March Madness is now underway, and if you’re following @MarchMadness on Twitter, you’ll discover a steady stream of “real time highlights” from games as they air. Expand one of these tweets, and you’ll see an embedded video player — displayed as a “Twitter card” — that automatically plays a quick pre-roll ad followed by a short highlight from the game. How real-time? As quickly as 20 seconds after it airs.
For two decades now, interactive TV advertising has been an albatross. Dozens of companies with hundreds of millions of dollars have failed to create a true, scalable interactive TV adverting platform. Then social TV emerged, combining the scale of the second screen with the popularity of social media. With the recent purchase of Bluefin Labs, a ratings deal with Nielsen and the release of its advertising API, Twitter is clearly the most serious new player to pursue the Holy Grail of interactive television ads.
The New York Times launches ad platform to leverage archives with National Geographic Channel as launch partner
Turn on your flux capacitor to 88 MPH and get ready for one of the most exciting ad launches of the year. The New York Times has launched an advertising program using their web archives dating back to 1851. The new platform will leverage “TimesMachine,” which is, “a digital archive that displays 70 years of Times content via electronic pages with the look and feel of the original printed stories.” Here’s how the National Geographic Channel is leveraging this time travelling tool. Read more
Two years ago, Volkswagen debuted its Super Bowl spot — the kid in the Darth Vader costume — on YouTube several days before the big game. It served up 12.5 million views, attracted dozens of national news stories and became the most-talked-about commercial on Twitter before opening kickoff. Read more
Second screen startup ConnecTV has always called itself a “social TV network,” and today it unveiled the advertising side of the equation: two new products that serve marketing messages on mobile devices in sync with both live and DVR’d TV. Advertisers can choose to have messages appear the moment their TV spot airs — or even when there’s a specific mention of a related keyword on air. Read more
Facebook has immense reach and unprecedented targeting capability, but it’s been only mildly successful with online (and now mobile) advertising. But what if those strengths were applied to video? We may soon find out, as Ad Age is reporting that Facebook is planning to launch short video ads by April of next year on both desktop and mobile devices.