ICYMI: Social Strategies for the Holidays, the Super Bowl & More
This week: Why viewability is not an accurate metric for social, social advertising guides for the holidays and the Super Bowl, and details on Snapchat’s rebrand.
The concept of viewability and how that metric applies to social advertising is top of mind for many digital marketers right now. The current definition of a “viewable” video ad is when the unit is 50% in-view and plays for two continuous seconds. The problem is, that definition doesn’t account for the immersive mobile ad units currently found on social advertising platforms. Adaptly President Sean O’Neal sat down with Brandchannel to explain why viewability is not an accurate metric for social and how it should be redefined to make sense for today’s ad formats.
Black Friday and Cyber Monday may be fading in the rearview mirror but the final rush of the holiday season still looms ahead. Pinterest has shared a holiday report that details seasonal Pinning behavior, top trends, best practices for new ad units, deep-dives by vertical, and more. Dig into the holidays on Pinterest and download Adaptly’s holiday whitepaper for creative and strategic insights across all platforms.
Super Bowl Sunday will be here before we know it. Americans turn to social media to discuss the action before, during, and after the game. Last year, the Super Bowl was the most talked-about television program on social ever, and we expect this year to be even bigger. Join the conversation on social as viewers discuss the game, halftime show, and ads on their favorite platforms. Adaptly’s Super Bowl strategy guide provides a full-funnel, cross-platform approach to the biggest advertising day of the year. Download it now to guarantee a “W” on game day.
Snapchat is getting a new look just in time for the holidays. The new layout will separate content created by friends from content created by publishers to make the app “more personal.” Friends will get their own page organized dynamically by who users communicate with most, and the Discover page will be algorithmically personalized to each user’s interests. Publishers that users subscribe to will be featured at the top, followed by other Stories the user may find interesting. Tailoring publisher content to individual users should open up exciting advertising opportunities, like Promoted Stories, moving forward.