IAB Re-Introduces Marketers to “Opt-in Value Exchange Advertising” in New Playbook
To help marketers better understand opt-in value exchange advertising, the Interactive Advertising Bureau (IAB) has published a playbook (see attached) that defines the format and highlights some best practices.
Often referred to as “rewarded advertising,” opt-in value exchange advertising offers “prizes” in exchange for time and attention.
Ubiquitous in the world of mobile gaming, the format is becoming increasingly popular in music apps, text content, and over-the-top video where platform-owners are allowing consumers to watch entire programs (or movies) commercial-free.
According to Susan Borst, head of the IAB’s Mobile Marketing Center of Excellence, “these ads put consumers in control as they are always opt-in, meaning that the consumer has the choice to engage with a publisher reward – or not.”
Because the value exchange for the consumer is directly related to the media experience the marketer intended to deliver, the hope is that the format will help solve for the challenges related to relevance and ad overload.
Third-Party Data Seen as “Vital” to Advertisers
In addition to the above, the IAB (in partnership with the Data Center of Excellence) also released The State of Data 2018, a forecast that puts into perspective the amount marketers will have spent on audience data – and solutions to manage it – by the end of 2018.
According to their audit (which was based on primary research and analysis of financial information published by U.S. commercial data providers compiled by the Winterberry Group), that figure is expected to top $19.2 billion, with programmatic advertising and identity management driving many of the investments.
“This study,” stated Orchid Richardson, vice president and managing director at the IAB Data Center of Excellence, “shows how increasingly vital third-party data has become as a result,” delivering a myriad of insights, from geolocation to interests and more, that marketers can use to deliver highly-personalized messages to consumers and expanded audiences.
Images, Not Video, Seen as Most Promoted Social Media Content Type in 2018
Despite the push for “more video” in 2018, photos remain the most highly-promoted type of social media content.
According to survey results published by Socialbakers (and based on an analysis of roughly 10 billion pieces of content), the majority of such promotions occurred on Facebook and Instagram, with the latter earning the highest levels of engagement.
“Instagram is becoming the number one social media platform when it comes to engagement for brands,” Socialbakers’ CEO Yuval Ben-Itzhak notes in the new report. “When we look at engagement on an absolute level, Instagram has a lot more engagement for brands than Facebook does, despite having a significantly smaller audience size, and as a result, we see businesses leveraging Instagram for advertising more than ever before.”
YouTube Re-Enters “Stories” Fray with New Offering
Leveraging many of the features already made popular by Snapchat and Instagram, YouTube has launched of its own version of “Stories.”
Announced by product lead Todd Sherman on the company’s blog, the new service was designed to be “lightweight, easy, and fun,” and will enable creators to add text, music, filters, stickers, and more to their clips, all through the platform’s mobile app.
YouTube Stories will “live” for seven days in the app (that’s a bit longer than the 24-hour norm), but that's because there’s a catch: they’ll only be made available to "eligible creators with 10K+ subscribers."
If the format proves popular, they’re bound to open it up to others, but for now, it is – as they say – what it is. In 2018, “Stories” became the fastest growing social sharing option with more than 1 billion daily consumers using them across Facebook's family of apps alone.
Google Trims Roster of Messaging Services
Elsewhere in Google-land, the company has laid out a simplified plan that promises to offer users "a simpler and more unified communications experience" across its suite of messaging apps.
According to reports, Hangouts and Allo will soon be shuttered, while Messages, Hangouts Chat, Hangouts Meet, Duo, and Google Voice will continue to be supported. The announcement comes on the heels an article that claimed Hangouts would shut down sometime in 2020.
Responding to the piece, Google's Scott Johnston – a product lead for three of Google's seven messaging apps – called it "shoddy reporting" and said it only covered "half the story:" while Google does plan to shut down Hangouts eventually, Johnston said the company is also planning to open up two of its enterprise-only messaging apps, Hangouts Chat and Hangouts Meet, to enterprise users.
With Hangouts Classic and Allo out of the eventual picture, Google will be able to “refocus on Messages and Duo for consumers and Hangouts Chat and Hangouts Meet for team collaboration,” areas where others have achieved dominance.