We use cookies to deliver the best possible experience on our website. To learn more, visit our Privacy Policy.
By continuing to use this site, or closing this box, you consent to our use of cookies.X

All Blog

The Art of Choosing Right Metrics for your Advertising Goal

Advertisers are artists

Brainstorming outstanding solutions for driving ROI, creating eye-catching graphics, and developing the perfect CTAs.

But in today’s competitive landscape, advertisers must be more than just artists.

Why? 

Digital advertising has forever altered the discipline by making the data more accessible than ever. And with the availability of data, comes the necessity for proof that our artistic efforts are offering business value.

But, what are the right metrics, techniques, and tools to track advertising campaign success? 

Determining The Right Metric for Advertising

What’s the one metric that matters most for achieving triumph for your campaign and that you can hustle your team around? For WhatsApp, it is the number of sends; for Facebook, it is the active users; for eBay, it is the gross merchandise; for PayPal, it is the total payment amount. Once you’ve identified this “top” metric, you can set a goal around it, analyze it, understand what drives conversion in it, push it in the right way—and properly monitor and manage the health of your campaign.

Also Read: Top 10 Skills Digital Marketers Should Have

Top 10 Tips on How to Measure Advertising Campaign Success

To know more about the metrics, best practices, and tools required to measure and evaluate the campaign’s effectiveness, focus on the below-mentioned tips and tricks shared by the experts in the sales and marketing space to weigh in and share their input. 

  1. Begin with a clear objective and goal: The initial step in measuring advertising effectiveness is to set the right goals, either for an individual campaign or an overall goal.
  2. Determine what metrics you want to use: Once you are clear with your goals and objectives, you should decide what are the key performance indicators you’ll be needing in order to analyze your advertising campaign effectiveness. Without the KPIs, you’d have no understanding of your success rate, and it may result in losing focus on what matters the most to your business.
  3. Define a timeframe: Time frames keep you aligned and create accountability. They offer a sense of urgency and make you take the necessary decisions to reach your desired goals and objectives.
  4. Finalize a schedule to notice campaign results: Once you’ve set your timeframe, you can begin assigning checkpoints to check your progress along the way. 
  5. Pick marketing tools to back your goals: To measure your campaign’s effectiveness, you’ll need to put resources into a solution that can help you monitor and analyze your campaigns. There are a lot of tools like Facebook ad manager and Google Analytics that can help you track your ad campaigns and better understand your customers.
  6. Use an advertising dashboard to present your results: To make use of your data and to get actionable insights, you will need to use a marketing dashboard. With a dashboard, you can easily gather vital information about your ad campaigns and share insights with your firm executives and/or clients. 
  7. Monitor your performance: Framing your marketing performance enables you to capitalize on development opportunities and look for areas for improvement. More significantly, you can get a competitive benefit and set more meaningful targets for your campaigns.
  8. Send performance data to your CRM: A CRM is an important tool for measuring advertising and marketing effectiveness. It can assist in organizing, connecting, and tracking all your data gathered along the path of a particular lead and/or customer. 
  9. Review your online feedback: Daily checking feedback is important. You can understand the products and features that make your audience tick and optimize your ad campaigns to drive more profitable sales. 
  10. Don’t stop testing: So, your ad campaign is finally running at a rapid pace!! and you might be feeling like the job is done. But, don’t forget, there’s always room for improvement, and regularly testing and adapting new techniques will lead to better performance.

The Importance of Measuring Marketing Effectiveness

First, define the term measuring advertising effectiveness for the purpose of clarity. Measuring advertising effectiveness is used by professionals to analyze and determine the efficiency and impact of advertising. 

It’s both a valuable and an essential process 

However, many advertisers are committing the mistake of using high vanity metrics across their campaigns to define marketing effectiveness. While vanity metrics provide some value, it’s next to impossible to define the success of your advertising campaign by just looking at metrics such as clicks, traffic, and conversions. 

When you measure advertising effectiveness, you can notice what works and what doesn’t. You can also better evaluate the performance, track where your sales and leads are coming from, and look for areas of improvement. 

New Advertising Rules of Twitter

Hey, what’s trending? 

#Facebook?

#Instagram?

#Twitterads – yes this seems like the right answer!

In a world where people are constantly trying to restrict their time on social media, they go to Twitter for the most real-time information and relevant trending topics. The original concept of “trending” was discovered by Twitter through the creation of the hashtag. The hashtags were reintroduced by Twitter as a new social media tool where people could see who else was keen on a particular topic. 

But wait, that’s not why Twitter ads are trending today. So, what made Twitter ads a hot topic today? Let’s cut to the chase and find out what’s new with the Twitter ads today.

So, recently Twitter Ads have made some changes and addition to its rules and policies. This might have come as a shock to some marketers but many of them are still unaware of it. So we need to first check out what changes are implied to its ads policies by Twitter:

What are the New Rules of Twitter Ads?

Twitter’s major purpose is to serve the public conversation. Abuse, violence, harassment, and other similar sorts of behavior demotivate people from expressing themselves and at the end, diminish the value of global conversation. twitter rules are to ensure all users can participate in public conversation safely and freely.

Safety

  • Violence: Twitter prohibits the glorification of violence by an individual or group of people.The social media platform has strict policies regarding violence. 
  • Terrorism: No one is allowed to promote terrorism or violent extremusm on the platform. Otherwise, Twitter may take strict actions against that person or group.
  • Child exploitation: Twitter has zero-tolerance policy for child abuse or child sexual exploitation.
  • Abuse/harassment: No one is allowed to engage itself in any targeted harassment of someone, or encourage other people to do so. For example it  includes wishing or hoping that your enemy experiences physical harm. 
  • Hateful conduct: Promotion of violence against other people on the basis of ethnicity, nationality, race, disability, caste, sexual preference, gender, identity, religious preference, age, or serious disease will be counted as an offense on Twitter.
  • Self-harm or suicide: Users cannot promote or encourage suicide or self-harm practices.
  • Illegal goods or services: Users may not use Twitter’s service for any illegal purpose or unlawful activities. This includes buying, selling or helping transactions in illegal goods or services, or even certain types of regulated goods or services.

Also Read: ​​10 Exciting Benefits of LinkedIn Ads to Focus in 2022

Privacy

  • Personal data: Users may not be able to publish or post other people’s personal information (such as phone number and address) without their authorization and permission. We also restrict threatening to expose personal data or incentivizing others to do so. 
  • Non-consensual nudity: users won’t be able to post or share intimate pictures or videos of someone that were made or leaked without their consent.

Authenticity

  • Spam and Platform manipulation: Twitter has banned use of its services in a way that unnaturally amplify or suppress data or manipulates people’s experiences.
  • Civic Integrity: Using Twitter’s services for manipulating or interfering in elections or other civic procedures will be counted as an offense. This includes sharing content that may decrease participation or mislead users about when, where, or how to take part in a civic process.
  • Copyright and trademark: Any user may not be able to violate others’ intellectual property rights, such as copyright and trademark.

Third-party advertising in video content

Any individual may not be able to post, share or display any video content on Twitter that includes third-party endorsements, such as pre-roll video ads or sponsored graphics, without the app’s prior consent.

Conclusion:

To ensure the safety of its users, Twitter has always been there. The platform offers the safest environment to its users and that’s the reason why it keep updating its policies and rules timely.

We hope this article was helpful to you, but, if you wanna know more about Twitter ads, click here.

How to Boost Instagram Post like a Pro!

 

Do you want to run a paid social campaign?

Do you wish boost engagement on your existing posts?

If you answered yes to any of the above questions, then it is probably the best time for you to promote your posts. Have you ever heard about Instagram promotion (a.k.a Instagram Boosting)? It comes to play if you wish to pay to promote (or boost) a post to users beyond your own following.

If you’re active in the world of social media, you must be familiar with promotions, ads, and boosting posts. As you scroll down the feed you might also notice posts that have “sponsored” written at the top. Have you every wondered why do they keep coming up on your feed? They are the ‘boosted’ posts. This means that when someone boosts an Instagram post, they put the money in the post to ensure that a vast amount of people will see that photo.

If you’re a brand that is struggling with engagement and reach, or you just want to learn how to boost your Instagram post, you’ve arrived at the right place. We’ll walk you through the steps on how to boost your Instagram post and what all things are to be looked at when boosting.

What is Instagram Promotion (or Instagram Boosting)?

Instagram Boost refers to promoting your post by paying so that it is seen by maximum number of people. When you promote or ‘boost’ a post on Instagram, it will also appear on the feed of the people who don’t follow you. These promoted posts can be seen in the Stories or the Explore tab.

One of the benefit of boosting your post is that it reaches a larger audience which in turn gets more engagement on your posts and can provide you more number of followers too.

What are the Different Types of Instagram Post you can Boost?

There are various types of Instagram posts which you can boost. These are as follows –

  1. Photos
  2. Videos
  3. Carousels
  4. Stories
  5. Posts with product tags

How to Boost a Post on Instagram?

When you boost any post on Instagram, you pay the social media platform to display your post to more of your followers, a specific targeted audience you’ve chosen, or a recommended list. After you boost your post, it will appear in the feeds of your target audience as a sponsored post.

The right place to begin when boosting a post on Instagram is to ensure that you have the eligibility to create an ad or boost it in the first place. Go to your Instagram page and click on a post. If you don’t see “Promote” under the post, one of two things requires to be done:

  • You need to switch your account to a Business Account. 
  • If you have a Business account, but still are facing issues, you might not be an admin of the Facebook page that is linked to your Instagram professional account. If that’s the issue, reach out to the admin of the Facebook Page and make them add you!

Also Read: Why Do You Need to Try Instagram Explore Ads

Do you need a Facebook account to boost an Instagram post?

Yes, as your Instagram page must be linked to a Facebook page to create ads. Unfortunately, that account you’ve wished to delete since the time you were in high school must stay.

Now get your card ready because it’s the right time to boost your posts.

  1. Select an existing post that you wish to boost.
  2. Once you’ve finalized the post, click the ” “Promote” or “Create Ad” option at the bottom of the post

Choose your goal

Now, what’s your CTA for this post? Do you need more profile visits? Do you want it to reach a vast amount of people? More direct messages? Website traffic? Whatever the goal is for your post, make sure to pick the best option that will be helpful for you.

Choose your audience

Who are you targeting? Is there any specific group? When picking your audience, you have the choice to select “Manual” or “Automatic.” If you pick Automatic, Instagram will target an audience that is similar to the followers you already have.

Example: If you own a car company in Manhattan, your target audience will likely be Manhattan car lovers.

Set your duration and budget

How much longer do you need your ad to run and how much are you ready to pay for the ad? This is where you enter that information. Instagram will analyze the expected clicks and reach that your boosted post will captivate once you post your ad live.

Create the promotion

Now that you’ve chosen the post, pick your audience, and fix your budget and duration, and it’s time to go viral! Your ad will be sent for review to ensure that it fulfills Instagram’s ad policies. Once it’s been approved, you’ll get a notification that it’s running.

Once the ad completes running, you can review its performance under the insights tab.

Recommended: How to reach more audience with correct Instagram Hashtags

What are the Benefits of Boosting an Instagram Post?

With roughly 1 billion active users, Instagram is undoubtedly one of the most popular social networks worldwide. On top of that Instagram has high engagement rates with posts averaging around 1.94% in contrast to Facebook, and Twitter which have engagement rates of 0.07% and 0.18%.

Still not convinced why you should start boosting posts on Instagram? Here are few other reasons which might convince you to promote an Instagram post –

  • To get more audience engagement: Promoted or boosted posts can help you get more likes, share and comments which can help you achieve organic reach and new followers.
  • To make your brand more visible: If you are trying to reach the audience who don’t even follow you, or new people who are likely to show interest in your brand or services, then boosting a way is great way to achieve this goal.
  • Drive more traffic to your website: If you’re promoting a post with a link to your website, then you can track how many people are clicking the link to reach your site. Not only this, but promotes posts can also help you to achieve more sales or sign-ups.
  • Reach your target audience more effectively: With the help of the Instagram targeting, you have the power to limit who can see your promoted posts. You can target this by location, age, gender, and more to reach more interested customers only.

Key Takeaway:

So, now that you have learned how to boost your post, it is a good time to start thinking about how to use the content you already produce into paid sponsorships from brands. If you’re trying to discover new techniques to boost awareness that aren’t putting assets behind an ad, make sure you learn all the techniques about the hashtags. With the correct hashtags, you’ll be able to engage more people and have even better reach on posts.

5 Reasons Why You Should Advertise on Snapchat

Snapchat has a global reach with around 320 million active users every day. It is the top 15 widely-used popular social media platforms in the world. There are tons of people who are sharing and creating content every day on Snapchat.

If we talk about the engagement levels, people open the app over 30 times a day, and over 75 percent of 13 to 34-year-olds in the U.S. use the Snapchat app, and on an average over 5 billion Snaps are created every day.

While Instagram, YouTube, and Facebook may enjoy more users than Snapchat every month, using Snapchat for business can still be an excellent way for your brand to reach a new and existing target audience.

If your brand targets Genz and Millennials, then you can use Snapchat as a means to increase user acquisition, brand awareness, and sales.

As per the 2021 Global Cassandra Study commissioned by Snap Inc., it was revealed that Snapchatters hold a whopping $4.4 trillion in global spending power. Thus there is no question that Snapchat has potential in numbers and engagement, thus it is worth a second look. Now the question is how you can use this platform more effectively to get better results.

Buckle up! As we’ve got a guide that will educate you with the basics of Snapchat and walk you through the platform.

Why Advertise on Snapchat?

Snapchat is a great app for you to swap face with your dog or to know how you look in a baby costume? But here we are going to tell you how Snapchat can be used to access a whole slew of untapped marketing opportunities. We have already discussed above the number of people who use the app and how long do they stay active on it. Now that more and more people are switching to digital ways to connect with their friends, they are largely turning to Snapchat for this.

Let’s see the daily user active (DAU) growth of Snapchat worldwide:

  • Globally: In the year 2020, the daily active user growth increased to 20% (30 million).
  • Regionally: Not only globally, but regionally as well, it has witnessed DAU growth.
  • On Devices: DAUs has also increased substantially  on both android and iOS platform.

Which of Your Customers are on Snapchat?

It is true that the 13 years old use Snapchat quite often, however, we believe that is not your target audience. The Snapchat generation represents a different kind of shoppers. Thus, targeting the right kind of audience is the key. Take a look at the statistics:

  • Around 51% Snapchat users are above 25 years old.
  • It reaches to 75% of millennials and Gen Z.

Also remember that Snapchat might not be the suitable social media app for every business. But, you can still analyze the needs of your business and take advantage of the app.

Reasons to Use Snapchat for Business

There is no explaining the importance of diversifying media spend across several advertising channels. Thus, it becomes essential to build loyalty with new and existing users. With Snapchat consisting of diverse group, you can easily reach audience of any age group. Here are some of the reasons why you should start advertising on Snapchat. 

1.  Connect with a younger Audience

If your brand wants to target the people under the age of 35, Snapchat is the right place to be. Research from Snapchat states that the social platform has around 75% of millennials and Gen Z and 23% of adults, outpacing TikTok.

Data also illustrates that Snapchat is an evolving platform for the younger audience. On an average, users spend almost 30-40 minutes everyday using Snapchat.

2. Interact with users through your brand

While many users are associating with their friends over Snapchat, they are also quite likely to find new businesses. 

It associates users with brands and influencers via the Discover icon on the right corner of the home screen.

3. Develop brand awareness

A plethora of big brands use Snapchat to grow their business because it’s a proven platform. Whether it’s through funny ads, cool filters or creative stories, Snapchat can help you target a huge audience – because the app has over 269 million daily active users.

For Example: Subway used some kind of animated emojis in their Stories with pictures of their new subwrap to raise awareness. With the help of this technique, they managed to grow their reach by 25%.

4. Build trust

Creating and sharing content on Snapchat isn’t the only way to connect with your audience. It offers your followers an opportunity to reply and send you messages. One can use Snapchat to give personal responses to make your followers feel special. According to the stats, 69% of users say they stop following a particular brand just because they don’t think the brand cares about them. Express to them that you do by not ignoring their texts and that you care about their opinions.

5. Reflect the cooler side of your brand

Suppose, you visited a website and it seemed like it belonged in the 90s, would you feel anything interested or new about the business? Of course not. 

Any customer would want to know you’re using the latest trends in your industry as it shows you’re a leader, and not the follower. They demand innovation. Try stepping into their shoes. 

The way your firm looks and acts has a powerful influence on a person’s opinion of your business. It shows your customers that you’re up-to-date with latest trends and a business they should buy from.

Conclusion:

Snapchat is one of the coolest social media platform and it needs to be in your marketing strategy starting today. Around 69% of Snapchat users use the app daily, 48% visit it many a times a day and based on the overall mobile usage, the app holds the second place globally out of every other app.

It reflects how much marketing it can offer. From email and content marketing, we’re now considering apps like Snapchat and TikTok to grow our businesses with wider reach. So, don’t wait, and start snapchat marketing for your brand today!

How to Approach Facebook Ads Automation the Right Way?

Facebook is one of the most used social media network worldwide. As per the statistics available, roughly 2.93 billion monthly users were active of the first quarter of 2022. Thus, the popularity of Facebook needs no further explanation. This platform is widely used to communicate, collaborate and connect. With billions of people using Facebook it provides a strong platform for the marketers to improve the conversion and complement their marketing efforts through Facebook Automated Ads.

Automated Facebook marketing has played a major role in making marketing easy and effective for advertisers. Furthermore, it does not require any difficult setup or technical knowledge, reducing the ad production process to answering a few easy questions about the business, entering ad language and graphics, and signing off on the completed output.

This article will answer all your queries on Facebook Automation Ads like what it means, how does it work, what are the different type of automation ads, and more.  

What is Facebook Ads Automation?

Facebook Automated Ads are advertisements that are made using a simple AI process and give minimal flexibility to make ad creation as simple as possible for users. It is more like a professional advertising expert that looks over your shoulder and assists you in creating the most efficient Facebook ad campaign possible. However, while it won’t handle everything for you, it will take your ad goals, text, and design and make recommendations on how to make your campaigns better.

In simple terms, if you want to go beyond the Boost button and start generating more conversions for your business with little setup time, Facebook Automated Ads is the way to go.

Who Should Use Facebook Automation Ads?

Facebook Automated Ads are apt for those who are just getting started with the Facebook Ads and don’t have any prior experience set up any Facebook ad or campaign by themselves.

With the increase in the campaign objectives, targeting and editing options, Automated Ads makes it easier for the targeted Facebook marketing for anyone who is willing to give it a shot.

Benefits of Using Facebook Ads Automation

There are several ways in which automated Facebook Ads can help you with your marketing, some of them are:

  • Makes numerous copies of your advertisement for A/B testing.
  • Facebook’s AI provides you with individualized ad recommendations.
  • Assists you in selecting your target and budget depending on your company and marketing objectives.
  • Gives you campaign tracking stats so you can see how your advertising is doing.
  • Suggestions for continuing ad tweaks to increase your campaign’s performance as it runs.
  • Automated Facebook advertisements reach the sweet spot of putting you in charge of the creative process while leading you to the best possible conclusion.

What are the Different Type of Facebook Automated Ads?

From the previous section, we have learnt it already that Facebook Ads are great for you to reach your targeted audience that are more profitable to you. These ads are built by keeping certain goals in mind. To name a few, Brand exposure, Lead Generation, etc. Here we have discussed some of the most popular Facebook Ads which are available in the market at present –

  • Boosted Posts
  • Page Likes Ads
  • Website Visitors Ads
  • Website Purchases Ads
  • Automated Ads
  • Lead Ads
  • Event Ads
  • Messenger Ads

Boosted Posts

One of the option provided by Facebook is to boost a post across the social media advertising network’s. It is done every time you publish it on your profile. This post looks similar to you typical Facebook post, but with Sponsored post written on the top.

Page Likes Ads

One of the best alternative for you to increase your Page Likes is ‘Page Like Ads’. The best feature about this is that it has a Call To Action (or as it is commonly known by CTA) which encourages the users to like your page. Moreover, if your targeted user has friends on Facebook who have liked the advertised page, then it is noticed by the user as well as it says your friend also likes this.

Website Visitors Ads

Website Visitors Ads are used to advertise your external website which means that it will help you to advertise your landing pages or blog entries to reach a wide audience. So, if you are looking to increase traffic on your website, then this ad will reach people who are likely to click on the link.

Website Purchases Ads

Website Purchases Ad targets the audience specifically which have demonstrated interest in your product. It leverages Facebook Pixel data that is an analytics tool helping you to track how the audience is interacting with your Advertising. So, before using the Ads you are required to set up the Facebook Pixel data.

Automated Ads

If you are looking for the perfect balance between a simple page boost and a full-fledged Marketing campaign, then this is the best tool for you. It is all you could ask for in your Ads Manager as it utilizes Artificial Intelligence (AI) which further helps to improve the targeting and Ad budget.

Lead Ads

Lead Advertising helps to obtain the crucial information about the future potential customers using an Inform which is attached with the advertisement. It collects contact information for future promotions, drive engagement for your business, and do market research.

Event Ads

Facebook Events Ads helps to reach your target demographic by promoting your Facebook Events. If you imply the best practices then promoting your event on Facebook will reach a wider audience, you can collaborate with local organizations easily, explore new market, and can also boost your Facebook page more effectively.

Messenger Ads

Messenger Ads are displayed on the main tab of the Facebook Messenger. In the inbox, users can connect with your ad, and start a conversation on Facebook by clicking on it.

Complete Guide on How to Set up Facebook Automation Ads

Setting up Facebook Ads Automation is not as complicated as it seems. However, if you are new to it you can face certain hurdles. But, by following the steps below you will understand how to set up Automated Facebook Ads easily. 

Step 1: Create Facebook Ads Automation using Facebook Page

To get started with creating Facebook Automated Ads, follow the steps given below:

  • Log in to your Facebook account and open the Facebook Page.
  • Now, click on the “Promote” option in the lower left-hand corner of the Page.

Setting up Facebook Automation Ads

  • Then, press the “Get Started with Automated Ads” option from the “Choose A Goal” column, and click on “Get Started”.

Get Started with Automation Ads

  • Answer the questions that appear to provide information about your business and clients, allowing Facebook to better understand your business.

Setting up Business for Automation Ads

  • After completing all of the questions, hit on the “Next” button to proceed to the “Choose your Plan” section. Choose your preferred bundle for Automated Ads.

Facebook Automated Ads Plan

  • After this, proceed to fill out the following fields concerning your Automated Ads:

1. Ad Creative: Your Facebook ad needs to have a picture, a title, and text. Also, the Ad needs to be made in up to six distinct variations. Depending on your package, a Call-To-Action button, URL, or Form will also be required.
FB Automated Ads Creative Versions

2. Audience: Choose a recommended audience or create a bespoke audience based on specific criteria.

3. Daily Budget:  Facebook Ads Automation will suggest a budget based on your strategy, but you may also set a unique budget.

4. Payment Method: You need to double-check your payment method. If required, you can change or update your payment method.

When you’re done, click the “Promote” button.

Please Note: Facebook Automated Ads run indefinitely to learn what works best for your plan. As a result, you won’t be able to specify an expiration date, but you may pause or delete your Automated Ads at any moment.

Step 2: Edit Facebook Ads Automation

Follow the steps below to edit your Facebook Automated Ads:

  • Go to your Facebook Page.
  • Next, press the “Ad Centre” option and then click on the “Automated Ads” button.
  • Locate the ad you wish to change and click on the “View Results” option. You may also alter the Creative versions, Daily Budget, Audience, and Payment methods.
  • Finally, when you are done, hit on the “Save Changes” option. 


Step 3: View Facebook Ads Automation Results

Follow the steps below to get the results for Facebook Automated Ads:

  • Navigate to your Facebook Page.
  • Then, from the “Ad Centre” option, select “Automated Ads.”
  • Locate your ad and click “View Results.”
  • To find detailed results, click the “Results” tab, as shown below.


Please Note: You can examine results for each iteration of your Ad Creative in the Overview tab by clicking the down arrowhead in the upper right-hand corner of your Ad and choosing View detailed results.

Step 4: Pause or Resume Facebook Ads Automation

Follow the step given below to know how to pause your Automated Ads:

  • Navigate to your Facebook Page.
  • Select the “Ad Center” option, then hit the “Automated Ads” button.
  • Locate your ad and click “View Results.”
  • Toggle the green switch in the Settings tab to turn off Facebook Ads Automation.
  • Click “Pause Ad” to confirm. Your Automated Ads’ status has been changed to Inactive.
  • Turn the green switch to the ON position to resume your Automated Ads. The status of your ad has been changed to Active.

Please Note: You may stop versions of your Ad Creative on the Overview tab by clicking the down arrowhead in the top-right corner of your Ad and selecting “Turn Off This Version.”

Step 5: Delete Automated Ads

When you deactivate your Automated Ads, your plan is instantly ended, and your results are no longer available.  Follow the steps below to eliminate your Automated Ads:

  • Navigate to your Facebook Page.
  • Choose the “Ad Center” tab.
  • Choose “Automated Ads”.
  • Locate your ad and click “View Results”.
  • Select the settings icon in the bottom-left corner of the Settings tab.
  • Choose “Delete Ad”.
  • To confirm, click “OK”.

Last Words

Facebook Automated Ads are ideal for users who are just starting started with Facebook ads and don’t have the time or knowledge to create unique Facebook ad campaigns.

They won’t be able to replace personalized Facebook advertisements anytime soon, but they are great for businesses that have previously relied on boosted posts. With Automated Ads on Facebook, advertisers can get greater campaign objectives, targeting, and editing capabilities making automated Facebook marketing accessible to anybody willing to give it a shot.

Mirrors Brand Safety – Silverpush’s Brand Safety Playbook

Over the last few years, the term Brand Safety has exploded in its use, especially when describing the digital advertising. Today, brands are not only cautious about their content but they are also focusing on the environment and platform in which their advertisements are being placed.

In a 2019 study by Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI), it was revealed that around 80% of consumers will stop or reduce buying products in which the advertisements were placed across harmful or offensive content, whereas around 70% directly blamed the brand or the agency for ads over sensitive content. With flood of harmful content floating on the internet these days, various advertisers are looking for an effective brand safety solution when it comes to contextual advertising.

Silverpush’s Focus on Brand Safety

Various brand safety solutions that advertisers are currently using aren’t offering desired results. Silverpush’s brand safety solutions are focused on preventing damage to brands’ image: Mirrors Brand Safety. It’s an effective AI-powered technology that offers various sort of safety and suitability solutions to the advertisers. This is effective enough to ensure a good level of brand safety.

How do Mirrors Brand Safety work?

Mirrors Brand Safety is an AI-powered in-video context detection service that offers brand protection solutions that are unique to you, providing utmost protection from harmful or inappropriate video advertising environments.

It uses computer vision to filter out brand-specific, pre-defined, harmful content. Besides this, it also offers controls beyond custom blanket exclusion measures.

What Makes Mirrors Brand Safety Unique?

With some other brand safety solutions available in the market, what makes Mirror Brand Safety set-apart from others? This not only promises brand safety but also delivers brand-suitable environment. Some of the other features which makes Mirror brand safety unique on its own are – 

  • Context relevant omission

The intensely trained AI models detect custom-defined inappropriate or unsafe contexts like actions, objects, faces, and scenes in a streaming video. 

  • Utmost Brand suitability

Mirrors Brand Safety high-grade algorithm offers a comprehensive brand suitability solution, that not only measures the safety and suitability of the content, but also the page and the channel.

  • Ad placement control

Mirrors Brand Safety controls and analyzes all video ad placement, right before an impression is served. It leads to utmost brand suitability and safety for ad campaigns.

  • In-depth analysis

It helps in getting an accurate pre, mid, and post-campaign analysis. Predefined elements can be seen in your dashboard with Mirrors amazing depth charts for visual details.

Why Mirrors Brand Safety should be every marketer’s first choice?

A brand safety solution that uses AI-powered contextual advertising is not only the best but also the most effective and advanced solution to major brand safety problems. AI-powered contextual brand safety technology – Mirrors Brand Safety accurately comprehends nuances in context, and perhaps, does not leads to over-blocking of the content, unlike traditional solutions.

Other than just harmful contexts such as obscenity, terrorism, etc., Mirrors Brand Safety can also identify brand-defined inappropriate content, thus offering brand suitability with brand safety

Conclusion

If you’re a marketer who’s looking for a brand safety solution that is intensely effective, does not block suitable content, and doesn’t kill an ad campaign’s reach, then you should go for the AI-powered contextual brand safety solutions – “Mirrors Brand Safety.”

How Do Images and Videos Help Deliver Contextual Ads?

Contextual advertising or contextual targeting means displaying ads on a website that is relevant to the page’s content. An example of contextually relevant ads can be serving ads to buy movie tickets or signing up for a movie streaming service on a movie review blog. 

With third-party cookies on the verge of complete phase-out, brands are looking out for alternatives to it. There is nothing better than contextual ads that do not require any user’s data, thus respecting the user’s privacy completely. 

The best way to use contextual ads is to deliver them on images and videos, as they form the most interesting form of content. Do you want to know how? For that, keep reading! 

But before moving forward let’s dive into the details and understand what is contextual advertising and how important it is in today’s era. 

What is Contextual Advertising?

Contextual advertising refers to the placement of a display advertisement on websites that are closely related to the product being advertised. As a result, the content of the ad is closely tied to the content of the site/page.

Most importantly, it aids in targeting the right audience at the right time and place, converting them, and increasing ROI. An example of this is displaying utensil ads in a home décor magazine.

Importance of Contextual Advertising in the AdTech Industry?

The benefits of contextual ads make it one of the greatest advertising methods, outweighing all other types of advertising approaches. Let’s find out what they are.

  1. Easy and Cost-Effective Advertising Method

Because behavioral advertising needs a large amount of data, methods for obtaining and interpreting it, tactics for exploiting it and people to enhance the process, are all required.

This strategy, however, is impractical for organizations with limited resources and client data. In its place, contextual advertising provides a simple and low-cost alternative, as well as a level of relevance in its own right.

  1. Brand Safety & Suitability

Behavioral advertising raises serious concerns about brand safety and brand suitability. Contextual targeting, on the other hand, places the web page where the ad appears at the center of the campaign.

It is also totally up to you to choose the themes, subtopics, and keywords. This reduces the likelihood of your ads following a user to a site where they do not want to see the ads and where you do not want them to appear.

  1. Prioritizing User Privacy

Contextual advertising is one of the most effective ad delivery tactics since it does not require any sensitive personal information. This is safer for advertisers who want to guarantee that their ads are compliant with the privacy laws.

  1. Relevant But Not Pushy

Some firms’ ads follow customers long after they have purchased something. Poor advertising results when advertisers constantly target their customers. Contextual ads help to keep relevance without annoying the viewer.

A user is less likely to feel followed by advertising if it is related to the material they are now seeing. Even though the advertisement follows the user around, it is much less obvious when it is contextually appropriate.

  1. Context Matters More Than Behavior

Advertisers recognize that customization is a powerful marketing tactic. This is just because it makes an advertisement more relevant. Furthermore, an ad adapted to previous behavior isn’t necessarily totally relevant to present desires or requirements.

Role of Images and Video in Delivering Contextual Ads

Images and videos are highly interesting and most sought after forms of online content. AI-powered solutions are now available that deliver contextual ads against online images and videos, thus generating high engagement.

Such contextual advertising solutions offer intelligent in-video context detection tech that identifies faces, logos, objects, places, actions, on-screen text and audio for a nuanced targeting of videos and images. 

The AI-driven and human-enhanced contextual video advertising technology helps brands reach their target audience at the correct time and in the right context. 

The deeply trained proprietary AI models also detect custom-defined unsafe contexts in streaming videos and don’t display your ads against them. These videos are divided into different categories including smoking, adult, violence, crashes, guns, terrorism and others. 

Content-aligned ad placement, brand safety, and customized brand compatibility are all ensured during the process, as is reaching the widest potential audience.

Latest Digital Advertising Trends to Watch For in 2022

Not surprisingly, the pandemic has rocked the advertising industry trends. Due to the unforeseen changes in online advertising trends, spending dipped last year.

But as per the studies, the ad spending is expected to get back to the pre-pandemic level by the end of 2022. So, what fluctuations can we expect this year? Let’s understand the top digital advertising trends of 2022.

Latest Digital Advertising Trends For 2022

  1. Video Ads are Getting Shorter 

Mobile ad spending in the U.S is estimated to be around $53billion by the year 2025. The major focus of advertisers is on short-form video ads as today’s consumer has very little patience to watch long videos.

One research stated that Instagram videos shouldn’t be longer than 30 seconds, Twitter video ads should be limited to 45 seconds, and Facebook ads should be limited to 1 minute.

Few brands are switching to ultra-short, but engaging, ads to beat the “skip” button on YouTube.

2. Ads are Losing The Sound

Let’s accept it, we’ve all been at that spot where we’re on a website when a video ad that we can’t view starts to play at high volume. Truth to be told, this type of situation irritates many people — around 66% of users say they don’t like it when video ads automatically play with sound.

To overcome this issue, the video with default mute sound setting will be the best alternative to such video ads in the coming years. These sorts of video ads are integrated into the content the viewer is consuming. They start playing without volume when the viewer scrolls over them and stops once they are out of view. Statistics reveal that such video ads have a higher CTR and longer engagement rate.

3. The Popularity of Mobile In-Gaming Ads is Increasing

Downloading of mobile gaming apps has increased by 45% during 2020. The huge majority of game users are highly invested in their play.

Almost 70% say they can give up TV or social media but not mobile gaming. Studies reveal that users are twice as likely to pay attention to in-game video ads than other ads on the internet.

This sort of in-game ad offers higher engagement rates and a $30CPM. Famous brands like Ford, Coca-Cola, and Unilever are already investing in in-game ads. 

4. AI is Acquiring a Prominent Role in Advertising

Artificial intelligence and programmatic learning are bringing a revolution to various businesses. AI technology is highly prioritized in sales and marketing departments compared to other departments.

In the latest marketing and advertising trends, AI is creating a positive impact in terms of efficiency and data analysis. Advertisers are using different sorts of AI tools to improve the way they analyze and optimize click-through rates, bid levels, impressions, and targeting.

5. Users are Demanding More Social Media Ads

As advertisers are experimenting with various forms of advertising, social media marketing hasn’t been left behind either. According to various researches, social media marketing is one of the most effective digital advertising trends.

Advertisers are turning to social media to create a perfect balance between normal brand content and user-generated content that shows the human face of the brand. With the rapid development of social media advertising, marketers are shifting to this marketing and advertising trend as it is cost-friendly and effective.

Also Read: 8 Latest Social Media Trends to Watch Out For In 2022

Conclusion

Above-mentioned digital advertising trends are among the top current advertising trends of 2022. Digital advertising trends are changing quickly as users are spending more and more time on mobile devices and social media. Increased use of AI tools is helping advertisers to manage these online advertising trends and make the most of their ad spending in the future.

Learn About Mobile Contextual Advertising

Contextual advertising is a tried and tested marketing strategy that is even more effective when combined with the efficiency and scale of programmatic mobile app advertising. Focus on relevant advertising isn’t new.

Perhaps, it’s one of the oldest strategies in digital advertising. Before we begin to talk about contextual targeting for mobile, let’s just quickly clear out some basics.

What is Contextual Advertising?

