Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Twitter Launches New Look
Twitter’s new design starting rolling out this week along with some other changes to the platform. The profile page now comes with a Facebook style large photo at the top and profile picture inset. Tweets with more engagement appear larger than ones with less engagement. Users can choose to pin their favorite tweets at the top of their profile feed. Users can now incorporate emojis into their tweets. In addition, users will start to see pop-up notifications when others on the platform engage with them. And finally, Twitter launched several new ad varieties including app installs, click-to-call and email signup options. Check out the new layout here, here and here.

Facebook Updates Ad Design 
In the coming months, Facebook will be rolling out a new design for ads in the right-hand column. This updated look will make right-hand column ads more visually consistent with the ads that appear in the News Feed (aka bigger). In early tests, Facebook reported seeing 3x the engagement from people who saw the new design. Some advertisers will start seeing this option later this month. The rest, later this year.

Facebook Aims to Clean Up News Feed Spam
Facebook this week announced a series of improvements to the News Feed to reduce spam from pages that are deliberately trying to game the system to get more distribution. The update targets three broad categories of feed spam behavior including: “Like-Baiting” (when a post asks News Feed readers to like, comment or share a post in order to get additional distribution beyond what it would normally receive),  Frequently Circulated Content (posting repeated content over and over), and Spammy Links (stories that use inaccurate language or formatting to trick people into clicking through to a website that contains only ads). Facebook is updating its algorithm to remove or adjust the frequency of all of the above.

You Can Buy Nielsen Ratings on YouTube Starting Next Month
Google is now confident enough in Nielsen’s Online Campaign Ratings product that it’s going to start selling guarantees to advertisers based on OCR ratings one month from today. And as of the end of 2014, Google will have OCR integrated direction into its Doubleclick platform.

Global Social Media

Yelp Goes Live in Japan
Yelp stepped into Asia when it launched in Singapore in September 2012 and now, nearly a year and a half later, its finally expanding its presence in the continent after going live in Japan. The move into Japan is a good one considering that the country overtook the US on global mobile app spending last year.  Yelp is now available in 26 countries.

Noteworthy Campaigns

SodaStream Targets Ocean Pollution
SodaStream has launched a cause-related campaign that aims to raise awareness of the “Great Pacific Garbage Patch,” a collection of mostly plastic waste that is twice the size of Texas. The campaign encourages consumers to sign a petition (hosted on Change.org) that will be sent to world leaders “urging them to work to address the issue of plastic pollution in our oceans.”  Additionally, the initiative incorporates contests, social media sharing tools and branded entertainment to humorously take a dig at the soda industry – which it blames for environmental damage. SodaStream dubs the Pacific garbage patch “The Secret Continent” and using satire treats it like a “resort” destination. Visitors to the Secret Continent site are invited to explore the “fun plastic heaven in the heart of the Pacific Ocean.” They can scroll through colorful images of the “rare and enchanting fish,” including the “Plastic Fish” (water bottle), the “Common Piranha-Cola” (soda bottle), the “Carryfish” (plastic shopping bag) and the “Rubber Snail” (condom).  In case you miss the irony, an FAQ section explaining the joke is made clear on the site. If users can come up with catchier names for The Secret Continent or design its flag they can win SodaStream machines.

Headlines & Stuff

Here are some cool things we read about this past week: Twitter Launches New Look Twitter’s new design starting rolling […]

Stats of the Week

Written by: Jackie Mendez
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Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts. This week’s stat gives our audience a glimpse into Teens’ social networking platform preferences.

Instagram Surpasses Twitter as Teens’ Most Important Social Network

Teens’ social networking platform preferences are rapidly changing. According to the latest semi-annual survey from Piper Jaffray, Instagram has now surpassed both Twitter and Facebook to become teens’ single “most important” social network. In the previous survey, Twitter had assumed the lead, while in the two surveys before that, Facebook had been the top choice.

