SEO

How We Got Here & Where We Go Next

Published

2 years ago

May 17, 2022

Although the Metaverse’s infrastructure is still being set up, companies and brands are jumping on the opportunity to join this new world.

So if they are on board, how close are we to bringing the metaverse into full reality?

We’ve seen many changes in our society over the last few years, but nothing holds the potential for change quite like the Metaverse.

Last fall, when Mark Zuckerburg announced Facebook’s new parent company, “Meta,” the conversation of future societal implications of such an immersive social platform took the world by storm.

And for good reason.

Virtual reality, augmented reality, smart glasses, social media, and cryptocurrency have existed as separate yet related ideas until now.

The Metaverse combines these moving parts to create a powerful tool for businesses and marketers alike.

Zuckerburg announced Meta as a “social technology company” with a distinct focus on social responsibility that will change the way people work, socialize, and experience the world around them.

Normal physical boundaries do not limit this world, and therein lies its appeal for those looking for a more global reach.

But where did this concept come from, and where is it going?

Let’s find out.

The History Of The Metaverse

The term “metaverse” was first used by sci-fi writer Neal Stephenson to describe a 3D, virtual reality people could, in a sense, occupy. It was more theoretical than practical.

But in 2022, it’s coming to life. It is an immersive digital environment populated by virtual avatars representing actual people.

In the Metaverse, you can go about many of your everyday life’s day-to-day interactions and occurrences – in your avatar form.

This form can be a human, animal, or something more abstract with its customizable appearance.

You can then interact with other people’s avatars in this virtual world. In the Metaverse, you can buy and sell land, attend concerts and go to museums, build a house, and more.

In many ways, the Metaverse takes off where games like 2003’s Second Life began.

This creates a whole other level of interconnectivity and another dimension to our global economy.

How Virtual Reality Got Its Start With Online Gaming

The concept of virtual and augmented reality has been steadily leaked into mainstream culture over the last 20 years. The gaming industry was the first to really take advantage of it and integrate it into their platforms.

Games like Pokémon Go (2016) and Fortnite (2017) revolve around using these technologies to connect people through their apps.

Pokémon Go is one of the largest, most successful augmented reality games in the industry.

When its popularity exploded in 2016, it heralded a new era of AR’s integration into our everyday lives.

Fortnite, a virtual reality game using avatars to represent players, lets people fight against each other in real-time and attend events held in that particular metaverse.

These two highly popularized games helped introduce society to the concept of “extended reality” (XR).

Extended or mixed reality (XR) refers to all events that combine some element of what is real with what is virtual.

This includes augmented reality (AR) and virtual reality (VR) forms.

XR creates a more immersive experience for users and blurs the boundaries between reality and what is generated by technology.

This blend of realities creates infinite possibilities of integration for differing technologies to create a more holistic and immersive experience for users.

How Cryptocurrency Made The Metaverse Possible

Since the Metaverse is virtual, it is always active, self-sustaining, and creates incredible possibilities in business. And many of these possibilities hold a basis in cryptocurrency.

The advent of Bitcoin in 2009, alongside the general rising popularity of cryptocurrencies over the last decade, has ushered in a new era in which finance does not have to be physical.

With the recent surge of popularity in Ethereum and NFTs, cryptocurrencies are becoming a more legitimate form of financial exchange for the world at large – especially for investors and business leaders always looking to the horizon for new trends.

Conversations around these currencies will only become more and more mainstream in the coming years.

Virtual currency only complements this already virtual world and gives every person in the metaverse buying power. Businesses are noticing and following suit.

How Major Brands Are Getting Involved

Some of the businesses preparing for the Metaverse include major names such as Nike, Adidas, and Vans.

In October of 2021, Nike filed several trademark applications for their popular slogans and iconography (like “Just Do It” and the iconic checkmark), which will allow them to make and sell virtual goods.

This occurred in tandem with Mark Zuckerberg announcing Meta.

In December of last year, Nike announced their acquisition of virtual shoe company RTFKT studios, which will help them create shoes to sell in the Metaverse. This is incredible news for sneakerheads everywhere.

Adidas is making their foray into the Metaverse with collaborative NFT projects (which have since sold out), creating exclusive collectibles with other artists.

Their NFTs collectively sold for over $22 million. They’ve affirmed the NFT community by investing in NFTs as a company and have bought a large plot of land in the metaverse to host virtual parties and events.

They are one of the first corporations to not only release NFTs but to actually invest in the Metaverse ecosystem itself.

Vans is also getting involved.

The company has built an online skate park that’s already seen upwards of 48 million visitors.

This type of engagement is unparalleled. In-person events simply can’t hold the same capacity of people.

Customers can also shop in their virtual store to earn points and customize an avatar.

Brands aren’t just dipping their toes into the water – they’re diving in.

It’s time for others to follow suit.

