ICYMI: Snapchat Introduces ‘Memories’, Twitter Livestreaming Wimbledon, Instagram Rolls Out Dynamic Ads for Travel, and More
This week: Snapchat announces a new in-app photo album feature called Memories, Twitter tests high definition livestreaming at Wimbledon, Instagram debuts dynamic ads for travel, Pinterest zeroes in on search, and Adaptly client Center Parcs finds success with Promoted Pins in the UK.
Snapchat has announced a new feature called ‘Memories’ that will save users’ Snaps and Stories within the app to serve as a personal collection of photos. The saved photos and videos will be searchable via keyword, making finding and organizing moments a snap. As soon as Memories rolls out, users will be able to add old Snaps and Stories to their current Story, with past photos and videos accompanied by a white border to indicate non-live content. Snapchat is an app for living in the moment, so altering the platform to feature content from the past is a big update. Memories will be made available in the coming month.
Tennis fans, rejoice: Twitter is livestreaming video content from Wimbledon in high definition. Sports fans are one of Twitter’s most loyal user bases and livestreaming makes it easier than ever for them to watch their favorite contests on-the-go. The Wimbledon video unit features a feed of live tweets about the matches and no Promoted Tweets or video ads during breaks. Many are looking at the Wimbledon coverage as a preview of the Thursday Night Football games to be broadcasted on Twitter this fall following a $10 million deal with the NFL.
Following the debut of dynamic ads on Instagram, the travel industry is the first to get a customized solution with the rollout of dynamic ads for travel. Dynamic ads allow advertisers to promote relevant content on Instagram to consumers who have browsed their site or expressed interest in their products. To help advertisers connect with people planning and booking trips, Instagram has created dynamic ad capabilities specific to the travel industry, starting with hotel booking. The hotel ads will feature dynamic availability and pricing so users always see the most up-to-date information and advertisers reach the right consumers looking to book a specific getaway.
With over 2 billion searches on the site each month, Pinterest has decided to update its advertising strategy to focus more heavily on search. The platform is expanding its keyword search and audience-based buying offerings to build an infrastructure for advertisers to buy search at scale. Search was the largest contributor to advertising revenue in 2015, bringing in $29.2 billion. Since 55% of Pinners use the platform to find or shop for a product, building out search capabilities will provide more accurate targeting for advertisers and more ad revenue for Pinterest.
Adaptly’s first Promoted Pins campaign in the UK was a smashing success for client Center Parcs. The travel company had already experienced high engagement from their organic Pinterest presence and was eager to participate in the launch of Pinterest Ads in the UK. The goal of the campaign was to drive website traffic and boost awareness on Pinterest, so Adaptly collaborated with agency Blue 449 to build out a core audience for the brand. Check out the full case study to see how Center Parcs was able to achieve a CPC 45% lower than their goal.