First Digital Advertising Agency ‘Advert on Click’ Launched In The Middle East
In its first phase of rollout, OMNES Technologies now offers the marketing, sale, and booking of advertising spaces in all Arab countries through its digital platform ‘Advert on Click’. A gradual expansion will follow the initial launch.
In the past year, Advert On Click has been provided with news from over 1900 media outlets from various Arab countries as part of its Beta Phase. Media outlets will be marketed on a global scale through the platform with the aim of attracting advertisers to these outlets via innovative digital ways. Advertisers will be able to network with Arab media outlets and communicate directly with them to purchase and reserve ad spaces.
For the uninitiated, Advert on Click platform offers extensive information about media and advertising outlets as well as their contact information. This includes various types of advertising and marketing means, such as print publications, magazines, TV stations, radio stations, websites, outdoor advertising, point-of-sale spaces, and other kinds of media.
Interesting Read: Power Of Out-Of-Home Advertising In The Middle East And Road Ahead
And That’s What They Said
Fahed Al Deeb, CEO of OMNES Technologies, the developer and operator of the Advert on Click platform, said the platform is one of their recent initiatives aimed at promoting the advertising industry by increasing access to advertising outlets and connecting them to a broader segment of advertisers globally. He further added,
“All Arab media and advertising outlets are currently welcome to register for free on the platform, upload their information, and take advantage of the marketing campaigns that the platform will launch to reach new advertisers worldwide. Also, advertisers and advertising agencies can benefit from the platform’s services, request quotations, and book advertising space from the media directly.”
He explains that the ‘Advert on Click’ platform uses direct deals between advertisers and media outlets, with a commission of not more than 5% on the contract value.
Interesting Read: Hypermedia plans to introduce data measurement tools
A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
Digital and Linear TV advertising – two culturally and technologically distinct ecosystems – are merging to increase the effectiveness of marketing to consumers.
The shift from traditional linear television to connected television (CTV) and video-on-demand options has made it difficult for advertisers to reach mass audiences. Intriguingly, some of the same techniques used for converting television viewers to digital audiences can be applied to converting addressable digital inventory into non-addressable inventory.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Machine Learning and Data Automation
Advertising technology(adtech) companies are one of the first to adopt big data, machine learning, and artificial intelligence. One of the reasons is that websites and apps generate enormous data that advertisers can utilize to achieve their quantifiable goals. To leverage this, automation is the key aspect in performance advertising. It is the most feasible economically logical step for marketers. Thus, small and big ad tech companies have embraced machine learning on a large scale successfully to attract customers and increase ROI.
On the other hand, TV advertising continues using conventional methods and relies on billboard data to understand the advertising reach. Even though the data is modeled but it is not as responsive as the techniques used in digital advertising.
As machine learning is not compatible with small and medium-sized data sets, advertisers are using moving to other innovative methods for TV ads. Data-Driven Linear Purchasing(DDL) is gaining momentum as it combines the precision of digital and the reach of TV. It leverages automation and data to target audiences on national linear TV. The method may not be at par with machine learning but optimizing DDL campaigns require accurate prediction and efficient complex procedures.
Interesting Read: AdTech Vs MarTech: Let’s Settle This Once For All!
Performance Measurement
The performance measurement is similar between the two media. In contrast to digital advertising, where convergent events are used to train sophisticated and supervised learning models, TV advertising is more difficult to measure. Nevertheless, Savvy TV buyers have various other ways to improve the buy like web and app analytics, group surveys, and more.
Despite TV advertising embracing the data value, digital advertising has been heavily criticized for using excessive amounts of data. As a result, government and industry privacy regulations have eliminated many of the drivers of machine learning techniques including the individual-level identifiers used during transactional events and advertising exposures.
The Road Ahead For Advertising
What is in store for advertisers after the privacy regulations?
Advertising technology (AdTech) companies can develop technology to learn from data samples, analyze that data based on context, and apply those findings to power buyers and sellers.
There is still enormous digital data despite changes in privacy policies. Advertisers should concentrate on targeting based on context and so machine learning is likely to be part of any solution. However, in television advertising, data scientists will have to prudently balance the statistical outputs of the models. Identifying and targeting audiences will remain a challenge for the advertising industry. In the meantime, data scientists who meld the best technologies from digital and television advertising can deploy powerful and accurate targeting in a more privacy-conscious world.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Is Global Ad Revenue Experiencing Fastest Growth In Advertising History?
