Facebook and Google will take a combined 56.8% share of US digital ad spend this year, a decrease from 58.5% in 2017, and the pair will reap just 48% of new digital ad investment in 2018 compared with almost 73% in 2016, per eMarketer. The decline in share is partly due to Snapchat's 81.7% growth and Amazon's 63.5% increase in US ad revenues in 2018, the study shows.
Instead of pushing ads to customers, Ties.com invests heavily in content marketing to reach a wide network of customers, writes Ryan Erskine, senior brand strategist at Brand Yourself. Ties.com has seen 30% revenue growth for the past five years through digital content that customers seek out, per CEO Omar Sayyed.
People-based marketing requires more than a surface understanding of the individual person, writes Drawbridge's Devang Gandhi. To be fully effective, artificial intelligence and machine learning can be used to provide a more nuanced consumer picture that takes into account the devices each person uses and ranks consumers within a household.
Food Network will release a short-form version of its popular show "Chopped" as a Snapchat series titled "Chopped U." The show will run for six weeks on the platform's Discover page and will be the first cooking show to debut on Snapchat.
Fifty mothers of children with Down syndrome created a video that shows them singing along with their children to Christina Perri's "A Thousand Years" using a form of sign language called Makaton. The carpool karaoke-style video, released ahead of World Down Syndrome Day on March 21, has attracted over a million Facebook views and more than 100,000 YouTube views.
In 2017, filtered bot traffic, or general invalid traffic, fell an average of 31% from 2016, per an Extreme Reach report, which credits the improvement in part to marketers insisting on better video ad platforms. The report also indicated that for videos, click-thru rates are becoming less important than completion rates.
Snap lost $800 million in market value after pop star Rihanna went to Instagram to dis an offensive ad on Snapchat. The ad was for the game "Would You Rather?" and gave players the option of slapping Rihanna or punching Chris Brown.
Chatbots are emerging as the next big push in mobile commerce, giving consumers a conversational interface with brands. Amit Tiwari explores the advantages of chatbots, including the opportunity for more natural interactions.
Media executives report that Twitter is pitching repackaged, on-demand clips from live shows that will be ad-supported, such as footage from BuzzFeed's popular "AM to DM" show, which Twitter says already shows high viewing figures of short clips tweeted after the live program. The sources say that Twitter is also exploring ways to make on-demand clips more prominent in timelines.
Catering to the rapidly growing market for home-based devices connected to the internet, Verizon is offering TechSure, a help desk with three levels of consumer support for a monthly fee. Plans range from $10 to $30 a month, all of which include 24/7 phone service for device setup and troubleshooting.