Advertising Opportunities in the Era of Connected TV

Advertising Opportunities in the Era of Connected TV

Advertising

The final episode of Game of Thrones set an HBO record, with 19.3 million viewers tuning in on May 19. Though this number sounds big, it’s small potatoes compared to the numbers generated during the heyday of linear television: consider the 105.9 million viewers attracted by the M*A*S*H finale in 1983, for example. The reality is that we’re simply not gathering around our TV sets to create massive audiences for advertisers anymore (with notable exceptions such as the Super Bowl). In fact, audiences are increasingly fragmented as they watch television shows across multiple devices and channels, on their own time and terms. What do these changes mean for advertisers?

The Challenges

For one thing, it’s harder to reach people en masse. And depending on the viewing platform, television shows may not even offer an opportunity for advertisers to air commercials. Sure, the Big Three television networks still allow advertisers to place ads, and opportunities like the Super Bowl and Academy Awards can still be lucrative. But shows appearing on HBO or streaming platforms like the forthcoming Disney+ don’t accept advertising.

Opportunities in a New Era

 So what’s an advertiser to do in an era of connected TV?

  • Take advantage of the good things that are part and parcel of the connected TV era, like the tools that now exist to help you understand your audience. There are technologies out there — AUDIENCEX is one example — that allow advertisers to come up with more targeted ads. You may no longer have the ability to advertise to massive audiences, but you can target smaller, deeply specific demographics you think might respond to your product: millennial women who live in Boston, say. You can also better understand, and act on, the times that audience might respond best to what you’re selling.

Both the whiskey and cookie campaigns knew how to tie in to the cultural phenomenon that was Game of Thrones in smart, inventive ways, making both products shoe-ins for the themed show-end parties that inevitably took place around the globe. Meanwhile, Shake Shack offered Game of Thrones menu tie-ins—a Dragonglass Shake made of custard “frozen with packed snow harvested beyond the Wall,” and a Dracarys Burger “griddled by the fires of Drogon and Rhaegal.” The items, part of a secret menu, were meant to be ordered in Valyrian, a tongue consumers could master with the help of a Shake Shack-provided translation guide. Mountain Dew featured a cast of musicians singing the Game of Thrones theme as part of Mountain Dews #ACanHasNoName campaign — an example of how businesses incorporated humor to provide light commentary on a TV show known for its heavy themes.

These brands typically relied on social media channels such as Facebook, Twitter, and YouTube to generate audience impressions that would continue to accumulate after the final episode of Game of Thrones. The tie-ins weren’t restricted to food and drink. Adidas’ Twitter promotion highlighted six limited-edition pairs of shoes “[i]nspired by the colours and details of the Seven Kingdoms and beyond The Wall.”

Even the American Red Cross got in on the action, partnering with HBO to kick off a Bleed #ForTheThrone Facebook campaign that encouraged blood donations in exchange for an opportunity to win an Iron Throne. The Red Cross did its homework, too, spending the largest majority of its advertising dollars to reach males in Hartford, Connecticut, and Chicago where apparently the appeal of one’s own Throne looms large, as noted here.

As these examples show, it’s never been a better time for advertisers to tap into popular culture to invigorate their brands. The nature of the rules—and opportunities—has simply changed. The question is: have you?

Contact us. We understand advertising in the era of connected TV.

Why the Amazon/Sizmek Deal Matters

Why the Amazon/Sizmek Deal Matters

Advertising Amazon

On May 31, Amazon said it will acquire assets from Sizmek, an advertising technology firm. The announcement consisted of three paragraphs with little detail. But the deal is valuable for Amazon as the company builds a stronger advertising platform to compete with Facebook and Google.

Amazon Advertising Gains Market Share

Amazon’s advertising business is slowly taking market share from Facebook and Google. According to eMarketer, Amazon will capture 8.8 percent of U.S. digital ad spending in 2019. This amount trails far behind Google (with 37.2 percent market share) and Facebook (22.1 percent). But Amazon is building its advertising operation from scratch, and in a short time it has emerged as a threat primarily to Google, as consumers shift their product searches away from Google and toward Amazon.

How Sizmek’s Assets Will Help Amazon

Amazon purchased Sizmek’s ad server and dynamic creative optimization tools, the latter of which helps personalize ads using data. Sizmek’s tools will bolster Amazon’s already strong warehouse of customer data with even more data from ad serving. Doing so will give Amazon more targeted ways to advertise to the millions of people who search for products on Amazon and willingly share their personal information with the company. The deal isn’t making Amazon bigger, but it will make Amazon smarter.

