Thursday Thoughts On Advertising 61


#ThursdayThoughtsEvery Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.

This week we’ll look at: Snapchat Evolving It’s Ad Platform For DTC Brands, Facebook Pays Advertisers $40M For Inflated Video Stats, Nielsen Completes Local TV Rating Reboot, YouTube Trumps Netflix As Most Popular Video Channel For Teens & Google Ads Lets Users Optimize Video Ads At The Campaign Level.Bob McKay
President + FounderSnapchat Is Evolving It’s Ad Platform To Encourage DTC Brands To Spend More see article here

Snap is becoming more available for D2C!Alex Andrews
Executive Director of Social AdvertisingFacebook Agrees To Pay Advertisers $40M Over Inflated Video Stats see the article here

Facebook has settled in a case about many instances of inflated video view metrics for organic videos back in 2015 and 2016, and has paid out $40 million in the form of refunds to advertisers who posted videos during those years. For the present and future, Facebook doing a better job of verifying their metrics with the Media Rating Council, an authenticity measure that is also used by other social media platforms.

Ann Marie Bell
Chief Revenue OfficerNielsen Completes Local TV Rating Reboot the article here.

The time is now! Accrosin to Nielsen, “…these efforts to incrase sample sizes will imporve reliability, reduce errors, and resut in reductions in “zero-rated quarter hours.” “Christian Bayne
Director of Content Strategy + Market ResearchYouTube Trumps Netflix As Most Popular Video Channel For TeensSee the article here.

The most recent Piper Jaffray study concludes that YouTube video consumption accounts for 37% vs 35% on Netflix. Although the stats are close the idea remains the same; video content & advertising is the NOW!Matthew Giardino
Director of Performance Marketing + AnalyticsGoogle Ads Lets Users Optimize Video Ads At The Campaign Level  See the article here.

A few months ago, Google released campaign level conversions for search and display campaigns, but left out video campaigns. With this most recent release, we can now optimize for specific conversion actions to our video campaign, which allows for a more full funnel customer journey approach for optimizations.

We hope you enjoyed these snippets of information that we chose to share. Look out for the upcoming #ThursdayThoughts post. (Yes, it’ll be on Thursday). See our previous post here.