3D for Brands: No Longer a Novelty

3D for Brands: No Longer a Novelty

Advertising

3D is no longer a novelty. It’s becoming a way for businesses to share both advertisements and organic content. Case in point: Bing Ads recently teamed with Samsung to create 3D advertisements that display when consumers search for Samsung Galaxy devices on the Bing search engine.

Here’s how it works: an option for a 3D ad appears when an individual (using Bing) searches for the Samsung Galaxy S10 or S9 on their desktop. The ad, which expands to full screen size, can be manipulated by rotating the image, or zooming in on it. But it’s more than a zoom. Consumers see every aspect of the Samsung device plainly, from multiple angles, and can click on an image to access product details.

As Ravleen Beeston, UK head of sales for Microsoft Search Advertising, said in a statement to Netimperative, “These new 3D ads, unique to Bing, herald a new era of search advertising when it comes to displaying products through desktop search since they complement and enhance the experience for consumers looking to engage with a product.”

3D on Facebook

In addition, Facebook has made it possible for both businesses and consumers to post 3D photos, which makes organic content really pop. As discussed in this Digiday article, the 3D photos are “inherently thumb stopping.” If long-form video is showing a decline in effectiveness as attention spans likewise decline, 3D photos promise to be the next frontier. And brands are jumping at the chance to engage consumers in a fresh way. 3D can be especially useful for retailers trying to showcase products that require close inspection—expensive cellphones, for example, or even food. Food delivery service Bite Squad, for one, has capitalized on the opportunity by posting 3D photos, including one of BBQ from Famous Dave’s. “My goal is to catch your eyes as you [are] scrolling your feed,” Craig Key, CMO of Bite Squad, said, adding that just the sudden movement of an image can be a reason for users to scroll back up.

What You Should Do

At True Interactive, we recommend that you constantly look for ways to incorporate technology such as 3D if they are appropriate for your business:

  • Understand how 3D might add value to your paid and organic content. Don’t be gimmicky about using 3D. Have a specific goal in mind, such as increasing engagement with your ads, especially for products that require high levels of consideration.
  • Be aware of companies such as ThreeKit that provide technologies to help you design advertisements in 3D.
  • Work with an agency partner such as True Interactive that knows how to incorporate formats such as 3D into a larger advertising campaign.

Interested in exploring the opportunities inherent in 3D? Call us.

Google Makes Ads More Shoppable

Google Makes Ads More Shoppable

Google

Google understands the power of images. To remain competitive with visual platforms such as Pinterest and Instagram, Google is introducing a feature called shoppable ads on Google Images. With this new format, shopping online through image search just became easier than ever.

Shoppable Ads

According to Google’s blog, half of online shoppers say that images of a product inspire them to make a purchase. And Google has responded to that input with shoppable ads on Google Images. The format, which allows advertisers to highlight multiple products for sale within a sponsored ad appearing in Google Images results, is currently being tested with select retailers.

The format works as follows:

  • A shopper searching for, say, home office ideas on their desktop or mobile device, can pull up a series of sponsored ads in Google Images.
  • Retailers have the ability to tag several products in an ad.=
  • When the consumer scrolls through these ads, they can hover over items for sale in any given image and learn specific details—like price and brand—about those items.

Being There for the Consumer

The new development is significant. By making it easier to make purchases using the power of visual search, Google demonstrates a real understanding of how consumers shop. According to Adweek, it also makes Google competitive in an arena in which Pinterest and Instagram are making headway. (On Pinterest alone, people conduct hundreds of millions of visual searches monthly.) As Daniel Alegre, president, retail shopping and payments at Google, said during a keynote at the retail conference Shoptalk, “No journey is exactly alike. With so many choices and awareness, awareness is about being there when the consumer is looking for you.”

For more information about how to use images in your online advertising, contact True Interactive.

Image source: https://www.searchenginejournal.com/google-introduces-shoppable-ads-on-google-images/296551/

 

 

Facebook Shares an Advertising Roadmap for 2019

Facebook Shares an Advertising Roadmap for 2019

Facebook

Call it was the meltdown that wasn’t.

As Facebook prepared to announce its quarterly earnings January 30, there was a lot of public speculation that its scandal-ridden year might finally scare away advertisers and members.

The doubters were wrong.

Here’s what Facebook announced:

  • A 9-percent year-over-year increase in monthly active users, with 2.32 billion as of December 31, 2018.

