Digital Marketing Top Five: #9

Every Friday, Digital Marketing Specialist Tim Moorhead rewinds the week and shares his Top Five stories in the world of digital marketing.

Snapchat Files for $3 Billion IPO – What Marketers Need to Know | Ad Age

The day has come: Snapchat is officially going public. While the news is the talk of Wall Street, the advertising world is abuzz because Snapchat has disclosed more details on its users and ad platform than it ever has. Here’s a look at some of the numbers:

  • There are 158 million daily active users.
  • The majority of users are 18 to 34 year-olds.
  • Users 25 and younger visit the app 20 times per day on average, spending an average of 30 minutes per day. Users 25 and older average 12 visits for a total of 20 minutes per day.
  • Snapchat cleared $400 million in revenue last year, up from $60 million in 2015. However, it still lost $500 million in 2016.

Now to the most important question: Do the ads work? According to Snapchat, yes, they do. The filing cited a number of successful advertising campaigns from brands like Bare Minerals, Starbucks and Wendy’s. This is encouraging news in the world of digital marketing. An alternative to the Facebook-Google duopoly is something that advertisers will welcome with open arms.

Snapchat Updates Lets Brands Link to Websites Using Snapcodes | The Verge

You thought you were done with QR codes plastered everywhere, didn’t you? Well, thanks to Snapchat, the return of QR codes is imminent. In addition to serving as a fan acquisition vehicle, Snapcodes now will prompt users to open a website when people snap the code. It’s a small change, but one that will make it a lot easier to promote content, something brands have really struggled with on the platform.

Multi-Photo Galleries Are Coming Soon to Instagram | TechCrunch

Another week, another product announcement from Instagram — and this one is surprising. Instagram is testing multi-photo galleries, which let users select multiple images to include in a single post. This is something that will be new to users, but not advertisers who have had the ability to post carousel ads for some time now. What has always drawn me to Instagram is the post quality. You choose the single best photo to tell a story or share your experience. It will be interesting to see if this change is welcomed by users.

Duck Duck Go Hits 10 Billion Private Searches | The Verge

Is search engine tracking on the hot seat? Duck Duck Go recently announced a new milestone: 10 billion searches since 2008. In case you’ve never heard of the privacy-focused search engine, Duck Duck Go’s mission is to provide the search capabilities of Google, without any of the tracking. It doesn’t store any personal info, which means there is no ad targeting. Its rapid growth is proof that Internet users are becoming increasingly aware of just how big their digital footprint really is. To celebrate its feat, Duck Duck Go also donated $225,000 to nine organizations that raise the standard of trust online.

Watch: The Future of Live Video by Jon Steinberg | IAB

Cheddar CEO Jon Steinberg took the stage at the 2017 IAB Annual Leadership Meeting to give his take on the future of live video. While some people think that cable news has no place in the future of television, and it will be all short clips (ex: minute-long videos on Facebook) and on-demand dramas and comedies from Netflix, Steinberg believes live television as we know it is about to change much more dramatically than the shift from print to web. He predicts that in addition to short clips and on-demand Netflix viewing, existing content from cable channels will be rebooted and reprogrammed for younger audiences with connected televisions. Watch the video below to hear his scoop: