News

News

Facebook testing ad breaks for all video content

Posted on Friday 24th of February by Jo Cook

Facebook is set to increase its monetisation options for brands creating content on the platform with the introduction of ad breaks for video. The tech giant is currently testing ad spots for live and uploaded clips as it looks to boost revenue and enable publishers to deliver more relevant ads to users across desktop and mobile.

Facebook said that it has already started testing the new ad initiative, which will see publishers earn a 55 per cent revenue share. They will soon have the option of inserting an ad break into a video at the time of their choosing, though it must autoplay after at least 20 seconds from the start and be spaced two minutes apart from any other break.

“Whether on Facebook or off, we’re committed to continuing to work with our partners to develop new monetisation products and ad formats for digital video,” Facebook’s VP of Partnerships, … Continued

Instagram launches new organic Carousel format

Posted on Friday 24th of February by Jo Cook

Instagram has updated its swipe-able Carousel format to allow users and brands to select and post up to ten images and videos in a single post on the photo-sharing application. The Facebook-owned company is allowing the format to be used organically, so brands don’t have to pay for ads.

According to Instagram, the new feature means users will no longer have to choose a single clip or photo from an experience, delivering on its goal of being more than a ‘highlights’ platform. Its 600 million monthly users will soon be able to select, edit and share multiple photos. When the format appears in feeds, it will be accompanied by a set of blue dots to indicate the Carousel format.

The update, which is rolling out on Android and iOS over the next few weeks, will initially be limited to content with square ratios, but Instagram is aiming to allow … Continued

Ads on YouTube not a brand-safe environment, warn digital experts

Posted on Wednesday 22nd of February by Jo Cook

Digital media experts have warned brands about the dangers of influencer content on social sites and claim that placing ads before videos poses a reputational risk. They urged advertisers to use premium publishers to ensure that their ads are displayed in a brand-safe environment and matched with similar content.

The recommendation follows the high-profile fallout from hugely popular vlogger PewDiePie’s decision to upload a video with anti-Semitic content last week. Disney immediately dropped the Swedish influencer from its brand ambassador initiative, while Google removed his channel from its Preferred Platform. Several other prominent brands have also inadvertently seen their online ads matched with extremist content recently.

These developments have led experts to warn brands that it is almost “impossible to guarantee” the safety of their image on YouTube due to the lottery of buying audiences and whitelists that quickly become outdated. Timothy Whitfield, Director of Technical Operations at ad corporation … Continued

Audience-centric content is king, claims CMI

Posted on Tuesday 21st of February by shaun

Marketers need to adopt an audience-centric and quality-above-all-else approach to content creation in order to engage with potential customers consistently, according to new advice from the Content Marketing Institute (CMI). In its list of marketing faux pas that turn off an audience, it claims that overly salesy and SEO-heavy pieces can be detrimental.

Referencing the CMI’s research, digital marketer Neil Patel writes that just a third of content marketers believe that their strategies are very or extremely effective, which suggests that many brands and businesses are unknowingly making use of tactics that cause a disconnect with end-users and sabotage their content endeavours.

Patel states that content should be made for the audience and not merely created so that companies can just talk about their own interests. Marketers should therefore identify their audience, outline what it wants to hear and create relevant news, blog posts, white papers and other content … Continued

Google to end unskippable 30-second ads on YouTube

Posted on Monday 20th of February by Jo Cook

Google is set to ditch 30-second ads on YouTube next year as it refocuses on content that can be consumed more readily by users on the platform. This long-ad format is not popular, with surveys showing that around 90 per cent of people would skip the ads entirely if possible.

While these clips will be disappearing some time in 2018, the video-sharing site will continue to show 15-second and 20-second ads, and users won’t be able to bypass these by pressing a skip button.

The decision by Google to get rid of longer ads is no surprise, as it is facing increasing competition from Facebook, which is eager to create more snackable content for users on mobile devices. Google rolled out its own ultra-compact “bumper ads” last year. These ads last just six seconds, and it appears that they are effectively meeting the needs of both advertisers and consumers.

