F8 News: What Advertisers Need to Know
March 26, 2015
This week kicked off Facebook’s annual developer conference, F8. As expected, the two-day event was packed full of announcements around Facebook’s ever-growing product suite. And with each announcement, a new opportunity for marketers.
Read our quick summaries below to find out what F8 news you should care about and why you should care as an advertiser.
Facebook Messenger Platform
The News: People can now use outside apps with Facebook Messenger to send Giphys, JibJabs, stickers, emojis, and other fun content in instant messages.
Who Should Care: Entertainment apps and media companies.
Why It Matters: Messenger now essentially acts as an app store and, therefore, is a great opportunity for integrated apps to gain exposure. The video and image content shared via these apps is another marketing opportunity – most clearly for TV shows, and media companies (see ESPN’s integration as an example).
The News: Videos shared on Facebook can now be easily embedded on other sites.
Who Should Care: Any marketer sharing video content on Facebook.
Why It Matters: If you wanted to embed video before, you had to use YouTube. Now Facebook can now be your hub. This also opens the door for brands to get more exposure for their videos via people embedding content on blogs, websites, and elsewhere.
The News: LiveRail now supports native and banner ad placements in addition to video ads.
Who Should Care: Mobile publishers and advertisers.
Why It Matters: This addition simply provides advertisers and publishers more options for promoting their products and monetizing their apps, respectively. Native ads load faster than video, so apps needn’t worry about a slower app experience and advertisers rest assured their ad is seen.
Analytics for Apps
The News: Apps can now integrate with Facebook Analytics to gain insight into their customer base, engagement, usage behavior, and the performance of their Facebook marketing campaigns. This will eventually expand to include insights from campaigns run on other platforms.
Who Should Care: Apps
Why It Matters: The big benefit here is the convenience of being able to see campaign performance directly within Facebook. Because of this, we can expect reporting of performance data to be more accurate as well.
The News: Facebook now supports 360-degree immersive video in the news feed.
Who Should Care: Future-looking marketers.
Why It Matters: This is more a look at the future of video on Facebook than it is an immediate opportunity. That said, one could imagine a lot of cool use cases for brands, like tours of a hotel before you’ve booked or a look inside the world of a video game.