PLAYING DIRTY POOL WITH MOBILE CLICKS: As if the digital media industry didn’t have enough of a black eye from fake bots and ad fraud, there’s a new problem to worry about. Intentionally misleading mobile ads which get you to click thru or download an app even though you had no intention of doing so. For an example of what I’m talking about check out the image below. Do you see that fuzz looking blotch pointed out by my blue arrow? That’s actually a pixel meant for you to click on as you try to wipe the lint from your screen. The ad’s creators went so far as to place the fuzz image on a pink backdrop so it really stands out. Think that’s bad? Check out the other examples in the attached AdWeek link – I especially love the pixel that looks like a hair on your screen. I know click bait schemes have been around for years, but those links try to lure users to actively click with the promise of some amazing story or picture. Putting a fake image on the screen in hopes of getting an unintentional click takes things to a whole new level of digital sleaze.
AND YOU THOUGHT SNAPCHAT LENSES WAS A BAD IDEA: Remember the marketing adage to “pick a hill and own it”? Snapchat learned the consequences of ignoring that advice with its short-live (and expensive) attempt at AR lenses. Just when you thought no other digital publisher would be dumb enough to recreate Snapchat’s hardware fiasco comes this ad from Spotify. It’s a recruitment link to hire an “Operations Manager – Hardware Product” to help set up and run an operational supply chain. This is another clue about Spotify’s potential foray into building its own hardware, as reported in the attached Musically link. The best guess for Spotify’s hardware ambitions would be smart speakers or ear buds, but there are only about 10,000 other products like that on the market today. There’s no way to know for sure what they’re thinking unless you’re in Daniel Ek’s inner circle. But if they’re planning on starting to produce their own audio hardware I’m predicting it won’t end well.
TRITON WEBCAST METRICS RATINGS: Late Tuesday Triton released their Dec’17 Webcast Metrics Ratings for US audio streaming. As noted in the attached RAIN link and in the image below, all streamers received the normal December kiss thanks to holiday listening, and Pandora continues to hold a slim lead over Spotify. Keep in mind Triton doesn’t differentiate between Addressable and Subscription listening, so you have to cut Spotify’s number roughly in half to get their ad-supported AAS (Average Active Sessions). If you step back from the individual monthly changes and look at the overall trend you can something interesting. Pandora and Spotify continue to grow over time, while all the other broadcast radio streamers (those bunched up lines at the bottom) stay relatively flat. So over time the amount of listening on Pandora and Spotify as a percentage of Triton’s total AAS keeps going up. In December 79% of stream listening occurred between the two pureplays, which leaves all the other broadcasters to fight over the remaining 21%. This is clear proof that the broadcasters’ attempt at streaming just can’t compete with the pureplays.
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