Contextual advertising is the practice of displaying advertisements on web pages or online videos based on their content. It is the best approach for brands to target users in a safe and privacy-compliant manner. For example, you might have seen ads for spectacles in a news article featuring information about some books, or ads for earphones in a music video. 

It took the back seat for a few years as behavioral targeting became the prime focus of the advertisers. However, contextual targeting is rising again and re-shaping the digital marketing landscape as all the popular browsers such as Apple’s Safari, Google Chrome, and Mozilla Firefox have announced the ban on third-party cookies.

The advancement of programmatic mobile application advertising means that contextual targeting for mobile can now be used with a greater effect than before. It’s an excellent combination but marketers should be aware of some noteworthy differences between desktop and mobile contextual advertising techniques.

How Does Mobile Contextual Advertising Work?

The same tech that applies to the desktop contextual targeting are also used in the mobile-app world, but with a few additional factors in the role. Just like the concept of desktop contextual advertising, an ad for a banking offer would definitely perform well on a stock tracker app on mobile devices. Mobile contextual factors like battery level, OS version and available device storage provide additional targeting efficiencies. In the programmatic world, these factors are amplified through the continued in-app bidding on mobile.

Combining mobile contextual advertising with programmatic advertising is the great use of the two strategies. While first-party data will constantly enjoy some upper hand over different techniques, it may not be enough to accomplish your user engagement goals. In that scenario, contextual targeting can assist advertisers reach target audiences based on factors like app category and device information. Contextual advertising in programmatic targeting makes that process very convenient, allowing marketers to quickly adjust a campaign in response to its performance.

The Right Mix

Mobile contextual advertising mixed with programmatic advertising allows marketers to increase their ad budget by bidding on high-value impressions — and change what “high-value” means on the fly. The right mix gives you the power to leverage data in real-time to ensure you’re optimizing your spend. 

To learn more about contextual advertising, don’t miss to check out our blog section.

Contextual Targeting: A Smart Way to Reach Your Customers!

Google Chrome is all set to phase out third-party cookies soon. The decision came as a boon to the users but a bane to the advertisers who were relying on cookie-based targeting methods for advertising their brands. Behavioral advertising has been helpful for advertisers for years in tracking their users on different sites.

Now, the marketers are in a huge dilemma as they have to find the best substitute to the third-party cookies that can help them in targeting the right audience and result in the positive growth of their advertisement campaigns. 

Well, why go far when you have the best option on the table. Yes, we are talking about “contextual targeting.” This form of targeting is the best and most effective way of advertising as it doesn’t rely on the user’s data but on the context of the content.

What is Contextual Targeting?

Great question to begin with! So what exactly is contextual targeting? Contextual advertising is the form of advertising in which ads are shown based on the context which the target audience is viewing or is interested in watching. 

For Example, let’s assume an advertisement of a treadmill being displayed on a fitness related video – will it motivate the user to click on the ad and think of buying the treadmill? The chances are high that the user might click on the ad after getting inspired by the video content. Contextual advertising majorly focuses on the context of the user rather than who the user is. So, in this manner it doesn’t require any demographic or personal information of your user.

Is Contextual Advertising a New Form of Marketing?

The answer is a clear “No”. People who are into the advertising industry from more than a decade would be familiar with the concept of contextual targeting. Not just online behavioral advertisements, but contextual targeting has been used on online media for a long time now. But, because of the evolution of data-tracking techniques, marketers shifted from contextual advertising.

Contextual Targeting Offers a Smart Form of Advertising

The evolution of the ad serving techniques has been very advantageous to the advertisers who advertise their goods and services online. Contextual targeting allows brand owners to display their ads on relevant content without having to put their resources into tracking users’ data. 

For marketers, it has boosted their options of conveying advertisements to the right audience, without the need of knowing or studying their online behavior.

The contextual form of advertising is getting further more effective with the use of AI-powered targeting toolsSo, yes it won’t be wrong to say that contextual targeting is a smart way to advertise online.

To know more about contextual advertising, read our blog: Contextual Advertising Is More Cost-Efficient Than Behavioral Advertising.

Learn How to Add Links to Instagram Stories

Are you a business creator who’s looking to grow your business? You must be sharing regular updates on your stories to drive more traffic from Instagram stories on your website. But, are you aware that Instagram has launched an Instagram’s stories feature on the platform which can be a bit confusing for you to begin with.

Instagram has recently updated the ability to add links to Instagram Stories with the help of a new link sticker.

Now you must be wondering how to add links to Instagram stories but don’t know how to do it. Worry no more; we’re here to help you with these ‘not so challenging things’. You need to have some solid Instagram strategies to raise your brand awareness.

Keep reading this post till the end and follow our simple instructions. But wait, what’s new in this feature?

Earlier, this feature was available to only selected users with more than 10,000 followers. But now, anybody can now easily drive more traffic from Instagram stories and take good advantage of this feature using link stickers.

What Is a Link Sticker?

A link sticker is the most effective method to add links to Instagram StoriesNow that the restriction on some accounts to add Instagram Stories links has been taken out, this feature is open for all users on Instagram. The firm has recently reported the global rollout of link stickers, so it is accessible by all accounts. You can paste the links to stories now

Also Read: 8 Tips to Use Instagram Reels For Business in 2022

Steps to Add a link to Instagram Stories

Follow these basic steps to add links to Instagram Stories:

  1. Go to the Instagram app and then swipe right. You’ll be able to see an option to post a story on the top. You can post a photograph or a video as a story, your wish.
  2. Once you’ve inserted the picture, swipe up to open the sticker palette. The link option should appear just below GIF and next to the poll option.
  3. Click on the link option and insert the URL you need to add to the story.
  4. The link sticker then appears like any other sticker on an Instagram Story. This Link Sticker can be moved around and put on any piece of the Story.
  5. This link is clickable, and once clicked, it directs the user to the URL page.
  6. Users can then repost the Story on their account by simply clicking on the share option. 

Conclusion

We hope you must have already aced the technique of adding an Instagram link in bio, and now by reading above-mentioned points, you will be able to add links to Instagram stories. Social media apps keep updating their features, and if anytime in the future you get stuck with such an issue, you know where to find us.

Why Do You Need to Try Instagram Explore Ads

Instagram has added various ad formats and choices since its launch, making the social platform an increasingly important space for advertisers:

  • Single photo and video advertisements
  • Carousel and collection advertisements
  • Stories ads
  • Checkout feature

Recently, the social platform included Instagram explore ads, making the platform even more of a necessity for publicists to get before their ideal target group.

Why is the Instagram Explore Page Essential for Your Brand?

Your brand should often think about getting on the Instagram explore page since it implies more individuals might see your content. With Instagram projected to have almost 1.2 billion monthly active clients by 2023, this increased visibility will have a few related benefits:

  • Increased number of followers: More than 200 million accounts visit the Instagram explore page every day. That is half of the user base. Furthermore, Instagram will show your content among these users before the individuals who will probably be keen on you. It implies you have a decent possibility of transforming some of them into new followers.

 

  • Increased commitment: If users like the content they see, they’re probably going to engage with it by liking, commenting, or sharing. So when they find your content through the explore page, it could boost engagement for your brand.

       

  • Expanded sales: When more individuals find your content through the Instagram explore page, it gets your product before the ideal individuals. Besides, your shoppable Instagram posts can likewise appear on the explore page. More individuals finding your products could mean an increase in sales.

 Also Read: Get Verified on Instagram In Just 7 Easy Steps

How do Instagram Ads Work in the Explore Feature?

To see how these explore ads work, you should initially realize that the explore grid is incredibly customized to every user’s interests.

As per Facebook, explore is an Instagram discover page where it sources content from across the platform because of an individual’s interest. For example, your explore feed is filled generally with child content, home-decor, and lifestyle since that is the thing Instagram’s algorithm decides to be valuable and personalized to you. However, don’t show up in the explore feed.

Ads show up after a user clicks an explore picture or video. That picture or video then, at that point, grows to full-screen. Then, the user can look through another contextual feed of content like the post that was clicked on. This feed is the place where explore ads show up, in the same format as standard Instagram feed advertisements.

It keeps explore advertisements from being intrusive and overpowering to users directly in the grid, another of the primary advantages.

The Most Effective Method to Set Up Instagram Explore Page Ads

Explore isn’t accessible as an independent placement, so ads should run in the primary feed to show up in the explore feed. So, steps to create explore advertisements are equivalent to making regular Instagram newsfeed ads: 

  1. In Facebook Ads Manager, make a new advertisement by choosing +Create or edit an existing ad.
  2. Choose an objective that supports Instagram explore as an advertisement position (all significant goals are supported), and select Continue.
  3. Complete the details for your ad set.
  4. Under Placements, explore is accessible as an Automatic Placement. If you pick Edit Placements, check the box for explore.
  5. Select Continue.

You can see your ad before submitting it for audit – and after the survey, Facebook will inform you of its approval or disapproval. Whenever endorsed, you can see where individuals see your advertisement in the result section of Ads Manager.

 Conclusion

Instagram Ads can be helpful to grow your brand’s reach if used wisely. So, what are you waiting for? Explore this new feature of Instagram and get rolling with increasing the popularity of your brand.

6 Tips to Prepare Yourself For a Cookieless Future

Hey Digital Marketer! We know why you’re here and what answers you’re looking for. The cookie has started crumbling and drowning marketers and advertisers into dark waters. It is alarming for all the marketers and advertisers, but don’t you worry because we’ve got the perfect solutions to your problem. But before beginning to discuss the solutions, let us deeply evaluate the situation. 

Keep reading till the end of this blog to get a better idea of making your brand survive the cookieless future.

Google Announced a Cookieless Future

Google had wanted to get rid of third-party cookies toward the beginning of 2022, proclaiming the upcoming ‘cookieless future‘, but now Google’s plan has been postponed. In late June 2021, it decided to extend the time till the end of 2023.  

This news came as a shockwave throughout the ad tech and digital marketing agencies as they spent their whole year preparing for cookieless advertising. So now the question arises what those firms are going to do about this extended time issue.

Also Read: 5 Best Alternatives to Third-Party Cookies 

What Will be the Impact of the Suspension of Third-Party Cookies?

With the immediate action upon the lapse of the given two years, marketers could see a massive shrink in the audience gathered through third-party cookies. So, marketers will have to return to the planning phases to track down a new and practical cookie-free strategy to target their customers and develop better ways to collect audience data. 

This move by Google is a welcome move for the users and buyers. It will give data security assurance. The user will get assured that no third-party monitoring is happening on their activities.  

As an advertiser, you undoubtedly have many important priorities – and focusing on each of them must be necessary for quick revenue generation. So you would like to be excused for asking why you should stress over something that’s almost two years away – but this is not the case and you need to reconsider the cookieless issue and get into action quickly.  

The Most Effective Ways to Prepare Yourself For a Cookieless Future

Here are our six top recommendations for all the marketers around the world to get themselves ready for this upcoming challenge:

  1. Create Your First-party Data Resource

When one sort of data vanishes, the smartest and most obvious thing to do is: get it from elsewhere. For the cookie-free environment, the third-party data will have to be substituted by first-party data.  

What is first-party data? That is the data you gather directly from your current clients or prospects. Simple examples include purchase histories newsletter subscription, and you could also use behavioral data from your website or app itself.

An efficient first-party data asset helps you create accurate segments and resolve customers’ identities across multiple devices and identifiers. It also adds to a more remarkable ability to target customers across your different marketing channels effectively.

  1. Ask Customers Who They Are and What They Want

We’ve gotten too trained with secretly following people to learn about them. We need to reignite the skill of asking our customers who they are, what they need, and how they like to communicate. Online feedback and surveys are incredible because it promotes two-way communication.

  1. Check for Consent

As you explore the cookie-free environment and start developing a first-party data resource of your own, you want to recall precisely why third-party cookies were being removed: they harmed consumers’ trust. Practically, it implies that in the data you gather and use going further, ensure that you capture and reflect customers’ consent. Although this is comparable to our last point about bringing together first-party data itself – it’s more complex than expected. 

Permission for an individual client can be taken in various forms – for instance, when they subscribe to your newsletter or when they create an account on your site – to be on top of it, you need to assemble these various sources.

  1. Make Your Community of Brand Lovers

Create your community of clients and brand lovers to gather rich first-party data and use your actual customers as brand advocates instead of depending on third-party cookies. Influencer marketing can likewise assist with building relevant audiences on social media or retarget customers who have been captivated by influencer content.  

  1. Focus on Contextual Advertising and Cookieless Marketing Channels

Focus on cookie-free strategy involving contextual advertising and cookieless marketing channels. Email is an outstanding example. Since it is driven by one of the most valuable client data (their email address), you can still deliver engaging and highly relevant content without depending on cookies for customers’ information.

  1. Create Your Data Retention Mechanisms

Create your data retention mechanisms with the goal that you never again need to depend on cookies to serve targeted ads. For instance, you can ask customers their age, gender, and email address to build a fundamental guest profile. After this, you can begin delivering digital marketing campaigns that can be increased according to their response rate. In simpler words, ask consent for their data and use it.

Conclusion

The countdown is running too fast – Keep in mind that third-party cookies have already been banned on Safari and Firefox, so actually, the cookieless future is already here!

For an advertiser, there’s not even a moment to waste in preparing for the new era of cookieless digital marketing campaigns. Not exclusively does this include building up a robust, consented first-party data mechanism. It includes developing a whole set-up of cookieless advertising solutions, when previously there was just one main advertising solution, i.e., third-party cookies.

Keep in mind that it’s ideal to proceed with preparation in earnest. And in case you need any help, you very well know where to find us.

5 Ways to Balance Digital Marketing and Privacy

The rise of the internet has led to the evolution of the digital marketing landscape and made it more convenient for brands and customers to connect, hasn’t it?

What used to require tons of effort to reach your target audience can now be done in just a few minutes. Therefore, this permits organizations to grow more rapidly and discover new triumphs faster. That’s why individuals are worried about personal security and all the access companies have on their data.

So, how does digital marketing coexist with data privacy and how do firms that depend on digital marketing, online advertising, and campaign tracking data still deal with the new data privacy laws?

Continue reading to know how to balance digital marketing and privacy, including how your business can figure out new ways to adjust the two gracefully.

What Is Privacy In The Digital World?

On a basic level, security is the right of customers to decide how third-party firms use their data.

Individual data includes:

  • Contact Information

Name, Phone Number, Address, Email Address.

  • Identity Details

Date of Birth, Aadhaar Card Number, Social Security Number, IP Address, Driver’s License Number.

  • Monetary Information

Card Numbers, Bank Account Numbers.

  • Usage Details

Websites visited, Products viewed, Links clicked.

It’s a standard list of different things included in digital privacy; it gives a clear idea of the type of data a firm uses for marketing analysis.

It carries us to another query – how is a brand ensuring digital privacy for consumers? 

Digital Marketing And Privacy: How Can Marketers Adapt?

Tracking each move of your target audience has vanished, and what’s left is diminishing quickly, so it is convenient to have a plan for going ahead and maintaining privacy in the digital world.  

As said by Google, the best techniques for balancing digital marketing and privacy include:

  • Be smart with how you contact the audience.
  • Gather information responsibly.
  • Recruit and train for privacy.
  1. Focus on more outstanding quality content

The primary focus of marketers has always been matching content to explicit metrics. But now, switching is the need of the hour!

Rather than simply attempting to meet the messaging for many smaller demographics, it would be best if you had ads and media that fulfill the needs of many, all at once.

  1. Increase the frequency of ad and communication

Again, in order to balance digital marketing and privacy, it is vital to adapt to different conditions. Rather than depending on a knockout message that immediately gets to your client’s heart, it is necessary to increase ad and communication frequency for a more balanced approach.

For instance, you could switch to different ads with different angles instead of showing one ad multiple times. Likewise, you might need to increase the amount of time you interact with an audience to build brand recognition.

Also Read: 6 Truths About Brand Safety Every Business Should Know

  1. Increase integrated brand metrics

To endure these changes and prepare for the future of digital marketing and privacy, it is vital to adjust your integrated brand metrics.

What does this mean? 

It means making sure that you’re looking at your campaign response at both macro and micro levels. Usually, you stop focusing on whether individual campaigns are successful or not and start evaluating all other aspects of your marketing, such as:

  • ROI
  • Customer satisfaction 
  • Overall ad spends, etc.

The more you focus on the master plan, the simpler it will be to work on your overall message at a higher level.

  1. Include transparency in your technique

As we saw after the reception of the GDPR, it is critical to include transparency and consistency in your technique of collecting personal data.

  1. Change to gated offers

Rather than depending on a specific group to choose for generic data sharing, give them something valuable in return. It is a cycle known as providing a gated offer.

Imagine this: You want to gain insights on consumer satisfaction after they make an online purchase or book an appointment. At the end of the whole process, you can ask them to fill out a survey form, and in return for their time and appropriate responses, you can provide them a coupon code for availing discount on their future order.

This sort of offer puts the allowance in possession of the client. The point here is that this offer gives the option for getting involved in marketing activities.

Wrap-Up

Everything Changes But it Still Remains The Same!

It is the primary point to consider the importance of data privacy. While marketers need to change, following the new privacy regulations and data collection practices, the more prominent aspect of human nature and consumerism remains the same. Simply finding some harmony between the two is the main element for success.

To get help in understanding how this all functions, you can read our other blogs on data privacy and how to prepare yourself for a cookieless world.

10 Tips to Increase Your Instagram Followers

Things that make you happy include work out, healthy food and getting more followers on Instagram – isn’t that so? However, all jokes apart, growing your Instagram following can help you raise brand awareness, build connections, and get more customers to your business. So in this article, we will share with you the best and free tips to get Instagram followers.

Great Tips To Increase Instagram Followers 

Following tips can help you significantly increase Instagram followers:

  • Give People a Reason to be Your Follower

Rather than simply putting your details, motto, or description in your Instagram bio, provide potential followers with a clear image of what they can expect if they follow you.

 For instance: “Follow for cat training tips; get ready for cuteness overload”, “Follow me if you’re into securing your financial future”, etc.

  • Create and Maintain a Unique Instagram Personality

Your feed is the next thing that an individual who visits your profile will see after your bio. And the feeling that a user gets by taking a look at your feed is essential in deciding if they like your profile or not.

Likewise, it is essential to maintain consistency in colors, type of posts, manner of speaking, etc., as these decide your virtual personality. Also, it should be so that if someone sees your post, they should quickly connect it with your page.

  • Use Relevant Hashtags

Using hashtags is a successful method to reach more individuals and gain followers on Instagram. It would be best to explore which hashtags perform on Instagram in your category and which are relevant for your brand and content. Then, use a mixture of these hashtags for all your Instagram content to reach people who follow those hashtags.

Also, make sure to mix it up a little and use famous industry-level hashtags and niche ones to increase Instagram followers. Instagram allows you to add to 30 hashtags for each post, and you should use this element for your benefit.

  • Enhance Your Captions

The captions of your Instagram posts offer you an opportunity to engage your audience and pump them to refer your account to their friends and family. Then, why not use that open door for your benefit?

You can do a lot with your Instagram captions like tag individuals, begin discussions, ask questions, etc. The more you urge your audience to comment, the more certain it is that they will invite their friends to jump into the conversation. You can also give discounts or offers and ask your followers to tag their friends and promote that offer.

Read Also: Get Verified on Instagram In Just 7 Easy Steps

  • Participate in Popular Conversations

If somebody initiates a discussion in your niches that individuals are taking an interest in, it might work out for you to comment and participate. Who knows? Some individuals might get impressed and choose to look at your profile and follow you.

  • Notice Your Tagged Photos

Keeping a decent reputation is vital to gaining and retaining more organic followers on Instagram. One way to do that is to monitor what posts your brand is getting tagged in. People can see all of your posts tagged in from your Instagram profile. Thus, it is critical to monitor who’s tagging you and in what sort of posts.

You can either use the “edit tags” option or change the setting so that only the posts you approve are displayed in your tagged posts.

  • Get Local

Just like local website SEO, local hashtags and geotagging also work for Instagram. You can’t ignore the benefit of focusing on the local audience for your business. By adding geotags to your posts, you can draw in local users on Instagram. Many individuals are looking for local content using Instagram’s search feature, and adding geotags can help you rank for those searches.

  • Add CTAs Everywhere

Instagram gives a few options to add a call to action in your content, and you should use all of them. Whether it is a basic “swipe up to know more” on your Stories or “shop now,” CTAs can help you with getting your audience to make the ideal move.

 You can also add a CTA to your captions that requests your audience to share your posts, visit your profile, or whatever action you wish them to take.

  • Leverage Influencers

Influencers are individuals with a significant number of engaged and loyal followers, a quality that everybody desires in their audience. You can leverage influencers to gain access to their organic followers on Instagram and convert them into your followers. Remember that the influencers should be relevant to your brand from your niche.

  • Run a Contest

It could be an underhanded move, but it is a tried and tested method for gaining Instagram followers. A lot of brands and advertisers use this strategy and see immediate outcomes.

You should run a contest and request that people follow you and tag their friends to participate. Also, write your caption to urge individuals to tag only relevant individuals who may be genuinely interested in your page.

Conclusion

These are great tips on getting more Instagram followers to develop your Instagram presence. Use these tips to see noticeable growth in the number of your Instagram followers and construct a solid image on the platform.

8 Common Instagram Ads Mistakes To Avoid in 2022

Instagram is one of the most popular social networks with a vast user base. Any advertiser attempting to promote a brand can’t overlook it.

Also, Instagram ads are a great way to reach your target audience without burning your pocket. You can easily target the specific crowd that you need to reach out to and select the exact amount of money you wish to spend.

Instagram Ads Mistakes to Avoid

Let’s look at eight Instagram mistakes you should avoid to run a successful campaign.

  1. Getting the Target Audience Wrong 

Creating an incredible ad campaign requires you to understand the few questions such as what not to post on instagram? What not to do on instagram? What sort of content impacts your target audience? What key messages should be put forth to connect with them?

 Misunderstanding the leading target group can lead social media advertisers to make poor Instagram advertising that fail to resonate and create a negative brand impression. Before launching a campaign, be confident that you have a solid understanding of your target audience and what matters to them.

2. Focusing only on Instagram Ads

Advertisers should be sure to invest time developing an organic Instagram strategy and making their promotion campaign. For instance, you can urge your followers to visit your brand site by pairing effective content with a caption that includes a call to action.

 3. Underutilizing Targeting

Facebook and Instagram gather a ton of data about every user. This information means that advertisers can make highly targeted campaigns, guaranteeing each penny spent on Instagram ads to engage with the target audience.

4. Overlooking Behavior-based Instagram Ads

Have you ever noticed that a particular advertisement follows you on the internet? This is known as a retargeting ad. Retargeting ads are an extraordinary way for advertisers to improve the effectiveness of their funnel by encouraging individuals who left the brand site to return and convert.

  5. Miscalculating Your Budget Plan

Your Instagram budget plan should be based on the straightforward math of your marketing channel and not on a hunch. Computing your ideal advertising spend will assist you with making an ROI-positive Instagram promotion strategy.

 Also Read: Get Verified on Instagram In Just 7 Easy Steps

6. Using a Mobile-unfriendly Website

Most individuals use social media on a cell phone. Ensure that you are driving Instagram users to a site that is optimized for mobile, as well as other devices. As you improve the experience of a user who visits your site from an Instagram campaign, you will improve conversion rates, which will assist you with arriving at a profit from your investment.

7. Ignoring the Importance of Creating a Unified Campaign

The best campaigns use a cross-channel approach. While Instagram is a popular social network for advertisers, display ads, content marketing and email marketing are vital to include in a unified marketing campaign.

8. Ignoring Instagram Stories Ads

Almost 250 million individuals use Instagram Stories every month, making it the quickest growing element of the Instagram platform. Brands like BMW, National Geographic, and CrossFit regularly use Instagram Stories ads to reach Instagram users uniquely and convincingly.

Conclusion

All big and small brands use Instagram ads to engage with existing and potential customers. To get everything rolling, be sure you have a firm handle on the target group and the sort of content they like to see. From that point, you can calculate your ideal advertisement budget plan and can share advertising content that includes a convincing caption and leads to a streamlined company site.

A Short and Simple Guide to Content Marketing

As you move into the universe of content marketing, you might have a couple of worries: “Am I doing it right?”, “Will my content have an impact?”, “Would anyone be interested in reading it?”

The most effective way to counter these worries is to follow best practices and avoid the usual not result-oriented content marketing techniques that many organizations follow when they make their content strategy. Let us understand the importance of content marketing and what steps can make your content strategy successful.

What Is Content Marketing?

Content marketing is the most common way of making and distributing relevant, significant content to existing and potential customers – websites, social media posts, white papers, newsletters, videos, and emails, among others. When done appropriately, this content exhibits ability and shows that a business values its customers.

Consistent target content marketing techniques help you create and develop connections with new and existing customers. Whenever your audience sees your business as a partner invested in their success, they are likely to choose you when the time of purchasing comes.

For What Reasons Do You Need To Have A Content Marketing Strategy?

You are creating a personalized strategy for your specific business, and the target group empowers you to remain consistent with your brand and amplify the effectiveness of your marketing mix – these are the main reasons. It is essential to analyze all resources based on their value to the strategy and then make vital changes. A 360-degree advanced content marketing strategy attracts customers, brings more opportunities, and closes transactions.

Ways to Get Rolling With Content Marketing

Although content marketing may appear overwhelming, it doesn’t have to be. A content-promoting plan that is fruitful ought to be sensible and sustainable. To start, follow these content marketing tips 2022:

  • Decide your target audience 

To produce content custom-made to a specific reader, it’s essential to have a firm handle on their objectives, issues, and preferences. Pick one or two to write if you have careful depictions for each part.

  • Layout the appropriate formats

The appropriate format relies upon the sales cycle stage for which you are creating content. One more basic element to consider is the structure that best presents your value.

  • Select a writer, editor, and proof-reader for your content

Your readers will judge the quality of your content. Select the most appropriate resources to do the work.

  • Decide your distribution technique

Start by deciding “where” your audience will probably be and choosing formats that make sense. For example, a checklist or worksheet is ideal for sharing on social media, an article is perfect for circulating through email, and a buyer’s guide is best as a follow-up to a pitch.

  • Pick a sustainable schedule

Whenever you’ve identified your target readers and formats, develop a short-term plan for the number of content elements you can create, given your budget and assets. Monitor the time it takes to make each piece of content so that you can plan accordingly.

  • Follow industry best practices

One should write engaging content without using language that only you and your peers will understand. The best type of content is brief, relevant, and actionable.

Also Read: 10 Reasons You Need a Digital Marketing Strategy

Conclusion – Content Marketing To Engage Your Target Audience

You may easily reach your ideal audience and improve conversions with advanced content marketing. There are various strategies to advertise your content to increase revenue, boost brand awareness, and develop relationships with potential and existing customers.

Also, don’t forget to boost the value of each piece of content you publish. First, assess which type of content is best for your business and audience, then create a content marketing strategy to expand your major concern right away. If you need more professional tips for content marketing and other forms of digital marketing, keep reading our blogs!

7 Twitter Ads Tips to Grow Your Business

Twitter started as (and, seemingly, still is) a social media app to connect virtually with others, share views, and have conversations. Presently, Twitter has become one of the top platforms for social media marketing advertisements.

If you’re running Instagram and Facebook ads, you might feel you are running good paid social campaigns. However, if you haven’t thought of adding Twitter ads to your marketing strategy, you may be missing out on a great opportunity.

What are Twitter Ads?

Twitter ads are paid tweets, including text or interactive media. They appear on the Twitter platform as Promoted Ads, Follower Ads, and Trend Takeover via mobile app or desktop.

 You can interact with these tweets the same way as an organic tweet (for example, liking, retweeting, or responding), yet Twitter will mark them as “promoted.”

 Types of Twitter Ads

The Twitter algorithm analyzes which audience your content is suitable for. After that, the ads compete in an auction based on your budget plan. Twitter advertising is a clear paid social media advertising strategy. Nonetheless, the platform gives you different advertising options for promoting your account and content.

  • Promoted Ads

These advertisements appear in the user’s timeline and look like any other tweet apart from the “promoted” tag on the bottom. 

  • Followers Ads

These advertisements appear in different areas on the platform, including the timeline, “Who to follow” section, and search outcomes. They show your account to individuals who might find it relevant and exciting.

Also Read: 5 Tips For Effectively Using Social Commerce for Brands

The Latest Twitter Ads tips

Developing a versatile Twitter marketing strategy can take time and practice. These are the latest tips to make your ads successful.

 1. Explore Trend Takeover and Trend Takeover+

In 2020, Twitter introduced the Promoted Trend Spotlight feature. It’s presently called Trend Takeover, with the Takeover+ option including “immersive video creative.” The option allows you to put your ad at the top of the “explore” tab (for the initial two visits per individual per day), improving its visibility. The option supports 6-second GIFs, videos, and static messages.

 2. Enjoy the benefit of accelerated conveyance

Whenever your Twitter Ads campaign parameters are standard, the platform levels out your spend rate over the day. So, to accelerate your campaign and accomplish faster results, you can switch off the standard delivery option. After that, Twitter Ads Manager will begin serving impressions and creating engagement as fast as possible until the daily budget expires.

 3. Reexamine your Twitter cards

Whenever you post a link, Twitter advertising automatically pulls the highlighted picture from the page you’ve linked to and includes that picture in your visual tweet, often known as your Twitter card. Assuming there’s no established picture, the card might be blank.

 Twitter cards showed up when the character limit was 140, and organizations desperately wished for more promotion space. Since tweets with pictures frequently see an increase in leads, these cards are still trending.

Pro tip: Take advantage of the multi-image card option as it will improve your ad.

 4. Explore with videos

Video content keeps on acquiring momentum on Twitter and beyond. Make a video campaign to enjoy the benefit of this media and make your ads more engaging.

 5. Gain by retargeting

Retargeting features (also called remarketing) can help Twitter Ads stand apart from other paid social media advertising options. You can use this element on Twitter by setting the campaign to retarget those who:

  • Are past site visitors
  • Have engaged with your tweets
  • Are newsletter subscribers
  • Have abandoned their online shopping carts

Pro tip: Twitter has recently launched a premium feature called twitter blue. It gives users access to exclusive features.

6. Be creative with hashtags

Adding hashtags to your ad copy can positively impact your Twitter ads campaign.

While using hashtags, always follow best practices, for example,

  • Making and using hashtags related to your business or industry.
  • Looking under the “explore” tab to figure out which hashtags are trending
  • Verifying which hashtags the competitors are using

 7. Experiment, Examine, Repeat

Like all digital marketing campaigns, paid social ads also need regular testing and optimization to perform at their best. After a significant timeframe, you can run various Twitter ads and analyze how well they work for your primary target audience and the platform.

Designing several advertisements doesn’t just offer you a chance to improve your campaign, but it also helps hold your audience’s attention. Running the same ads repeatedly can annoy your customers. That is the reason it’s good to rotate your best pieces.

The Takeaway

An effective Twitter marketing strategy can be a fruitful paid social road for brands. Plus, with steadily changing social media trends, there is also a chance for you to have fun and create captivating, witty ads that gather good clicks.

10 Reasons You Need a Digital Marketing Strategy

Digital or online marketing strategy plays a vital role in today’s world. In earlier times, firms did marketing in only one form: the traditional way of marketing. It included print ads on newspapers or pamphlets, publishing ads on television, or printing banners on billboards. These marketing techniques worked only for a specific point in time. And then wholly stopped, which declined the sales of the company. That is when digital marketing stepped into the picture. 

The new types of digital marketing strategies that involved various tools helped all the businesses increase traffic and thereby the company sales. Modern brands have already adopted this strategy and improved their customer base in the relevant field. 

Companies will also have to ensure that they do not randomly choose any strategy or make it less critical. It is necessary to keep a specific plan that will prove to be fruitful for the company and its customers.

Why is a Digital Marketing Strategy Required?

Below we have mentioned a few reasons why you need a digital marketing strategy for your business. 

 1. Advanced Marketing Tactics That Coordinate with Traditional Marketing

 Despite the fact that we say that traditional marketing can’t be helpful after a point of time, the digital marketing strategy can be effective in numerous alternate ways. Traditional marketing can go well with digital marketing whenever used carefully. Few organizations like to work in both fields as they think that it is more beneficial and productive. Traditional marketing like printing banners or publishing TV ads can go along with online marketing strategy like SEO or social media posts.

Both methods can be effective if used in the best way.

Also Read: Top 10 Skills Digital Marketers Should Have

 2. Competitors Are Working Hard and You Should Too

 The Coronavirus situation has worsened the circumstances. Everybody needs to work 10 times harder to remain in the field. Digital marketers need to constantly continue to improve or update the content. They try to stay aware of the changes that occur all around the globe. As the lifestyle of individuals changes, so do their tastes and likes, therefore the companies need to work accordingly.

 3. Businesses Can Remarkably Increase Reach

 The growth of traditional marketing is only to a specific extent. Hence it will not circulate the content to a vast audience. On the other hand, the target audience on digital platforms is comparatively larger due to publishing posts and articles on various social media like Facebook, Twitter, Instagram, or YouTube. With all this personalized blog content and relevant social media platforms, the company will be able to get the customers who may have missed the first ad that the company may have posted before. Use of digital marketing for business purposes helps a business in drawing huge consumer engagement, which in turn boosts sales. 

 4. Digital Marketing Can Boost a Brand’s Relationship With the Customers

 Online marketing strategy helps the brand improve customer relationships through various messages and review mediums. The users can provide feedback about the product and review its services. It can create a brand’s goodwill. Also, it builds a healthy bond with all the customers.

 5. One Can Answer To Trends in Real-time 

 A good digital marketing strategy helps marketers to respond to all the trends and changes that may take place. For example, firms can develop posts and events related to it in the new year’s. Many companies or online shopping sites give discounts and offers on this day. 

 6. Become Part of The Company

 The next thing in the list of reasons you need a digital marketing strategy is that one can be a part of the conversations in the company. Businesses can benefit from social media through constant engagement and posting valuable content. It will help the firms develop a strong relationship with the existing customers and new customers. 

 7. Provide Rich Experience

 A purpose of digital marketing techniques is also to provide customers with rich experience through video advertising and other interactive means. Product recommendation is also an effective way to sell products to your current and new customers. It helps the companies to take the customers to the website. 

 8. Digital Campaigns Are Easy To Track and Monitor

 Marketers can effectively track the progress of their digital marketing campaigns. Various software and tools are available that are easy to use. Do not forget monitoring is pretty uncomplicated and straightforward. 

 9. Cost-effective 

 All the digital marketing techniques are quite affordable and cost-effective, and both paid and earned media channels do not need a lot of expenditure.

 10. Modern Consumers Are Going Online 

 The last reason that justifies the need for digital marketing is that all the customers are now going digital. Everyone loves to do online shopping or hire services on online sites. Thus, digital marketing will always be a success for the marketers and the consumers. 

 The above-mentioned reasons prove that digital marketing strategy is essential for every business, big or small. Check out our other blogs to stay updated with the latest digital marketing trends.

Top 10 Skills Digital Marketers Should Have

Being a digital marketer is great, but that doesn’t mean it comes easy. We have too much going on, like campaigns, budgets, goals, and priorities. Also, we, as digital marketers, need to be continually inventive, focused, agile, and consistent.

Indeed, even with this wide range of obligations, we have the zeal to win by doing a handful of great things routinely.

