The State of Media Q2 2018 - 4C Insights
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The State of Media Q2 2018
Contents INTRODUCTION...................................................... 2 DIGITAL ADVERTISING........................................... 3 Facebook.......................................................................................................4 Instagram......................................................................................................5 LinkedIn.........................................................................................................6 Pinterest........................................................................................................7 Snapchat........................................................................................................8 Twitter............................................................................................................9 TV RANKINGS....................................................... 10 US Broadcast & Cable TV Ad Rankings......................................................10 US NBA TV Ad Rankings............................................................................. 11 UK TV Ad Rankings.....................................................................................12 TV Social Lift Rankings................................................................................13 Seasonal TV Social Lift Rankings.................................................................14 TRENDS................................................................. 15 Advanced TV Upfront and Center..............................................................15 Global Consumers Wake up to Data Security.............................................16 Audience-Based Approaches are More Critical than Ever..........................17 CONCLUSION........................................................ 18 Meet the Metrics.........................................................................................18
Introduction In Q2 2018, the media world continued to adapt to Continue reading our State of Media report to get the industry-changing developments. In the aftermath of full view of Q2 2018 advertising trends on premium the Cambridge Analytica scandal, which coincided channels across screens, specifically: with the beginning of GDPR, privacy was a topic on every marketer’s mind this quarter. While some DIGITAL ADVERTISING skeptics predicted a doomsday scenario, 4C saw a 15% overall increase in digital ad spend quarter- • Based on a representative sample of brands over-quarter (QoQ) and 49% increase year over- year active on 4C across Facebook, Instagram, (YoY), showing that advertisers aren’t shying away Twitter, LinkedIn, Pinterest, and Snapchat. from social and mobile platforms. • The total sample for our Q2 report included But all the fireworks weren’t confined to the digital more than $250 million in media spend across space. The second quarter of 2018 shook up the TV 1,000+ brands. industry, particularly with the high-profile merger of AT&T and Time Warner, the results of which will TV ADVERTISING change the business of television for years to come. • Using our proprietary Teletrax TV monitoring The Upfronts also signaled that the TV industry technology, which tracks 2,100+ channels, we is ready to make a shift, with announcements like looked at which brands were advertising the Turner’s President calling for the end of traditional most in the US and UK over the past quarter. measurement metrics and NBCU introducing C-Flight. As networks turn to new cross-screen methods for • We measure cross-screen engagement, finding their audience and measuring engagement, combining TV & social data together to 4C can help uncover audience personas, values, and determine which brands saw the biggest impact affinities for more intelligent targeting. on social engagement following TV ad spots. The State of Media Advertising Q2 2018 Page 2 ©2018 4C Insights, Inc.
Digital Advertising
Each of the digital publishers supported as
inventory partners through 4C saw a YoY increase
in ad spend. Since seasonality tends to cause
advertising investment to fluctuate on a quarterly
basis, year-over-year increases are typically a
strong indicator of sector health.
In Q2, the travel and home & garden verticals
made outsized contributions to advertising
growth through 4C across several publishers, in
keeping with the trend for both vacations and
home improvement activity that increases in the
spring season. Brands who reached destination-
minded consumers with relevant content saw
great results. For example, during the Kentucky
Derby, Woodford Reserve captured the attention
of TV viewers who wanted to feel like they were at
the races by syncing Twitter ads to TV moments.
Kraft Heinz also used TV Sync to connect with
consumers by syncing Facebook ads to TV
commercials for Heinz Soups, targeting audiences
stuck at home during the chilly spring months.
The State of Media Advertising Q2 2018 Page 3 ©2018 4C Insights, Inc.
