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WHY Report

December 13, 2016

Facebook’s Latest Measurement Error Irks Marketers

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When it comes to measurement errors, the third time is even less charming than the second and first. Last week, it was reported that Facebook had been miscalculating how often users react to live videos and how often users like and share links posted on Facebook. Because the error is the third of its kind since September, some marketers are questioning Facebook’s maturity. BLITZ’s director of social, Kevin Wright, says “given the frequency and severity of the errors being discovered, Facebook should be proactively reaching out to their partners.”

Proactivity is key.

December 8, 2016

How Facebook’s Measurement Errors Have Eroded Marketers’ Trust

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The aftershocks of Facebook’s measurement errors continue to ripple across the advertising industry. While Facebook has emphasized that the flawed figures — such as average watch time, organic reach and video completion rates — did not affect how much money it charged advertisers for their campaigns, that doesn’t mean advertisers and their agencies haven’t been affected. Just ask BLITZ’s Director of Social Media, Kevin Wright, who shares how some marketers have been shook up.

Years to build, seconds to destroy.

December 6, 2016

5 Charts: Forecasting the 2017 Global Ad Market

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Recent reports indicate that China’s advertising growth will continue to outpace other large international markets and that digital ad spend will finally usurp TV ad spend next year. Researchers also predict that mobile will take up nearly all of the global advertising growth and that social video will be a major driver of mobile’s growth.

'Tis the season for planning.

December 2, 2016

Snapchat Discover Publishers See Viewership Drop By a Third After Platform Tweaks

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For Snapchat Discover media publishers, the platform giveth and the platform taketh away. Shortly after Snapchat tweaked its Stories page to move Snapchat Discover content closer to the bottom of the page — below stories posted by your friends — multiple Discover publishers saw daily viewership drop. Two Discover publishers said they noticed about a 33 percent drop in daily viewers after the change.

Starting from the bottom.

November 29, 2016

The Dirty Secret of App-Install Ads Nobody's Talking About

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App-install ads are a major success story in marketing these days. Facebook claims it will be responsible for 4 billion app downloads by 2017, representing up to 20% of its ad revenue. Google recently claimed its app-install ads prompted 2 billion downloads. The hype is real. That's about one app download for every human, which makes this advertising tactic among the most effective that mobile has ever seen. But do these alarmingly large numbers mean that native apps are a winning strategy for brands?

The catch.

November 21, 2016

Facebook Vows to Be More Transparent About Metrics After Admitting More Miscalculations

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Facebook is opening itself up to more third party measurement in a bid to stop the spread of negative sentiment among advertisers that’s building in the wake of its admission of more miscalculated metrics. Concerns that the social network can’t continue to ‘mark its own homework’ have come to a head after trust in it appeared to have been knocked following this week’s revelations.

A problem not Facebook's alone to solve.

November 11, 2016

Facebook Is The Most Powerful Force Online — And These New Numbers Prove It

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The social network is absolutely crushing the competition online, new information from the Pew Research Center shows — in case you needed more evidence. Seventy-nine percent of American adults who use the internet are on Facebook, and 76 percent of them say they use it every day. The next-largest social network is Facebook-owned Instagram, with 32 percent of online adults.

Welcome to Facebook's internet.

September 23, 2016

Facebook Wants to Show Brands How Its Ads Measure Up Against TV

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Facebook announced a wave of ad measurement news this week that even Facebook’s VP of measurement, Brad Smallwood, admitted were eyeball-glazing in their nitty-grittiness. But as boring as they may seem, they’re important. Facebook is trying to give advertising’s sabermetricians — the Moneyballers of Madison Avenue — a better way to evaluate its ads against those from other channels, including TV, competing to make their media rosters.

Pay attention, moneyballers.

September 13, 2016

Even Newspaper Ads Aren't Declining As Fast As Desktop Ads

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The next two years will not be kind to the now rapidly declining desktop ad industry. Zenith predicts that spending on smartphone ads will eclipse their desktop counterparts much sooner than anticipated — possibly as soon as next year — as people do more of their web browsing on smaller devices.

I'm moving on to mobile.

August 25, 2016

September Issue Ads By the Numbers

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Thousands of pages of September issues landed on newsstands this week with a thud. For brands and retailers advertising in the issue, it’s the fashion equivalent to the Super Bowl. But as readership of print magazines declines and online content and mobile apps jockey for attention alongside the monthly print issues, advertisers are being forced to adapt. However, the move from traditional print advertising to dynamic, digitally infused advertising has been slow, and in 2016, it shows.

Numbers don't lie.

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