This weekend, Quartz published a wonderful in-depth piece about Vine, the Twitter owned micro-video app. While everyone has been talking looking the other way, Vine has matched Snapchat’s 34.5 million unique users in the United States, 100 million worldwide. All of those viewers watched a total of 1.5 billion 6 second loops. That means that Vine visitors watched 19 years worth of looping videos just in the month of June!
Part of what makes Vine so popular is its embrace of sports culture. With highlight reels being a perfect fit for 6 second loops, it takes no time for a game’s best goal, bat-flip, oddity, or Steph Curry highlight to wind up on the app.
The other aspect of Vine that makes it so pervasive is its influencer culture. Twitter recently bought Niche, a network of popular Vine creators, that strives to bring brands to creators to take advantage of the otherwise ad-free platform. Like on many other social networks, influencers work with brands to create content that will reach a younger audience. In a few cases, branded content has largely outperformed non-branded content.
At the beginning of last week, Vice, the ever-growing news and culture magazine, released Broadly. Broadly is a website that will be “devoted to multiplicity of women’s experiences.” Among the site’s main topics are Culture, Sex, Politics, and Horoscopes. Recurring segments like Style and Error will explore different style topics in depth, like this recent examination of the Power Suit.
Broadly joins a popular group of female centric websites like Jezebel, Hairpin, and Bustle. These sites have become extremely popular in recent years. However, Broadly has one key difference: there will be no comments. On many of the other sites, comments are a hotbed for trolls and anti-feminist vitriol. Tracie Egan Morrissey, editor-in-chief and Jezebel alum, said that Broadly will not welcome any of the nastiness common in those comment threads.
A report was just released that indicates huge growth for ad blocking technology. For any skeptics of just how big ad blocking has become, here are a few statistics:
- Ad blocking has cost advertisers an estimated $22 billion this year
- There are 198 million users worldwide, with 45 million in the United States
- In the US, ad blocking has grown almost 50% in the past year
- 15% of internet users use ad blocking in the USA
That number is much higher in European countries, with 25% penetration in Germany, 21% in the UK, and 35% in Poland. So, think twice before running banner ads for internet users in Bialystok.
Instead of seeing the report as a reason to stop ad blocking companies from doing their thing, advertisers should see this as an opportunity to get more creative in the way they reach internet users.
Media Partner of the Week: OpenX
The programmatic display industry can seem complicated and crowded, and rightfully so. It’s hard to decipher different company’s offerings when the differentiators are subtle and sales pitches feel very similar across the board. For those who don’t know, programmatic is automation of buying and optimizing media inventory. This past week we talked to OpenX, the world’s 2nd largest ad server (after Google). When I asked our rep what sets OpenX apart from its competitors, he laid it out simply: “OpenX has the least amount of fraud, and the safest, most transparent inventory.” As for Google? It has scale and reach, but low-quality inventory. OpenX’s additional competitors include Rubicon (has a large number of publisher-direct relationships), AppNexus (lower-priced but higher fraud), and Pubmatic (cool rich media units, lower reach).
This Week in Social: #Festival Season
Brands are catering to millennials by making their festival experiences more social. At Hardfest in LA, Secret Deodorant used #Epic48 in combination with refresh stations to promote their new Outlast product. At Outside Lands Music Festival, StubHub used their access to performers to fight the all-too-common fear of missing out or FOMO, using #NoMoFoMo.