Digital

YouTube Introduces New Norms for Creator Monetization Through ‘Google Preferred’

Posted January 18, 2018 by Abhishek Pandey @ 3:41 pm

Image result for YouTube Preferred

YouTube had announced earlier that it will chop and change some of its monetization methods to suit the larger sections of the video marketing. It has made some big changes to its monetization platform for creators as well as advertisers in order to bring coherence to the online video marketing community.  The changes have been brought in to three major areas – YouTube’s Partner Program, Google Preferred and a general transparency effort with both brands and creators over how people are paid. The Google Preferred affiliates marketing strategy for top-tier advertisement group for a select group of creators. The group was originally created as a way to offer brands, “access to among the top 5% of content on YouTube, reach the highly coveted 18- to 34-year-old audience, and receive the measurement results they need to maximize the impact of their campaigns.”

What is the new change in the YouTube Video Marketing?

The changes have been very selective as all the Google Preferred-eligible creators will now have to undergo an increased vetting process from YouTube for verifying user content. All the videos uploaded to the YouTube will now have to be watched by a moderator and manually approved as family-friendly content. This has been to done to give an extra protection through human moderation and catch the content which is not suitable for viewing. It will also be applied to the earlier uploaded pictures as well.

“We expect to complete manual reviews of Google Preferred channels and videos by mid-February in the U.S. and by the end of March in all other markets where Google Preferred is offered,” Paul Muret, YouTube’s vice president for display, video, and analytics, wrote in a blog post.

Changes Affecting Creators and Publishers

There are however other changes which may affect the YouTubers who are not actually eligible for Google Preferred’s top-tier ads. The threshold for creators who qualify for YouTube’s Partners Program has been completely revamped where a number of viewing hours will be given more priority than the number of views. Instead of a total of 10,000 total channel views, the company seems to give value to a number of hours spent on channels that have at least 1000 subscribers to them.

As per a blog is written by Neal Mohan, YouTube’s Chief Product Officer and Rover Kyncl, YouTube’s Chief Business Officer, ‘Starting today we’re changing the eligibility requirement for monetization to 4,000 hours of watch time within the past 12 months and 1,000 subscribers. We’ve arrived at these new thresholds after thorough analysis and conversations with creators like you. They will allow us to significantly improve our ability to identify creators who contribute positively to the community and help drive more ad revenue to them (and away from bad actors). These higher standards will also help us prevent potentially inappropriate videos from monetizing which can hurt revenue for everyone.’

Why have the changed been made?

They outlined the changes to be hurting but it is expected to tackle the potential abuse of a large but disparate group of smaller channels while the company is aware of much of an impact the bad action. YouTube has been finding it really difficult to tackle to charges made against it about the offensive content uploaded by some creators. To nullify those claims and clamp down on certain creators, YouTube had to take these steps. The new and the existing creators will have to reach 1000 subscribers and 4000 watch hours to get automatically re-evaluated under strict criteria to ensure they comply with our policies. The channels not fulfilling these criteria will no longer be able to earn money on YouTube.

When they reach 1,000 subs and 4,000 watch hours they will be automatically re-evaluated under strict criteria to ensure they comply with our policies. New channels will need to apply, and their application will be evaluated when they hit these milestones. Though these changes will affect a significant number of channels, 99% of those affected were making less than $100 per year in the last year, with 90% earning less than $2.50 in the last month. Any of the channels who no longer meet this threshold will be paid what they’ve already earned based on our AdSense policies. After thoughtful consideration, we believe these are necessary compromises to protect our community.

 

Filed under: Advertising,Digital

Three Ways in Which Traditional Media Companies Can Catch the Online Media Bull by its Horn

Posted January 10, 2018 by Abhishek Pandey @ 2:02 am

Image result for Traditional Media Companies

There has been a huge shift in the stance as to where the Traditional Media Companies stand today as they have faced a huge competition from technology-based sites such as Google, Facebook, and Amazon. Though this might not look to be a real tug of war, traditional media players have already been pushed to the corners defending their own den. The technology-oriented digital platforms have been winning the ad serving battles online at a greater rate than expected. On the other hand, they have also entered the realm of creation and distribution of content too with significant investments, a forte of traditional media platforms. So, this has raised an alarming issue for the traditional media firms who have lost the account in this sector.