What Advertisers Should Do

At True Interactive, we help businesses capitalize on Amazon as an advertising platform as part of our broader digital advertising offerings. We’ve been actively blogging about the many features Amazon Advertising is developing, such as video ads on Amazon’s mobile app. Based on our own experience, we suggest advertisers:

  • Examine how partnering with Amazon Advertising will help you attract and acquire customers, even if you don’t sell products on Amazon. As The New York Times reported recently, Amazon is tapping into its rich vein of customer data to help companies create more targeted ads across the digital world – an “insanely powerful” capability, according to the article.
  • Watch as Amazon’s competitors evolve their platforms to compete with the Amazon threat. For instance, Google recently announced new features intended to make it a stronger mobile advertising platform (which we discussed here). And, don’t forget Microsoft. Its own advertising business, while small, gives businesses an alternative to the Big Three of Amazon, Facebook, and Google.

Online advertising is changing rapidly as the major players make acquisitions and develop their products organically. Advertisers will benefit so long as you remain vigilant and capitalize on these improvements. True Interactive can help you. As an outside party, we constantly evaluate new tools and ensure that our clients benefit from them with effective digital advertising campaigns. Contact us. We’d love to make your online advertising more powerful.

How Verizon Media Is Evolving

How Verizon Media Is Evolving

Advertising

Verizon Media (formerly known as Oath) is enduring a transition. But advertisers, especially business-to-business brands, should keep the company on their radar screens and be ready to act on some of the changes occurring at the subsidiary of Verizon Communications.

Verizon Media Shares Mixed News

In recent months, Verizon Media has been the source of difficult news, including layoffs and declining revenues. One piece of news we’ve been following and reacting to throughout 2019: the closing of the Oath Ad Platforms ad server in 2020. As Verizon Media told Adweek,

Following a strategic review of our business, we have decided to close the Oath Ad Platforms Ad Server, effective 2020. We are working with our customers to ensure they are supported as they migrate from the Ad Server platform. This does not affect our Oath Ad Platforms SSP business.

I see the shutting down of the Oath Ad Platforms Ad Server as good news for Oath customers. Advertising on the Oath Ad Platforms Ad Server means using the Yahoo! platform, which lacks strong functionality and uses dated features. With the shutdown of the Oath Ad Platforms Ad Server, your business will transition to Bing. This change is especially advantageous now that Microsoft organized its advertising products under Microsoft Advertising. The rebrand entails the launch of new features such as Sponsored Products and an enhancement of recently launched features such as Microsoft Audience Network, which is powered by artificial intelligence. Advertisers will be in a stronger position thanks to the stronger role Microsoft now plays.

A New Phase for Verizon Media

Meanwhile, Verizon Media is entering a new phase that includes the embrace of augmented reality and virtual reality, according to CEO Guru Gowrappan. In a recently published interview with Fortune, he said,

The biggest thing we’re investing in is 5G [the faster successor to 4G LTE mobile networks]. Every product is going to have an aspect of 5G. You’re going to have deeper integration of augmented reality and virtual reality.

We not just have front row seat and access to what is happening but we’re also building all of our apps, products, and content in that experience. So if you go to our Los Angeles office, we have the first 5G animation studio [Ryot Studios]. It’s brought down the cost of producing animation, and Ryot does a lot of AR content.

He also plans to integrate e-commerce with advertising more effectively, following the example set by Instagram. As he pointed out,

Let’s say you’re watching the Dallas Mavs and want to buy a jersey while you’re watching. We want to integrate commerce more deeply.

Also, the ad model itself has become combined with transactions. That’s what Instagram does. It’s advertising and sponsorships, but in the end, it’s enticing you to come in and transact on the platform.

These are bold statements for a company emerging from hard times, but the company understands that its previous game plan has been flawed.

What You Should Do

My advice to brands advertising on digital:

  • Take stock of Verizon Media’s considerable publishing assets, such as Engadget, Huffington Post, TechCrunch, and Yahoo! According to Verizon Media, its publishing platforms deliver an audience of more than 1 billion people.
  • Watch how Verizon Media evolves its ad products under Guru Gowrappan. He has made it clear that it’s no longer business as usual at Verizon Media. The possibility of ad products using AR and VR is exciting, but the more important near-term development is the integration of e-commerce with its ad products for businesses seeking a tighter integration between online ads and sales.
  • Make sure you understand the impact of the demise of the Oath Ad Platforms Ad Server. Talk with your agency partner if you’re working with one. Ensure that you understand the role of Microsoft (which I see as a positive one).

