Posts Tagged ‘technology’

Facebook Users May Soon See Multiple Products Featured in a Single News Feed Ad

November 15, 2016  |  Media Week  |  No Comments

Ahead of the holiday season, Facebook is testing a different kind of product ad that lets retailers showcase more than one item within the news feed. The two-click process seems to be focused on both brand awareness and direct response. The ads pair a main image or video along with related product images underneath and, if clicked, then bring up a second page with more products. If clicked again, the ad leads to the retailer's website where a consumer can actually buy the product. (The launch comes just weeks after Facebook-owned Instagram began letting more than a dozen retailers focus more specifically on ecommerce by tagging products in photos that then lead to a way to buy items online.) Some retailers like Michael Kors and Lowes have already begun testing the Facebook format this week. However, a Facebook spokesperson said other brands will ramp up their own campaigns later this month and through the holiday season. More could join early next year, with other industries beyond retail possibly added if retailers are pleased with results. According to Michael Kors, which has been using the format along with the rest of its fall campaign, cost per conversion has fallen by 79 percent. Instead of focusing too much on targeting a user with a single product, the goal is to give people enough items that might prompt them to shop more. The ads in some ways seem reminiscent of Google's " showcase shopping " ad format that launched for retailers this summer. Those ads, featured in Google search, aim to connect retailers with potential buyers who might be interested in a product even if their search query isn't quite exact. The formats seem to potentially point to a broader trend toward clustering retail items in a way that brings a number of product listing ads underneath a single main piece of creative. The approach gives users more ideas to consider beyond just the one image they might or might not be interested in. According to Facebook, this approach drives more visual discovery by letting retailers use as many as 50 products to target users.

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Lyft’s New Device Aims to Increase Safety and Eliminate Awkwardness With Drivers

November 15, 2016  |  Media Week  |  No Comments

Do you even Lyft, bro? Lyft, a ride-sharing service, is shaking things up in a major way. The young company, which was launched in 2012, has already gone through a few identity iterations. The most recent one is sort of a cool-older-sibling vibe. Today, the brand announced a new part of it's in-car experience: the Amp. What looks like one of those fancy Bluetooth speakers everyone has at pool parties is actually a cool new way for drivers to communicate with riders. By day, the Amps will be the signature Lyft pink/magenta color. But when it's pulling up to a Lyft user who has ordered a ride, the display will turn green, thereby eliminating the awkward moments that plague a lot of ride-share app users. Bonus feature: if multiple people in a specific area all order a Lyft, their cars will each display a different color, as specified in their app. "We've seen three times our typical growth in the last 18 months," said Melissa Waters, Lyft's vp of marketing. "And we want to expand as we grow." Getting into someone else's car means agreeing on a shared assumption of safety.

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How This Agency Built Its Own App Using Amazon Echo

November 14, 2016  |  Media Week  |  No Comments

Last October, New York-based digital agency Rain worked with Campbell's to find a new way to push out the CPG giant's library of recipes, creating one of the first branded "skills" for Amazon's voice-controlled Echo device, which helped consumers find dinner recipes on demand. While the agency expected a bit of a PR boost from the Campbell's work, voice and the so-called Internet of Things has actually become a big growth area for Rain over the past year, as more agencies look for ways to tap into emerging devices for brands. Shortly after creating the Campbell's skill, Rain became one of a handful of Amazon's go-to developers tasked with building "skills"—voice apps that let consumers ask questions to Amazon's AI platform named Alexa. Rain even opened up a small satellite office—albeit with one employee—in Seattle to be closer to Amazon's headquarters. "From an agency level, Amazon helps make some connections with clients," said Greg Hedges, director of strategy at Rain. "People will reach out to Amazon sometimes and then we'll get them to the right people." In the past year, Rain has signed 1-800-Flowers, P&G's Tide, Yahoo Fantasy Football and Liberty Mutual-owned Safeco as clients, helping to build branded skills that dole out information and entertainment to consumers. For Safeco, the agency built a glossary of insurance terms so that consumers can ask Alexa questions like, "What is umbrella insurance?" or "What does liability mean?" For 1-800-Flowers, users can automatically place flower orders to their friends or family members.