What Problems are being faced by Traditional Media Companies?

The race to the center has now started and the traditional companies have started facing the competition of their life but what can they do to rescue themselves? Various content-based companies who delve into technology have entered the market. For example, there are direct to consumer cover the top (OTT) services such as DirectTV Now or Sling TV, which generally involve repackaging linear television networks, putting the, on broadband and charging a fee. Also, they are facing a tough challenge from an online platform such as Amazon Prime, Facebook, YouTube, and Netflix, the biggest of them all. These platforms have the technological infrastructure, a ready audience, and viewership and most importantly the capability to serve ads. What is more worrying about traditional media players is the funding these technical sites have received over the year. The challenge therefore to traditional TV companies has been to make such content to get accepted in the general consumer lines. The problem that TV companies have faced is the execution of a content-specific platform for the users. They have switched to an IP infrastructure and migrated the content library and applications to the public cloud as well as migrated to the physical data centers. They are also utilizing the board data for decision making and technological usage.

Some of the ways in which the traditional media players can still contest with the technology-oriented platforms are as follows:

Technology-based customer experience

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User satisfaction information can be one of the possible ways to make specific content and the technology has that tool to enhance such experience. The content companies need to engage the consumers in their content to gain maximum popularity. For that, they can use the Artificial Intelligence as well as Virtual Reality to backend Infrastructure. Some of the companies have switched from traditional liner SDI video to IP which has enabled liner television to work a little more like the online world.

Personalized Programming Choices

Image result for Personalized Programming Choices

There have been ongoing innovations in the field of targeted programming choices where the user-specific content gets materialized. This is a give and takes world where the traditional media players need to give viewers what they want when they want it based on real data. If you know the consumption habit, you will get to know what the consumers want in these times. So, for example, if someone only wants one type of show, you can give that person the option to binge watch that shows and create a personal network beneficial enough for everyone. Personal preferences will have to be taken in cognizance if you must stabilize the network you wanted.

Focus on Advertising Efforts

We often see the online content providers understanding the needs of the consumers even in the field of advertisements and this becomes evident when they prefer user-specific ads too. Changing the value proposition by delivering relevant, less obtrusive ads — in new and creative ways — to a cross-platform audience creates a better experience for the consumer and is far more efficient to your advertisers.

 

Filed under: Agencies,Digital

Social and Media Set to Split!– How Well the Advertisers Do?

Posted December 13, 2017 by Abhishek Pandey @ 3:33 am

 

There was a time when the first phase of social media sites such as Facebook, Twitter and to some sort Instagram helped us connect with our dear ones in an atmosphere more centric on connecting. It was broadcast-focused and open network helping in revolutionizing the medium of communication when there was none to ponder over. It was this time when people received that golden chance to create millions of audience across the world in order to get their voices heard. This was the time when advertisers sensed opportunities to mint through an audience which grew loyal to these sites. With their penetration in the rural areas as well, this seemed like an opportunity of a lifetime.

But is that valid now? Well, the majority of people nowadays believe that Social Media sites have divulged themselves from connections and focused more on playing to a platform of advertisers. In these times the idea of getting a million followers on Instagram or having a look at someone’s activity on Facebook is long gone. What started as an opinion sharing platform has delved into a platform where you bogged down by people and which has made people abandon posting or shying away from these sites. Instead, people have now switched on to more private conversations and lesser affiliations Which now brings in a question, bold enough to be asked, ‘Is Social and Media ready to split? Is the status quo set to change in testing times? Where will the Advertisers go?

Now abandoning the first phase of social sites means less scrolling time through Facebook posts and Instagram feeds and spending more time on posting their thoughts on closed conversations on Facebook Groups and chatting on Messenger. This means that now people have changed their thought process of replying to every confusing chat on Facebook and rather talking to people who actually matter. It means maintaining several small, interest-based Instagram accounts or Fiestas, rather than a single, Public-facing persona.
What does this shifting in the user posting behavior indicate? This indicates that these people are also shifting away from the type of broad-based algorithmic feeds which nowadays are packed with news and media content which they feel is not made for them. However, this behavior has tempted the social media franchises to part ways to separate social and Media paving ways for a split.

What are the trends in the field?