Facebook
Facebook saw a 26% increase YoY through 4C in Q2 and increases in ad pricing and engagement metrics. New
developments like Story Ads continue to draw advertisers to the platform. Any fallout from Cambridge Analytica
was not apparent in our data. As our CMO, Aaron Goldman, wrote in MediaPost, “when we look back in a few
years, we’ll characterize this period as a mere pit stop while the Facebook train kept a-rollin’.” Additionally, the
deprecation of Partner Categories creates new opportunities for advertisers to use 4C Audience Hub to reach
their proven segments.
FACEBOOK SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Overall 26% $4.66 1.13% $0.41 33% 10% 21%
From a vertical perspective, the education and travel sectors drove the most YoY growth through 4C for
Facebook in Q2. Facebook’s push to bring highly visual aspects from Instagram into Facebook ad placements
is resonating with brands looking to draw in their audiences using visual cues.
VERTICAL SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Education 462% $7.77 1.27% $0.61 114% 185% -25%
Travel 500% $7.74 1.75% $0.44 159% 89% 37%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 4 ©2018 4C Insights, Inc.
Instagram
Advertising spend through 4C increased 204% YoY for Instagram in Q2. Instagram continues to be a popular
investment for advertisers looking for high-impact placements. Instagram announced IGTV in Q2, and
according to Mara Greenwald, Media Director at Performics, “While ads are not yet available in IGTV, we
can make assumptions about what the product will look like. IGTV ads will likely be in a full-screen, in-stream,
non-skippable format. With viewability concerns about feed-based video content, IGTV has huge potential for
a successful ad product, especially as social video continues to be measured more closely with television and
online-video.”
INSTAGRAM SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Overall 204% $4.62 0.19% $2.42 -6% 16% -19%
As was true across the board this quarter, travel and home & garden brands drove growth on Instagram through
4C. This trend is due mainly to seasonality, but Instagram’s direct response ad placements and strength as a
visual platform help draw in these industries as well.
VERTICAL SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Travel 1,934% $7.00 0.51% $1.38 -27% 87% -61%
Home & Garden 842% $5.69 0.28% $2.05 26% 89% -33%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 5 ©2018 4C Insights, Inc.
LinkedIn
LinkedIn saw the largest YoY increase in ad spend through 4C in Q2 at 212%. Video Ads rolled out to marketers
in Q2, contributing to the growth in budget.
LINKEDIN SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Overall 212% $30.19 0.34% $8.98 84% 110% -12%
The health and travel verticals led LinkedIn’s advertising growth through 4C in Q2, with 1,257% and 1,411%
increases YoY, respectively. As LinkedIn continues to introduce more visual ad formats, verticals like travel that
rely heavily on imagery are investing more in these placements.
VERTICAL SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Health 1,257% $61.77 0.49% $12.56 296% 678% -49%
Travel 1,411% $34.74 0.63% $5.52 35% 116% -38%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 6 ©2018 4C Insights, Inc.
Pinterest
Ad spend on Pinterest increased 36% YoY through 4C. Offerings like Shoppable Pins, which expanded to more
advertisers this quarter, continue to draw advertisers to the platform.
PINTEREST SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Overall 36% $3.11 0.62% $0.50 7% 4% 3%
Brands in the entertainment and home & garden verticals contributed to Pinterest’s YoY advertising growth
through 4C this quarter. With Pinterest’s nature as a visual search engine, the platform lends itself to brands in
the home & garden industry, which can benefit from consumers using Pinterest to plan for home improvements.
VERTICAL SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Entertainment 297% $5.44 0.38% $1.44 164% 20% 121%
Home & Garden 145% $3.47 0.27% $1.28 35% -32% 98%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 7 ©2018 4C Insights, Inc.
Snapchat
Snapchat advertising spend increased 45% YoY through 4C, led primarily by the health and apparel verticals.
