Google Ads Offers More Choices for Automated Bidding Strategies

searchenginejournal | September 11, 2019

With outcome-based buying, advertisers can now pay only for the outcomes they care about. Previously, automated bidding only supported buying on a cost-per-thousand impressions (CPM) basis. Outcome-based buying supports cost-per-click buying for campaigns that use CPA or maximize conversion strategies. Google Ads Display & Video 360 will optimize bids to help advertisers get more of the actions they care about  such as clicks, conversions, and installs. Advertisers will only be charged for clicks. Google Ads is expanding automated bidding to non-guaranteed deals. In the deal has a floor price then Display & Video 360 will take that into consideration and ensure ads are showing as planned.

Spotlight

Recent studies have shown that even with today’s fragmentation of media and attention, radio advertising continues to help businesses engage with consumers.Neilsen recently released a report that says radio advertising returns an average of $6 in sales for every dollar spent. Some retailers actually showed a return of $23 for every dollar spent.Radio reaches over 90% of almost every demographic. So radio delivers a great audience for advertising.

Spotlight

Recent studies have shown that even with today’s fragmentation of media and attention, radio advertising continues to help businesses engage with consumers.Neilsen recently released a report that says radio advertising returns an average of $6 in sales for every dollar spent. Some retailers actually showed a return of $23 for every dollar spent.Radio reaches over 90% of almost every demographic. So radio delivers a great audience for advertising.

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DISPLAY ADVERTISING

Netflix will bring ads to give cheaper options

Netflix | April 20, 2022

Netflix finally considers supporting ads on its streaming services. Recently Netflix has suffered the loss of 200,000 subscribers in the first quarter. At the end of the first quarter, the streaming service provider reported 221Million global subscribers with depreciation of 200,000 and missed it's projected 2.5 Million net add. The speculations say that the dip in subscribers is due to the recent price hike by Netflix in Jan 2022. On the Earnings call, Netflix Co-Founder, Chairman, President & Co-CEO Reed Hastings said although he is fond of the simpler subscription model that the legacy customers of Netflix are accustomed to, he is considering offering customers cheaper options by allowing ads. Netflix Co-Founder, Chairman, President & Co-CEO Reed Hastings said, "….And one way to increase the price spread is advertising on low-end plans and to have lower prices with advertising. And those who have followed Netflix know that I've been against the complexity of advertising and a big fan of the simplicity of subscription." In his words, "….And one way to increase the price spread is advertising on low-end plans and to have lower prices with advertising. And those who have followed Netflix know that I've been against the complexity of advertising and a big fan of the simplicity of subscription." He further adds, "But as much I'm a fan of that, I'm a bigger fan of consumer choice. And allowing consumers who would like to have a lower price and are advertising-tolerant get what they want makes a lot of sense. So that's something we're looking at now. We're trying to figure out over the next year or 2. But think of us as quite open to offering even lower prices with advertising as a consumer choice." There was no indication of when or how advertising will be phased in. However, considering recent development, the comments prove their significance. Netflix disclosed not only a subscriber shortfall but also its first global subscriber decrease since 2011. It partly criticized competition, raising concerns about the congested sector more forcefully than before. Netflix currently has 221.6 Million paying customers and still is the leader in its segment; however, the current loss of subscribers points toward its limited options. While discussing the accommodation of ads, Hastings said,"And in terms of the profit potential, definitely, the online ad market has advanced. And now, you don't have to incorporate all the information about people that you used to. So we can be a straight publisher and have other people do all of the fancy ad-matching and integrate all the data about people. So we can stay out of that and really be focused on our members creating that great experience and then again, getting monetized in a first-class way by a range of different companies who offer that service."

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ADVERTISER PLATFORMS

Permission.io to Launch Industry-First Demand Side Platform (DSP) Offering Crypto Rewards

