At the risk of throwing too many clichés at you, this is the best of times and the worst of times for the broadcast industry. The potential to reach a greater audience is bigger than ever, but the cost and complexity involved in leveraging OTT technologies makes adding an OTT strategy somewhat risky.
As Verizon's new go90 mobile-focused OTT service rolls out, the provider is announcing a number of partnership deals designed to boost both its content offerings and its advertising inventory. At an Advertising Week event in New York, AOL, which is leading go90's ad sales strategy, announced a year-long partnership with the world's third largest advertising group, Publicis Groupe, in a deal worth $50 million.
Deep-linking specialist Quixey (a 2013 Fierce 15 award winner) is aiming to open up a new avenue in mobile advertising with the launch of what it calls "Deep View Cards," which provide native advertising for applications that link users to core functions and mimic the user interface of those apps. Quixey claims that because the cards are programmatic and not tied to a static website but instead to an action a person would take within the app, the cards are a more effective way to engage with mobile audiences.
T-Mobile US took a dig at Verizon Wireless with its newest TV commercial touting its expanding LTE coverage, tweaking Verizon's recent TV ad that featured geese. The new T-Mobile ad is meant to highlight its growing 700 MHz A Block deployment and improved coverage and in-building penetration.
AT&T Mobility dominated the past month in terms of having TV advertising that consumers were sharing online and talking about, according to a report from TV advertising measurement firm iSpot.tv. The ads covered a variety of different AT&T initiatives and marketing plans and beat out new ads from Verizon Wireless and T-Mobile US. Sprint did not have an ad that cracked iSpot.tv's top five rankings for advertising effectiveness in the past month.
AT&T Mobility is battling with T-Mobile US for customers and in TV advertising, and took the top spot in terms of TV ad spending in August. T-Mobile had led the way in July.
Thanks to a FierceWireless partnership with TV advertising measurement firm iSpot.tv, we have a snapshot of the wireless industry's advertising spending in August.
FierceWireless has partnered with TV advertising measurement firm iSpot.tv to bring you a monthly snapshot of the wireless industry's advertising spending and effectiveness.
Verizon's AOL subsidiary is buying mobile advertising company and rival Millennial Media, giving it another leg up in the mobile ad market ahead of Verizon's imminent launch of its over-the-top mobile video service. The service, rumored to called "Go90," is expected to be free of charge initially to wireless customers of all carriers and advertising-based, and Verizon is betting that AOL's programmatic ad technology will help it deliver more targeted and relevant ads to customers by accessing their location and interests.
Move over, ad-supported Hulu: the streaming service is adding a third subscription tier, this time completely ad-free, for $11.99 per month. The widely rumored move was announced by the company in a blog post on its website.