SNAPCHAT SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Overall 45% $2.80 0.34% $0.81 -32% -32% -1%
Snap introduced Shoppable AR lenses in Q2, offering advertisers a new direct response ad placement, and
helping to draw in advertisers. As our CMO, Aaron Goldman wrote in Adweek. “When it comes to AR,
Snapchat has reached significant scale, with 70 million people playing with AR Snaps each day for an average
of three minutes each based on figures provided by the company. Doing the math here puts this activity
on par with short-form video consumption in terms of daily time spent, but much more immersive in terms
of audience engagement." Liz Brock, VP, Group Director at Socialyse says her team is "currently live with
Snap's Alpha R&F buying for AR lenses for our client Michelin, which was a first to market opportunity. We
have seen strong performance thus far and look forward to viewing the full campaign performance and the
ability to share with other clients for future activation strategies."
VERTICAL SPEND YoY CPM SUR CPSU CPM YoY SUR YoY CPSU YoY
Apparel 701% $2.85 0.46% $0.62 -25% -34% 13%
Health 1,553% $6.64 1.10% $0.61 -18% -57% 93%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 8 ©2018 4C Insights, Inc.
Twitter
Twitter saw a 26% YoY increase through 4C. As the platform continues to build its reputation as a destination
for video and live streaming, advertisers are looking for opportunities to reach audiences during this content.
Options like emoji targeting continue to grow, with one major coffee brand showing promising results using
the functionality through 4C to achieve a 260% increase in engagement.
TWITTER SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Overall 26% $6.61 0.79% $0.83 2% 22% -16%
The home & garden and travel verticals led advertising growth through 4C for Twitter in Q2. As Twitter finds its
groove in the live programming space, it’s beginning to draw in a more mass market audience, and advertisers
looking to appeal to this demographic are following suit. As our CMO, Aaron Goldman, wrote in an Adweek
column, “In a multidevice reality, live programming is still where shared media experiences across screens
hold the most potential for creating connections between brands and consumers. Evidence of this abounds,
particularly around mega-viewing events in entertainment and sports.”
VERTICAL SPEND YoY CPM CTR CPC CPM YoY CTR YoY CPC YoY
Home & Garden 917% $5.72 0.47% $1.23 -7.65% -25% 24%
Travel 826% $10.91 1.05% $1.04 464% -10% 524%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 9 ©2018 4C Insights, Inc.TV Ad Rankings
TV viewing is now a multi-screen experience, and marketers are seizing the opportunity to mirror that experience
with multi-screen advertising. In Q2, major sporting events like the NBA Finals and World Cup – and the ads
accompanying them – drew in global audience attention across screens.
During Q2, in the US, Toyota was the biggest broadcast TV advertiser and Geico held its spot as the top cable
advertiser. Brands with mass market appeal like car manufacturers, pharmaceuticals, and insurance companies
dominated the rankings for US TV this quarter.
BROADCAST PRIMETIME CABLE PRIMETIME
RANKED AD AD PREV RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK ADVERTISER MINS SPOTS QoQ YoY RANK
1. Toyota 474 1,042 17% -19% 4 1. Geico 6,867 13,817 -27% -6% 1
2. Nissan 473 961 6% -8% 3 2. DirecTV 6,185 12,379 -16% 13% 2
3. Chevrolet 447 896 -5% -11% 2 3. Progressive 4,605 9,173 -3% 24% 3
4. Ford 346 728 0% -11% 5 4. HUMIRA 3,935 3,935 9% 12% 6
5. Geico 328 678 -32% -10% 1 5. Domino’s 3,676 12,649 44% 8%
6. McDonald’s 325 926 16% 59% 9 6. Liberty Mut. 3,460 9,362 -11% 12% 5
7. Spectrum 309 376 31% 15% 7. Verizon 3,378 7,572 45% 25%
8. Lyrica 302 322 -13% -1% 6 8. Lowe’s 3,155 9,177 60% 85%
9. Honda 280 564 0% -15% 8 9. ENTYVIO 2,840 2,793 30% -32%
10. Verizon 267 550 33% -12% 10. Allstate 2,648 6,770 57% 42%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 10 ©2018 4C Insights, Inc.US TV Ad Rankings
The NBA season came to a close with the Playoffs and Finals during Q2. During NBA programming, Verizon
was the top advertiser, and league sponsors like Kia and State Farm also made the top ten.
