Архив метки: ads

Daily Crunch: Apple delays ad-tracking changes

Apple announces a surprising delay, Facebook bans new political ads for the week before the U.S. election and SpaceX is testing its Starlink internet system. This is your Daily Crunch for September 3, 2020.
The big story: Apple delays ad-tracking changes
At this year’s Worldwide Developers Conference, Apple announced that in iOS 14 (currently in public beta), app developers would have to ask users whether they wanted to be tracked for ad purposes.

The move seems like a straightforward win for privacy, but some developers and advertisers have been pretty worried — Facebook, for example, predicted that this could render its Audience Network ad network completely ineffective. So Apple announced today that it’s delaying the changes until early next year.
“We want to give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year,” Apple said in a statement.
The tech giants
Facebook to block new political ads 1 week before Nov 3, adds more tools and rules for fair elections — Campaigns can still run ads to encourage people to vote, and they can still run older political ads.
Nintendo’s latest trick is turning the Switch into an RC controller for an AR Mario Kart game — The idea is that you can control real RC cars in your home.
Amazon launches an Alexa service for property managers — The company’s goal is to Alexa a tool for smart home management, even for those without their own Amazon account.
Startups, funding and venture capital
SpaceX confirms Starlink internet private beta underway, showing low latency and speeds over 100Mbps — While the current private beta is limited to SpaceX employees, the company said that the public Starlink beta is still on track to kick off later this year.
Optimizely acquired by content management company Episerver — In a statement, Episerver CEO Alex Atzberger said this is “the most significant transformation in our company’s history – one that will set a new industry standard for digital experience platforms.”
India’s Zomato raises $62 million from Temasek — The food delivery startup announced in January that Ant Financial had committed to provide it with $150 million, but apparently the firm has yet to deliver two-thirds of that capital.
Advice and analysis from Extra Crunch
9 top real estate and proptech investors: Cities and offices still have a future — Optimism still runs high for startup hubs as well as supercities like New York and San Francisco.
Media Roundup: Patreon joins unicorn club, Facebook could ban news in Australia — Are you interested in the media business? Do you appreciate my news-gathering skills? Then this is the roundup for you!
What happens when public SaaS companies don’t meet heightened investor expectations? — The lesson for startups is clear: You’d better be damn impressive.
(Reminder: Extra Crunch is our subscription membership program, which aims to democratize information about startups. You can sign up here.)
Everything else
Spirit Airlines starts testing biometric check-ins — It’s starting at Chicago’s O’Hare airport.
NSA call records collection ruled illegal by US appeals court — The Ninth Circuit Court of Appeals found that the NSA’s “bulk collection” of call records violated the law, but the judges fell short of ruling the program unconstitutional.
Disrupt 2020 Labor Day flash sale — Starting today, you can save $100 off the price of a Disrupt Digital Pro Pass.
The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.

Daily Crunch: Apple delays ad-tracking changes

Pandora launches interactive voice ads into beta testing

Pandora is launching interactive voice ads into wider public testing, the company announced this morning. The music streaming service first introduced the new advertising format, where users verbally respond to advertiser prompts, back in December with help from a small set of early adopters, including Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast and Nestlé.
The ads begin by explaining to listeners what they are and how they work. They then play a short and simple message followed by a question that listeners can respond to. For example, a Wendy’s ad asked listeners if they were hungry, and if they say “yes,” the ad continued with a recommendation of what to eat. An Ashley HomeStores ads engaged listeners by offering tips on a better night’s sleep.
The format is meant in particular to aid advertisers in connecting with users who are not looking at their phone. For example, when people are listening to Pandora while driving, cooking, cleaning the house or doing some other hands-free activity.
Since their debut, Pandora’s own data indicated the ads have been fairly well-received, in terms of the voice format; 47% of users said they either liked or loved the concept of responding with their voice, and 30% felt neutral. The stats paint a picture of an overall more positive reception, given that users don’t typically like ads at all. In addition, 72% of users also said they found the ad format easy to engage with.
However, Pandora cautioned advertisers that more testing is needed to understand which ads get users to respond and which do not. Based on early alpha testing, ads with higher engagement seemed be those that were entertaining, humorous or used a recognizable brand voice, it says.

As the new ad format enters into beta testing, the company is expanding access to more advertisers. Advertisers including Acura, Anheuser-Busch, AT&T, Doritos, KFC, Lane Bryant, Purex Laundry Detergent, Purple, Unilever, T-Mobile, The Home Depot, Volvo and Xfinity, among others, are signed up to test the interactive ads.
This broader test aims to determine what the benchmarks should be for voice ads, whether the ads need tweaking to optimize for better engagement, and whether ads are better for driving conversions at the upper funnel or if consumers are ready to take action based on the ads’ content.
Related to the rollout of interactive voice ads, Pandora is also upgrading its “Voice Mode” feature, launched last year and made available to all users last July. The feature will now offer listeners on-demand access to specific tracks and albums in exchange for watching a brand video via Pandora’s existing Video Plus ad format, the same as for text-based searches.
 

Pandora launches interactive voice ads into beta testing

Бегун опубликовал обзор контекстной рекламы в 2010 году

Бегун представил очередной годовой Аналитический обзор российского рынка контекстной (в т.ч. мобильной) рекламы в 2010 году, подготовленный аналитическим центром компании.

Документ представляет собой исследование отечественного рынка контекста и оценку перспектив его развития. В обзор включены описание инноваций на рынке контекстной рекламы (реклама в видео, в мобильных устройствах, медийный контекст), а также исследование рынка контекстной рекламы в Украине.

По оценке Ассоциации коммуникационных агентств России (АКАР), в экспертный совет которого входит «Бегун», объем российского рынка контекстной рекламы в 2010 году составил 16,85 млрд рублей (включая НДС). По сравнению с 2009 годом рынок вырос на 46%. Украинский рынок контекста в прошлом году увеличился на 27% по сравнению с предыдущим годом и достиг $14 млн (данные ВРК).

В 2010 году восстанавливающаяся после кризиса экономика дала новый толчок развитию рынка контекстной рекламы. Отрасль показала самые высокие темпы роста объемов на фоне динамики основных медиаканалов. Многие рекламодатели, переместившие рекламные бюджеты в контекст из других медиа в поисках эффективного инструмента продаж, увеличили маркетинговую активность. Рынок продолжает прирастать и за счет новых рекламодателей, только открывающих для себя возможности контекстной рекламы. Значительная часть таких рекламодателей сосредоточена в регионах. Активность российских региональных интернет-пользователей обеспечила 35,3% списаний по рекламным кампаниям в сервисе «Бегун» в 2010 году (годом ранее этот показатель составлял 29,3%).

По прогнозам «Бегуна», рынок контекстной рекламы в России по итогам 2011 года продемонстрирует динамику, аналогичную предыдущему году. Потенциал роста отрасли еще очень высок. Несмотря на то, что в 2010 году рекламная индустрия в целом показала существенный рост, многие сегменты экономики еще не вернулись к докризисному уровню и будут наращивать маркетинговые бюджеты.