TOBI ELKIN

Articles by Tobi All articles by Tobi

• YouTube Expands Into More Markets -- Will Price Competition Follow?  in Video Insider on 09/12/2017
  

  In late July YouTube, already the 800-lb. gorilla in video, raised its ambitions even more by offering its YouTube TV streaming service in another 10 U.S. markets. That makes a total of 15 YouTube TV markets. But with so much competition, will YouTube be the leader in attracting new and younger subscribers?

• Streams Of Live Events Lure Viewers  in Video Insider on 09/02/2017
  

  If live streams like the recent Comey hearing -- which drew 2.7 million unique viewers globally, according to Bloomberg -- are any indication, real-time events in conjunction with the social aspect of Twitter have a potent appeal. Beyond live streams, the digital video sandbox is getting crowded as Facebook, Snap, and Google have designs on the living room. Will Amazon, Hulu, and Netflix move out of the way? Doubtful.

• Study: 8 In 10 Consumers Appreciate They Aren't Forced To View Native Ads in Native Insider on 09/06/2017
  

  It's widely known that most people find advertising interruptive and downright annoying. But a new study finds that consumers are increasingly willing to give brands permission to engage with them via native advertising, and 8 in 10 of those surveyed appreciate that they aren't forced to watch/view native ads.The research also found that consumers are 12x more likely to "strongly agree" that they prefer native ads.

• GTCR Acquires Majority Stake In Simplifi Holdings in Digital News Daily on 08/31/2017
  

  Private equity firm GTCR announced it has purchased a majority stake in Simplifi Holdings, a programmatic advertising platform provider. The company's product, Simpli.fi, enables buyers of localized advertising, including local media groups and agencies, to purchase highly targeted campaigns across a variety of digital ad formats and device types. Financial terms of the deal were not disclosed.

• Inneractive Kicks Off Anti-Fraud Effort For Mobile Exchange in Digital News Daily on 08/30/2017
  

  Programmatic trading platform Inneractive has launched an anti-fraud initiative aimed at cleaning up its mobile exchange and supply platform. Dubbed "Keeping it Clean," the subsidiary of Fyber N.V. has partnered with Moat, Pixalate, and MobileWalla to help ensure clean ad inventory.

• BuzzFeed Needs Display Advertising To Boost Revenue Growth in Digital News Daily on 08/30/2017
  

  BuzzFeed -- which eschewed display ads on its site because they cluttered web pages, mostly annoy readers, and can slow page load times -- has done an about-face in deciding to accept the ad format. The site, known for its quizzes and listicles, has decided to embrace display ads on its desktop and mobile websites.

• Luxembourg-Based RTL Group Acquires SpotX in Digital News Daily on 08/30/2017
  

  RTL Group, an original investor in SpotX, will acquire a 36.4% stake in the video ad-serving platform, bringing its total ownership to 100%. The broadcasting, content, and digital entertainment company had acquired a 65% stake worth $144 million in SpotX in July 2014. The companies said the purchase of the remaining shares by RTL Group is based on an enterprise value of SpotX of $404 million on a 100% basis plus net cash.

• Meltwater Acquires Algo Media Intelligence Platform in Digital News Daily on 08/29/2017
  

  Media intelligence provider Meltwater has announced its acquisition of Algo, a real-time data analytics platform informed by machine learning. Financial terms of the deal were not disclosed.

• BG BrandLab Playfully Educates Consumers, Businesses On LED Lightbulbs  in Native Insider on 08/29/2017
  

  Looking to educate consumers and businesses about LED lightbulbs and energy efficiency, Mass Save, a collaborative of natural gas and electric utilities, aims to break down common misconceptions about LED technology. It enlisted the BG BrandLab, the brand studio of Boston Globe Media, to help it deliver the message with a mix of sponsored and provided content.

• MoPub Launches Viewability Measurement in Digital News Daily on 08/31/2017
  

  Twitter's MoPub said it has launched the MoPub SDK with viewability support from media measurement providers Integral Ad Science (IAS) and Moat. The release enables publishers that update to MoPub's latest SDK to offer buyers in-app inventory that is measurable for viewability, along with any of the other metrics IAS and Moat offer.

Comments by Tobi All comments by Tobi

• Death Of An Editorial Writer by Erik Sass (Publishing Insider on 07/25/2017)
  

  Erik, this is an eloquent and beautifully written tribute to to Rago: "His approach was the opposite of hectoring..."

• Worldwide Online Video Consumption, Advertising To Rise By One-Fifth by Tobi Elkin (Digital News Daily on 07/18/2017)
  

  Ed, I don't know if this is the "average" consumer or someone who binges. "Global consumers will spend an average of 47.4 minutes a day viewing videos online this year, up from 39.6 minutes in 2016," https://www.zenithmedia.com/mobile-devices-lift-online-video-viewing-20-2017/

• P&G's Lonely Battle To Improve The Media Ecosystem by Tom Denford (MAD on 05/18/2017)
  

  Tom, I agree with you: Why did it take P&G so many months to come out with a response to the ANA reports? Its recommendations or call to action, while significant, coming from the world's largest advertiser, aren't all that radical (though Marc Pritchard's language "crappy" ads, etc. is appropriate), and where are all the other leading advertisers (and maybe not so leading)? While there's no doubt that a ton of closed door talks are going on, why haven't any other marketers planted a flag in the ground?

• Study: Advanced Video Ad Performs Better Than Pre-Roll Video Ads by Tobi Elkin (Real-Time Daily on 05/16/2017)
  

  Well, you do have a point!

• Study: Early Adopters Of Native Ads Saw 20% Decline In Aggregate Budget Share by Tobi Elkin (Real-Time Daily on 04/10/2017)
  

  John, the story says "automotive OEM" which is exactly what you meant.

• New Targeting Feature Seeks To Identify All Devices Within A Household by Tobi Elkin (Real-Time Daily on 04/03/2017)
  

  Care to elaborate, John?

• What The Heck Is 'Premium' Content? by Tobi Elkin (RTBlog on 03/08/2017)
  

  Yes, that's one of my points.

• Video Ad Effectiveness Firm Promotes Katie Evans To Chief Operating Officer by Tobi Elkin (Real-Time Daily on 03/06/2017)
  

  Scott, that's how Tremor is now describing itself. What would you say the company now does? 90% to 100% of companies in the sector change their boilerplates and characterizations of what they do weekly. Not kidding.

• What's The Potential For Programmatic Video? by Tobi Elkin (RTBlog on 01/13/2017)
  

  Ed, these are good questions about reach. I'm going to ask them.

• Medium's Williams: Ad-Driven Media Model 'Broken.' So Now What? by Tobi Elkin (RTBlog on 01/10/2017)
  

  You make a good point, Ed. The battle for consumer attention is happening across all media though.

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