Anybody can turn into a top-tier digital marketer. Great habits can only be shaped if you set your mind on them and take specific steps towards a more creative and consistent practice. It takes discipline and action to begin seeing improvements in your digital marketing skills.

Also Read: 5 Types of YouTube Ads that Marketers Use 

So what are the important skills for digital marketers? 

Important Skills Digital Marketers Should Have

The following are top 10 digital marketing skills that every digital marketer needs to know:

  1. Put forth marketing campaign goals

The most innovative and most responsible digital marketers set their goals first. If you run a campaign without any plan, who’s to say it will be successful? Having goals set up for your digital marketing endeavors will assist you with defining success.

Success can be different for everybody. Perhaps success is lead generation, customer acquisition, or a particular amount of revenue you need to generate. Anything you’re striving for, setting a benchmark for it that you can aim to reach.

  1. Research about competition

Try not to market in the dark. Figure out who your opposition is and see what it’s doing. There’s no shame in it; advertisers should know what their opposition is really up to and where their efforts stack up in comparison. Recognize their strategies and check whether there are any holes your organization can fill to acquire a higher spot on the SERPs.

  1. Address a target group

It might appear very obvious, but you wouldn’t believe that many firms don’t address their target groups adequately. As a marketer, you need to recognize your target audience and then track down ways to market to them specifically.

Great digital marketers create their marketing strategy around customer necessities, and one way you can identify these needs is by making a purchaser persona. This persona lets you know how, when, and where to speak with your target audience.

  1. Make exciting content

You must have heard this before; you need to make blog posts, eBooks, PDFs, infographics, memes, online courses, etc. It’s essential to make shareable content that your audience will find interesting. With content, you can learn prospects on what’s significant in your industry and gain their trust as credible resources.

  1. Nurture connections

Building a good relationship with prospects and leads is the reason for marketing. It begins from the second they come across your brand on the Internet and throughout the customer journey. Many marketers nurture relationships a great deal with automated emails. 

Social media likewise gives an excellent space for nurturing. Advertisers can track their audience on different platforms and engage with them directly. You can get more technical and take surveys, reviews, or polls to keep people engaged in your website and social media accounts.

  1. Participate in social listening

Pay attention to what is said about your brand and industry on social media. Heaps of opportunities can be missed if you’re not actively listening. Many individuals go to social media to raise questions, expecting somebody to give them a response. If you’re actively listening, you have the opportunity to answer and turn into a trustworthy source of information for your audience. 

  1. Divide the market

Targeted communications are considerably more successful than the generic approach of one massive email blast. Everybody in your contact information base is different. 

Based on your business, you will need to segment in a specific way. Perhaps you section by what ails your contacts. To find out, identify their pain points using a survey or checklist sent through email or embedded on your website.

  1. Conduct tests on websites

It is an exciting part of being a marketer. Testing various things across campaigns will help you understand what works and what doesn’t. Great marketers need to demonstrate technical and analytical skills, and there are ways of doing this that go beyond making content – like designing or organizing a website. 

Also, with smart website technology, you can handle what a visitor sees on your website versus a lead or customer. This kind of testing can surprise even the most prepared marketers.

  1. Measure and analyze data

Continuously look at data and keep a record of performance. Focusing on your audience’s behavior and interacting with your content can optimize how and what you give them.

Here are a few examples of what extraordinary marketers measure from their campaigns:

  • Analyzing how different page titles perform
  • Dissecting the rates of opened messages
  • Seeing the click-through rates of various CTAs on a blog post
  • Counting the number of content downloads
  • Distinguishing trends in social media engagement
  1. Continuously look to innovate

Great digital marketers should always be looking to differentiate themselves from their competition. Being inventive in your marketing by attempting new things and kicking off groundbreaking ideas can help you rise to the top. Staying aware of the most recent news, trends, and innovation will keep your firm in the loop. 

Key Takeaways for Digital Marketers

Conceptualizing ideas for campaigns, staying aware of the most recent news and creating meaningful content takes a lot of devotion. Job of digital marketers is anything but easy; however, by using the above-mentioned digital marketing skills, you’ll be a star.

6 Truths About Brand Safety Every Business Should Know

One of the most difficult challenges when ensuring brand safety is deciding what’s “safe,” which is entirely personal and often favorably specific. A conventional brand may blocklist sites with inappropriate content, while a future-focused brand may find its actual audience in those same spots.

But, in this process advertisers might overlook the minute reality of brand protection today and skip truths about brand safety that they cannot afford to ignore.

Interesting Truths About Brand Safety

  1. People are drawn to controversial topics

Brands can skip many opportunities when they blocklist sites or construct long keyword-blocking lists for suspicion of controversy. And increased demand among conservative brand marketers can push up pricing on sites deemed safe, even if those “ultra-safe” pages draw less traffic. Taking measures to ensure that a brand remains safe is important, but too many measures can be expensive and show lackluster outcomes. 

  1. There’s no such thing as a secure website

There are a bunch of scenarios illustrating this fact—airline ads next to news reports about airplane crashes, candy ads preceding those about dental care and cavities, etc. Protection is about content and context, not URLs, so contextual understanding is important. It’s almost inevitable that every carefully filtered and selected site on a URL allow list could serve up more than one discomfiting matchup.

 3. There are a lot of gray areas

There are many websites that all brands will want to bypass in the Wild West of the World Wide Web. But the vast plurality of web addresses, or URLs, offer a mixture of excellent and inappropriate content. As a result, guiding the enormous ocean of questionable content needs detailed descriptions of every brand and its audiences to decide what sinks into the thumbs-up category.

Equally significant, the same practice needs to happen for each campaign and every advertisement. An ad featuring many raised hands emerging next to a report on advances in prosthetic limbs is cringeworthy, but other ads might be just fine. 

Also Read: Brand Safety and Brand Suitability – Do they Differ?

  1. Change is consistent

This fact seems more accurate than ever. And the internet is the zone where transformation is immediately noticed, captured, and spread. That means your brand safety tool must be competent in developing in real-time. Otherwise, today’s perfect brand strategy may be risky or hopelessly out-of-date by tomorrow. Because let’s face it: going viral is not always helpful.

 5. Video rules

As phone usage peaks and more internet-connected TVs enter every home, video advertising will rise. According to a study, online video traffic is anticipated to double over the next few years, making it a medium no advertiser can afford to miss.

Until now, no proper brand safety tools exist for video content—especially “in-stream.” After multiple examples of big brands’ ads on videos that featured fierce or hate-filled content, advertisers have every right to be careful in order to keep a brand’s reputation safe.. 

 6. Using a machete is silly when a scalpel will do

Just as avoiding video suppresses vulnerability and hurts consumer acquisition, URL blacklists and allow lists limit views and transformations. The same is valid for out-of-the-box filtering methods, even if that permits some personalization. Likewise, any fixed solution that doesn’t help fluid growth slowly hacks away at meaningful views and restricts compounding dollars. 

Conclusion:

Marketers require brand safety methods that help them eradicate concerns while also developing new audiences. While evolution brings opportunity, a necessity of brand safety has become really crucial to keep a brand’s reputation unharmed. 

Read more of our blogs in order to learn how to effectively protect your brand online.

8 Tips to Use Instagram Reels For Business in 2022

If you’re thinking about what’s the deal with all the new Instagram features that have been showing up lately, you’re not alone. There are a lot of new tools to assist you with using Instagram for business, and one of those new tools is called Reels.

You might have seen different brands getting on board with the Reels bandwagon lately, and that is not coincidentally.

Since it’s so new, there’s a greater possibility of your content being visible to more individuals, which is impossible to miss if you’re trying to grow your business and reach potential customers.

So, today we will share what Reels are and how you can use this social media device to arrive at your business goals.

What Are Reels on Instagram?

Instagram Reels is an in-app creation tool that works a lot like TikTok. You can make short videos, match them up to music or other sounds, and share them on Instagram’s social media platform.

Reels in Instagram are quite different from TikTok because the content you create on Instagram Reels shows up in your Instagram feed, profile page, and explore page.

Also Read: How to Grow Your Reach With Instagram Hashtags?

How to use Instagram Reels for business?

Since you know how helpful Reels in Instagram can be for small ventures, the following are nine Instagram business Reels ideas to launch business content creation –

  1. Showcase new items

Promote your products and services with good captions and AR overlays. Whether you’re selling hardware, garments, or some other product, you can make Reels on Instagram. You can either discuss the benefits or show how something functions. Using a mix of photographs and video scraps, you can give detailed insights into your products and services.

  1. Answer common queries

Service-based companies can make how-to videos to address target customers’  trouble spots. For instance, if you give home security services, you can discuss the different ways to secure a house. And if you’re into pizza delivery, you can make Reels on the best way to make a pizza more delicious in 15 seconds.

  1. Give helpful tips

One more captivating method to use Instagram Reels for businesses is to share practical tips. These tips can either be about your services or different issues your audience might face. You can also share DIY videos to help your customers. Through a series of Reels, you can direct your audience to solutions.

  1. Recommend use cases

Then, apart from talking about shoes, you can recommend clothing ideas to go best with different colors. You can likewise compile user-generated Reels to show how your sweets, for instance, are helping in making friends. Be imaginative but authentic.

  1. Collaborate with Influencers

Promotions by influencers can boost awareness about products. Also, you can request relevant influencers to create and share content for you. Influencers can do quick reviews or mention how your product makes a difference. Such promotions will construct your authenticity while educating your audience.

  1. Get into the trend

You have a couple of ways to get trending (and, surprisingly, be viral) with Instagram business Reels. You can use trending hashtags, popular sound clips, or AR effects and get found among your audience. Thus, explore the Reels in the Discover tab to find trending content. And when you feel a format will resonate with your audience, use it. It’s one of the quickest (however not the easiest) ways for business growth with Instagram Reels.

  1. Share exciting sales/deals

You can use Instagram Reels video to post about limited sale offers on your products. You can even partner with other small companies and offer deals on their products and services. Jewelry shops can partner with apparel stores, book stores with gift shops, etc. Such joint efforts will build trust among your audience and other businesses.

  1. Announce upcoming events

Instagram Reels can be innovative in building awareness about upcoming workshops, training sessions, and different events. You can stimulate interest and pull in new followers by giving sneak peeks into new product launches.

Conclusion:

Well, that was all about involving Instagram Reels for business. You now know why Reels is significant for small businesses, how others are using them and how you can. Now, with this information, you’re ready to promote your business. So, get started now, and read our blog section for more creative content.

10 Exciting Benefits of LinkedIn Ads to Focus in 2022

Social media advertising is quite complicated, isn’t it? Not just do you have to create the right messaging to draw in your audience, but you also need to ensure that this message gets to the audience who are probably going to engage with your business. While numerous companies prefer Facebook as their primary social marketing channel, that might not be the ideal decision all of the time!

LinkedIn advertising isn’t everybody’s first thought when you mention digital or social media advertising, but it is a marketing platform that all B2B brands should use for advertisement.

LinkedIn advertising enjoys a few attractive benefits that make it truly unique. It can be the perfect channel to grow your business by engaging more users based on your business and marketing goals. Please continue reading to find out about the ten benefits of this platform over its alternatives and how to get everything rolling on your LinkedIn marketing strategy.

What are LinkedIn Ads?

LinkedIn is a global social network that centers around developing your career by developing your professional network. Also, LinkedIn ads can assist you with contacting both experienced audiences and launching a business-to-business campaign.

Using LinkedIn’s robust marketing tool, you can build essential leads, share content with your potential target market, gain social media recognition, etc. With LinkedIn ads, you can significantly extend your brand’s visibility.

Also Read – All You Need to Know About the Extraordinary Facebook Business Suite.

Advantages of LinkedIn Ads

There are a few advantages of LinkedIn advertising to develop your business goals. Let’s have a look at them:

  1. Incredible Reach

LinkedIn advertisements can reach your target groups of experts, business people, and industry experts worldwide.

  1. Focus on Demographics

When you know your potential audience, you can put targeted advertisements for explicit audiences by filtering the pool by demographics – by age, training, industry, professional interests, etc.

  1. Adjustable Budget

Among LinkedIn ads’ benefits, a major one is the opportunity to change the advertisement budget based on the LinkedIn campaign’s performance.

  1. Promote Your Products and Services

LinkedIn assists you with promoting your products and services to a particular target market to serve defined business objectives.

  1. Associate with Your Leading Target Group Directly

LinkedIn allows you to send customized content directly to a specific target audience. LinkedIn advertising benefits include developing communication, engagement, and conversion.

  1. Account-based Promoting Campaigns

When the leading target group is defined, your sales team can add an enormous list of target accounts, and LinkedIn will identify individuals who match the accounts uploaded.

  1. Make a Variety of LinkedIn Promotions

LinkedIn allows you to make different ads, for example, LinkedIn sponsored content, In-Mail, text advertisements, LinkedIn carousel posts, dynamic ads, and video ads.

  1. Site Integration

You can easily integrate LinkedIn ads with your website or blogs and produce content on different social network sites.

  1. Increase Conversion Rates

You can increase the conversion rates of your campaign as the ads are put before influencers and decision-makers of the industry.

  1. LinkedIn Analytics

LinkedIn Analytics helps you improve your campaign’s performance by focusing on upgrading communication and conversion.

Conclusion

Advertising on LinkedIn allows you to reach and associate with people you might want to work with rapidly and at high volumes. Going live with campaigns on LinkedIn implies your business can establish brand-prospect relationships across the globe. With a solid online presence, your prospects can quickly understand your business and begin conversations that can prompt increased new business opportunities.

The ten advantages illustrated in this blog show how important LinkedIn advertising is, particularly for B2b brands. If you aren’t social media savvy, read our other blogs to get familiar with social-media-related marketing.

Get Verified on Instagram In Just 7 Easy Steps

Are you thinking about how to get verified on Instagram? We’re here to walk you through it.

It’s a tough cookie to crack in order to stand out on Instagram. There are more than 1 billion users on the platform.

There’s a fair chance that somebody with your name (or brand name) is also on the platform. Then how can you stand apart from them and get yourself noticed?

Continue reading to find out some tips to get verified on Instagram.

7 Easy Steps to Get Verified on Instagram 

The application cycle for Instagram verification is effortless. You just need to follow these steps:

  1. Visit your account and tap the Menu button in the upper right corner
  2. Tap the Settings symbol (it resembles a bit stuff)
  3. Tap the Account symbol
  4. Tap Request Verification close to the bottom
  5. Fill up your complete name, professional name, and classification
  6. Send an image of your ID or business document
  7. Click Send once your application is complete!

Make sure to read the part where you provide your ID! You’ll require a government ID that expresses your name and date of birth (like a visa, driving license, or public ID), or business document like tax filing or service bill, if you’re requesting verification for a brand or business.

And you’re good to go!

Instagram Account Verification Process

Here are the necessities from Instagram to get your account verified:

  • Comply 

You have to comply with Instagram’s Terms of Service and Social Guidelines

  • Be Genuine

To qualify, you must be who you say you are, regardless of whether your account represents an individual,  business, or brand.

  • Be Unique 

One account per individual or business can be verified (except if your account is language-specific). Fan accounts, meme accounts, and component accounts aren’t verified.

  • Be complete

Since the blue badge is for public accounts, you can’t have a private profile. Likewise, your profile should be complete, meaning you have a bio, profile picture, and at least one post in your feed.

  • Be striking

To get the Instagram blue tick for yourself, your account needs to represent a notable, exceptionally searched-for individual, entity, or business.

Also Read: 8 Steps for Getting Started with TikTok Ads

How Much Time Does it Take To Get Verified on Instagram?

The actual Instagram account verification process is genuinely short, around 2-3 weeks. Nonetheless, if you want to develop your follower base and work on your notability, that can take longer.

What Are the Actual Benefits of Getting Verified on Instagram?

Is Instagram verification worth applying for? Does the blue tick mean something other than boasting privileges?

Of course it is worth to get verified on Instagram. Getting verified on Instagram positively affects your social media advertising efforts on Instagram. Here are some of the best advantages of having a blue tick:

  • Getting verified on Instagram creates trust – The blue check consoles your followers that you’re genuine and they can trust your account.

 

  • You get access to Instagram links in stories Verified accounts were the first to have the option to add links to their Instagram Stories. Without verification, you’ll require no less than 10,000 followers to get to the element.

 

  • It creates brand awareness – the blue tick tells the world that you’re somebody. Without a blue tick, individuals may ignore your identity!

 

  • Increased attention from the Instagram blue tick: With all the buzz and interest in your new blue tick of verification, you’ll have the option to transform that attention into engagement and perhaps sales!

Conclusion:

By building your presence on various social media platforms, posting at the best times, and remaining dynamic on Instagram, you help your chances of getting verified.

If you don’t get it on your first application, focus on creating and developing your presence on the platform. You don’t need an Instagram blue tick to shine.

5 Ways to Build a Combined Social Media Marketing Strategy

Do you ever think that your business’s social media marketing strategy isn’t as engaging as it used to be?  A few businesses since the pandemic are battling with getting a good amount of engagement and organic reach on their Facebook posts in spite of putting a lot of resources in social advertising.

If you are one of those disappointed businesses where people just keep liking your posts on social media but don’t buy anything from your page, continue reading.

This article will discuss the five best techniques that will help you gain better and effective results by combining both paid and organic social media marketing.

Let’s quickly take a dive into it.

What is Paid and Organic Social Media?

Organic social media means just posting either normally or through a social media management tool for free. Organic marketing via social media is an incredible way to reach your followers; however, with generally 2.8 billion users on Facebook and YouTube with 2.2 billion active users, it’s becoming challenging to reach your target audience organically.

Paid social media includes displaying sponsored advertisements of your brand on various social media channels to gain attention from the target audience. As the name suggests, it is not free of cost and demands a specific amount of budget plan depending on your social advertising needs.

5 Ways to Combine Organic and Paid Social Media Marketing Strategies

Following are some good ways to build an effective, combined organic and paid social media marketing strategy:

  • Analyze Data from Paid Ads to Implement Organic Strategy

It can be disappointing to see that you’re not getting the desired results even after spending money on paid social advertising.

But what if we say that there’s an excellent way to optimize your social advertising?

The solution lies in estimating performance effectively – it would mean analyzing data from the advertisements and using this data to iterate on your organic social media marketing strategy.

It might include seeing which types of paid social media ads are playing best, evaluating different ad copies to analyze what relates with your customers most, and testing how the data differs on different social media platforms.

  • Use Data on Organic Audience to Target Audience on Paid Social

Because of the algorithms of social media platforms, it tends to be challenging to focus on the target audience with paid social ad campaigns. It is where organic audience’s information can help marketers to know about their potential customers.

  • Promote Organic Content that Resonates with your Target Audience

For your paid promotions to be viable, they need to match your organic social media posts.

So, posting content that connects to your customers can be helpful. This sort of advertising is likewise highly targeted so that the posts will perform much better than any other posts.

  • Facebook Targeted Ads

Paid social media advertising has developed and evolved in the past couple of years.

For example, among many of Facebook’s advertising options, they also have an option for bidding. It allows more manageable tuning of expenses and testing new strategies based on your past research.

  • YouTube Advertising

There are loads of different platforms to use paid social media marketing strategy along with organic social media strategy. YouTube is one of them. YouTube advertising offers many benefits. One of them is that you can include a solid call to action that will engage viewers to take your offer immediately. They simply have to tap on the link given, and it will take them directly to your home or product page.

Conclusion – Organic and Paid Ads Go Hand in Hand

Combining paid and organic social media can help you with increasing conversions, engagement rates, and developing your client base. Regardless of the social media marketing strategy you choose, it is necessary to ensure that both are working together.

In case of any further help, read our other blogs about marketing and advertising.

5 Tips For Effectively Using Social Commerce for Brands

Do you want to boost your product sales through social commerce but don’t know how to do it? You’ve arrived at the right site! Because we can help you out with some most exciting tips and tricks. 

But, before getting started, let’s know about some basics:

Social media has been used to advertise and promote brands, products, and services for quite a while now. In the beginning of social media marketing, brands would just post product pictures or videos on Facebook, Instagram, or Pinterest, hoping to get the attention of their target audiences and drive traffic to their website.  All thanks to the new and effective social commerce tools, businesses can now make sales directly on social media.

Social commerce is growing at the speed of light, and that won’t change anytime soon.

What is Social Commerce?

Social commerce is the act of selling items directly from your brand’s social media profiles using Instagram Shops, Facebook Shops, Product Pins, chatbots and AI assistants streamlined for sales, and other local social media shopping solutions.

Why Should You Care About Social Commerce? 

The greatest advantage of adopting a social commerce solution is that it helps you convert sales directly on social media in a smoothed out, entirely on-platform way.

If a client finds your product or brand on social media, they no longer need to leave the platform to make their purchase. This streamlined process eliminates friction and limits the risk of certain clients dropping out mid-purchase due to a complicated or lengthy checkout process.

48% of internet users between the ages of 18 and 34 report that they have bought something through social media. 81% of customers have researched products on social media prior to purchasing. In contrast, 45% of brands in 2021 wanted to use social media to drive more sales.

What Are the Top Social Commerce Platforms?

Various platforms offer local social commerce solutions. Let’s have a look at the platforms that offer the most progressive tools and how they work.

Facebook

Facebook, the mammoth social media advertising platform, was the first platform to present social commerce tools, it’s still a decent first choice (especially because you need Facebook Shop to make an Instagram Shop).

Instagram

Instagram is another great option to be reckoned with for social commerce, with a wide range of effective optimised features.

TikTok

TikTok Shopping is a social commerce solution permitting TikTok creators to advertise and sell products on the stage. With TikTok Shopping, brands and creators get the option to add a shopping tab to their TikTok profiles. The tab will pull products from their Shopify product wishlist, allowing other TikTok users to view products without leaving the application and easily explore the creators’ online stores for checkout.

Pinterest

Facebook and Instagram may be the obvious choices for a brand’s social commerce stores, yet don’t limit Pinterest too hastily. What’s extraordinary about Pinterest as a social commerce platform is the fact that brands can use Rich Pins – a free offering to all clients – to naturally sync data from a website to a user’s pins.

Social Commerce Tips for Online Businesses

By now, you’re presumably convinced of the effectiveness of social commerce for your business. However, if you need that additional push in the right direction, we have highlighted some best tips to carry out a social commerce strategy for your business.

  1. Invest into great copywriting and graphic visuals for social media

Social media platforms are two core things: filled with writing and loaded up with visuals. So to gain your crowd’s attention, your strategy needs to implement solid copywriting and captivating visuals to pull clients in.

  1. Build and connect with your customers

Building a network and engaging with your audience is vital to relationship building that can lead to  an expansion in the number of clients and sales. Continually check your social media handles for any mention of your brand and relevant keywords, and make sure to engage with those posts, especially if they are queries.

The more frequently you connect with customers (or potential customers), you’ll make your audience feel like they are valuable for your business. In this manner, your customers might recommend you to others.

  1. Gather information and use your insights 

It’s one thing to build your connection and engage with individuals on social stages, but it means nothing if you’re not using the rich information these platforms give you free of charge! Utilizing information to make more educated selling choices based on what your clients truly need and are searching for is a winning plan while playing the social commerce game.

  1. Incline toward micro-influencers to boost sales 

If your brand is on the more modest side, it means you’re likely not working with the same amount of money like major brands are, i.e., you are not using influencer marketing as a social commerce solution. But rather than feeling that help from influencers is beyond your reach, use micro-influence marketing instead.

  1. Optimize your social media accounts to gain good returns

None of the other tips can help in striving an online business, if they don’t focus on one thing first: brand social media optimization. Optimizing your account for your audience is really important to reach the right individuals who may actually make a purchase or turn into a customer with your brand.

Conclusion:

Don’t let the thought of a social commerce strategy scare you. Your brand is already using social media platforms for social media marketing, then why not amplify its true capacity? Your next steps should be to enhance and optimize your accounts, run some new and exciting campaigns, and execute the tips above. Once you do this, you’ll be confident to discover greater success and attract more customers in no time.

All You Need to Know About the Extraordinary Facebook Business Suite

Are you looking for a convenient and better way to manage your Facebook and Instagram marketing? Have you heard about the latest Facebook Business Suite?

In this article, you’ll learn what Facebook Business Suite is, how it is better than Facebook Creator Studio and Business Manager, and whether it’s the right tool for your venture.

What is Facebook Business Suite?

The Business Suite for Facebook is a free Facebook Page Management tool that permits admins to manage Facebook Pages, Instagram accounts, and Messenger interactions from a single dashboard. Meta Business Suite has substituted the Facebook Page Manager applications. You can use Business Suite Facebook either on the mobile app or your desktop.  

What Can You Do in the Facebook Business Suite?

    • View notifications
    • Answer to messages and comments
    • Schedule posts, stories, and advertisements
    • Get insights, tips, and goals that can assist you with improving your performance.

Facebook Business Suite vs. Facebook Business Manager

The FB Business Suite and Facebook Business Manager are two different tools. Business Manager has been around for a long time and is the ancestor to Business Suite. It allows you to manage resources like pages, ad accounts, product lists, and client roles.

While marketers can currently pick between the two tools, the business suite for Facebook will eventually replace Facebook’s Business Manager. In the Business Suite, you can do all you could already do in Business Manager, including managing business resources under “Settings.”

Assuming you test the new Facebook Business Suite (“Meta Business Suite” now), there are guidelines for switching back to Business Manager. But, we highly recommend adjusting to the new Business Suite, as we don’t know for how long the Meta Business Manager will continue to be supported.

Facebook Business Suite versus Facebook Creator Studio

The Facebook Creator Studio and Business Suite Facebook are often confusing as they have various standard features, especially content creation and planning. 

That being said, they are as yet two separate tools, and both are valuable. Facebook’s Business Suite helps you create and schedule posts, stories, and ads.

Facebook’s Creator Studio has a couple of more tricks up its sleeve. It includes additional post arrangement options, monetization features, post-testing, and a royalty-free sound collection.

Facebook Business Suite suits brands with active ad accounts, while Creator Studio will turn out best for all creators. If you wish to go beyond simple post creation and planning, you can use the Creator Studio with Business Suite.

Also read: 8 Social media trends to watch out for in 2022

Who Should Use Facebook Business Suite?

Anyone with a business on Facebook (including Pages or Instagram accounts) should strongly consider using the Business Suite, especially if you have different accounts to manage.

Meta Business Suite is available to use free of cost; however, it offers various benefits and features, and the way they’re all condensed and streamlined is priceless. It also facilitates teamwork, making the whole process simpler whether you’re a single person managing it or part of a vast team.  

Features of Business Suite and How to Use Them

  1. Creating and Curating posts

Creating and scheduling posts is one of the most convenient features of the Business Suite. To do this, 

  • Go to Posts and stories in the menu on the left side of the dashboard. There, you will see a post creator, complete with a preview.
  • You can type out your copy in the post creator, add a photograph or video, and provide a location for your post. 
  • You can add a link and even include a call to action. 
  • And finally, you can choose the account you’d like the post to be published on. Then, either you can publish it right away or schedule it for later.  

2. Getting Insights

Facebook Business Suite insights include a solid arrangement of insights tools that you can use to see how your content is performing.

Here’s the way to access your Insights:

  • From your left-hand navigation menu, click on Insights.
  • You’ll have the option to see an overview of your business’ performance. It includes a list of your reach, recent post-performance details, audience stats, and Instagram insights (if your Instagram account is linked).
  1. Adding New Clients and Jobs
  • Adding teammates to your page can be a helpful way to get additional help with your content creation workflow.
  • To add more roles or new members to your Facebook Page, go to ‘All Tools’ in your left-hand navigation menu. Then click on ‘Page Settings.’
  • From there, click on ‘Page Roles.’
  • You can now see who is assigned to a role on the page. If you wish to add someone new, select their position from the drop-down menu in the center of the page.
  • Admins have the access, so it’s not prescribed to make such a large number of users admins of the page; instead, you can allow users different access with roles like analysts, advertiser, moderator, editor, etc.  
  • Type in your teammate’s name. Then, click on ‘Add.’ 

You’re good to go!

  1. Making Stories
  • From your dashboard, click on ‘Create Story.’
  • Click on ‘Add Media’ to upload a picture or video to your Story.
  • You’ll see a preview of your Story, and you can choose if you wish to post it on Facebook, Instagram, or both.
  • You can add text, stickers, or even crop your story image to add context. You can see these in the model underneath.
  • Embellish your Story however you need, then click on ‘Share Story.’ 
  • Likewise, you can schedule your Story to post on a specific date and time. It allows you to create content in advance, so you’re not stressed over creating and uploading it last minute.

Final Thoughts:

The business suite for Facebook is an excellent tool for marketers, advertisers, and entrepreneurs. It works with Facebook, Instagram, and Messenger, and you can use it with various other third-party platforms.

As the platforms evolve and expand, Business Suite will probably change, offering new features to help us keep up with the latest trends. It’s wise for brands to get familiar with the interface to know how to use it when needed.  

What is your take on this? Have you started using Facebook’s Business Suite yet? To get the latest marketing-related updates, stay tuned with us.

How Digital Ad Fraud is Costing Advertisers Heavily?

Is it possible to make more money without putting in any sweat, blood, or tears? With digital ad fraud, it is!

The rising digital advertising market is estimated to contribute 38% to the overall advertising industry in India in 2023. It is also estimated that the number of ad frauds will increase by 45-55%, as brands shift their ad budgets from conventional to digital. 

According to reports, digital ad fraud is expected to cost brands around $81 billion in 2022. It also has the potential to reach up to 45% of overall ad spending.

Can you imagine the severity of digital ad fraud now?

Before we get into the details, let’s sort a few things out.

Understanding Digital Ad Fraud

Ad fraud is the act of deceiving advertising platforms into believing that the fake network activity (ad impressions, clicks, or conversions) is actual user behavior.

This is done by scammers with the motive of generating profits by giving fake promises to improve audience growth, engagement, and website traffic.

However, with brands losing billions of dollars every year, ad fraud is not something unexplored. The first digital ad fraud of pay per click was reported in 2001. The only change is that the scale at which it is now committed has increased drastically.

Newer and smaller businesses are more likely to fall prey to such traps because of their desire to improve website engagement and enhance their brand’s reach.

But who is responsible for these digital ad scams? What are the different kinds of ad scams that have occurred? How does it affect the operation of a business? Is there a method for businesses to protect themselves against it?

These are a few questions that advertisers/brands occasionally lookout for the answers to.

Who Commits Digital Ad Fraud?

An industry report states that every $1 out of $3 spent on online advertising by marketers is siphoned off by fraudsters.

There are three parasites who might be involved in committing digital ad fraud – an advertising company, publisher, or competitor.

The ad company may try to profit from the advertiser’s business through digital ad fraud. The goal of the fraudsters is to extract money without making a big deal out of it.

The brand’s competitors, on the other hand, commit digital ad fraud through their deceptive behavior by disrupting the marketing and general business operations, which might be disastrous for the company.

Finally, there are the publishers. They deceive the advertiser by using fake users, invalid traffic, and other methods. Publishers that engage in this practice might increase their fraudulent earnings by engaging in more malicious activities on the site. They can, for example, do this by placing 100 or 1,000 ad impressions on each page.

It is crucial for businesses to comprehend digital ad fraud and how criminals profit from it. As a result, they will be able to take preventative measures and avoid problems before they occur.

What are the Types of Digital Ad Fraud?

The most preferred method to conduct digital ad fraud is by using bots. 

However, there are many other methods too, through which ad fraud can be implemented. 

  • Domain Spoofing

Domain spoofing is a type of phishing that impersonates a high-quality domain website. Cybercriminals use this method to deceive marketers into paying more for advertising space on the fake website than they should.

This entails creating a false domain, or a string of them, that appears identical to a well-known domain with the same or similar name.

Some indicators of domain spoofing include traffic from the spoofed domain not matching with that of the real website, and cost per mille (CPM) being too low for a high-value site. 

The domain in question is not normally running ads, the publisher is not selling ad space in real-time bidding (RTB) auctions, and a suspicious email is listed as the domain owner.

  • Click Injection

This is a method of ad fraud in which attackers install malware on user devices. The virus will then create clicks on advertisements, such as Facebook advertising or website banner ads, in order to exaggerate spending on those ads. 

  • Cookie Stuffing

One of the most popular kinds of Ad Fraud is cookie stuffing. Cookie stuffing misleads and dilutes audience information. Thus, messing up the whole campaign’s results.

How does it work?

Affiliate marketing systems are one of the most common areas when cookie stuffing takes place.

Cookies are little text files that are stored in a computer browser. They help in tracking the user’s path from affiliate to central sites. A cookie exchange occurs when a person visits and clicks on an affiliate link.

Moreover, when a user visits the source site, the source site pays an affiliate. Cookie stuffing inflates numbers and forces the source site to spend more while gaining less.

  • Pixel Stuffing

Pixel stuffing is a type of ad fraud in which a fraudster builds a small advertising display, generally 1 x 1-pixel in size, that a normal person would never notice. 

This deceptive ad strategy is intended to exploit marketing programs that rely on ad expenditure on impressions.

A criminal can use pixel stuffing to show dozens or even hundreds of adverts on a single webpage and receive credit for impressions. However, these single-pixel advertisements do not produce results since viewers are unaware that they “see” an ad.

  • Ad Stacking

The purpose of ad stacking is similar to that of pixel stuffing: to show more advertising to website visitors in order to increase impressions. 

The difference between ad stacking and pixel stuffing is that instead of making “invisible” advertising that is only one pixel wide, numerous ads are “stacked” one on top of the other in the web browser.

For example, if five advertisements are piled on top of one another, the fraudster can claim credit for all five impressions, even though only the “top” ad is visible to website visitors. Because each ad might place a cookie on the visitor’s web browser, this can also contribute to cookie stuffing.

  • Ad Injection

Ad injection is a fraud tactic in which scammers employ browser extensions, plugins, and spyware to display advertisements where they should not show or replace advertisements on a website with new advertisements.

When users click on these misplaced adverts, the fraudster receives credit for a click – despite the fact that they do not control the website the person is visiting.

How can Digital Ad Fraud Affect a Company?

There are very serious implications of digital ad fraud on a company’s overall performance. Some of them are: 

  • Advertisement Budget is Wasted

The worst consequence of ad fraud is that it eats advertising money and delivers no results.

Many types of ad fraud claim credit for coincidental site visits (cookie stuffing, pixel stuffing, and ad stacking), generate fake clicks and impressions or, artificially boost the cost of impressions or clicks on low-quality sites.

  • Time Wasted on Bad Leads.

To generate income fast and consistently, the sales staff must concentrate on generating high-quality leads. Ad fraud often produces low-quality or fake leads with no intention of conducting business. 

This wastes a lot of time for the sales department. Salespeople may even lose out on legitimate, high-quality leads if they spend too much time pursuing low-quality leads from fraudulent sources.

  • Brand’s Reputation is at Stake

Being linked to ad injection fraud can harm a company’s reputation in the long run. Ads that run on sites are inappropriate for the brand and can also harm the business’s image. 

  • Legal Expenses

Recovering money from scammers is a time-consuming and tough task. Moreover, bringing a case against a person or entity that has committed fraud requires considerable legal help.

How Can Advertisers Protect themselves from Digital Ad Fraud?

How many times have you become a victim of digital ad fraud? 

To ensure all the advertisement initiatives are effective, marketers must confirm that their ad spend is reaching the targeted audience. 

This is possible with Mirrors by Silverpush. 