The GroupM end-of-year advertising review offers marketers a broad view of ad revenues and trends over the past year and what’s anticipated for the coming year. Here are some highlights from the group’s 2021 report:
- In 2021, digital advertising is on track to grow 31%, and it will comprise 64.4% of all advertising, up from 52.1% in 2019. More than 50 percent of total ad revenue this year came from Alphabet, Amazon, and Meta, outside of China.
- Global advertising revenue is expected to grow at 22.5% for the year 2021, totaling approximately $763 billion.
- Next year will witness strong growth and it is estimated to grow at 9.7%.
The stable growth will continue even after 2021. In a briefing, Brian Wieser, GroupM’s global president of business intelligence said,
“It’s possible that this is the fastest growth in the history of advertising, at least in known history.”
Growth projections for 2021 outstripped GroupM’s midyear projections. He further said,
“We do expect some kind of reversion back toward a normal mid-single-digit growth rate over time, but at very elevated levels. In other words, we’re creating a new plateau for future growth to occur.”
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
The Talking TV
The television marketplace is changing rapidly but the growth is generally flat.
There will be an 11.7% growth in global TV ad spending in 2021, but this will not compensate for the 2020 pandemic-induced shortfall. Reports suggest that the industry won’t rebound to its 2019 levels before 2023. TV advertising will make up 21% of total advertising revenue this year.
A contributing factor to slower growth is that smaller companies find it more difficult to buy television advertising. Historically, television has been used for brand-building, using high-quality video messaging to make a lasting impression on the minds of consumers. However, that can be very expensive for small brands that advertise exclusively online.
No Impact Of Apple Change On The Advertisers
The changes in Apple iOS 14 may have impacted marketers but did not have any adverse effect on digital advertising as a whole. Wieser explained,
“The changes in data do not cause a change in budgets allocated to digital media. We saw this with GDPR—no observable impact at an industry level. Even though the data fidelity is lower now than it might have been before, it doesn’t change the budgets, it doesn’t impact the growth rate. But you never know, things could change.”
Interesting Read: Apple Will Now Ask Permission Before Showing Its Own Targeted Ads
What Lies Ahead For Marketers
GroupM forecasts that Connected TV (CTV) is poised to grow “substantially,” – roughly $17 billion in 2022 and $33 billion by 2026. It saw a surge in audience viewership during the 2020 pandemic. Currently, viewers make up 24% of total TV consumption, which is up from 19% a year ago.
Advertisers who buy ads based on user data, including programmatically, may view this additional inventory as an opportunity to increase revenues. But since three of the most popular streamers—Amazon Prime Video, Disney+, and Netflix—are ad-free and may stay the same in the near future. So, marketers need to come up with some alternate strategies to reach viewers.
Even though the scope of advertising would be harder on TV but marketers should not admit defeat. They should look for new ways to collaborate with the streaming partners. They can capitalize on their brand equity by “connecting their service to the brand in the minds of the consumer.”
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Snapchat Advertising: New Multi-format Ad Delivery To Increase Reach
Snapchat globally rolls out an industry-first offering, ‘Multi-format delivery’, enabling advertisers to buy multiple ad formats in a single integrated ad set. It allows advertisers to optimize their campaigns toward their key objectives.
Multi-Format delivery supports all types of video ads, including Collection Ads, Commercials, and Snap Ads, and Story Ads. Snap plans on introducing self-serve augmented reality formats by the second quarter of 2022 for multi-format delivery. By doing so, it will help Snap introduce augmented reality advertising to more marketers.
Interesting Read: Mediabrands and Snap Inc Collaborates For A Mobile Video Measurement
Embrace The Machine Learning System
This multi-format delivery option is intended to help advertisers be more flexible with campaign setup, so Snap’s Auctions can handle the optimization-related work. As part of a set, Snap determines the best inventory to deliver across all formats.
As quoted by Adexchanger, Peter Naylor, Snap VP of sales for America said,
“When we allow machine learning to do its thing, we’re opening the aperture of possible inventory where an ad can run. It might be somewhere a brand hadn’t even conceived of before.”
Advertisers should not resist giving up manual control over the bidding and embrace the system to see the outcome for effective pricing.
Interesting Read: Snapchat Sees a 20% Plummet In Revenue Due To Apple’s Privacy Changes!
How Does It Work?
Within Snap Ads’ set up, a new ‘Multiple Formats Ad Set’ option will enable advertisers to bundle various creative options for placement across Snap’s suite of apps. It will enable advertisers to evaluate the efficiency of each format and assess its contribution to the success of their campaign.