As always, contact True Interactive if you need help navigating the digital landscape. We have deep experience with online advertising. We’re here to help.

Google Ramps Up Mobile Advertising with New Features

Google Ramps Up Mobile Advertising with New Features

Advertising Google

Over the next few years, mobile will drive nearly 90 percent of U.S. digital ad spend, according to Forrester. Businesses such as our client Snapfish are using mobile to achieve benefits such as a 343 percent increase in revenue from mobile app installs and a 756 percent return on ad spend. On May 14, Google made some major moves to accelerate our march toward a mobile advertising future:

App Deep Linking from Mobile Ads

Google announced that in coming weeks, Google will enable app deep linking from Google ads. Business that offers apps and also advertise on mobile will benefit from a more frictionless experience. Google will take users from shopping, display, and search ads right to the relevant page on your mobile app. Users with your app installed will complete a desired action (such as buying a product or booking a hotel stay) in a more personal and easier way with their check-out information pre-populated. As Google noted on its blog, “Early tests have been promising—on average, deep linked ad experiences drove 2X the conversion rates.”

In announcing app deep linking, Google shared the example of Magalu, one of Brazil’s largest retail companies. Magalu, seeing that its app was growing in popularity, enabled deep linking. According to Google, “By enabling deep linking, loyal customers who tapped on a Magalu ad were taken directly to the mobile app they already have installed, resulting in more than 40 percent growth in overall mobile purchases.”

Gallery Ads

Google also announced the launch of Gallery Ads later in 2019. Gallery Ads consist of swipeable images that will display on multiple pages on a user’s mobile phones. As Google announced,

By combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer. We’ve found that, on average, ad groups including one or more gallery ad have up to 25 percent more interactions—paid clicks or swipes—at the absolute top of the mobile Search results page.

Advertisers will be able to feature up to eight images. As Search Engine Land (SEL) pointed out, one of the distinguishing features is the large carousel of swipeable images available. Per SEL, people can swipe through the images or click one to expand the gallery into a vertical view that users can then swipe down. At the end of the gallery, a call to action to visit the advertiser’s site appears.

Advertisers get charged for Gallery Ad interactions in one of two ways:

  • A cost-per-click basis when a user clicks on the headline to go to the advertiser’s website.
  • After the user swipes through three images in the gallery.

There is no word yet on an exact date when the format will appear. Advertisers can prepare now by experimenting with different ad, headline, and text options that optimize the available digital real estate.

What Advertisers Should Do

These developments have some important implications:

  • If you rely on an app to attract and service customers, creating ad experiences that link to your app is no longer ideal but is essential. As we’ve shared in our own client work, by varying ad formats wisely to account for factors such as seasonality, advertisers can make advertising and e-commerce more tightly integrated than ever.
  • Advertising on mobile is evolving to allow for more sophisticated storytelling. With a Gallery Ad, you can use multiple images to reveal new products with a series of images rather than collapsing the entire ad and offer into one image. In particular, the swipeable format makes it easier for customers to explore your products, which is especially useful for high-consideration products.

Now is the time to test and learn with Google’s new ad formats and tools. At True Interactive, we possess extensive experience helping businesses launch successful advertising online, including the use of Google products. Contact us. We are here to help.

Google Maps: Opportunities in Advertising

Google Maps: Opportunities in Advertising

Advertising Google

Bloomberg’s recent article speculating that Google could make Google Maps a bigger advertising platform, just as Google has done with search in general, has created a stir. On the one hand, the promise of more advertising development on Maps has generated excitement among businesses eager to become more visible on this popular navigation platform. At the same time, the news has triggered some concerns among industry watchers that advertising could become obtrusive. In fact, advertising already happens on Google Maps, and advertising holds promise so long as the ads provide value.

The Worry

As expressed in a recent BGR article, a major concern about advertising on Google Maps centers on the fear that user experience will erode: “Hopefully, Google’s reported interest in leaning on Maps as it hunts for new sources of revenue won’t mean the company goes overboard—like the way you have to scroll down past a slew of ads and highlighted results after conducting a Google Search, for example.”

