THE RISE OF THE MICROINFLUENCERS
Bigger is not always better when it comes to influencer marketing:
“For unpaid posts, Instagram influencers with fewer than 1,000 followers have a like rate of about 8 percent, while those with 1,000 to 10,000 followers have a like rate of 4 percent.”
That’s good news for book publishers and any advertiser whose budget is more micro than mega.
NEW MEDIA TARGETING
Hulu’s SVP of Sales makes a good point in Adweek (caveat emptor: he’s a sales guy, so he’s trying to sell you something). It’s good to know how a site indexes for the target audience, what the most popular content is, etc., but . . .
“. . . those questions and answers come from yesterday’s play book. Hulu’s median age really doesn’t matter. What matters is that we can pinpoint any age group advertisers are trying to reach. It doesn’t matter how we index against millennials or any other audience segment. Why bother with indices? What matters is that we can deliver 100 percent of an advertiser’s target segment. And while popularity of programing is directionally interesting, what’s more interesting is the ability to buy against both heavily streamed shows and shows that are heavily viewed by your target audience.”
In the new media reality, the question becomes: where can we put our ad so it’s served to 100% of the audience and content adjacencies that are right for our book.
EXPERIMENTS IN OUTDOOR
Hubspot highlights seven interactive outdoor campaigns that caught their eye. We’ve noticed a couple of these on Next to Now over the past year — including the Women’s Aid poster in London — but it’s good to look at them in one place and remember how outdoor is changing thanks to digital innovation.
More stats from Google that will remind you why you don’t have to make broadcast TV spots any more, including the fact that YouTube reaches more 18-49 year olds on mobile alone than any broadcast or cable TV network.
According to Mashable, fear of mobile ad blocking (FOMAB) outstripped the reality. The mobile ad business continues to do well. But it does look like the scare has helped publishers of all stripes take user experience a little more seriously; if so, then maybe it was a good thing.
Today's image is Cy Twombley's "Untitled I-VI (Green Paintings)" Series on view in the "Unfinished" show currently up at the Met Breur