ICYMI: 10 Years of Hashtags, the State of Vertical Video & More
This week: How the prevalence of vertical video has changed the way advertisers think about the medium, Twitter’s hashtag celebrates its tenth birthday, and Snapchat adds manual brand safety controls for advertisers.
In the past few years, vertical video has evolved from a banned medium to the new norm on mobile. Smartphone users hold their phones vertically 94% of the time, and less than 30% of people will turn their phone to view a horizontal video ad. Given the prevalence of vertical video in social media feeds, Adaptly Content Marketing Director Sarah Maloy weighs in on how it is changing the way advertisers think about and create video assets. Read the full post for further insights, including how an Adaptly advertiser achieved 11x more sound-on video views for vertical creative compared to horizontal.
Twitter’s Hashtag Turns 10 Today. Here’s How Brands Cashed in as It Evolved From Its Humble Origins | Adweek
10 years after the introduction of the hashtag, it’s hard to imagine social media without it. Hashtags are used 125 million times a day on Twitter to aggregate posts into groups of related tweets. The symbol and its functionality have since spread to other social platforms and have become deeply ingrained in the way we communicate on social. The hashtag has also become a cornerstone of advertising on Twitter, with promoted tweet packages going for anywhere from $200,000 to $1 million. Check out some of the most memorable brand hashtag campaigns to date as Twitter celebrates this milestone.
Marketers will have more say over where their ads appear in Snapchat thanks to new brand safety controls. Having an advertisement run following sensitive content is always a concern for marketers, and Snapchat’s new tool will give brands more control over where in the platform their ads show up. Available via the API, there will be three ways to limit ad placement on Snapchat: removing certain content types (like news) from media buys within Discover; limiting buys to only premium inventory (i.e. Discover); and targeting user stories only. Snapchat is just the latest in a series of platforms and medium to provide more ad placement control to marketers.