The Media Rating Council has published official guidance on brand safety and content; the guidance was developed in partnership with the Interactive Advertising Bureau, the American Association of Advertising Agencies and the Association of National Advertisers. "With the ubiquitous presence of [user-generated content] on many of the most important digital platforms, and the inherent challenges this presents related to brand safety concerns, the guidance in this Supplement will help advertisers have greater assurances that their ads appear only in those environments they consider appropriate," said the MRC's George Ivie.
Twitter is trialing Timeline Ads on third-party publisher site timelines in partnership with ad tech firm OpenX. Publishers and Twitter will split ad revenues, and four ads will be displayed among the top 20 tweets in embedded timelines.
Highlighting its collaboration with Google Assistant, Lenovo has launched the "Seeing is Better" campaign to pitch its Smart Display touch-screen devices. Spots from SuperHeroes NYC/Amsterdam and produced by the Good Co. encourage voice-assistant owners to make an upgrade.
Campaigns driven by machine learning boosted familiarity with a brand 6.2% compared with 3.3% for those created by humans, and both tied on awareness at 4.6%, according to a study by IPG Media Lab, MAGNA and true[X]. Machine-learning campaigns also drove higher brand enthusiasm and purchase intent than human-created campaigns, and they were able to reach consumers with less ad impressions.
Facebook has announced that it will no longer send staff to political campaign offices to help in the run-up to elections, as it did during the 2016 presidential race. Free support has traditionally been on hand from all the big digital ad players, and Twitter and Google have not yet commented on whether they will follow Facebook's lead.
Digital TV provider MobiTV has added 90 networks -- including Bloomberg Television, Discovery and Univision -- to MobiTV Connect, its subscription branded TV app service. The company says the growth of smart TVs and connected platforms including Roku and Amazon Fire TV has contributed to its growth.
Smart speakers could completely change how consumers shop, but slow adoption of voice ordering has limited the market's potential, write Sachin Maini and Tarun Wadhwa. Only about 2% of Alexa-enabled speaker owners have used their devices for shopping, per industry data, but further innovation in voice could exponentially expand the use of these devices.
OWN is adding several unscripted romance shows to its Saturday night lineup beginning this fall. The new lineup will kick off with "Ready To Love," debuting in October, followed by November's "Chad Loves Michelle," with additional series to premiere in 2019.
Amazon has announced plans to launch the Fire TV Recast, a network-connected DVR system. The company plans to launch 500-gigabyte and 1-terabyte versions this fall; the devices will allow users to record over-the-air broadcasts to stream to other devices.
Over-the-top advertising is expected to rise to $2 billion this year, per a Magna analyst. This reflects a 40% year-over-year increase, with spend rising as OTT ad inventory increases.