Showcase your ad in the huge masthead in YouTube’s TV app now which can be purchased on a CPM basis. 

YouTube’s TV app now features a header ad that’s too large to miss. The YouTube masthead will show ads that automatically play after a few seconds on compatible devices. TV users often end up watching YouTube videos whenever they settle down their couch. 

Due to this consumer behavior, it has become the top ad-supporting streaming platform. In fact, it’s daily watch time even reaches 250 million hours per day! Advertisers can leverage this to widen their audience and increase their reach. 

Masthead ads are now on beta

Ford is one of the brands that’s testing out the new masthead ad for a two-week period. Brands who wish to invest in this kind of advertising have the choice to buy masthead ads across platforms or just focus on CTV. 

This new option doesn’t mean for brands should take out their in-stream ads. As Anish Kattukaran, Product Manager of Google Ads emphasized,  the masthead ads and in-stream ads both have their advantages. While the masthead ads focus on driving brand awareness, the in-stream ads are targeting and audience-based ad strategy. 

What does it mean for advertisers?

This ad option for brands and advertisers is a new way for them to reach audiences. Users can’t cancel it or get their way out of watching them. The ads stay where they are and users will see it and digest it when they open their YouTube app on their TV. With the mastheads, the brands will be front and center of the app. 

“According to a recent experiment with Media Science, YouTube ads on TV screen drive a 10% greater lift in recall than ads on linear TV,” says YouTube. TV screens ad via the YouTube app is now one of the most effective ways of bringing out brands out into the world. This also shows that no matter how advanced smartphones have been, wee still go back to the basics and we still want to consume content on larger screens. 

Marketers can get their hands on it based on a CPM(cost-per-thousand) basis and they can also customize their ads depending on the audience they are targeting. The ads will be placed on reserved and will be shown to their target audience on the dates they intend it to be launched. 

YouTube launched its beta testing today. 

Select advertisers can now test out the in-app checkout feature in Facebook’s News Feed ads. 

The social media giant announced that they are testing new ad features: namely an in-app checkout in the News Feed and the ability to turn shopping posts from Instagram to an ad using Ads Manager. 

This is part of their continued plans to incorporate a checkout option into their ads so that users won’t have to leave Instagram or Facebook to complete their purchase. Tests from Facebook and Instagram will run for the next months.

Facebook shared that these new features are based on peoples’ ways of discovering and purchasing products on both Facebook and Instagram. The design and the experience will be familiar to the users so they won’t have a difficult time probing into it. 

In-app checkout in the News Feed ads

The in-app checkout is for dynamic ads where users will be able to discover products via dynamic ads and purchase the products without being rerouted to other websites. 

This shortens the checkout process and saves companies from losing business due to a slow checkout and bad customer-experience. This test will be available to select advertisers in the coming weeks. 

Organic shopping posts into Instagram ads

Along with the in-app checkout is the advertisers’ ability to turn their organic shopping posts into ads via Ads Manager. 80% of Instagram users follow businesses and hundreds of millions of accounts tap on reveal tags on shopping posts each month. 

The shopping posts allow advertisers and brands to reach a wider audience. Advertisers and brands are looking forward to this feature with the hopes that it will make a positive impact on their sales and evolve their digital marketing strategy in the future. 

Alisa Harda, marketing manager at apparel retailer Revolve shared that they’re excited to try out this new feature with hopes of increasing their shopping presence on Instagram. This will help them learn more about their customers’ behaviors and shopping habits. 

Why does this matter?

With the efficiency brought by the shortened online process, the U.S. businesses save about $213 billion this year. Facebook is aiming at creating a more efficient e-shopping experience in its apps that’s beneficial for both businesses and advertisers and these features are just the beginning. For advertisers and businesses, these new features give the advertisers a more user-friendly shopping process that their customers will appreciate. 

Microsoft opened new doors for advertisers with this responsive search ads. 

The Responsive Search Ads were first introduced to us by Google last year. The format then offered more real estate when combined with the advertiser’s headlines and descriptions. The same system is used now. 

What is RSAs?

RSAs or responsive search ads allow advertisers to put up to 15 headlines and four descriptions for every ad in their web interface, editor, or bulk API. Advertisers can also import content from their existing RSAs within Google campaigns. 

This is an automatic system that identifies the best performing ads that you have and the underperforming ads aren’t shown again. The responsive search ads are efficient in a way that it adapts to your ad contents to match your potential audience. 

