Paid Media News & Opinion ??#61
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?? TikTok study shows the impact of ad placement and user control
11th January 2024 ? Paid Social ? Source
???What’s happening
TikTok have released a study in partnership with IPG’s MAGNA Media Trials which has shed some light on ad efficiency and performance, in relation to user control and ad placement.
A big takeaway has been their findings on skippable ads; in their study, 75% of viewers agreed that the ability to skip videos made them more engaged in the experience, and 56% of viewers said they’re more likely to actively watch sponsored videos when they have the option to skip.?
The other key insights were around ad adjacency (placement). The study shows that brand impact and ad-view time increased when ad content sits next to trending, contextual and suitable content. The results showed a 3% increase in relevance, +6% in favourability, and +9% in purchase intent.
???Why we care
Whilst these aren’t particularly surprising conclusions, it does confirm just how important ad placements are to performance, as well as the overall ad experience for the user.
Adopting an even more native and personalised approach should be the order of business for digital marketers this year.
The implication is also that skippable ad impressions are more valuable than non-skippable, as if the user continues watching then they must genuinely be engaged with the brand and the ad content. This is definitely worth considering when you’re choosing your ad settings, particularly on channels like YouTube where non-skippable ads are an option.
?? Disney unveils innovative new ad tech: shoppable formats and contextual ads
11th January 2024 ? CTV ? Source
???What’s happening
Disney have unveiled some exciting new ad tech at their Disney Tech & Data Showcase: 1) shopping ads appearing on CTV (Connected TV) video streaming – which will be its first native, shoppable format for streaming – and 2) ‘Magic Words’ which serves contextual ads using AI to tie video content with advertising messages.
Shopping ads will send on-screen products to viewers' devices for continuing their shopping journey. Both Disney+ and Hulu inventory will be available through a single campaign.
Magic Words uses “advanced data to analyse scenes and visuals across its library”. Contextual ads will be available to all advertisers by end of the year. Bonus note: Disney Campaign Manager is being expanded globally and will be available for self-serve ads later this year, making this inventory more accessible to all sizes of brands.
???Why we care
Ad-supported streaming has been a hot topic already in 2024 with huge growth seen in 2023 and more innovative opportunities available than ever before. The challenge for CTV and video streaming ads is proving ROI, which is why it's often seen as an upper funnel-only channel. Shoppable ads could change the game while contextual ads are a clever way of improving relevance and engagement of ads.
With Amazon Prime Video getting ads within the next few weeks, this space is clearly seeing some serious investment which means it's one to watch as this technology and inventory becomes more accessible. We love trying new channels, platforms and formats and encourage advertisers to keep testing and learning.
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?? Deeper Insights, Smarter Bidding: Google Ads' Latest Upgrade for Performance Max
11th January 2024 ? PPC ? Source
???What’s happening
Google Ads has significantly enhanced the Auction Insights for Performance Max campaigns. This update offers detailed data on top advertisers participating in auctions alongside your ads, providing comparison metrics. This update also introduces a novel feature highlighting competitors entering and exiting the auction. The insights are further broken down by the PMax Search and the PMax Shopping performance of your campaigns.
???Why we care
This update provides advertisers with richer insights into campaign dynamics and their competitive positioning. We can now have an understanding of:?
This means we can identify opportunities to enhance performance, optimise bidding, and allocate budgets more effectively.?
The added insight into the dynamic nature of competitors entering or leaving the auction allows for strategic refinement, providing a proactive approach to shaping and maximising the impact of Performance Max campaigns.
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