  • Fourth-quarter revenues of $16.9 billion, up 30 percent year-over-year. That number beat Wall Street’s expectations of $16.4 billion.

Facebook is not only weathering months of data-privacy scandals, it is actually getting stronger. At True Interactive, we’ve shared our concerns about Facebook’s scandals and their possible impact on advertisers. We still think it’s important that advertisers watch Facebook closely. The threat of government regulation looms large. The number of fake and duplicate accounts are on the rise, by Facebook’s own admission (116 million fake accounts and 255 million duplicate accounts exist on the site). But advertisers should also be aware of some other numbers:

  • 93 percent of Facebook’s advertising revenue comes from mobile.
  • 500 million people use Instagram Stories daily.

  • 2 million advertisers are now focusing on Stories.

Stories play a big part in Facebook’s growth plans for 2019, which Mark Zuckerberg published in a Facebook post. I have excerpted some highlights and used boldface to emphasize some points that jump out at me:

Messaging is the area that’s growing the most quickly, and this year people are going to feel these apps becoming the center of their social experience in more ways. We’ll roll out payments on WhatsApp in some more countries. Private sharing in groups and stories will become more central to the experience. We’re going to onboard millions of more businesses that people can interact with.

On Facebook, I also expect this to be the year where Watch becomes more mainstream. There are now 400 million people who use it every month, and people spend on average over 20 minutes on Watch daily. This means we’re finding ways for video to grow outside of News Feed so it doesn’t displace the social interactions that people primarily come to our services for.

In Instagram, one of the areas I’m most excited about this year is commerce and shopping. There’s a lot of natural activity happening here, and this year I expect us to deliver some qualitatively new experiences around that.

Longer term, I remain very focused on building technology that brings people together in new ways, including through AR and VR. I’m looking forward to Oculus Quest shipping this spring — the feedback there so far has been very positive.

The numbers tell me this:

  • Advertisers need to understand how to capitalize on messaging. In September I wrote an Adweek column about Facebook monetizing WhatsApp. Clearly, Facebook is going full steam ahead here.
  • If you aren’t using Stories, you’re behind. Stories are now table stakes for brand building on Facebook’s platform, which includes Instagram Stories.
  • Figure out how Facebook Watch plays into your strategy. So far adoption numbers are underwhelming. But these are early days. The success of Facebook Live shows that Facebook knows how to make video a branding platform.
  • Integrate your Instagram with commerce. Brands are getting better at giving users compelling reasons to stop scrolling and buy. Expect new features to make social shopping more of an experience.
  • Augmented reality and virtual reality are branding plays for forward-thinking businesses, but AR and VR still have a long way to go.

Facebook is not as weak as its doubters said it was. Neither is Facebook as powerful as some would have you think. The company has issues. It’s not the cool place for Gen Z to hang out. A potential recession coming up could take a bite out of its advertising revenues. And as I mentioned, regulation is a constant threat. But Facebook remains a strong platform for advertisers with exciting features worth embracing. For more insight into how to succeed with digital media, including Facebook, contact True Interactive. We’re here to help.

Alexa Stars in Amazon’s 2018 Earnings Announcement

Alexa Stars in Amazon’s 2018 Earnings Announcement

Amazon

The conversation about the voice interface no longer focuses on whether we’re entering a voice-first world. The questions have quickly shifted to who will lead it and how soon using our voices to search for things and manage our lives will be as second nature as texting.

My teammate Taylor Murphy recently discussed an answer to the first question: no single firm “owns” the voice-first world, but both Amazon and Google have a strong lead. The answer to the question about how quickly voice will saturate our lives comes down to how soon people will be comfortable using voice to do tasks that require extremely high levels of trust in the device you’re using, such as buying a product or handling an emergency. Most people use voice to do mundane things like check the weather. Few actually ask Alexa or Google Assistant to order a pizza or conduct other transactions. That’s because we’re not quite ready to trust a device to interpret our speech with enough accuracy.

The major players in voice are trying to address that issue. In Amazon’s January 31 earnings announcement, CEO Jeff Bezos said, “The number of research scientists working on Alexa has more than doubled in the past year, and the results of the team’s hard work are clear. In 2018, we improved Alexa’s ability to understand requests and answer questions by more than 20% through advances in machine learning, we added billions of facts making Alexa more knowledgeable than ever, developers doubled the number of Alexa skills to over 80,000, and customers spoke to Alexa tens of billions more times in 2018 compared to 2017.”

