Google Boosts Performance Max with URL Contains Targeting Tool
Performance Max (PMax) campaigns now include the ‘URL Contains Targeting Functionality’ feature from Google. The tech behemoth has yet again raised the bar in the fiercely competitive field of digital marketing. It is poised to transform marketing tactics with its latest product, URL Contains Targeting Functionality for PMax. The multinational software company has always sought to connect its technology with the goal of giving advertising useful solutions. By providing a clever gateway between advertisers and their target demographic, this feature raises the bar once again. Advertisers can manually specify the URL to show the PMax advertisements using the capability, which is also accessible in Dynamic Search advertisements (DSA).
What is Performance Max Campaigns in Google Ads?
PMax campaign is a Google Ads campaign type. What distinguishes it from the competition is its capacity to integrate smart bidding and targeting elements into a single goal-based campaign across the whole Google Network. It utilizes all of Google’s advertising platforms. PMax’s main objective is to assist advertisers in growing their visibility and conversions within the Google Network. The campaign type uses smart bidding, an AI-driven automated bidding technique, to optimize ad performance in real time. Depending on what is most effective at a specific place and time, advertisements are displayed in a variety of formats.
How does a PMax Campaign work?
Ad Optimization
Ads are automatically and dynamically optimized utilizing data provided by advertisers (including various assets tailored to each advertising channel, such as photos, videos, logos, and ad content).
Cross-channel advertising
Performance Max may choose when and where to display adverts across the Google Advertising Network. This is possible thanks to machine learning technologies. PMax displays ads where the target audience is most likely to interact.
Bidding and budget strategy automation
It uses ML and automation to increase conversions and maximize budget efficiency.
Campaign issue identification
Detects campaign problems automatically and offers a diagnostic insights tool. Every time a potential issue arises in relation to an account, billing, campaign status, some policy violations, ad strength, budget, and more, advertisers receive immediate alerts that include solutions to troubleshoot the issue.
Read More: Google’s Triple Treat- Unleashes a Trio of Updates to Elevate User Experience
A Deep Dive into URL Contains Targeting Functionality
Advertisers can manually specify the URL where the PMax adverts are displayed by using the URL Contains Targeting tool. It substantially improves ad optimization by enabling the deliberate routing of users to certain URLs, like blogs or about us pages.
The significance of URL functionality to advertisers
Advertisers can use this essential feature to remove non-monetizable pages from their ad campaigns. It gives them the ability to target and provide ads to audiences that are most appropriate for their offerings. By focusing on the URL-included feature, marketers may enhance conversions
URL Contains Targeting Functionality- How does it work?
Advertisers can target particular pages using URLs that contain a particular text string, or “Token.” It is important to note that a text fragment enclosed by a delimiter (:, /,?, +, &) is referred to as a token within URLs. It‘s vital to keep in mind, though, that this capability does not apply to all URL types. It cannot be utilized, for instance, with URLs like “electronicexample.com/servicemenu” since the term MENU is present after the targeted keyword SERVICES. However, URLs like “electronicsexample.com/services-menu/” are compatible with this feature. This is due to the ‘-‘ separating the keyword SERVICES from the word MENU.
Image credit- Thomas Eccel. LinkedIn
Google’s URL Contains Targeting Functionality that eliminates uncertainty in ad tactics at a time when digital marketing is constantly changing, allowing advertisers to increase their reach and impact. With such potent features, it’s intriguing to wonder what Google may release next.
Here’s what they said
As reported by Search Engine Land, Google said
This is a new feature rolling out for Performance Max. We are bringing the same URL Contains targeting functionality from Dynamic Search ads (DSA) into Performance Max to better support DSA use cases in PMax as part of the voluntary upgrade we announced in July. This feature works exactly as it does in DSA today.
Read More: Google Unveils Fresh Consent Management Rules for EEA and UK
TikTok Prioritize User Rights with Revised DSA Standards in the EU
TikTok has provided a list of the numerous measures it is taking to comply with the revised Digital Services Act (DSA) standards. The action was taken in response to the EU’s declaration that, as part of the app’s DSA compliance, European users would soon have the option to reject algorithmic personalization. User rights will be better safeguarded thanks to the EU DSA, which will soon go into effect. This is especially relevant to how personal data is used. Additionally, it will make it possible for firms to compete fairly in the digital space. Now, each platform must give users additional information about how they use their data and give them the option to opt-out if they so want.
EU Safety Hub
TikTok has introduced a fresh EU Online Safety Hub. This is in addition to turning off customization and returning users to a popular content feed (based on regional patterns). It will give a thorough rundown of all the components of TikTok’s DSA compliance along with information on each.
Image credit- Social Media Today
Access to all of TikTok’s reporting and transparency tools will be available through the newly launched EU Security Hub. It will contain information on its algorithms’ inner workings, how content is moderated, statistics on ad targeting, and more. The majority of the segment’s links lead back to the already-existing Help Centre pages. Moreover, it offers a useful overview of all of TikTok’s numerous measures. As a result, there are not many original insights.
Image credit- Red Mention
Read More: Meta to Offer Ad-Free Subscription Plans For European Users
Noteworthy measures:
1. Reporting allegedly illegal content
This extra reporting tool enables users to report what the EEA considers illegal content, including advertising. The Community Guidelines and Ad Policies are the benchmark to review and examine any content reported. If found to be in violation of the policies, it will be removed globally. Furthermore, the brand-new, extra-dedicated team of moderators and legal experts will examine the content to see if it violates national laws. If it does, nations will no longer have access to the blocked content. The decision will be communicated to both the individual who uploaded the information and the person who disputed it, with the option of review should they object.