Advertisers can input up to 15 headlines but Microsoft suggested that inputting 8 – 10 headlines without similar phrases is the right move. Additionally, adding at least two descriptions that are also call-to-action phrases will help to promote how effective the ads are. It’s important for brands to ensure that the headlines and descriptions match regardless of the order. 

How can it help your brand?

RSAs are a great way to help with your search campaign. Among the most common benefits of it are the following: 

  • Efficiency – RSAs significantly lessen the workload because it automatically makes ad combinations, saving you time and space for A/B testing. 
  • It has the proper timing – with the use of responsive search ads, your ads adapt to your text ads to match what a customer is searching for. 
  • Improves ad performance – the RSAs system increases the click-through-rates and conversion rates. This means improved ad space and more. 

What should you know about responsive search ads?

With more headlines and descriptions provided, there are more combinations to me be automatically made. This means a higher probability for your ad to be more relevant. The system also has a strength widget that tells you how good your ads are performing. It can provide recommendations as well on how you can improve your ads.

Microsoft suggests that advertisers check their RSAs frequently from their combination reports page to see how their ads are doing. 

Google and Microsoft have both enabled responsive search ads for advertisers and it may soon become the standard in advertising. This beta allows advertisers to test out some of its features and get the thang of it before it rolls out officially. If you have queries, you can check out Microsoft’s help page for more.

Teens are getting News from YouTube than from other news trusted organizations

The survey shows that teens are seeking news from celebrities and other social media influencers for news sources. 

The days of watching the news live seems to be a thing of that past. Due to the advancement of technology, these changes aren’t surprising. The surprise, however, the issue is that teens rely on unauthenticated sites for their news. 

Survey says  

According to the poll from Survey Monkey and Common Sense Media, over 75% of teens from ages 13 to 17 said that following the current event is important but half of them get their news from YouTube and other major social media platforms including Facebook and Twitter. 

The survey was done with more than a thousand teens to find their preferred visual media to consume news. 60% of the surveyed teens said that they’re getting their news on current events from influencers, personalities, and celebrities. Michael Robb, the senior director of research at Common Sense has shared that this growing trend is a cause for concern. 

He added that influencers or celebrities do not necessarily have standards and ethics, or disclosure. “Are they objective sources or not? How trustworthy is their research? There’s a whole host of things that you would need to understand to know whether something is more legitimate. I’m not sure that it is clear when you’re getting it from a celebrity, influencer, or personality,” Robb further stated. 

Only 41% of teens get their news from print and digital news sites and 37% of teens get their news from TV news. The stats are alarming for Common Sense Media. 

Addressing the issue

As a non-profit organization that focuses on helping families navigate media and technology, Common Sense Media is aiming to educate teens on the proper news consumption and sharing to avoid the spread of misinformation. Senior director of education programs at Common Sense, Kelly Mendoza said that this goal is part of their list of responsibilities. 

Mendoza shared that in this media-rich world, the students are just quickly scrolling and sharing content without verifying the credibility of the contents they share. With that, Common Sense Education is putting a new curriculum with lessons and videos on media literacy to teach students how to critically analyze the things they interact with online. 

The bulk of news publications make their money through print ad dollars. If future generations don’t see the importance of maintaining media literacy through current methods than news sources will have to continue to shift to fit the needs of their audiences.

Proposed NYC law bans location sharing within the city 

The Big Apple may be passing a law that secures user information and the local government may follow suit. 

Collecting Cell phone location data is a trend for advertisers and wireless companies these days as it widens opportunities for better reach. However, New York is planning to put a stop to stop location information sales in the city. 

Councilman Justin Brannan introduced the bill to the city council which stipulates wireless carriers and apps have to explicitly ask permission before giving away the third parties geolocation data collected within the city. The Department of Information and Technology and Telecommunications will be assigned to enforce the bill. Offenders will have to pay a penalty for $1,000 for every violation, $10,000 for every person’s data shared, or if multiple violations happen on the same day. 

Brannan’s concern for the locals has prompted him to propose the law. He said that the average user has no idea how their mobile carriers are using their private location data. He further added that mobile carriers are cashing in on user’s data by selling it to third parties without the user’s knowledge. This trend is not going away unless acted upon. 

City Council Speaker Corey Johnson has expressed interest in the proposed bill and he said that he’ll closely monitor it through the legislative process. 

Verizon, AT&T, and T-Mobile announced where they stand in giving off information last year. As a united front, the two companies stated that they will stop providing users location data to third-party aggregators who might misuse it.  

