As the New York City sidewalks become forests of blue spruce and Canadian tree sellers and the Rockefeller Center tree lights up the night, the world of digital advertising continues to evolve. Here are links to some of the most relevant ad news we’ve seen this week:
ADBLOCKING NOT YET AN ISSUE FOR MOBILE
Nieman Lab reports that, despite the sturm und drang, adblocking for mobile is currently not a factor, though it is affecting desktop:
“The good news from publishers’ perspective is that the mobile ad apocalypse does not seem to have arrived — yet, at least. While most publishers we spoke with were reluctant to share specific numbers on the record, most said that the share of their ads being blocked on mobile since iOS 9 launched in September was minuscule — ‘1 or 2 percent’ was the range we heard most often. The big concern is still on the desktop.”
THE GUARDIAN GOES AFTER SPORTS
Digiday reports on how the Guardian’s digital team is going after the global sports audience. With the growing U.S. market interest in the English Premier League, this could make it a good venue for the right book.
TWITTER’S PROMOTED MOMENTS CAN BE YOURS FOR ONE MILLION DOLLARS
Twitter’s “Moments” channel has a lot of promise, especially when advertising around live events such as sports or presidential election days. As with most new high profile platforms, the bar for entry is too high for book publishers: a cool million. But over time those prices will come down. Meanwhile we can see how the high cost Starbucks, REI, and Verizon campaigns perform now, while thinking about what we want to do more efficiently down the road.
FACEBOOK GETS INTO LIVE STREAMING
The social media giant introduced a live streaming platform that will compete with Periscope and Meerkat. Given their user base, this is definitely a platform that’s worth watching.
FACEBOOK’S NOT COOL, BUT IT HAS ITS USES
YouTube, Snapchat, and Instagram are at the top of this survey of social media that teens find “cool.” But while Facebook is only the seventh coolest in the list, teens still use it:
“A new study from research firm Forrester found that while only 65% of 12 t0 17-year-olds consider the social network “cool,” (ranking it below most other popular apps), it still generates more “hyper usage” than Snapchat, Instagram, or Twitter. About 61% say it’s the social network they use the most.”
HARVARD BUSINESS REVIEW STUDIES MOBILE’S IN-STORE IMPACT
In a study sponsored by Google, HBR looked into the impact of mobile activity on brick and mortar stores. Among the findings: 28% of in-store sales were influenced by mobile activity before or during the purchase, and top uses included searching for a local retailer who carried the item (39%) or taking a picture of an item to ask a friend or family member for an opinion (38%).
SNAPCHAT LETS ‘DISCOVER’ USERS SHARE
For the first time, Snapchat is allowing companies to “deep link” to content shared on Snapchat from elsewhere. As Digiday reports:
“Until now, Discover publishers couldn’t link to their Snapchat pages from anywhere outside the app. With the benefit of social media promotion, they are likely to see a boost in traffic. It is similar to how YouTube creators expand their audience by sharing video links to third-party platforms.”
THE PAST AND FUTURE OF BANNERS
Are the best years of banner ads in the past or in the future? AdWeek makes a case for programmatic creative.