Image Credit: Snap Inc
Image Credit: Snap Inc
A Snap ad set with multi-format delivery closely resembles a Facebook ad set: a collection of ads with similar settings for how, when, and where to show them. It will bring something new to the table, though when Snap will begin offering AR formats ad sets next year.
As reported by Adexchanger, Naylor said,
“This is going to unlock augmented reality for advertisers and show them that they can use it to accelerate their results in combination with everything else.”
He further added,
“Once we let machine learning reveal where the best inventory is against their goals, target or bids, they can focus more on the creative itself.”
Also Read: The Ultimate A-Z Glossary Of Digital Advertising!
The Ultimate A-Z Glossary Of Digital Advertising: Part 2
This is Part 2 of the digital advertising glossary series. In Part 1, we decoded many new terms (that people just throw like a football at meetings) which will help you to speed on all things digital advertising.
Continuing Part 2 of the digital advertising glossary series, let’s jump straight back in.
Native Advertising
Native advertising is the practice of using paid advertisements that have the look, feel, and function of the media format in which they appear. In an attempt to improve user experience, it blends seamlessly into the website content. As a result, it appears to be a natural part of the editorial flow of the page.
It is non-disruptive for the reader and catches immediate user attention. Below are native ads placement examples:
Image Credit: NT technology
OTT Advertising
OTT is the advertising jargon for Over-the-top. The OTT advertisements are commercials that can be delivered on OTT platforms via streaming services.
OpenRTB (Real-Time Bidding)
The advertising terminology OpenRTB should not be confused with RTB(real-time bidding).
The OpenRTB protocol is adopted by Indian Advertising Bureau (IAB). It is used for communications between parties involved in media transactions via RTB. Essentially, OpenRTB aims to create a lingua franca for communication between sellers and buyers. It allows all DSPs, SSP’s and ad exchanges to use the same language for all online transactions.
Image Credit: Indian Advertising Bureau.
Programmatic Advertising
A term that needs a special mention in the digital advertising glossary is “Programmatic Advertising.” It is projected to be the game-changer for digital advertising. Programmatic automates the process of buying and selling online advertising space with the help of technology and data. This means, with the introduction of programmatic publishers, advertisers or agencies don’t have to sit across to discuss ad size, rates, et. Ad buying is done through algorithms and data insights.
Programmatic media buying includes Real-time bidding (RTB), Programmatic Direct, and Private Marketplace (PMP).
Interesting Read: Programmatic Advertising Platforms in 2020: A Complete Guide
Prebid.js
Prebid.js refers to a collection of open-source JavaScript libraries offered by Prebid.org, the header bidding platform. It allows publishers to connect to over 150 SSP’s (Supply-side platform) that taps a wide range of advertising demand sources.
Prebid.org was created to help publishers manage their connections with a number of SSPs. Historically, each SSP had its own setup and complicated codes that were time-consuming. Prebid.js launches are simpler and improve the functioning of header bidding and lower page load times.
Interesting Read: Index Exchange Joins Hands with Prebid.Org to Deal with Industry Crisis
Real-time bidding (RTB)
Another term for the act is ‘Open Auction’and has to be a part of this digital advertising glossary. The buy and selling of digital ad inventory via real-time auctions that happen in milliseconds it takes for the web page to load.
Real-time bidding (RTB) auctions occur when advertisers (through Demand-side platforms (DSP)) buy individual impressions from publishers (via Supply-side platforms (SSP)s and Ad exchanges). It takes under 200 milliseconds from the time a bid request is placed until the ad is served in RTB. For perspective, the human eye takes 300 milliseconds to blink.
Remnant Inventory
A publisher who is unable to sell off the ad inventory via a direct or premium deal with advertisers.
Supply-Side Platform (SSP)
A supply-side platform (SSP) is software used by publishers to sell their display, video, and mobile ad inventory in an automated manner via real-time (RTB) auctions. SSP enables publishers to sell their ad inventory to the best network as it aids to improve the yield optimization of the advertising space inventory. It minimizes wasted space and maximizes views.
Image Credit: Publift
SSP plays a key role in the RTB media transactions as it connects to ad exchanges and DSPs to sell publishers (website and app owners) ad inventory.
Third-Party Cookies
The third-party cookies are stored in a domain other than the currently opened website(domain). Ad-tech platforms use advertising jargon for online advertising purposes. Advertisers or technology providers use scripts or tags to place on the consumer website by, and not website owners.
Image Credit: Clear code
As an example, news websites create first-party cookies when you visit their website. Like other publisher’s sites, the news outlet uses ads designed by other websites that create a third-party cookie and store it on your computer.
