Commexis Cast Daily – Nov. 07, 2017: Are Facebook’s Measurement Errors Eroding Trust in It’s Ad Network?

Today’s Commexis Cast discusses Facebook’s two latest measurement errors and what that means for your ad dollars, mobile sponsored content read rates, and Musical.ly’s rising popularity with advertisers. MarketingLand’s Tim Peterson breaks down Facebook’s 11th and 12th measurement errors since September 2016. Peterson explains the errors, which involve mobile video ads playing when the user isn’t looking on Facebook’s mobile site, and a similar experience for some slow loading instant articles on Android phones. How much does this hurt Facebook’s credibility? The Cast weighs in.

Laurie Sullivan on MediaPost gives numbers on mobile sponsored content’s increased read rates based on a study by Pressboard. Previously, 66 seconds was the average read time, but now numbers have increase to 79 seconds. While 13 additional seconds doesn’t sound like a long time, it certainly signifies an upward trend of sponsored content reading.

Finally, the app Musical.ly is seeing some success with branded influencers hoping to target the ever elusive 10-20 year old demographic. The app, which allows users to make lip-sync videos to their favorite songs, has been gaining traction for it’s user engagement by brands such as Disney Channel UK and KitKat. For more, check out Yuyu Chen’s piece on Digiday.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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Matt McGrorty

Videographer / Podcaster

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