40% ad spend increase recorded in ecommerce advertising

netimperative | August 01, 2019

40% ad spend increase recorded in ecommerce advertising
The findings, from Marin Software’s Q2 2019 Digital Advertising Benchmark Report, indicate that marketers are embracing newer features of well-known social media platforms, like Instagram Stories, to reach new potential customers and their effort is paying off. eCommerce Continues to Thrive: 40% ad spend increase recorded in eCommerce advertising as Amazon maintains its healthy lead.Engaging Stories Format Pays Off: 45% of all Instagram spend occurred on Stories as advertisers and consumers embrace the ad format.Search Click Volume Rises: With 13% YoY growth, paid search click volume has shown solid growth globally

Spotlight

From Facebook, Instagram, and Google, a digital marketer usually works on numerous platforms. In this profession, having to stay on top of the multitude of available channels means having to keep up with the trends that each medium entails. When it comes to marketing on the World Wide Web, the use of infographics is an emerging trend that’s changing how we share, curate, and organize online information. A visually compelling marketing medium, an infographic is an efficient way of putting together images, text, and design to create a content that tends to be shared across an array of online platforms. If you are on the fence of whether or not to integrate infographics into your digital marketing initiatives, here are the 6 reasons that might convince you of its importance.

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Facebook and Instagram users now able to block political ads

Facebook | June 19, 2020

Facebook has announced users can now block political ads, along with increasing transparency around ads, and a spend tracker for political advertisers. As the scrutiny around Facebook’s role in political information and advertising continues, they have made a decision about how to handle it: continue to try and provide clean, transparent information, and let the users decide with their votes in elections. Rolling out on both Facebook and Instagram is a new feature called the Voting Information Center. Facebook has announced users can now block political ads, along with increasing transparency around ads, and a spend tracker for political advertisers. As the scrutiny around Facebook’s role in political information and advertising continues, they have made a decision about how to handle it: continue to try and provide clean, transparent information, and let the users decide with their votes in elections. With so much of our discourse taking place online, I believe platforms like Facebook can play a positive role in this election by helping Americans use their voice where it matters most – by voting . - Mark Zuckerberg Opting Out of Political Advertising Rolling out on both Facebook and Instagram is a new feature called the Voting Information Center. Among the myriad features it will showcase, there’s one that users are likely to be happiest about: they will be able to opt out of political advertising, starting today with a rollout over the next few weeks. The definition of political ads include the following: • social issues • electoral ads • political ads from candidates • super PACs • any ad type with a “paid for by” disclaimer The action can be taken by either hitting the three dots on the ad and choosing to to no longer see it, or it can be set up in your preference for Ad Topics in the Ad Preferences section. Read more: Facebook & Instagram add more ways to support local businesses Here are demo videos on both methods: It can also be done in Instagram, again with either option: They note that this will roll out in the fall to other countries where enforcement is possible. Clarity Around Ad Sharing Another issue that’s being addressed is clarity around politically-sponsored ads. While political ads must contain the “paid for by”disclosure, there was a catch: if an ad was shared onto a users profile or Page, the disclaimer would disappear. This blurred the line for users around what was a paid-for statement. Starting today, the “paid for by” note will follow that ad, no matter where it’s shared. Public Spending Accountability Facebook will also be implementing transparency in account spending. There will be an ad spending tracker present reflecting total spends for US House races, Senate races, and also Presidential candidates. They will also have a tracker that can compare advertiser spending in political and issue ads. All of these additions are extensions of Ad Library features and user controls that were promised back in January. Voting Information Center The tug-of-war over whether Facebook should be involved in political messaging has been a contentious issue for years. Many have been frustrated with their refusal to put tighter controls in place, but Mark Zuckerberg has stood by his stance that Facebook’s role is to facilitate information and participation in governmental elections. Ultimately, I believe the best way to hold politicians accountable is through voting, and I believe we should trust voters to make judgments for themselves. That’s why I think we should maintain as open a platform as possible, accompanied by ambitious efforts to boost voter participation. - Mark Zuckerberg In that vein, Facebook has created a Voting Information Center. It will provide details to users about how and where they can vote. This includes information about mail-in ballots, voter registration, and early voting options. Read more: Facebook buys Giphy to integrate it with Instagram service They also note they will include posts from state election officials and verified local election authorities. It will appear front and center on users’ News Feeds. Their full announcement can be found here.

