Reality Check: 64% plan to use social media during Super Bowl game.

In this week’s digital news, Facebook reports Q4 earnings, Twitter hosts BrandBowl, and new study reveals attitudes towards Super Bowl TV commercials.

Facebook Q4 revenue increases while time spent on the network drops.

Facebook’s revenue in the fourth quarter rose 47% to $12.97 billion, up from $8.8 billion in Q4 2016. Mobile ad revenue represented about 89% of total ad sales in the last quarter, and analysts estimate a global ad revenue of $53.84 billion in 2018. “2017 was a strong year for Facebook, but it was also a hard one,” says Mark Zuckerberg. Since making significant changes to the News Feed algorithm, time spent on Facebook dropped by 50 million hours every day. But Zuckerberg says, “time spent alone offers limited insight to the value of the social network” and he expects to make the product stronger in the long-term.

Snapchat launches Snap Store.

In another attempt to boost app performance, Snapchat will now sell merchandise, such as hats, sweatshirts and stuffed characters, like the “dancing hot dog,” in app. By dipping their toes in e-commerce, Snapchat will benefit from more data like billing and shipping addresses. In turn, this will improve its location-based ad targeting. For now, the company doesn’t plan to open the store to outside brands or sell sponsored listings.

Facebook bans cryptocurrency and ICO ads

The ban applies to all ads that “promote financial products and services that are frequently associated with misleading or deceptive promotional practices, such as binary options, initial coin offerings, and cryptocurrency.” The move is an attempt to protect users from scammers using Facebook’s ad platform to make a profit. Over time, Facebook says it will revisit the policy as its signals improve.

Instagram announces Type Mode, Carousel Ads, and scheduling capabilities.

Type Mode is a new way to share Stories without photo or video required. You can play with font styles and sizes and background colors to say anything that’s on your mind. Also, Instagram has announced their Carousel Ad format is coming to Stories, letting brands upload up to three pieces of media (for now). Lastly, the company updated its Graph API to allow businesses to schedule posts through a member of the Facebook Marketing Partner Program.

Twitter hosts #BrandBowl to recognize best Super Bowl ad campaigns.

Twitter will publish Moments after every quarter showcasing the commercials getting attention on TV. After the game, the company will announce the winners of its #BrandBowl in four main categories: MVP (highest percentage of brand-related tweets), Blitz (most tweets per minute), Quarterback (most retweets on a single tweet), and Interception (highest percentage of brand-related tweets, without running a TV spot).Winning brands will receive exclusive access to Twitter ad products, custom consumer research, and trophies for brand and creative agencies. Find out how to enter here.

64% plan to use social media during the big game on February 4.

A recent study by Burson-Marsteller’s Fan Experience group and WPP Group’s PBS research consultancy revealed Super Bowl viewers’ attitudes and behaviors towards TV commercials and social media during the big game.

  • 87% of “constant social media user” said they’re interested in the social content brands provide alongside commercials.
  • 63% of Americans believe the Super Bowl is not the appropriate place for political messages.
  • 64% said they plan to use social media during the game on Feb. 4.
  • Facebook is the social channel of choice for 53% of survey respondents, followed by Instagram (22%), Twitter (20%), YouTube (17%) and Snapchat (16%).
  • Before the game, 13% will learn about ads from news stories, and 12% will look for previews of ads.



Published on February 2, 2018

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