R&R Partners DIGITAL DIGEST December 7, 2017

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.

Artificial Intelligence (AI) Becoming Available with Programmatic Media Buying

Artificial intelligence is seeking its way into the digital advertising space. According the Chris Victory, vice president at MediaMath, there’s quite a demand for AI data in programmatic media buying.

Three benefits that AI will bring to digital advertising:

  1. Additional learnings about the consumer that go beyond a look-alike audience. Data that provides a deeper understanding of a consumer’s sentiment or mood would be highly valuable to any marketer.
  2. Taking dynamic ads to the next level by changing creative according to the question asked or how user interacted with the ad.
  3. Analytics that go beyond past and current data, but provide predictive data. For example, find out who potential lapsed customers are before they go to a competitor.

This would be a massive breakthrough in getting information about current and potential audiences. Not only would digital ads be more catered to a consumer, but everything would be much more “real time” and not reliant on historical data that can already be irrelevant to a consumer.

Thoughts by Jennie Anderson, Media Planner/Buyer

Snapchat’s Plan to Snap Back

Snapchat is on a mission to create a more user-friendly app. Not only for users, but also advertisers. Snapchat unveiled the new app, which separates “the social from the media.”

What’s different?

On the left side of the screen, Snapchat users will be able to see “Chats and Stories” from their friends/followers. On the other side, users will find stories from publishers and creators.

Why the sudden change?

Snapchat CEO, Evan Spiegel, explains it well in an interview with eMarketer:

“The combination of social and media has yielded incredible business results, but has ultimately undermined our relationships with our friends and our relationships with the media. … We believe that the best path forward is disentangling the two by providing a personalized content feed based on what you want to watch, not what your friends post.”

What should we expect?

According to the CEO of Unified, Jason Beckerman, these changes favor brands and should lead to increased advertising revenue. There are others claiming that it’s not clear how users will respond to the change. Will they spend more time communicating with friends on Snap or publisher content? eMarketer principal analyst Debra Aho Williamson adds, “I have a feeling that the communication side (the ‘social’ side) will still be where all the action is, because users will still need to make an explicit choice to swipe over to Discover to view media content.”

As advertisers, we must stay up to date and share learning among each other to make sure we are effectively advertising on Snapchat. More to come!

Thoughts by Chris Ortwein, Paid Social Media Specialist

Breaking Down a Buzzword: Reach

The amount of people in your specified target audience that you can potentially show advertisements to.

Broken down by Michael Catalano, Media Supervisor

Media Terminology: DCM

DoubleClick Campaign Manager – Google-owned, third-party ad server used to serve display ads on websites, and track performance for reporting purposes.