Mayfly Insights 17/01/2019

Google Chrome filters annoying ads globally, Instagram’s cross account sharing, Facebook and the click-to-Whatsapp ads, the delay of the Clear History feature and Google’s collaboration with WordPress…

Google Chrome and the Better Ads Standards

After Google introduced the ability to block or filter ads that don’t adhere to the Better Ads Standards last year, they have now announced to roll out the feature globally. On July 9th 2019, the filter will apply to all Google Chrome ads globally and block ads that are classed as “annoying” including formats such as pop-ups, prestitial ads and auto-play video ads. By examining samples from publisher’s sites, Google will give a Passing, Warning or Failing grade based on the percentage of ads that don’t meet the Better Ads Standard criteria and advertisers will be able to review their scores in the Ad Experience Report in their Google Search Console. However, the blocking is not definite, as after failing, advertisers can apply for a review after having made the necessary changes.

Read more

Instagram provides feature for cross-sharing posts

Unlike Twitter, that blocked posting identical content last year to prevent spam and bot activity, Instagram has introduced a sharing feature for people who use multiple accounts and want to post the same content across all of those. The feature allows iOS users to share a post across multiple linked accounts straight away, instead of uploading the same post multiple times. This will be especially useful for marketers responsible for multiple accounts of the same brand, and will mean they can publish duplicate content without having to use a social media scheduling tool. It could also improve life for influencers who have different accounts, and would like to share promotional content on their personal account as well as their brand account.

Read more

Facebook and the Click-to-Whatsapp ads

Facebook has increased the track-ability of its click-to-WhatsApp ads, which launch a WhatsApp chat via the Facebook News Feed. With new objectives for the adverts, Facebook tailors the new tools to marketers and advertisers wanting to start a conversation with their consumers (or prospective consumers) via its encrypted messaging app. With an increasingly saturated News Feed, this extension is the next logical step for Facebook in order to provide marketers with more advertising space. The metrics can currently be tracked via the Facebook Ads Manager dashboard. Although Facebook announced the introduction of adverts in WhatsApps status feature in 2018, a definite date for when this is supposed to take place in 2019 is yet to be announced.

Read more

Facebook and the “Clear History” feature

In May 2018 during the F8 Developer Conference, Mark Zuckerberg announced the Clear History feature for Facebook. Essentially, the feature should give users the option to remove their browser history from their Facebook account, leaving marketers questioning whether their advertising campaigns will still be as targeted as they used to be especially when it comes to retargeting adverts at previous website visitors. There is no date announced yet as to when the feature will become available as, according to Facebook, the system of storing data has to be amended so that the browser history is connected to the user profile rather than being organised by date. Nevertheless, it remains open how this will affect marketing activities and most likely depends on how many users adapt the new feature.

Read moreĀ 

Google collaborates with WordPress

Google’s Automattic and WordPress have come together in creating Newspack. The newer and faster secure version of the popular WordPress content management system could become the new go-to tool for publishers. The aim is to create a platform inspired and designed by small publishers with an easy management system and a welcoming experience for site visitors. Nevertheless, the exact features are still under consideration and are currently undergoing testing by local media groups.

Read more