Instagram is testing unskippable ads that will appear in users’ feeds. Screenshots of the new ad unit, which users can’t scroll through, began circulating on sites like Reddit and X, prompting general outrage, followed by confirmation that the test is underway. The ads include a countdown timer like those used in some streaming shows that prevent the ability to fast forward and also lock users onto the message without the ability to browse elsewhere on the site until the ad plays through. The approach is similar to the YouTube model for ads that appear before and midway through videos. Continue reading Instagram Users Angered by Test of ‘Unskippable’ Video Ads

Comscore and YouTube have expanded their partnership by integrating Comscore Campaign Ratings (CCR) with YouTube Shorts and In-Feed inventory, making available a range of additional ad data specific to those outlets, across connected TV, mobile and desktop. In the months ahead, the toolkit will also add measurement of Masthead inventory. YouTube has been connected to CCR for standard video inventory and YouTube TV since Q4 2021. YouTube Shorts is a fast-growing part of the Google-owned video ecosystem, averaging over 70 billion daily views, according to YouTube and Comscore. Continue reading YouTube, Comscore Integrate Campaign Ratings with Shorts

Streaming platform OrkaTV has teamed with Comcast’s FreeWheel adtech firm on a product designed to help marketers reach target audiences for their advertising in the FAST sector. The partnership allows marketers using FreeWheel to access OrkaTV’s more than 3,500 free ad-supported streaming TV channels. The end result is expected to be “access to a more diverse pool of FAST ad inventory” that in turn helps drive up demand for inventory, according to the firms, which say the “more accurate contextual advertising targeting abilities” also raise the ante. Continue reading Comcast’s FreeWheel Teams with OrkaTV to Target FAST Ads

YouTube has debuted Reels, a video feature similar to Snapchat and Instagram Stories. Users will find Reels on a new tab in creators’ channels and will be able to adorn videos with filters, text and stickers. Unlike Snapchat and Instagram Stories, a single creator can make many Reels on different topics and the videos will not disappear after 24 hours. With Reels, Google hopes to make YouTube a more social environment and keep users glued to the platform. Google reportedly bid $30 billion to buy Snap last year. Continue reading YouTube Ups its Social Profile with the Debut of Reels Feature

Amazon, Facebook, Google and Twitter are vying for the rights to stream the NFL’s “Thursday Night Football” games next season, say sources. Last year, Twitter won the bidding, paying $10 million to stream 10 games. The NFL will likely make its decision within the next month, and there’s a chance it may hint at its decision at its annual meeting in Phoenix this week. Live sports are a hot commodity and since the TV rights for nearly all of them are already locked up, “Thursday Night Football” streaming is even more valuable. Continue reading Tech Giants Compete to Stream NFL’s Thursday Night Football

There’s a sea change at NBCUniversal, which will, for the first time, begin selling some linear TV ad space to advertisers using programmatic tools and advanced data targeting. But the move isn’t as broad as it sounds and requires some parsing. Starting this fall, advertisers will be able to use their own data sets and ad-buying technology to buy on NBC, USA and Syfy. But this isn’t the “real-time bidding” found in digital advertising and marketers won’t be able to cherry-pick individual shows. Continue reading NBCU Adds First-Time Sales of TV Ads via Programmatic Tools

Back in January, YouTube closed a deal with the National Football League to set up an NFL channel on its video platform, offering viewers game previews, highlights and more. In anticipation of the next season, YouTube is looking to capitalize on its NFL programming to secure lucrative advertising deals. The tech giant has set its NFL ad package at $5.2 million for the entire season, on the condition that marketers also commit to paying that same amount to enlist in its Google Preferred program. Continue reading Google Leverages NFL Content Deal to Push YouTube Ad Sales