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GoPro Launches Its First Scripted TV Ad, Part of Its Biggest Global Campaign to Date

November 10, 2016  |  Media Week  |  No Comments

For years, GoPro has taken a user-centric approach to its advertising, packaging submitted content for TV spots that have run everywhere from YouTube to the Super Bowl. But today, it's launching its first scripted TV spot, which is part of its largest campaign yet that's rolling out on a global scale. TV spots will run in the U.S., Spain, Germany, France, Korea, Australia and other markets. And there's an accompanying global campaign aimed at creating around 1.4 billion impressions. The campaign is a combination of regional and national ad buys, with the first spot airing today before ramping up Friday and then airing in prime time during Sunday Night Football. According to GoPro svp of marketing Bryan Johnston, the campaign is meant to reflect the diversity of the brand's users over the past few years, as its core user base grows from being adventure-seeking people documenting the great outdoors to a camera that can be used by anyone. "If we succeed, then we create thousands upon thousands upon millions of 21st-century storytellers," Johnston told Adweek

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Adobe Buys Programmatic Ad Player TubeMogul for $540 Million

November 10, 2016  |  Media Week  |  No Comments

In a deal to bolster its video offerings for advertisers, Adobe has acquired demand-side platform TubeMogul for $540 million. Programmatic-geared TubeMogul works with brands like Dannon and Quiznos to run digital, mobile and video campaigns by powering the ad-tech pipes in platforms like Facebook and Snapchat. According to Adobe, TubeMogul will get plugged into Adobe Marketing Cloud, the company's tool to help brands manage digital campaigns, primarily in display, social and search. As brands' spending on digital video continues to increase, the addition of TubeMogul will theoretically help Adobe grab bigger digital budgets. The deal is expected to close in the first quarter of 2017. "Adobe and TubeMogul will provide a unified advertising and data management solution that enables brands to precisely identify the right segments and plan, execute and measure paid media across any device," TubeMogul CEO Brett Wilson said in a statement.

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Adobe Is Now Letting Marketers Tag and Track Social Campaigns

November 7, 2016  |  Media Week  |  No Comments

Adobe has started giving marketers a tool it says will better help them track campaigns across platforms. The company is letting Adobe Social clients tap into the data capabilities of Adobe Analytics to see how organic posts perform in real time across social channels. The feature, which launches today, lets marketers examine at scale how various types of content perform. The goal is to help create a more "digestible" way for marketers to understand what's performing well at a more granular level but a larger scale. "At lot of it is coming from the fact that we're seeing through this convergence of social and content marketing happening within marketing as a whole," said Heidi Besik, group product marketing manager for Adobe Social. "Where content is becoming key to the social channel and there's greater demand for high-quality content and figuring out how do you create more engaging content to break through the noise and keep the noise of your brand." If an advertiser wants to see whether they should post a 10-second video or a 30-second video tomorrow, they can use tags to look at how each length has performed in the past and when they performed best or worst. Adobe gave the example of a sporting-goods retailer wanting to publish a series of videos about outdoor activities. By pulling up every video with a certain tag from the past, it could view those stats and also see if a winter sports video did better or worst than a summer sport. In a separate example, a food publication posting recipes to drive more attention to a website and mobile app could set up tags to see if an image of a final dish outperforms another that highlights one ingredient. While the company has utilized campaign ID tagging for a while, the updates bring in a "new level of drilling down," Besik said.

