Here’s the recap of today’s AdExchanger.com news… Would you like to receive it by email? Register here.
All fun and games (for some)
A week ago, Google quietly wiped out a large chunk of mobile game revenue — namely, full-screen ads that pop up unexpectedly, full-screen ads that pop up before the main app — with news that it would ban certain in-game formats -Page loading and ads that appear during gameplay when a user starts a level or a new sequence.
This is a user-friendly change as these formats are also extremely annoying.
The problem is… they’re also among the most commonly used formats.
Casual game developers now have fewer impressions to sell and can no longer hit (er, force) certain lucrative metrics like engagement associated with non-skippable full-screen videos.
However, one gaming ad format was specifically excluded by Google: the rewarded ad, which allows users to unlock features or advance in a game by watching a video.
However, moving away from ubiquitous interruptive ads — and a growing focus on rewarded ads — is only the first step as Google strives to improve the gaming experience on the Play Store, writes Dave Madden, founder and president of Simulmedia subsidiary PlayerWON, in a blog entry.
Next, developers need to start attracting larger and non-endemic brands and less reliance on competing mobile game developers to buy their ads.
Newsed and abused
Niche newsletters have been on everyone’s lips in recent years. Well-known reporters have parted ways with well-known publications to start their own email and substack businesses.
But the “micropublishing” honeymoon phase is over, he writes vox Columnist Peter Kafka. That doesn’t mean newsletters are going away, but building a subscriber base with long-term revenue is a tough task.
There are some success stories. Substack The Rebooting by former Digiday Editor-in-Chief Brian Morrissey is an example.
But many writers burned out and returned to full-time employment.
Former New York Times journalist Charlie Warzel, for example, started a substack but made “significantly less than [when] worked at the Times” before joining The Atlantic, he tells Kafka.
But newsletters aren’t just tough business for indie journos. Meta’s failed newsletter product, Bulletin, was shut down last month.
Part of the problem is that users — not just writers — are fed up with the constant news coverage.
“The optimistic view is that newsletters allow people to get exactly what they want, bypassing general publicity or the morass of social media,” writes Kafka. “But the bigger problem is how much interest people have in news of all kinds.”
In a bid to lure influencers away from TikTok, social video-sharing app Triller has offered 300 black content creators exclusive deals worth $14 million – but has failed to pay up, reports have reported The Washington Post.
Triller is known for offering large sums of money to content creators, to the point that there’s even a slang term to describe it: “Triller money.” But the black content creators poached by TikTok are getting a meager deal compared to other (mostly white) Triller stars. And sometimes half or more of the payment is paid in Triller shares.
Triller’s payments are sporadic and non-existent for some.
The app also promised to facilitate branded deals with big advertisers like Hallmark and Popeyes, but its sponsorship scheme has been plagued by misleading production requirements and poor management, the developers say.
Triller claims it has met financial commitments, and the company says it prides itself on sponsoring various creators. But these creators disagree. Many say Triller’s payments only came in after reporters chased after the story.
And this isn’t Triller’s first controversy. In 2020, the platform was publicly announced increasing user numbers.
[Related in AdExchanger: “Despite Strides, Creators Of Color Still Struggle To Get Discovered And Get Paid.”]
But wait, there’s more!
Seven takeaways from Stagwell’s Q2 report, including how creative and media agencies are joining forces. [Ad Age]
Dentsu Group acquires a majority stake in technology and services company Extentia. [release]
Content creator marketing startup Clutch announces $1.2 million in pre-seed funding and launches its open beta. [release]
RevenueCat: What’s a good monthly renewal rate for in-app subscriptions? [blog]
Comparing creator earnings: YouTube, Facebook, and Snap. [Insider]
For some reason, the incredibly popular HBO Max service is being flushed. [Tedium]
You are hired!
Bazaarvoice appoints Colin Bodell as CTO. [release]