Snapchat Releases New Ad Measurement Tool to Help Track Foot Traffic: Reality Check Digital News

In this week’s digital news, Snapchat releases Snap to Store ad measurement, Facebook and Instagram reach new milestones, new study reveals ad viewability benchmarks, and more.

Social Media News

 

Facebook brings group payments to Messenger.

Facebook introduced payments within Messenger two years ago, but the feature only allowed payments to one person at a time. Now, Facebook is launching group payments which allow you to send or request payments to and from multiple people. This makes it easier to divvy up a bill at a restaurant or contribute to a group gift purchase. The service is free for all Messenger users in the U.S. for both iOS and Android.

               

Snapchat releases new ad measurement tool to track foot traffic.

Snapchat’s new measurement tool, Snap to Store, tracks the number of people who visit a store and how many of those people saw the brand’s ad on the app. Snap to Store only tracks the most recent 7-day window, but it does show the first time people visit a location in a 28-day window. Wendy’s tested the new ad tool when launching sponsored geofilters to promote a new sandwich. The ad resulted in more than 42,000 restaurant visits within the seven-day period.

Instagram combines disappearing and permanent messages to one thread.

Instagram has updated Direct so that text, reshares, and disappearing photos will be in the same thread. The distinguishing factor will be color. Regular text messages will be black and disappearing messages will be blue, which you can replay only once. The update allows you to keep track of various messages without jumping from one messaging option to another.

Twitter announces new third-party measurement partnerships.

Twitter has announced a new set of partnerships with third-party measurement providers including, Moat and Integral Ad Science. And the company is also expanding their relationships with both Nielsen and comScore to provide additional data confirmation on campaigns. Twitter says this will allow their ad partners to accurately measure the reach, influence, and actions that result from their advertising.

Digital News

 

Ad viewability benchmarks by unit.

New study reveals viewability benchmarks for various ad units in second half of 2016. Half-page (300×600) ads recorded the highest viewability rate at 60%, followed by Skyscrapers (160×600) at 59%. Other popular ad formats were Billboard (970×250) at 54% and Leaderboard (728×90) at 52%. Overall, 53% of U.S. display ad impressions were viewable during H2 2016. For video ads, 35% were in view per the MRC standard and played to completion.

Native ad spend increased 600% in 3 years.

A three-year long study by Nativo analyzed more than one billion native ad impressions across 10 verticals. Nativo found that native ad spending increased 600% between 2014 and 2016. The study also shows CPG, entertainment, travel, food and drink, and tech B2C are hitting higher levels of engagement from native ads than other industries. More from the study here.

Multicultural millennial media and purchasing habits.

Buzz Marketing Group surveyed multicultural millennials to learn more about their media and purchasing habits. Here are a few takeaways from the study.

      • 28% take a break from all technology every month.
      • 83% like it when brands take a public stand for or against issues they believe in.
      • 24% buy luxury goods that they cannot afford but want to own anyway.
      • 81% get daily news from TV and 55% says it’s the most trusted source of information.
      • 78% feel they have power as a consumer to influence big brands.

 

 

 

Published on April 14, 2017

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