Watch this space for something new coming soon!
It means that any user, whether he or she is logged in or not, who clicks on a link to a tweet via Google search will be served promoted and sponsored tweets right alongside organic ones.
This huge expansion in advertising reach is part of the company’s drive to create more value for brands and, ultimately, to bring in more revenues.
Initially this test will support campaigns driving website clicks or conversions, or video views. To start, promoted tweets and videos will appear on profile pages and tweet detail pages on desktop web apps only.
This trial includes selected advertisers in the US, UK, Japan, and Australia. If successful, the new service will be rolled out globally in the future.
The reach expansion sums up a year of advertising innovation for Twitter. In August the social network relaunched its advertising program as the Twitter Audience Platform with a significant expansion of features and services and the addition of improved tweet engagements and video views.
This year Oxford Dictionary, arguably the world’s most respected English language reference, partnered with SwiftKey, the tech company behind predictive text, to explore frequency and usage statistics for some of the most popular emoji across the world. Tears Of Joy was chosen because it was the most-used emoji globally in 2015. SwiftKey identified that it made up 20 per cent of all the emojis used in the UK in 2015, and 17 per cent of those in the US: a sharp rise from 4 and 9 per cent respectively in 2014.
Oxford’s word of the year is its biggest continuing PR campaign. Built for link bait, this campaign engages English word nerds the world over. Such nerds are often journalist and so, just in advance of the holiday season, it’s the annual campaign that just keeps giving by delivering massive, global media coverage.
Recent past words of the year have derived from social media and Internet parlances. Last year was the year of ‘vape’ and in 2013 it was ‘selfie’. Both these selections got massive traction in social media, taking Oxford’s campaign to the next level.
This year, by choosing an emoji instead of a word made up of letters, Oxford just might ‘break the Internet’. Emojis work across all languages and cultures and are understood by Millennials and Boomers alike.
Those word nerds, however, will frown and pout, but in the end they’ll have to forgive Oxford. Language is like a living, breathing being. It grows and changes and adapts to its environment. The Oxford Dictionary offers only a snapshot to capture a moment in time. And this it is the moment of the emoji.
People have a lot of trouble discerning between online native advertising and editorial content, according to a recent survey by Contently, the content marketing software company. On nearly every publication tested, respondents identified native advertising as an article.
The online survey included 509 adult men and women over 18 and was implemented by Research Now, a global consumer panel provider.
The survey findings are important to brands and marketers who increasingly employ paid content strategies to increase engagement with target audiences. Getting organic reach on social networks is almost impossible, as Facebook, SnapChat, Twitter and rest strive to monetize their platforms.
The native ads used in the study that respondents rated as being of higher quality drove also more trust; those that were rated as lower quality drove less brand trust. As long as the article meets the informational need of the reader, the fact that it’s paid for shouldn’t be an issue. However if the reader ends up feeling cheated by investing time in reading an article only to discover in the last paragraph that it’s a product shill, both interest and trust is lost.
According to Contently’s blog, “Miracle-Gro saw a 30 per cent boost from its native ad, and Raymond James got an 11 per cent bump. Meanwhile, Mercedes lost trust from its poorly rated native ad, and the lukewarm response to Chevron’s native ad corresponded with a loss in trust as well.”
Publishers will be interested in the data too. Having readers fail to make the distinction between paid and editorial content presents a clear risk to editorial integrity, and therefore to all content’s value. Sixty-two per cent of respondents think a news site loses credibility when it publishes native ads.
Advertorial is nothing new; it’s been part of the PR arsenal since the dawn of the profession. What is new is the extent of native advertising being used by mainstream media outlets. There is so much of it now, that readers are genuinely confused. As this study shows, they cannot tell the difference between what is earned and what is paid. There is a clear baby/bathwater risk. Lose the audience’s trust, and risk losing the audience altogether