PiperJaffray-American-Teens-Most-Important-Social-Network-Apr2014

Facebook has plummeted from being the most important social network for 42% of teens in the Fall 2012 survey to just 23% in this latest edition. By contrast, the percentage of teens citing Instagram as their most important has surged from 12% to 30% in the same time period. Twitter, meanwhile, has hovered in the 26-30% range for the past 4 surveys, taking the lead in the Fall 2013 study virtually by default as Facebook’s appeal slumped.

The other social networks measured – Google+, Tumblr and Pinterest – remain most important for only 5% or fewer teens, each. The survey did not list Snapchat as an option, a curious decision given indications that it is now more popular than Twitter among the 12-24 demographic. And, as a Pew study demonstrates, Snapchat’s user base skews young, much as does Instagram’s base. (Less than 5% of the respondents to Piper Jaffray’s survey chose the “other” option for their most important social network. One could reasonably expect Snapchat to have a higher figure than that were it to be listed as an option.)

It’s worth noting that Instagram’s status as teens’ “most important” social network doesn’t necessarily mean it’s the platform with the widest reach. According to an Edison Research study (see link above concerning Snapchat’s popularity), Facebook remains by far the most-used social network by the 12-24 age group, and brand pages’ reach among teens doesn’t appear to have tailed off. Nevertheless, the same Edison Research survey found Instagram to be second only to Facebook in popularity among 12-24-year-olds, and a recent forecast from eMarketer sees Instagram’s US teen user base growing by 1.7 million between this year and 2016, to 6.5 million.

Instagram’s growing popularity extends beyond the teen demographic, of course. The forecast from eMarketer sees strong growth in its 18-44-year-old user base, and comScore data indicates that among adult (18+) iOS and Android users, Instagram is the 10th-largest application by reach. Moreover, it recently passed the 200 million user mark.

As expected, this has not escaped the attention of top brands, whose activity on the platform has been growing.

About the Data: Piper Jaffray’s “Taking Stock With Teens” survey is a semi-annual research project. The results are from two unique surveys totaling approximately 7,500 teens with an average age of 16.4 years:

1) Upper-income student survey

Classroom visit & electronic surveys of 1,300 teens;
Average HH of $103k (representing the top 25% of US households).

2) Average-income study survey

Classroom visit & electronic surveys of 6,200 teens; average age 16.5 years;
HH income of $55k aligns more closely with the US median.

Source: Marketing Charts

Stats of the Week

Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what […]

Fanscape April Newsletter

We published our monthly newsletter today. Check it out below and if you want to see it in all its […]

Facebook Strategy Shift (White Paper)

Written by: Tom Edwards
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FB-Facebook-White-Paper

Facebook recently instituted some major changes to their platform that greatly affect marketers. To help you navigate this shift, we’ve created a white paper that will help substantially.

The overarching point you need to understand is that organic Facebook reach is being reduced dramatically and it will cost you to reach your own audience. Facebook is now less about brand-published content being the sole driver of engagement. You must pay to amplify your content and you must create multiple variations of your content based on targeting different segments of your audience.

Here is a summary of what you will find in the white paper:

  1. Past: Facebook Reach = Earned Media.  Present: Facebook Reach = Paid Media
  2. Trend of organic reach of content on a brand’s Facebook page:
    1. October 2013 reach = (approx) 12% of followers
    2. February 2014 reach = (approx) 6% of followers
    3. Soon reach = (approx) 1-2% of followers
  3. Now, more than ever, brands must pay for reach on the platform
  4. Near Term considerations:
    1. Re-evaluation of your creative
    2. Frequency of posting
    3. Personalization
    4. Optimization
  5. Defining the “Way Forward”
    1. Reach & Frequency Focus
    2. Engagement Focus
    3. Community Focus

Download the Fanscape White Paper by clicking on the image below.

White-PaperFacebook Strategic Shift (White Paper)

Facebook Strategy Shift (White Paper)

Facebook recently instituted some major changes to their platform that greatly affect marketers. To help you navigate this shift, we’ve […]

Scotch Facts

Written by: Justin Runyon
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SCOTCH FACTS

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, with a preference for Scotch whisky, and I consider myself our team’s whisky expert. Weekly I share what I call, “Scotch Facts: Your Weekly Dram of Whisky Wisdom” with my office friends and I thought you might like to see it too. Cheers! – Justin

Whisky Fact of the Week:
Why is whisky brown? Unless a coloring is added (which is the case in a lot of younger whiskies), it browns because of the aging inside the barrel. As cycles of heat and cold push the whisky into the wood of the barrel, it picks up flavor and color from the staves inside.

