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Cine,
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google trends uruguay,
Los más vistos,
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Elisabeth
Salway
|
Background
Google
has announced that it will be launching a beta version of its header bidding
alternative, which will be known as Exchange Bidding Dynamic Allocation or EBDA
for short. Expected to launch in May 2017, the beta will be open to a select
few of its technology partners and hundreds of publishers.
Details and Implications:
The
term “header bidding” has long been discussed within the supply side of the
programmatic ecosystem. It refers to the
technology that enables publishers to make their inventory available to more
than one SSP or exchange simultaneously.
When a publisher inputs an advertising slot into its ad server, this
allows the SSP to run an auction on the back of the bid responses it gets from
the various DSPs it is integrated with.
Header bidding allows the same thing, but for multiple
marketplaces. It therefore increases
competition across the different market places, encouraging a fairer holistic
auction. The reason it’s referred to as
header bidding is because this code sits within the header of their sites.
The
launch of Google’s EBDA doesn’t have a direct impact on advertisers, which can
continue to work with supply partners and platforms (ie, programmatic and
non-programmatic) to deliver campaign impressions. However, there is a nuance that buyers should
consider. It’s pretty clear that
competition for impressions increases in this multi-access, real-time
environment. This will result in more
bids for available impressions and prices reflecting demand, as opposed to the
fixed price you may buy impressions for in a direct upfront buy – however, as
this is a bidding model based on the user and their data you will be able to better
understand the value of that user and thus what you should bid for them. This
will result in a fundamental shift in how buyers negotiate with their supply
partners. This competitive environment
is fundamentally enabled by technology.
The technology partners that allow advertisers to centralise their
buying activities will ensure advertisers do not bid against themselves (by
accessing the same supply across many different header bidding solutions).
Summary
Programmatic
buying is changing; real-time bidding encourages the exchange of inventory for the
market price. Header bidding, for now,
is a supply side area of focus and won’t affect the advertiser’s ability to
access inventory directly or via programmatic routes. Adoption of header bidding solutions has been
high amongst the publisher community but, in reality, it will take some time
for this to change the dynamics of how media is traded.
Norm Johnston
Aquí les adjuntamos los resultados financieros del Q1:
Alphabet/ Google: ¿Qué tan
profunda fue la herida? Por el momento parece que los recientes problemas de
seguridad de la marca sólo han infligido una herida superficial. Alphabet
entregó excelentes resultados, incluyendo U$S
24.75 billones de ingresos, un
22% de aumento interanual en las ventas. El 99% de estos ingresos provienen de
Google y de sus dos motores de crecimiento: Search y publicidad de YouTube. Sin
embargo hay dos nubes en el horizonte. En primer lugar, los problemas de
seguridad de YouTube han puesto un hito en la calidad del contenido de la red
de vídeo, específicamente si los anunciantes comparten la misma definición de
"premium" que YouTube. Con más competidores saltando en el OTT /
espacio de video en línea - Amazon está gastando más de U$S 4 billones en
contenido original - la presión crecerá sobre Google para definir su futura
estrategia de contenido, sobre todo con YouTube TV que acaba de lanzar en los
EE.UU. En segundo lugar, la búsqueda por voz puede resultar más perjudicial
para el modelo de monetización de anuncios de Google que para la búsqueda
móvil.
Amazon: Ambición desenfrenada. Amazon superó las
expectativas de ventas (US$ 35.7 billones) y las acciones se dispararon. El
mantra "Day One" de la compañía apunta a ambiciones más grandes para lanzarse
en otros lugares. Google debe estar atento en dos frentes. En primer lugar, las
suscripciones a Amazon Prime, que incluyen contenido de video en línea gratis,
alcanzaron los US$ 1.94 billones en ingresos, casi un 50% más que el año
pasado. En segundo lugar, Amazon's Echo, su asistente Alexa, y su funcionalidad
de búsqueda (más del 55% de los compradores on line en los EE.UU. comienzan su
búsqueda de compras en Amazon) siguen ganando ventas y talkability. Ambas
representan una amenaza a largo plazo para Google, en particular porque Amazon
no necesita de los ingresos publicitarios. Tanto Prime como Echo son un medio
para llegar a un fin: conseguir que la gente compre más en Amazon. Con el
tiempo, este modelo de negocio radicalmente diferente combinado con una espalda
financiera fuerte le da a Amazon una posición única para desafiar el modelo de
negocio principal de Google en el Search y el video.
Apple: Una cosa más. Es exactamente lo que se
necesita. En palabras de Tim Cook, los informes de futuros productos han
retrasado las decisiones de compra explicando las ventas decepcionantes del
iPhone de este trimestre (50.8m vs. 52m esperado por Wall Street). En resumen,
la gente está esperando un descarado iPhone 8. Cook debe ser agudamente
consciente de los rumores - la carga inalámbrica, Realidad Aumentada
incorporada, pantalla infinita - y la presión de estar a la altura. Y, por
supuesto, existe la presión aún mayor para entregar un producto que “cambie las
reglas del juego “ post-Jobs. Podemos agregar los lentes de Apple a la larga
lista de productos rumoreados. Un informe interno de Apple divulgado ha
revelado que Apple está experimentando con sus propias gafas de Realidad
Aumentada. Mientras que las ventas del iPhone estaban por debajo de las
expectativas, especialmente en China, Apple aún obtuvo 52.9 billones de dólares
en ingresos para el trimestre.
