Behind the numbers: unmasking the complex reality of platform advertising 

You know it’s a pretty good time for advertising on platforms when even Snapchat manages to pull off a solid quarter.

The mobile messaging app saw revenue rise 5% in the third quarter following two straight quarters of declines. It’s safe to say this was a moment of relief for the beleaguered mobile messaging app, which was at the epicenter of an ad slowdown that drained ad spending from major platforms for most of last year and the first half of this year.

That slowdown seems to be over for now if the updates from the likes of Google and Meta are any indication. But here’s the real clincher: while online ad advertising seems to be on the rise across all the major platforms, they have all matured into slower-growth companies. The era of continuous blockbuster quarters is a thing of the past.

It might not look like this from the headline numbers doing the rounds, but dig below the surface and there are tells to look out for. 

Let’s dive into Alphabet’s recent financial update as an example. Just like Snap, its ads business had a pretty good third quarter. Search ad revenue saw a robust 11.3% growth compared to the same period last year, and YouTube did even better, with its earnings shooting up by nearly 12.5% to a cool $7.95 billion from a year ago.

So far, so good, right? But there’s more to the story when it comes to Alphabet’s outlook.

Take Google, for instance. Execs were all about showcasing the growth in YouTube and YouTube TV, according to Aaron Levy, the vp of paid search at Tinuiti. To him, it looks like Google is setting its sights on making a big splash in this space, trying to steal a chunk of the wallet share from

Read More ...

Marketing enters its Taylor Swift era: Here’s what the numbers say

Taylor Swift’s star has never shined brighter. From her blockbuster Eras Tour to her recent NFL appearances, the pop star has become a beacon of economic success. Even brands not directly associated with her have felt the benefits from the Swift Army, or attempted to get in on the hype.

Notably, her rumored relationship with Kansas City Chief tight end Travis Kelce has raised the profile of advertising campaigns in which he features significantly. For example, two Campbell Soup ads featuring the tight end drove 287% more engagement than ads not featuring Kelce, according to data shared with Marketing Dive by Edo. After Swift attended a game, ad effectiveness went up 4%.

A Pfizer ad featuring Kelce has been 27% more effective at driving engagement than those without him. Those who saw the Pfizer creative on TV, which depicted the football star getting his COVID-19 booster and flu shot at the same time, were 32% more likely to engage with the brand online after Swift’s first game appearance, according to Edo.

“Her massive fan base is incredibly supportive of brand campaigns and TV programs that feature the artist,” said Kevin Krim, CEO of Edo, in a statement to Marketing Dive. “Now we’re also seeing Swift’s association with other talent, like Travis Kelce, also lift the performance of their ads, at least in the context of the relationship such as during an NFL game that she’s attending.”

With the Eras Tour set to end in November of 2024 and a tour film releasing this month, Swift mania is not likely to be going anywhere anytime soon. Just how long the intensity can hold has yet to be seen. 

Rising tides

The rumored relationship between Swift and Kelce brings together two of the biggest forces in American culture: pop music and the

Read More ...