ICYMI: Snapchat Becomes Snap Inc. with Launch of Spectacles, Facebook Updates Canvas Ads, and More
This week: Adaptly shares key takeaways from client Etsy’s interview at OMMA Social, Snapchat becomes Snap Inc. with the release of Spectacles, Facebook Canvas gets an update, Instagram reveals 500,000 monthly advertisers, and Twitter releases video consumption statistics.
Adaptly client Etsy has found success reaching new shoppers and re-engaging existing customers through paid social. With its huge scale and extensive targeting capabilities, Facebook is the perfect fit for the e-commerce giant. Etsy’s Senior Digital Marketing Specialist Sami Druss sat down with MediaPost’s Event Programming Director Ross Fadner at OMMA Social during Advertising Week New York to discuss how Etsy takes advantage of all that Facebook has to offer. Check out Adaptly’s key takeaways from the session.
In two successive blog posts, Snapchat debuted a new product and dropped the ‘chat’ from its name, becoming Snap Inc. The new Snap Inc. reflects the company’s transition from a disappearing photos app to a camera company with products dedicated to empowering people to express themselves and live in the moment. The flagship product that prompted the name change is Spectacles, or sunglasses with an integrated video camera that allows users to create hands-free Snaps from their own unique perspectives. The camera captures a 115-degree field of view that plays full-screen on any device, in any orientation. Spectacles come in three fun colors and will be made available for purchase later this fall.
Facebook’s Canvas ad format is getting a big update that will enhance the ad experience for users and make the unit easier for advertisers to create. Canvas is a full-screen and fast-loading mobile ad experience on Facebook that is primarily used to achieve brand objectives. Previously only available for website click and conversion objectives, Canvas can now be used to drive brand awareness and video views as well. The ad format itself is being expanded to include 360 videos and the ability to link to other Canvas units to tell even more in-depth brand stories.
Six short months after announcing 200,000 advertisers on the platform, Instagram has reached a new milestone: 500,000 active advertisers. In the year since the global launch of its advertising API, Instagram has driven one billion user actions and resulted in a 2% lift in offline sales for brands advertising on the platform. Ensuring ads are well-crafted and relevant to users is one of Instagram’s key objectives, along with driving real-world actions like offline sales. Advertisers can expect more ad formats to be rolled out in the coming months in addition to increased visibility into the customer journey on Instagram.
As part of its annual Online Video Playbook, Twitter has released an infographic that details video consumption by the 800 million monthly visitors on the platform. 51% want breaking news from a Twitter video and 48% log on looking for viral video content. Videos receive higher engagement rates than other mediums (they’re six times more likely to be retweeted than photos), and video ads in the Twitter feed are no exception: they are twice as memorable as when found elsewhere, and drive brand favorability by up to 18%.