THE DEEP END OF THE DIGITAL POOL: If you’ve ever wondered where the big digital money resides, look no further than this Business Insider article featuring WPP CEO Sir Martin Sorrell. $1B in spending with Facebook seems like a lot until you read that WPP is spending $5B with Google in 2016 (what?), which is up $1B since just last year. While those jaw dropping numbers make for a good headline, the most important part of this article is his call for both publishers to improve on the “3Vs — viewability, verification, and value — to prove they are being transparent about the success of ad campaigns on their platforms.” It goes to show that even the biggest fish in our digital pond need to be held accountable with the rest of the industry. (link)
SOCIAL VIDEO AD DILEMMA: There’s little doubt that today’s social video platforms are a big hit with younger demos. Snapchat and Instagram have even replaced texting as the primary way teens and young adults are communicating these days. But it turns out that there’s a pretty big disparity between raw usage of these publishers and their efficacy as advertising platforms. The following AdWeek article discusses the differences between the two publishers from an ad perspective. What’s most amazing to me is the following stat – that over 50% of Snapchat and Instagram users either “hate” or “rarely notice” the ads. I get that advertising is generally considered a burden by consumers who rarely enjoy the ads, but over half the ads being loathed or not being noticed at all is a pretty big challenge for marketers to overcome. No wonder advertisers are starting to question viewability and attribution of the social video sites. (link)
CABLE MUD SLINGING: And finally today, there’s a good bit of finger pointing happening in Cable right now as Nielsen and ESPN spar over the accuracy of Nielsen’s November Cable Ratings. The numbers show a 1.4% decline in cable viewership in just the last month, led by ESPN who shed 621,000 unique viewers since October. Both numbers are so staggering that ESPN is claiming there are inaccuracies in the survey. This has forced Nielsen to recall and review the November ratings to determine if ESPN’s concerns are valid. In response Nielsen took a swipe at ESPN, who had the biggest single-month decline in the network’s history, by saying ESPN “has experienced a sustained decline in subscribers since 2014.” Time will tell if this is a Nielsen or ESPN issue. In the meantime it’s an ugly scene in Cableville to be sure. (link)
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