IAB: Connected TV ad buys resilient amid pandemic

IAB: Connected TV ad buys resilient amid pandemic | Vice Media Group contends keyword blocking can backfire | NewFronts panel examines racism, diversity in digital

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June 25, 2020

News for advertising, marketing and media professionals

Top Story

IAB: Connected TV ad buys resilient amid pandemic

Some 53% of ad buyers plan to switch their broadcast ad budget to connected TV, while 52% say they're switching from cable, per IAB's 2020 Digital Video Advertising Spend Report. The report indicates that the average 2020 CTV spend will be $16 million and focus on retail, media/entertainment and telecom. "Buyers ... are flocking to CTV because it is the perfect marriage of high-quality content, superior targeting, in-market optimization and robust measurement," says IAB President David Cohen.

Full Story: Adweek (tiered subscription model) (6/23), MediaPost Communications (6/23)

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NewFronts Highlights

Vice Media Group contends keyword blocking can backfire

(Vice Media)

Vice Media Group executives used their NewFronts pitch to urge brands and their agencies to reconsider blocking keywords related to current racial issues and noted it found that content related to George Floyd and the protests monetized at a 57% lower rate than other news. The media firm suggested "look[ing] to more contextual-based solutions that better support journalism, while servicing our partners' needs for brand safety."

Full Story: Ad Age (tiered subscription model) (6/24), Variety online (6/24), MediaPost Communications (6/24)

NewFronts panel examines racism, diversity in digital

Media executives examined the role of race and racial inequity in digital media with moderator Monique Nelson, chair and CEO at UWG, urging marketers to respond by acknowledging the issues and creating an action plan. Tumblr's Cavel Khan suggested brands become proactive and work with more diverse teams and agencies.

Full Story: Adweek (tiered subscription model) (6/24)

APM, NPR, Vibenomics promote podcasts, audio services
Adweek (tiered subscription model) (6/24)

Barstool Sports launches production services for TV, social, events
Tubefilter (6/24)

The Wall Street Journal, Barron's grow ads, reach, tout first-party data
Adweek (tiered subscription model) (6/24)

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Marketing Trends

Report: Pandemic radically shifted shopping behavior

Profitero's "The Cheating Consumer" report delves into shopping behavior during the pandemic, the rise of brand switching by consumers and warns the crisis has "caused 10 years of consumer behavior change in just eight weeks." The report urges marketers to prioritize digital strategies and e-commerce experiences as consumers have embraced online shopping.

Full Story: Adweek (tiered subscription model) (6/24)

Mobile Focus

TikTok courts marketers with business platform, AR tools

(Justin Sullivan/Getty Images)

TikTok released TikTok For Business, a platform designed to help marketers navigate its ad formats, Brand Takeovers and Branded Effects, In-Feed Videos and Hashtag Challenges. The social platform also launched an e-learning center with product guides and creative best practices, and Brand Scan, an augmented reality offering akin to Snapchat's Sponsored Lens and Word Lenses.

Full Story: TechCrunch (tiered subscription model) (6/25)

Company Watch

Google tightens privacy reins with automatic data deletion

Pichai (Google)

Google plans to automatically delete search, location and other data collected after 18 months for new account users and allow current users to opt-in, according to a company blog post written by Alphabet and Google CEO Sundar Pichai. "We believe that products should keep your information for only as long as it's useful and helpful to you -- whether that's being able to find your favorite destinations in Maps or getting recommendations for what to watch on YouTube," Pichai wrote.

Full Story: MediaPost Communications (6/24), BNN Bloomberg (Canada) (6/24), Social Media Today (6/24)

Google discloses adtech fees
AdExchanger (6/23)

Policy & Research

Facebook offers brands CCPA compliance tool

Facebook is introducing Limited Data Use, a tool that limits platform data usage for California residents and helps marketers using the platform with California Consumer Privacy Act compliance. Facebook noted usage of the tool could affect campaign performance and effectiveness and retargeting and measurement capabilities.

Full Story: Social Media Today (6/23), Adweek (tiered subscription model) (6/23)

IAB News

Project Rearc: Harmonizing Privacy, Personalization & Community

Project Rearc brings together IAB, IAB Tech Lab, governmental, and other industry & consumer organizations to create standards of behavior, codes of conduct, legal agreements and enabling technologies to address consumer demands for personalization and privacy. A big part of this is agreeing, as an industry, on how we operate without third-party cookies -- and billions of dollars are at stake.

Click for more details.

Online training courses always available

Keep your continuing education going with IAB online learning programs. We offer virtual courses covering the latest trends in digital media to bring you up to speed on your schedule, no matter where you are.

See the full list of IAB online courses.