Here are this week's 10 most intriguing numbers from the digital marketing space, including data about what's currently on the minds of brand marketers and a few eyebrow-raising social media stats. 1. Facebook's video spigot has apparently opened dramatically in recent weeks. In September, the social media platform said it served 1 billion videos daily, though an Adweek source. 2. Starting next month—as in less than two weeks from today—some agencies will start demanding from publishers, Digiday reports. If advertisers are serious about that mandate, well, that's a debate that could quickly turn into a scrum in early '15. In April, the Media Ratings Council declared that at least half of an ad should be in view for one second. 3. According to new stats from Salesforce, , but only 29 percent of companies say they actually have the needed infrastructure to bring the concept to fruition. 4. Barbie has the largest social media following when it comes to toy brands, per Brand Chorus' research, though Lego's marketers do the most with their following. 5. Combining Google's search advertising data and location dataon its Google ads have produced an in-store visit in the past year. 6. Here's a nice way to send The Colbert Report off for good. Stephen Colbert's spoofy brainchild for Comedy Central had the top-performing organic Gif on Tumblr in 2014. (Notes are Tumblr's engagement version of likes or retweets.) 7. AT&T ran the best paid ad on Tumblr this year for its "when you know what you want, call me" effort. 8. Victoria's Secret posted a YouTube video featuring its leggy supermodels lip-syncing Taylor Swift's "Shake It Off" on Dec. 8. It was the top brand clip on the video channel5.4 million views in less than two weeks. 9. What's between friends? An interesting byproduct of the the Sony corporate email hacks was the revelation that Snapchat CEO Evan Spiegel green-lit the purchase of smartglass company Vergence Labs for that princely sum. Vergence was owned by his old college buddy, Jonathan Rodriguez. 10. . That's how many Instagram followers Star Wars has 12 months before the seventh edition of the movie franchise hits theaters. You can bet that number will be closer to six million by this time next year.
The great Instagram purge of the past 24 hours hit Justin Bieber hardest—3.5 million lost followers—but some of social media's biggest brands felt the sting of loss, too. National Geographic, Nike, Adidas and Forever 21 were among the top 100 Instagram accounts that saw their follower counts pummeled after the spam hunt. The photo- and video-sharing app said last week that it would cull fake and inactive accounts, and it did its best to prepare brands and fans for the worst. Today, Instagram users were lamenting their fallen following with memes and jokes to cover the hurt. The shock of a diminished audience is just a short-term hit for marketers, who ultimately want to know if their fans are fake, said Eric Brown, head of communications for social influence measurement tool Klout and its parent company, Lithium. "Purging fake followers is the best thing to happen to social media since promoted tweets. It shows brands that reach is not enough and just a number." Brown said in an e-mail. "Brands need to be highly engaged with their real customers." After Bieber lost his millions of spammers, he dropped to the No. 2 most popular on the site, now behind Kim Kardashian, who also lost 1.3 million, according to Pixel 64, which has been tracking Instagramageddon. Even President Barack Obama was hit with a loss of 213,000 followers, 5.7 percent of his Instagram base now 3.5 million strong. Not even Instagram was safe. Its own account lost the most of any brand—18.9 million followers, a 30 percent drop down to a new total of 45.3 million. National Geographic: 229,000 followers lost. New count: 9.75 million Nike: 257,000 followers lost. New count: 8.75 million 9Gag: 120,000 followers lost. New count: 8.38 million Victoria's Secret: 215,000 followers lost. New count: 7.7 million The Ellen Show: 270,000 followers lost. New count: 7.47 million Forever 21: 245,000 followers lost. New count: 5.33 million Real Madrid Club de Fútbol: 159,000 followers lost. New count: 5.36 million FC Barcelona: 133,000 followers lost. New count: 5.33 million NBA: 196,000 followers lost. New count: 4.15 million GoPro: 94,000 followers lost. New count: 3.64 million Adidas: 101,000 followers lost. New count: 3.6 million Louis Vuitton: 107,000 followers lost. New count: 3.55 million
Scotts Miracle-Gro is looking for a new media agency, with requests for proposal due back to the lawn and garden products company on January 9, sources said. WPP's MEC network, which started working on the business in 2003, is the incumbent along with independent barter shop Active International, which handles national broadcast. Pile + Co is managing the search for the marketer who spent nearly $100 million in measured media last year. Final meetings in the review are scheduled on March 10 and 11. Reps at Scotts Miracle-Gro could not be reached while those at MEC declined comment. Execs at Pile and Active International did not return calls. Scotts last reviewed its media business in the fall of 2011, opting to stay with MEC in early 2012. The company's chief marketing officer, Jim Lyski, who instigated that earlier review, resigned from Scotts Miracle-Gro last January. Sources at Miracle-Gro's digital agency 360i said their business was not up for review.
This week's best ads certainly were an emotional bunch. Ikea and Apple both offered profound meditations on love for the holidays, and Samsung's entry was dreamlike as well—though wrapped in fascinating technology. And the sole celebrity entry this week featured actual weeping. See all five spots below, and vote for your favorite.