Reality Check: Data-driven Marketing Increasingly Seen as a Top Priority for Brands and Agencies

In this week’s digital news, Snapchat rolls out analytics for influencers, IAB releases GDPR advice, and data-driven marketing increasingly seen as a top priority.

Instagram tests screenshot and screen recording alerts.

Instagram is testing a new feature (first seen on Snapchat) that shows you when someone takes a screenshot or screen recording of your story. A new camera shutter logo will appear next to the name of anyone who took a screenshot or screen recording in your list of story viewers. This feature, if rolled out to all users, will discourage creepers from making your daily moments a permanent record.

31 million domains have embraced Google’s Accelerated Mobile Pages.

Since the launch of Google’s Accelerated Mobile Pages (AMP) technology one year ago, it was revealed there are now 31 million domains with AMP pages and 100 ad tech platforms supporting AMP. AMP pages work like Facebook’s Instant Articles and Apple’s News and they load 85% faster than standard mobile web pages. The report also found that publishers on AMP earned three times more revenue per day in the past year. Google attributes the success AMP to Fast Fetch, a technology that allows ads to load 2.7 seconds faster. More insight here.

Snapchat rolls out analytics for influencers.

In an attempt to win influencers back, Snapchat is giving influencers in-app analytics, which breaks down how their Stories perform and who their audiences are. Snapchat will give detailed information on viewership including, view counts, total watch time, share of viewers that watched a story to completion. And, they will segment an influencer’s following by gender, age, geographic region, and interests.

IAB releases GDPR advice for advertisers.

In preparation for EU’s General Data Protection Regulation coming into effect in May 2018, the Interactive Advertising Bureau (IAB) has released guidelines for programmatic advertisers on how to use the OpenRTB protocol to “share user consent information among publishers, buyers, and data companies in a real time bidding transaction.” Read more here.

Facebook adds Lists to “What’s on your mind?” status update box.

Now, you can create lists with colored backgrounds and emojis to share goals, to dos, recommendations, and more. This latest update falls under Facebook’s larger movement of more personal content and less branded content. One report showed that personal updates declined 21% from mid-2014 to mid-2015, and declined 15% throughout 2016. The global rollout for the new feature started on Tuesday.

Data-driven marketing increasingly seen as a top priority for brands and agencies.

A global survey of over 12,000 marketing creative and technology professionals revealed what their top digital priorities are for 2018. The top priority for 45% of companies is content and experience management. The next top priority is analytics (32%), followed by audience and data management (31%), omnichannel marketing (27%), and personalization (25%). Also, companies are focusing more on data-driven marketing to improve the overall customer experience. When asked which area is the single most exciting opportunity in 2018, 34% cited optimizing the customer experience, and 30% cited data-driven marketing that focuses on the individual.


Published on February 16, 2018

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