As has been the case with parting audiences, the social sites have also begun to customize their social from social media platforms. Snapchat has announced that it will split the chat function from its media portal. Facebook has also tested a content only news feed with Messenger being the separate chat platform. It also launched ‘Watch’- a video platform much like YouTube which contains highly produced content from publishers and Media partners. Instagram is also bringing in it’s another messaging function called Instagram Direct to direct its user to chat functions.

How will the time change for Publishers and Advertisers?

Image result for social media

With social probably out of social media, publishers and advertisers would have to find their feet and adopt new distribution techniques to take advantage of this shift in user behavior. This means they will have to separate their strategy to be used while publishing on the media platforms as well as on the dedicated social platforms. This doesn’t mean it will be unethical to insert a content-based advertisement in the private chat forums. It means that the publishers would have to be more specific and creative in attracting the user amid changing times in the social 2.0.

The Gloves are off – P&G Chief Brand Officer Pritchard Sets Terms

Posted September 6, 2017 by Rashmi D @ 5:16 am

Internet giants, Google and Facebook are on notice to deal with growing cases of online fraud, scams and controversy that affect brand security

Google map parking location

For a company with a marketing budget of $ 2.4 billion, it’s not very difficult to make even the most intransigent segments of its supply chain to stand up and listen when it makes a point. Recently when the chief brand officer of P&G, Marc Pritchard said he has had enough of the lackadaisical approach of the biggest gainers from online advertising, Google and Facebook, toward growing cases of online fraud, scams and controversy that affect brand security, it became trending news. In a way, it has stirred a hornet’s nest if we consider how the other major online advertisers are going to take their respective cues from that.

While speaking at the Interactive Advertising Bureau’s annual leadership meeting in Hollywood, Florida Pritchard set out his terms for spending P&G’s mega ad budget on digital media platforms. He wasn’t ready to give more than a year to the digital platforms especially the duopoly, Google and Facebook, to sort out the mess in their backyards. “Frankly, there’s, we believe, at least 20 to 30 percent of waste in the media supply chain because of lack of viewability, nontransparent contracts, nontransparent measurement of inputs, fraud and now even your ads showing up in unsafe places,” he said.

Information coming out of Facebook suggests that it will soon announce a number of new tools and policies aimed at assuring advertisers that the safety and security of their brand is a top priority for the mega social site. Now, whether it’s due to Pritchard’s warning or because Facebook realizes that brand safety is an idea whose time has come, is not clear but the coincidence is surely making Pritchard’s hardball play look more and more sensible. After all, advertisers, especially those with serious cash in their pockets are getting frustrated by this curious inertia that has gripped the digital platforms surviving and thriving on advertising revenues. It was a timely wakeup call.

Filed under: Digital

Google Map makes it Easier to Find Parking When You Drive into Town

Posted August 30, 2017 by Rashmi D @ 10:06 am

A good update that could have come earlier especially from a global leader like Google, which can make amends with better features soon

Google map parking location

Earlier this year, Google Map offered users in the US the option to see whether parking is going to be difficult close to their destination and if so, whether there are other parking options available. Now, Google has extended this facility to 25 cities outside the US. These cities are, Alicante, Amsterdam, Copenhagen, Barcelona, Cologne, Darmstadt, Dusseldorf, London, Madrid, Malaga, Manchester, Milan, Montreal, Moscow, Munich, Paris, Prague, Rio de Janeiro, Rome, Sao Paulo, Stockholm, Stuttgart, Toronto, Valencia and Vancouver. Additionally, Google has also updated its Maps platform with a new feature called “parking difficulty” that is accessed via an icon on the Google Maps destination card.

The level of parking difficulty is categorized into ‘limited,’ ‘medium’ and ‘easy’ on the basis of historical parking data and machine learning. The feature is presently available on phones with Android OS. After identifying their parking slot, when a user taps his selected option, it automatically gets added to his trip. Since walking from the parking slot to the final destination is a vital matter, Google has mapped this walking distance and now offers walking directions from the parking slot to the final destination. Another parking reminder feature that allows users to record their parking locations was launched by Google Maps in April this year.

However, this new update has been found wanting by some users who felt that unless they get to know the number of parking slots available in a parking garage recommended by Google, as well as the price they have to pay for booking the parking slot the new update Map update isn’t worth much. They have a point when they point out that certain parking apps in Europe already offer such information and it’s only fair to expect it from the global leader. Of course, it won’t be long before Google identifies this gap in its offering and comes up with a solution that could include the option reserve parking slots in a garage.

