Connected TV passes 1 billion unit benchmark
This morning you woke up in a world with more than 1 billion connected TV devices – does it feel any different? That estimate comes from Strategy Analytics, but of course “connected TV” includes a lot more than just smart TV sets. The company is counting set-top boxes, gaming consoles and smart Blu-ray players, which might make the benchmark a little less exciting. Still, it’s a sign the market is growing, and Strategy Analytics says smart TVs and set-top boxes like Apple TV are leading the charge.
Read the full story at Tech Crunch
Nielsen tests multi-touch attribution
Before it’s even released mobile ratings in the U.S., Nielsen has started alpha-testing a new multi-touch attribution product, which helps advertisers understand which of their ads are driving customer acquisitions. Leveraging data from third-party partners Acxiom, Experian and Catalina, Nielsen’s “MTA” is intended to paint a detailed picture of the consumer’s online journey.
Unlike common but much maligned “last-touch” attribution, which gives 100% of the credit for an acquisition to the last ad a consumer saw, multi-touch attribution assigns carefully calculated weights to all the different touchpoints that a consumer encounters on the path to purchase. Other digital measurement companies like VisualIQ and AOL’s Convertro already offer multi-touch attribution, but Nielsen’s entry into the arena could shake things up, given its large consumer panel and reputation for methodological meticulousness.
Read about Nielsen’s attribution testing with Kraft at AdWeek
eMarketer says digital spend growth slowing
Research firm eMarketer’s latest forecast says global ad spending could grow 5.7% this year, more than double last year’s growth rate. But although digital will make up 25% of that growth, eMarketer’s five-year numbers show digital’s growth slowing significantly as the channel reaches saturation. It predicts 16.7% year-over-year digital growth in 2014, with growth slowing steadily to 2018 when it will reach 9.1%. That’s still a healthy rate, but digital publishers and tech companies can’t be happy with the prediction that TV, print and other traditional media will be hanging on to more than 65% of media dollars at the end of the decade.
Read the detailed mid-year forecast update at eMarketer
Mindshare sets up department dedicated to wearable advertising
Expecting those Fitbits to keep flying off the shelves, media agency Mindshare has set up a special unit, called Life+, which will develop media strategy for advertising on wearable devices. Life+ will create experimental ads for everything from simple fitness trackers to Google Glass. If wearables do take off, Mindshare could gain a big advantage by being one of the first agencies into the game – but the more advanced smartwatches and headgear are a long way from mass adoption. With high-end wearables already facing considerable backlash, don’t expect the channel to scale anytime soon.
Read more at Advertising Age
Acquisitions and partnerships shaping the ecosystem
- Salesforce nabs competitor RelateIQ, plans to build R&D arm with assets
- Yahoo buys Israeli video distribution platform Rayv
- LinkedIn adds news aggregator Newsle to social content roster
- Adaptive Media chooses SpotXchange as video SSP
- Turn taps into Millennial Media’s mobile exchange
- Performance marketing network Matomy Media revives IPO plans
Around the Web
Must-read features and opinion
- Confessions of an ad tech CEO (Digiday)
An anonymous tech executive vents his frustrations with agency clients
- Walmart: The new media agency (Ad Exchanger)
A look at a new and powerful player in the programmatic media arena
- A tale of two programmatic strategies (Digiday)
Comparing Forbes’ full-site, open-to-everyone programmatic sales model with AOL’s premium, private exchange approach