The State of Media Q3 2018 - 4C Insights
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The State of Media Q3 2018
Contents INTRODUCTION...................................................... 2 DIGITAL ADVERTISING........................................... 3 Facebook.......................................................................................................4 Instagram......................................................................................................5 LinkedIn.........................................................................................................6 Pinterest........................................................................................................7 Snapchat........................................................................................................8 Twitter............................................................................................................9 TV RANKINGS....................................................... 10 US Broadcast & Cable TV Ad Rankings......................................................10 US NFL TV Ad Rankings.............................................................................. 11 UK TV Ad Rankings.....................................................................................12 TV Social Lift Rankings................................................................................13 Seasonal TV Social Lift Rankings.................................................................14 TRENDS................................................................. 15 Shoppable Advertising...............................................................................15 Stories Everywhere......................................................................................16 Data-Driven Content...................................................................................17 CONCLUSION........................................................ 18 Meet the Metrics.........................................................................................18
Introduction
We might want to name 2018 the year of change.
Another quarter has passed, and another wave of
changes have been made that dramatically alter the
advertising and media industries. Let’s recap.
During Q3 2018, the US Department of Justice
appealed the decision to allow AT&T to purchase Time
Warner, the result of which is yet to be determined,
but will most certainly give a clearer image of the
future of media consolidation. Meanwhile, Comcast
outbid FOX to acquire British broadcaster Sky in
a move that will give the telco giant a larger global
footprint as well as a robust digital and OTT presence.
Our CEO, Lance Neuhauser, describes the potential
impact of these changes in AdExchanger: “AT&T,
Verizon and Comcast are uniquely positioned in
the media landscape today to dominate the future
Read on for more insights into how marketers reached
of brand advertising. They have the trifecta — the
their audiences across channels and screens in Q3
technology, content and ad tech — required to create
2018, based on 4C’s exclusive data:
the seamless offering that could genuinely attract the
brand advertising budgets that are currently in play.”
DIGITAL ADVERTISING
Amid the macro changes, marketers continue to find
themselves embracing an audience-centric approach • Using a representative sample of brands active
to supercharge their strategies. In fact, Ilana Rosin, on 4C across Facebook, Instagram, Twitter,
Associate Director at Resolution Media, tells us LinkedIn, Pinterest, and Snapchat.
“every campaign we run for my client has an affinity • The total sample for our Q3 report included
or interest-based audience.” By using audience more than $300 million in media spend across
data to inform targeting, advertising formats, or the 1,000+ brands.
content itself, marketers are realizing the benefits of
putting their audiences first. Noam Dorros, Partner, TV ADVERTISING
Director Search and Social at Mindshare, says his
teams are seeing “higher engagement by users as • Using 4C’s proprietary Teletrax™ TV monitoring
we are hitting our target audience with a tailored technology, which tracks 2,100+ channels, we
message at the right time. That’s the key: know your looked at which brands were advertising the
audience, provide them with a relevant message, most in the US and UK over the past quarter.
and reach them when they are most receptive.” • We measure cross-screen engagement,
combining TV and social data together to
determine which brands saw the biggest impact.
The State of Media Advertising Q3 2018 Page 2 ©2018 4C Insights, Inc.
Digital Advertising
Digital advertising spend through 4C grew steadily
in Q3, led by Pinterest and Twitter, with the highest
increases in ad spend through 4C. Health, home
& garden, and travel verticals led growth across
publishers. With the summer travel and home
improvement seasons wrapping up and cold and
flu season rapidly approaching, advertisers in these
verticals leveraged the power of digital platforms to
reach their audiences.
The State of Media Advertising Q3 2018 Page 3 ©2018 4C Insights, Inc.
Facebook
Facebook saw an increase in advertising spend quarter-over-quarter (QoQ) through 4C as the company
addressed privacy and security concerns.
FACEBOOK SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall 7% $4.92 0.97% $0.51 6% -14% 23%
The health and entertainment verticals drove advertising growth on Facebook through 4C this quarter, with
77% and 59% QoQ increases, respectively. With over 2 billion monthly active users, Facebook continues to
provide wide reach for advertisers with mass appeal. Through new features like the global expansion of Watch,
Facebook is providing more opportunities for advertisers to reach their audiences. “This is the leap advertisers
have been waiting for. It’s been on the cards for some time with the Premier League deal Facebook signed
earlier this summer, and at the start of the season it’s the perfect time to roll out the platform for users,”
explains our Marketing Director, EMEA, Kirsty Brice.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Health 77% $5.94 1% $0.57 -5% -31% 38%
Entertainment 59% $5.45 2% $0.35 46% -29% 106%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 4 ©2018 4C Insights, Inc.