2. Recognized feed
European users can disable personalization to have the ‘For You‘ and LIVE feeds promote videos that are both regionally pertinent and widely popular rather than content tailored to their individual interests. Similar to how they would receive results from a non-personalized search, users would see information that is popular in their area and in their language of choice.
3. Commercial media library
This searchable database provides details on sponsored advertisements on TikTok and ad metadata, including the advertising creative, dates the ad appeared, and the primary targeting criteria
4. API research privileges
In an effort to increase TikTok content transparency, European academics could access applications for research on the platform from early August.
5. Commercial content labeling
It now provides a variety of labels that people and corporations can attach to their material to make it apparent to the global audience that the material is of a commercial nature. The label options include ad/sponsored (advertiser-paid content), paid partnership (a commercial partnership between an individual and a brand), or promotional content (organic content by an individual/business used to promote their own brand, product, or service).
6. Limited tailored advertisements for U18s
Personalized ads are no longer available for European users between the ages of 13 and 17.
Read More: Meta Adopts Consent Policy for Targeted Ads Data in Europe
How will the DSA revisions impact the advertiser experience?
The DSA has already significantly impacted the way services report their data usage. Therefore, it will be curious to watch if the extra notes influence how consumers let apps track and use their details if indeed it does so. Undoubtedly, more information is preferable, but alternatives like turning off the algorithm, which works similarly to turning off ad personalization, are probably more appealing in theory. Additionally, for brands, these novel measurements may provide a variety of fresh insights regarding rival strategies, ad targeting alternatives, etc. Moreover, expanded data access could aid by illuminating the methods leading companies use to engage consumers in the app.
With all of this in mind, TikTok developed novel compliance procedures that may alter the platform’s entire user experience and limit advertiser reach. They will have a safe media environment to invest in while this is happening. TikTok asserts to have 134 million users across Europe. Following the EU’s implementation of DSA, it has finally complied with the recently implemented transparency rules. Additionally, these developments are benefiting advertisers. This holds especially true since the implementation of age restrictions and content reports. More risk-averse companies are probably going to invest in the platform more broadly.
Here’s what they said
As reported by AdWeek, Costas Tsiappourdhi, social product partner at media agency Brainlabs stated,
The ability to opt out of content personalization is particularly interesting for a platform that has built its business and brand on delivering highly personalized content to its users. While this could see a change in how those users engage, I expect, in practice, that TikTokers will be reluctant to part ways with their algorithmically curated For You pages, resulting in fewer opt-outs overall.
Aengus Boyle, senior director for media at VaynerMedia London added,
With consumer trust in big platforms having been eroded over the past few years, steps like this are essential to empower and inform consumers. The new commercial content library is also an exciting prospect for those interested in seeing how other advertisers are activating on the platform, giving a view into creatives being run, flight dates, and details around targeting parameters leveraged.
Read More: NYC Bans TikTok On City-Issued Devices Amid Security Concerns
Zeotap Data Joins TikTok to Enhance Targeting And Boost Ad Campaign
Zeotap Data reveals a fresh collaboration with TikTok for Business. Zeotap Data is a deterministic people-based data set with full permission that contains more than 500 million unique IDs. On the other side, TikTok for Business is the advertising platform for the well-known platform for short-form video entertainment app TikTok. By working together strategically, advertisers will more effectively target their audiences. Additionally, it will guarantee unparalleled data while enhancing TikTok campaigns’ audience possibilities, all while ensuring the highest privacy.
Zeotap Data- Pioneer in data solutions
In Germany, Zeotap Data was developed with a significant emphasis on GDPR compliance. They have access to a plethora of 100% consented data because of the company’s exclusive partnerships with leading mobile telecom operators, premium publishers, and e-commerce platforms. They have raised the bar for data privacy and quality in the European advertising environment. To establish a 360-degree perspective of consumers, Zeotap Data takes a privacy-first strategy, using lasting identifiers like MAIDs, hashed email addresses, and universal IDs to get detailed insights into app activity, cookies, and offline properties. Their people-based data, complemented by patented deterministic algorithms and cutting-edge machine learning techniques, precisely resolves identity at a personal level, guaranteeing specific targeting and reliable demographic projections.
Advantages for Advertisers
Zeotap Data’s integration with TikTok gives advertisers the ability to comprehend the audience beyond the social profile, increase campaign efficiency, keep a handle on data and audience definition, and enhance campaign outcomes.
1. Unprecedented Audience Insight
By utilizing Zeotap Data, it may go above social profiles and obtain profound insight into the target audience. This collaboration will benefit agencies and advertisers. This degree of control over data and target definition significantly increases the value of campaigns by assuring accurate segmentation and attributes that exactly match brand objectives.
2. Rich and measured impact
Comprehensive user profiles from Zeotap Data allow agencies and advertisers to run constant quantifiable campaigns across programmatic and social channels, increasing campaign efficacy and ROI.
3. Campaign outcomes
Zeotap Data activation improves campaign results. It gives agencies and advertisers access to features beyond the social profile and increases campaign effectiveness by utilizing distinctive audience assets.
4. Consumer segregation
For programmatic and social campaigning, Zeotap Data will mimic the consumer personas of the marketers’ current customer segmentation. This will enable managed data service multi-channel activations.