Normally CEOs comment on high-level, visionary messages in earnings releases, such as top-line growth, major product launches, and corporate strategy. I find it interesting that Jeff Bezos decided to talk about Alexa’s accuracy, and the number of Alexa skills developed. What does this tell you? That Alexa is strategic to Amazon. Jeff Bezos already saw the voice-first world coming, and he decided to help shape it.

So what does all this mean to businesses that advertise online? It means that before you know it, we’re going to turn the corner with voice accuracy. Consumers will use their voices for e-commerce. So it’s important to prepare. For example, as noted previously by my colleague Taylor, advertisers should evaluate their search queries and look for conversional text (“Who,” “What,” “Where,” “When,” “Why,” and “How” are great phrases to focus on). Also, pay attention to any long-tail queries that include a natural phrase such as “near me” or “can I get the number for . . . ”

The above advice applies not only to optimizing content on your websites but also preparing your paid media, such as paid search campaigns. Thinking like a customer might be the most effective way of ensuring your digital marketing efforts are visible to RankBrain – part of Google’s core algorithm that employs machine learning to draw the most relevant results from a search query. RankBrain collects multiple data points like keywords and the searcher’s location in an attempt to identify the intent of a search to then pair the query with the most relevant and valuable result.

Remember, voice isn’t just about using Echo or Google Home. It’s also about doing voice searches on devices where ads appear.

If you sell products on Amazon, the sense of urgency to adapt to voice is even greater. Amazon is clearly using its own retail platform to sell more Echo speakers, and more Echo speakers means more people using their voices to find and eventually buy things on Amazon.

You don’t want to be a laggard in that world. Contact True Interactive to make your online advertising flourish.

 

Why Netflix Might Embrace Advertising

Why Netflix Might Embrace Advertising

Advertising

Netflix and its boosters are celebrating the company’s first ever Best Picture Oscar nomination for Roma – but the company is also catching fire from investors. Although its fourth-quarter 2018 financial results beat Wall Street estimates for earnings per share, revenue fell below projections.

Netflix also faces other formidable challenges, such as increased competition from streaming services (e.g., Amazon and Hulu), the entrance of new services such as Disney+, and the enormous cost of spending on original content. So perhaps it’s no surprise that Netflix has raised prices. But in recent months, Netflix has also been testing ads between episodes, and its customers have not been happy about this development. The company said that trailer tests were just a way to surface new programs to loyal viewers, claiming it will help members “discover stories they will enjoy faster.”

With pressure coming from multiple sides, how can Netflix increase revenue and expand its subscriber base without losing its customers?

Competition from Hulu

We’ve seen at least one streaming service employ advertising: Hulu. When Hulu first launched in 2007, all content was completely free and supported by advertisements. In 2010, the company launched its first subscription option while maintaining the original ad-supported tier. Then in late 2016, the brand migrated towards a subscription model. Today Hulu offers ad-supported and ad-free pricing tiers.

The ad-supported tier has served Hulu well by increasing brand awareness and expanding its subscriber base. Granted, Netflix does not need to boost brand recognition. However, Netflix (and Amazon, for that matter) could benefit from this strategy if it wants to enter into new markets, which should be a priority for Netflix given the financial turmoil the brand has been recently experiencing.

Providing an ad-supported service plan might sound like a step backwards to Netflix stockholders. If Hulu moved away from it, why would Netflix bother?

  1. Original Content

The creation of original content is perhaps the most dramatic change in the way streaming services operate. Whereas audiences used to turn to streaming services to watch, say Finding Nemo, people now use these services for original movies and shows, a reality that was underscored by Netflix’s Roma being nominated for 10 Academy Awards.

With Disney’s new movie streaming platform launching later this year, it is clear that movie streaming companies no longer want to simply be a content warehouse, storing thousands of movies and TV shows made by third parties. Netflix, Hulu and Amazon want to lure potential customers into becoming subscribers through their exclusive movies and shows. This means that streaming platforms have the bargaining power, as they all have some unique value nobody will find elsewhere.

