Safari Extensions in Safari 10

Create Safari Extensions that give users access to your app’s best features as they browse the web. Xcode makes it simple to add Safari Extensions to your existing app by using an App Extensions template. Easily develop your extensions using powerful, native APIs and web technologies. And coming this fall with macOS Sierra, you can sell and distribute apps with Safari Extensions on the Mac App Store. Learn more about Safari Extensions.

Get Your iMessage Apps Ready

Take advantage of the new Messages framework in iOS 10 to create an app extension that lets people interact with your iOS app directly within Messages. Users can easily create and share content, add stickers, make payments, and more, without leaving their conversations. And coming this fall, you can make iMessage apps available for download directly on the App Store for iMessage. Learn more about iMessage apps.

Simplified Screenshot Submission Process

Now it’s easier than ever to deliver your screenshots and app preview using iTunes Connect. Submit just one set of screenshots and one optional app preview per device family, and they will be used across device sizes and localizations.

If your app’s UI or behavior changes based on device size, or if you would like to include localized screenshots, you can use the new Media Manager to add custom screenshots. Learn more by watching What's New in iTunes Connect from WWDC16.

Improve Your Email Marketing Efforts

Despite the newfound prevalence of social media, SMS messaging, and other forms of content marketing, email marketing remains the tried and true method for reaching large amounts of potential leads. Despite this fact, many marketers could still stand to improve their practices when using email. Here are some tips that can help improve email marketing efforts.

Segment your email list. Customers don’t like being treated like a nameless, faceless part of a group, and they are usually perceptive enough to realize when it is happening. Don’t just send out blanket emails to the entire population of the email list. Use click feedback to only send emails to those on the list who would be interested by it. This will yield greater ROI and less people feeling annoyed and unsubscribing to emails.

Another good tip is to not overwhelm those on your email list. Promotional emails can be incredibly useful when used in moderation. However,

                     Image via Pixabay

flooding a customer’s inbox with multiple emails every day will only serve to turn them off to your brand. This could manifest in them removing themselves from your email list and even intentionally ignoring your brand. It is thus important to use restraint when sending emails to customers.

Finally, as with all aspects of marketing, it is incredibly important to focus on mobile optimization. More and more people use their mobile phones to check their email than ever before. With this in mind, marketers need to optimize their graphics and text to be read on smaller screens. This should include measures to limit excessive scrolling and make emails workable for both portrait and landscape reading.

Following these three tips can help marketers take their email campaigns to the next level. Email is still king, but many marketers need to tweak their approach to deal with a changing digital world. 

Edited by Maurice Nagle

Pandora to Offer Audio-Based Ad Measurement

Online advertisements are effective, but tricky when it comes to knowing exactly how effective. How can you know for sure if someone actually watched your ad when it popped up? There’s a very good chance that they opened another tab or simply zoned out while waiting until they could choose the “Skip This Ad” option. The chances that people are missing your ads are greater now than ever before thanks to smartphones. As more people use smartphones over computers, more advertisements become geared towards mobile. The problem is, though, that these ads require people to actually listen to the marketer’s message. How are you, as a business, supposed to know how many people your audio ads are actually getting through to? Pandora is on a mission to find out.

This mission begins with viewability information, which is closely related to how the audio measurements will work. Pandora and digital analytics company Moat have made a deal to measure viewability within the music streaming service’s app and website. The deal promises advertisers they will only pay for in-view ads that meet the standards of both the Media Rating Council and individual marketers like WPP-owned GroupM, which has its own requirements. Based on the MRC’s guidelines, advertisers are charged when 50 percent of a display ad is viewed for one second. Meanwhile, 50 percent of a video promo needs to be seen for two seconds. This deal presents a change to how advertisers transact, because it’s based on the metric instead of just measuring viewability to test how effective a campaign is.

The move to measure viewability in this way is a stepping stone towards taking audio measurements. Chris Record, VP of revenue operation at

                Image via Bigstock

Pandora, believes that audibility, which would measure how long someone listens to one of the radio-like promos, will follow similar standards to those used for viewability. “It's more conceptual now, and I think the biggest discussion in the market is around audibility against video offerings, but since Pandora is an audio platform, it's likely something that we'll drive innovation around in the future,” Record said. “We would really want to dovetail off of the audibility measurement for video and offer something that the market understands or can quickly relate to. We've had discussions and plans with Moat to bring that to market.”

So, how would this work? A piece of code could be incorporated into Pandora's advertising software to determine whether a consumer listens to a commercial in its entirety. It could also check to make sure a device's volume was turned on and whether ear buds were plugged into the headphone jack.

Testing audibility could be a big deal for Pandora and pave the way for other companies to do the same. This would be a great move for businesses, as they would be able to get real insight into how well their campaigns were working. Audio ads are great, as long as people actually listen to them. If companies realize that their ads are being ignored, they could take a closer look at the ad and try to figure out what’s wrong with it. Why isn’t it engaging people, and how can the company improve so that people actually listen to their audio ads? If all else fails and it turns out that not many people are genuinely listening to a company’s ads, then they can move on from that marketing experiment and find other creative venues to advertise on.

All in all, the ability to measure the effectiveness of audio advertisements would be a major advancement for companies who want to know how well their campaigns are working. Numbers reflecting how many times the ad was played are fine and dandy, but they don’t accurately reflect the number of people who actually heard the ad. So, you may think your business’ ad is getting a ton of listeners, but in reality it could be way less. Pandora’s decision to delve into the questionable effectiveness of audio ads may end up being a revealing game changer, and ultimate money-saver, for several companies.

Edited by Maurice Nagle