As the week comes to a close, we reflect on news and events of the past few days. This week, People Pattern selected topics that reflect broader trends in digital marketing, as brands look for ways to optimize their efforts for greatest return on investment.
Issues of viewability, content marketing and new methods for in-platform content sharing were top of mind. In the brief below, People Pattern provides a quick update just in case you missed something.
Viewability
Adage reports that digital ad spending is expected to reach $60 Billion by the end of 2015. With so much invested in digital advertising, it is important that brands see results. The problem is, nearly half of display ads are simply not seen. The issue of viewability has become a hot button issue for brands and marketers and as more resources are allocated to digital media, platforms and publishers will need to keep up by assuaging fears that ads go unseen.
Linkedin Elevate
Prodding employees to share content on behalf of the company can be a nightmare. Linkedin hopes to change that. With the professional networking site’s launch of Linkedin Elevate, organization administrators will be able curate content on behalf of the company and push content to employees to share with their own networks. The tool reflects increased awareness of the value of high quality content and employee advocacy across all social channels.
Tinder teams up with Instagram
Tinder released an update integrating the mobile dating platform with Instagram. The feature will enable users to scroll through social profiles to get a full view of the candidate, before swiping “Right.” The feature is the latest in a series of partnerships between social applications. Tinder caters to an audience that appreciates good visuals. The partnership with Instagram will expand Tinder’s image database for a more appealing user experience.
Videos on Twitter
Twitter launched the Video on Twitter feature. The new app allows people to take photos and videos, edit and then share them–all directly within the app. The feature is part of a larger reaction to data reporting that video accounts for 84% of web traffic.
As digital media spending increases, it will be up to platforms and publishers to provide the most effective tools for the greatest, measurable, ROI. Headlines this week reflect a move towards more efficient user experiences. With exciting updates from Twitter, Tinder, Instagram and Linkedin, we look forward to seeing creative ways that brands will take advantage of new opportunities.
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