The media world for months has been all Facebook, Donald Trump and ad blocking, so why would the past week in digital marketing be any different? Check out these eight data points that jumped off the page during the past several days.
1. If social is any indication, Hillary is in troubleAccording to analytics player 4C, the Republican primaries and Donald Trump’s successful run at the nomination have garnered nearly 130 million social media engagements (likes, comments, replies, etc.) on Facebook, Instagram and Twitter. Meanwhile, during the same period of time, Jan. 1 through July 21, the Democrats—chiefly nominee Hillary Clinton and runner-up Bernie Sanders—have only generated 37 million engagements.
2. Men block adsAn IAB report said 26 percent of desktop users and 15 percent of mobile consumers employ ad blockers to zap promos from publishers’ websites. Thirty-two percent of ad blockers are males between 18 and 34, and 22 percent are women of the same age.
3. Facebook Inc. commands the worldThere are supposedly 7.4 billion people on Earth. After Facebook Inc.’s earnings report on Wednesday, it became clear the company has attracted an unbelievable chunk of our possible, human audience.
If you add up its four chief platforms—Facebook (1.7 billion monthly users), Messenger (1 billion), WhatsApp (1 billion) and Instagram (500 million)—they total 4.2 billion users. There’s most likely a ton of overlap—between Facebook and Messenger, in particular—but the numbers are staggering, nonetheless.
4. With a grand audience comes grand revenuesAnd thanks to those huge stats, Facebook continues to make a load of money from advertising, bringing in $6.24 billion in ad sales during the second quarter. Eighty-four percent of that amount came from mobile ads, the social giant also said Wednesday in its earnings report.
5. UnFacebook-like growthTwitter’s life on Wall Street has been considerably bumpier than Facebook’s because the former is constantly compared—unfairly, perhaps—to the latter. According to Twitter’s second-quarter earnings, its revenue totaled $602 million, a 20 percent year-over-year increase, but fell short of expectations ($607 million). Advertising revenue grew 18 percent to $535 million, with mobile now accounting for 89 percent of total ad revenue.
The San Francisco company’s monthly user base is also growing slowly but steadily, increasing by 3 million over the past three months to total 313 million. Mobile users now account for 82 percent of total users, down 1 percent from the first quarter of 2016.
6. Adidas gets ahead of Olympics gameThe shoe brand kicked off its #SpeedTakes campaign for the Olympics on March 27. Adidas has posted 21 videos featuring its sponsored athletes on its YouTube channel. Once a video is posted, the sports gear marketing team has then published messages promoting the video to Facebook, Instagram, Twitter and YouTube.
7. It’s all about repetitionSailthru recently surveyed 125 retail brand clients to find out what’s on their minds, discovering that 60 percent consider repeat purchases a top priority this year.
8. Listen upPandora wants advertisers to focus more on weighing the effects of how many people listen to their ads via mobile devices, instead of focusing on, for instance, how many listeners merely see a display ad on a desktop. Here’s why: Ninety-one percent of the company’s 85 million monthly unique users listen on smartphones or tablets. Check out this story about how the digital music player is tackling ad viewability and audibility issues.