April 17, 2015 MediaStruction

Media Trends To Watch This Week

Here are the items from the perpetually evolving advertising world that caught our eye this week…
 

iHeart Joins Programmatic Push

iHeartRadio announced its launch of a programmatic platform to buy advertising on terrestrial radio stations.The platform is for national buys only and still in the testing/trial phase, but iHeart anticipates a local programmatic solution by 2016. At the same time, Katz Radio Groups has also announced a programmatic solution, although its availability isn’t until later in 2016. Keep in mind, radio and TV definitions of programmatic aren’t equivalent to online display, where the transaction is accomplished in near-real time and overlaid with behavioral or other targeting data. Broadcast programmatic is really more of a small shift towards an automated buying process, with a bit more insightful qualitative data of audience indexing to program. That said, how far we’ve come since 2009 when Google killed Google Audio Ads, its programmatic solution evolved from its $102 million acquisition of dMarc Broadcasting’s traffic system. 

Facebook Explores Far-Ranging Exchange
The social media giant has filed a patent application that will allow it to sell not only ads but content – video, Facebook wall post, news article, apps – via an ad exchange. With all the personal data Facebook and its partner apps have about us, this will take targeting to a whole new level. And keep in mind that Facebook’s behavioral data is based on what users, themselves, report. And can run from device to device. This is a whole lot more efficient than browser cookie history. As an aside, I wouldn’t want to be content amplification provider Taboola looking at this patent application right now.
 

AmEx Lab Testing Facial Recognition
For mobile users who might want to access account information American Express is testing facial recognition technology. Although they are still testing the security aspects (the 1997 movie  “Faceoff” about FBI agents undergoing a face transplant comes to mind), I can’t help but think that true facial recognition could be a whole lot safer than passwords and “your favorite pet” questions.

 

Social Media Augments TV Viewing
Some things just go together, like peanut butter and jelly, like peas and carrots, like Jenny and Forrest Gump. Apparently, that’s the relationship between social media and TV. Nielsen says that nearly half the TV viewers they measure worldwide are 50% more likely to watch live TV programming if there’s a social component.

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