Dueling for ad dollars. U.S. companies will spend $52.8 billion on digital advertising this year, 2.5% more than they spent on it in 2014. And, while television advertising is still king—corporate marketers will invest almost $79 billion in TV commercials in 2015—researchers predict that spending on digital ads will outpace spending on TV commercials by 2019. Digital ads, after all, can be an effective way to reach Millennial target audiences. They’re also significantly less expensive and easier to track than TV commercials. Now, in an effort to intercept advertisers’ exodus to digital platforms, the CBS television network has launched a campaign designed to help maximize the effectiveness of television ad campaigns and prove the ads’ return on investment. As part of the initiative, dubbed the Campaign Performance Audit, CBS will help advertisers to create their messages using cutting edge editing equipment. CBS will also help advertisers to determine the most appropriate shows on which to air the commercials, and “then test [the ads] in front of live audiences using tools including biometric feedback and neurotesting.” The network’s executives have admitted to sinking a lot of money into the campaign, but they won’t specify exactly how much.
Stars of the (really) small screen. Have you caught any of the first four episodes of “Literally Can’t Even,” the first-ever scripted series created especially for the disappearing messaging app Snapchat? If you haven’t, we have some bad news for you: Like everything else on that incredibly hip platform, the episodes vanish. Each four-minute installment of the show, which has been airing on Saturday nights since late January, is viewable for just 24 hours. According to the New York Times, the show’s writers and stars, Sasha Spielberg and Emily Goldwyn, say that “they like the social media platform because it is very of-their-generation” and also because it is far removed from the work of their famous fathers, the film director Steven Spielberg and the producer John Goldwyn. Ms. Goldwyn also told the Times, “My dad always says it’s great to be at the forefront of change, but to spend so much time working on something and to have it disappear after a day, my parents were very shocked.”