TechShu Marketing Digest: November 2019

This curated list includes important digital marketing updates and insights from the month of November. To stay updated on the latest updates from the digital landscape, read our Digital Marketing Apple Page.

Digital Advertisement

1) Facebook rolls out new features that use machine learning to automatically deliver more tailored ad experiences to each person. The announcement read 

The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it. You can leverage this solution within the Facebook Dynamic Ad unit when creating ads for the catalog sales, traffic and conversions objectives in Ads Manager or the API.

2) Facebook to limit the number of ads each page can run at any time. The announcement read

In mid 2020, we are implementing a limit on the number of ads each Page can run at the same time. The ad limits will impact just a small percentage of advertisers, and we plan to share more details about the limits early next year. We’re implementing ad limits because very high ad volume can hinder an advertiser’s performance. With too many ads running at the same time, fewer ads exit the learning phase and more budget is spent before the delivery system can optimize an ad’s performance.

3) Snapchat rolls out extended play commercials where brands can extend their ads for up to three minutes. However, Snapchatters can skip the ads at any time after 6 seconds. Read more here

4) Google rolls out new extensions for YouTube ads. The announcement read

 Building off of our popular extensions on Search, extensions on YouTube give viewers useful and actionable information like store location, interest forms and additional calls-to-action. This information appears directly alongside your video ad. Later this year, call-to-action extensions, which are currently available for TrueView in-stream and non-skippable video ads, will also become available for 6-second bumper ads. Even when your primary objective is to drive reach, awareness or consideration, this launch will make it easier for viewers to take an action, like visiting your website, after seeing your ad. 

3) Facebook rolls out new brand safety controls for advertisers.The announcement read

Today we are announcing strides in our brand safety controls:

A one-stop place in Business Manager or Ads Manager to create block lists, get delivery reports and set an account-level inventory filter, rather than applying it one campaign at a time.
Improved delivery reports that allow the advertiser to search by account ID or publisher without having to download them. Soon we'll add content-level information to the delivery report.
A new brand safety partner, Zefr, joins DoubleVerify, Integral Ad Science and OpenSlate, to help ensure that the brand safety controls and tools we create continue to serve advertisers' needs.

4) Of the $57.30 billion digital display ad dollars transacted programmatically this year, a significant portion (56.3%) will go to banners, video and other display ad units across social networks: eMarketer Report

5) TripAdvisor rolls out self-service ad platform for SMBs. The announcement read

"We're excited to enable local and small businesses to easily and quickly create and upload their own campaigns that they can push live on TripAdvisor in a streamlined way. The real benefit is the ability to quickly grow a business by reaching nearly 460 million loyal, engaged and connected travelers who want to hear from brands that are relevant to them," said Christine Maguire, vice president, advertising revenue for TripAdvisor. 

Search 

1) Google Maps are the dominant local search tool, followed by Facebook and Yelp. The survey also found that a vast majority of people (81%) use smartphones for “near me” searches, with a small number favoring tablets (9%) and the rest using desktops or laptops (22%).

2) Google gives new information on the latest video structured data features. Read more details here

3) Bing's image search engine gets more precise through improved understanding of the relationships between user queries, images, and webpages. Read more details here

4) Bing releases a new set of search penalties for inorganic site structure. The announcement read

In order to maintain the quality of our search results while being transparent to the SEO community, we are introducing new penalties to address “inorganic site structure”. In short, creating a website structure that actively misrepresents your website boundaries is going to be considered a violation of the Bing Webmaster Guidelines and will potentially result in a penalty.

Social Media

1) Facebook launches new logo and a unique branding for all of its products. Read the announcement here

We started being clearer about the products and services that are part of Facebook years ago, adding a company endorsement to products like Oculus, Workplace and Portal. And in June we began including “from Facebook” within all our apps. Over the coming weeks, we will start using the new brand within our products and marketing materials, including a new company website.

 

2) One of the most talked about social media stories was Lego trolling Tesla's "indestructible" cybertruck which had its windows shattered during an awkward moment during the launch. 

3) TikTok hits over 1.5 billion downloads worldwide. The announcement read 

India has been the main driver of TikTok downloads across the App Store and Google Play, with 466.8 million, or about 31 percent of all unique installs coming from the country. China has generated the second most downloads for the app, accounting for 173.2 million, or 11.5 percent. 

4) Instagram details how posts are chosen for the Explore Page. Read the blog post here

“We predict individual actions that people take on each piece of media, whether they’re positive actions such as like and save, or negative actions such as “See Fewer Posts Like This” (SFPLT). We use a multi-task multi-label (MTML) neural network to predict these events. The shared multilayer perceptron (MLP) allows us to capture the common signals from different actions.”

5) Facebook rolls out Facebook Pay to its users in the US. Read more here

With Facebook Pay you can:

  • Add your preferred payment method once then use Facebook Pay where available to make payments and purchases on our apps, instead of having to re-enter your payment information each time
  • Set up Facebook Pay app-by-app, or choose to set it up for use across apps (where available) — that means we won’t automatically set up Facebook Pay across the apps you are active on, unless you choose to do so

6) YouTube's CEO updates on Monetization Tools, Copystrikes and Content Guidelines. The announcement read

Today, thousands of channels have more than doubled their YouTube revenue by using new features that help fans engage with creators, like Super Chat, Channel Memberships, and Merchandise. More than 100,000 channels have received Super Chat, and some streams are earning more than $400 per minute as fans reach out to creators to say hello, send congratulations, or just to connect. And we’re building on the success of Super Chat by expanding the launch of Super Stickers to eligible creators in 60 countries around the world.

7) Twitter's new 'Hide Replies' option will be rolled out to all users globally.

8) Twitter rolls out a new scheduling feature on desktop.
 

Category
Digital Marketing