Google’s … Continued

Voice search growing, but users prefer private environments

Posted on Friday 17th of February by Jo Cook

Voice search is growing in popularity and is fast becoming one of the main methods for mobile users to find the content and information that they need while at home, at work or on the move. With this in mind, digital marketing agency Stonetemple has published a new study to find out exactly how people in the US are using voice commands.

The first major takeaway is that using voice search in public still carries a sort of social stigma, as users are much more willing to use it when they are alone and in private environments such as their homes. Two-thirds said that they utilise the functionality at home by themselves, while just over 20 per cent said that they are comfortable using it on public transportation.

While data shows that voice search is gaining ground in daily use, people still prefer to open up a mobile browser to … Continued

Snapchat users eager to consume brand’s entire content story

Posted on Wednesday 15th of February by shaun

Snapchat users are very likely to watch an entire brand’s story on the visual platform and generally use the search bar to find and consume the content that they need, according to the latest quarterly report published by analytic enterprise Snaplytics. The report aims to uncover content habits and trends to better inform marketers and advertisers.

Snaplytics analysed 500 brand accounts during the final three months of 2016 to see how users, brands and creators are using the platform to publish and consume content. More than 24,000 stories with 217,000 ephemeral clips and images were collected as part of the study, and the findings should be of particular interest to marketers who want to optimise their campaigns on the popular mobile app.

Snapchat is quite limited when it comes to analytics and metrics for content, but brands will be delighted to hear that their campaigns are performing rather well. The … Continued

BBC report says emotional resonance can trump metrics for brand content

Posted on Friday 10th of February by Jo Cook

A new BBC report has urged advertisers to focus more on the emotional impact of the content that they publish, as a strong response from consumers can result in a boost in purchase intention and brand affinity. It claims that marketers should move away from viewing hard data such as click-through rates as the most important means to measuring the effectiveness of content.

The BBC’s Science of Engagement report surveyed more than 9,000 consumers in leading markets including Australia, Germany and the US to see whether there is a link between campaign metrics and emotions. As part of the study, participants watched nine video campaigns created by big brands such as HSBC, Mazda and Huawei.

CrowdEmotion partnered with the BBC’s StoryWorks unit for the study, and the former monitored the facial muscles of participants viewing the selection of visual content while also asking further questions about traditional brand metrics. … Continued

Growing IT content demands for B2B marketers

Posted on Wednesday 8th of February by shaun

B2B marketers should take advantage of IT professionals’ growing content consumption habits by delivering a “variety of pertinent content” that will drive lead generation, a recent industry report published by NetLine Corporation has noted. The study found that content consumption volume in the sector soared by 38 per cent in 2016.

The 2017 State of Information Technology: Content Consumption and Demand Report analysed trends of IT content and the audiences that are highest in-demand, using NetLine’s lead generation network, which in 2016 processed over 8.5 million leads. The report aims to uncover key insights into content segments such as security, infrastructure and data tools, in order to empower IT marketers.

IT professionals are now consuming more digital content than ever before, as the study found that the total volume increased by 38 per cent, while two or more pieces of content were consumed by the majority of the audience. The … Continued

Optimised content campaigns crucial for Valentine’s Day

Posted on Tuesday 7th of February by Chris Lee

Valentine’s Day is now just a week away, and a guide released by Bing has urged content marketers to create content optimised for mobile search and focus on last-minute timing in order to reach and engage with couples during the next seven days. Data shows that there was a staggering $19.7 billion (£15.9 billion) spent last year on the big day.

More than half of adults celebrate Valentine’s Day, which falls on 14th February every year, so it makes sense for brands and publishers to optimise their content campaigns for the occasion. There was also a four per cent increase in the amount of spending year-on-year in 2016, so this year could be even bigger.

Bing starts off by recommending a campaign that reaches a wide audience. While “significant others” are the biggest spenders on Valentine’s Day, the occasion is also celebrated by co-workers, family, friends and even pets, so … Continued