Data Breach Fails To Slow Facebook Demand, Advertisers Boost Spending 62% In Q1

Despite the fallout surrounding Cambridge Analytica’s breach of the personal data of 87 million Facebook users, the “social network” was not impacted in demand from advertisers, according to an analysis of the first-quarter social network’s advertising marketplace published this morning by media planning and buying platform 4C.

Facebook’s advertising revenues jumped 62% in the first quarter of 2018 versus the same quarter a year earlier, according to 4C’s “The State of Media” report.

The report does show a sequential decline of 34% from Facebook’s fourth-quarter 2017 ad revenues, but that likely reflects seasonal demand from advertisers.

At $5.12, Facebook’s current CPM is not the most expensive among the major social networks — LinkedIn’s $16.99 is — but that likely reflects the employment and recruitment advertising market norms, versus conventional consumer marketing.

With a click-through rate more than twice that of its next-closest-performing competitor Pinterest, Facebook is still a pretty good deal, according to the analysis, which shows it yielding the most efficient cost-per-click — just 48 cents.

Source: mediapost.com; 15 Apr 2018

Instagram and Facebook limiting data access for third-party developers

Both Facebook and Instagram have made changes that will limit the amount of data that third-party developers can access, as the company is still reeling from the recent Cambridge Analytica scandal.

The news came as a shock to many developers, especially the scale of the changes. Instagram has instituted a 96% cut to how often software developers can pull data from its API for mobile apps. The API now allow permits third-party apps to request 200 data updates an hour, down from the previous 5,000.

This has the effect of limiting the total volume of information that these apps have access to. This will affect everything from games apps to those that are designed to help marketers keep track on user posts or complaints. These apps are now likely to stop working once they hit the limit.

Some developers report being cut off completely and Instagram has reportedly stopped accepting some new apps entirely.

Facebook will also be restricting developer access to data such as lists of event attendees and group member lists. Apps that are designed to access group pages on Facebook, access page data or allow users to log in with their Facebook credentials will now have to be approved by Facebook.

Facebook also plans to launch a feature that will let users see a list of the apps that they installed and the information they are sharing with them.

Influencer effects?

Pierre-Loic Assayag, CEO and co-founder of influencer marketing platform Traackr believes that this change in access to data will likely affect the way influencers spend their time and brands spend their money.

“Whenever a platform makes significant changes in how they operate and move toward less open sharing, it creates more challenges for influencers to grow their audience as fast as they could otherwise, making it harder for them to earn top dollars from brands,” he says.

“Over and over again, influencers have demonstrated their ability to switch platforms and bring their audiences with them. Influencers will always transition to platforms that make it easier for them to engage their followers, publish content easily and measure their success. Marketers will need to observe if shifts to other platforms take place in the coming months.

“From the brand’s point of view, without metrics and KPIs available to them, they are forced to look at the platform as a silo, and based on history, decrease investment in these platforms. I expect that 2018 marketing dollars might not get spent in the way they were intended just a few days ago”

Source: marketingtechnews.net; 6 Apr 2018

Twitter unveils new APAC sports streaming deals

From football to table tennis, deals encompass new partnerships and extensions of existing ones.

Twitter announced nine new Asia-Pacific sports video content collaborations, bolstering the existing deals the platform has in the region.

Speaking at Sportel Asia in Singapore, Aneesh Madani, Twitter APAC head of sports, revealed the partnerships, which include highlights, clips and other content from the following broadcasters:

– Astro Malaysia
– Fox Sports Asia
– Eleven Sports
– International Table Tennis Foundation
– BallBall
– Asian Tour
– TV One
– NetTV
– SportsFix TV

The deal with Astro Malaysia includes content from the FIFA World Cup, taking place in Russia in June. “Alongside our broadcast all 64 matches of the World Cup, Twitter will help amplify the most exciting moments from Astro’s coverage, and immerse fans in the ‘world game’,” said CK Lee, Astro VP of sports content.

The package covers content from a range sports including football, racing, tennis, golf and martial arts.

Each partner will also use Twitter’s in-stream sponsorship platform to allow advertisers to reach target audiences and publishers to monetise their video content.