Read More: Tiktok Diversifies Content with Text Posts, Sparks Rivalry with X
Here’s what they said
Matt Bennathan, SVP at Zeotap Data said,
Zeotap Data enables agencies and advertisers to develop a comprehensive 360-degree view of users. Our people-based data, supported by patented deterministic methods and advanced machine learning techniques, resolves identity at an individual level, ensuring precise targeting extended to TikTok using persistent identifiers. This partnership upholds data privacy while empowering agencies and advertisers to achieve exceptional campaign performance.
Puru Mehta, Global Product Marketing Manager for Audiences at TikTok stated,
TikTok for Business is thrilled to join forces with Zeotap Data to enhance the advertising experience on TikTok. This partnership marks a significant step in providing advertisers with a deeper understanding of their audiences, ensuring campaigns that resonate and deliver exceptional results.
About Zeotap Data
Zeotap Data, which offers quality and scale without sacrificing privacy, was developed in Germany for GDPR. With over 500 million unique IDs and over 1 billion data points refreshed every day to assure fidelity and correctness, Zeotap Data provides people-based, deterministic data. Zeotap Data uses exclusive data relationships from the telecom industry to reach target verified age and gender demographic audiences. It is completely consented to, GDPR, and ePrivacy compliant. Zeotap Data offers unrivaled client support to make sure agencies, advertisers, and platforms provide successful campaign results. Furthermore, it is presented in widely recognizable IAB 1.1 segmentation to accommodate all industries and is accessible through every important buying channel. Major media agencies and advertisers worldwide work with Zeotap Data.
About TikTok for Business
The well-known video-based entertainment platform TikTok has an advertising platform called TikTok for Business. TikTok for Business, which has a large user base and a diverse community. It enables businesses and advertisers to interact with consumers through real, innovative, and immersive campaigns that help them build strong relationships with their target audiences.
Read More: NYC Bans TikTok On City-Issued Devices Amid Security Concerns
Kofluence Unveils Kofinity, An Assured Path to Brand Partnerships
Prominent AI-led platform, Kofluence, has debuted Kofinity, its newest offering. It serves as a forum for emerging artists to collaborate with businesses. Every content creator who uses the product has the chance to earn money from their social impact thanks to brand partnerships. According to Kofluence, with the introduction of Kofinity, creators can concentrate completely on producing content and increasing brand visibility. Additionally, it will give creators the tools to monetize their passion.
Kofluence has executed over 1600 campaigns effectively across 30 verticals. They also claim to have 550k collaborators on board and a reach of over 6 billion people. Without a doubt, Kofluence is the pioneer in influencer marketing tools.
Kofinity for Creators
Kofinity gives creators a chance to develop business relationships with brand partnerships and earn profit. Through the website ‘kofluence.com/in‘, which will act as the main interface for these deals, the product enables consumers to get a free, distinctive URL. By partnering with brands, creators may profit from every purchase made through their unique link. Through social and messaging channels, users can share offers and promotions from brands with their followers. ‘Always-on’ campaigns allow creators and businesses to collaborate. Additionally, the business guarantees earnings on any purchases made using the customized link.
Kofluence further states that top performers on Kofinity can make more than INR 25,000 every week. Guaranteed selection for collaborations with minimal content development and no prior content review comes along with that. Getting premium offers typically involves meeting eligibility requirements or considering costs. Kofinity, however, enables content producers to communicate these offers to their audience. They can therefore readily and freely use them without meeting any such requirements.
Here’s what they said
Speaking about the launch Ritesh Ujjwal, CEO and co-founder, Kofluence said,
We’re thrilled to introduce Kofinity! With this launch, we’re confident that Kofluence is well-positioned to lead the charge in this rapidly evolving industry. We aim to foster India’s thriving creators economy by monetizing 100k influencers in the next 12 months, enabling creators on their journey to becoming creator-preneurs.
Sreeram Reddy Vanga, co-founder of Kofluence, stated,
As excited as we are about the launch, what I’m looking forward to is Kofinity being a means of self-sufficiency for all the budding creators. Kofinity is expanding its horizons beyond social media like Instagram and Youtube. Now, creators can easily share their offers and deals within their social circles through multiple social networking platforms by using their unique link.
About Kofluence
Ritesh Ujjwal and Sreeram Reddy Vanga founded Kofluence, a leading AI-driven influencer marketing platform in India. The platform’s powerful proprietary AI & ML powered platform, which lets brands and influencers generate revenue from their social influence, revolutionizes the Ad-tech sector. The company has utilized its extensive category experience to service over 400 companies across 30 industries. With the help of technology, Kofluence offers a technology-driven interconnected network where businesses and social media users may find and be found by one another, choose the partners they want to collaborate with and do so at transparent prices with no additional fees. Additionally, Kofluence provides a distinctive, feature-rich Brands App and Creators App that makes collaboration simple and allows for end-to-end campaign management.
Read More: 10 Game-Changing AI Tools for Digital Marketing in 2023
Text-Search Comes to Threads, Tests Begin in New Zealand & Australia
Meta is testing a much-anticipated feature for Threads, the compact microblogging application. The biggest social networking platform is aiming to make it possible to text-search for posts. Threads didn’t arrive with several essential and expected features. Users are unfortunately restricted to account searches only. But it appears that will soon change, which means there will be more options to find posts.