Instagram
Advertising spend on Instagram remained steady in Q3 and continued to grow its share of total ad spend with
Facebook, Inc. Marc Langenfeld, Precision Lead Singapore at Publicis, says “Instagram has certainly been a
growing channel for us with increased demand from clients as they have a better understanding of the product
and audiences available here. Newer formats such as Instagram stories, vertical video, and collection ads have
all been welcomed additions to the product suite and eagerly adopted.”
INSTAGRAM SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall 1% $4.11 0.19% $2.12 -11% 1.3% -12%
Health and home & garden verticals saw the largest increases in advertising spend on Instagram in Q3, with
218% and 74% QoQ increases through 4C. Instagram continues to provide creative opportunities for advertisers
through its highly visual nature, helping the platform grow.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Health 218% $3.02 0.15% $2.08 20% -36% 88%
Home & Garden 73% $6.03 0.34% $1.77 6% 22% -13%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 5 ©2018 4C Insights, Inc.
LinkedIn
LinkedIn saw a slight decrease in ad spend overall in Q3 as compared to Q2, as a natural side effect of
seasonality. Oscar Romero, Managing Partner - Performance Practice at Publicis Media, says his teams
have seen “an increase in investment, particularly as greater B2C options are available. That, coupled with
the unique laser-focused audience targeting capabilities, offsets the perception of the platform as expensive
for some advertisers.” While LinkedIn regularly has the highest CPM through 4C, its capabilities for reaching
professional audiences are widely seen as a worthwhile investment.
LINKEDIN SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall -5% $30.77 0.34% $8.93 2% 3% -0.57%
New features like Carousel Ads helped draw advertisers to LinkedIn in Q3, and created appeal for travel
brands, which led growth through 4C alongside the services vertical. The ability to use multiple creatives in one
ad is a big draw for brands that rely on visual content like those looking to hook potential travelers.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Services 124% $48.70 1% $9.04 -8% -20% 15%
Travel 80% $55.43 0.29% $19.35 60% -54% 251%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 6 ©2018 4C Insights, Inc.
Pinterest
With a 39% increase in ad spend over Q2, Pinterest was the platform with the largest QoQ increase through
4C this quarter. Heading into the back-to-school season in Q3, Pinterest anticipated seeing over 50 million
shoppers flock to the platform for inspiration.
PINTEREST SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall 39% $3.30 1% $0.56 6% -5% 12%
With its strength in inspiration and visual search, Pinterest continues to appeal to brands in the electronics and
apparel & fashion verticals, which led advertising growth through 4C this quarter.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Electronics 313% $5.43 0.14% $3.93 -5% 2% -7%
Apparel & Fashion 261% $3.97 0.43% $0.93 39% -10% 55%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 7 ©2018 4C Insights, Inc.
Snapchat
Snapchat’s slight dip in advertising spend in Q3 reflects the “summer slowdown” that occurs with its younger
audience. However, as our CMO Aaron Goldman told Adweek, “Snap’s future is bright. Augmented reality
has taken off, with 70 million people engaging with AR Snaps each day for an average of three minutes
each, based on figures provided by the company. And the company has a passionate user-base who spends
disproportionate amounts of time immersed in the platform. There are no signs of slowdown when it comes to
the pace of innovation at Snap.”
SNAPCHAT SPEND QoQ CPM SUR CPSU CPM QoQ SUR QoQ CPSU QoQ
Overall -13% $2.60 0.29% $0.88 -7% -14% 9%
In keeping with the overall trend, the home & garden and travel verticals saw the largest increases in Snap
Ads’ spend in Q3. The platform continues to be an efficient ad placement, with the lowest average CPM for
advertising through 4C in Q3. Snap’s new reach and frequency tool promises to help advertisers stick to
these efficient CPMs.
VERTICAL SPEND QoQ CPM SUR CPSU CPM QoQ SUR QoQ CPSU QoQ
Home & Garden 73% $1.38 1% $0.23 3% -41% 76%
Travel 23% $4.36 1% $0.46 -36% -34% -3%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 8 ©2018 4C Insights, Inc.
