Weekly Digital Breakdown 3.12.20

Facebook Gives Free Ads to the World Health Organization

Facebook is doing their part to spread timely and accurate information about Coronavirus and Covid-19. The company will be giving the World Health Organization (WHO) unlimited free ads on the platform as well as other in-kind support. They will also be giving free ad credits to other credible organizations furthering this mission as they are identified .

In a recent post by Mark Zuckerberg, he outlined the company’s focus on being a reliable resource for the public to access information as it becomes available from the WHO concerning the spread of the disease and what people can do to reduce the risk of infection. As an additional layer of defense, Facebook will be removing false claims and conspiracy theories that have been flagged by leading global health organizations. They will also be blocking ads that are intended to exploit the events and mislead users for their own financial gain. 

Facebook is also looking to leverage how people use the platform through aggregated and anonymized data to better understand how and where the virus is spreading to help. 

Zuckerberg ended the post with a desire to help people better connect in a time where we are finding ourselves more isolated from human contact. They plan to release more ideas in the coming weeks on how they plan to help unite global users in such a trying time.

https://www.adweek.com/digital/facebook-provides-world-health-organization-with-free-ads-to-share-coronavirus-information/

Apple Lets Apps Send Push Notifications Advertising

Apple has updated its App Store guidelines and will now allow third-party apps to extend their marketing efforts by sending push notifications, something it has previously not allowed. In order to utilize the notifications, users must have also opted-in to receive the messages and developers must provide an opt-out option as well. To gain user’s permission, initial contact will involve apps asking users if they can be notified about upcoming discounts or promotions through the push notifications. 

Motivation behind the policy change is unclear.  Some speculate it could be fueled by the change in privacy regulations and would be a way to allow advertisers another avenue for reaching customers to promote products and services. Or, it could simply be another way to create more personalized notifications tailored to customer’s interests. 

This is the first time Apple is extending this option to third-party apps. However, the company has been using this type of notification for its own purposes to encourage canceled paid Apple Music subscribers to return for years.  It remains to be seen if users are open to the change or instead feel they are being inundated with advertisements across apps on their phones.

https://marketingland.com/how-will-ads-in-ios-push-notifications-change-mobile-marketing-277292?

Snapchat Brings Augmented Reality to Brands

Snapchat released a new tool for advertisers called Lens Web Builder that will allow brands to create their own augmented reality lenses through Ads Manager. As part of the company’s desire to create high-quality, vertical Snapchat ads easily accessible to all, the Lens Web Builder will provide brands with various available 3D objects, animations and effects. Brands can add their logo or other images to the lenses for additional customization. New AR-based ad campaigns or Snapchat’s unskippable six-second Extended Play Commercials can both utilize the new branded lenses in their campaigns. 

AR innovation continues to grow, much of it led by Snapchat’s efforts. Marketers are eager to access the improved technology to boost engagement and extend audience reach. With more than 75% of Snapchat users engaging with AR daily through the app, the tool is a welcome addition to help brands form a fun and meaningful connection with brands.

https://www.adweek.com/digital/snapchat-diy-augmented-reality-tool-lens-web-builder/