This is a valid point. No one—including Google—wants to see the user experience on Google Maps become tarnished. Google needs to keep giving users reasons to stay on Google in its many forms. So the company has a strong incentive to monetize Google Maps in a way that keeps the consumer at the center of the experience.

Google appears to be honoring that commitment by exercising caution: Philipp Schindler, Google’s business chief, said at a recent conference that while Google Maps is “a really, really interesting playground [for advertising] going forward,” the basic directions provided by Google Maps are a “utility” that shouldn’t be tampered with. In other words, consumers shouldn’t be bombarded with ads when they are just looking to get from Point A to Point B.

The Reality

If history is any indicator, caution appears to be a feature of the Google Maps playbook. Technically, advertising on Google Maps is nothing new. As Bloomberg points out, “The company has tested ads in Maps for years.” And Google has proceeded thoughtfully all along, keeping the user in mind. Rajas Moonka, the director of product management for Google Maps, notes, “We’ve been pretty careful about not being very aggressive about how we present those to users because we don’t want users to feel like we’re overloading the experience.”

According to The Manifest, Google Maps ads already include features such as:

  • Promoted pins. These purple location pins are meant to stand out from the pack of familiar red location pins. When consumers tap on the Promoted Pin, which is paired with the advertising business’s logo, they access more information about the company and its products.
  • In-store promotions. A business advertising on Google Maps can show coupons and deals right on their ad.

Promotions are a great example of how an ad on Google Maps can be useful to all parties. If I search for “bookstores near me,” I am probably looking for something to buy—or I’m at least interested in browsing. If a ten-percent-off coupon from a nearby bookstore pops up during my search, I might be convinced to choose that store over another. In other words, a great promotion on Google Maps can turn a casual searcher into a bona fide customer, and prompt a scenario in which both business and consumer are winners.

What’s New Under the Sun

The Bloomberg piece isn’t suggesting that Maps is a new advertising frontier. The question being asked, rather, is are there different and more ways to use the app for advertising? We at True Interactive happen to think that the possibilities are legion. Consider the opportunities afforded if Google Maps advertising became personalized with content sponsored by different companies. In that scenario, a bookstore might serve up a personal ad on your Google Maps app based on your usage of Google Maps, just as already happens on Amazon.com when you get a personalized ad from a company that sells products on Amazon, based on your Amazon search history.

What You Can Do

In short, ads on Google Maps aren’t new, and their evolving services represent an opportunity for both businesses and consumers. We recommend that you:

  • Keep track of how Google is transforming itself.

Questions? Contact True Interactive to learn how to advertise on Google Maps and beyond.

 

 

Advertiser Q&A: Ad Customizers

Advertiser Q&A: Ad Customizers

Advertising Google

An ad customizer is an incredibly helpful tool that makes it possible for a business to make fine adjustments to an ad while the ad is still live.  The Google ad customizer is especially useful. But many businesses are not aware of the ad customizer and how it can help them. Let’s take a closer look.

1 What is an ad customizer?

An ad customizer is a feed that allows you to make changes to your ad copy while keeping that ad running 24/7. Put another way, an ad customizer makes it possible for you to make changes on the fly using a feed of business data that you swap as needed.

For example, let’s say you are a retailer running search ads for a throw blanket. Furthermore, let’s assume you need to change your ad frequently – running a 30-percent off price deal one week; then stopping the 30-percent off deal for a few weeks; and then running a 25-percent off promotion for another week depending on seasonal demand.  With an ad customizer, you can update your add accordingly in your feed while running the ad instead of having to take the ad down and create an entirely new promotion.

2 Does ad customizer work only for retail?

Any business can use ad customizer. For example, a service-area business such as a plumber or lawncare service might use an ad customizer to adapt a promotion by different zip codes in a particular city or region. A business might want to do so for a number of reasons, such as noticing an uptick in searches for plumbers or lawncare services in a particular zip code.

3 What are the benefits of using an ad customizer?

Using an ad customizer keeps your costs per click (CPC) steady. That’s because you don’t need to re-load an entirely new advertisement, which would affect your CPC. In addition, an ad customizer, when used well, can increase your click-through rate by making your content more targeted.

4 Is there a downside to using an ad customizer?

Using an ad customizer could result in an increase in CPC, but you’ll enjoy a better click-through rate, which is especially beneficial for seasonal ads or flash sales.

If you’re interested in using an ad customizer and need help, please reach out to us at True Interactive. We help businesses maximize the value of their online advertising.

Photo by Marvin Meyer on Unsplash

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.