Looking ahead to their long-awaited IPO, Twitter is looking to follow Facebook’s lead and launch an exchange similar to FBX that would let brands retarget people who visit their sites with ads on Twitter. At this point it’s unclear how far along Twitter are in building this exchange, but they’ve already met with several FBX partners who are well versed in the field of brand retargeting. Twitter would also like brands to buy directly on the exchange , and are already in talks with major brands to make this service a reality.
According to the Financial Times, Facebook users might find video advertisements in their newsfeeds as soon as July, with Facebook hoping to grab some advertising revenue away from TV and open up a new revenue stream to appease shareholders. Facebook’s client council include brands like Coca-Cola, Ford, and Unilever, all of whom expect to take part in trials. The worry, however, is that users will find the experience so disruptive that they will move on to other websites and social networks. Indeed, just last week it was reported that Facebook’s user numbers are on the decline despite Facebook Home and other attempts to keep users engaged. Facebook will present the videos silently, with the user choosing whether or not to activate the sound. At what price will this video advertising come? That remains to be seen, but raises another question: how long until Facebook offers an ad-free newsfeed, for a price?
Advertising company Turn has reported that in Q1 of 2013 the average CPM for video and display ads grew 6 and 15 percent, respectively, while mobile and social ads each saw average CPM declines of 45 and 20 percent, respectively. The decline in mobile ad prices has been attributed to concerns over a lack of standards for anonymous tracking. Social ads remain immensely popular with their low price and detailed targeting options, but the growth in display and video ads shows a desire among advertisers to continue to use big canvas formats. The report also made reference to a highly desirable, young demographic called “the digital elite,” which is drawing up to 85% greater CPMs due to its social nature, strong internet presence, and large amounts of disposable income.
Facebook’s Zynga Alliance Demonstrates Its Threat to Google
YuMe and IPG Media Lab, recently partnered on a research project to track relative attention level to video advertising in a lean forward PC experience vs. a lean back TV experience.Â Specifically, we wanted to know:
- Do people pay attention to online video differently than they do when watching TV?
- If people have the option of avoiding advertising, will they, and how does it differ?
- If the experiences of watching TV and Online Video are different, should an online ad impression be valued the same way that TV ads are?
For those who want to take Internet privacy matters into their own hands, there is a new service called Bynamite that aggregates information advertisers have collected about you in an easily managed personal profile. In addition, the site allows you to delete or add interests and send updated preferences back to ad networks and opt out of networks that donâ€™t provide users with control of their interests. Bynamite purports to represent the consumer without profiting from information sent back to ad networks, and it operates via a program you download that automatically attaches to your browser.
What sets Bynamite apart from many privacy watchdogs is that the service generally embraces hyper-targeted advertising and has no qualms with sites like Google, Facebook, and Amazon that collect a wealth of information on its users. Rather Bynamite seeks to educate consumers on how advertisers view them and empower users to tap into the potential monetary value of their personal information. Continue reading “Bynamite offers fresh take on hyper-targeted ads”