By: Adnan Arnautlija
RESEARCH BY IAB EUROPE: WHAT DRIVES ONLINE VIDEO ADVERTISING? BECOME PART OF THE PROJECT AND SECURE YOURSELF THE RESULTS OF THE RESEARCH
Online video advertising is experiencing strong growth – investment in this type of advertising has risen by more than 20 percent, while investment in programmatic buy of video advertising has risen by more than 150 percent in 2016.
What drives so much growth? IAB Europe is tying to reach the answer to this question through a research inviting collaborators, advertisers and publishing houses. The aim of the research is to understand the current state of affairs and the attitudes toward video advertising both on the lease side and on the sales side, thereby improving online video advertising strategies.
The survey will last until 17 November, and you can join here. All those who are involved will receive free research results.
NUTELLA SECRETLY CHANGES RECIPE
Nutella has confirmed they have changed the recipe for the popular chocolate spread, which, of course, did not cause a positive response among fans. Parent company Ferrero has admitted that they have adapted the formula after some doubts emerged among German consumer associations, the Daily Mail writes.
The Hamburg Consumer Protection Centre posted on its Facebook page that a jar of the famous spread by this Italian producer now contains 8.7% of skimmed milk, while it previously contained 7.5%.
“Quality as well as all other Nutella characteristics are the same,” the company said. They added that these are the usual changes that other manufacturers regularly use.
However, the consumer association points out that the spread is now lighter because of the change in the recipe, and they suspect this is at the expense of the share of cocoa in Nutella, which Ferrero is not obliged to disclose.
INSTAGRAM STORIES REACH 300 MILLION DAILY USERS
Instagram Stories now have 300 million active daily users, which means that this service is almost twice as big as Snapchat, from which Instagram takes most of the “inspiration” for its Stories feature.
Mark Zuckerberg, CEO of Facebook, has announced Stories’ growth in the framework of the company’s latest financial report.
It is also reported that the WhatsApp has 300 million active daily users.
Instagram Stories reached 250 million daily users in June, and has gained another 50 million users in just five months.
According to Zuckerberg, features such as Stories are intended to increase “the time well spent” within Facebook’s apps.
FORRESTER PREDICTS MARTECH BUDGETS WILL SEE DOUBLE-DIGIT GROWTH NEXT YEAR
Forrester predicts that marketing technology budgets will “grow by double digits” in 2018 as brands deploy consumer experience technology designed to cozy up to current and prospective users.
If brands don’t take this step, digitally adept firms like Amazon and Apple will continue to serve as gatekeepers between brands and audiences, providing the connectivity, stimulation and emotional experience that customers crave.
Forward-thinking CMOs who “blend tech savviness, an insights-driven mindset and deep emotional empathy with their consumers” will turn their brands into platforms, according to the report. They will become obsessed with understanding consumer emotion, measuring it and tapping into it with precision.
In a related trend, more brands will fold the responsibilities of CMOs into the newly created role of chief growth officer: an executive who can blend marketing and tech to drive growth.
FOX REPORTEDLY ENTERS INTO FILM & TV SALE TALKS WITH DISNEY
Twenty-First Century Fox is said to have opened discussions with Disney as to the possibility of selling off most of its film and television production as the latter looks to broaden its content pool and secure more international viewers.
The dramatic news translated into an immediate bounce in Fox’s share price which climbed close to 10% as markets digested the news, although the impact on Disney was somewhat more subdued with its own shares increasing by just 2%.
While neither party has commented publicly on the speculation it is thought that Disney could be poised to make a move for Fox’s movie and TV production studios, Cable Networks, National Geographic, Sky and India’s Star Network.
