eMarketer’s tracking of digital ad spend shows continued spending growth. They predict 2017 will see an increase of 15.8% in the retail sector -the largest spending category. They predict double digit growth in retail online ad spend through the next 3 years. Digital video, per eMarketer, will account for 31% of retail display ad spent … Continue reading Retail digital ad spend continues to grow, but TV dwarfs other media
Global marketing company Omnicom handles ad services for more than 5,000 clients in over 100 countries. They are a big deal in ad circles. So, when they talk, people do listen. Here’s what they’re saying: 66% of TV and Video on content consumed by Millennials and Gen Xers is not being captured by current media … Continue reading Study: Media Measurement missing 66% of all video consumption
I’ve written a lot about Programmatic Advertising over the past four years because of the rise in usage among media buyers. While recognizing the efficiency, I’ve also cautioned against eliminating the direct buy of premium websites from name publishers. There’s no arguing that more people are using programmatic – machine-driven – advertising to place their … Continue reading Programmatic ad buying continues to rise, but is it really an efficient way to buy advertising?
The world’s largest advertiser – Procter & Gamble- has been vocal about concerns over where its online ads are running and who’s clicking on them made a startling announcement at the end of July. After spending a third of its ad budget last year online – and watching sales diminish 8% - the company announced … Continue reading World’s largest advertiser cuts $140m in digital ads and grows sales
ICYMI, Instagram growth has exploded. It’s now exceeded 700 million active users monthly. The growth rate itself is incredible, adding more than 100 million users already this year. The growth has come at the expense of SnapChat, which has seen growth slow down some 82% since Instagram launched Stories – a virtual clone of SnapChat’s … Continue reading Instagram growth is exploding
We passed the tipping point in 2014. Since then, the use of mobile has exploded. If you’re still focusing on your desktop website first, you’re way behind. 71% of web traffic in the United States is mobile, according to ComScore. Mobile usage is larger than desktop in almost every country. Developing nations see an even … Continue reading It’s over: Mobile has won
85% say give us ads. 75% say they would drastically reduce their online activities if they had to pay. In fact, Americans assigned a value of nearly $1,200 per year to the array of free, ad-supported services and content currently available to them on computers and mobile devices, according to a survey conducted by Zogby … Continue reading Would you rather pay for content or put up with advertising?
Story worth reading by Jason Lynch in Ad Week. It details a Nielsen study done for CBS that looks at the best place to put ads for the best ROI. The short answer (beyond news and live sports) is sitcoms. Also worth noting this exchange. When advertisers talk about reaching Millennials, they typically talk about … Continue reading Where to get the best ROI for TV ads
Facebook has now admitted it places weight on reactions – those love, sad, angry, lol emojis – when determining what to put in your news feed. It values them more than likes. "Over the past year we've found that if people leave a Reaction on a post, it is an even stronger signal that they'd … Continue reading Facebook “Reactions” more important than “Likes”
You know native advertising. It’s when instead of running an ad, publishers integrate advertising messages into content. It may be in the form of a news-looking article that features the company’s information or employees. In its best form – clearly labelled as advertising content – it may provide interesting and useful information. Used improperly, it’s … Continue reading Low renewal rates from ad buyers on Native Advertising: Does it work?
Amid industry clamor, Google is joining Facebook in announcing they are willing to do an independent audit by a third-party. The Media Rating Council (MRC) is an independent industry group that accredits media measurement and isn’t afraid to deny that accreditation if the measurement isn’t up to industry standards. They’ve denied or withheld accreditation from … Continue reading Google/You Tube, Facebook agree to audits from Media Rating Council
With rising unhappiness among advertisers and ad agencies with Facebook’s measurements and its resistance to third-party verification (see list below), Facebook blinked. It now says it will commit to an outside audit to verify data accuracy. “We are committing to an audit by the Media Rating Council (MRC) to verify the accuracy of the information … Continue reading With growing advertiser complaints, Facebook agrees to third-party measurement
The Media Research Council says 50% of an ad has to be showing and visible for at least one second to count as an impression. The Interactive Advertising Bureau is looking to update its viewable impression stat to say the ad must be visible on the page for at least one second. In other words, … Continue reading How long does a digital ad really need to be visible on screen to get counted as a one-second viewable impression?
