Microsoft Store Ads Expand to Bing Search Results, Empowering Global Advertisers
Microsoft Store Ads now feature in Bing search results, granting advertisers worldwide access to a powerful marketing platform. This expansion brings targeted exposure to 150 new regions, amplifying opportunities for businesses. The announcement, made at Build 2022, showcased Microsoft’s commitment to assisting developers in growing their businesses and reaching their ideal customer base.
Enhanced Reach with Premium Search Ads
Premium Search Ads provide advertisers with expanded options to connect with customers, appearing in both the Microsoft Store and Bing.com search results. These visually prominent ad placements maximize customer engagement and drive higher app download rates, offering exceptional visibility in search environments.
Streamlined Advertising with Additional Features
Microsoft plans to introduce new features that streamline the advertising process. Through the Microsoft Advertising Software Development Kit (SDK), advertisers can retarget audiences across the Microsoft Network, boosting customer engagement and gaining valuable insights into app installations and in-app purchases.
Effortless App Linking and Tracking
The simplified user interface and redesigned layout allow advertisers to link their apps with a single click, making it easier for digital marketers to access app information. This enhanced tracking system enables comprehensive analysis of app installations, in-app purchases, and customer engagement, empowering advertisers to optimize their campaigns effectively.
Success Story of Miracle Games
Miracle Games, an early adopter of Microsoft Store Ads, experienced remarkable results. By targeting users searching for related apps and games on the Microsoft Store, Miracle Games achieved increased awareness, preference, and downloads. Their implementation of Microsoft Store Ads resulted in a 25% surge in installs and an outstanding 6x higher conversion rate compared to their previous use of Microsoft Advertising.
Leveraging Bing’s Extensive Search Volume
With Bing generating a colossal 14.5 billion global monthly searches (Comscore, March 2023), Microsoft Store Ads now extend beyond the Windows Microsoft Store. These ads seamlessly appear on Bing search engine results pages alongside regular product ads, providing access to an extensive user base and further amplifying brand reach.
Enabling Ads and Optimization
To enable Microsoft Store Ads in Bing search results, advertisers need to create a Microsoft Store Ad campaign within Microsoft Advertising and adjust their Ad Distribution Controls to “all.” This simple integration empowers advertisers to optimize their reach and capitalize on Bing’s vast user base.
Microsoft’s integration of Microsoft Store Ads in Bing search results represents a significant milestone for global advertisers. By combining the immense search volume of Bing with visually prominent ad placements, streamlined user interfaces, and advanced tracking capabilities, businesses can effortlessly expand their customer base and drive app downloads on a global scale.
Next Read: Advertise Your Brand in the Metaverse: The Future of Digital Advertising
Mastering Digital Marketing: Insights from Kosal Malladi, VP at Madison Loop
Kosal Malladi, the accomplished Vice President of Madison Loop, is renowned for his expertise in digital marketing and media planning. With a rich background in the industry, he has made remarkable contributions, working with diverse clients in sectors like Auto, BFSI, Entertainment, Social, and FMCG. His extensive experience spans both agency and client sides, providing unique insights into data-driven marketing, influencer collaboration, social media management, and the exciting future of the digital marketing landscape.
In this exclusive interview, we explore his vision, leadership, and the exciting journey that led him to the forefront of digital marketing innovation.
Can you provide an overview of your experience and background in the field of digital marketing and media planning?
My interest in digital marketing started during my MBA. Google held a competition where they provided INR 1000 vouchers to each team and tasked them with setting up Google AdWords campaigns. This experience sparked my interest in digital marketing, and I further developed my skills during an internship at ESPNStar, where I implemented what I had learned.
I began my career in Digital Media Planning with Media2Win, where I gained valuable experience and eventually took on leadership roles in managing digital mandates for clients such as Mondelez and Asian Paints, among many others. This field is constantly evolving, and I find it exciting to continually learn and adapt to new trends and strategies.
In your opinion, how has the intersection of data and technology transformed the landscape of digital marketing and media planning? What opportunities and challenges does this convergence present?
