Weekly Digital News Roundup: January 25-29
Facebook Rolls Out Ad Conversion Measurement Globally So That Marketers Know When One Of Their Ads Did The Trick
- According to TechCrunch, Facebook took one more step in making its advertising more accountable for media buyers: it has now rolledout a conversion measurement system across its global footprint. Aimed at direct marketers, the optimization and conversion toll was first announced back in November; now it’s available globally, and can be used on all Facebook ads and sponsored stories, the company says, as well as in combination with any other targeting services
- What the tool does is it allows advertisers to put some code on their sites to track when actions like checkouts/payments or registrations have been driven by an advert seen on Facebook. This then feeds back into how marketers run their campaigns on optimized CPMs for more effective responses. That is a win-win for Facebook: if it can show that marketers can save money by using these tools as part of their campaigns, it will also mean that they will ultimately spend more money and effort advertising on the social network. It’s also one more sign of how Facebook is continuing to extend its influence outside of its own platform and walled garden — although it’s still stopping short of advertising on third-party sites.
- In a sign of increasing cross-platform marketing, Facebook says that its conversion measurement tool can report when a user views an ad on one platform, like mobile, but then converts on another, like a PC. It’s the only tool so far that can do this — but as Facebook continues to expand its advertising business, it’s not likely to be the last.
Twitter Resurrects Video Sharing Apps with Vine Launch
- According to AdWeek, on Thursday, Twitter finally launched Vine as a standalone app for iPhones and iPod Touches. Like Viddy and Socialcam, Vine specializes in short clips—in this case six seconds long—that can be more easily uploaded and viewed over a cellular connection. Unlike Viddy’s and Socialcam’s more customizable but labor-intensive video editing tools, Vine has a simpler approach. Users must hold a finger to the screen to record and can pause a recording by taking their finger off the screen, allowing them to cut away to include something else in the six-second clip.
- Like just about any content-sharing mobile app, Vine users can like or comment on other users’ videos and share their own videos to Vine, Twitter and Facebook. They can also peg a location to their video via Foursquare. Vine users can find others to follow by having the app crawl their address books or Twitter and Facebook accounts (assuming a user connects the latter two accounts to Vine).
- For now it doesn’t look like there are any special features specific to brands, but Vine’s launch is still new. Vine’s adoption among marketers could also hinge on how soon it rolls out a version for Android phones. For years Instagram was iOS-only but saw a massive jump in its user base after launching an Android app last spring.
Luxury Marketers Investing More in Digital
- According to EMarketer, faced with a luxury consumer who has high mobile expectations and a demonstrated tendency to spend big online, luxury marketers are upping the ante. According to a survey of over 130 worldwide luxury marketing executives conducted by Worldwide Business Research and ShopIgniter, 85% said they planned to increase their digital marketing spend in 2013. Social media was a particular area of focus, with 72% increasing spending in that area specifically.
- Facebook is presently seen as the key social platform; 95% of luxury marketers said they were actively engaging customers there. Twitter was the next most popular platform, followed by relative newcomer Pinterest.
- The power of social is considerable. Facebook, Twitter, Pinterest and YouTube were all more popular places to engage consumers than ecommerce sites, which have a more direct connection to online luxury brands. When it comes to mobile, however, luxury marketers are still finding their way. While affluent consumers are more likely to be smartphone users than the general population, packing a premium experience into a small screen presents a challenge for luxury goods marketers, for whom luxe is in the details. Only 35% of marketers said they used mobile apps, and only 26% were making use of mobile commerce.