FM Weekly Trends Report 1/20/2017

FM Weekly Trends Report 1/20/2017

1. Facebook to test showing ads mid-video with publisher revenue split

Facebook video has been beneficial for publishers yet difficult to monetize. Now, Facebook is set to debut a mid-roll ad test with a 55 percent revenue split for publishers. Ads will appear after at least 20 seconds of viewing in videos that run 90 seconds or more, encouraging quality over virality. 

2. Snapchat is testing new ad features to improve eCommerce and lead-gen marketing

Snapchat is testing new deep-linking and web auto-fill products — this is particularly appealing to eCommerce brands and retention-focused advertisers (think: music streaming services). The deep-linking product allows users to swipe up on “between story Snapchat ads” to directly link the consumer to the brand’s product page, app, or other platform. The lead gen product allows consumers to tap the screen following an ad to auto-fill a form. They’ve also included privacy features to ensure you only opt into lists you want to join.

3. 92% of first-time visitors to a brand’s website do not make a purchase, survey found

The study focuses on the importance of site content and user experience on site to push users down the funnel to purchase. For example, the study found 98 percent of shoppers have been dissuaded from completing a purchase because of incomplete or incorrect content on a brand’s website, underscoring the need for descriptive, accurate content. The report also illuminates the increased importance of online commerce in consumers’ lives with two-thirds of all shoppers reporting they plan to make more online purchases in 2017 than in 2016.

4. LinkedIn gives access to B2B insights through DataSift deal

LinkedIn recently made a deal with DataSift, a third-party data provider to allow access to the user data that LinkedIn owns. The deal allows agencies and publishers access to aggregated audience-level data through DataSift’s API. This data can be integrated with cloud management platforms that allow marketers to better understand how people interact on LinkedIn. This effectively allows marketers to gain insights into how people who work in different fields and those with certain job titles and skills interact with LinkedIn, as well as the type of content they are viewing on the platform.