A BETTER WAY TO OLV: We all know online video is a mess right now. Brands want their video ads viewed by a real human (crazy idea, right?), while publishers and networks alike can’t get their audiences to watch a video ad for more than a few seconds. Then there’s the little issue of brand safety, with estimates that 30% of OLV ads are running adjacent to controversial and outright violent content. With that as the backdrop, wouldn’t it be refreshing to be able to buy OLV from a premium publisher who guarantees your ad will be viewed and only be charged after at least 15 seconds of the ad has been seen? This is exactly what Pandora is delivering with the debut of its new Video Plus ad unit. As reported in the attached AdWeek exclusive, V+ provides brands the perfect vehicle to deliver their video unit in a brand-safe environment, and is priced on an enforced (aka non-backgrounded) cost per completed view basis. Feels like the perfect solutions for brands looking for a lighted path through the murky world of OLV.
TELCO MERGER IN THE WORKS?: About a decade ago the US Telco industry went through a phase of consolidation which took the competitive playing field from several smaller competitors down to the current Big Four – Verizon, AT&T, T-Mobile, and Sprint. But all four were not created equal. For a while Verizon and AT&T commanded most of the market share, while T-Mo and Sprint wrestled with one another for the scraps. Then something interesting happened at T-Mo. In 2013 they rebranded themselves as the “Uncarrier” under the leadership of their new CEO John Legere. Over the last four years this strategy has inspired T-Mo to zig while the other guys zagged, with innovative features like no-charge streaming, unlimited data, and all-you-can-eat-for-one-price plans. The results have been impressive. In 2016 T-Mo surpassed Verizon as the #1 handset seller in the US (which correlates to in-store foot traffic and new account sign ups), and is starting to threaten for overall market share. Now rumors are circulating that T-Mo might be in acquisition mode with the potential purchase of Sprint. With Sprint trailing the other three, this might be a smart move for both companies. So will Telco turn into a three horse race sooner than later? We shall see.
UBER LAWYERS UP: Well, you knew it was just a matter of time before something like this happened. According to the WSJ in the attached link, a client (Uber) is now suing one of its digital agencies (Fetch Media) for breach of conduct, negligence and fraud. Specifically, Uber alleges that Fetch deliberately misrepresented the effectiveness of the mobile ads it purchased, failed to prevent ad fraud by serving impressions to non-humans, and pocketed rebates owed to Uber. It’s important to note that these are just allegations – there’s really no way to tell who’s right in this argument until this works itself out in court. But the allegations themselves play like a greatest hits album of all the problems in digital media today. The real spine shiver for all the other agencies out there is what happens if Uber prevails and gets a big settlement from Fetch? Would that mean open season for any other disgruntled client to sue their agency over performance? Feels like we’re about to discover a new low the already tense client-agency relationship paradigm.
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