Amazon Enters Gaming Market In India With Prime Gaming
Amazon quietly rolled out its most popular gaming service ‘Prime Gaming’ in India. It has been available in other countries for years but recently became available in India. This comes after weeks of testing the service in the South Asian market.
For the uninitiated, Prime Gaming is a complementary part of Amazon Prime membership that offers users access to free mobile and PC games, and in-game content without paying any additional cost. Every month, Amazon adds new titles to the service. It will add value to Amazon Prime subscriptions in India, which previously consisted only of Prime music and videos. The move makes Amazon Prime subscriptions more appealing to certain demographics and has a long-term impact on the gaming market in India.
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Current games available for Indian subscribers
As of now, there are eight titles available for free to Prime subscribers and two weeks to claim them. These include Doors: Paradox, Quake, Spinch, Desert Child, Brothers: A Tale of Two Suns, Banners of Ruin, Rose Riddle 2, and The Amazing American Circus.
For in-game content, users can claim bundles and packs for League of Legends, Call of Duty: Warzone 2.0, FIFA 23, Valorant, Call of Duty: Mobile, Grand Theft Auto V, and more. Additionally, more free in-game content will be released in the coming months. Some games and incentives require a third-party account, similar to Epic Titles Store, Bungie, Activision, and Rockstar Games.
Prime Gaming in India: How it works
Prime Gamers do not have to pay anything more if they already have a Prime membership. The cost structure for the membership is INR 179 per month or INR 1,499 per year which also includes free delivery, Amazon Prime Video, and Amazon Prime Music. It’s a three-step process-
Visit the Prime Gaming website,
Sign in using an Amazon account, and
Click on Activate Prime Gaming.
Upon activation, users will have access to all the games and items available.
Future of Gaming in India
Amazon India enters the rapidly growing Indian gaming market with Prime Gaming. There is a growing gaming boom in India, according to a report on the Indian gaming market. It stood at $2.6 billion in 2022 and is expected to grow at a 27 percent CAGR to reach $8.6 billion by 2027. Akshay Sahi – Director, Prime and Delivery Experience, Amazon India said,
“With the rebranded launch of Prime Gaming, we continue to make Amazon Prime more valuable for members in India. Gaming has become widely popular, and we recognize the need to provide a robust selection of games and content to enhance playing experience of our Prime members. The new and refreshed Prime Gaming, comes with a great accessibility to the latest games and we will continue to add new in-game content for other popular games, with frequent content refreshes.”
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Google branching out In DOOH- All You Need to Know
Google is wearing another advertising hat and announced its new offering ‘Digital-out-of-home’(DOOH) ads in Display &Video 360. The blog announcement says,
“We’re making digital out-of-home ads available to all Display & Video 360 users so that they can reach people out in their real-world journey with the efficiency of programmatic technology.”
It means the Display & Video 360 management tool can now be used to buy screens in public places such as stadiums, airports, bus stops, shopping centers, elevators, and even some taxis. Is this move by the tech giant embraced by all? To understand further, let’s know the basic terms first:
Google Display & Video 360 (DV360): It’s the name for Google’s demand-side platform (DSP). Google Display & Video 360 enables advertisers to manage their reservation, programmatic, and programmatic guaranteed campaigns across display, video, TV, audio, and other channels, all in one place.
DSP: Demand Side Platform (DSP) provides the technology that allows advertisers to bid and buy inventory directly from publishers or from ad exchanges.
Programmatic advertising: This is the automated buying and selling of ad inventory. Many businesses run display and video ads manually through the Google Ads platform. While for high-ended software one can use, for example, DV360, Trade Desk, or MediaMath. This is programmatic display advertising.
Essentially, Google is expanding the use of its DSP beyond website placements to out-of-home advertising as well.
How will this work?
Shreya Mathur, product manager at Display & Video 360, announced in the Google blog,
“Brands can combine the emotional power and captivating formats of traditional OOH advertising with the efficiency of other digital channels. With a single plan, they can reach people on screens of all shapes and sizes.”
With digital out-of-home ads in Display and 360, brands can reach people based on contextual information same as traditional advertising with placements on public screens with programmatic ease and flexibility. Businesses can also design their OOH Ads using a variety of templates and custom design options, and they can track the performance of their ads using the Google Ads dashboard.
