Marilois on Media 2-2-18

Emoji Analysis for Brand Health

Friday Freebie. Click here to download the free Emoji Report from brandwatch. It's a 10-minute read, but well worth your time. The use of emojis has skyrocketed in the last decade. Organizing and interpreting emoji appearance, as it relates to brand conversations, is very useful in tracking consumer sentiment. If you believe, as we do, that consumers change perception, before they change behavior, then emojis are an easy, elegant way to gain new brand-health insights, and on a global scale.

Fox Buys Thursday Night NFL

Amazing what you can get for $3 billion these days. Twentieth Century Fox has acquired five years of NFL broadcast rights to Thursday night games. These games were previously broadcast by CBS and NBC, which paid $45 million per game. As an aside, you've got to love a business where ratings decrease (down 9.7% this season) but carriage-rights value increases. That said, football is still the most-watched TV programming. Fox also gets expanded digital highlight rights, and if your Millennial keeps track of sports the way my Millennial does, then highlights are a valuable asset. Keep in mind, that's highlights. The streaming rights to Thursday night football are up for grabs. This year Thursday night streaming rights belonged to Amazon Prime at $50 million. The year before that it was Twitter, at cost of $10 million.

Google To Allow Retargeting Opt Out

So you know how awesome those retargeting KPIs look on a dashboard? Just when you've established your benchmark, Google goes and changes things. This week Google announced it will increase the "Mute This Ad" opportunities. Once a consumer votes thumbs down for an ad, it won't be shown on any of the devices the user is logged into. But the worst part is Google's new feature to Ad Settings, which explicitly allows users to mute remarketing. While the advertiser in me hates to lose any opportunity to shill, there can be something super annoying about getting that ad for boots you bought last month. To that end, why waste impressions on someone who doesn't want it?

In Other Digital News

Facebook's Q4 earnings were released this week and, as always, beat analyst expectations. One black lining in the silver cloud, time spent on Facebook is down. The recent platform changes did cause a loss of about 700,000 daily active users in the US and Canada. A situation which, in actuality, did Facebook revenue a favor. Yes, fewer active users meant fewer impressions. But there was no decrease in ad demand. So lower supply simply meant higher prices. And there you have a $13 billion quarter.

Marilois Snowman is managing director + founder of Mediastruction, a media design shop.

Marilois Snowman is managing director + founder of Mediastruction, a media design shop.

Marilois Snowman| Mediastruction | 508-540-3600 |marilois@mediastruction |

mediastruction.com

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