Facebook Introduces Value-Based Ad Targeting: Reality Check Digital News

In this week’s digital news, Facebook introduces value-based targeting, Twitter adds DM buttons for brands, and new study shows what ad types mobile gamers are most interested in.

Social Media News

Instagram launches new sponsored tag tool for influencers.  

The Federal Trade Commission (FTC) requires influencers to disclose sponsored posts. But, many are not so compliant with guidelines and regulations set by the FTC. And, while some celebrities and publishers use hashtags like #ad or #sponsored, there isn’t a set standard for showing a post is in fact sponsored. To help solve the transparency problem, Instagram has launched a new tool that labels sponsored posts as “Paid partnership with [brand name].” The tag appears at the top of a post or Story so viewers can easily see.

Facebook introduces value-based ad targeting.

Facebook has released two new ad targeting options: Value Optimization targeting and value-based Lookalike Audiences. Value Optimization works by drawing on your Facebook pixel to estimate how much a person may spend with your business over a seven-day period.  With value-based Lookalikes, advertisers can add a value column to their customer list that Facebook will use to create an additional weighted signal for people most likely to make a purchase after seeing your ad. Learn more about the update here:

Facebook celebrates 30 years of GIF with new update to comments.  

On the 30th anniversary of the Graphics Interchange Format (GIF), Facebook announced that now all users can comment with GIFs. Facebook said that since GIFs rolled out to Messenger in 2015, GIF sends have tripled in the past year alone. Now, when you log into Facebook, you’ll see a small GIF icon inside the comment box. This opens up a box with a search function plus a collection of trending GIFs.

Twitter releases new DM buttons for brands.

Twitter is rolling out four buttons brands can attach to DMs to get people to do things on and off Twitter, like visiting a site, sharing a tweet, following an account, or opening a DM thread with another account. You can attach up to three buttons on a single message, and businesses can customize the call-to-action text on a button, which can include emojis. Brands can only access the new buttons through Twitter’s developer API.

New study shows what social media platforms and content types are trending.

Social Media Examiner’s annual Social Media Marketing Industry Report surveyed more than 5,700 marketers around the world to find the latest social media trends. The study found:

1. 88% of marketers reported increased exposure, increased traffic (78%) and improved sales (52%) from their social media marketing efforts.

2. Almost all (94%) use Facebook for their business, followed by Twitter (68%, down from 76% last year), LinkedIn (56%, down from 67%), and Instagram (54%, up from 44%)

3. As for Snapchat, 23% plan to increase their activity on the platform in the coming year, up from 16% last year and 7% the year prior.

4. 61% marketers plan to increase their use of live video.

5. 53% agree that exposure in Facebook News Feed has decreased.

Digital News


Understanding the podcast listener and advertising potential.

Sixty-five percent of U.S. podcast listeners are likely or very likely to research a company they hear on a podcast, according to a recent survey by audioBoom. And 64% have bought a product or service after they heard about it through an audio show. They also found that podcast audiences are more educated and wealthier. Sixty-eight percent hold a bachelor’s or higher degree, and 49% earn an annual household income greater than $75,000. Also, 52% own their home, 53% spend $1,000 or more per year dining out, 91% pay for over-the-top subscriptions services, and 41% pay for audio subscriptions. Read more about the podcast listener here:

Study reveals gamers prefer opt-in rewarded ads over mandatory ads.

A new study by Tapjoy found that mobile gamers in the U.S. prefer opt-in, rewarded ads over mandatory ads by 4-to-1 margin. And videos are their favorite type of rewarded ads  – preferred six times over playable ads, app installs, surveys and other ad types. Key findings include:

  • 51% of U.S. consumers said they are willing to watch at least four videos per day in exchange for rewards. And 37% said they would watch six or more videos per day.
  • 40% of consumers say that humorous content appeals most to them when watching video ads on mobile. The next most popular ads were those that featured storytelling (28%), product demonstrations (26%), and special effects (24%).
  • 55% of consumers say that ads for movies and entertainment are most likely to interest them, followed by ads for food and restaurants (46%), retailers (25%), and fitness and healthcare (22%).




Published on June 16, 2017

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