Twitter
Advertising spend through 4C grew double digits on Twitter in Q3. Laura Collins, Head of Paid Social at
Merkle|Periscopix, is seeing “larger clients invest more in Twitter as they become aware of its effectiveness
as a tool for branding. Their new suite of high-impact ad formats such as First View are ideal for clients that
need millions of eyes on their brand. And despite a high price tag, they actually still prove to be cost-effective
compared to traditional media designed to achieve the same goals.”
TWITTER SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall 12% $6.56 0.79% $0.83 -0.65% -0.79% 0.14%
Heading into the US midterm elections, government advertisers saw the largest increase in Twitter advertising
spend through 4C this quarter with a 697% increase QoQ. As politics continue to play out on Twitter, political
campaigns are using the platform to capture like-minded potential voters.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Government 697% $8.09 1% $1.00 72% -24% 126%
Retail 109% $7.93 1% $1.09 -2% 3% -5%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 9 ©2018 4C Insights, Inc.TV Ad Rankings
Without a doubt, TV and digital video are converging as the media landscape adapts to the new reality
of consumers watching video content anytime, anywhere. Our Chief Product Officer, Anupam Gupta,
described this phenomenon in MarTech Series: “Linear TV still amasses huge audiences and delivers strong
engagement and reach. Today’s digital- and mobile-obsessed industry headlines often neglect that fact,
but linear is still massively relevant within the media mix and remains a critical proving ground for the same
strategies that marketers have undertaken in digital video. The worlds of linear TV and digital video are
rapidly converging.” During Q3, events like the World Cup and the start of the NFL season were perfect
examples of this trend, capturing attention across screens around the globe.
Using our proprietary Teletrax™ technology, we found which advertisers were picking up the most TV
advertising time this quarter. In the US, Toyota and Geico retained the top spots for broadcast and cable
advertising, with film producers Warner Bros. and Universal Pictures joining the top 10 for cable during the
summer movie season.
BROADCAST PRIMETIME CABLE PRIMETIME
RANKED AD AD PREV RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK ADVERTISER MINS SPOTS QoQ YoY RANK
1. Toyota 578 1,294 22% 13% 1 1. Geico 8,348 16,846 22% 8% 1
2. Nissan 574 1,174 21% -6% 2 2. Progressive 6,158 12,337 34% 38% 3
3. Ford 554 1,158 60% 8% 4 3. DirecTV 4,926 9,858 -20% -34% 2
4. Chevrolet 544 1,095 22% 10% 3 4. Domino’s 4,788 14,478 30% 31% 5
5. Geico 427 888 30% -7% 5 5. Liberty Mut. 4,777 12,720 38% 61% 6
6. Verizon 345 682 29% 25% 10 6. Verizon 4,094 9,420 21% 15% 7
7. Progressive 337 676 45% 37% 7. Humira 4,088 4,094 4% 1% 4
8. Lyrica 336 355 11% 16% 8 8. Esurance 3,716 8,867 158% 74%
9. Honda 331 662 18% -12% 9 9. Warner Bros. 3,710 6,491 235% 153%
10. T-Mobile 311 644 46% -24% 10. Universal 3,232 6,706 30% 265%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 10 ©2018 4C Insights, Inc.US TV Ad Rankings
The NFL season kicked off in Q3, and despite being
embroiled in political controversy, ratings are on the
rise. Verizon and Microsoft took the top two spots for
advertising during NFL programming.
NFL FOOTBALL
RANKED AD AD
ADVERTISER MINS SPOTS YoY
1. Verizon 217 532 41%
2. Microsoft 161 344 124%
3. Bud Light 152 416 101%
4. Progressive 149 297 67%
5. Geico 144 295 54%
6. Ford 106 217 178%
7. J.G. Wentworth 105 122 219%
8. Toyota 104 242 55%
9. Lexus 100 288 12%
10. Hyundai 89 191 24%
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 11 ©2018 4C Insights, Inc.UK TV Ad Rankings
In the UK, Direct Line jumped to the top spot for overall TV and Pay TV Peak advertising this quarter, with
Compare the Market coming in first for Free to Air Peak TV.