The quality content matters. Unique content attracts more paying subscribers, which gives Netflix a bigger platform for potential advertising. With 139 million subscribers worldwide, Netflix could easily increase that number by introducing an ad-supported tier. Doing so would also help relieve some of the financial pressure caused by the expensive production costs of original content – around $12 billion in 2018 alone, and expected to grow by 25 percent  to a whopping $15 billion mark in 2019.

  1. Google/Facebook Duopoly

It’s no secret that a large number of companies today are directing a good portion of their ad spend to Google and Facebook/Instagram (and, increasingly, Amazon). Other channels simply cannot match the performance, scale, and targeting capabilities of these tech giants. The growth of these platforms also reflects the strength of the digital advertising industry and suggests that there is room for more businesses to launch advertising based on their built-in audiences. As noted, Netflix has a growing audience with 139 million subscribers – and Netflix aspires to grow more especially outside the United States.

3 Targeting Capabilities

Knowledge is power. Think about all the behavioral data and Netflix has on its subscribers. Netflix can offer advertisers advanced interest targeting based on their activity on each platform. By using algorithms and machine learning, Netflix can predict which type of content a specific user may want to consume next. This data could also be used to serve users ads that are relevant, and for marketers, effective. In addition, with the help of pixels, Netflix would be able to collect data outside its environment just like Google and Facebook do, thus providing advertisers with more insights on the consumer behavior outside the streaming services and the customer journey.

It’s too soon yet to know if Netflix will launch an ad-supported tier. However, I wouldn’t be surprised if it does in the near future, as companies built on the “ad-free” premise are now acknowledging their advertising potential and evaluating the cost-benefit relationship of introducing ads to their platforms, just like Whatsapp. Is advertising revenue too tempting for Netflix?

To maximize the value of your online advertising, contact True Interactive. We’re here to help.

Retailers Ramp up Augmented Reality and Virtual Reality

Retailers Ramp up Augmented Reality and Virtual Reality

Retail

Last March we wrote about the increasingly important role that technologies like virtual reality (VR) and augmented reality (AR) have in the marketing field. Since then, major businesses have continued to apply AR and VR to support a number of functions. Retailers have been especially keen to use these technologies for shopping. For example:

  • To capitalize on the uptick in mobile holiday shopping, Macy’s has launched an AR app that lets shoppers see pieces of furniture virtually within their homes, following the successful pilot of a VR experience to make furniture shopping more immersive. According to Macy’s, shoppers using VR headsets to view Macy’s furniture had more than a 60 percent greater average order value than non-virtual reality furniture shoppers.
  • Walmart recently announced the launch of new AR scanning tool in its iOS app to help customers with product comparisons. Unlike traditional barcode scanners (which allow price comparison on one item at a time), Walmart’s AR scanner can be aimed at multiple products on store shelves to view details on pricing and customer ratings.

Some studies predict the global economic impact of virtual and augmented reality to reach $29.5 billion. Although this number may sound overly optimistic, I do believe there is a lot of value in these technologies yet to be exploited. Both VR and AR have the potential to be among the most valuable tools in any marketer’s arsenal simply because they offer intimate and engaging experiences. They allow brands to build a more profound connection with consumers by offering personalized, interactive experiences. In addition, when combined with artificial intelligence, these technologies have the potential to help make life easier by empowering users to take immediate action (like completing a custom order on the spot).

VR and AR Defined

Even though they may look similar, VR and AR are different:

  • Virtual reality: refers to any kind of experience that places the user “in” another world or dimension usually by way of a headset with special lenses.
  • Augmented reality: the term we use when we place content “into” the real world by using cameras (e.g., Pokémon GO)

Although some brands have rushed to experiment with augmented reality on social media platforms, others are using AR and VR to support commerce. One of the cleverest campaigns was that one from the Spanish fast fashion retailer, Zara.

Although their storefronts may have appeared empty to the naked eye, they came to life when people pointed their phone’s camera at the shop’s window (or in-store podiums) after downloading the Zara AR App. This app enabled users to see seven-to-twelve-second sequences of models Léa Julian and Fran Summers wearing selected looks from the brand’s Studio Collection and allowed the viewers to instantly order any of the looks shown at the touch of a button.

 

Tommy Hilfiger is another example of a retail brand that has also deployed AR technology to improve the shopping experience in their stores. By placing digitally enhanced mirrors inside the fitting rooms, Tommy Hilfiger gave customers instant access to information like styles, models, sizes and colors available both in-store and online. The experience also allowed shoppers to request a new size or color without leaving the room and suggested other products to browse. These smart mirrors made product discovery much simpler and promoted sales by helping users find the right style.

iMirror for Retail from Pieter on Vimeo.

