In the News


Week of 1/22 Industry Update


Hi all, Happy Monday! Here are some interesting articles to kick off your week!


Facebook news-feed changes will cut into publishers’ branded-content revenue

Facebook’s news-feed change is likely to cut into the money publishers can make from producing and distributing custom branded and sponsored editorial videos on the platform, their top source of revenue on Facebook. Top Facebook publishers can nab a 50-70 percent margin on custom branded videos they distribute on Facebook after paying for production and paid media, according to four publishing sources, including three executives from publishers with at least a billion monthly views on Facebook. With Facebook counting views at 3 seconds, the cost per view has been incredibly low — “less than a penny,” one source said — which means top publishers can scoop up plenty of ad dollars based on their organic reach on Facebook.


Brands are bringing influencer marketing in-house

Marketers have realized that influencer marketing is not going away anytime soon. As they spend more and more ad dollars on it, many brands have started creating internal influencer marketing teams to take more control over their relationships with social stars and campaign performance. “Brands building in-house influencer marketing teams is probably the No. 1 trend in the industry right now,” said Gil Eyal, CEO of influencer analytics platform Hypr. “It started around last year and is really taking off this year, especially in the fashion and beauty categories. This is largely because more and more brands want to nurture long-term relationships with influencers.”


Adobe’s newest labs project can track in-store customers in real time

Imagine walking into a grocery store, toward the produce aisle, but then getting a ping on your phone that the cookies you bought last week are on sale. You add them to your cart, put your phone away and keep shopping. This is one scenario that could very well become a reality with a new retail innovation project from Adobe Labs, revealed exclusively to Adweek. The technology can track live foot traffic in a store and break down shoppers into a variety of data segments (through Adobe Analytics) like people who spend a lot of money, the type of products they buy (organic, gourmet, sweet tooth) and more. While Adobe Labs is currently demoing the project with grocery stores in mind, it could be applied to clothing and home improvement stores.


Google takes tougher stance on ad eligibility for YouTube creators

Google announced that new YouTube Partner Program channels will now be required to have 1,000 subscribers and 4,000 hours of watch time within the past year, in addition to the current requirement that they have 10,000 total views, in order to be eligible for ads, according to a Google Inside AdWords blog post. The new requirement will go into effect on Feb. 20. A second change will see channels included in the Google Preferred program — which aggregates YouTube’s top content for advertisers — being manually reviewed going forward, with only verified videos that meet new ad guidelines running ads, the post said. Google plans to complete the reviews in the U.S. by mid-February.


Imagery integral to the buying process for majority of consumers

According to an analysis of YouGov consumer data by martech company Pure360 shows that the importance of imagery when it comes to the purchasing process. YouGov polled 2045 adults and found that 53% think that images grab their attention more than headlines. 61% expected marketing messages to include photos or images. In fact, 62% of respondents said that they would not buy from a brand unless they can see the product being sold in its entirety. The choice of imagery is important too, with 54% saying that they prefer brands that use product imagery over those that use lifestyle images. Komal Helyer, Marketing Director at Pure360 said: “With image sharing platforms like Instagram growing in popularity, brands are paying special attention to the power of a picture in marketing efforts to attract customers. Thankfully today they benefit from a plethora of technologies to deliver more relevant, interactive, responsive and targeted images.”