Mirrors’ in-video context detection technology recognizes scenes, people, logos, objects, and activities in a streaming video. This helps filter the most relevant video content specifically tailored for each campaign and targeted audience, and also ensures brand safety.

Is Contextual Advertising a Substitute for Cookie-based Targeted Advertising?

With the world on the web considering privacy and security their priority, the major web browser companies like Mozilla Firefox, and Apple were left with no choice but to phase out third-party cookies. Google Chrome is also to phase out these cookies soon. This might come as a boon for users, however similar is not the case with advertisers. Targeted advertising using third-party cookies has helped brands for years in tracking users across different sites. 

The major concern remains to find an alternative or substitute to third-party cookies that will not only target the correct audience but also provide a positive ROI with effective campaigns. 

Is Contextual Advertising a Better Alternative to Cookie-based Targeted Advertising?

Contextual advertising is the practice of displaying advertisements on web pages based on their content. It is the best approach for brands to target users in a safe and privacy-compliant manner. 

For example, you might have seen ads for running shoes on a news article featuring a 100 km marathon or ads for headphones on a computer-selling eCommerce website. 

This is accomplished by contextual targeting, which includes segmenting advertising based on criteria such as keyword or website subject.

Instead of matching campaigns to user profiles, contextual targeting aligns the campaign to the website or pages and its content. By using such strategies, the digital advertising sector may work towards building a privacy-first and brand-safe strategy to reach out to and engage audiences with the brand’s message.

Contextual ad targeting is more than just a third-party cookie substitute. Rather, it is apt to say that it is better than cookie-based targeted advertising and is the future of digital advertising.

Reasons Why Contextual Advertising is a Better Option than Cookie-based Targeted Advertising

Cookie-less advertising is the future of digital advertising, and it is set to revolutionize the $330 billion industry soon. It is the most effective method for establishing a relationship with the audience by being in the right place at the right moment.

The following are some of the reasons why first-party data and contextually targeted advertising can help both advertisers and publishers.

  • No Dependency on Third-Party Cookies

It is no longer a secret that customers are apprehensive about sharing their personal information. Fulling this need, contextual online advertising is the best option. It does not rely on cookies or personal information to provide appropriate ads. This is why brands now want to spend their budget more wisely by using contextual-based ads.

  • Brand Safety and Suitability

Other issues that contextual targeting may solve are of brand safety and brand suitability. Most businesses are concerned about their advertisements appearing next to content connected to terrorism, drugs, violence, and other topics that may reflect negatively on the advertiser and the brand. To solve this, they use basic blocklists or out-of-date technology to detect and highlight keywords without considering their context.

This implies that even when businesses focus on brand safe advertising on web pages, they may still find their ads displaying on inappropriate websites, disrupting their image.

Context-relevant targeted advertising using Mirrors by Silverpush aids in resolving such challenges. Its AI-powered in-video context recognition provides brand safety restrictions without limiting your reach and addresses over-blocking issues.

Read our case study on how Castrol built brand relevance with Mirrors.

  • Simple and Easier Implementation

Cookie-based targeted advertising needs massive amounts of data. It needs not just the appropriate tools and technology for collection, but also a staff that is needed to evaluate data.

Contextual advertising, on the other hand, focuses on predictions made by AI based on patterns and other data that makes it a more user-friendly tool.

  • AI Advancements have Improved Context Accuracy

AI has become increasingly adept at assessing page content and displaying your ad to viewers who are more likely to be interested in viewing it as a result of technological breakthroughs.

This can enhance the number of leads and conversions you receive. AI also alleviates the stress on your team by practically reducing the human effort needed in segmenting audiences by finding trends and learning from previous jobs.

  •  Better Weather Targeting can Drive Sales

Another crucial, but often underestimated, aspect of contextual advertising is the weather. While the weather may appear insignificant, it may provide valuable information on how customers would act based on their location and weather.

Brand Safety and Brand Suitability – Do they Differ?

It’s not just viewability and ROI that brands demand while buying ad inventory. The unprecedented days experienced during the covid-19 times have forced advertisers to think about brand suitability, brand safety & precise targeting as well.

As much as advertisers want to see their campaigns running on the most relevant content, they don’t want it at the cost of them appearing next to unsafe content. 

This is when the importance of brand safety and suitability comes into play.

Does Brand Safety and Suitability Differ from Each Other?

The answer to the question is No. Brand safety and suitability are not different from each other,  Brand suitability is just the evolution of brand safety.

What is Brand Safety? 

Brand safety is the practice of preserving a brand’s reputation and preventing it from appearing in potentially harmful circumstances like hate speech, terrorism, illegal drugs, piracy, obscenity, death/injury, etc. 

For example, any brand might not want their ads to get displayed next to breaking news about the war. 

With brand safety, the primary goal is to associate the brand with good, authoritative, and non-confrontational content. To be successful in this endeavor, primitive measures like keyword banning and URL block listing were used to avoid unwanted or improper brand connections.

What is Brand Suitability?

Brand suitability takes brand safety to the next level. It is more than ensuring that the brand’s reputation isn’t disrupted by the content around it. 

More importantly, it is based on understanding the underlying meaning of content as well as the precise context of what is on the page.

For instance, if you are a publisher in the banking industry. Your inventory is ideal for banks to display their advertisements. However, if reports about financial wrongdoings begin to make the press, the same banks will avoid placing advertisements on such articles.

However, avoiding the full website for advertising might harm the advertiser’s effort. This is where keyword blacklisting comes in handy for filtering out articles that contain ‘risky’ news.

Why Brand Safety and Suitability are Important?

Both brand safety and brand suitability are ever-evolving and play a huge role in preserving a brand’s reputation within the digital advertising realm.  

Whether it is digital marketers, agencies, or publishers, all have prioritized brand safety procedures. This is crucial to not lose your customers as a result of poor brand alignment.

According to a report, 43% of customers have stopped working with a brand on which they lost trust. 

During the COVID-19 times, the industry has seen an inclination towards brand suitability. Customers expect more from brands and are seeking greater control and trust in the solutions they use. 

Brand suitability bridges the risk-opportunity gap by providing context-based controls that allow digital marketers to target safe, acceptable, and brand-building content.

Challenges of Brand Safety and Brand Suitability

Brand safety is concerned with preventing the loss of trust between a brand and a customer. This is due to the fact that without trust, revenue, brand equity, and customers’ interests are either reduced or eliminated.

A transparent digital advertising brand safety vendor partnership is the solution to this problem. 

Advertisers must understand that the brand safety approach used for their digital advertising initiatives works at the speed of culture. This can help in absorbing new issues as they arise, and does not over-block information or allow unsafe/inappropriate content to pass through.

This happens mostly during keyword blocking and domain-level allow and block listing. Because of over-blocking, many keywords that have different meanings, and URL domains that house information on a broad variety of topics get sidelined. 

When it comes to brand suitability, many businesses fail to execute it successfully due to the inability to find a comprehensive solution.

According to a recent survey, 49 percent of marketers have encountered brand suitability failure, 54 percent have faced consumer hostility, and 44 percent have lost revenue because of it.

Mirrors By Silverpush – A Blend of Brand Safety And Suitability 

Mirrors by Silverpush focuses not only on brand safety but also on context-relevant brand suitability. Its AI-powered in-video context detection delivers brand safety controls without killing your reach and tackles the problems of over-blocking.

The deeply trained proprietary AI models detect custom-defined unsafe contexts like faces, actions, objects, and scenes in a streaming video. These videos are classified into many levels of video content, including smoking, adult, violence, wrecks, arms, terrorism, and others.

Along with this, it also focuses on brand suitability through text & sentiment analysis, engagement metrics, and organic influence at the video level.

Contextual Advertising: The Advertising Industry’s Next Big Step

From viewing ads for a ‘laptop’ on a newspaper’s ‘Science and Technology’ page to viewing a ‘shoe ad’ on a YouTube video of ‘5 running tips for beginners’, contextual advertising has always been relevant and impactful! 

With Apple’s new iOS 14.5 privacy policy and Google Chrome’s pending ban on third-party cookies, all ad-tech companies are striving to find new ways to sell their ads without hindering users’ privacy.

As targeted and behavioral marketing becomes increasingly challenging, contextual advertising has evolved as a solution that targets the correct audience with relevant ads while respecting their views on data privacy and personalization.

What is Contextual Advertising?

The year 2022 has seen the rise of contextual advertising. It is a powerful and effective method of reaching the target audience by displaying ads on a webpage that matches the ad’s content. At the same time, it ensures a seamless ad experience for both advertisers and viewers. 

Let’s understand contextual advertising better with some examples:

  • If you’re reading a movie review site, you could see ads that say things like “purchase movie tickets” or “join up for a movie streaming service.”
  • Before watching a YouTube video lesson on “how to cut your own hair”, you view an ad for “shampoo”.

Here, instead of using consumer data, Keywords, Topic Targeting, and AI Technology are used to scan the website on which the visitor currently is. Then, ads that are relevant to the page’s context are displayed. 

Also read:

Contextual Advertising Is More Cost-Efficient Than Behavioral Advertising

Advertisers’ Future is Contextual 

Advertising’s contextual future is for sure. According to a research study, contextually relevant ads create 43% higher neural engagement and 2.2 times better ad recall.

On one hand, consumers are pleased to find their personal data better protected, on the other hand, they also expect to see ads that match their interests and are relevant to their online experience. This is a result of contextual targeting. 

With third-party cookies coming to an end, brands need alternatives that meet their needs of targeting the correct audience at the correct time and place. The best solution to this problem is contextual targeting. 

With this, marketers can still serve personalized ads and reach their target audience in a post-cookie world.

Unlike behavioral marketing, contextual ad targeting does not need third-party cookies to deliver relevant ad experiences to the user. 

It is the best fix for advertisers when privacy is a major concern, and they still want to have a phenomenal impact on users.

Benefits of Contextual Advertising

  1. Meets your Budget

Unlike conventional methods of advertising, contextual advertising is cost-effective and does not hurt the pockets of the advertisers. They are charged only for the ads that are clicked and not for ads that are displayed on the site.

  1. Reaching Targeted Audience

Fulfilling its main motive by reaching the targeted audience, contextual ad targeting is the best method to boost sales for a product. This happens because ads are posted after proper research on keywords, keywords phrases, and the use of AI tech.

  1. Ability to Engage with Customers

When the people visiting the websites find ads relevant to the information, it boosts the brand awareness of the product. This engages more audience and thus increases the revenue of the company by increasing its sales.

  1. User Privacy not Compromised

The best feature of contextual advertising is that it does not require any 3rd party cookies to offer relevant ads. This plays a major role in meeting compliance requirements like CCPA and GDPR. 

Silverpush’s Contextual Advertising Solution

With third-party cookies being phased out, engaging with customers has never been more essential. Silverpush’s flagship product Mirrors helps in context-relevant video level ad targeting using human-enhanced AI technology.

During the process, content-aligned ad placement, brand safety, and tailored brand compatibility are all guaranteed, along with reaching the largest possible audience.

8 Steps for Getting Started with TikTok Ads

Since Facebook ads are unable to meet all the requirements of advertisers, they are on the lookout for new channels of advertising that could match their expectations. Another pearl of 2022 is TikTok Ads, and without a doubt, it will gain more popularity amongst advertisers this year.

But how to promote or advertise your business with TikTok Ads? This article will share the best techniques for TikTok advertisements in 2022.

Why are TikTok Ads Important?

TikTok, being the Top app in 136 nations globally, will become one of the trendiest social media platforms in 2022. TikTok has over 35 million daily active users (DAU) just on iOS.

This platform is currently the best way for connecting with the younger audience via the best-performing video.

TikTok audience demographics

While many brands go to TikTok influencers for local advertising of their products or services, a new advertising approach emerged.

Using TikTok Ads manager is a better approach to reach wider audiences and bring more attention to your brand. Even though the rationale of advertising is quite similar to Facebook Ads, the proper technique and comprehension of the TikTok algorithms are needed to advertise on this channel.

Also Read – 8 Latest Social Media Trends to Watch Out for in 2022

In this article, we will be revealing the best ways to create an effective advertising strategy on TikTok.

8 Steps for Getting Started with TikTok Ads

How would you establish effective TikTok advertising campaigns? TikTok users can buy ad placements for their brands by setting up a TikTok advertisement account, understanding their campaign goal, following easy steps, and advertising best practices.

  1. Make a TikTok Ads Account

The initial step is making a business account on TikTok’s ad page. Just visit the TikTok for Business landing page and click on “Get started.” You’ll be asked for some details about your business, including its name, contact details, and description.

  1. Have a Goal

What is the goal of your TikTok advertising campaign? Do you need engagement with TikTok users, boost your site traffic or create customer leads? All can result in better brand recognition and sales; however, the strategy to accomplish that final goal will vary based on your TikTok advertising objectives. Brands should also recognize their target audience so the ads can focus on the right TikTok users.

  1. Create and Name Your Ad Campaign

Now it’s a chance to make your video ad for TikTok! If you haven’t done it already, log in with your TikTok profile, and make the content you need to use in your TikTok ad, more 

like you would make your user-generated content. Remember your choice of ad formats while creating your unique content.

  1. Pick an Ad Group

To effectively run a TikTok ad campaign, you need to make your advertisement group. Choose your promotion type and enter your brand’s URL. Likewise, you’ll need to enter a profile picture and display name and specify how you need your target audience to engage with your ad based on its format.

  1. Pick a Bidding Strategy

How would you like to be charged for your TikTok advertising campaigns? A crucial step in laying out a TikTok campaign, users should choose whether they want to pay for their ads based on the number of ads viewed, impressions, number of clicks, etc.

  1. Select a Custom Audience

Who are the target audiences for your TikTok ad campaigns? There’s no reason to pay for ads to display for users outside of your target group. TikTok business accounts putting ads can target audiences based on area, interests, device type, or in-application behavior.

  1. Ensure You Meet TikTok’s Ad Requirements

Before your advertisement can be approved to show up on TikTok, it should meet its advertising requirements. TikTok offers a list of rules for its advertisers, including instructions like the ad must lack spelling errors, be in approved languages, ads must not encourage offensive actions, etc.  

  1. Complete Your Ad Campaign and Optimize

Once you’ve reviewed your TikTok ads, it’s time to finalize your campaign and plan for your advertisement delivery. Brands can manage various ad campaigns on Tik Tok using the TikTok ads manager and dashboard, which offers easy-to-use tabs such as campaign tabs, where people can manage ad details.

Key Takeaways

Don’t hesitate for even a moment to step into deep waters for your advertising in this new year. It’s a chance to use new channels, increase your visibility and get higher results. TikTok is the perfect platform for that experience.

Follow the above-mentioned simple steps and start your new TikTok ad campaign today. Learn more about digital marketing and advertising by reading our blogs

5 Best Alternatives to Third-Party Cookies 

 

Have you ever imagined marketing your brand digitally without using third-party cookies? We understand the answer is a Big “NO.” But you know what? Google will make your nightmare come true by the end of 2023. 

Yes, you read it right! The world’s most famous browser, Google Chrome, declared that they would get rid of the third-party cookies within two years by the end of 2023. Safari already banned third-party cookies and Firefox always blocks them when used for tracking. iOS 14 and macOS are adding new controls over user privacy and tracking. With the possibility to disrupt the whole digital advertising industry and upset publisher revenue streams, there’s still no suitable substitution.

What will Happen Without the Third-Party Cookies?

What are cookies, and what purpose do they serve?

Cookies are the files that a site sends to the browser when it gets a user’s visit. The objective is to store important information and assist with further improving your browsing experience. These are used on most sites and are a standard technique for using the web today.

Cookies store the user’s browsing history to pages, applications, and interactions (clicks, passwords, etc.) for a specific period. So, every time the user re-visits the site that sent the cookies, the browser sends the information back, so the pages load quickly, already containing the user’s preferences and past data.

For instance, it allows the website to keep the user signed in or recollect what they left in their shopping basket. 

With optimization of website visits, cookies also help advance digital marketing strategies by enhancing the experience and aligning content according to users’ preferences and interests. 

Alternative Proposals to Third-Party Cookies

third-party cookies alternatives

A couple of proposals are drifting around, yet no agreement is there to move ahead. With the clock ticking down, publishers are naturally concerned. There is some action, yet there’s developing doubt regarding the actual progress.

Here are a few of the proposals that have received immense attention lately: 

1. Change Measurement APIs

Change measurement APIs would permit advertisers to measure transformation and performance without utilizing third-party cookies. The Chrome development group has drifted the thought, and Apple has delivered an experimental attribution API.

2. Hidden Privacy Budgets

Advertisers may be given a “protection spending plan” that covers the amount of recognizable data gathered and shared to dispose of the program fingerprinting. Assuming that advertisers surpass the cap, they can lose API access.

3. Trust Tokens

Tracking an individual’s surfing activities across the web has additionally been used to prevent fraud. Third-party cookies assist with the location of spammers and fraudsters. Trust Tokens have been recommended as an alternative to cross-browser tracking at the individual level. Protection passes could be given to trusted users yet not be accessible for monitoring.

4. Potential of other Alternatives

Chrome is likewise finding ways of alleviating potential workarounds, for example, cache examination, navigation tracking, and network-level following. Some workarounds would help the large organizations.

For instance, they use co-owned web-based properties to see themselves as first parties. It means they could share the cookies and data within related spaces. That is incredible if you’re Google and own YouTube or Facebook and own Instagram and WhatsApp. You can read about some more proposals in Google’s privacy sandbox.

5. Digital Fingerprinting 

Digital fingerprinting identifies massive data files or structures using truncated data. A fingerprinting algorithm reduces a larger data set to a small informational index. It is also sometimes called a bit string to promote effective identification and search protocols.

Conclusion

To sum up, Google reports that advertisers have already lost 52% of advertising income when users block cookies. The rate is higher for news-related sites. What happens when it’s universal? And the more important query is, “what happens when third-party cookies no longer work and there’s no reliable replacement?

All of this brings us back to the same methodology. Developing first-party datasets is the most effective way to control your fate as a publisher.

To learn more about user-privacy and cookie less future, read out the other blog – How The Death of 3rd Party Cookie Matters to CTV Advertising.

How Contextual Advertisement Will Become the Next Digital Marketing Trend?

 

Contextual advertisement has been on the plan of digital advertisers lately. The primary motivation for this is the guidelines that both government and brands have brought in user privacy protection. Contextual targeting will be an exciting topic in the new online shopping world to emerge after these guidelines.

What is Contextual Advertisement?

It’s pretty simple and easy! Contextual advertising is ads shown based on the context of the target audience group. It resembles seeing a sports shoe ad on a sports news channel or website. Contextual advertising centers around the context of the customer rather than who the customer is. Similarly, the requirement for demographic and psychological information of the client to show the right ad is eliminated.

Is Contextual Marketing New in the Market?

No. If you’ve been in online advertising for over ten years, you must know that the answer to this question is no. Contextual advertising has been used for quite a long time in all media, not just online advertisements. However, because of the development of user-tracking techniques, advertisers have moved away from contextual advertising.

What are the Top Advantages of Contextual Advertisement?

Lesser Reliance on User Data

Contextual ads can be a perfect solution to the cookie issue, which is the most crucial issue advertisers have faced in recent times. Since the targeting in contextual marketing depends on the context, not the behavioural data of the client, the reliance on cookies that create data privacy issues has decreased.

Less Ad Fatigue

One of the most significant inconveniences of behavioural advertising is that it displays the same advertisement to the same user repeatedly. In contextual advertising, although the same ad is often shown to the user, advertisement fatigue is decreased because these advertisements are relevant to the content the user is consuming.

Brand Image Protection 

Undoubtedly, one part of safety is legal compliance. But, the image can be something trickier to protect, especially because advertisers can’t always control where their ads are displayed. Often, brands have faced trolls because they showed their ads on adult sites or with extremist perspectives. It, however, was an outcome of user activity. In contrast, Contextual advertising puts the webpage at the centre of things. The brand has command over that web page by specifying the topics, subtopics, and keywords that connect with the promotion.

Greater Relevance 

The primary assumption supporting behavioural advertising is that clients want to see advertisements related to general trends in their surfing conduct. But, it could also happen that their current needs don’t fall in with those trends. For example, somebody reading home appliances may not need to see advertisements about website designing services, even if they have recently searched for them. On the other hand, a YouTube contextual ads for healthy protein powders might be more relevant to their present state of mind and draw in more clicks.

No Worry about Banner Impairment 

There is a common phenomenon where clients have learned to ignore ads. For example, a bus ticket booking site running advertisements for a bus review platform makes better sense than displaying YouTube contextual ads related to women’s clothing.

Why Advertisers Moved Away from Contextual Ads?

Advertisers have moved from contextual advertising solutions since cookies-based behavioural advertisement models have beaten contextual promotion models. But, it is incorrect to say that contextual advertising has vanished.

Brands that explicitly own a specific niche continued to be clients of contextual targeting. For instance, most advertisements for kitchen appliances brands are still displayed on recipe sites.

If Contextual Advertisement Failed Earlier, Why Should You Rely on it Today?

A doubt is likely on the mind of any individual who considers contextual ads to be an alternative to behavioural marketing. Contextual marketing had execution issues before. The most compelling reason for this was that the technology of the period made it essential to put the ad manually. It was a massive issue for advertisers with enormous inventories of ad space. So, advertisers couldn’t entirely perform the performance streamlining of the ad spaces.

Today, with the advancement of AI innovations, it is simple to solve this issue. A huge thanks to AI that can quickly identify the content, and accordingly the context, more accurate ad impressions have become conceivable.

Is Google a Hurdle to Gain Popularity?

Contextual ads have a significant hurdle to gain re-popularity: Google.

Since February 2020, Google has taken back the ability of advertisers to target based on content category. It is right to say that Google needs the behavioural targeting models dominated by it to proceed.

Even though Google dominates the world in behavioural targeting, the same doesn’t go for contextual advertising. Numerous alternative DSPs create robust products in this space where Google is relatively weak.

To know more about contextual advertising read our blog on 7 Reasons Why Marketers are Relying on Contextual Advertising in 2022.

5 Types of YouTube Ads that Marketers Use 

 

Broadcast Yourself.” That’s what YouTube says. Twenty-two years ago, this online video platform was born, and today it is the largest search engine in the world. On the contrary, many small and medium-size businesses chase Google ads because they have a preconceived notion that “videos are expensive and complicated to use.

How much truth does this statement carry? Let’s unveil the absolute truth behind the use of YouTube ads and YouTube ads cost. As a marketer, you cannot avoid videos because they are everywhere! And avoiding them can be a disaster. 

This article will take you through 5 types of YouTube video ads that would help your brand grow manifold with the rise of this video platform.

Different Types of YouTube Ads Used by Marketers

  1. Skippable-in Stream YouTube Video Ads –

    These ads can be played before or after the video and plays for a minimum of 5 seconds, with the user having the liberty to skip after 5 seconds. The maximum duration has to be under 3 minutes, with a minimum being 12 seconds. You’ll only get charged when someone watches the video for at least 30 seconds, or the entire ad (for any ad under 30 seconds) or if they click on it.

  2. Non-Skippable-in-Stream Video Ads –

    You can play these ads before or after the video with a difference that you cannot skip. The way that these YouTube ads cost advertisers is quite different. The charges are incurred per impression, more specifically, per 1000 views, abbreviated as CPM. This one’s for you when your brand needs to show visibility and doesn’t want to risk getting hundreds and thousands of ad skips.

  3. Bumper Ads –

    These ads are six-seconds long, non-skippable video ads that play right before an actual video. These Google Ads for YouTube channels are perfect for anyone with a simple message to get across and don’t need to produce a minute-long ad. It’s great for creating awareness and easy recalling of the ad as it’s just 6 seconds long. 

  4. Discovery Ads –

    These ads act as search engines for YouTube. Like Google text ads, YouTube’s Discovery Ads also says “Ad” in a box to let users know they would be paid based on the results. Discovery ads are composed of a thumbnail image and three lines of text. The most exciting part is that these ads can show on the search results page, video watch page, and YouTube homepage, which gives them quite a bit of visibility

  5. Non-Video Ads –

    These ads are just like banner ads and don’t let you shell big pennies. It can be in the form of an image, text, or button. These YouTube promotions cost money based on cost per click and are also quite affordable if you do not want to invest in creating a video. 

Bonus Tip 

You can choose to add extensions on the YouTube campaigns ad formats and add site links to help the user redirect to the landing page with ease. 

To sum up, quickly, there is no factual formula for you to follow and create and promote YouTube video Google Ads, but you need to understand how you want the audience to perceive the ad. And the least, recall it!

The safest bet to follow is exactly who your audience is and their preferences. 

Was it an interesting read? We have many more like these. Read our other blogs like 6 New Google Ads Updates You can’t Miss to Check out in 2022.

How to Grow Your Reach With Instagram Hashtags?

 

What’s in your Instagram caption? Is it #instagood and #love? Or is it more #branded? How much efficiency do you devote to thinking about your Instagram hashtags? If you’re dipping your toes in the water of hashtags, it could feel like more is better, but this isn’t always the situation. Keep reading to get familiar with using hashtags on Instagram that could help your brand and how to put these strategies into motion.

What are Instagram Tags?

The primary thing to know is what are these hashtags? The best hashtag combines numbers, letters, and emoticons with the # symbol. These hashtags can make your content more discoverable by more audiences. 

The following query is, why do people use these trending hashtags on Instagram?

Hashtags are used to grow Instagram’s audience, and you can likewise use them to build an online community. Look at this image, it clearly shows the importance of hashtags in improving your reach.

Instagram hashtags help in creating better reach

For instance, when the Covid-19 pandemic hit the globe, Nike used #playinside to connect more local populations through their brand.

How Many Hashtags Can You Use on Instagram?

Another question emerges: What number of hashtags should an individual use on Instagram? You can include up to 10 hashtags in your story and 30 on your regular post. These hashtags are allowed per story or post; however, this doesn’t imply that you should use this considerable number of hashtags. The most recommended number of hashtags to use is between 1 to 3.

The Most Effective Ways to Use Hashtags

You should add up to 30 relevant hashtags in your caption whenever you create an Instagram post. It helps people to find your content.

For example, if you post a picture showing yourself relaxing in the sun at a yacht, you could add #summer, #travel, and #yachting, and other relevant words.

Instagram will then arrange your post according to your tags. Your post will appear for individuals who search for any of these terms.

why are Instagram hashtags important?

Why use hashtags for your brand? Instagram hashtags have many advantages for your brand. Regardless of what your Instagram goals are, you can still get benefits.

  1. Hashtags Make your Posts Discoverable:

    If you add trending hashtags on Instagram, anybody who searches for that hashtag will see your post. It is an excellent way to engage new individuals who may be keen on your content.

  1. Hashtags Help your Target Audience:

    You can empower the use of branded hashtags as one more approach to engaging. Search results with tags are saved, as are feed posts and stories with tags.

  1. Hashtags Increment Commitment:

    Studies have shown that posts with hashtags get a more significant number of preferences and remarks than posts without hashtags. Hashtags are a decent method for empowering commitment in your posts.

  1. Hashtags Make it Simpler for others to Share your Content:

    One of the main advantages of using hashtags is that they allow individuals who aren’t following you to find your content. Assuming somebody sees a post they like, they can undoubtedly share it with their followers by clicking on the hashtag. It helps to increase the reach of your posts and increase your audience.

How to Find The Best Hashtag for Yourself or Your Brand?

choosing the best hashtags for your brand

First and foremost, look at the competition in the business. Search for the hashtags that are used by the competitor business. Then, search for the hashtags already being used by a vast community or many people.

Searching for these already used hashtags will help you grow your followers and reach the individuals who are interested in your business. For this reason, you need to keep an eye on your followers’ hashtags.

One of the most exciting hashtags is simply the one that you create. Make a catchy and appealing hashtag for your brand and let your audience know about it by adding it to your posts, bio, and stories. In this way, you can engage a large number of audiences.

What’s the Right Way to Use Instagram Hashtags?

It is constantly viewed as an essential factor to use hashtags accurately. Therefore, while creating your Instagram post, try to add content-related hashtags below in the caption. These content-related hashtags will presumably help individuals find your content more than before, resulting in more reach on your IG.

  • Use of Trending Hashtags:

Remember only to use relevant hashtags to your content niche. Then to get more reach, always search and select popular hashtags. They will lead your Instagram followers and views to another level when people search those popular tags and reach out to you. 

  • Number of Vital Hashtags:

Instagram permits you to use just 30 hashtags on each one of your posts. Presently it depends on you to use them as per your wish. While adhering to Instagram directions, Instagram has recently offered this guidance to the creators to keep the number between 3-5 hashtags.

Conclusion

Instagram tags play a significant part in increasing reach on your profile. The thing is to use them accurately. They can impact your Instagram growth which assists you with expanding your Instagram business.

Liked what you read? We have more blogs revolving around social media like 8 Latest Social Media Trends to Watch Out For In 2022

7 Reasons Why Marketers are Relying on Contextual Advertising in 2022

What is Contextual Advertising?

Contextual advertising or contextual targeting is among the best sorts of digital advertising as it has numerous benefits to count on! It includes putting ads on a website in light of its content. The contextual ads provide more information about the products and services to the web client. It’s a cost-effective approach for promoting small or start-up firms that are aiming to build higher sales.

For example, if someone is reading an article about cooking tips, there could be advertisements related to cooking products and other kitchen items on the site page. They are shown based on where the client at present is instead of focusing on where the client has been.

Contextual marketing allows marketers to make a strong marketing tactic through contextual targeting, given the relevance of the environment rather than gathering clients’ information to create targeted advertisements. Contextual targeting is an outstanding option for brands, ad publishers, and advertisers who can’t or decide not to follow an advertising technique based on behavioural targeting.

Importance of Contextual Digital Marketing in Brand Promotion

Context is significant in light of the fact that it provides advertisers with helpful data about the kind of content a user is keen on. Marketers can then target them with an ad that appeals to the client with relevant content. While relevant behavioural information lapses as purchasers explore a dynamic environment, using contextual ads lets advertisers know what clients are keen on at present rather than depending on past behaviour. Advertisers can use this for their potential benefit by conveying highly relevant ads on time. 

Organizations may likewise suffer with steadily changing guidelines and attitudes toward privacy and strategies that utilize cookies to inform them about a client’s online behaviour. With this changing attitude, advertisers are mindful that they will be unable to gather data in the manner they once did. For organizations prepared to embrace a cookie less world and an environment where customer needs are continually changing, contextual advertising is a way forward.

Why are Marketers Switching to Contextual Marketing in 2022?

Let’s plunge into the advantages of contextual ads that are attracting advertisers to this targeting technique.

contextual marketing effectiveness

  1. Cost-effective

Dissimilar to traditional advertising, contextual targeting is cost-savvy and doesn’t require heavy advertisement.  You’re only charged for ads that have been clicked, and not for the presentation of advertisements on the site. The ads accompany a customized message, and a choice to shop using the link once.

  1. Gain Targeted Traffic

Nothing increases sales than advertising your products and services to the relevant crowd. Contextual advertising allows you to contact the right crowd, as contextual ads are posted after research on relevant keywords and key phrases. It’s one of the successful approaches to promoting products of a particular niche on the web.

  1. It’s Assessable

Contextual digital marketing provides the advertiser with an approach of determining whether or not their advertisements are pulling revenue. The advertisements can be shown to individuals in a specific geographical area while picking the right target. It likewise decides the timetable in terms of hours, months, and different parameters of time. Their patterns are a magnificent resource for web advertisers.

  1. No Irritating Pop-ups

The other impressive part of contextual advertising is that customers are not spammed with irritating pop-ups. it blends in pleasantly with the page. Since the substance of the webpage is relevant to the clients, they find the links helpful and appropriate. Consequently, the customers are probably going to be curious about the contextual ads, which might end up with a purchase.

  1. Promotes Sales

There is a high chance that by using contextual advertising, customers who are searching for a specific keyword will click on the link on the website to get more information. Since it relates with what the customer is looking for, there is a high probability that they will purchase it. This will not just boost the sales but also lead to brand exposure. 

  1. Less Ad Aversion

With growing knowledge on data privacy, customers are more mindful and many of them are not in favour of sharing their private information to the websites. So, with contextually targeted ads, customers are less averse, realising that it isn’t based on their personal data but related to the website they are on.

  1. Capability to Engage with Clients

It gives an opportunity to converse and draw in with clients. The online audiences find the data on the links and ads very helpful as they are relevant with what they’re searching for. They get the information without looking for the products and services effectively. This boosts the image of  your brand through such engagements.

The Future of Contextual Advertising

The field of contextual advertising is relatively new and still evolving. Apart from web pages, context advertising is coordinating with video content. The idea of a unique billboard has been proposed, with a camera that can distinguish the age and gender of the audience and change the ad shown based on the collected information.

How Does Contextual Advertising Work?

how does contextual advertising work?

Contextual advertising works by bridging the gap between website owners and publishers who need to display their banners. Website owners get paid after clients click on an ad displayed on their webpage. The cost per click on promotions varies from a couple of pennies to hundreds of dollars. It relies upon keyword competition, search volume, publisher, ad quality, and the highest bid an advertiser can pay per click.

The ad network shows advertisements given the webpage content. You have to let Google AdSense know about your ad by picking the relevant topic and keywords. Assuming they match the main subject of the publisher’s page, they can display this advertisement. Google will likewise analyse page text and design, language, and keywords to choose the most relevant page for promotion. After this, Google AdSense picks a page that is the ideal match for your advertising.

In Summary

There are various methods of advertising and promoting your brand online. But, contextual marketing has attained relevance all through. This sort of advertising allows you to connect with clients and users  in a more meaningful manner and clients  also react positively to relevant content.

Since contextual digital marketing offers various targeting choices, your ads are viewed by the accurate audience, at the accurate time. This captivates users and forms a positive brand image, knowing that the ad is not based on their private data. All these factors directly unleash a positive impact on the sales growth of the brand.

6 New Google Ads Updates You can’t Miss to Check out in 2022

 

Google is about to launch and upgrade its Google Ads feature. Excited to know what exactly those are? Let’s dig right in.

Google Ads updates are progressively moving to automate many parts of its mind-boggling machine. Bidding, Targeting, other small parts of the advertisement text experience are either fully or partly automated.

Ad expansions will offer more data about your business and make it really easier to draw in more engagements. Perhaps, marketers can see a 20% increase in clickthrough rate when almost four site links show with their Google ad settings.

Google is offering various features to help you publish engaging ads. It will make site links, callouts, and structured snippets easier. Are you excited? So are we!

6 New Google Ads Updates That you Must Know

  1. Engage More Individuals with Automated Extensions

After you choose to go with automated extensions, Google Ad Manager will create new extensions on your behalf and present them with your ad if they’re suitable to improve your performance.

Ad extensions contributing to user engagement

Earlier, site links, structured snippets, and callouts weren’t capable of showing your ad if you provided manually created site links, snippets, and callouts.

From mid-march onwards, these extensions will be able to present their manually-created counterparts.

For instance, if your Google Ad has only two manually-generated site links accessible, Google Ads can offer two site links simultaneously, showing your ad with four site links.

With this update, you’ll have the option to see reporting for these automated extensions at a personal level on the Extensions page. After reviewing, you can remove or pause each extension. It will simplify managing the extensions that google creates on your behalf.

To see which automated extensions are visible with your Google Ad settings, search for “Automatically created” extensions in the table view of the page(extension). 

  1. Google Merchant Center launched an Option of Short Title

Now sellers can add a short title to identify their product in Google Merchant Center.