Interesting Read: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
Unique user identifier (UUID)
Adtech platforms mostly use this advertising jargon. UUID is a set of data stored in a cookie used to identify and track user actions across various platforms. UUID can be used as an alternative method to PII (personally identifiable information) such as email id or contact details to identify users.
Viewable Advertising
The ad lingo ‘Viewability’ simply determines whether the digital advertisement has been viewed by a human being or not. The aim is to know if a user or a bot is viewing the ad. It will help the advertisers to measure the campaigns effectively.
The MRC (Media Rating Council) defines a video ad as “viewable” or “viewed” only if it had at least 50% pixels appear within the browser space for at least 1 second (for display ads), or 2 seconds (for video ads).
Image Credit: Online Advertising Guide
Walled Gardens
A walled garden is a closed ecosystem where the operator does not share information, technology, or data with third parties. The advertisers have limited or less access to customer data and less control over performance measurement. Examples of walled gardens are duopoly Facebook and Google.
Image Credit: Clearcode
Yield Optimization
This advertising terminology simply refers to the efforts taken by publishers and advertisers to maximize the revenue and extract the highest amount of value from ad serving efforts.
Publishers can improve yield rates through price floor adjustments, increasing the inventory value of their ads, and diversifying the advertising demand sources. Advertising yield rates can be improved by defining their target audiences precisely, develop effective bid strategies, and diversifying the supply sources.
Finally, There You Have It!
Digital advertising has plenty of advertising lingos, acronyms, and buzzwords. Our digital advertising glossary has decoded the meaning of the complex advertising jargon that is flying around all over the place. This glossary will simplify your understanding of advertising terminology.
The Ultimate A-Z Glossary Of Digital Advertising!
We all know our ABCs, right?
But when it comes to understanding the complicated advertising jargon used by digital marketers, it is mindboggling. They randomly throw words, assuming we know it all.
The question remains for those who are new to the field or whose specialized roles don’t span the entire spectrum? That’s why we have compiled a digital advertising glossary of the most commonly used terms and definitions.
Digital Advertising Glossary: Beginner’s Alphabetical Guide
Whether you are an amateur or an experienced marketer, this alphabetical digital advertising glossary – will upgrade your digital skills. It will help you to understand advertising terminology that flows so easily off the tongues of our subject matter experts.
AdTech
AdTech is an umbrella term for Advertising technology. It consists of software and tools used by advertisers, ad agencies, publishers, and other industry players to plan and manage their advertising or monetization.
Image Credit: EPOM
Interesting Read: A One-stop Guide On All You Ever Need To Know About AdTech In 2020
Ad Exchange
An ‘ad exchange’ is a stock market for the online ad industry. Publishers and advertisers trade ad inventory. It is an auction-based, automated digital marketplace that allows publishers to offer their ad inventory for sale and advertisers to purchase ad inventory.
Image Credit: AdPushup
Brand Safety
The technology that prevents ads from appearing in inappropriate contexts on publishers’ sites, which could damage the reputation or image of the brand.
Cross-Screen Advertising
Switching between multiple devices is the new way of content consumption. Campaigns that tie digital advertisements and consumers can view one campaign on multiple devices like smartphones, tablets, connected TV, and more.
Read more: Here, There, Everywhere, It Is Cross-Screen Advertising!
Contextual Targeting
The most common question asked, what value is used to determine whether your ad will show on a page and, if so, the ad’s position?
Contextual Targeting matches the ad to the page based on the content. Advertisers can target ads to the relevant groups of consumers based on their interests and has the most impact.
Demand-Side Platform
Demand- Side Platform is an essential platform for advertisers to buy, search, display video mobile ads. It enables advertisers to buy ad placements in real-time on the publisher websites made available by ad exchange and networks. Some of the DSP players are Amazon DSP, AdRoll Trade Desk, Xandr, Google DV360, and more.
Image Credit: ClearCode
DOOH Advertising
An abbreviation for the advertising terminology Digital Out-of-Home Advertising. The concept combines the offline and the digital aspects of OOH advertising. It delivers content via digital screens like billboards, elevator screens, and more.
Image Credit: Admixer
Read more: All You Need To Know About The Rise Of DOOH Advertising
Effective Cost Per Mille (eCPM)
It means an effective cost per thousand impressions. (Mille refers to thousands). In online advertising, the term “impression” refers to the chance to show an advertisement to a consumer on a digital device.
eCPM is a key publisher’s metric to predict revenue for every one thousand impressions. It can be calculated not just for CPM campaigns, but for Cost Per Click(CPC) and Cost Per Lead (CPL) too. On the other hand, CPM is an advertiser metric to estimate the cost of their campaign and reach as per their budget.
eCPM = (Total ad Revenue / Total Impressions) * 1000
First-Party Data
It is an advertising terminology that means information about customers that a company collects from its own sources. Sources for first-party data can be both- online or offline like the company’s website, social media, or surveys.