Drunken Vocabulary (Words and terms to impress your friends while drinking):
Rich: Tasting note used to describe a high intensity of character, but can also mean that there’s a sweet aroma associated with it as well.

Lagniappe (a little something extra):
We know for whisky to be Scotch whisky, it has to be made in Scotland (along with a few other rules). But, did you know a person must not manufacture any whisky in Scotland except Scotch Whisky?

Got any Scotch Facts you want to send my way? Just tweet me @justrunyon.

Scotch Facts

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, […]

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

YouTube to Run TV Ads Promoting Video Creators in 2014 Push
Next week, Google will introduce a campaign to promote three YouTube creators with ads appearing across Google-owned properties as well as TV, print and out-of-home.  YouTube’s ad campaign will highlight creators from beauty/fashion and cooking verticals – and later this year will showcase creators from other Google preferred verticals.  The three creators Google has chosen include: make-up star Michelle Phan (also a Dr. Pepper spokesperson and has a cosmetics line with L’Oreal), beauty-and-fashion vlogger Bethany Mota (also has a clothing line with Aeropostale) and baker Rosanna Pansino. Each of them have more than one million subscribers to their respective channels.

Twitter Acquires SecondSync & Mesagraph
Two social-TV companies announced they had been acquired by Twitter for undisclosed sums – France–based Mesagraph and UK based SecondSynch. The second had announced an international partnership with Facebook in January to analyze conversations about TV that take place on the social network. Facebook was looking to SecondSync to make the case that Twitter wasn’t the only medium that mattered for real-time conversations about TV happening at scale. They even published a white-paper with results learned from SecondSync’s efforts.  Now Twitter owns them. SecondSync is not commenting on their previous partnership with Facebook.

Amazon Announces Fire TV
Amazon has just announced Fire TV, an compact, streaming video set-top box that can also play games. Titles from Ubisoft, Double Fine, TellTale Games, EA, Disney, Sega, and Gameloft will be coming to the Fire TV.  The unit itself will be $99, the controller $39.99 and the average price of games will be $1.85 with free titles also available.  Video streaming services will include: Amazon, Netflix, Hulu, YouTube and WatchESPN. Music services will include: Pandora, iHeartRadio, and your Amazon library.

Vine Releases Private Messaging Feature
Vine released a new private messaging feature this week. Users can now send video and text messages to one another through the app. They can record a video message, add text, and send to those in their Vine network, as well as those in their phone’s address book.

Monthly Cost of an Instagram Ad Campaign Can Approach $1MM
Much like Pinterest, Instagram is out pitching advertisers on a premium ad offering. Following the conclusion of a test late last year with ten advertisers, the photo and video sharing platform is out pitching Instagram ads at CPMs that would put a month-long buy deep into six figures and verging on seven depending on the reach and frequency sought. Quotes ranging from $500,000 to $1 million for a month have been leaked by advertisers. No rates have officially been set in stone.

Global Social Media

China Surpasses U.S. In Mobile Commerce
China leaves the U.S in the dust when it comes to embracing m-commerce. Seven out of 10 smartphone users in China have used their devices to make a purchase in the last three months, compared to only 22% in the U.S. and 13% in France.

Noteworthy Campaigns

Pepsi Ad Changes the Plot With a Click
With the World Cup just two months away, Pepsi has released a new ad that celebrates Rio and the game of soccer with a few interactive detours that gives the viewer control over the narrative. There are 11 instances in the video where a viewer’s cursor turns into a symbol. Click on it and the video launches into a vignette that you wouldn’t see otherwise. For example, at one point there is a cameo from soccer superstar Lionel Messi, who is shown reading a newspaper. If you click, the scene changes to show the crowd discovering Messi and mobbing him. If you don’t click, the scene moves on quickly and Messi picks up the paper and just continues to read it.  Watch the ad here.

