LinkedIn Introduces Conversation Ads: A New Message-Based Ad Format

searchenginejournal | March 19, 2020

LinkedIn is launching a new type of message-based ad that uses conversation to deliver a customized experience for each user. LinkedIn’s new Conversation Ads build off of its current Message Ads and are designed to be more personal and engaging. Businesses can utilize Conversation Ads to build campaigns with multiple conversion paths leading to a variety of calls-to-action. Content served through Conversation Ads can be personalized according to where the prospect is in the conversion funnel. LinkedIn emphasizes that businesses can expect higher quality engagement from prospects by serving them with more interesting advertising content.

Spotlight

Advertiser Perspective, with Anjali Martin, VP/Strategy Director at MediaVest|Spark and Dana Elmquist, Director Corporate Partnerships at New York Public Radio


Other News
AD NETWORKS

Viant Named a Leader in G2’s Demand Side Platform Grid®

Viant, G2 | August 02, 2022

Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising software company, today announced that it has been named a Leader in the G2 Grid® Report for Demand Side Platform (DSP), Summer 2022. Products in the Leader quadrant are rated highly by G2 users and have substantial market presence scores overall. G2, is one of the world's largest and most trusted software marketplaces, helping businesses discover the right solutions to tackle their business challenges. Based on user reviews, they named Viant’s advertising software, Adelphic, as a Leader in the DSP category, based on customer satisfaction ranking (based on user reviews) and market presence (based on market share, seller size and social impact). Viant Highlights: 95% feature rating on Viant’s Targeting 91% of users enjoy Viant’s Quality of Support 90% of users rated Viant 4 or 5 stars “At Viant, our goal is to make it easy for companies to buy an ad anywhere, and then help them measure the impact of that ad spend. Receiving this acknowledgement from user reviews, is a solid testament that we’re delivering just that,” said Tim Vanderhook, Co-Founder and CEO, Viant. “We are grateful for this recognition from G2 and certainly from our users.” “At Viant, our goal is to make it easy for companies to buy an ad anywhere, and then help them measure the impact of that ad spend. Receiving this acknowledgement from user reviews, is a solid testament that we’re delivering just that,” said Tim Vanderhook, Co-Founder and CEO, Viant. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com and follow us on Twitter and LinkedIn. About Viant Viant® (NASDAQ: DSP) is a leading advertising software company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic®, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. In 2022, Viant was recognized as a Leader in the DSP category, earned Great Place to Work® certification and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com.

Read More

ADVERTISER PLATFORMS

Advertising Industry Titan ‘Puzzled’ by Musk’s Plan for Twitter

Twitter, Tesla | May 31, 2022

Add another veteran CEO to the list that is rather unsure by what Tesla CEO Elon Musk has planned for Twitter, should the world’s richest man close the deal for the social media platform. “I am a little puzzled,” S4 Capital founder and chairman Sir Martin Sorrell “I am a little puzzled,” S4 Capital founder and chairman Sir Martin Sorrell told Yahoo Finance Live at the World Economic Forum on the outlook for Twitter should Musk make the platform less reliant on ad revenue as he has suggested (full interview above). Musk has a vision to quintuple Twitter’s sales to $26.4 billion by 2028 on a user base of 931 million (compared to 217 million to end last year) as he pushes more into a subscription model, according to a pitch-deck seen by the New York Times. Twitter would haul in $1.3 billion from a not-yet-released payments business by 2028, up from $15 million in 2023, according to Musk’s plan. Musk also aims to have 11,072 employees at Twitter by 2025 compared to about 7,500 today. Sorrell noted that there could actually be a risk to Twitter’s ad business — however much would be left as Musk moves away from it —amid the opening up of the platform do more controversial voices. “I didn’t quite follow the logic there,” Sorrell said. “But of course, if you have… a free speech network platform, clients are very worried about brand safety and having their advertising positioned against controversial content. So it will make advertisers more concerned about a platform that is more open and less controlled or less editorially controlled than it should be.” Some on Wall Street are also questioning Musk’s math. “We note that Twitter has never grown at a 27%+ revenue CAGR [compound annual growth rate] with a comparable [revenue] base,” Jefferies tech analyst Brent Thill stated in a recent note. “Musk’s reported ambitions to switch to an ad and subscription model would likely pose a significant rev headwind and make it difficult to achieve these targets.”

