ICYMI: Adaptly Heads to SMW Chicago, TV Land Finds Success on Twitter, Instagram and Pinterest Make Updates
This week: Adaptly prepares for two sessions at Social Media Week Chicago, TV Land finds success with Twitter Unlock Cards, Pinterest expands and renames MDP program to Marketing Partners, Instagram makes exciting updates to Stories, Ruth Arber shares what US advertisers need to know about the UK market, and social media traffic surges on Election Night.
Social Media Week Chicago starts on Monday and Adaptly is excited to be hosting two sessions. On Tuesday, our VP of Strategic Accounts Ruth Arber will sit down with Jaideep Mukerji, Head of Advertising Research at Instagram, to discuss the benefits and best practices of optimizing ads across Facebook and Instagram. On Thursday, Charlie Neer, Adaptly’s SVP of Revenue, will lead a panel with clients from Allstate and The Richards Group on vertical video. Use our code for 25% off a pass to the event or, if you won’t be in Chi-Town, be sure to follow along with our hashtag #SMWAdaptly.
What was the most important debate on television this fall? TV Land’s Younger love triangle between Josh and Charles, of course! Adaptly client TV Land leveraged Twitter’s new Instant Unlock Cards urging users to tweet pre-populated #TeamJosh or #TeamCharles tweets to gain access to exclusive content. By running the campaign around the US Presidential debates, the Younger team was able to tap into a key cultural moment and drum up excitement and tune-in. The show saw engagement rates twice as high as the previous season and a 15% lower cost per engagement than expected.
Pinterest has renamed its Marketing Developer Partners program (of which Adaptly was a beta member) to reflect the addition of measurement and audiences partners. The newly minted Marketing Partners program will help advertisers drive efficiency, scale, and performance to a greater degree with measurement and audience partners like Moat and Epsilon. Advertisers will enjoy advanced targeting capabilities, third-party data for Actalike audiences, and new metrics like sales lift and customer lifetime value.
Instagram is beefing up its Stories feature by incorporating Boomerang, mentions, and links into Story posts. All users will be able to link to other users by mentioning their username in a Story caption, and verified accounts will be able to link out to websites through a swipe up feature. Linking directly from an Instagram post is something brands have been eagerly awaiting, so seeing that capability appear within Stories suggests that links may soon be available directly in posts.
The US and UK may share the English language, but that’s where many similarities between the two markets end. They are two fundamentally different regions and companies have to carefully consider transatlantic differences when planning their paid social campaigns. Adaptly’s VP of Strategic Accounts Ruth Arber, who has experience in advertising on both sides of the pond, shares insights into what US advertisers ought to know about the UK market.
Election night was a great night for some, with Twitter and Facebook seeing huge spikes in traffic while Americans anxiously awaited the naming of our next president. Social media usage peaked while traditional internet traffic for sites like Netflix saw a sharp decline. Total peak internet traffic was down 15% as people watched the live coverage on TV and checked results on mobile devices rather than desktop.