OVERALL FREE TO AIR PEAK
RANKED AD AD PREV RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK ADVERTISER MINS SPOTS QoQ YoY RANK
1. Direct Line 7,081 14,210 67% 42% 5 1. Compare The Market 1,447 4,296 27% 53% 3
2. Compare The Market 5,847 14,628 32% 63% 4 2. McDonald’s 1,343 2,771 -32% 4% 1
3. Gtech 4,592 6,011 125% -33% 3. Currys PC World 1,275 2,685 73% 29%
4. Oral-B 4,405 8,674 -1% -26% 3 4. Samsung 1,091 3,157 35% 22%
5. McDonald’s 4,221 8,708 -28% -5% 1 5. Direct Line 1,030 2,071 120% 52%
6. Currys PC World 4,220 8,958 57% -1% 6. Kayak 968 4,928 44% 595%
7. Samsung 4,183 11,149 24% 2% 7. Confused.com 906 1,736 57% -40%
8. Kayak 4,061 21,289 33% 359% 8. Aldi 881 2,613 -3% 62%
9. TalkTalk 3,452 4,615 36% 84% 9. ASDA 879 2,665 32% 37%
10. Confused.com 3,440 6,877 32% -29% 10. Oral-B 842 1,654 41% -20%
PAY TV PEAK
RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK
1. Direct Line 827 1,664 141% 10% See "Meet the Metrics" on page 18.
2. Oral-B 699 1,377 -14% -31% 1
3. Trivago 552 1,142 69% -22%
4. Currys PC World 530 1,138 86% 5%
5. Lloyds Bank 528 1,042 44% 13%
6. McDonald’s 482 999 -29% -4% 3
7. Nationwide 454 557 9% -57%
8. Amazon 435 1,270 110% 579%
9. Halifax 434 797 -16% -14% 6
10. Sixt 420 1,035 21% 509%
The State of Media Advertising Q3 2018 Page 12 ©2018 4C Insights, Inc.TV Social Lift Rankings
Each quarter, we use our Teletrax™ TV monitoring technology and social media engagement data to generate
TV Social Lift Rankings, where we chart the brands that experienced the greatest lift in social engagement
following TV ads. This quarter, Samsung jumped to the top spot for broadcast advertisers, with ads poking fun
at rival Apple. Netflix came out on top of the cable rankings, thanks in part to ads for popular returning shows
like Ozark and new programming like The Haunting of Hill House and Maniac.
US CABLE US BROADCAST
RANKED TV SOCIAL TV SOCIAL MEDIA PREV RANKED TV SOCIAL TV SOCIAL MEDIA PREV
ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS RANK ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS RANK
1. Netflix 98% 2,582 461,560 1. Samsung 286% 735 72,447
2. LEGO 86% 7,275 101,805 2. Applebee's 86% 416 32,704 2
3. Olive Garden 77% 24,164 212,341 6 3. Oreo 82% 353 124,229
4. Amazon.com 74% 17,075 3,477 4. Johnson & Johnson 79% 451 38,235
5. Arby's 69% 18,019 76,242 1 5. Arby's 78% 608 76,242 4
6. Target 67% 26,062 76,242 8 6. Target 73% 1894 76,242
7. Oreo 65% 4,643 124,229 7. Olive Garden 71% 1070 212,341 6
8. Sprite 63% 3,088 55,920 5 8. T-Mobile 71% 1029 3,347
9. Southwest 60% 2,523 28,463 9. Subway 71% 553 139,190
10. Taco Bell 57% 50,866 63,016 10. DirecTV 68% 665 113,639 1
UK TV
RANKED TV SOCIAL TV SOCIAL MEDIA PREV See "Meet the Metrics" on page 18.
ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS RANK
1. Virgin Media 168% 6,141 162,939 1
2. O2 142% 4,624 43,360 7
3. Chanel 128% 1,039 347,996
4. Argos 106% 6,342 23,667
5. Tesco 98% 5,242 145,537 3
6. Channel 4 98% 11,933 774,892
7. Morrisons 96% 5,143 157,897 2
8. EE 91% 2,368 69,749
9. Halifax 91% 4,734 14,827
10. Amazon.com 86% 10,420 91,916
The State of Media Advertising Q3 2018 Page 13 ©2018 4C Insights, Inc.Seasonal TV Social Lift Rankings
Television events around the world capture audience attention throughout the year, and this quarter we looked
into how audiences were responding to advertising during World Cup and NFL programming. We included a
preview of World Cup TV Social Lift in our Q2 report, and this quarter, we have rankings for the full tournament,
where Suzuki saw the greatest lift in engagement after TV ads in the UK. During NFL preseason and regular
season programming in August and September, Subway saw the greatest lift in social media engagement
following TV ads.