Will it provide personalized DOOH ads?
With Google knowing everything, can personalized ads be a reality? Indeed, a great idea but not commercially viable. DOOH relies on the screen and a lot depends on display time. The ROI is higher on advertising addressing a group of people than on an individual. Digital out-of-home ads enable brands to run multiple versions of their message and can be based on location and time.
So, ads placed through Display & Video 360 are not personalized, and will not use individual identifiers or any user location data. Instead, advertisers can reach people based on contextual information of the screen location. For example, a fast food spot can quickly advertise on a billboard in a bustling business district during lunch hour for office workers to see. Later that day, the same billboard can promote an upcoming performance at a nearby concert venue.
Display & Video 360 already partners with exchanges Hivestack, Magnite, PlaceExchange, Ströer SSP, VIOOH, and Vistar Media. These exchanges give access to large media owners around the world like ClearChannel, Intersection, JCDecaux, Lamar, and Ströer. All of this inventory can be secured via programmatic deals.
Why is Google entering the DOOH arena?
In recent years, the DOOH space has grown tremendously. The tech giant has entered into partnerships with various DOOH providers, such as JCDecaux and Outfront Media, to integrate its digital advertising platform into outdoor advertising displays.
The fashion retailer ASOS conducted a geo experiment with JCDecaux’s measurement partners to evaluate the impact of digital out-of-home ads on brand metrics. As per Google, a 14% increase in brand awareness and a 22% increase in brand consideration in exposed vs control areas.
One reason for Google’s entry into DOOH is the increasing popularity of this advertising medium. DOOH has seen significant growth in recent years, with the global market estimated to reach $14.3 billion by 2028. This growth is driven by advancements in technology, such as the proliferation of digital screens and the integration of mobile and social media into DOOH campaigns.
Another reason is the ability to target specific audiences. With its vast data collection capabilities, Google is able to use location-based data to target specific consumers in specific locations. This allows advertisers to reach their desired audience with more precision and effectiveness than traditional forms of outdoor advertising.
Additionally, Google’s entry into DOOH allows for more engaging and interactive advertising experiences. With the integration of its digital advertising platform, advertisers are able to use features such as augmented reality and interactive displays to create more immersive and engaging campaigns. This not only increases the effectiveness of the advertising but also enhances the consumer experience.
Furthermore, it allows for better measurement and tracking of advertising campaigns. Through the use of its digital advertising platform, Google is able to provide advertisers with detailed insights and analytics on the performance of their campaigns. This allows advertisers to make data-driven decisions and optimize their campaigns for maximum effectiveness.
Overall, Google’s entry into DOOH is a strategic move that aligns with the company’s mission to connect people with the information and services they need. By partnering with DOOH providers and integrating its digital advertising platform, Google is able to provide advertisers with more targeted, engaging, and measurable advertising experiences. This not only benefits advertisers but also enhances the consumer experience and drives growth in the DOOH market.
What impact will it have on the competitors?
The impact of Google’s entry into the OOH arena on competitors will depend on the specific competitors and the market dynamics. Some competitors may see it as a threat, while others may see it as an opportunity to collaborate or differentiate themselves in the market. Ultimately, the impact on competitors will depend on how well Google’s OOH advertising products and services are received by businesses and consumers, and how well they compete with existing offerings in the market.
DV360 DOOH ads are contextually targeted only, so brands can effectively grow and scale paid media campaigns. As Search Engine Land points out:
These new ad types may work well for national or global brands like ASOS, Nike, Mcdonald’s, or Facebook, but small and local businesses may have a tougher time justifying their use. If you can’t specify the audience you’re targeting, and can only adjust their location or screen type, it’s likely not a solution for brands hyper-targeting a certain demographic or audience. But if you have the budget, it may be worth it to test a few cities where you operate
Certainly, Google offering DOOH media advertisement options to all DV 360 users will make it easily accessible and flexible. It will engage shoppers when they are out in the real world in front of the screens in public places like subways, gas stations, or airports. It will change the rules of the games due to its massive reach and will be interesting to see if it conquers the offline advertising space.
