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The Daily Brief: 4.4

To become your world, the place where you shop, search, chat, and seek entertainment, Amazon must give you a reason to keep coming back—not each week to buy diapers or books, but every day and, ideally, on Amazon devices. One way to do that is to offer TV shows and movies you can’t find anywhere else. To decide what to make, the company says it looks at what customers watch and buy, and what they say in reviews. TV is where you see a lot of repeat engagement. Avid fans of certain shows come and customers love it. Movies tend to draw people into a service for the first time. Imagine, for example, layering clickable ads over an Amazon show instead of actors’ names—ads for things you can buy on Amazon. (Spoiler: They’ve already tested clickable ads on The Fashion Fund, Amazon’s own fashion reality show.) “It’s HBO meets Walgreens.” That’s effectively what Amazon is offering, but at a more massive scale, and all via your smartphone. LINK

On Wednesday, Google launched VR View, an easy way to embed 360-degree videos and photos into apps or websites and make them viewable with a Google Cardboard Viewer or through a draggable 360-degree experience (Google calls this “magic window” mode) that works on any browser. Users who want to turn 360-degree content into VR content on the web can simply embed an iframe on their site, following Google’s instructions here. LINK

Sephora became the first beauty brand to make its debut on the Kik app Monday, aiming to drive sales by offering a one-to-one chat experience on mobile. Users will now be able to not only get their beauty product reviews, recommendations and tips instantly, but also make purchases directly on the app. Sephora has also created a personalized experience for its customers through a small quiz on the app, using the results to serve them appropriate content and products tailored to their individual tastes. These recommendations are based on a range of questions about their age group, favorite makeup items, brands and products they cannot live without. LINK

The concept is neat. That is, the demographic of your TV ad slot is used to target the newsfeeds of Facebook fans. Caveat: it’s demographic data. Not behavioral or intent. Costly, and not necessarily a responsive target group. Expedia is working with TubeMogul as part of a pilot scheme to ensure that ad campaigns that appear on TV and then only shown on the news feeds of Facebook users with the same demographic. LINK

Instagram is coaching advertisers to approach it exactly the same way they do Facebook. “Instagram is a place for visual inspiration, and Facebook is a place for personal discovery. When we see Instagram and Facebook work well together in driving business results, we share that insight. It may fit some clients’ campaigns but not others.”  LINK

For the time being, the convenience of app deep-linking on smartphones will redefine search with contextual and intent discovery and targeting. But I think the next iteration of deep-linking distributes content without the necessity of the app living on the phone: streamed from the cloud to the user via the most minimal UI, like a chatbot, or an IA, like Siri or Alexa. In short, the rise of chatbots & “Zero UI” via voice commands (Amazon Echo) will make the concept of “apps” seem antiquated… LINK (This article begins to touch the idea.)

Instagram updated the Overlay CTA: “Earlier this month, we made changes to the overlay to help bring richer content to the Instagram community and increase advertiser performance across objectives. Previously, the overlay offered a more generic Go to Websiteor Go to App Store message depending on the objective. With the update, the overlay now pulls in your business’ Facebook Page name as well as the display or destination website URL you select when setting up your ad. For Mobile App Installs, a View in App Store message will appear for iOS ads and a View in Play Store message will appear for Android ads. To make sure quality customers take action from your ads, we charge advertisers based on the click on the overlay, not the initial tap.” LINK

Buzzfeed has Tasty, and now they have Nifty. They just get it. LINK

Pinterest is offering some exclusive services to top advertisers, including digital couponing. Pinterest shows how it sits somewhere between social media and search, with a little dig at social, where it claims Facebook users are not on the social network to shop. On Pinterest, they’re “open to new ideas.” LINKPinterest-Pitch-1024x576

Pinterest can incorporate a link to digital coupons, if the brand has a third-party couponing service like Ibotta. The coupon promotion could be served in one of Pinterest’s newest ad formats, Cinematic Pins.Pinterest-Coupon-Deck-1-1024x579

And Pinterest has gotten better at understanding its audience — it can tell their interests based on pinning activity. Advertisers are able to target based on behavior or the context of the pages people visit, as well as more general attributes like gender. Behavioral targeting is the most specific for the individual user, as specific as “parents to be” and “brides and grooms to be.” It also has categories of behaviors from artsy to outdoorsy to travel pinners.Pinterest-Behavior-1024x575

Facebook claims that the average viewing duration of video on its platform is three times longer when it’s live. Live offers huge engagement with their audiences than a more linear broadcast format like TV does and the more progressive broadcasters are seeing that they can use it to offer content that would be hard to squeeze into a traditional TV broadcast. LINK

Mobile architecture starts with micro-moments. Anticipate micro-moments for users in your industry and then design a marketing and content ecosystem that makes you discoverable in each moment of truth. Studying intent will focus you in on more specific consumer needs that you could address within each moment type. LINK

Twitch is introducing the Channel Feed, a new section on your channel page that lets you easily post and distribute content and news to your entire audience, all in one place. It’s important for broadcasters to communicate with their viewers, and Channel Feed will make it easier than ever. Your Channel Feed is a customizable space on your Channel Page where you can easily share important news, announcements, and anything else you think is relevant to your community. Channel Feed posts fully support emotes, have a generous character limit, and are easily shared to any linked social media accounts. LINK

The ideal Facebook advertising structure: single objective. LINK