May 24, 2016: Pinterest takes on a new ad domain, Twitter merges its ad strategies, and a new survey confirms some dated news:
Pinterest’s TV Push Will Make You Pine for Pins
Pinterest aired its first TV ad this week, and it was just as mouthwatering as you’d imagine. The ad-a ten second spot highlighting “one pot meal” recipes on the channel- is the first of a “seven month campaign that will pick up lines from shows” that are related to the creative material.
Asked about the creative campaign, Pinterest cofounder Evan Sharp stated, “What’s different about Pinterest is that it’s not a social service… it’s a personal service,” and these ads are apparently looking to highlight that. Ready for the gold-rush scramble of brands attempting to get a good ad spot on the image sharing platform?
New Study Confirms Old News
The latest study on audience receptiveness to ads has been released, and it may not be comforting to some, but it’s surprising to no one: only 5% of those surveyed marked that they were “okay” with seeing ads o their smartphone at any time, and 40% believe that they should never have to see ads in any context.
What’s more, the survey revealed that the users were very resistant to push notifications, even from their favorite brands’ apps- 62% of those surveyed said they never wanted push notifications, regardless of the app that is sending them. Wondering how to reach your customers, when they don’t want an ad or push notification? Check out our latest eBook, “The State of Influencer Marketing,” and start engaging with your most influential customers today.
Washington Post Re-Fuses to Give Up
Washington Post is fighting the good fight against the ad block revolution with a new high speed Ad product called ‘Fuse’ ads. The aim is to speed up the response time for Web ads (especially on mobile devices), in order to make the digital ad experience a little bit less, well, miserable for customers.
The ads will render instantly when clicked on, and will be placed within content, allowing users to interact with the ad without being sent to another site or app. The new product may address the complaint about ad load time, but it won’t necessarily appease all of those consumers who just plain don’t want an ad disrupting their experience in the first place.
Let the #Letters Fly
Prepare your tweets: Twitter is officially going to stop counting media and usernames within the 140-character limit policy. This is [kind of] huge news for regular users and advertisers alike, considering that media attachments can often take up to 24 characters of space in a given Tweet.
Links will continue to count as 23 characters of space, but that still leaves plenty of room for text in every Tweet. Let the clever wordplay begin!
[Twitter’s] Ad Worlds Are Colliding
For a select group of advertisers, Twitter has announced it will bring its Twitter Audience Platform to the desktop and mobile web. Why is this a big deal? Until now, TAP was only available to some advertisers, and the ads only ran inside of mobile apps.
Now, there will be more parity between on and off-Twitter campaigns, since brands can run ads on both Twitter and the TAP, which will drive more clicks and conversions, in addition to mobile app installs. Twitter’s ad push (following a few days after Facebook’s corresponding announcement) reflects the latest attempt towards boosting ad revenue on the flagging channel.