Read More: All You Need To Know About The Rise Of DOOH Advertising
‘Dentsu Curate’, Programmatic Supply Solution Launches In India
Dentsu Programmatic has launched its strategic programmatic supply solution ‘Dentsu Curate’ in India. Dentsu Curate offers advertisers the first-of-its-kind opportunity to target quality, fraud-free, brand-safe, and viewable inventory, It allows them to improve performance and increase operational efficiency.
It also aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners. Dentsu Curate was first introduced in APAC. It is built on Dentsu international’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment through robust evaluation mechanisms, with industry-leading partnerships.
For the uninitiated, programmatic advertising helps advertisers target specific audiences and improve the efficiency of their advertising campaigns. For instance, advertisers can buy more than one DSP (Demand Side Platform) that is connected to several SSPs (Supply Side Platforms). As a result, they will have access to all the channels and publishers in the region. However, it can be challenging to reach addressable audiences without increasing costs. With Dentsu Curate, Indian advertisers will have access to addressable markets across Display, Mobile, CTV, DOOH, and native.
Read more: Connected TV Explained: The Essential Glossary Of CTV
And that’s what they said
Speaking on the launch, Divya Karani, South Asia Chief Executive Officer, Media, dentsu said,
“Dentsu Curate offers our clients’ assurance and trust in maximizing fraud-free, brand safe, and viewable inventory. Dentsu’s ability to fulfill these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply in building a marketplace for our advertisers.”
Salil Shanker, Chief Operating Officer, Dentsu Programmatic added,
“At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of Dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace.”
Saagar Sethi, President Amplifi India said,
“It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our Inventory Superiority Mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With Dentsu Curate we safeguard transparency on the overall media operations.”
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Huwaei Ads Rebrands As Petal Ads
HUAWEI Ads, a programmatic digital advertising platform, with enhanced marketing offerings rebranded as Petal ads starting in December. In an e-mail to all the marketers, the company stated that this is the right time to reflect on the growth of the ad ecosystem and begin a new era as Petal Ads.
Huawei Ads offers advertisers the opportunity to advertise their brands through targeted campaigns on the extensive Huawei mobile ecosystem, which allows advertisers to grow their business quickly. Since its launch in 2017, the tech company has worked closely with advertisers, media, and publishers to develop an expansive ad ecosystem.
Over the years, they have integrated 360,000 global publishers and served over 4 billion daily ad requests. It has evolved and the reach has grown beyond Huwaei devices. The company is constantly adding new ad features to improve partner experience. Next year new ad experiences will be under Petal Ads.
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Amazon Announces AWS Clean Rooms To Boost Adtech Growth
AWS launched a new service that will help customers and their partners inside an advertising or marketing organization share, analyze and collaborate on combined datasets without running the risk of revealing personal data. With AWS Clean Rooms, customers can create a secure data clean room in minutes and collaborate with any other company in the AWS Cloud to generate unique insights about advertising campaigns, investment decisions, clinical research, and more.
Amazon intends to capitalize on its success as a digital advertising platform as it foresees a void in data capabilities for advertisers when Google deprecates third-party cookies later next year. During the Amazon Ads Unboxed conference, Amazon highlighted the product as a homegrown data clean room. AWS clean rooms and planned identity resolution tools target brand marketers, agencies, publishers, and martech companies to provide purpose-built services.AWS Clean Rooms also includes advanced cryptographic computing tools that keep data encrypted, even as queries are processed, to comply with stringent data handling policies.
How does it work?
Credit: AWS
AWS data clean rooms explained
Data clean rooms are protected environments where multiple parties can collaborate and analyze data without revealing raw data. Amazon is also enabling customers to leverage clean rooms by addressing the old-school way of data sharing.- one company often has to provide a copy of their user-level data to their partners and rely on contractual agreements to prevent misuse.
They are hard and expensive to build, require complex privacy controls, and specialized tools to protect each participant’s data, and are time-consuming in customizing analytics tools. After building up a data clean room, it needs constant data updates for new collaborators and data types. Amazon is addressing these challenges with AWS data clean room. AWS allows 5 parties to collaborate in one collaboration.
