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To celebrate Mother’s Day, Mediakix features some of our favorite mom bloggers, vloggers, and Instagrammers in our latest influencer marketing blog post. This week’s content also included an infographic on the top models to follow on Snapchat, an overview of how brands can market on Instagram without sponsored ads, an examination of how Michelle Phan has built her $800M business using influencer marketing, and more.
For today’s roundup of influencer marketing news and trends, we explore Interpublic’s decision to divert $250 million away from traditional advertising and invest in Google Preferred (YouTube ads), Snapchat’s newest advertising innovation, and YouTube’s massive audiences.
The Wall Street Journal recently reported that marketing giant Interpublic Group will shift $250 million in advertising spending away television ads and invest, instead, in Google Preferred, which manages YouTube’s native ads. Interpublic, whose clients include global brands like Coca-Cola and Johnson & Johnson, said the commitment represents a 4-5 fold increase in the amount the firm spent with Google Preferred in 2015 and around 12% of YouTube’s total advertising revenue for the year (approximately $2 billion).
This landmark deal highlights the accelerating trend of companies and marketers diverting advertising dollars away from traditional outlets and producing content for an ever-growing digital audience instead.
To learn more about why social advertising (on social media channels) trumps television ads, see our post here.
This week, beauty brand Lancome and mega-retailer Target launched 10-second “shoppable advertisements” on Cosmopolitan’s Snapchat Discovery channel. According to Adweek, the e-Commerce ads allow users to swipe up on their mobile devices for additional content; Target’s Snapchat ad gave customers the option to purchase items featured in the promotion, while Lancome’s ad led to a page (within Snapchat) promoting the brand’s new lip care product.
These new shoppable ads are likely the first in a series of advertising evolutions as Snapchat experiments with different monetization methods and continues to explore new ways for brands to connect with and market to the app’s highly-engaged audiences.
To see how brands are creating marketing campaigns with influencers on Snapchat, see our article here.
In an L.A. Times piece, YouTube CEO Susan Wojcicki announced that YouTube reaches more 18- to 49-year-olds than any cable television network. Wojcicki went on to say that, during prime time, YouTube is now watched by more U.S. 18- to 49-year-olds than the top 10 TV programs combined. According to the article, the assertion was based on data collected by Nielsen, a television ratings agency, at the behest of Google (YouTube’s owner), and points to the rise of digital video viewership among millennial and Gen X audiences.