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Self Magazine’s Snapchat Takeover Wants to Help You Have the Best Week Ever

November 6, 2016  |  Media Week  |  No Comments

"Even the most motivated woman has a day where she feels like eating some cupcakes while drinking a couple glasses of wine." Joyce Chang, the editor in chief of Self magazine, knows that not every week will be your best week ever. But the magazine's special edition takeover on Snapchat's Discover section aims to help you achieve just that. "Women are individuals, and Self understands that they go through lots of moods and feelings and situations on any given day," said Chang. "Our mission is to bring wellness to everyone." Self doesn't currently have a profile with Snapchat Discover, a platform where up to a couple dozen publishing brands have a daily presence, but will have the chance to take over on Sunday, Nov. 6. This was a combined effort between Snap's editorial, design and creative teams to create a 15-snap long story. "We wanted to present our audience with small things you can do to make a big difference throughout your week," said Carolyn Kylstra, the executive digital director for Self. "There are different ways to feel good and take care of yourself," said Kylstra. "We'll show you things like a five minute trick to stop your mind from racing, or small things to do before 8 a.m. to have a healthier day, or even reasons why you should start your week off with an orgasm." While readers can interact with those tips and tricks within Snapchat, which includes some articles you can swipe up to investigate more on, Self's magazine edition goes more in-depth. In essence, the magazine is providing a "360-degree experience" for its audience. "Health and wellness shouldn't be a chore," said Chang. "This Snapchat special edition is basically like 'health candy.' We want to engage wherever we can, like a motivation store that's open 24/7." That broad strategy appears to be working for their social presence. Self's social visits are currently up 138 percent year-over-year.

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Facebook Made $7 Billion Last Quarter and Now Has 1.79 Billion Monthly Users

November 2, 2016  |  Media Week  |  No Comments

Facebook just can't stop adding friends. The tech giant yet again beat its quarterly earnings expectations, reporting revenue of $7.01 billion and a total monthly active user base of 1.79 billion. According to Facebook, which released its third-quarter earnings today, revenue increased year-over-year by 56 percent, up from $4.5 billion during the third-quarter of 2015. Earnings per share were $1.09, up from $.57 during the same period last year. (Analysts had estimated revenue of $6.92 billion and earnings per share of $.97.) Advertising revenue also skyrocketed to $6.82 billion, up 59 percent from third-quarter 2015. Mobile advertising now represents around 84 percent of total ad revenue, up from 78 percent in the third-quarter of 2015. Daily and monthly active users on mobile both also increased. Mobile DAUs increased 22 percent to 1.09 billion, while monthly DAUs were up 20 percent to 1.66 billion. "We had another good quarter," Facebook CEO Mark Zuckerberg said in a statement. "We're making progress putting video first across our apps and executing our 10 year technology roadmap." Ad revenue from the second quarter of 2016 decreased , falling from $6.24 billion in the second three months of the year.

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This Week’s Must-Haves: A Task Lamp That’s Sleek, Chic and Customizable

November 1, 2016  |  Media Week  |  No Comments

This week, the Adweek staff is highlighting a task lamp that adapts to your work style, a smart home energy monitor, Philippe Starck-designed tracking devices and more. Take a look!

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Twitter Is Cutting 9% of Its Global Workforce

October 27, 2016  |  Media Week  |  No Comments

Twitter is planning to lay off 9 percent of its global workforce, as the ailing San Francisco tech giant struggles to please Wall Street despite beating earnings expectations. The company officially announced the cuts today in its third-quarter earnings, days after reports began to surface of the impending cuts. According to Twitter, the majority of the reductions will take place in its sales, partnerships and marketing divisions in order to "continue to fully fund our highest priorities," according to a letter to shareholders. However, the earnings also came with some good news. Total monthly active users grew for the second consecutive quarter to 317 million users, gaining 4 million over the past three months since its second-quarter results. Daily active users also increased, rising 7 percent year over year. Twitter's revenue totaled $616 million—an 8 percent increase year over year. Earnings per share totaled 13 cents, beating expectations of 9 cents per share and $606 million in total revenue. However, the company reported profit fell by $103 million. Advertising revenue grew 6 percent to $545 million, with mobile now accounting for 90 percent of total ad revenue. U.S. revenue grew just slightly, increasing 1 percent to $374 million year over year, outpaced by international ad revenue, which grew by 21 percent to $242 million

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