It’s all about control. The focus of this scoop is on an advertisers’ ability to create premium content and have more control and creativity on what is on the feeds. Facebook announced a new premium video views ad program for Watch videos and also released a new set of stickers for Women’s History Month for Facebook Stories. Twitter is testing the ability to hide a Tweet reply to allow for moderation of what the feed looks like and Quora launched new parameters for ad targeting. Read on to learn more!
Facebook Introduces “Showcase” for Premium Video Advertisers
- Facebook recently announced a new premium video ad program: Facebook Showcase. From Facebook, Showcase will give advertisers “new opportunities to reach their target audiences within the highest-quality videos on Facebook.” The program aims to provide larger scale ad opportunities through the most popular Watch programs. Though Facebook has not announced a launch date for Showcase, it will include three different promotion types:
- In-Stream Reserve: video views ads that reach people watching Watch videos with the placement having been bought in advance at a fixed cost and delivered to in-target audiences verified by Nielsen
- In-Stream Reserve Categories: video views ads that allows advertisers to reach people within contextually relevant content
- Sponsorship: the ability to become the exclusive sponsor of a program and an opportunity to place their ads in specific shows
- What it means for brands: Brand safety is always an important consideration when making an advertising decision and Showcase will provide “In-Stream Reserve Categories”, which allows advertisers to pick the content they want their ads to be shown around. For pharmaceutical companies, this feature would make it possible to choose a specific category that is specific to the target audience and is brand-safe. In regards to the audience itself, TechCrunch found that Watch currently serves over 400MM monthly viewers who are consuming at least one minute of content, with 75 million of those averaging around 20 minutes watch time each day (TechCrunch). Facebook states that 43% of people who watch In-Stream Reserve-eligible content on Facebook were 18-34-year-olds, which is 14% higher than the TV audience of the same age. Another added plus is that the audience on Facebook Watch are becoming harder to find on linear TV so an advertisement on the Showcase program could be beneficial for hitting a target audience.
(via Social Media Today)
Facebook Announces New Themed Stickers for Women’s History Month
- With March being Women’s History Month, Facebook has released a set of stickers, enabling users to show their support for the event in a creative, engaging way. There are three new stickers: one specific to International Women’s Day, one specific to Women’s History Month, and one about women in general. This builds upon what Facebook has encouraged in the past, allowing multiple user-created frames for profile photos for an awareness day or month like Rare Disease Day.
- What this means for brands: Themed tie-ins like these can serve a dual purpose: to enable the platforms to show support for relevant causes and to promote the use of their tools. Brands could be able to take advantage of this and possibly partner with Facebook to create stickers for awareness months, like Breast Cancer Awareness Month in October or Men’s Health Month in June. While frames on profile photos have been used quite often for disease awareness days, creating a specific sticker for Facebook Stories for a medical meeting or an awareness day could bring in a new type of engagement onto the platforms, similar to the Snapchat geo-filter. While these stickers are only on Facebook Stories at the moment, Stories usage is rising and tools like these will no doubt help to boost interest and get more users trying out the option to show their support.
Additional Resources: Social Media Today
Twitter is Testing a New Option to Hide Tweet Replies
- Twitter is testing a new feature that would hide tweet replies on a thread not just from the user’s timeline but from anyone else as well. From Social Media Today, the new ‘Hide Tweet’ option has been added to the reply tweet drop-down, though all users will still be able to choose the ‘View Hidden Tweets’ option on any tweet to see what the poster has chosen to hide, ensuring there’s still a level of transparency and accountability. Twitter has confirmed that this option is development and will be rolled out for broader public testing within the next few months.
- What it means for brands: While this feature already exists on Facebook Pages with the “Hide comment” option, the ability for brands to hide specific tweet replies could be a big help to healthcare and pharmaceutical companies that previously would not want to post on Twitter due to the fact that they cannot control comments on the organic posts or ads. On Facebook, the ability to hide replies can help weed out spam and junk comments in order to boost genuine engagement on the posts and this feature will allow Twitter to do the same. Having control over the replies visible on an organic or dark Twitter ad will allow the brand to control the conversations around their tweets.
(via Social Media Today)
Quora adds Keyword Targeting and New Ads Metrics
- Quora has recently announced new keyword targeting that allows advertisers to bid on keywords they may already be leveraging in search campaigns. This enhanced targeting will be used to show the ad against relevant questions on the platform and will be visible on the ad group or ad set level. Additionally, Quora offers six primary types of ad targeting – topic, question, audience, interest, broad and keyword targeting. There will be two match types – broad match and phrase match – and the ability to add negative keywords. Advertisers will also have access to three new metrics in the ads manager:
- Auctions Lost to Competition: the percent of auctions which the ad set entered and was the best ad set in the advertiser’s account for the auction but did not win the available slot
- Impression Share: the percent of auctions which the ad set entered and was one of the winners
- Absolute Impression Share: the percent of auctions which the ad set entered and won the top available slot
- What this means for brands: For those of you do not know, Quora is a question-and-answer social platform where users ask and answer questions within their community. Quora continues to build out their advertising features and capabilities with new metrics that can give the brand a better sense of the frequency with which competitors might be beating the brand for the top slot. Pharmaceutical and healthcare brands can use Quora as a way to interact with the conversation surrounding their corporate brand on Quora, as some major pharmaceutical companies have almost 30k followers. The new keyword targeting will also assist companies on creating more specific targeting to ensure they are reaching their target audience, with the new metrics showcasing the percentages of auctions they won or lost.
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