ICYMI: Facebook Banks on Popularity of Video and Instagram Stories with New Ads
This week, Instagram brings ads to its successful Stories feature, Facebook tests mid-roll video ads, Snapchat adds ecommerce and lead-gen capabilities to Snap Ads, and Twitter focuses on livestreaming.
Instagram is capitalizing on the success of its Stories feature, which after only five months has over 150 million users, by introducing a new, full-screen Stories ad placement. Advertisers will soon be able to run five-second photo or 15-second video ads between users’ Stories. This creates an exciting opportunity for brands, as Stories engagement is extremely high: 70% of Stories are viewed with sound on and one in five Stories results in a direct message from a viewer. Instagram will also provide Stories insights to business profiles, allowing brands to see the reach, impressions, replies, and exits for each story.
With over 100 million hours of video consumed on Facebook daily, the social giant is beginning to test mid-roll ads to further monetize video on the platform. Video publishers will soon be given the opportunity to insert ads into their video clips after 20 seconds of user engagement. Facebook will sell the ad spots and share 55% of the sales with publishers, the same split offered by YouTube. Videos must be 90 seconds or longer to be eligible for mid-roll ads, encouraging publishers to create longer videos that quickly capture user attention.
Snapchat is constantly innovating and updating its Snap Ads product to provide the most value to advertisers. The latest round of testing includes deep-linking and web auto-fill, features ecommerce brands and retention-focused advertisers have been eagerly awaiting. Deep-linking will occur when Snapchat users swipe up on a Snap Ad for more information and are then taken directly to a page in a new app, like a playlist or a product page in a music or ecommerce app, respectively. An auto-fill feature will simplify the lead generation process by auto-populating forms with a single tap on the screen. Direct response advertisers will have even more reason to turn to Snap Ads to gain new customers with these features built out.
Livestreaming continues to be a priority for Twitter in 2017, with the inauguration of president-elect Donald Trump next on the agenda. In partnership with PBS NewsHour, Twitter will livestream the inauguration on January 20th with additional coverage from the steps of the Capitol Building and the National Mall. The stream will be available to both Twitter users and non-users and will integrate live video coverage with real-time Inauguration Day conversations on Twitter.