September 29, 2016

Weekly Roundup - 39/16

A german signage company is developing giant monochromatic E-ink panels - known for their miserly use of power and legible screens even in direct sunlight - to be used as billboards on the back of trucks. Powered by GPS & 4G, these rolling billboards will display constantly updated location and context-based ads (McDonald's 5 kms ahead!) along with information about traffic and weather conditions to a "captive" audience. They are expected to be commercially available mid-2017.

Social media influencers with 3-7 million followers can earn, on average, $187,500 for a post on YouTube, $75,000 for a post on Instagram or Snapchat and $30,000 for a post on Twitter. For influencers with 50,000 to 500,000 followers, the rates drop to $2,500 for YouTube, $1,000 for Instagram or Snapchat and $400 for Twitter. In the US, these influencers are now being pressured by the FTC and consumer advocacy groups to make an unambiguous disclosure of the paid nature of their endorsements, for eg. with  "#ad" or "#sponsored" hashtags.

Adblock Plus is now launching a advertising marketplace which allows publishers to pick pre-approved ads to be shown to users of the popular adblocking service in place of the publishers' non-whitelisted ads. The marketplace expands the scope and reach of their earlier Acceptable Ads program that whitelisted ads for a fee. Publishers get to keep 80% of the fee, Adblock Plus picks up 6% and the rest goes to other parties involved in the serving of the ad.
[The Verge]

Spending on out-of-home advertising - including stand-alone billboards, ads on various modes of transit and airport ads - has risen for 24 consecutive quarters up from $5.9 billion in 2009 to $7.3 billion in 2015. It is believed that audiences for out-of-home media are increasing as smartphones enable people to be connected wherever they are, allowing them to spend more time outside of home and office.

‘Coalition for Better Ads’ - a taskforce consisting of big-name advertisers, agencies, ad tech players and publishers - is planning to introduce a set of global standards that "all" digital advertising will have to meet. Ads will be scored on various factors including load time, format and size and will require a minimum score to appear on publishers’ websites. The initiative aims to transform the ad experience online for consumers and is a response to the alarming rise of adblocking.
[Marketing Week]
About the author:
Iqbal Mohammed is Head of Innovation & Strategy at a digital innovation agency serving the DACH and wider European markets. He is the winner of the WPP Atticus Award for Best Original Published Writing in Marketing & Communication.
You can reach him via email or Twitter.


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