Industry Quick Links for the week of February 11:
Twitter disclosed its daily active user numbers for the first time, revealing the platform hit 126 million in the fourth quarter, a 9.5% increase from the same period in 2017. The company reported higher-than-expected revenue of $909 million in Q4, a 24% rise, and ad revenue of $791 million.
Facebook has recently acquired a blockchain startup that specializes in smart contracts, raising questions about how the social network plans to use the technology. Experts reflect on what this may mean for marketing, predicting developments from greater transparency to payment options to authentication.
Some 45% of marketers considered Twitter to be the safest social platform for brands last year, compared with 26% who cited Facebook and 11% who chose YouTube, according to a GumGum survey. Sixty percent of respondents said they were worried about brand safety, down from 90% in 2017.
Some 76% of US marketers say they expect the EU’s General Data Protection Regulation to affect their capabilities to target audiences using third-party data, Sizmek reports. Goodway Group’s Amy Manus discusses what marketers need to do to prepare for US data privacy legislation, saying, “Be aware of how you’re collecting data, how you’re storing it and where it’s located.”
Facebook now enables Pages to join Groups, a move that opens up the platform’s popular private communities to brands. In separate news, Facebook is enabling brands to receive Instagram messages in their Facebook inboxes, making it simpler to engage with customers across both platforms.
LinkedIn is launching a pilot live video scheme that US brands will be able to apply to participate in via the platform’s Help Center. LinkedIn Live will initially focus on videos that are either timely or interactive.
Facebook, followed by Google, offers the best return on investment for mobile advertisers on both iOS and Android, Singular reports. The study showed that Twitter placed second on iOS in terms of retention, while Snap has improved to become the third-best performer for non-gaming ads on both Android and iOS.
Some 53.7% of agencies say over-the-top offers the biggest marketing potential this year, compared with 44% of brands, according to a survey by Integral Ad Science. The top three largest areas for opportunities cited by brands are cross-device measurement, video and artificial intelligence or machine learning.
Mobile is the ideal platform for augmented reality as it transitions from novel to practical, such as in helping consumers try out products before purchase. Speedo and Lego are among the brands at the forefront of experimentation with AR.