NewFronts take virtual stage and Apple talks privacy at WWDC: Tuesday Wake-Up Call
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Yesterday was a first for the NewFronts: The Interactive Advertising Bureau delivered its digital content showcase virtually instead of in person.
The opening presentations were, of course, delayed as the IAB had to cancel the annual showcase, which had been scheduled to take place in New York City in April, before coronavirus hit.
So instead of packed shows in Manhattan, IAB's digital partners are livestreaming their sales presentations. The shows will roll all week with participants including Facebook, Snapchat, TikTok and YouTube. On Monday, Roku, Samsung Ads, Hulu, Crackle and others took the first shift with NewFront shows. Ad Age's Senior Editor Jeanine Poggi is leading our coverage and will follow developments all week.
The digital platforms are discussing how to work with advertisers during a time when the industry and the world are rocked by social ills from the coronavirus to inequities in racial justice. So the usual sales pitches are far from usual: NewFront presenters are expected to address these issues while also striking an upbeat tone about their new products and video programs.
Roku was the first presenter, and revealed a series of advertising products meant to lure brands into its streaming TV domain. One of Roku's new products allows brands to reserve commercial space in the top 1 percent of video on its service, so they only appear in the most premium settings. That is the type of exclusive offer advertisers look for when they commit to NewFront deals.
Today, Snapchat, Conde Nast, Facebook and Vevo are on the IAB's schedule.
Apple also held a virtual event on Monday: Its Worldwide Developer Conference, the annual confab for its developer ecosystem.
Some of the most prominent Apple updates came in the realm of privacy. For instance, Apple iPhones will have a clear signal built into them that will tell users when an app has access to their microphones. "iPhones will show an orange dot in the upper right corner of the screen whenever the microphone or camera is activated, similar to the green camera light built into Apple’s laptops," The Verge reports.
Developers and the ad world are paying close attention to Apple's privacy updates, since the company has been leading the way in an industry concerned about how much data devices can access. Apple provided more controls to limit apps that have permission to track activity. "All apps will now be required to obtain user permission before tracking," Apple said.
Apple also released a new operating system for iPhones and Mac computers. Craig Federighi, Apple’s senior VP of software engineering said: “iOS 14 transforms the most iconic elements of the iPhone experience, starting with the biggest update we’ve ever made to the home screen."
In addition, Apple announced that it is ready to start manufacturing its own chips for Macs, dealing a blow to Intel.
Google is expected to experience a rare decline in digital ad revenue in the U.S., says eMarketer. Ad Age's George P. Slefo reported on its updated forecast that predicts a segment of Google ad revenue will drop for the first time in more than a decade.
Slefo reports that the COVID-19 pandemic ushered a significant drop in consumer demand for travel services, which in turn has hit the search giant's bottom line particularly hard.
Google will generate $39.6 billion in U.S. ad revenue in 2020, eMarketer says, which would represent a 5 percent decline from 2019. Google makes more of its revenue from the remainder of the world, yet it is seeing declining in the U.S. while rivals Facebook and Amazon are rising.
Microsoft is teaming with Facebook Gaming after shutting down Mixer, its livestreaming video game platform.
Last year, Mixer stunned the gaming world by signing Ninja, also known as Richard Tyler Blevins, to an exclusive deal. The popular gamer was poached from Twitch, but even his star power was not enough to keep Mixer in the mix.
Microsoft now will shut down the service and focus on a partnership with Facebook Gaming, which also is trying to build its profile in the community. Twitch is owned by Amazon and is considered the reigning champion in streaming video game content.
"Microsoft followed up on the Ninja deal by luring other big names to stream exclusively on its platform. But despite the splashy deals, Mixer has failed to gain ground on Twitch, even as video game streaming surged during the pandemic," Ad Age's Slefo reports.
Nestle is pulling one of its food products, called Beso De Negra, because of racial insensitivities. The food conglomerate says it is reviewing thousands of products in the wake of the racial justice movement throughout the world, and Beso De Negra did not meet its standards.
The Spanish brand name translates to "Black woman's kiss," and the product was available in Colombia. Corporations have been rethinking their marketing in the wake of the Black Lives Matter movement, which is holding companies and governments more accountable for their actions.
Top commercials: Ad Age and iSpot spotlight the best new commercials on TV, including one from GoDaddy that has 700 million impressions. In the commercial, GoDaddy looks at how businesses innovate during the most trying times.
Trump attack: Ad Age's "Media Guy" Simon Dumenco looks at some of the latest attack ads against President Trump. One, called "Disheveled," comes from the Lincoln Project, which has been a nagging nemesis for the president.
Off its roll: Ad Age's Adrianne Pasquarelli reports that toilet paper is losing its sales bounce and falling off the list of shopper essentials. That and other insights can be found in Ad Age's coronavirus tracking blog.
That does it for today’s Wake-Up Call. Thanks for reading and we hope you are all staying safe and well. For more industry news and insight, follow us on Twitter: @adage.
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