Headlines & Stuff

Here are some cool things we read about this past week: YouTube to Run TV Ads Promoting Video Creators in […]

April Fool’s Roundup

Written by: Larry Weintraub
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April-Fool's-DayApril 1 is one of our favorite days of the year. We look forward to seeing what all those much more creative than us do with their sites and properties.  We polled the company and these are some of our favorites from yesterday. There were so many good ones, it took us a day to agree on which were best!

 

Gmail: Shelfies, make a sharable selfie your background on Gmail, and share it with friends and family.
Gmail Shelfie

 

truTV: Impractical Jokers, a show on truTV, gets four new cast members due to the old cast becoming too popular.
Impractical Jokers

 

Samuel Adams: HeliYUM Beer, leveraging the powers of helium for “a beer unlike any you’ve ever tasted.”
 http://bit.ly/1fNf89r
Sam Adams HeliYUM

 

Netflix: Two new Netflix Originals guaranteed to make you hungry.
http://bit.ly/1fNbHj3

o-ROTISSERIE-CHICKEN-570 o-SIZZLING-BACON-570

 

Jimmy Kimmel and Lululemon: Spray-On Yoga Pants. “Goodbye pants, hello comfort.”
http://bit.ly/OdNkU8

Lululemon Spray-on Yoga Pants Lululemon Spray-on Yoga Pants 2

 

Netflix: Get a “leaked” first look at House of Cards Season 3, from writer Beau Willimon.
http://on.fb.me/1gPjVvf

House of Cards preview

Google+:  Auto Awesome Photobombs, with David Hasselhoff
http://bit.ly/1fv1JWH
Google Hasselhoff

 

Kayak: Bathroom Search Feature
http://www.kayak.com/bathrooms/

Kayak Bathrooms

 

HootSuite: Fake Oculus Rift Integration
HootSuite - Oculus Rift

 

Hope you enjoy these as much as we did!

#TeamFanscape

April Fool’s Roundup

April 1 is one of our favorite days of the year. We look forward to seeing what all those much […]

Advertisers Should Hop On The Second Screen Bandwagon

Written by: Rita Mogilanski
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For many, advertisements before videos are 30 seconds of branded agony. When all you want is the sweet satisfaction of the newest Jenna Marbles video, those ads had better be great. Wheat Thins got it right with the latest iteration of their Spicy Buffalo spot. This funny video ad features icons on the bottom right corner of the screen that each link to their respective social platforms.

Wheat ThinsI came across this ad on a TV network’s website while watching an episode clip. The ad is clickable, but links to Wheat Thins’ Twitter account while most banner ads or video ads link to a brand’s main website. Wheat Thins demonstrated that they know their target audience – millennials – and where they will be consuming content and how they want to interact with a brand. Ads that only link to websites are a waste from both a business perspective and user experience. If I accidentally click on it, I quickly leave the site, driving up the bounce rate. As a user, I am much more likely to seek out the brand’s Twitter account if I have questions, their Facebook page if I want to interact with them, or their YouTube channel or Vine account if I love their video content or brand voice.  

The lines between TV, social media, and advertising have become extremely blurry. A whopping 72% of people use mobile devices for video viewing and 75% of people use mobile devices while watching TV. Studies also show that some people aren’t watching TV in the traditional way at all, with 34% of millennials watching mostly online video and no broadcast TV.

Television shows have embraced this shift in attention, while many television advertisers have not.

The integration of social into TV and media has a direct impact on marketing and advertising. With more viewers using social and digital for an enhanced TV experience, custom online and second screen content needs to be a priority for advertisers. Television ads or video ads should have a social component or social call-to-action that can get fans involved. This is especially true for live television programming like sporting events and award shows. During live TV events, fans feel even more inclined to engage in real time with other fans and to avoid spoilers later. Wheat Thins’ social channel links on their video advertisement allow the viewer to easily continue the conversation online after the ad is over.

