Life Events audiences for YouTube

Life Events allows targeting users three months before and after an important purchase moment on their lives. Graduation, Moving and Marriage segments are open to all advertisers. Audiences are composed using signals from Google ecosystem like searches queries, maps searches & YouTube behaviour

Digimeter vs CIM

At the beginning of this year, the Flemish newspapers emphasized the new results of the Digimeter survey about the state of the digital Flanders. In particular, press focused on the so-called decrease of timeshift viewing and the shrinking live TV consumption especially among young people. Comparison with the official CIM measurement as well as learnings from abroad help smoothing those statements, as shown in the enclosed presentation. Now some information from Digimeter are of particular interest and often match with CIM data when these are based on people declarations.

Facebook: organic reach calculations will depend on viewability

Facebook has introduced changes in the measurement of organic reach of brand pages. Until now it relied on a counting of the number of times that a post appeared in the newsfeed. As of now (Feb 2018), the reach value will depend on the number of times that the post appears on screen. According to Facebook may the new process have an impact on stats van some brand pages, resulting in lower values than in the past.

Deep links ads on Snapchat

To compete again with Facebook, Snapchat enlarged again its ad offer with a new format. App install was already available on the platform, but now advertisers can go a little bit further with deep links, to re-engage users who already downloaded the app and give them a more personalized experience.   

App-install ads on Snapchat seems to generate better results compared to other social media platforms, with more time spent on the app, better in-app engagement and a lower cost per app install.

But those results might be due to lower competition between brands on Snapchat than on Facebook, and only a parallel test on both platforms could confirm it.

Facebook 2018: less public content from both publishers and media

Facebook wants to focus on more personal and qualitative content (with more posts from friends and family)  and reduce fake news,  privileging the most trustworthy, informative and local sources of information (relying on surveys conducted among Facebook users). 

For advertisers, this means a new decrease in visibility of their organic content, and therefore less engagements on their posts. It seems that they have no other choice than using paid media to stay in touch with their audience. This will lead in an even more important competition to appear on Facebook newsfeeds, and probably an increase in costs.

Another solution for advertisers is  to produce even more qualitative content in order to be pushed by the Facebook algorithm.