Sunnier Side of the Office
Last week, Facebook announced that Instagram Carousel Story Ads are now available to all advertisers after a launch earlier this year to a small beta group.
The announcement was made through Facebook’s Product and Business Update Newsletter, issued to valued agency partners. According to the platform, more than 300 million people view and/or use stories daily, indicating a huge opportunity for brand’s to reach engaged consumers.
Carousel Story Ad Features:
1 ad can feature up to 3 pieces of content
The ad will feature the same progress bar pattern shown for organic stories
Images will be displayed for 5 seconds each, videos can be up to 15 seconds long each
Video and click metrics will be available for each piece of content within the story
With this new release, brands are no longer limited to running single video ads as stories — they can use the format for a deeper, more engaging interaction with their consumers.
Twitter will be rolling out a new website “to teach smaller publishers how to produce content, including live and on-demand videos, for Twitter and make money from the content,” according to Digiday.
Twitter is embracing publishers, particularly smaller ones, who are looking to grow their presence on platforms after Facebook announced some months back that its algorithm would prioritize users’ posts above those of brands and publishers. The result has left publishers large and small concerned about the inability to reach a massive audience and grow ad revenue.
According to Digiday: “The initiative is similar to how platforms introduce self-serve ad-buying tools to accommodate smaller advertisers. Twitter can’t work with every publisher, at least not directly. Its 100-person publisher partnerships team is occupied with the thousand or so large publishers that Twitter works with to produce videos and original shows for the platform, and to sell ads against that content. The new site will let Twitter support the smaller publishers to whom it can’t dedicate partner managers.”
If you are going to be in Cannes for the annual advertising confab, please come see our panel Thursday, June 21 at 2:30 pm!
We’ll be hosting a panel, which features our Audi client, Reddit and production company Prettybird, titled “Covert Content: Giving Advertising a Back Seat to Entertainment.” It will cover how to best create modern content, collaborate effectively all while staying up to speed with the changing tech and media landscape.
In the few years since branded content became a thing, its lifecycle has grown, died and evolved again. In this session, MUH-TAY-ZIK | HOF-FER evaluates the current state of branded content in the context of true entertainment value. The session takes a deep dive into the making of Think Faster, the unique AMA platform in which stars answer questions in real-time at breakneck speeds — all while sitting in the passenger seat of an Audi Sport vehicle. MUH-TAY-ZIK | HOF-FER is joined by Audi, Reddit and PrettyBird to inspire young creatives to examine how to work with clients, understand their business, and build partnerships that can go project-to-project, pitch-to-pitch.
This Week in Social: Low Budget: What Viral Dreams Are Made Of
In the early to mid-2000’s digital music began its takeover of analog formats. Now with the dominance of streaming services like Spotify and Apple Music, CDs are going the way of 8-track tapes and the music industry no longer has 90’s era music video budgets.
In addition to the downturn in music video budgets, social media paved the way for conversations about big budget gimmicky viral hits. It also set the stage for low-budget viral content, and riding high on the wave of the changing tides is John Mayer’s new video for his single, “New Light.”
Mayer on Twitter said of his latest video concept: “I needed to make a video for New Light but nobody could agree on a budget. (MUSIC INDUSTRY amirite?) So I went to a place downtown and made this with a company that usually does birthday and Bar Mitzvah videos.”
In the last few years, John Mayer has risen from easy listening radio pop king to bonafide Hypebeast. He’s an unlikely hero in the streetwear scene and his of-the-moment fashion sense and excellent social media presence set the stage perfectly for his newest video’s success.