Madani said: “Digital video consumption in Asia Pacific is growing rapidly. Introducing these new in-stream video sponsorship deals for sports to advertisers in Asia Pacific will strengthen the success of our partners in the region, and give fans an easy way to keep up with the sports they care about most.”

Twitter already has APAC video content deals with One Championship, the NBA and WNBA.

Source: campaignasia.com; 15 Mar 2018

YouTube adds on TrueView for reach for ‘even more flexibility’

Google’s YouTube has launched TrueView for reach in a bid to help brands reach more audiences with “even more flexibility”.  According to Google, TrueView for reach brings its popular in-stream format built on user choice together with the simplicity of CPM buying.

“Optimised for efficient reach, this format can help raise awareness among a broad set of customers — and do so within our 95% viewable and 95% audible environment,” said the company in a statement. It is also being lauded by YouTube as a simpler way to buy ad space, which bolster’s YouTube’s current suite of TrueView products such as its TrueView for action feature, allowing advertisers to add call to action functions on their ads.

Currently, Google’s TrueView is marketed on the promise that brands only pay when a viewer chooses to watch their video ad. TrueView ads are also classified as opt-in, so advertisers aren’t restricted by time limits, according to Google. Present TrueView products include TrueView in-stream ads, TrueView video discovery ads, and bumper ads.

The new format already sees brands such as Samsung Electronics America as one of its beta partners. Jay Altschuler, VP of Media at Samsung Electronics America, said that during its flagship phone launch last spring, Samsung was able to reach over 50% more people at half the CPM using TrueView for reach.

“We were eager to test and learn as the launch partner of YouTube’s new TrueView for reach solution since marketing today is no longer about reach – it’s about engaged reach. User choice and attention are both critical for building a meaningful connection with consumers,” Altschuler added.

Meanwhile, Vanessa Tsangaratos, digital marketing manager at Pepsi France said that TrueView for reach not only enabled the brand to achieve “massive on-target reach”, it also delivered high completion rates on its 10-second video. CPMs also proved to be more competitive, and Pepsi saw 30% lower CPMs on average compared to previous campaigns.

“This ultimately drove lower average costs on incremental reach points: -46% versus TV on specific target audiences,” Vanessa Tsangaratos said.

Source: marketing-interactive.com; 3 Apr 2018

LinkedIn Goes All-In On Video Marketing

Marketers and brands can now leverage video for Sponsored content and Company Pages, to reach their audiences on LinkedIn.

Video has a proven track record of being the most efficient way to capture an audience’s attention on social media. LinkedIn made its first move a few months back, allowing users to share organic, native or uploaded videos on its platform. Individual creators have found video to be a great way to share knowledge, and to express themselves on a platform that had often been seen as “a little boring.”

LinkedIn will make video sharing available on Company pages as well, allowing businesses and publishers to take advantage of the feature. This is great news for organic reach and engagement on the platform. Based on the results of its beta program, LinkedIn found Company Page videos to be 5x more likely to start a conversation among members than other types of content.

Bring Your Campaigns To Life With Video For Sponsored Content

Video might be one of the top engaging types of content, but that doesn’t matter if you can’t engage with the right audience. According to an internal LinkedIn study, over 46% of B2B advertisers surveyed, said that being able to target the right audience was a top challenge when running video campaigns.

Native video ads finally bring together the power of video and targeting on LinkedIn. You will now be able to build the right audience for your video campaigns, based on professional traits like job title, seniority, company name, industry, skills, and more. LinkedIn will also let you target videos based on your Matched Audiences – which provides demographic and interest targeting of the people who have visited your website.

Unlike pre- or post-roll video ads, video for Sponsored Content ads live directly on the feed as standalone posts.

Since launching as a private beta program back in October 2017, over 700 advertisers, including GE, Philips and Audi Canada have tested Video for Sponsored Content to highlight their products and services, but also their company mission, customer stories, and thought leadership content. These videos are helping marketers deepen engagement with their brands: on average, LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content.

“Video content is crucial for our brand, and these changes allow LinkedIn’s professional community to more easily derive value from the content we are producing,” said Kaydee Bridges, Vice President, Digital & Social Media Strategy at Goldman Sachs. “While our videos can be long – up to 3 minutes – we are seeing deep engagement at a great value.”

