Some of the world's biggest publishers "are joining forces on a project aimed at delivering web surfers relevant ads" during the Rio Games, according to Patrick Kulp of MASHABLE. Media brands including Condé Nast, ESPN and the N.Y. Times (as well as Mashable) "just announced a new advertising tool that will let each publication target personalized ads around particularly memorable moments during the games." If Jamaican sprinter Usain Bolt were to set a world record in the 100-meter dash, Nike "would be able to create an ad congratulating him and promoting his specially-designed track shoe to people who've expressed an interest in track and field." The project "will consist of a shared set of advertising packages including desktop, mobile and video ads that brands can bid on in real-time." For Condé Nast, the package is the "first of an ongoing series of targeted ad packages it plans to roll out for 'key consumer moments'" (MASHABLE.com, 6/8).
CHANGING OF THE GUARD: USA TODAY's Mike Snider cites a new forecast from PwC as showing that online advertising "will surpass spending on TV ads for the first time" in '17. Advertisers are "following consumers online." U.S. Internet advertising revenue "is expected to increase" from $59.6B in '15 to $93.5B by '20. But in '17, online ad spending of $75.3B "will surpass" the $74.7B that PwC projects for TV ads. The report said TV advertising is "expected to remain healthy," and is projected to grow to $81.7B in '10 (USA TODAY, 6/9).
