Sunnier Side of the Office

Amazon Expected to Grow Advertising Through Alexa in 2018

 By Katharine Painter 

It’s no secret that Amazon has been dominating the ecommerce space for a while now. Because of that dominance, it’s somewhat surprising that the company’s digital advertising revenue ranks 5th among all U.S. companies. In late December, CNBC reported that Amazon has plans to increase digital ad revenue in 2018 by 42%. One of the ways they’re expected to grow ad revenue is through their Alexa-enabled devices.

Currently, the only advertisements on the Amazon Echo are within the skills that a user downloads. Amazon is currently exploring alternative advertising options on the Echo including:

In the previous Sunnier Side of the Office, we named the rise of AI and AI-based products as a trend that will shape marketing in 2018. With Amazon being the largest player in the space (the Echo makes up 70% of the voice-enabled speaker market according to eMarketer), it makes sense that this would be a large development in increasing ad revenue. The exponential growth of these devices poses a great opportunity for brands to reach qualified consumers in their own homes and as new ad formats become available, many brands will be quick to hop on board.

ESPN’s New Pitch to Advertisers: ‘We Reach Women’

ESPN and other sports properties have long been used by advertisers to reach men. But ESPN, now that it’s got new data about its viewers, is more aggressively selling its female audience, starting with the College Football Playoff.

From WSJ: “ESPN’s sales pitch is an extension of its new marketing strategy to broaden its audience, with the aim of giving a boost to ratings and subscribers. The effort comes as ESPN grapples with a shift from traditional TV viewing to online consumption, leading to cord-cutting and subscriber losses. The network also recently announced that John Skipper resigned as its president, citing substance-abuse issues.”

Era of Peak TV Continues With 487 Scripted Shows in 2017

Do you find yourself having a hard time keeping up with all the new shows coming out? There’s a reason for that: The total number of scripted shows in 2017 hit 487, according to FX Networks, surpassing the previous record of 455 in 2016. Since 2012, the number of scripted shows has jumped 69% from 288 programs.

According to WSJ, “Original shows on streaming services accounted for 117 of the 487 programs last year. But the number of scripted shows also grew on broadcast television and pay-cable channels such as HBO and Showtime—up 4.8% to 153 shows and 17% to 42 shows, respectively.”

WSJ didn’t get into the exact number of how many of these shows are ad-supported. And while the number of scripted shows on broadcast has grown, the number of scripted shows available on platforms that aren’t ad-supported, like Netflix and HBO Now, is also growing.


Who Is Logan Paul?

By Melissa Santiago

If you haven’t heard the name Logan Paul in the last week, you likely haven’t spent much time on social media. His name has been inescapable and plagued with controversy. Logan Paul is a 22-year-old YouTube vlogger. He got his start on the social media platform Vine by making 6-second videos often involving physical humor or pranks. He later went on to star in and subsequently be fired from a Disney Channel show.

He is no stranger to negative press, but his antics last week could have long-lasting repercussions. He released a video on his YouTube channel making light of a suicide victim, going so far as to show the body on camera. Many fellow YouTube Creators, influencers, and celebrities spoke out against his actions.

He later Tweeted an apology that also received a negative response. The negative press about this specific video comes alongside many other problematic behaviors and accusations that have followed Logan over time. One of the biggest issues his critics have with his content, in general, is most of his devoted fans are ages 8-15 and highly impressionable. This also all comes on the heels of YouTube facing intense scrutiny for showing questionable material to young audiences and has opened a massive debate about whether social platforms are responsible for the content users upload.