For instance, an automotive brand with customer loyalty data can collaborate with another brand that has data on a user’s ad-clicking behavior for better insight and user experience. The idea is for brands and media publishers to set up a clean room and collaborate over data in a few clicks than spending time to build it. Companies collaborate, and contribute their data in any type while protecting the underlying data using configurable controls.
The company emphasizes the importance of sharing data for improving the effectiveness of advertising campaigns. In the future, third-party cookies will disappear, whereas tech giants like Apple will give consumers more control over their data privacy giving them more knowledge about how their data is being used.
Identity Resolution
In the coming months, AWS will also introduce new identity resolution capabilities to help businesses match and link customer records stored across disparate channels without the need to build and maintain complex workflows. The press release stated that with identity resolution capabilities, customers can create a unified view of their interactions with consumers. Companies who want to collaborate with other partners in a clean room can use automated identity resolution workflows that identify common user IDs across datasets and help them more easily join data together.
AWS Clean Rooms is available as a standalone offering and as part of AWS for Advertising and Marketing. It will be available in early 2023 on the U.S. East and West coasts as well as parts of Asia Pacific and Europe.
The Amazon Marketing Cloud
Amazon Marketing Cloud (AMC) is a secure, privacy-safe clean room application from Amazon Ads on Amazon Web series infrastructure. Marketers can use it for custom analytics and cross-channel analysis. Builders can utilize AMC APIs to create their own offerings, while analysts can interact with a user interface available through the Amazon Ad Console.
AMC’s core value proposition is its ability to ingest both in-store and direct-to-consumer sales. In Amazon’s clean room, this data can be integrated into analytics reports for advertisers to understand total sales and which channels are generating incremental sales. Paula Despins, vice president of Ads Measurement at Amazon Ads said,
“Providing marketers with greater control over their own signals, while being able to analyze them in conjunction with signals from Amazon Ads, is crucial in today’s marketing landscape.”
“By migrating AMC’s compute infrastructure to AWS Clean Rooms under the hood, marketers can use their own signals in AMC without moving data out of their AWS environment. This simplifies how marketers can manage their signals and enables AMC teams to focus on building new capabilities for brands.”
How clean are clean rooms?
There is a lot of debate around data clean rooms safety and security and remains an open question. Programmatic landscapes are evolving, and clean rooms are just one part of them. Insider Intelligence shows that 37% of media owners and agencies respectively are increasing their investment in clean rooms. Earlier this year, Omnicom, Roku, and Disney launched clean rooms.
Security concerns arise despite the fact that they do not reveal private customer information. Thus, businesses must ensure that they adhere to consistent security and privacy rules or risk consumers calling them out. Thus, businesses must ensure that they adhere to consistent security and privacy rules or risk consumers calling them out.
More to Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
Horizon Media Strikes A Supply Path Optimization Deal With PubMatic
Horizon Media, the largest media agency in the U.S. announced a supply path optimization (SPO) partnership with PubMatic. As part of a plan to consolidate its SSP partners, it collaborated with Pubmatic to provide advertisers with a data-driven advertising scale. Buying premium media inventory has become increasingly complex across formats and devices, with new challenges in targeting fragmented audiences. This partnership will add value to Horizon Media clients’ direct, transparent, and simplified access to high-value audiences and premium inventory, including CTV, at an unprecedented scale.
The consolidation plan will help Horizon Media to create a smaller decision tree that will in turn aid to make faster, better auctions. Jesse Fisher, SVP Programmatic & Data, Horizon Media said,
“Horizon’s relationship with PubMatic gives our clients access to audiences at scale across channels, including CTV, and they are aligned with our own innovation to ensure our success and leadership in the future of digital advertising.”
“Horizon Media now offers a unique combination of tools for increased cost-savings, along with access to new and exclusive product offerings with PubMatic.”
Horizon’s clients who purchase open-auction inventory through its HX trade desk will be able to use PubMatic’s intelligent bid optimization to automatically move to spend to inventory that maximizes the advertiser’s return on marketing investments. PubMatic will automate the optimization of open exchange media buying all in one place, providing better efficiency, insight, and performance for Horizon Media’s clients.
