The Scoop: Pinterest has begun testing Promoted Video Ads with companies like General Mills, Kate Spade New York, and Universal Pictures. In conjunction with third party measurement partners, Moat and Nielsen, Pinterest will allow advertisers to obtain metrics for these new ads. The ads autoplay and are placed within search results and feeds. According to Pinterest’s product lead, Mike Bidgoli, “One of the unique differentiations for video on Pinterest was that it’s not only about inspiration, but it also helps people do things…We’re going to continue to add more third-party measurement providers—the goal is we want this to be verified by the broader ecosystem [and built] the way that video buyers want to buy.”
The Scoop: Facebook has decided to make a distinction between accidental ad clicks and true advertisement engagement by not charging marketers for accidental clicks. Accidental clicks will be measured by how fast users bounce back to Facebook, with the qualifier as two seconds. “Unintentional clicks end up delivering really poor experiences for people and advertisers,” Product Marketing Manager, Brett Vogel said. “It’s not a good path for publishers to build sustainable businesses.” Facebook will also be releasing further metrics, such as gross impressions (the sum of billable and nonbillable impressions), and auto-refresh impressions (ad impressions for banners on the right-hand side).
The Scoop: Youtube has officially launched an in-app service that allows users to share videos with other users across the platform in private messages, without having to exit the platform. The feature allows replying and chatting while a user is concurrently watching a video. However, emoji responses and co-viewing have not been developed yet, as evidenced in YouTube’s experimental app, called YouTube Uptime. Group sharing is supported by up to 30 people.
The Scoop: Snapchat has increased the capabilities of its self-serve Ads Manager by launching an Advanced Mode feature. This rollout has been given to a few brands so far, and will be available to a wider list of companies soon. This new feature allows marketers to create bulk campaigns & ad set creation by using a spreadsheet and importing directly into the Ads Manager, compile an audience library where Snapchat audience lists can be created and saved, and more.
The Scoop: Utilizing a split screen format, Instagram is testing a new feature that allows users to add friends to their live stream. This does not come as a surprise, as Facebook owns Instagram and rolled out the feature on their Facebook Mobile platform a few months ago.
The Scoop: In this activation, broadcasting company, Sky, turned a television marathon into an actual marathon in Italy. Participants of this campaign followed a truck while running, with the back of the truck streaming all 6 seasons of Game of Thrones. The runners ran from Rome and ended at the Sforzesco Castle. Upon arrival to the Castle, the runners watched the premiere episode of season 7. In a statement, Luca Scotto di Carlo e Vincenzo Gasbarro, executive creative director and partner at M&C Saatchi Milan, said: “We were thrilled to be involved in the biggest TV series of all time and were excited when Sky allowed us to push the boundaries for this campaign and create something unique. There has never been a marathon like this: winter is finally here, and this is how far it brought the fans.”
The Scoop: In an unprecedented move, Chiquita is claiming that the upcoming solar eclipse as theirs, and have dubbed it the “Banana Sun.” This campaign is a part of their ongoing “We Are Bananas” campaign. According to the brand, which put out a video and accompanying graphics tracking the projected solar eclipse across the United States, said: “On the path of totality, you will see two distinct banana suns…The total eclipse occurs in between the two banana suns as a sort of lackluster intermission.” The solar eclipse will occur on August 21st.
The Scoop: After getting engaged, a young couple decided to grab some food and continue their engagement photo shoot. They headed to Chili’s, and added their photos to Twitter, going viral. Chili’s has followed up, reaching out on Twitter saying “These are the best engagement pictures we’ve ever seen. Congrats on the engagement! We’d love to send you a gift. Please DM us!” The couple has been Chili’s fans for a while and by the looks of the tweet, will receive a an interesting Chili’s branded wedding gift.