Monthly Archives: August 2014

Headlines & Stuff

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

Pinterest this week launched its first global business tool in 31 languages that analyzes pinning behavior in profiles and boards. The platform will allow users to search and find specific metrics on profiles, common interests, impressions, highest-performing pins generating social actions, and more. The company’s analytics team worked with “sets” of translators to support local users worldwide.


Instagram has launched a new mobile video app featuring tools like tracking shots and time-lapse shooting. The new Hyperlapse app features stabilization technology for creating smooth time-lapse videos, even while in motion.


Amazon is taking direct aim at YouTube as the e-commerce giant acquires video-streaming service Twitch for $970 million in cash. YouTube had reportedly been in talks to buy Twitch, whose ad-supported service lets people stream live video of their video game play.


Advertisers can now target their Facebook ads based on how strong someone’s phone signal is when they visit the social network. That means advertisers can limit data-heavy ads like video to people with 4G connections and run light-bandwidth text ads for those on 2G connections.  In other Facebook ad news – the company recently expanded event ads to mobile and desktop newsfeed.


Twitter recently rolled out an updated analytics dashboard to marketers and verified users. It is now making these same analytics available to all users.  The dashboard lets users see how many impressions each tweet has received, the number of favorites, how many times users have clicked on their profiles, and the number of retweet and @replies.  In other Twitter news, the company has launched a training program for agencies called Flight School, which aims to familiarize marketers and advertisers with the service and help them keep abreast of new features.


Global Social Media

Nearly 86%  of Australian mobile customers plan to engage in mobile commerce in the next 12 months, an increase of 11%  over 2013. The rapid growth in smartphone adoption in Australia is creating a new wave of consumer behavior that is changing the mobile landscape. The average Australian mobile user consumes 6.7 hours of media per day, with mobile almost surpassing television in terms of time spent.  Around 55% of mobile web customers now use mobile as either their primary or exclusive means of going online, an increase from 40% in 2013.  Also noteworthy – around 55% of mobile users in Australia are now as comfortable with mobile advertising as they are with television or online advertising.

Noteworthy Campaigns

Leveraging Instagram “likes” for dollars,  Nordstrom and Target have launched Like2Buy platforms that look like Instagram and act like Instagram, but link photos directly to product pages on the retailer’s site to initiate a purchase. Instagram has 200 million engaged users who share roughly 60 million photos daily. Curalate, the company that built Like2Buy, and other social platforms are trying to comb through this data to present brands with social engagement metrics that can be interpreted into real-life sales leads.

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.

44% of People Plan a Trip Using a Smartphone or Tablet

Somo, a mobile marketing specialist, has pulled together some of the latest mobile travel trends to give a snapshot of how mobile consumers are versus the travel industry.

The company, which works with players such as Air Asia Expedia, brings in information from recent studies such as the Expedia Travel report and the IAB Mobile Audit.
Key points include:

  • 30 million people now search for travel information via mobile devices each month.
  • 44% plan their trip with a mobile phone or tablet, 61% purchased air travel or a hotel stay on a tablet and 51% did the same via a smartphone.
  • 32% of the UK’s travel companies have no mobile presence.
  • Only two of the UK’s top 50 travel companies have a responsive website.
  • 62% of top carriers use mobile boarding passes but none have a responsive website.

Somo infographic

Source: tnooz

New Instagram Business Tools

Written by: Tom Edwards
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Instagram recently announced they are taking major steps to enable brands by providing greater insight into the performance of both organic and paid content. These tools are a welcome addition to the highly visual platform and will create tighter alignment with business goals as it pertains to tracking impressions, reach and engagement.

Screen Shot 2013-10-03 at 4.35.56 PM

The tools are built around three primary areas of account insights, ad insights and ad staging.

Account Insights – Account insights is the primary dashboard for mapping performance and engagement of organic content. This includes insights around the weekly performance of content, aggregate impressions over time as well as additional insight into the brands audience.

Here is a screenshot from the Instagram Blog highlighting account insights

Instagram Business Tools

Ad Insights – Ad Insights is the campaign performance hub for Instagram paid media that houses brand analytics (impressions, reach and frequency). Instagram, similar to parent company Facebook, are heavily focused on reach and frequency vs. engagement as a primary value proposition for brands. The Ad Insights dashboard is a quick and easy reference against the current campaign goals and all of the data can easily be exported for additional client reporting.

Q3 brand campaign

Ad Staging – One of the more exciting tools, especially for Social Agencies that partner with Media agencies on behalf of their brands, is the Ad Staging option. This tool will allow cross functional teams to collaborate together to preview, save, and collaborate on ad creative.

