Thanks in large part to Netflix and Hulu, Time Warner, Fox, and Viacom announced that they would be limiting the amount of broadcast advertising next year. One exec at Turner Broadcasting acknowledged Netflix’s role in the change industry, saying “consumers are being trained there are places they can go to avoid ads.” He may be giving too much credence in Netflix’s “training” of consumers, and looking past the possibility consumers are just frustrated with a world where ad clutter has gotten so out of hand. So much so that, at one point, TBS subtly sped up its programming in order to pack in more ads.
Now, the tables have turned. Consumers have successfully “trained” media executives into showing fewer ads to save rapidly plummeting ratings. Execs also hope that, by showing fewer ads, advertisers will pay more premium rates for a more impactful time slots.
Facebook continued its effort to control how you read the news by launching an app that will send you notifications with headlines from big publishers. Facebook has already signed on some major publishers, including Time, CNN, Sports Illustrated and The Weather Channel among a few noteworthy others. Publishers already offer this service on their own apps, but are most likely signed on to piggyback on the popularity of Facebook.
Since May, Snapchat has tripled the number of snaps watched per day. The increase puts Snapchat only 2 billion behind Facebook. “Views per day” has become a major indicator of success for social networks these days. But they should be taken with a grain of salt. Sure, Facebook has 8 billion video views per day, but watching three seconds counts as a view. On Snapchat, simply opening a video counts as a view. So, while those are literally views, it does a disservice to creators and advertisers who want people to actually watch their video, not just glance at it before moving on to look at pictures of cats instead.
In related news: AdWeek explored the differences in advertising on YouTube and Facebook, noting that video completion on YouTube is 20%, as opposed to a measly 4.5% on Facebook.
Media Partner of the Week: YuMe
Connected TVs, or smart TVs, allow people to surf the world wide web, access various apps such as Netflix, Facebook, and Skype, and also watch traditional television broadcasts on their television. Last week, AAA launched their first Connected TV campaign with YuMe where their :30 Car Selfies ad is shown to users before they stream video content. According to MediaPost, CTV usage continues to grow YoY and is expected to reach 78.1% of US households by 2019. That’s 200 million people. In other words it’s a media vehicle to pay attention to.
This Week In Social
Facebook Safety Check in Wake of Paris Attack
Safety reaches social for natural disasters and beyond with Facebook’s feature that allows you to let friends and family know you’re safe through a geo-filtered check-in. Facebook got flack for selective usage, so they announced they will be using it more often.
Kill Them With Kindness – and a Robot
In another effort to stop Internet bullying, Deutsch created a bot that will send individual nice notes to millions of Twitter users. It will likely take years, but the and effort is what really counts.