Headlines and Releases in Digital and Social Marketing
January 1 – January 7, 2016
As the New Year begins it’s time to wrap up last year’s statistics and move on to product updates and the start of future trends. From what consumers really think about native advertising placements to Twitter’s undoing of its famous 140-character limit, here’s all the latest digital news you need to know to start the first week of 2016.
Twitter’s newest ad format aims to make sponsored content even more share-worthy. The new Conversational Ads format combines videos, polls and hashtags for posts that can be retweeted with a customized message through a “call to action” button. Twitter stated that this will be an innovative way for consumers to easily engage with the brands they like and spread a campaign’s message. Time will tell if users find this solution as engaging as Twitter management does. Digiday
While we’ve all been working within the 140-character limit for years, Jack Dorsey, CEO of Twitter is hinting that might soon change. Is the move to up to 10,000 characters good or bad for advertising professionals? According to Theo Priestly in Forbes it could provide more data and deeper analytics. While according to Jack Simpson in Econsultancy it will erode the social platform’s Unique Selling Proposition.
New research sheds light on how customers actually perceive native advertising placements. A panel of 568 consumers were shown 3 articles. The first one was an advertorial for diet pills with a “Sponsored Report” label and a font and tone of voice similar to content on the rest of the website. In this case 27% of the consumers believed the content came from the site’s editors or journalists. In another test, two versions of the ads were shown to consumers. One had a model on a plain background while the other showed the model against a background showing medical products. The consumers were more likely to perceive the endorser as a medical expert when she was shown against the second background. Marketing Profs
According to Neilsen, Facebook Messenger is officially the fastest growing app after moving from 500 Million to 800 Million Active Monthly Users in just over a year. With skyrocketing growth what can the app hope to do better in the new year? According to a recent announcement, in 2016 we can expect users to no longer need to know a user’s phone number to send him or her a message and we’ll see increased customer service integrations that allow users to communicate with brands without leaving the Messenger app. TechCrunch
In 2015 a significant number of publishers took steps that demonstrated the increasing importance of platforms in digital content distribution and monetization. After Facebook launched Instant Articles, Snapchat debuted Discover, Google introduced AMP and Apple unveiled Apple News, it became clear that publishers would need to face the growing role of platforms in reaching and cultivating audiences. AdExchanger