Good morning, {FirstName}, what’s your Story Ads strategy?

Story Ads are a hot commodity these days. In April, Facebook reported that more than three million advertisers are running Story Ads across Instagram, Facebook and Messenger. And what’s more, a Kenshoo report from August indicated that Instagram Story Ads accounted for nearly 20% of ad spend on the platform during the second quarter of this year alone. In the latest installment of our series on the future of social, senior editor Amy Gesenhues takes a deep dive into the Story Ad landscape to uncover the tactics that work for advertisers.

So what’s the trick to Story Ads that work? Embracing a “test-and-learn” approach is a key part of it, especially when it comes to defining the target audience and understanding how factors work together to deliver an engaging ad. High-impact creative is also a critical element and can be a significant variable to test. Advertisers should also look to the resources Facebook has in place, like the Asset Placement Customization tool that allows users to customize ad assets by placement within the same ad set. Ultimately, it comes down to building Story content that is both engaging and easily understood by your brand’s audience.

Earlier this week, audio experience company Vibenomics announced the launch of an audio out-of-home (OOH) advertising marketplace designed to connect advertisers with customers shopping in physical stores around the U.S. The service allows advertisers to place audio ads that can be broadcast over store speakers across 4,000 national locations. For advertisers, it can be challenging to target customers via audio in physical store locations – especially since customers are not likely to be connected to their own individual devices while shopping. By delivering audio campaigns focused on driving brand awareness or in-store actions, a service like Vibenomics enables advertisers to reach customers in an environment where those customers are already engaged.

Keep scrolling for more news on Facebook’s facial recognition update, its latest Dating app endeavors, and more.

Taylor Peterson,
Deputy Editor

 
 
 
Soapbox
 

Companies must be strategic to avoid endless instruction and wasted time for employees

Companies very often “buy just to buy” without one thought of strategy, integration, etc. They also buy without one thought to training, and not just initial training but ongoing training.

In case you were out one day last week, the world of martech is a highly fluid world where things change faster than it took you to read this sentence. Any investment in martech must include continuing education and training for employees from the martech provider themselves.

There is a failure of sorts to recognize the vital need to maximize investment. There simply must be a company-wide commitment to partner with your martech provider to ensure maximum ROI with instruction and guidance for those who use the martech in the first place: your employees.

– Steve Olenski, Marketing expert and freelance journalist

 

How to become a professional digital marketer (or become an even better one)

In this fast-growing era, digital marketers are expected to be skilled in a variety of areas, including analytics, creative direction, sales, digital media and more. Here’s how to keep your skills sharp and gain new ones.

Read More »

 
Facebook shorts
 

Facebook updates face recognition setting, launches Dating app

Facebook’s tag suggestion replaced with face recognition setting. Earlier this week, Facebook announced that anyone new to Facebook or anyone who had previously had the “tag suggestions” setting turned on (a feature that allowed Facebook to suggest which friends to tag in photos) will now have the face recognition setting instead.

“Our face recognition setting lets you manage not only whether Facebook uses face recognition technology on photos of you in order to suggest tags; it provides an easy on or off switch for a broader set of uses of face recognition, such as helping you protect your identity on Facebook,” writes Facebook AI Applied Research Lead Srinivas Narayanan. 

The tag suggestions setting, which only suggested friends to tag in photos and videos, will no longer be available. Anyone who had it turned on will begin to see a notice in their feed about the face recognition setting detailing how the technology works on the platform. Users who have not been using the face recognition setting previously (it first rolled out in December 2017), will not see a notice in their feed about the technology. 

Finding love on Facebook. More than a year after the original announcement for the Facebook Dating app, the company has launched Facebook Dating in the U.S. and 19 other countries, and says it has plans to launch in Europe by 2020. Facebook users must opt-in to the app and build a dating profile, which will remain separate from their Facebook profile. 

“We’re also giving people the ability to integrate their Instagram posts directly into their Facebook Dating profile and giving people the ability to add Instagram followers to their Secret Crush lists, in addition to Facebook friends,” writes Facebook Dating Product Manager Nathan Sharp. 

Anyone with the most recent version of the Facebook app, who is 18 years or older, will be able to access Facebook Dating. Once they’ve created a profile, Facebook will suggest their account to others who have also opted-in to the platform. Suggestions to connect are based on a user’s preferences, interests and other Facebook activity. Facebook said all Dating activity will remain in the app and will not be shared with the rest of Facebook. Prior to launching its dating app, Facebook said it consulted with privacy and consumer protection experts to make sure privacy protections “were embedded” into app’s core.

 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Twitter disables tweeting via SMS after CEO gets hacked – The Verge

How Cookies and Tracking Exploded, and Why We Need New Standards for Consumer Privacy – IAB Tech Lab

Big Tech Companies Meeting With U.S. Officials on 2020 Election Security – New York Times

IoT Payment Devices Are Poised to Transform Retail – CMS Wire

On CRM: E-Mail Remains One Of The Most Popular Forms Of Business Marketing, According To Multiple Studies – Forbes

YouTubers say kids’ content changes could ruin careers – The Verge

Pew: U.S. adults trust police with facial recognition more than tech companies or advertisers – VentureBeat