Each week, AAF-Cleveland will post Quick Hits on our Portfolio blog. Our goal is to give our members a snapshot of the people, shops and brands that are making news in a concise format. You’ll be able to keep up on your industry without going to multiple places on the web.
AAFCLE Quick Hits for the week of June 11
The most recent Mary Meeker Internet Trends report highlights the $7 billion missed opportunity in mobile, as advertisers are still not matching mobile ad spend to the amount of time users spend consuming media on their mobile devices. The study also spotlights threats including how the increased demand for data privacy could harm advertisers’ abilities to personalize and target campaigns using artificial intelligence.
The top three social platforms used by business-to-business marketers are Facebook, LinkedIn and Twitter, compared with Facebook, Twitter and Instagram for business-to-consumer marketers, according to this infographic from Grazitti Interactive. Blogging is the most popular social content for B2B marketers, compared with video for their B2C counterparts.
YouTube creators are taking advantage of still being able to manage their own ad sales ahead of changes, including a possible carriage fee and the platform’s move to start selling ads itself for its TV service this year. Tastemade’s Oren Katzeff explains how the channel is experimenting with ad formats for its five-minute advertising period during 30-minute shows, including three-minute branded videos.
Seventy-one percent of marketers are looking for different digital advertising options to Google and Facebook, with 92% reporting that they have at least one concern about the digital leaders, per Factual. Thirty-eight percent of respondents said their main worry is false impressions, while 36% are concerned about transparency.
In 2019, consumers are expected to spend more time online than they do watching linear television, spending an average of 170.6 minutes each day on sites such as YouTube, Facebook and Amazon, a Zenith study has found. Brands are following the trend and are expected to spend $60 billion more on digital advertising than on television campaigns in 2019.
The American podcasting market reached revenue of $314 million last year, an 86% increase from 2016’s $169 million, the Interactive Advertising Bureau and PwC report. The study predicts that revenue will hit $659 million by 2020 and shows that ads read by podcast hosts are the most popular and that arts and entertainment and technology podcasts attract the most ad dollars.
Snapchat has extended its partnership with LiveRamp to offer a GDPR-compliant “offline sales impact” measurement solution to allow advertisers to track how their campaigns on the platform affect in-store sales. Cadbury and Oreo were among the brands to beta test the feature, with the trials resulting in a 4% increase in sales, on average
Twitter has expanded self-serve in-stream video ads to everyone in 12 global markets, including the US, Canada and UK. In-stream video spots result in Twitter users being 70% more likely to remember a brand’s ad and 6% more likely to make a purchase, per Nielsen Brand Effect.
Six-second television ads receive 8% more attention than 30-second spots and 11% more than 15-second ads, the Advertising Research Foundation reports. The study analyzed over 100,000 unique airings on broadcast and cable networks in partnership with TVision Insights.
Marketers stand to benefit greatly from a rise in cognitive technologies, like artificial intelligence, as smaller, repetitive tasks are given to bots, writes Tabitha Scott. “[M]arketers that can include new ways of thinking and automation will expand organizational agility and innovation,” Scott writes.