Podcast: Advertising Update - Feb 15 2019

Posted by Karim Kanji on Feb 15, 2019 3:37:01 PM

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Welcome to the Active International Canada podcast. My name is Karim Kanji. Let's get on with the show! 

The entire podcast conversation can be heard below: 

SNAPCHAT:
While worldwide daily active user growth remains flat (184 million) revenues are up! 43% increase in 2018 from 2017.
The worldwide average daily active user base (DAU) for the Snapchat app was flat at 186 million in Q4, the same number as Q3. Snap pitched that as a positive (and Wall Street agreed), since DAUs have fallen each quarter since peaking at 191 million in Q1 2018. North America accounted for 42.5% of the total daily user base in Q4, the same as the previous quarter.
Total revenue in 2018 reached $1.18 billion, a 43% increase over 2017. Essentially all revenue now comes from advertising; Spectacles are no longer a material contributor. In Q4, ad growth was strong from performance advertisers, including those in the app install, gaming and direct-to-consumer verticals, executives said during the earnings conference call.

content-na2.emarketer.com/four-takeawa…?ecid=nl1001

PODCASTS:
The rumor mill hinted this week that the streaming company was in negotiations for podcast producer Gimlet Media, and that is one of the purchases. But Spotify has also acquired Anchor, a straightforward service that lets anyone start creating, distributing, and monetizing podcasts. Anchor claims that it serves 40% of newly created podcasts — if accurate, a testament to its ease of use for amateur and semi-pro podcasting.
Jeff Vidler, president of research firm Audience Insights, thinks the acquisition says just as much about the value of the podcast industry as it does about Spotify’s ambitions.

mediaincanada.com/2019/02/08/pod-s…eeMFwgk.linkedin

www.adweek.com/digital/spotify-b…jor-acquisitions/

rainnews.com/spotify-acquires-g…-media-and-anchor/

eSPORTS:
Total esports revenues reached $869 million in 2018, and is forecast to more than triple by 2022, reaching $2.96 billion, according to an October 2018 report by Goldman Sachs.
According to PwC, esports revenues totaled $805 million in 2018, with the largest portion coming from sponsorships ($277 million), followed by media rights and streaming advertisements.

Paul Verna, principal analyst at eMarketer, explains: “Marketers who try to reach esports fans through video ads will be able to tap into the sophisticated targeting and measurement capabilities that streaming services offer. In that sense, there’s more value to a marketer in attaching itself to game streams than sponsoring an event or team. It’s all about harnessing data.”
Verna adds that the majority of the esports market is young and is “therefore less likely to be reached through traditional ad channels than an older TV audience,” saying that “sponsorships and endorsements are equally viable for marketers whose brands align with the target audience.”

content-na2.emarketer.com/esports-disr…?ecid=nl1001

TWITTER: 
The first platform to report on Monetizable daily active users. This is both interesting and concerning at the same time. Is Twitter's next move to report on Potentially Monetizable daily active users? I'm really interested in what brand marketers think about this and Twitter's decision to not report on daily/monthly active users anymore.

www.emarketer.com/content/four-tak…ers-need-to-know

Be sure to tune in regularly for the latest digital updates on the Active podcast.  Weigh in with your thoughts by connecting with us on Twitter, @ActiveIntlCA.

 

 

Music:
Motivating And Inspiring Uplifting Corporate by MyOpus | @user-186793923
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Topics: Media & Marketing, media buying, Digital Media, advertising, podcasts, marketing, podcast, news, digital news, Media, consumers, eSports, snapchat, twitter

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