Google Ads Postpones Switching Search & Shopping Campaigns to Standard Delivery

searchenginejournal | September 11, 2019

Google Ads has decided to postpone switching search and shopping campaigns from accelerated delivery to standard delivery. Google announced last month that the switch was scheduled to take place on September 17. The company announced today the change is being postponed until October 7. It’s recommended that advertisers switch to Standard delivery by going to their campaign settings page and changing the budget delivery setting The decision to postpone the switch is being made in order to give advertisers more time to prepare for the changes. Google says accelerated delivery does not help when it comes to better utilization of budgets. Campaigns may even see a higher than average cost-per-click when utilizing accelerated delivery.

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Brands are also responding with increasingly comprehensive mobile advertising strategies, while smart marketers are managing their mobile investment as closely as their TV and digital spend. The drive towards using mobile, however, raises questions about how this format compares to other digital assets. To answer those questions, we have compared our normative databases for both.

Spotlight

Brands are also responding with increasingly comprehensive mobile advertising strategies, while smart marketers are managing their mobile investment as closely as their TV and digital spend. The drive towards using mobile, however, raises questions about how this format compares to other digital assets. To answer those questions, we have compared our normative databases for both.

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BuzzGuru Debuts All-In-One Analytics Suite For Influencer Marketers On YouTube, Twitch And TikTok

BuzzGuru | September 22, 2021

BuzzGuru, the global influencer marketing leader, announced the launch of the discovery and competitive intelligence platform for influencer marketers to scale their customer acquisition efforts via YouTube, TikTok and Twitch. The platform empowers marketers with the tools to search for perfectly aligned content creators within a database of more than 20 million influencers, analyze their performance and statistics, and plan advertising campaigns accordingly. Competitive intelligence tools help brands to gain visibility into competitor's influencer marketing strategy, including their advertising budgets, number of paid and organic mentions, and the list of influencers they work with. "Influencer marketing is a fascinating place to be in 2021: the industry value more than doubled since 2019, growing from 6.5 billion to 13.8 billion U.S. dollars," - said Pavel Beinia, CEO and Founder at BuzzGuru. "However, the creativity of influencer marketing approach goes hand in hand with intransparency, fraud and tons of manual tasks. BuzzGuru is uniquely positioned to streamline and automate influencer marketing efforts, gather analytical data on specific ad campaigns and turn it into tangible results". BuzzGuru discovery features allow marketers to research relevant influencers faster, add them to the lists and provide up-to-date analytics and contact information within one page. The influencer page contains data on influencer engagement rate, channel quality, audience statistics, and gives recommendations on the best dates and time of publication, price for ad placement etc. The platform's competitive intelligence tools are tailored for brands and advertisers seeking to outpace the competition by benchmarking their influencer marketing performance against market leaders. BuzzGuru allows to research competitors' influencer marketing strategy by app, game, or brand's website domain names. The comprehensive insights include a list of influencers the brand works on a sponsored or free basis, advertising budgets on influencer marketing, best performing social media campaigns and other metrics to gain competitive advantage. "Influencer marketing is becoming an essential component of the user acquisition strategy. People are the new media, and the customers tend to trust the recommendations of people they relate with," - added Pavel Beinia. "BuzzGuru is committed to help advertisers communicate their values to the right people at the right time, and ensure that their brand message is shared between people who know and trust each other". Following the mission of driving innovations and transparency across influencer marketing, BuzzGuru offers the most advanced technology to meet marketers' needs in three major pillars: data trust, granularity, and measurement. Its discovery and competitive intelligence platform empowers marketers to eliminate the uncertainty brought by limited data availability, allowing them to maintain and strengthen their competitive edge. About BuzzGuru BuzzGuru was founded in 2017 as a global influencer marketing agency, that brings together data-led performance, trusted relationships, creative approach and accurate targeting. In 2021, BuzzGuru released the analytics and intelligence platform for brands and agencies. The company's clients include Opera, Yager, YoudaGames, goGame, NetEase, Atlas VPN among others.

