Facebook’s Q3 Performance, Snapchat’s Media Grip and Video Mobile Notifications: This Week In Digital
This week was full of movement, specially for Digital. Other than the buzz about Apple’s new Macbook Pro and how everyone is dismissing it, we also saw Facebook announcing their revenue for the quarter, Google opening up gates for Travel marketers and a lot of shakes in the mobile area.
As a digest to keep you updated on #ThisWeekInDigital, following is our roundup of the news from this week.
Facebook’s quarterly results are out; great performance that will slow down
Facebook just cannot slow down. In their recent release of quarterly results, Facebook reported a record revenue of $7.01 billion, with 1.79 billion users registered on the social network. Analysts predicted a $6 billion revenue for Facebook during its third quarter. This 56% hike from last year’s revenue also resulted in an increase in revenue per share from $0.57 last year this period, to $1.09 right now.
According to a micro-research by SocialFlow, an average user of Facebook sees an ad 10 times a day. This contributes a rough figure of $14 per user for the company’s reported revenue.
Snapchat is climbing high & fast on the media ladder
Lately, it was speculated that Snapchat (err, now Snap, Inc.) will limit its revenue sharing relationships with Discover partners like Daily Mail and ESPN, and will shift to a flat free model. This is being followed by a marketer pitch Snapchat gave to a roomful of advertisers, as reported by Digiday. Snapchat pitched what it called “Snap to Unlock”, a feature that’ll allow brands to let their users quickly get a branded geofilters. But there’s a catch – Snap to Unlock will only be available to advertisers spending $750,000 per quarter or more.
Under its new moniker, Snapchat is thriving to disrupt the way users and marketers have thought of them. Today, a medium compared directly with television for (interactive) video content consumption, Snapchat has built a rock-solid foundation to itself as an advertising platform. This change in their offering and revenue model is just one example of it.
Google is expanding its Programmatic offerings with Open Beta for Travel Marketers
In July, Google opened its gate to few of its advance Programmatic Buying offerings to a limited set of advertisers. It allowed them to dynamically generate relevant advertisements, with predefined body, title and call-to-action. A major chunk of these closed runs were made with brands like Hilton.
Now, Google is opening these offerings to an Open Beta, inviting marketers to give it a try – specially those from the Travel industry. As per Google, their tests showed an impactful result for the Travel category, with bookings going up by 1662% for few advertisers and an optimisation of cost up to 90%.
Mic wants to deliver Video Content within Mobile Notifications
Media company Mic has realised a new avenue that was untouched for long and can help them reach out further to their millennial audience. Post understanding how Notifications can be a major hub to reach out to their mobile app users, Mic has pushed a new method of notification-based marketing of its content. This new method is live on their latest app update.
Mic can now push daily summaries, subscriptions and important messages through video notifications from their mobile app. This will allow them to serve news to their users, without actually getting the app to open.
This method is definitely a marvellous implementation by Mic. Mic plans to improve over this with user feedbacks on the right type of content and actions. Moreover, they also plan to use this method to push rich-media content in the future.
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