The new [short title] attribute varies from the current features. The short title should be concise and written to show in “browsy experiences,” like Discovery campaigns and Shopping advertisements on Gmail.

Full product titles usually get trimmed in the “browsy” ad settings Google has mentioned, and it implies that users may not be viewing all the relevant data from your ad. Short titles offer sellers a fast method for distinguishing their products, which could help with improving clickthrough rates.

Best practices for short titles. Google ad suggests restricting your short titles to 65 characters or less because customers usually see the initial 65 characters of a short title (contingent upon their screen size).

  1. New Google Shopping Experience Scorecard

Google informs  merchants of a new program called the Shopping experience scorecard. In short, Google is informing these merchants that if they offer an “outstanding client experience,” Google will remunerate those merchants with “a badge,” “a raise in rankings,” and “different advantages that will help buyers with finding your business,” inside the Google Shopping tab in Google Search.

To review your performance and score:

  • Sign in(Google ads login) to your Merchant Center account.
  • From the navigation menu, click on Growth.
  • Click on the Shopping experience scorecard.

To measure the performance of the merchants, a few metrics is laid down by Google on which they are ranked.

Google experience scorecard metrics

Suppose you are a merchant and part of Google Merchant Center and think you can give that level of “excellent” client service. In that case, you should share these metrics with Google Ad Manager because it will help you gain better visibility in Google Shopping.

  1. Track Down More Opportunities with Recommendations

Recommendations can assist you with polishing your performance by analyzing your account’s campaign setting, performance history, latest trends, etc. Advertisers who used recommendations to boost their account level optimization score saw around a 14% increase in conversion.

types of recommendations in Google Ads

To help you discover more opportunities in your Google ad settings, Google adds new recommendations and tools. Now you can use recommendations and polish your video campaigns.

  1. Test Easily on a New Experimental Page

In today’s dynamically changing business environment, it has become crucial for businesses to run rigorous and data-driven testing if they wish to grow.

So the best way  to do this is by running experiments, which can help you understand the effect of your changes and improve the ad campaign performance. 

To simplify testing in your account, Google is carrying out the Experiments page – a new feature in Google Ad Manager that can help you create, manage, and optimize all your experiments in one place.

  1. Changes in Keyword Matching Behavior 

Let’s talk about keyword search! Again one of the essential tools to understand the target audience and their queries are mapping them by keyword search. 

Here are the two advantages that keyword search does in the case of google ads –

  • Ads will now prefer broad match and phrase match keywords identical to a query without an exact match keyword.
  • If you have different match types for a keyword-relevant to a query but not exact, Google will not decide based entirely on Ad Rank but relevancy (thanks to BERT).

To sum up, the settings on Google ads constantly provides all its users with regular Google ads updates and helps in improving their browsing experience of all sorts. Why should your business be left behind? 

Interested in getting more social media updates? Check out our other blogs – Top 6 Facebook Updates Of 2022 You Must Know.

8 Latest Social Media Trends to Watch Out For In 2022

In 2022, there are approximately 3.96 Billion social media users around the world. We are sure you are also one of those social media addicts. Then why not take the plunge and keep an eye on the latest social media trends that have made waves in the market already!

Sounds fun? If yes, this article is for you!

Social media has become an integral part of everyone’s lives these days. Some of us are so addicted to it that our day starts with scrolling and of course ends while scrolling the last post until we go to bed. 

Given the significance of social media in a shoppers’ life, advertisers and businesses rush to social media platforms to connect with their target audiences. It must be challenging to stand out unless you have some excellent strategies to promote your business on social media platforms. For this reason, staying updated on the social media trends updates has become very crucial these days. 

Keeping in mind the importance of social media marketing and how drastically it can help your brand grow, we are elated to share some of the important social media trends today that you need to follow to make your brand sine. Read on!

 

  • Social-Commerce Will Continue to Grow 

Brands have long utilized social media sites like Instagram and Pinterest to sell their items. In 2022, however, the ability to purchase items directly through social media will become a trend.

From shoppable posts on Instagram Storefronts, many organizations are consistently growing to become retail platforms. Brands and advertisers will use these and include social media marketing trends 2022.

  • Targeting New Audiences Will Become a Primary Goal


Most advertisers’ primary social media marketing would be to gather new crowds, build connections with customers, and boost client support. Earlier, these goals were focused on just boosting sales and increasing advertisements.

Thus, it’s assumed that there will be a clear evolution in how brands would be using social media to grow bigger.

  • Influencer Marketing Will Continue To Rise

Influencer marketing isn’t something new. Today, social media is dominated by an influencer who gets compensated excessive amounts of money to promote different brands.

Putting money into influencers is less expensive than running paid promotion campaigns because it delivers excellent results. In addition, influencers can help advertisers accomplish various social media marketing goals and not simply generate leads. These are the two primary reasons it has become so famous and consistently gets more substantial and bolder.

  •  User-Generated Content Will Be the New Catch


Brands using user-generated content is an old trend, but it hasn’t become outdated yet. The only thing that has changed is the pace of adoption, with more and more advertisers and marketers using UGC.

A few brands, like Daniel Wellington, inspire their customers to make content and tag the brand for an opportunity to get featured on their page. Like Olay or Dove, some run similar promoting campaigns that urge individuals to submit their entries to become a part of the campaign.

Regardless of how you need to use UGC, it would be best if you had a place for it in your content strategy. UGC is free and is viewed as much more authentic than branded content. It can give your brand a better picture.

  •  Inclusivity Will Be The Key


In the previous two years, the corporate social obligation was an interesting topic (and for a good reason). In social media marketing trends 2022, brands will need to continue to focus on their commitment to inclusivity.

Brands will need to discover which social issues mean the most to their target audience. Shoppers have set standards for brands regarding social responsibility, and an oddball signal will no longer be sufficient.

  • Video Content Will Continue to Rule


Video content is one of the most creative and captivating forms of content. According to a study, by 2022, 82% of all online content will be video content. It is imperative to begin using video content to remain relevant on the social media platform.

  • More Brands Will Incorporate Social Listening

Social media is a gold mine for insights and data that organizations can use to refine their social media marketing strategies. And with the invention of various social listening tools, it has become exceptionally convenient for anyone to gain these insights.

Given the simplicity with which you can take advantage of social discussions to draw essential data and insights, social listening has grown into each advertiser’s strategy. According to research, it is observed that most respondents felt that social listening had expanded their association’s worth over the past year.

  • Instagram and Twitter Will Remain Popular


Even though much has been said about smaller channels like Pinterest and Snapchat, Instagram and Twitter aren’t going anywhere in 2022.

As per research, Twitter and Instagram will be essential to B2B businesses. In 2022, 70% of respondents showed that they intend to grow their venture on Twitter, while 63% of B2B firms wanted to expand their spending on Instagram. And just 49% of B2B brands intended to increase their spending on Facebook.

In the coming years social media is projected to grow by leaps and bounds. These are just a few updates that will take over the social media scene in 2022. You can stay ahead of your rivals by simply following these trends.

While Instagram and Twitter will remain popular (particularly to B2B organizations), 2022 might be suitable for smaller networks like Snapchat and Pinterest. And, of course, social commerce is an absolute necessity for e-Commerce businesses.

Conclusion:

Toward the day’s end, it’s essential to remember that social media is a dynamic platform.

What worked yesterday might not guarantee the same results today. So keep updating your knowledge about the latest social media trends and make your business grow.

Top 6 Facebook Updates Of 2022 You Must Know!

2022 is already here, filled with excitement  and enthusiasm. The new year is an incredible opportunity for us to update our social media advertising strategies and revamp our old ways of gathering eyeballs from our viewers. 

In January, we got a couple of important updates from Meta that further upgraded the Facebook and Instagram experiences.

How about we take a look at the latest Facebook updates presented in January of 2022? Let’s dig right in. We hope knowing these updates would surely help you plan your business better. 

  • A more secure shopping experience

Social business is turning out to be more and more popular, with both Facebook and Instagram allowing on-platform local shopping. Facebook gets the significance of creating a safe and reliable shopping experience for everyone, so they’ve rolled out certain improvements in their social commerce toolkit.

They’ve shared the policies that brands need to use to Meta’s shopping features. All individuals selling on Facebook (counting Marketplace vendors) should follow Commerce policies, and other policies might apply based upon how you’re selling.

If you run promotion campaigns, you should follow Advertising strategies, and anybody who uses the Commerce manager or an on-platform shop should stick to the Merchant Agreement.

  • Meta shopping strategies

They’ve likewise shared the following data with respect to customer’s security:

  • Infringement of policies may result in listing removal, product label rejection, and renounced access to shopping features.
  • Facebook gathers feedback through surveys and business audits to both work on the system and search for sellers that should be removed.
  • Facebook Pay has anti-fraud technology to secure businesses and customers, including the choice for individuals to use pins, fingerprints, or face IDs to send money.
  • Meta has highly trained review and enforcement teams with special detection tools to track down fake accounts or fraudulent action.
  • They use automated systems to find and block posts selling fake items.
  • Special teams groups that work with law enforcement answer legal requests to prevent the sale of stolen items. 
  • Users can also report suspicious activity even if they aren’t the customers themselves.

  • Memberships for creators

Facebook launched Subscriptions in 2020, permitting creators to create content-focused businesses on the site. This element is now getting a couple of updates on Facebook, and it’s also coming to Instagram.

Guess what? There’s more. Few latest subscription updates on Facebook also includes :

  • Subscription creators can download email lists of new unsubscribers who have agreed to share this data as of December 2021, allowing merchants to develop their business off-site.
  • Creators can now create and use personalized links to grow subscriptions.

In the upcoming few months, creators will gain access to the latest metrics that shed light on their estimated profit, taxes and the amount they pay in fees.

  • New assets to help Black-owned small companies

Meta has observed that Black-owned small businesses have higher closure rates and higher lost sale rates than many of their competitors, so they have made devoted answers to help them.

In January, Meta declared new techniques, tools, and assets only for Black-owned firms that will be accessible by the end of February (Black History Month).

The platform will likewise host weekly events with entrepreneurs, influencers, and industry experts. All these events will go on past February.

  • Meta shares Instagram patterns

In January, Meta shared a rundown of best practices and content formats currently trending on Instagram. To match yourself with the times, try using them into your Instagram strategies.

The latest Instagram trends include:

  • Narrating the story behind your product like “how it’s made” video or a live Q&A
  • Short-form videos created on trending sounds and music (most popular in Reels)
  • Creators acquiring celebrity status
  • Huge interest in all holistic wellbeing and mental health care


  • Comment Control for Creators (Includes Live Chat)

Creators frequently use Facebook’s live video options to grow their reach and monetize their content. Although the engagement that comes with live video can be wonderful, but it becomes a headache when trollers join the conversation. This happens in both live video and standard content.  

Facebook is launching new tools to help with this,  permitting creators to block a user and any new account they make as well as hiding unwanted comments.

Creators can also set up keyword blocking to filter a variety of words, symbols, numbers, images, and alternative spellings that they need to keep from their comments.

  • Extended Eligibility for Cryptocurrency Brands to Run Ads

As the cryptocurrency scene has extended and stabilized in recent years, Facebook has decided to grow eligibility to digital currency brands by expanding the number of regulatory licenses accepted by the site. Presently, Facebook says that they’ll be observing 27 distinct regulatory licenses, a list of which will be published on their policy page. They’ll likewise be using a “variety of signals to confirm eligibility.

And it’s a wrap! To quickly sum up, we know that Facebook is working hard to deliver greater experiences to its customers, businesses and advertisers. With the commencement of 2022 Facebook has shown great efforts and we really can’t wait to see what else it has in store for us! 

What is your opinion on this? Which of these Facebook updates were you waiting for in previous years? What else do you wish to see in the upcoming updates? Share your views and queries in our comment section below. See you in our next blog;)

 

Top 5 Video Advertising Trends to Watch for in 2022

Last two years saw a surge in the investment in video advertising and other forms of digital marketing by businesses of all sizes. This surge was mainly fueled by the pandemic.

Video was used as a marketing tool by more than 85% of the businesses during the last year, i.e., 2021. 93% of marketing professionals have acknowledged that video helped them in increasing brand awareness in 2021. Below are discussed some of the top video advertising trends to watch for in the year 2022.

YouTube will remain the top platform for video marketers

YouTube advertising has helped build countless number of brands. A recent survey of video marketing professionals has revealed that their most widely used platform is YouTube. More than 80% of video marketers consider YouTube as an effective channel. In 2021, YouTube was used by eighty-six percent of the video marketers, and eighty-eight percent of them are planning to use it in the year 2022.

Transition from behavioral to contextual advertising will increase

Due to the recent data privacy regulations and rising consumers’ awareness regarding online privacy, marketers are finding it increasingly difficult to track people via third-party cookies. The use of third-party cookies has been already discontinued by browsers such as Firefox, and by late 2023, Chrome browser will also discontinue these cookies.

Contextual advertising offers the best way to advertise on the internet as it does not involve the use of 3rd party cookies, and is highly effective, cost-efficient and does not invade consumers’ privacy. A recent survey shows that forty-nine percent of marketers are looking to contextual ad targeting in order to replace third-party cookies. This trend will rise sharply in future.

Investment in connected TV advertising will rise

People are increasingly watching connected TV over traditional TV. It has been forecasted that the number of connected TV households in the US will increase to 110 million in 2022.

The October 2021 eMarketer forecast predicted that connected TV ad spending in the United States will increase to $19.10 billion in 2022 from $14.44 billion in 2021, and by the year 2024, it will be $29.50 billion, i.e., more than double the amount spent in 2021.

eMarketer has forecasted that Connected TV net ad revenue for YouTube in the United States will increase from $2.54 billion in 2021 to $3.17 billion in 2022. In the year 2022, the number of YouTube advertising campaigns for connected TV will rise significantly.

Use of interactive video ads will grow

Brands are already using interactive videos and their use is expected to rise increase in 2022. The statistics show that interactive videos offer a click through rate of over 11%. Majority of marketers think that interactive video will become a highly important part of their marketing strategy.

An interactive video allows a viewer to directly interact with the video itself. It provides a better user experience and allows engagement with a brand at a deeper level in comparison to traditional video. Marketers can create interactive YouTube video ads by making use of certain interactive features such as end screens, call to action buttons and shopping cards to help drive website visits, product purchases, installation of apps, etc.

More and more marketers will adopt AI-powered contextual brand suitability technology  

Various surveys have shown that ads of a brand that appear next to harmful or inappropriate content cast a negative impact on the minds of consumers. Marketers are now making efforts to not only avoid placement of ads against content that falls under generic unsafe categories like terrorism, but also against unsuitable content, i.e. content that does not suit the nature of the business.

Marketers are increasingly focusing on brand suitability and not only on brand safety. AI-powered contextual brand suitability technology allows video marketers to ensure ad placement against video content that is fully appropriate for brands. In 2022, more and more marketers will deploy this technology.

By taking into account the above trends, marketers can create effective digital video advertising strategy for 2022 in order to run successful campaigns and boost ROI.

How to Better Connect with Consumers Through YouTube Advertising

People across the globe are increasingly watching online videos. This provides a great opportunity to marketers to connect with consumers by delivering relevant brand messages right when they are watching their favorite videos.

This article discusses how marketers can better connect with consumers through YouTube advertising. In order to connect with different audiences, marketers should scale their campaigns across different types of devices and find out what type of ad format works best with a particular audience.

The statistics show that about eighty percent of YouTube viewers say that watching a movie trailer on YouTube helps them decide whether to watch that movie or not. For promoting the release of a movie, marketers can effectively reach varied audiences across different types of devices by running a YouTube ad campaign with different versions of the video creative.

Another way to better connect with audience involves the use of YouTube Select. By using YouTube Select, a YouTube ad agency can fully customize the selection of channels. It provides marketers a nuanced approach to the way YouTube campaigns are planned and activated. Marketers can reach specific audiences by using bespoke content packages. They can also make use of TV extension packages having broadcaster-quality channels in order to extend the reach of traditional television.

In order to increase exposure to brand, boost sales, and draw good return on investment, marketers should leverage the power of data, creative, and measurement. Marketers can run effective advertising campaigns by making use of the first-party data obtained from the existing customers, website visitors, and channel subscribers. The collection and use of the first-party data should be in compliance with the guidelines laid down by the data privacy regulation.

The creative should be designed in such a way that it reveals brand and its product along with the call to action within the first five seconds of the advertisement. By using a TrueView for action campaign on YouTube, viewers can be encouraged to perform an action such as learn more about the advertised product, request a quote, or buy the product. By using sequential storytelling and adapting creative according to audiences, brands and their partner YouTube marketing companies can effectively connect with the consumers.

By using contextual ad targeting, marketers can connect with consumers on a completely new level. AI-powered in-video context detection technology can identify contexts such as faces, logos, objects, places, emotions, actions, on-screen text and audio in online videos in order to serve the most contextually relevant ads. By leveraging this contextual video advertising technology, marketers can serve ads that are fully in line with the video content that viewers are actively engaging with, while ensuring brand safety and brand suitability.

To assess how much success they have achieved in connecting with their consumers through video ad campaigns, marketers should track site visits, conversions and sales. The statistics show that on average, eight percent more search conversion volume and four percent lesser search cost per action are achievable when marketers use YouTube with Search. After getting to know what works, marketers should optimize their campaigns for best results.

The above-mentioned ways will help marketers in running effective YouTube advertising campaigns in order to better connect with consumers, increase conversions, and boost sales.

How Surrounding Content Impacts the Effectiveness of Video Advertising

When targeting ads to consumers, marketers give importance to creative and demographics of audience. But these are not the only factors that marketers should take into account. A recent research study shows that consumers’ perception of video ads and effectiveness of video advertising are affected by the context in which the ads are viewed.

The study found that the quality and trustworthiness of the surrounding content are among the key factors influencing the effectiveness of video ads. It examined the impact of the context in which video ads are seen on the performance of ads and the viewers’ perception of ads. The surrounding content should not only be contextually relevant but should also ensure brand safety.

The study involved testing the performance of pre-roll video ads when surrounded by different types of content across different kinds of environments. The three different kinds of content against which the video ads were placed were as follows – content from premium publishers, content generated by users but from established creators, and content generated by users but from everyday people.

The study included more than forty-five hundred participants. A variety of combinations of content and ads were delivered to the mobile phones of the study participants across distinct environments, viz. – non-feed environment on a video aggregator, in-feed environment on a social media platform – Twitter, and non-feed environment on publisher sites.

The findings of the study are important for contextual advertising companies. The study revealed that the type of content adjacency significantly influences performance of a brand’s ad. When video ads were surrounded by high-quality and highly trustworthy content, an increase of twelve percent in participants’ purchase intent was observed because of high trustworthiness, while an increase of nine percent in buying intent was observed because of high quality. High-quality and highly trustworthy content scores high on brand safety.

Premium content fetched a greater positive opinion from study participants in comparison to user generated content. Therefore, brands whose video ads were placed against premium content were perceived by the participants as more interesting and favorable.

Video ads placed against user generated content created by established content creators were regarded by participants as more trustworthy and relevant in comparison to the video ads placed against user generated content created by average or non-established content creators.

To participants, non-feed pre-roll video ads appeared as more forced upon them in comparison to in-feed pre-roll video ads. Participants found in-feed pre-roll video ads to be more relevant in comparison to the non-feed video ads. In-feed video ads had more positive impact on participants’ buying intent and brand favorability in comparison to control.

The study clearly shows the importance of the quality of surrounding content in video advertising. By using AI-powered contextual advertising technology, marketers can precisely place ads against high-quality and contextually relevant content, thereby boosting brand favorability, brand trust and purchase intent, and creating deeper connections between consumers and brands.

How To Boost Game App Installs Through YouTube Advertising

Playing games on smartphone has become a global phenomenon. The statistics show that there are more than two billion active mobile gamers across the globe. Over sixty percent of people install a game within one week of buying a smartphone. Moreover, games hold a share of over forty percent in the overall smartphone use.

Game app marketers are always looking for better ways to increase installs of their apps. There is no doubt that YouTube video ads offer an effective way to drive gaming app installs on smartphones. But there are certain creative elements, which if included in a video ad, can significantly boost mobile game installs. These elements are based on the gamers’ motivations.

Core gamers’ motivations differ from casual ones

Those who spend a significant amount of time and energy in playing mobile games are known as core gamers, whereas those who play only to just pass the time are categorized as casual gamers. Core gamers are more interested in paid games and actively research for new games on YouTube and Play Store, while casual gamers usually play free games by asking their friends and family members about the games they are playing.

To effectively reach the two types of gamers, game app companies and their partner YouTube advertising companies need to know what motivates them to play games.

A Google study has found that casual gamers give more importance to the following motivations for playing mobile games when compared to core gamers, viz. – mobile games are relaxing, games mitigate boredom, and games help in keeping sharp. In comparison to casual gamers, core gamers give more importance to the following motivations, viz. – mobile games help in challenging oneself, games are entertaining, games provide a goal, and mobile games let out a gamer’s competitive side.

Create YouTube video ads according to the motivations of gamers

As motivations of core gamers differ from those of casual gamers, so should be the creative elements. Customizing creative elements according to the type of gamers leads to significant increase in game installs.

In the case of core gamers, YouTube ad campaign should offer a deeply engaging experience to viewers by letting them see the game, hear it, and feel it. The video ad should include details such as characters of the game, customization, maps, etc. It should clearly show what a player can control in the game and what all he or she can do. Ad should include excellent graphics, and show characters in motion and game’s progression. Call to action should be strong enough to pose a challenge.

Along with this video ad, YouTube video advertising campaign can include another ad in the style of a tutorial in order to show core gamers how they can master the game.

In case of casual gamers, YouTube advertising campaign should include a simple and straightforward ad that shows viewers how easy it is for them to play the game. The ad should give them a clear and easy demo on how to play, for example, by making use of hands and fingers.

Use good sound effects as research has shown that the impact of sound on game installs is profound. The messages and call to action included in the creative should focus on providing a break and relaxation to viewers. The ad should not include any type of complicated elements such as baffling overlays and voice overs.

By tapping into the motivations of casual and core gamers, and creating YouTube video ads accordingly, marketers can effectively maximize their game app installs.

Research Provides Insights on What Drives Consumers’ Attention to Ads

It is a common observation for marketers that people pay attention to some of the ads they come across but not to others. In order to study this behavior of people, Google recently conducted a consumers’ eye movement research.

The study was conducted among the Australian consumers and involved more than twenty-eight hundred ads. Eye-tracking glasses were given to the study participants, which enabled researchers to evaluate participants’ real-time viewing behavior both inside their homes and outside.

By making use of the wearable technology, researchers were able to clearly assess the attention of study participants. Researchers were able to identify the ads to which participants paid attention across varied environments, platforms, and devices. The study provided insights on the challenges that brands and their partner video advertising companies face when they have to capture and maintain the attention of consumers.

The study found that viewers’ attention to ads and effectiveness of advertising are directly correlated. Although ad reach and exposure are important metrics to evaluate success of an ad campaign, they fail to provide information to marketers on whether their ads were able to capture attention of their audiences. Nowadays, people are exposed to a lot more ads and distractions in comparison to the past. In order to truly assess the effectiveness of ad campaigns, marketers need to know whether attention of their audiences got captured or not.

A previous research revealed that a significant correlation exists between consumers’ attention and ads’ impact. Irrespective of the format of an ad or the type of device used to see an ad, the longer an ad is watched by the people, greater is their level of ad recall. Another study found that people who both watched and heard ads had 2.7 times more recall in comparison to those who only heard ads but not watched them. Thus, an ad casts a lesser impact on a person present in front of a screen on which the ad is appearing, but talking to someone.

Google’s eye-tracking study found that the share of eyes on screen was highest for YouTube at sixty-four percent in comparison to fifty-four percent for catch-up TV and forty-nine percent for free-to-air TV. Thus, YouTube videos drive most attention. By partnering with an online video ad agency, a brand can capitalize on this finding.

Attention is low for TV in comparison to online videos because TV ad breaks are longer and predictable. People plan for these predictable ad breaks in advance, and during the break do tasks such as prepare tea, talk to someone, etc. But in case of YouTube, varied ad formats and shorter duration of ads make YouTube advertising less predictable. Moreover, forty-three percent of YouTube viewers carry their devices along with them while doing other tasks. This enables them to view YouTube videos from anywhere.

Google’s eye-tracking study found that choice, creative and context cast significant impact on attention. Marketers should give preference to contextual advertising over behavioral advertising. Today, people have a choice to watch at any time whatever they want. When people watch content of their choice, they pay a good amount of attention to it. The same applies to online video ads – many of the ads on the 2019 Australian YouTube ads leaderboard were more than two minutes long. The study found that in case of skippable ads, people watched the YouTube ad itself rather than looking at the skip button, and then decided to keep watching the ad or skipping it.

Viewers prefer to watch ads that are interesting. Creative used in a YouTube ad campaign should be able to grab attention of viewers right from the beginning of the ad. Google’ study found that ads having maximum recall used optimized visual language and narrative structure in order to target specific audiences and platforms.

The study found that for many participants, attention was more when they consumed content while commuting in comparison to when they were in their homes. This is because people tend to choose content to watch according to their surroundings. While commuting, people know how much time they can devote to watching content, choose their content accordingly, and watch it with full attention and less distractions.

By utilizing the valuable insights provided by the above-mentioned research, marketers can run ad campaigns that can grab attention of maximum consumers.

Contextual Advertising Is More Cost-Efficient Than Behavioral Advertising

Digital advertising has become an indispensable tool for marketers to achieve their advertising goals. Broadly speaking, there are two main types of digital advertising – behavioral and contextual.

The debate on contextual advertising vs behavioral advertising has always troubled the marketers. Behavioral advertising targets ads on the basis of user data such as websites visited, products viewed, purchase history, etc. It makes use of third-party cookies to reach consumers, irrespective of contextual relevance. On the other hand, contextual advertising involves showing ads that are contextually relevant to the content a user is consuming.

Major web browsers like Safari and Firefox have already blocked third-party cookies, and Google’s Chrome browser has started phasing out these cookies. Besides third-party cookies’ blocking, privacy regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have made it difficult for marketers to continue using behavioral advertising. As contextual advertising does not involve the use of consumers’ personal data, it appears to be the best alternative to behavioral advertising.

A recent research study has shown that contextual advertising is more cost-efficient than behavioral ad targeting. Four big companies took part in the study. Five campaigns were run in order to compare contextual advertising and behavioral advertising in terms of efficiency. The five campaigns included one behavioral advertising campaign and four contextual advertising campaigns. The four contextual advertising campaigns were run by four different contextual advertising companies.

All of the five campaigns were setup identically and used the same ad unit. The number of impressions was same for each of the campaigns. For comparing the cost efficiency of contextual advertising and behavioral advertising, three measures were considered, viz. – Cost per mille in-demo impressions or In-Demo eCPM (cost of reaching desired demographic), Cost per click or CPC, and Cost per mille viewable impressions or vCPM. For viewable impressions, Media Rating Council’s standard was followed, i.e., fifty percent of ad visible for at least one continuous second.

The study found that contextually targeted impressions were significantly less costly than behaviorally targeted impressions, contextual eCPM being thirty-six percent lesser than behavioral eCPM. The cost per click (CPC) for contextually targeted ads was found to be forty-eight percent lesser than the cost per click for behaviorally targeted ads. After considering CPMs for every ad line, the cost per mille viewable impressions (vCPM) for contextually targeted ads was found to be forty-one percent lower than behaviorally targeted ads.

The study concluded that for all of the three cost efficiency metrics, contextual ad targeting was significantly better than behavioral ad targeting.

It is clear that in the era of data privacy regulations and cookie-less browsers, contextual advertising not only offers an effective and safe way of targeting ads to consumers, but also provides more cost-efficiency than behavioral advertising.

Understanding the Effects of Cognitive Shortcuts on Consumers’ Perception of Ads

The human brain is the most sophisticated organ of the human body. Research shows that human brain takes shortcuts when it comes to interpreting enormous information.

Although these shortcuts or cognitive schemas help in organizing and interpreting information, they can make people leave out new apposite information in favor of the information they already have, operate on preconceived notions, or unknowingly form untrue associations.

How human brain responds to ads has emerged as a topic of great interest for marketing professionals, display advertisers, and YouTube advertising companies. Research shows that reaction of people to an ad is affected by the ad’s environment, and cognitive schemas can influence the outcome of an advertising campaign. This article discusses how cognitive schemas affect people’s perception of ads.

An eye-tracking study for mapping eye movement patterns on a web page has revealed that availability bias affects people’s viewing of ads, i.e., people make an assumption about the location on a web page where an ad will be displayed on the basis of appearance of previous ads. Due to this cognitive schema, people tend to automatically not look at the ad hot spots, i.e., locations where ads usually appear.

Research shows that people give a look to an object on a web page that doesn’t interest them, then move their eyes from that area, and avoid focusing on that spot on that web page. Sometimes, they stop focusing on that area on other web pages of the same website, and may even do so on entirely different websites.

This means that if an ad of a display or video ad agency appears in a usual ad spot, for example on a sidebar, then it is important for that agency to have a great first impression of its ad, otherwise the ad may be overlooked.

Human mind considers objects on a web page that are close together, or are of the same color, size or shape, as related. Therefore, ads that are placed adjacent to unsavory content have a higher chance of being overlooked. Context plays a vital role in success or failure of an ad. By using contextual ad targeting, marketers can place their ads against contextually relevant and brand suitable content. Contextual advertising boosts the chances of user engagement.

In relation to advertising, a cognitive bias exists towards high-quality websites. High-quality websites are sites with low brand risk, whereas low-quality websites are those that have moderate brand risk. Research shows that an ad placed on a high-quality site generates a highly positive reaction, while the same ad when placed on a low-quality site, gets actively disliked. People show higher engagement on high-quality websites in comparison to low-quality sites, and this engagement also gets passed to the ads running on these websites.

While creating advertising strategies, marketers should keep in mind the above examples of cognitive schemas. In order to avoid availability bias, a brand and its partner display or YouTube video advertising company should use a tempting creative that casts a great first impression on audience. Besides attractive creatives, ads should contextually align with the surrounding content. The surrounding content should not only be safe or unharmful in order to ensure brand safety, but should also be brand suitable.

Understanding the Effects of Context and Sentiment on Consumers’ Perception of Ads and Brands

The digital advertising landscape is increasingly shifting towards contextual relevance. Brands are using contextual advertising approach for connecting with the right consumers with the right message and at the right time.

A recent survey study has shown that the quality of the environment in which a brand’s ads are placed influences consumers’ perception of the ads and the brand. The online survey, which involved more than a thousand participants, aimed to find out the kinds of ads that people prefer to see in different types of environments, and how context and sentiment of the content of a webpage affect people’s feelings towards the ads placed on that page and the associated brands.

The results of the survey are highly favorable to contextual targeting companies. Seventy percent of the survey participants stated that it is important, at least to some degree, that digital ads placed on a page are relevant to the page’s content. This means people value seeing ads that are in line with the content they are consuming.

Seventy-four percent of the survey participants, i.e., about three in four participants, stated that they like to see those ads on a web page that match with the content of the page. This finding reveals the preference of consumers for contextually relevant ads.

Seventy-two percent of the participants said that the content surrounding a digital ad impacts their perception of the ad. This finding reveals that people not only just give preference to the ads that are contextually relevant to the surrounding content, but also perceive them in a better way. The content of a web page influences the opinion of people about the ads on that page.

When participants were shown content from different content categories such as entertainment, finance, shopping, etc., their ad preference was found to be consistent, i.e. for each of the different content types, they always preferred to see ads contextually relevant to that content type. Thus, by leveraging the expertise of contextual advertising companies, brands can achieve unprecedented reach and engagement.

Fifty-six percent of the participants stated that they form a more favorable opinion towards a brand whose ads are contextually relevant. Sixty percent said that they are likely to remember ads that align well with the content of the page.

A piece of content can communicate a positive, neutral, or negative feeling to the people consuming it. Majority of the participants, i.e. seventy-two percent, said that the sentiment of the content they consume influences their feelings towards the brands whose ads are shown against that content.

The survey study found that, on average, participants were more receptive to content that conveyed positive or neutral feelings. Participants also showed increased favorability towards the brands whose ads appeared against content with positive or neutral sentiment. Moreover, participants showed increased memorability for ads placed against content with positive or neutral sentiment.

By understanding how context and sentiment affect consumers’ perception of ads and brands, marketers can boost consumers’ engagement with ads and brands.

Study Shows YouTube Advertising Drives More Reach Than TV Advertising

Over the years, the consumption of online videos has increased tremendously. More than two billion users across the globe log in on YouTube every month, watching more than one billion hours of videos per day.

People use a variety of devices to watch YouTube such as smartphones, tablets, desktops, and more recently, TV screens. People are now increasingly using TV screens for watching content on YouTube. The increase in YouTube viewing on TV screens suggests that more and more people are now watching YouTube with their families, in the same manner as they watch traditional TV. YouTube viewing on TV offers a great opportunity to brands and YouTube marketing companies to capitalize on YouTube content.

Even with the increasing use of TV screens for watching YouTube content, some marketers still believe that YouTube advertising cannot surpass traditional TV advertising in terms of reach. Many brands are still spending majority of their advertising budgets on linear TV, allocating only a small part to digital advertising. These brands usually cut out their digital video ads from their long duration TV commercials, thus not using video creatives specifically created for digital environment.

Brands and their partner video advertising companies that do not give the right weightage to digital video advertising miss the opportunity to reach a broader audience. In order to compare the reach of traditional TV advertising and YouTube advertising, Google Japan conducted a TV vs. YouTube comparison study.

The study involved running ad campaigns across traditional TV and YouTube. The campaigns were run four times, for a period of two weeks at a time. TV ads were run during the first week, while YouTube ads were run during the second week. Both the ad campaigns were run at comparable terms and with similar target rating points. As linear TV ads are unskippable, only non-skippable ads were run on YouTube.

The study found that YouTube ads reached more people in comparison to traditional TV ads, including those that do not watch linear TV. Combined reach achieved by linear television and YouTube advertising was sixty-six to seventy-eight percent against the target audience. The contribution of YouTube ads to the combined reach ranged between sixty-five percent and seventy-five percent, which was more than the contribution of traditional TV ads to the combined reach. The contribution of traditional TV ads to the combined reach ranged between twenty-five percent and thirty-five percent. The study also found that YouTube campaigns achieved reach faster than traditional TV ad campaigns.

The study also revealed that although YouTube ads of fifteen seconds duration were good in driving reach among younger people in the eighteen to thirty-four years old age group, a broader audience was effectively reached when a combination of fifteen- and six seconds ad formats was used. Thus, by using bumper ads in conjunction with fifteen seconds ads, a video ad agency can drive a huge reach.

By using the right mix of TV and YouTube advertising, marketers can drive greater reach and target diverse audiences.

Driving Engagement with YouTube Video Ads Through Personalization and Consumer Participation

People are increasingly watching online videos, over a billion hours of YouTube videos being watched everyday across the globe. This provides a tremendous opportunity to brands and YouTube advertising companies to reach viewers, but it also means that marketers must stand out in the vast ocean of content.

Marketers can effectively connect with people through video by using the approaches of personalization, meaningful messaging, and consumer participation. Creating a YouTube video advertising campaign by using the personalization approach does not mean creating a million ads that appeal to a million different persons. What is required is a little adjustment in order to better address the varied needs of different people.

