Snapchat is launching a new format for video ads called Extended Play Commercials which allows advertisers to run ads up to three minutes long.
The video ads are skippable after six seconds and will be shown as mid-roll ads – similar to how Snapchat handles shorter ads.
The goal behind Extended Play Commercials is to let advertisers tell longer, more engaging stories to users who are already actively engaged with the platform. As the company tells AdWeek, Snapchat believes these ads will help capture a greater share of the video ad market:
“The company believes the flexibility that extended play commercials provides to video advertisers will help it gain more share of the overall online video advertising market.“
While the new ad format is currently only available in closed beta, advertisers can request access by making a request through Ads Manager or contacting a Snapchat advertising representative.
David Router, Snapchat’s VP of Global Agency Partnerships, says the ads are a great way for advertisers to connect with shoppers this holiday season:
“We’re committed to building high-impact, long-form video ad formats, and extended play commercials are a great option for online video and TV buyers. Heading into the holidays, this format is a powerful new way to reach our Generation Z and millennial audience in Snapchat’s premium, brand safe Discover content.”
https://www.tulsamarketingonline.com/wp-content/uploads/2019/11/1-snapchat.jpg480800Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2019-11-26 15:47:062019-11-26 15:47:06Snapchat’s new Extended Play Commercials run up to 3 minutes long
Chatbots are becoming a mainstay of everyday commerce, helping customers quickly connect with brands of all types and sizes and facilitate online sales.
According to a new study from Intercom, the automated messaging bots are also helping businesses save considerable amounts of money, with business leaders saving an average of $300,000 in 2019. However, the findings also reveal a disconnect between shoppers’ preferences and chatbot prevalence.
Notably the study found that 74% of customers surveyed expect to encounter chatbots on a website, though more than 85% of customers still prefer speaking with a human.
Although shoppers may not prefer chatbots, there are plenty of signs to suggest the bots are a uniquely powerful tool for driving sales. One prediction from Juniper Networks estimates the tool will drive more than $110 billion in retail sales by 2023.
The reason is that having a human available to respond to questions isn’t always feasible. Brands may not have the budget to have a receptionist or social media manager available at all times.
These bots help fill a needed gap in customer service, marketing, and sales simultaneously – leading to higher sell-through rates according to the Intercom study.
“Chatbots increased sales by an average of 67%, with 26% of all sales starting through a chatbot interaction,” the study found.
https://www.tulsamarketingonline.com/wp-content/uploads/2019/11/Chatbot1.jpg405720Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2019-11-21 15:56:042019-11-21 15:56:04Chatbots Fueled Sales and Saved Businesses $300,000 This Year
Facebook is using machine learning to launch a number of new personalization features for advertisers, as the company recently announced.
The goal is to make it easier for brands and advertisers to customize ads for their potential customers without having to create several distinct ads.
Dynamic Ad Formats and Ad Creative
When using Facebook’s Dynamic Ads, brands will be able to us the company’s machine learning model to predict a user’s ad format preference and deliver the best ad for their taste. This helps guarantee the best chance of catching users’ attention and driving clicks or conversions.
“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,” Facebook said.
Multiple Optimized Text Options In Single-Media Ads
The company has been testing a method for delivering responsive ads with multiple options for ad text, headlines, and descriptions for months, and is now officially launching the feature.
With this feature, advertisers can set a number of unique ad descriptions, headlines, or primary texts which are then selected by Facebook’s machine learning model based on users’ preferences.
Lastly, the company announced that advertisers can select languages for their ad to be automatically translated into when using Ads Manager. By automatically,
By using the “add languages” feature, advertisers can reach their international customers with messages in the local language quickly and efficiently. This helps advertisers save on resources to produce their own translations for key languages, while giving them controls to review and provide their own translations
Why It Matters
These features all work to speed up the process of creating ads for a wide range of users and audiences. Using signals directly from users, the company is able to deliver the best version of your ad for each user and create the best chance for your ads to convert every time they are shown.
https://www.tulsamarketingonline.com/wp-content/uploads/2018/12/facebook-76536_640.png359640Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2019-11-19 15:58:152019-11-19 15:59:38Facebook Launches New Ways To Automatically Optimize Your Ads For Users
Google has announced it plans to warn users of its Chrome browser about slow sites using a method called “badging”.
The idea is to provide a sign letting users know when a site typically loads slowly before they ever click a link to that site or while the site loads. Google sees this as a way to “reward” fast sites, saying:
“We think the web can do better and want to help users understand when a site may load slowly, while rewarding sites delivering fast experiences.”
For example, Google published one concept for what a slow speed badge could look like while a site is loading:
In this case, it is likely that the badge could increase abandonment rates for slow sites.
The company is also talking about using contextual menus that preview links and would include similar badges indicating a site is fast.
Another idea includes subtly changing the color of loading bars to indicate whether a site is fast:
As the company explained in its announcement:
“Our early explorations will look at a number of Chrome surfaces, including the loading screen (splash screen), loading progress bar and context-menu for links. The latter could enable insight into typical site speeds so you’re aware before you navigate.“
The web browser admits this idea is in the early stages, and may considerably change before they determine “which provides the most value to our users.”
