Facebook's new click-based campaign model, Twitter adds video to App-Install Ads, Coca Cola stripping off Labels: This Week In Digital - #ARM Worldwide



The 2nd week of July has been very interesting, specially for the advertisers. While two of the top social networks on the internet eases up their advertising platforms, Coca Cola manages to amaze everyone with one of their amazing campaign pulled off this festival of introspection.

Facebook’s new click-based campaign model will not charge Advertisers for Likes, Comments and Shares


Traditionally, Facebook’s click-based campaign model charges advertisers for every click made on their ad on the platform. This included clicks on external links, call to action buttons and, likes and comments on the ad post. This model was not very preferable for advertisers trying to convert audience into buyers as clicks and comments on their ad post didn’t guarantee a desired action. With their changing policy, Facebook has introduced a new ad model for click-based campaigns where advertisers will only be paying on clicks on external links and call to action buttons.

Advertisers will still have an option to opt paying for Facebook only based actions – likes, comments and share, along with this new model.

Twitter will now let Advertisers add Video to App-Install Ads


To allow app makers to communicate better with their App-Install Ad cards, Twitter will now allow them to add a video along with the call to action button in the “Video Ad” card. The enticing part is, Twitter will not charge for video views and will only bill advertisers for click to action methods. This move will allow Twitter to compete directly with Facebook for better reach in terms of app-install advertisements; surely attracting more app makers to choose Twitter for reaching out.

Coca Cola wins this Ramadan with the “Labels are for cans, not people” campaign

Coca Cola always comes out with their best advertisements. The recent one on the occasion of Ramadan has introduced a new version of its ideal red-and-white can in Middle Eastern countries. This new red can has dropped its legendary Coke’s ribbon logo and are moving on to promote open-mindedness and tolerance. The new way to present their product is by direct targeting the mindset of people with its message “Labels are for cans, not people.”

This push is part of Coca-Cola’s larger “Let’s take an extra second” campaign. This is not the first time they are playing with documentaries. This video shows a group of men sitting at a table in a dark room asking each other questions and becoming familiar, without knowing about their looks. After turning on the light the story is different, they are stunned to learn that they had misjudged what their new-found friends look like. Thereby goes their motive of the campaign “we shouldn’t judge people by their looks.”

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