Publisher inventory can be optimized more granularly through PubMatic’s ROI Sync, for instance. A tracking pixel compares the buyer’s historical performance data with conversion data. The advertiser’s bid is then adjusted in real-time based on publisher conversions.
Adexchanger quoted Fisher, “PubMatic will look at historical performance at the publisher ID and match that up against clearing price and win rate to make sure that, if they adjust your bids, they’re not going to hurt your ability to win those impressions.”
Horizon is also consolidating its SSPs because it no longer sees the need for so many and streamlines its operations.
Several SSPs tend to promise 90-95% US audiences reach, which results in a lot of redundancy. SSPs have different value propositions, which makes it difficult for the buy-side to understand. Fisher said to Adexchanger, Better inventory packaging made PubMatic stand out for a supply path optimization deal.
“ uses supply-side signals that are available to everyone, but they use them in very smart ways to build new products, like green media auction packages and PMPs.”
Furthermore, Horizon expects to become less dependent on third-party data partners by utilizing PubMatic’s data products such as ROI Sync and Identity Hub ID management tools. Kyle Dozeman, Chief Revenue Officer, Americas, at PubMatic said,
“Horizon Media is a great partner in driving efficiency, transparency, and innovation to enable the development of digital advertising and its benefits for brands, publishers, and consumers.”
“Their media buying scope combined with our omnichannel quality and scale provides one of the most robust media opportunities on the open internet for both brands and publishers. We’re looking forward to delivering more custom capabilities that further improve the media buying process, deliver deeper insights, and ultimately create more value.”
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Google Prepares To Bring Privacy Sandbox Beta To Android
Google’s Privacy Sandbox features will start appearing on Android phones next year. The move will make it possible for stakeholders in the mobile advertising ecosystem to prepare for a future where targeting and attribution will be more restricted.
After developer previews of Privacy Sandbox for Android 13 have led to its entry into beta to allow developers to test “private advertising solutions on mobile”. Ad tech and app developers will be able to use this beta with privacy-preserving APIs that don’t share user data with third parties or use cross-party identifiers.
There’s rapid progress being made on the Android version of Privacy Sandbox. Upon the start of the beta, developers and ad tech companies will be able to test many Android privacy sandbox APIs – Topics, FLEDGE, attribution reporting, and SDK Runtime more seriously.
Interesting Read: Privacy Sandbox By Google Shows Backdoor To The Third-Party Cookies.
Testing API’s
The Chrome Privacy Sandbox is incubating, and testing the mobile app versions of the three ads-related APIs: Topics, FLEDGE, and the attribution API.
Topics are designed to preserve privacy while showing relevant content and ads, and FLEDGE allows for remarketing and custom audience use cases. Attribution API is readily comprehensible.
SDK(Software Development Kit) Runtime is unique to Android Privacy Sandbox. It provides enhanced safeguards and guarantees around user data collection. This is done through a modified execution environment which limits data access rights and the set of allowed permissions.
The SDK Runtime, which separates advertising SDKs included by applications, will have a closed beta for developers to test Runtime-enabled SDK distribution to select apps because of the coordination required to test the SDK Runtime.
According to Google’s current policy, developers of third-party SDKs, such as in-app measurement companies, can share the same permissions as Android app publishers. In the latest proposals, publisher partners submit their SDK, which Google reviews and then approves or rejects.
In a nutshell, ad tech companies and developers interested in testing the Android versions of Topics, FLEDGE, and the reporting attribution API must enroll and verify. As part of the beta early testers program, they will also have to fill out a form. However, SDK Runtime remains in closed beta for a select number of apps. The blog said,
“To utilize the Beta release, developers will need to compile their solutions with an API level 33 SDK extension update that is coming soon.”
How different is Google from Apple?
Despite the fact that Google seems like a more collaborative partner in mobile than Apple, there’s much debate about how the future of identity will unfold. Google has not yet announced a formal deadline for when Android AdID, the mobile equivalent of the cookie, will be deprecated. In contrast to Apple’s SKAD network, which advertisers and developers have found volatile and non-transparent, Google’s framework offers more granularity and capability to effectively measure and target ads.
