The Ronaldo Effect on Instagram marketing, plus TV’s top retail advertisers: Datacenter Weekly
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Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals.
The Ronaldo Effect on Instagram marketing
Soccer superstar Cristiano Ronaldo is, of course, making headlines nonstop right now (e.g., “Report: Cristiano Ronaldo set to sign $207 million per year deal in Saudi Arabia,” from NBC Sports, and “Cristiano Ronaldo’s bizarre World Cup continues with South Korea gaffe,” from the New York Post). He also happens to be the first person to have half a billion followers on Instagram (actually, 507 million as of this morning), and so influencer marketing platform CreatorIQ has been tracking the effect he has on the Instagram messaging of the brands he partners with. A few examples:
• Ronaldo’s partner post with Clear Hair Care has racked up 4.1 million likes as of this writing. Per CreatorIQ data, Clear, a Unilever brand, typically averages 334 likes per post on Instagram.
• Ronaldo’s partner post with Therabody racked up 4.3 million likes—vs. 1,100 likes per post on average without Ronaldo.
Disney invites VideoAmp into its data clean room
“Disney Advertising is letting VideoAmp into its clean room under an integration agreement,” Ad Age’s Jack Neff reports, “that will let advertisers served by both companies make privacy-compliant audience matches using Disney and VideoAmp data.”
The details: “The integration will cover insights across both traditional age-gender demographics and advanced audiences and business outcomes,” Neff notes, adding that the deal will allow for “custom integrations between Disney’s Audience Graph, ad exposure log files and VideoAmp’s proprietary TV viewership footprint to show advertisers exactly how audiences were reached and to optimize reach and frequency across Disney’s addressable TV, connected TV and digital properties.”
Essential context: “The deal does not cover the use of VideoAmp as a currency in upfront deals for Disney’s TV networks, including ABC and ESPN, as VideoAmp has done with such networks as Paramount and TelevisaUnivision,” Neff adds. Also, “While advertiser interest in the Disney+ ad-supported tier set to launch Dec. 8 appears high, this integration ... does not cover that service at this point, executives of both companies said.”
The Turkey 5’s top retail TV advertisers
TV advertising analytics firm iSpot.tv tracked TV ad impressions across the five days from Thanksgiving through Cyber Monday—the so-called Turkey 5—and pulled together this top 10 list exclusively for Ad Age Datacenter:
Most-Seen Retail Brands on TV, Nov. 24-28
ranked by TV ad impression share of voice among retail marketers
1. Walmart (8.91%)
2. Target (6.74%)
3. Amazon (6.10%)
4. Macy’s (5.81%)
5. Kohl’s (4.53%)
6. Lowe’s (4.07%)
7. Etsy (3.54%)
8. Kay Jewelers (3.19%)
9. The Home Depot (2.93%)
10. Wayfair (2.63%)
The newsletter is brought to you by Ad Age Datacenter, the industry’s most authoritative source of competitive intel and home to the Ad Age Leading National Advertisers, the Ad Age Agency Report: World’s Biggest Agency Companies and other exclusive data-driven reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter.
Ad Age Datacenter is Kevin Brown, Bradley Johnson and Joy R. Lee.
This week’s newsletter was compiled and written by Simon Dumenco.
