Ten Things You Need to Know—06/04/18
by Digital Europe
Posted on 04-06-2018
- Adobe Advertising Cloud Creative Explained: Adobe’s Advertising Cloud Creative offering is a genuinely innovative set of tools allowing for dynamic workflows between creatives and marketers to deliver agile, effective campaigns at scale. This short video explains what it does, how it works, and why you’ll want to take a closer look.
- Instagram Expands Shopping Ads to 8 New Countries: And lo, it came to pass that the ability for retailers to create Instagram adverts linking directly to their e‑commerce offering was expanded outside of the US to encompass eight additional countries, including the UK, Brazil, Germany, France, Italy and others. Not a huge surprise—they’ve been trailing this for a while now—but for those of you looking to make Instagram a driver of attributable sales, this is potentially very useful indeed.
- Snapchat Featuring More Creator-Made Lenses: It’s now going to be even easier to use some stranger’s shonkily-created AR overlay in your Snaps! As of … imminently, Snap users will be able to find creator-made lenses above and beyond the standard official set, simply by swiping up in the app. Initially there will only be a selection of the best community-made content out there, but it seems likely that this is going to be opened up a bit more widely soon. No obvious brand opportunity here—branded lenses still need to be created as a promotion, because, well, they’re not idiots—but you might be able to have some fun with this if you can think of some tangentially brand-related graphics and sneak them past the THOUGHT POLICE.
- Snap Introduces @Messaging:In its continuing quest to make the platform more user-friendly to new joiners, and to enable better discovery of others’ accounts, Snapchat has finally introduced the ability to tag users in posts, much as you currently can on Twitter, for example. This is hugely significant for brands looking to engage influencers on the platform, or to develop a greater degree of dialogue and interaction with fans through Snapchat. It’s also introducing up to 16-person group video calling—which, if I’m honest, sounds like a noisy mess—that could have interesting applications in terms of fan engagement and influencer activation.
- LinkedIn Launches Native Video Ads: In a move which you probably thought had already happened, LinkedIn will now let users promote native video on the platform. It might make a nice change from the seemingly endless stream of inspirational “broetry” clogging the place up at the moment.
- Pinterest Expands Shopping Ads To More Businesses: Pinterest is often overlooked in the digital advertising space, which is a shame. Its tools are excellent, and the conversion potential high. Its latest announcement comes as it expands its “Shop The Look” service, which is the ability to tag brand Pins with product categories to enable an easier catalogue browsing experience. They’re opening it to new countries, including Japan and the UK, and expanding the number of retailers able to make use of its dynamic inventory platform. Potentially very useful, depending on the category you operate in.
- Spotify’s Self-Serve Ad Platform Now Coming to the UK!: SO EXCITING! Actually, a really sensible ad product, as I probably said last year when it was first announced in the US. Remember: “Brands can either upload scripts and choose background music, with Spotify Ad Studio recording voiceovers for the spots, or they can upload full audio spots directly to the platform. Ads created with Spotify Ad Studio can be targeted via musical taste, location, gender, age and activity, as well as to users on mobile or desktop.” See? EXCITING, isn’t it? Early-adopting brands could have fun making HUGELY surreal stuff here. Give it a go.
Your London Commute: Nice little toy from TFL, which asks you to tell it your commute and then tells you roughly how many other Londoners do the same journey as you each day on the tube. What it ALSO does is take data from you about where you live, where you work, and your email address for marketing purposes, which is obviously the point. It’s not particularly sophisticated, but it’s a good example of how easy it is to trick people into handing over data with some sort of banal question about their day-to-day life.
Facebook Adding Support For AR Markers: Yes, it’s a tedious and technical headline, sorry. Still, unless you work for Layar or Blippar or one of those lads, this is EXCITING NEWS. Basically Facebook’s moving to bake AR marker tech into its Camera software, which means it’ll be able to do all that “point your phone at a real world thing and see some slightly disappointing CGI overlaid onto the real world!” stuff you were excited about when you first saw it 7 years ago but which now just makes you think that the future is just going to be dirty and miserable and sad, type stuff. Still in beta, it’s being used as part of the launch marketing for 2018 megafilms Ready Player One and A Wrinkle in Time first, but it will almost certainly roll out reasonably quickly. Could THIS be the thing that eventually helps AR go mainstream?
Facebook Launches Improved Ad Offering for Retail: Here are three significant updates to Facebook’s suite of advertising products, specifically focused on driving sales. The new products include bespoke catalogues, powered by Facebook Canvas, which pull in dynamic content based on a targeted user’s interests; store sales optimisation ads, which use machine learning to target users who are more likely to complete an in-store purchase; and dynamic sales ads designed to reach people earlier in the sales funnel. Truly, it is a glorious time to be alive.
Topics: Digital Transformation, advertising and marketing, social media, technology, Trends, UK, UK Exclusive, Digital EMEA