This week: Reddit hits a milestone, Snap rolls out a new ad format for the holidays, and wait until you hear about how much Google paid Apple to remain the default search engine on Safari.
Here’s what happened this week in digital marketing.
Facebook Security Breach Affects 50 Million Users
Facebook has another PR mess to clean up.
This past week, the social media giant announced that it discovered a security breach affecting almost 50 million users.
Somehow, the hackers exploited the “View As” feature, a setting that allows you to see what your profile looks like to other Facebook users.
According to the announcement, the hackers could have stolen Facebook access tokens and used them to access user accounts.
Facebook doesn’t know the extent of the damage at this point.
The company also said that it fixed the vulnerability that led to the hack.
Facebook’s data security woes started early this year when it was revealed that Cambridge Analytica harvested the personal data of millions of users without their consent. Since then, the company has announced multiple security breaches.
Reddit Now Has More Than 1 Billion Monthly Video Views
Reddit, like Pinterest, continues to hit new milestones.
Now that the so-called front-page of the Internet hosts native video, it’s seeing more than a billion views per month on average.
The company also reported a 38% growth in videos since the start of the year.
Of course, this is all good news if you plan to run video ads on Reddit.
“Reddit’s beta video advertisers are seeing significant increases in key metrics such as brand favorability and purchase intent when compared with non-video ads. In fact, a recent study by Milward Brown indicates that Reddit Video is performing considerably better than industry averages for digital video advertising,” said Christine Cassis, Reddit’s senior communications manager.
Reddit also said that users posted a million videos in August.
eMarketer Lowers Snap Ad Revenue Outlook
More bad news for Snap.
According to eMarketer, Snap will take in about $660 million in ad revenue this year. That’s down from the previous forecast of $1 billion.
What happened? The firm lowered the projected revenue because of downward pressure on ad pricing.
eMarketer says that Snap won’t hit $1 billion in ad revenue until 2020.
This past quarter, Snap reported 188 million daily active users (DAUs). That’s down 3 million users from the previous quarter.
Analysts point to the app redesign as one of the reasons that the Snapchat community is experiencing growth problems.
Shoppable Snap Ads Roll out Just in Time for the Holidays
Speaking of Snap, the company is rolling out Shoppable Snap ads for the holiday shopping season.
Shoppable Snap ads are available to advertisers in the ad-buying platform. As with other similarly structured social media programs, they allow you to import catalogs and create ads from your existing assets.
The ad format also supports pixel targeting. That’s helpful if you’re remarketing to people who’ve visited your website.
Snap says that etailer Wish.com saw a 17% higher engagement rate with Shoppable Snap ads over the typical ad format. Guess and eBay noticed much higher engagement rates as well.
Publishers on Twitter Can Monetize Videos Viewed by People Outside of Their Home Countries
You can monetize your Twitter videos viewed by all followers. Previously, you could only earn revenue from videos watched by people in your home country.
In fact, you couldn’t even place in-stream ads in videos viewed abroad.
Now, if you have a global audience and video is a core part of your Twitter strategy, you can rake in some more cash.
Twitter also says that you’ll have control over which markets you want to monetize.
Pinterest Will Hit $1 Billion in Ad Revenue by 2020
Snap isn’t the only company that’s expected to hit $1 billion in ad revenue by 2020. Pinterest will as well.
This year, the image-sharing site is expected to earn more than $553 million in ad revenue.
Additionally, the Pinterest Propel ad program helped the company increase the number of SMB advertisers by 50% YOY in 2018.
eMarketer says that Pinterest is expected to generate $7.15 in average ad revenues per user (AARPU). That’s a 34% increase over last year’s earnings.
“Pinterest has a significant and engaged user base that it is starting to monetize,” said Monica Peart, senior forecasting director at eMarketer. “As it leverages its rich user data and develops its ad offerings and measurements, it has the potential to increase the amount of revenue per user to the levels of Instagram or Snapchat.”
Bing Ads Now Supports Multiple Languages at the Campaign Level
Now you can target multiple languages at the campaign level with Bing Ads.
In the past, the ad platform only supported multi-language targeting at the ad group level.
Bing Ads still supports multi-language targeting at the ad group level, but has expanded support to the campaign level as well.
The change resolves differences in structure between Google Ads campaigns and Bing Ads campaigns.
You can also use bulk editing to target more than one campaign at the same time with several languages.
Report: Google Pays Apple $9 Billion to Remain the Default Search Engine on Safari
According to Goldman Sachs, Google will shell out $9 billion to remain the default search engine on Safari.
Safari is the browser of choice on Apple platforms, such as macOS desktops and laptops as well as iPhones and iPads.
Just four years ago, Google only paid a measly $1 billion to secure the default search engine spot. In 2017, that number jumped to $3 billion.
Safari is the second most popular browser in the world. Still, it’s well behind Google Chrome in terms of market share (59.7% compared to 14.5%).
Initially, Bing was the default browser for Siri. Apple made Google the search engine for Siri in 2017.
Google: Building Quality Backlinks Is Against Our Guidelines
This one is going to break your heart.
According to Google’s John Mueller, it’s against Google’s guidelines to build a quality backlink profile.
Of course, people who’ve been in SEO for years know this isn’t news. Any backlink you place on another site just to build link juice is against the rules.
Still, people do it.
Here’s what Mueller said: “[I]f *you’re* making quality links to your site, then that would be considered against our webmaster guidelines, and by that, those links would definitely not be considered ‘quality.’”
Make of that what you will.