Facebook introduces household income targeting based on US ZIP code averages

Facebook | February 04, 2019

The new ad targeting feature will allow marketers to direct ads to people within specific income brackets and customize creative based upon the typical products or perceived needs of people in that income bracket. The feature does not identify specific income ranges, but instead lets advertisers choose income levels based on where the user’s household income falls percentage-wise, i.e. top 5 percent, top 10 percent, top 10 to 25 percent and top 25 to 50 percent.The new targeting feature was brought to Marketing Land’s attention via a Tweet by Facebook ad expert and president of AKvertise social media marketing agency, Akvile DeFazio.

Spotlight

Many companies tap into social media to foster engagement with their audience and to stay abreast of customer needs, market trends and breaking news requiring attention. However, even the savviest of organizations may overlook the need to monitor for brand protection-related issues, such as brand impersonation, account spoofing or even counterfeit goods. With a growing focus on social media channels and growing pressure to deliver measurable results, it’s critical that marketing executives address these risks. Otherwise, they’re at risk of sacrificing hard-earned brand trust and the ability to engage consumers one-on-one. This paper explores these issues and offers best practices for protecting your brand in social media channels.

Spotlight

Many companies tap into social media to foster engagement with their audience and to stay abreast of customer needs, market trends and breaking news requiring attention. However, even the savviest of organizations may overlook the need to monitor for brand protection-related issues, such as brand impersonation, account spoofing or even counterfeit goods. With a growing focus on social media channels and growing pressure to deliver measurable results, it’s critical that marketing executives address these risks. Otherwise, they’re at risk of sacrificing hard-earned brand trust and the ability to engage consumers one-on-one. This paper explores these issues and offers best practices for protecting your brand in social media channels.

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SOCIAL MEDIA ADVERTISING

Pinterest Introduces a New Overview of its Advertising Process in an Effort to Simplify Paid Promotions

Pinterest | May 12, 2021

Pinterest has seen a significant rise in use over the last year since e-commerce growth has increased during the pandemic. There is an opportunity in Pins for the right brands, with 478 million monthly active users whom all come to the platform with a buying and discovery mindset. And, today, Pinterest released a new guide about how to use Promoted Pins to maximize your Pin marketing efforts. The new directory, to which you will have access, is a fairly basic rundown of all the main elements of Pin Promotion, as well as useful campaign tips. It also gives you a comprehensive rundown of your promotional choices, including Promoted Pin campaign targets. It also has information about how to target the campaign and how to get the most out of it by working with the right people. Each segment also includes ‘Pro Tips,' which include insider advice about the best ways to use pin ads. Pinterest reiterates the last point, noting that marketers: “Take a look at the possibility of using automated bidding. Advertisers who used automated bidding got 35% more clicks for the same budget in tests.” Automated bidding tools become much better at allocating advertisement spend based on established targets, and it might be worthwhile to play with Pinterest's automated bidding tools to boost your Promoted Pin results. There are some useful notes and tips, particularly for those new to pen marketing, and they are all presented in a simple, straightforward, and practical way.

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MOBILE ADVERTISING

Adverty and InMobi Introduce In-Game Ads for Global Brands and Agencies

Adverty, InMobi | April 28, 2021

Adverty AB, the world's leading in-game platform for advertisers, agencies, and game developers, and InMobi, the world's leading independent marketing cloud, announced today the official launch of in-game ads on InMobi Exchange. Using Adverty's multi-patented in-game ad technology, brands and agencies around the world will be able to target premium mobile users with advertisements that blend into the game environment, such as electronic advertisement boards in an e-sports arena or the increasingly common casual and hypercasual gaming space.'' "This news shows that the most exciting, largely unexplored media frontier is still very much open for business. Furthermore, both branding and performance advertisement options are available, allowing advertisers to target previously unreachable audiences at scale and turbocharge their marketing campaigns in new ways. With this collaboration, the path is clear for future innovation " says Tobias Knutsson, CEO of Adverty. Kunal Nagpal, SVP and GM, Publisher Platforms and Exchange at InMobi, said: "One of these new frontiers is in-game ads, which allows advertisers to interact with their customers in a highly intuitive manner. InMobi's technology and unparalleled mobile in-app expertise allow global advertisers to reach a highly engaged and diverse mobile gaming audience in an increasingly relevant medium." Indeed, in recent years, gaming has emerged as an incredibly appealing media channel for advertisers, with prospects for brands to deliver high-impact creatives to a highly engaged global audience of over 3 billion gamers. In terms of both users and time spent, mobile gaming experienced exponential growth in 2020. Through its revolutionary technology designed specifically for gaming, Adverty provides unobtrusive advertisement that links brands and audiences, while buy-side clients can now access new formats in mobile games at scale more conveniently than ever before. Adverty introduced a world-first In-MenuTM format earlier this year to complement its In-PlayTM offerings, in response to high demand for its seamless and non-interruptive in-game inventory. This enables contextually appropriate IAB display banner advertising to be displayed in-game and complements a highly advanced product suite that also allows brands to take over billboards and other virtual outdoor locations within games. About Adverty Adverty, the leading in-game platform, uses innovative display advertisement technology designed specifically for games to deliver seamless advertising that connects brands and people. The platform provides true in-game ad inventory at scale and enables content creators to commercialize the whole experience through unobtrusive, easy-to-integrate, interactive advertising. Adverty, which was established in 2016, has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg, and Lviv collaborates with advertisers, agencies, and developers to unlock audiences and gaming revenue streams. About InMobi InMobi creates genuine connections between brands and consumers by leveraging its technology platforms and unparalleled access to mobile intelligence. Its Marketing Cloud opens up new avenues for brands to understand, identify, engage, and acquire connected consumers. InMobi, a leading technology firm, has been named to the 2018 and 2019 CNBC Disruptor 50 lists, as well as one of Fast Company's 2018 World's Most Innovative Companies.

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AD NETWORKS

Facebook’s entry into VR advertising isn’t going too well

techcrunch | June 22, 2021

Facebook’s efforts to bring advertising to the Oculus virtual reality platform it has spent billions of dollars building out doesn’t seem to be off to a great start. The company announced last week that they were planning to roll out their first in-game ads inside the title “Blaston” from the prolific VR game developer Resolution Games, and just days later the game studio has shared that after hearing an earful from users they’ve decided to abandon the ad rollout. “After listening to player feedback, we realize that Blaston isn’t the best fit for this type of advertising test,” a tweet from the Blaston account read. “Therefore, we no longer plan to implement the test. We look forward to seeing you in the arena and hope you try the Crackdown Update that went live today!” This potential ad rollout had been particularly noteworthy because the ads were being tested inside a title from a third-party developer. Facebook has purchased a handful of VR studios in recent months and owns a number of the most popular Quest titles inside its marketplace, so the opportunity to roll out advertising with a third-party partner gave Facebook a chance to frame the advertising rollout as a way for other developers to open up their monetization channels, rather than for Facebook to do so.

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