Adomotive Insider brings you media insights on the programmatic landscape.
  Volume 1 Issue 8
November 24, 2022
Horizon Media Whittles Down Partners And Strikes SPO Deal With PubMatic
As part of a plan to consolidate its SSP partners, Horizon Media struck a deal with PubMatic Monday.


The Insights: Horizon Media made a deal this past month with PubMatic that will consolidate its SSP partners. Why consolidate? By lowering the number of partners to bid on, there is less opportunity for data loss, less revenue that could be lost, and overall a better experience for the buyer. According to Jesse Fisher, SVP of Programmatic and Data Strategy at Horizon Media, the consolidation will help create a “smaller decision tree”. Horizon Media currently works with about 10-15 SSPs and this list includes PubMatic. According to Fisher, Horizon wants to get those numbers down even more. Right now, only Horizon’s clients who work through their trade desk will be able to use the PubMatic SPO deals.
YouTube Looks To Promote Shorts Via World Cup Activations
YouTube’s looking to use the FIFA World Cup as another avenue to promote YouTube Shorts via a range of themed activations and challenges for the event.


The Insights: With the World Cup starting on Monday, YouTube has started using Shorts to help promote the tournament while trying to boost the popularity of Shorts. For those of you that are new to YouTube Shorts, Shorts is the newest short-form video platform on YouTube. This initiative will include interactive content called ‘Shopping on Shorts’ that is partnered with FIFA. This will provide a platform to give users the ability to purchase the merchandise for the World Cup.

YouTube reports that soccer was their most watched sport on the platform in 2021. Additionally, 10 billion views of YouTube content were generated from the previous World Cup. With those numbers and the interactive videos on Shorts catered to the World Cup fanbase, Shorts may become a real contender in the short-form video race. This may be the time to start considering how your brand can relate to the World Cup hype to join the billions of streams.
Publishers Are Moving Away From Open Auctions, Advertisers Must Follow
Shifting efforts to direct sales should be welcomed industry-wide.


The Insights: This week Bloomberg Media decided to stop serving open-market third-party programmatic advertising when the new year begins. Experts say that publishers, advertisers, agencies, and ad-tech players should pay attention to this decision because it is validating where the supply side is heading. Most publishers are moving toward a direct sales capability and away from a programmatic open market. The open market has always had concerns, such as privacy and user experience – which was the main reason behind Bloomberg Media's decision. Having a direct sale offers advertisers better deal conditions that can include guaranteed impressions and better transparency when it comes to the audience. The digital media world is transforming and putting brand safety, deal conditions, and first-party audiences at the front. Publishers, advertisers, and agencies should expect more to follow Bloomberg Media as 2023 rolls around.
32 Predictions for Social Media Marketing in 2023
We’re nearing the end of yet another year, and what a chaotic 12 months it’s been for the major social networks.


The Insights: As 2022 comes to an end, Meta continues its gradual decline as TikTok continues to rise and Twitter is going through a major shift. While all of that makes it difficult to make predictions, Social Media Today still gave it a try.

They predict we will see more posts recommended by AI on Facebook and Instagram Reels, a bigger subscription push on Twitter, international expansion with Pinterest, more data insights to help guide jobseekers on LinkedIn, and more Live-stream commerce and shops on TikTok.
Honda Targets Asian Americans With CR-V Ads In Multiple Languages
Honda unveiled a commercial for the new CR-V hybrid that was developed to tap into Asian Americans’ spirit of family and adventure.


The Insights: The new Honda CR-V hybrid was unveiled in a commercial that featured a variety of languages. According to Marketing Dive, the company developed the ad to tap into the Asian Americans' spirit of adventure and family. The new campaign, titled Through the Window, was conceptualized by Courtney Zhi, a Chinese American filmmaker. In the ad, a family of three is shown traveling to a camping destination and each member of the family has their own perspective as they look out the window of their vehicle.

Through various media platforms, including A | Code and Tastemade, the company was able to reach out to Asian Americans. The 30-second, 60-second, and 15-second spots will be available on Vevo and Spotify while shortcut-style ads will also be featured on TikTok. 
If you would like to pick our brains on how to navigate the evolving digital media landscape during this time, we'd be happy to help.
Adomotive
Adomotive is an omnichannel DSP that uses real-time bidding to target specific audiences using 1st and 3rd party data and leverages brand safety and viewability to ensure optimal results.