24 May 2017
The new Snapchat Ad Manager lets marketers buy, manage, optimise and view reporting on their campaigns. Snapchat has also introduced Mobile Dashboard – which enables advertisers to view and share their ad creative exactly as a user sees it. Another feature, Business Manager, centralises advertisers’ key information and allows management of roles and permissions, access levels, billing contacts, ad accounts and more. The tool will be available in Australia in June 2017.
YouTube will make polished shows starring celebrities to compete for TV ad dollars. The plan will involve hundreds of millions of dollars to produce more than 40 original shows and movies next year. They will be similar to the exclusive shows paying subscribers can watch via YouTube Red – but free! Early reports indicate it will be a sponsorship-style buy-out similar to TV.
…Speaking of big budget original programming shows, according to reports Facebook is aiming to premiere its first 24 shows in mid-June. They’re likely to be in two tiers – one with longer, high production value shows (think House of Cards) and one with 5-10 minute shows that are less expensive and and will refresh every 24 hours. The content will appear in a revamped version of Facebook’s video tab and will also appear on its video app in Apple TV.
AppNexus and a host of leading adtech companies have launched a consortium that will create a standard framework to help advertisers target users across screens. Its aim is to do away with cookies as a way of identifying users. By building ‘deterministic’ identifiers, the plan is to more precisely target ads on mobile, addressable TV, Internet of Things (IoT), out-of-home (OOH), email, and emerging channels. The question on everyone’s lips… will this rival the logged-in data of Facebook and Google?
VMO has launched VMO Programmatic, an outdoor programmatic product that allows advertisers to target specific demographics in real-time across its outdoor networks. This is made possible through VMO’s DART technology – a real-time audience measurement system which can recognise when a majority target demo is viewing. It currently detects up to 18 different demographic profiles.
Facebook’s pixel has been upgraded with the ability to track actions such as clicks like an ‘add to cart’, ‘click to call’ or ‘purchase’. All this without needing to implement custom events. Page metadata will also be passed along, including Opengraph or Schema.org data included on the page. This has affected old pixels since 20 May 2017. Pixels that were created after 20 April 2017 come with the new feature built in.
The Open Brand Safety Framework has plans to build a master list of all fake news and extremist content. High-end video fact-checker Storyful has teamed up with analytics platform Moat to bring the blacklist to ad buyers. The project aims to benefit brands and curtail the profitability of these domains in a big way.
The social media platform is partnering with Bloomberg to broadcast 24/7 news, which will launch this September in the U.S. The stream will show live reports from Bloomberg journalists around the world and include some videos posted by Twitter users. This comes as part of Twitter’s strategy to move further into live-streaming after they lost the rights to stream Thursday Night Football to Amazon.
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