSmith. The stock has an Accumulation/Distribution Rating of B-.

Exchange traded funds hold shares of DoubleVerify as well. The Invesco S&P Small Cap Information Technology ETF (PSCT) and the SPDR FactSet Innovative Technology ETF (XITK) own DV.

Please follow VRamakrishnan on Twitter @IBD_VRamakrishnan for more news on growth stocks.

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

YouTube has added a new time targeting element to its Masthead Ads, which will enable brands to display their promotions in key times leading up to key events.

As explained by YouTube:

In a time of multiple screens and countless ways to stay entertained, it can be challenging to get your audience’s attention. But even with so much content available at any time, people are drawn to moments they can experience together: a new movie release, a big game, a product launch, a holiday. And these are key opportunities to connect with a brand. Marketers, you know this well: you center advertising campaigns around the tentpole moments most likely to inspire your audience, shift perceptions or influence a purchase decision.”

YouTube’s Cost-Per-Hour Masthead enables brands to own the most prominent placement in the app during the hour(s) leading up to, during or after priority moments.

For example:

“[During the recent World Cup], McDonald’s Brazil turned to the YouTube Cost-Per-Hour Masthead. Their strategy was savvy: reach anyone in Brazil who was watching YouTube an hour before the Brazil vs. Cameroon match and remind them to pick up McDonald’s before the game started. This perfectly timed execution delivered tens of millions of impressions at the very moment fans were preparing for the match.

It could be a good way to hook into key moments, and build momentum for your campaigns, while also establishing association with key events and subjects.

“Just a few weeks ago, Xiaomi, the leading smartphone manufacturer in India, prepared to launch their highly anticipated Redmi Note 12 series via YouTube livestream. To drive viewership, Xiaomi ran the Cost-Per-Hour Masthead during the event. Not only did this activation drive scaled awareness, it led to over 90,000 concurrent livestream views. The Redmi Note 12 went on to generate a record number of first-week sales, making it one of their most successful launches to date.

It’s an expansive, but potentially significant targeting option, which could hold appeal for big brands looking to make a big splash around major events and releases.

You can learn more about YouTube’s Cost-Per-Hour Masthead process here.

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