Behind Headlines: 180 Seconds in Ad Tech — Free Content & Deep Discounts

3
at
3
minutes
Technical Level
November 26, 2021
3
minutes
Technical Level
November 26, 2021
Ari Belliu
Marketing Communications Specialist
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This week in Behind Headlines: 180 Seconds in Ad Tech we cover TikTok expanding its TV footprint. How Roku will offer more original content. Spotify adding more podcasts. Subscription services are offering deep discounts. Consumers are shopping online more.


Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a quick recap of what happened the week of November 22nd in ad tech, in 180 seconds. Let’s go!

First up, TikTok, the social media platform popular amongst Gen Z, is expanding its TV footprint by bringing the app onto more connected devices throughout the US and Canada. Previously exclusive to Amazon Fire TV, TikTok is now available on Google TV, Android TV devices and select LG and Samsung Smart TVs. This move establishes TikTok as the first social platform on Connected TVs and in direct competition with YouTube. (Source: TechCrunch)

Speaking of Connected TVs, Roku plans to expand the amount of original content offered on its ad-supported Roku TV channel as an effort to grow its advertising business. By offering a content pipeline similar to other popular streaming platforms, Roku aims to draw users in with free original and engaging content, supported by ads. With the rise of subscription services, now seems to be the time for a free, ad-supported service to pull viewers’ attention. (Source: The Wall Street Journal

Next up, Spotify is also adding more original podcasts supported by ads. Spotify increased their ad revenue by 75% year-over-year, attributing this success to ads inserted throughout podcasts. Spotify states that listeners are more loyal and engaged, as it recently surpassed Apple as the No. 1 podcast platform and the $1B mark in ad revenue. In order to increase the amount of original content it provides and boost its advertising revenue, Spotify exclusively acquired podcasts created by J.J. Abrams’ production company, Bad Robot. (Source: FastCompany)

Moreover, subscription services of all kinds are lowering their entry prices this holiday season in favour of acquiring new customers. Customer acquisition costs have increased due to higher competition amongst subscription services. Now services like Masterclass, Disney+ and The New York Times, are offering deep discounts for new subscribers as a way to get them in the door, and maintaining a full-priced subscription past the initial discount period. Even if it comes at a lower profit margin and customer lifetime value for the brands. (Source: AdExchanger)

And last but not least, more than half of consumers are doing their holiday shopping online. But due to the supply chain shortages, shoppers are buying earlier than usual in fear that items will be slow to restock. Brands have responded by promoting deals and discounts a month in advance, making digital advertising more adaptable than retail. However, because of the shortage in physical inventory, some brands are cutting digital ad spend and forgoing the heavy discounts. (Source: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Ari at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This week in Behind Headlines: 180 Seconds in Ad Tech we cover TikTok expanding its TV footprint. How Roku will offer more original content. Spotify adding more podcasts. Subscription services are offering deep discounts. Consumers are shopping online more.


Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a quick recap of what happened the week of November 22nd in ad tech, in 180 seconds. Let’s go!

First up, TikTok, the social media platform popular amongst Gen Z, is expanding its TV footprint by bringing the app onto more connected devices throughout the US and Canada. Previously exclusive to Amazon Fire TV, TikTok is now available on Google TV, Android TV devices and select LG and Samsung Smart TVs. This move establishes TikTok as the first social platform on Connected TVs and in direct competition with YouTube. (Source: TechCrunch)

Speaking of Connected TVs, Roku plans to expand the amount of original content offered on its ad-supported Roku TV channel as an effort to grow its advertising business. By offering a content pipeline similar to other popular streaming platforms, Roku aims to draw users in with free original and engaging content, supported by ads. With the rise of subscription services, now seems to be the time for a free, ad-supported service to pull viewers’ attention. (Source: The Wall Street Journal

Next up, Spotify is also adding more original podcasts supported by ads. Spotify increased their ad revenue by 75% year-over-year, attributing this success to ads inserted throughout podcasts. Spotify states that listeners are more loyal and engaged, as it recently surpassed Apple as the No. 1 podcast platform and the $1B mark in ad revenue. In order to increase the amount of original content it provides and boost its advertising revenue, Spotify exclusively acquired podcasts created by J.J. Abrams’ production company, Bad Robot. (Source: FastCompany)

Moreover, subscription services of all kinds are lowering their entry prices this holiday season in favour of acquiring new customers. Customer acquisition costs have increased due to higher competition amongst subscription services. Now services like Masterclass, Disney+ and The New York Times, are offering deep discounts for new subscribers as a way to get them in the door, and maintaining a full-priced subscription past the initial discount period. Even if it comes at a lower profit margin and customer lifetime value for the brands. (Source: AdExchanger)

And last but not least, more than half of consumers are doing their holiday shopping online. But due to the supply chain shortages, shoppers are buying earlier than usual in fear that items will be slow to restock. Brands have responded by promoting deals and discounts a month in advance, making digital advertising more adaptable than retail. However, because of the shortage in physical inventory, some brands are cutting digital ad spend and forgoing the heavy discounts. (Source: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Ari at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Ari Belliu
Marketing Communications Specialist

About the Author

Ari is an experienced digital marketer with a demonstrated history of multi-tasking and working in health and tech on small teams. He's skilled in copywriting, community building, email and social media marketing, and building brand awareness.

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