Platform News August 2018

Posted on August 31, 2018

More transparency on ads and pages on Facebook, new community features on Instagram and an Ads Transparency Center on Twitter- A lot has happened on the platforms over the past month! Read more about the latest features on Facebook & Co.


Facebook takes new steps to give users more transparency on ads and pages: From now on, users can view all active ads a page is running across Facebook, Instagram, Messenger and the platform’s partner networks, even if the ads are not shown to them in the Newsfeed. To see the ad overview, users must click on a page and navigate to the ‘Info and Ads’ tab on the left-hand side. Users see the ad creative and copy and can flag anything suspicious by clicking on ‘Report Ad’. It is possible to see more page information like name changes or the creation date of a page. Further features and page information will be added in the coming weeks

First test of Augmented Reality Ads: On F8, Facebook announced that it is working on AR features together with brands to show products within its Messenger app. Now the platform started to test Augmented Reality Ads within the Newsfeed of the Facebook app. The new format is in an early test phase and only available to selected advertisers and users. The ad will be shown in the feed unit and via a tap on it, a customizable lens opens. The brand Michael Kors is one of the first test partners with a sunglass lens letting users try on different styles of the product.

Facebook made a change to improve the attribution of store visits: Since June, estimated store visits and cost per store visit metrics will be displayed in the platform’s default attribution windows of 1/7/28 day click/view attribution. The configurable attribution window will be customizable based on 1/7/28 day click or view, with the default set to the account's default attribution window. This change offers more flexibility and allows advertisers to report on the attribution window of their choice, aligning attribution. Following this change, some variations may appear in store visit numbers compared to former campaigns.

Facebook started to roll out Store Sales Optimization: Facebook tested successfully Store Sales Optimization (formally Offline Conversions Optimization) in H1 2018 and announced to start the further roll out. As of this month, Store Sales Optimization is now open to all managed retail accounts around the world. The option allows advertisers to optimize campaigns to better reach people who are more likely to make a purchase in-store. Advertisers need to connect store purchase data using offline conversions. Facebook will automatically optimize towards in-store sales in real-time, when the campaign goal is to drive in-store sales. To achieve the best results Facebook recommends to upload offline sales data daily. For eligible clients the option will be shown automatically in the Power Editor and/or please approach your esome client contact.


Facebook finally rolled out Instagram Collection Ads to all ad accounts: Collection Ads allow marketers to showcase their brand and multiple products in the Newsfeed. The format makes it easier for users to discover, browse and purchase products on their mobile device. If users click on the format, they will be seamlessly taken in a full-screen Canvas where they can discover new products.

Instagram launched three new community features: These are topic channels in Explore, video chat in Direct and new camera effects. Camera effects include filters designed by e.g. Ariana Grande, BuzzFeed or the NBA and let users be more creative in the creation of new content. The new video chat allows up to four users to talk via a live video while being connected in Direct. These two features have little impact on brands. Whereas topic channels in Explore might have an impact on how content of brands and influencers will be structured and thereby consumed in the future. The feature helps users to organize content from the Explore tab and gives them more control on what they see. At the moment, there are no advertising possibilities within Explore but we will let you know when there is an update.

Twitter2.png#asset:1446Twitter launched its Ads Transparency Center: Along with Facebook that introduced its ‘Ads’ tab to Pages where an overview of all ads an account is running will be shown, Twitter is also working on the transparency topic and lately unveiled its Ads Transparency Center. It allows users to search for a Twitter handle of a brand and see the ads the account has run for the past seven days. No login is required to reach the tool. Twitter also created a new process for political ads with stricter requirements. Political advertisers for example have to provide information on billing, ad spend or demographic targeting in the future.


Snapchat is working on a new feature that lets users find products or songs using their app’s camera: Users must press and hold the camera button to identify an object, song or barcode which will then be scanned. The app sends data to Amazon, Shazam and other partners and the products will be shown in the app, shoppable on Amazon. The search might be connected to Snapchat’s Visual Cards in the future and thereby become interesting for advertisers. Through its new feature Snapchat will directly compete with Pinterest and its Lens that identifies objects and brings up related content. There is no official launch date yet. We keep you posted.

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