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This Week's News: 2021/10/06

This Week's News: 2021/10/06

Hotspex Media Team

Facebook Is Updating Its Pre-Campaign Audience Estimates To Be Less Specific

TLDR
  • In the coming weeks, Facebook will modify the way it displays potential reach and interest category predictions in Ads Manager
Brief

Pre-campaign reach estimates on Facebook are about to get less precise – on purpose. The change comes in the face of an ongoing lawsuit over how Facebook calculates its potential reach metric. As part of the change, “potential reach” will be rebranded as “estimated audience size.” These updates are part of an ongoing effort to improve the way it shares pre-campaign ad estimates and metrics with advertisers and has nothing to do with other ad and measurement-related changes it’s making as a result of iOS 14 and Apple’s App Tracking Transparency framework. Facebook also says that its reach estimates are not designed to match the census population or other sources and could differ based on multiple factors, including user-reported demographics, how many accounts are used per person and how many temporary visitors are in a geographic location at a given time.

YouTube Brings Performance To CTV Ads

TLDR
  • Now, for the first time, performance advertisers can take advantage of YouTube on CTV to drive and measure conversion through the expansion of Video action campaigns.
Brief

YouTube introduced an option for performance advertisers that allows them to drive and measure conversions on connected television (CTV) by increasing the ability for viewers to shop from the messages in the ads they see on the screen. Google announced that beginning in early 2022, TrueView for action campaigns will automatically upgrade to Video action campaigns. When a viewer sees a Video action campaign on their TV, they can type the URL at the bottom of their screen into a browser on their mobile device or desktop to continue shopping on the brand’s website from their desktop or mobile device, all without interrupting the viewing session. Viewers using their smartphone to cast to connected TVs will be able to take action on ads directly from their phone’s YouTube app. 

WPP, Snap establish AR Lab focused on linking augmented reality with commerce

TLDR
  • WPP and Snap Inc. announced a global partnership centered on the development of augmented reality (AR) products that link AR with e-commerce
  • WPP clients can collaborate on new Snapchat products, including the recently released Snapchat Trends tool, as well as access a custom strategy guide offering best practices
Brief

The AR Lab looks to combine Snap's focus on AR applications with WPP's extensive service capabilities in creative, media, commerce and technology. WPP and Snap at the same time are implementing an optimization scorecard to help marketers track the effectiveness of their AR efforts and adjust tactics in real-time. Snap is opening up WPP clients' access to new advertising products, such as a Snapchat Trends tool launched in August that draws on popular keywords shared through features like the disappearing Stories format. Those insights are meant to help marketers conduct product market research, refine their copy and build user personas and profiles. 

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