A BRIEF HISTORY OF VIEWABILITY: Over the past few weeks we’ve seen even the largest tech titans like FB and Google struggle to calculate and comply with basic viewability metrics. So you may be wondering how the industry got into its current situation, where viewability is the end-all-be-all, and which direction things are headed. For some context check out the attached eMarketer article. It traces digital publishers’ and ad networks’ push for more and more deliverable scale to keep revenues high as display CPMs plummeted. This created a situation where ads were served (and charged for) despite having very little chance of ever being seen, and at worst case flat out click baiting and bot fraud. Then entered the MRC, riding a white horse called viewability, to create industry standards as a way to clean up the digital media business. Really helpful to know this history, since it’s a primary motivation for today’s marketers who are willing to pay a premium to have ads actually be viewed by potential customers. A novel idea, right? https://www.emarketer.com/Article/Digital-Advertising-Beyond-Impression/1014602?mkt_tok=eyJpIjoiWm1NeU9UVTBPREpoT0RFMyIsInQiOiJpQ1dmQmJDTkJjb201WllKQnR6Q1R3K24yR0RLaWJZNFVvdW5rXC9GUFAwc3FCRW9WZmd4V0dyMm1NQ2xmUkdiV1RLNmhTSFwvWTVjUlJKY05ieStrcHZseEg5OWZcL2FKakZxUEFUc0tLUjg5Yz0ifQ%3D%3D
AMP UP THE ARTIST SERVICES: With yesterday’s announcement of Pandora’s new Artist Management Platform (AMP) there’s been a renewed focus in the trades on exactly what each of the primary streaming services offer artists besides just performance and song-writing royalties. The attached Yahoo Finance link does a nice job top-lining each streamers’ artist functionality. Nothing too earth shattering here, but helpful to keep the offerings straight. http://finance.yahoo.com/news/pandora-vs-spotify-vs-apple-210327226.html
GEN Y ON RADIO . . . MEH: I wanted to share some data from Jacobs Media’s 8th annual Public Radio Tech Survey. I normally don’t source anything from Jacob’s because they’re way-biased towards terrestrial radio. The survey itself only sources respondents who listen to broadcast radio, so that tells you all you need to know. But even with that bias in play, check out one of the findings in the Media Usage Pyramid below. There’s a very distinct line of demarcation between Gen Ys and Boomers in regards to time spent on AM/FM Radio vs. Streaming. Not surprisingly, the Boomers are all radio (89%) and less streaming (53%). But look at what happens to the gap for Gen Y, with radio (80%) compared to streaming (78%). Bottom line – even current radio listeners under a certain age are spending as much time with streaming audio as they are with broadcast radio. Another sign of the sea change happening in our industry right now! http://rainnews.com/jacobs-media-survey-results-snapshots-of-public-radio-and-media/
VOTE PANDORA: And finally, if you’re looking for something positive to vote for this election season think Pandora. We’re still in the running (and as of yesterday in the lead) for AdWeek’s Top Digital Brands Hot List. Please click on the link and vote – we’re in two different categories. And even if you already voted a few weeks back it’s perfectly legal to stuff the ballot box. So vote Pandora early and often! http://www.adweek.com/news/technology/hot-list-what-are-2016s-top-digital-brands-apps-and-must-have-products-173834
Have a great Wednesday guys!
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