Happy Monday everyone! Here are some interesting articles to kick off your week.
If brands want to attract extra attention for their ads on Facebook, they may be better off paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page. On Facebook, people can extend an ad’s reach by sharing, liking or commenting on it, which can send the ad into their friends’ News Feeds. As a result of this engagement, branded-content ads generate twice as many earned, or viral, impressions as paid impressions, according to a study by social analytics firm Shareablee. By comparison, standard Facebook ads garner less than one-tenth the number of earned impressions compared to paid impressions.
The good times are coming to an end for many programmatic middlemen. Thanks to brands’ and publishers’ improved governance of ad tech fees, programmatic will get a cleanup in 2018 — for real this time. Programmatic buying has been a lucrative business for media agencies and ad tech companies. But as brands and publishers are pushing for transparency, learning more about ad tech and trimming the vendors they are working with, programmatic — that is largely built upon ad fraud and opaque tech costs — will experience a reshuffle this year. Ad tech consolidation is also on the way.
In 2017, it seems as if many in the ad industry did a find-and-replace to swap out “big data” with “artificial intelligence.” The dream of 25-year-old media buyers being replaced by robots that aren’t hung over or on the hunt for jeans parties will be a dream deferred, at least in 2018. This is because most digital advertising problems don’t require algorithms as complicated as winning a chess game as solutions. Media planning and buying will remain a mostly human endeavor, as brands come to terms with the reality that implementing has high upfront costs for the promise of uncertain future savings — and comes with a loss of control.
Influencer marketing is on the rise, and looks set to become an even more significant consideration as we move into 2018 (according to the many prediction posts). But the latest controversy surrounding YouTube star Logan Paul underlines the need for brands to exercise caution over which influencers they work with, and to understand the significant differences between influencer marketing and traditional ads and media approaches. In case you’re unaware, 22 year-old Vlogger Logan Paul, who has more than 15 million subscribers on YouTube, recently posted an update in which he visited a forest in Japan which is known as being a common site for suicides. In the video (which has now been removed), Paul actually came across a suicide victim, which he filmed, joked about, and uploaded to YouTube.
Snapchat is looking to get more viewers on its videos by letting publishers post them outside the app. The “Stories Everywhere” video product currently in development—first reported by Cheddar on Wednesday—would be a way for the company to break out of its insular world and impact the larger digital media landscape. Snapchat Stories are videos from publishers and personalities that stay up for a 24-hour period and typically highlight special events. Multiple people can contribute to the same story. Twitter made a similar move in 2011, when it made tweets available for use on outside sites, and now all manner of social media are embedded online.
Just days after launching their new ‘Sound Collection’ of free audio tracks which users can freely add to their uploaded videos, Facebook has announced a new deal with Universal Music Group which will enable them to offer music from Universal artists for use in various ways across the platform.