Image credit- Threads
Read More: Meta to Offer Ad-Free Subscription Plans For European Users
An incomplete app with immense potential
One week was all it took for Threads to reach 100 million users. However, in the weeks that have subsequently passed, engagement has decreased, and there are currently an estimated 8 million DAUs. The company has been working to boost Threads engagement, which has decreased since the initial frenzy. Threads, Meta’s competitor on Twitter (or X), is currently limited in many ways. For instance, on Threads, users are unable to DM or update the alt text. Although hashtags are legally allowed in a Threads post, they are meaningless because they cannot be clicked on. There is no hot topic area on Threads.
Threads Web Version. Image credit- Meta
But over the past few weeks, the business has quickly introduced some of the most in-demand services. Meta added a page where you may view likes and the following feeds, making the app remarkably user-friendly. A web version of Threads was just recently made available to users due to tremendous interest. By doing this, Meta gave users the option to post from a device other than their phone. It will be interesting to see if the web version of Threads and having real, helpful searches can stop the decreasing trend of Threads.
Threads Following Tab. Image credit- Meta
They also added the repost tab.
Threads Repost. Image credit- Mashable
Threads’ Text-Search
Threads Text-Search. Image credit- The Verge
Users can only currently search for usernames on Threads. The business is aiming to provide full text-search, though. In Australia and New Zealand, it has already begun testing this feature. It also has larger expansion ambitions in the works for additional English-speaking nations. When it will occur, though, is yet unknown. Users might not soon be able to utilize complex search capabilities or filters because this is an early version of the search engine. It’s noteworthy that Mastodon has begun rolling out a new version of the pop-up search bar search with easily accessible filters to hunt for posts with media or look for topics within a certain time window.
Mastodon. Image credit- Tech Crunch
Read More: Meta’s Horizon Worlds Expand to Mobile & Web Via Closed Beta Test
Meta to Offer Ad-Free Subscription Plans For European Users
Meta is thinking about releasing premium versions of Facebook and Instagram that would be ad-free for users in the European Union, according to The New York Times. These modifications are the result of ongoing regulatory review. It is evidence that, as a result of political decisions, the way Americans and Europeans view technology may diverge. In the European Union, Meta would keep providing free versions of Facebook and Instagram with ads. It is still unknown how much the apps’ commercial versions will be priced or when the company plans to release them.
Ads would not appear in the Facebook and Instagram apps for members. According to the New York Times, three individuals provided information on this matter while maintaining anonymity saying that the plans were classified. Providing customers with an alternative to the company’s ad-based services that depend on analyzing people’s data, may help Meta fight off privacy concerns and other criticism from EU regulators.
Read More: Meta Slams Apple Over ATT, Google Hit By Second U.K Anti Trust Investigation
Meta and the European Union
Offering users free social networking services and selling advertising space to businesses looking to reach their audience have been the two main focuses of Meta. The premium tier offering would go down as one of the most concrete cases to date of how businesses are being forced to rethink products. Furthermore, it would align with the changing data privacy laws and other governmental regulations, particularly in Europe. The EU and other European regulators have been at odds with Meta over alleged privacy breaches from its ad-tracking services and data transfers. In accordance with GDPR, Meta was fined $1.3 billion by Ireland’s Data Protection Commission for sending European users’ data to the United States. Recent data transfer agreements between the US and the EU have loosened limitations on social media sites.
The court for the European Union effectively forbade Meta from integrating user data gathered across its sites. It contained user-submitted data as well as information from Facebook, Instagram, and WhatsApp. Additionally, Irish regulators fined the corporation £390 million in January. They cited requiring users to consent to tailored adverts in order to use Facebook as the reason. In response, Meta has already started providing a way for users in the EU to opt out of receiving targeted advertising. Further, it was suggested that Meta would change it such that everyone in the area could opt-in.
Read More: Meta To Roll Out Web Version Of Threads, Granting User Requests
Meta’s commitment to EU expansion
The European Union is made up of 27 nations and about 450 million people. With the changing laws, regulations, and court decisions, consumers in the EU may start to witness distinct forms of consumer technology products. Meta has witnessed the willingness to develop paid memberships. The “Digital Markets Act,” another EU law focusing on advertising, will go into effect at the end of the year. According to Meta, allowing users to choose between using an ad-based service and accessing the paid versions of Facebook or Instagram could allay some of the worries of European regulators. Even if few users choose the paid version, offering it could benefit Meta’s interests in the area. Because of regulatory issues, Meta has yet to launch Threads, a competitor to X in Europe.
Future Outlook
Additionally, to overcome its difficulties in Europe, Meta is working to revive its operations. This comes after the worldwide economic unease slowed the expansion of its ad sales. Meta is currently focusing on the immersive virtual environment of the metaverse. Mark Zuckerberg, the company’s CEO is promoting the ambitious Metaverse project that is still in its infancy. The development of artificial intelligence technology and their integration into more Meta products are the executives’ main priorities. With this step, Meta is looking to empower its users with choice. The subscription plan is a significant move to strike the right balance between personalized experience and data privacy concerns in this evolving digital landscape.
Read More: Meta’s Horizon Worlds Expand to Mobile & Web Via Closed Beta Test
GumGum Unveils Social Empowerment Initiative with In-Video Ads
GumGum, a contextually relevant, international digital advertising platform, unveiled a new project through GumGum Gives. It is an initiative that uses audiences’ and participants’ strengths to improve social interactions. Its objective is to assist advocacy groups in getting people to pay attention to and become aware of them through the GumGum non-interruptive In-Video linked TV ad format. The Trevor Project, a non-profit dedicated to preventing LGBTQIA+ adolescent suicide, WildAid, and Digitalundivided, an organization that supports Latina and Black women entrepreneurs, are the first organizations to collaborate with GumGum.