WORLD CUP
RANKED TV SOCIAL TV SOCIAL MEDIA
ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS
1. Suzuki 1,590% 2 5,237
2. Morrisons 412% 11 58,800
3. Vodafone 365% 17 16,293
4. Mercedes UK 353% 17 3,139
5. Halifax 340% 9 5,582
6. EE 308% 14 17,647
7. HSBC 257% 4 11,592
8. Ford 221% 14 71,810
9. Lloyds 197% 16 7,793
10. Virgin Media 184% 15 47,589
NFL
RANKED TV SOCIAL TV SOCIAL MEDIA
ADVERTISER LIFT IMPACT SPOTS ENGAGEMENTS
1. Subway 733% 16 67,975
2. DirecTV 319% 28 54,629
3. T-Mobile 299% 8 174,760
4. Gillette 283% 4 39,185
5. Audi 216% 14 159,621
6. Applebee's 165% 5 72,069
7. Olive Garden 156% 1 44,851
8. Toyota 145% 88 59,124
9. Jeep 139% 19 252,956
10. Verizon 1.351 70 101,474
See "Meet the Metrics" on page 18.
The State of Media Advertising Q3 2018 Page 14 ©2018 4C Insights, Inc.Trends
SHOPPABLE ADVERTISING
As the holiday season heats up, shoppable advertising
is exploding across digital publishers. Pinterest and
Instagram both currently offer shoppable ads, with
Instagram expanding its organic shopping capabilities
this quarter. Between Pinterest’s strength as a platform
where users indicate purchase intent through their search
behavior, and Instagram’s highly-visual, magazine-like
user experience, shoppable advertising across both
platforms is a natural fit for retailers this holiday season.
“It goes without saying that Q4 is huge for retail, and
it means bigger budgets and a need to reach a bigger
audience,” said Laura Collins, Head of Paid Social
at Merkle|Periscopix. “Pinterest is a really valuable
platform for retailers across many product categories,
and it’s already featured in several of our media plans to
finish off 2019.”
We also expect brands to increase
investment in Pinterest in Q4,
as an extension of paid search
activity, particularly for online
retailers. Pinterest’s integration
with API partners like 4C means
advertising on Pinterest is more
accessible and sophisticated than
previous years.
OSCAR ROMERO,
MANAGING PARTNER – PERFORMANCE
PRACTICE AT PUBLICIS MEDIA
Snapchat is also testing shoppable Snap Ads following
the release of Shoppable AR lenses this spring. The
expansion of shoppable advertising gives marketers the
ability to create a more seamless shopping experience by
connecting with audiences across platforms and screens.
Amazon, arguably the world’s foremost shopping
destination, is also making a play for retail ad budgets
this holiday season. The online shopping giant has
recently taken steps to bolster its advertising business
with a consolidation of its ad products under the Amazon
Advertising name, and expanded API integrations,
including one recently announced with 4C.
The State of Media Advertising Q3 2018 Page 15 ©2018 4C Insights, Inc.STORIES EVERYWHERE
Competition for consumer attention is constantly increasing, meaning marketers need to find ways to connect
with their audiences by not just aligning with their interests and values, but also with their preferred content
experience. If recent numbers are any indication, their preferred content experience is Stories.
We are primarily utilizing (Stories on Instagram and Snap) to test the
placements' abilities to drive lower-funnel outcomes.
JAIME BECKETT, ASSOCIATE DIRECTOR, SOCIAL MEDIA AT OMD
One of the fastest growing content formats for digital platforms, the ephemeral nature of Stories across
platforms like Instagram, Facebook, and Snapchat adds a level of authenticity that consumers love, helping
the format grow across platforms. In June, Facebook announced that Instagram Stories had reached 400
million daily active users, growth of 150 million over last year. According to Facebook, one-third of the most
viewed Stories on Instagram are from businesses and ~50% of businesses on Instagram have created a story
in a typical month. Instagram also has multiple ad formats for Stories including Carousel Ads and Canvas. Our
CMO, Aaron Goldman, says “Across the brands on our platform, we’ve seen triple-digit increases Instagram
ad spend on a year-over-year basis. Stories adoption is at the center of that.”
As Stories continue to grow in popularity across platforms, Marc Langenfeld, Precision Lead Singapore at
Publicis, describes some advertising best practices. “We’re using Stories across Instagram as well as Facebook,
and have typically found performance increase by upwards of 20% compared to in-feed ads. From a best
practice and recommendation perspective, obviously use fit-for-purpose creative built for the execution, utilize
video or carousel formats, and finally be explicit in your creative on what you want consumers to do, such as
indicating they can swipe up to buy or get more information.” It's also important to understand how Stories
advertising can work in conjunction with other ad placements. Kim Hoeu, Head of Paid Social (APAC) at Essence,
says her team has seen "better results in terms of brand uplift" when using Instagram Stories in combination
with in-feed ads on Facebook and Instagram.