Filed under: Digital

Ads from Pages That Spread Fake News will be Blocked by Facebook

Posted August 29, 2017 by Rashmi D @ 9:31 am

It is the latest move by the social platform in its fight against the menace of fake news and malicious content

facebook fake news

“False news is harmful to our community. It makes the world less informed and erodes trust,” said Facebook. The social site, that had become one of the main distribution points for fake news, has been criticized during the 2016 US presidential election as many think it influenced the election. So it is now trying to set things right by taking additional steps to find out the root cause of how it spreads.

According to the announcement, Facebook won’t allow advertisements on the platform that repeatedly share false stories – the social site will send articles to third-party fact-checking companies and will use updated machine learning to detect possible hoaxes. This is the extension of existing policy of blocking ads for links to stories and the latest attempts to clean-up the news-sharing function of the social platform.

According to the Facebook product managers, Satwik Shukla and Tessa Lyons, the move is really to help prevent pages from distributing misinformation, and making money they don’t deserve. According to the managers, the company will focus on three areas: disrupting the economic incentives to create false news, building new products to curb the spread of false news, helping people to take informed decisions about what they read and share.

They wrote “We’ve found instances of pages using Facebook ads to build their audiences in order to distribute false news more widely. Now, if a page repeatedly shares stories that have been marked as false by third-party fact-checkers, they will no longer be able to buy ads on Facebook. If Pages stop sharing false news, they may be eligible to start running ads again.”

Facebook news feed product manager, Sara Su said in a blog that Facebook would keep on testing its “related article” and work on other changes to its news feed to cut down on false news.

Filed under: Digital

Google and Walmart Team up to meet Amazon’s Challenge

Posted August 24, 2017 by Rashmi D @ 10:05 am

For the first time, Walmart is using a website other than its own to sell its products while Google sees a real challenge in the search business

google-walmart-teamup

Very few people would have thought that two global leaders in their respective fields would feel threatened by a single rival who is thundering towards their huge markets at great speed. That rival is Amazon, the world’s biggest e-retailer which dominates online shopping, aims to win a sizable chunk of customers from the world’s largest brick-and-mortar retailer, Walmart, and is posing a serious threat to Google’s dominance of the search market as more and more people start their web searches for products directly on Amazon instead of Google. It has set alarm bells ringing ever more frequently in the Google and Walmart boardrooms, eventually bringing these two global giants together to tackle the common threat to their dominance.

Now Google will start offering Walmart products to people using Google Express mobile app and website. Hundreds of thousands of Walmart items can be purchased through Google Assistant, the AI-driven software assistant found in smartphones running Google’s Android software and Google Home devices. For the first time ever, Walmart, the world’s biggest retailer felt obliged to make its products available outside its own website, in the United States. Here’s how it works – first, customers need to associate their Walmart account to Google via a feature called Easy Reorder that helps organize the items that the customers will purchase online and in store by speaking to Google Home.

The two intimidated giants said their partnership is more about where online shopping is going in the future and less about how it is done today. Google Home, the voice-controlled speaker on Google will surely offer stiff competition to Amazon’s Echo and the future Walmart customers will reorder items they had purchased before, by speaking to Google Home. Walmart is also experimenting with new delivery methods with Google and in a year’s time, shoppers will be able to buy groceries and pick up voice orders on Walmart stores. Marc Lore, president and CEO of Walmart US ecommerce, said, “When it comes to voice shopping, we want to make it as easy as possible for our customers—that’s why it makes sense for us to team up with Google.”

Filed under: Digital

Podcasts are Gaining Popularity in the United States

Posted August 21, 2017 by Rashmi D @ 10:57 am

Around 25% of Americans listen to podcasts at least once a month and the number is expected to grow

podcasts marketing

In the United States popularity of the podcast market is increasing. At present, approximately 25% of US adults aged 18 to 49 listen to podcasts at least once a month. In the last two years, many large digital publishers have released their own podcasts. Increase in digital media consumption on mobile has made it more attractive to both listeners and advertisers.

Distributers have now started monetizing podcasts. In 2016 advertisers in US, spent an estimated $35 million on podcasts and this number is more than 2% as compared to 2015. As per the study by comScore, nearly two-thirds of all podcast listeners have shown their purchase interest after hearing advertisements on podcast and that number could surge, in case podcasts assuage advertisers’ concerns.

