3 Ways to Get Instant Articles to Make Greater Brands
Ways to Get Instant Articles to Make Greater Brands - Two weeks ago, a select group of media companies began publishing Instant Articles on Facebook, causing the quake to hit the media industry so strong that the illuminati had to call The Rock to fight it.
I will not lie-I donate a little hysteria when I finish 7 things you need to know about Facebook Instant Articles. I believe my exact words are "This is not just a Trojan horse: It is a Trojan horse that is wrapped in gold chains and ridden by Beyonce."
And if it sounds so amazing to you, well, that's because it is. This is very important for publishers (for now): Instant Instant Facebook articles are unique and interactive mobile content content, and Facebook hands over all ad revenue if the publisher sells their own ads.
But what is less clear is what this brand means. Facebook just opened this technology to nine publishers in the world so far; There is little chance of marketers getting access to technology this year.
But that does not mean Instant Articles are not relevant to the brand. There is nothing about Facebook that is not relevant for brands, especially if this is a great mobile technology like this.
Now, I do not like to speculate wildly but ... who we are kidding, I really like to speculate! Let's look at three ways Instant Articles will have an impact on the world of marketing.
Near: Instant Article ad units
Instant displays ad units that are far from sexy, but they can be important. While publishers can sell their own ads on Instant Articles and retain 100 percent of revenue, they can also let Facebook sell ads for them and still bring home a 70 percent cut.
But like the details of Jack Marshall in The Wall Street Journal, publishers are very bad at selling mobile ads; Meanwhile, Facebook has an unparalleled (and somewhat frightening) ability to track user behavior and cross-device interests, and ultimately deliver the right message to the right people.
"The possibility of Facebook could generate more revenue by selling its ads," writes Marshall, "and 70% of the larger number would probably produce better results for publishers."
If Instant Articles takes off and publishers choose to start selling advertising space through Facebook, advertisers will find themselves capable of not only targeting Times readers, but a very specific type of Times reader-say, a 35-year-old executive who likes advertising and technology kayaking If it sounds interesting, seeing the huge damage that MarketingLand experienced on the sidelines of the ad unit.
Immediately: Original ads
Facebook has to rush to darn-almost a year to quell publishing doubts about publishing on Facebook, and I'm sure the big selling point is the original ad.
Currently, nine publishers with access to Instant Articles can provide mobile-branded content experience to advertisers that other people do not have.
If National Geographic, BuzzFeed, and the Times have filled in six figures for the original article, what will they pay for the exciting and unique content sponsorship that will surely generate a lot of pressure?
In the Re / code report, BuzzFeed sure sounds pumped about the possibilities:
"Facebook really understands what's important to us," said BuzzFeed president Greg Coleman. "So instead of acting like someone who will dictate, they come to us and ask us what's great for BuzzFeed." For example, Coleman says Facebook allows BuzzFeed to upload its "sponsor post" -BuzzFeed stories made on behalf of advertisers - into the "Instant Articles" format, and treats it like any other story from other publishers.
Good for BuzzFeed indeed. And good for that brand too-potentially. Even if the price tag for the Instant Article Sponsorship is huge, a very strong story about the Brand Brand Studio production level can be useful when combined with Instant Articles experience.
2016? Facebook Opens its Gate
I'm having trouble seeing Facebook jeopardize their relationship with publishers in the near future by giving brands access to Instant Articles. But in the long run, it's not hard to see Zuckerberg and co.
Embracing in-pocket brands that double as serious publishers-such as Red Bull, GE, or Marriott-and giving them access to Instant Articles. Of course, such agreements may require large-scale distribution deals, or may be straight-tech licensing arrangements.
Alternatively, if the publisher avoids the Instant Article or simply gives it a warm response, Facebook can turn Instant Articles into a brand-focused product pretty quickly.
But I'm having trouble seeing the incident-especially when you consider how many publishers are screaming for access to technology.
