TOP DIGITAL STATS: To start things off here’s a roundup of AdWeek’s Top Digital Stats from the past week. Coming in at #1 was Snapchat’s horrendous Q3 Earnings Call, in which they missed the Street’s rev forecast by $237M . . . that’ll leave a mark on your stock price! Other points of note include AppNexus’s use of AI to send programmatic buying into hyperdrive (#3), brands making preparations for the EU’s GDPR conversion next May (#5), and Pandora’s introduction of audience seg targeting on its 10M strong connected home listener base (#6). It’s a solid list to get neurons firing this morning.
TRITON WEBCAST METRICS: Last Wednesday Triton finally released its Webcast Digital Metrics Ratings for August. I had to patiently wait for RAIN to run its usual analysis until this morning, which is featured in the attached link. The streaming market saw a solid rebound from the summer doldrums with a +4% increase of AAS (average active sessions) compared to July. And YoY the streamers saw an impressive +15% increase. The growth was constituent across all major players, as noted in the graphic below. One thing to keep in mind as you digest these numbers – Triton’s AAS #s still don’t differentiate between addressable ad-supported streaming and non-addressable ad-free subscription streaming. Hopefully Triton will eventually segregate these two rankers so marketers can get a true sense of the audience scale they can actually market to.
THE DOJ VS. AT&T: Last week a pretty shocking development occurred in the media landscape with the DOJ’s announcement that they intended to block AT&T from acquiring Time Warner unless it divested Turner Networks (think CNN) or Direct TV. To understand what’s going on here we need to take a step back. One of AT&T’s primary competitors, Verizon, has spent the last two years acquiring AOL and Yahoo to create a single digital entity called Oath. Verizon’s strategy is to vertically integrate by combining data from their existing cellular customer base with its new digital ad business. As a counterpunch AT&T is trying to buy Time Warner to run an Addressable TV version of this play, by combining its cellular data with satellite and cable TV viewers. The DOJ has already green-lighted the Verizon acquisitions, so AT&T expected easy regulatory approval. That’s why last week’s announcement of the block was so surprising. Many in the industry are speculating that the DOJ’s move is a way for the Trump Administration to isolate CNN, which it’s dubbed “Fake News”, by forcing AT&T to drop it from the roll up. The DOJ denies this allegation, but it’s pretty hard to justify the stance on its own merits. AT&T has responded by saying it would fight to keep both Tuner and Direct TV in the deal, and expects to take this decision to the courts. Variety has a solid summary article in the attached link. Keep an eye on this one.
Have a great Monday guys!
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