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Parts of the agency market are thriving. Consultancies for the first time captured Nos. 6 to 10 on the list of the world's biggest agency companies, and they are well-positioned with deep ties to the C-suite.

Digital, encompassing everything from creating a Facebook ad to digitally transforming how a marketer interacts with consumers, captured 51.3 percent of 2017 U.S. revenue for agencies of all disciplines, according to Ad Age Datacenter analysis. Digital's share has nearly doubled since 2009.

Growth is moderating. Agencies' U.S. digital revenue increased 7.0 percent in 2017, compared to growth rates of 8.0 percent in 2016 and 13.5 percent in 2015. Digital media employment rose 7.8 percent in 2017, the lowest growth since 2009.

mobile platforms combined to account for 60% of total digital media time spent, up from 50% a year ago. And mobile apps accounted for more than half of all digital media time spent in May at 51%.

mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%.

Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter.

doom and gloom hasn’t made it to Madison Avenue, where Twitter is more valuable than ever. The biggest reason is that unlike Wall Street and Silicon Valley, advertisers and agencies don’t expect Twitter to be Facebook. In fact, they’re thrilled it isn’t.

This is where one of the big Silicon Valley-Madison Avenue divides comes into play. In the Valley, everything is about scale. Big numbers are everything. But advertisers have plenty of scale options. What they’re looking for is different tools that help it solve specific problems for clients. Twitter, even with its small reach compared to Facebook, can do things Facebook cannot.

“Twitter has a more intellectually engaged audience,” Huge’s vp of user experience Jessica L’Esperance said. “It’s niche, which is why it’s powerful.”

more “advanced” metrics had generally seen the most growth. For example, engagement—the top KPI—had jumped 32% in the past two years, while sentiment tracking showed year-over-year growth of 38%.

sales conversions and brand ambassadors dropped by 38% and 58%, respectively, between 2012 and 2014. Still, web traffic as well as followers, fans and group size—simple and relatively useless figures—ranked second and third, which Useful Social Media said was “slightly disconcerting.”

Each additional tweet with an image or hashtag corresponds to a 2% increase in new followers.

Each additional retweet a user makes is associated with 4% more new followers.

I suspect it's because RT'd content is typically better-than-average content.

Anthony Noto, COO of Twitter, and former Goldman Sachs banker, is leading the company

He's betting the company on a risky strategy: to turn the social network, famous for celebrity feuds, trolls and Donald Trump, into a destination for live video — from sports to financial news to political debates.

Noto, a Silicon Valley outsider known for his hard-charging style, has struggled to convince investors or Valley insiders that his plan can really fix the company.

Marketers are siphoning budgets from display campaigns on Twitter to its video ads, which when synchronised with TV media buys can lead to a 10 per cent lift in their return-on-investment from the legacy medium.

To propel its own video offering, Twitter is working on features such as demographic targeting and validation, gross rating point and target rating point as well as reporting.

We are focused on live premium content in all sports, news and politics as well as entertainment to bring together for our users what they are already talking about, what they already care about," added Bain.  The company will be hoping live streaming help lift its monthly active users. It’s been an ongoing problem for the social network and while it moved up slightly in the quarter, up to 310 million compared to 305 million in the previous one, growth has been fairly stagnant for the last year.

said the company has vowed to no longer pay for any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.

Problems in what he called the "media supply chain" may help explain why the U.S. has anemic economic growth despite $200 billion in annual ad spending, including $72 billion on digital, Mr. Pritchard said. The IAB is 21 years old now, he noted, and digital collectively gets more money than TV.

we are now poring over every agency contract for full transparency by the end of 2017 to include terms requiring funds to be used for media payment only, all rebates to be disclosed and returned, and all transactions subject to audit,"

the exponential growth of sharing may not, actually, be helping Facebook. And with the explosion of dedicated mobile sharing apps, the industry may be evolving in ways that Zuckerberg never foresaw.

Facebook is now trying to cram so much "sharing" through a single service that it is overwhelming many of its core users.

Facebook knows it has a problem. It planned a major redesign that gave users more control over the News Feed. But it was scrapped when the first batch of users showed low engagement with the new design. 

social media-driven campaigns would see the most growth in commercial production in 2014,

it makes sense that the commercial production space is shifting its efforts to viral video. Out of the US smartphone users surveyed, 44% said they watched viral videos on their phones, the second most popular digital video type they viewed regularly; 43% of computer users and 37% of tablet users also reported watching viral clips on those devices.

The top hurdle to managing rights and royalties for commercials was the need for a system to track them, cited by 32% of respondents. A close 30% were concerned about others using an asset despite not having the rights to it

In today’s fast-paced, multichannel world, marketers no longer have the luxury to spend months crafting large projects; they must innovate and produce on the fly and respond immediately to market disruptions. In their new report, the researchers explain, “Agile for Marketing (A4M) drives long-term marketing strategies with short-term, customer-focused iterative projects that improve responsiveness and relevance. It allows for faster creative, more testing, smarter improvements and better results.”

63% of marketing leaders indicate agility as a high priority, but only 40% rate themselves as agile.

The CMOs we spoke with needed a solution that would help them orient marketing activities around the constant change in the marketplace—a solution that allows them to be more dynamic and flexible in their operations, more productive, and more collaborative and integrated in their work product.

Not even the promise of lower CPMs as a result of less competition was enough to tempt large swaths of advertisers to change their view of the platform last year. But it wasn’t for lack of effort. Snapchat execs pushed the self serve auction model in the U.K. for much of 2018.

Snapchat’s impressions are now the cheapest of its peers, according to the ad buyers interviewed for this article.

ll told, the ephemeral mobile messaging app had a good year in 2018 thanks in part to the arrival of the Snap Pixel. When it launched last summer, the pixel gave its ad business more clout as agencies could go to advertisers with more accurate data based on how Snapchat’s ads drive direct response clicks to websites. Deeper data on what actions Snapchat’s ads drove meant ad buyers could move away from last click attribution models.

Where is the Listerine crisis management?It seems that the Listerine PR team have thrown Dixon under a bus. I can’t find any support for her situation.

Influencer advertising not influencer marketingInfluencer marketing is not influencer advertising. Influencer advertising is a subset of influencer marketing, but the subset does not speak for the whole category.The differences between Influencer marketing and influencer advertising have their roots in the differences between transactional marketing and relationship marketing.Influencer advertising is transactional and short-lived. Work is orientated around tent-pole campaign contracts between influencer and brand.

The important skill sets for influencer marketing are twofold: there are hard skills and soft skills.The hard skills are data-centric skills. That is looking under the bonnet and choosing influencers based on demographics, what they've produced before, their ratio between engagement of sponsored and organic content etc.The softer skills are crucial, too - building long-term and mutually beneficial, business-growth relationships.

Zuckerberg says “People share more photos, videos, and links on WhatsApp and Messenger than they do on social networks.” 

“Our biggest competitor by far is iMessage. In important countries like the US where the iPhone is strong, Apple bundles iMesssage as the default texting app, and it’s still ahead” Zuckerberg notes.

Mark Zuckerberg stressed that sharing is shifting to private chat, where people send 100 billion messages per day on Facebook’s family of apps, and Stories, where he says people share 1 billion of these slideshows per day (though it’s unclear if that includes third-party apps like Snapchat).