Tuesday, November 30News That Matters

Tag: Advertising and Marketing

Why Crypto.com Is Putting Its Name on the Staples Center

Why Crypto.com Is Putting Its Name on the Staples Center

Technology
It was then, during a slump in cryptocurrency prices, that Mr. Marszalek decided to rebrand Monaco. He contacted Matt Blaze, a cryptography professor then at the University of Pennsylvania, who had owned the crypto.com domain name for 25 years. During that time, Mr. Blaze had refused to part with the web address and had publicly disdained the new digital gold rush.But this time, Mr. Blaze couldn’t resist. In a July 2018 blog post, he wrote that he had “gotten a growing barrage of offers, many of which were obviously nonserious, but a few of which were, frankly, attention-getting, for the crypto.com domain.” He said he had “shrugged most of them off, but it became increasingly clear that holding on to the domain was making less and less sense for me.”Mr. Blaze, now a professor at Georgetown...

‘Be Nice to Tourists’: New York’s Arts Scene Needs International Visitors

LifeStyle
When many readers in Toronto, London, Paris and Hong Kong open their newspapers on Monday, they will be greeted with a full-page advertisement from the Metropolitan Museum of Art in New York.“We reopened in August 2020, but have been missing one critical thing — you, our international visitors,” the ad will say. “The Met is only The Met when it is being enjoyed daily by visitors from around the world.”The unusual display — museum officials say they do not believe they have ever run a global marketing campaign of this scope aimed at visitors so far from their Fifth Avenue home — is a signal of the thirst among New York arts institutions for foreign visitors to return. American borders reopened to international tourists this week for the first time since the early months of 2020. Their retur...

Now TV Wants Nielsen to Measure Up

Business
TV executives have been complaining about Nielsen for years, saying their shows have more viewers than they get credit for. They have also claimed that Nielsen, the 98-year-old research firm whose name is practically synonymous with TV ratings, uses antiquated technology that hasn’t kept up with viewers who have moved away from cable and network TV.Now the television industry is looking for other options.On Tuesday, NBCUniversal plans to host a forum to discuss alternative ways to measure its audience. Representatives of major advertising agencies, industry trade groups and companies including Ford Motor, L’Oreal and Pfizer are expected to attend. NBCUniversal is also sifting through proposals from 80 measurement companies, Nielsen among them, to create new methods for quantifying viewers....

Twitter Will Give Users Access to Ad-Free Articles With Twitter Blue

Technology
Twitter said on Tuesday that it would give users access to ad-free articles from The Washington Post, Reuters, BuzzFeed and other publications through its subscription service, called Twitter Blue.The offering is part of Twitter’s push to find new sources of revenue. In January, the company acquired Revue, a service that enables people to create newsletters, and said it would take a small percentage of subscription fees from newsletter writers. And in May, Twitter bought Scroll, a subscription company that created ad-free reading services for publishers.In June, the company announced Twitter Blue and a plan to charge users a small fee in exchange for extra features like the ability to organize bookmarks and undo tweets. On Tuesday, Twitter said it would ask users to pay $3 a month for thos...
Meta Plans to Remove Thousands of Sensitive Ad-Targeting Categories

Meta Plans to Remove Thousands of Sensitive Ad-Targeting Categories

Technology
SAN FRANCISCO — Meta, the social media company formerly known as Facebook, said on Tuesday that it planned to eliminate advertisers’ ability to target people with promotions based on their interactions with content related to health, race and ethnicity, political affiliation, religion, sexual orientation and thousands of other topics.The move, which takes effect on Jan. 19, affects advertisers on Meta’s apps such as Facebook, Instagram and Messenger and the company’s audience network, which places ads in third-party apps. The Silicon Valley company said it was making the changes to limit the way that its targeting tools can be abused. In the past, these features have been used to discriminate against people or to spam them with unwanted messaging.“We’ve heard concerns from experts that tar...

Zillow, facing big losses, quits flipping houses and will lay off a quarter of its staff.

Technology
Zillow, the real estate website known for estimating house values, said on Tuesday that it would exit the business of rapidly buying and selling houses amid heavy losses and that it planned to let go about nearly 25 percent of its employees.The announcement was a major strategic retreat and a black eye for Richard Barton, Zillow’s chief executive, who founded the company 16 years ago and has long talked about transitioning Zillow’s popular website into a marketplace. Last year, Mr. Barton predicted Zillow Offers, which made instant offers on homes in a practice known as iBuying, could generate $20 billion a year.On Tuesday, Zillow, which said it has 8,000 employees, said the division had been the source of huge losses and had made the company’s overall bottom line unpredictable. Zillow Off...

Instagram Struggles With Fears of Losing Its ‘Pipeline’: Young Users

Technology
With the leadership changes, Facebook went all out to turn Instagram into a main attraction for young audiences, four former employees said. That coincided with the realization that Facebook itself, which was grappling with data privacy and other scandals, would never be a teen destination, the people said.Instagram began concentrating on the “teen time spent” data point, three former employees said. The goal was to drive up the amount of time that teenagers were on the app with features including Instagram Live, a broadcasting tool, and Instagram TV, where people upload videos that run as long as an hour.Instagram also increased its global marketing budget. In 2018, it allocated $67.2 million to marketing. In 2019, that increased to a planned $127.3 million, then to $186.3 million last ye...
New Digital Companies, Old Ad Habits

New Digital Companies, Old Ad Habits

Technology
This article is part of the On Tech newsletter. Here is a collection of past columns.I don’t have anything against ads. They make it more affordable for us to watch “Monday Night Football” and read The New York Times. I love a well-made weepy TV commercial.What I don’t love are young companies that are becoming addicted to ads — to our detriment and maybe theirs.DoorDash this week started giving more prominent placement to restaurants that pay for their listings to appear when people search for pizza or tacos. Its competitors Uber Eats and Grubhub offer similar ads. Instacart, a grocery delivery start-up, is further expanding its paid product placements. Even Amazon keeps turning over more shopping real estate to merchants that pay to blare their dog beds at us.At their best, ads can help ...

October Isn’t Just a Month Anymore. It’s a Whole Szn.

LifeStyle
October marks the start of myriad unofficial seasons: spooky season, pumpkin spice season, cuffing season, cozy season, hoodie season and, of course, decorative gourd season. (Or “szn,” for those inclined to abbreviate.)But this fall season feels, somehow, even more seasonal than in years past. Google searches for “season” are at a high, with users recasting events large and small as seasons unto themselves.For Harry Styles fans, the singer’s New York City tour dates mean that it’s Harry szn. Adele fans insist that her impending album is ushering in Adele szn. Those eager for the return of the Roy family to HBO are counting down to “Succession” szn, which begins Oct. 17. Football fans on Twitter use the hashtag #SeasonSzn, while baseball fans call the same period “Post Season SZN.” Toward ...
Google Stops Serving Ads on Climate Change Misinformation

Google Stops Serving Ads on Climate Change Misinformation

Technology
Google said it will no longer display advertisements on YouTube videos and other content that promote inaccurate claims about climate change.The decision, by the company’s ads team, means that it will no longer permit websites or YouTube creators to earn advertising money via Google for content that “contradicts well-established scientific consensus around the existence and causes of climate change.” And it will not allow ads that promote such views from appearing.“In recent years, we’ve heard directly from a growing number of our advertising and publisher partners who have expressed concerns about ads that run alongside or promote inaccurate claims about climate change,” the company said.The policy applies to content that refers to climate change as a hoax or a scam, denies the long-term ...