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The Daily Brief: 6.27

Facebook’s web app-like Canvas ads can now run as organic Page postsA Canvas ad or organic post can include text, full-screen and in-line videos that play automatically, photo carousels and panoramic photos that people can swipe or tilt around to see more. Canvas posts will not be given any special treatment by Facebook’s news feed algorithm — meaning an organic Page post won’t rank higher simply because it’s in the Canvas format — Facebook’s algorithm does take time spent nto account when ranking news feed content as well as whether people quickly bounce back from a link because the corresponding page takes too long to load. (People have spent, on average, 31 seconds in a Canvas ad over the past four months, according to Facebook.) LINK

The latest in audience development: Publishers are collaborating on Facebook Live videos in the hopes of getting more people to watch the content. Last week, The Daily Mail teamed up with Epicurious on National Martini Day to show viewers how to make the perfect martini. The video was live on Daily Mail’s Facebook page with Epicurious tagged in the description. Epicurious also shared the video on its Facebook page. Also last week: The Daily Beast partnered with Food52 to show viewers how to make different Father’s Day-themed cocktails. In this instance, two different cameras were set up and both The Daily Beast and Food52 went live, tagging each other in the description. The idea is fairly simple: the collaborating publications get exposure to new audiences since they’re not direct competitors. LINK

Facebook ads case studyLINK

  • Targeting your “warm” traffic first: the people who are familiar with you or your business/brand in some way. They’ve consumed your content, are familiar with your branding, have heard your name mentioned positively before, or have heard of you in some other way. Send them directly to a lead magnet.
    • A customer list uploaded to Facebook (usually your email list)
    • Past website visitors (requires the Facebook pixel to be installed)
    • Facebook Fans
    • People who have viewed our videos on Facebook
  • Cold Traffic Ad Strategy: Cold traffic means people who have never heard of you or your brand before. They are completely unfamiliar with you and have no idea what you do.

    • Pre-qualify people who are interested in the topic
    • Build trust by delivering value up-front without asking for anything at all. Not even an email address.
  • Cart Open / Launch Ads: Getting new email subscribers to encouraging existing email subscribers and website visitors to actually purchase the product.

Facebook is looking to come up with ad technology that allows premium publishers to monetize inventory themselves using data and targeting, and it will provide learnings and back-end success metrics. LINK

Twitter Engage app — their analytics app. LINK

Twitter Vine and video updates. Twitter is extending the length of Vine uploads for a select few users to 140 seconds, and making the same format available to all on Twitter proper (140 seconds)LINK

  • Vine: Basically the traditional six-second Vine will now serve as a trailer for a longer video. People will still see the shorter, looping clips in their Vine feed, but now they will have the option of clicking on that video to watch the longer, 140 second version.
  • Vine: The app is also exploring ways for its creators to make money from their videos beyond producing clips for brands through Twitter-owned influencer network Niche. In a blog post, Vine mentioned Twitter’s Amplify Open program that slots pre-roll ads before participating publishers’ Twitter videos when claiming that it has “a path to empowering creators with future monetization options.”
  • Twitter: Twitter will now display a vertical list of other videos someone might be interested in checking out below the one they’re currently watching. It’s very similar to Facebook’s Suggested Videos product, which includes video ads within that list.

Undertone + Facebook Canvas. “Undertone plans to create new sets of users that have been exposed to the ads and then retarget those that have previously engaged with ads on Facebook—both with Canvas and other Facebook products.” LINK

New Facebook ad products: Facebook announced the availability of audio and text overlay for Slideshow ads, the release of a video-to-Slideshow creation tool, the ability to create a Slideshow ad from a mobile device and integration with Facebook’s pages photo library and Shutterstock stock image library. LINK

Tumblr gets livestreaming. Tumblr will integrate with existing platforms, starting with YouTube, YouNow, Kanvas, and Upclose. Users of those platforms can now share and reblog live videos to their Tumblr Dashboard exposing those videos to another set of followers. Beginning today, you’ll be able to share a live stream from any of those apps directly to a Tumblr blog, even sending out alerts to the account’s followers, who’ll be able to watch from right within Tumblr’s website or app. LINK

Old Spice is at it again. https://www.youroldspicegame.com/

Five Facebook bidding tactics to consider. LINK

Twitter will let advertisers pay to sponsor NFL’s Periscope broadcasts and add branding to the video feeds. LINK

Facebook is going to let you invite guests to your live streams. Going live with a friend or fan can make broadcasts more fun and interactive, and there are tons of new possibilities with this format: interviews, debates, duets, collaborations, and more. Facebook also announced two other new features: an MSQRD integration that will allow you to go live on Facebook with effects similar to Snapchat’s selfie filters and face swap features. It will also add scheduled live videos, where broadcasters can notify their followers of an upcoming live video and allow them to wait in a “lobby” before it starts. LINK

YouTube Live. Now when people click the button in YouTube’s app tor record a video, they’ll have an option to record a live broadcast. If they click to go live, they’ll be prompted to enter a video title — like on Periscope and Facebook Live — and then to take a photo that will serve as the video’s thumbnail. YouTube will make its live broadcasts available immediately after a live recording finishes so that anyone who missed a livestream can watch it after the fact. And people who subscribe to a channel will receive notifications when that channel goes live. LINK

“Your goal is to put something compelling enough in front of the consumer that they actually want to click and watch it with full sight, sound, and motion… it’s a matter of making sure you’re designing content that’s optimized to that specific type of user experience.” LINK

Don’t try to sell anything on reddit, just ask stupid questions. (Toyota) LINK

Twitter will let you see when tweets are from a specific place, like a business, sports stadium, or music festival. Location feeds linked to from these tags could inspire people to tweet more while out and about, fuel Moments about particular places, and improve Twitter’s ad targeting data. Now when you tag a specific location (powered by Foursquare), it will be visible in the main Twitter Timeline. If you click through to the tweet detail and then click the location, you’ll be brought to a location feed with a map up top. There you’ll see a tab of tweets from that place or city, with the option to check tab dedicated to media such as photo from there. Location feeds accessed through the new tags will unlock the ability for users anywhere to immerse themselves in a place. You could drop into a sporting event, see what people think about a museum, find the favorite dish from a restaurant, check the vibe at a local park, virtually visit a concert, or even become engulfed in a protest. This gives Twitter a way to improve its interest and location-based ad targeting even if you don’t interact with a place or business’ tweets. LINK

Zype offers a turnkey solution for creators to easily publish their content across a range of OTT platforms – including Roku and Apple TV – and monetize across these platforms. LINK