GumGum Gives
As one of its broad social impact pillars, this fresh effort is a crucial component of GumGum’s dedication to social impact. The business is dedicated to fostering a more inclusive and diverse tech sector. It contributes to the community’s and society’s positive effects. By utilizing their In-Video connected TV ad unit, GumGum promotes awareness of and advocates for advocacy organizations through this project.
The newest and most cutting-edge advertising format offered by GumGum, In-Video, enables brands to interact with viewers in real time without interfering with their viewing experience. Publishers who permit In-Video advertising have additional options to profit by providing extra material for advertisers to use. For both free, ad-supported TV (FAST) and video on demand (VOD), all CTV publishers utilize overlay advertising.
Premier Partnering Organizations
Until the end of the year, campaigns for The Trevor Project, WildAid, and digitalundivided are all running across GumGum’s inventory. Additionally, they have had great success. For a period of the campaign’s flight duration, one of the organizations in particular received over 20%-point life in organizational awareness and ad recall.
Read More: WPP and Optimizely Team Up for Data-Driven Digital Experiences
Here’s what they said
GumGum’s Chief Technology Officer, Ken Weiner said,
The CTV audience is huge and continues to grow, and we are excited to work with advocacy organizations like The Trevor Project, WildAid, and digitalundivided to leverage our In-Video ad unit to help them amplify attention and grow awareness. The biggest benefit of In-Video is that it’s an extremely cost-effective and low-lift way to help these organizations meet audiences in the right moment as they watch streaming TV.
Abie Peacock (she/her), Senior Director of Integrated Marketing for The Trevor Project commented,
We are grateful for the partnership of GumGum in helping us reach new audiences to raise awareness of The Trevor Project’s critical life-saving work. At a moment where anti-LGBTQ legislation and rhetoric is at an all-time high, and LGBTQ young people need our support more than ever, it is inspiring that through the power of this partnership, so many target audience members have been moved to take action in support of Trevor’s life-saving mission.
Brittany S. Hale, Interim CEO & COO of digitalundivided stated,
As the number of women of color entrepreneurs continues to grow, we understand the value of meeting them where they are and cultivating a supportive ecosystem of partners that share an aligned vision to advance equity in the innovation space. We’re grateful to be a part of this initiative and to have resources like GumGum to help further build awareness around the work we do to champion equity and opportunity for women of color founders at all stages of their entrepreneurial journey.
Read More: VeraViews – Alkimi Join Forces to Revolutionize Digital Advertising
10 Game-Changing AI Tools for Digital Marketing in 2023
Welcome to the realm of artificial intelligence! In this day and age, where corporations are scrambling to embrace AI’s disruptive powers, it is only a matter of time before this expanding technology completely takes over our lives. AI has had a significant impact on our world today. It has transformed every industry. Digital marketing companies are more affected than ever. Through sophisticated business techniques, it is transforming the way these firms communicate with their clients and generating unparalleled success.
According to a Statista report, more than 90% of digital marketers in 35 countries use AI in their company’s operations. While businesses invest in AI capabilities, marketers are becoming more inventive in how they use this technology, from better targeting to content creation. The technology is becoming so prevalent that it is estimated that by 2028, AI in marketing revenue will reach $107 billion, up from $27.4 billion in 2023.
Many organizations now rely solely on AI solutions for advertising and marketing. Marketers in these fast-paced industries seek novel ways to reach potential clients. Still, considering AI in your business? Here are some data to help you decide.
Image Credit- Salesforce
AI is transforming every sector. We’ve looked at the importance of artificial intelligence in digital marketing and the tools you should utilize in the digital age. So, let us dive into AI, where creativity meets marketing. We will also uncover the limitless potential AI has to offer your organization to succeed in this ever-changing terrain.
AI in Digital Marketing
AI in digital marketing has helped make life and work easier and more efficient. Now, you might wonder how this technology can help marketers in their jobs. Here’s how:
- Streamline Tasks: It can automate difficult tasks like finding potential customers, creating content, and enhancing marketing campaigns, thus reducing manual efforts
- Personalization: AI has the ability to analyze and understand what customers want, their behaviors, and their needs, and formulate messages and recommendations accordingly.
- Understand customers: Marketers can use AI to analyze consumer trends from vast internet data.
- Chatbots: Customers can now have real-world conversations with AI chatbots like ChatGPT, Bard, etc. They can interact with virtual assistants to help them with queries or issues. This makes things easier for not only customers but for companies too.
- Forecast Future: AI analyzes historical data to predict future trends and market performance, allowing for more effective marketing campaigns.
- Target Ads: Analyzing customer data will help marketers to target ads efficiently. In simple words, the data can help to show ads to the right people at the right time, making the ads more effective.
- Competitor analysis: AI helps to understand how your competitors are performing, and what they are doing. This helps marketers to stay ahead of the competition and dominate the market.
AI Tools for Digital Marketing
Due to advancements in AI, hundreds of AI tools are available for you to choose from. But we have used and curated a list of ones you can implement in your business. Here are some AI tools you can use to take your business to the next level.
- AI Tools for Content Generation
- AI Tool for Content Optimization
- AI Tools for presentation
- AI tool for segmentation.
- AI tool for Campaign Optimization
- AI Tools for Email Marketing
- AI tools for SEO optimization.