Video for Sponsored Content will allow you to measure success through insights and detailed breakdowns of the types of professionals watching, engaging with, and even converting on your video ads (through conversion tracking.)

Renske Siersema, Social Media Manager at KLM Royal Dutch Airlines, also shared the importance of leveraging video to engage with their audience of business travellers. “Video stands out because it doesn’t tell, but it shows. On a platform where there’s more business content, a video stands out more, especially on LinkedIn.”

Video for Sponsored Content and Company Pages will be available to all businesses in the next few weeks. LinkedIn has also signed an agreement with Oracle’s Moat to offer third-party video measurement and viewability. These services should be available to customers later this year.

For its new video ad product, LinkedIn has signed an agreement with Oracle’s Moat to offer 3rd party video measurement and viewability.

Source: wersm.com; 29 Mar 2018

Google on top again as search beats social on referral traffic

According to research by content marketing platform Shareaholic, search outpaced social in the percentage of overall traffic that it delivered in 2017. This reverses a trend of social dominance that began in 2014.

The analytic platform looked at externally referred traffic from over 400 million internet users and 250,000 mobile and desktop sites. A year ago site visitors were more likely to be referred from social networks, but search seems to have made a comeback in 2017.

Search drove 35% of site visits in 2017 compared to 26% from social. Shareaholic consider the changes to the Facebook news feed algorithms to be a major factor in the shift over the last 12 months.

Another important factor is that search engines are indexing more and more social content and including it within their rankings and results pages. This means that internet users are increasingly finding social content being aggregated by search engines, rather than only being accessible through searches on individual social media networks.

This has seen Google reclaim their place as the world’s foremost referrer of traffic.

Facebook drops

With regards to the social media networks themselves, the biggest change overall was Facebook. Mark Zuckerberg’s site’s share of visits dropped a pretty significant 12.7% in the second half of 2017. The site has had a bumpy year, with the anger over its potential role in the US election continues to simmer and the major changes made to what content it displays on its news feed.

Facebook users are also spending 5% less time on the site, although they are spending more time watching Facebook Live broadcasts and watching video. Because video and live streaming tend to link out to less other pages, this could be a big factor in the big drop in referrals.

Pinterest and Instagram are the biggest profiteers of Facebook’s drop. Instagram in particular has double its user base in the past two years, while Pinterest has seen a 1.5% percentage point increase in share of visits year on year. The sites success is built on the fact that its 200 million monthly active users have saved over a 100 billion Pins, all of which provide opportunities to drive traffic to an external source.

The thing that links Instagram and Pinterest is that they are both heavily focused on images, indicating that image sharing is an important element of distributing and driving traffic to content and product pages.

Source: marketingtechnews.net; 1 Mar 2018

Twitter unveils new APAC sports streaming deals

From football to table tennis, deals encompass new partnerships and extensions of existing ones.

Twitter today announced nine new Asia-Pacific sports video content collaborations, bolstering the existing deals the platform has in the region.

Speaking at Sportel Asia in Singapore, Aneesh Madani, Twitter APAC head of sports, revealed the partnerships, which include highlights, clips and other content from the following broadcasters:

– Astro Malaysia
– Fox Sports Asia
– Eleven Sports
– International Table Tennis Foundation
– BallBall
– Asian Tour
– TV One
– NetTV
– SportsFix TV

The deal with Astro Malaysia includes content from the FIFA World Cup, taking place in Russia in June. “Alongside our broadcast all 64 matches of the World Cup, Twitter will help amplify the most exciting moments from Astro’s coverage, and immerse fans in the ‘world game’,” said CK Lee, Astro VP of sports content.

The package covers content from a range sports including football, racing, tennis, golf and martial arts.

Each partner will also use Twitter’s in-stream sponsorship platform to allow advertisers to reach target audiences and publishers to monetise their video content.

Madani said: “Digital video consumption in Asia Pacific is growing rapidly. Introducing these new in-stream video sponsorship deals for sports to advertisers in Asia Pacific will strengthen the success of our partners in the region, and give fans an easy way to keep up with the sports they care about most.”