Read More

AD NETWORKS

DIRECTV Taps Yahoo Unified Ad Tech to Unlock Advanced TV Opportunities

Yahoo, DIRECTV Advertising | June 21, 2022

DIRECTV Advertising and Yahoo today announced a strategic partnership to unlock new value for advertisers across linear TV and digital. Against the backdrop of an increasingly fragmented advanced TV landscape, DIRECTV Advertising and Yahoo announced today that they are teaming up to provide buyers with a more seamless way to access addressable TV and streaming inventory. In working with Yahoo, DIRECTV Advertising is helping to further reduce complexity and fragmentation for advertisers across the advanced TV landscape, which has seen tremendous growth over the last year. Digital video ad spend, inclusive of digital TV, reached $39 billion in 2021, and is expected to increase 26% to $49.2 billion in 2022.1 Through the partnership, advertisers gain a number of exciting advancements, including: Access to 25 million addressable TV households: DIRECTV Advertising has named Yahoo as the exclusive omnichannel demand-side platform (DSP) for accessing its addressable TV inventory programmatically. Advertisers can continue to buy the inventory directly from DIRECTV Advertising as well. Through the partnership, DIRECTV Advertising joins DISH Media and Fios in enabling addressable TV through an omnichannel, programmatic platform. With DIRECTV Advertising, Yahoo is expanding its position as the first and only omnichannel DSP to offer live, addressable TV inventory programmatically, enabling advertisers to tap into a footprint of 25 million households. Streaming inventory through Yahoo SSP: DIRECTV Advertising is tapping into Yahoo’s supply-side platform (SSP), making its streaming inventory available to premium demand across the Yahoo Exchange. DIRECTV Advertising and Yahoo’s agreement enables interoperability between addressable TV and CTV, allowing Yahoo DSP buyers to maximize unique reach, harness spend efficiencies and deliver optimal ad experiences for viewers. Through partnerships with DIRECTV Advertising, DISH Media and Fios, Yahoo DSP advertisers are able to collectively reach up to 25 million addressable TV households, paired with Yahoo’s reach of over 80 million CTV households. With timely insights, Yahoo delivers immediately actionable data to marketers in a single platform across linear and CTV campaigns. “DIRECTV Advertising has been a leader in delivering convergent TV solutions for its customers,” said Amy Leifer, Chief Advertising Sales Officer of DIRECTV. “DIRECTV Advertising has been a leader in delivering convergent TV solutions for its customers,” said Amy Leifer, Chief Advertising Sales Officer of DIRECTV. “Working with Yahoo enables us to meet our customers where they are and deliver these solutions in a way that better aligns with advertisers’ omnichannel strategies while reducing friction in the process.” “As linear and digital converge, advertisers need to be able to seamlessly engage with consumers across channels without losing critical measurement, data and campaign visibility,” said Iván Markman, Chief Business Officer of Yahoo. “This partnership with DIRECTV Advertising builds on the momentum of our existing addressable TV partnerships, and gives advertisers more reach, transparency and control. We are grateful to these partners for helping to further the industry and create a strong point of access through Yahoo’s platform.” Yahoo’s omnichannel DSP gives advertisers access to powerful, qualified data sets and reaches consumers across all channels, including mobile, desktop, video, native, addressable TV, CTV, DOOH, and audio. DIRECTV Advertising inventory will be available in the Yahoo DSP for Q4 2022 campaigns. About Yahoo Yahoo is a global media and tech company that reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com. About DIRECTV Advertising DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns.

