One in three net users eyeing ad blockers
Advertising’s continued encroachment into online content has led to ad blockers being one of the talking points of 2015 – and things are only going to intensify in the new year.
According to a survey carried out by online publishers Digital Content Next, one third of internet users plan to install an ad blocker to their browser in 2016. The reasons for this stampede to an ad-free internet reveal exactly where advert formats are going wrong in the eyes of users.
Ads that expand over content or play with sound are disliked by seven out of 10 people, 68 per cent have concerns over ads connected to behaviour trackers while 57 per cent get most annoyed by ads that slow down the loading of web pages. How advertisers win back all these disaffected users will also be one of the hot topics in digital in 2016.
FB brands can set customer response expectations
Facebook has unveiled new page responsiveness tools and better interaction tracking.
A page’s responsiveness in replying to comments has been tracked since September, with those who get back to customer queries quickly getting a ‘Very Responsive’ badge.
Now, customer expectations can be set by admins, with the choice of setting a target response time of within minutes, within an hour, within hours or within a day.
This will display publicly so anyone getting in touch with the page has a proper idea of when to expect a response. It will also show up in Messenger, if the business is using that as a customer service channel.
In addition, customer comments can now have notes placed on them by page admins, making it easier to keep track of a customer’s order history, or preferences across an organisation.
Facebook gets offline mode
Staying with Facebook, users on mobiles with a slow connection can still see ‘new’ stories in their news feed and leave comments, which will be posted once they are back online.
The social network has devised a way to make the content users see appear fresh without any new stories loading. The update looks at all previously downloaded stories on a user’s phone that haven’t been viewed, then ranks them based on relevance. This ranking algorithm also factors in whether images are available.
When a wifi or 3G connection is restored, Facebook will resort to its normal algorithm.
Twitter boosts ad reach by extra 500 million
Twitter is boosting its advertising reach by offering advertisers the ability to purchase promoted tweets that will be seen by people without twitter accounts.
When search results return a twitter link, a user will be taken to the relevant page, regardless of whether they have a twitter account or not. Now, when they click from a search engine into twitter, they will also be served an ad.
It is estimated that 500 million people without twitter accounts access the social platform monthly.
Twitter tweaking its news stream
The ‘Facebooking of twitter’ seems to have begun with changes to how tweets are appearing in many users’ timelines.
The waterfall of tweets simply appearing chronologically is changing, with experiences such as ‘while you were away’ and seemingly random placement of hours or even days old tweets appearing near the top of some people’s feeds.
Twitter has admitted that ‘nothing is sacred’ when it comes to making it appeal to an even larger audience.