SRAX Recap: Snapchat Audio Lenses, the “Privacy Paradox,” Surprising Video Trends

In this weeks digital news, Google plugs into music ads, Snapchat continues to innovate, and Mary Meeker’s internet trends report provides plenty of digital insight.

Google plugs into music streaming services and SoundCloud goes programmatic.

Google pumps up programmatic advertising and looks to music streaming services like Spotify, Pandora and Soundcloud to deliver audio ads. Through Doubleclick, Google’s programmatic ad platform, brands will be able to purchase audio ad inventory. Pandora, although late to the game, recently bought an ad tech company called AdsWizz, which developed a programmatic ad demand platform that will allow Pandora to venture into the growing market.

SoundCloud partners with ad tech company AppNexus to make its audio and video inventory available programmatically. Advertisers will be able to use 15- and 30-second pre-roll and in-feed audio and video spots from SoundCloud using real-time bidding or through private deals. This will give advertisers a huge opportunity to reach the younger millennial and Gen Zer audience typically associated with SoundCloud.

Snapchat shots back at failed redesign with new audio-triggered lenses.

Snapchat’s recent redesign didn’t seem to resonate with users, and now they are doing everything in their power to stay afloat. Snapchat will soon release a new form of Snap Lenses, which will be able to respond to audio cues where the virtual ears will glow and grow relative to the noise level.

Instagram Story advertising is low but has potential.

There are around 300 million Instagram accounts that use Instagram Stories, yet marketers only use 16% of their budget towards Stories. Because Instagram Stories are a relatively new addition to the Instagram platform, brands are still in the experimental phase of testing the feature. But, what we do know is that Stories have the potential to reach a highly engaged mobile audience.

YouTube reports surprising video trends from May.

May 2018 YouTube video trends suggest that millennials have a huge thing for channels related to living in vans, makeup tutorial fails, and speed cleaning videos. This year, subscriptions and viewership of people living in out-of-camper vans have reached an all time high. In addition, the “I tried Following” challenge, where people put their own commentary over previous makeup tutorials gone wrong, have also going viral. In third place comes speed cleaning videos. With over 212 million views across 5,600 uploads, speed cleaning videos generally consist of people filming themselves cleaning out their cars, houses, desks, closets, and/or dog houses. It’s an interesting mix of trends this May to say the least.

Privacy activist group sues Facebook and Google on day 1 of GDPR.

It took less than 24 hours for Facebook and Google to get caught in the flames of GDPR compliance. None Of Your Business (NOYB), non-profit privacy activist group sued the tech companies for a total of $8.8 billion. They claim that both Facebook and Google have greatly exercised the practice of “forced consent,” which requires users to give consent in order to continue using their services. Obviously a no-no under the GDPR.

Mary Meeker’s internet trends report alludes a “privacy paradox.”

Mary Meeker’s annual internet trends report has provided marketers with valuable insight into the future of digital media:

  • Accept the fact that we live in a “privacy paradox” where usability improvements depend on the data that regulators want to make sure is not used improperly.
  • Mobile payments are becoming more streamlined, and China is leading in mobile payment adoption with more than 500 million active users in 2017.
  • Voice products, like Amazon’s Echo, and ecommerce sales are on the rise in the U.S. Voice product sales went from 20 million in Q3 2017 to more than 30 million in Q4, while sales via ecommerce also grew 16% in 2017, up from 14% in 2016.

Published on June 1, 2018

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