Debunking digital viewability’s big myths via @Digiday

viewabilityViewability, the industry’s latest bugbear, is a complex topic that’s changing the way publishers measure and price their inventory. So understandably, it has created its share of controversies and misconceptions.

Viewability, on face the face of it, is a no-brainer: An ad, no matter how attention-grabbing, can’t be effective unless someone sees it. But buying and selling on viewability, which comes with its own set of measurement hurdles, has proven to be far more contentious — and has inspired a long list of myths about the concept. Here are five of them.

Facebook Likes don’t go as far as they used to in News Feed update

Facebook Unprotected SpeechMost people just want to be liked — even if that means a cursory thumbs up on Facebook. But a News Feed update announced Tuesday, which will roll out over the coming weeks, will somewhat deemphasize the feature.  Posts highlighting what a friend Liked or commented on will either show up lower in your News Feed or not show up at all, according to Facebook. The move was made based on user feedback.

“Many people have told us they don’t enjoy seeing stories about their friends liking or commenting on a post,” Max Eulenstein, a Facebook product manager, and Lauren Scissors, a user experience researcher, wrote in a blog post.

Read full article here. 

Only 14% Of Teens Say Facebook Is The Most Important Social Network

Screen Shot 2015-04-20 at 8.43.12 AMFacebook is rapidly sliding in importance among teens, while Snapchat and Instagram are soaring, according to a new survey from Piper Jaffray today. Only 14% of teenagers consider Facebook the most important social network, down from 23% a year ago and 33% in 2013, according to the investment bank, which surveyed 6,200 teens. The average age of respondents was 16 and 35% work part-time. About 13% of respondents picked Snapchat, while 32% answered Instagram. Read full article here.

Lunch Break: A Guide to 2015’s Upfronts and “Newfronts”

It’s that time of year where TV (Upfronts) and digital (Newfronts) networks announce new programs, partnerships and initiatives hoping to generate excitment and ad revenue. What are you excited for?! If the answer is “free tote bags and being in the same room as that guy from Grey’s Anatomy” then you’re in for a treat! Click through for the schedule.

7 Techniques for More Effective Brainstorming

effective-brainstorming-techniquesHere’s a little something different for today…Does brainstorming ever feel like a total waste of time? You feel it’s necessary to get your team’s input on a topic, but the session usually just turns into a few people bickering, and the other participants saying nothing at all. This is a classic case of brainstorming gone wrong.

Many people forget the key to brainstorming is quantity, not quality. Yes, you read that right: quantity, not quality. Brainstorming is the first step in the exploration phase of a new project, so it’s important to be open to all ideas and possibilities. Problems arise when team members think they need to filter out the good ideas from the not-so-good ones due to fear of being judged or rejected. Get the tricks here.

44% Of US Adult Household Without Landlines via Mediapost

10661853-text-from-landlineAccording to GfK Mediamark Research, 44% of US adults live in households with cell phones, but no landline telephones; this cell phone-only population has grown by 70% since 2010, when only 26% of US adults lived in cell-phone-only households.

These data have been consistently in alignment with the most trusted benchmarks, such as the National Health Interview Survey (NHIS) released by the Centers for Disease Control and Prevention, says the report.

64% of Millennials (born 1977 to 1994) are without landlines; and 60% of Hispanics live in cell-phone-only homes, according to the report. The percentage for:

  • Generation X (born 1965 to 1976) is 45%
  • Baby Boomers (1946 to 1965), 32%
  • Pre-Boomers, 13%

People living in cell-only households are fairly evenly represented in the West (47%), Midwest (45%) and South (48%) but are much less prevalent in the Northeast (28%). 63% of adults in the Northeast live in homes with bundled digital services, which typically include a landline, says the report.

Additionally, the study shows that, while 93% of US adults have a cell phone, ownership of smartphones skews heavily to Millennials and Gen Xers. In the Millennial age group, 88% own smartphones; for Gen X the figure is 79%, followed by 56% of Baby Boomers and 20% of Pre-Boomers.

Real-Time Perverts and Trolls Pose Challenges for Periscope Marketers via Adweek

periscope-illo-hed-2015Brands like Red Bull and Mountain Dew began using Periscope immediately after the real-time mobile video streaming app was released on March 26. We’ve already addressed the possible legal pitfalls that businesses could encounter, but what about the potential marketing problems afoot?

Specifically, what about a brand’s video stream getting mucked up by sexual or offensive comments from random users? Cosmopolitan.com sex editor Emma Barker reported that the app quickly became filled with men taking advantage of anonymity to sexually harass women. Corporate entities and their on-camera spokespeople could face similar harassment, as well. Read full article here.