| | Media Buyer & Planner Today | | | | | | | | | #1 Snapchat Receives Poor Grades from Marketers | | A series of studies published by RBC Capital Markets in partnership with Ad Age, surveying some 1,600 marketers about digital advertising, found Snapchat faces a serious uphill battle against other platforms, including Facebook-owned Instagram. According to Ad Age, in terms of return on investment for advertisers, Snapchat finished far behind Facebook, Google, Twitter, LinkedIn and YouTube. Snapchat scored higher than AOL. Marketers cited increased competition from Instagram, difficulty measuring key performance indicators, poor targeting and a decrease in both user engagement and open rates as reasons why their ROI with Snapchat decreased, according to RBC. | | WHY THIS MATTERS: These results are not good for Snapchat which recently went public. It has a daily user base of 160 million, but that is less than Instagram's 300 million. There was a small glimmer of light in the RBC studies. A total of 119 marketers who were surveyed said they plan to significantly or modestly increase their ad spending with Snapchat. However those numbers are significantly less than Google (450) and Facebook (461). | A Take: Ad Age
| | | | #2 eBay Revamps Advertising Structure | | The online auction and e-commerce marketplace is building an in-house advertising team and cutting ties with outside ad rep firm Triad Retail Media, Media Post reports. Triad had worked with eBay since 2010. eBay will add more than 30 ad sales specialists to sell, in addition to personnel in other areas, including programmatic. eBay also plans to start a product page with sponsored ad units that link to brand-specific pages. And eBay will be sharing more user data with its advertiser brands. | | WHY THIS MATTERS: Josh Wetzel, eBay senior director of sales and marketing, says these operational changes were initiated based on feedback from advertisers. | A Take: Media Post
| | | | #3 Trump Loves Twitter but Advertising Remains Flat | | President Donald Trump's virtually daily tweets on Twitter has given the social platform enormous exposure and drawn some new users. And he also has some 26 million Twitter followers. However, the financially-struggling social media site is still not drawing in more advertisers. Ad spending declined slightly in fourth quarter and advertisers are not flocking to the site despite its daily mentions in the news. William de Lannoy, group communications strategy director at New York agency Noble People, tells Media Life that sharply opinionated politically-oriented tweets is risky content for many advertisers to be associated with. Particularly on a site that draws lots of independents in addition to party loyalists. | | WHY THIS MATTERS: Twitter's task is finding advertisers who are less concerned with protecting their brand's image and who see value in appearing on a site that generates public debate. And that may not be easy to do. "Promoting a TV show, graduate education program or flower delivery service in a feed full of political vitriol is awkward," de Lannoy says. | | A Take: Media Life | |
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| | 83 | | Dollars in billions that will be spent on digital search advertising in 2017, up 15.9% from 2016, according to eMarketer's latest forecast. Google's share of the search ad market will grow 16.1% to $28.55 billion. Facebook will continue to dominate digital display, increasing its total by 32.1% to $16.33 billion, which amounts to 39.1% of the U.S. display market. Overall, Google will garner 40.7% of all U.S. digital revenue in 2017, more than double Facebook's share. | – Reported by eMarketer
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| | | Editors' note: Today's ratings data has been delayed.
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| • MARY BETH WOOD was named chief growth officer at Hershey Co. She was most recently executive VP, chief customer marketing officer at JC Penney. Prior to that she was chief marketing officer at Mondelez.
• RICARDO COETO was appointed to newly created position of executive VP of production for Telemundo Studios. In the new role, Coeto will be responsible for oversight of scripted productions for Telemundo Studios, along with weekend primetime entertainment programming. He was most recently director of production and new projects at TV Azteca where he spent more than 16 years. | |
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| | Research Director | WKMG-TV – Orlando, FL, United States
| | | | Manager, Engineering and IT | The Christian Broadcasting Network – Washington D.C., Dist. Columbia, United States
| | | | Managing Editor | RNN-TV, Fios1 News – RyeBrook, NY, United States
| | | | Associate Producer | | WBNS 10TV – Columbus, OH, United States | | | | more jobs » | |
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