Interesting Read: Digital Advertising Industry Plans To Replace Cookies With First-Party Data
Full-Funnel Marketing
An ad lingo that has to be a part of the digital advertising glossary. An integrated strategy that addresses the entire consumer journey and incorporates objectives for each step of the funnel: awareness, consideration, and conversion.
Image Credit: Fridge Agency
Guaranteed Deals
A type of programmatic deal where a buyer directly buys inventory from the seller for a guaranteed impression and volume. The publisher agrees to deliver at a guaranteed budget price.
Header Bidding
As defined by Digiday, Header bidding is an advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. The idea is to let multiple demand sources bid on the same inventory, creating a competitive ecosystem that optimizes a publisher’s revenue. The act is also known as advance bidding or pre-bidding,
For header bidding to work, the header in the publisher’s page used for advertising to its users must contain Javascript.
Image Credit: ClearCode
A study states that in Q2 2021, 66.7% of publishers are using header bidding to monetize their inventories. Furthermore, it reveals that the adoption of this method has generated results. 31% of total publishers witnessed an increase in their yield.
Identity Data & Resolution
The advertising jargon refers to the process of connecting different identifiers like email address, mobile number, customer ID, account username, or more from multiple platforms and devices to a single identity. It helps brands to get a cohesive and omnichannel view of a consumer. It enables brands to deliver people-based targeting, personalization, and measurement.
FoxMetrics
Last Click Attribution
This method identifies the last touchpoint a customer engaged with or clicked before making a purchase, and gives that touchpoint all credit for the conversion.
Long-Tail Ad Inventory
Ad inventory obtained from less popular or lesser-known publishers. It focuses on niche audiences.
Martech
The advertising jargon is also known as Marketing Technology. It is a software or tech tool used to perform marketing activities. Marketers plan and execute the campaigns, analyze the results, and measure the performance of the campaign.
“Every piece of technology a marketer uses to reach a potential customer is martech.”
~ John Koetsier, Journalist (Source)
Image Credit: MarTech Advisor
Mobile Advertising Identifiers(MAIDs)
Unique identifiers provided by mobile device operating system. It is used by marketers to track user activities for advertising purposes. Apple has changed the usage of mobile identifiers (IDFA) on Apple devices where users are asked for permission for ad targeting. Recently, in the new IOS update, users will receive prompts from the Apple App Store asking permission to serve ‘Personalized Ads’ which was earlier enabled by default.
This is Part 1 of the Digital Advertising glossary series. Wait there! There are ample buzzwords and interesting advertising terminologies that will be decoded in the next part.
You can read part 2 – here!
Pinterest Rolls Out Suite Of Commerce-Friendly Features For Advertisers
Pinterest launched new commerce-friendly features for advertisers and brands to promote their products. In this latest initiative, the company aims to expand online shopping and advertising on its platform.
Pinterest continues to grow big in social commerce. It added many shopping-focused features such as a new twist to shoppable ads, merchant details, and Idea Ads with paid partnerships to name a few.
What Do These New Features Offer The Shoppers and Advertisers?
Pinterest’s latest step comes as no surprise! The digital pinboard company positions itself as an inspiration tool that eventually leads to online purchases. Here’s more about the new shopping features.
Twist To Shoppable Ads:
Image Credit: Ad Exchanger
Brands can upload their product catalog and Pinterest will automatically pull the items into a slideshow advertisement via Slideshow For Collections. This feature will help advertisers create shoppable videos tailored to individual users based on their interests.
According to the company, Pinterest shoppers have 85% larger baskets than shoppers through other social media platforms. Additionally, they spend twice as much per month. Consequently, buyers can browse more than one product at a time using Slideshare, which encourages them to purchase additional products.
Interesting Read: LinkedIn Rolls Out New Features – All Marketers Assemble!
Merchant Details
Another feature is called ‘Merchant details’ where brands are allowed to feature their brand values on their profile such as “responsibly sourced”, and “inclusive.” They can also showcase the community affiliations like “Black-owned” or “Women-owned”.
Idea Ads with paid partnership
Pinterest is testing the new feature “Idea Ads with the paid partnership”. It is a joint partnership between a creator and a brand. The creator makes an idea pin and tags a brand partner. The brand can then promote the idea as an ad via the paid partnership feature.
