Ten Things You Need to Know—20/04/18
by Digital Europe
Posted on 04-20-2018
- Adobe Launches Audio Analytics: Audio is often overlooked when measurement and metrics are discussed, but no longer. Adobe recently launched on- and offline analytics for streaming audio, letting brands have data on exactly how long users listen to a podcast or audiobook, whether they skip ads, how connectivity affects listening behaviour, and more. As a means of optimising ad performance across the fast-growing audio space, this is a hugely valuable move, which will allow marketers to ensure that their audio ads are performing as efficiently as display.
- Facebook Rolls Out New ‘Subscription’ Model for Creators: This is a move from Facebook which adds Patreon-like features to the platform in an attempt to lure the YouTubers, streamers and other creators. There are more details here. There’s an interesting line at the end about bringing advertisers and creators together for BRANDED CONTENT OPPORTUNITIES, which sounds like it could be potentially rather useful to brands looking to expand their work with influencers or brand ambassadors beyond the more traditional channels.
- Facebook Adds Boomerang and AR ‘Graffiti’: Have you spent the past few weeks wishing that you could do those Boomerang looping vids you get on Instagram on Facebook? No, probably not, and yet here we are. Oh, and you’ll soon be able to scrawl crudely-drawn “artwork” in AR space in your videos too, as FB’s implementing AR drawing into its camera app too. There has never been a better time to be alive. Facetiousness aside, the development of these AR technologies, whilst not seismic for brands, does raise the bar in terms of the quality of fun and polish, and tech users will begin to expect to see in brand content across all platforms.
- 360 Photos and HD Vids In Messenger: A great opportunity for brands with access to compelling and high-quality video to reach customers through Messenger. In combination with automated customer service functionality, and the existing ad suite, this is potentially an excellent and useful addition to customer communication on the platform.
- Snap Map Explore: Coming as it did in the middle of all the recent attention focused on social media and privacy, this didn’t quite get the excited reaction I’d have expected it to. Rest assured—it is SUPER EXCITING. This is an update to Snap’s Map feature which effectively turns it into the marauder’s map from Potter. I mean, really, read this: “you can see where your friends are and where they’re traveling. These statuses are generated by your friends’ movements rather than them physically typing out something on their own…” The feed can give updates on the jet-setting habits of friends who are going on trips. It also can give location updates when they’re off to the beach or another noteworthy spot. What’s perhaps most interesting is that Snapchat says they’ll be using the feature to push updates or breaking news updates to users based on areas of the Snap Map that are seeing a lot of traffic tied to news events. I do wonder what sort of ad targeting options will spin out of this as a result (LOTS, almost certainly). The ability to target people “at the beach,” say, is really rather interesting.
- Snap Introduces @Mentions and 16-Person Video Calling: While the concept of a 16-person video call does, I confess, fill me with slight trepidation, the second part of this announcement—the ability to target other users in posts on Snapchat, much as one can on Facebook, Twitter et al—is hugely significant in terms of both the platform’s usability and its utility to brands and marketers. The ability to enter into easily-tracked dialogue with customers and fans, for example, or engage in tagged conversations with influencers and brand ambassadors, is a massive upgrade.
- Google Introducing ‘Where Can I Buy?’ Ads: US-only at present but destined to become universal very soon indeed. It’s Google offering retailers the ability to appear in a search with a product link for user searches such as “Where can I buy X?” or “Where can I find Y?”. Potentially very convenient indeed for large-scale retailers.
- Google Chrome Now Automatically Silences Autoplaying Video: A new development which is vital to consider when weighing up what sort of video content to produce. It’s worth remembering that nearly all users will experience video without sound at first, and to optimise content along those lines. Therefore subtitles and early visuals that pack a punch are vital!
New Global Social Media Stats: An update to We Are Social’s useful list of social media usage statistics from around the world. It’s always helpful to have new numbers with which to make the case for social media, but the big takeaway from this is the continued dominance—and growth—of Facebook as a platform.
Clipisode: A truly appallingly-named app, but a smart idea. This is basically a simple way of crowdsourcing video, working in much the same way as those collaborative podcast services of which there seem to have been three million this year. You record a short video asking people a question or setting them a task. Then you get a link that you can share with people, which allows them to record their own short clip (they don’t need to download the app). Then you, as the instigator, get all the clips back and can compile, edit and top-and-tail them as you see fit. Hugely useful for the production of collaborative video or indeed for sourcing UGC at scale from customers or advocates.
Topics: Digital Transformation, advertising and marketing, social media, technology, Trends, UK, UK Exclusive, Digital EMEA