News Bulletin: Facebook to favour longer content; Snickers' live Super Bowl ad

By AdNews | 30 January 2017

Facebook to favour long content, testing ephemeral stories on main app

Facebook is changing how it ranks videos in the New Feed, favouring longer videos with high percent-completion rates over short-form content and long-form videos that people don’t spend much time viewing. In a blog post, product manager Abhishek Bapna explains long videos that viewers come close to completing could see a “slight increase in distribution”. Shorter videos might see a “slight dip” in the overall number of users who see them.

Facebook has also begun testing ephemeral stories on its main mobile app, according to Business Insider. Facebook started testing the Snapchat-esc disappearing images within its Messenger app as a way of reaching out the millennials. In Ireland, users can put fun filters over their faces or add visual geolocation tags to their photos and videos. It’s accessed — like Snapchat — by swiping to the right on the mobile app.

Snickers to broadcast first ever live Super Bowl commercial

Snickers has announced that its first ad slot of the third quarter of this year's Super Bowl will be performed live. The 30-second spot, by BBDO New York will star Adam Driver, a stunt horse and a handful of other lesser known actors yet to be announced. The broadcast will be preceded by a 36-hour live stream of the behind-the-scenes set of the commercial. Last year's Snickers ad featured Willem Dafoe as Marilyn Monroe. Read more about it here.

Australian Radio Network partners with Melbourne's Midsumma Festival

Having recently announced the partnership between Sydney Kiis 1065 and Sydney's Mardi Gras next month, ARN's Kiis 101.1 has become an official media partner to Melbourne's queer arts and cultural celebration, Midsumma Festival. In celebration of the new partnership, yesterday’s Pride March held in Melbourne saw two of Kiis' integrated activations, 'Kiis for equality' and 'Kiis with Pride' come to life. This included a 'Rainbow Kiising station'. Presenter Dave 'Hughesy' Hughes also walked the streets of St Kilda among other Kiis staff and talent. The Midsumma Festival will take place on 5 February. Find out what other brands have gotten behind Sydney's Mardi Gras celebration here

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