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Content Radar: June 21, 2017

We know you don’t have time to keep up with all of the important content marketing news and events — but we do. We scour the Web every week to locate the most important news and updates so you don’t have to. Here is the news that you should keep on your radar this week.

Want more robust YouTube data? Try publishing 360-degree and virtual reality  videos

YouTube product manager Frank Rodriguez announced in a recent blog post that those who publish 360-degree or virtual reality videos to the channel can now see a heat map that shows the most-viewed parts of the video.

In the blog post, Rodriguez also offered a few tips to creators about how to make the most of their 360-degree and VR videos. For example, people spend 75 percent of their time viewing the front 90 degrees of a video — so it’s best to focus on what is directly in front of you. Likewise, if most of your viewers are using something like Google Cardboard to view a VR video, Rodriguez suggests giving them a few seconds to get accustomed before jumping into the action.

Four new findings about video ad viewership

Video ads are doubtless the most expensive ads to create and to publish — which is probably why marketers are so hungry for any data they can get to help them how to utilize these ads.

A new study just released explains a number of interesting findings that you may find helpful in your next video ad campaign. Here are four findings that intrigued us:

  • A full 3 out of 4 people will skip preroll ads when given the chance.
  • A small, but viewable ad at the bottom of a mobile screen is 76 percent more likely to be remembered than a preroll ad.
  • In-article ads resulted in 27 percent greater brand favorability than preroll ads.
  • Colorful canvas ads experience 85 percent greater unaided recall than other ads.

You soon will have more control over where your Facebook ads appear

Up until now, running Facebook ads has always been a bit of a gamble, thanks to the fact that you often were not entirely sure if your ads would appear next to objectionable content. By the end of 2017, this should no longer be a problem for brands — as Facebook has started the process of rolling out a handful of new tools that will let organizations have more insight into where ads may appear before a campaign goes live.

Facebook also announced that it will make the blocking process even easier by allowing accounts to apply sets of blocks at the account level — rather than needing to log in to access specific ad sets or campaigns.

Twitter embraces bots in effort to keep up with Facebook

It seems Twitter isn’t content to simply let Facebook be victorious in the battle of the bots. After Facebook has spent much of 2017 heavily promoting bot features, Twitter now also allows brands to use bots in ways that can improve consumer relations.

Twitter will allow brands to now include as many as three buttons in any direct message. These buttons are fully customizable — meaning that what the buttons say and where they link to is up to the discretion of the organization that owns the Twitter account. This means buttons can point to products, other social accounts, order forms, and anywhere else that brands want to point them.

New study shows people are more attached to their mobile devices than we ever knew

A new report released by the Interactive Advertising Bureau is shedding some light on how attached we are to mobile devices. While the results may be somewhat alarming for some, for digital marketers the findings show that there are more opportunities to reach people on mobile devices than ever before.

Among other items of interest, the worldwide study found:

  • More than 3 out of 5 individuals use their smartphones at least once every half hour.
  • More than 20 percent of people use their mobile devices every five minutes.
  • Nearly 9 out of 10 respondents access the mobile web each day.
  • Nearly half of all respondents said they took action after seeing ads on mobile devices.

If nothing else, these numbers should help your organization more fully realize the opportunity that lies before you to execute a mobile-first mindset.

Chad Buleen

About Chad

Chad Buleen is an award-winning journalist, the manager of social messaging for a large international nonprofit, a digital media enthusiast and father of four. Follow him on Twitter .

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