The Figaro Digital Digest: 12th January 2018

by Figaro Digital

Shake off those January blues and get excited for a new year of marketing innovation by reading our round-up of the latest industry news from the past week:

Facebook Reveals How Its Video Ads Are Watched

Do you know how viewing differs from one Facebook video ad type to another? Well, Facebook has revealed how the context of your ad can have a big influence. In visual charts, Facebook recently revealed that:

Feed video ads – are watched in all sizes, on a massive scale and if they’re relevant. Sound is optional.

Skippable video ads – are watched horizontal with the sound on, but are skipped by the majority.

Non-skippable ads – are also watched horizontal with the sound on, and should be relevant to what the user is watching.

Story video ads – are watched in vertical full screen with the sound on, and should be found between raw organic content.

Live TV video ads – are watched horizontal with the sound on. These will have high production values and have a punchline towards their end.

Facebook also revealed that non-skippables have the best engagement by far and hold attention for the longest, whereas video ads in stories have the shortest viewing times.

Models Named Biggest Celebrity Endorsers Of 2017

According to a report by Celebrity Intelligence, the number one celebrity endorser of 2017 was model Bella Hadid. Bella worked with high end brands such as Versace, Fendi and Alexander Wang who she advertised to her more than 16.4 million Instagram followers and almost a million Twitter followers.


Fashion Avatar coming to you live @giuseppezanotti @mertalas @macpiggott

A post shared by (@bellahadid) on

The top 10 celebrity endorsers of 2017 were:

1. Bella Hadid
2. Kendall Jenner
3. Gigi Hadid
4. Tom Daley
5. Kim Kardashian West
6. Jasmine Sanders
7. Taylor Hill
8. Karlie Kloss
9. Sofia Ritchie
10. Demi Rose Mawby

Amazon Launches ‘Amazon Publisher Services’ (APS)

This week, Amazon launched its own transparent ad marketplace in the UK, as well as Germany, France, Italy and Spain.

APS will provide digital content owners and app developers a cloud-based, server-side header bidding solution that promises to offer an ‘unbiased marketplace’. It states all bidders will be viewed equally and the highest bid will always win.

Matt Battles, Vice President, advertising technology, at Amazon said:

“When we started offering header bidding several years ago, we quickly saw there were clear publisher, advertiser and customer benefits in moving ad calls to the cloud and giving publishers full visibility into who’s bidding on their impressions, who’s winning, and why,”

“We built Amazon Publisher Services and our Transparent Ad Marketplace around these core tenets of transparency, operational simplicity, and a better user experience – and this continues to be our focus as we expand to Europe.”

Study Reveals Customers Prefer Product Improvements Over New Experiences

From VR to chatbots, there have been a lot of technology innovations over the past few years and pressure felt by brands to stay up-to-date and cutting-edge. However, a new study by Code Computerlove has found consumers actually deem improving current services as more important.

In its survey, 38 per cent of consumers said improvements to the digital services they already have as the key thing they want in 2018. Just 17.7 per cent said they were looking for something new from their digital experiences.


For more news updates, guides and opinion pieces, take a look at a few more of our articles.