- Video and image editing tools
- AI chatbot
1. AI tools for Content Generation
An important part of digital marketing, content generation means creating information or marketing material for a group of people. This can include images, texts, infographics, video, or audio files.
i. MarketMuse
Don’t you wish you had customized objective insights about your platform to avoid all the guesswork? MarketMuse offers exactly what you need! With this tool, you can analyze your existing keywords to find improvements during your research.
Image Credit- MarketMuse
What’s To Love About?
- Automates content audit and deciphers the most effective strategy for you and your business.
- Saves 11+ hours of time that would otherwise be spent on manual content audits.
- Helps manage your SERP rankings.
- Gives you analyses of your competitors.
- Information about gaps in your competitors’ coverage for your business to exploit.
- Shows you what topics to include, the value they will bring, and how challenging it will be to rank,
- Prompts keywords with best ranking chance, content brief templates with SEO-optimized titles, sub-headings, meta description, and usable internal links.
- Now integrated with ChatGPT for accelerating the content process.
Available Plans
Free Plan, Standard Plan starting from $149/month, Team plan starting from $399/month
ii. Writesonic by Cohesive.so
Deciding on topics and outlines for blogs is time-consuming. Add to that, writer’s block hinders a streamlined writing process. Writesonic helps you overcome all that, but also generates an entire blog in seconds. You can ask it to summarize the entire blog in a few sentences, change the tone of voice, and even upload high-resolution images from Unsplash.
What’s to Love About?
You can choose from a variety of options, including:
- 150 different templates
- 100+ AI images and 10+ AI voices
- Up to 5 integrations with unlimited PDF and audio downloads
- 10 different languages to compose, rephrase, and more
- Connect your WordPress account to publish your content directly
And the cherry on top? It’s completely FREE!
We experimented with the tool to know more about it! Here’s a prompt we put in:
Instagram caption for the role of AI in digital marketing
iii. Hemingway
Want to get all Grammarly benefits, but do not want to pay for a subscription? Look no further. Hemingway is the most suitable alternative to Grammarly. Different color markings show you opportunities to improve your writing. It even offers suggestions for condensing your sentences for better readability.
Image Credit- Hemingway
Another FREE tool? Sign me up!
2. AI Tool for Content Optimization
It is the process of improving your digital content, be it on the website page, blog posts, videos, and social media to increase its value and make it more relatable to your target audiences. The main objective of content optimization is to make your content visible, engage with your audience, and ultimately drive more traffic, conversions, and revenue.
i. Alicent
Do you find the content written for your website or campaign too generic and basic? Do you want a specific product to sell more or target a specific set of audiences? Alicent is here for that purpose. This tool, powered by ChatGPT helps optimize your content and even offers prompts for various use cases. It saves you time and provides a structured format for your website. Just put in your ideas at the prompt and get instant results with strategies to work with.
What’s To Love About?
- Alicent hosts a curated library of 250+ templates to choose from.
- It is supported by 50+ languages so don’t be afraid to reach other demographics.
Here’s how it works!
We have two words for this: freaking cool!
3. AI Tools for presentations
i. Gamma AI
Creating vibrant and appealing presentations is no longer a headache! With Gamma AI, you can design, customize, and choose templates from a range of available themes.
What’s to Love About?
It’s literally an advanced chatbot for presentations! You can save hours of work by designing and customizing entire slide decks with AI. All you have to do is specify the topic of your presentation. The tool creates an entire presentation within seconds!
- Enjoy endless image choices thanks to integrated apps like Unsplash, Giphy, Vimeo and many more.
- Equipped with changing the tone of voice to better suit your target audience.
- Get insights to understand which part of the presentation fascinated your clients the most
- Analysis helps determine potential areas for improvement within the business.
We tried using it to make you life easier! Might we just say, how cool was it!
Available Plans
The Free plan offers unlimited user collaboration and slide decks with basic analytics. The Plus plan starts at $8 per month. Head over to Gamma AI to design beautiful and personalized presentations!
4. AI Tools for Audience Segmentation
Audience segmentation is done to divide a large and diverse group of people into smaller and more manageable segments on the basis of shared interests, preferences, demographics, and other factors. This allows advertisers to target and customize campaigns for the segments effectively.
i. Spatial.ai
What is Spatial.AI, you wonder? No, it’s not about space! But it’s an AI tool that predicts and influences customer behavior in real time. The tool analyzes activities in the social, mobile, and web landscape and provides perceptive insights and data about consumer behavior.
Image Credit- Spatial.ai
What’s To Love About?
The major benefit is location-based segmentation. It also provides answers to your questions “what are my customers like?” or “what is the social activity in the area like?”
- They offer geosocial segmentation rather than just demographics based on consumer patterns.
- Data can be used to draft a campaign strategy by separating users into niche cohorts.
- Competitor analysis to see which market share you are competing for
- Targeting specific customer segments to improve social media engagement
- Campaign optimization based on real-time data
Available Plans
You can only sign up for the Freemium package after you request a demo.
5. AI Tool for Campaign Optimization
Campaign optimization, in simple terms, means improving digital advertising performance by adjusting certain aspects like keywords, interests, targeting strategies, ad copy and so on. This is to get desired business results.
i. Peachly.ai
AI tools like ChatGPT, DALL-E2, and Copy-AI are all fused into one. That is what Peachly.AI is! It features an advanced artificial intelligence tool for creating, targeting, and optimizing your ads. With Peachly.AI, you can breathe easily while launching a campaign. Your business can achieve maximum results with cutting-edge technology.