Twitter already has APAC video content deals with One Championship, the NBA and WNBA.

Source: campaignasia.com; 15 Mar 2018

Twitter begins bot purge

Twitter has enforced a swift crackdown against fake followers and accounts, angering some influencers while taking the industry closer to a world without vanity metrics.

In a move that many see as long overdue, Twitter has initiated a crackdown against bots by making changes to its application programming interface (API) that will impact services that allow advertisers and agencies to share content across multiple accounts.

In the announcement by Yoel Roth, the head of API policy at Twitter, the changes were positioned as an important step towards ensuring that non-public service announcements are wary of malicious activity, the likes of which take place on Twitter.

“As a sole exception to this rule, applications that broadcast or share weather, emergency, or other public service announcements of broad community interest (for example, earthquake or tsunami alerts) are permitted to post this content across multiple accounts who have authorized an app,” wrote Roth.

For advertisers and agencies that rely on content distribution services that control several hundred accounts for the purposes of retweeting and liking tweets, this is a problem. However, such business have until the 23rd of March to make the changes that will comply with the new policy.

Meanwhile, many Twitter users have been complaining about the loss of followers or about their accounts being temporarily suspended using the hashtags #TwitterLockout or #TwitterPurge.

Services like Twitter Audit can estimate what percentage of an account’s followers are fake.

Source: campaignasia.com; 22 Feb 2018

Challengers take aim at Taobao and WeChat, with more live-streaming

Xiaohongshu and Pin Duo are among the new platforms that may give Taobao a run for its money.

While Alibaba and Tencent are still arguably the duopoly force shaping the Chinese social media and ecommerce landscape, up-and-coming platforms such as Pin Duo (拼多多), Xiaohongshu (小红书) and Dou Yin (抖音) may unlock further marketing potential and spur a new breed of KOLs, according to panellists in a discussion about China’s KOL scene Wednesday in Hong Kong.

The fact that even the highest-paid Chinese actress and super KOL, Fanbingbing, has joined Xiaohongshu recently is reason enough to watch the platform, said Kim Leitzes, founder and CEO of Park Lu. Fan has styled herself as a skincare maven on Xiaohongshu, posting various skincare tips and product recommendations that have sparked some frenzy online.

“With over 30 million active users, a lot of tagging, geo-based features, (backended by) ecommerce, Xiaohongshu is actively pushing to be bigger,” said Leitzes. “KOLs who only had 10,000 to 20,000 followers there a year ago now have five times more. This is pretty interesting.”

She further noted the ecommerce appeal of the platform, which provides a seamless experience from product discovery to reviews to purchase. “When a platform is early and new, that’s when the brand should consider creating their own KOLs,” she said. “We have also seen more brands tapping their own social media managers as in-house KOLs.”

She added that some brands have hired social-media heads who already have their own followings and can be assets for brands to build community engagement.

Horris Tse, director of strategy consultancy RollAngle, singled out Pin Duo, which Tencent is an investor in, as the challenger to Alibaba-owned marketplace Taobao. “I don’t comment on its business model, which is a bit like Groupon, not sure if it is sustainable,” said Tse on the group sales and freebies offered by the platform. What he does like about Pin Duo is its social capabilities, which allows users to share products with their friends, who can then participate in a bidding process to lower the price. He added that the Mini Programmes released by WeChat last year represent another platform with better social capabilities.

Meanwhile, live-streaming is expected to continue to be big in the Chinese ecommerce space. The key is to start on popular platforms such as Miaopai and Yizhibo to get viewers, said Ashley Dudarenok, founder of ChoZan and Alarice. She had earlier launched her book Unlocking the World’s Largest E-market: A Guide to Selling on Chinese Social Media during the event.

“Platforms invested by Alibaba such as Weibo will lead to more commercial results with the ecommerce links,” said Dudarenok.

Also, Leitzes again stressed on the advantages of KOLs, especially during livestreaming to help brands double-or triple stream at the same time.

“KOLs will help to bring their own followers. But all live-streams should have interesting product and content, and be at least an hour or two to allow for viewers to pop in and out,” said Leitzes.

Source: campaignasia.com; 8 Feb 2018