This week in digital – Instagram redesigns its CTAs, YouTube’s FameBit has a new sales boss, Twitter will open an Advertising Transparency Center, Adobe lets marketers manage ad campaigns - #ARM Worldwide



The end of another week is nigh, and this has brought about another wave of change in the digital landscape. Here are the latest developments in the digital world that you must know about.

Instagram will dynamically mirror ads to improve their effectiveness

  • By blending the bar with an ad’s photo or video, Instagram may be able to insert more ads in people’s feeds.
    This is happening for the second time in the two years since rolling out clickable ads.
  • Last year, Instagram made its ads’ clickable element more obvious in an effort to make people more aware of this option and address advertisers’ concerns with the app’s direct-response options.
  • Instagram will change the colour of the call-to-action bar to better coordinate with the primary element of the native ad that grabbed the user’s attention.
  • Now, instead of blue, the bar will dynamically change to the main colour contained in the ad’s photo or video.

YouTube’s FameBit hires Google Preferred’s ex-boss as its sales chief

  • Influencer marketing platform FameBit has been oddly quiet since being acquired by Google’s YouTube one year ago. Now the company is getting ready to break that silence.
  • For YouTube to fend off Facebook, Twitter and others trying to woo its video creators, the video service needed to better incentivize those creators to stay.
  • The matter was made more urgent this year after YouTube began to de-monetize more videos, following brand-safety issues that scared off many major advertisers earlier this year.
  • FameBit’s biggest move since the acquisition was hiring the former head of Google Preferred, Beau Avril, to be its global head of sales and commercialization.
  • The platform attempts to use real-time data and audience insights to be more effective at matching brands and creators and in finding out what content works best with a particular audience.

Twitter will make its ads more transparent to everyone else

  • As the spotlight hits the murky side of digital advertising, Twitter is pledging to expose more aspects of its advertising business.
  • Twitter plans to open an Advertising Transparency Center so that anyone can see all of the ad campaigns currently running on the social network, including those that didn’t originally appear as regular tweets.
  • Additionally, the company has agreed to have the independent Media Rating Council (MRC) audit its ad measurements so that brands can be assured of what they are buying.
  • The move is an attempt by the company to address the controversy surrounding how Russian-linked entities used digital ads on Twitter, Facebook and Google in an effort to influence last year’s US presidential election.
  • In addition to indexing all currently running campaigns on Twitter, the Advertising Transparency Center will show how long each ad has been running and what it looks like.

Adobe Ad Cloud develops the first ad app to enable campaign management

  • Adobe’s Advertising Cloud is out this week with its first mobile app.
  • Development on the app was started by the team at TubeMogul, the video ad platform that Adobe bought late last year.
  • Adobe noted that its TubeMogul acquisition boosted video ad capability across channels, including linear TV as well as digital channels.
  • This new iOS and Android app for smartphones and tablets is free for current customers.

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