The biggest challenge for digital marketing is data, whether it’s too much or too little. Initially, the focus shifted towards tracking leads/sales, neglecting brand building. Short-term gains became more tempting than long-term benefits. However, with increased spending, the demand for accountability has grown. Technology allows us to analyze data and derive actionable solutions from it. Nonetheless, the absence of a universally accepted authority like Broadcast Audience Research Council (BARC) poses a challenge for digital marketing. Until then, disputes will persist. The ultimate solution lies in digital marketing delivering positive business outcomes, which we are witnessing today.
What initially attracted you to lead the digital creative unit ‘Madison Loop’?
Media is only a part of digital marketing; creative aspects are equally important in driving positive business metrics. I have noticed a tendency for media and creative teams to blame each other when campaigns fail. Creative individuals often lack a grasp of numbers, while media professionals may struggle with creativity. Madison Loop was founded to bridge this gap between media and creative, symbolized by its name. At Madison Loop, we strive to complete the business loop and achieve results.
How do you approach social media management to effectively engage audiences and drive brand awareness?
Social media thrives on authenticity, but that doesn’t mean you can’t promote your brand. It’s important to be transparent about your intentions when selling. The key is to create authentic content and tap into the latest trends and fads. If you have to choose between posting high-quality content infrequently or good content regularly, opt for the latter. Consistent posting increases the chances of gaining traction. However, it’s important to note that there’s no guarantee of virality. Focus on regularly sharing good content, and something is likely to gain momentum—whether it’s tomorrow, a week later, or even a month later.
Would you like to share a successful social media campaign you managed on a specific platform like Instagram, LinkedIn, or Twitter, and explain how you tailored the content and engagement to match the platform’s unique characteristics?
For content to gain traction on social media, a hook is essential. Social trends often have a hook step, sound, or movement that captures attention. Dance steps, for instance, can go viral due to a catchy hook step. We have successfully utilized this principle numerous times. A recent example is Vicco’s campaign featuring Alia Bhatt, where she performed a unique action of showing her teeth to the dentist while making the sound “eeeeee.” We capitalized on this hook by collaborating with influencers who created their own versions of the hook. This strategy gained momentum, with millions of others joining in with their own “eeeeeeee.”
How do you effectively identify and collaborate with influencers, considering factors such as authenticity, engagement levels, and suitability for your client’s target audience in influencer marketing?
Today, the beauty of influencer marketing lies in the fact that anyone can become an influencer. This opens opportunities for brands to collaborate with everyday individuals and share their brand stories on a larger scale. However, precautions need to be taken.
At Madison Loop, we have implemented tools that help us identify influencers based on factors such as their location, topics of interest, demographics, and follower base. Additionally, we have an authenticity scoring system that considers factors like follower growth/fall, follower location, and more. These measures enable us to ensure the credibility of the influencers we work with.
Can you share your perspective on the future of digital marketing and media planning? What emerging technologies or trends do you believe will have a significant impact on the industry in the coming years?
In the past, digital planning was done blindly, but we have evolved to utilize available or claimed data for our plans. Over the years, data analysis and automation have played a crucial role in optimizing the process. The future will revolve around AI, driven by data analysis and automation. AI has already made significant strides and will continue to advance.
Some express fear about AI, believing it will replace their jobs. However, I believe it is not AI itself, but rather people who possess the knowledge of how to use AI effectively, who will take away those jobs. Human intervention will always be necessary in this field, although the nature of that intervention will evolve.
Can you share a valuable lesson or piece of advice that you have learned throughout your career in digital marketing and media planning?
Digital is a constantly evolving field. What is effective today may not be tomorrow. It is important to remain open to trying new strategies and approaches. Never assume that you know everything because there is always something new to learn.
How do you manage the pressure and demands that come with leading a digital creative unit, and how do you maintain a healthy work-life balance?
Finding a balance between work and personal life is essential. While work may seem never-ending, it’s crucial to establish a predefined end time for the day. Once you embrace this concept, achieving a balance becomes more natural. Personally, I find that prioritizing my personal time enhances my focus on work, allowing both aspects to thrive separately.
