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Google’s firebase team picks up Twitter fabric!! Know more about the latest updates of Twitter.Today we bring you the latest updates on Twitter. Along with other marketing news about every platform from your favorite sites and blogs.
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1. Google acquires Fabric developer platform from Twitter:
What did I miss? : Google is taking over Twitter’s mobile app developer platform Fabric, as well as its Crashlytics crash reporting system, Answers mobile app analytics, Digits SMS login system and FastLane development automation system.
What is twitter fabric all about? : Twitter launched Fabric as a modular SDK in 2014 to allow developers to pick and choose different tools to improve their apps, and it now serves apps reaching 2.5 billion users built by 580,000 developers.
How Google got attracted towards fabric? : This is what got Google’s attention. Google’s Developer Products Group plans to absorb Fabric’s entire operation, which will be added to the Firebase team. Firebase and Fabric share the same goal.
What’s more? : Crashlytics will become Firebase’s main crash reporting tool. Though Twitter itself isn’t allowed in China, Crashlytics counted internet giants like Alibaba and Baidu as users. Twitter still sells advertising space to Chinese companies, but it has now sold its biggest bridge to the country.
Will more Twitter divisions get cut, sold off, or rolled in? : Periscope, for example, could sensibly become Twitter Live, since Twitter finally just added the ability to broadcast straight from its own app. If the dedicated live stream discovery and consumption features of Periscope’s own app don’t pull their weight, it might make sense to shrink the team and make the product entirely part of Twitter’s app.
- Twitter tries to get into better financial shape, so it’s cutting non-essential divisions. By passing the platform off to Google, it can remove the costs of running Fabric without screwing over its developers by suddenly shutting it down. That’s indeed a good strategy.
- Google will continue to operate Fabric and its related tools, and developers shouldn’t have to do anything to support the transition.
- Offloading Fabric could be a sign that Twitter is more interested in focusing on its core product, rather than offer a suite of ancillary products.
Watch: Know more about it
2. Snapchat Offers Advertisers ‘Sequenced Messaging’ of Multiple Video Ads:
What’s this about? : Snapchat is encouraging brands to run longer video by buying bigger packages of ads. Snapchat has started pitching brands on a new type of ad package called sequenced messaging, a type of sequential advertising.
How does it works? : The new ad pricing bundles video ads together so brands can run back-to-back video ads with different creative within Discover the app’s hub of daily content from publishers including Cosmopolitan, CNN and The Daily Mail to tell one story.
What are sequential Ads ? : Sequential advertising is a sophisticated targeting tactic used by digital marketers. It zeros in on people who have previously seen or engaged with an ad and then follows up with a series of messages. The practice is commonly used with Facebook and Twitter.
How is it different? : Snap’s pitch has a twist. Instead of relying on complex tagging, tracking or pools of audiences, sequenced messaging ads are bought as a takeover of a Discovery channel with contextual targeting.Also the sequenced messaging is open to all advertisers but added that the app’s audience buys which include look-alike, interest and email list targeting are the most popular types of ad packages.
Who are the buyers? : Entertainment brands are typically some of the first advertisers to test Snapchat ads, and Sony Pictures and Universal Pictures have both used Snapchat’s sequenced messaging tools.
Takeaways: While Snapchat’s sequential ads are initially limited to video ads, Snapchat’s recently launched lead-generation tools for deep linking and autofill. It’s mostly for video, but eventually it makes sense to move someone down the funnel and help at the end of the day increase efficiency.
3. Bing Ads rolls out scheduling for Ad extension:
What’s new? : Bing Ads now lets you schedule when ad extensions are displayed in search. Bing is giving advertisers more control over their ad extensions with the ability to schedule specific times for them to be displayed.
What’s more? : Bing recommends using ad extension scheduling to promote time-sensitive offers — such as limited time deals, promotions, happy hours, and so on.
What’s in it for me? : With ad extension scheduling you can control exactly when Bing ad extensions show up in search. Choosing optimal times for ad extensions to be displayed could lead to fewer wasted clicks. Advertisers can choose start and end dates for their ad extensions, and/or choose to run the same ad extension during a specific block of time throughout the week.
Ad extension scheduling is available for the following extensions types:
- App Extension
- Sitelink Extension
- Callout Extension
- Call Extension
- Review Extension
- Location Extension
- Structured Snippet Extension
Takeaways: This feature is now being rolled out worldwide. It’s interesting to see that Bing has come out with something new and it’s surely going to attract advertiser’s mind and will be profitable in a long run.
That’s all for today. Happy Marketing ? ?!!