Twitter now offers 30-second pre-roll video ads, with an immediate skip option for viewers who don’t want to watch them. The ads run in front of videos that are part of Twitter’s Amplify program, a social television initiative for broadcasters to publish real-time in-tweet video clips accompanied by Twitter’s standard six-second ads. Twitter hopes the longer ads will re-energize the Amplify program, since six-second ads are a hurdle for media partners, which have an inventory of 15-second and 30-second ads. Continue reading Twitter Expands Video Ads to 30 Seconds, Adds a Skip Button

Visual effects facility Digital Domain, known for its digital work on the “Transformers” series, the “X-Men” series, “Iron Man 3” and “Her,” acquired an 85 percent stake in Hong Kong’s Post Production Company Limited and its parent company for about $17.3 million, with the goal of making a big move into virtual reality. Post Production — which Digital Domain chief executive Daniel Seah calls “the Digital Domain of China” — has worked on many major Chinese movies, TV ads, and music videos. Continue reading Digital Domain Moves into VR with Hong Kong Post Acquisition

Assessing and quantifying reaction to content and advertising on social media has been limited to the fuzzy capabilities of “sentiment analysis” tools that capture only generic positive and negative attitudes. Now, Viacom believes it’s found the perfect tool to do better. Media conglomerate Velocity’s marketing and creative content division teamed with tech startup Canvs, whose database of 4 million words and phrases — including millennial slang and social media shorthand — falls into 56 emotional categories. Continue reading Viacom Teams with Canvs to Track Emotions on Social Media

For the eighth year in a row, YouTube launched its AdBlitz platform, a channel and separate website that displays Super Bowl television spots online before game day and allows viewers to vote for their favorite ads. This year, YouTube has unveiled a new feature: a real-time advertising tool, which enables advertisers to run ads across Google’s platforms, timed to big moments during live events, such as a game-winning field goal. Currently in beta, the feature was already tested by a Marco Rubio Super PAC on debate night. Continue reading YouTube Adds Real-Time Spots to Super Bowl AdBlitz Platform

Brendan Eich created JavaScript, the world’s most widely used programming language and co-founded Mozilla, the organization behind the Firefox browser that has become one of the most popular ways to navigate the Web. Now he’s back with Brave Software, a startup developing an open source browser for desktop and mobile that carves a middle path between excessive online advertising and antagonistic ad blockers. In his paradigm, advertisers, browser companies, websites and users stand to win. Continue reading Brave Browser Aims to Reinvent Online Advertising Paradigm

The Association of National Advertisers (ANA) recently conducted a study that found that marketers are continuing to lose money to bots, the computer programs that create fraudulent Web traffic by mimicking human Web browsing habits. Despite efforts to inform marketers about the dangers of bots, the level of fraud remains relatively unchanged from the previous year. The authors of the study estimate that companies could lose more than $7 billion globally this year because of it. Continue reading Study: Marketers Losing Billions to Fraudulent Online Ad Traffic

Intel unveiled Authenticate, a technology that introduces a new, heightened level of security and computing performance. Authenticate makes it easier for multifactor authentication by which users put in place up to four safeguards before they are able to log in to their computer. That could be any combination of a password, fingerprint, set of numbers on a touchscreen or presence of an authorized employee smartphone. Authenticate is already built into new versions of Intel’s Core chips, which are used in business PCs. Continue reading Intel Technology Debuts Multifactor Security for Business PCs

Streaming music site SoundCloud will now have access to the Universal Music catalog, including songs from artists like The Weeknd, Sam Smith and U2. The licensing agreement allows Universal Music artists to make money from the advertising on SoundCloud when their songs are played. SoundCloud already has licensing agreements with other music companies, including Merlin and Warner Music Group. The company said it would also introduce a paid streaming subscription service this year. Continue reading SoundCloud Strikes New Licensing Deal with Universal Music

Twitter now allows some mobile users to watch live video feeds on its sister app Periscope within the Twitter timeline. Previously, Twitter users linked to Periscope broadcasts via the discrete app. Acquired by Twitter in 2015, Periscope has taken off among users who use it to broadcast their whereabouts from smartphones. Users have posted an estimated 100 million live feeds on Periscope in the 10 months since its purchase. By linking the two apps, Twitter will introduce Periscope to new users and become home to more content. Continue reading Periscope Now Broadcasts Live Video Directly Within Twitter

Apple announced that it has been underestimating the number of readers using the Apple News app to read news from more than 100 publishing partners. The company is working on fixing the problem, but for now, neither the publishing partners nor Apple know how popular the app has become. Publishers need an accurate number to manage their advertising strategies. Executives at the publishing partners have been underwhelmed by the reported traffic from the Apple News app so far. Continue reading Apple News App Glitch Causes Underreporting of Readership

NBCUniversal chief executive Steve Burke did not anticipate the big impact of time-shifting and over-the-top services such as Netflix and Hulu on the cable business, he said during CES 2016. Instead, he believed cable entertainment ratings would be stronger than they are today. At the same time, he doesn’t consider Netflix to be just an enemy but, rather, a friend and frenemy as well. More puzzling to him is how advertisers discount television in favor of digital outlets, which, he notes, do not have the reach or emotional impact of TV. Continue reading NBCUniversal’s Burke: Netflix is Friend, Enemy and Frenemy

Since the 2012 hiring of former Google executive Marissa Mayer to improve Yahoo’s fortunes, the company has failed to turn around and is now facing difficult choices. Among many plans devised, the latest occurred last month when executives favored spinning off the company’s main Internet business. That strategy may be abandoned as Yahoo considers a sale of its business, while an activist — and anonymous — investor mounts a proxy fight. Employee morale is said to be low in light of 1,100 layoffs since August 2014. Continue reading Time is Up for Yahoo’s Turnaround, Sale Now On the Table

During his keynote presentation at CES 2016, YouTube’s chief business officer Robert Kyncl expressed continuing confidence in the growth of online video. He believes that people will spend most of their time (outside of working and sleeping) watching digital video. The executive stood by his 2012 predictions that 90 percent of all Internet traffic would be video and 75 percent of all video would be digital by the year 2020. Kyncl also explained how YouTube is evolving and planning to support high dynamic range. Continue reading YouTube Exec Stands By His Online Video Growth Predictions

Virtual reality is inevitably part of the conversation when talking about storytelling of the future, the topic of a CES panel moderated by Variety’s Janko Roettgers. “We’re in the first inning,” suggested Condé Nast executive Joy Marcus, about VR. “We’re looking at it as a game that might go into extra innings. But we have an issue with devices and price points.” Google and Samsung have come out with options that work with smartphones, added Marcus. “But the other devices are pretty damn expensive.” Continue reading Virtual Reality, Mobile and HDR Are the Future of Storytelling

The consumer is besieged by content ad platform choices and options. A group of broadcast, cable and social media executives gathered during CES to describe how it’s changing their business. “It is crazy competitive,” said Starz CRO Michael Thornton. “You have to make that show not just the best of the season but the best of all time.” Needham & Co.’s Laura Martin put digital in its place, succinctly. “There is no money in digital,” she noted. “Unless you have the powerful economic engine of TV to fund it, you’re losing money.” Continue reading Assessing the Impact of VOD, Broadband, Apps and 4K on TV