4 July 2017
Through Google’s proprietary tool, Vogon, Myer set up a suite of six-second bumpers featuring 100 special deals on rotation with discounts greater than those in-store or on Myer.com.au. Consumers only had six seconds to take advantage of the deal, with targeting to ensure that no YouTube user saw the same ad twice.
Location and hashtag themed collections of user posts have arrived on Instagram. The feature pulls in photos and videos tagged with a specific location sticker (such as Sydney) or event hashtag (such as #City2Surf). Eventually, this will present a unique contextual advertising solution for advertisers.
The new World Lenses feature lets advertisers create content beyond the face for the rest of the photo, such as floating 2D or 3D objects. Audience Lenses allow advertisers to buy regionally targeted lenses and overlay demographic targeting like age and gender, as well as lifestyle categories. Smart Geofilters allow users to activate branded overlays that automatically add location information or other real-time information.
Media buyers predict Amazon’s September arrival in Australia could result in a lift in ad spend, helping the market grow by 4.1% to $15.4 billion this year. Industry sources suggest that the arrival of the new competitor will be countered by Australian companies with more ad spend. Australia’s digital advertising economy is forecast to grow by 13.5% and reach $8.4 billion. Video will be at the forefront with 38% expected growth.
Ads using the visual discovery feature will now begin to appear in ‘related pins’ and ‘instant ideas’, with ‘Shop the look’ and ‘Lens’ to follow. The feature uses visual discovery technology to identify characteristics within organic images and match them with sponsored ads.
Very dense article by the inventor of programmatic advertising on the mechanics behind bidding. Here’s a takeaway for traders: you should (almost) always shade bids, which means bidding less than you think an impression is worth. This is because if bidding $2 wins 50% of the time, and paying $3 wins 55% of the time, it’s not worth bidding higher.
Outbrain has rolled out their new Outbrain Programmatic Access (OPA) service, where media teams can bid on Outbrain inventory on a CPM basis. The service is currently only offered though AppNexus.
At the Google Marketing Next event, Google Attribution was announced; a tool designed to link online and offline user behaviour to provide holistic analytics data to the marketer. It is designed to comprehend every touchpoint a lead passes through, from impression to sale. Since the tool offers reports on each touchpoint, it will give marketers a better knowledge of performance, ROI calculation and making informed bids on ad space. Experts are hopeful machine learning algorithms will help to predict outcomes from every marketing channel.
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