Must Reads from CMA's Digital Marketing Council #26

Here’s the latest round-up of must-read content from around the web from CMA’s Digital Marketing Council

The Dirty Secret of App-Install Ads Nobody's Talking About
App install ads are the new darling of digital marketing, but are they a winning strategy for brands? The author brings back the timeless message of 1998's "Who Moved My Cheese?" to remind us that the knockout success of a few branded apps does not guarantee the same result for all branded apps. 80% of apps never make it to 1,000 downloads. The cheese is gone. Where will brands find it next? – Shared by Katie Fisher, Director, Overseas Business Development, Harlequin

Facebook and Google Rule Advertising, and 3 Other Takeaways From the IAB’s Latest Report
Key takeaways from the Interactive Advertising Bureau's latest report; Mobile ad spend is booming, Social is also on the rise, and Facebook and Google are the big winners. Advertisers are going hard on video, and media is looking for alternatives to the big two to break up the duopoly. Digital pundits note that without these two, digital advertising actually shrunk over the last six months. – Shared by Mike Jacobs, CEO, The New Business

Black Friday online sales to hit a record-breaking $3 billion, over $1 billion from mobile
and Cyber Monday Sales Jump, Set to Surpass Initial Estimate
Is Cyber Monday becoming a relic of the past? With online and mobile sales' rapid growth all weekend long, consumers are skipping the mall and the lines in favour of clicking to get deals. Black Friday is fast becoming Cyber Thanksgiving Weekend. Consider how this will influence your shopper marketing efforts next year. – Shared by Ariela Freed, Digital Media Director, Bond Brand Loyalty

Facebook Increases Transparency By Updating Video and Third-Party Viewability Metrics
Facebook has faced scrutiny for the recent exposure of their beefed up viewability rates of ads on the platform, but has now decided to allow more third-party integration for verification services. This should bring back some of the confidence that advertisers may have lost in Facebook, by allowing advertisers to leverage the investments they have made in 3rd party verification software. – Shared by Amol Sharma, Sr. Account Executive, Brands Direct, TubeMogul

Instagram continues to absorb Snapchat features
Is Instagram the new Snapchat? As it continues to add new features to its Stories, we wonder where it will stop? A real consideration for marketers looking to gain access to younger and engaged platform: Instagram or Snapchat? Or both? – Shared by Simren Deogun, Associate Director, Digital at LoyaltyOne

Maybe the Internet Isn’t a Fantastic Tool for Democracy After All
Well, if the Internet does not allow democracy to shine, we're all in for some serious trouble. Too many people are discounting the problem of fake news. This is not something that Facebook and Google can solve for us. As Marketers, we're going to have to some heavy lifting here, in relation to media education in our big and scary world. – Shared by Mitch Joel, President, Mirum

The good, the bad and the future of digital marketing
Tis the season to look back on the year that was: what digital marketing trends emerged, which ones fizzled and where we may go from here. Video is making its mark - but it's silent, and live video may or may not be all it's cracked up to be. Is your organization leveraging any of the digital marketing approaches this writer highlighted for 2016? – Shared by Linda Forrest, Director, Marketing, Digital Channels, Sun Life Financial

Digital Marketing Council 

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Must Reads from CMA’s Digital Marketing Council - #25

Must Reads from CMA’s Digital Marketing Council - #24

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Tags: facebook, instagram, snapchat, black friday, cyber monday, internet, digital marketing