Just in time for the fall harvest, a host of new ad units are announced from Twitter and Snapchat . . .
TWITTER’S NEW “MOMENTS” FEATURE A PLAY FOR MORE ADS
Watch for “Promoted Moments” in the next few days. The ad opportunity will only be as successful as the platform that offers it.
PRE-ROLL ADS COMING TO VIDEOS ON TWITTER
More new features are coming from Twitter all the time, including video pre-roll. Publishing partners get 70% of the revenue:
“So far, 200 publishers, sports leagues and television networks have signed up to run the ads in their videos via Twitter Amplify, including the WWE, MTV, Vox Media, Aol and HGTV.”
GROWTH OF TIME SPENT ON MOBILE DEVICES SLOWS
ON THE BENEFIT OF SEEING THE COMPLICATIONS
In Fusion, Alexis Madrigal offers a nuanced take on “The Deception that Lurks in Our Data-Driven World” that’s especially relevant for advertisers in the age of data:
“Take the ad-supported digital media ecosystem. The idea is brilliant: capture data on people all over the web and then use what you know to show them relevant ads, ads they want to see. Not only that, but because it’s all tracked, unlike broadcast or print media, an advertiser can measure what they’re getting more precisely. And certainly the digital advertising market has grown, taking share from most other forms of media . . . But scratch the surface, like Businessweek recently did, and the problems are obvious. A large percentage of the traffic to many stories and videos consists of software pretending to be human.”
SNAPCHAT TURNS SELFIES INTO ADS
For a cool $750,000, Snapchat will turn its new selfie “lenses” into an ad for your book:
“The Financial Times reports that the Venice, Calif.-based player is starting to sell sponsored “lenses” in the coming months. This will add to a new feature the app rolled out two weeks ago, which adds graphics like big eyes to photos and vomiting rainbows to videos. The one-day ad unit will reportedly cost $750,000 for big-ticket holidays like Halloween and Christmas and $450,000 the rest of the year.”
THE RISE OF DYNAMIC AND PERSONALIZED CREATIVE
Advertising is increasingly taking advantage of personalized creative to boost engagement—whether it’s making sure the creative reflects the time of day, the location, or the user’s age:
“Among agencies that did use data for dynamic creative, demographic data was the most common type employed for the purpose, with 58.4% of respondents claiming to use it. More than half (55.3%) of respondents said they apply location API. Time and weather data were also used fairly frequently.”