IAB Smart Brief

Cost-per-click on Instagram dipped 21% in the third quarter and cost-per-impression fell by 19% during the same period, AdStage reports. Click-thru-rates on the platform climbed 8.9%.

Snapchat is facing declining daily active users and falling stock prices, and to turn its performance around in 2019, the platform must grow its user base outside of North America and Europe — a task that will require a higher-performing Android app, writes Anna Hensel. The company also needs to introduce features and content that appeal to older consumers, reduce staff turnover and continue to increase its support for advertisers and creators, she writes.

Facebook is rounding out a challenging 2018, but it’s not in any danger of disappearing. Jon Schepke examines how the social network is likely to change and develop in the coming year, with a greater emphasis on Instagram and visual storytelling as the company evolves into a family of brands.

Sig Ueland reviews some of 2018’s best digital campaigns, including LinkedIn’s “#InItTogether” push that explored the passion that drives professionals in their careers. Additional highlights include Nike’s “Dream Crazy” spot that attracted more than 27 million YouTube views, Uber’s “#BeyondFiveStars” push that celebrated its drivers and Spotify’s “#2018Wrapped,” which used data to reveal humorous insights about listener behavior.

Telecommunications brands’ investment in social ads rose 287% from the Wednesday preceding Thanksgiving through to Cyber Monday, while social spend by tech brands and financial brands increased by 241% and 105% respectively, per 4C Insights and DialogTech. The study also found that TV ads during the holidays boosted social engagement.

IAB and its Data Center of Excellence announced the winners of the 3rd annual IAB Data Rock Star Awards at the IAB Data and Mobile Symposium in NYC. Representing companies including Acxiom Research, Nielsen, Adobe, Reveal Mobile, Lotame, Valassis Digital, and GroupM, winners demonstrate excellence, artistry, and innovation within the field of data.

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