For example, if a smartphone company wants to target three different audiences on YouTube, viz. – entrepreneurs, gamers and creators, then instead of using the one-size-fits-all approach for the video creative, it should go for a personalized approach. It involves finding the most-searched ‘how to’ videos for each of the audiences, and then using Google’s Director Mix tool to create unique personalized ads that are relevant to the content watched by each audience. Based on what a viewer is looking for, the tailored ad can show him or her how the advertised gadget can help. Instead of interrupting people’s viewing experience, customized ads complement it.

Another way that can help captivate audience and generate great results involves the use of tutorials. The statistics show that about eighty percent of beauty consumers perceive reviews and tutorials as a physical test of a beauty company’s products, and these reviews and tutorials help them in deciding which products to buy. To captivate audience and boost sales, a beauty products’ company can use YouTube Premieres to broadcast a live stream comprised of makeup tutorials, reviews, and exclusive deals.

Marketers can not only draw insights from the audience data, but can also directly involve consumers. For example, in order to launch a new food product, a food brand and its partner YouTube advertising agency can use TrueView discovery ads, bumper ads, etc. to create awareness and invite people to become a part of a taste-testing team. By involving consumers in a brand’s journey, marketers can generate a huge buzz and make people talking about the product. Such a YouTube ad campaign can help create massive awareness and consumer engagement, leading to huge sales.

Another example that can be cited here is of an automobile company that wants to launch a new car. By involving the consumers, the car brand can create an interactive experience. Instead of creating simple video ads that only tell features of the new car, marketers can create an atmosphere of excitement and activity through treasure hunt video ads. The ads will provide clues to the viewers about the location of the car, and the first one to find the car will keep it. This interactive campaign can provide highly impressive results to the car brand.

By leveraging approaches of personalization, meaningful messaging, and consumer participation, brands and their partner YouTube marketing companies can drive huge audience engagement and boost sales.

How Customized Creatives Help Brands Effectively Connect with Consumers

YouTube offers a mammoth library of diverse video content. Over one billion hours of video are watched daily on YouTube. Marketers always keep on exploring new and better ways to capitalize on the full potential that this huge video platform offers.

Research shows that integrated campaigns with tailored creatives can generate an increase of sixty-seven percent in return on investment over campaigns that do not use customized creatives for different channels.

By making use of personalized messaging and user-generated content, brands and their partner YouTube marketing companies can drive significant impact through their campaigns.

Marketers should create messages that align well with the interests of their targeted audiences. An example that can be cited here is of an Indonesian network provider. For driving awareness of its new products, the network provider decided to capitalize on three of the most popular YouTube genres – music, movies and gaming.

In order to effectively connect with YouTube viewers, the network brand required communicating relevant messages according to audiences’ interests. The network provider built two-hundred customized creatives through Google’s Director Mix tool. These creatives targeted more than seventy-five different kinds of audiences. The creatives delivered personalized messaging in accordance with the interests of the targeted audiences. For example, an ad copy delivered to music fans talked about streaming of favorite songs, while that delivered to gamers talked about easy buying of gaming quota.

By delivering ads most closely related to the interests of audiences, the network brand achieved eight percent hike in ad recall and more than thirteen percent increase in product interest among first-time ad viewers.

Brands and their partner YouTube advertising companies should take into account what is currently trending and should understand intentions of their targeted audiences. An example that can be cited here is of a powdered milk product brand. During the pandemic last year, most of the people stayed at home during the festival of Ramadan and spent more time in the kitchen. YouTube witnessed a significant increase in search terms such as cookies and cakes. Acknowledging that most of the people would prepare Ramadan meals in their homes amid the pandemic, the milk brand decided to create a YouTube ad campaign to make people know how they can use its powdered milk product to prepare desserts for the festive period.

In total, seventeen videos were created by the milk product brand. These one-minute videos featured easy-to-follow and scrumptious recipes comprising brand’s powdered milk product as one of the ingredients. The milk brand ensured that whenever people searched for terms such as cakes and cookies on YouTube, its recipe videos appeared. On average, people watched more than ninety percent of each video and brand drove impressive marketing results.

Brands should encourage content created by consumers for effectively connecting with them. Here, again an example of a milk brand that wanted to run a campaign for its milk can be given. Brand found that different types of consumers such as sports fans, elderly, travelers, etc. consumed the product for varied reasons, for example, as a fitness drink, for easing nausea, etc. Therefore, the brand found it difficult to create a single message that could cover all types of consumers.

It dropped the idea of creating a single message for all and worked with its partner YouTube advertising agency to create a campaign that invited consumers to share their experiences with the product through photographs. The brand created unique creative assets from the testimonials and photos for more than forty different audiences by using Director Mix tool offered by Google. The campaign delivered excellent results.

By creating customized creatives, marketers can build strong and long-lasting connections with the consumers, and boost brand awareness and sales.

Capitalizing on YouTube’s Unique Sports Content to Reach Massive Audience

YouTube is extremely popular among video seekers from around the world. In fact, sports fans consider YouTube as their most preferred platform, even more than the cable television. Brands and their partner YouTube marketing companies can capitalize on the vast and unique sports content available on YouTube to reach massive audience.

Last year, during the pandemic, when live sporting events were not happening, more and more sports-starved fans turned to YouTube for watching sports related video content. According to the Global Audiences Study 2020 by Google, seventy-nine percent of viewers agree that sports content available on YouTube cannot be found elsewhere. More than ninety percent of millennials who watch content related to sports, use YouTube to do so.

Although live sporting events have returned, fans are still consuming YouTube sports content on their laptops, smartphones and TV screens. YouTube Internal Data report reveals that the watch time of YouTube sports content on television screens, excluding live content, has increased over sixty-five percent year over year.

Sports content available on YouTube is unmatched by other platforms. Apart from regular sports content, YouTube provides behind the scenes sports content and content uploaded by sportspersons. Many sportspersons are posting videos that provide their fans a deeper look into their on- and off-field lives, giving a new meaning to sports content. This helps sportspersons form a deeper connection with their fans. By running a YouTube ad campaign against such an authentic and immersive content, brands can better connect with viewers and drive great results.

On- and off-field content on YouTube is also being created by some digital sports media companies. They are creating long-form storytelling content around sports such as basketball, football, video games, etc., and athletes. Fans are highly keen to watch videos featuring their favorite athletes, and therefore, these videos fetch millions of views and subscribers. Brands can drive huge consumer engagement by running contextual YouTube video ads against such a content.

In order to reach maximum people, a chocolate manufacturing company decided to leverage YouTube advertising for its Super Bowl game campaign. In order to deliver message across all screens where game’s fans were watching, the brand used different YouTube ad formats, which included home feed ads and YouTube video ads on connected TV. The digital video advertising campaign provided excellent results. The brand achieved twenty-four percent incremental reach among its primary audience and a high return on ad spend.

YouTube’s vast and unique sports content offers an excellent opportunity to brands to connect with consumers and achieve their marketing goals.

Should Marketers Go For AI-Powered Contextual Brand Safety Technology?

In the wake of vast amount of harmful content on the internet, brand safety has become a primary focus for marketers when it comes to digital advertising.

Brands should not only be careful about the content of their messages, but should also be heedful of the environment in which their ads are being placed. Context is extremely important for brands in the case of online advertising.

The brand safety tools that marketers are currently using aren’t providing optimal results

To prevent damage to brands’ image, marketers are implementing different types of brand safety solutions. But most of these solutions or tools date back to the advent of programmatic advertising and are not effective enough to ensure a satisfactory level of brand safety. Moreover, there is no ready-made tool that can suit the requirements of all brands. A brand has to customize the solution in order to meet its specific needs.

Most of the brand safety tools used by marketers today rely on blacklists and whitelists. A blacklist is made up of different keywords that a brand considers harmful or inappropriate for its business. The content that has the blacklisted keywords is blocked by the tool, and therefore, no ads get placed next to such content. The keyword-based tools are unable to comprehend nuances in context and often lead to blocking of safe content. This negatively impacts an advertising campaign’s performance, as reach is considerably reduced.

A whitelist is a list of websites or web pages that are considered safe by a brand for running its ads. As whitelist offers a closed environment, reach of an ad campaign is significantly reached. Moreover, a whitelist curator has to update the list from time to time so that newer safe content does not get missed.

Although private marketplaces provide a safe advertising environment, they have their own limitations

Many marketers consider private marketplaces as a solution to the brand safety problem. In a private marketplace, only exclusive parties take part in programmatic ad buying and selling. A private marketplace works only on an invite-only basis, unlike an open marketplace. Publishers invite only chosen advertisers for bidding on the select ad spots. Brands know the brand safety status of publishers from whom they purchase the ad spots in private marketplaces. This provides them confidence that their ads will not be placed in a harmful environment. The most important limitation of using a private marketplace is the decrease in campaign’s reach.

AI-powered contextual targeting offers the true solution to the brand safety menace

Brand safety technology that makes use of AI-powered contextual targeting is not only the latest but also the most advanced solution to the brand safety problem. AI-powered contextual brand safety technology accurately understands nuances in context, and therefore, does not lead to over blocking of content, unlike conventional solutions.

Apart from generic harmful contexts such as terrorism, obscenity, etc., AI can also detect brand-defined inappropriate contexts, thus providing brand suitability along with brand safety. AI-based brand safety solutions effectively detect unsafe and unsuitable contexts in online videos, thus offering a brand safe and suitable video advertising environment to marketers.

If marketers want a brand safety solution that is highly effective, does not block safe content and does not kill an advertising campaign’s reach, then they should go for AI-powered contextual brand safety technology.

How Brands Can Drive Success on YouTube with Unique Ads

Most of the marketers consider YouTube as the best platform for video advertising. But running an ordinary YouTube ad campaign may not offer excellent results.

To get impressive results, marketers need to push the boundaries of storytelling and create unique, unforgettable ads that resonate deeply with audiences. Brands that use fresh, creative ways for storytelling are able to engage huge audiences and generate significant business impact.

Below is discussed how brands can drive success from their YouTube advertising campaigns by making their ads stand out from others.

Create daring and disruptive stories

A brand can come into the spotlight by using daring and disruptive stories, especially when it has limited advertising budget.

In order to make its place in the Philippines’ beverage market already dominated by global brands, a soft drink company created a video ad depicting a weird story of a boy and his mother. During the latter part of the ad, mother removes her head and a soft drink bottle appears in place of her head. The story has shades of humor, sentiment and absurdity, all in one package.

This experimental and courageous move by the beverage company resulted in an increase of sixty-three percent in its sales.

Create episodic video ads

By creating multiple videos featuring episodic content, brands can keep their audiences coming back for more. Such YouTube video ads have a narrative structure resembling TV series. Each video incites curiosity to watch more.

During lockdowns, last year, due to the pandemic, a steep rise in delivery of food to doorstep was witnessed. But for those companies that didn’t have delivery infrastructure, revenue loss was inevitable. A Filipino pizza company suffered a loss of eighty percent in revenue because of no delivery infrastructure.

In order to make people go to its pizza stores, the company created a series of six-second bumper ads. The ads were delivered as pre-roll YouTube video ads. As non-skippable pre-roll ads are regarded as highly annoying, the pizza brand created a series of somewhat funny video ads that apologized to audiences for interruption, and then persuaded them to visit its stores if in case they were able to safely come out of their homes. This YouTube ad campaign was a great success, as the pizza chain was able to surpass its sales targets.

Collaborate with content creators

YouTube viewers build a connection with popular content creators. YouTube campaigns that make use of collaboration between brands and content creators drive impressive results. By including content creators in their YouTube video ads, brands are able to create authentic connections with consumers.

A noodle brand wanted to run an awareness campaign for relaunch of its original thin noodles. The brand created a YouTube ad campaign led by a funny vlogger with millions of subscribers. The vlogger called out viewers to try the thin noodles. The campaign achieved an eighteen percent higher view through rate in comparison to campaigns that did not leverage a content creator. The noodle brand saw significant lifts in brand favorability and consumers’ purchase intent.

Create video ads that have a purpose

Video ads that address a social cause are able to create a strong association between consumers and brands. Brands that support community despite their own challenges are able to cast a powerful impact on consumers.

A YouTube advertising campaign ran by a telecom brand to promote a new Star Wars film earned it a gold award. The video displayed the brand’s support for disabled people. It featured two boys creating a special in-home viewing experience of the new film for their hearing-impaired friend. The brand achieved eighty-four percent lift in message recall and reinforced its position in social advocacy.

By creating unique, unforgettable YouTube video ads, brands can cast a powerful impact on the minds of consumers, leading to lifts in brand awareness, brand favorability and purchase intent.

Busting Myths About Contextual Targeting

In the wake of phasing out of third-party cookies and rising brand safety issues, advertisers are increasingly adopting contextual targeting. But there are still prevailing certain myths that are making some marketers hesitant in implementing contextual targeting.

This article tries to bust these myths, so that marketers get a clear picture on contextual targeting.

Myth 1: Contextual targeting is a simple, keyword-based approach

It is true that previously contextual targeting was based entirely on keywords, but this is not the case now. Today, we have machine learning and AI-powered contextual targeting technology that delivers unparalleled results.

Conventional contextual advertising involves targeting desired keywords in web addresses, titles, meta descriptions, tags, page content, etc. for placement of relevant ads. Similarly, conventional brand safety techniques involve avoiding ad placement against content having blacklisted keywords.

Conventional keyword-based techniques can lead to decrease in a campaign’s reach by labeling brand safe content as unsafe. For example, if a food company wants to run its ads against food content and has put alcohol in the list of blocked keywords, then by using conventional contextual advertising approach, its ads will be blocked not only against drunk driving content but also against content featuring recipes that use alcohol just as one of the ingredients. This will cast a negative impact on the campaign’s reach.

Thus, traditional keyword-based approach fails to understand nuances in context. This limitation has been overcome by contextual targeting technology powered by artificial intelligence. This technology maximizes reach, while ensuring brand safety and brand suitability.

Myth 2: Contextual targeting is less effective than cookie-based approach

This is completely untrue. Research shows that contextual ad targeting offers significantly high neural engagement and ad recall, when compared to random ad placements. Moreover, it has been found that there is a considerable increase in consumers’ purchase intent when they are exposed to ads that are contextually relevant to the content they are consuming.

The results of a marketing survey, in which over one thousand people participated, show that for the majority of consumers, it is important that ads which they see on a web page are contextually relevant to the content on that page.

Majority of the survey’s respondents showed increased favorability towards brands showing contextually relevant ads. Memorability for contextually aligned ads was also found to be significantly greater than randomly placed ads. Moreover, survey found that consumers not only prefer contextually aligned ads, but also form a better perception and opinion of them.

Myth 3: It is less cost-efficient in comparison to cookie-based advertising

When it comes to cost efficiency, contextual advertising is far better than cookie-based behavioral advertising. The cost of contextual ad impressions is considerably less than behavioral ad impressions. Research shows that effective cost per thousand impressions (eCPM), cost per click (CPC) and cost per thousand viewable impressions (vCPM) for contextual ads are significantly less than cookie-based ads.

In a study conducted in partnership with Dentsu Aegis Network, eCPM for contextual ads was found to be thirty-six percent less than that for third-party cookie-based ads. CPC for ads that were contextually targeted came out to be forty-eight percent less than CPC for ads that involved cookie-based targeting, while contextual vCPM was less than behavioral vCPM by forty-one percent.

Myth 4: Contextual targeting offers same results, irrespective of the provider

Although marketers should always go for AI-powered contextual ad targeting over conventional keyword-based technique, no two AI tech offering contextual advertising companies are equal in driving results. Marketers should choose a company that has many years of expertise and experience in contextual ad placement. The chosen company should have well-trained, refined and powerful machine learning and AI algorithms in order to drive excellent results.

The above myth-busting discussion will help marketers in better understanding contextual targeting, so that they can confidently use it to effectively achieve their advertising and brand safety goals.

3 Ways to Maximize Brand Awareness and Reach on YouTube

Marketers are increasingly investing in YouTube advertising in order to achieve their video marketing goals. But achieving these goals is not an easy task, and involves use of an effective YouTube advertising strategy and proven approaches.

Below are discussed some proven YouTube advertising approaches to make it easier for marketers to maximize brand awareness, reach and cost efficiency.

Use Reach Planner for maximizing campaign’s effectiveness

In order to maximize effectiveness of their YouTube campaigns, marketers should use a tool provided by Google known as Reach Planner. This tool makes use of real-time data to show a YouTube campaign’s expected reach based on settings such as ad types, audience, campaign budget, etc. By making little changes to inputs, marketers can see how their video advertising campaign’s projected reach and frequency get affected.

For example, a children’s apparel brand leveraged Reach Planner for its YouTube campaign for getting insights into the reach and frequency for two different audience segments, viz. first-party and Google. Reach Planner helped it in finding out the right budget and strategy for driving maximum impact. The campaign was able to achieve a unique reach of more than fifty million at a significantly lower cost per view in comparison to brand’s average YouTube campaign.

Reach Planner also allows marketers to plan their YouTube advertising campaign alongside their television advertising campaign in order to understand the combined reach and efficiency of their overall ad campaign.

Use video reach campaigns

By using two or more cost per thousand impressions ad formats on YouTube such as six seconds bumper ads, skippable ads or non-skippable ads, marketers can achieve maximal brand awareness and ad recall. YouTube offers video reach campaigns to streamline budget allocation between different CPM ad formats.

Video reach campaigns offer a great advantage by automatically optimizing across different types of ad formats in order to reach as many YouTube viewers as possible for the least price. YouTube data shows that brands that leverage video reach campaigns can drive from twenty-nine percent to forty-four percent more reach at a sixteen percent lesser CPM in comparison to brands that run YouTube advertising campaigns using single ad format.

For example, a Portuguese cosmetics’ brand used video reach campaigns to promote its hair serum product and drove its maximum reach ever. The brand was able to reach thirty-two percent more viewers and witnessed a reduction of forty-one percent in the cost per reach point in comparison to campaigns optimized manually.

Use Brand Lift to adjust YouTube ad campaign in real time

Brand Lift helps marketers in measuring the effectiveness of a YouTube ad campaign and making required adjustments in real time. It allows measurement of campaign’s brand awareness impact and ad recall. It even helps marketers in gauging the impact of campaign in its crucial first days. By making use of the remeasurement feature, marketers can evaluate the impact of adjustments such as swapping of creatives and mid-flight changes.

By using above-mentioned tools and approaches marketers can boost effectiveness and cost efficiency of their YouTube campaigns, and achieve greater brand awareness and reach.

Using YouTube Advertising as A Powerful Performance Driver

Video is an essential tool for businesses to maximize their presence in the digital world and reach consumers across their purchase journey. But some marketers think that it serves only the purpose of brand building.

The fact is that apart from brand building, video is a highly effective performance driver. A study by Google shows that seventy percent of consumers buy from a brand after seeing it on YouTube.

YouTube video ads act as a powerful engine for achieving goals of both brand and performance marketers, which include creating and fulfilling demand.

Below are discussed some YouTube advertising strategies that can help marketers use video for both brand building and driving action.

Make strategic tweaks to creative according to consumer behavior

Marketers should make tweaks to video creative according to changes in consumer behavior. For example, online shopping is gaining prominence among people, so by making small changes to their YouTube campaigns, marketers can effectively adapt to changing consumer behavior and achieve their ecommerce goals.

During the lockdown, when a US-based cosmetics company had to close its physical stores, its marketing team reshaped its strategy to focus on bringing consumers to its ecommerce website. The cosmetics brand repurposed its existing video creative by including a call to action. It then ran a TrueView for action campaign by using the modified creative. The video ad prompted people to click on the attractive offer. This simple tweak to the video creative helped the brand to effectively achieve its conversion goals.

Create YouTube video ads that match consumers’ interests and intent

In order to form a meaningful and deeper connection with consumers, ad content should reflect their preferences, intent and interests. An American security solutions company achieved highly impressive results by customizing messages according to audiences. The company’s marketing research team identified certain audience segments that were more interested in security solutions in comparison to others. To target these audiences, the security brand used video ad sequencing and delivered action-oriented tailored messages. The brand witnessed significant lifts in favorability, consideration and conversion rate.

Serve ads that meet consumer demand

By considering the trending searches on Google and YouTube related to its products, a brand can create ads that meet consumer needs. An online education courses provider took note of the search queries trending on YouTube related to its course offerings. It served action-oriented YouTube video ads related to the searches, for example, to those searching for gardening tips, a gardening course ad with a call to action was served. This approach not only drove brand awareness, but also action. The education brand saw a significant increase in website traffic and course sign-ups.

By using the above approaches, marketers can boost the impact of their YouTube advertising campaigns and effectively achieve both brand building and performance goals.

How Marketers Can Adapt to Latest Video Watching Trends to Drive Results

Video consumption is undergoing dramatic shifts in terms of what people are watching and how they are watching. People are increasingly shifting from traditional TV to online video content provided by mammoth video hosting platforms such as YouTube. Although watching YouTube videos on smartphones is still very popular, more and more people are consuming YouTube on their TV screens.

Here are some ways that can help marketers in adapting to the latest video watching trends and achieve success.

Connect with people right where they are watching

YouTube viewership on connected TV is growing at a rapid rate. Brands and their YouTube marketing companies should focus on reaching the YouTube audiences on the big screen. For example, when car showrooms got closed due to the pandemic, a Korean multinational automobile manufacturer achieved the scale and impact it aimed for through YouTube on connected TV. The brand achieved an increase of sixteen percent in digital leads and fifteen percent in the market share.

Create e-commerce videos to facilitate sales

People all over the world are increasingly doing online shopping not only for low-budget products but also for high-end products. Before buying a product, consumers prefer to watch product and brand videos on YouTube. More than sixty percent of viewers on YouTube have admitted that they bought a product/service from a brand after seeing its ad on YouTube.

Google’s TrueView for action campaigns’ data shows that YouTube video ads having action formats are leading to about a billion conversions per year. During the lockdown last year, due to the pandemic, an American cosmetics brand decided to increase traffic to its ecommerce website. It effectively achieved its conversion goals by repurposing its existing video ad and running a TrueView for action campaign.

Create captivating YouTube-friendly video ads

As more and more people are now watching YouTube over traditional TV, create video ads specifically for YouTube; do not directly use ads created for TV on YouTube. A successful YouTube advertising campaign requires a captivating video ad created by following YouTube best practices. In order to drive impact through YouTube campaigns, marketers should make best use of their creativity along with high performing ad formats.

Use the right mix of TV and YouTube for video advertising campaigns

By leveraging Google Ads campaign planning tool, known as Reach Planner, marketers can find out the right mix of TV and YouTube. Reach Planner helps a video ad agency in maximizing video advertising campaigns’ reach while improving frequency. It makes use of YouTube forecasts along with historical TV campaign data obtained from the 3rd party data measurement providers in order to enable marketers to plan TV and YouTube together.

By using the above-mentioned tactics, marketers can effectively adapt to the latest video watching trends and achieve excellent results through their video marketing efforts.

How SMBs Can Create a Successful YouTube Marketing Strategy

Over two billion people from around the world watch video content on YouTube every month.  More than one billion hours of YouTube videos are watched every day. People are consuming YouTube from wherever they are and whenever they desire.

YouTube offers a great opportunity to businesses of any size including small and medium-sized businesses (SMBs) to effectively reach consumers. Here are few recommendations that SMBs can incorporate into their video marketing strategy to achieve success on YouTube.

Start and brand a YouTube channel

It is very important for a small or medium-sized business to start a YouTube channel. In a YouTube impact study, seventy-three percent of small businesses having a YouTube channel said that it helped them increase their customer base. SMBs can either manage their YouTube channels themselves or partner with YouTube marketing companies.

By branding its YouTube channel, a small or medium-sized business can attract new YouTube viewers, and deliver a signal to its customers that the channel they are viewing is a part of bigger brand experience. Through the branding tab, one can add a profile picture, a video watermark and a banner image. Links to brands’ website and social accounts can be added through the basic info tab. A business can customize its YouTube channel by adding a featured video for returning subscribers and a channel trailer for people who have not subscribed.

Create videos that meet business goals

While there is no limit to the type of video content that can be created, it is best to have videos that are focused on the business goals. Majority of YouTube channels operated by small businesses use videos that feature their products or services. SMBs can also use how-to-videos which can attract new viewers and lead to sales through links to product pages, or behind-the-scenes videos that can help set up their expertise in the market.

Optimize channel and videos to build subscribers and customers

Majority of SMBs having a YouTube channel agree that it helps them in connecting with new customers from around the globe. To build subscribers and customers, channels and videos should be optimized. Videos and channel should have a clear CTA that either leads to subscription or to the product page on the business’ website. Keywords should be added in a video’s description field and tags in the tags box. A business should regularly post new captivating videos including trailers and teasers to keep subscribers engaged and for fetching new subscribers.

Run a YouTube ad campaign

Run a contextual advertising campaign on YouTube to reach a huge audience and drive massive engagement with the brand. Contextual targeting allows marketers to run YouTube ads that are contextually relevant to the video content the viewers are consuming at the moment. By leveraging YouTube contextual targeting, a high return on ad spend can be obtained.

By incorporating the above recommendations into their video marketing strategy, small and medium-sized businesses can make the best use of YouTube for growing their business.

Busting Myths About YouTube Advertising

YouTube, being the world’s largest video hosting website in the world, offers grand opportunities to brands for video advertising. When used with effective strategy, YouTube advertising almost always brings in success for the marketers.

But, over the time, some marketers have developed certain misconceptions about YouTube advertising. This article tries to bust these myths.

Myth 1: Getting success with YouTube ads is entirely a guesswork

Running successful YouTube campaigns is not a guesswork. There are certain basic principles that can help marketers create effective YouTube ads. For making a creative that casts great impact on audience, marketers should follow the ABCD principle.

A in the ABCD principle stands for Attract – creative should catch attention of the audience from the starting. B stands for Brand – creative should integrate the brand in a natural way. C in the ABCD principle denotes Connect – creative should make use of emotions and storytelling for connecting with the audience. D stands for Direct – creative should include a clear call to action.

A study by Google and Kantar that considered eleven thousand ads found that ads that follow the ABCD principle achieve thirty percent increase in short-term sales likelihood and seventeen percent increase in long-term brand contribution.

Myth 2: Successful ads on YouTube incorporate a certain defined look and style

There is no one-size-fits-all approach to creatives. The content of the ad and the impact that content has on people are more important than the factors such as look and style.

There are varied types of ads that have been successful on YouTube such as episodic series, product reviews, interviews, music videos, undercover investigations, animated ads, etc. So, there is not any single specific ad style that works, any ad can become successful if it is powered by captivating creativity. By using best of their imagination, marketers can create really effective YouTube video ads.

Myth 3: Lower-funnel YouTube ads are less creative in comparison to upper-funnel ads

There is a misconception that lower-funnel YouTube ads cheapen a brand’s story. Marketers can get highly creative with CTAs. Marketers should think about the lower-funnel ads as the beginning of the next action of consumers. A creative approach to lower-funnel ads can be applied by aligning the ad with the passion points of the consumers and giving them a more directed offer.

Myth 4: Experimenting with the creative is not worth the effort

An experimental approach to creating YouTube video ads offers long-term benefits such as deep learning to marketers, and it does not slow down a YouTube ad campaign or cost more. Each video experiment teaches new things to marketers and help them optimize their video advertising campaigns in order to draw more return on investment. Research shows that the successful use of video experiments provide sixty percent greater ad recall due to the better performing video creative.

Myth 5: TV ad works equally good on YouTube

This is not the case as experience shows. Actually, it is the other way round – attention-grabbing YouTube video ads work well on the TV. A professional network platform conducted a study to compare the performance of its TV ad running on YouTube with tailored-for-YouTube ads. It found that, on YouTube, the tailored-for-YouTube ads performed better than the TV ad. YouTube-tailored ads were better in the following metrics – consideration, ad recall, and cost efficiency.

The above myth-busting discussion will help marketers in leveraging YouTube advertising in a more effective and efficient way in order to better connect with consumers and increase conversion rate and sales.

How Creative Storytelling Helps Captivate Audiences on YouTube

For most brands, YouTube advertising campaigns form an essential part of their digital advertising strategy. But there exists a stiff competition on YouTube when it comes to standing out from others.

Brands that leverage creative storytelling are easily able to catch people’s attention in comparison to others that do not. Here, we will see how some brands achieved their advertising goals through compelling YouTube video ads.

Resonating with audience by means of humor and relevance

An Australian betting website created an interesting and humorous YouTube video ad that showed Aussies taking part in weird sporting feats such as grocery bag weight lifting, garbage bin racing, socks sliding, catching while jumping in the pool, etc. The ad related with the desire of every Australian to become a sports hero. Powered by fast and hilarious narrative along with bright colors, the ad proved to be a great success. The video has garnered about 2 million views and thousands of likes.

Teaming up with famous creators

A meal-kit company partnered with a famous Kiwi creator in order to launch its services in New Zealand. It created a cooking show spanning five videos on YouTube. The creator’s humorous, relatable and simplicity-focused parenting stories were well aligned with the simplicity that the meal-kit brand’s services bring to meal times. The videos got fully integrated into the creator’s YouTube channel and were not perceived as interruptive ads by the viewers. The creator’s audience liked the videos very much, as if they were unsponsored content.

Powering the video ad with hip-hop music

An online food and beverage ordering brand promoted its services among the Aussies with the help of an American rapper. The brand featured his face within the first five seconds of the video in order to captivate audience from the beginning. After that, the American rapper’s jingle kept viewers stuck to the video, which also included catchy rhymes to enchant them. The strategic execution of the video ad magnified its impact. This YouTube ad campaign also made use of masthead ad format and premium YouTube channels. The memorable video creative enabled the online food ordering brand to effectively reach its desired audience.

Through creative storytelling, brands can create highly captivating YouTube video ads that drive huge consumer engagement, boost ad recall, and provide high return on investment.

Upgrading The Ecommerce CX Journey with Video

Customers’ experience at an ecommerce store is not the same as it is at a brick-and-mortar store. In a physical store, customers can not only see a real product, but also can touch and feel it.

In order to match the experience offered by a real-world store, brands have been providing detailed features and specifications of products along with clear images on their ecommerce websites. For boosting customer experience and driving conversions, brands are now increasingly using video as a part of their ecommerce marketing strategy.

Why video is an important part of ecommerce marketing strategy?

Video boosts consumer engagement levels and helps build consumer trust in brand and its products. It provides a superb customer experience unmatched by product images and text. Video helps viewers in better knowing a product in terms of its form, features, and real-world applications. In a survey by Wyzowl, 84% participants said that they have been convinced to buy a product or service by watching a brand’s video.

Apart from product description and uses videos, testimonial videos are very important in boosting conversions and sales. In a survey, two out of three participants said that they would be more likely to buy a product or service after viewing a testimonial video showing how that product or service had benefitted someone else like them.

How brands can use video for a great ecommerce CX journey?

Brands can use videos on their own websites or on social media platforms such as YouTube and Facebook. These videos can carry a call to action that directly takes the viewer to the product buying page on the brand’s website.

Brand-story video

Brands can use videos to tell their story. When a visitor comes to a brand’s website for the first time, he is eager to learn more about it. Telling the story of the brand through a video exerts a more powerful impact on him than a piece of textual content with images.

Product video

Product videos are very important because they not only tell features of a product but also gives a demo of how it is used. They make viewers feel as if they are seeing the product in front of them in a physical store, thus significantly facilitating purchase. They can be used in YouTube campaigns or on other social media sites, but they must be present on the products’ pages of a brand’s ecommerce site.

Product review video

User-generated product review videos from social media added on the products’ pages of a brand’s website can heavily engage visitors and boost sales. Research shows that majority of Millennials say consumer opinions found on a company’s website have a greater impact on purchase decisions than recommendations from family and friends.

Unboxing video

Another way to enrich customers’ experience and increase engagement is to publish unboxing videos on sites like YouTube. People love seeing videos that show other people unboxing a new product that they have purchased. In fact, ‘unboxing’ is a popular search term on YouTube. Brands can contact influencers for doing unboxing videos for their products.

Video ads

Apart from the above-mentioned video types, brands can run video ads on these platforms – Instagram, Facebook, Twitter, YouTube and LinkedIn. When done in the right way, it can generate massive user engagement and drive sales. As YouTube has over two billion logged-in monthly users and more than a billion hours of YouTube videos are watched every day, YouTube video ads offer an effective way to brands to achieve their ecommerce marketing goals.

By incorporating videos in the ecommerce customer experience journey, marketers can provide consumers a firsthand experience of a brand and its products. Through ecommerce videos, brands can form deeper and more meaningful connections with consumers, and achieve significant lifts in purchase intent.

Do Your Marketing Efforts Need the ASMR Push?

ASMR is one of the top searched terms on YouTube, the world’s second largest search engine after Google. Brands are increasingly deploying ASMR into their marketing campaigns to drive more consumer engagement.

What really is the ASMR?

ASMR stands for Autonomous Sensory Meridian Response. It is a tingling, relaxing sensation in response to an ASMR-inducing stimulus that begins in a person’s scalp and goes down through the back of his/her neck and spine to the limbs. Other terms for ASMR are brain orgasm and attention-induced euphoria. The term “ASMR” was coined by Jennifer Allen in the year 2010.

Some of the ASMR triggers are whispering, scratching, soft talking, physical touch, tapping, turning pages of an old book, etc.

Why ASMR is important for marketers?

ASMR offers marketers the opportunity to showcase their products to consumers from a sensory perspective by invoking a bodily response. It is not just a food item, electronic product, etc. that is being advertised, but something that elicits a physical feeling in people.

Marketers can use videos having ASMR triggers to provide a unique feeling to consumers. ASMR-inducing video ads are more memorable and delightful than normal ads.

The statistics show that ASMR content interests both males and females. Half of those interested in ASMR content lie in the 18 to 24 years age bracket. Thus, ASMR is a profitable investment in the millennial video market.

YouTube has a huge amount of ASMR content and a top ASMR video can fetch millions of views. Marketers can capitalize on these videos through YouTube advertising or can create their own ASMR-inducing YouTube video ads.

Let’s see how brands are using ASMR

Ikea, a furniture and home accessories brand, has created an advert using ASMR on YouTube. The goal of the video is to promote dorm-friendly products to the college students. The video makes use of certain sounds such as those of crinkling and scratching in order to arouse a tingling, relaxing feeling in the viewers. The twenty-five minutes long video has garnered over 3 million views.

Lush, a British cosmetics brand, collaborated with Taylor Darling, an ASMR artist, to create an ASMR-inducing YouTube video for promoting its luxurious lavender-infused products. The video provides viewers the experience of using the brand’s products through soothing sounds such as whispering voice of the ASMR artist, tapping of nails, fizzing sound of water, etc. The video has fetched more than 1.7 million views along with thousands of likes and comments.

By using the ASMR-inducing video advertising campaigns, brands can provide a pleasant, relaxing and memorable experience to viewers. This helps them connect more deeply with the consumers and significantly boost the conversion rate and sales.

How Contextual Intelligence Keeps Brands Out of Harm’s Way

For marketers, ensuring brand safety is a must considering the diverse nature of the content on the internet. Online world is filled with brand unsafe content, which can be classified into more than a dozen unsafe categories such as obscenity, illegal drugs, terrorism, etc. Ads of a brand appearing next to any type of brand unsafe content heavily tarnish the image of that brand.

