Weekly Digital Roundup : JUNE 17 – JUNE 24
Facebook Reactions Are Coming To Virtual Reality
- According to Mashable, Since buying the virtual reality company Oculus, maker of the Oculus Rift, Facebook CEO Mark Zuckerberg has made it very clear that the acquisition wasn’t simply an experiment, but an investment in the company’s future. On Wednesday, Facebook doubled down on that sentiment by enhancing one of its central features. Now you can add Reactions (those animated emoji on Facebook) to Facebook 360 videos when using Gear VR.
- In order to see or create the Reactions, users will need update their Oculus Video app and connect to their Facebook Sure, the update may seem like a small one, but after Likes, Reactions have become the coin of the realm when it comes to responding to posts, so expanding the reach of Reactions into VR could be important.
- The company introduced 360-degree videos to the Facebook community late last year, with a focus on video content, and introduced 360 Photos earlier this month. According to a company spokesperson, Gear VR users will also be able to add Reactions to 360 Photos in virtual reality in the coming weeks.
Liftoff Delivers Personalized Ads & Aims To Drive Actions
- According to Tech Crunch, Mobile marketing startup Liftoff pitches itself as a way for mobile advertisers to focus on what really matters — not installs, but rather purchases and other actions that result in revenue. It’s not a unique idea. After all, we’re seeing more platforms adopting ads designed for re-engagement — in fact, the format is supposed to be included as part of Apple’s upcoming App Store search ads.
- Liftoff offers a number of capabilities in this area, including the ability to target people who are similar to your most active users. Its advertisers pay Liftoff on a cost-per-action model, rather than cost-per-install. Now the company is taking the next step in that direction with the launch of its Dynamic Ads. The advertiser provides Liftoff with creative assets like photos and logos, and those assets are automatically transformed into ads. As with other Liftoff features, the system is optimized to drive the most engagement after the app is installed — different variants are tested and then the most effective ones get pushed forward.
- CEO Mark Ellis said that the same data that allows Liftoff to target desirable users also helps it understand the kinds of messaging that might prompt those users to engage. On the e-commerce side, for example, the most effective ad would probably be the one that highlighted a product you’d actually want to buy.
Google Launches AdSense Labs
- According to Marketing Land, Google launched AdSense Labs to give publishers access to test newer features, kicking off with two Labs: Show fewer ads and Inline ads.
- The Show fewer ads lab lowers the number of ads shown to users by at least 10 percent. Publishers can, in turn, expect to see a drop in revenue, but a drop Google estimates will be “negligible,” or less than one percent of revenue, because the focus is on eliminating ads that are likely to be deemed of lower value to a publisher’s visitors.
- Inline ads are dynamically inserted mobile website ads sized 320×100. They appear as users scroll down a page and don’t require programming on the publishers’ end. AdSense publishers will find Labs under the Optimization tab. When more tests become available, Google will add them to Labs.