SQAD POD: 5 Game Changers Every Advertiser Should Know – August 2016
Industry news and insights podcast curated from the world of advertising and marketing trends.Audio Player00:0000:00Use Up/Down Arrow keys to increase or decrease volume.
August is a hot month for advertising news, with exciting new tools and platforms promising to bring a wave of innovation to the field. Social platforms are continuing to drive advances in digital marketing, while new technology promises to revolutionize traditional advertising. We’re taking a look at the future of video advertising, the not-so-golden ratings in Rio, P&G’s big decision on Facebook targeted ads, and more.
- The Future Has a 360-Degree View
- Advertisers Love Instagram Stories
- No Gold Medal for Rio Ratings
- P&G Says No Thanks to Facebook Targeted Ad
- Political Ad Spending Explodes In Swing States
1. The Future Has a 360-Degree View
While virtual reality is one of the hottest new trends, advertisers are limited by the scarcity of distribution devices on the market. The next best thing is 360-degree video, which is starting to appear in lieu of traditional display advertising. Infiniti ran a 360-degree ad on the New York Times homepage recently, and other advertisers are using the technology to revamp their YouTube and Facebook videos. The videos provide a customized experience to each viewer, making it more likely that the viewer will complete the entire video.
- Our friends at DMN have a great article about this.
2. Advertisers Love Instagram Stories
Instagram’s newest feature, the Snapchat-like Stories tool, is already getting lots of love from brands. Instagram is already seen as a more brand-friendly platform, as it is more easily searchable and encourages users to follow and engage with brands by liking their posts. It’s also a larger platform than Snapchat, and advertisers are already seeing a greater number of views on Instagram Stories than Snapchat.
- The team at Advertising Age have a great article about this.
3. No Gold Medal for Rio Ratings
Advertisers won’t be awarding any medals to NBC for its 2016 Games. The first few nights saw a major ratings bust, with the Opening Ceremony garnering the lowest number of viewers since the 2004 Games in Athens. It’s possible that the network will be short of its primetime audience guarantees, leaving advertisers wondering if the complications in Rio, changing viewer habits, or network slip-ups are to blame.
- Josef Adalian at New York Magazine wrote a great article about this.
4. Procter & Gamble Says Thanks, But No Thanks to Facebook’s Targeted Ads
Procter & Gamble is dramatically shifting its digital ad strategy on Facebook. After using some of the platform’s most sophisticated targeting technology, P&G found that they’re not getting enough bang for their buck – they weren’t reaching the audience they needed because the targeting was too narrow. Instead of spending ad dollars on targeting, P&G is adapting their Facebook strategy to be more like traditional television advertising, with the goal of reaching as many consumers as possible rather than precisely targeted users.
- Take a look at what Sharon Terlep and Deepa Seetharaman wrote in The Wall Street Journal about this.
5. Political Ad Spending Explodes In Swing States
As the general election ramps up, hyperlocal television advertising is booming. Battleground states like Pennsylvania, North Carolina, Florida, and Ohio are getting swamped with advertising, particularly from the Clinton campaign. As the Trump campaign begins to raise more money and the general election map shifts, ad buys may change the map dramatically.
- Simon Dumenco had a great take on this in Advertising Age.