What’s To Love About?
All you have to do is input your ad account, and budget, and sit back. Peachly.AI will handle the rest, from setting up the campaign to optimizing it for maximum output. Here’s how to streamline the advertising process:
- Upload the website link you want to promote to Peachly.AI
- The AI will then crunch through the data, and deliver the most effective targeting strategies. Additionally, it will also draft engaging ads that reach your target audience.
- The tool will review it to make sure the ads meet industry standards and your marketing goals.
- The ads will then be published on your linked accounts.
- The tool will continuously monitor and optimize your ads for maximum results.
Available Plans
The platform offers a 7-day free trial. The starter pack starts at $29 per month, and the AI accelerator pack starts at $37 per month.
6. AI Tool for Email Marketing
A digital marketing approach which involves sending out messages and promotional content to a group of people through emails. It is the most powerful channel available to marketers that allows businesses to interact with customers directly.
i. Smartwriter.ai
Smartwriter.AI is an email marketing and outreach tool that provides templates for drafting emails. The tool generates customized email messages and headlines depending on the consumer’s profile.
What’s to Love About?
Technology scrambles through the web in search of the consumer or company your business wants to target. Businesses can obtain audience profiles from LinkedIn to draft customized messages that pique the client’s interest.
- Consists of a feature that allows businesses to personalize messages based on the target’s company news, case studies, blogs, and website.
- Provides outlines for emails, blogs, product descriptions for Shopify products, and SEO-optimized meta titles and descriptions to rank higher.
- Assists with keywords that help increase email reach and opens rather than directly marking it as spam.
Here’s an experiment we tried with this tool!
Catchy Intro Lines for sending emails to digital marketers to start using AI tools
Available Plans
The tool offers a 7-day trial. After that, the Basic plan starts at $49 per month and the Popular plan starts at $124 per month.
7. AI Tool for SEO Optimization
Search Engine Optimization (SEO) is the practice of increasing the visibility of a website on search engine results pages. Technical and content adjustments are made to the website or any readily accessible content in order to enhance traffic and ranking.
i. GrowthBar SEO
A content generation automation tool that suggests keywords to be included in a blog post. It’s a dream haven for digital marketers! GrowthBar SEO is the SEO optimization tool you need to use today.
What’s to Love About?
Consequently, in order to rank higher in SERPs, the bots scan the internet for qualified keywords.
- It assists with keyword research and rank tracker.
- Helps with blog post generator prompts and outlines for meta descriptions, newsletters, press releases, and more
- Provides a Chrome extension with extensive backlinks.
- Utilizes GPT-3 model developed by OpenAI for content generation
With this AI tool, we wanted to understand which keywords would work the best.
Available Plans
GrowthBar SEO offers a 14-day free trial. Moreover, the standard plan starts at $29 per month whereas the Pro plan costs $79 per month.
8. AI Tool for Image and Video editing
i. Craiyon.ai
Image creation is now easy! Create AI-generated images for nothing. All you need is an idea to write a prompt. Craiyon.ai will generate it within minutes.
Here in the example, we input a prompt to create an image of a business meet under the sea. The results were fascinating!
9. AI chatbot
i. Perplexity
We all know ChatGPT. But have you heard of Perplexity? It is a chatbot that goes further from ChatGPT.
What’s to Love About?
- Gives you instant results for your queries.
- Gives you cited articles related to your search request.
We even gave this tool a try to help you decide better!
Isn’t that amazing? It saves you time looking for sources to cite and helps you to focus more on the job at hand!
Available Plans
It costs nothing! Furthermore, you can choose their premium plan which costs $20 per month to avail of more features like Copilot and GPT-4.
Conclusion
Artificial intelligence in digital marketing has proven to be a boon. AI tools are not meant to replace humans’ creativity and intuition. AI provides valuable insights. Therefore, it’s up to marketers to use these insights and data to create campaigns that resonate with their audiences. Businesses can achieve remarkable results with AI and human expertise. It’s time for you to step up your digital marketing arsenal with these game-changing tools to dominate the competition in 2023!
Read More: Mastering Digital Marketing: Insights from Kosal Malladi, VP at Madison Loop
Magnite-Mediaocean Enhance CTV Access to Local Linear Buyers
The largest independent sell-side ad agency in the world, Magnite, established a collaboration with Mediaocean. It is a mission-critical infrastructure for omnichannel advertising to give local linear buyers direct access to streaming and CTV content. Magnite sought to offer compatibility with important members of the advertising ecosystem. It went on to say that it was crucial in a sector where cord-cutting had been picking up speed.
Mediaocean-Magnite Partnership
In accordance with the new partnership, Mediaocean’s ad infrastructure for multichannel marketing has been linked with Magnite’s sell-side streaming TV footprint. It’s a recognized plan-to-pay media management system on the market. It will further enable agency teams to work more productively with a consolidated procedure across sources and buying techniques. Utilizing user security and permissions standardizes the procedure. It also easily interfaces with partners in supply, technology, and data. It has a financial system that manages the whole client and vendor bill-pay procedure.
Local linear TV buyers can use Mediaocean’s convergent workflows to access Magnite’s entire premium CTV supply directly through sell-side advertising. Local consumers now have access to Magnite’s streaming and CTV supply, something they had not had before the recent conjunction. Magnite’s supply reaches more than 80 million CTV households in the US, or 90% of CTV viewers in the country funded by advertisements.
