Paid Media News & Opinion ??#46
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?? Google Ads on X?
18th September 2023?? Paid Social/Search ??Source
???What’s happening
In an effort to increase profitability & trust, X will be handing over some of it's ad placements to Google for programmatic ads. This means advertisers who run ads programmatically through Google 360 or a partner, such as StackAdapt, may now have their inventory appear on X.
This means X must ensure the platform content adheres to Googles publisher standards. This news follows Elon Musk stating that X may have to become a paid-for platform to tackle bots.
???Why we care
Brands have been weary of Elon Musk's social platform X (formerly Twitter) stating brand safety concerns as the #1 cause. We've already seen X introduce new brand safety measures, partnering with IAS and this move seems like another way for them to prove their legitimacy, by getting Google's stamp of approval (with the added benefit of additional revenue).
For any advertisers using a programmatic solution, this is an opportunity to 'test the waters' as they can now add it to their placement mix without having to commit a large chunk of resource to advertise directly on the platform.
?? Microsoft Ads Launches Video and Connected TV Offering
20th September 2023?? CTV ??Source
???What’s happening
Microsoft is finally joining the video and CTV game, with ads now available directly in the Microsoft Ads platform .
When creating a new campaign, you will now see “Video Views” as a campaign goal option, followed by the choice of “Online Video Ads” or “Connected TV Ads”.
Online Video Ads use “CPM for maximising reach” as a bid strategy, and you can target using in-market audiences, customer match audiences, similar audiences, or remarketing lists.
CTV ads use “CPCV (cost per completed view) as the bid strategy, with targeting available via 75 possible “Genres”.
Video’s must be between 6 - 120 seconds, and you can include a final URL. Currently there’s no choice on CTA’s or any additional copy.
Ads can appear across sites such as MSN, Huffington Post, People, as well as on streaming platforms such as Max (formerly HBO), Hulu and Bloomberg.
???Why we care
We probably sound like a broken record when it comes to stats around video and CTV, but the latest estimates are that people will watch 3.5 hours of digital video every day by 2024.
That’s a huge opportunity for advertisers to get in front of their target audience. These additional placements available via Microsoft Ads are a great new option for brands looking to drive awareness, and should certainly be tested and explored.
?? Pinterest Presents Sees Exciting Updates Within An Even More Exciting "Show" Experience
???What’s happening
If you missed the Pinterest Presents, it is definitely worth catching-up on. A number of new innovative advertising products are being rolled out, aimed at refining every facet of the user journey on Pinterest's platform.
Termed as the "Discovery - Decision - Do" process, these new features promise to facilitate deeper connections between advertisers and their Pinterest audience.
Let's take a look at our favourite highlights in line with the redefined funnel experience.
?? Features to look out for First, the Discovery stage:
- Premiere Spotlight: Imagine having the best seat in the house for your ad. With Premiere Spotlight, your brand gets an exclusive, high-impact placement, capturing half of the mobile screen on the home feed or the top of search page.
Next, the Decision stage:
- Showcase Ads: Provide your audience with a comprehensive, interactive, visual journey through your products. Think of this as an in-app landing page experience. Users can swipe through several images, gaining in-depth insights and context.
- Quiz Ads: Quiz Ads use a few simple questions to direct users to the perfect product. Brands can engage users with up to three questions, tailoring their shopping experience.
Lastly, the Do stage:
- Mobile Deep Links: Clicking on a Pinterest ad can now instantly take users to the product page on a retailer's website/app, reducing the steps from discovery to purchasing.
- E-commerce Integrations: Upload catalogues and directly tag shoppable products, allowing your Pinterest listings to always reflect the latest inventory and pricing in real time.
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What else we've been talking about: