CONNECTED HOME MEETS TARGETING: Of all the audio streamers Pandora has benefited the most of the surge in Connected Home listening over the past 24 months. Over 10M of Pandora’s MAUs listen on at least one connected device in their home, and they’re listening for an astounding three hours per day on average. With this kind of scale comes the ability to overlay data segmentation across the Connected Home platform. As described in the attached AdWeek link, brands can now buy any of Pandora’s 2,000+ proprietary audience segments for audio ads running on Connected Home devices. Since many of these devices don’t have a screen and are voice-activated, audio is the perfect native ad unit to capture listeners’ attention. Bottom line . . . there’s more in-home listening than ever before, and brands now have more ways to use audience data to reach these listeners. Seems like a positive step forward all around!
iHEART IN THE SPIN ZONE: Yesterday iHeart held it’s Q3 Earnings Call. Their biggest headline was 18 straight quarters of revenue growth on a barely positive .03% growth in Q3’17 vs. Q3’16. Keep in mind this growth now includes trade which they treat as ad revenue, so the more trade they do the more “growth” they achieve. I decided to go a little deeper into iHeart’s earnings results to get a better picture of the financial health of the company. According to the attached RBR link iHeart’s total debt inched up to $20.6B, thanks to a net loss in Q3 of $248M. Think about that for a minute. At current pace iHeart is losing almost a billion dollars a year, which is causing the company to sink further and further into debt. Perhaps the most striking financial number to consider is cash on hand. On Jan 1 iHeart had $845M in cash, but now that amount has shrunk to $286M. At the current burn rate iHeart will run out of cash sometime in the middle of Q1. And since it’s unlikely that they’ll be able to borrow more money (would you like to be the last creditor to get paid in a $20B line?), bankruptcy could be realistic in Q1. Suddenly that trade-fueled .3% growth doesn’t seem too exciting, right?
DOING PROGRAMMATIC THE WRONG WAY: Earlier this year Snapchat announced it was launching a self-service API portal for clients to buy programmatic ads on the platform. This seemed like a logical way to scale thousands of new advertisers at once and help Snap compete against the big boys like Facebook and Google. But it turns out there was an unintended consequence to this move – the commoditization of Snap’s inventory into low cost, non-targeted ROS impressions. According to the attached Digiday link, Snap’s lack of audience data (which is needed to create audience segs) means most impressions bought programmatically are selling the $3-8 cpm range. By comparison two years ago Snap was famous for only selling high-end “takeover” style ads for $750K+. So in an effort to bring more clients to the party Snap has inadvertently gutted the specialness of its platform, and transformed from a premium environment to one that’s barely better than an ad network. And programmatic was the knife used to perform this unnecessary surgery. Goes to show you that programmatic unto itself isn’t necessarily a good thing. It needs to be combined with data to create valuable audience segs which command a premium price to help drive the overall business forward.
Have a great Thursday guys!
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