This week we’re talking about Friendsgiving, influencer marketing during the holidays and Super Bowl ads.
Snapchat user growth. The ephemeral social app is growing 14% year over year, and by the end of this year, it should have 293 million global users, according to eMarketer. eMarketer analyst Debra Aho Williamson says new features plus a redesigned Android app could explain the increase. By 2023, Snapchat is on track to total about 356 million users. (eMarketer)
Friendsgiving offers more opportunities to engage consumers. Friends are celebrating Thanksgiving together, and brands including Google, Grey Goose, Sabra and Taco Bell are taking advantage of the cultural phenom to engage with consumers. Taco Bell holds an annual Friendsgiving program in 2013, which involves a dinner hosted at the brand’s headquarters in California, and it releases a new recipe on its website each year for fans who can’t attend the gathering. Friendsgiving events have grown an average of 34.8% year-over-year for the last five years, according to research from Evite. (Adweek)
Super Bowl ads sell out. For the first time in five years, Fox Sports sold all its commercial inventory in Super Bowl LIV, which will air February 2, 2020. This implies, according to reporting from Variety, that advertisers are flocking for the live element in the era of mostly on-demand viewership. (Variety)
Holiday influencing is in demand. Marketers are upping their spend on influencers during the holiday season. From Nov. 1 through Dec. 21 last year, influencers using influencer marketing platform Fohr ran sponsored posts at a rate 30% higher than the average over the previous year and a half. Total influencer spend was between $4 billion and $8 billion in 2019, up from $500 million in 2015, according to influencer marketing agency Mediakix. (WSJ)
Read last week’s TV news.
This week we’re talking about impeachment ratings again, plus the launch of Disney Plus and changes to political advertising on major digital platforms.
Disney Plus has a big launch. The streaming service premiered Nov. 12 in the U.S, Canada and the Netherlands. In its first day or so, more than 10 million people registered for an account. The service has a huge content library with Marvel, Star Wars, Pixar and Disney Channel properties. Exclusive shows include “The Mandalorian,” “High School Musical: The Series,” and “The Falcon and the Winter Soldier.” (CNET)
The Spanish Christmas lottery wins Christmas again. Sorry John Lewis – with four new Christmas ads created by Madrid agency Contrapunto BBDO, the Spanish Christmas lottery wins the best holiday creative for 2019 (not an official thing). The four 90-second spots star famous Spanish actors all have a sentimental tone. The Spanish Christmas lottery winnings can be split among a few people, so the ads focus on people sharing their odds with family, friends and acquaintances. (Adweek)
Google and Facebook consider changes to political ads. After Twitter’s announcement that it would stop all political advertising on the platform globally, Google and Facebook are announcing changes in their political ad policies. Google will accept political ads but with limited targeting options, and Facebook is reportedly considering doing the same. (CNBC)
Impeachment hearing ratings are down. On the fourth day of impeachment hearings, 11.4 million viewers tuned in, down from 12 million on day 3. Similarly, last night’s Democratic debate took a hit in the ratings, bringing in a total viewership of 6.5 million, down 29% in overall audience from the low of the previous debate. (Variety)
Read last week’s TV news.
This week we’re talking about impeachment ratings, Ciara’s new hosting gig and a new “Star Wars” inspired ad.
Impeachment hearings get solid ratings. Thirteen million people tuned in for the opening of the House Select Committee on Intelligence questioning on Wednesday. Fox News led the pack with about 2.9 million viewers, according to Nielsen, with MSNBC closely behind at 2.7 million viewers. The hearings were held between 10 a.m. and 4 p.m., outside of primetime hours. (WSJ)
Spongebob is back. Nickelodeon is making a “SpongeBob SquarePants” spinoff for Netflix, part of a deal in which Nickelodeon will create and produce original animated feature films and television series based on its characters. (The New York Times)
Musicians tapped to host music awards. Specifically, Alicia Keys will host the 62nd Grammy Awards, and Ciara will host the 2019 American Music Awards. Keys hosted the Grammys this year and brought friends on stage with her throughout the night, including Michelle Obama, Jennifer Lopez, Jada Pinkett Smith and Lady Gaga. She was the first woman to host since 2005. (CBS News)
215 McCann’s new ad for a “Star Wars” Xbox game. The Xbox One edition of Star Wars Jedi: Fallen Order has a new live-action spot, “Become a Jedi,” which tells the story of a teen hanging out at her dad’s construction site and imagining that she’s a jedi. See the ad on Adweek). The newest installment of J.J. Abrams’ Star Wars movies, “Star Wars: The Rise of Skywalker,” comes out next month.
Read last week’s TV news.
Cadent, the advanced TV platform company, was recognized for Most Innovative Use of Audience-Based Buying Technology, Most Innovative Use of Addressable Television and Impact, at the Gabbcon ABBI (Audience-Based Buying Innovation) awards last night.
The awards event, held in Beverly Hills during LA TV and Innovation Week, celebrates the most innovative companies in audience-based buying as judged by a panel of industry peers and experts.
Cadent was recognized for Most Innovative Use of Audience-Based Buying Technology, which recognizes technology that delivered measurable results and a competitive advantage for the client; Most Innovative Use of Addressable Television, which recognizes the best campaign using an effective audience-based buying strategy to reach TV addressable homes and devices; and Impact, which recognizes a campaign that had a positive impact on society, the environment, or otherwise.
Cadent Advanced TV Platform, with double digit growth in its addressable TV campaigns and a client retention rate of over 90%, improves TV campaign performance by optimizing across all premium addressable inventory (OTT, linear, and VOD). The platform provides unique and powerful analytics capabilities that aggregate and normalize results across media providers, enabling advertisers to scale campaigns and take action to continuously improve effectiveness.
“Cadent Advanced TV Platform provides an industry-leading solution that standardizes access to all inventory sources so advertisers can execute addressable campaigns at scale and understand ROI holistically,” said Jamie Power, COO of addressable and Head of Analytics, Cadent. “We’re proud to be recognized alongside our clients in leading the charge applying data and technology to TV campaigns.”
The Gabbcon ABBI Awards have awarded innovation in audience-based buying since 2016.
View the full press release.
This week we’re talking about new holiday creative making buzz and renewals for four Apple TV Plus shows.
Automation will “transform” agency jobs in the next decade. Eighty percent of agency jobs will be transformed by automation and learning technologies by 2030, forecasts Forrester. A spokesperson told Ad Age that “automation will enhance the agency workforce, not replace it. We’re very much advocating for humans + machines.” Forrester analyst Jay Pattisall wrote that we can “expect creative leaders of global creative agencies to drop the data dissonance and incorporate data-driven, tech-fueled approaches and platforms into the creative process and toolkit.” Read more on Forrester’s blog.
The ANA releases a diversity report. The report found ethnic diversity is poor from the senior level on down, especially for African-American/Black and Hispanic/Latino marketers. A small 12% of CMOs and equivalent positions are held by ethnically diverse marketers, down from 13% last year. (Radio + Television Business Report)
Holiday ads are here, and they’re cute. And as usual, British brands are bringing their A-game, including catalog retailer Argos, which produced an “instant classic” by Adweek’s standards. The three-minute spot, running on TV and digital, features a dad and daughter playing Simple Minds’ “Don’t You (Forget About Me)” on drums together. See the ad in its full cutest on Adweek.
Four Apple TV Plus shows get a second season. “See,” “For All Mankind,” “Dickinson” and “The Morning Show” are all getting a sophomore season from Apple, Reese Witherspoon and Jennifer Aniston vehicle “Morning Show” is already filming its next set of 10 episodes. (Variety)
Read last week’s TV news.