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Fri, 27 Sep 2019
Snapchat extends video ads to 3 minutes, adds new features, Goal-Based Bidd...
newspages Articles Snap chat image

Snapchat extends video ads to 3 minutes, adds new features, Goal-Based Bidding

The new bidding option lets advertisers optimize for 15-second video views.

Snapchat has announced a number of updates for video advertisers, including an increase to the duration of all Snap Ads, more interactive features for its six-second non-skip Commercials and Goal-Based Bidding.

Snap Ads can now run three-minutes long. Previously, the maximum duration for a Snap Ad was ten-seconds. Snap has significantly increased the maximum duration for all of its ads to 180-seconds. The company said that the user experience will not change (users will still be able to skip or interact with ads as they always have), but now advertisers can run longer ads on the platform.

Swipe-up feature for Commercials. Snap’s six-second non-skippable Commercials were introduced as video-only ads, with no interactive features attached. The company has now made it possible for users to swipe-up on these ad units — same as its other ad formats — launching either a web view, long-form video or camera attachment.

Snap reports that Commercials sold via its ad auction platform are seeing $10 to $12 CPMs, and an average cost-per-completed-view (CPCV) of $0.01.

Goal-Based Bidding to optimize for 15-second video views. Snap advertisers are getting a new bidding option to optimize for longer, 15-second video views. With Goal-Based Bidding the company aims to deliver a new level of ad engagement for with the newly optimized bidding model.

Why we should care. Snapchat, the platform known for its ephemeral content, is opening the doors to expanded, long-form video ads that drive more engagement. The audiences currently watching longer videos on the platform are growing: Snap reports the number of daily Discover viewers has increased 35% year-over-year. The total daily time spent by users watching Shows more than tripled compared to watch-time during the second quarter of 2018.

With these added video offerings — and its hold on younger audiences (Snapchat reports its user base includes 75% of 13 to 34 year olds in the U.S.) — Snap is making way to take a larger chunk of the video advertising market.


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Tue, 13 Aug 2019
Red carpet for Botswana investors

Botswana has promised to roll out the red carpet for investors, urging them not to be discouraged by its small population from doing business in the country because decent returns are part of the package.

Speaking at the official opening of the 14th Global Expo Botswana in the capital city Gaborone this week, President Mokgweetsi Masisi said his country was making conditions conducive for investors.

“The World Bank’s Doing Business Report of this year has placed Botswana at number five in the Ease of Doing Business rankings in sub-Saharan Africa. We continue to review and make strategic reforms to improve the ease of doing business and the competitive environment to facilitate the growth of local business as well as to attract foreign direct investment. These reforms include, among others, the continued streamlining and automation of our processes in areas of company registration, construction permits and cross border trade,” Masisi said.

“We have eased entry into Botswana through the introduction of visas on arrival as well as instituting changes on acquisition of permanent residence.”

The Botswana Investment and Trade Centre (BITC), a government agency set up to attract investors and promote the landlocked country as a brand, also promised to make life as easy as possible for investors.

The agency said that, among the range of services it offers, it would help investors with tax clearance, company registration and even the opening of bank accounts, saying all these were “facilitated from our one-stop services centre”.

Keletsositse Olebile, head of the BITC, described the agency as a “premier agency for the government of Botswana in terms of rolling out the red carpet for investors … We’re a country of 2.26 million people.

“Sometimes Botswana is judged in terms of its small population but if you look at every policy that this government has put in place, it’s really to enable you to utilise our long-standing desirable factors such as prudent microeconomic stability, low corruption and the central location in the Southern African Development Community (SADC) to really be able to use the country as a launch pad into the whole of the region,” Olebile said.

He said Botswana “doesn’t have exchange controls, you don’t have to apply for externalisation of your funds”.

“We’re also putting together a list of compelling incentives; our tax rate is already 22% but we found strategic sectors that we have further incentivised to 15% – that is in the manufacturing space, international financial services space as well as in the innovation hub space,” Olebile said.

Meanwhile, speaking at a discussion session, former Botswana president Festus Mogae said there were hindrances to integration in the SADC region. Mogae said African heads of states, including those in the SADC region, were signing agreements with good intentions but these were never implemented or even followed up on.

David Magang, a former Cabinet minister in Botswana, reiterated this.

He said the dream for an integrated SADC region with relaxed immigration laws so citizens could easily move from one country to the next was never realised.


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Wed, 07 Aug 2019
Africa-wide free-trade agreement receives major boost

The African Development Bank (AfDB) has provided a $4.8m grant to support the African Union’s (AU’s) efforts to roll out the continental free-trade area.

The grant forms part of a series of interventions by the development bank to accelerate implementation of the free-trade agreement. The trade agreement is seen as a major force for integrating the 55-nation continent and transforming its economy.

Intra-African trade remains low compared with other major regions such as the EU and Asia.

In 2018, SA joined various other countries on the continent in signing the African Continental Free Trade Area (AfCFTA) agreement that aims to create a single continental market for goods and services, with free movement of businesspeople and investments. With about 1.2-billion people on the continent, the agreement is set to create one of the largest free-trade markets in the world.

Albert Muchanga, the AU’s commissioner for trade & industry, said the AfDB  grant would be used for the delivery of various protocols relating to the structure and mandate of the AfCFTA secretariat.

The trade agreement is expected to expand intra-African trade by up to $35bn per year, ease movement of goods, services and people across the continent’s borders and boost agriculture and industrial exports by 7% and 5% respectively.

Speaking on behalf of the AfDB’s director of industrial & trade development department, Obed Andoh Mensah said the trade deal will help stabilise African countries, allow small- and medium-sized enterprises to flourish, promote industrialisation and lift millions out of poverty.

“If the AfCFTA is complemented by trade facilitation reforms, reduction in nontariff barriers, improved infrastructure and policy measures to encourage employment and private sector investments, it will stimulate poverty reduction and socioeconomic development across Africa,” he said.


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