This Week In Digital = Dark posts coming to an end in 2018 + ecomm ad spend up + lessons from dogs and Red Bull (November 3, 2017)

This week in digital brings transparency updates from Facebook and Twitter, ecommerce ad spend up on social networks, and social media lessons from Red Bull and dogs.

In the face of the federal government, social networks take significant steps towards advertising transparency:

  • Facebook to bring “dark posts” of light in response to 2016 election interference.
    • This means dark posts are coming to an end. Dark posts are ads that target only a particular set of people, but are invisible otherwise because they never appear as posts on a brand page. In addition to giving consumers transparency, it also gives brands transparency into competitor ad creative on the platform, something that has been off limits since 2007.
    • While powerful ad targeting still applies, ads will be visible on the brand’s Facebook page.
    • Facebook expects the new transparency tools to be fully functional by the midterm elections in 2018. Facebook will start in Canada before the system reaches the US by summer.
  • Facebook plans to launch a publicly searchable archive next year containing details about advertisements run related to the US federal elections.
  • Twitter to reveal all ads in post-election transparency push. The social network has announced the creation of an advertising transparency center where it says it will reveal ads running on the platform at a given time, including pre-roll video ads. This means also means the end to “dark ads” on the platform.”
  • With most of the attention going to Facebook, Google has been a little under the radar, but we can expect Google to take similar steps as pivot to transparency continues.



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This Week In Digital = Social storefronts + FB updates + Halloween billions + Ruby (October 27, 2017)

This week in digital brings social networks emulate storefronts in B2C, FB introduces a new feed, billions spent on Halloween and Ruby, the goodest of dogs.

Social networks are taking on features that emulate storefronts in an effort to make commerce level impact. This comes in the form of Facebook carousel ads, Instagram shoppable ads, and Amazon Spark, and gives consumers the option to “shop” or browse product in a similar way they would in a brick-and-mortar store. At FWV, we’ve used shoppable or “storefront” ads and have seen great results in CPG.

Facebook introduces a new kind of feed called the “Explore Feed”, which is an alternative News Feed designed to help users discover content outside of their existing networks, like friends and Pages they already follow. It will not replace the News Feed, but will present the opportunity for users to discover brands if they’ve liked or shared similar content in the past.

This week in “tra-digital”:
Halloween spending is up 8% YOY at $9B in America. Here’s the breakdown:”

  • Candy: $2.7B
  • Costumes: $3.4B
  • Other: $3.0B

The briefing:

This week in pets

Lastly, but not least: Meet Ruby, the goodest of dogs, who mothers all the animals she lives with.

TWID = FB Page Stories + Nielsen measures Netflix + 2017 Pet Halloween Costumes (October 20, 2017)

This week in digital brings stories for FB Pages, advertisers amplify influencer content at lower rates and Americans spend $400MM on Halloween costumes.

Facebook rolls out Stories for all Pages. Although Facebook Stories have not massed the same audience as Instagram or Snapchat have, they can be helpful for pages or businesses who are not on the other two platforms. In addition to Stories, Pages can also use filters and effects as part of the creative.

Advertisers are taking influencer marketing content one step further by placing paid media behind it to amplify the content beyond the individual’s social accounts. In some cases this results in a lower CPM. Advertisers can place ad targeting on top of content so that it finds an audience similar to a publisher’s.

In-store and offline experiences drive social media impact. As a way to merge the offline and online consumer journey, a few instore/online tactics include leveraging hashtags, dynamic retargeting on store visits, contact acquisition (email and phone). The store visit is a very high level of intent and brands are seeking to capitalize on that to keep consumers in the funnel.

Other updates:

This week in pets:

Have a great Friday!

This Week In Digital = Content marketing + Snapchat Context Cards + Sad Nationals fans with pets (October 13, 2017)

This week in digital brings content marketing strategies, Snapchat feature updates, adult media consumption, more feature updates, and dedicated, but sad, Nationals fans.

A quick analysis of Coca-Cola, Geico and Under Armour content marketing strategies reveals success tactics:

  • Under Armour creates a ton of utility. It maintains a robust health blog, leverages many owned smartphone applications on which they can push content out to and has invested heavily in capturing Google search intent that’s inspired by content.
  • Coca-Cola employs the hub and spokes model of online marketing where article content is created on the website, published on social media, and then drives back to the website for further consumption. They harvest data gained from website visits and cycle it back into the content marketing program.
  • Geico – known for entertaining in broadcast, the billion-dollar advertiser invests heavily in content that educates and informs users on insurance

According to eMarketer, adults will spend nearly half of their media day consuming digital content. eMarketer estimates that adults will spend an average of 12 hours, 1 minute per day with major media in 2017. Nearly half of that is with digital content. The majority of time spent within digital is on mobile devices.

Snapchat releases Context Cards  into location based search queries on the platform. The feature enables people to access info about a venue tagged in a photo or video posted to the app.

  • Here’s a case for local businesses: a restaurant chain running a Sponsored Geofilter around its locations could have those filters carry a Context Card. Then when a person adds the Sponsored Geofilter to their Snap, people viewing the Snap would be exposed to the brand and be able to swipe up for more information.

Feature updates:

This week in pets

This Week In Digital = Insta polls + social activations + Grumpy Cat (October 6, 2017)

This week in digital brings Twitter testing the length of tweets, polls in Instagram Stories and social media activations. among other excellent stories:

Twitter testing extending the length of Tweets from 140 characters to 280 characters. The test includes select users to beta test the new tweet format. However, here’s a workaround to get longer tweets early, which may or may not work.

Instagram adds polls to Instagram Stories. The feature was first introduced by an app called Polly, which within a month became popular among teams and now replicated on Instagram via Stories. The feature allows you to write your own question and answers, and place them in Stories. You can see the results and who voted for what in the Stories view count page.

Brands go to great lengths to activate on social media:

Other updates of note: