ICYMI: The State & Future of Social Advertising, Pinterest’s iOS update, New Ad Verification Partners for Facebook
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In a Q&A with SocialTimes, Adaptly president Sean O’Neal gave his take on the current state and future of social advertising. To him, social media platforms have transcended just sharing updates with friends and family. People now use these platforms for visual search, video publishing, live events, virtual reality and commerce, which has paved the way for advertising. O’Neal sees immense advertising potential in messaging apps, which are already facilitating financial transactions and customer service interactions. Social has helped improve brand-consumer relationships and will continue to do so as technology evolves.
Pinterest’s iOS app has received an extensive overhaul and is better than ever. The app’s new interface is cleaner and sleeker, and Pin loading speeds are three times faster than before. Now millions of Pinners around the world will have a better Pinterest experience on mobile devices—no matter where they are, what language they speak, or how old their phone is. According to Pinterest, these changes lay the foundation for future updates to be implemented much quicker. Pinterest will tackle Android and web updates next.
Following a video ad metrics partnership with Moat last September, Facebook is adding three more ad verification partners: Nielsen, comScore, and Integral Ad Science. This move will provide increased data transparency to Facebook marketers through independent verifications of Facebook video and photo metrics. Those metrics are essential to social advertisers, who are measuring campaign performance by video views or clicks, and the independent verifications will help them understand the value of their marketing spend.
Digital advertising revenues were up 20% in 2015, generating almost $60 billion. Mobile and social media drove the growth, contributing $20.7 and $10.9 billion respectively. Mobile went up by 66% and social by 55%. Not surprisingly, video ads also saw a big increase: up 30% to $4.2 billion. 2015 marked the sixth consecutive year of significant growth for digital advertising, paving the way for continued growth in 2016.