Weekly Digital News Roundup: November 16-20
Facebook Rolling Out Pages-Only Feed
- According to AdWeek, amid the marketer outcry over their page posts reaching fewer News Feeds, Facebook announced that it has begun rolling out a “Pages Only” News Feed that will only contain content from the pages a user has liked. Inside Facebook reported last week that Facebook was testing the brand-friendly, filtered news feed, which hit all users on November 14th.
- But this new feed doesn’t mean that every page post will be seen by every user checking their Pages Only feed. Mark Cuban may still decry that his brands won’t reach 100 percent of its fans all the time even in a brand-only environment. But if a user has fanned 50 brands and those brands post the recommended maximum of two posts per day, full distribution would mean 200 posts flooding a user’s feed, including posts such as “Brand X likes a photo” or “Brand Y updated their cover photo.”
- Given that Facebook has corralled a brand-friendly feed in which users would likely be more receptive to marketing, will Facebook let brands run ads within the Pages Only feed? Not at this time, said a Facebook spokesperson.
Here’s the Secret Advantage Twitter has Over Google in the Mobile Ad Business
- Business Insider reports that Twitter offers advertisers one major advantage that clients on Google often don’t get: The universal ability to target users by buying a rival’s trademarked brand name.
- Google has a complex policy regarding the use of ad targeting based on trademarked names. In many countries, Pepsi cannot buy AdWords triggered by people searching for “Coke” if the intention is to get people to click on a site for Pepsi. And you cannot use the word “Coke” in your ad if you are Pepsi.
- Google, of course, is taking the lion’s share of mobile ad dollars as people use their phones for search. It has an $8 billion run-rate of revenues from mobile. Twitter, however, allows advertisers to target promoted tweets to specific accounts, says Velti CMO Krishna Subramanian. As users generally tweet about what’s on their mind right now, Subramanian says, “Twitter is the one platform that comes close to that intent-based platform” for targeting shoppers. Which makes Twitter a potential threat to Google’s dominance of consumer intent retargeting.
Pinterest Launches Business Pages to Get Cozy with Brands
- According to AdAge, Pinterest is sending a signal to the multitude of brands and retailers already active on its platform that it’s getting ready to open for business itself by unveiling accounts designated for marketers. Until now, Pinterest’s terms of service read that usage of the platform was licensed on the condition of “your personal, non-commercial use.”
- Its readiness to work more closely with them comes as no surprise to those who have tracked the company’s high-profile hires over the past year since consumer adoption started going through the roof.
- Pinterest’s new-business accounts – which are free of charge – aren’t brand pages in the tradition of what Facebook, Twitter and Google+ have previously rolled out, since they don’t currently look any different from other pages. They also don’t possess any enhanced functionality, apart from making the new feature of authenticating a website a streamlined part of the sign-up process and directing account owners to a Pinterest how-to for businesses. But while Pinterest won’t look any different to users, the cues being sent about its intention of becoming a mature business in short order will be apparent to brands.