NATIVE AD PERFORMANCE
Commenting on a study of native advertising click-through rates, Media Post is surprised to see that native ads do better on mobile. We are not. Mobile remains the best platform for high engagement—and not just because of mistaken clicks:
“The research found that click-through rates (CTR) for premium native ads were highest on smartphones, at 0.38% in 2015, while tablets saw an average CTR of 0.33%. Native ads on desktop computers saw CTR rates of 0.16%.”
SNAPSHOT: SPOTIFY LISTENERS
72% of Spotify listeners are Millennials, and they’re listening mostly in the afternoon. Here’s a link to Adweek’s infographic on the Spotify audience and its listening habits.
Creatives should have their eyes and ears wide open, looking everywhere for inspiration, including Reddit. Just remember, that if you’re using someone else’s idea (especially when you use it word-for-word), you should pay them. Ask Axe.
DEMOGRAPHICS ARE NOT A BLUNT INSTRUMENT
A little reminder from Google that easy assumptions about demographics—such as, “only men are interested in video games” or “only people with babies in the house buy baby products”—are often overturned when you look at the data.
FACEBOOK LIVESTREAM COMMERCIALS
Digiday reports that Facebook is testing commercials in their live stream.