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The latest data on beauty influencers: Datacenter Weekly
Fits and starts
“Peloton Interactive tops the leaderboard in connected fitness,” Ad Age Datacenter’s Bradley Johnson reports, “but iFit Health & Fitness is trying to give it a run for the money—despite facing ‘adverse market conditions.’”
Those conditions prompted iFit to delay a planned initial public offering. Both iFit and Peloton are grappling with a sharp slowdown in revenue growth rates following a pandemic boom.
Some key takeaways, per Johnson:
• IFit, marketer of NordicTrack, ProForm, Weider and Freemotion equipment and the iFit interactive fitness platform, tripled worldwide ad spending to $379 million in the fiscal year ended May 2021. That brought iFit’s spending close to Peloton, which boosted worldwide ad spending by 38% to $418 million in the fiscal year ended June 2021.
• Revenue for both marketers has more than doubled during the pandemic. Peloton, run by CEO John Foley, a former Barnes & Noble and IAC/InterActiveCorp executive, is far ahead.
• Peloton, which shipped its first stationary bike in 2014 and its first treadmill in 2018, has more than twice the revenue of iFit, which CEO Scott Watterson co-founded (under the name Weslo) in 1977. (Watterson had been in line for a $35 million bonus after the IPO.)
• Worldwide revenue for Peloton soared 120% to $4 billion in its latest fiscal year, while iFit’s revenue jumped 105% to $1.7 billion. But revenue growth rates for both companies have tumbled in the current fiscal year.
Keep reading here.
A data hack creates a brand crisis for Twitch
In “What brands need to know about the Twitch hack,” Ad Age’s Erika Wheless details the scope of the breach, which reportedly includes:
• The entirety of Twitch’s source code with comment history “going back to its early beginnings”
• Creator payout reports from 2019
• Mobile, desktop and console Twitch clients
• Proprietary SDKs and internal AWS services used by Twitch
• Twitch properties including IGDB and CurseForge
• An unreleased Steam competitor, codenamed Vapor, from Amazon Game Studios
• Twitch internal security tools
The bottom line: The Amazon-owned gaming platform is now, unwittingly, an open book—which was the goal of the hackers. As Wheless reports, the anonymous hackers, who posted about their 125GB data dump on 4chan on Wednesday, said the leak was meant to “foster more disruption and competition in the online video streaming space.”
Keep reading here.
See also: “Twitch in crisis as it blames server error for massive data breach,” per PC Gamer.
And: “Twitch streamers respond after huge leak of creator payout data,” from TechCrunch.
Meanwhile, over at Facebook: “Over 1.5 billion Facebook users’ personal data found for sale on hacker forum,” TechRepublic reports.
The latest ad industry employment data
“Employment in advertising, public relations and related services increased by just 1,000 jobs in September, the smallest job gain since the spring,” Ad Age Datacenter’s Bradley Johnson reports, citing data from the monthly employment report from the Bureau of Labor Statistics (BLS). “U.S. employment in the BLS classification of advertising, public relations and related services increased to 450,900 jobs” during the month, making for the slowest growth in the sector since April.
Essential context: Soft growth aside, “the ad business still delivered its eighth consecutive month of growth since ad jobs hit a pandemic period low of 432,100 in January,” he notes.
Keep reading here for Johnson’s drill-downs (complete with charts) on ad industry employment by various BLS subcategories, including ad agencies.
Macroeconomic news and data in a nutshell
• “The U.S. Economic Recovery Is Slowing Down. Don’t Be Alarmed,” from the Harvard Business Review.
See also: “‘More ships than parking spots’: What a stuck supply chain looks like,” per CNN.
“Be more than just another résumé and get some face time with top organizations.” That’s the pitch for the Digital Analytics Association Virtual Career Fair, set for Wednesday, Oct. 20, 1-4 p.m. ET. Register here.
Data is beautiful
Video analytics firm Tubular Labs gave Datacenter Weekly a first look at its new beauty report titled “Beauty and the Social Media Beast.” To come up with its analysis, Tubular parsed data about more than 20 million beauty-related videos from more than 150,000 creators. Some key insights:
• From Jan. 1-Sept. 1, beauty influencers racked up 39.6 billion views for their content, vs. 3.0 billion views for beauty-related content from brands and 1.6 billion views for beauty-related content from media companies.
• Tubular cautions brands to look beyond just follower counts in considering partnerships with influencers. For instance, controversial beauty influencer James Charles has 24.6 million subscribers on YouTube, but saw 8.7 million unique viewers in July—a 35% ratio. By contrast, fellow beauty influencers Lordthivi has 1.4 million subscribers but saw 9.9 million unique views in July—a 707% ratio.
• Meanwhile, over that same 31-day period, beauty influencer 360juice drew 5.3 million unique viewers, but saw just 2.7 minutes watched per person, while fellow beauty influencer Brad Mondo had 1.9 million unique views and 37.7 minutes watched per person.
• As Tubular notes in its report, “These factors don’t make one influencer better or worse, but rather a more accurate fit for specific needs. Do you want to get your name in front of millions to reinforce your brand? Or would you rather show people how to use products via tutorials?” In other words, data should inform—not dictate—brand partnership decisions.
Read more: You can download a free copy of the report here.
Background: Tubular serves as the data supplier for the Global Video Measurement Alliance, which includes Group Nine, Discovery, Digitas, ViacomCBS, BuzzFeed and other major players (as well as Tubular itself).
See also: “Watch: How TikTok influencers helped Eos build its brand,” from Ad Age.
Marketing on purpose
Datacenter Weekly readers are invited to download a free copy of “Brand Purpose,” a new white paper that examines how consumers value brands with a purpose, what media choices can say about a brand, and what Gen Z expects from brands and employers. Ad Age Datacenter produced “Brand Purpose” based on data and analysis from Kantar.
Get it here.
Big deal: “Why Twitter sold mobile ad network MoPub to AppLovin for $1.1 billion,” from Ad Age.
Unholy: “Almost a million Bibles of data: the Pandora papers in numbers,” from The Guardian.
Better social media: “Why sharing user data trends can make social media better for everyone,” from Ad Age.
Child welfare: “How bad is COVID-19 in kids? See the latest data and charts on kids cases; hospitalizations; deaths,” from USA Today.
Filtered: “Real-world data show that filters clean COVID-causing virus from air,” from Nature.
ICYMI: “Companies are hoarding personal data about you. Here’s how to get them to delete it,” from The Washington Post.
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 Catherine Wolf.
This week’s newsletter was compiled and written by Simon Dumenco.