In the shadow of Facebook, Snapchat and Twitter take potshots: While Facebook plays down the embarrassment of miscalculating average video watch time on its platform, some of its competitors are taking to Advertising Week to tout their advantages over the social behemoth — without naming Facebook specifically, of course.
Programmatic native is here, and premium publishers are wary: Marketing dollars are poised to flow into programmatic native advertising next year, and many in the digital advertising ecosystem are excited. Everyone, that is, except premium publishers.
Johnnie Walker enlists Alexa and Facebook Messenger bots for cocktail-mixing: The Diageo-owned whisky brand is the latest marketer to launch on Amazon’s smart speaker Echo, giving you everything from personalized whisky-tasting tours to cocktail recipes. All you have to do is tap Echo’s voice service Alexa and say “Alexa, open Johnnie Walker.”
How Slate tried to wean itself from fly-by Facebook visitors in favor of loyal regulars: Traffic from Facebook was fluctuating widely, contributing anywhere from 24 percent to 35 percent a month. So Slate, which turned 20 this year, decided to start optimizing to reader loyalty, seeing it as a better way to prove its distinctiveness to advertisers. It identified a set of metrics that stand for loyalty and set a goal of increasing them by at least 20 percent this calendar year. To get there, Slate didn’t do anything fancy. It mostly just created content people wanted to come back for on the regular.
What the Associated Press has learned from a year of VR: For a little over a year, the Associated Press has produced 20 virtual reality and 360 videos across a broad range of topics. From breaking news like the terrorist attacks in Nice, France, in July this year, to the Rio Olympics, to lifestyle-feature stories on luxurious hotels and apartments, and science and technology stories on Alzheimer’s disease, the AP has aimed to put its audience directly inside the story. All the videos live on an “AP 360 Videos and Virtual reality” web page, as well as Facebook and YouTube.
TubeMogul strengthens product with new offers: TubeMogul is gearing up to several changes to its overall offer. Two of these are in context to its native advertising product and an extensive revamp to its display offering. enterprise software now offers automated, data-driven buying of native ads across desktop and mobile devices.
Instagram, Twitter and Tumblr Just Launched Their Own Voter Registration Day Campaigns: Today—on National Voter Registration Day—Instagram, Tumblr and Twitter have debuted in-house initiatives to get potential voters registered ahead of national, state and local elections happening in just a few weeks. (Today, Twitter also began running its own promoted #iRegistered hashtag as a way to get users to take a few minutes to register.)
Audi Duel – Presidential Debate: Audi USA has provided a dramatic take on the lead up to the 2016 US Presidential elections with “Duel”, a commercial released to coincide with the first Presidential debate between Hillary Clinton and Donald Trump.
P&G’s Marketing Chief Says It’s Not Cutting Back on Facebook Ads, It’s Targeting Better: During an Advertising Week session with execs from Facebook and General Motors, Procter & Gamble’s marketing chief explained that his brand is not scaling back its advertising budget on Facebook, despite a report last month to the contrary. Instead, Marc Pritchard said, it’s getting smarter about its digital ad targeting.
Absolut is launching an online art marketplace: Absolut Vodka is taking a break from the bar to get into the art dealing business. Absolut Art, an online retail platform for small-batch original edition artworks by global artists created for Absolut, will launch in the U.S. on October 5. Collectors can shop for pieces, which cost between $130 to $10,000, with $20 shipping and free returns. The pieces, pre-framed, ship in an Absolut-branded box within 48 hours. The marketplace launched in Europe last year.
This Snapchat Game From Under Armour Turns You Into Cam Newton and Makes You Dodge Wolves: If you’re on Snapchat today scrolling through the sports-centric channels on Discover you’re likely to see an invitation from Under Armour to play a game. That game, It Comes From Below, allows Snapchat users to enter the world created by Droga5’s latest ad campaign for Under Armour starring Cam Newton. Instead of watching the NFL star quickly dodge a variety of obstacles, you play as Cam Newton and your fingers are responsible for how fast—or if—he’s able to avoid those obstacles.
Germany to WhatsApp — stop sharing private user data with Facebook: A month after the messaging giant made a controversial decision to share member information with parent company Facebook, Hamburg’s data protection commissioner has weighed in on the controversy. And unsurprisingly, it has taking the side of angry consumers who worry that their privacy is at risk with these new practices.
Facebook’s advertiser count surpasses 4 million brands, with 20% buying video ads: Back in March 2016, you might remember Facebook announcing that three million businesses actively advertise on its social network. Well, now that number is four million. That’s one million advertisers added in less than seven months.
AppNexus Inks Deal to Sell Display Ads on LinkedIn: LinkedIn is the latest publisher to adopt AppNexus’ sell-side platform, opening up premium desktop inventory to marketers through real-time bidding, the company said Tuesday.
Active on Periscope? Become a VIP: Twitter is rewarding its loyal Periscope users. Announced today, the Periscope VIP program is intended for broadcasters who are actively engaged, giving them access to benefits and recognition within the community. Plus, Periscope promises that its biggest influencers will unlock even more achievements as they grow their audience.
Snapchat is now one of National Geographic’s key social media revenue drivers: National Geographic has an impressive social media story to tell, not least because it can claim number one media brand on Instagram, but it’s Snapchat is already driving revenue for the business.