ICYMI: Olympics Paid Social Strategy, Facebook Audience Network Targeting, Twitter 360-Degree Video Support, Mobile Programmatic Advertising Report

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This week: How brands can join the Olympics buzz, Facebook extending Audience Network targeting to include non-users, Twitter Launches 360-degree video support, and the mobile programmatic future of advertising.

Let the Games Begin! | MediaPost

The 2016 Olympic Games are only 63 days away and the time has come for brands to get their social marketing strategies in shape. With 85% of the estimated 3.6 billion viewers expected to use an additional device while watching, social media will be the prime arena for brand engagement. Adaptly president Sean O’Neal shares insights on how brands can join the action on social before and during the big event. Because social ad units are native, there are huge opportunities for brands to naturally join conversations rather than intruding on fans’ Olympics experience.

Retailers Can Use Facebook’s Ad Network to Target Non-Facebook Users | Internet Retailer

Facebook’s Audience Network is getting an upgrade: advertisers will now be able to deliver ads to any consumer using an Audience Network app, Facebook user or not. Previously, only Facebook users were targetable through the Audience Network, but the social platform has made it possible to target non-users as well. To do so, Facebook will use cookies to gather information about non-users’ browsing habits and combine that data with its extensive user information. By identifying non-users that exhibit similar online behavior to certain Facebook users, Facebook will enable advertisers to serve the highly-targeted ads they are accustomed to serving across Facebook, Instagram, and the Audience Network to all consumers on Facebook’s ad network.

Twitter Launches 360-Degree Video Support in Time For The NBA Finals | The Verge

Twitter is the latest social platform to join the foray into 360-degree video. Through a partnership with the NBA and Samsung, Twitter will be able to support tweets shot on a Samsung Gear 360 camera during the NBA finals. The platform is promising exclusive content to basketball fans that will be broadcasted via the NBA’s Twitter account. Video continues to be a priority for Twitter, as live video, virtual reality, and 360-degree videos gain popularity among social media users.

The Mobile Programmatic Future of Advertising | The Drum

In a new report by The Drum, Adaptly VP of Revenue Tim Page shares insights on the mobile programmatic future of advertising. One of eleven expert contributors, Tim weighs in on the costs and metrics of running desktop versus mobile ads. He also discusses the benefits of optimizing not towards the least expensive metrics, but towards those that provide the most value. The full report covers a wide variety of topics, including mobile’s rise from second screen to first, the challenges of measurement and tracking, and more.