NBA BASKETBALL
RANKED AD AD
ADVERTISER MINS SPOTS YoY
1. Verizon 337 733 32%
2. DirecTV 302 604 58%
3. Kia 267 538 -18%
4. Gatorade 246 985 -14%
5. Corona Extra 234 518 17%
6. State Farm 214 553 0%
7. Taco Bell 205 697 -7%
8. AMEX 203 396 16%
9. Burger King 200 805 -9%
10. Nissan 147 295 -28%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 11 ©2018 4C Insights, Inc.UK TV Ad Rankings
In addition to US TV advertising, we use our Teletrax TV monitoring technology to track advertising around
the world, including in the UK. McDonald’s was the top advertiser overall and on Free to Air Peak television
in the UK in Q2, and Oral-B took the top spot for Pay TV. Brands like Gocompare.com and Renault increased
their ad investment significantly this quarter to join the top 10 overall advertisers.
OVERALL FREE TO AIR PEAK
RANKED AD AD PREV RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK ADVERTISER MINS SPOTS QoQ YoY RANK
1. McDonald’s 5,875 11,664 31% 90% 3 1. McDonald’s 1,963 3,824 48% 118% 2
2. Halifax 4,620 6,826 87% 50% 2. Halifax 1,434 2,077 94% 67% 7
3. Oral-B 4,450 8,790 -33% 30% 1 3. Compare The Market 1,140 3,437 46% 6% 6
4. Compare The Market 4,439 11,661 46% 0% 9 4. Lidl 1,110 2,633 57% 58%
5. Direct Line 4,249 8,533 1% 26% 4 5. Warburtons 1,101 542 N/A N/A
6. Moneysupermarket.com 4,171 10,573 47% -21% 6. Huawei 1,068 2,071 N/A N/A
7. Warburtons 3,958 1,945 N/A N/A 7. Gocompare.com 1,066 1,899 3,640% 176%
8. Renault 3,770 4,200 234% 63% 8. Renault 1,047 1,172 287% 52%
9. Gocompare.com 3,746 6,627 4,333% 21% 9. IKEA 1,008 1,698 345% 54%
10. Lidl 3,672 8,619 48% 40% 10. Lloyds Bank 954 1,678 50% 68%
PAY TV PEAK
RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK See "Meet the Metrics" on page 18.
1. Oral-B 814 1,610 -26% 52% 1
2. Compare The Market 726 1,573 47% -39% 7
3. McDonald’s 680 1,350 16% 104% 4
4. Pantene 545 1,100 77% 78%
5. Pampers 527 1,084 43% 60%
6. Halifax 518 816 63% 18%
7. Huawei 465 943 N/A N/A
8. TUI 450 2,265 -36% N/A 2
9. Paddy Power 438 795 48% 25%
10. Samsung 431 730 3% -61% 9
The State of Media Advertising Q2 2018 Page 12 ©2018 4C Insights, Inc.TV Social Lift Rankings
Each quarter, we use our Teletrax TV monitoring technology and social media engagement data to generate
TV Social Lift Rankings, where we chart the brands that experienced the greatest lift in social engagement
following TV ads. In the US, DirecTV’s humorous ads highlighting things most people wouldn’t rather do than
subscribe to DirecTV, and Arby’s ads comparing its logo to a fish, helped the brands take the top spots for
broadcast and cable advertisers. In the UK, telecom giant Virgin Media took the top spot overall with ads
featuring deals for its V6 box.
