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Wall St. Speaks Out on New Google Play Ad Unit - Credit Suisse, Stephen Ju
By: Stephen Ju   (03/27/2015)

Google (GOOGL) recently announced the release of a new app promotion ad unit within Google Play to help app developers get their content in front of users. We believe this is one of the more significant new ad units to be released by the company in some time and from a big picture perspective underscores once again our view that Google's presence via its multiple apps and services on mobile still remains under-monetized.

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Wall St. Speaks Out: Apple TV and Over-the-Top Advertising - Brian Wieser, Pivotal Research
By: Brian Wieser   (03/20/2015)

News about over-the-top video content packages has been relentless of late, with reports of Apple's efforts most prominent over the past week. While concerns about the fate of the legacy providers of bundles of content to distributors are undoubtedly overblown (given upstarts' limited content offerings, lack of quality of service guarantees, lack of meaningful customer service, likely higher broadband bills, long-term economic challenges associated with higher marketing and content costs, etc, etc.) there is an important underlying issue for the TV advertising business that is associated with this topic: fragmented audiences are, on average, going to continue to get more fragmented, and near-universal access to identical content will diminish.

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Wall St. Speaks Out: Takeaways from the Advanced Advertising Conference - Dan Salmon, BMO Capital Markets
By: Dan Salmon   (03/13/2015)

We spent the afternoon at the Advanced Advertising conference in New York where we had a chance to catch up with some industry contacts. Participating public companies included DIS, TWX, CMCSA/NBCU, WPP-LN, OMC, PUB-FR, IPG, NLSN, RENT, and TUBE. Notable private companies included WideOrbit, Videology, Simulmedia, and AdMore

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Wall St. Speaks Out on Nielsen Acquisition of eXelate - BMO Capital Markets
By: Dan Salmon   (03/06/2015)

The Wall Street Journal indicated a price of $200mm, which implies around a 6.7x run-rate revenue multiple; this compares with a reported 10.5x multiple paid by Oracle (ORCL, $43.38, rated Outperform by Joel Fishbein) for BlueKai. eXelate functionally operates two businesses: 1) the legacy one (and much larger of the two) is a data exchange, which aggregates and distributes third-party demographic, interest, and intent data from 200+ online and offline data providers; 2) the newer data management platform (DMP) can host and manage clients' first-party data and connect with third-party data sources.

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Wall St. Speaks Out on 4Q Ad Trends - Pivotal Research Group
By: Brian Wieser   (02/27/2015)

Now that the vast majority of public US-based media owners have reported their fourth quarter earnings, we can make a preliminary read on 4Q advertising trends. A more comprehensive assessment of the year will await results from trade groups whose data we rely on for some of our underlying estimates.

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Wall St. Speaks Out: Death of a Centralized Agency Trading Desk - Pivotal Research Group
By: Brian Wieser   (02/20/2015)

At most agency holding companies' media divisions, when programmatic buying initially emerged over the last decade, it was typically centralized into something with a distinct P&L which became what most of us now call agency trading desks. Client teams inside of the conventional media agency businesses were commonly "encouraged" in one way or another to direct digital budgets to these entities.

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Wall St. Speaks Out on 2015 Digital Advertising Outlook - Janney/MediaEntertainment
By: Murali Sankar   (02/13/2015)

Digital Advertising will be driven by growth in Mobile, Programmatic, and Video advertising. These trends will highlight the importance of being data-centric and ability to capture budgets that we believe will increasingly come from traditional TV advertising. The crowded landscape (particularly in ad-tech) will lead to consolidation, as niche players struggle to capture economics. Viewability and ad fraud remain top issues for ad buyers and can drive growth in performance-driven advertising as well as Programmatic Direct. FUEL (Buy, $22.50 FV) remains our top pick.

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Wall St. Speaks Out on Ad Fraud, TV Ad Spend, Mobile & Social - Janney/MediaEntertainment
By: Tony Wible   (02/06/2015)

Ad Fraud – Suspicious traffic (possibly indicating ad fraud) from desktops continues to significantly outpace mobile in the US, according to data by Solve Media. From 2Q14 to 3Q14, suspicious desktop traffic increased from 44.5% to 56.2% of impressions, while it declined from 18.8% to 17.2% for mobile. Bot (non-human) traffic increased to 41.5% (from 30.8% in 2Q) for desktops, while it decreased to 7.2% (from 11.6%) for mobile.

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Wall St. Speaks Out: Groundhog Day for TV Advertising - Pivotal Research
By: Brian Wieser   (01/30/2015)

Monday is Groundhog Day, which seems as good a time as any to ponder the year ahead for owners of media properties focused on national TV advertising sales. Will the shadow of weak recent results for advertising loom large in the year ahead and result in a demoralizing repeat of 2014 for sellers of TV ad inventory? Or will the cyclical nature of marketing mean that new budgets – if not new marketers – allow the industry to break free of last year's trends to witness a flowering of growth once again?

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Wall St. Speaks Out on Key Takeaways from NATPE - RBC Capital Markets, LLC
By: David Bank   (01/23/2015)

Local TV Advertising Appears to Have Accelerated Sequentially. Core local spot TV advertising (ex-political) was down mid-teens in October as political displaced core business, with November improving to being flattish Y/Y and improvement also projected to have occurred in December.

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Though content marketing is now an accepted and widely adopted form of marketing, there continue to be a lot of nuances that people don’t seem to understand. One of these tricky nuances is the distinction between lead generation and demand generation. How are these things similar? How are they different? If you want to be successful in content marketing, appreciating the differences between them is key. Different types of content work better for different types of content marketing. A blog post can be a good device for either lead generation or demand generation, but which one depends on how (and why) you write it. Understanding and appreciating these differences is integral to having a successful content marketing campaign.

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We have been using a new tool called “Google’s Brand Lift solution” to answer exactly that question. This tool allows advertisers to gather brand metrics about YouTube ads in a matter of days in a controlled experiment setting. Thousands of advertisers across a variety of verticals have already used this tool on YouTube to test and optimize their video ads since we launched it in 2014. We ran some meta-analysis to look at the findings from the tool to help advertisers with practical tips. After analyzing around 50 campaigns from well-known Fortune 100 brands and category leaders, running on Google Preferred (some of YouTube’s most popular channels), we found that 94% of the campaigns drove a significant lift in ad recall, with an average recall lift of 80%. We also found that 65% of Google Preferred ads saw an increase in brand awareness, with an average lift of 17%.

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