Read More: Magnite Launches Programmatic Offering With Samsung Ads
Adapted for linear purchasing
Local purchasers will be able to designate localized spend to Magnite within Mediaocean as part of the deal. It will reduce operational challenges for linear buying teams by enabling the smooth execution of CTV purchases with its current planning tools. Magnite is in a good position to assist local linear buyers in adapting their buying strategies to account for the ongoing shift in viewing preferences as the cord-cutting movement gains momentum. This will help ensure that they can reach their target audiences across a broad range of demographics and maximize the efficacy of their campaign.
Here’s what they said
Richard Pacheco, SVP of Strategic Partnerships at Mediaocean said,
As traditional television and digital increasingly converge, we remain committed to enabling omnichannel execution and providing interoperability with key players across the advertising ecosystem. We’re excited to give local linear TV buyers a direct avenue to the entirety of Magnite’s premium CTV supply through existing workflow in our platform.
Matt McLeggon, SVP of Advanced Solutions at Magnite commented,
The integration of Magnite’s streaming TV footprint into Mediaocean provides a fully converged workflow for local linear buyers to extend their reach into streaming. This direct line into CTV unlocks efficiencies which will allow agency partners to direct more dollars toward high quality working media, agnostic of screen. We’re excited about the impact that this partnership is already having on the fluidity of local linear media investment.
Read More: Brightcove Partners With Magnite To Boost Ad Monetization
Viacom18 Scores BCCI TV-Media Rights to Broadcast ICT Matches
For the upcoming five years, Viacom18 has been awarded the BCCI’s TV and digital media rights for bilateral India matches played at home. Network 18—owned by Reliance Industries and Paramount Global are partners in Viacom18. The rights, which include TV and digital rights for 88 matches, were purchased for INR 5966.4 crore. Now, the Indian Cricket Team’s home matches will be broadcast live on TV by the Sports 18 network. Jio Cinema will also broadcast live domestic fixtures of the Indian squad on desktop and mobile devices. The online auction took place on Thursday, August 31. With this, Viacom18 will serve as the nation’s official broadcaster for home games from 2023 through 2028.
Congratulations @viacom18 🤝 for winning the @BCCI Media Rights for both linear and digital for the next 5 years. India Cricket will continue to grow in both spaces as after @IPL, and @wplt20, we extend the partnership @BCCI Media Rights as well. Together we will continue to…
— Jay Shah (@JayShah) August 31, 2023
Battle for the media rights
Disney Star and Sony Sports, the only other bidders in the auction, lost to Viacom18 for the rights. Moreover, by acquiring the TV and digital rights to the home series of the national team for the following five years, it has formed a monopoly in the Indian cricket broadcasting industry. Two packages were sold along with the rights.
- Package A comes with TV for the Indian subcontinent. Base Price INR 20 crore.
- Package B offers digital for the Indian subcontinent with digital and international TV. Base price: 25 crore INR
For a total of 88 matches, the aggregate base price is INR 45 crore per game. The final cost per match is anticipated to be between 30% and 40% more than the base cost. There will be 25 Tests, 27 ODIs, and 36 T20 international games played domestically. These matches do not include the games played by the Indian Women’s Team. Viacom18 has the right to broadcast women’s team games for free.
The series between Australia and India in September will mark the start of the next round of BCCI media rights. Australia will play three one-day internationals against India in this series on Indian soil. Sports18 will broadcast these three games on TV. Jio Cinema, however, will broadcast these games on computers and mobile devices.
Previous broadcasting rights scenario
Disney Star last purchased media rights in 2018. It spent INR 6,138 crore (~ INR 60 crore each game) on this. The forthcoming ICC Men’s Cricket World Cup 2023 will be made available to all mobile phone users browsing the service for free to view, according to a previous announcement. The free option is intended for 540 million smartphone users. ICC World Cup TV rights are presently held by Sony Sports Network.
Dominance of Viacom18 and Reliance
Through its TV station Sports18, Viacom18 is a relative newbie in the cricket coverage scene. The Women’s Premier League (WPL) TV and digital rights are also owned by its digital platform Jio Cinema for a total of INR 951 crore till 2027. Additionally, it has purchased for INR 23.758 crore the digital rights to the IPL cycle 2023–27. Additionally, it covers broadcast rights for Australia, South Africa, and the United Kingdom. The rights to broadcast Cricket South Africa matches in India from 2024 to 2031 are held by Viacom18. Viacom18 will pay INR 67.8 crore for 88 matches this time.
Here’s what they said
Roger Binny, BCCI President said,
The recent BCCI e-auction has unequivocally demonstrated the vigour of cricket in India. The remarkable journey of Indian cricket, its meteoric rise in the global sporting arena, owes its success to the unwavering trust that people have vested in the BCCI leadership and its dedicated workforce. With the staunch support and collaboration of every stakeholder within our cricketing ecosystem, I am confident that we will continue to propel the brand BCCI to uncharted territories on the global sports stage.
NP Singh, MD & CEO, Sony Pictures Networks India, extended his congratulations to BCCI and Viacom18 stating,
We extend our heartfelt congratulations to the BCCI for a transparent and efficient e-bidding process and to the winners for securing the bilateral media rights. Our disciplined bid was grounded in market forecasts and a long-term growth strategy. We remain committed to delivering top-tier sporting entertainment as we continue to see growing enthusiasm across various sports genres.
Read More: Disney+ Hotstar Amp Brand Outreach With CTV Targeting
