Digital Down Low: February 10th

Digital Down Low: February 10th

Facebook tracks ads by the milliseconds

  • According to Mashable, Facebook announced Friday they will provide millisecond-level data for ads on Facebook, Instagram and its online ad ecosystem Audience Network. Now, for the first time through Facebook, advertisers can see how long their ads were seen by the millisecond. That includes how many milliseconds overall the ad was on a screen and then broken out into how many milliseconds 100 percent of the ad was on the screen, as well as how many milliseconds 50 percent of it was on the screen.
  • It may seem like a small step (literally and figuratively), but it’s an important change in Facebook’s ongoing effort to regain trust from advertisers after some damning missteps over the past year, especially as it works to maintain its traditional ad models while also building for television.
  • The company also presented three new buying options for video ads, including sound-on buying. Last fall, a Wall Street Journal report revealed Facebook had long oversold a key metric in how it quantified video views. At first, Facebook downplayed the news. Upon further scrutiny and more digging into its data, Facebook found that it had made several more math errors.

 

Twitter misses Q4 earnings and stocks plunge

  • According to Tech Insider, “Can’t Fly With Broken Wings”, “Still Awaiting New Flight Plan”, “Delayed Flight”, “No Relief In Sight”, and “#Crash&Burn” are a few examples of analyst notes on Twitter since the company missed expectations for its fourth-quarter earnings. Ouch!
  • Twitter reported $717 million versus estimates of $740 million, and only netted 2 million additional monthly active users during the quarter. Shares of Twitter immediately plunged nearly 11% in premarket trading on Thursday. In light of Twitter’s missed expectations and warning that revenue growth would continue to fall behind its audience growth, around 20 analysts have either lowered their price targets or downgraded their ratings as of Friday morning.
  • “In light of its Q4 earnings report (and management’s initial take on ’17), we see Twitter as struggling to increase a mix of user time & mainstream adoption (despite being at the forefront of many real-time global events) and needing to re-position its ad business around a smaller cohort of ad products (driven by video) in the face of hyper-competition for branded ad $s targeted at digital video by Google, Facebook/Instagram, etc.” said UBS analyst Eric Sheridan in a note distributed to clients Friday that downgraded his rating from neutral to sell.

 

Chrome browser will be the first to support Web VR

  • According to MarTech, Google is updating its Chrome browser for Android with the first browser support for Web VR — a capability that could dramatically affect the use and development of VR content.
  • Previously, if you wanted to view VR content in a stereo headset viewer like Google’s Daydream View, you had to download one of a number of VR apps. Like the company’s Cardboard viewer, Daydream View works with a smartphone as the display and processing unit. This newest Chrome is the stable release; a beta version of Chrome with WebVR support was announced in December.
  • In this WebVR-supporting Chrome browser, the user can simply click a button and then see the material as VR in the viewer. WebVR supports Daydream’s accelerator for tracking head movements, and its remote control. Or users can view non-stereo VR content through Chrome on a desktop or laptop and navigate it with their finger or a mouse. No separate app to download, no multitude of apps that developers need to target.
Holly Haro
[email protected]

Holly is the Lucid Agency Business Development Manager. She assists in developing new business opportunities and manages new client relationships.

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