Additionally, the company says they plan to expand the badges to include a number of metrics aside from speed:
“Our long-term goal is to define badging for high-quality experiences, which may include signals beyond just speed.”
https://www.tulsamarketingonline.com/wp-content/uploads/2019/10/Google_Chrome_logo_and_wordmark_2015.png203655Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2019-11-14 15:56:042019-11-14 15:56:04Google Chrome May Warn Users About Slow Sites Before They Click
Instagram will start testing the removal of “Like” counts in the US as early as this week, the company’s CEO announced recently.
The company has already been testing eliminating the “Like” counts from view for users in Canada, Brazil, Japan, and Australia. However, this is the first time they will be testing the concept for American users.
Notably, in these tests, Instagram has not totally removed the presence of Likes or the ability to view your total likes. Instead, the site has hidden the total number of Likes from other users viewing a person’s post on desktop or viewing a person’s profile. This makes it so that only account owners can view the number of Likes a post receives.
If Instagram proceeds to remove Likes entirely from public view, it could have a significant impact to how users interact with content and how online success is measured.
For instance, influencers and marketers will likely stop relying on Likes as a measure of their posts success. Instead, they might shift to other, deeper engagement metrics such as clicks, comments, or shares.
For now, Instagram is just testing removing likes. Given that they have slowly been expanding this feature around the world, however, it seems likely that the platform is seriously considering hiding your Likes from public view for good.
https://www.tulsamarketingonline.com/wp-content/uploads/2018/12/Instagram-logo-text.png228640Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2019-11-12 17:51:052019-11-12 17:51:05Instagram to Test Removing “Like” Counts From U.S. Users
Google announced this week it is bringing ad extensions – similar to those that appear in search ads – to YouTube ads.
The new extensions expand the capabilities of traditional ads by offering unique call-to-actions or additional information for users.
Specifically, the new YouTube ad extensions allow advertisers to include directions to brick-and-mortar store locations, show lead generation forms, or use a number of CTAs that better fit your niche.
Currently, the extensions are only available for TrueView in-stream or non-skippable video ads, though the company says it will be expanding the feature to 6-second bumper ads later this year.
Google is already exploring ways to bring more ad extensions for YouTube’s TrueView ads, and will continue to do so in the future.
For example, the company is already beta testing sitelink ad extensions which would add a series of relevant links underneath a video ad.
In the announcement, Google says the new features are aimed at driving more clicks and conversions. In a beta test with 30 advertisers, extensions like sitelinks increased conversions by more than 20% and doubled the number of clicks.
Bing has announced a new series of link penalties aimed at reducing the presence of spammy or manipulative sites across its search engine. Specifically, the latest link penalties target private blog networks (PBNs), as well as those using subdomain leasing or manipulative cross-site linking.
What Bing is Targeting
For the most part, Bing is looking to penalize sites who are misleading search engines by essentially bundling site level signals to increase the presence of unrelated subdomains. Lately, a number of larger sites have been leasing subdomains while promising high rankings through site-level signals.
Subdomains are regularly used for legitimate purposes to help separate areas of a site. For example, many sites may use a separate subdomain for areas of their site related to customer support, which would appear as support.example.com. In this case, it makes sense for the support areas of the site to still benefit from the site-level SEO signals present.
On the other-hand, you have leasing services such as WordPress which are used to host a wide-range of unrelated topics, brands, and philosophies. In this case, it would not make sense for each subdomain to receive the SEO boost from WordPress’s main domain.
While WordPress follows the best practices of search engines and properly insulates each subdomain, some bad actors have been misrepresenting their site structure to artificially inflate the presence of unrelated subdomains.
“…we heard concerns from the SEO community around the growing practice of hosting third-party content or letting a third party operate a designated subdomain or subfolder, generally in exchange for compensation.
…the practice equates to buying ranking signals, which is not much different from buying links.”
Private Blog Networks
In particular, Bing called out PBNs for misrepresenting their site structure to artificially inflate content:
“While not all link networks misrepresent website boundaries, there are many cases where a single website is artificially split across many different domains, all cross-linking to one another, for the obvious purpose of rank boosting. This is particularly true of PBNs (private blog networks).”
Another issue that Bing is putting in its crosshairs are sites that are essentially a single site but are broken into multiple interlinking sites to create false link signals.
The graphic below illustrates how this site structure may appear:
Notably, this practice has already been against Bing’s policies and subject to penalties, but the search engine says it will begin applying additional penalties.
All of the types of activity being targeted by Bing’s latest link penalties are systematic misrepresentations of websites to artificially boost their presence in search engines. It is hard to imagine many cases where legitimate sites could be affected inadvertently – though it is always possible.
https://www.tulsamarketingonline.com/wp-content/uploads/2019/10/bing-new-logo-1200x675.png6751200Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2019-11-05 16:40:172019-11-05 16:40:17Bing Announces New Link Penalties