US CABLE US BROADCAST
RANKED TV SOCIAL TV SOCIAL MEDIA PREV RANKED TV SOCIAL TV SOCIAL MEDIA PREV
ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS RANK ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS RANK
1. Arby's 89% 17,850 921,023 1. DirecTV 97% 570 73,355 2
2. Disney 77% 30,094 1,829,067 1 2. Applebee's 93% 563 71,712 3
3. Doritos 72% 11,122 35,126 3. Amazon 89% 235 293,956
4. Ebay 71% 3,255 351,986 3 4. Arby's 85% 365 921,023
5. Sprite 69% 2,700 25,258 5. Heinz 80% 244 41,689
6. Olive Garden 68% 23,207 68,321 6. Olive Garden 71% 1,027 68,321
7. Walmart 65% 17,482 476,222 5 7. IKEA 67% 420 45,476
8. Target 62% 15,001 407,958 10 8. Apple 66% 748 532,809
9. Red Lobster 62% 13,242 126,260 9. AT&T 66% 948 226,111
10. Applebee's 57% 13,576 71,712 7 10. McDonald's 66% 2295 282,236 6
UK TV
RANKED TV SOCIAL TV SOCIAL MEDIA PREV
ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS RANK See "Meet the Metrics" on page 18.
1. Virgin Media 171% 8,453 13,6451 1
2. Tesco 119% 5,537 133,891 3
3. Vodafone 92% 1,813 55,933 5
4. Marks & Spencer 91% 4,776 464,342
5. O2 91% 4,043 43,490 7
6. Morrisons 88% 3,283 186,354 2
7. BMW 86% 2,194 975,798
8. Aldi 86% 8,956 236,534
9. Currys PC world 81% 6,976 16,853 9
10. Amazon 80% 14,221 98,436 6
The State of Media Advertising Q2 2018 Page 13 ©2018 4C Insights, Inc.Seasonal TV Social Lift Rankings
In addition to US and UK TV Social Lift Rankings, we also look into the ads that resonated with viewers during
special seasonal events. During the 2018 NBA Finals, Modelo saw the greatest lift in social media engagement
following TV ads with its spots featuring UFC fighter Stipe Miocic. During the first half of the World Cup, Paddy
Power had the greatest lift in social media engagement following UK TV ads.
WORLD CUP NBA FINALS
RANKED TV SOCIAL TV SOCIAL MEDIA RANKED TV SOCIAL TV SOCIAL MEDIA
ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS
1. Paddy Power 696% 18 96,910 1. Modelo 3,436% 2 7,569
2. Just Eat 203% 4 4,836 2. Chipotle 1,394% 1 4,095
3. Budweiser 182% 69 12,905 3. Subway 941% 3 7,903
4. ITV 145% 3 163,193 4. Wells Fargo 770% 8 1,158
5. Screwfix 121% 26 11,623 5. Google 569% 4 50,248
6. Coral 80% 8 144,748 6. Exxon Mobil 420% 5 1,733
7. Betfair 42% 12 7,006 7. Kia 373% 12 3,405
8. Hyundai 30% 2 4,061 8. Taco Bell 365% 9 15,850
9. Currys PC World 29% 6 4,319 9. Progressive 313% 1 2,742
10. Visa 29% 2 2,827 10. Beats by Dre 285% 2 17,103
See "Meet the Metrics" on page 18.
The State of Media Advertising Q2 2018 Page 14 ©2018 4C Insights, Inc.Trends
ADVANCED TV UPFRONT AND CENTER
Each year during Upfronts season, the industry talks about how TV planning & buying needs to change, and
by the time the next Upfronts season rolls around, we seem to have the same conversation again. However,
2018 demonstrated some true steps forward, such as the NBCUniversal announcement and A&E proclamation
that they will start measuring ad performance by business outcomes, CBS's foray into dynamic ads, Disney's
launch of advanced advertising suite Luminate, Fox’s cutbacks on in-program ad minutes, Viacom's advanced
advertising push with Comcast, and Turner’s call for audience-based measurement. NBCU’s step is one more
in the company’s path to leading the advanced TV space, with previous innovations like programmatic linear
ads available through 4C.
