Digital Marketing News Roundup: November 2019

Are you on top of the latest digital marketing news? Scan our expertly compiled list of the most interesting headlines of the day below. Then, read the articles that most interest or impact you:

Nielsen now can measure U.S. Amazon Prime video streams via TVs (including connected and smart devices) through its Subscription Video on Demand Content Ratings solution. Having this new Amazon streaming data benefits both networks and studios because they can learn more about the content they produce – who’s viewing it, how it’s being consumed, and how it’s performing. “This is a significant milestone for Nielsen, especially considering the upcoming high-profile streaming service launches,” Brian Fuhrer, SVP, Product Leadership, Nielsen said. “We think the addition of Amazon Prime Video will allow rights owners an added ability to understand both the size, as well as the composition, of their streaming audiences relative to other platforms or programs.” He continued, “Beyond that, making this enhancement re-affirms our commitment to continuous improvement and to being the one media truth of an increasingly fragmented video landscape.”

In his recent AdExchanger column, our president Jay Friedman discussed 30-second TV spots and how he believes their cost-per-point (CPP) and cost-per-thousand-impressions (CPM) growth rates will continue to exceed inflation. Jay said he thinks nothing is better than TV when it comes to supply and desirable format, though other video options abound today: “Time spent watching live-plus-time-shifted TV has steadily fallen since 2010,” he said. “Sure, that lost time has been replaced and even augmented by video on other devices, but six-second buffer ads and skippable video don’t have the same impact of a 30-second, full-screen, uninterrupted ad right in the middle of desirable content.”

According to eMarketer’s latest U.S. spending forecast on search, Google will continue to remain the major player in search, but its share and revenues will likely fall while Amazon’s, among others, will rise over the next two years. For instance, Google will have a 73.1% search market share by the end of this year but will only hold on to 70.5% of the market by 2021. (In other news, find out how Google’s new search metrics will impact your ad campaigns.) But Amazon’s share – though much smaller – is likely to be 12.9% this year and is expected to grow to 15.9% by 2021. What are Amazon’s key strengths that nab more market share? Nicole Perrin, eMarketer principal analyst, said: “Amazon’s ad business has attracted massive increases in spending because advertisers can reach consumers during product queries, a time when they’re ready to buy.” She continued, “Amazon has also rolled out better measurement and targeting tools, making it even more attractive for advertisers.”

Google will no longer be relying on cookies in Display and Video 360. Instead, it’s taking a new approach to ad frequency control, which could also roll out to Google Ads in the future. The new feature will use machine learning to analyze traffic patterns when third-party cookies are available and build models to predict patterns when a cookie isn’t present. Rahul Srinivasan, Google’s product manager for ads privacy, said, “This allows us to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager. Then, when there is no third-party cookie present, we’re able to optimize how often those ads should be shown to users.”

The latest version of Apple’s Safari browser is thwarting publishers’ paywalls. Now, when private browsing mode is on, users can get an unlimited-access pass to paywall content since publishers can’t detect or monitor just how much users are consuming. Though, publishers aren’t sure how Apple’s privacy update will impact business yet, they are concerned, especially since it’s already a difficult task to get paying subscribers. “This will lead to a hard paywall for all readers and also make it more difficult to monetize content,” said Danielle Coffey, SVP of strategic initiatives at the News Media Alliance. “While we’re interested in protecting our readers’ privacy, we still need a return on our investments to sustain quality journalism.” Huge shifts in the digital media industry are happening every day. The news keeps coming, never slows, never stops – no matter how much you would like it to for a while. But you don’t have to will it to stop to catch up. The simple solution? Follow our blog to get the expert opinions and insights you can trust on the digital marketing news, trends, and topics of the day that are most relevant to you. Or contact us. We can help boost your knowledge and find the right solutions and tools to get you and your business on the path to success.