Microsoft Introduces Video & CTV ads
At the DMEXCO conference, Microsoft revealed a new addition to its advertising suite - Video and Connected TV (CTV) ads. This feature enables advertisers to create video and CTV campaigns directly through Microsoft’s Advertising platform. The new offering is particularly relevant in a time of increasing multi-screen usage, with a significant portion of consumers using a second screen while watching TV.
Microsoft's platform stands out due to its access to billions of first-party data points, facilitating highly targeted audience engagement. The ads can be displayed across various platforms, including Max, Hulu, Bloomberg, MSN, Huffington Post, and the Wall Street Journal. With U.S. programmatic video ad spending predicted to grow significantly over the next few years, Microsoft’s new feature is well-positioned to capitalise on this trend. [1]
TikTok Provides More Ad Metrics
TikTok has launched a new feature called Attribution Analytics within its Ads Manager. This first-party measurement tool aims to provide advertisers with a holistic view of the customer journey, enabling a better understanding of user behaviour on TikTok. Attribution Analytics is designed to address the issue that not all conversions on TikTok are captured by conventional measurement methods. A post-purchase survey found that 79% of all conversions attributed to TikTok by users were missing from last-click models.
The first feature of Attribution Analytics is Performance Comparison. It allows advertisers to visualise conversions over different time periods to find the most effective attribution strategy for their business. The tool can analyse key actions such as 'View Content', 'Add to Cart', 'Initiate Checkout', and 'Purchase'. It also allows for the comparison of click-through and view-through conversions and their impact on cost per acquisition (CPA). Performance Comparison can also help understand the effectiveness of TikTok views in driving conversions. The tool offers 1-day and 7-day view-through attribution options to compare the impact of ads on assisted conversions. Additionally, the tool can provide insights into user behaviour, showing the number of conversions that occur after seeing or clicking an ad, and the amount of time it takes for these conversions to happen.
TikTok plans to further develop Attribution Analytics with more features and support for different campaign types to provide advertisers with a transparent view of their advertising impact. [2]
Pinterest Announces Their Growth Strategy
Pinterest, during its Investor Day, outlined key strategies that have helped to drive its growth and engagement. The platform boasts a highly valuable audience, with its fastest-growing segment being Gen Z. Users come to Pinterest with a unique commercial intent, making it a potent marketing platform as it covers every stage of the purchasing journey.
The platform has become increasingly shoppable, with a 50% year-on-year increase in buyable items saved to boards. This is attributed to strategic partnerships with retailers and the scaling of shopping ads. Pinterest has also launched a record number of ad formats in the past year, propelling the platform into a strong position within the $550 billion digital advertising space. Lastly, Pinterest has experienced significant growth, boasting a 35% CAGR since going public. It anticipates increased revenue growth and an adjusted EBITDA margin in the low 30s percentage range over the next 3-5 years. [3]
Meta Verified To Be Rolled Out To Brands
Meta has introduced a new monthly subscription package called 'Meta Verified' aimed at assisting creators and brands in establishing their presence more effectively on Instagram, Facebook, and eventually WhatsApp. The service offers several exclusive benefits, including a verified badge, proactive impersonation monitoring, support for troubleshooting account issues, and novel ways to get discovered by appearing at or near the top of search results.
The subscriptions start at $21.99 per month for one account and $34.99 for both Instagram and Facebook. Eligibility for Meta Verified requires the user to be at least 18 years old, meet activity requirements, adhere to naming standards, have a valid photo ID, enable two-factor authentication, and follow Meta's Terms of Use and Community Guidelines. [4]
[2] TikTok