But the business potential seems almost unlimited when AR/VR is combined with artificial intelligence. An example is Salesforce’s Einstein AI technology, which was subject to practical testing along with Coca-Cola. As noted in this article from Diginomica:

Einstein was trained to recognize, identify and count the varieties and quantities of Coca-Cola bottles stored in one of its cooler display cabinets, simply by analyzing a photo taken with an iPad or iPhone. […] Einstein can then take that stock count and combine the information with predictions based on known seasonal variations, weather information from Watson [the IBM AI system], and upcoming promotions, to automatically calculate a restocking order.

There is no doubt about the potential benefits of new technologies like augmented reality, virtual reality and artificial intelligence for both consumers and businesses. In the ever-changing and dynamic world of digital marketing, it would be safe to expect tech giants like Google, Amazon, and Facebook to soon develop and introduce new features that accommodate for these technologies in their portfolio of products and services.

Advertiser Q&A: Bing LinkedIn Profile Targeting

Advertiser Q&A: Bing LinkedIn Profile Targeting

Bing

Bing has been rolling out in beta mode a feature that makes it possible for businesses to target Bing advertisements by relying on LinkedIn data. The feature, known as LinkedIn profile targeting, is an example of how Microsoft is monetizing LinkedIn a few years after Microsoft purchased the popular business-to-business platform. In the following Q&A, we answer questions that our clients are asking about LinkedIn profile targeting. 

1 How does LinkedIn profile targeting work?

With this new feature, businesses running search campaigns in Bing can target people based on information they’ve shared on their LinkedIn profiles – specifically their industries, companies, and job functions.

So, let’s say I want to run an online search campaign targeting marketers in the financial service sector. I can target ads toward people who have identified themselves on LinkedIn with that specific job function in that particular vertical.

2 What’s the advantage to using Linked profile targeting?

According to Bing, LinkedIn profile targeting offers three advantages:

  • Relevance: LinkedIn can help you target the right audience. More-targeted audiences allow you to bid boost more precisely.
  • Ease of use: you can set up LinkedIn profile targeting in minutes.
  • Unique to Bing ads: Bing Ads is the only digital advertising platform (outside of LinkedIn) to offer LinkedIn profile targeting.

3 Who is a good match for LinkedIn profile targeting?

LinkedIn profile targeting is ideal for any business-to-business company. Bing can target:

  • 145 industries including consumer goods, hospitality, and financial services.
  • 80,000 companies such as Adobe, Disney, and Starbucks.
  • Job functions such as marketing, finance, and operations.

Also, this tool could be a more efficient way for smaller B2B companies who want to capitalize on LinkedIn but might find LinkedIn advertising products to be a too costly. LinkedIn profile targeting makes it possible for those businesses to capitalize on LinkedIn’s audience in a more cost-effective way.

4 What are the limitations of LinkedIn targeting?

  • The feature might not be as useful for consumer-facing firms.
  • The feature is based on job function (e.g., marketing), not title (e.g., CMO). So you can’t target people with specific titles.
  • LinkedIn profile targeting is based on information that LinkedIn users share about themselves. It’s only as accurate as the data people report.

5 I don’t use Bing. Why should I consider Bing in the first place?

Advertisers should consider Bing for a number of reasons. For example, the typical consumer on Bing spends more per purchase. My colleague Tim Colucci shared more reasons in an October blog post, “Why Advertisers Need Bing.” Check it out for more insight.

Plus, I believe there is much more value to LinkedIn profile targeting that I hope Bing will make available to advertisers soon. I would like to see Bing expand this new feature to include enhanced demographic/behavioral filtering. For instance, it would be useful if we could target certain interests and specific abilities/knowledge (either based on self-reported data or on post engagement) and maybe even years of experience. This capability would have a number of benefits. For instance, in the higher education space, universities could offer an operations management MBA program to target candidates with more than two years of experience who have field-related abilities like strong communication skills, and who share an interest in inventory forecasting, logistics, and quality control.

6 What should I do next if I am interested?

It’s a closed pilot. Not everyone can just do it. Reach out to your Bing representative or agency partner, such as True Interactive. Contact us. We’d love to help!