This Week in Digital Marketing: Live Above the Rim with Snapchat


In the age of burgeoning transparency and improving the customer, or in this case fan, experience, Snapchat Specs have provided us with a perspective rarely seen.


Eye level with a regulation basketball rim.


That’s where Richard Jefferson, small forward for the Cleveland Cavaliers, took us this weekend during a team practice. The 6’7” former All-Star donned the shades as he made a couple of three-pointers with relative ease, before throwing down a couple dunks and alley oops, also with relative ease for a 36-year-old.



With Snapchat Specs making something as minor as a reserve basketball player doing some routine practice drills exciting, it sets a precedent for what other menial activities could be seen differently from the right perspective.


Just imagine being able to watch regulation games from them. It’s not uncommon for some players to wear goggles (for sweat, preexisting eye injuries, or superstition), so this is entirely plausible.


This new perspective could very well be the main trend this coming year. Fortunately, we don’t have to guess because a number of reports were released this week about digital marketing’s outlook in 2017.


We found a few of them for you to peruse here:


1. Social Media Ad Spending to Outweigh Print Revenue by 2020


  • “Advertising agency Zenith Optimedia predicts global advertising expenditure on social media will account for 20% of all internet advertising in 2019, hitting $50 billion and coming in just one percent smaller than newspaper ads. It expects social media to overtake newspapers comfortably by 2020.”


  • “Zenith’s report forecasts that global advertising expenditure will grow 4.4 percent in 2017, the same rate as in 2016, which it said would be a strong performance given that big events like the Olympic Games, Britain’s EU referendum and the U.S. presidential election boosted advertising this year.


  • Online video advertising is also rapidly growing and set to total $35.4 billion across the world by 2019, fractionally ahead of the amount spent on radio advertising but still far less than television.”


2. Social Media Moves to Advertising Forefront


  • “Total digital ad spending grew 17% year-over-year in 2016, while traditional, offline mediums such as print, radio and television advertising saw nearly flat growth compared with the previous years.


  • Mobile will generate an estimated 52% of digital sales in 2017, thanks in part to platforms such as Facebook and Alphabet’s Google that have become major advertising channels, particularly through video.


  • Facebook and Google are likely to dominate digital advertising sales for the next two to three years, Bonori explained.”


  • “Western Europe will see a modest decline in 2017 television ad spending due to political and economic uncertainties tied to Brexit and general elections in Germany and France.”


3. The NFL Has Slightly Loosened Restrictions on their Unpopular Social Media Policy


  • “After weeks of backlash against the new social media policy from fans and teams themselves, the league has taken it upon themselves to make a new, new policy and reverse or walk back some of the rules that were implemented.


  • Teams can now post 16 videos on their social accounts on gameday, up from 8, and can now post videos during game action. They can also now post their own GIFS. However, these videos still can not be actual highlights, but things like fans or fake Madden highlights of real football.


  • Teams can post 5 Snapchats of live game action.


  • Teams can post 3 non-gameday press conferences to Facebook live, including on gameday as long as it ends 15 minutes before kickoff.


  • However, in one thing that hasn’t changed, teams can still be fined up to $100,000 for breaking the rules on sharing highlights before the official NFL accounts.”


4. Social Media Update 2016


  • “A majority of Americans now say they get news via social media, and half of the public has turned to these sites to learn about the 2016 presidential election.”


  • “Nearly eight-in-ten online Americans (79%) now use Facebook, more than double the share that uses Twitter (24%), Pinterest (31%), Instagram (32%) or LinkedIn (29%). On a total population basis (accounting for Americans who do not use the internet at all), that means 68% of all U.S. adults are Facebook users, while 28% use Instagram, 26% use Pinterest, 25% use LinkedIn and 21% use Twitter.”


  • “The share of online adults who report using Facebook has increased by 7 percentage points compared with a Pew Research Center survey conducted at a similar point in 2015. In addition, the share of Facebook users who check in daily has increased slightly in the past year: 76% of Americans who use Facebook now report that they visit the site on a daily basis, up from 70% in 2015.”


  • “Some 62% of online adults age 65 and older now use Facebook, a 14-point increase from the 48% who reported doing so in 2015. In addition, women continue to use Facebook at somewhat higher rates than men: 83% of female internet users and 75% of male internet users are Facebook adopters.”


  • “Women continue to use Facebook at somewhat higher rates than men: 83% of female internet users and 75% of male internet users are Facebook adopters.”


  • “Roughly six-in-ten online adults ages 18-29 (59%) use instagram, nearly double the share among 30-to-49 year olds (33%) and more than seven times the share among those 65 and older (8%)…Female internet users are more likely to use Instagram than men (38% vs. 26%).


  • “Some 36% of online adults ages 18-29 are on the social network, more than triple the share among online adults ages 65 and older (just 10% of whom are Twitter users).”


  • “Half (50%) of online adults with college degrees are on LinkedIn, compared with 27% of those who have attended but not graduated from college and just 12% of those with high school degrees or less.


  • Similarly, 45% of online adults with an annual household income of $75,000 or more use LinkedIn, compared with just 21% of those living in households with an annual income of less than $30,000. And 35% of online adults who are employed use LinkedIn, compared with 17% of those who are not employed for pay.”


  • Women use Pinterest at much higher rates than men. Nearly half of online women use the virtual pinboard (45%), more than double the share of online men who do so.”


5. A New Product Head Likely to Drive Revenues for Twitter


  • “As Twitter struggles to grow users – and is likely to be an acquisition target – stability on the product team will be essential for growth. Since 2014, Twitter’s core product has been run by four different people, creating instability.”


  • “Innovation is essential to keeping users engaged, and Twitter appears to be lagging behind on this front. While the company is looking to monetize its live streaming feature and is signing deals to boost popular content on its platform, it needs to do more to take most of its live video offerings.”


6. How Milennials in the Workplace are Revolutionizing Marketing


  • “Milennials in the workplace spend 58% of their marketing budgets on digital media, Magisto found, whereas baby boomers spend only 14 percent.”


  • “Nearly half of Milennials allocate the bulk of their budgets to mobile; boomers allocate just 10 percent. On social media, Milennials are also more active. 68% of Milennials rely on social media ads, compared to just 27% of boomers.”


  • “Among the 500 small and mid-sized businesses surveyed, nearly 90% said they currently use or want to use video ads. Only 40% of boomers currently use or want to use video for digital marketing.”


7. How Facebook’s Measurement Errors Have Eroded Marketer’s Trust


  • “The aftershocks of Facebook’s measurement errors continue to ripple across the advertising industry. While Facebook has emphasized that the flawed figures – such as average watch time, organic reach and video completion rates – did not affect how much money it charged advertisers for their campaigns, that doesn’t mean advertisers and their agencies haven’t been affected.”


8. Super Bowl LI Advertisers Avocados from Mexico, Snickers & Skittles Gear Up for Game Day

9. Top 10 Most Shared Global Ads of 2016: UK’s John Lewis Holiday Ad Ranks #1 with Nearly 2M Shares


  • “The most shared ad of 2016 was released less than a month ago – earning 1.9 million shares since its November 9th launch date.”


10. Richard Jefferson Used the New Snapchat Glasses to Show Us What It’s Like to Dunk


  • “Richard Jefferson took the glasses to the practice court and gave us a first person view of shooting some threes, dunking, and finishing off alley oops.”
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