Facebook on Wednesday rolled out cross-device reporting for ads, allowing marketers to see how people are moving among devices and across mobile apps and the Web. As an example, the company said an advertiser can view the number of customers who clicked an ad on an iPhone, but then later converted on desktop, or the number of people who saw an ad on desktop, and later converted on an Android tablet.
Karmarama has been been handed Iceland's GBP16m advertising account less than a year after the supermarket rejected the agency in a television documentary in which it selected The Tom Reddy Agency. Karmarama has been working with Iceland on a project basis for around 12 months, but has now been handed the retailer's TV advertising account. The agency is developing a campaign platform to launch in the autumn.
The Interactive Advertising Bureau (IAB) is pencilling a Q4 release for a set of guidelines that will state the length of a video ad that a user needs to have seen before it can qualify as an impression as the trade body looks to make buying inventory across the Web comparable with more traditional media. The new baseline video standard will follow April's release of the IAB's "Viewable Impressions Guidelines," which state that 50 percent of a display ad must be visible for one second.
Twitter has admitted that as much as 8.5 percent of its user base -- some 23 million accounts -- are bots which automatically ping the site with updates, but the company has also revealed that more human users are seeing ads served on the site than originally believed. The 23 million accounts could include useful news service or earthquake updates, alongside spam accounts. Twitter estimates false or spam accounts represent fewer than 5 percent of its monthly active users.
Twitter is now testing a performance-based Promoted Video programme to woo brands with the promise of better engagement with greater accountability. Part of Twitter's Amplify program, Promoted Video equals easier uploading, distribution and measurement of video on Twitter, the service claims. Brands using Promoted Video have access to various video analytics, including completion percentage, and a breakout of organic video views compared to paid views.
Rival bidders for Birmingham's local TV licence say it is impossible to launch a quality television service before the government's deadline, following the collapse of City TV, The holder of the local TV licence for Birmingham, appointed administrators on Friday to try to find a buyer for the licence. While rival local TV firms spy the opportunity to launch a service in the second-largest city in the UK, a successful bidder must adhere to Ofcom's licence rules of launching by 3 November.
BuzzFeed will use the $30m it recently raised to launch sites in Berlin, Mexico City, Mumbai and Tokyo this year. The company is planning to roll out new products for advertisers and will centralise its existing team of 60 creatives and 15 branded-video producers in a division called BuzzFeed Creative. It is also launching a 20-strong social media team called BuzzFeed Distributed, which will focus on producing content specifically for social media sites and messaging apps.
Domino's has renewed its sponsorship of The X Factor app because the show is "one of the biggest entertainment properties" in the country and is "family friendly must-watch viewing." The app is the primary source of digital interaction with the show, and this partnership offers unrivalled opportunities for engagement with consumers, its agency, Arena, claims. Last year the app was downloaded 1.6m times, and this year new features are expected to see up to 2m downloads.
Subway, Carlsberg and Puma are looking to real-time to get the most out of their associations with football this season. Subway is working with Liverpool on a road map of reactive posts. Carlsberg will be looking for viral content to share via a new football fan hub. Puma is looking to revive its brand in football through a season-long social media campaign. Peparami is planning to share its madcap take on football through regular Twitter posts and videos related to events on the pitch.
Celebrities endorsing charities "does little" to promote active involvement in the cause, tending to promote engagement with the star rather than the charity, according to new research. In two surveys with 3,100 people Universities of Manchester and Sussex academics found that 75 percent claimed not to have responded "in any way" to celebrity advocacy. Two in three could not name a single celebrity linked with high-profile charities, while just 7 percent could name more than two.