(Note: Pinterest is testing this feature in 15 countries with selective creators and is not shoppable yet.)
Verified Merchant Program
The company is expanding its Verified Merchant Program to other countries where users can find their vetted brands. Sellers under this program are allowed to showcase their brand values and community affiliations like ‘eco-friendly”, “disability-owned” and likewise.
That’s What They Said!
In their blog post, the company said,
“People who use Pinterest weekly are 7x more likely to say it’s the most influential platform in their purchase journey, compared to social media platforms. That’s why, as of today, we’re dramatically expanding our suite of shopping solutions for advertisers.”
Related Read: Pinterest Report BlockBuster Q3 Earnings As Brand Advertising Rebounds
Difference Between Buying And Shopping
Pinterest is the latest to join the bandwagon with other platforms like Facebook, Snap, and TikTok to launch new shopping features. The online eCommerce market is booming and lucrative and the tech giants are competing with in-app shopping or virtual clothing try-outs.
What distinguishes Pinterest from other platforms is the focus on discovery and latent intent then facilitating the transaction. 97% of billions of searches on Pinterest are for products not belonging to any specific brand. This gives retailers a chance to reach out to users before they decide what to purchase. Attracting those prospects is the difference between “buying” and “shopping”.
As quoted by Ad Exchanger, Pinterest CRO Jon Kaplan said, buying is purely transactional, whereas shopping is part of an experience. She added, that they are trying to bring the missing joy and inspiration into the shopping experience.
“These are things that are missing from the digital economy right now because so much of eCommerce is focused on purchases and transactions.”
Also Read: The New World Of TikTok Marketing, Everything You Need To Know!
The New World Of TikTok Marketing, Everything You Need To Know!
What is TikTok in three words?
Real. Short. Videos. And, real short videos.
The video-sharing platform has taken the digital world by storm with its immensely growing popularity. The app recently passed 1 billion users. TikTok has solidified itself into one of the social media powerhouses. It is a one-stop destination for all – creators and marketers. At a global virtual event ‘TikTok World’, it introduced a range of new ad solutions, product updates, and initiatives. The aim is to help brands of all sizes to buy ads on their platform, track performance, and scale the most effective ones.
Blake Chandlee, President, Global Business Solutions said –
“So when businesses of all sizes come to TikTok, we’re excited to help them connect with their community, market their products, and build their brand in a way they can’t do anywhere else.”
At the TikTok world event, the platform announced a package of new features for brands. They can run ‘effective, predictive, and transparent’ campaigns on TikTok. This will help brands reach out to a larger volume of users and boost their impressions by choosing into higher frequency for their ad placements.
TikTok Marketing: Rewriting The Narrative With New Elements
During the TikTok world event, the social media giant provided an insight into all the key elements. Here are some of them –
Facilitating Brand/ Creator Partnership
The first key element is the – brand-creator partnership – to maximize brand performance. The study suggests, 61% of users find advertising on TikTok is unique from any other platform. The data proves that users enjoy TikTok ads.
Image Credit: TikTok
The highlight of the brand-creator partnership was the updated version of the self-serve portal TikTok’s Creator Marketplace. Brands can discover creators of the same interest with ease.
Image Credit: Social Media Today
The new version includes more performance insight, sorting tools, and monitor the campaign in real-time. This helps brands to track their influencer campaign progress and maximize the ROI.
TikTok Creator Marketplace API
Another key element is TikTok Creator Marketplace API (application-programming interface). It provides access to TikTok’s first-party marketplace data to creator marketing experts including Captiv8, Influential, and Whalar.
Image Credit: Social Media Today
Open Application Campaigns
Another element of TikTok marketing for brands is Open Application campaigns. It enables brands to list their campaigns on TikTok Creator Marketplace for interested creators to self-apply. It is another opportunity for brands and creators to broader monetization efforts.
TikTok Creative Exchange
Complimenting the TikTok Creator Marketplace is the launch of a new initiative is the ‘The TikTok Creative Exchange’. A portal helps brands match with creative experts to generate high-performing ads that meet the objectives.
Image Credit: Social Media Today
Creative Centre
Another feather in the TikTok marketing cap is the new creative center. It is designed to help advertisers analyze the performance of the campaigns in real-time. Brands can explore top-performing ads, identify trends and be more creative using TikTok’s audio library.
Branded Content Toggle
TikTok’s marketing strategy for brands and creators also includes branded content toggle. It allows creators to make videos and disclose commercial content without any disruption in the flow. Brands can also create a customized landing page that loads in seconds- 11x times faster than standard mobile pages. Isn’t that amazing?
