Shares Rise as Twitter’s Revenue Passes $1B for First Time

Twitter revealed that, in Q4, revenue rose 11 percent to $1.01 billion, the first time that quarterly revenue topped the billion-dollar mark, and surpassing the $992 million projected by Wall Street analysts. The company stated that income was $118.8 million, with costs rising 22 percent from a year earlier. Its operating income, a closely watched number, was $153 million, down from $207 million the previous year and lower than the $161 million predicted by analysts surveyed by FactSet. Shares rose about 15 percent. Continue reading Shares Rise as Twitter’s Revenue Passes $1B for First Time

Snapchat Swaps Shared Ad Dollars with New Licensing Deals

Snapchat just changed how it compensates the companies that supply content for its Discover section. Rather than share ad revenue, Snapchat plans to pay content partners a flat licensing fee — similar to what traditional TV networks do. When Discover launched in 2015, Snapchat shared ad revenue, with the terms varying depending on the specifics of the partnership and sales team. The new plan is a win-win: Snapchat will fully control its ad inventory and publishers will have a guaranteed and reliable compensation for content. Continue reading Snapchat Swaps Shared Ad Dollars with New Licensing Deals

Advertisers Excited About New Reaction Buttons on Facebook

Facebook just began its global rollout of five new social Reactions. Rolling the cursor over the Like button on the computer (or, a long-press on the smartphone) will reveal those options: Love, Haha, Wow, Sad and Angry. As with Like, the bottom of each post will tally the number of Reactions. Although many hoped for it, there will be no Dislike button. While Facebook does not have immediate plans to use these new Reactions for ad sales, advertisers and brands are reportedly excited about the concept. Continue reading Advertisers Excited About New Reaction Buttons on Facebook

Viacom Signs Multiyear Deal with Snapchat to Sell Advertising

Viacom just inked a multi-year deal with Snapchat to sell advertising for the vanishing-message app. Viacom will get a bigger investment in digital media and the millennial-focused Snapchat — which already carries content from Viacom’s MTV and Comedy Central — will get the chance to draw in bigger advertisers. In addition, Viacom will add the U.S. version of MTV and an international version of Comedy Central on Snapchat’s “Discover” page, where CNN, Vox, Mashable and The Wall Street Journal also have channels. Continue reading Viacom Signs Multiyear Deal with Snapchat to Sell Advertising

Viacom Marries Madison Ave. and Silicon Valley for Better Ads

Viacom is introducing a new strategy involving the use of big data to optimize the placement of ads. Initially known as Project Gemini (after an early NASA human spaceflight program), and now called Vantage, Viacom’s new big data capabilities were created by data scientists and other technologists hired away from Microsoft and elsewhere. As Viacom leverages Silicon Valley technology in an effort to capture Madison Avenue dollars, competitors are ramping up similar big data strategies. Continue reading Viacom Marries Madison Ave. and Silicon Valley for Better Ads

Facebook Extending LiveRail to Display and Mobile Advertising

Last year, Facebook acquired LiveRail, a video ad technology that essentially serves as a platform for the automated sales of video ads for publishers. In a move to better contend with Google, Facebook is now looking to use LiveRail as a way to help publishers manage their ad inventory more effectively and make smarter sales across various platforms, including websites and mobile apps. The company has reportedly already partnered with Dailymotion, Univision and A+E Networks. Continue reading Facebook Extending LiveRail to Display and Mobile Advertising

Online Video Ad Sales Are Expected to Take Bite Out of TV

Facebook is expected to generate about $3.8 billion in revenue from video advertising by 2017. That figure represents triple what the company is projected to take in this year. Nomura analyst Anthony DiClemente wrote that Facebook has the potential to boost video ad sales “with only modest cannibalization of other ad revenue sources.” Nomura also projects that Google-owned YouTube will more than double its 2014 revenue to $8.5 billion by 2017. Increased spending for online video ads could impact traditional spending areas such as TV. Continue reading Online Video Ad Sales Are Expected to Take Bite Out of TV

Nickelodeon Shifts Direction to Draw Today’s Younger Viewers

To attract a new generation of young viewers, children’s television channel Nickelodeon is retooling its strategy to produce shows with the more media-savvy viewer in mind. This latest generation of kids has typically consumed more media on TV and YouTube by the age of 12 than their older brothers and sisters did, so re-runs of older content no longer keep them hooked. Nickelodeon is now filming outdoors, adding multi-episode plotlines, and adding fresh writing and acting talent. Continue reading Nickelodeon Shifts Direction to Draw Today’s Younger Viewers

Advertisers Opting for Pinterest Influencers Over Pinterest Ads

With nearly 70 million visitors per month, Pinterest is becoming a popular destination for advertisers to reach new audiences, except not in the way that Pinterest intended. Instead of advertising directly through Pinterest via “Promoted Pins,” advertisers have found success in partnering with an array of “Pinfluencers,” individuals that have accrued millions of followers. Advertisers see the influence these individuals have over followers, and are discovering new ways to leverage them as effective marketing tools.  Continue reading Advertisers Opting for Pinterest Influencers Over Pinterest Ads