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Google Launches New 'Related Search for Content' Ads to Help Improve On-Site Engagement

Google Launches New 'Related Search for Content' Ads to Help Improve On-Site Engagement
Hotspex Media Team

Google Launches New 'Related Search for Content' Ads to Help Improve On-Site Engagement

TLDR
  • Google has added a new ad unit to its AdSense suite, which aims to help drive users to more related elements on your site.
Brief

The new ad unit essentially works as a suggested content type prompt on your website, which redirects users to more of your pages specifically related to the content that they’re viewing. Related search for content is a contextual navigation unit that shows users search terms related to the page they’re viewing on a publisher’s website. When they click a search term, they’re taken to a search results page on the publisher’s site where they can explore other relevant topics, including search ads. In line with Google’s broader shift away from user data tracking, the option could help deliver more tailored ad solutions, without the need for cookies.


How an uptick in gaming M&A could reshape the media landscape

TLDR
  • Following the acquisitions of Zynga and Activision Blizzard, game publishers are expected to court marketers more aggressively as they look to level up ad sales.
Brief

The gaming industry has been at the epicentre of billion-dollar deal-making this year as game publishers seek to increase their scale. Marketers can expect to have a bigger role in the industry as those publishers work to diversify their revenue with advertising sales. Mobile games are especially suitable for advertising because they have a broad audience, are brand-safe, have "natural" breaks in gameplay and marketers can ask gamers to view ads in exchange for digital valuables. The pandemic's onset was a watershed for the gaming industry with its profound effect on the way people entertained themselves. Almost two-thirds (63%) of consumers worldwide said they had increased their gameplay time, and the percentages were higher in regions most affected by COVID-19. The findings indicate that an estimated 75% of the gains in mobile gaming activity would last as part of the "new normal" in people's behaviours.


Instagram product tags rolling out to all U.S. users

TLDR
  • Instagram will open product tagging to every user in the U.S.
Brief

Product tagging debuted on the platform in 2016 as its initial foray into e-commerce. Until now, only businesses and creators could tag products in video posts, stories and reels. Instagram said that 1.6 million people are already tagging at least one product per week. This is yet another way for brands and businesses to be discovered organically on Instagram. So if your brand isn’t set up for Instagram Shopping, there’s no better time than now to test it. After creating a post, users would tap the “Tag Products,” tap the product in the video or image, then search for the product from the shop to add a tag. Instagram users who see a product tag can tap it to buy the product within the app. Whenever one of your products is tagged, Instagram will notify you on your profile. 

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