Interesting Read: TikTok: A Digital Ecosystem For Content Creators To Earn Extra Income!
Measuring The Effectiveness of The Creative Tools
In order to leverage the entire TikTok marketing strategy, the company announced brand safety tools and ad measurement tools.
Image Credit: TikTok
To measure its value and impact, it teamed up with DoubleVerify and MOAT for ad viewability. Furthermore, it will collaborate with Integral Ad Science (IAS), OpenSlate, and Zefr to ensure brand safety.
It is also working coherently with Kantar and Nielsen for Brand Lift Studies. TikTok introduced an inventory filter to enable advertisers to gain more control over what type of content their ads will run adjacent to TikTok.
Interesting Read: Taboola And Double Verify Partners For Brand Safety
Let’s Go TikTok Shopping
In this new era of TikTok marketing, these creative and innovative tools will attract ad spend. However, eCommerce is a promising platform. The company is expanding its investment in Social Commerce. The hashtag #TikTokMadeMeBuyIt received over 5 billion views. A survey by Material suggests TikTok users are 1.7 times more likely to purchase products they discover through the app than they are on other social networks.
TikTok detailed TikTok Shopping suite of advertising tools and solutions to empower brands and merchants.
TikTok shopping includes direct integration for merchants to tap full commerce from product upload to fulfillment. Sellers can also opt for third-party integration via commerce partners. TikTok has rolled out new shopping partners like Square, Ecwid, PrestaShop beyond pilot partner Shopify. Wix, SHOPLINE, OpenCart, and BASE are to be added soon.
Another tool of TikTok’s marketing strategy is developing Product links. Merchants can include multiple product links directly in an organic TikTok video to drive users to the product detail page.
Brands on TikTokk can connect with users in real-time via Live Shopping. It can share dynamic links to products and services while streaming. Walmart was the pilot partner for this feature.
Interesting Read: TikTok To Move Into Social Commerce Game, Partners With Shopify
TikTok marketing gambit offers a trio of in-feed ad products for shopping: Collection Ads, Dynamic Showcase Ads (DSAs), and Lead Generation.
Collection ads allow brands custom, swipeable product cards in their In-Feed video ads.
Image Credit: Tech Crunch
Dynamic Showcase Ads allow merchants to serve users multiple products SKU’s via personalized, targeted ads based on their interests.
Image Credit: Practical eCommerce
Lead Generation is available within in-feed video ads that allow brands to collect TikTok user information using online forms. The partnership with Leadsbridge and Zapier will help to connect a brand’s CRM in real-time to TikTok for lead generation campaigns. This will eliminate the need to download data manually.
Interesting Read: A Panoramic Perspective Of Amazon’s Advertising Business!
Final Thoughts
The innovations are just the beginning of the new TikTok marketing era. There’s a heap to take in here as TikTok scales its ad business. The new tools and partnerships paves way for better opportunities especially as we head towards the holiday season. The roadmap of TikTok world is fairly clear. eCommerce is the primary focus providing monetization opportunities for both brands and creators.
It will be interesting to witness the next milestone as the story of the new TikTok marketing has just unfolded!
Also Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
Google’s New Advertising Page Will Show Brand’s Recent Ad History
Google announced new changes to its online ads with a focus on transparency. The new advertising page will offer an overview of what an advertiser has run on Google’s platform in the past 30 days. It will disclose more information that allows web searchers to know more about the advertisers, why the ad is served, and other ads the advertiser has run on Google platforms like YouTube.
Insight Into The Advertisers Page
The ad catalog will give a comprehensive insight to consumers and advertisers at the ad creative for large to small local brands. The ad catalog also called ‘advertiser pages’ will be accessible through the ‘about this ad’ tab on YouTube and Search. For example, imagine you’re seeing an ad for a coat you’re interested in, but you don’t recognize the brand. With advertiser pages, you can learn more about that advertiser before visiting their site or making a purchase.
In addition to this, the search giant presents it as a useful tool from a consumer perspective to report any ad that violates the policies. On the blog, the Product Manager for Ads Privacy and Safety, Mojdeh Tomsich explains that the Advertiser Pages are based on a verification program. The program requires Google advertisers to verify information about their businesses, where they operate from, and what they’re selling or promoting. So far, Google has verified advertisers in over 90 countries to identify them as credible sources.
