Here’s a wrap of last week in digital media.
- In the update last week, I neglected to mention that during Facebook’s Q2 earnings update, there was mention of Facebook bringing 6 second videos to market. This would align Facebook with YouTube and Fox who are also offering 6 second spots.
- The big news of the week was Discovery’s offer to buy Scripps for $11.9B. There is plenty of coverage across WSJ and the New York Times with various perspectives (better audiences, scale, new streaming player, to a sign cable is dead without mergers). The deal is subject to regulatory approval and, if approved, wouldn’t close until early 2018.
- A Doubleclick update you need to know is that they are moving from served to downloaded impressions (in line with MRC standards) from October. Downloaded impressions should not be confused with rendered but does give a better chance for ads to actually be on the page before you are billed for ad serving (although, as-is, it’s unlikely to affect viewability. As of now, you can see a preview of how your campaigns will report under the new standard within the Doubleclick UI. Talk to your AdOps or Google team to learn more.
- Instagram stories, which turned 1 year old during the week now lets you share stories publicly. This needs to be adjusted in Privacy settings, but is great news for brands as you can now make a story available to more than just those that follow you. Instagram also revealed updated stats, stating 250MM people use stories daily (more than Snapchat at 166MM).
- You may recall a few months ago, Google announced it could include sales/transaction lift data to measure digital media performance. What’s interesting for the industry is that a privacy group islobbying the FTC to investigate, including an ask for Google to reveal their data sources. While the FTC hasn’t yet made a decision on what it will do, it’s definitely one to watch as any decision will have wide reaching impact on the commercial use of data.
- Spotify updated their about page paid subscribers stats. Paid subscribers now sits at 60MM. Active users sits at 140MM.
- You all know WhatsApp, Snapchat, etc – but how many of you know Line? Line is a messagingapp that started in Japan and has over 200MM active monthly users. Why this all matters is that Line has opened a store in New York (Times Square) called Line Friends. It’s worth paying attention to given the cross over from the virtual to the physical, as well as keeping in mind as Facebook looks to monetize WhatsApp.
- Staying in messaging, Facebook acquired Ozlo, an AI platform to help build out virtual assistant capability with FB Messenger. Why is FB investing in text rather than voice? As Stan Chudnovsky, Head of Messenger Product pointed out, if Facebook can’t get text right, they won’t get voice right. As voice needs to be converted to text to work.
- I’m a huge fan of TheOnion, but this WSJ piece reads like an article from the Onion. Allegedlymillennials are in awe of TV rabbit ears and that there is free network TV. It may seem like a funny story, but worth a mention as the shift to cord cutting could end up driving audiences from cable to broadcast TV. Making advertising on these platforms even more valuable.
- Snapchat continues to make strides in proving that their media drives results and now supports Market Mix Modelling (MMM). 4 partners are initially supported Neustar Marketshare, Nielsen, Analytic Partners, and Marketing Management Analytics.
Have an awesome week!