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This Week's News: 2021/12/08

This Week's News: 2021/12/08

Hotspex Media Team

Instagram Details Several Updates, Tests Aimed at Boosting Teen Safety on Its Platform

TLDR
  • Instagram will apply a series of updates to promote teen safety including improved tagging/mention security, introducing different topics, the Take a Break feature, and tools for parents and guardians early next year
Brief

Adam Mosseri announced that Instagram will stop people from tagging or mentioning teens that don’t follow them, will nudge teens towards different topics if they’ve been dwelling on one topic for a long time and will launch the Take a Break feature in the U.S., U.K., Canada and Australia. The Take a Break feature should be available globally by early 2022 and enables people to make informed decisions about how much time they are spending on the platform, as well as expert tips to help them reflect and reset. Additionally, Instagram will be launching tools for parents and guardians in early March next year allowing them to see how much time their teens spend on Instagram and set time limits.

  • Read the full article from AdWeek


Worldwide ad spending 2021: A year for the record books

TLDR
  • Led by an unprecedented expansion in digital advertising, total worldwide ad spending will set a record for growth this year.
Brief

Pandemic conditions caused worldwide ad spending to decline by 1.2% last year, however, thanks to 2021’s extraordinary rebound, total spending by the end of this year will exceed 2019’s pre-pandemic figure by more than $120 billion. Traditional ad spending will also end up with unusually strong growth thanks to the low base effects caused by 2020’s extreme, pandemic-driven pullbacks in TV, out-of-home (OOH), and newspaper advertising. Total worldwide ad spending is set to increase 19.9% this year, reaching $780.59 billion. Worldwide digital ad spending will surge by 29.1% as digital ad buyers will end up shelling out $491.70 billion this year. Lastly, display has been outperforming search for many years, but they will end up with nearly equal growth from 2021’s digital boom (30.8% and 29.3%, respectively).



Barb now measures SVOD and social video – here’s what it means for advertisers

TLDR
  • Barb has begun measuring reach and time spent on video-sharing platforms and SVODs as part of a major measurement overhaul.
  • From November 30, advertisers can see the total viewing time spent on each of the major video services and identify patterns of ad viewing on the notorious data-shy platforms.
Brief

Through router meter data collection, the Barb panel is now able to track views on the likes of TikTok, Twitch and YouTube, as well as SVODs such as Netflix, Amazon Prime Video and Disney+, regardless of whether the platforms are Barb subscribers. This will enable agencies to create dynamic audiences specific to the VOD services, which can tell agencies where those audiences can be reached on commercial and linear channels. Barb’s update also adds SVOD audience profile to its reporting by using Kantar’s SVOD measurement system, circumventing the streamers that are not subscribers to Barb. Unlike the recent upgrade to US measurer Nielsen, Barb’s new system won’t directly measure individual ads. Barb has updated its definition of total TV viewing to ‘total identified viewing,’ which looks at time spent on linear broadcast channels and BVOD, time spent on SVOD and AVOD viewing, and time spent on video-sharing sites. The router meters work by measuring the internet traffic from all devices in broadband homes to the Barb-defined video sites. Router meters also collect data from other devices and can access demo information on smartphone viewing. To report SVOD ratings Barb uses an audio-matching measurement solution that works by matching audio signatures taken from TV sets with a reference database. This method is only available on TV sets.

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