The State of Media Advertising Q3 2018 Page 16 ©2018 4C Insights, Inc.DATA-DRIVEN CONTENT
In order to capture increasingly elusive consumer attention,
content creators and advertisers are beginning to use
audience data to create stronger campaign strategies and
inform the content itself. Our, CEO, Lance Neuhauser,
writes in AdExchanger about the power of audience data.
Content disruptors “know in advance whether a piece
of content has an audience and when that audience will
go from watching an entire episode to an entire season
to an entire series. In other words, they know whether
that audience is worth the investment and exactly when
they’ll get the return. Their mindset has shifted from their
understanding of content to the data that helps them
understand their audience, and TV networks have an
opportunity to follow suit."
In a recent article for MarTech Series, our Chief Product
Officer, Anupam Gupta, described how advertisers are
It’s time for TV advertisers to
put data to use in a way that lets
them target their true audiences,
not just vague proxies for the
real consumers they are trying to
reach. That moment is finally here.
ANUPAM GUPTA, CHIEF PRODUCT OFFICER
AT 4C
using social media engagement data to inform audience
discovery, competitive intelligence, and creative insight.
With abundant data on audience viewing habits, traditional
TV networks and OTT providers are in a position to push
into new, non-disruptive advertising formats like dynamic
product placement. As networks refine their approach
to using audience data to inform advertising, the finish
line for the future of video advertising is clear: a highly
engaging, highly valuable experience for the consumer.
The State of Media Advertising Q3 2018 Page 17 ©2018 4C Insights, Inc.In Conclusion
Heading into the final quarter of 2018, marketers are leveraging tools like shoppable advertising and Story
formats across publishers to reach their audiences this holiday season. We’ll be back with another report in
January to review Q4 digital and TV advertising, as well as global TV moments like UK Christmas advertising
and the MLB World Series.
Meet the Metrics
CPM: Cost-Per-Thousand Impressions based on total spend SUR: Swipe-Up Rate based on total impressions and Swipe-Ups
and impressions across all publisher's campaigns. Includes all across all Snapchat campaigns. Includes all objectives.
campaign objectives.
TV Ad Rankings: To understand which brands are most active on
CPC: Cost-Per-Click based on total spend and total clicks across TV, 4C tracks ads across broadcast and cable networks, covering
all publisher's campaigns. Includes all campaign objectives. more than 2100 channels in 76 countries. Advertisers are ranked
according to total ad minutes aired in each category.
CTR: Click-Through Rate based on total impressions and clicks
across all publisher's campaigns. Includes all campaign objectives. TV Social Lift: By comparing each brand’s social media
engagements in the two-minute period after the start of a TV
Total Spend YoY: Change in publisher's social advertising spend
ad to the brand’s average social media engagement rate, 4C
through 4C from Q3 2017 to Q3 2018.
calculates the TV Social Lift Impact. Ultimately this is a measure
CPM YoY: Change in publisher's CPM from Q3 2017 to Q3 2018. of how much more likely a consumer is to engage with the brand
on social media after seeing its TV ad.
CPC YoY: Change in publisher's CPC from Q3 2017 to Q3 2018.
CTR YoY: Change in publisher's CTR from Q3 2017 to Q3 2018.
CPSU: Cost Per Swipe-Up based on total spend and total
Swipe-ups across all Snapchat campaigns. Includes all campaign
objectives.
The State of Media Advertising Q3 2018 Page 18 ©2018 4C Insights, Inc.ABOUT 4C 4C is global marketing technology company that delivers a unified platform for audience discovery, media execution, and performance analysis. Leading brands, global agencies, and media owners trust the Scope by 4C™ platform to identify their most valuable audiences and reach them across channels and devices. With nearly $2 billion in annualized advertising spend running through Scope, 4C enables self-service activation on a4, Amazon, Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Pinterest, Snapchat, and Twitter as well as TV synced ads via display, search, social, and video. The company also provides paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring network which detects over 400 million TV asset airings on an annual basis. Founded in 2011 and based in Chicago, 4C has staff in 16 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. Visit www.4Cinsights.com for more information.
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