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Showing posts from June 4, 2019
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Facebook Video Creation Kit gets new editing, resizing options and ‘Save’ feature

Facebook introduced several new Video Creation Kit features Tuesday, including a tool that will automatically create multiple versions of a video with different aspect ratios. Video advertisers will also have access to new templates, more font options, seasonal stickers and a new feature to save works in progress.Tool to resize videos. Facebook is making it easier for advertisers to optimize the size of their videos for various ad placements. The company says it takes only a “click of a button” to automatically turn a single video into multiple videos with various aspect ratios for different placements like the News Feed or Stories environments.“You’ll save time and create video ads that appear customized for each placement, without having to shoot additional content or edit manually,” writes Facebook on its Media Blog.More editing options. Facebook’s Video Creation Kit is also getting more templates — including a single-image template that can add visually engaging motion to a static…

I got mansplained and it changed my marketing

This column will be tough for me to write because, after 20 years of being in marketing, something happened to me that changed the way I see our industry.It gave me new insight into situations that women face every day. I’ve heard them talk about it, but I didn’t understand it until it happened to me.I got mansplained.Merriam-Webster defines it like this: “When a man talks condescendingly to someone (especially a woman) about something he has incomplete knowledge of, with the mistaken assumption that he knows more about it than the person he’s talking to does.”Stick with me while I explain what happened and why it made me rethink marketing.How it happenedI’ve been looking for a service to transcribe calls and online meetings so I can listen more intently to what my clients and co-workers are saying instead of trying to take notes and multitask.I signed up with one service for a trial. A few days later, I got the expected follow-up email saying, “Thanks for signing up; if you’d like to…

Instagram advertisers can now convert organic influencer posts into ads

Instagram is rolling out branded content ads to all advertisers, making it possible for brands to create ads using organic posts from the influencers they have relationships with. The company said the branded content ads will be available to all advertisers over the coming weeks, and branded content ads for Stories will roll out over the coming months.Before brands can use influencer posts as ads, the content creator must grant their business partners (the brands they have relationships with) access to promote their posts. Once the creator — or influencer — has done this via their Advanced Settings page, brands will see the influencer’s posts in the Ads Manager under “Existing Posts” and can run the content as an ad within the Instagram newsfeed or Stories format.Why we should careInfluencer marketing is growing exponentially. A recent report from Socialbakers revealed Instagram influencers are posting 150% more sponsored content since last year. Meanwhile, an Ipsos study commissioned…

Instagram recruits Facebook VP Justin Osofsky as next COO

Instagram has named Justin Osofsky as its new COO. The head of Instagram Adam Mosseri announced the Osofsky’s new role in an Instagram post. Mosseri also announced two additional new appointments: Gedioen Aloula as head of marketing and Tamar Shapiro as head of analytics.“Over the past nine months, we ran an extensive internal and external search for a COO,” wrote Mosseri in his post, “As the search progressed, it became increasingly clear that championing and advocating for Instagram’s efforts across FB Inc., tackling operational challenges at a global scale, and building great teams were critical elements of this role. Justin bring this expertise to the table.”Why we should careWith more than eleven years at Facebook, Osofsky most recently oversaw much of Facebook’s safety and security initiatives (including the company’s content review teams) as the VP of global operations. He also spent time leading media partnerships for Facebook. Adding Osofsky, along with a new head of marketin…

IBM brings AI-enabled chatbots to display ads with Watson Ads Builder

On Monday, IBM debuted Watson Ads Builder, a self-service conversational ads platform developed specifically for marketers. The new software seeks to enable digital marketers to deliver highly personalized, one-to-one interactions with consumers through display ads.“Consumer expectations are shifting, and people expect the ability to communicate with brands on demand,” said Jeremy Hlavacek, Head of Revenue for IBM Watson Advertising. “Watson Ads Builder can change where, when and how brands connect with consumers — helping marketers increase loyalty and purchase consideration.”Why we should careThe time and resources necessary to create conversational engagement solutions are relatively high, require specialized development skillsets and significant coding. By simplifying the development process, conversational ad platforms could position digital marketers to differentiate their brands with an engaging, personalized approach to display advertising.Advancements in AI, natural language …

‘Just once’ location sharing, ‘sign-in with Apple’ give users more control over personal data

Apple is doubling down on privacy as a differentiator against Android. Yesterday at Apple’s WWDC conference the company emphasized privacy and announced two features of iOS 13 that give users more control over their data: “just once” location sharing and sign-in with Apple.Just once location sharing. Just once sharing joins, “never,” “while using the app” and “always.” Google recently matched these location settings, adding a “while in use” option in the forthcoming Android Q update. Previously it had only give users the option to always share or entirely block location access.Apple’s new ‘just once’ will users to share location, as the name suggests, only once if desired. If the app wants location again it will need to ask permission again. It’s uncertain how many people will utilize this feature but it enables Apple to lay claim to more privacy controls than Android around location.Apple is also going to prevent developer use of Wi-Fi, Bluetooth or user IP address to infer user loca…

U.S. podcast ad revenue grew by 53% in 2018

U.S. advertisers spent an all-time high of $479 million on podcast ads in 2018, up 53% from $314 million the year prior, according to research by IAB and PwC. The report also predicts that domestic podcast marketplace revenues will double to over $1 billion by 2021.via PwC’s 2018 Podcast Ad Revenue Study Why we should careFifty-one percent of Americans over the age of 12 have listened to a podcast and 22% have listened in the past week. Seventy-eight percent of listeners say they don’t mind branded sponsorships. Combine that with audio-first technologies baked into smart speakers and cars and advertisers are realizing that podcasts are a marketing platform that is a constant companion to millions of potential customers.The report also indicates that tracked direct response ads have declined from 73% of all podcast ads in 2016 to 51.6% last year. This decline coincides with the rise of branded content campaigns and brand awareness ads, suggesting that podcasts may be more efficient for …

The North Face gets a thumbs down from SEO community after manipulating Google image search results

Last week, outdoor clothing brand The North Face and its ad agency Leo Burnett Tailor Made, came under fire after the agency updated images on Wikipedia pages for popular travel destinations. The efforts were part of a campaign to get The North Face branding at the top of Google image search results when anyone searched for the corresponding travel locations.The brand initially claimed it collaborated with Wikimedia for the SEO campaign, but later apologized for the campaign after the Wikimedia Foundation published a response saying The North Face had unethically manipulated Wikipedia and risked the trust in Wikipedia’s mission, “for a short-lived marketing stunt.”“I am actually honestly shocked this campaign ran,” said SEO consultant and podcast host Dan Shure, “I don’t know how anyone seeing it doesn’t just get a bad taste in their mouth.”Advertising at its worstShure isn’t alone in his shock that a brand would take such a risk. Dana DiTomaso, president of digital marketing and SEO …