Google plans to roll out the initial Privacy Sandbox Beta to Android 13 mobile devices in early 2023. It will “start with a small percentage of devices and increase over time.” During this time, developers will continue to get access to the latest features before they are released to the public. Google is working with ad tech and app developers offering advice to advertisers and publishers in the blog post,
“We’ve heard from many advertisers and publishers about the role they can play in testing these new technologies. For companies that rely on third party solutions for ad serving or ad measurement, we recommend working with your providers to understand their testing roadmaps and how you can participate in early testing of Privacy Sandbox.”
Interesting Read:Google Makes Final Settlement In Location Tracking By Paying USD 391 Million
Double Verify Extends LinkedIn Partnership To Launch Brand Safety Hub
Double Verify, a leading software platform for digital media measurement, data, and analytics expands collaboration with LinkedIn to launch DV Custom Contextual and DV Authentic Brand Suitability on LinkedIn Audience Network. Together, they will provide mutual clients with scalable solutions to reach audiences, in contextually appropriate and relevant environments, at the right time – to help maximize campaign performance.
The two solutions empower advertisers to ensure their campaign impressions are delivered on inventory that aligns with their brand safety, suitability, and contextual needs. This DoubleVerify expansion is part of LinkedIn‘s plan to roll out a safety hub for its LinkedIn Audience Network. It also includes a list of publishers, as well as the ability to upload and apply block lists and custom-allow lists.
Credit: LinkedIn
How will the advertisers benefit?
DV Authentic Brand Suitability goes beyond standard categories and keyword blocklists and offers customized protection to advertisers to avoid unsafe and unsuitable content before placing a bid. DV Custom Contextual provides advertisers with a scalable solution to reach the right audiences, at the right time – driving outcomes for brands.
Credit: LinkedIn
As part of this release, the company builds on its previous work with LinkedIn to provide brand safety floors and invalid traffic protections on LinkedIn Audience Network. It ensures advertisers are protected from universally unsafe content. Through the Brand Safety Hub, LinkedIn aims to help marketers boost their advertising campaigns on the LinkedIn Audience Network, while also allowing them to customize their brand safety guidelines.
And what they said
Steven Woolway, EVP, Business Development at DoubleVerify said,
“Our work with LinkedIn underscores DV’s continued leadership position in optimizing media quality and performance holistically across the digital media landscape providing our advertisers the confidence to invest across channels and environments.”
“LinkedIn is a leading platform for B2B digital advertising, and we are thrilled to collaborate to support brand suitability and contextual targeting.”
Adweek reported that LinkedIn vice president of product Abhishek Shrivastava said in a statement,
“Through our work with DoubleVerify, we’re continuing to empower our customers to scale their marketing across our network of publishers to reach and engage a professional audience. The evolution of our collaboration reinforces our goal to foster a safe and trusted ecosystem with added controls to help customers drive better value from their campaigns.”
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Apple Building Advertising Network Around New Soccer Deal
Apple announced a deal with Major League Soccer(MLS) in June to stream all games exclusively via the Apple TV application. While more details are awaited, a new report from Bloomberg indicates that Apple is “building an advertising network for live television” as part of the MLS deal. The iPhone maker is holding discussions with advertising partners and MLS sponsors in advance of the launch next February about airing advertisements during soccer games and related shows.
The tech giant recently struck a 10-year deal worth about $2.5B to air MLS games in a new subscription service, as well as Apple TV+ streaming platform. The company will also stream a portion of games for free to users of the Apple TV app. Bloomberg reports that Apple is planning to run advertising in all three partnership tiers: the dedicated package paid TV+ subscriptions and the free TV app. The move represents an expansion of the company’s early live TV advertising, which is included in Major League Baseball games that already air on TV+.
The Athletic reported last month that Apple made a noteworthy move by making their Apple TV app the only place for fans to watch all Major League Soccer games without restrictions or regional blackouts. Moreover, Apple is also one of the frontrunners for NFL Sunday Ticket rights. If Apple ultimately wins the rights, advertising will play an important role in this package.
Apple has increased its aggressive advertising strategy, putting search advertisements in its maps service, for instance, as early as next year.
