Instagram Hiding Likes May Help Influencer Marketing; US TV Ad Spend Takes a Hit; Do Companies Need a CMO?

We take a look at how influencer marketing may be affected by Instagram's "likes ban," a bigger-than-expected hit in US TV ad spend and whether companies need a CMO. November 18, 2019 [Instagram Hiding Likes May Help Influencer Marketing; US TV Ad Spend Takes a Hit; Do Companies Need a CMO?](/TdMSn0Q0j002AL130pL9DG0)   Instagram has begun hiding ‘likes’ for select users worldwide, expanding a test that could determine whether or not they will be permanently hidden from public view. Instagram's CEO Adam Mosseri said the experiment will help improve the mental health of users, while some influencers and celebrities have argued that it may reduce engagement and make it harder to attract brands. But some marketers see this test as an opportunity to move away from such vanity metrics, particularly as audience measurement becomes more sophisticated. “The hiding or removal of likes shouldn’t negatively impact how brands work with influencers in developing successful content,” said Dave McNulty, vice president of marketing at vodka brand Stoli. “Successful content is a result of brands building real relationships with credible influencers and giving them the creative license to be authentic with their audience.” Should Instagram move to hide likes permanently, individual users will still be able to see who liked their content. Brands can work with third-party vendors to gain direct access to their influencer partners’ metrics—including likes, impressions and reach—as long as the vendor is part of Instagram’s API partnership program. [Read the full article.](/TdMSn0Q0j002AL130pL9DG0) [Try an RCS Messaging Pilot Program]( RCS – It’s just too good to ignore! As many as 86% of smartphones will be RCS-enabled by the year 2020, and right now 74% of consumers have said they are more likely to engage with a brand that uses RCS. You should be leveraging the power of RCS to create more compelling interactions with your customers. [See for yourself.]( [Report: Mobile Video Monetization](/TdMSn0Q0j002AL130pL9DG0)   Surging mobile video viewership and changing viewing habits have prompted creators, publishers and advertisers to rethink their monetization strategies. This year, eight in 10 US smartphone users will watch mobile video, with one in five adults watching for more than an hour a day. So how should advertisers reach their audiences? In this report, we look at mobile video consumption and popular content types. We include our forecasts for digital ad spending, digital video viewers and time spent watching digital video. We also break down the common ad formats and experiences that advertisers use. [Read the executive summary.](/TdMSn0Q0j002AL130pL9DG0) [chart-image](/TdMSn0Q0j002AL130pL9DG0) [[Webinar] How to Face the Future of the CCPA]( The California Consumer Privacy Act, or CCPA, will soon go into effect. Are you ready? Join Venable and presenting sponsor Epsilon for “Consumer Data Privacy: Face the Future of the CCPA.” Learn the regulation status, what critical compliance and reporting standards marketers need to know and more. [Register Now.]( [Podcast: Do Companies Still Need a CMO?](   eMarketer junior analysts Blake Droesch and Lucy Koch join principal analyst Jillian Ryan to discuss whether companies still need a traditional CMO. What are the new responsibilities of the new CMO, and what can they do to thrive? Jillian, Blake and Lucy also talk about the smartphone shipment rebound and whether people prefer to watch the same content separately, or different content together. [Listen in.]( [chart-image]( [Daily Forecast: TV Ad Growth Takes Bigger-than-Expected Hit in 2019](=/TdMSn0Q0j002AL130pL9DG0)   eMarketer junior forecasting analyst Nazmul Islam discusses the events that contribute to our US TV ad spending estimates and events in the new year that could lead to further gains. [Watch now.](=/TdMSn0Q0j002AL130pL9DG0) =/TdMSn0Q0j002AL130pL9DG0 =/TdMSn0Q0j002AL130pL9DG0 ©2019 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/TdMSn0Q0j002AL130pL9DG0) | [Change email address](=/TdMSn0Q0j002AL130pL9DG0) | [Update preferences](/TdMSn0Q0j002AL130pL9DG0) | [Advertise](=/TdMSn0Q0j002AL130pL9DG0) [Select "Research Submissions"](=/TdMSn0Q0j002AL130pL9DG0) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/TdMSn0Q0j002AL130pL9DG0   =/TdMSn0Q0j002AL130pL9DG0