Daily Minute Master Series – June 10, 2019
Social Media
Snapchat’s Working on a New ‘Join Group Chat’ Sticker – Just Like Instagram
Reverse engineering specialist Jane Manchun Wong discovered a new, in-development tool on Snapchat which would enable users to add a ‘Group Chat Sticker’ to their Snaps, which viewers would be able to tap on to quickly join a private group discussion via Chat. Incidentally, Wong also discovered the exact same functionality in development at Instagram last month. It makes sense, of course – neither app wants to lose ground by failing to keep up with audience demand for features, and if one of these new additions catches on, and other app doesn’t have it, it could put it at a disadvantage. If it’s relatively easy to implement, and they’re able to do so, it’s logical for each platform to follow through. But it does make each platform feel more ‘same-y’, with the layouts and formats becoming increasingly similar across apps.
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Marketing
Google to buy unified data platform Looker for $2.6 billion to strengthen Cloud analytics
Google announced plans to acquire unified data and analytics platform Looker for $2.6 billion in an all-cash transaction. Once the deal is complete later this year, Looker will join Google Cloud. Looker is a unified data platform that integrates data into the daily workflow of users and enables organizations to extract value from the data. The combination of Google Cloud and Looker will enable customers to harness data in new ways to drive their digital transformation,” said Thomas Kurian, chief executive officer of Google Cloud. As martech investments continue to grow and digital transformation catches on, the need for data and analytics is highlighted more than ever. The addition of Looker to the Google Cloud ecosystem could afford users the ability to strengthen their analytics, which in turn should lead to better decision-making and improve digital execution.
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Time spent with mobile now exceeds TV
Americans will spend more time on their smartphones (and tablets) than watching traditional TV, which is broadly defined to include video downloaded from the internet, according to a new forecast from eMarketer. While time with traditional TV is declining, audiences are still consuming a lot of video content across devices, OTT in particular. However, when it comes to video, TV still dominates. Mobile beats TV is a sensational headline, but that doesn’t really tell the full story, which is one of a fragmenting video audience and changing medium. The big screen in the living room, family room or bedroom is still the top video consumption device, but increasingly it’s just another digital screen. Indeed, “TV” is rapidly becoming another digital channel, with the same targeting and attribution capabilities as online video or display. So while mass-audience reach on TV may be declining, better targeting and personalization are increasingly being enabled by the changing video consumption landscape and the digitization of TV.
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Advertising
Campaign-level conversion actions now live for Google search, display campaigns
Google said Thursday that campaign-level conversion action settings are available for search and display campaigns. They’ll be supported for video campaigns later this year. Until now, conversion action settings applied to an entire account. Sure, you could segment by conversion type at the campaign level, but all counted conversions were totaled up in the “Conversions” column. You can now choose which conversion actions to include in the “Conversions” column at the campaign level. This will allow you to analyze performance and optimize campaigns based on the most relevant conversion action types. Google says, “This feature should be used when your campaigns are aiming to capture different conversion types.
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