Read More

SOCIAL MEDIA ADVERTISING

Global Social Media Ad Spend Jumps 19% Year-over-Year

Emplifi | August 05, 2022

Emplifi, the leading unified customer experience platform, revealed the findings of its Q2 2022 analysis of social media spend across thousands of brands worldwide. The report findings highlight a rebound in median monthly global ad spend compared to the same period last year, a decrease in the median monthly click-through rate (CTR), a slight uptick in median monthly cost-per-click (CPC), and steady engagement on Facebook and Instagram. The data also shows a slight decrease in brands’ response rate to customers who ask questions on social media. Brands increase investment in paid social media After seeing a notable post-holiday drop in Q1 2022, median global monthly ad spend among brands rebounded by 18% in Q2 2022, climbing back above USD 4,200 – a figure close to the year-high level that was seen in Q4 2021. With this quarter's rebound, median monthly ad spend has increased 19% YoY, suggesting that brands are allocating more budget to reach their target audiences via paid social. Click-through rate (CTR) continues to decline Emplifi data shows that median monthly CTR has been steadily decreasing over time, dipping below the 1% mark in Q1 2022. This past quarter tells a similar story, with CTR lowering to 0.93%, signaling a 11% drop YoY. Despite this decrease, businesses can continue to depend on social media advertising to return value, as engagement remains fairly stable when consumers interact with paid social posts. Median cost-per-click (CPC) remains stable While CTR has steadily decreased, Emplifi data shows that CPC remains relatively stable despite some fluctuations in recent quarters, hitting $0.20 in Q2 2022. With average CPC rebounding this quarter after seeing a drop at the beginning of the year, it will be interesting to see whether this is a quarterly fluctuation or the start of an upward trend. Instagram still dominant in engagement After seeing a steady decrease since Q2 2021, median Facebook post interactions saw a slight bump quarter-over-quarter, reaching their highest level since Q3 2021. However, Q2 2022 levels remain notably lower than Q2 2021, with brands generating approximately 5.2 interactions per 1K impressions on Facebook, a 15% decrease year-over-year. When it comes to industries, the strongest performers for engagement on Facebook were brands in the Industrial (9.79) and Accommodation (9.04) sectors, while the lowest performers were Ecommerce (2.80), Retail (3.64), and Fashion (3.90). Instagram continues to show much stronger engagement than Facebook, with about 32 interactions per 1K impressions in Q2 2022, which is on par with what has been seen across the past year. Brands in the Beverages (47.37), Alcohol (46.83), and Software (45.11) sectors saw the highest levels of engagement, with Retail (17.71), Telecom (21.58), and Ecommerce (22.81) brands lagging. TikTok versus Instagram In an analysis of sister TikTok and Instagram accounts across 330 brands from January-June 2022, Emplifi data shows that brands post more often on Instagram (68%) than on TikTok (32%) in relative posting frequency. While reach and interactions were higher on Instagram, video content had greater engagement on TikTok. Either way, both platforms have shown an upward trend over six months in terms of engagement rate, peaking in June 2022, reconfirming user interest for engaging video content. “Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “It’s no secret that TikTok's surge in popularity is continuing – we’ve found that brands post more often on Instagram than TikTok, and video content has higher engagement on TikTok. It will be interesting to see how this trends in the months ahead. What is certain though is that in today’s world, having and maintaining a solid presence on both TikTok and Instagram is essential.” Twitter shows the fastest response times to questions Emplifi data shows that median response rates for brands answering questions on Facebook and Instagram decreased slightly in Q2 2022. On Twitter, after some mild fluctuations, response rates have returned to a similar level from the same time last year. When looking at engagement by industry, Beauty, FMCG Food, and Home & Living brands had comparatively higher response rates to user questions on social, while Automotive brands had lower response rates across all three social media platforms. In terms of the time it took for brands to respond to questions, Instagram and Twitter saw slight bumps quarter-over-quarter, while Facebook saw a decrease for the second straight quarter. Examining the data by industry, some brands have the slowest response times on Facebook (alcohol, beauty, FMCG food, home & living, service), while for other brands, it's on Instagram (automotive, ecommerce, electronics, fashion, retail). However, except for one industry (FMCG food), Twitter typically sees the fastest response times among the three networks examined. Methodology Emplifi's analysis is based on Q2 2022 data and year-on-year comparisons downloaded at the beginning of July 2022. About Emplifi Emplifi is the leading unified CX platform that brings marketing, commerce, and care together to help businesses close the customer experience gap. More than 7,000 brands, including Delta Air Lines, Ford Motor Company, and McDonald's, rely on Emplifi to provide their customers with outstanding experiences at every touchpoint. For more information, visit www.emplifi.io.

Read More

Spotlight

Advertiser Perspective, with Anjali Martin, VP/Strategy Director at MediaVest|Spark and Dana Elmquist, Director Corporate Partnerships at New York Public Radio

Resources