Permission.io | October 11, 2021

Permission.io, the leading provider of permission-based advertising, announced the development of their Demand Side Platform (DSP), Permission Ads. The patent-pending, state-of-the-art ad-buying platform offers advertisers a new way to run consent-based ad campaigns offering consumers cryptocurrency rewards in the form of ASK digital currency, in exchange for their data. Permission Ads enables advertisers to allocate ASK and reward users for engaging with advertisements and sharing first-party data. The DSP will also allow Permission to serve advertisements beyond its own platform and across the open web, giving permission-based advertising far more reach and allowing the Permission ad infrastructure to be fully integrated with major supply partners and publishers worldwide. "The advertising industry is at a crossroads as it leaves behind intrusive data-collecting technologies and strives to build trust with consumers. We're proud to be developing a solution to bring the digital ad experience into the modern age for both consumers and advertisers, Data is the most valuable asset in the world. It's time consumers get their cut." said Charlie Silver, CEO of Permission.io The advertising landscape is shifting as privacy becomes an increasingly important issue. Permission Ads is the first DSP built on a foundation of asking for consent. This unique exchange of value unlocks performance in key conversion and ROAS metrics that is unparalleled in the media buying industry today. Permission Ads is fully compliant with relevant privacy laws including GDPR, CCPA and LGBR, because it is based on consent - it is inherently designed to meet the requirements for any new data privacy laws implemented. Moreover, the upcoming deprecation of the third-party cookie, the technology that has powered the marketing industry for decades, is leaving advertisers scrambling for new ways to collect valuable data and successfully target key audiences. A permission-based, first-party data-based advertising model is a path forward to a cookieless future. It enables advertisers to build trust as they collect information to craft targeted campaigns while giving consumers the chance to benefit from the booming data-based economy. Permission Ads' benefits to advertisers include: Incentivizing audiences through a global digital currency, ASK Staying ahead of regulatory changes Driving conversions and increase return on ad spend (ROAS) by generating actionable first-party data Validating user identity to eliminate wasted ad spend Building trust and long-term loyalty with key audiences Permission Ads' benefits to consumers include: Returning data ownership and control to consumers and enabling them to monetize it Rewarding consumers for their time and data by enabling them to: Grant permission for engagement and access to their data Earn ASK, a simple-to-use digital and liquid reward, by engaging with relevant ads and receiving a more tailored and customized digital experience' Receive targeted and relevant ads About Permission.io Permission.io is the leading provider of permission-based advertising. The company has created the ASK Coin to empower consumers to own and monetize their data while delivering engaged audiences to marketers. Advertisers reward consumers with ASK for interacting with brands and content, building loyalty and trust.

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AD NETWORKS

Scripps and Amazon Advertising Team-Up to Deliver Amazon's Premium OTT Services to Local Businesses

Scripps, Amazon Advertising | May 19, 2021

The E.W. Scripps Company is partnering with Amazon Advertising to bring its OTT advertising services to local businesses, extending its supremacy in the over-the-top (OTT) space ever further. Scripps' Octane OTT sales team and Amazon Advertising will collaborate to sell Amazon OTT inventory to local companies through IMDb TV, Twitch, top-tier network and broadcaster applications, and Amazon's News apps as part of this new program. Amazon OTT and Twitch had a combined monthly viewership of 120 million viewers in the United States. Octane OTT, a forum for local advertisers to reach cord-cutting audiences through a range of premium OTT video brands and services, was introduced by Scripps in 2019. Missy Evenson, vice president of sales for Scripps' Local Media, said, "Scripps' collaboration with Amazon Advertising reinforces our commitment to helping local advertisers target hard-to-reach customers and expand the appeal of their media investment." "As advertisers search for new opportunities to target cord-cutters and cord-nevers, incremental reach becomes more important than ever. This effort is in line with our dedication to provide our customers with the highest quality brand-safe inventory while also assisting them in engaging these important audiences." Following the recent launch of Octane Verify, an integrated linear and OTT attribution solution that tests the efficacy of Scripps Octane OTT and linear TV campaigns, Scripps has launched a new sales initiative with Amazon Advertising to represent local buyers in the OTT advertisement space. In every market in the United States, Octane Verify collects data on internet traffic, incremental reach, as well as the most profitable dayparts. Freewheel, Strata, and Mediaocean Prisma are among Scripps Octane OTT's new collaborations to streamline buying integration and campaign performance. About Scripps The E.W. Scripps Company is a diversified media company dedicated to making the world a better place. Scripps owns 61 stations in 41 markets as the country's fourth-largest local TV broadcaster, providing communities with quality, objective local journalism. The Scripps Networks' national news outlets Court TV and Newsy, as well as famous entertainment brands ION, Bounce, Grit, Laff, and Court TV Mystery, reach nearly every American. Scripps is the country's largest broadcast spectrum owner. Scripps is the longtime steward of the Scripps National Spelling Bee and maintains an award-winning investigative reporting newsroom in Washington, D.C. Scripps was established in 1878, and its motto has remained the same for decades: "Give light, and the people will find their way."

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