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WHY Report

January 9, 2017

Facebook Is Going To Start Showing Ads In The Middle Of Its Videos and Sharing The Money With Publishers

Facebook wants to show more ads to people who watch its videos and start making money for the people who supply it with those videos. Industry sources say the social network is going to start testing a new “mid-roll” ad format, which will give video publishers the chance to insert ads into their clips after people have watched them for at least 20 seconds.

Emphasizing time spent vs. impressions

January 5, 2017

As Live Streaming Booms, More Brands Seek Camera-Ready Staff


Brands have enthusiastically embraced live streaming — but not every brand comes camera-ready. Those looking to get started find themselves needing to beg, borrow or hire on-screen talent first. While some companies have tapped TV personalities to host their broadcasts, others are asking their employees to do it themselves – because audiences want to see real faces and build a connection with the people at a brand.


Lights, Camera, Action!

January 4, 2017

Video Will Be Top Of Mind For Magazine Editors In 2017


Digital and social video, especially on platforms including Facebook and Instagram, is top of mind for digital fashion editors as they embark on the new year. In 2016, the launch of Facebook Live and Instagram Stories, combined with Snapchat, meant there was no shortage of platforms on which publishers could experiment and create videos. And as more and more eyeballs turn to mobile, the rising ad dollars attached to video are proving increasingly appealing for publishers.

What GQ, Glamour and Harpers Bazaar are prioritizing in 2017

December 15, 2016

Facebook is in Talks to Buy Its Own Video Shows


Facebook, which has long relied on other people to provide it with content, is going to start paying for its own stuff, too. Facebook is starting to talk to TV studios and other video producers about licensing shows, with the hope of boosting the social network’s video efforts. The talks, which include discussions for scripted shows, game shows and sports, seem similar to Facebook’s attempt to boost live video earlier this year, when it struck deals with various publishers, including Vox Media, to produce live content exclusively for the company.

So much for not being a media company.

December 12, 2016

Why Sex, Millennials and Video Didn't Sell For Elite Daily


Eight months ago, Elite Daily was “the voice of Generation Y,” in the words of a presentation it made to advertisers. Two weeks ago, the Daily Mail General Trust, its parent company, wrote down the entirety of its investment in the millennial-focused publisher, a tacit admission that the site was worthless to the company and its investors. That plunge is the latest turn in a wild ride Elite Daily’s been on since it launched in 2012.

Forty million down the drain.

November 22, 2016

This 5-Second Video Will Crash Your iPhone

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Apple's iOS software quality is being called into question again this week, following the discovery of a five-second video that will force an iPhone to lock up and freeze. Reddit users discovered the bug yesterday, and all an iPhone user needs to do is click an MP4 file and watch it to experience the problem.

Curiosity killed the cat.

November 16, 2016

Tastemade's Getting 20 Million Monthly Views (But No Revenue) From Its Instagram Stories


In October, Tastemade’s main Instagram channel generated 20 million views on its Instagram Stories content. The account, which publishes three to four stories per week, is consistently getting more than a million views per story. That’s the good news. The bad news: Tastemade isn’t making any money off any of these views. Instagram doesn’t offer the opportunity for publishers to run ads in Instagram Stories, and Tastemade hasn’t tried any brand integrations yet.

No dollars for you.

November 11, 2016

New Offering From Google in Testing: Carousels of Google Shopping Ads Spotted on YouTube


Google began integrating Shopping Campaign ads into YouTube in May 2015 — first for brands and retailers to show their own ads alongside their videos with TrueView for Shopping, and then opening up to all advertisers as part of the Search Partners network with Shopping Ads on YouTube nearly a year ago. Now, it appears Google is testing a traditional carousel format for Shopping Ads on YouTube.

Tis the season to be expanding.

November 1, 2016

Digital Advertising Grew to a $32B Industry in the First Half of 2016

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A new report from IAB states that revenue from digital advertising increased 19% year-over-year, driven largely by search and mobile. Mobile ads accounted for 47% of internet revenue at $15.5B, search accounted for 50% of revenue at $16.3B, and social media revenue hit $7B. Meanwhile, digital video increased 51 percent from $2.6 billion in 2015 to $3.9 billion. 

The growing importance of mobile.

October 17, 2016

Spotify Serves Its First Vertical Video Ads in New 'Branded Moments'


Spotify is serving its first vertical video ads through a new "branded moments" offering that gives people 30 minutes of commercial-free listening music afterward. The streaming music app is in the middle of a roadshow across Madison Avenue where it is pitching agencies and brands on products including branded moments. Spotify argues that it has unique insights into what consumers are doing at any given time that make its ads more valuable to marketers.

To hear or to see, that is the question.