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December 9, 2016

Advertisers are Cooling on Snapchat Live Stories

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Viewership for Live Stories has been flat, at best, for more than a year. In June 2015, a Snapchat executive told Recode that Live Stories averaged 20 million viewers within a 24-hour window. This year, the company has told advertisers that Live Stories average 10 to 20 million viewers per day, with multiple buyers confirming that in most cases daily viewership for Live Stories has gone down — especially since Snapchat pushed Live Stories and Discover content lower down the Stories page.

Live stories, dead stories.

December 6, 2016

5 Charts: Forecasting the 2017 Global Ad Market

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Recent reports indicate that China’s advertising growth will continue to outpace other large international markets and that digital ad spend will finally usurp TV ad spend next year. Researchers also predict that mobile will take up nearly all of the global advertising growth and that social video will be a major driver of mobile’s growth.

'Tis the season for planning.

December 6, 2016

How AI Will Create the Perfect Ad for Every Individual

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The advertising industry has made huge strides in targeting, but there's one more big step to take to make ads truly relevant: We need to adapt each creative message so it is interactive and personalized to every single individual. The key to achieving what may be the holy grail of advertising is a thriving branch of artificial intelligence known as deep learning. It uses algorithms to mimic neural networks' capabilities to recognize and act on abstract patterns.

Closer than you may think.

December 6, 2016

It's Beginning to Look a Lot Like Discounts - but Strong Holiday Sales Could Come at Cost

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In the weeks leading up to and including the Black Friday shopping weekend, retailers across the board went deeper with discounts than last year, a strategy expected to intensify as the season continues. And this year, the season may also feel a little longer: There are four Saturdays this month before Christmas, giving marketers another opportunity for sales.

Santa Claus is coming to town.

December 5, 2016

Can You Figure Out the Mystery Inside This Remarkable Ad About High School Love?

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At the outset, we meet Evan, a high school kid who can't wait for summer break. He's so bored that he begins etching words into a table in the library. The next day, he finds that someone has written back to him on the table—and there ensues a back-and-forth that's pretty captivating. Perhaps too captivating. 

A message deeper than sketches.

December 5, 2016

TV Ad Market is Stabilizing, CBS Research Chief Says

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CBS expects broadcast TV's overall ad revenue to remain steady in 2017. Excluding the effects of the Summer Olympics, broadcast TV ad growth next year will be about 4%, roughly in line with 2016, David Poltrack, chief research officer at CBS, said. The TV ad market is showing more stability compared to the last several years, and an increase in GDP growth, an acceleration in consumer spending, wage growth and pickup in retail sales are positives for 2017.

Steady...steady...

December 2, 2016

Snapchat Discover Publishers See Viewership Drop By a Third After Platform Tweaks

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For Snapchat Discover media publishers, the platform giveth and the platform taketh away. Shortly after Snapchat tweaked its Stories page to move Snapchat Discover content closer to the bottom of the page — below stories posted by your friends — multiple Discover publishers saw daily viewership drop. Two Discover publishers said they noticed about a 33 percent drop in daily viewers after the change.

Starting from the bottom.

November 30, 2016

Spotify Crunches User Data in Fun Ways for This New Global Outdoor Ad Campaign

spotify-ooh-ep-2016.jpgSpotify puts its vast trove of listener data to playful use in a new global out-of-home ad campaign—its largest OOH effort to date—with executions that playfully highlight some of the more bizarre user habits it noticed throughout 2016. The work began rolling out Monday.

It's been weird.

November 29, 2016

The Dirty Secret of App-Install Ads Nobody's Talking About

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App-install ads are a major success story in marketing these days. Facebook claims it will be responsible for 4 billion app downloads by 2017, representing up to 20% of its ad revenue. Google recently claimed its app-install ads prompted 2 billion downloads. The hype is real. That's about one app download for every human, which makes this advertising tactic among the most effective that mobile has ever seen. But do these alarmingly large numbers mean that native apps are a winning strategy for brands?

The catch.

November 28, 2016

Publishers Are Betting Big on Gift Guides For the Holidays

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The holiday shopping season officially kicked off on Friday, and with ad revenue harder to come by, publishers are trying to get readers to spend more money with them this year. For some, that means not just creating gift guides, but working with advertisers on placing product inside gift guides, distributing their gift guides on directly monetizable platforms Instagram and Pinterest, and even launching flash deal sites and storefronts that will last throughout the holidays.

Double down on what works.

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