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News publishers’ “pivot to video” was driven largely by a belief that if Facebook was seeing users, in massive numbers, shift to video from text, the trend must be real for news video too — even if people within those publishers doubted the trend based on their own experiences, and even as research conducted by outside organizations continued to suggest that the video trend was overblown and that news readers preferred text. (Heidi N. Moore put many of these trends together in 2017, and her accounting is only strengthened by the new information that we’re seeing this week.)

The court case was unsealed this week, following efforts by organizations like the online publishers’ trade organization Digital Content Next to make previously redacted parts available to the public. I read the filing and pulled out some of the most interesting and relevant parts for news publishers below. I wanted to try to see whether Facebook’s active promotion of its video offerings might have influenced news publishers’ allocations of resources, and whether it is reasonable to allege that Facebook knew, as publisher after publisher laid off editorial staff and pushed into video, that that was misguided. I wanted to know whether people working in news organizations were fired based on faulty data provided by a giant platform that publishers believed they could trust.

The video ads, which the company says are still being tested to a limited number of users, will start playing automatically as users scroll through their news feed, the central real estate in Facebook's desktop and mobile platforms. They will initially play without sound; users can stop the ad by scrolling past it in the news feed.

In a November survey of 735 Facebook users by global marketing consultancy Analytic Partners, 83% of users said they would find video ads "intrusive" and would likely "ignore" them.

Subway was among the companies that placed ads containing video that users had to start manually. Mr. Pace of Subway said roughly 88 million people saw the ad and "millions" of people clicked on it. "It worked pretty darn well," he added.

As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%.   As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.

Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012.  Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs.  Agencies are much mo

s for social media, YouTube and Facebook lead all platforms with LinkedIn, Google+ and Twitter not as popular. Among BtoB respondents, 53% found social extremely/very valuable for finding relevant technology content on the Web, which is double the 2010 figure.  Not surprisingly, 18- to 34-year-olds are most active with social media.  According to all users in the IDG survey, 60% rely most on tech sites, 46% peers or colleagues, and 43% independent tech journalists/bloggers.

Overall, the average viewer watched 21.7 hours of online video content in March 2012, according to comScore. On Google sites, people watched an average of 7.1 hours and on Hulu, 4.6 hours - the highest among the top 10 video content properties.

A comparison of comScore data for March 2011 versus March 2012 also showed that Yahoo's online video rankings had an 8 percent increase in unique viewers and a 72 percent increase in average minutes per viewer.

About 1 in 5 respondents said they have used Twitter in conjunction with a TV campaign. Promoted Tweets are the most popular of Twitter’s ad formats among respondents, used by about twice as many as promoted accounts, and by roughly three times as many as have used Twitter Amplify. Respondents’ primary goal for Twitter advertising is to build awareness and sentiment for their brand, with significantly fewer claiming as their main goal driving traffic to their websites, building followers, generating sales leads, selling products and staying in touch with customers.

58.6% share of respondents said that their Twitter budgets represent new spending. Those reallocating from other media are most commonly turning to offline (17.6%), online display (16.6%), email (12.3%), search (10.8%) and TV (9.9%) for funds. (Similar data concerning the constitution of online video and social media budgets can be found here and here.)

7 in 10 respondents – execs at marketers, agencies and media companies – use Twitter as a marketing channel, only a minority (46.5%) of those are spending on advertising on the platform. By comparison, a previous survey from Ad Age (covered here) found that of the 83% using Facebook, almost three-quarters were buying ads.

99% of journalists say it’s somewhat important (9%), important (34%), or very important (56%) for a company to provide access to news releases within their online newsroom.93% of journalists say that it is important to have news releases organized by type of news category.94% of journalists say it’s somewhat important (14%), important (28%), or very important (52%) to have access to photographs within an online newsroom.90% of journalists indicated the availability of digital product press kits would be somewhat important (25%), important (34%) or very important (30%) for their work.75% of journalists say video files are an important component of an online newsroom.

Archived press releases are a fantastic source of inspiration for journalists, they provide historical insight into your company, can provide industry metrics (which journalists are always seeking) and ultimately give your media contacts some ideas for stories to run with.

Highlighting ContactsDepending on the size of your business, locations, industries and a whole host of other factors you may have several key media spokespeople on your list who can engage with the media.

Rather than simply responding to fans’ comments on social media (it did that as well), Panera on Wednesday released an online video showing Phyllis Smith, the actress who played Phyllis on the U.S. series, reading the mean tweets from a desk at Panera’s St. Louis headquarters. The chain took a social media listening exercise and turned it into more of a marketing effort. 

Panera said it came up with the idea and script internally. The video was shot by Coolfire Studios in St. Louis, produced by Anomaly, and edited by Unreasonable Studios.

100 characters is the engagement sweet spot for a tweet. 

But 40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by “like” rate and comment rate, and the ultra-short 40-character posts received 86 percent higher engagement than others.

The ideal length of a headline is 6 words

Make the most of these remarkable CTRs by decking out your App Store listing. Optimize for the App Store by writing a winning description, listing key features, including app screen shots, etc.

Instagram user demographics show them to be young millennials, with over half of users between the ages of 18-29.

In a study using over 400 global campaigns, ad recall was 2.8x higher on Instagram sponsored posts than other online advertising mediums. Snail Games saw a 339% lift in app installs using Instagram ad videos (as well as 5x higher in-app purchase rates).