Verizon feels the need for 5G speed to rev up ad business

-

Verizon Media is banking on 5G mobile internet speeds to set it apart during negotiations with advertisers this spring. The wireless carrier announced a series of programs around shopping, news, finance and sports that revolve around the faster connectivity during its NewFronts presentation on Tuesday evening. 

Verizon discussed how faster 5G speeds would help improve its ad products and media partnerships through emerging technology like augmented reality and video streaming. The company also touted its “first-party data” collected from the internet habits of more than a billion users on its platforms.

“We’re working hard to connect everything Verizon Media has to offer,” Verizon Media CEO Guru Gowrappan said on stage.

The company is making use of data from properties like Yahoo Mail, where it can analyze almost 50 billion coupons sent to users, Gowrappan said. Data is one way the company can differentiate itself from other ad tech firms that don’t have the same direct relationship with consumers.

Such first-party data is an increasingly important resource as U.S. regulators and countries around the world implement policies that prohibit using data without a consumer’s consent. Jeff Lucas, Verizon Media’s head of ad sales, said Verizon won’t face as much resistance as ad tech rivals like Adobe, Media Math and Trade Desk, which don’t have as many properties to request that consent from users.

“We have the right blend of premium content and effective ad solutions to deliver on your marketing goals,” Lucas said.

Shopping was a key theme at the Verizon NewFronts, too, where it debuted a “shoppable” mobile video series called “Hypezilla.” The show will appear in the video app Yahoo Play, and it includes augmented reality technology that lets consumers try products virtually.

The program was developed by Ryot, the augmented reality studio bought by Verizon in 2016.

Verizon is still emerging from a reorganization after purchasing Yahoo and AOL, which it combed to form Oath. It later dismantled that group into a stand-alone entity, which is now Verizon Media. However, the strategy still relies on core components of Yahoo, like Fantasy Sports, News and Finance.

One of Verizon’s biggest media partnerships is with the National Football League; it can stream every game on mobile devices. This year, the games will stream directly in the Yahoo Fantasy Football mobile app.

Verizon brought Sam Darnold, New York Jets quarterback, to the NewFronts stage to promote the new integration. The quarterback made an awkward “brand safety” joke, too.

With Verizon playing “safety,” advertisers won’t have to worry about “offensive” content, Darnold said.



from CommaFeed - Real Time Trends Network http://bit.ly/2GG8GXy
via IFTTT

Comments

Post a Comment

Popular posts from this blog

Takeaways from the outcry over Dior’s Johnny Depp perfume ad: Tuesday Wake-Up Call

-
Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can sign up to get an audio version of this briefing on your Alexa device. Dior pulls a perfume ad starring Johnny Depp Yet another luxury brand just had to backtrack after a culturally insensitive move. Dior on Friday pulled an ad for its “Sauvage” perfume, as Business of Fashion reports ; the spot starred Johnny Depp playing guitar in the desert while a Native American dancer, Canku One Star, performed in traditional dress. The company portrayed the spot as “an authentic journey deep into the Native American soul.” But the brand was quickly accused of cultural appropriation. Critics seemed most troubled by the juxtaposition of Native American imagery with the word "Sauvage"—which means “wild” in French, but which also evokes the history of labeling indigenous groups as “savages.”  LVMH-owned Parfums Christian Dior had apparently tried to proceed cautiously. It coo
Read more

When the coronavirus infodemic strikes

-
Image
Social media sites are stepping up their efforts in the war against misinformation… specifically, the coronavirus/COVID-19 infodemic . There’s a seemingly endless stream of potentially dangerous misinformation flying around online related to the COVID-19 pandemic, and that could have fatal results. It’s boomtown in fake-news land riding high on the wave of people being left with their tech devices 24/7. I myself regularly see everything posted online from “hand gel is an immunizer” (nope) and “children can’t be affected” (not true) to “UK rules mean domestic abuse survivors have to stay with their abusive spouse” (absolutely not true at all and hugely dangerous to claim).  We even have engineers being spat on thanks to 5G conspiracy theories potentially resulting in transmission of coronavirus . Turns out a global pandemic is a lightning rod for pushing people to conspiracy theories galore, to the extent that some folks have to go hunting for guides to wean their family members a
Read more

Taurus Project stealer now spreading via malvertising campaign

-
Image
For the past several months, Taurus Project—a relatively new stealer that appeared in the spring of 2020 —has been distributed via malspam campaigns targeting users in the United States . The macro-laced documents spawn a PowerShell script that invokes certutil to run an autoit script ultimately responsible for downloading the Taurus binary. Taurus was originally built as a fork by the developer behind Predator the thief . It boasts many of the same capabilities as Predator the thief, namely the ability to steal credentials from browsers, FTP, VPN, and email clients as well as cryptocurrency wallets. Starting in late August, we began noticing large malvertising campaigns , including, in particular, one campaign that we dubbed Malsmoke that distributes Smoke Loader. During the past few days we observed a new infection pushing the Taurus stealer. Campaign scope Like the other malvertising campaigns we covered, this latest one is also targeting visitors to adult sites. Victims are mos
Read more