Groupon's new campaign from O'Keefe Reinhard & Paul aims to reassure panicked holiday shoppers who've forgotten that special someone that the brand has them covered with instant gifts. The push is running across TV, digital and radio.
Facebook has confirmed that it will start testing a pre-roll six-second ads platform for Watch. The company also announced that videos on the platform featuring mid-roll ads now need to last at least three minutes, and it's also updating its News Feed and Watch algorithms to prioritize videos from creators and publishers that users regularly search for and watch.
The Federal Communications Commission has repealed the Obama administration's net neutrality regulations, despite the voiced concerns of brands and advertisers that the move will stifle competition and innovation, raise digital ad prices and destroy viewability metrics. Netflix and Vimeo issued Twitter statements to declare that they would challenge the ruling in court.
Google Analytics has introduced four new features to help marketers improve their understanding of the buying journey, such as the standard reporting page now displaying "Users" data, not simply "Sessions" insights. Among the other additions, a User Explorer tool has been added to allow marketers to view lifetime metrics of individual users.
Pandora is introducing pre-roll ads to its free streaming service, offering listeners an on-demand track or album in return for watching a 15-second video spot. "Our early tests indicate that the new experience is resonating with our users, with up [to] 2 out of 3 accepting the reward offer. And, about 90% of those who choose to opt-in are watching at least 15 seconds of a video ad," the company said in a message to advertisers and media buyers.
The Advertising ID Consortium has revealed that more companies have joined LiveRamp, AppNexus and Index Exchange to create standard specifications and an identity framework for the programmatic advertising industry. The Trade Desk is one of the companies to declare its support by adapting its ID solution to be compatible with Open Ad ID.
The Federal Communications Commission on Thursday voted 3-2 in favor of rolling back net neutrality regulations implemented in 2015. FCC Chairman Ajit Pai spoke in favor of the decision, saying that a more open internet would provide incentives for building and upgrading networks, particularly in areas that are underserved.
Disney's acquisition of 21st Century Fox assets in a $52.4 billion deal was driven by Disney's need to build up its direct-to-consumer streaming offering, said Disney Chairman and CEO Bob Iger. The company plans to remain a key player among MVPDs, but if the market changes, Disney will "be well-positioned to in effect flip a switch and distribute programs and channels direct-to-consumer through the platforms we've created," Iger said.
Showtime on Thursday released numbers showing that the pay-per-view matchup between Conor McGregor and Floyd Mayweather Jr. was the second-biggest in history, bringing in 4.3 million buys in North America. Global revenue for the event surpassed $600 million, making it one of the biggest single-day events of all time.
DIRECTV has announced that it will be giving its customers a lineup of 4K and HDR content that includes sports, music and other events. Coverage kicked off Thursday night with the NHL matchup between the Pittsburgh Penguins and Vegas Golden Knights, while upcoming events include 13 NBA games and the "Christmas Rocks!" concert, kicking off Monday.