Twitter: La vida en el viejo
perro. Algunas buenas noticias para los fans de Twitter: 9 millones más de
usuarios promedio mensuales (MAUs) se unieron a Twitter. El crecimiento de los
usuarios es la métrica principal que Wall Street analiza cuando se trata de
plataformas on line, en particular las redes sociales. Así, aunque los ingresos
de Twitter disminuyeron año tras año (U$S 512m vs U$S 548m en '16), el precio de
las acciones subió en el crecimiento de la MAU. La nueva asociación de Twitter Y
# What'sHappening con más de 16 asociaciones de streaming de video ha generado
ruido y la adopción de un nuevo
algoritmo para pasar a un feed de noticias automatizadas y ordenadas por
importancia en vez de cronológicamente, puede haber finalmente dado sus frutos.
La ironía (y la lección aprendida por Facebook y aplicada a Instagram) es que
las redes sociales pueden convertirse en una víctima de su propio éxito.
Cuantos más usuarios, más abrumadora es la experiencia del usuario, y menos
gente se va a unir. Tal vez una lección para Snapchat.
Facebook: Déjà vu. Otro trimestre
sobresaliente para Facebook: 1,94 billones de usuarios, 8,03 billones de
dólares en ingresos, de los cuales el 85% proviene de móviles. Instagram en
particular ha sido un gran éxito, pasando de 200 millones de usuarios a 700
millones, impulsando la monetización masiva de anuncios en el proceso. Muchos
se han quejado de que Instagram simplemente está copiando características de
Snapchat, hasta convenciones de nomenclatura (por ejemplo, Historias). Mientras
que podemos aplaudir a Zuckerberg por copiar implacablemente y posiblemente
mejorar su competencia, Facebook también tendrá que presentar su propia
innovación y de la reciente conferencia F8, ese enfoque parece estar en AI, VR
y AR
Norm Johnston
The 2017 Q1 results are in, and here is our regular round-up of the usual suspects.
Alphabet/Google: How Deep Was the Wound? For the moment it appears
the recent brand safety issues have only inflicted a flesh wound. Alphabet delivered
excellent results, including $24.75bn in revenue, a 22% year-on-year increase
in sales. Ninety-nine per cent of this revenue comes from Google and its two
growth engines of search and YouTube advertising. There are however two clouds on
the horizon. Firstly, the YouTube brand safety issues have put a major
spotlight on the quality of the video network’s content, specifically whether
advertisers share the same definition of “premium” as YouTube. With more
competitors jumping into the OTT/online video space – Amazon is spending over
$4b on original content – the pressure will grow on Google to define its future
content strategy, particularly with YouTube TV just launching in the US. Secondly,
voice search may prove to be more disruptive to Google’s ad monetization model
than mobile search.
Amazon: Unbridled Ambition. Amazon surpassed sales
expectations ($35.7bn) and stocks soared. The company’s ‘Day One’ mantra points
to bigger ambitions to disrupt elsewhere.
Google must be watching on two fronts. Firstly, Amazon Prime
subscriptions, which include free online video content, reached $1.94bn in
revenue, up nearly 50% from last year. Secondly, Amazon’s Echo, its assistant
Alexa, and its search functionality (over 55% of online shoppers in the US
start their shopping search on Amazon) continue to gain sales and cultural buzz.
Both represent a longer-term threat to Google, particularly as Amazon doesn’t
need the ad revenue. Both Prime and Echo are a means to an end – to get people
to buy more at Amazon. Over time this radically different business model
combined with deep pockets gives Amazon a unique position to challenge Google’s
core business model in search and video.
Apple: One More Thing. Is exactly what is needed. In the words of Tim Cook, reports of future products have delayed purchase decisions explaining this quarter’s disappointing iPhone sales (50.8m vs. 52m expected by Wall St.) In short, people are waiting for a jaw-dropping iPhone 8. Cook must be acutely aware of the rumours – wireless charging, built-in Augmented Reality, infinite displays - and the pressure to live up to it. And of course there is the even bigger pressure to deliver a new post-Jobs game-changer product. You can add Apple Glasses to the long list of rumoured products. A leaked Apple employee accident report has revealed that Apple is experimenting with its own Augmented Reality glasses. While iPhone sales were below expectations, particularly in China, Apple still pulled in $52.9bn in revenue for the quarter.
Twitter: Life in the Old Dog. Some good news for Twitter
fans: 9 million more monthly average users (MAUs) joined Twitter. User growth
is the main metric Wall St looks at it when it comes to online platforms,
particularly social networks. So even though Twitter’s revenue declined
year-on-year ($512m vs $548m in ’16), the stock price jumped on the MAU growth.
Twitter’s new #What'sHappening partnerships with over 16 streaming video partnerships has generated
buzz and its adoption of a new algorithm to move to a curated, automated and
prioritized news feed rather than a chronological one may have finally paid
off. The irony (and lesson learned by Facebook and applied to Instagram) is
that social networks can become a victim of their own success. The more users,
the more overwhelming the user experience, the less people joining. Perhaps a
lesson for Snapchat.
Facebook: Déjà vu. Another outstanding
quarter for Facebook: 1.94bn in users, $8.03bn in revenue, of which 85% comes
from mobile. Instagram in particular has been a huge success, growing from 200m
users to 700m, powering massive ad monetization in the process. Many have
complained that Instagram is simply copying Snapchat features, down to naming
conventions (e.g., Stories). While you have to applaud Zuckerberg for
ruthlessly copying and arguably improving upon his competition, Facebook will
also need to come up his own innovation and from the recent F8 conference, that
focus appears to be on AI, VR, and AR.
Etiquetas:
Cine,
Facebook,
Los más vistos,
Mindshare,
Mindshare LATAM,
Mindshare MindshareUy Ranking,
MindshareUY,
Televisión,
Twitter,
Youtube
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