First parties unaffected 

This bill won’t eliminate the use of location for ad targeting and offline attribution. The bill is directed to telecom companies and mobile apps that have access to user location. It is designed to protect users who are unaware that their location data are being shared with third parties. 

What does this mean for advertisers?

The bill is still vague at most and there are still several questions whether it will affect advertisers and agencies if the law is approved. It doesn’t also state if the tools and agencies are blocked from accessing location data.  

The bill is a major inroad for city regulation of privacy according to Bernard Harcourt, a Columbia University professor of law and political science. The bill must pass before a committee on technology can vote on it.

The company behind Snapchat continues to grow in revenue with an increase of 13 million active users daily. 

Snap reported a 48% year-over-year increase in revenue for the second quarter of this year. For the first half, they’ve already reached $388 million in revenue. With the revenue and number of users worldwide, Snap boasts a total of 203 million Daily Active Users. 

Passing the 200 million mark 

Out of the 203 million active users of Snapchat, 83 million of those users are located in the U.S. Snapchat reported that the surge of new users of about 7 to 9 million is accounted to its new AR Lens feature. CFO Derek Andersen said that the new AR Lens brought in re-engaged lapsed users and new users as well. 

This is great news for Snap after having some difficulty in 2018. In a statement released by CEO Evan Spiegel, he said that the company has been preparing to accommodate a large number of audiences. They created an effective and engaging mobile ad units, and then shifted their focus to a self-serve monetization platform. 

As of now, they are working on scaling the user demand and in helping brands and advertisers of all types to generate returns in their ad spend. 

Snap and Android now better 

Snapchat and Android ran some bad patch when they rolled out a redesign that resulted in a loss of revenue in the last quarter of 2017. This loss also affected many Android users. However, the company is now seeing improvements in the majority of its Android users compared to the users of the previous Android app. 

What does this mean?

Siegel reported that 75% of the population with ages 13 to 34 years old is now active on Snapchat. This makes Snapchat even larger than Facebook and Instagram when it comes to this age demographic. Snap also reported a 90% reach among 13 to 24 year old in their second-quarter report. Both numbers show a massive reach for advertisers. 

Aside from that, Snapchat is constantly redesigning the app and constantly innovating. Right now, it is delivering more video content and is gearing to a more ad-friendly platform. 

Safe browsing is the rave in this digital age 

Chrome and Firefox have made changes to secure user data from websites that want to access private information. However, the process is a tedious one. Currently, users have to go through all the security set-ups and other extensions to make sure that their information is safe from data mining. Though, if you are not one of the savvy ones or someone who has extra time on your hands, there is a browser that makes the protection of data easier for you – the Brave Browser. 

This is a new browser that blocks third-party trackers and cookies from monitoring your activity when you enter certain websites. 

How Brave works?

Brave’s main goal is to protect users from malware and ads that helps support websites users access. With Brave, websites won’t be able to trace your internet presence or monitor your browsing activities. Brave also gives users control over the ads that you want and do not want to block.

Because users are no longer obligated to support sites through ads, Brave compensates sites by allowing users to make an anonymous contribution to the websites they access. These publishers then receive these contributions via cryptocurrencies. If you aren’t that particular with your privacy, you can also edit Brave’s settings to allow the ads and websites to track your movements. 

Adblocking in browsers

Adblocking is a built-in option in browsers like Opera and UC Browser, but Brave automatically enables Ad Blocking settings. This setting is optional, but this browser enables users to have the freedom to allow or hide specific ads. Brave’s ad system pays users a little of the generated revenue and then shares this revenue to the publishers. 

What does this mean for you?

Brave capitalizes on its emphasis on anonymity and security. These features give users the boost of confidence that they are can be invisible when they are on the internet, at least it would seem so. The developers took it up a step or two with their version of Chrome’s incognito. They have their own incognito which brings you to a private window. This means that neither users browsing history or their IP address is saved. 

The Brave browser is supported by iOS, Android, macOS, and Windows. It also uses Chrome extensions so don’t be surprised when you are taken to the Chrome Web Store for the plugins and extensions. 

Major changes are coming to Facebook and businesses will take a hit for it. 

Facebook, the giant social media network is launching new changes to mobile news feed post and ad layouts beginning August 19. Instead of the 2:3 ratio with 7 lines of primary text, Facebook is switching to a 4:5 ratio with 3 lines of the primary text. Now that may seem insignificant for many users but surely not for entrepreneurs. This new ratio will mean that ads will now have fewer lines of text and reduced height for their photos and videos. 

https://www.facebook.com/business/help/103816146375741

Effects on marketers and advertisers

Advertisers will now have to rack their brains to get their message across customers and potential customers. A stronger message has to be sent so that people will be prompted to click that ‘See More’ button. 