Because of strong growth in mobile, video and social spending, dollars are flowing from traditional media such as newspapers and magazines to digital media and changing the face of US media market. California, New York, New Jersey, Texas, Virginia, Illinois, Washington, Florida, Massachusetts and Pennsylvania are the states that have the highest number of podcast listeners using podcast players.

As per measurement done by Acast, a European podcast streaming platform and distributor, curated platform for podcast, that listeners enjoy podcast either early in the morning around 7-8 am or later at night around 11 pm ET respectively. Oskar Serrander, general manager, Acast US, said “As home devices become more popular, people can enjoy hearing the morning or evening news in the same way they used to use the radio. We all have some version of screen fatigue these days, so being able to just take a moment to listen may also be fueling this podcast expansion.”

Filed under: Digital

How brands are adjusting and adapting to digital media

Posted August 14, 2017 by Rashmi D @ 8:30 am

The priority now is to create digital and mobile content first and then we take the communication to all the traditional channels

digital transformation

Digital marketing has today become an indispensible part of any media mix as shoppers are increasingly showing their preference for online purchases. At the same time, social media has grown at a fast pace and it is playing a leading role in replacing the old tradition of shopping at brick-and-mortar stores with online shopping. Retailers are quickly adding digital stores in addition to physical stores and spending more money in developing smart websites to make it easier for online shoppers. Brands these days are also procuring tools to analyze informal chat on social media although not all brands are adjusting to the shift as easily as they would have liked.

Despite that, brands are realizing the fact that they need to move towards digital media in order to keep pace with technological advancement. For brands, digital media serves as a vehicle for connecting, selling and engaging their prospective customers as studies reveal that 51% of Americans prefer to shop online. CMO Emily Culp, of Keds had focused on treating the company as the number one store in the world. She therefore, worked towards digital transformation of the company by bringing in ecommerce, marketing, social media and public relations as one team. She had good reason to mix the culture because Amazon and other shopping sites were scrambling to move from physical to digital storefronts and putting more and more money into smart websites.

In the beginning of this year, Pernod Richard, the maker of brands like Absolut, Malibu and Jameson – started hiring their own internal manpower and using software tools to become more digital. It began working with its sales force to collect and analyze data as part of bigger customer relationship efforts. Manager of data analytics at Pernod Ricard, Evan Huggins, said “Amazon is an easy, consummate example, and they’re just going to eat everyone’s lunch. If it’s not them, it’s businesses that emulate their model of convenience and personalization and accessibility to potentially disrupt our business.”

Filed under: Digital

Facebook’s Watchlist Will Heat Up the War of Ad Spaces

Posted August 11, 2017 by Rashmi D @ 10:40 am

The new video tab that Facebook is launching, called Watch is aimed at disrupting the online advertising market

facebook watchlist

Facebook is soon going to launch a new feature called “Watch,” which is going to disrupt the online advertising market. On the Watch tab of Facebook, several dozen original shows will start rolling out on mobile, desktop and Facebook’s TV apps.

In addition to the Watch tab, there will be another feature called “Watchlist” where users can keep track of their favorite shows or list of programs and when these will be streamed on the platform. There is another value added feature, like a newsletter, which allows users to subscribe for updates on new episodes of their favorite shows. Publishers share their shows to the news feed to help people discover them. The Watch feature is also going to be personalized. It will help users to discover shows, which are relevant to their interests with suggestions based on what Facebook communities are watching. It includes both live and recorded shows, so users can choose as per convenience.

During the broadcasts it will allow users to ‘like’ and comment as well as play the content via web, iOS, Android and Apple TV. They can join groups with people who like the same shows, and build a community. Before spreading globally, Facebook plans to roll out access to Watch for more users in the United States. A new video hub will be added, using a TV-shaped Watch button in the navigation bar at the bottom of Facebook’s main app.

Facebook’s shows will range from live event coverage to reality TV to scripted program. There will be a long list of categories of shows to view. When you open Watch, you can scroll through, and alternately, you can check any notification about some new program. Once you’ve opened an episode you’ll see all the details about it, with one tab for joining a live comment reel with other viewers, and an “Up Next” tab displaying the names of the programs after the current episode.

Filed under: Digital
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