Meta tests new creator monetization features
Meta is adding a range of new features which will offer more monetization options to the creators on the platform, as it looks to keep its top users posting to the apps in the future. These new features include expansions of the ‘Facebook Stars’ creator donation process and ‘Reels Play Bonus Program’, as well as a brand new ‘Creator Marketplace’ on Instagram where creators will be able to be discovered by brands to partner with.
Why is this important?
With social media platforms constantly striving to update and innovate in order to stay competitive, creator monetization is key in keeping a platform relevant by ensuring that the best creators will be drawn to it and won’t be tempted by a better offer elsewhere, bringing their fans with them too. These updates from Meta across their platforms could be vital in keeping its top stars happy, by giving them more freedom in the ways in which they can monetize their content.
Microsoft to implement advertiser identity verification
To combat digital payment fraud and online scams, Microsoft is implementing a new advertiser identity verification program. Due to the increase in fraud and online scams businesses are now changing to work towards a safer online environment. After running a limited test for several months, Microsoft will now make the program available across many countries including Australia, Brazil, Canada, UK and US.
Why is this important?
To make the process simple the identity verification is automated. To complete the identity verification advertisers will have to provide government-issued, photograph included personal identity documents. This will be requested via email and advertisers will have 30 days to complete the tasks therefore, this should be completed quickly to avoid interruptions in ad delivery.
CALM uses last photos to show that suicidal doesn't always look suicidal
The Campaign Against Living Miserably has launched a new campaign consisting of 50 smiling portraits which have now been revealed to be the last photo taken of the person before they took their own life. The campaign is intended to change misconceptions around what being suicidal can look like and encourage people to have those difficult conversations with their peers. OOH ads point people towards the exhibition, supported by a partnership with ITV’s “This Morning” and a TV ad that shows footage of people leading seemingly happy lives before revealing that these are all their last videos.
Why is this important?
This is a great example of the synergy between TV and OOH, using the medium to portray a powerful and important message. The installations will also feature QR codes leading to CALM’s website where practical toolkits can be accessed.
Campaign of the Week: Greenpeace activists accuse marketers of "greenwashing" and "hypocrisy"
This year at Cannes Lions, climate activists from Greenpeace have sprung up on various stages and beaches protesting the advertising industry’s relationship with oil and gas giants. On Thursday they pulled their biggest stunt yet when they stormed the venue at the heart of the festival, the iconic Palais De Festivals, with one message: “Ban fossil fuel advertising”.
Sustainability has been a huge theme at this year’s event, with marketing leaders from some of the largest advertising networks have been taking to the stage to discuss their environmental initiatives.
Greenpeace is calling for a blanket ban on fossil fuel advertising and sponsorship, using the world’s biggest gathering of advertising execs to demand agencies cut ties with the fossil fuel industry.
