Global advertising investment is expected to rise 3.6% this year, an increase from 3.1% in 2017, powered by digital growth that will reach $220.3 billion, with mobile taking a $121.1 billion share, per Dentsu Aegis Network. Digital ad spend will surpass TV, at 38.3% of the total share compared with 35.5%, respectively, and social media will account for 23.5% of digital ad investment.
Facebook's algorithm update to prioritize user content above that of brands and media outlets in its News Feed is the "final nail in the existing coffin" of organic reach for advertisers, says AnalogFolk's Doug Baker. Agency execs say the move will lead to more paid ads, with advertisers having to deliver higher-quality creative.
Apple has agreed to let WeChat reintroduce its "tipping" feature on iOS devices; the feature lets users tip individual content creators with real money, said WeChat President and creator Allen Zhang. WeChat has almost 1 billion users and 580,000 "mini-programs," which are similar to Apple and Android apps.
To avoid regulatory hurdles, financial institutions are looking to social media influencers to reach younger potential customers. The strategy would stay within the bounds of what is currently legal while also lending personality to financial brands by conveying the stories of real people, writes Yuyu Chen.
After a fan jokingly asked "Stranger Things" star David Harbour to be part of her high school senior photo shoot, the internet delivered the needed retweets to catch Harbour's attention. Complete with a jersey and trombone, the pair posed for pictures at Netflix's Los Angeles headquarters last week.
Advertising trends such as 360-degree videos, video stories and livestreaming are expected to become more popular in 2018, industry experts say. Recent polls show that 90% of Twitter video views and 60% of YouTube views happen on mobile devices.
Cadbury has launched a new campaign for its Dairy Milk line that highlights acts of kindness, with a video showing a young girl buying a chocolate bar for her mother's birthday using toys and buttons she collected. The campaign also includes out-of-home marketing and a pop-up store in London where customers can pay for chocolate bars with buttons and other small items.
With revenue soaring 138% in 2017, Netflix passed Tinder as the top-earning non-game mobile app, according to SensorTower. Also notable in SensorTower's year-end report was a big gain for Tencent Video, which jumped from ninth in 2016 to fifth last year.
Apple's iPhones have lost a little ground in market share in Japan and the US but have more than made up those numbers in China. Driven by the new X and 8 models, iPhone market share in China climbed to 24.3% in November from 19.7% a year before, according to Kantar Worldpanel ComTech.