These tools will be made available to all Instagram advertisers and will enable tighter campaign integration as well as invaluable data around how the brands target is engaging and interacting with both organic and paid content. Building recommendations on a strong data foundation is a key to maximizing the impact of a visual content strategy.

Follow Tom Edwards @BlackFin360

Headlines & Stuff

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

Uber Extends Ride Service to Other Apps
Want an Uber rider to go with that grande latte? Through the Starbucks app – and a small group of other third-party apps — people can now request a car without having to download the Uber app. The new feature comes as a result of the ride-sharing company releasing an API that lets developers add Uber features to their apps. Besides Starbucks, other initial partners include Expensify, Hinge, Hyatt, OpenTable, TripAdvisor, and United Airlines.

News and Ads to Debut on Snapchat
Snapchat has held talks with advertisers and media companies in recent weeks about a service called Snapchat Discovery that would show content and ads to Snapchat users.  According to sources, this new service is set to debut in November.  At least a dozen media companies, including newspapers, magazines, and television networks, are said to be on board. The product would let users read daily editions of publications, as well as watch video clips of TV shows or movies by holding down a finger on the screen (like they do with regular messages on the platform).

Google is Planning to Offer Accounts to Kids Under 13
Google plans to offer accounts to children under 13 for the first time. Accounts on Google services like Gmail and YouTube are not officially offered to children currently, but Google is hoping to establish a new system that lets parents set up accounts for their kids and control their usage.

Twitter Timeline Changes
Twitter recently began adding tweets to your timeline that have been favorited by people you follow. The decision is a controversial one, but it looks like it’s here to stay. Twitter has now officially changed its definition of your home timeline to note that it will add content that it thinks you will want to see.

Instagram Launches Analytics Tools
Starting this week, Instagram will begin letting some marketers check out how their posts are performing in real-time, including more detailed measurements, accompanied by a new tool to collaborate on creative with Instagram’s team. The new tools will initially only be available to current and previous Instagram advertisers, but they will be extended to more advertisers later this year.

Vine Adds Mobile Features
Vine is now letting users upload video via their mobile devices, while making it easier to actually capture and edit video. People can now dip into their camera rolls and use existing videos they’ve recorded for Vines. Vine says more than 100 million people now watch video on its platform every month. Loops play more than a billion times every day.

Global Social Media

In Mexico, Internet Users are Young, Use Mobile Devices, and Like Facebook
Three factors stand out in a study and analysis of Internet use in Mexico: young people are the most active users, the device of choice is mobile, and the most popular destinations are social networks. The study by comScore found that one of every four Internet pages was viewed in Mexico on a smartphone or tablet, and that the country had the second largest Internet audience in Latin America. (Brazil is first.)  Mexico also has the highest mobile penetration in the region, with Android being the most common OS.  Also, social media has the highest reach in Mexico. At 98.3% it beats every other country, whereas the global average is 85.4%.  The top five social media sites include Facebook, YouTube, Taringa, Slideshare, and Twitter.

Noteworthy Campaigns

Newcastle Asks for Fan Photos, Which It Promises to Photoshop Poorly Into Terrible Ads
Newcastle just launched a new hashtag campaign #NewcastleAdAid, in which it’s asking for fan snapshots  — and promises to use the wonders of Photoshop to turn them into really shoddy-looking ads.  The brand claims that it must use low-cost, user-generated content because it blew its marketing budget on celebs for their Super Bowl and Fourth of July campaigns.  Check out the campaign video here.

Greenpeace Targets Amazon and Twitter in an Effort to Clean Up the Web
Greenpeace has launched a new online video campaign featuring Reggie Watts to pressure tech players including Amazon and Twitter to get more of their energy from renewable sources such as solar, wind, and hydro power.  The ClickClean campaign follows an April report from Greenpeace that found little progress from Amazon and Twitter toward using renewable energy to power their data centers.  The initiative, which will include paid social media ads, aims to be humorous and positive, though it is a step toward further escalation — including boycotts and protests by the group. Check out the video here.

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.

Nearly Nine in Ten Millennials Watch Smartphone Video

The US tablet and smartphone video viewer audiences have grown steadily over the past two years and are poised to continue increasing at a faster rate than the adoption curve of those devices. This trend indicates that mobile video is a well-ingrained consumer habit supported by a broad spectrum of content and advertising. Seizing this opportunity, programmers and marketers are increasing the amount of video they produce for mobile operating systems, perpetuating a virtuous circle of content availability and consumption, according to a new eMarketer report, “Tablet and Smartphone Video Viewing: Multiple Screens, Young Users Drive Growth.”

Demographic studies of tablet and smartphone video viewers show that youth is a predictor of mobile video activity. For the most part, the younger the person, the more likely he or she is to consume video on a mobile device.