Microsoft’s Activision Blizzard Acquisition Approved by China
China’s antitrust regulator has approved Microsoft’s monumental $68.7 billion acquisition of Activision Blizzard, making it the 37th country to greenlight the deal. The European Union had already cleared the acquisition earlier in May. In a statement to Eurogamer, the company said,
“China’s unconditional clearance of our acquisition of Activision Blizzard follows clearance decisions from jurisdictions such as the European Union and Japan, bringing the total to 37 countries representing more than two billion people. The acquisition combined with our recent commitments to the European Commission will empower consumers worldwide to play more games on more devices.”
Microsoft’s Acquisition Journey
Microsoft’s ambitious acquisition of Activision Blizzard has garnered global attention, with countries such as Japan, Saudi Arabia, Brazil, Serbia, and South Africa, among others, granting their approval for the deal. Nevertheless, the tech giant still needs to navigate the unexpected obstacles that have arisen. The UK’s Competition And Markets Authority blocked the proposed merger, citing concerns over potential competition issues in the emerging cloud gaming space. Microsoft has announced its intention to appeal the decision, while the US Federal Trade Commission (FTC) is also seeking to block the deal and has scheduled hearings for later this year.Assurances to Regulators
To assuage concerns raised by regulators, Microsoft has taken proactive measures, striking deals to ensure its games are accessible on competing cloud streaming services. One notable partnership involves bringing all Xbox PC games to Nvidia’s cloud streaming service, GeForce Now, for ten years. Over the months it has entered similar agreements with Nintendo, Steam, Boosteroid, and more. The latest agreement is with Nware to bring Call of Duty and other Activision Blizzard games. These collaborations aim to prevent the exclusivity of Activision Blizzard’s games on Microsoft’s Game Pass or Xbox platforms.Unprecedented Acquisition
The proposed $68.7 billion acquisition of Activision Blizzard by Microsoft represents a historic milestone in the gaming industry. This deal is the largest-ever acquisition in gaming history and one of the largest across all sectors. The fate of Microsoft’s groundbreaking Activision Blizzard acquisition hinges on the outcomes of the UK appeals process and US hearings. Strategic partnerships aim to address regulatory concerns. The results will shape both the gaming industry and Microsoft’s position within it.Read more: Is Microsoft Reinventing Its Ad Business With Massive Acquisitions?
Google’s Phasing Out of Third-Party Cookies: A Paradigm Shift in Digital Advertising
Google’s recent announcement of phasing out third-party cookies has sent ripples through the digital advertising industry. This move is part of the tech giant’s commitment to prioritize user privacy and reshape the way online advertising operates. In this article, we delve into the details of Google’s plan, its implications for advertisers, and the challenges and opportunities that lie ahead.
The Shift Towards Privacy-Conscious Advertising
Google’s Privacy Sandbox initiative aims to replace third-party cookies with a more privacy-conscious approach. Instead of individual user tracking, Privacy Sandbox proposes the concept of cohorts, grouping users based on similar browsing patterns and interests. By protecting user data and allowing individuals to manage their interests, Google seeks to strike a balance between privacy and effective advertising.
Phased Rollout and Testing
Google plans to gradually implement this change, beginning with 1% of Chrome users in early 2024. This initial phase serves as a real-world test, allowing developers to assess their readiness for the broader transition. The company also plans to make Privacy Sandbox’s relevance and measurement APIs available to all Chrome users in the Chrome 115 release, enabling developers to experiment and test these APIs with live traffic. Tech Crunch quoted Google’s Victor Wong, who leads product for Private Advertising Technology within Privacy Sandbox said,
This plan was developed with close consultation and coordination with UK’s Competition and Markets Authority — the CMA. We consulted with them on this and we felt this is the best way to, jointly with the industry, actually test out the solution.
In Q4 , we help coordinate some of the testing and make that easier. Q1 , we deprecate for 1%, which then, for everyone in the industry, forces them to seriously start experimenting and testing.
