Weekly Digital News Roundup: August 9-13
YouTube’s Founders Challenge Vine and Instagram with New Video App
- According to the New York Times, Chad Hurley and Steve Chen, who brought us the video-sharing site YouTube, are taking the wraps off their newest project, a video creation app called MixBit.
- On the surface, MixBit resembles two other leading video apps, Twitter’s Vine and Facebook’s Instagram. As with those apps, users press and hold the screen of their smartphone to record video. Instagram users can capture up to 15 seconds of video, a bit longer than Vine’s six-second maximum. MixBit allows 16 seconds. But as the name suggests, MixBit is all about mixing and editing video. Both the app and a related Web site, MixBit.com, are aimed at making it easy to clip and stitch together snippets of video. The final product can then be shared on Twitter, Facebook, Google Plus or the MixBit Web site.
- But one crucial decision by Avos is likely to hold it back: the app is totally anonymous and communal. Users cannot post their videos under a name, and they cannot comment on each other’s work. “We wanted to do that to first build a community within MixBit,” Hurley said. “To see how that unfolds will be pretty interesting.”
Google Adds New Performance Comparison Feature To AdWords
- According to WebProNews, Google announced on Monday that it is rolling out a new AdWords feature that lets advertisers compare metrics across different time periods by putting data into AdWords tables.
- The new feature comes in the form of expandable columns, available when advertisers have “compare dates” enabled in their date selectors. There will be a new + button at the top of some columns, and when clicked it will expand to show you the data for the appropriate column for the week.
- “Click the + above Clicks, for example, and the Clicks column expands to show you this week’s Clicks, last week’s Clicks, the absolute change and the percent change,” explains AdWords product manager David Rodriguez. The feature is being added to a variety of reports on most metrics. The columns can be sorted and filtered. This makes it easy, for example, to create a saved filter which finds all campaigns that saw a decrease in clicks of 20% or more,” says Rodriguez. The feature is rolling out over the course of the next few days.
Twitter Taps Data Giant to Connect Dots Between Tweets and Store Purchases
- According to AdAge, now that advertisers are starting to spend real money on Twitter, the pressure is on to prove that those investments deliver tangible results. Twitter took a step in that direction this week by announcing its partnership with the data giant Datalogix to gauge the impact of tweets — both paid and organic — on sales for consumer packaged goods marketers.
- Datalogix and Twitter find the correlation between tweets and purchases by matching email addresses that have been scrambled — or “hashed” — to ensure users’ anonymity. Twitter provides data sets consisting of users who’ve been exposed to a given brand’s tweets and ones who haven’t to Datalogix, which has a vast repository of purchase data. It can then use email matching to track how many people in those groups have recently purchased the brand’s product.
- According to the Datalogix findings, Twitter users who’ve interacted with the brands’ promoted tweets — meaning they’ve taken an action like replying to it or retweeting it — purchased 12% more of the brands’ products in stores than the control group. Twitter users who had seen the brands’ organic tweets purchased 8% more than the control group. And those who saw five or more organic tweets in the measurement period purchased three times as much as the baseline of users who had been exposed.