| Today's Top Stories | | #1 | Instagram Offering Dynamic Ads
| | | Parent company Facebook has been offering dynamic ad opportunities for advertisers since February 2015, but now they are also going to be offered on Instagram. Dynamic Ads show users ads that highlight specific or related items that they've previously shown an interest in while online. In testing on Instagram, Canadian jewelry retailer Jewlr reported a nearly 300% increased return on ad spending while using Dynamic Ads.
Why This Matters: Reaching the right consumers is just half the battle. Marketers will still have to create appealing ads that motivate the consumers to buy. But the new ad opportunity should get marketers excited about Instagram which is now easier to advertise on.
Two Takes: Adweek | MediaPost
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| | #2 | Budweiser to Promote Limited Edition Cans
| | | The Anheuser-Busch brand beginning May 23 and running through the November presidential election will be distributing new cans on which the word "Budweiser" will be replaced with "America." The new packaging is part of its summer campaign titled "America is in Your Hands" aimed at inspiring patriotic feelings among consumers. A campaign promoting it will roll out on June 1 with a TV commercial from its agency, Anomaly. The campaign will also include billboards, digital content, murals and retail activations, Adweek reports.
Why This Matters: Issuing limited version cans is nothing new for Budweiser which has in the past offered special cans for the World Cup and special bottles for St. Patrick's Day and the MLB All-Star Game. Those, however, were more limited in distribution than the "America" cans will be.
A Take: Adweek
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| | #3 | Integral Finds Ad Fraud Declining, Viewability Up
| | | A report by Integral Ad Science found a 20.9% decrease in both overall and programmatic ad fraud in first quarter 2016, compared to fourth quarter of 2015, Ad Age reports. The research also found that viewability of programmatic display ads rose by 20.7% last quarter vs. the prior quarter, while video visibility rose by more than one-third to 40.4%. Ads placed in risky content also declined last quarter to 9.1% of U.S. digital ad placements from 12.1% in fourth quarter.
Why This Matters: As with all data, it can vary based on the methodology and source that is collecting it, but the news is certainly positive. Particularly with all sorts of media reports still saying that the ad fraud problem is worsening, not getting better.
A Take: Ad Age |
| #4 Google Improves Native Capabilities (Ad Age)
#5 Whole Foods Ramps Up Digital Marketing (MediaPost)
#6 Chevy Combines Small Models in Campaign (Ad Age)
#7 Publishers Explore Time-Based Online Ads (Digiday)
#8 AdBlock Plus Reaches 100 Million Active Installations (B&C)
#9 Adobe Adds Mobile Location Data (Ad Age)
#10 Grazia Will Create Issue on Facebook Live (Digiday)
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Percentage of U.S. female mobile phone users who interact with brands digitally, according to a survey by Influenster and Adweek. Among them, 31% interact daily and 45% a few times a week.
– Reported by eMarketer |
| | Ratings | 'Voice' Stays Strong to Pace NBC
By Michael Malone NBC snagged top broadcast ratings Monday, with The Voice scoring a flat 2.1 in adults 18-49, per the Nielsen overnights, and Blindspot a 1.4, up 17%. That gave NBC a 1.9 for the night, and a 6 share. Next up was ABC at 1.5/5, CBS at 1.3/5, Fox at 0.9/3 and The CW at 0.3/1. ABC had Dancing With the Stars at 1.7, down a tenth, and Castle at 1.1, up a tenth. CBS aired a double run of Mike & Molly at 1.6 and 1.7, up 23% and 21%, respectively, then a Big Bang Theory repeat, then The Odd Couple at a flat 1.3. At 10 p.m., Person of Interest rated a 1.0, down 17% from what it did on a different night in its season premiere. On Fox, Gotham rated a flat 1.2 and Houdini & Doyle a 0.6, down a tenth from its premiere. CW's Reign rated a 0.3, as did Jane the Virgin; both were flat. For more, click HERE |
| | Fates & Fortunes | • CHAD STOLLER was promoted to the newly created position of executive VP and global innovation director at IPG Mediabrands. He was most recently managing partner of IPG's Media Lab, where he spent five years. Prior to that, he was executive VP of digital strategy at BBDO New York and before that, executive director of emerging platforms at Organic. • ADAM MURRAY was named VP, agency development and head of search and social at MDC Partners. He was previously head of North America business development for search and social at GroupM.
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