HYGH Blog

Five on Friday: June 12

Top news every week from the world of advertising, adtech, and emerging tech


New Study: Google Reaps the Rewards from Digital Media

Google received an estimated $4.7 billion in revenue in 2018 from crawling and scraping news publishers’ content – without paying the publishers for that use. The money came from searches and google news.

The study, containing analysis conducted by experts at strategy and economics consulting firm Keystone Strategy and written by the News Media Alliance, includes a qualitative overview of Google’s usage of news content, an analysis of the amount of news content on Google Search and Google News, and an estimate of revenue Google receives from news.

News Media Alliance President & CEO David Chavern said, “News publishers need to continue to invest in quality journalism, and they can’t do that if the platforms take what they want without paying for it. Information wants to be free, but reporters need to get paid.”

The figures in the study are conservative estimates of the revenue Google makes through its use of news content. The actual value of news content to Google is more difficult to quantify because of the various ways the company uses news content to drive traffic, develop its products and entrench its dominant position. In addition to using news content for product development, such as training its artificial intelligence services, Google is tailoring its products – ramping up its use of news – to keep users in the Google ecosystem.

Berlin adtech startup Adjust raises $227m

Adjust, a Berlin startup specializing in audience measurement and fraud prevention in mobile advertising, this week announced it had raised $227 million to invest in expanding its platform and growing in new markets.

Adjust, founded in 2012, provides a subscription service for marketers to analyze audience behavior. It also offers fraud prevention and cyber-security solutions for more than 25,000 mobile apps worldwide.

As reported by Reuters, emarketer predicts that Mobile advertising will hit $232 billion this year - more than a third of total spending on ads worldwide.

DOOH Audience Recognition with UK Audiences is Memorable

Driven by significant growth from digital out of home screens, new audience data released by Route depicts an extremely healthz industry: paints the picture of an industry in rude health.

  • 98% of the adult population in Great Britain will see an out of home advert, whether a poster or a screen, each week.
  • 68% of the population will now see a digital screen at least once each week.
  • 1.1bn digital impacts are now seen by people across Great Britain each week, which is an increase of 11.1% in the last three months and 36% in the last year.

Harmful Gender Stereotypes Banned in the UK

Following a review of gender stereotyping in ads by the Advertising Standards Authority (ASA) – the body that administers the UK Advertising Codes, their recommendation that advertisements must not include gender stereotypes that are likely to cause harm, or serious or widespread offence has now come into force.

Scenarios in ads likely to be problematic under the new rule include:

  • An ad that depicts a man with his feet up and family members creating mess around a home while a woman is solely responsible for cleaning up the mess.
  • An ad that depicts a man or a woman failing to achieve a task specifically because of their gender e.g. a man’s inability to change nappies; a woman’s inability to park a car. 
  • Where an ad features a person with a physique that does not match an ideal stereotypically associated with their gender, the ad should not imply that their physique is a significant reason for them not being successful, for example in their romantic or social lives.
  • An ad that seeks to emphasise the contrast between a boy’s stereotypical personality (e.g. daring) with a girl’s stereotypical personality (e.g. caring) needs to be handled with care. 
  • An ad aimed at new mums which suggests that looking attractive or keeping a home pristine is a priority over other factors such as their emotional wellbeing.
  • An ad that belittles a man for carrying out stereotypically ‘female’ roles or tasks. 

The rule and its supporting guidance doesn’t stop ads from featuring:

  • A woman doing the shopping or a man doing DIY.
  • Glamorous, attractive, successful, aspirational or healthy people or lifestyles.
  • One gender only, including in ads for products developed for and aimed at one gender.
  • Gender stereotypes as a means to challenge their negative effects.

CAP will carry out a review of the new rule in 12 months’ time to make sure it’s meeting its objective to prevent harmful gender stereotypes.

Cannes Lions Set to Showcase Industry Best

Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate.

The Festival has announced that a total of 30,953 entries from 89 countries will compete to become the global benchmark for excellence in creativity and effectiveness for the year ahead. We'll be paying particular attention to the Outdoor Lions awards this year.