First, some facts: Spending on advertising on social media in just the first half of 2016 topped $7 billion dollars, according to the Interactive Advertising Bureau (IAB) study done by PricewaterhouseCoopers. Spending continues to grow. eMarketer projects US 2016 social media ad spend at $15.36 billion for the year. Ad Age reports that marketers are … Continue reading Senior marketing execs: Virtually no proof social media ads are working
You may not have heard of the high-tech company, Quirky, which filed for bankruptcy and then starting selling off its assets in 2015. You may, however, have heard of Wink, a home automation hub. Quirky was an early innovator and high flier in the home automation business, but it couldn’t survive on its own. It … Continue reading Facebook hit with another lawsuit over misrepresenting video ad metrics
Bad metrics have many advertisers worried about whether they’ve been spending their dollars smartly on-line. Facebook’s multiple admissions that the numbers were wrong hasn’t done anything to assuage the worry. Now it’s Twitter’s turn in the barrel. Twitter admits it incorrectly measured video ads running on Android devices. The measurements were off by as much … Continue reading Twitter now admits flawed video ad counts, some off by 35%
The NFL thinks if it cuts out commercial breaks and down time, it may help with struggling ratings this year. Probably. DVR’s, Hulu, and Netflix have turned a lot of people into binge watchers and it’s made it tougher to go from that experience to sitting through commercial pods – especially long ones. And anyone … Continue reading It’s not you. Commercial breaks are getting longer
First it was cutting landline phones for mobile. Next, cord cutters dropped cable TV and opted for streaming devices. Now, in what Ovum researchers call “triple cord cutting,” we’re seeing people start to trim their broadband connections at home and use cell phones to do their online viewing. “Cord-cutting started in landlines and gave way … Continue reading Cord cutters are cutting cable AND broadband internet at home
Facebook announced yet more problems with its own metrics. They call it a bug, but in light of the recent admission that video views were incorrectly reported for a two-year period, it’s one more confidence shaker for Facebook’s platform for the people spending money on FB. When people are spending $6 billion dollars a quarter … Continue reading Here we go again: Facebook estimates “bug” overstated unique reach by 55%
Deciding which size ad to run on the internet can be confusing. 300 x 250, 728 x 90, 468 x 60… does size matter more than placement? It’s especially difficult in the mobile space and, quite frankly, the industry standards haven’t kept up with the way people are consuming content (mainly mobile). So the Interactive … Continue reading A complete overhaul of digital ad units
Pollsters have gotten a lot of grief over getting the election results wrong. There’s reason to criticize, but I think some people are placing blame when it’s not as clear cut as they might think. First, it appears that although Trump won the electoral college, Clinton won the popular vote. The national polls aren’t tracking … Continue reading Were the Presidential polls really wrong – or was it just the way they were interpreted?
Content may be important, but it’s more like The Prince. The King, of course, is Platform. Think about it for a moment. What’s the world’s largest social media? Facebook. Largest search engine? Google. Biggest video site? YouTube. Notice a trend? They are all aggregators of content, not content creators (with a few exceptions). The internet … Continue reading The battle for the online throne: Content vs Platform
I can’t imagine any company in the world that wouldn’t be happy with these results. Revenue in the third quarter – which set a record last year – was up 56% this year. And it beat projections with 3Q revenue of $7.01 billion dollars vs. projections of $6.92 billion, Facebook reported in its earnings call. … Continue reading Facebook blows away earnings report, so why did stock prices drop?
