Weekly Digital Roundup : JUNE 11 – JUNE 16
Facebook Puts Maps In Ads
- According to Marketing Land, Facebook is adding maps to its location-based local awareness ads to give brands a better chance you’ll visit their locations. And if you do, Facebook will now start telling brands how many people it thinks actually visited their locations based on these ads.
- Advertisers had previously tried to offer store location info by including links within their ads, but too often the landing pages attached to those links were designed for desktop, not the phones on which these ads run. “What we’ve built is a mobile-first, native experience that is part of the ad format itself,” said Facebook product manager Sam England.
- Facebook isn’t rolling out its own map product to plot a business’s location in its ads that show up in Facebook’s mobile app when someone is nearby. Instead it will be using the mapping tools built into people’s phones, i.e., Google Maps and Apple Maps. That means people will be able to click on these in-ad maps to get directions to a store, view its hours and retrieve its phone number. Advertisers will be able to see that foot traffic in real time and broken down by age and gender. “As soon as we record a store visit, it will appear in ads reporting,” said England. Brands will also be able to view the stats over the past day, week or 28 days.
Emojis Are The New Keyword
- According to Adweek, Twitter wants to make emojis the new keyword. Just in time for next month’s “World Emoji Day” on July 17th, Twitter is launching a new way for advertisers to target users that have tweeted with a certain emoji or engaged with tweets with a certain emoji. All those smiles, thumbs ups, dancers and ghost icons could soon be used to trigger ads across the social media network.
- With emoji targeting, Domino’s and Pizza Hut can target people who use the pizza emoji. Or maybe brands advertising during Tour de France will want to engage with anyone who uses the guy on a bicycle. Brands can also strike a somber tone with anyone that uses the crying face. Kleenex, anyone? Marketers who want to try don’t have to wait long; the feature is available globally through select partners including AdParlor, Amobee, HYFN, Perion, SocialCode and 4C.
- “According to the Oxford Dictionary, the 2015 word of the year was none other than … an emoji,” Twitter Ads API Product Manager Neil Shah wrote in a blog post. “Emojis have become a ubiquitous way for people, publishers and brands to express their feelings”.
Google Opens Machine Learning Research Center in Europe
- According to Mashable, Google is making a major commitment to Machine Learning by dedicating a Zurich-based research group to it. The company announced the new AI research push on Thursday in a blog post.
- Opening as part of Google’s existing Google Research center in Europe, the Machine Learning Research Group will focus on Machine Learning, in which computers use vast amounts of data to teach themselves and build rules about the data. This announcement comes four years after the company began aggressively pursuing machine learning technologies, three months after Google’s AI beat one of the world’s best Go players and just weeks after Google codified its approach to AI during its annual Google I/O developers conference.
- During I/O, Google unveiledGoogle Assistant, a voice-based digital assistant designed the take on Microsoft’s Cortana, Apple’s Siri and Amazon’s Alexa. At the time, Google CEO Sundar Pichai said, “Our ability to do conversational understanding is far ahead of what other assistants can do.” Now the creation of a facility dedicated to machine learning is also a signal to competitors like Facebook, which is also making a heavy investment in AI.