Adapting Advertising Strategies
The deprecation of third-party cookies necessitates a significant shift in advertising strategies. Advertisers must explore alternative targeting and measurement methods that rely less on individual user tracking. Leveraging first-party data, investing in contextual targeting, and collaborating with industry partners are among the recommended approaches to navigate this transition successfully.
Challenges and Opportunities
The elimination of third-party cookies poses challenges in measuring conversions, personalizing ad experiences, and attributing campaign success. However, it also opens doors to innovative solutions, such as enhanced first-party data utilization, contextual advertising, and increased collaboration among advertisers, agencies, and technology providers. Advertisers have an opportunity to build stronger relationships with their target audiences while respecting their privacy.
Industry Response and Readiness
While Google’s move towards privacy-conscious advertising has received praise, it has also sparked discussions and concerns within the industry. Adtech developers are eager to test Privacy Sandbox APIs at scale, and some have already begun experimenting. However, other browser vendors are pursuing different approaches, adding complexity to the advertising ecosystem.
Preparing for the Future
Advertisers are advised to stay informed about the latest developments and guidelines associated with Privacy Sandbox. They should assess the compatibility of their current advertising tools and platforms, invest in building first-party data capabilities, and actively collaborate with industry stakeholders to shape the future of privacy-centric advertising.
Google’s decision to phase out third-party cookies marks a significant milestone in the evolution of digital advertising. As the industry adjusts to the new reality, advertisers must embrace innovative strategies and technologies that respect user privacy while maintaining effective targeting and measurement capabilities. The road ahead may present challenges, but by staying proactive and adaptable, advertisers can seize the opportunities that arise and continue to connect with their audiences in a privacy-conscious manner. The era of cookieless advertising is upon us, and it’s time to embrace the change.
Interesting Read: And Google Does It Again, Delays Phaseout of Third-Party Cookies
Mastering Growth Marketing: In Conversation with Sindhu Biswal
Sindhu Biswal is a multi-talented professional who has excelled in diverse fields. From aspiring astronaut to songwriter and now a marketing expert, his journey reflects his passion and determination. With notable contributions to companies like Paytm Insider, Better Half, Filter Copy to name a few, he is highly skilled in marketing, growth strategies, and business development. As a growth marketer, he is helping businesses achieve their objectives. Sindhu is also a sought-after speaker, mentor, and accomplished digital marketer known for delivering exceptional results.
Can you tell us about your background and how you got started in digital marketing?
I am a digital marketer who has led growth and digital marketing at FilterCopy, Dice Media, Betterhalf, and Paytm Insider. During the final years of MBA, I participated in the Google Online Marketing Challenge (GOMC) and was exposed to Google Search Ads. I fell in love with the craft, and that was my first introduction to the field of digital marketing.
How do you define growth marketing and what role does it play in your digital marketing strategy?
In simple words, growth marketing encompasses acquisition, activation, retention, referrals, and monetization. Growth marketers have a hacky mindset, are entrepreneurial, and challenge existing playbooks. It’s not just about acquiring more users but focusing on users who actively engage with your app, become paid users, and refer others. These are the key performance indicators (KPIs) for a growth marketer.
Would you like to share an example of a successful growth marketing campaign you’ve executed in the past?
There are 12 successful ones but my favorite campaign was the Roshan Joshi Typo campaign. While sending a push notification with the copy “Rohan Joshi is LIVE now. Tap to play,” However, I sent “Roshan Joshi is LIVE now” instead. I decided to repeat one typo every week, resulting in variations like Trojan Joshi, Mohan Joshi, Jogan Joshi. People started taking screenshots, and my push notification click rates increased. This campaign taught me that any retention channel can be turned into an awareness channel by thinking outside the box and challenging conventional strategies.
How do you stay up-to-date on the latest trends and best practices in digital marketing?
Most of my marketing ideas come from reading books and articles unrelated to marketing, such as psychology and philosophy. I read newsletters and follow Twitter threads from knowledgeable individuals to stay updated on the latest trends and best practices.
In your opinion, how has the advertising industry adapted to recent developments in AI and ChatGPT?
Currently, most ad copywriters and performance marketers are leveraging it to assist with ideation, writing ad descriptions, email copies, and more. It is a valuable tool to generate ideas and overcome creative blocks.
