R&R Partners DIGITAL DIGEST December 19, 2018

Every week, the media department delivers digital news, insights and trends directly. We break down buzzwords, provide our POV on current events and share forecasts with our fellow forward-thinking digital marketers. R&R Partners is built on a foundation of unwavering integrity, fierce loyalty, hard work and the relentless pursuit of success for our clients. Success involves being up-to-date on this rapidly changing landscape.

All aboard, Hulu joins the programmatic train.

Good news! Starting on January 1, 2019, Hulu will launch a new programmatic private marketplace. Advertisers will soon be able to bid on inventory through many of their preferred/existing DSPs. Hulu stated that when the marketplace opens, it will be the “largest scale, premium, private marketplace to reach consumers on OTT.”

Hulu already sells ad inventory through its direct-sales team. This new PMP will open up the opportunity to buy directly through a DSP versus working with the Hulu sales rep on a direct ad buy. Rest assured that all buys across the company’s ad marketplace will be treated fairly, and the marketplace will not replace upfront or sponsorship deals. Advertisers will be able to set their own bid based on how valuable they find the audience. There will also be a set price floor for bidding in the Hulu marketplace.

A benefit of the programmatic marketplace is that buyers will have more control. Hulu’s marketplace comes at a time when the company is increasing the availability and inventory of its ads.

Testing, testing … potential new ad inventory for Facebook search  

Facebook will begin testing ads in its search results feature. The company will test the new inventory with advertisers in the automotive and retail industries. Upon the success of the search ads, Facebook will expand search ad inventory to other industries.

Here’s what we know so far:

  • Currently, advertisers selected to participate in the search ads beta phase can place ads in both primary search and marketplace. The ads might appear for searches related to terms in the auto and retail industries. In the beta phase, marketers cannot select specific keywords or phrases to target.
  • Beta will only be available in the U.S. and Canada. Depending on the success of the ad product, it could be rolled out to more countries.
  • It is available for images and carousel ads, but is yet to support video ads.
  • The ads are clearly labeled as sponsored, and offer users a sense of transparency with the option of “Why am I seeing this?”

Looking back: marketing content and platform trends of 2018

Nearly 84 percent of U.S. companies that circulate “nonpromotional” content for marketing purposes have used digital content marketing as a tactic this year, according to an eMarketer series analyzing how marketers use various platforms and technologies.

The use of digital content marketing among B2B companies is rated slightly higher at 87 percent. The reason for the increase in this industry is because B2B marketers lean on content marketing to garner leads and to educate current/potential buyers during the buying process.

Marketers hope to improve their digital marketing content by being more original, adding more visuals and making content optimizations across devices, according to The Manifest, which conducted a survey of 501 U.S. digital brand marketers.

As for social media, eMarketer found that Facebook is still the most used social marketing platform with nearly 86 percent of advertisers using the platform this year. Despite having a rough year in the spotlight, it’s predicted to see future audience growth. In 2018 alone, Facebook had 169.5 million users a month. This large audience is drawing advertisers to the platform.

It isn’t alone when it comes to advertiser growth. Instagram and Snapchat are predicted to see both an increase in ad revenue and audience sizes as well. It’s expected that Snapchat will be raking in more than $600 million in U.S. ad revenues, while Instagram is pulling in massive figures with a predicted $6.12 billion in U.S. ad revenue to close out 2018.

eMarketer found that 69 percent of advertisers are using Instagram for marketing purposes, while only 28 percent are using Snapchat. Why the difference? It may be attributed to the organic nature of Instagram. Marketers can use the platform organically to generate posts and create stories, while they can also generate paid content on the platform. Snapchat, on the other hand, is primarily for paid advertising.

Glossary: Geo-conquesting

Geo-conquesting − when marketers use location-based mobile advertising, primarily through social media channels, that directs consumers toward a specific business while they’re physically in the competitor’s location.

Buzzword: Intrapreneur

Intrapreneur − a person within a company who promotes innovative product development and marketing.