LinkedIn | June 04, 2020
LinkedIn has announced much-anticipated targeting for its ads: engagement retargeting options for Lead Ads and Video views.
LinkedIn has announced much-anticipated targeting for its ads: engagement retargeting options.
It will be rolling out into accounts over the next month.
Why Engagement Retargeting Was Needed for LinkedIn
One of the harder parts of buying media in paid social is that the vast majority of users prefer to not leave the platform.
Without on-site behavior to rely on for retargeting, advertisers can be left sending top-of-funnel ads to the same users over and over, without the insight that they may have taken on-platform actions already.
More and more, social platforms have pushed to try and recreate remarketing possibilites based around a user’s on-platform behavior.
Facebook developed this steadily over the years, with the ability to target users who engaged with posts, contacted a Page via Messenger, watched a certain percentage of a video, and many other options.
Read more: LinkedIn introduces conversation ads: A new message-based ad format
With the cost of LinkedIn, many advertisers can struggle to drive enough traffic to build a remarketing audience worth the cost to get users to their website.
Because LinkedIn is heavily business to business, the product life cycles tend to be long, with many interactions along the way to a purchase or conversion.
How Lack of Engagement Retargeting Impacted Advertisers
The lack of insight or ability to retarget on-platform behaviors like users who watched a video or interacted with a lead form was a hindrance.
“There’s so much value in being able to keep top-of-mind for all platform interactions, rather than just the portion that makes it to the website,”said AJ Wilcox. Wilcox is the founder of B2Linked, an internationally recognized expert agency in LinkedIn Ads, and the host of the LinkedIn Ads Show Podcast.
This was also creating looming angst around the demise of third-party cookie reliance in ads.
Engagement retargeting on LinkedIn is something we’ve been waiting on for a long time. The platform’s existing retargeting solution is fully reliant on cookies, so half of your traffic doesn’t qualify (iOS devices) and the other half will be gone in 2 years. It requires someone to visit your website.
- AJ Wilcox
Lead Gen Form Retargeting
Audience creation is done in the Account Assets section by choosing the Matched Audiences option. It will work with awareness, engagement, and conversion objectives.
Audiences can be created based on members who opened or submitted the lead forms you run on LinkedIn.
The window for engagement can be from 30-365 days in the past.
The audience will have a minimum size requirement of 300 to be used in a target.
Audiences for video retargeting are also in Account Assets section by choosing the Matched Audiences option. It will also work with awareness, engagement, and conversion objectives.
You can create audiences based on how much of your video audiences watched:
Like Lead Gen Form audiences, you can choose a time period of 30-365 days in the past.
You also specify which video ad campaigns you are looking to focus on. It will list the number of video views per campaign, completion rates and time periods.
The Video Views option also extends to users who viewed on the Audience Network.
Future Iterations of Engagement Targeting
While LinkedIn hasn’t announced anything further, Wilcox notes this is a great first step to opening the door further.
“My hope is that this will be a platform that continues to get access to new audiences. I’d love to see the ability to retarget those who clicked on an ad (not just those who made it to the landing page), and even visitors to personal Profiles and company Pages in the future,” he commented.
LinkedIn’s announcement is here, and they have updated their retargeting documentation to include these new features.
Facebook | June 12, 2020
Facebook Ads is walking back a portion of the rule that bans the sale of face masks, driven by increased demand and state guidelines on mask-wearing.
Facebook announced they are relaxing the restrictions around ads selling face masks, a rule they instituted in March.
The rule originally came into effect as Covid-19 was spreading, and a mask shortage was imminent.
In order to prevent price gouging, hoarding, and spread of misinformation, Facebook made the decision to unilaterally ban any ads selling masks.
Phased Openings Driving Demand
As states have started re-opening, many have created new rules and guidelines for being in public.
One of those guidelines is wearing face masks to help prevent continued spread, with non-medical ones being acceptable.
This has driven demand among consumers looking to purchase reusable masks online, and causing less issue of medical ones being sought out.
Medical vs. Non-Medical Masks
Facebook has specified the ban on ads is being lifted for non-medical masks. They define non-medical masks as the following:
- non-medical grade
- masks not promoted with medical or health claims
- handmade or fabric masks
- reusable masks
- refashioned materials (notably things from clothing retailers who have started producing, like neoprene, etc)
Advertiser Restrictions for Selling Non-Medical Masks
Facebook has also noted that this ban lift will not apply to every advertiser who suddenly wants to get in the game and sell masks. They have outlined requirements around advertisers who are allowed to run these ads.
To prevent unknown entities from suddenly piling in and potentially scamming buyers, advertisers must meet some criteria.
The first is they must currently be in good standing with Facebook Ads, meaning no violations or disabled instances due to policy violation.
