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What is Web 3 & What Could It Mean for the Future of Marketing?

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What is Web 3 & What Could It Mean for the Future of Marketing?

As we continue to progress into the digital age, a new era of the internet is emerging: web3.

Much of what is (and can be) is up in the air but one question we can try to answer now is what it means for marketers.

Let’s break down what web3 is, when it will launch and how it could impact marketers in the short- and long-term.

To understand what it is, let’s take a trip down memory lane.

In the late ‘90s, the world was introduced to the first version of the internet. It wasn’t nearly as complex as it is today, with just basic fonts, gray buttons and blue hyperlinks. Very reminiscent of how a website would load today stripped to HTML.

Then, it evolved to Web 2 around 2005, a phase in which consumers could consume content like never before on blogs, and later, social media.

However, as the internet evolved, so did the methods businesses leveraged to market to consumers online. This has led to growing privacy concerns among consumers who are struggling to trust their data in the hands of brands.

Although the FTC has created some guardrails surrounding data privacy, there’s still a lot that leaves consumers wary.

Just look at the evolution of Amazon. What was once an online bookstore has now transformed into a tech conglomerate with its hands in ecommerce, digital streaming, cloud computing, and artificial intelligence.

In a deep dive into the business, comedian Hasan Minaj argued on his Netflix show “The Patriot Act” that Amazon has control over the most important 21st-century commodity: data.

“Data about how we spend our money and what parts of the internet we’re using,” he says.

For many, that’s a scary realization. That’s where Web3 comes in.

The goal is that this new iteration of the internet will empower consumers to own and operate tech platforms themselves instead of sacrificing their data by relying on big tech companies.

How would that actually work? Through cryptocurrencies (also known as tokens) and blockchains.

Essentially, when you own a token, you own a piece of the network known as the blockchain. The more tokens you have, the more control you have over the network and the direction it’s headed in.

On a day-to-day basis, tokens would play a role in most, if not all, digital interactions from social media and gaming to digital art and events.

Critics of this approach say it would only be a veiled attempt at decentralization, as the power would still be in the hands of the few with the most money.

When will Web3 launch?

The short answer: We don’t know. There have been talks surrounding web3 for years now, but it’s still very much in its infancy.

A lot of the infrastructure needed to make it a reality is still being built and there’s no set timeline for when it will be completed.

So why the sudden buzz? Well, cryptocurrency is booming right now. In fact, venture capitalists invested over $27 billion in crypto-related projects in 2021, according to an article by The New York Times.

So, this idea of an internet built around it has everyone talking.

How Web3 Could Impact Marketers

1. Limited Access to User Data

In the short term, web3 could mean more data privacy for users.

Currently, companies make money based on the data they collect from users. Either by using it to feed their marketing strategies or by selling it to third parties.

Proponents of web3 believe that a consumer should play a more active role in how their data is used and who they share it with, given the immense value it holds.

Would it make it harder for marketers to collect consumer data? Possibly. It would force marketers to be more transparent with data collection and usage while finding new creative ways to reach their target audience.

2. A More Community-Focused Approach

Web3 is all about redistributing power to the average consumer.

The idea is that consumers will decide and promote the ideas they’re most interested in, instead of being in the passenger seat. With this shift, marketers will have to lean more on building a strong community.

As distrust of brands and how they use data grows, community is more important than ever.

3. More Reliance on Content Creators

Currently, many content creators feel at the mercy of the platforms they publish on with strict guidelines on what they can post to limited earning potential. Web3 would arm them with full autonomy.

In a CMS Wire article, Charlie Neer at MIQ, a leading programmatic media partner, explained this shift.

“Currently, when an individual downloads a song, the creator gets a fraction of the total revenue and the host (think Spotify or Apple Music) makes out like a bandit,” said the chief revenue officer. “The same goes for creators on YouTube, Twitch, etc. This is going to rapidly change with the Web3.0 revenue model, and the content creators will be the ones in control.”

Of course, we’re still a long way off from web3 becoming a reality. However, it’s something that marketers need to be aware of and keep an eye on.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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