Here’s what you should know today.
1. Instagram’s direct-response Story ads are available for self-serve buys
Ads within Instagram’s Stories feed can prompt people to swipe up to visit a brand’s site or install its mobile app.
Instagram has officially started selling ads that can appear within people’s Stories feed and link to a brand’s site or app-install page in Apple’s or Google’s app stores.
Coinciding with the rollout of swipeable ads in the Stories feed — which is viewed by more than 200 million people daily — Instagram now lets advertisers set objectives for these ads, like whether a brand wants people to view the video, visit a website, install an app or complete a specified conversion event, for example, adding a product to a shopping cart on a brand’s ecommerce site.
The direct-response ads aren’t much different from the version that Instagram added to Stories in January. Brands can feature a single vertical photo or a vertical video that’s up to 15 seconds long as their ad, and they can target the ads using Facebook’s standard ad-targeting options, like people’s age, gender, location, interests and purchase history.
This could be very effective in Southeast Asia, considering how popular social commerce is in the region.
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2. Is Walmart’s new last-mile delivery program brilliant?
Walmart announced earlier this month that it was testing a new delivery method — one that has store associates making deliveries on their way home from work.
While the program is currently being tested at three stores — two in New Jersey and one in Arkansas — the system is an example of how multichannel merchants can further leverage their installed store base to compete with Amazon, its network of distribution centers, and a growing fleet of delivery options.
At a time when so many retailers have been closing their physical presence, this type of out-of-the box thinking needs to happen more with retailers. This empowers employees to make a difference that can count in supporting the company and their important roles. What else are retail experts saying?
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3. Why would Sea do its IPO in New York?
Sea Ltd, Southeast Asia’s most valuable start-up, is prepping for a US$1 billion initial public offering in the United States, a move that would be a major pivot for Southeast Asia’s rapidly expanding tech industry.
“For Southeast Asian tech firms, an overseas listing of this purported scale brings increased investor confidence in the region,” said Adrian Lee, research director at advisory and research firm Gartner.
The downside, however, is that a high-profile IPO such as Sea’s could “create pressure to satisfy overseas shareholders and dilute the focus on building up the core business in Southeast Asia”, Gartner’s Lee said.
Analysts and industry players argue that a listing in the US is the right strategy for Sea as bourses like Nasdaq are considered the best reference for technology IPOs.
“There is no better place to raise the kind of financing Sea requires than New York City, and that’s the simple truth,” said Justin Hall, principal at Southeast Asia-focused VC firm Golden Gate Ventures.
Read the rest of the story here.
4. Recommended Reading: The rise and fall and rise of beauty subscription boxes
With every Tom, Dick and, yes, Trump getting into the subscription box business, packaging and mailing curated goods to people on a monthly or quarterly basis sure seems like the big thing to do — which is surprising, considering that for a while there, the signs were pointing to the category reaching busting-bubble status, at least in the beauty industry.
Thanks to a few course-correcting changes, Birchbox managed to make some tweaks to offset its dip in new subscribers by modifying the brand’s loyalty program, focusing on Ecommerce sales, renegotiating contracts with some vendors to get shipping and printing costs down and reducing operating expenses.
“We had to shift gears quickly because we needed to prioritize profitability and take control, that was a great opportunity for us to press reset, dial a lot of things back,” says Katia Beauchamp, the company’s CEO.
Read the rest of the story here.