In the face of declining ratings and a shift in ad dollars to digital platforms, television networks are expanding their data and analytics capabilities. On Monday, leading broadcast and cable TV companies announced the formation of the Video Advertising Bureau (VAB), a new trade organization that plans to promote research and data that highlights the impact of TV commercials to Madison Avenue. The VAB intends to provide marketers with insights and measurement tools that help gauge whether video ads drive consumer purchases. Continue reading Broadcast and Cable TV Join Forces to Form New Trade Group

As Internet browsing via mobile devices continues to become the norm, tech companies are scrambling to add new functionality to the scaled-down mobile versions of their sites. In the coming weeks, Google plans to introduce buy buttons to its mobile search-result pages. The buttons will direct users to other Google product pages where purchases can be made (products will be sold by retailers). The move is seen by many as an effort by Google to create an online marketplace to take on leaders such as Amazon and eBay. Continue reading Google Buy Buttons Could Offer Alternative to Amazon and eBay

Verizon Communications announced that it plans to acquire AOL for $4.4 billion as part of its larger initiative to develop mobile video and advertising opportunities. As part of the deal, Verizon will pick up assets such as Adap.tv, Convertro, The Huffington Post, Moviefone, and TechCrunch, among others. According to AOL, the combination of networks will match the scale of Facebook and Google. Following the merger, expected to close this summer, AOL CEO Tim Armstrong will continue running the company and help build the growing content business. Continue reading Verizon to Acquire AOL in Push for Mobile Video and Ad Tech

According to Google, only 54 percent of online video ads are viewable (excluding those on YouTube). More companies are trying to get people engaged with their online ads instead of scrolling past them. Viewers may be prompted to talk back, swipe, or shoot targets in interactive ads. This new type of advertising is aimed at mobile users as people increasingly use their phones to access the Internet. Google and other companies hope interactive ads may help generate more mobile advertising revenue. Continue reading New Wave of Interactive Ads Designed to Engage Mobile Users

According to insiders, Spotify is reportedly in discussions with numerous media companies, TV networks, online video producers and magazine publishers to introduce short video clips to its streaming service as early as this month. The additional content would be available on Spotify’s mobile platform as part of an effort to keep users more engaged, challenge YouTube’s video dominance, and help the service sell more advertising. Discussions with potential partners are believed to be at an early stage and Spotify has yet to announce any deals. Continue reading Spotify Pursuing Major Media Companies to Partner on Videos

Nielsen and Roku have started working together to measure the audience demographics of ads that play through Roku streaming devices. That means Roku will be the first Internet-connected TV platform that will be able to offer the same audience guarantees as traditional television. Advertisers will already be familiar with the Nielsen audience breakdowns, which will also be integrated into the Roku Ad Framework toolkit. The companies will be testing the new tracking this summer. Continue reading Nielsen to Track Audience Demos of Video Ads on Roku Devices

AOL and NBCUniversal have reached a licensing and distribution agreement that will allow the two companies to share and develop content. Shows from NBC, CNBC and Telemundo could start streaming via online video platform AOL On. NBCUniversal and AOL may also start developing original content together to be distributed on the platforms of both companies. The agreement means that advertisers will be able to reach consumers watching this shared content on television as well as mobile and desktop devices. Continue reading AOL and NBCUniversal Plan to Share Content Across Platforms

Yahoo was among the first companies earlier this week to reveal its new slate of digital programming at the Digital Content NewFronts in New York City. The company unveiled 18 new series including shows with celebrities such as Michelle Rodriguez and Naomi Campbell attached. Yahoo’s slate includes a competition show called “Ultimate DJ,” produced by former “American Idol” judge Simon Cowell and a daily news show called “Yahoo News Live,” with Katie Couric set to host. Continue reading Yahoo Announces Digital Content Slate at NewFronts This Week

During its NewFront presentation in New York this week, Disney-owned Maker Studios announced Maker Select, which will allow advertisers to buy ad space on Maker’s 55,000 YouTube channels in addition to all other YouTube channels. Maker Select will incorporate Maker’s audience data with data from YouTube, Nielsen, social networks and additional sources. Advertisers can target ads based on content type, brand compatibility and audience makeup. The new offering comes from a partnership with Web video analytics firm OpenSlate. Continue reading Maker Select Enables the Purchasing of Ad Space on YouTube

Twitter stocks plunged this week after the company’s first quarter financial report showed less revenue growth than originally expected. The social network’s revenue grew 74 percent, which is lower than the company’s projections and its performance in the previous quarter. Twitter executives blame some of the company’s new advertising models as contributing to the slow growth, but other analysts believe that Twitter still has not found its niche among users and advertisers. Continue reading Twitter Earnings Disappoint as Company Struggles with Growth

Google is now offering Web publishers free access to Matched content, a product for publishers to promote their content to site visitors through means of recommendations found on Web pages. The tool consolidates relevant content from a publisher’s site and displays it at the bottom of Web pages where it appears as a headline embedded with a direct link. Google claims the new product could help publishers generate more page views and make it easier for visitors to discover new content. Continue reading Google Offers New Tool to Help Site Visitors Discover Content

Facebook has launched a new marketing initiative called Anthology that enables advertisers to work with seven media partners to create sponsored videos. The company says that its media partners — The Onion, Vice, Disney, Funny or Die, Tastemade, Vox, and Electus Digital’s CollegeHumor — know how to get the most out of the Facebook platform. These video ads are one way that Facebook may be able to keep advertising, and soon publishing content, under its own roof. Continue reading Facebook Partners with Disney, Vice and Others on Video Ads

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

Yahoo is making a personal assistant and mobile search app that will compete with Apple’s Siri, Google Now and Microsoft’s Cortana. The app, codenamed “Index,” will be able to pull information from a user’s email to provide the most relevant search results. It will most likely be ad-supported and the company is aiming to complete a pilot version of the app this year. Yahoo executives hopes this app will be able to take some share of the mobile search market from Google. Continue reading Yahoo is Developing a Mobile Search App to Take On Google

The Interactive Advertising Bureau recently found that one-third of Americans now own connected TV sets, while one-third of those consumers stream video to their TVs daily. According to new survey findings from consulting firm Deloitte, video streaming services such as Netflix, Hulu and Amazon have now surpassed live programming as the viewing method of choice for many consumers. The survey determined that 56 percent stream movies and 53 percent stream TV shows, while 45 percent still prefer watching live broadcasts. Continue reading Study Indicates Streaming Video is More Popular Than Live TV