So now that Foursquare Labs Inc. has two mobile apps, the newest version of the Foursquare namesake and the two-month-old Swarm, what do the moves mean to advertisers? Quite a bit.
Progressive is in a digital insurance war, and its ad-buying strategy is its secret weapon. The insurance company has invested in systems on its own, bypassing agencies and working directly with ad tech firm Turn for programmatic buying and more recently for data management and measurement tools.
The series premiere of WGN America’s first original scripted series, Salem, scared up some big numbers Sunday night, averaging 1.52 million viewers and a 0.5 rating among adults 18-49.
AMC may have been hoping that the so-called “Netflix Effect” would boost the ratings for the Season 7 premiere of Mad Men, but in a highly competitive Sunday 10 p.m. slot, Matt Weiner’s period piece put up its worst opening numbers since 2008.
Now that The Walking Dead has staggered off for its customary six-month between-seasons break, broadcasters last night may have hoped to regain some of their lost potency in the Sunday 9 p.m. time slot. Didn’t happen.
After a splashy debut in which it more than doubled its time slot predecessor’s average deliveries, ABC’s Resurrection has fallen back to earth.
Advertising technology firm Turn announced an $80 million investment today. The fundraising round, at least for now, delays the need for a public offering. Turn is using its new money to invest in its data platform, which delivers to advertisers and ad traders real-time information about more than a million ads a second.
Digital buyers are looking for any edge they can get in the ever-evolving world of high-stakes ad bidding. If for instance, they could tell that people viewing winter sports content online are more inclined to be in the market for a rental car, then that’s a targeting advantage marketers want to exploit.
Industry folks who want to get their heads around what the programmatic advertising space looks like should check out Adweek's Nov. 4 issue.
AMC Networks has acquired Liberty Media’s Chellomedia, which operates channels distributed to some 390 million households in 138 countries, for $1.04 billion.