What advice do you have for young professionals who want to pursue a career in digital marketing?
My advice is to challenge existing playbooks, nurture creativity, and become skilled copywriters regardless of your specialization in marketing. Good copywriting is a fundamental skill that can set you apart in the digital marketing field.
Game On: iion and MMPWW Join Forces to Revolutionize Gaming in the UAE and Middle East
Global gaming advertising leader iion and one of the region’s leading ad tech providers, MMP World Wide (MMPWW), announce a transformative partnership to reshape gaming experiences in the Middle East and North Africa (MENA) region.
The collaboration aims to unlock immersive gaming formats for brands, fueling growth in an industry projected to reach a market volume of US$449.60m by 2027, according to Statista.
MENA’s Gaming Market Boom: A Surge in Investment and Gamers
The partnership coincides with a surge in gaming and metaverse investments in the Middle East.
Global Newswire reports that growth will be fueled by mobile gaming, public and private sector investments, and esports, with an estimated 87.9 million gamers in the MENA region by the end of 2023.
Through iion’s immersion platform, MMPWW clients can now access the ever-growing gaming audience across all devices and environments.
Yasin Dabhelia, Head of Demand, US & UK, says,
The Middle East is emerging as a top market for gaming and the metaverse, with significant investment being directed towards this sector. This presents an unprecedented opportunity for brands in the region to integrate into gaming environments and leverage measurement and targeting tools to determine their return on investment. I can’t wait to showcase this alongside MMPWW.
Transforming Advertising in Gaming: Empowering Brands and Advertisers
Sanjaya Molligoda, iion co-founder, shares his enthusiasm for the partnership and its implications for the MENA region.
He states,
We are incredibly excited to join forces with MMPWW, and to enable brands in the MENA region to tap into the massive potential of game advertising. As gaming experiences rapid growth—thanks to significant investments by Middle Eastern governments and the private sector—advertisers can connect with a diverse, engaged audience. Our goal is to establish gaming as an indispensable, always-on media plan component.
Molligoda highlights the unparalleled opportunities the partnership offers to advertisers, allowing them to engage gaming audiences across multiple platforms: “Our unique, self-serve ad platform provides extensive access to inventory, including in-game, around-the-game, and away-from-the-game environments on PC, console, app, web, esports, and game influencers.”
Ultimately, Molligoda believes that this partnership will revolutionize the advertising landscape in the rapidly growing Middle Eastern gaming market.
Walid Ramadan, GM of MMP Experiences, shares his excitement:
We are delighted to be iion’s new and exclusive partner for the MENA region. Their innovative programmatic offering puts the user at the heart of the experience, while still allowing for in-depth targeting to reach these diverse audiences and create tailored messaging that best aligns with their interests. We look forward to collaborating with the team to bring these immersive solutions to our clients.
Capitalizing on the Expanding Market: Innovative Solutions for Brands
This partnership enables brands to craft captivating and immersive campaigns for gamers across all devices. With the average UAE gamer spending USD 115 per year, as reported by Mordor Intelligence, this alliance is poised to capitalize on the expanding market.
iion and MMPWW have an exciting agency roadshow in the pipeline, where they will showcase their state-of-the-art gaming solutions to brands and advertisers throughout the region. Be sure to stay tuned for further details about this upcoming event, as it promises to unveil remarkable opportunities and insights for industry professionals.
Romit Gharat, Ad Tech Director at MMPWW, adds:
Our partnership with iion will unlock new channels for brands to reach a large number of engaged audiences in a unique and fascinating environment. With the potential to revolutionize the way advertisers can reach and engage with gamers, we are thrilled to offer this innovative and effective approach to driving brand awareness, engagement, and sales in the region.
MENA Gaming Market Enters Its Growth Era
This game-changing partnership positions iion and MMPWW at the forefront of monetization and advertising innovation in the UAE and the Middle East, heralding a new era of growth for the industry.