The large majority of respondents (87%) in a survey by Trustworthy Accountability Group and Brand Safety Institute said it is very or somewhat important for advertisers to make sure their ads don’t appear near dangerous, offensive, or inappropriate content. An overwhelming majority said they would reduce their spending on a product they regularly buy if ad of that product appears near offensive, illegal, or dangerous content.

Keyword blocking has significant limitations

Keyword-based blacklisting is a common method used by marketers for ensuring brand safety. It involves avoiding placement of ads against content containing one or more blocked keywords. A blocked keyword may also be present in the title, description, metadata, or URL.

Keyword-based blacklisting approach is marred by over-blocking of content, and therefore, can kill reach. It can lead to blocking of completely innocuous content. This is because it fails to comprehend the nuances in context, i.e., it is unable to understand the true context in which a keyword is used. For example, if “alcohol” is the blocked keyword, then the blacklisting method will not only tag a video featuring someone drinking and driving as unsafe, but will also tag a video about a recipe in which alcohol has been used as one of the ingredients as unsafe.

Contextual intelligence is the key to ensure brand safety and suitability

Contextual intelligence is the next-generation technology that goes beyond brand safety to offer a full-fledged brand suitable environment to advertisers. It analyzes content beyond keywords and understands the nuances in context to interpret the complex relationship between the words.

Powered by artificial intelligence, it understands the true meaning of the content on a page. It effectively blocks placement of ads against content that falls into one of the generic unsafe categories or is not suitable for a specific brand in terms of the nature of its business. For example, contextual intelligence technology will allow ad of an insurance brand to get placed against a car accident news, but will prevent ad of a car manufacturer from appearing next to such a content.

AI-powered contextual intelligence technology can not only detect brand unsafe and unsuitable contexts in textual content, but also in images and videos. Thus, for marketers who use video advertising for brand promotion, this technology assures them that their ads always appear against the video content that is both brand safe and suitable.

Contextual intelligence not only ensures brand safety and brand suitability, but also enables brands to deliver highly contextually relevant ads at scale to consumers for driving massive engagement. AI-powered contextual ad targeting does not involve the use of consumers’ personal data and third-party cookies, and is therefore fully compliant with the data privacy regulations. Contextual intelligence not only benefits brands in terms of safety and suitability, but also in terms of compliance, scale and engagement.

Reshaping The Funnel with Contextual Targeting

A marketing funnel is the path that leads move on until they turn into customers. This funnel is very important for marketers as it provides them insights on various activities that are required to be undertaken to attract more and more customers.

Marketers always look out for ways to strengthen their marketing funnel so that more and more leads can be moved down the funnel. One of the most effective ways to do this is to reshape the marketing funnel by using different types of contextual targeting. This article discusses some of the best contextual targeting types, which include contextual email marketing, sponsored content and contextual ads.

Contextual email marketing offers a personalized experience to consumers     

Contextual email marketing involves sending emails that are personalized and relevant, i.e., delivering the right email to the right people at the right time. Contextual emails are based on customers’ past purchases, local weather, time zones, devices, etc.

For example, if it starts snowing, a contextual email based on local weather will give offers on extreme winter clothing instead of light winter clothing. Similarly, if a person usually purchases electronic items from a shopping website, then contextual emails delivered to him by the website will be mostly on electronic products and not on others.

Consumers get dozens of emails a day. It is obvious that they will not pay heed to every mail in their inbox. If a brand wants its email to stand out among other mails, so that consumers interact with the message and eventually buy the advertised product, it should provide them a personalized experience, which is best achieved through a contextually relevant message.

Sponsored content offers a powerful, non-interruptive way to promote products/services of a brand

Sponsored content on a website is a content that resembles the surrounding content on the web page, but is paid for by a sponsor. In real sense, sponsored content is an ad that mingles so much with the surrounding content that it seems to be a part of the original content. It is in full harmony with its surroundings unlike an invasive ad.

As sponsored content is contextually relevant to its surrounding content, there are high chances of it being consumed by a website’s visitors. Sponsored content includes different types of content such as articles, videos, podcasts, listicles, infographics, etc. An example of sponsored content is an article on a car brand in an online car magazine.

Sponsored content helps marketers reach potential customers at the top of the funnel. It can include more promotional content for those nearer to the interest stage, or more educational content to portray a brand as a reliable resource.

Contextual ads help marketers drive massive user engagement

Contextual ads are ads that are contextually well-aligned with the content that people are currently consuming. As these ads are relevant to what is in the mind of the people at the time when they see the ad, there are high chances of their engagement with the ads such as clicking on the ad or watching it till end if it is a video ad. For example, if a person is watching a tourism video, then he/she is highly likely to engage with an ad of a tour operating company.

Contextual advertising not only helps marketers in achieving top-of-funnel goals, but also in reaching people who are already aware of the brand and its products or are looking to buy a similar product from some other brand. Through contextual ad targeting, marketers can connect more meaningfully with consumers and drive them down the funnel.

For a successful funnel marketing strategy, marketers should use the right mix of the above-mentioned contextual targeting types. It will help them pull more and more leads from the top of the funnel to the bottom, converting them into customers.

How The Death of 3rd Party Cookie Matters to CTV Advertising

The evolution of media consumption worldwide turned a page when Connected TVs arrived on the scene. Though the technology had been lingering in the back alleys since early 2000, it only found serious takers in the last decade or so. The global pandemic coupled with the rise of OTT platforms nudged CTV’s popularity in the right direction. So much so that over 70 million American households now own a CTV streaming device on which they end up watching up to 10 hours of content daily.

Coupling this trend with the imminent death of third-party cookie tracking on browsers has given rise to a fresh marketing approach that has got advertisers excited. CTV advertising offers an opportunity to serve ads to an audience that is growing by the day, and the ability to do it in a brand safe environment that puts data privacy at the heart of its operations.

Is CTV advertising the silver lining to the cookie catastrophe? Let’s find out

Benefits of Linear TV, but only better

Brands are increasingly showing interest in CTV advertising because of the many benefits it provides. However, the one advantage that stands out is its ability to boost incremental reach. This metric has become the gold standard for CTV advertisers as ‘cord cutting’ or moving beyond linear TV to streaming platforms is becoming the norm worldwide.

With the surge in consumption of connected TV content, marketers can now leverage CTV advertising in conjunction with their linear TV campaigns and achieve improved incremental lift across audiences that might have been left out on the conventional TV medium. CTV in its origin is subscription based, meaning operators have exclusive access to first-party data like emails, IP addresses, and the like, which can be used to identify segments that can further bolster the targeting efforts.

Optimum Brand Safety

One niggling issue that all brands faced with third-party data was that of brand safety. Having your ads run against the backdrop of content that includes terrorism, gun culture, substance abuse, etc. is never a good thing. CTV advertising offers a respite for marketers in this aspect.

Connected TV as a platform makes use of first-party data points like device IDs and advertising IDs to ensure privacy laws are upheld and consumers get to choose the kind of ads they view. This gives marketers the ability to customize the video ad experience to add a layer of relevancy to ad delivery. While CTV has the ability to deliver relevant ads without using cookies, it also ensures high quality impressions. This is made possible by the private marketplace (PMP) model that allows bidding only by invitation thus attracting verified buyers.

Video Context is the new king

In its essence contextual ad targeting has been around for a long time. With text-based triggers marketers could serve ads that resonated with their target audience. But a step forward in this direction is video contextual targeting.

With the help of nuanced technologies like AI and machine learning, video and image based visual triggers can be identified to create even more relevant targeting opportunities that drive results. This technology also liberates advertisers from the grips of third-party data, since it analyses the content feed directly rather than URLs.

All the trends indicate that CTV advertising is slowly gaining momentum and it will only get stronger now that third-party cookies are out of the picture. Together with advanced contextual marketing is making its presence felt in filling the gap.

How Contextual Targeting Will Help You Stay Ahead Of The Curve

Modern Advertising and Contextual Targeting

The importance of delivering the right message at the right time is not lost on advertisers around the world, but owing to the recent changes in the way third party cookies are being phased out, digital advertising is set to change for good. 

So how can marketers gear up for the challenge? 

Enter Contextual Marketing!

What is Contextual Targeting?

Contextual targeting can be best described as advertising based around content rather than data. 

      Users are likely to remember a contextually relevant ad 2.2 times better

Consider this. You’re watching a YouTube video about cats and just when the cute cat turns to her food bowl, you’re served an in-video ad about pet food. You might not click on the ad, but since its moment of delivery was just right, it made an impression on your mind. That’s contextual targeting at work. 

      Contextually relevant ads generate 43% more neural engagement and 2.2 times             better ad recall

The numbers seem promising, but 

Why do you really need contextual targeting? 

The most popular browser in the world, Chrome has announced its intentions to stop tracking third party cookies. This means advertisers around the world are facing the dilemma of not being able to serve digital ads to the right audiences. 

      By the year 2022 Google Chrome will block all Third Party Cookies 

With cookies gone, marketers will no longer be able to sell services based on behavioral data.

     91% consumers will shop with a brand that offers relevant recommendations and offers        

How is Technology driving contextual targeting

Marketers are now looking towards Artificial Intelligence to help them place relevant ads for the right audience.

     71% of B2B marketers are interested in using AI for ad personalization.

With AI filling the void that cookies will leave behind, advertising firms can confidently step up to the challenge and give their marketing campaigns a razor sharp approach that will deliver on all fronts. 

 

References:

 

 

Why Google not tracking users can finally give rise to adoption of more effective alternatives

Almost a year after Google announced its plans to phase out 3rd party cookies in its Chrome browser, the search giant has recently announced it isn’t looking to build any alternatives to cookies that can track individual users browsing across the web – in any form.

Here is why this might be a much better news for marketers than expected.

Why a cookie-less digital world is inevitable

Cookies rely on immediate short-term performance, leveraging ever-decreasing pools of audiences. Google, the last major search browser to acknowledge this post Mozilla and Safari, has explicitly stated that any alternative tracking solutions will fall short on consumer expectations for privacy, and will most likely not stand up to rapidly evolving regulatory restrictions, and therefore aren’t sustainable.

How Marketers benefit from phasing out of 3rd party cookies

Lack of cookies doesn’t mean no targeting – marketers will now have to return to people-based marketing, recognizing their audience as people and not cookie pools. Marketers will be able to leverage quality, first-party data rather than paying for suspect third-party data of questionable origin and effectiveness. And context-based media buying will emerge to fill this gap, seeking out environments where the target audiences congregate.

Context relevance will have a much bigger share in the pie

Contextual advertising allows advertisers to place ads based on-page contextual triggers, rather than affinities and past browsing behaviour – making it no longer necessary to track individual consumers across the web.

This method displays only those ads that are relevant to the content, and hence, increases engagement by capitalizing on the user’s current state of mind. For example, if a brand wants to sell its kitchen mixer, then it can place ads across articles that are explicitly talking about kitchen appliances, recipes, food items that involves use of mixers and more.

In the post-cookie world, contextual ad targeting will be the most viable advertising strategy. Not only does it significantly increase user engagement, but also bypasses use of personal data and user privacy breach.

AI and computer vision is powering the next gen contextual targeting

Traditionally contextual advertising has been built around natural language processing (NLP), placing ads by detecting text-based contexts. However emerging AI and computer vision now enable in-image and in-video context detection which adds multiple contextual layers that further support NLP based targeting with much more nuanced insight. For example, in a streaming video, the tech can recognize a scene (i.e., someone holding a pair of Nike shoes, or a brand logo) and a relevant ad can appear alongside it.

contextual targeting

Contextual ad targeting completely transcends use of cookies and or any personal data and is future ready, even on platforms like Facebook and YouTube— as these platforms are most likely to move to privacy enabled advertising models in the future.

Leveraging Personal Meaning to Deeply Engage with Consumers

Across the globe, people are increasingly watching online videos. Research shows that viewers have a deeper personal connection with the video content they consume. Understanding this connection can help marketers in meaningfully communicating and engaging with consumers.

A survey study was conducted by Google in July 2020 and involved about twenty-eight hundred British YouTube viewers. In-depth interviews were carried out with a further thirty-two viewers. Viewers were asked about their feelings after watching YouTube videos. The findings of the study shed light on the deeply personal meaning behind the videos. To brands and YouTube ad targeting companies, this study provides actionable insights regarding the content viewers consume and why.

The study found that videos watched by the participants, to a greater or lesser extent, made them feel an emotion of some type. In order to better understand people’s engagement with the videos, the study went beyond the feelings of happiness, sadness, and indifference. The study considered a different dimension of personal meaning. It considered the connection that a participant had with a YouTube video due to his/her specific requirements, passions, or experiences.

The study found that a popular video of ducks eating peas evoked a feeling of happiness in all those participants who watched it, but when they were specifically asked why, different nuances surfaced. One of the respondents said that the video provided a hilarious way for entertaining a toddler. Another person said that the video reminded him of his grandparents and growing up on a farmland. One of the participants said that the video confirmed the rightness of his vegetarian diet for him. Thus, the personal meaning behind the feeling of happiness varied from participant to participant.

Brands and their partner video advertising companies can drive a deeper connection with consumers by leveraging personal meaning. A video is personally meaningful for someone when it resonates with him or her in any of these ways, viz. – by providing information; by reminding memories, beliefs or values, or evoking a feeling of connection to others; or by providing inspiration to grow and become better. The most personally meaningful videos resonate with viewers in multiple ways.

The survey found that fifty-two percent of the participants felt that the videos they watched recently offered information, made them learn something, or grew their view of the world. Thirty-four percent of the participants felt that the videos they watched recently reminded them of memories, beliefs or values, or evoked a feeling of connection to others. Thirteen percent felt that recently watched videos offered them inspiration to grow and become better. A brand and its partner online video advertising agency can effectively engage with consumers by using online videos that provide them information to close the voids in their understanding and education.

The survey provided an interesting finding that videos with low view counts do not imply low meaning. This also holds true quite often for the opposite. The survey showed that videos in the long tail having low view counts were more likely to be personally meaningful in comparison to the videos having high view counts. Also, YouTube videos with less views had a greater chance of being described by people as having multiple kinds of personal meaning.

The survey found that content on YouTube was ten times more likely to evoke the feeling of happiness in people in comparison to sadness. Music was one of the categories of YouTube content most likely to make people happy. It resonated with people by reminding them of memories, beliefs or values, or by evoking a feeling of connection to others. Music also secured topmost ranks for relaxation and nostalgia.

Due to the diverse and extensive range of content on YouTube, users are able to find personally meaningful content. For marketers, it is not important to find out the specific reason why a person watches a video. What is important is to comprehend the framework of personal meaning and put this understanding into action.

YouTube content in the long tail is highly personally meaningful and satisfies the needs of people in specific ways. Marketers should create campaigns around these specialized pieces of content having small-sized but highly engaged audiences.

Music is a highly valuable category of content. It provides happiness and relaxation to people, and informs them of their identity. Marketers who run their YouTube campaigns around these moments can draw great benefits from deeply personal responses. Marketers can make use of music lineups offered by YouTube Select to effectively engage with music fans.

Marketers can make use of tools such as Find My Audience in order to connect with YouTube users in personally meaningful moments. This tool helps marketers to go beyond demographics in order to discover audiences who matter most to them. It helps marketers in finding audiences on the basis of habits, what they are planning to buy, etc.

By leveraging personal meaning, brands and their partner YouTube marketing companies can deeply engage with audiences and deliver tangible results.

Top Digital Video Advertising Trends to Watch for in 2021

The year 2020 was an unusual year that turned both health and economy upside down. The pandemic has led more and more businesses, both small and big, to go online. This has resulted in an increase in the investment in digital marketing, including video advertising.

In 2020, 85% of businesses used video as a marketing tool and 83% of video marketers acknowledged that video helped them in generating leads. This article discusses top video marketing trends to watch for in 2021.

More and more marketers will move away from behavioral to contextual advertising

The rise in users’ awareness about their privacy on the internet and the coming into effect of data privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have made it difficult for marketers to track consumers through the use of third-party cookies. Some major web browsers such as Mozilla Firefox and Apple Safari have already dropped third-party cookies, and Google is on the path of phasing out these cookies from its Chrome browser by the year 2022.

Marketers have already started moving to contextual ad targeting that offers a cookie-less way of ad targeting, which is both effective and compliant with the data privacy laws. This trend will increase sharply in 2021 as more and more brands will adopt contextual advertising.

Connected TV advertising will grow at a fast rate

The pandemic has accelerated the connected TV viewership across the globe. According to eMarketer February 2020 prediction, there will be more than 208 million connected TV users in 2021 in the United States only, i.e., about 84% of digital video viewers.

According to the eMarketer forecast released in October 2020, connected TV ad spending will increase to $11.36 billion in 2021 against $8.11 billion in 2020, and it will reach $18.29 billion by 2024, i.e., double the amount spent on connected TV advertising in 2020.

For the US connected TV advertising, YouTube is currently the biggest source of supply. According to the eMarketer forecast, YouTube’s gross US CTV ad revenue will reach $4.30 billion in 2021, and by 2022, it will increase to $5.45 billion, accounting for 38.7% of total US CTV ad spending. In 2021, more and more brands and their partner YouTube marketing companies will run YouTube campaigns on connected TV.

Micro and shoppable videos will rise

Video marketing experts predict that short-duration and shoppable videos will become more common in 2021. Micro-videos are short-length videos that deliver the brand’s message within five to six seconds. If long-duration videos like videos of events such as online workshop or questions and answers sessions are required, micro-videos can be utilized to promote these video events.

A shoppable video ad takes customers directly to the advertised product’s web page, and thus, facilitates buying. YouTube offers a direct response shoppable ad format that makes a video ad shoppable by adding browsable images of products below the ad. A viewer can directly reach the product page after clicking on the product image.

Use of 360-degree video ads will increase

360-degree videos are redefining the consumer viewing experience. Brands are expected to increase the use of these videos for advertising their products. These videos provide an immersive experience along with greater control over product view. Data shows that 360-degree videos have a greater video completion rate than regular videos.

Brand suitability will gain momentum

A study published by GroupM in 2020, which involved a survey of about fourteen-thousand consumers in different countries, concluded that majority of consumers form a negative opinion of a brand when its ads appear next to inappropriate content. This and other similar studies make it highly important for marketers to make sure that their ads are not being placed against harmful or inappropriate content.

In 2021, marketers will increase their focus not only on brand safety but also on brand suitability. Marketers will not only put more efforts in ensuring that their ads are not placed against content that comes under generic unsafe categories, but also in making sure that an ad’s environment is suitable for that ad. A brand can determine the suitability of surrounding content for its ads by considering the nature of its business. For instance, it is suitable for an insurance brand to place its ads against a car accident news, but it is highly unsuitable and brand-damaging for a car manufacturer to do that.

Marketers should take into consideration the above-mentioned trends while creating their digital video advertising strategy for the year 2021. This will help them create highly successful video advertising campaigns and maximize return on investment.

Tips for Creating Successful Video Ads

More and more marketers are using video advertising to achieve their advertising goals. Statistics show that about ninety percent of businesses are currently using video as a marketing tool.

But there are some marketers that are reluctant to invest in video advertising. This is mainly because of their past failures to get desirable results from their video advertising investments. Creating non-engaging, ineffective video ads is one of the top reasons for the failure. Below are given some tips that video advertising companies can use to create effective and successful video ads –

Define the specific advertising goal

Marketers should first of all clearly define the purpose the ad is going to serve and then create the ad accordingly. A video ad can be created to build awareness about a brand, promote a newly launched product or service, increase sales of a specific product, convey a special offer, etc. Each ad that a video ad agency wants to show to viewers should have a clear and well-defined purpose behind it.

Consider the targeted audience

Online video hosting platforms such as YouTube offer a large number of targeting options to marketers. These targeting options enable marketers to run successful YouTube campaigns. Marketers can target audiences according to age, gender, income, parental status, interests, intent, life events, etc. Therefore, a video ad should be created keeping in mind the audience to be targeted. This helps in providing a personalized ad experience to viewers.

Select the right tone for the video ad

Choosing the correct tone for the video ad is also very important. The tone chosen should fit with the brand or the message that the ad wants to convey. Otherwise the ad may fail to serve the purpose. Some of the effective tones from which marketers can choose to create their video ads are instructional, inspirational, comedic, dramatic, etc.

Select best ad format for the video ad

YouTube provides many types of video ad formats to choose from such as skippable in-stream ads, unskippable in-stream ads, bumper ads, masthead ads, video discovery ads, etc. A specific ad format may serve an advertising goal better than others. For instance, YouTube marketing companies consider skippable in-stream ad format good for developing leads.

Capture viewers’ attention early

Capturing viewers’ attention in the first few seconds is very important to ensure their engagement with the ad. As the attention span of viewers has reduced and they have abundant content choices available, grabbing their attention as early as possible is very important for marketers running a YouTube video campaign. If a video fails to interest viewers immediately, they skip it. To grab viewers’ attention early, approaches such as storytelling, celebrities, etc. can be used.

Include a call to action

A call to action (CTA) is a very important part of a video ad. A clickable CTA takes a viewer directly to the landing page of the product advertised. For YouTube campaigns, a call to action overlay can be easily added as an interactive element over an ad. A CTA can also be included within a video ad.

By utilizing the above tips, a video advertising company can create engaging video ads to better achieve brands’ advertising goals.

Contextual Ad Targeting Allays Consumer Privacy Concerns

Digital advertisers have been using third-party cookies for years in order to serve effective ads to consumers. Third-party cookies enable marketers to collect user data, which in turn allows them to target consumers in a much better way.

But with data privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) coming into effect, and Google’s decision to gradually phase out third-party cookies in its Chrome browser, marketers are looking out for safe and innovative ways to target consumers. Marketers are now increasingly choosing contextual ad targeting to reach consumers.

Research on consumers’ perceptions about online data collection privacy, data privacy laws and contextual targeting, reveals that about ninety percent of consumers consider online privacy important when surfing the internet. The same percentage of consumers know that the different types of websites they visit and the apps they use, collect and utilize their data for the purpose of digital advertising.

Research also shows that although consumers are concerned about their online privacy, majority of them are generally ignorant of data privacy laws including the General Data Protection Regulation and the more recent California Consumer Privacy Act.

Not only the data privacy laws have made it difficult for marketers to collect consumer data, but the majority of consumers themselves are also taking measures to remove their digital footprints. In order to limit data collection when they are online, consumers are taking the following measures – deleting their browsing history, clearing web browser’s cookies, configuring privacy settings and permissions, making use of incognito mode for browsing the web, and using an ad-blocker software or add-on for disabling ads.

Consumers don’t want to be targeted by marketers on every website or app they use. Statistics show that consumers prefer to see targeted ads when they are already likely to make a purchase, or when they have already shared their data on platforms such as shopping or social media websites. Thus, consumers are more willing to have a personalized ad experience on Amazon, Facebook, Instagram, YouTube, etc. YouTube campaigns are increasingly being used by marketers as video ads are quicker than other ad types in grabbing attention of consumers.

While browsing the internet, research shows that consumers are more willing to see contextually targeted ads over other types of targeted ads. The following gives the ad targeting receptivity in descending order – contextual targeting, behavioral targeting, audience targeting, geo targeting, and social targeting.

Amid privacy regulations, rising data security concerns among consumers, and consumers’ receptivity for contextually targeted ads, contextual ad targeting provides the best option for marketers to reach consumers. Contextual targeting involves showing relevant ads to users on the basis of the content they are engaging with and does not involve collecting user data.

Marketers commonly make use of keyword contextual targeting for showing contextually relevant ads. But, with the advent of AI advertising, innovative contextual targeting solutions have become available that deliver much higher degree of context relevance. Through contextual targeting, marketers can not only allay consumer privacy concerns but also drive great success to their advertising campaigns.

Best Practices for Effective YouTube Targeting

YouTube is the most popular video hosting website in the world with most extensive catalog of online videos. The number of monthly logged-in users on YouTube is about 2 billion. YouTube offers tremendous opportunities to advertisers.

YouTube provides a wide range of ad formats and varied targeting options to marketers, enabling them to effectively and easily reach their target audience. It is important for marketers to use the right YouTube targeting options in order to drive success to their YouTube advertising campaigns. Using basic keyword and topic targeting at the start may not result in success. Below are discussed some handpicked ways that you as a marketer can use for effective targeting on YouTube –

Custom Intent Audiences

This targeting option helps marketers in reaching new customers on YouTube on the basis of the keywords used by the users to search for products and services on Google.com. It is not necessary that these audiences have any previous interaction with your brand. These are built from users who have recently searched the keywords that were used by you for to creating your audience.

Some of the great custom intent audiences that you can test out for your video advertising campaigns on YouTube are –

· Converting search queries — You can use your list of converting queries from your search campaigns to display video ads to users who have searched for these queries.

· Converting keywords — These keywords are not the same as converting search queries. You can create a different audience based on these.

· Competitor terms — These allow you to show your video ads to users that are actively searching for your competitors.

· Best-selling products — You can create an audience from your best-selling products. You can easily find these products from the sales report of your e-commerce platform.

Life Events

Life Events can prove to be a great targeting option. It allows you to show ads to customers during life milestones such as starting a business, graduating from college, changing or starting a job, getting married, purchasing a house, retiring from job, etc.

These life events provide a great opportunity to brands, which offer products or services needed in these moments, to emotionally connect with consumers. For effective targeting via life events, your video creative should clearly show consumers how your brand can help them go through these milestones smoothly.

Customer Match

Customer match allows marketers to target audiences by making use of the first-party online and offline data, i.e. the information shared by the customers. It enables marketers to target ads to their customers and to new audiences similar to them.

Ad Pods

YouTube’s ad pod delivery method shows two ads back to back, i.e. one ad right after the other. Combining two ads in an ad pod, instead of showing them separately, provides an ad experience similar to the TV ads. Ad pods result in fewer ad break interruptions, which in turn increases the rates of both content and ad viewing.

TrueView Discovery Ads

TrueView discovery ads appear on the search results and watch pages on YouTube. YouTube is a huge search engine, next only to Google.com. It allows users to conduct search for specific videos that they are interested in. TrueView discovery ads campaign is unique as a video advertising campaign as it is the only one in Google Ads that allows marketers to target just the YouTube’s search results page.

Combining keyword targeting with TrueView discovery campaigns offers a great way to capitalize on user intent. By running TrueView discovery ad campaigns, marketers can take over the top spot of the search results page on YouTube.

Video Ad Sequencing

Video ad sequencing enables marketers to use a series of video ads in a customized order to state their product or brand story to consumers. This YouTube marketing tool helps in building consumers’ interest in the brand and its products or services.

Custom Affinity Audiences

This targeting method allows marketers to build audiences that are specifically interested in the products their brands make rather than the broad product categories. For example, if your brand makes running shoes, then you can specifically reach runners instead of those generally interested in sports.

In-Market Audiences

By using this targeting option, marketers can target audiences that are actively researching, comparing, and considering purchasing products or services that their brands offer.

Director Mix

Director Mix is a great video advertising tool offered by Google that allows easy creation of multiple versions of a video at scale. Thus, marketers can easily customize video ads for different audiences, languages and locations. This tool allows easy swapping out of elements such as sound, images and text in order to deliver video ads tailored to specific audiences. Even the creative can be fully changed without any loss of quality.

Real-Time Triggers

By using real-time triggers, marketers can time their YouTube ads to align with significant moments associated with specific events such as a goal in a football match. This feature allows marketers to capitalize on consumers’ cross-screen behavior.

Similar Audiences

This YouTube targeting feature helps marketers by automatically finding new audiences similar to those already existing in their remarketing lists. In order to find the like-minded audiences, Google makes use of a machine learning algorithm.

The above-mentioned handpicked ways for YouTube targetinhttps://www.silverpush.co/mirrors-for-youtube/g will help marketers in effectively achieving their YouTube advertising goals.

What’s New in YouTube Advertising for Marketers?

Marketers are well aware of the advantages afforded by YouTube advertising. YouTube ads help in generating and spreading brand awareness, and in increasing sales.

From time to time, YouTube updates its platform by adding new features. Adopting these new features into video advertising campaigns on YouTube can help marketers in connecting with users more meaningfully and effectively, and in boosting performance of their campaigns.

Below are discussed some of the new features incorporated into the YouTube advertising platform

Direct Response Shoppable Ad Format

In June 2020, YouTube announced a new ad format known as the direct response ad format. This new format will help brands by making video ads on YouTube video more shoppable. This new format adds browsable images of products beneath the video ad. This helps in driving traffic directly to the product pages. This new format comes at a time when people are increasingly shopping through e-commerce platforms to avoid chances of getting infected by shopping through physical stores.

Video Action Campaigns

YouTube also announced video action campaigns in June 2020. This feature offers a cost-effective and easy way to marketers to increase the number of conversions. It works by showing video ads that drive action automatically to the following – home feed, watch pages, and Google video partners. All of this happens within one single campaign. Any future inventory that becomes available will be included by YouTube. This new feature will help marketers in saving their precious time for focusing on important tasks such as building the right creative.

Video Reach Campaigns

Video reach campaigns provide an easy and efficient way to marketers for achieving their video advertising goals on YouTube. With this feature, marketers are able to upload multiple video creatives into just a single advertising campaign. It saves them from managing separate campaigns for different types of ads such as bumper ads and skippable / non-skippable in-stream ads. A machine learning (ML) algorithm, developed by Google, automatically displays the most efficient combo of the video ad formats in order to help marketers reach their audiences at scale.

YouTube Masthead

YouTube Masthead allows marketers to showcase brands, or their products or services, in the YouTube Home feed. The ad gets displayed across all devices. YouTube Masthead offers a highly effective solution for driving massive reach and allows marketers to plan their buys in advance without depending on auction. As this ad is placed on the YouTube’s home page, it provides an extreme opportunity to marketers to show off their brands.

Instant Review / Instant Reserve

YouTube’s Instant Review tool allows marketers to reserve ad space for up to one hundred and twenty days in advance. This happens through an automated process and does not require any minimum spend. By using this tool, marketers can book campaigns in advance with a defined budget. Using this tool to reserve ad campaigns in advance is similar to scheduling ads on TV, enabling marketers to secure spots beforehand for future important events.

Augmented Reality (AR) Try-On Ads

Augmented Reality (AR) involves superimposing digital content such as sound, images and text onto the world we see. YouTube’s AR Try-On ads are shown to users in a split-screen format. Video plays on the top part of the split-screen while camera view appears at the bottom. A user can then see what he or she looks like after trying the make-up featured in the video.

By using these new YouTube advertising features, marketers can run more effective campaigns and gain a competitive edge.

Beyond Black and White: The True Color of Brand Safety

Over the past few years, a lot of brand safety issues have surfaced that have led marketers to review their brand safety measures. The current coronavirus crisis has intensified the brand safety woes of marketers, as most of the brands don’t want ad adjacency to the content dealing with morbidity and mortality.

Common brand safety methods used by marketers include blacklisting and whitelisting. Blacklisting involves avoiding placement of ads against content containing one or more blocked keywords. In case of video content, a blocked keyword is searched in topic, title, description and metadata.

Keyword-based blacklisting method is in reality not that effective as it seems to be. It is marred by under- and over-blocking of content. Research shows that because of the use of keyword blacklists, more than half of the safe stories published on the major news platforms are being incorrectly tagged as brand unsafe.

Keyword-based blacklisting method can lead to blocking of completely innocuous content. This is because it fails to comprehend the nuances in context, i.e. it is unable to understand the true context in which a keyword is used. For example, if “alcohol” is the blocked keyword, then the blacklisting method will not only tag a video featuring drunk and driving as unsafe, but will also tag a video featuring a recipe in which alcohol has been used as one of the ingredients, as unsafe.

Another problem with blacklisting is that universal blacklists cannot be created. They have to be regularly updated and modified according to the brands’ requirements, current happenings and events, latest news, countries, languages and culture. There is also a requirement to tweak blacklists regularly on the basis of current safe content consumption patterns of consumers, so that increased reach for the advertising campaigns can be achieved. Overall, keyword-based blacklisting method is quite cumbersome to implement as it needs a lot of fine-tuning. With this method, content under- and over-blocking is a common problem, and this hinders marketers in getting optimal results from their advertising campaigns.

A whitelist enlists content that has been labeled as safe for ads to be placed against it. A whitelist provides a safe and trusted environment to brands to advertise within. Curating a whitelist for advertising on a video platform involves tagging unsafe content at the keyword, topic, video and channel levels. Video-level tagging helps brands to filter out unsafe videos from an otherwise safe channel; brands do not have to blacklist the entire channel just because of one or few unsafe videos.

Again, like keyword blacklists, whitelists need to be regularly updated, otherwise the campaigns will not witness an increase in reach, and brands will miss newer safe and engaging content for their ads; ads will keep displaying against the same video content enlisted in the static whitelist.

Creation of whitelists is not an easy process; it requires a lot of curation by marketers, and is time-consuming and expensive. As the whitelisting method limits the number of videos against which ads can be placed, marketers are unable to take the full advantage of the true potential of huge video hosting platforms like YouTube. The campaign’s reach gets reduced and the right audience does not get fully targeted.

The above-mentioned brand safety methods provide only suboptimal brand safety and have significant limitations. A highly effective way of ensuring brand suitability and safety is provided by contextual brand safety method that makes use of AI and computer vision. AI-powered brand safety platforms that deploy computer vision technology, provide high degree of context relevance unmatched by keyword-based methods.

Computer vision can accurately detect contexts in videos such as faces, objects, logos, on-screen text, emotions, scenes and activities. Thus, it can effectively detect unsafe or harmful contexts in videos without the risk of under- and over-blocking of content.

Amid the coronavirus pandemic, computer vision-powered brand safety platforms enable brands to selectively block ads against mortality-related coronavirus content, while allowing ad placement against positive coronavirus content. Thus, brands can safely capitalize on the news content; this is not possible with keyword-blacklists that fail to understand the true context in which the keyword “coronavirus” is being used.

By using AI-based contextual brand safety method, marketers can not only effectively block ad placement against recognized unsafe categories, but can also custom define unsuitable contexts that are unique to a brand. This helps them provide a fully suitable environment to brands for advertising.

Computer vision enables marketers to go beyond blacklists and whitelists in order to achieve brand safety in its true color.

Our Research Shows That 90% Marketers Consider Brand Safety A Serious Problem

Brand marketers and Agency Heads across Southeast Asia believe ad placements across harmful content damage brand perception and result in revenue loss.

The brand safety crisis, that first caught the attention of advertisers in a major way back in 2017, is even more real today. With millions of pieces of user generated visual content added to video sharing platforms daily, brand safety has taken centre stage in the video advertising world.

Like every crisis, this has also resulted in practical and workable solutions that have provided a semblance of control to advertisers in varying degrees. However, some of the most widely used brand safety measures including blocklists, whitelisted channels/pages, third-party measurement and brand safety specialists, bring along their own set of efficiencies and pitfalls. A debate that gained more weight recently as Coronavirus topped keyword blocklists, squeezing ad revenues and killing brand reach.

In In an attempt to understand how leading marketers and brands perceive and mitigate brand safety risks, we surveyed 160+ agency heads, business leads in media and brand marketers in Southeast Asia.

