Color Lights The Way For What is to Come

Look down at your shirt, what color is it? What emotion does it imbue? What does it say about your mood, or was it an afterthought, a default of what’s clean in the closet? If you chose the latter that’s ok, so did I. But if you consider yourself a fashionista or trendsetter, you may already know that PANTONE 18-3838 ULTRAVIOLET, is THE color for 2018.

Pantone, the gold standard of universal color forecasting, is largely, if not singularly, why color informs everything from what we notice to what we taste. Have you ever wondered why Target has pants that somehow match the housewares, or that all of the sudden you see copper everywhere? The gig is up— it’s all planned! A colorful conspiracy of sorts to lightly guide consumers to embrace bronze-colored handles and lighting in our kitchens and bathrooms, or splashy yellows for Gen Z’s after 6 attire.

Seriously though, Pantone color forecasting touches our lives in ways we could never imagine. They self-profess: “The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design; it’s truly a reflection of what’s needed in our world today.” – Laurie Pressman, Vice President of the Pantone Color Institute. As an art director, these trends help us inform brand and consumer buying behavior, which impacts every client in both subtle and overt ways.

According to Pantone, this year’s Ultraviolet Purple is described as “Complex and contemplative and suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now. The vast and limitless night sky is symbolic of what is possible and continues to inspire the desire to pursue a world beyond our own. Nuanced and full of emotion, the depth of PANTONE 18-3838 Ultraviolet symbolizes experimentation and nonconformity, spurring individuals to imagine their unique mark on the world, and push boundaries through creative outlets.”

The truth is there is a collective sway that happens from the runway to your walkway, from your house to your local eatery. Our world reflects the color collective and shape-shifts what inspires us to change. Try that brash Gen Z yellow dress (that shouts counterculture), but paired with a muted slide. If you’re a naturalist, the contrast of greens and soft pinks may inspire balance for your go-to palette.

Color both reflects our current state from which we approach life and that which we aspire to. Blink and you may miss the next trend. My art director heart is humming Roy Rogers, “Don’t fence me in…”

For help with your brand’s creative needs, contact The frank Agency for a consultation today.

Instagram Introduces IGTV

Instagram is ready to compete directly with YouTube after announcing it will begin allowing users to upload videos that are up to one hour in length, with the previous time having a one minute limit. The video hub will be accessible from a button inside the Instagram home screen, as well as a standalone app, and will shine light on popular videos from ‘Instagram celebrities.’

Instagram CEO Kevin Systrom says, “It’s time for video to move forward, and evolve.” IGTV allows anyone to be the creator of a video, not just those who have a higher follower count or are big-name celebrities. Everyone aside from smaller, newer accounts will be able to easily upload videos up to an hour in length immediately, with the option being extended to every user at some point in the near future.”

The IGTV app is available across the globe on iOS and Android, as well as in the actual Instagram app itself. The standalone app was created with the mindset that users can enjoy videos without other distraction. In the app version of IGTV, viewers can swipe through longer-form videos and browse a personally recommended tab of videos. Users will also receive notifications when new content becomes available.

There is not an option to run ads on IGTV at this time, but spokespeople for the company say it is a reasonable place to expect ads to end up. Instagram is expected to build some sort of monetization option for creators on IGTV and potentially include revenue shares. The large user base is also expected to grab the attention of advertisers alike.

Instagram has evolved extensively over the initial simplicity of just filtering and sharing images. The company is using this opportunity to essentially become the ‘tv of mobile.’ Instagram may soon become the most reliable place to watch something on the small screen as their curation of creators and publishers has a wider breadth than does that of YouTube.

Video content continues to be a strong form of content in the marketing world due to its prioritization over other forms of content out there. The launch of IGTV takes video content to the next level by providing users a way to tell richer stories and build stronger connections. How will YouTube respond? Only time will tell. To learn more about new social media updates or how to incorporate social media into your business contact us at The frank Agency.

YouTube Custom Intent Benefits Direct Response Advertisers

Google recently announced enhancements to improve direct-response advertising performance on YouTube by bringing search intent to video.

These enhancements include an extension of Custom Intent Audiences to YouTube and TrueView for Action ads.

Custom Intent Audiences:

Ad targeting on YouTube using data from signed-in Google users has been available since January 2017. The impending extension of custom intent audiences to YouTube means advertisers can reach people on YouTube who have recently searched certain keywords on Google.com.

Here’s how it works: After setting up a video campaign in AdWords and adding keywords related to the products or services that prospects most likely search for, advertisers can reach people with ads as they watch videos on YouTube, and targeting is simply based on the user performing certain searches on google.com.

TrueView for Action Ads for Direct Response:

TrueView for Action Ads work best with custom intent audiences to meet direct response objectives. Advertisers can customize a call to action that will appear to the custom intent audience viewing their videos ads on YouTube.

According to Nicky Rettke, group product manager for YouTube ads, mobile ads will appear below the video and persist even after the video ad ends or is skipped while the host video plays. And, on desktop, an accompanying ad displays alongside the video player at the top of the recommendations column on the right.

Just like all other TrueView ads, TrueView for Action Ads can be skipped after five seconds.