About iion:
Founded in 2019, iion redefines game monetization and advertising by offering a seamless platform, connecting premium gaming environments for advertisers and publishers. This innovative solution enables efficient campaign management and measurement, extensive brand-safe gaming inventory access, as well as impactful audience engagement. iion has offices in Australia, India, Indonesia, Malaysia, Netherlands, Portugal, Singapore, Turkey, United Kingdom, and the US.
About MMP World Wide:
MMP World Wide is one of the leading ad-tech companies in MENA and was recently acquired by the LifeOnScreen Group. Continuing to operate as its own entity, MMPWW equips its clients with the tools and knowledge to better monetize their digital advertising inventory, improve campaign performance and have a dynamic and transparent way to communicate through vibrant content. Their cookieless approach to targeting has helped to evolve and scale the digital advertising offering across the EMEA and APAC, partnering with LifeOnScreen to further aid expansion into new markets and highlight the potential for DOOH as a prime media channel in the region. Known for championing new technologies, the company also educates its stakeholders on building a safer media ecosystem through innovative solutions that maximize results.
PubMatic Takes On DSPs in Video & CTV Deals, Aims for Direct Access
PubMatic has introduced a new product called Activate, which allows brands and agencies to purchase CTV and online video inventory directly through the SSP. This is similar to Magnite’s ClearLine and The Trade Desk’s OpenPath, providing an end-to-end solution for buying inventory. Unlike real-time bidding, Activate supports direct deals, including programmatic guaranteed and private marketplaces. PubMatic is positioning Activate as a supply path optimization (SPO) solution, which involves removing intermediaries from the supply chain.
According to PubMatic, Activate has the potential to boost revenue for both publishers and buyers. The new product eliminates intermediary costs associated with the bidding process and addresses outdated transaction methods currently used in CTV and video. Almost 60 percent of CTV and 18 percent of online video transactions are non-programmatic. By enabling programmatic guaranteed and private marketplaces, Activate could unlock $65 billion in programmatic spend. PubMatic co-founder and CEO Rajeev Goel said,
By seamlessly connecting buyers and content owners via a single layer of technology, we are significantly reducing the hops, discrepancies, data proliferation, opacity, and complexity in the programmatic marketplace. This will result in higher ROI for buyers and increased revenue for publishers, consistent with our mission to fuel the endless potential of internet content creators who rely on advertising as a primary source of revenue.
Read more: Connected TV Ad Fraud: Is It Real And How To Avoid It?
How does it work?
Activate works by providing buyers with access to available inventory and the ability to apply their own first-party data to target relevant audiences. Buyers can then activate their campaigns and access reporting and analytics for optimization purposes. One key feature is that buyers can use their preferred ad server. In return for the service, PubMatic collects a percentage of the advertiser’s spend, but is also considering subscription models.
Ad agencies Dentsu, Havas, and OMG Germany, along with CPG brand Mars, LG, and Fubo, are among the launch partners of Activate. Mars gains enhanced budget control with Activate, while Fubo embraces increased transparency for media owners.
The CTV and online video market
Both PubMatic’s Activate and Magnite’s ClearLine are concentrated on video placements, encompassing CTV (Connected TV) and online video. Currently, the majority of CTV inventory is acquired through direct deals rather than programmatic methods. PubMatic estimates that 57% of the $65 billion global CTV market is currently transacted via direct insertion orders. That’s $37 billion just waiting to go programmatic. PubMatic also estimates that roughly 18% of the $150 billion online video market, or $28 billion, is transacted via direct IOs. The decision of PubMatic and Magnite to prioritize end-to-end solutions for CTV suggests that Demand-Side Platforms (DSPs) may have certain limitations or challenges in effectively addressing the CTV market.
The development of Activate took PubMatic 18 months, with the acquisition of measurement and reporting platform Martin in September 2020 helping to accelerate the process. The Martin deal provided PubMatic with additional expertise on the challenges faced by agencies and advertisers in campaign planning, as well as buy-side workflow tools, analytics, and optimization technology. Additionally, with the decline in third-party data availability due to regulatory changes and device manufacturer policies, direct access to first-party publisher data has become even more valuable for advertisers. The solution leverages this first-party data to provide advertisers with enhanced control and insights for their campaigns.
