Google Performance Max will Eat the World; Subscribe and stay (please)


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Maximum and Relaxing Performance

Performance Max is perhaps the most prominent name in ad tech that many people in ad tech have never heard of (unless you’re reading this newsletter, of course).

As the cool kids say, PMax is Google’s new optimization product. First, it takes a brand’s creative assets, product descriptions, profit margins, and business KPGs, then digests the data into a black box, and finally, PMax distributes Google inventory (Maps, Gmail, YouTube, Search, and the display advertising network). ) and models campaign reports.

Mike Ryan, Marketing Manager of Smarter Ecommerce GmbH, said in an interview with PMax that PMax will be adopted quickly. Research Fellows. It’s worth checking out the entire article, but one particularly interesting nugget is that separating commercial results from campaign results is helpful for any platform advertiser.

“I think of campaign results as everything a particular ad platform tells you, like classic metrics like impressions, CTR, CPC, ROAS,” Ryan says. “Business results are things like cross-channel revenue, inventory turnover, and profit. It’s important to monitor campaign metrics, but they can be highly cyclical or self-referential. The platform just knows it knows, which makes it very important for us to see the big picture and respect the results. »


pay to stay

The streaming market is crowded. CTV services look for ways to attract and retain viewers to stand out from the crowd.

NBCU’s Peacock, for its part, has a promotion for premium subscribers that offers free $15 Fandango movie tickets or $7 Vudu movie rentals each month. (Fandango and Voodoo are also owned by Comcast.) In addition to being a Peacock outlet, the promotion can encourage people to spend more on movies, TechCrunch Reports.

Still, it’s unclear whether cost-conscious viewers will pay a premium for a movie ticket when their subscription also includes a library of on-demand free content. Additionally, the terms and conditions of the promotion state that a Fandango convenience fee may apply to the user’s fee. Oh, and unused balances can expire at any time. Good deal.

NBCU, which has been running the promotion since March, says it has seen positive results. Then again, NBC said that for the Summer Olympics as well.

AT&T has seen the flip side of this trend. HBO Max, after the WarnerMedia spin-off, no longer included Give your charm a punch with the ultimate AT&T wireless plan.

sports chance

Defector Media, a sports and cultural broadcaster created by former Deadspin journalists after Deadspin was acquired by a private equity firm that handles broadcasts on the ground, is creating a new type of business, multi-income and new-age media.

Unlike most subscription publishers, including sports news sites like The Athletic, which was acquired by The New York Times this year, Defector takes a more social approach to subscription value.

In addition to all the content on the site and podcast, premium subscribers also have access to exclusive behind-the-scenes coverage and Regular Gossip’s “Close Friends” list on Instagram. (Normal Gossip is Defector’s podcast, and the listing feature on Instagram allows account creators to distribute to only a select group of people.) Friend-level subscribers also enter a lottery to appear as guests on the podcast.

“Normal Gossip” emerged from inactive Twitter threads that turned into anonymous stories about athletes and celebrities. The podcast recently sold out its first live production show with a studio audience. Nieman Lab Reports.

Podcasts can be a particularly valuable potential audience expander. 75% of Defector subscribers are male (typical sports news), but 65% of podcast listeners are female.

But wait, there’s more!

What if… if things turned out differently for AppNexus. [Digiday]

Mike Shields: “The advertising industry has a Hispanic-American blind spot. » [blog]

Apple and Google are facing new antitrust investigations in the UK. [WSJ]

Thomas Petit at RevenueCat: A Practical Guide to Apple Search Ads. [blog]

Apple’s lack of new tracking rules leaves advertisers “shocked”. [Ad Age]