Almost three-quarters of marketers surveyed say they are unhappy with the state of online advertising. 73% of brand marketers and media agency executives say the consumer experience with digital marketing needs to be improved. The report is from the IAB (Internet Advertising Bureau) that’s bullish on digital media. In its study of 280+ brand marketers … Continue reading Digital marketing needs dramatic improvement
Twitter stocked dropped another 5% last Friday after news that yet another potential suitor, SalesForce.com, was not going to pursue buying the social media platform. And it looks like there may not be other bidders on the horizon. Salesforce had been the only serious contender left in the race after Twitter opened itself to takeover … Continue reading Twitter loses $5.6 billion in market cap in two weeks and no buyers are on the horizon
You may have never heard of the Media Rating Council (MRC). It was established in the 1960’s as part of US Congressional hearing on accuracy of audience research. The MRC’s mission is to make sure the audience measurements being used by media are valid, reliable and effective. So when the MRC pulls its accreditation for … Continue reading Google loses accreditation for viewable impressions
Yes, digital advertising is under fire right now. I know some of my friends that work at traditional media and legacy media companies are enjoying it a bit right now and maybe even piling on. But what we’re seeing isn’t so much a problem with digital advertising as it is businesses and marketers waking up … Continue reading Digital advertising is under fire right now
Facebook has now publicly apologized for overstating video metrics for more than two years. That’s nice. But not not so nice if you’re one of the people that’s been relying on those metrics to place advertising buys on the social media platform. Overestimated by 60%-80% One of the world’s largest advertising agencies, Publicis, says Facebook … Continue reading Facebook has been providing inflated video metrics for the past two years
According to new research from The Diffusion Group (TDG), consumers spend a lot of time each week using a ‘screen’ — a television, personal computer, tablet, or mobile phone. It now tops 50 hours with TV topping the list. 50 hours a week! TV is still the King Traditional TV time still gobbles up … Continue reading Americans spend 47% of time awake on TV, PC, Tablets, or phones
TV ratings from the summer Olympics are down. Live streams across various platforms, though, are way up. NBC reports a 232% increase in live streams on August 10th versus the same day of the Olympics in 2012. On that day in 2016, live streaming topped ONE BILLION MINUTES through the NBC Sports and NBCOlympics.com app. … Continue reading Olympic streaming is up, TV viewing down – NBC doing “make goods” for advertisers
How are people searching for your content or business? These days, it’s all about mobile. Hitwise says that about 58% of all search is done on mobile devices. They came to that conclusion by analyzing 100s of millions of online searches during April and May, 2016. For news and sports publishers, the numbers were even … Continue reading Vast majority of search is mobile
So… the definition of a “viewed” mobile ad is 50% of the ad showing for 1 second. That’s what The Media Rating Council (MRC) says in its revised mobile guidelines. MRC is an independent group that accredits agencies, products, and rating services. There’s a disclaimer though. The one second doesn’t start until half the ad … Continue reading How long does a mobile ad have to be seen to count as viewed?
I remember when I got active on Facebook. One of the first things I did was check the pages of my children. I noticed my son hadn’t posted a lot. When I asked him, he smiled and said “That’s because you’re looking at my public page.” Turns out he had another Facebook page that he … Continue reading Is SnapChat losing its “coolness” factor as older users join?
How many internet-connected devices do you have in your home? Think about that for a minute. Connected devices include phones, tablets, game consoles, smart TV’s, laptops and desktops, or anything else that displays media and connects to the internet: DVD and Blu-Ray players that are Wi-Fi enabled, OTT devices like Roku, FireTV, or AppleTV, and … Continue reading How do you watch media in your home?
Drug dealers like to give away a “taste” of their product for free. They want to get you to sample it and then get hooked. It’s only then that they start charging for it and, the more you crave it, the higher the price. Now I’m not really comparing Facebook to a drug dealer (Oh, wait, I … Continue reading Publishers seeing a 42% drop in Facebook reach
I've written before about the problem with using"last-click attribution" as a key metric for deciding where and how to place your advertising. Who gets credit for driving customers? The last thing they visited. Many marketers are just counting the click and forgetting about all the other marketing it took to get that click. Why would … Continue reading The AdWords Illusion: Forget the sales funnel
Do you know what this? It's considered a completed ad view. 50% of the screen, for at least 1 second. If those two things happen, it's considered an impression and you're charged for it. Can't even tell what the product is or who the advertiser is in this case. For video, it counts if … Continue reading The case for new visibility standards for online advertising
I am a huge proponent of the potential of online video, OTT (over-the-top) video, and online news in general. Both from a consumer standpoint and a producer, online video is a force to be reckoned with. But this breathless reporting about video views, without context, needs to stop. We all know that data can be … Continue reading Internet Video views: Beware data without context
Kevin Draper wrote a brilliant analysis on Internet Video views in Gawker that really puts things in perspective. “100% bullshit,” is what he called Internet Video View metrics. I'm not sure I agree that the numbers are BS. I do, however, agree that the way people use the number is. People hear big numbers of … Continue reading How Internet Video View metrics can lie to you