News

Platform News 03 | 2020

Posted on April 09, 2020

There are exciting questions to be answered this month about the latest platform updates: What are the advantages of the new design of the Facebook Messenger App? Which popular ad format is Twitter testing and which Pinterest features will be especially interesting for retailers? The answers are summarized with the most important updates from LinkedIn, Snapchat, TikTok, Reddit and YouTube in our Platform News.


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New functions for Click-to-Messenger/-WhatsApp and -Instagram Direct Ads to improve lead generation and flexibility

Facebook updated Click-to-Messenger Ads to improve lead generation. User input will now be checked regarding formatting. If, e.g., the phone number has an invalid format, users will be asked to correct their input. Questions may now include images and GIFs. When using a third party CRM, new customizable field IDs are handy to match fields with CRM IDs. Further, advertisers are more flexible when handling incoming messages and can route these messages between third party chat providers and their pages’ inbox. Click-to-WhatsApp Ads will also be enhanced. WhatsApp is now available as a destination for ads with message objectives from the mobile version of advertisers’ pages. Furthermore, Click-to-WhatsApp Ads can now use Facebook Stories as a placement. On Instagram, advertisers are now able to create ads linking to Instagram Direct within the Ads Manager. Previously, this function was exclusively available within the Instagram app.

Facebook mobile app advertisers are restricted from using device-level data

Facebook updated its terms of service in January. As a result, they blocked mobile app advertisers from using device-level data for any purpose other than on an "aggregate and anonymous basis" to measure the performance and effectiveness of an advertising campaign. Mobile app advertisers can no longer use device-level data to retarget ads, integrate data across multiple ad campaigns, redirect with tags, or sell to third parties.


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Introduction of new Facebook Messenger app redesign making the app quicker and simpler

Facebook Messenger eliminated its "Discover" tab, meaning that features such as chatbots, businesses, and games will be hidden from sight. In the in-app menu, just two tabs, "Chat" and "People" will remain. Within the "People" tab, two further sub-tabs can be found, "Stories" and "Active," where users can see their friends’ stories and see who is online. Due to these changes, the app should load twice as fast, making it more accessible and useful. Currently, this redesign is only available for iOS.


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Twitter is testing a Story format called Fleets 

Similar to Story formats of other social platforms, Fleets will let users post content that will disappear after 24 hours. The Fleets will be placed at the top of the Timeline within the mobile app. Users can also see Fleets of public Twitter profiles even though they do not follow them. At the moment, this format is being tested only in Brazil. We will keep you posted as more information comes in from Twitter.  

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New commerce features for retailers on Pinterest to help them grow

Pinterest is the main platform where users search for shopping inspiration and therefore, Pinterest keeps investing in shopping possibilities to continuously increase its attractiveness for retailers. Now, Pinterest introduced four new features to help retailers get discovered and distribute their products. Firstly, the launch of the Verified Merchant Program, where verified merchants will display a special blue checkmark on their profiles becoming eligible for increased distribution within high-intent shopping experiences and metrics like conversion reporting. Secondly, they introduced new conversion reporting opportunities to measure Pinterest’s impact on site visits, checkouts, and sales. Thirdly, significant updates to Catalogs such as new metrics, near real-time feed ingestion, user experience enhancements, and feed ingestion scheduling were rolled out. Finally, Pinterest is adding more optimization levers to dynamic retargeting to give advertisers more control.

 

New Today tab on Pinterest features curated topics and trending Pins 

The usage of Pinterest has increased in the past weeks. Therefore, Pinterest launched its Today tab, which is a new source for daily inspiration. To make it easier to explore current ideas, this tab features curated topics and trending Pins. The Today tab can be found at the top of the Home Feed. Currently, this feature is only rolled out in the U.S. and UK, but more countries will follow. We will keep you informed and let you know when this feature is being rolled out in Germany.


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Launch of Snapchat Lens Web Builder to simplify the creation of AR Lens campaigns 

With the Lens Web Builder, it is possible to create branded AR lenses from scratch or choose from a library with hundreds of templates. When launching a campaign, advertisers just have to select their lenses in the Creative Library of the Ads Manager.


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Roll out of LinkedIn Conversation Ads to help brands interact with prospects in more personal and engaging ways

Conversation Ads build on LinkedIn's current Message Ads (formerly Sponsored InMail) and can include multiple customized call-to-action buttons, such as product education or webinar sign-ups, to create full-funnel campaigns. The Conversation Ad is open in beta to all advertisers.

Updates on LinkedIn Sponsored Content offer advertisers more possibilities

LinkedIn is launching four new features for Sponsored Content. Firstly, vertical videos (9:16). Secondly, a customizable thumbnail image. Thirdly, an improved "show in feed" preview. And finally, the option to declutter the "Browse Content" by removing Sponsored Content.

LinkedIn is testing Stories within their professional context 

Stories are a very successful format across multiple social platforms. Therefore, LinkedIn has been working on how Stories could look like in a professional context. Now, LinkedIn announced that they are testing Stories internally and will expand the test to external members in the coming months. Furthermore, LinkedIn is planning to introduce Stories for advertising purposes in the near feature. As soon as we get further details, we will inform you.


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New Explore Tab on the YouTube app is replacing the Trending tab 

After a long testing phase, YouTube announced that the Trending tab is officially becoming the Explore tab. Within this tab, users will not only have access to trending videos but also to broader categories such as gaming, music, fashion & beauty, and learning among others. This update offers users more personalized and customized feeds, which could lead to more targeting insights for advertisers.


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TikTok is integrating The Trade Desk to monetize its inventory

To make it easier for advertisers to incorporate TikTok into their campaigns, TikTok is integrating its ad offerings with The Trade Desk. This should enable direct access to TikTok’s inventory across Asia Pacific. We will keep you up to date and let you know once we get more information.


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Brand new Trending Takeover to generate maximal brand awareness

Advertisers on Reddit can now buy Trending Takeover, the platform's first ad format that appears in the trending section of Reddit’s Popular tab and Search dropdown. The new ad unit has a campaign life of 24 hours and is designed to align brands with the most popular and relevant trends of the day. When a user clicks on the ad, they are taken to a landing page that features Reddit conversations, posts, and communities based on keywords the advertiser selects.

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