Paid Media News & Opinion ??#63

?? Meta’s Engaged View Attribution

30th January 2024 ? Paid Social ? Source

???What’s happening

Meta has announced a new video ad performance measurement called “Engaged View”, which will measure conversions that happen within 1 day of a video play. Meta has seen that users are less likely to take an action that disrupts their viewing experience, so that action may happen after the view.?

An engaged view will be counted when someone plays a video ad for at least 10 seconds (or 97% of the video length if the video is under 10 seconds long) and converts within 1 day. It will be available for all placements except Facebook in-stream video ads that can’t be skipped.

???Why we care

So much content is viewed on video, with in-stream ads offering an excellent platform to drive brand awareness and subsequent action. Having even more visibility on actions taken and performance from these ads will help demonstrate the tangible impact. It will also help to inform the next steps of the funnel, and how best to continue engaging these users through to purchase.

?? Advancements In Search - How Will This Influence Paid Ads?

31st January 2024 ? Paid Social ? Google | Tik Tok

???What’s happening

• TikTok is exploring generative AI search. Curious about a trendy fashion item you see in a TikTok video? You can use the search feature to find similar items for purchase without leaving the app. This kind of search makes TikTok even more than just a place for entertainment – it becomes a hub for discovery and shopping. Sounds familiar?
• Meanwhile, Google is rolling out Circle To Search across select devices. This feature lets you search with simple gestures like circling, highlighting, or tapping, without leaving your current app. Here are a few examples:- Spot something intriguing? Circle the item to explore and shop for similar items instantly- Discover new destinations by scribbling over interesting landmarks in photos or videos

???Why we care

The evolution of search functionalities is likely to impact search ads in several ways:

• Targeting strategies will need to align with dynamic search contexts, as with more intuitive search experiences, users may perform unexpected searches outside of the context of their immediate interests
• Ad creatives may need to seamlessly integrate with gesture-based search experiences, as search behaviours become more fluid and gesture-based
• Ad placements that capitalise on this new style of interaction may become a priority. This will inevitably lead to increased competition for visibility within search results
• Traditional metrics for measuring ad performance may need to be revisited. More focus may have to be placed on metrics that capture the quality of user engagement with ads in dynamic search interactions

?? Google Released Much Awaited Product Updates

26th January 2024 ? Paid Media ? Insights Tab | Product Feed toggle in Demand Gen | RSA updates

???What’s happening

Google has been busy at work! Here is a rundown of our top 3 updates:

1. Google RSAs can now:

• Display single headline ads
• Associate 3 headlines and 2 descriptions at the campaign level

2. Demand Gen product feed can now be toggled on or off in existing campaigns.

• Previously, a new campaign would have to be created if you wished to change your campaign from a product feed one.

3. The account level insights tab has a nifty new addition of seamlessly being able to see performance breakdown by:

• Campaign goals
• Locations
• Devices
• Time of the day your ads showed
• Landing pages

???Why we care

The RSA updates offer us greater flexibility in testing new ad possibilities and more control over scheduling for special sales or time-sensitive promotions. They also empower us to curate specific text combinations for improved performance. It will be interesting to observe how the performance of single headlines varies between large businesses and those needing to provide more detailed explanations of their offerings.

The benefits of the other two updates are straightforward. They provide insights and functionalities that save marketers valuable time, allowing them to focus more on strategy, analysis, and trend identification.

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What else we've been talking about:

• LinkedIn launches Website Actions to simplify action tracking
• Meta adds Brand Rights Protection to combat trademark, counterfeit, copyright infringement
• FeedX - New Open Source A/B Shopping testing tool
• What last year’s best video ads can teach us for 2024
• Google ends five-year ban on crypto ads