“The Tonight Show Starring Jimmy Fallon” is a great example of a show that has strategically increased its emphasis to a digital audience. While NBC expects Fallon’s ratings to be below that of predecessor Jay Leno, Fallon’s content is much more digital and social, and therefore more appealing to the desirable and hard-to-reach millennial audience. Clips from Fallon’s episodes become viral regularly, in turn not only promoting the show but also attracting advertisers.

Jimmy Fallon Tweet

While traditional television ads are not going anywhere anytime soon, it is imperative that advertisers keep up with the shift toward second screen viewing and social media interaction. Be on the lookout for a pop-up on your iPad that drives you directly to the product being advertised on your TV, or mobile apps that can scan ads in magazines and locate the closest store with the item in stock.

In the meantime, if you need me, I’ll be live-tweeting commercials.

Advertisers Should Hop On The Second Screen Bandwagon

For many, advertisements before videos are 30 seconds of branded agony. When all you want is the sweet satisfaction of […]

Stats of the Week

Written by: Jackie Mendez
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Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts.

Instagram is on the Rise with U.S. Users up 35% in 2013

Look out, Twitter — Instagram is gaining on you. Use of the photo- and video-sharing service jumped 35% in the U.S. last year to nearly 35 million people on a monthly basis, according to new data from eMarketer. By the end of this year, the research firm projects that figure will grow another 25% to 40 million.

That would bring Instagram close to the level of U.S. Twitter users at the end of 2013, at 43.2 million. While the two services have clear differences, they share similar demographics and user counts. The microblogging service represented 17.6% of the total Internet user population compared to 16.1% for Instagram.

On smartphones, Instagram has already outpaced Twitter. That’s partly because activity on the photo app takes place almost exclusively on its app. Twitter’s 30.8 million users on smartphones fell short of Instagram’s 34.6 million last year. But eMarketer expects Twitter’s user base on smartphones to grow about 19% to 37.3 million this year.

With its step Wednesday to add photo-tagging and the ability to share multiple images per tweet to its iOS and Android apps, Twitter is taking more direct aim at Instagram, as well as parent company Facebook. It’s not the first time Twitter has taken a page from Facebook, and probably won’t be the last incidence of the two rivals adopting each other’s features.

Given that Twitter recently passed its eighth year, eMarketer reports that the make-up of its user base is maturing, mirroring the general population more closely. People aged 18 to 44 are estimated to account for 60% of Twitter users this year. By contrast, Instagram is still largely confined to Millennial and Gen X users, with 70% falling in that age range.

“Over time, Instagram’s user base in these age groups will approach but not surpass Twitter’s, and eMarketer does not expect significant shifts in usage by age for either site within our forecast period. Instagram’s user count among users aged 18 to 44 will remain about 1 million fewer than Twitter’s in each year throughout our forecast,” stated the eMarketer report.

One audience change that is well underway for Instagram is a shift toward more gender balance. In 2012, about two-thirds of its U.S. users were female. While women still make up the majority of users, the ratio is expected to reach 55% female vs. 45% male by 2016.

Source: MediaPost

Stats of the Week

Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what […]

Scotch Facts

Written by: Justin Runyon
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SCOTCH FACTS

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, with a preference for Scotch whisky, and I consider myself our team’s whisky expert. Weekly I share what I call, “Scotch Facts: Your Weekly Dram of Whisky Wisdom” with my office friends and I thought you might like to see it too. Cheers! – Justin

Whisky Fact of the Week:
So you brought your new bottle of whisky home, but how should you take care of your new bundle of joy? Make sure you keep it upright in a dark place at room temperature, and remember not to keep it crying for your attention too long after opening because once you open it, it begins to oxidize and change.

Drunken Vocabulary (Words and terms to impress your friends while drinking):
Rich: Tasting note used to describe a high intensity of character, but can also mean that there’s a sweet aroma associated with it as well.

Lagniappe (a little something extra):
If the price of some vintage whiskies hits in the thousands of dollars, is it worth investing in whisky? Some say it can do pretty well if you have a solid product and hold it over a good number of years, so that single malt you just bought might have some bonus value in a few decades. Of course, if it doesn’t end up doing that well financially, you could always drink it!

 Got any Scotch Facts you want to send my way? Just tweet me @justrunyon.

Scotch Facts

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, […]