Television advertising investment plummeted 7.8% in 2017 to $61.8 billion, the biggest drop in two decades outside of a recession, and TV audiences are falling as viewers turn to digital video instead, writes Lucas Shaw. Networks are boosting their digital streaming services and working on better targeting for advertisers to compete with the likes of Google and Facebook, but Magna Global's Michael Leszega defines the current state of play as "a tipping point."
The New York Times has created a new unit called nytDEMO, which will be dedicated to developing insights from data to build targeting tools for advertisers. Two new features have been unveiled -- one which lets advertisers run targeted ads next to content that will resonate with individual readers and another that will help advertisers to create branded content targeted to users in overseas markets based on their content preferences.
Snapchat's debated redesign drawing a sharper line between communication and broadcasting is something users need to get used to, said Snap CEO Evan Spiegel. "It'll take time for people to adjust, but for me using it for a couple months I feel way more attached to the service," Spiegel said at a Goldman Sachs conference.
Google aims to improve the online shopping experience in the beauty category, using its Manufacturer Center tool to collect specific product information. The data will drive enhanced shopping experience across platforms including Google and YouTube, and give brands access to greater insights into their customers.
Subway's new Dentsu Aegis Network agency team has debuted its first work for the brand, aiming to establish a greater "emotional connection" with consumers, said Chief Advertising Officer Chris Carroll. The fast-paced, 60-second spot is running during NBC's Winter Olympics coverage and includes a new tagline, "Make It What You Want."
A new report from MarinSoftware highlights this year's top 10 digital trends, including Cisco's estimation that 80% of web traffic will be video by 2019 and the report's author, Brian Finnerty, recommending that marketers make the most of this popularity by focusing on YouTube and Facebook. The report also states that Messenger ads are one of the most exciting new opportunities for marketers, along with voice and visual search.