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 October 9.
Digital ad spend in the US has surpassed TV for the first time and is expected to rise 16% from last year to hit $84 billion, per MAGNA and Marketing Charts. Social media will account for 34.9% of digital ad sales in 2017, reaching $22.1 billion, and mobile ads will take a 27% share of total US ad sales.
Findings from a recent survey indicate that 36 percent of marketers aren’t confident in their campaign targeting, Jessica Davis writes. “It may seem daunting, but digital marketers should make the most of the data they have to hand, and aim to dig a little deeper so their brand gets seen in the right places by the right people,” said Andreas Pouros, CEO and co-founder of Greenlight.
Using a hypothetical case study, Ani Stepanian, senior marketing director for Mercer Vine, provides an outline for an effective influencer campaign. Stepanian explains that her approach is a numbers game, and that marketers should set clear expectations with influencers.
American adults will invest an average of 12 hours and 1 minute every day consuming major media this year, eMarketer reports. Almost half of that daily consumption will be with digital media, nearly four hours with television and nearly an hour and a half with radio, while mobile multitasking is the primary driver of increased media consumption, the report finds.
One in four online searches happens via voice, per Bing and Google data, and that is forecast by comScore to rise to half of all searches by 2020, leading to more than $7 billion in voice commerce that year. As a result, brands will continue to boost their presences through voice-search options as consumer demand increases, writes Dan Tynan.
Cable and broadcast rivals are reportedly in discussions on a collaborative effort called “Thor” to prove how well TV ads perform in a bid to stem the flow of advertising dollars to digital. The initiative would enable advertisers to see the return on investment of their campaigns across multiple TV networks.
Google has announced that use of its Ads Data Hub audience management tool, currently in beta testing, has increased by 55% each week on average. The company plans to roll out the platform in the first quarter of next year with 100 partners onboard, including Merkle, Annalect, Essence, 20th Century Fox and Innovid.
Target and American Eagle Outfitters are among the latest companies to experiment with visual search tech that lets smartphone owners snap photos of items and search for the products or similar items to buy. The technology has been available since the early 2000s, said SiteSpect founder Eric Hansen, and more brands are moving to adopt it as mobile commerce grows.