Several of our clients rely heavily on direct response, and we are actively advertising on YouTube for them using Keyword, Interest, Topic, and Retargeting to reach potential leads. We also recently added “Similar To” audiences to attract more qualified prospects. Our results have been decent, but we have not seen the lead generation we want.

We are excited about the enhancements to YouTube targeting through both the extension of Custom Intent Audiences and TrueView for Action ads. These enhancements will give us added confidence that we are reaching our most qualified prospects on YouTube while eliminating waste and hopefully increasing our lead count.

To learn more about YouTube marketing services or how to incorporate social media into your business contact us at The frank Agency.

LinkedIn Launches Video Ads

We’ve all been waiting and they’re finally here; video ads on LinkedIn. The social media platform has finally joined the video craze by offering video advertisements for sponsored content. Businesses also have the option to add video to their company pages. LinkedIn believes this addition will generate 5x more conversation for companies as opposed to other content types.

Sponsored video content ads are those that can be posted and placed in the news feed as standalone posts. The videos continually showcase a call to action button that will capture leads for the business throughout video playtime. This sponsored content can be targeted by a variety of demographics and the overall ad performance can be measured through several different insights, like: who is watching, who is engaging and who is converting.

Along with performance statistics, an option for businesses to view a breakdown of leads, people who sign-up, website visits, etc. will be available as generated by these sponsored advertisements.

LinkedIn will be slowly making videos for sponsored content and company pages available to all businesses throughout the next several weeks, so keep a lookout!

To learn more about new social media updates or how to incorporate social media into your business contact us at The frank Agency.

Facebook Data Protection Blunder

If you’ve turned on the news lately chances are you have probably seen that Facebook is making headlines. Facebook and user data protection has been a hot topic of conversation lately as it pertains to the 2016 presidential election. Don’t worry we won’t be diving into views on politics. However, we will be reviewing what Facebook is doing to protect user data.

Facebook has made it very clear that their plan is to focus on how apps get and use Facebook data. They are looking to set a higher standard for how developers build on Facebook, what people should expect from them and from Facebook. Facebook has also confirmed that all customer information is used in an anonymous and privacy safe way to reach audiences. Basically, they make the data unreadable so no one, including Facebook, can recognize it or see anyone’s individual information. Once data is used to match audiences it’s promptly deleted to protect the privacy of the data uploaded as well as the people who use Facebook.

What does this mean for marketers who primarily look to generate leads, since this information does contain private information? Well, you will continue to be able to access lead information since those users have opted into providing that. Facebook will continue to not have access to that lead data.

Facebook has released the following statement as it relates to the recent data concerns:

“We condemn the actions of Aleksandr Kogan, Cambridge Analytica and its parent company, Strategic Communication Laboratories (SCL), and Christopher Wylie. What happened with Cambridge Analytica was a breach of the trust people place in Facebook to protect their data when they share it. We need to fix that. As Mark Zuckerberg explained in his post, we are announcing some important changes to take action on potential past abuse and to help prevent future abuse of our platform.

In 2007, we launched the Facebook Platform with the vision that more apps should be social. With this in mind, we allowed people to log into apps and share who their friends were and some information about them. Over the years, we’ve introduced more guardrails, so that the level of information obtained by Kogan’sapp is no longer possible. Even before learning about Kogan’s activities, we made updated our platform three years ago to limit the data people can share about their friends with developers. In addition, in 2014, we began reviewing apps that request certain data before they could launch, and introducing more granular controls for people to decide what information to share with apps.

But we know we need to do more, and we are making further changes to our product, policies, and processes. We’re going to set a higher standard for how developers build on Facebook, and what people should expect from them and, most importantly, from us. We will:

  1. Review our platform. We will investigate all app that had access to large amounts of information before we changed our platform in 2014 to reduce data access, and we will conduct a full audit of any app with suspicious activity. If we find developers that misused personally identifiable information, we will ban them from our platform.
  2. Tell people about data misuse. We will tell people affected by apps that have misused their data. This includes building a way for people to know if their data might have been accessed by Kogan’s app “thisisyourdigitallife.” Moving forward, if we remove an app for misusing data, we will tell everyone who used it.
  3. Turn off access for unused apps. If someone hasn’t used an app within the last three months, we will turn off the app’s access to their information.
  4. Restrict Facebook Login data. We are changing Login, so that in the next version, we will reduce the data that an app can request without going through login review to include only name, profile photo, and email address. Requesting any other data will require our approval.
  5. Encourage people to manage the apps they use. We already show people what apps their accounts are connected to, and what data they’ve permitted those apps to use. Going forward, we’re going to encourage people to check their settings and work to make these choices more prominent and easier to manage.
  6. Reward people who find vulnerabilities. We will expand Facebook’s bug bounty program so that people can also report to us if they find misuses of data by app developers.

There’s more work to do, and we’ll be sharing details in the coming weeks about additional steps we’re taking to put people more in control of their data. Some of these updates were already in the works, and some are related to new data protection laws coming into effect in the EU. This week’s events have accelerated our efforts.”

To learn more about new social media updates or how to incorporate social media into your business contact us at The frank Agency.