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Microsoft Advertising Introduces Cookie-Based Experiment Functionality

Microsoft | April 29, 2020

Microsoft Ads is adding an additional feature to the Experiment functionality launched last July.: cookie-based audience specifications. Microsoft notes this is preferable over Search-based Experiments for testing items such as creative testing. The new feature for cookie-based audience splits is now under the “Advanced Options” section. What is the Cookie-Based Option? Unlike experiments that are search-based only, cookie-based audience splits means that the system will “remember” which version they were shown. Moving forward, they will only see ads from that campaign, vs. being treated as a new user every time they search. The audience “buckets” will occur at the cookie level vs. at the session level. Microsoft notes this is preferable over Search-based Experiments for testing items such as creative testing, since the user is only responding to one source or another and it will remain that way for their cookie ID. Read more: Microsoft expanded features in its redesigned advertising platform How Did It Work Before? The first iteration of Experiments was search-based. It relies on randomization for showing the ads between the original campaign and the Experiment, and it happens every time a user searches. There was no “memory” of the user having performed the action previously, unlike cookie-based audience splitting, which buckets audiences by cookie identity vs. what they searched in that single session. This method means users could search multiple times and be shown ads from both the control and experiment versions. Microsoft recommends this for testing things such as bidding methods, since the comparison would be at the bid level and is ultimately a study in cost. Read More: Microsoft advertising introduces new features for shopping campaigns How to Enable Cookie-Based Splitting Users can access Experiments via the Experiments tab. The “Create an experiment” module will appear. Here, users select the Campaign they want to run the test on, name it, specify the dates, and what percentage of the audience should see the Experiment. The Difference in Rate of Experimentation There is a trade-off for having the potentially higher accuracy of cookie-level data: The amount of time it will take for statistically significant results. Here is a simplistic example: If you have 10,000 users eligible for your Experiment: -They search an average of 3 times -That’s 30,000 times your Experiment would run against your control. -It would give each instance roughly 15,000 searches of data if you run your Experiment split at 50%. However, if you have 10,000 users using cookie-based: -Their multiple searches don’t count. -You would have a 50% split to each instance of only 5,000 users per each group. -The smaller pools mean it will probably take longer for the results to be statistically significant. The cookie-based feature is available in all accounts now. You can find Microsoft’s full announcement here, along with an overview of using Experiments here.

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ADVERTISER PLATFORMS

DMS Unveils Key Promotional Strategies for Advertisers this Holiday Season

DMS | October 26, 2020

Digital Media Solutions, Inc. (NYSE: DMS), an innovative global solutions provider of digital performance advertising and a connection point between digital advertising clients and their prospective customers, unveils key promotional strategies to drive ecommerce growth this holiday season. As advertisers finalize their efforts to drive engagement and sales in Q4, DMS offers an insightful collection of thought leadership and best practices articles to guide optimal decision-making for holiday digital advertising strategies across various market segments with the publication of the 2020 Holiday Season: Consumer Mindsets & The Growth Of Ecommerce ebook.Preparing brands for success this holiday season, DMS curated articles from their library of thought leadership content for the 2020 Holiday Season: Consumer Mindsets & The Growth Of Ecommerce ebook to help digital advertisers optimize their campaigns to align with evolving consumer expectations, behaviors and demands.

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Spotlight

From Facebook, Instagram, and Google, a digital marketer usually works on numerous platforms. In this profession, having to stay on top of the multitude of available channels means having to keep up with the trends that each medium entails. When it comes to marketing on the World Wide Web, the use of infographics is an emerging trend that’s changing how we share, curate, and organize online information. A visually compelling marketing medium, an infographic is an efficient way of putting together images, text, and design to create a content that tends to be shared across an array of online platforms. If you are on the fence of whether or not to integrate infographics into your digital marketing initiatives, here are the 6 reasons that might convince you of its importance.