Neues von den Plattformen #05|2020

Marktüberblick

29. Mai 2020

Insights platform news 20 05
Insights Plattform News Facebook

Facebook Shops will make online shopping seamless

Multiple businesses have been facing problems when making the transition from offline to online commerce. Therefore, Facebook has been working on making online shopping seamless and introduced Facebook Shops. It is a mobile-first shopping experience where businesses can easily create an online store on Facebook and Instagram for free. Businesses can upload the products from their catalog and customize the look and feel of their shop. Users will be able to find Facebook Shops on a business’ Facebook Page or Instagram profile, or discover them in stories or ads. Furthermore, users will be able to message a business via WhatsApp, Messenger or Instagram Direct to ask questions, get support, or track deliveries. This feature is currently an alpha test and is only available in the U.S. In the upcoming months, Facebook will be adding features across its apps, like Instagram Shop, live shopping features, and loyalty programs.

Expanded Brand Safety Controls give advertisers more control when using In-Steam placements

Facebook is constantly working on creating a safe and welcoming community while having zero tolerance for harmful content. As part of this effort, Facebook released its fifth Community Standards Enforcement Report, which presents how well Facebook enforced its policies from October 2019 through March 2020. Besides, Facebook published four new Brand Safety Tools. Firstly, with a whitelist for the Audience Network, advertisers can now decide on which publishers they want to actively advertise. Secondly, when using partners such as IAS, OpenSlate, and Zefr, dynamic content lists suitable for In-Stream Ads can be created. Thirdly, with the delivery report, it is now possible to view the delivered impressions on a publisher and content level. Last but not least, advertisers can opt-out of the test of In-Stream Ads in live streams from vetted partners. This control is available at campaign and ad account levels.

Increase of transparency by displaying the location of high-reach accounts

To make Pages and accounts with large audiences more transparent and give users a better understanding of who is behind certain posts, Facebook will provide the location of high-reach Facebook Pages and Instagram accounts on every post they share. This change is part of their efforts to protect elections and increase transparency. At the moment, this feature is only available in the U.S. Facebook is starting especially with Pages and accounts that are located outside the U.S. but reach a large audience based primarily in the U.S. We will keep you informed if this feature is rolled out in Germany.

Insights Plattform News Instagram

New App Installs objective for Instagram Branded Content Ads

After selecting the App Installs objective in the Ads Manager, advertisers can now select "Use Existing Post" within the Ad section. Then, advertisers will be able to select their existing Instagram posts including branded content posts in which they have been tagged by Instagram creators via the branded content tag. In the coming months, Facebook is planning to support this objective for Facebook Branded Content Ads as well.

Insights Plattform News Snapchat

Launch of new premium ad options and Vertical Video Conversion tool

In comparison to the first quarter of 2019, the viewership of the Discover feed has increased by 35 percent in the first quarter of 2020. To better monetize this attention, Snapchat introduced a new ad offering called First Commercial. This is a non-skippable ad that is seen by users before they view the first Discover content in a day. Furthermore, advertisers in the U.S. will now be able to select specific programming bundles in sports, entertainment, beauty, lifestyle, and news within Snap Select. Last but not least, Snapchat rolled out a new Vertical Video Conversion tool in Snap Publisher. Advertisers will be able to convert assets with horizontal format into a vertical format.

Insights Plattform News Linked In

Introduction of the interactive voting feature Polls

LinkedIn is convinced that getting input from a network can give the confidence to pull the trigger or pursue another direction. Therefore, LinkedIn introduced a new polls feature to get quick, easy, and fully-virtual feedback from connections, a specific Group, or anyone across the LinkedIn network. Polls will be gradually rolled out globally on mobile and desktop over the next few weeks. We will inform you if this feature gets advertising relevant soon.

Rollout of LinkedIn Virtual Events to engage with communities

To help businesses connect with their community and share important updates, LinkedIn rolled out LinkedIn Virtual Events. This feature is a tighter integration between LinkedIn Events and LinkedIn Live allowing brands to bring live events online through their Page. Brands can target a specific audience and design a personalized experience.

New products increase the platform’s relevance for advertisers

LinkedIn announced four product updates. Firstly, LinkedIn released two new company facets - Company Categories and Company Growth. The first one allows advertisers to target curated lists from well-recognized publications and the second one allows advertisers to target companies by their rate of growth over the years. Secondly, LinkedIn now offers a luxury interest-based custom segment called Affinity for Luxury Goods. Thirdly, the platform introduced a new bid type called Target Cost where advertisers can specify their cost, and LinkedIn will meet that cost or stay within 30 percent. Finally, the Frequency Cap of the Sponsored Messages will be decreased from 45 days to 30 days.

Insights Plattform News You Tube

Global content solution called YouTube Select will help brands to connect with their audience

YouTube introduced YouTube Select, a unification of solutions like Google Preferred and prime packs. YouTube Select packages a diverse mix of content called lineups that are tailored by markets for topics such as beauty & fashion, among others. U.S. advertisers will be able to target a dedicated streaming TV lineup, including YouTube Originals. Furthermore, advertisers will be able to buy into some YouTube Select lineups via Google Ads, Display & Video 360 and reservation in many countries, including most across Europe and Asia-Pacific.

Insights Plattform News Google

Google extended its Ads Data Hub migration to September

After facing some business challenges resulting from COVID-19, Google postponed the deadline for its Ads Data Hub migration and third-party pixel deprecation on YouTube and Google Video Partners from 1st of June to 1st of September 2020. Till that date, clients must continue to dual-enable all new Digital Ad Ratings campaigns that run on YouTube and Google Video Partners through Ads Data Hub, in addition to implementing Nielsen or other third-party measurement pixels.

Insights Plattform News Tik Tok

"Shop Now" button will link advertisers to influencers

TikTok is in the early stage of testing new ways users can add links to products in their videos. Now, TikTok is testing a "Shop Now" call-to-action (CTA) that links advertisers to influencers so that those creators can display a prominent CTA button in their videos. The ad revenue is set to be shared between TikTok and the influencer. In comparison to the creator CTA beta test, the "Shop Now" button is now available to all advertisers who want to drive traffic to their websites.

New rules on how brands can use music in their videos

TikTok enacted new rules on the usage of music and soundtracks that brands can access when producing content on the platform. Verified businesses or organizations will only be able to use royalty-free music from TikTok’s new Commercial Music Library. To use music from that library, businesses will need a license for commercial use.