TOP DIGITAL STATS: Here’s your usual Monday morning dose of the top digital stats from the past week, compliments of AdWeek. It felt like kind of a meh week for Digital as the ad community was more focused on the traditional TV Upfronts. If you want to go nuts over the utilization of social platforms for wedding planning then point #4 (with accompanying infographic) is for you. I found points #5 and #6 more interesting, with Facebook’s investment licensed content for its Facebook Live platform. You may remember a few months ago FB discontinued paying influencers to post live videos. Now they’re trying a different route by entering into content deals with MLB and ESL (which is an Esports publisher). I guess even FB realizes just having a live platform isn’t enough . . . you actually need something decent to watch in order to attract viewers.
FROM BRICK & MORTAR PREY TO DIGITAL PREDATOR: You can’t go a day without seeing a story about a B&M retailer falling prey to the eCommerce shift. But there seems to be one (very large) traditional retailer who’s bucking the trend. Yes, you guessed it . . . Walmart. During last week’s Q1 earning’s call Walmart announced same store sales grew 1.4% over Q1’16. By comparison Walmart’s closest rival Target was happy with a 1.3% decrease. Not surprisingly, the engine of Walmart’s growth was online sales, which jumped 63% YoY. What’s even more impressive is that they achieved this eCommerce increase on regular Walmart.com, instead of their Jet.com subsidiary. So what’s Walmart’s digital secret sauce? It’s a combination of innovative tactics, like free 2-day shipping without requiring an Amazon Prime-like subscription and buy online/pick up in-store discounting, woven into one overarching eTail strategy. Walmart’s digital success should read like a blueprint for any other B&M retailer looking to stay relevant in the digital age.
PPMs READY TO COME OUT OF THE 1980s?: Finally today, there are signs Nielsen is finally ready to address one of the underlying problems of its PPM platform . . . that panelists don’t want to wear the device because it looks like a pager your dope dealer wore in the 1980s. The current PPM devices came to market in 2006, and had been in design since the mid-90s. So that 80s reference isn’t really an exaggeration. To address the issue Nielsen is demoing two next gen PPM test versions – one which looks like an Apple watch and the other which resembles a Fitbit. The only problem with this plan is that by the time the new versions achieve widespread distribution (give it at least 5 years), the wearables market will have advanced to in-ear, or neural netting, or whatever. Thus keeping the fashion-backwards PPM hopelessly behind the tech wearable curve.
Have a great Monday guys!
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