Ultimately, this is a Facebook mass that will determine the future. Like the timeless wisdom of The Rock tells us: "You must keep your finger on the pulse of what your audience thinks, and know what they will receive from you."
I will not lie-I donate a little hysteria when I finish 7 things you need to know about Facebook Instant Articles. I believe my exact words are "This is not just a Trojan horse: It is a Trojan horse that is wrapped in gold chains and ridden by Beyonce."
And if it sounds so amazing to you, well, that's because it is. This is very important for publishers (for now): Instant Instant Facebook articles are unique and interactive mobile content content, and Facebook hands over all ad revenue if the publisher sells their own ads.
But what is less clear is what this brand means. Facebook just opened this technology to nine publishers in the world so far; There is little chance of marketers getting access to technology this year.
But that does not mean Instant Articles are not relevant to the brand. There is nothing about Facebook that is not relevant for brands, especially if this is a great mobile technology like this.
Now, I do not like to speculate wildly but ... who we are kidding, I really like to speculate! Let's look at three ways Instant Articles will have an impact on the world of marketing.
 |
Facebook Instant Articles |
Instant displays ad units that are far from sexy, but they can be important. While publishers can sell their own ads on Instant Articles and retain 100 percent of revenue, they can also let Facebook sell ads for them and still bring home a 70 percent cut.
But like the details of Jack Marshall in The Wall Street Journal, publishers are very bad at selling mobile ads; Meanwhile, Facebook has an unparalleled (and somewhat frightening) ability to track user behavior and cross-device interests, and ultimately deliver the right message to the right people.
"The possibility of Facebook could generate more revenue by selling its ads," writes Marshall, "and 70% of the larger number would probably produce better results for publishers."
If Instant Articles takes off and publishers choose to start selling advertising space through Facebook, advertisers will find themselves capable of not only targeting Times readers, but a very specific type of Times reader-say, a 35-year-old executive who likes advertising and technology kayaking If it sounds interesting, seeing the huge damage that MarketingLand experienced on the sidelines of the ad unit.
Immediately: Original ads
Facebook has to rush to darn-almost a year to quell publishing doubts about publishing on Facebook, and I'm sure the big selling point is the original ad.
Currently, nine publishers with access to Instant Articles can provide mobile-branded content experience to advertisers that other people do not have.
If National Geographic, BuzzFeed, and the Times have filled in six figures for the original article, what will they pay for the exciting and unique content sponsorship that will surely generate a lot of pressure?
In the Re / code report, BuzzFeed sure sounds pumped about the possibilities:
"Facebook really understands what's important to us," said BuzzFeed president Greg Coleman. "So instead of acting like someone who will dictate, they come to us and ask us what's great for BuzzFeed." For example, Coleman says Facebook allows BuzzFeed to upload its "sponsor post" -BuzzFeed stories made on behalf of advertisers - into the "Instant Articles" format, and treats it like any other story from other publishers.
Good for BuzzFeed indeed. And good for that brand too-potentially. Even if the price tag for the Instant Article Sponsorship is huge, a very strong story about the Brand Brand Studio production level can be useful when combined with Instant Articles experience.
2016? Facebook Opens its Gate
I'm having trouble seeing Facebook jeopardize their relationship with publishers in the near future by giving brands access to Instant Articles. But in the long run, it's not hard to see Zuckerberg and co.
Embracing in-pocket brands that double as serious publishers-such as Red Bull, GE, or Marriott-and giving them access to Instant Articles. Of course, such agreements may require large-scale distribution deals, or may be straight-tech licensing arrangements.
Alternatively, if the publisher avoids the Instant Article or simply gives it a warm response, Facebook can turn Instant Articles into a brand-focused product pretty quickly.
But I'm having trouble seeing the incident-especially when you consider how many publishers are screaming for access to technology.
Ultimately, this is a Facebook mass that will determine the future. Like the timeless wisdom of The Rock tells us: "You must keep your finger on the pulse of what your audience thinks, and know what they will receive from you."
