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YouTube Kills 30-Second Unskippable Mobile Ads for Shorter and More Interactive Formats

In a move aimed at shifting focus to ad formats which will work for both users and advertisers, YouTube has decided to discontinue 30-second unskippable ads in 2018. Andrew Wohlwend of Zefr, a video analytics company, cites user frustration, high bounce rates, and shorter overall watch time as some of the negative side effects of asking a user to sit through lengthy pre-roll. However, the unskippable format is not completely dead. Other lengths will be available, such as 20-second promos and 6-second bumper ads. – Adweek

Ad Dollars Help Fuel Proliferation of Beacons and Proximity Sensors

Beacons – or small devices which report user location to mobile apps – are rapidly increasing, and that boost can be attributed to the value advertisers see in their data. About 30% of companies who offer proximity services allow advertisers to leverage that data for ad targeting and attribution measurement. Recent reports by Proximity Directory shows a trend where cities use beacon technology to make location-aware information available to visitors, including a recent use case in Cleveland during the Republican National Convention. – AdAge

Snap Inc.’s Spectacles Are Now Available for Anyone to Buy Online

Snap Inc.’s once elusive Spectacles just became a lot easier to get your hands on. Previously, pop-up vending machines called Snapbots were the only place users could snag a pair of the specs. Now the highly-anticipated eyewear tech is available for purchase through Spectacles.com. Spectacles are a high-tech version of sunglasses that will record video from the user’s POV, which can then be uploaded to the Snapchat platform via a smartphone. The ecommerce move comes just ahead of Snap’s IPO, slated to take place in early March. – Adweek

The Future Of Advertising Starts With Your Face

Today, internet users are accustomed to the concept of websites knowing who they are, how much time they spend on the site, and what type of content they’re consuming. But, how will users feel when their favorite websites can recognize their face? With that type of technology, websites might be able to tell what kind of mood you’re in based on your facial expressions or what portion of the screen you’re focused on based on where your eyes move. This might sound like a space-age concept, but the reality is that this technology is getting closer to market every day. Once implemented, advertisers would have new tools at their disposal, like being able to adjust their messages based on what they see. Facial recognition is on its way to breaking into the mainstream, and when it does, it could prove revolutionary for the advertising and marketing industry. – Ozy

Brittany Snyder
Brittany Snyder
Media Analyst