Industry Quick Links for the week of February 10:
Twitter reached a milestone topping $1 billion quarterly in revenues during the fourth quarter of 2019, and boosted its monetizable daily active users 21% to 152 million, while also generating $885 million in ad sales and realizing 29% growth in ad engagements. Company executives said they’re working on an updated mobile app ad format and enhancing its mobile ad exchange MoPub.
Some 56% of brands believe artificial intelligence will have a detrimental effect by reducing creativity, eliminating jobs and diminishing brand differentiation, per Bynder’s “2020 State of Branding Report.” The study also found marketers say the top channel for brand visibility and perception is social media, followed by influencers and owned media.
California Attorney General Xavier Becerra is seeking comments for a proposed revision to the state’s landmark privacy law that narrows the “personal information” definition to data that’s stored in a manner that it could “reasonably” be linked to particular individuals or households and also includes an opt-out graphic for businesses to use on websites. The proposal also requires companies to honor opt-out requests only if a consumer activates the personal information removal mechanism.
Twitter increased its monetizable daily active users by 21% in 2019, outpacing Snap at 17% and Facebook at 9%. Twitter CEO Jack Dorsey credited much of the growth to product improvements and says the company is making big investments in “transformational” features like letting users follow topics and interests, rather than solely people.
The American Advertising Federation joined with several other ad industry groups to send a letter to Washington Rep. Timm Ormsby warning a companion bill to the Washington Privacy Proposal, which would give consumers the right to sue over violations, “would flood the courts with frivolous lawsuits driven by opportunistic trial lawyers searching for technical violations, rather than focusing on actual consumer harm.” The Washington Privacy Act was unveiled in January and, if passed, would give consumers the right to control personal data.
Mikey Dunn takes a look at the social video viewing habits of Generation Z, spanning YouTube, the popularity of vlogs, educational video, vertical Snap Original programming and TikTok. He advises marketers that, “if you’re looking to connect with younger audiences, shorter, purpose-created content may perform better.”
Socialbakers is reporting that Instagram eclipses Facebook for the top 50 brand profiles in terms of audience size and ad spend on Instagram Stories increased 40% in 2019, while 58% of ad spend went toward Facebook News Feed. Research also indicates that Instagram engagement is higher than Facebook, but both platforms are witnessing some contractions.
The Federal Trade Commission is soliciting public feedback related to a variety of influencer marketing issues that it will take into consideration for making revisions to endorsement guidelines. Advertising lawyer Jeff Greenbaum predicts “substantial revisions” will result from the feedback and analysis.