The Figaro Digital Digest: 18th November 2016

by Figaro Digital

In the week that tornados hit South Wales and New Zealand was hit by an earthquake, was the marketing world shaken by any digital disasters? Let’s take a look at the latest developments from the industry this week.

Study Reveals Men Most Likely to Spend on Black Friday

With the UK versions of Black Friday and Cyber Monday just a week away, we’d hope you already have your marketing strategy in place for the annual sales events. However, a new study by WWP has looked into the typical customers who buy during the flash sale seasion.
According to the study, Cyber Monday appeals to 74% of men and 62% of women, plus men are also more likely to talk about their purchases on social media. It also found that 58% of shoppers aged between 18 and 34 would camp outside a store in order to get to the front of queues and 72% of millennials believe these deals are only available on these days.

Pinterest Introduces Curated Content Using New Explore Tool

Pinterest is known for its highly-visual design and inspirational posts and, after a recent reorganisation, the social platform has now announced the introduction of a new ‘Explore’ section. This new section will bring together a number of existing features, including personal pin recommendations, what’s currently trending and featured sponsored content from users’ favourite brands.


Fake News Performs Better Than Real Stories on Facebook

BuzzFeed News has run an analysis of Facebook news stories and found that the top 20 bogus stories about the recent US election gained 8.7million shares, reactions and comments. This was 1.3million more than the top 20 election stories from major news websites like The New York Times and The Washington Post.
Facebook Chief, Mark Zuckerberg, has said:

“The idea that fake news on Facebook, which is a very small amount of the content, influenced the election in any way I think is a pretty crazy idea,”

However, both Facebook and Google have now announced that they will cut off any advertising for fake sensational news sites.


Google Says Only Half of Marketers Consider Measurements

A recent blog by Google has reported that just half of marketers think about measurement when developing a campaign strategy. Research found that nearly 16% said they thought about it when building assets, 9% after the campaign went live and almost 6% after the campaign has finished. Shockingly, 16% said they don’t measure the effectiveness of their campaigns at all.


Facebook Has Admitted More Metric Miscalculations

Facebook has revealed it has made more metric miscalculations, but the social network giant is advising marketers not to worry. The platform has revealed metrics used to measure how content performs have been recalculated and that these may be considerably different to those previously shown. For some people, the number of people who see a publisher’s content could decrease by 55%.
This isn’t the first time Facebook has admitted to a metric mix-up, so what is it going to do about this issue? Well, Facebook has revealed, despite measurements being wrong, this should not affect the results advertisers pay for.
Facebook ad boss, Carolyn Everson, has said:

“We are committed to doing what we need to do to provide the industry with more clarity, and give the industry more confidence in our metrics,
“We have an unwavering commitment to getting this right at any given moment, knowing that it is going to continue to evolve.”

51% of Ads Not Up To Viewability Standards

According to the IAB and Media Ratings Council, the UK’s ads have poor viewability compared to the international average. They have said that ads should be in view for at least one second and, although more and more ads are meeting this standard, there is still some way to go.
So, what’s the issues? Well, this could be costing UK advertisers around £154million a quarter.
The study also found that video ads perform the best, retaining 68% viewability.

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