Apple, Advertising and Adtech
Apple’s advertising privacy restrictions have shaken the digital advertising sector, including those in iOS 14. But in the interim, Apple’s ad business has expanded significantly. Bloomberg estimates Apple generates roughly $4B in advertising annually, with a goal of increasing that number to double-digit billions.
Apple is actively expanding its advertising presence through new ad placements and technical DSP manager positions. It makes sense, doesn’t it? It is estimated that digital advertising is worth over a hundred billion dollars, with Google dominating this industry for many years. Meanwhile, the purpose of a DSP is to allow third parties to buy advertising and targeting data programmatically. And It’s no secret that data is Apple’s most valuable asset.
Apple’s automatic opt-out of invasive targeting, attribution, and advertising is one of the key reasons why consumers prefer it. The question is whether Apple’s built-in trust will be undermined after hitting native apps in iOS with ads.
With the company’s move to software and ad tech, it will undoubtedly face challenges. Even though Google did not innovate much in terms of technology or placements, it has decades of experience in digital marketing and even delayed the deprecation of cookies. It has a major pie of the market share too.
In light of all this, what does Apple’s advertising future look like? Legal and regulatory work still needs to be accomplished, as well as establishing a robust technology platform. In the shifting landscape of Apple’s business model from hardware to software and advertising, competitors need to step up their game. It’s going to be a healthy competition.
Interesting Read: AdTech Vs MarTech: Let’s Settle This Once For All!
Google Rolls Out Advert Target Frequency For YouTube Campaigns
Google rolled out ad frequency targeting for YouTube campaigns. Showing the same ads to the same people, again and again, neither benefits the advertisers nor the viewers. However, can affect the brand’s reputation. So, achieving the right video ad frequency for both viewers and advertisers has always been a juggling act.
In line with this, Google rolled out target frequency giving advertisers control over how many times an ad is shown on YouTube. Previously, controlling ad frequency on YouTube was only possible when running connected TV campaigns in Google Display & Video 360. However, Google is taking a step further and making it globally available for all advertisers running YouTube campaigns.
Interesting Read: On Connected TVs, YouTube Makes Its Ads More Shoppable!
How will it help advertisers globally?
Whenever the same ads are shown to the same people repeatedly, there is always a risk of low returns. It is inevitable that viewers will tune out and sales will suffer as a result of the added impressions. It is an annoying experience for viewers to watch the same ad repeatedly and proves wasteful for advertisers.
In the blog, the tech giant explained the launch of target frequency globally for Youtube campaigns will help the marketers harness the impact.
This will help advertisers optimize towards more precise reach and frequency while ensuring that we continue to provide a suitable advertising experience for viewers. Target frequency allows advertisers to select a frequency goal of up to four per week and our systems will optimize towards maximum unique reach at that desired frequency.
A MMM meta-analysis commissioned by Nielsen shows on average, TV advertisers’ return on investment (ROI) decreased by 41% when frequency exceeded 6+ weekly impressions — which represents 46% of TV impressions served. Google inferred from the study that almost half of the impressions were wasted. However, Google explained that the same study shows brands can increase the frequency.
The same study from Nielsen shows that brands can increase their average weekly frequency from one to three on YouTube with a consistent ROI. This is a huge opportunity for marketers to maximize their impact across the same set of people they are already reaching today.
The frequency management solution on YouTube will help advertisers deliver a better advertising experience for viewers without any compromise in ROI. Advertisers can select the frequency target and the systems will optimize towards maximum unique reach at the frequency goal. Over 95% of Target frequency campaigns on YouTube successfully achieved their frequency goals when set up following recommended best practices. Not only do the campaigns deliver on their target frequency, but they drive brand impact as well.
Partnered with Triscuit
Google partnered with Triscuit to analyze how the brand can drive incremental impact to its reach campaigns with a frequency target. It set up a Video experiment to determine the incremental ad recall that a weekly frequency of two could deliver. The Target frequency campaign achieved a 93% higher absolute ad recall lift compared to the non-frequency optimized campaign, at a 40% cheaper cost per lifted user.
Interesting Read: Bridging The Gap: Is YouTube Unifying Linear And CTV Ad
