Digital Digest
US DOJ build on case for Google to sell Chrome to end online search monopoly
In a significant move, the U.S. Department of Justice (DOJ) has proposed that Google divest its Chrome browser to dismantle its alleged monopoly in online search.
"The DOJ continues to push a radical agenda that goes far beyond the legal issues in this case," said a Google executive in a statement this week.
Chrome is the world’s most popular browser - with Similarweb placing its global market share at 65%. This DOJ ruling is part of a broader strategy to foster competition in the digital marketplace. Though Google are predicted to appeal this, bringing the likely sale timeline to several years from now, it would mean a significant shift in the online advertising ecosystem
Potential Shift in Search Engine Market Share: If Chrome is sold to a competitor, the default search engine may change, potentially reducing Google's dominance. Advertisers might need to diversify their strategies across multiple search platforms to maintain reach.
Impact on Advertising Costs: Increased competition could lead to more competitive advertising rates, benefitting advertisers. Changes in User Data Access: A divestiture may alter how user data is collected and shared.
Emergence of New Advertising Platforms: With a more competitive landscape, new advertising platforms may emerge. Advertisers should be prepared to explore and test these platforms to identify new opportunities for audience engagement and early adapters are most likely to reap rewards.
Necessity for Diversified Marketing Strategies: Reliance solely on Google for online search advertising may become less viable. Developing a multi-channel approach will be crucial to maintain a robust online presence.
In summary, the DOJ's proposal to have Google sell Chrome aims to reduce its control over online search, potentially leading to a more competitive environment. Advertisers should proactively adapt to these changes by diversifying their strategies and staying informed about industry developments to continue reaching their target audiences effectively.
Google have made it clear they oppose this proposal, arguing that selling Chrome would harm “both consumers and businesses”.
Read more here:
Tyson vs. Paul boxing math pulls in huge viewing figures for Netflix
Netflix continues to carve into the live entertainment market and the fight between Mike Tyson and Jake Paul on Friday 15th November was its biggest moment to date.
It was a record-breaking night for Netflix. with 60 million households watching the Paul vs. Tyson main event live around the world, peaking at 65 million concurrent streams. It also drew a large global audience, ranking as the No. 1 most-watched program in 78 countries, while landing within the Top 10 in 91 countries for the week of Nov. 11th -17th.
Nearly 50 million households globally tuned in live for the co-main event of Serrano vs. Taylor 2. Additionally, the bout is likely to be the most watched professional women's sporting event in US history.
However, for all the positives Netflix did encounter some issues when streaming this huge live sporting event. Thousands of users complained about lagging, buffering and poor picture quality with some believing that Netflix isn’t ready to enter the live sport market. This was Netflix’s first time streaming a live sporting event. A solution will be needed before the NFL games arrive on Christmas Day and WWE in January 2025.
Streaming competitors like Amazon Prime Video, YouTube Apple TV+, and Disney+ have already secured rights to live sports (e.g., NFL, MLB, MLS), gaining significant traction. To remain competitive, Netflix is following suit, ensuring it doesn’t lose out on this lucrative audience segment.
Netflix have acquired the rights to showcase WWE RAW on their platform from January 2025. Netflix will be the exclusive home of the WWE's flagship weekly wrestling program in the US, Canada, UK, and Latin America among other territories, with additional countries and regions added over time.
Netflix have also just announced that Beyoncé will be performing in the half time show on Christmas Day in the NFL match in Houston, Texas. This will be the second of two NFL games that Netflix is showing live on Christmas Day. Her NFL halftime performance joins the WWE and Paul v Tyson in their push for live viewers.
It’ll be interesting to monitor how the next sporting events perform given they aren’t of the size of event of Paul vs. Tyson. If they consistently perform well, could they threaten the Premier League market one day, something which Amazon Prime has dipped its toe in?
Traditional tv channels such as Sky who rely heavily on live sport will be watching this space closely. They could even potentially look at screening the World Cup or Olympics free to air one day, thus putting extra pressure on the likes of RTE and VMS at a local level
Read more here:
https://about.netflix.com/en/news/60-million-households-tuned-in-live-for-jake-paul-vs-mike-tyson
“Un-Skippable” Video ads to be trailed across Meta
In this week’s Digital Digest, we will look at the introduction of ‘un-skippable’ ads on Meta and how it marks a shift in the way ads are delivered across Facebook, Instagram and Messenger.
In recent years, the digital advertising industry has seen a shift toward more immersive and engaging ad formats. Users have become increasingly adept at bypassing ads - whether by skipping video ads, using ad blockers or paying for ad-free experiences.
Meta’s introduction of ‘un-skippable’ ads is a response to this challenge, designed to guarantee that users view the entirety of the ad content.
These ads primarily appear in video formats, ranging from 15 to 30 seconds and can be placed in various parts of Meta’s platforms, such as in-stream ads on Facebook, Instagram Stories, and Messenger.
‘’Introducing, for people who choose less personalised ads, ad breaks allow advertisers to connect with a wider audience in this low data environment, ‘’ Meta came out with in a statement earlier in the month.
Meta’s introduction of ‘un-skippable’ ads is part of a broader strategy to enhance its advertising products and remain competitive in an increasingly crowded digital ad marketplace. Platforms like YouTube and TikTok have already implemented ‘un-skippable’ ad formats and Meta’s move can be seen as an attempt to align itself with reactive trends. As users spend more time on short-form video content, particularly through Instagram Reels, Meta has an opportunity to leverage these formats for deeper ad integration.
The company has also announced that there will now be an option for free regular users to decide if they want to see less personalised ads normally from searching on the browser or other online activity. With that in mind, Meta’s ‘no ad’ option will decrease in price from €10 to €6 on the web and €13 to €8 on IOS and Android.
As Meta continues to refine its ad offerings, they will need to balance the benefits for advertisers with the needs of its user base, ensuring that its platforms remain engaging without becoming overly invasive to people.
Ultimately, the success of ‘un-skippable’ ads on Meta will depend on how well the company navigates these competing demands and adapts its strategies to the changing digital landscape.
Despite the changes announced, Meta remains steadfast with the view that personalised ads are the best experience for both the people and businesses. There’s a high possibility of revenues being boosted for advertisers and allowing users to connect with brands most relative to them.
Read more here:
https://www.rte.ie/news/2024/1112/1480520-facebook-ads/ -
