Mashable Apple News App Commentary

I was recently asked by Mashable to provide commentary about the pros and cons of Apple News and the rest of the publisher news ecosystem such as Facebook’s Instant Articles, Snapchat’s Discover, etc…

Mashable: How do you see Apple News (and by extension iAds) competing with Facebook Instant Articles or Snapchat Discover? What does it offer that they don’t? What are its shortcomings as far as what marketers are looking for?

Tom Edwards: The cache of Apple and the relevance of the content will create momentum upon launch. Publishers interested in reaching the iOS user, especially with the pending iOS9 ad blocking, will be open to testing on Apple News and looking to maximize the 3 iAD ad types to their fullest. Depending on the audience, brands do like the flexibility of the larger iAD format, which is essentially a blank canvas and Apple is continuing to evolve their targeting/retargeting capabilities.

One of the key adoption challenges for Apple News is that it is a stand alone application vs. integrated into the existing platforms such as Facebook’s Instant Articles and Snapchat’s Discover. It will require additional shifts in behavior to move eyes from the applications they are already engaged within.

What I like about Facebook instant articles is the ability to create interactive experiences that are contextual for users and provide publishers with a custom experience backed by Facebook’s ad targeting capabilities. Facebook is now extending the best practices of instant articles to their advertising product by testing mobile ad units to compete with iAds blank canvas.  

 

mashable - Tom

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Apps Are the Future of TV

Apps are the future of TV, or so Apple claims during today’s Apple event.  The features include a glass touch remote, siri, great content and apps that set the stage for the new Apple TV experience but what does this mean for marketers?

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With Apple claiming that the future of television is apps, this opens the door to revitalize their iAd business. The foundation for the rise of iAd has been set in motion. iAd is enhancing targeting capabilities, partnering with 3rd party ad tech firms and building out their programmatic capabilities.

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With Apple TV becoming the central hub and aggregation point of entertainment across streaming services, This opens opportunities to connect with more audiences and map context and consumption behaviors and reduces the friction to find content across services. 

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With tvOS at the foundation, apple is providing the tools for developers to create immersive experiences for the Apple TV. This expands beyond streaming entertainment and brings iOS and console games to the Apple TV.

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This provides yet another opportunity to create contextually relevant advertising solutions across mac OS platforms and I am excited to test the new iAd solutions for tvOS when they are made available.  

Follow Tom Edwards @BlackFin360

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Twitter’s New Visual Tools Debuted at the VMA’s

I was recently asked by ClickZ about the recent debut of Twitter’s Visual Editing Tool the debuted during MTV’s Video Music Awards.

Clickz: Twitter is testing new editing tools to give its users a lot more creativity in the photo and video department soon. According to numerous images posted by Taylor Swift, Pharrell Williams and other popstars at MTV’s VMA awards show this weekend, it looks like users might soon be able to add stickers, doodles, text and more to photos and short video clips. What does this mean for Twitter?

Tom Edwards: This move by Twitter makes a lot of sense, especially for millennial users who have grown accustomed to customizing their messages with ephemeral social platforms like Snapchat, WhatsApp and Facebook Messenger. The evolution from text speak to visual language is key for Twitter to capitalize upon to remain relevant especially considering that globally, messaging applications are the primary engagement drivers. 

Twitter has taken steps to amp up their approach to visually contextual content with custom emoji and hashflags. By incorporating more options for it’s users to extend their personalities through stickers and doodles they are providing additional options for users to expand their ability to tell a visual story and continue to expand context beyond 140 characters. 

 

ClickZ - Tom Edwards

Follow Tom Edwards @BlackFin360

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