The Pace Report Vol. 25

Meta has introduced a new attribution setting called "Engaged-view," aimed at helping advertisers understand the subset of leads converting within one day of being shown an ad. In a new company blog post Meta has discovered that users who are shown an ad and want to take action are often not inclined to do so until they are fully done with their viewing session. This new setting expands the time horizon to instead measure conversions that occur within one full day of a user playing a video ad, provided the video is played for at least 10 seconds or nearly its entire length if shorter. Engaged-view, which is applicable across various placements with the exception of non-skippable Facebook in-stream video ads, enables advertisers to better analyze ad performance alongside other attribution settings, thereby optimizing their video ad strategies more effectively.

Meta study involving 15 A/B tests revealed that advertisers incorporating Engaged-view into their attribution models saw a 3% lower cost-per-result with 95% confidence compared to those using only click-through or a combination of click-through and view-through attributions. This new setting not only aids in optimizing for non-click conversions but also provides a comprehensive view of a customer's journey to conversion.

Farcaster, a decentralized social network, is making waves in the web3 space by employing Web 2.0 strategies to attract a broader audience. Founded by former Coinbase employees in 2020, Farcaster is setting itself apart by simplifying the onboarding process for new users, avoiding the complexities often associated with crypto technologies. Unlike typical blockchain-based applications that require a crypto wallet for sign-up, Farcaster allows users to create accounts quickly without one, significantly reducing entry barriers. The platform has seen a significant uptick in daily active users, surging tenfold in just two weeks, thanks to its user-friendly approach and the introduction of Frames, a key application update enabling users to interact with various features within the network seamlessly.

Furthermore, Farcaster's decentralized nature allows for the creation of apps that can read and write data within the network, empowering users to own their accounts and relationships fully. The approach not only positions Farcaster as a promising contender in the realm of social media but also showcases the potential for decentralized networks to achieve mass adoption by blending the best of web3 innovation with the ease of use characteristic of Web 2.0 applications.

Topic 3: Apple Vision Pro Revolutionizes Everyday Life with Groundbreaking Mixed Reality Applications

The Apple Vision Pro has made a striking entrance into the tech scene, captivating early adopters with its advanced wearable technology that promises to redefine mixed reality and spatial computing experiences. Despite its hefty price tag of $3,500, the potential applications and immersive experiences offered by the headset are compelling enough to make tech enthusiasts and professionals alike consider it a worthy investment. 

Among the early standout applications of the Apple Vision Pro, three use cases particularly highlight the device's versatility and innovative approach to mixed reality:

AR-Based DJing: With the djay app, DJ’s can ditch their hardware and perform with virtual decks that seamlessly integrate with their Apple music library. 

3D Home Tours: With the Zillow Immerse app, users can virtually tour homes for sale, offering a more comprehensive understanding of a property beyond still photos.

Real-time Translation and Captions: The Navi app provides immediate translations and captions within the user's field of view, facilitating smoother communication across language barriers.

Advertisers shelled out seven figures for 30-second ad spots during this year's Super Bowl, reflecting the high value placed on the event's vast audience reach despite a broader trend of cautious marketing spend. For the second consecutive year, advertisers paid an average price of $7 million for a 30-second slot, underscoring the unmatched opportunity it presents in an era where traditional network television audiences are fragmenting towards streaming platforms. 

The NFL's Super Bowl uniquely captures over 115 million viewers, distinguishing itself from other live events experiencing viewership declines. This has resulted in a steady increase in ad costs over the years, from $2.4 million two decades ago to $7 million today, driven by limited advertising slots and intense demand. Advertisers not only invest in the spots themselves but also in extended marketing campaigns that leverage the Super Bowl's broad appeal to engage audiences well beyond the game day.