In this month’s edition of the Just Media Platforms Post, we’ve tapped a few of our in-house experts to dish on some of the key trends to watch this month!
Google Wipes Out Bad Ads
Continuing their effort to suppress fake news, misinformation and low-quality content, over 2018 Google removed 2.3 billion bad ads and twice the amount of bad advertisers compared to 2017. Industries hit hard by Google’s policing included bail bonds, addiction services, ticket re-sellers, and cryptocurrency.
Additionally, Google removed ads from 1.2 million pages, 22,000 apps and 15,000 sites that violated its policies. A technology released in 2017 allowing advertisers to remove ads from specific web pages aided Google in this audit.
Google is one of the most prominent leaders in digital advertising and their policing across the industry impacts everyone. By removing low-quality advertisers and ads, Google’s properties have more room at a more competitive rate for good advertisers. By removing low-quality pages, apps, and sites, good advertisers can expect more brand safely.
LinkedIn, Adobe, and Microsoft Collaboration to Super Power ABM Strategy
A new strategic alliance between LinkedIn, Adobe, and Microsoft will create a more personalized experience at both the individual and account level on key B2B platforms like LinkedIn. By extending LinkedIn account-based marketing capabilities to Adobe Experience Cloud users, it will help us identify and target the right audiences on LinkedIn to orchestrate the engagement of multiple individuals in a sophisticated marketing and sales journey.
We will gain a more in-depth, real-time understanding of key accounts and their behavior throughout the buying process. By targeting audiences with people-based campaigns, we can effectively scale strategies with more precision than ever before.
Instagram Debuts In-App Checkout
Instagram is beta-testing a feature that allows users to make purchases without leaving the app. In theory, this should shorten and simplify the user journey and make Instagram ads more actionable.
When rolled out fully, our team at Just Media may be able to test this feature for B2C clients to drive more product sales right in the Instagram platform without disrupting the user’s browsing experience.
LinkedIn Targeting Steps Its Game Up
LinkedIn is rolling out its Lookalike Audiences targeting to everyone permanently. Before, advertisers were only able to create lookalikes if they were part of beta testing with the platform. This new audience feature allows advertisers to reach high-converting audiences by targeting those who have already demonstrated an interest in the client’s business; get results at scale and extend the reach of advertisers’ campaigns to more qualified prospects; and engage new target accounts through ABM Lookalikes. LinkedIn’s Lookalike Audience feature will ultimately help advertisers reach potential leads that are similar to a company’s best customers, resulting in maximize one’s ROI due to specific targeting at a more precise level. This platform update is beneficial to our client’s campaigns because it provides another targeting option that will help us as advertisers market to the right people.
Programmatic & the Power of AI
AI is the next stage of evolution that will open up possibilities that not so long ago seemed impossible. As powerful of a tool that it is, it must be informed by quality data and guided by human creativity to deliver on its potential. From micro-optimizations to improve ROI in real-time to customization on messaging at the profile level, AI is the key to evolving the consumer experience.
Transitioning to a First Price Auction Model
Google AdX is changing to a first price auction model. This means that when you win your auction, instead of paying $0.01 more than the 2nd highest bid, you’ll pay your full bid for the impression. While Index Exchange has been operating this way for some time, this switch by AdX marks a movement that other exchanges will surely follow.
This change favors publishers. In the short term, we’ll need to manage bidding strategies closely to ensure we’re not overpaying for impressions. In the long run, we’ll see more sophisticated technology from our Demand Side Platforms to use machine learning to bid smart rather than high.