ANA LAYS DOWN THE LAW: There were more fireworks at Ad Week in NY around the topic of agency fee transparency. This time it was comments from Tony Pace, Chairman of the ANA. His main point was to dismiss the 4As’ attempt to self-police it’s member agencies by imposing best practice guidelines. Instead Mr. Pace asserted that agency transparency should be dealt with “on a marketer-to-agency basis versus having a global solution, because of the different perspectives in the membership of 4As”. Translation – if you work at an agency expect to have your feet held to the fire on fee transparency across all the media services you provide to a client. So get ready for more agency reviews, invoice audits and general tension in these relationships. Can we just go back to three martini lunches with Don Draper already?!? http://adage.com/article/special-report-advertising-week/ana-media-transparency-issues-solved-individually/306068/
DIGITAL AUDIO MOMENTUM: AdAge and The Trade Desk are out with a very rosy forecast on the future of Digital Audio. In yesterday’s coauthored release they predicted Digital Audio’s % of “media strategy” will double from 7.5% to 14.8% in just two years. % of Media Strategy is a loose term based on how often Digital Audio will be included in companies’ marketing plans. Right now the % of Digital Audio spend is still very nascent – just 1-1.5% of overall media, depending on who you ask. But even a doubling of this small % would be an amazing growth trajectory for the entire sector. The latter part of this article focuses on audio programmatic as the vehicle by which Digital Audio will grow. Given that the Trade Desk (a prominent DSP) helped pen this study, you’ve gotta take this with a grain of salt. Programmatic buying becoming more widespread for audio . . . yes. Programmatic the key to all audio sales in the future . . . probably not so much. http://rainnews.com/digital-audio-advertising-to-double-in-two-years-keyed-to-programmatic-survey/
IN-APP LEADER BOARD: The following Business Insider article was written to highlight Snapchat’s ascension into the list of top In-App Mobile publishers. The main takeaway is that the list is utterly dominated by the Big 2 – FB and Google. And while many want to give Snapchat the 2016 shiny new toy award, it’s worth noting Pandora is still standing strong at #8 on the list. In fact Pandora is the only publisher in the top 9 which is NOT owned by FB or Google. In this age of digital consolidation it’s cool there’s still room at the top for independent companies who are focused on their own mission, and not just part of a larger internet juggernaut. http://www.businessinsider.com/snapchat-top-mobile-apps-chart-2016-9
A VERY MOBILE CHRISTMAS: And finally today, eMarketer has increased its holiday eCommerce forecast to +17% YoY, for a total of $885B. That’s an amazing number considering overall holiday spending is only expected to increase 3-4% tops. The real shocker is inside the numbers though. eMarketer is predicting more will be purchased via smartphone than tablet this holiday season. If true, Holiday’17 will be known as the beginning of the mCommerce era. Who needs old fashioned eCommerce anyways?!? http://radioink.com/2016/09/27/prediction-holiday-ecommerce-sales-jump-17-2/
Have a great Thursday guys!
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