How Drones are Saving Polar Bears
In this week’s Digital Trend Update Instagram releases several updates, YouTube is taking on TV, Snapchat advertisers hone in on their audiences with pixels, and find out how drones are helping polar bears.
Instagram is on a Roll with Updates:
Hot on the heels of the popular Polls sticker release, Instagram has dropped a slew of additional updates to the platform:
• Superzoom: The new update to Stories includes a Superzoom lens that allows users to automatically zoom in on something (usually the subject’s face) using the front- or rear-facing camera, with added dramatic music for effect. Although glitchy, Superzoom, like Boomerang, continues to prove that short-form video is key for the Story feature.
• Stop-Motion Stories: Following the successful Superzoom release, Instagram is testing a stop-motion feature. The tool allows users to take a long series of photos, which Instagram stitches up into a GIF that can be posted as a Story.
• Language Capabilities: In a soon-to-be-released update, Instagram will be able to support languages read from right to left, including Hebrew, Farsi and Arabic. In the past, these languages have been usable in hashtags and captions, but will be worked into the framework of the app for the first time.
YouTube announced that users are watching 100 million hours of video on TV sets each day — up 70% since last year. The rise is attributed to the increasing prevalence of internet-connected televisions, and the popularity of devices like Roku, Apple TV and gaming consoles that allow users to connect their TVs to the internet. Although the vast majority of YouTube viewing still occurs on mobile devices, the announcement cements suspicions that YouTube will become yet another competitor of traditional TV services. The news indicates that paid YouTube support continues to be a worthwhile investment for our clients.
With the use of pixels, Snapchat ads will become more easily trackable and targeted. By putting pixels on a platform, a brand can measure when a consumer sees its ads somewhere else in the digital ecosystem and allows them to measure the revenue, performance, growth, and acquisition driven by Snapchat. While CEO Evan Spiegel had formerly considered the use of this pixels “creepy,” with fear that the Internet will know everything about us, Snapchat advanced its ad model in order to keep up with Facebook and Google.
For now, Snapchat is only focusing on measurement, but plans to roll out retargeting capabilities later in the year. This capability will show consumers ads they have already seen elsewhere. We will closely follow these new Snapchat features, as they will greatly benefit our brands and how we measure success of Snapchat campaigns.
The whittling number of polar bears still in existence worldwide has forged an interesting partnership. Together with aerospace contractor Northrop Grumman Corp., the San Diego Zoo Global, the wildlife conservation group that operates the San Diego Zoo and Safari Park, will monitor Arctic sea ice formation and polar bear behavior closer than ever before. Through the use of an autonomous hexacopter drone, biologists will be able to monitor polar bears in a minimally invasive manner.
Our DTU is a weekly snapshot of all digital trends, innovations and interesting things that are happening to keep you in the know.