Influencer Marketing Stats, News & Trends Week 10-19-2015
watch YouTube Red's promo vid below
YouTube Red Launches, TV Ad Budgets Go Digital, IAB's Mess Up
For this week's installment of influencer marketing stats roundup, we take a high-level look at the news and trends shaping up the industry -- this time disruption from YouTube's new paywall, TV advertising, ad blocking, and millennial marketing.
- YouTube finally unveils its long-awaited subscription service "YouTube Red". The monthly membership paywall eliminates ads, allows for offline viewing, and includes original content featuring top YouTube creators (see upcoming titles here) access to its YouTube Gaming app, and yet-to-be-launched Music app
- In traditional Godfather fashion, YouTube muscles its new Red ad agreement onto top YouTubers (TechCrunch's "An Offer Creators Can't Refuse")
- What everyone is wondering: "Could YouTube's New Subscription Service Affect Netflix?" (Market Realist -- see graph below)
- Though YouTube just debuted its ad-free service, WSJ reports YouTube ad growth has surged 471% in last year -- top 1K YouTube channels grew their subscriber base by 37% and monthly views, 44%. WSJ remarks, new data finds show YouTube's depth to advertisers presenting both challenges and growth opportunity
- YouTube's ad-of-the-decade winner, Turkish Airlines to send ten top YouTubers to Istanbul for influencer marketing campaign, #FortuneTraveller (Tubefilter). This campaign furthers the trend of travel and hospitality brands partnering with social media influencers for innovative digital marketing campaigns (see how other airlines have marketed with lifestyle bloggers here)
- TV marketing on social platforms and channels will rise to 5% in 2016-2017, then 10% in successive 3 years (MediaPost's "Social Media To Become Bigger Tool For TV Marketers)
- AOL publishes 2015 US State Of The Video Industry Report. Key finds include -- traditional advertising budgets reprioritized for digital video, 50% of buyers shifting budget to digital video are reallocating from TV, US digital video ad spend grew by 42% over the past year to total $7.46 billion in 2015, within the next four years, that number is expected to nearly double, reaching over $13 billion by 2019 (AOL)
- Businesses using Instagram for marketing will nearly double by next year. In 2015, 32.3% of US companies with 100 employees or more will use Instagram for marketing activities. That number will jump to 48.8% in 2016. By 2017, 70.7% of US companies will use Instagram for marketing, edging out Twitter for the first time (eMarketer)
- In face of alarming ad blocking stats (Econsultancy), Interactive Advertising Bureau launches new initiative, LEAN, says "we messed up"
- Time Inc. buys HelloGiggles, an online blog site targeting millennial consumers with fashion, beauty, and lifestyle content (WSJ). Started by celebrity blogger, Zooey Deschanel, Time's acquisition of HelloGiggles is indicative how major advertisers and publishers are leveraging high-traffic, personality-driven blog sites to engage today's consumer audiences. Similarly, to see how the biggest brands advertise with top lifestyle bloggers in 2015, check out our study here (infographic)
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October 23, 2015 By Evan