Inside Digital Advertising: A Discussion with Group M’s Vishal Sharma
Vishal Sharma, the Director Digital Trading at GroupM, has over a decade of experience in digital advertising, specializing in digital trading, vendor management, affiliate marketing, and performance marketing. ADscholars had an exclusive conversation with him to gain insights into his career growth and the ever-changing digital advertising landscape.
How did you get started in the advertising industry, and what inspired you to focus on digital advertising and trading?
I gained exposure to digital marketing in 2011 while managing a team of virtual assistants at a KPO. My fascination with the possibilities of digital marketing grew as I learned about SAAS platforms, SEO, SEM, email, SMS, and more. The ever-changing digital landscape, including the metaverse, connected TV, and quick commerce, has kept me passionate about providing transparent and measurable results for clients. My current role in digital trading involves managing commercials, pricing, making pitches, partner recommendations, and strategy development for clients.
What are the most significant changes you have witnessed in the advertising industry during your career, and how have these changes influenced your approach to digital trading and performance marketing?
The advent of digital media has transformed the way businesses approach marketing and advertising, providing opportunities to reach wider audiences. Social media platforms such as Google, LinkedIn, Meta, and Twitter are now essential tools for effective audience targeting. Programmatic advertising has made the process more efficient, allowing for greater precision in ad targeting. While Google and Facebook were the focus of display ads a decade ago, clients are now exploring new KPIs beyond these giants, including quick commerce, addressable TV, performance business, and branding activities.
What are the current digital trends that are shaping the advertising industry, and how can businesses leverage them to stay ahead of the curve?
OTT platforms are popular among Gen Z, with TV following closely behind, while radio and direct mail have lower attention. Quick commerce enables faster delivery and stocking, transforming e-commerce like never before. AI has gained traction in digital marketing, with ChatGPT being a popular solution, but how to effectively deliver prompts and communicate with the technology remains a challenge. Clients are optimizing bids while using audience optimization tools, and Finecast, an in-house product, enables TV addressability through connected TV inventory across OTT platforms. It enables detailed audience targeting, even down to specific pin codes across India.
With the rise of programmatic advertising, how do you see the future of advertising and media buying evolving?
Despite the evolution of programmatic advertising, some traditional clients still use non-programmatic ways of execution, while most clients have adopted programmatic advertising for effective targeting. Media buying now requires minimal human intervention, although the human touch is still necessary for larger deal-making and pricing advantages.
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What are the key metrics that businesses should focus on when measuring the success of their digital advertising campaigns, and how can they use this data to optimize their campaigns?
Businesses should measure metrics such as CPM, CPC, CPS, CPL, and ROI to back-calculate the effectiveness and efficiency of each channel delivering results. The growing adoption of mobile devices and AI has resulted in a significant increase in data collection, storage, and usage in recent years. Using reliable and verified data is an effective way to achieve marketing campaign goals. There are now SAAS tools available that merge Ad tech with Martech to optimize campaigns. Our traders are adapting to this new buying approach and recommending the optimal mix to advertisers while preserving branding requirements and marketing goals.
What advice do you have for young professionals who want to pursue a career in digital advertising and trading?
Based on my extensive experience, my advice to young professionals today is to be agile and dynamic in their approach. They should be ready to learn and unlearn since this industry will be ever-evolving. Digital marketing offers growth opportunities, as professionals gain experience in all aspects of a brand’s online presence, create strategies for high ROI and website rankings, and use data-driven approaches for effective campaign evaluations. The field is expected to grow in 2023, and there is a high demand for digital marketing jobs.
Battle of the Ads: Borzo Reveals Who Wins – Advertising Team or AI?
Borzo, a global courier delivery service, conducted a case study to compare the effectiveness of human-made ads with AI-generated ads. The study released two sets of advertising banners on Facebook, Instagram, and Google to determine which approach produced better results. The report aimed to explore the potential of AI-driven advertising tools and compare them with ads created by human teams. The findings of the study can guide businesses in deciding which approach to use in their marketing strategies, as AI-driven tools gain more prominence in the industry.