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Fox to Launch a Platform to Assist Brands in Ad Targeting

Fox | March 28, 2022

Fox is set to launch a platform called ‘Atlas’ to assist brands with their ad targeting in digital video. The announcement was made at Fox’s Content Drives Commerce Brand Partnership Summit on March 23. Marketers are looking for new ways to approach their customers amid third-party data crackdowns. Atlas will initially roll out as two different products: Fox Navigator and Fox Shield. Fox Navigator will allow brands to contextually align their ads with their targeted audiences. On the other hand, Fox Shield will cater to brand suitability by pairing ads with relevant content. Both the products will be available across Fox Media brands. Atlas leverages artificial intelligence to detect what is appearing on screen visually in real-time. It allows advertisers to display their ads alongside a suitable and relevant video. “We built Atlas for the modern era. As the media landscape continues to evolve, traditional solutions have not served the buy-side or the sell-side well. In a world where context now matters more than ever, Atlas provides a new and precise level of insight and segmentation that will give buyers confidence when transacting with Fox.” John Fiedler, executive VP and head of ad technology at Fox Atlas will compete with platforms from other media companies catering to advertisers with digital video solutions after crackdowns were enforced on third-party data.

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To Run Amazon DSP Buys, Brands Prefer CANOPY Management

Canopy Management | September 08, 2021

Increasingly, Amazon sellers are choosing CANOPY Management as their preferred provider when leveraging the Amazon DSP (Demand Side Platform) ad buys, the company reported today. Some partners say they would rather buy the ads through CANOPY, the Industry Leading full-service Amazon agency that helps brands scale their business and gain market share, than through Amazon itself. Amazon DSP is a Demand-Side Platform that enables brands and agencies to programmatically buy display, video and audio ads both on and off Amazon. Brands who make DSP buys through Amazon have to spend at least $35,000 per month, whereas CANOPY requires no minimum spend. Amazon DSP ads compose the third and final step in the CANOPY Accelerator Program (CAP). The average Canopy Management partner grew sales 212% for the two most recent Prime Days, while their Advertising Cost of Sales grew only 7 points. “With CANOPY’s team managing PPC and DSP, our brand has seen rapid growth,” said Ely’s & Co. Founder Sara Neuhaus. “Our sales are up 60% compared to last year.” Worth noting: Amazon DSP doesn’t exist exclusively for Amazon Sellers. Non-endemic brands can leverage the reach and targeting capabilities of DSP and tap into its reliable 1st party data and exclusive inventory to drive traffic to their offerings and website. With lower minimums, Sellers and Brands have a clear advantage when it comes to choosing Canopy by launching and testing new campaigns. Not only is Amazon offering programmatic buys off-platform, it also provides access to video streaming ads via OTT, or Over-the-Top, enabling marketers to engage audiences across Amazon-affiliated sites like IMDb.com and Twitch, devices like Fire TV, and across the web. OTT gives small Amazon sellers and large brands access to a new, rapidly growing frontier in TV advertising. One-third of American adults use streaming services. In May, Amazon reported that its ad-supported streaming video content — which includes IMDB-TV, Twitch, and NFL Thursday — reaches 120 million people per month, a sixfold increase from the 20 million monthly users it reached in January 2020, less than a year and a half earlier. Amazon DSP advertisers can easily reach audiences of sports fans, Prime Video viewers and relevant In-Market segments. “Amazon DSP already offers the second-highest Return on Ad Spend after Google,” said CANOPY Management CEO and Cofounder Brian Burt. “As Google & Facebook phase out the third-party tracking cookie, Amazon DSP offers brands unparalleled power to reach their target audiences. We’re pleased that our team’s hard work results in great success for our partners, and we’ll continue to work for the strongest possible results.” About CANOPY Management A full-service Amazon marketing agency, CANOPY Management is the driving force behind many of the most successful brands on Amazon. CEO and Cofounder Brian Burt is leading the company’s growth and expansion into new markets. CANOPY was recognized as a ‘Great Place to Work’ in March 2021.

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