Here’s a roundup of today’s AdExchanger.com news… Want it by email? Register here.
Maxin’ and Relaxin’ Performance
Performance Max is perhaps the most prominent name in ad tech that many people in ad tech have never heard of (unless you’re reading this newsletter, of course).
PMax, as the cool kids call it, is Google’s new optimization product. First, it ingests a brand’s creative assets, product descriptions, profit margins, and business KPIs, then it digests the data into a black box, and finally, PMax spits out Google inventory (Maps, Gmail, YouTube, Search and the display advertising network) and models campaign reports.
PMax will see rapid adoption, said Mike Ryan, Head of Marketing at Smarter Ecommerce GmbH, in an interview with Friends of Research. The article is worth checking out in its entirety, but one particularly interesting nugget is that distinguishing business results from campaign results is useful for any platform advertiser.
“I think of campaign results as anything an advertising platform tells you – like classic metrics like impressions, CTR, CPC, ROAS,” Ryan says. “Business results are things like cross-channel revenue, inventory turnover, and profit. Campaign metrics are important to watch, but they can be quite circular or self-referential. The platform only knows what it knows, which makes it very important for us to recognize the big picture and respect the results. »
pay to stay
The streaming market is crowded. To stand out from the crowd, CTV services look for ways to attract and retain viewers.
NBCU’s Peacock, for its part, a promotion for premium subscribers offering a free $15 Fandango movie ticket or $7 Vudu movie rental each month. (Fandango and Vudu are also owned by Comcast.) Besides being a Peacock selling point, the promo could inspire people to spend more on movies, TechCrunch Reports.
Still, it’s unclear whether cost-conscious viewers will pay a premium for a movie ticket when their subscription also includes a free on-demand content library. Additionally, the terms and conditions of the promotion mention that a Fandango convenience fee may be applied to the user’s charge. Oh, and any unused balance can expire at any time. Good deal.
NBCU, which has been running the promotion since March, says it has had positive results. Then again, NBC said that about the Summer Olympics, too.
AT&T has seen the flip side of this trend. After the WarnerMedia spin-off, HBO Max is no longer included with its high-end AT&T wireless plan. It’s a blow to its appeal.
Defector Media, a sports and culture publisher created by former Deadspin journalists after Deadspin was acquired by a private equity firm that runs publications in the ground, is forging a new kind of business. multi-revenue and new-age media.
Unlike most subscription publishers, including sports news sites like The Athletic, which were bought by The New York Times this year, Defector takes a more social approach to subscription value.
In addition to all the content from the site and the podcast, top subscribers also get exclusive behind-the-scenes coverage and Normal Gossip’s “Close Friends” list on Instagram. (Normal Gossip is Defector’s podcast, and the list feature on Instagram allows account creators to distribute only to a specific group of people.) Friend-level subs are also entered into a lottery to make a guest appearance. guest on the podcast.
“Normal Gossip” grew out of inactive Twitter threads that were turned into anonymous stories about athletes and celebrities. The podcast recently sold out its first live-produced show with a studio audience, Nieman Laboratory Reports.
Podcasts can be a potentially particularly valuable audience extender. Defector subscribers are 75% male (typical of sports news), but his podcast listeners are 65% female.
But wait, there’s more!
What if… things turned out differently for AppNexus. [Digiday]
Mike Shields: “The advertising industry from a Hispanic-American blind spot. » [blog]
Apple and Google are facing new antitrust investigations in the UK. [WSJ]
Thomas Petit at RevenueCat: A Practical Guide to Apple Search Ads. [blog]
Apple’s lack of new tracking rules leaves advertisers “shocked”. [Ad Age]