Weekly Digital News Roundup: July 2 – 6
- As reported by Information Week, Google said it will soon provide users with a capability that has been available for years through third-party browser extensions: the ability to block ads.
- Google characterizes this forthcoming feature–available in a few weeks–as a “mute this ad” button rather than an ad-blocking button. However, the term “muting” doesn’t accurately describe the company’s new tool. Google’s mute button, designated by an “[x]” in the upper right-hand corner of some Google Display Network ads, will affect ad visibility rather than audibility.
- “The muting is not a 100% guarantee you won’t see that ad again as a consumer–for example, the same ad could be shown by a different ad company, or the marketer could run a separate campaign targeting specific Web content,” Google product manager Michael Aiello explains. “But we believe it’s an early step in the right direction of giving users control over ads, while helping marketers and websites deliver ads that perform better.”
Twitter Adds to Facebook’s Mobile Ad Pressure
- Twitter is winning over marketers that target users of wireless devices, stepping up pressure in mobile advertising against larger competitors Google, Apple, and Facebook, according to Bloomberg Businessweek. Mobile advertising on most days outpaces revenue from desktop-based marketing spots, says Adam Bain, president in charge of global revenue at San Francisco-based Twitter. Prices for mobile ads, based on an auction system, can be higher than those for desktop counterparts, he said.
- Twitter, which a majority of users access through mobile devices, is counting on wireless ads to boost revenue and woo marketing dollars away from Facebook and Google. Rejecting the common banner ad or large graphical elements on Apple’s iAds, Twitter has tailored marketing messages to work within regular posts on its service, making them less-distracting and easier to fit on mobile devices’ small screens. “We think we’ve cracked the code on a new form of advertising,” Bain says in an interview. “They’re completely integrated within the experience, not just bolted onto the top or the bottom or the side of the viewing experience, like a traditional display ad is in digital.”
- Mobile is a key part of Twitter’s growth effort. U.S. spending on mobile advertising is expected to rise 80 percent this year, to $2.61 billion, and then more than triple, to $10.8 billion in 2016, according to EMarketer.
Liking, Wanting, and Buying on Facebook
- There’s a rumor floating around ClickZ that Facebook will be introducing the “want” button, leaked through Tom Waddington, a developer for the website Cut Out + Keep. The “want” button supposedly will only work with Open Graph objects marked as “products.”
- Along these same lines, a recent Forrester report ran case studies on four prominent brands – Best Buy, BlackBerry, Walmart, and Coca-Cola – to determine how “likes” result in purchases, consideration, or recommendations. For all four brands – Best Buy, Coca-Cola, BlackBerry, and Walmart – a Facebook fan has a significantly higher probability of making all of these brand interactions.
- Facebook certainly seems to be clearing the path to purchase with the recent announcement, allowing users to shop with their own currency rather than Facebook Credits. Facebook is abandoning its virtual currency, “credits,” and adopting real currency, such as dollars, pounds, or rupees. Desire-based data around the intent to purchase with a “want” button could be a key way for the social network and brands to move toward social commerce adoption.