Your video will play after ad…These are words that you will no longer have to read when you trawl YouTube in 2018. Earlier this week, YouTube announced that it plans to scrap the irritating 30 second unskippable ads that play before selected videos on its streaming service. A Google spokesperson explained the plan as a strategy to “focus instead on formats that work well for both users and advertisers”.
It may have gone unnoticed by some, but social media has (relatively) quietly undertaken another revolution in the past year: video content is now everywhere. It didn’t happen overnight, but video streaming has come a long way in the past 5 years and, as 2017 begins, we are likely to see advertisers ratchet up their use of this medium further still. What does 2017 hold for the video advertising revolution?
With the GDPR on the horizon, the EU is now overhauling the more specific privacy rules which relate to direct marketing and cookies within the European Commission’s newly proposed ePrivacy Regulation. This article sets out some key impacts of the draft Regulation and includes a recording of Olswang and ADTEKR’s webinar on this topic from 19 January 2017.
2016 marked a bad year for adtech start-ups as funding activity crashed to its lowest point in five years. Financers are becoming increasingly concerned that the fizz has fallen out of the market, reducing the likelihood of investments being made, particularly as the Facebook-Google duopoly continues to use financial and technical clout to dominate the digital advertising industry. But does this signify the beginning of the end for adtech companies as they struggle to compete with the Silicon Valley giants or can we expect an adtech renaissance in the near future?
Today, the Committee of Advertising Practice (CAP) announced tough new rules banning the advertising to children of high fat, salt or sugar (HFSS) food or drink products across all non-broadcast media including in print, cinema and, crucially, online and in social media. The rules, which will apply to media targeted at under-16s and be regulated by the Advertising Standards Authority (ASA), will come into effect on 1 July 2017.
Ardent shopaholics may have noticed the steady, yet silent, rise of digital receipts over the past few years. An increasing number of retailers are now offering customers digital receipts rather than their paper counterparts, and the savvier retailers are using these digital receipts to their advertising advantage.
Developments in the adtech sector within the last few weeks have shone the spotlight on possible exit strategies for investors, and identified trends which may have a significant effect on the future of the market. Is looking to China the new adtech exit strategy? Should it be?