Interesting Read: Google Plans To Turn YouTube Into A E-commerce Giant
Transparency Is The Buzzword
The changes are a part of the search giant’s broader revamp in the face of increased regulatory scrutiny. Google’s approach to online advertising has been shifting and is focusing on transparency and consumer privacy. Google shared that over 30 million users interact with ad transparency and control menus every day.
Users engage with our ads transparency and control tools on YouTube more than any other Google product. To help our users make informed decisions online — no matter where they engage — we will roll out the “About this ad” feature to YouTube and Search in the coming months.
The feature will initially be rolled out in the USA in the coming months and then in other countries in 2022.
Today, we’re introducing advertiser pages as part of our ongoing efforts to give users more information about the ads they see. From “About this ad,” users will be able to see the ads that verified advertisers have run over the past 30 days and more. https://t.co/lunm0YUnu5 1/2
— AdsLiaison (@adsliaison) September 22, 2021
A Major Shift In Internet Ad Companies Data Sharing Strategy
In recent years, internet ad companies have been disclosing more information about how their ad targeting works, the data used for targeting, and the creativity behind the ads. The walled garden ‘Google and Facebook’ share in-depth information on political and issue-based ads. Facebook ads library is a searchable archive that provides all current campaigns including non-political ads. It provides a glimpse into the kind of marketing done across their apps.
Google’s advertising page is not a searchable archive and will appear only when a user is served an ad from any brand. If a user sees any particular brand ad then it will have access to that brand’s 30-day advertising history. These types of tools help in promoting more transparency. It aids consumers to procure more information about the entities in the case of any fraudulent too.
Also Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
Opera Ads Launches Self Serve Digital Advertising Platform For SMBs
Opera Ads announced Opera Ad Manager, a self-serve digital advertising platform powered by DanAds, a leading adtech infrastructure provider for publishers.
What Is Opera Ads Manager?
Opera Ad Manager is a portal that offers individual businesses and service providers the opportunity to advertise to their ideal audience around the globe, leveraging an easy-to-use interface to access the scaled inventory of Opera’s trusted browsers and news apps in the most transparent way.
Opera, the Norwegian browser maker that launched Opera Ads in 2019 has the capability to reach and engage millions of Opera users worldwide with innovative and content-based ad experiences. Hundreds of millions of engaged users choose Opera products to lead their online lives. Consolidated financial results from the second quarter, 2021 showed advertising revenue has increased 128% year-over-year, to $28.9 million, predominantly fueled by monetization growth within Opera News and mobile browsers. The revenue for Opera News grew 442% year-over-year and 49% sequentially versus the first quarter of 2021.
Interesting Read: Dubizzle Launches Their Own Self-served Advertising Platform
Opera Ads until now were only accessible to large digital advertisers. However, the self-serve option is a perfect fit for small and medium enterprises (SMEs) who can take advantage of Opera Ads’ impressive reach and targeting capabilities. Per Wetterdal, executive vice president of commercial at Opera said,
We still have the managed services for larger advertisers, but it’s not a good option for smaller ones. This is an extension that allows everyone to advertise in compliance
Opera Ads manager is designed to let anyone create, manage and report on digital advertising campaigns. Marketers can run video or image ads, decide the target audience and pick the devices with modest digital campaigns. Per Wetterdal said,
“At Opera we are always looking for innovative technologies to be integrated in our products and extend our offering. The partnership between Opera Ads and DanAds allows for complete automation of all ad operations, saving time and effort, which in turn leads to an increase in campaign efficiency and, thus, maximizes the ROI of every ad dollar spent.”
Interesting Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
How Will The Advertisers Benefit?
By partnering with DanAds, the Opera Ads manager allows advertisers to convey their message to the right audience, at the perfect time, in the most opportune place.
- Ease of use and freedom of choice: Starting a campaign has never been simpler thanks to the straightforward and easily accessible platform. At every stage, one can view all available options and play with the variables. This freedom of choice is what makes self-service advertising so popular.
- Full control of campaigns: Control creatives, scheduling, spending, and targeting with fully transparent results. Review custom reporting and analytics for the campaigns visualized with online graphs and tables that can be easily exported.
- Reach: Unlock and access all the tools required to reach millions of highly engaged users around the globe.
On the partnership with Opera Ads, Istvan Beres, co-founder and CEO said,
“We have been excited since day one of working together with Opera on the Opera Ad Manager. Our two companies have many similarities, being Scandinavian players on a truly global market and believing in the need for a transparent ecosystem. This is just the beginning of our partnership and we look forward to continue our set roadmap together,
Opera also plans to introduce a recommendation feature in the future to help advertisers determine how much and where to spend. Below is the video introduction to Opera Ad Manager.
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