SO MOnday: 14th September 2015
Abbey Torrance and Hewie Dalrymple round up the best social and mobile news from the past week - including the iPad Pro, Apple TV, iPhone 6S, Instagram ads, KFC and more...
At the much anticipated Apple Event last week, we were lucky enough to see the launch of lots of new products and updates.
iPad Pro – very much seen as a competitor to Microsoft’s Surface due to this being sold as suited to work tasks. It is interesting that they have made this move but makes sense as there were reports that sales of the company’s earlier iPads had been on the decline.
Apple TV– The company is describing it as ‘the future of television’ and that ‘it’s all about the apps’. Through the new improved Apple TV you can access ‘iTunes films and TV programmes. Netflix and NowTV. Live sport and news, and so much more’.
iPhone 6S - As expected, this has just moved the technology on from iPhone 6. ‘Apple said the "3D touch" feature of its new phones "transformed" the experience of using them by making it easier to use and switch between apps’.
Apple Pen – The company announced a stylus called the Apple Pencil, which has sensors in its tip to help mimic the effect of using a real pencil on paper’ for use on the new iPad Pro. The Apple Pen has ‘Multi-Touch’ technology so it really connects with the touch screen allowing you ‘more creative freedom than ever before’.
After much anticipation, it was announced on the Instagram blog that all brands can use self-serve ads instead of a fixed price ad buy.
‘We’re excited to announced that starting this month, advertisers both large and small can run campaigns on Instagram. In addition, ads are now available in more than 30 new countries – including Italy, Spain, Mexico, India and South Korea – and will be launching in markets around the world on Sept. 30’.
Marketing executives should be excited to experiment with Instagram's new capabilities that are rolling out this week, particularly its delivery and optimisation tools. These are designed to manage and drive the performance of campaigns across Facebook and Instagram. They will help advertisers understand what is and isn’t working and allow them to optimise accordingly.
Instagram are hoping that adding these new tools can also help prevent users from seeing irrelevant content, while also optimizing advertising on Instagram without cluttering feeds and spoiling the experience. We will have to wait and see whether the experience is enhanced but if implemented correctly there is no reason to suggest that these changes won’t make Instagram and even more ad friendly option for brands.
“Brands have been pining for the change to create content for Instagram that is targetable, and that day is finally here," says Daniel Bennett, chief digital officer of global agency McCann Erickson in New York.
As well as improved targeting Instagram is also adding a new ad format called Marquee. This will be a premium ad format for big moments. It helps advertisers drive mass awareness and get the most reach possible on a given day.
It seems that Marquee would be the best option for a brand aiming to reach broader segments in a short time-frame. In other format changes, Instagram are going to extend its 15-second video ads to up to 30 seconds in length, allowing brands to tell richer stories. The platform will also give ads a more cinematic feel through landscape photo and video.
HELP! Facebook is down…
Here is a completely innovative example of how to use social media to drive sales in fast food! KFC in Romania, of all places, has launched a new promotion called “Don’t Panic Man” which rewards people for coming in store, when social media platforms are down.
It plays off the ridiculous fact that people lose the plot when Facebook is down, stuck with nothing to do when they can’t check their news feeds or post a photo. So KFC now own that moment, and invite everyone in for a free meal every time a global social platform goes down. Created by the guys at MRM/McCann Romania.
Exciting news for advertisers is that you will be able to reach your target audiences whilst they are on the go in the various cities.
‘Advertisers will be able to reach smartphone users in the back seat of London’s iconic black cabs using beacon technology, by way of a recently struck deal between taxi advertising outfit Ubiquitous, and Proxama, a company that specialises in ad ops using nearfield technologies.
The deal between the pair will see beacon technology installed in up to 4,000 cabs across the capital plus other major cities across the UK including Glasgow and Manchester, and will let advertisers send messages to smartphone users using Bluetooth-enabled beacons via in-app messaging’.
SOMOnday Fun: Check out these great examples of 3D Tweets to inspire you.