As new buying options for marketers continue to appear, key industry players like Mediaocean are continuing
to evolve their place in the ecosystem.
[We are] systematically converging key planning, buying and measurement
processes to drive accountability in the value chain. Marketers and their
agents must have clear visibility and trust the supply chain to continue to
invest incremental dollars into media overall…
RAMSEY MCGRORY, CHIEF REVENUE OFFICER AT MEDIAOCEAN
In addition to changes directly impacting the advertising space, acquisitions like AT&T’s purchase of Time
Warner and the battle between Disney and Comcast for 21st Century Fox represent a seismic shift in the
television industry. With AT&T, one of the industry’s largest telecommunications providers, taking ownership
of all Time Warner properties, the company will possess the ability to use viewer data to inform programming,
even on networks like HBO where in-show advertising currently doesn’t exist. Many have predicted that
OTT networks like Netflix and Amazon would eventually branch out into dynamic ad insertion or product
placement, and AT&T’s future as a content producer may send the industry titan down that same path.
“Imagine every billboard in a car chase scene, every airline in an airport scene, every computer at the company
being a dynamic unit available for purchase by different buyers along different targeting parameters. The
technology is still a few years from its tipping point, but has the potential to fundamentally restructure
video advertising,” says our CEO, Lance Neuhauser, of the appeal of dynamic ads in AdExchanger.
With all of these changes, it’s never been less true that TV is on its last legs. Our CPO, Anupam Gupta,
corrects those who believe this outdated mantra in a byline for Bulldog Reporter, saying “TV advertising
simply isn’t dying in favor of digital advertising. However, that doesn’t mean TV advertisers can’t learn a thing
or two from their digital counterparts.” Matt Spiegel of MediaLink reinforces this notion and what it means
to industry practitioners.
What is constant is the opportunity right now to reinvent the model. No
matter your role, invention and innovation is being rewarded.
MATT SPIEGEL, MANAGING DIRECTOR AT MEDIALINK
The State of Media Advertising Q2 2018 Page 15 ©2018 4C Insights, Inc.GLOBAL CONSUMERS WAKE UP TO DATA SECURITY
GDPR is in full swing in EMEA, and now the conversation is turning to whether the US and the rest of the world
should adopt similar practices. While the initial shock of the Cambridge Analytica scandal has subsided, it has
forever shone light on the importance of data privacy and security, creating new awareness among consumers
about how their information can be used. However, following Facebook’s example, the big digital publishers
have begun tightening up and clarifying privacy regulations, helping to squash any hesitation for continued
investment from marketers, as noted by Sean Cotton, President of Coegi.
Despite the concerns over privacy and ‘fake news’ we saw continued
increased utilization of social platforms within marketing strategies. It also
has become more important for marketers to develop custom audiences
for social, especially Facebook, as data restrictions have tightened.
SEAN COTTON, PRESIDENT OF COEGI
The State of Media Advertising Q2 2018 Page 16 ©2018 4C Insights, Inc.AUDIENCE-BASED APPROACHES ARE MORE CRITICAL THAN EVER
In light of the recent spotlight on personal data and how it can and can’t be used on the internet, consumers
have woken up to how their data is being used. Because of this, it has never been more important for brands
to create a meaningful value exchange with their customers.
“What marketers need is really one platform to do audience-driven, cross-channel marketing,” says Anupam
Gupta in an interview with Beet TV. If brands are able to connect with their audiences to create value through
a relevant, cohesive experience, then their audience will in turn be more willing to provide information about
themselves that will create more meaningful connections.
“We are continually building our capabilities to construct unique Custom Audiences from proprietary
measurement and data sources then targeting these audiences cross-platform and cross-channel,” says Coegi’s
Cotton. With audience-based campaigns, Coegi sees “double digit lifts in engagement and higher conversion
rates from audience modeled campaigns. Upper funnel impact is also much better with this approach.” Mara
Greenwald at Performics echoes this sentiment:
[Brands need] to know where
their audiences are overlapping,
and where they can reach them
to drive the strongest return. The
audience-first shift is in full swing,
and brands without ownership or
strategy behind audiences they are
leveraging will fall behind.
