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The Daily Brief: 6:20

Snapchat ads and the APILINK

  • Snap Ads between friend stories – There will now be ads occasionally inserted when you auto-advance at the end of one person’s Stories to the next person’s, but they won’t interrupt the narrative of any one user’s Story and won’t be shown every tine you auto-advance.
  • Expandable Snap Ads (more CTA and content formats) – ads to install a promoted app, watch a long-form video, visit a mobile website or view an Instant Article-style article formatted specifically for Snapchat.
  • Ads API -Advertisers can now use programmatic interfaces to efficiently buy huge campaigns instead of having the manually strike deals with Snapchat
  • Ad Measurement – Snapchat has slowly built a set of measurement partnerships into a robust offering, including Moat, Nielsen mobile Digital Ad Ratings and Google DoubleClick that will assist advertisers with figuring out which ads are working and worth spending more on.

GE always tells a compelling story on Snapchat, and usually ends with a strong CTA. Not easy.

GE snapchat
GE snapchat

“Creators and brands are adapting to Facebook similarly, modifying their approach to the demands of this new platform. Consider that each Facebook video autoplays for three seconds (that’s an official Facebook “view,” even), allowing a brief chance to convey why a viewer should watch longer. And the News Feed algorithm then pushes popular and relevant video even higher in the stream if the creator can effectively get people to watchFacebook has so far resisted pre-roll advertising (on its own site, anyway), which it deems  “interruptive” to viewers. But creators and brands both should consider those first three seconds as their own version of pre-roll, a chance to at least silently tease key points and pull in viewers for the rest of the video. This means smart Facebook video publishers are packing that brief window of opportunity with more onscreen captions, interesting titles, brand messages and eye-catching imagery. LINK

Snapchat has announced a partnership with Oracle to measure the impact of its digital advertising in the physical world. Oracle will analyse the impact of Snap Ads on in-store sales and help brands quantify and improve their advertising on the platform. Early research carried out using Oracle’s Data Cloud looked into Snapchat pushes for leading cosmetic, personal care, cleaning, packaged food, and beverage brands, with figures revealing that 92 per cent of Snapchat campaigns drove a positive lift across in-store sales. LINK

Now over 80% of social shares come from Dark Social. LINK

Flashy new social content competitive analysis tools via Unbrand, called Discover. LINK

  • allows a marketer to find popular topics, such as ones relating to holidays or other events, and then see the public organic and promoted posts from brands in a particular industry around those topics.
  • focused entirely on brand content
  • A marketer can look at brand content by time, by level of engagement, by industry and other parameters and can tell which content or topics did well for specific brands.
  • library covers material posted by more than 40,000 brands on Facebook, Twitter or Instagram over the last four years.

Local and location-based marketing are really about consumer behavior and reaching and influencing consumers before they buy (most things) offline. It almost goes without saying that the implications of having visibility into offline consumer behavior are dramatic: LINK

  • Campaigns (keywords, creative, channels, publishers) can be optimized based on offline actions.
  • Media planning becomes more efficient by exposing which channels (digital and traditional) are actually working (vs. clicks/impressions).
  • Offline data can be used for online retargeting and personalization.
  • Location history operates as a kind of cookie for audience segmentation and targeting based on real-world actions.
  • Location analytics offer competitive and operational insights.

Twitter helped sell one out of every 10 movie tickets sold in the U.S. and Canada. Which is fucking mind-blowing. For comedies specifically, adding Twitter to TV ads resulted in up to a 24 percent increase in ROI and an 11 percent increase in ROI for action movies, according to the Neustar data. LINK

Instagram is rolling out a feature that links ads to profile pages so that when someone clicks on an ad from the news feed, a banner pops up at the bottom of the screen. The banner prompts people to take an action, like to visit a website or download an app. Clicking on the banner pulls up a website within Instagram. “We found that Instagrammers were routinely tapping on a company’s name from a direct response ad to learn more. Now when that happens, the call-to-action button from that same ad extends to the company’s profile page to make it easier for people to discover a business they care about.” LINK

instagram's new mobile banner ad format

In an exhibit he named “Tinder In,” Depoorter juxtaposed LinkedIn and Tinder profile pictures to show how people choose to represent themselves on each platform. As you would expect, there was often a big difference between the two. Facebook Jane may be very different than Tinder Jane. This is because online social media spheres tend to mimic offline friendship/audience groups. The smaller the circle gets, the more people reveal. According to the Total Youth Mobile Report, 92% of millennials will only share information on Snapchat with close friends. Dark social also provides an opportunity to create some exclusivity among dedicated followers. Content should match the channel (and its users) to create stronger connections. For dark media to be fully effective, we need to match it to the right content, rather than copying the same asset across channels. “Tribecasting” is the art of stoking interest among a core group of fans early in the process. It involves giving followers bespoke content that is often raunchier or more honest than what eventually appears on Facebook. That was not the case with Drake’s video. There was nothing to be found, which made it obvious that I had to find it. But I didn’t want to just broadcast it on Facebook; I needed to be the one to share it among WhatsApp friends who are genuinely into Drake and his music. Rihanna’s Samsung-sponsored launch of her new album and “Anti” world tour also triggered a social hunt. Both the artist and company dropped crumbs of clues before publishing the actual link that led fans to everything “Anti.” Drake’s and Rihanna’s campaigns both drove content discovery and advocacy, rather than massive awareness. Their fans carried the music to the mainstream, where — rather than going from 0 to 60 — consumers had already had their curiosity tweaked just a bit. When marketers and their agencies come up with a “big idea,” perhaps we should regard the idea as the plot of a story that the media and consumers ultimately write. This means that as media agencies, we should include both the content asset as well as new forms of dark social distribution, including: LINK

  • Text-based campaigns
  • Link drops
  • Exclusive content experiences
  • First release channels
  • Narrowcasting
  • Personalized messaging
  • Content differentiation (light vs. dark)

Facebook added some new options to branded content in its Instant Articles, including support for marketer logos atop those articles. LINK

Applying predictive data to a live audience strategy gives campaigns an edge and puts them in the forefront of something before it peaks, tying targets to interesting or surprising trends. LINK See: GraphShot & Blab.

Facebook announced the winners of its 2016 Facebook and Instagram Awards. LINK

Instagram UGC as Facebook Carousel ads. ROI for the UGC was seven times better than the regular ads, with a click-through rate that was six times greater. What’s more, the people who are driven to West Elm’s website converted to sale at a rate of three times greater than those who clicked through thanks to a regular ad. LINK

Londoners can now receive Twitter alerts about delays on the underground and railway networks in their Direct Message inbox. APIs are awesome. LINK

KPIs should based on what the activity [is supposed] to achieve, which is based on creative, media planning and the subsequent journeys and the metrics for each area. LINK

Creative is king and optimization is critical. Know what plays, what doesn’t. EG: 20% of FB videos play with sound on vs more than two-thirds of Snapchat’s videos are viewed with sound. LINK

Twitter targeting via emojis. Domino’s targeting users tweeting pizza emojis, or Beyonce with lemonda emojis, anybody? LINK

Social ad size cheat sheet. Always helpful.

social media ad size cheat sheet June 2016
social media ad size cheat sheet June 2016