Each week we bring you 5 digital marketing news stories and updates that got our attention!
1. Billboard teams up with Snapchat to launch ‘Artist Pass’ original show
Billboard has teamed up with Snapchat to give fans exclusive behind the scenes look at their favourite artists. The docu-series is called ‘Artist Pass’ and will be available via the Snapchat Discover Portal.
The series takes fans backstage before their live performances to give fans an exclusive look at what goes on behind the curtain.
The episodes will air bi-weekly and live on Snap for 48 hours only.
We suspect this will be the first of many announcements like this for Snapchat as they make a commitment to dive into the original albeit disappearing content craze. As our attention spans get shorter and shorter micro-content like this is becoming more and more popular.
2. Apple’s #shotoniphone campaign goes digital
We’ve all seen the campaign from Apple using Billboards and TV to boast about the iPhone’s camera capabilities and now the campaign has been launched on Instagram.
Apple has created its first ever official Instagram account (@apple) and is encouraging users to tag their photographs with the hashtag #shotoniphone for the chance to be featured in their feed of curated posts. The page already has over 350,000 followers.
3. Facebook to cut out ads that lead to unintentional clicks.
Most of us have fallen victim to the ‘unintentional click’ while perusing something on our phones. In keeping with Facebook’s commitment to “creating a healthy advertising ecosystem: great experiences for people, meaningful business results for advertisers, and sustainable growth for publishers.” they will be making serval updates to stop delivering ads that lead to unintentional clicks. Facebook admits that while these kinds of ads might be good for publishers, it goes against their commitment to an improved user experience.
According to Facebook’s blog post “These updates include policy clarifications on unintentional clicks, product changes to invalidate these clicks, and proactively pausing implementations that exhibit abnormal click behaviour.
Facebook has reported that one of the metrics they will use to determine if a click is intentional is drop off rates – or the time the user spends on the landing page of an ad. According to their findings, anyone spending less than 2 seconds on a landing page has accidentally clicked.
4. Facebook gets serious about TV
Facebook has released a new ‘watch’ platform to showcase its original programming. The new icon will appear in the bottom navigation bar on mobile and take users to a collection of licensed and original programming. Users can also interact with each other and discuss their favourite programs. In true Facebook style ‘Watch’ will be curated around what your friends and communities are watching. According to Facebook – “For example, you’ll find sections like “Most Talked About,” which highlights shows that spark conversation, “What’s Making People Laugh,” which includes shows where many people have used the Haha reaction, and “What Friends Are Watching,” which helps you connect with friends about shows they too are following.”
5. New Facebook targeting based on in-store visits
Traditionally marketers have used Facebook to drive people from its platform to an offline destination for e.g if you’re a retailer, to a brick and mortar store. Now, Facebook is trialling the reverse by targeting people who have visited a location, for example, your retail store location. The most appealing part of this is that it will allow marketers to reach audiences that they know are already engaged with their brand.
As Marketing Land reports, “For example, a department store chain could create a Custom Audience of people who visited one of its stores in the past month or so and filter that list with other Facebook targeting options like “parents with early school age children” to run a campaign promoting early-bird Christmas shopping with an exclusive discount code for that audience.”