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This Week's News: 2021/07/07

This Week's News: 2021/07/07

Hotspex Media Team

15s view: A new way to buy premium video views on Twitter

TLDR
  • Twitter is introducing a ‘15-second (15s) view’ buying model that prioritizes engaged, long-form views on content
  • The 15s view bid unit will be the new default bid unit for all campaigns under the Video Views objective and available to all advertisers globally.
Brief

Compared to Twitter's legacy bid units, advertisers who used the 15s view bid unit saw an average of +89% higher completion rate, at a 25% cheaper cost per completed view. This new bid unit also comes with some brand new reporting metrics including 15s video views, Cost per 15s video view (Total spend divided by the number of views that reach at least 15s), and 15s video view rate (calculated by dividing 15s video views by impressions). Twitter will be rolling out the same buying model for Pre-roll Views campaigns later this year.

WooCommerce’s integration with Google Shopping is now live

TLDR
  • The Google partnership with WooCommerce is now available to users globally.
Brief

Online shopping was up 44% during COVID and is expected to remain high as many consumers have become used to the convenience and safety of online retail. The integration allows WooCommerce users to display their inventory and products across Google properties for free with easy setup within the WooCommerce platform. WooCommerce merchants can upload their products to Google, create free listings and ad campaigns, and review performance metrics — all without leaving their WooCommerce dashboard.


Instagram's Test Of Revenue Sharing Opens Door For Monetized Content

TLDR
  • Instagram is said to be testing a revenue-sharing arrangement with publishers that will give them a way to earn money for their video content.
Brief

The test of revenue-sharing comes as social-media companies take steps to incentivize the creation of content that keeps people coming back to their platforms. Publishers worldwide also have complained that digital advertising giants, such as Facebook and Google, don’t adequately compensate them for content. More recently, Facebook and Twitter have begun offering software tools to monetize content through subscriptions. Taking a cue from Substack, which lets content creators keep most of the revenue from subscriptions to email newsletters, Facebook and Twitter now have similar services for self-publishing. Ideally, these revenue-sharing programs will help to improve the quality of digital content.

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