MARA GREENWALD,
MEDIA DIRECTOR AT PERFORMICS
This dynamic between brands and consumers and the
importance of an audience-centric experience was reflected
in our recent research with Advertiser Perceptions. The
survey of 303 senior US and UK marketers found that 89%
of agree that audience-based campaigns are key to success,
and 79% of marketers are already running integrated, cross-
channel campaigns, while 22% plan to within the next year.
Technology must evolve to keep pace with this new marketing
approach: 85% of marketers say that the current fragmented
media landscape requires a new marketing structure that
enables advertisers to operate seamlessly between publishers
and platforms, including digital and TV. As Aaron Goldman
noted in his contributed article for Campaign: "More than
half of advertisers who do not include TV in cross-channel
campaigns consider the industry reliance on GRPs as standard
measurement an inhibitor of investment in the platform."
The State of Media Advertising Q2 2018 Page 17 ©2018 4C Insights, Inc.In Conclusion
Throughout Q2, marketers continued to move their teams and campaigns towards a holistic, audience-based
approach. As summer wraps up and we look ahead to the fall, key events such as the US mid-term elections,
the return of the NFL and the Premier League are sure to carry this trend forward. We’ll continue to monitor
how marketers are capturing audience attention across screens, and we’ll be back in October with our Q3 State
of Media Report, including highlights from the World Cup.
Meet the Metrics
CPM: Cost-Per-Thousand Impressions based on total spend SUR: Swipe-Up Rate based on total impressions and Swipe-Ups
and impressions across all publisher's campaigns. Includes all across all Snapchat campaigns. Includes all objectives.
campaign objectives.
TV Ad Rankings: To understand which brands are most active on
CPC: Cost-Per-Click based on total spend and total clicks across TV, 4C tracks ads across broadcast and cable networks, covering
all publisher's campaigns. Includes all campaign objectives. more than 2100 channels in 76 countries. Advertisers are ranked
according to total ad minutes aired in each category.
CTR: Click-Through Rate based on total impressions and clicks
across all publisher's campaigns. Includes all campaign objectives. TV Social Lift: By comparing each brand’s social media
engagements in the two-minute period after the start of a TV
Total Spend YoY: Change in publisher's social advertising spend
ad to the brand’s average social media engagement rate, 4C
through 4C from Q2 2017 to Q2 2018.
calculates the TV Social Lift Impact. Ultimately this is a measure
CPM YoY: Change in publisher's CPM from Q2 2017 to Q2 2018. of how much more likely a consumer is to engage with the brand
on social media after seeing its TV ad.
CPC YoY: Change in publisher's CPC from Q2 2017 to Q2 2018.
CTR YoY: Change in publisher's CTR from Q2 2017 to Q2 2018.
CPSU: Cost Per Swipe-Up based on total spend and total
Swipe-ups across all Snapchat campaigns. Includes all campaign
objectives.
The State of Media Advertising Q2 2018 Page 18 ©2018 4C Insights, Inc.ABOUT 4C 4C is global marketing technology company that delivers a unified platform for audience discovery, media execution, and performance analysis. Leading brands, global agencies, and media owners trust the Scope by 4C™ platform to identify their most valuable audiences and reach them across channels and devices. With nearly $2 billion in annualized advertising spend running through Scope, 4C enables self-service activation on Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Pinterest, Snapchat, and Twitter as well as TV synced ads via display, search, social, and video. The company also provides paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring network which detects over 400 million TV asset airings on an annual basis. Founded in 2011 and based in Chicago, 4C has staff in 16 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. Visit www.4Cinsights.tcom for more information.
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