Monthly Media Mashup #4

Facebook Strikes Music Rights Deal and Will Reportedly Monetize Video Ads

Universal Music Group will be the first major music company to license its recorded music and publishing catalogs across three of the social giant’s platforms. The music will be used for video and other social experiences across Facebook, Instagram and Oculus virtual reality. Users of the platforms will be able to upload videos that contain the licensed music without legal repercussions. This multi-year agreement is a great development for people who love to create content and will only further amplify artists. Music use has always been an issue and content creators have used royalty free options instead.

YouTube is also soon to launch a new paid music service this year after striking deals with Universal Music Group, Sony Music Entertainment, and Warner Music Group.

‘Watch’, Facebook’s video on demand service that launched last August, is currently testing pre-roll video ads on the platform. Facebook is set to invest $1bn in original programming on Watch and debuted an eight-episode documentary series about Spanish football team, Real Madrid. This will be a great way to reach wider audiences as video on demand continues to grow. So far, brands have sponsored individual episodes of shows on Watch and it’s a further sign of social networks encouraging brands to become creators, or broadcasters.

Google AdWords Review Extensions Ending and Customer Match Changes

Google announced that AdWords ads will stop showing review extensions mid-January and data will be deleted in early February. The company advised advertisers to download their ad extension data before February if they wish to retain it. Review Extensions launched in 2013 and weren’t widely implemented as they were difficult to get approved. Google recommends that advertisers who like to show more information with their ads use their other features like sitelinks, callouts, and structured snippets extensions.

Google’s Customer Match continues to improve by providing advertisers with the ability to use phone numbers and addresses for targeting. This is a great solution for advertisers who may not own an email list and instead have extensive direct mail databases.

Customer Match allows businesses to target existing customers and Google will build a similar audience for additional targeting if desired. To build the match audience, Google attempts to match the uploaded information to Google accounts, resulting in more accurate audiences with a high match rate. Launched in 2015 with marketers able to upload email lists (e.g. newsletter subscribers) to AdWords at first, Customer Match can be used for search text and shopping ads, display, YouTube and Gmail ads.

Snapchat Continues to Evolve and Launches Sponsored Animated Filters

Big changes are still happening at Snapchat. The company will allow Snapchat Stories to be available outside of the app for the first time, making it easier to share content across platforms.

Sponsored animated filters for brands also recently launched. Brands can add animation to photos and videos via Sponsored Animated Filters that people can use to overlay their content. Dunkin’ Donuts was the first brand nationwide to run a Sponsored Animated Filter in a campaign. At launch, advertisers in the U.S., Canada, the UK, Germany, France and Australia were able to purchase the filters for national takeovers. Targeting options include by age, gender, time of day, and interest.

Pinterest Launches Chatbot on Facebook’s Messenger

The company debuted a chatbot for Facebook Messenger in December, making it possible to use Pinterest within Messenger. Pinterest hopes this will encourage Messenger users to become Pinterest users. Every week, people share almost 1 million pins from Pinterest to Messenger according to the company and they hope this preview of their service will encourage more signups.

The chatbot will work just like Pinterest’s site when it comes to searching. Users can pick items from categories or type a search query and be sent relevant pin recommendations. Users will be unable to use Pinterest’s visual search technology in the chatbot.

Pinterest's Messenger Bot

Pinterest’s Messenger Bot

Pinterest has also adopted the Chat Extensions feature making it possible to open a pin within Messenger, rather than open on Pinterest’s site or app. Users will see a gallery of related pins and can search to discover even more. The company will also be able to generate revenue from the Chat Extension as Promoted Pins will be shown among related pins and search results. Across the board, social networks appear to pushing for cross-platform integrations to remain relevant and generate service awareness.

Pinterest's Chat Extension

Pinterest’s Chat Extension

Musictoday’s Monthly Media Mashup summarizes the latest media and industry news for your convenience.

About the Author: Jasmine Van Schaick is a Senior Marketing Specialist at Musictoday. She manages projects across affiliate marketing, display remarketing, organic SEO, corporate content development and more.

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