Advertisers must also have a minimum advertising history of at least 4 months, or be associated with a Business Manager of that age. The 4-month requirement is tied to the date advertising started – not the date the account was created.
Read more: Facebook highlights digital air strike’s click to marketplace advertising helping increase consumer sales during COVID-19
For example, if a Page was created a year ago, but it never ran ads, it would not be eligible.
Ad accounts tied to a Business Manager that has run ads in the past 4 months will be allowed.
Geography Targeting Restrictions
Some countries had unusually high policy violations for attempting to sell medical equipment during the ban. For advertisers that reside in that country and meet the criteria above, they will only be permitted to run the mask-selling ads in their home country.
- These countries include:
Facebook notes these restrictions are temporary.
Prohibited Content Tied to Mask Ads
There are also rules around the content within the ad and the landing page that ads take a user to.
There can be no medical or health claims made. This includes mentions of disease prevention, protection of the respiratory system, or ability to filter out germs.
If an advertiser wants to mention the community benefits of wearing masks, the ad and landing page cannot do so while tying it to the benefits noted above. It also cannot overstate claims about the benefits of masks.
They give the following example on the difference in language for this rule:
We’ve pivoted our business to making masks to help keep our community healthy’ would be allowed, but stating ‘We’re stopping the spread of COVID-19 by making masks’ would not be allowed .
- Facebook policy
Restrictions are still in place for hand sanitizers, surface wipes, Covid-19 test kits, medical grade face masks. None of these may be used as a free gift with purchases, either.
The full policy on this change can be found here.
VidMob | October 29, 2021
VidMob, the world’s leading platform for Intelligent Creative, today announced that the company is acquiring Chiligum, an advertising technology company that automates aspects of creative production to deliver personalized and dynamic advertising at scale. With the addition of Chiligum, VidMob offers the first full-stack creative operations solution for marketers who want high-performing creative at scale, while maintaining brand quality and best practices. Chiligum’s creative automation technology helps teams close the gap between what creative asset teams can produce and what their media and digital experience plans require, and compliments VidMob’s AI-powered creative analytics, Agile Creative Studio and Brand Governance suite of products, and it’s global network of expert creators.
Creative optimization is a largely untapped opportunity for brands looking to improve advertising performance and business outcomes. Creative agility is especially critical for marketers who run digital campaigns with unique audiences and a large variety of ad formats. VidMob’s technology enables brands to understand the impact of messaging and creative on advertising campaign performance and provides real-time insights that can be implemented by creative teams. With Chiligum, ads can be instantly versioned and personalized at scale, which is particularly valuable for brands with large product catalogues, dynamic pricing and promotion needs, or the desire to deliver personalized advertising.
With the addition of Chiligum, VidMob customers can easily:
Scale ad production faster - Rapidly create versions of best performing ads 90% faster
Personalize ads at scale - Automatically update ads with real-time data feeds
Publish Everywhere - Easily publish to all major digital and social media platforms
Global creative enablement - Localize content for different geographic, cultural and business contexts
“Human creativity will always be the backbone of differentiation in communications. Creative Automation frees up creators to focus on delivering higher value creative impact by removing the tedious formatting and versioning tasks that, with the advent of digital and personalization, have taken over much of their time and energy. I'm thrilled to welcome the Chiligum team and look forward to working with them to accelerate our development of the operating system for intelligent creative.”
Alex Collmer, founder and CEO at VidMob.
“VidMob’s data-driven approach to creative performance is a perfect fit for our company,” said Deborah Folloni, CEO and Founder at Chiligum. “VidMob has the most comprehensive solution to support Intelligent Creative operations and together we will help marketers remove creative bottlenecks, deliver quality creative that is intelligent and brand compliant, and that can support dynamic and personalization use cases.”
Chiligum is a leading adtech company with headquarters in Sao Paulo, Brazil that helps marketers create ad content at scale with automation solutions. Founded in 2015 by Forbes 30 under 30 honoree Deborah Folloni, Chiligum has delivered over 7 million ad creatives to date for global brands. Most recently, the company was featured as one of Brazil’s 100 Startups to Watch as one of the most promising and innovative businesses in 2020.
VidMob is the world’s leading platform for Intelligent Creative that provides an end-to-end solution to help brands improve their marketing results by unifying creative and data. VidMob is the only company in the world to receive a certified creative marketing partner badge from every major social and digital platform. A portion of every dollar VidMob receives is used to fund pro bono creative services for non-profits through its 501(c)(3) VidMob Gives. Most recently, the company was included in Inc. magazine's annual list of the Best Workplaces for 2020 and VidMob received the 2020 Creative Intelligence Technology Innovation Award from Frost & Sullivan.