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Snapchat

Video now accounts for 25% of US digital ad spend
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Services such as Facebook Watch have driven US digital video advertising to new heights in 2018, with spend increasing by almost 30 per cent to $27.8 billion.

The latest figures from eMarketer also indicate that video will make up 25 per cent of all digital ad spend for the year, with Facebook (including Instagram) taking 24.5 per cent of video spend at $6.8 billion.

Moreover, eMarketer says Facebook takes 87 per cent of all US video ad spending on social networks, having experienced particular success with in-feed video ads.

eMarketer principal analyst Debra Aho Williamson said Facebook will likely experience further success with in-stream video ads in Facebook Watch, which appear within the video player in the same way as TV commercials.

Perhaps most interestingly though, YouTube is well behind Facebook in terms of video ad spend, generating ‘just’ $3.4 billion in the US in 2018, up 17.1 percent from 2017.

Twitter is very much the poor relation, generating $633 million from video ads in 2018, while Snapchat will generate $397 million.

Hootsuite partnerships to bridge the paid and organic gap…
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Considered to be the most widely used social media management platform, Hootsuite has announced its new partnerships with six leading technology and social advertising solution groups which, in turn, will allow users to complement their organic social media efforts with optimised social advertising campaigns.

The six partners are:

  1. Popimedia – a subsidiary of Publicis, and an Ad-Tech company that helps brands optimise spend, save time, and scale media on Facebook.
  2. AdEspresso – the best-in-class self-service solution for Facebook and Instagram advertising optimisation.
  3. Mediative – one of North America’s largest integrated digital marketing and media companies.
  4. Kenshoo – the global leader in agile marketing.
  5. Adaptly – a technology and services company that enables advertisers to scale campaigns across Facebook, Instagram, Snapchat, Twitter, and Pinterest.
  6. Nanigans – the leading provider of advertising automation software for in-house marketing teams.

According to the company, users will now have the flexibility to choose ‘best-of-breed’ technology and service solutions to help optimise and manage social advertising campaigns across all major social channels. In particular, integrations with Kenshoo, AdEspresso, and Popimedia will make it accessible for users to manage paid social campaigns and organic social channels all in one place, directly from the Hootsuite dashboard.

Senior vice president of Labs, Corporate and Business Development at Hootsuite, Matt Switzer said: “More than ever, brands are investing in paid social media advertising to complement their overall social initiatives and marketing campaigns. Hootsuite’s partnerships with these market-leading social ads solutions will help give our enterprise customers a cohesive and comprehensive view into their entire social strategy.”

Could Snapchat be moving from apps to hardware?
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The photo-sharing app, Snapchat – which is considered to be the most popular social networking platform among teenagers – has strongly indicated that it could be making the transition to hardware devices from apps; joining  a Bluetooth consortium that manages the ‘wireless standard’.

The app, which is reported to have acquired 150 million daily active users, is fuelling speculation from initial industry discussions back in March that experts from Logitech and Nokia had joined the Snapchat team to work on development plans for new hardware products, and is now listed as a member of the Bluetooth Special Interest Group’s website. It is thought that they are planning to create a pair of augmented reality (AR) glasses.

It has also been reported that the social networking app will be introducing a behavioural targeting tool, in a bid to attract more advertisers. Brands using the social media network to advertise will be granted access to personal user data in order to provide more personalised and relevant campaigns.

Read more about Snapchat’s potential hardware plans here