This Week in Social is a weekly digest of some of the biggest stories in social media marketing news. These stories are the show notes for the Brave Ad World Podcast. Each story is discussed at a deeper level on the podcast.
Digital Ad Spending to Exceed Traditional in 2019
Digital ad spending is set to exceed traditional ad spending for the first time ever this year, and two-thirds of that digital ad spending is expected to come from mobile. This is according to the latest predictions from eMarketer.
It’s no surprise to see that the vast majority of ad dollars will be going to the Facebook/Google duopoly, but Amazon is coming on as a third placed contender. Amazon’s presence will actually eat into digital revenue leader Google’s revenue share by 1% this year. On the traditional side, most of this digital growth is coming at the expense of advertising in print and directories.
It’s no surprise to see that this is where we’re at. After all, things have been trending this way for some time, but 2019 is the year digital will actually overtake traditional.
What’s interesting to see is how quickly Amazon has come onto the scene, and it’s doing so with some unique solutions only Amazon could deliver, such as samples in user shipments and Amazon Moments that let app developers reward users for taking actions with free products.
Pinterest Files for IPO
Pinterest has confidentially filed for an IPO with plans to list at the end fo June. This would be the latest IPO for a major digital media platform since Snap, and it is predicted that Pinterest will be bringing in more than $1 billion by 2020. It’s latest valuation is $12.3 billion.
There have been rumblings of this happening for some time, but what is interesting is what Pinterest can bring to the table as another public digital company. Pinterest offers a dynamic other platforms really don’t as it’s more akin to Google than it is Facebook, Twitter or Snap. If it can prove to advertisers its ability to drive conversions just like Google did with search, it could potentially be a major player.
News Quick Hits
Spotify announced that it will be leveraging Placed as a partner for offline attribution in the U.S. Currently, Spotify partners with Foursquare, Integral Ad Science, Moat, Nielsen, Comscore and Digitalist for measurement. Placed will be focused on measuring how well Spotify drives online listeners to offline locations.
YouTube has updated its “strike” policy. Now, first-time policy violators will receive a warning before receiving their first strike. First-time warnings, unlike strikes, carry no penalties other than the removal of the content that sparked the warning in the first place. Anything that comes after the warning, however, will be a strike. After three, a channel is removed.
Twitter’s efforts to improve conversations on the platform are taking another big step. Now, users can apply to be beta testers of potential features, including redesigned threads, nested replies and replies that hide retweet counts.
Apple’s taking another step in becoming a service business as much as, if not more than, it is a hardware one. The company is partnering with Goldman Sachs to launch a credit card tied to customers iPhones. This means users will be able to track rewards, manage account balances and set spending goals on their phones. As hardware sales continue to flatten for the tech company, this is yet another avenue for the company to generate additional revenue from its existing hardware user base.
Multiple brands have paused their YouTube campaigns after it was revealed advertisers including Disney, Epic Games and Nestle were having their ads run around content being viewed and shared by pedophiles. The controversy was sparked when an influential YouTube user pointed out that YouTube was not monitoring content that on the surface seems innocent enough such as kids playing but was actually being used by child predators who were then leaving comments in the videos directing others to worse content. YouTube has since disabled comments on tens of millions of videos and 400 channels have been removed. Law enforcement is also looking into the matter. The issue not only shows how complicated policing these platforms is but also raises more questions on whether or not YouTube can provide a brand safe environment.
In other brand safety concerns news, the Los Angeles Times revealed that Facebook was allowing advertisers to target people interested in Nazis and neo-Nazi music. The revelation comes after Facebook has faced mounting criticism for its advertising practices and after it promised greater oversight. In fact, it promised that it started having humans were review every targeting category in 2017. Facebook has removed these targeting parameters from the platform.