Videos must also be maximized to accommodate the new size to avoid being automatically ‘masked’ when the new sizing kicks in. 

Susan Wenograd, the VP of marketing strategy at Aimclear first tweeted about the efforts of Facebook in creating a more consistent and maximized mobile experience by saying that less is more. Less text means users can skim more efficiently. Images are now more encouraged because images get to the focal point a lot quicker. 

Marketers must be able to use text more effectively in conjunction with attention-grabbing images to capitalize on the coming changes. People respond to images because they are easier to understand, and this move makes sense with the overwhelming content we see on a day-to-day basis said Wenograd. 

In a post, Facebook shared that the changes are designed to simplify the format of the platform. The social media giant hopes that this will increase the ad’s effectiveness. It seems as though the changes will enhance the user’s experience and potentially help marketers in the long run.  For more Facebook updates subscribe to the Holler Hustle.  

There is a plethora of audience waiting for you through mobile apps, are you taking the plunge?

Content consumption on mobile devices has been skyrocketing in the past years. The use of apps in smartphones accounts for more than half of smartphone usage. Mobile marketers can easily unlock the targeting capabilities of these apps and use them to their advantage. 

In-app marketing has shifted the dynamic of digital marketing, especially with the rapid growth of the Asian marketplace. Marketers who ignore this fact are making a huge mistake. 

In-app advertising and its benefits 

People are getting busier each day resulting in short attention spans when it comes to advertising. They no longer have the time to turn to traditional ads. This is where in-app advertising is filling in the gaps. The app-based marketing industry attracts consumers’ undivided attention in ways that TVs, billboards, and radio commercials may not. In-apps take up the entire users’ screen when its shown, unlike other traditional platforms. 

These things make in-app audiences valuable to marketers. In-app ads are far cheaper than desktop counterparts and the click-through also rates for apps also double in mobile. Shopping is the fastest growing app category these days as purchasing decisions are mostly made from mobile devices. 

Marketing Drive reports, according to brand safety and anti-fraud firm Integral Ad Science (IAS), the quality of the app and the ad’s environment has a huge impact on the ad’s reception. Additionally, “Ads seen in high-quality mobile environments were viewed 74% more favorably than those seen in low-quality environments, per the report, “The Halo Effect: Ad Environment and Receptivity.”

Apps to host your brand 

Looking for apps to host your brand isn’t that difficult to find as many social media platforms are offering that service. Social networks including Facebook, Twitter, and LinkedIn have their audience networks that marketers can use to widen their reach. Snapchat is allegedly developing the same audience network. 

Aside from social networks, Google and Microsoft are big assets to begin the process of advertising and monetizing apps to connect to more audiences. 

The digital marketing industry is a huge one and it can be overwhelming at times. Stay tuned into the Holler Hustle for updates on the newest marketing trends, so you can stay up to date.

While everyone seems to be taking advantage of the ad-free streaming hits, many experts say that jumping on the trend isn’t the best strategy. 

Several brands have made their way into the third season of Netflix’s ‘Stranger Things’, however, there are still some doubts about whether streaming platforms can improve brand recognition. This fact doesn’t seem to faze the brands in sponsoring the shows in streaming platforms in exchange for product placements. 

Growth of streaming video platform 

Streaming video platforms took audiences by storm. Streaming services now more users than traditional TV channels. Due to this, advertising opportunities have grown outside the traditional TV as well. The growth of SVOD and OTT compared to traditional TV is very apparent that Stacy Jones, CEO of Hollywood Branded said that they get three to four brands a week approaching them about SVOD (streaming video in demand) opportunities. 

Netflix released a data specific to its users and it shows that subscribers watch an average of two hours per day. This study revealed the same results with the 2019 report from the Bureau of Labor were an average American over 15 years old watch an average of 2.8 hours per day. 

Echoing this, Ern Schmidt the chief strategy and service officer at Branded Entertainment Network,  added Jumping on the bandwagon isn’t a good idea. He explained there’s too much content available for brands to box themselves into just one platform. 

Marketing experts suggest that instead of putting all their budget in one strategy, it’s best to first explore their brands best options. If they want the work with a streaming platform, marketers need to know which of the streaming strategy is best to invest in. One way of knowing the perfect streaming technique is to specify the kind of product integration the marketers want. To keep up on the pulse of marketing news and new ad opportunities subscribe to the Holler Hustle for updates.