In December 2013, Deloitte analyzed share of time spent watching TV and movies by US internet users and broke down the results by device and age group. Trailing millennials (ages 14 to 24) had the highest combined share of smartphone and tablet video time at 16%. They were also the only group with a majority of time spent viewing on screens other than TV, which in this survey included desktop/laptop systems, smartphones, gaming devices and tablets.

An October 2013 study by Vubiquity and Frank N. Magid Associates found that younger US mobile device users watched more digital video overall than older ones, and also were heavier users of tablets and smartphones. The youngest group in the survey (ages 13 to 17) indexed highest for smartphones, while the second-youngest (ages 18 to 34) indexed highest for tablets, though only by a small margin over the teen group.

A February 2014 Rhythm NewMedia study on demographic trends in mobile video reached the following conclusions about millennials:

  • Nearly nine in ten (89.6%) millennials watched smartphone video, and 76.8% viewed tablet video; those percentages were higher than for any other demographic group in the study.
  • Millennials watched more short-form content, entertainment news and user-generated content on smartphones than average.
  • Around four in five (77%) millennials viewed mobile video ads in exchange for free premium content; that figure was higher than for any other age group.

For content owners, these trends represent an opportunity to engage with hard-to-reach audiences.

Source: eMarketer

Headlines & Stuff

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

Twitter Tests Promoted Videos for Advertisers 
Twitter has announced a beta launch of promoted video, a new advertising option that allows advertisers to upload videos and track user engagement. Promoted video is an extension of the Twitter Amplify Program, which is a way for marketers to promote TV clips on Twitter. The new ad unit will feature many of Twitter’s recent upgrades to its video offerings, including one-tap playback.

Vevo Partners with Pinterest, Adds Pin It and Drives Referral Traffic
Vevo will start adding ‘Pin It’ to the existing share options alongside all its videos on and in its apps. Its music videos can also now be freely shared among Pinterest users.  The alliance is a great opportunity for Vevo to drive significant referral traffic back to its core property. Following YouTube and Vimeo, Vevo is only the third external video player to be integrated into Pinterest.

Facebook Launches Cross-Device Reporting
Being able to track campaign performance across devices has become increasingly crucial to advertisers. To that end, Facebook this week rolled out cross-device reporting for ads, allowing marketers to see how people are moving among devices and across mobile apps and the Web.  For example, an advertiser can view the number of customers who clicked on an ad on an iPhone but then later converted onto a desktop, or the number of people who saw an ad on desktop and later converted to an Android tablet.

Spotify Adds Buy Button
Spotify has added a Buy Button to its service, making it possible for its 40 million music fans to buy directly from musicians. The direct-to-fan service (BrandPage) allows musicians to link to an existing online store or build a new one in Spotify. Aside from traditional merchandise, the feature aims to create fan experiences like private online concerts, Skype chat, meet and greets, and song collaborations.

Global Social Media

China’s Weibo Ups Media Focus
Chinese microblogging service Weibo, typically known as ‘China’s Twitter,’ has just introduced video recording and direct video playback to its iOS and Android apps. This comes as a likely move by Weibo to increase user activity on its platform, amid concerns that users are spending more time on rival Tencent’s WeChat service.

Noteworthy Campaigns

Fanta Pouring Big Bucks Into Vine Video Comedy Series
Fanta, the soda brand owned by Coca-Cola, is sponsoring and co-creating a weekly digital comedy series, “Fanta For The Funny,” consisting entirely of six-second Vine videos. It’s a seven-figure campaign for Fanta, aimed at appealing to teens and young adults. The first episode of “Fanta For The Funny,” which premiered yesterday on and across Fanta’s social and digital channels, is comprised of dozens of Vine clips depicting gags from some of the platform’s most popular personalities.  In the first episode, Fanta doesn’t actually appear in the Vine videos, though its branding is interspersed several times between segments. The series will run for six weeks.

The Marketing Arm Digital – August Newsletter

Written by: Digitally Approved
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We published our monthly newsletter! Check it out below, and to see it in all its glory with working links, click HERE.


SXSW 2015 – What Will Advertising Look Like in the Year 2020

Written by: Tom Edwards
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Now through September 5th, 2014 is the time to vote on panels & presentations for SXSW Interactive 2015. I have submitted a presentation for consideration and would greatly appreciate your support.

Screenshot 2014-08-11 11.06.41

My proposed topic is What Will Advertising Look Like in the Year 2020. This is an in-depth extension of my previously published iMedia article of the same name. Here is a brief outline of the proposed presentation. I will also roll out the new consumer engagement platform called #DatabaseOfYou during this presentation.

