Facebook has expanded its campaign reporting services to include a cross-account reporting service, which provides reach, impressions and conversion details for numerous ad accounts, and a custom metric building tool that can be used to develop and archive metrics and customize reporting to align with ambitions. The social platform also noted in a blog post that its conversion path reporting, unveiled earlier, helps marketers deem paths delivering the most significant impact across channels and devices.
Writer Ana Gotter takes a close look at numerous reports to glean the ideal length for social videos and found prime engagement is one minute on Facebook, 26 seconds on Instagram, 43 to 45 seconds on Twitter. Gotter notes these times should be "benchmarks" and urged marketers to use tools such as "Shakr to find templates for each desired length, and apply the same images and video clips to get the desired results."
Ryan Reynolds tweeted a spot for his Aviation Gin, along with the copy, "Exercise bike not included. #AviationGin," which takes a swipe at Peloton's much-derided holiday spot and stars the same actress, Monica Ruiz. The video, from Maximum Effort Productions, begins with Ruiz looking slightly traumatized as she stares into the camera, before friends nervously tell her she's safe and they toast "To new beginnings."
Facebook's Oculus has sold its virtual reality tool for creators, Medium, to Adobe. Oculus says in a statement, "This is an important milestone for the entire VR community as it demonstrates VR's maturation and value in the realms of productivity and non-gaming use cases."
Bon Appetit, Conde Nast, Group Nine and Highsnobiety are among the publishers testing Instagram's e-commerce shopping tool to sell branded merchandise, and while they're holding results close to the vest, they're singing praises for the service. Bon Appetit's Rachel Karten says a recent campaign yielded 54,000 likes and 1,875 comments, which ranks near the top for the most comments for the publisher, while Group Nine's Brian Lee says Instagram Shopping is "slowly growing to become a big, big part of our overall meaningful sales."
A 1980s-set drama series focused on the Los Angeles Lakers is coming to HBO, though a title and specific release date still have not been revealed. "Showtime: Magic, Kareem, Riley, and the Los Angeles Lakers Dynasty of the 1980s," a book by Jeff Pearlman, will be the source material.
TBWA\Media Arts Lab's Lee Clow takes a look back at advertising's "creative revolution" during the late 1960s and '70s, how it migrated to the West Coast and the innovative campaigns it inspired. "Fifty years later, that '60s creative revolution gave rise to the West Coast's freestyle: its irreverence, its imagination, its industry-challenging innovation," he writes.
Matrix Total Results will be launching its Matrix Destination 2020 event in Orlando, Fla., next month with the help of Emmy-nominated actress and LGBTQ+ activist Laverne Cox, who has been tapped to share her inspirational story of resilience at the event. Cox will headline the "Live Your Color" panel and touch on changes in the beauty industry, along with her fellow brand ambassador Tabatha Coffey.
Netflix's movie, "The Irishman," directed by Martin Scorsese at a cost of $159 million, was streamed by 13.2 million US accounts within its first five days on the platform and achieved a reach of 17.1 million unique American viewers, Nielsen reports. The data comes from Nielsen's Subscription Video On Demand Content Ratings, which only measures over-the-top viewing -- around 75% of Netflix's viewers -- and doesn't take into account those streaming on mobile devices or computers.
The well-known, controversial sports website Deadspin has shut down, but Robby Brumberg believes communications pros can learn from its use of bold commentary to engage readers. He highlights the value of a bold, unique voice and balance between snark and gravitas and urges writers to "dig, poke and prod for possible stories" that may be out of their normal coverage lane.
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