This survey report highlights some of the brands’ biggest challenges with available brand safety measures and a pulse on the growing importance of and readiness for brand suitability. Key highlights from the report include:

  • Video platforms offer more brand safety controls, but continue to remain brand unsafe, with Tik Tok leading followed by Facebook and YouTube. This was further solidified with another research when earlier this year Silverpush analysed ~15 million videos across video sharing and hosting platforms in SEA, and found nearly 8–9% of all content as brand unsafe: featuring violence, smoking, adult, and extremist content. Which means that 1 in every 10 video ad placements can potentially be across harmful and damaging content.
  • ~90% industry professionals believe unsafe exposure impacts brand perception negatively, and 62% believe the extent of this damage is highly negative.
  • ~60% respondents believe brand safety risks can result into revenue loss ranging from reduced buying to complete boycott of the brand.
  • Blocklists and whitelists remain top brand safety measures. Contextual targeting-based techniques involving NLP based technologies and in-video context detection are emerging.
  • However, 60% said that using current brand safety measures result in inability to reach specific audience.
  • ~63% industry professionals stated lack of customized exclusion filters that can meet unique brand needs as the most pressing brand safety challenge, highlighting the importance of brand suitability.

The report further talks about how challenges of the current brand safety measures resulted in killing reach and monetization during COVID-19. And further highlights the growing importance of brand suitability, solutions brand and agencies seek, and the emergence of AI powered context detection technology.

Access the full report here.

Moving from Video Interruption to Integration Through Contextual Advertising

Video advertising has become a highly effective tool for brands and marketers to communicate their messages to online audiences. In the year 2018, $10.228bn were spent in digital video advertising in the United States alone.

Since its inception, video advertising has faced the criticism of being inherently interruptive in nature. Online users tend to skip or ignore ads that appear to them as annoying or interruptive. This non-engagement of users with the ads is a serious headache for marketers, and they are struggling to find the way out.

Research shows that brands are now increasingly concerned about the interruptive user experience when running their video advertising campaigns. For brands, user experience has become a significant factor to consider while devising their video advertising strategy. Brands are trying to make in-video ads more engaging and less annoying for users. In order to draw effective user engagement, ads should be able to capture the user attention in the first few seconds.

Video ad formats also play an important role in driving better user experience and engagement. By deploying better formats, marketers can make their advertising strategy more effective. According to eMarketer, sixty percent of video ads fall in the in-stream category. Majority of the marketers are currently deploying interruptive in-stream ad formats that can be easily skipped or ignored. Pre-roll and post-roll are used more often over other formats such as overlay video and mid-roll. Overlay ad format, which places an ad over the video content, offers an advantage over other in-stream formats of not overtly interrupting the underlying video content being watched by the user. Thus, overlay ads are less annoying and tend to provide better user experience.

Mid-roll format is least favored by the marketers, especially for short video content, because it is highly interruptive. Therefore, marketers are currently mainly utilizing pre- and post-roll in-stream ad formats for achieving their advertising goals and the whole video content itself is being left uncapitalized. Here, the overlay format comes to rescue. It allows marketers to capitalize on the unutilized video content without being interruptive to users.

Brands have identified certain obstacles in the path of video ad innovation. These include inadequate budget, lack of in-house expertise, misaligned in-house teams, lack of agency relationship, and lack of strong external technology partnership. To achieve their video advertising goals, brands and marketers should focus on innovative, non-interrupting ad formats. But only using the right in-video ad format will not work, marketers should make use of robust, efficient and effective advertising technology such as AI advertising, and give utter importance to context. They should serve contextually relevant in-video ads that are well-aligned with the content the user is consuming.

According to the industry experts, video advertising strategy in the future will be impacted by factors such as demand for non-interruptive ads, growth of over-the-top and connected TV ad formats, growth of social networking and video sharing advertising formats, and demand for contextual advertising.

Users’ demand for non-interruptive ads on connected TV has grown over the years in sync with the growth in its viewership. Currently, in-stream video advertising on this platform is largely interruptive in nature. Contextual video advertising offers an effective solution to marketers to mitigate this interruption on connected TV and enhance user experience.

By using the right mix of in-video ad formats and contextually aligned ads, advertisers can turn upside down the user experience from being interruptive to engaging. To display contextually aligned video ads, a highly effective solution is afforded by AI powered in-video context detection technology.

However, AI-advertising solutions that are dependent on machine learning, NLP and semantic analysis, miss the mark when it comes to understanding the sub-text, nuanced contexts and complex relationships words have in written or spoken language.

Computer vision powered contextual advertising technology provides very high degree of context relevance. This technology works by accurately detecting contexts in video such as faces, emotions, logos, objects, scenes and activities in order to display in-video ads that are in line with what the user is actively engaging with. Highly contextually relevant ads appear non-interruptive and appealing to users, and boost the chances of users watching or clicking them.

With AI-powered contextual video advertising, marketers can seamlessly integrate ads with the video content the user is watching, thereby providing a non-interruptive, highly engaging user experience.

How are brands responding to COVID-19? A brand marketer survey across SEA market

Brands have been profoundly affected by the coronavirus pandemic. Brands’ response to the coronavirus pandemic not only impacts consumers’ trust today, but it will also significantly impact future purchasing decisions. Moreover, brands could face irreparable damage to their reputation due to brand safety risks associated with COVID-19 related content.

To gain insight into how brands are responding to COVID-19 pandemic, Silverpush conducted a survey of 150+ agency heads, business leads in media, and brand marketers in the SEA region in April 2020.

The survey aimed to understand how brands are adapting their marketing strategies to the impact of the COVID-19 outbreak and how they are mitigating the very real brand safety risks the rapidly growing coronavirus related content consumption poses.

How are brands re-imaging and engaging consumers in light of the pandemic?

The survey found that in the light of the pandemic, brands are reimaging by adapting their marketing tone and initiatives to consumer expectations. Only 5% respondents reported no change in brand positioning pre and post COVID-19, whereas 95% reported a distinct shift that resonates with government policies, and responds to the new consumer expectation.

Ad spending poised to decline

The industries heavily impacted by coronavirus outbreak such as travel, hospitality, physical retail and more have and will continue to paused marketing initiatives. Only 16% respondents said these industries will protect marketing budgets for a stronger comeback later.

Moreover, the survey indicates that it is unlikely that the industries such as health and FMCG that are currently experiencing higher demand will increase marketing spend to capture the demand more aggressively. Even though past recessions have shown that aggressive cuts in ad spends can lead to longer recovery cycles.

Ad Spends are shifting to digital channels

Even with significantly increased TV viewership across SEA, boosted due to government-imposed lockdowns across the region, and various studies indicating curtailed TV ad spends can adversely affect brand health measures – only 2% respondents said brands are spending more on TV and mainstream media, and a large percentage indicated rapid shift to various digital channels.

Brand safety is a key concern, and is driving ad spend cuts

Industries, except few such as health, hygiene, pharma, etc., are stringently avoiding advertising across COVID-19 related content. Publisher news sites and news channels on platforms like YouTube are facing advertisers’ block-lists due to coronavirus-related coverage.

A measure of advertisers’ confidence on brand safety tools is depicted by how despite using third party tools to ensure safe ad placements, brands are reducing marketing budgets and pausing advertising specifically to avoid association with Coronavirus related content.

71% respondents reported brands are reducing marketing budgets ranging from complete halt of marketing spends leading to up-to 80% budget cuts, in order to avoid running ads across coronavirus related content

Can context relevance be the answer?  

Emerging AI powered solutions are increasingly focusing on providing context relevance, and are fast becoming an answer to brand safety woes. AI enables processing of large volumes of data at speed, with better context, at higher scale and improved targeting efficiencies.

However, most of these contextual targeting solutions still depend on the use of NLP and semantic analysis, not truly understanding the sub-text, nuanced contexts, and complex relationship words have in written or spoken language.

AI and computer vision-powered video advertising solutions can detect in-video contexts, offering a higher degree of context relevance that surpasses limitations of traditional keyword targeting and NLP based technologies. They offer unparalleled insight for advertisers to place context-relevant in-video ads and exclude unsafe content in a highly structured manner, and at the scale programmatic has traditionally offered.

computer vision

You can access the full report ‘Brand Response to COVID-19 in SEA for detailed insights from the survey.

Understanding the Post Covid-19 Contactless Workplaces

The coronavirus pandemic has changed many aspects of human lives. Many people are now working from home. The post Covid-19 workplaces will not be the same conventional workplaces that people have been familiar with for years. Workplace safety will take priority over other matters.

The workplaces will undergo a radical shift from touch-based to touchless. Things like fingerprint-based biometric devices, touch-based screens for booking conference and meeting rooms, kiosks for guest check-in, handle-operated doors, etc. will have to be replaced with viable alternatives to prevent the spread of infectious diseases and ensure employee safety.

The contactless workplaces will make use of automation and touchless technology. Normal doors will be replaced by automatic doors, elevators will be voice-controlled, lighting system will adjust brightness automatically according to the time of the day, temperature control system will be adjusted by gestures or voice, and water dispensers will automatically pour water on keeping a bottle or glass below the tap.

The washrooms will have touchless automatic faucets, hand-free soap dispensers, and automatic flush powered by infrared technology. These products will not only reduce spread of germs, but also save water and soap. Along with touchless hand dryer, touchless paper towel dispenser will also be provided.

The contactless workplaces will make use of contactless attendance system powered by facial recognition technology in place of fingerprint-based biometric attendance system. A computer vision powered face-recognition-based attendance system can easily recognize the faces of employees for the purpose of attendance. Computer vision is an advanced field of artificial intelligence that enables computers to see like human beings and easily identify visual content in images and videos.

Besides powering the face recognition biometric systems, computer vision powered solutions can help employers ensure wearing of face masks by employees and enforce workplace social distancing and sanitization compliance. This technology can also bring into notice if an employee coughs or sneezes.

As an employee health and safety measure, workplaces will have to make use of touchless temperature recording technology. This technology will work by using thermal sensors for recording temperature of both employees and visitors. If any anomaly is detected, it will be instantly reported to the concerned department.

Post Covid-19 workplaces will not allow sharing of accessories such as headphones and each employee will be provided individual accessories along with laptops or desktops. Professional cleaning and sanitization protocols will be regularly implemented for workstations, devices, conference and meeting rooms, reception area, cafes, etc. Easy access to hand sanitizers will be provided throughout the workplace for both employees and visitors. The sensor-based touchless garbage bins will provide a safe way to dispose of garbage.

Workplaces will incorporate antimicrobial materials into interior design elements such as wall paints, door sheets, window shades, etc. Such materials will resist the growth of microbes, thus providing a cleaner surface. To ensure workplace social distancing, workplaces will follow a de-clustering approach by keeping individual employee desks wide apart from each other. This can be achieved by using a larger office area or by creating branch offices. Encasing individual desks will provide added protection from transmission through respiratory droplets. Post Covid-19 workplaces will require advanced air filtration technology in order to effectively filter out disease causing microorganisms.

The post Covid-19 contactless workplaces, by making use of advanced technologies, will help employers to carry out their business, while ensuring employee health and safety.

Silverpush Creates Award-Winning Campaigns with Top Brands at MENA

Wins 4 MMA MENA Smarties awards across 3 key categories – innovation, cross-device and programmatic.

The outstanding campaigns created by Silverpush performed brilliantly at the MMA MENA Smarties Awards ceremony held on February 10th at Five Palm Jumeirah, Dubai, by winning one Gold, two Silvers and one Bronze.

Signal and Magna Global & Silverpush won a Gold award under the cross media category for the Signal – UNICEF campaign. Again, for the cross media category, Nissan Middle East and OMD UAE & Silverpush won a Silver for the Nissan Middle East – Cricket World Cup Live Sports SYNC campaign. Telfast (Sanofi) and Mindshare & Silverpush won a Silver and Bronze for the Telfast Weather Sync *Achoo* campaign under the programmatic and innovation categories respectively.

Silverpush Creates Award-Winning Campaigns with Top Brands In MENA

All of the campaigns were powered by Silverpush’s real-time moment marketing platform – Parallels. Parallels enables effective real-time TV ad sync and real-time live moments sync.

Signal partnered with Magna Global and Silverpush to launch a CSR UNICEF campaign to promote oral health in Egypt. Silverpush created a real-time ad sync between Signal toothpaste commercial on local Egyptian TV and Signal’s ad on high-reach social media platforms – Facebook and Instagram. Thus, those viewers that shifted their focus to their smartphones during ad-breaks were effectively targeted. The TV commercial promoted dental hygiene to kids while the ad on social media platforms delivered message about the product benefits. Apart from self-sync, Silverpush also created a competition-sync to show Signal’s ad on Facebook and Instagram when a competitor’s toothpaste ad aired on the TV.

The campaign turned out to be highly effective. The campaign achieved a video view rate of 28%, which was 4 times higher than obtained with non-sync campaign. Post-engagement rate of 28.5% was achieved which significantly surpassed the earlier rate of 0.07%. The completed view rate that started with 49% reached a whopping 72% by the end of the campaign. What is worth noting and interesting is that out of the total video views delivered, 73% were watched with sound on. The campaign achieved an impressive estimated ad recall lift rate of 7.3%.

Silverpush Creates Award-Winning Campaigns with Top Brands In MENA 1

For Nissan’s campaign, Silverpush leveraged its real-time live sports sync technology. For four years, Nissan has been the sponsor of the International Cricket Council. To strengthen the association of Nissan with cricket, Silverpush ran a campaign during the World Cup on Facebook.

Silverpush found that only 15 decisive minutes of the game get debated again and again. These are the best moments for connecting a brand with the consumers. Silverpush capitalized on these moments by syncing them with the relevant content on the Facebook. Being related to the key game moments, this content was found more engaging by the fans and made Nissan a part of this engaging experience. Nissans’s brand relevance rose by 21%, purchase intent increased by 5% and brand image improved by 10%.

For Sanofi’s anti-allergic Telfast tablets, Silverpush ran a moment marketing campaign, powered by weather sync technology, in the Middle East. In the Middle East, weather changes frequently, even during the same day. Due to this, people there are affected by allergic rhinitis all year long, unlike those in other parts of the world.

Silverpush identified specific weather conditions that lead to a surge in allergic rhinitis. Depending upon the weather conditions and other triggers such as dust, mold, mites, etc., the most relevant ad messages were communicated to consumers in real time. The results of the campaign were highly impressive. Over double-digit growth in sales occurred during the campaign duration. The view rates touched the sky and the ads that ran only during the weather triggers performed 85 times better than others. Trigger targeting increased the click-through rate by 111%.

Silverpush’s prime focus has always been to deliver highly effective campaigns through its innovative technology to provide unprecedented reach and user engagement to brands and impactful brand experience to users. Silverpush’s award-winning campaigns serve as a testimony to this fact.

Why Demise of Third-Party Cookies Can Make Marketing Great Again

As privacy becomes a high priority for world’s biggest advertising platforms, it’s time next gen AI powered contextual targeting solutions pave the way.

Google is finally blocking third-party cookies in its Chrome web browser. Though this will be a gradual phase out, the process has already begun — Google Chrome is to limit cross-site tracking by default starting February 2020, planned with the release of Chrome 80.

This move is not a complete surprise, given the privacy controls and the new anti-fingerprinting technology Google announced for Chrome in May 2019[1]. This also forms part of Chrome’s Privacy Sandbox initiative launched in August 2019[2], where it invited the industry to co-create new open web standards that advance privacy while continuing to support the free internet.

Some could call this a response to competitive pressure, or more importantly a step to meet user demand for higher privacy. Others debate that this is a calculated move that gives Google a great privacy story line, and at the same time further strengthens its hold in the digital ads industry with the access to all first-party data. Third-party advertisers will now need to get on Google’s ad network to receive the data that will help them target the right users.

But the fact remains that demise of third-party cookies is now real with a defined timeline. And it’s not necessarily bad.

What wasn’t great about third party cookies to begin with

1. Cookie matching, used for syncing cookies to identify a unique user, isn’t perfect. When a cookie from one site is not passed to an advertising platform (which happens in 40 to 60% cases), a part of the puzzle to create an appropriate match is missed.

2. Cookies only enable limited ‘matching’ capabilities, and doesn’t unify the massive amount of data that needs to be synced across the advertising ecosystem for earnest personalized experiences.

3. Cookies are device-based, so when someone goes from desktop to mobile or switches browsers, the consumer journey remains incomplete. A 2018 study[1] found that when multiple device identifiers are connected to a single person, unique reach is 50% less than measured by only cookie-based or device-based identifiers. Meaning, only 50% of the unique audience assumed to be reached is real.

4. Because there are far fewer people seeing your ads, people who were getting the ads are actually seeing far more of them. Meaning, your target audience is getting about 2x the number of intended ads.

5. Also, a majority of tracking cookies are already rejected by browsers anyway. Over 66% of mobile devices don’t accept cookies[3] leading to marketers already missing out on a very important audience segment, mobile users. Leading advertisers to wasteful ad spend by targeting unnecessary impressions.

6. Moreover, cookies place over-reliance on the bottom funnel, with ad placements that cannot effectively convey the brand’s message in cluttered environments.

How Marketers can benefit from a cookie-less digital world

Cookies rely on immediate short-term performance, leveraging ever-decreasing pools of audiences. Marketers will now have to return to people-based marketing, recognizing their audience as people and not cookie pools.

Context-based media buying will emerge to fill this gap, seeking out environments where the target audiences congregate. Marketers will be able to leverage quality, first-party data rather than paying for suspect third-party data of questionable origin and effectiveness.

However, there is a generation of marketers that will still be habitually looking for last-click performance. Google is still giving out hope to this segment. Google’s outlined Privacy Sandbox could still offer users tracking models, with greater privacy of course. And, then there will be alternative solutions as other stakeholders in the ecosystem join forces to find a way to deliver targeted ad experiences across sites in a cookie-less environment. There is every reason to believe that targeting and attribution will still be possible, but the mechanisms will need to radically change.

What are the options as of now?

A cookie less future is not as bleak as it sounds. Marketers already have options available, some of these include panel-based attribution, universal IDs and contextual advertising.

Panel-based attribution

It gives a picture of online behavior of users over long periods of time. It allows advertisers to effectively map demographics and segments, understand user behavior and find users with similarities to customers. The panel-based attribution faces some fundamental challenges such as difficulty in working at a viable level, difficulty in extrapolating large and dispersed audiences, and problems with data efficacy.

Universal ID

This involves identification of users based on deterministic matching. This is in contrast to probabilistic matching approach used by cookies. But this will require collaboration between the vendors along with the development of standards.

Contextual Targeting

Contextual advertising allows advertisers to place ads based on-page contextual triggers, rather than affinities and past browsing behavior. This method displays only those ads that are relevant to the content, and hence, increases engagement by capitalizing on the user’s current state of mind. For example, if a brand wants to sell its kitchen mixer, then it can have its ads placed on websites that have content about kitchen mixers, kitchen appliances, recipes, food items that involves use of mixers etc.

In the post-cookie world, contextual advertising will be the most viable advertising strategy. Not only does it significantly increase user engagement, but also bypasses use of personal data and user privacy breach.

AI and computer vision is powering the next gen contextual targeting

Traditionally contextual advertising has been built around natural language processing (NLP), placing ads by detecting text-based contexts. This is how Google banner ads also work. But NLP is not a perfect science, considering complex nature of human language, where words can convey different meanings and intentions — difficult for a machine to understand.

Emerging AI and computer vision powered tech now offers immense contextual possibilities, which are much more relevant. Contextual in-image and in-video advertising involves displaying ads for a page or video in-line with the content the user is actively engaging with. For example, in a streaming video, the tech can recognize a scene (i.e. someone holding a pair of Nike shoes, or a brand logo) and a relevant ad can appear alongside it.

Computer vision powered context detection completely transcends use of cookies and or any personal data. Making contextual targeting future ready, even on platforms like Facebook and YouTube— as these platforms come as much in the purview of data infringement as the third-party cookies today do. And will most likely move to privacy enabled advertising models in the future.

Sources and references

[1] Source: https://techcrunch.com/2019/08/22/google-proposes-new-privacy-and-anti-fingerprinting-controls-for-the-web/

[2] Source: https://www.blog.google/products/chrome/building-a-more-private-web/

[3] Source: https://www.martechadvisor.com/articles/ads/new-study-uncovers-cookie-and-devicebased-measurement-flaws/

[4] Source: https://www.campaignlive.co.uk/article/marketers-predict-death-cookie-based-advertising-2018/1422973

We Are Excited to Announce Our New Brand Identity

We are delighted to announce our new brand identity as part of the ongoing evolution of our brand. Our business has grown, our technology has evolved, we are digging into new areas and have launched new products, and so we thought that it’s time for a change. We have refreshed our logo and website to reflect who we are today and to symbolize our future.

Our new brand identity resonates with our focus on AI-powered in-video contextual advertising. The new brand identity perfectly aligns our company with our successful foray into offering cutting edge AI-powered solutions that are redefining limits of in-video contextual targeting.

With blue and green colors in our new website, we have centered our new identity around AI and technology, keeping it modern and focused on trust. The yellow color imbibes the fresh and playful characteristics of the brand – offering flexibility for future innovation. These branding elements have also translated into a new logo, which projects motion and pace.

We started our journey in 2012 as the first Demand Side Platform in India. Since then, we have brought many innovative products to the market, including the first of its kind Cross Device Ad Targeting solution launched in 2014, and the Real-time Moment Marketing Platform, Parallels, in 2018.

We launched Mirrors, the first computer-vision-powered in-video contextual advertising platform, in 2019. Mirrors is able to effectively detect contexts like faces, objects, activities, emotions, scenes and logos in a streaming video for placement of context relevant ads. Through Mirrors, we have helped some of the largest brands in world in achieving unprecedented reach and user engagement.

Our new brand identity helps us in effectively bringing into light our three inherent characteristics – creator, explorer and jester.

As a creator, we love to focus on innovation and quality. We always want to contribute to society by bringing something new into being, i.e. by realizing a vision. We draw deep satisfaction from our efforts of creating something new that did not previously exist but has the potential to revolutionize the industry. Our in-video contextual advertising platform based on artificial intelligence (AI) and computer vision is a product of our creator mind and is ushering a new era in ad tech industry.

Our explorer characteristic is exhibited in our desire and efforts to do groundbreaking and pioneering work. We want to have an explorer’s attitude towards the work we do and the way we do it. We don’t want to take the conventional, pre-defined path, but want to pave our own path and discover our own way of doing things, so that we can bring ingenious products in the market. We want to be free from constraints, feel the freedom to explore the technology in our own way, and enjoy our discoveries and innovations. Our explorer trait makes us utilize our capacities to the fullest, thereby allowing us to push the boundaries.

Our fun-loving, light-hearted and playful approach is a reflection of our jester trait. We think outside the box to develop innovative products that make people feel good. We combine fun with creativity and intelligence to offer ingenious solutions to ad tech industry. Being quick-witted, highly adaptable and resourceful, we reframe concepts, present new perspectives and stir up changes. Our jester trait helps us to easily navigate through difficult times and emerge as a real winner.

With this new company branding, we have now moved beyond our legacy. We have always been a first mover in problems we have solved before, be it disrupting cross device tracking or effective push notifications. We are now completely focused on transforming how advertisers reach their customers contextually with our unique offerings, and our new brand identity reflects this. Our tryst with AI and emerging technologies will continue and we will be launching new line of innovative products for the advertising industry in the future.

TV Sync Technology Offers Invaluable Opportunity to Advertisers

It is now a common thing that a person watching his favorite TV show is having his smartphone in his hand, especially during ad breaks, so that he can remain updated on news, messages, emails and social media.

In a study conducted by Facebook, 94% of the participants held a smartphone in their hands while viewing TV just like holding a TV remote control. Only 53% of the time, participants focused on their television screens. One of the main reasons of shifting their focus was to look into their smartphones.

Other research also shows that majority of the smartphone and tablet users remain active on these gadgets while they are watching TV. The use of second screen has now almost become an integral part of the TV viewing experience.

Thus, chances are great that those using second screen while watching television do not pay attention to TV ads, but rather gaze into their smartphones during ad-breaks. TV ad tracking shows that use of smartphones while watching TV negatively impacts the performance of TV ads. TV sync technology enables brands to reach these viewers through their second screens.

TV ad sync works by activating an online ad campaign on a viewer’s smartphone or tablet that is same or related to the ad appearing on his TV. This real-time syncing increases the chances of a viewer’s engagement with the ad being displayed on the mobile device. Not only TV ads, this technology can sync other content on TV such as sporting events, concerts and high-impact TV series, and even things like weather and pollution conditions with small screens.

For advertisers, TV sync advertising is an invaluable technology as it offers great benefits. Some of these are given here below –

Greater impact

If the same ad is shown on the smartphone as is appearing on the TV, then the impact on the viewer’s mind is much greater than the ad appearing only on a single screen.

Syncing compensates for unviewed TV ads

During ad-breaks, TV viewers often shift their attention to their smartphones. This way the ad presented on the TV gets wasted as it does not generate any engagement. But, when the same ad appears on a viewer’s smartphone, advertisers get a second chance for their ad getting viewed.

Increased chances for ads getting viewed over competition

If a brand shows its ads on the mobile devices when on TV the ads of its competitor are appearing, then that brand has higher chances of its ads being viewed as TV viewers are increasingly using their smartphones during TV ad breaks.

Facilitates user interaction

When ads on smartphones coincides with ads on TV, it becomes easy for viewers to interact with them, as on smart phones viewers have to just click on the ads and they are taken to the product’s landing page. For ads appearing on TV, this one-click option is not available, rather viewers have to search for the advertised products on a search engine through their laptops or mobile phones.

Unified brand experience

Syncing across multiple screens allows brands to convey a connected message to consumers, which promotes unified brand experience and allows for greater conversion.

TV ad sync technology along with AI advertising is transforming the way advertising is done. Leveraging these advertising technologies, helps brands to increase user engagement, get more ROI and boost their brand value.

Computer Vision Set To Transform Video Contextual Advertising

Over the years, contextual video advertising has taken the center-stage in the online advertising space. Video advertising has become the preferred advertising method for many major brands and publishers. In fact, 2017 was known as the year of “Video Gold Rush” for video contextual advertising. This is with good reason; as when the video is served in the right context, it is far more engaging and effective for creating an impression in the minds of consumers and helping advertisers hit KPIs.

In a survey by databox, 59.3% of advertisers told videos drove more clicks on Facebook for their ads compared to 29.6% for images. In addition, videos are becoming more accessible throughout the world with increasing data coverage and dropping rates for data. This has led to platforms such as Facebook bringing advertiser-friendly features for videos, and YouTube rising massively in popularity with both viewers and advertisers. The rise of apps such as TikTok and Snapchat, in both developing and developed countries, which are crafted as being video-first speaks about the tremendous popularity of videos.

Contextual Video Advertising Makes Strides

As the inventory for video-based creatives has increased, it has become imperative for advertisers to operate in safe environments as with increased reach, there is increased risk of ads being misplaced. Misplaced ads run the risk of not resonating with users, but if such ads are placed on objectionable, violent or polarizing content, they can do irreparable damage to a brand’s reputation. Therefore, as in-video advertising becomes ubiquitous, technologies such as machine-learning and AI-based context detection have been developed. These technologies help in serving ads on the relevant type of content, by filtering through all eligible content and classifying the content according to the suitability based on geography, brand and the consumers’ frame of mind among other factors.

The algorithms work by detecting patterns in the relevant types of data and then classifying newer data based on those patterns. Traditionally, this approach was used for keyword and affinity-based classification for ads. The suitability of videos for ad placement was gauged using Natural Language Processing (NLP) techniques. While this approach was somewhat effective in identifying the broader category of videos, it is not fool-proof and has led to many leakages in the past. There is a limitation to which such algorithms can filter content as the content being shown in videos may not always relate to the associated keywords, search terms or descriptions.

Computer Vision is the key

With the evolution of OTT Computer vision techniques and their combination with AI and machine learning, a powerful tool is now available to advertisers. Using computer vision and AI, it is possible to identify the actual objects, logos, emotions and context of the video with unprecedented accuracy. These can enable the identification of what is actually being shown in the video directly without relying on associations with keywords and affinity of videos, thus overcoming the limitation of previously used algorithms, and ensuring a top-notch brand-safe environment for brands.

How In-Video Contextual Advertising Works

Few things break the flow of a narrative as much a non-context insert. The same holds good in respect to advertising.

Various case studies show that even the best of advertisements, which have a feel-good factor about them, do not do well if they are not fitted into the context. A report from the University of Oxford supports this wherein it was observed that cheerful ads when inserted in between a gloomy part of the video do not create much impact.

In many cases, in-video ads which are not relevant to the video being watched, tend to put off the viewer and might not create the desired impact. Whereas, contextual advertising can help to better connect with the viewer and communicate the message more effectively.

In contextual advertising, ads related to the content being seen or read are placed to ensure better connections with the audience. Video ads can have more impact through in-video contextual advertising where in-video ads are placed relevant to the content being played out in the video.

This ensures that the viewer finds the advertisement to be closely related to what is being seen, and therefore, would be more interested in knowing about the product.

Experts cite that ‘Contextual Fluency” is a key component to process information. For example, an insurance advertisement would work well when a video about an accident is being streamed. Video coupled with the context becomes a potent tool to create an impression.

Implementing Contextual advertising

There are various tools available that help in implementing contextual advertising. Google AdWords is one of the most used marketing -technology platform where precise ads can be placed in relation to the context of a video or website.

Advertisers can place their ads which are triggered when specific keywords related to their product are being used, this is keyword contextual targeting. Whether an online user is reading a website/blog or watching a video, ads which are relating to the content are triggered that would better connect with the audience.

Marketing technology now also enables video advertising to be more precise. The advertisers can place specific adverts depending on what is happening within the video. Video platforms like YouTube have created a wide range of combinations of genre-content which can be used by the advertisers to stream an ad that is relevant to that particular moment in a specific video.

Artificial Intelligence is a key driver in enabling contextual video advertising. Recognizing scenes, a streaming video to identify the location within the video, understanding the facial expressions to comprehend the emotions, etc. and other computer vision applications like recognizing faces, logos, etc. are few of the AI-enabled technologies which are used for making contextual in-video ads.

Maximum utility through context

Content and message are the key to creating a successful advertisement. The ad would not be able to connect with the audience unless the message being conveyed is clear. However, apart from the content, there are two more elements that complete the trifecta of a perfect ad. These are the right time and the right audience. Contextual targeting makes use of these three elements to ensure the maximum utility is obtained through an ad.

Using this form of advertising, an advert with the right content is created which is placed into the video at the right time to ensure that there is more possibility of the viewer connecting with the ad. Targeting them to a specific audience who can connect with the ad further enhances the success of an advertisement.

Industry Gold Standards Silverpush Has Won in 2019

2019 has been an amazing year at Silverpush. Awards, recognitions, and accolades have come our way while we continued to serve our clients. Our technology continued to make a difference in the world of digital campaigns and online media for some of the largest brands globally. Join us as we look back at the ride that 2019 has been for us.

MMA Smarties India: Silver in Innovation and Product and Services Launch

mma smarties india

Mobile Marketing Association (MMA), a global mobile trade association, in fact, the only one of its kind is a hub for marketers, sellers and technological innovators in the media industry. MMA Smarties acknowledges the best brands, agencies, and tech enablers that exceed expectations by driving business growth via mobile campaigns.

Silver in Innovation

Thums Up, a leader in the soft beverages industry in India was targeting millennials for its new 2019 variant- Thums Up Charged in Summer. Their concerns of brand safety and engagement optimization were resolved with SilverPush’s Mirrors Platform. The AI powered contextual video advertising platform helped the brand reach their most relevant audience.

Silver in Product and Services launch

As a part of the Amazing Moment Marketing Campaign, SilverPush was the technological enabler of Madison Media working on Asian Paints’ Clean the Air campaign. With the rising concerns around AQI, the campaign revolved around creating hyper localized messaging synced with real-time AQI levels. With quality insights delivered at the right time, SilverPush informed with and showcased 1000+ region-specific informative communications.

WARC Media Awards: Bronze for Effective Use of Tech

warc media awards

Every year, WARC recognises brands that excel in communication planning, driving positive business results via online channels globally through WARC Media Awards. At 2019 WARC Media Awards, SilverPush was awarded bronze for a campaign for Unilever’s Breeze in the category — Effective Use of Tech.

With Breeze, SilverPush leveraged TV sync for Unilever Philippines. With a customer base of housewives aged between 22 to 44 years, SilverPush identified that the buyers were becoming increasingly social media savvy and therefore are prone to multi-screening. The audience was targeted and retargeted with paid advertisements through creating a tv ad sync between the brand’s TV commercials and digital video ads across social platforms.

Festival of Media Awards (FOMA) Asia Pacific Awards: Bronze for Best in Technology

FOM APAC awards

 

Festival of Media Awards is a celebration of brilliant media thinking across Asia Pacific region. The jury comprises of a vast network of creative thinkers and innovators in the industry. At FOMA APAC 2019, Breeze earned a bronze for the category — Best in Technology.

Moreover, collaborating with Mindshare was a unique learning experience that has added immense value to our technology.

Other Campaigns That Have Won Accolades and Recognition

  • Unilever Wall’s and Mindshare Indonesia won the gold in the Cross Media category for their Wall’s Gold Spirit campaign celebrating national sports heroes, powered by SilverPush’s tv ad sync — Parallels.
  • Shortlisted at The Wires APAC Awards for the multi-screen sync platform as the Best Marketing Technology solution
  • Nomination at Drum Digital Awards APAC for Best Cross-Platform Campaign on behalf of Rexona
  • Shortlisted for MMA Smarties Vietnam in the mobile Mobile Video and Innovation categories
  • Shortlisted at Effie MENA awards in the Data-Driven and Healthcare-OTC categories for Sanofi’s Telfast

More About Our Winning Campaigns

Breeze

While TV advertising remain a key channel for information distribution in South Asia, women displayed indifference and lack of interest during TV commercial breaks, displaying a cross screen behaviour — paying more attention to social channels. The campaign overcame the clutter and increased brand engagement within the target audience through real-time, TV ad sync advertising.

KFC

KFC’s launch of a new popcorn chicken flavor created the right buzz with AI-powered contextual ad targeting platform — Mirrors. Thirty contextual triggers were identified through Mirrors’ unique capability of detecting faces, logos, objects, scenes, actions and emotions in a streaming video. Coupled with customized creatives, KFC was able to target the right audience, as they engaged with their interests on YouTube. The campaign achieved a VTR of 35 percent; a direct increase of 10 percent against agency benchmark of 25 percent.

Thums Up

Thums Up leveraged contextual ads placements to target millennial buyers engaged in adventure and thrill seeking activities. For the campaign, SilverPush contextually targeted users consuming video content around extreme adventure sports, through AI powered object and emotion detection capabilities. This maximized brand engagement exactly at the moment consumers were engaging with their interests, and not based on past viewing habits.

By seamless brand integration through Mirrors, the campaign gained a VTR of 35 percent with a decrease in CPV of 48 percent.

Oreo

SilverPush partnered with Oreo for their special edition Spider-Man themed pack for Contextual ad targeting. Spiderman themed content was identified with Mirrors technology enabling the brand to unlock the audience engaged in such content at that right moment. Spanning across four weeks, the campaign directly contributed to sales, leading to a 38 percent higher sales for Oreo.

In 2019, we have made a huge difference in the advertising industry. And in 2020, we intend to further expand our product portfolio and help brands understand and reach their customer, like never before.

Image 1
Why Google not tracking users can finally give rise to adoption of more effective alternatives.
Read More
Image 2
Survey: State of brand safety & Suitability in video.
Read More
Image 3
Protecting brand reputation with AI.
Read More