Screenshot 2014-08-07 10.30.58

Presentation Description

Where should marketers and brands place bets over the next five years? What is hype over substance? Taking all of this into consideration, I interviewed my strategy teams in Los Angeles, New York, and Dallas to map the state of digital marketing in the year 2020. We had fun with discussions of drones, crypto currency, the internet of people, and more. While the team agreed fundamentally about certain platforms making an impact, there were pros and cons to impact and feasibility. The following panel is the consolidated and highly visual vision of the future of advertisting in the year 2020. This presentation will take a look back at transformational media moments that give clues to the future state of advertising. We will then look at the role of integrated mobile, converged media, connected life and the digital ecosystem of the future. Presentation Cameos by Drones, Terminators, the Jetson’s, Marty McFly, Grumpy Cat and more!!!

Questions to be Answered


The presentation will focus on the three predicted core pillars of advertising in 2020 (Content, Data, Channels). The pillars will fuel the discussion and points of connection between where technology is going and how to stay relevant with a information overloaded consumer.

1) How can media of the past predict the future state of advertising?

2) What role will mobile + wearables play in 2020?

3) How can media fragmentation and personalization unlock new opportunities for converged media?

4) What role will the internet of things and connected life play in predictive advertising?

5) Who will be left standing as major players digital ecosystem players in the year 2020?

Here is a preview of some of the initial visuals tied to the presentation.


I would greatly appreciate your support with a vote. You can vote here. In order to vote you must create an account at

Then you can simply search for Tom Edwards and give it a thumbs up to submit your vote.

SXSW - Tom

Thank you in advance for your support! It is much appreciated.

Follow Tom Edwards @Blackfin360

Headlines & Stuff

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

Twitter Launches New Advertising Options
Twitter is remodeling the way it charges advertisers. Twitter currently receives payments if a user interacts in any way with its sponsored ads. This includes retweets, replies, “favorites,” and clicks. Twitter is now introducing a new fee structure that gives advertisers the option to pay based on performance. For instance, a retail store may choose to pay Twitter only when a user clicks through to its website to view a fall collection. Other options include paying specifically when an advertiser gets new followers, has its app downloaded, or gets a user email address.

Facebook Bans Incentivizing Users to Like Pages
Facebook announced two important changes this week to its Platform Policies under games and proper use. The first requires that games which include mandatory or optional in-app charges must now disclose in their app’s description, either on Facebook or other platforms it supports. The second, bans users from incentivizing people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page.

Facebook Starts Building Ad Links to Instagram
Instagram is conducting a test with Mercedes-Benz that allows the luxury car brand to effectively target Facebook users who previously saw one of its Instagram ads. Brands will soon be able to use Instagram and Facebook to work their way up the purchase funnel. One of the purposes of a test like this is to A/B creative on Facebook and Instagram and glean insight into what images perform better on each platform.

Twitter Just Dropped a Huge Hint that It Will Introduce Shopping Services
The evidence that Twitter is planning a move into e-commerce is stacking up, after a handful of users noticed a new setting for “payment and shipping” on the company’s Android app.  This is the latest in a stream of hints that Twitter is preparing a foray into commerce.

Uber Unveils UberPool
Uber announced a testing option that enables users to split fares on rides with strangers who are traveling on a similar route. UberPool works like the regular Uber service, except it pairs users up with another rider, and notifies them of their co-rider’s first name.

Global Social Media

The new law requiring Russian bloggers to register as media entities and hold themselves to the same standards as full media organizations has come into effect this week. The law is applicable to all blogs that manage to attract more than 3,000 unique visitors per day. Bloggers will need to register with relevant authorities and will be required to cite their physical location. Bloggers will also be required to do more fact-checking before publishing. They are not allowed to use obscene language or produce material that incites criticism from its online audience.  Bloggers that don’t comply will be slapped with a fine of between 10,000 and 30,000 rubles ($80 – $840 US).

Noteworthy Campaigns

Tinder Hijacked to Help Rescue Dogs Get Adopted
Tinder is doing 750 million swipes per day and over 10 million matches per day, with close to a billion total matches since it’s founding in 2012.  The average users spends about 60 minutes per day on Tinder, and logs in around seven times. 3.9 million dogs enter animal shelters each year. Like people searching for relationships on Tinder, these animals are searching for caregivers.  To raise awareness, and ideally, make some matches, animal rescue organization Social Tees hijacked Tinder. Profiles and photos were created for 10 adoptable dogs, with their age manipulated so they would show up as matches for Tinder users. So far, over 1,500 matches have been made, though the number of dogs adopted based on the hijacking has not been confirmed.  Some Tinder users expressed outrage over the initiative via Twitter. Though most think it’s for a worthy cause – especially because 1.2 million dogs each year are euthanized.