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Balancing the TradeOffs in Digital Advertising’s Black Box
Friday, December 1, 2023, 10:30 AM ETPosted by:As a veteran ad executive once said, "Where there is mystery, there's margin."
Since its 2021 introduction, Google’s PerformanceMax (PMax) has aimed to drive ad performance by modeling historical performance data using Artificial Intelligence models. As an automated ad product, it appeals to those who want to "set it and forget it." Sounds great, right? Well, maybe.
Upon further inspection, the tradeoffs for the marketer emerge, particularly regarding transparency, autonomy, and brand suitability. Some recent findings from Adweek highlight this: Advertisers discovered that Google placed a significant portion of their PMax YouTube ads in the open web – not quite the premium placements they were expecting.Categories: Advertising
Topics: Advertising
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Inside the Stream: YouTube TV’s Strong Q3, Sports in Flux
LRG estimates that YouTube TV added 600K subscribers in Q3 ’23, bringing it to a total of 6.5 million subscribers. YouTube TV’s growth is by far the strongest of all pay-TV providers, double the growth of Hulu + Live TV and Fubo, with all traditional providers losing subscribers in Q3.
On this week’s podcast we discuss what’s behind YouTube TV’s growth, and also how sports TV continues to be in flux.
Listen to the podcast to learn more (23 minutes, 36 seconds)
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Topics: Podcast, YouTube TV
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Inside the Stream: Disney, Roku, WB Discovery and Dish Q3 Results
It’s earnings season, and on this week’s podcast, Colin and I discuss results from Disney, Roku, WB Discovery and Dish. The four companies’ subscriber counts, profitability and shifting business models all provide insights into larger industry trends and challenges.
Listen to the podcast to learn more (37 minutes, 36 seconds)
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Topics: DISH Network, Disney, Podcast, Roku, Warner Bros. Discovery
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Inside the Stream: Will Disney’s Big Hulu Bet Deliver on Kilar’s Streaming Success Plan?
Disney has officially begun buying out Comcast’s 33% ownership in Hulu, for at least $8.6 billion. Hulu will become a centerpiece of Disney’s strategy to appeal to a broad range of audiences. Coincidentally former Hulu CEO Jason Kilar recently shared his recommendations for how media companies can succeed in streaming. Can Disney’s big Hulu bet deliver on Kilar’s vision?
Listen to the podcast to learn more (31 minutes, 35 seconds)
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Apple Podcasts Google Podcasts Spotify Amazon Music RSSTopics: Comcast, Disney, Hulu, Podcast
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Inside the Stream: Nexstar Makes Case for Broadcast, YouTube’s Teen Bump
This week Colin and I explore Nexstar’s assertion that the recent Disney-Charter deal will benefit local TV (Nexstar is the largest owner of local broadcasters in the U.S.). Nexstar points to improved bundling that will stabilize pay-TV and spending on underperforming niche cable networks that can be reallocated to local TV. We also discuss new research showing that YouTube has edged past Netflix in consumption among teenagers.
Listen to the podcast to learn more (24 minutes, 19 seconds)
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Apple Podcasts Google Podcasts Spotify Amazon Music RSSCategories: Broadcasters, Podcasts
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Inside the Stream: Xumo Stream Box is Good For Cable But Limited Elsewhere
The new Xumo Stream Box from partners Comcast and Charter began rolling out this week. On this week’s Inside the Stream we discuss the new device’s opportunities. Overall it seems like a smart play for the cable TV operators to streamline their device strategy, blending traditional pay-TV with streaming. So within their footprint Xumo Stream Box should find success. However, as we discuss, the box will likely have limited appeal outside of their footprints.
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Apple Podcasts Google Podcasts Spotify Amazon Music RSSTopics: Charter Communications, Comcast, Podcast, Xumo
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Inside the Stream: TV Services Used, Disney+ Sharing, Prime Video Ads
This week on Inside the Stream we discuss four items that caught our attention. First, according to Tivo’s Video Trends report, the number of TV services used has declined, and the mix has shifted from SVOD to FAST. Next up, in Canada, Disney+ has announced plans to limit password sharing. We also discuss Amazon’s plan to roll out ads in Prime Video in early 2024, and S&P’s forecast of declining ad revenue for niche cable TV networks.
Listen to the podcast to learn more (23 minutes, 28 seconds)
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Topics: Amazon, Disney+, Podcast, TiVo
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Inside the Stream: Generative AI-Powered Video Innovation at IBC 2023
Colin is back from a busy IBC in Amsterdam, and today we discuss a number of generative AI innovations for video that he learned about. These include Newsbridge’s news clip metadata enhancement capability, Backlight’s StoryBot tool to create stories from Wildmoka clips and Katch Data’s ability to customize movie marketing by geographic preferences. All this, and more on this week’s podcast.
Listen to the podcast to learn more (27 minutes, 26 seconds)
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