What did Borzo do?
Borzo conducted an experiment using two sets of advertising banners. The first set was created entirely by 3 AI tools and compiled using Viewst, while the second set was developed by the company’s marketing team.
The banners were run in parallel for a month with a total budget of $19,065, with Google ads receiving $12,775 and Facebook ads receiving $6,290.
How did it create the advertising banners?
To create the AI-generated banners, ChatGPT provided the copy, while MidJourney and DALL-E developed the creatives, and the final output was compiled in Viewst.
The marketing team included copywriters and designers, while the paid specialists were the same for both campaigns as they optimized and evaluated the results.
AI Image Credit: Social Samosa
Marketing Team Image Credit: Social Samosa
And you are in for surprise. Here, are the results,
-The Customer Acquisition Cost (CAC) of AI banner ads was also 2.5x higher than human-made banner ads.
-The AI banner ads had 3x higher Clickthrough rates (CTR) compared to human-designed banner ads.
-The Google Ads campaign showed that AI banners with texts had 26% lower CAC compared to human-designed banners with texts
-Also, AI banners had 32% better View-Through Conversion (VTC), even though they showed a worse CTR.
Whoa, did those results just defy all expectations?
Observations
-The Facebook and Instagram advertising campaigns showed that human-designed banners were more effective in bringing in customers.
-AI-generated ads are more effective in getting attention but fall short of generating clients despite high cash burn.
-However, human-designed ads draw less attention but are more effective in generating lead whilst burning less.
Implications and Future Outlook
–The campaign demonstrated that AI was more efficient than humans in execution. AI prepared the campaign in 4 hours, while humans took 3-4 days considering planning and task load. However, AI needed 50-60 prompts to produce AD images, while human designs had minimal revisions after receiving the brief, making them less tedious.
-The output accuracy of AI was lower than that of human designers. Additionally, most creatives generated by AI exhibited vibrant colors rather than brand colors.
-The advertising campaigns on Facebook, Instagram, and Google have shown that AI-generated banners may result in a higher click-through rate, they are often costlier and generate fewer leads compared to those created by human designers.
-While AI is capable of generating more attractive and efficient images, human intervention is still necessary to optimize the final output.
Adscholars conducted a LinkedIn poll recently where majority votes revealed that AI could enhance ad content personalization. However, although the case study highlights AI’s potential, it is more effective for local entrepreneurs and small businesses. For larger brands, relying solely on AI may not be feasible, but it can still be useful in expediting the overall process.
Devesh Gangal, Country Marketing Manager, Borzo, India said, “We always look for innovative ways to engage our audience and this time we have taken a brave attempt at testing our marketing team by pitting them against AI.”
“It may take more time for Meta to learn and attract clients with a low CAC for AI generated ads, but we have not disabled campaigns on Google with AI banners, and will continue to work with them. As we continue to refine our approach to online advertising, we are excited to see what the future holds for the use of AI in marketing.”
Interesting Read: Tête-à-Tête With ChatGPT- The Power Of AI
Vistar Media and Broadsign Partners To Optimize Programmatic DOOH Transactions
Vistar Media and Broadsign, two prominent out-of-home (OOH) advertising technology developers, have collaborated to integrate their respective mediation layers. This integration creates an open and fair play auction, irrespective of the mediation layer used, resulting in reduced operational burden for media owners and easier advertiser access to OOH inventory.
By integrating their Supply-Side Platforms (SSPs), media owners who use or intend to use both companies’ platforms can streamline their programmatic inventory allocation. The mediation layer enables them to access media buyer demand from both platforms without managing each one separately. Media owners can have both SSPs compete in a fair auction based on price, resulting in a level playing field, and maximizing yield on any programmatically-sold inventory.
Eric Lamb, SVP, Supply at Vistar Media said,
“Unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralized demand and increased competition. We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry.”
Frank Vallenga, Vice President of SaaS Sales, Broadsign said,
“As demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches. Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys.”
Interesting Read: Google branching out In DOOH- All You Need to Know