The Metaverse’s infrastructure is still being set up, but companies and brands are jumping on the opportunity to be a part of this new world.

So if they are on board, how close are we to bringing the Metaverse into full reality?

What are the Metaverse’s potential effects on society as a whole, but specifically, the way we do business?

Mixed Reality And Virtual Conferences And Conventions

The pandemic catapulted society into a new era of digital innovation and created a significant need for advanced technologies that would allow us to continue our everyday business efforts from home.

Companies that depended on conferences and trade shows had to pivot, and fast.

The Metaverse offers significant opportunities for companies to meet through virtual reality, saving business and attendees money on travel, lodging, and other associated costs.

Employees and participants can put on VR glasses from the comfort of their homes and it’s as if they are there.

Bands and artists can host virtual concerts from anywhere in the world. The potential uses are nothing short of a revolution.

Targeting Millennials And Gen Z

Targeting millennials and Gen Z is of utmost importance to brands.

Digitally-native Gen Z has proven to be tricky to market to. They possess an intuitive understanding of technology unprecedented in previous generations.

They’re also more inundated than most other age groups.

According to some reports, Gen Z considers digital lives as important as physical ones. For some, there is little to no differentiation.

The virtual world and social media are not separate lives but further extensions of their more present, physical reality.

It also makes friendships around the globe more of a present reality and means exposure to brands they might not normally discover.

This boasts a two-fold impact on marketing and selling potential for brands – exposure is unlimited by physical constraints, and physical and digital goods become players of equal value.

Per Nike’s example, a virtual shoe is not of lessened value because it exists in the digital sphere – it holds the capability to compete (and won’t have to be cleaned with a toothbrush).

If a brand’s target audience is going digital, it’s no surprise that brands must pursue digital innovation to compete.

Now is the time for brands to see what possibilities the Metaverse can open up for them.

Early-stage adopters will only be rewarded in the long run.

A Deeper Level Of Customer Loyalty

The Metaverse doesn’t sleep. It exists in a 24/7 loop of information and interaction.

Marketers need to develop a real-time, boots-on-the-ground approach to customer loyalty to continue to succeed amidst such endless options for consumers.

Tapping into a deeper level of customer loyalty and relationship-driven marketing might sound like a no-brainer, but it’s a challenge for some.

The Metaverse is not as likely to replace your current marketing strategy as much as it will complement it.

Brands must stay true to who they are in a fully digital space. This I know from experience at AdRoll.

Our company’s platform deploys machine learning to help brands build loyalty in ecommerce.

In helping thousands of brands enhance customer loyalty, I can vouch that success in this arena does not come from technology alone, no matter how advanced – and the same principle applies in the Metaverse.

Once the Metaverse exists and functions in totality, winning over new customers will be more difficult than ever.

If your company has the bandwidth and resources, start focusing on creating an extremely loyal customer base that will follow you into the Metaverse as it grows and develops.

Is The Average Consumer Really Ready?

The Metaverse will push marketing and most of society deeper into digital innovation and immersion.

But are consumers ready? Early adopters might be excited to try, but what about those who are more reluctant?

It will simply take time for the technology to become more integrated with everyday life and society as a whole.

If you’re creating something that your target audience wants to be a part of, you’ll find success. Don’t join the Metaverse just to join it: Make sure you have something to offer.

Create a sense of community, and more reluctant participants will trust you enough to follow.

What To Expect From The Metaverse In 2022

In 2022, you can expect more hardware to come to everyday consumers. Apple has already invested in augmented reality, and their virtual reality headsets are coming later this year, with rumors of VR contact lenses circulating in recent weeks.

The creators of Pokémon Go are dabbling in augmented reality gear as well.

Brands like Burberry and Gucci already advertise and sell virtual goods using AR and VR. New hardware is set to release later this year.

Volumetric video is becoming more integrated into shopping experiences and some work-related events.

Buying virtual land in the Metaverse is on the rise, with some expecting to reap millions (if not billions) in revenue. To put it plainly, it isn’t just a trend – it’s here to stay.

Marketers should pay rapt attention to the evolution and progression of the Metaverse.

Those who are skeptical might miss out on a significant amount of digital innovation set to change the way society does business and functions as a whole.

More resources:

Featured Image: thinkhubstudio/Shutterstock

!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version=’2.0′;
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window,document,’script’,
‘https://connect.facebook.net/en_US/fbevents.js’);

if( typeof sopp !== “undefined” && sopp === ‘yes’ ){
fbq(‘dataProcessingOptions’, [‘LDU’], 1, 1000);
}else{
fbq(‘dataProcessingOptions’, []);
}

fbq(‘init’, ‘1321385257908563’);

fbq(‘track’, ‘PageView’);

fbq(‘trackSingle’, ‘1321385257908563’, ‘ViewContent’, {
content_name: ‘metaverse-marketing-primer’,
content_category: ‘digital-advertising experience trends-digital ‘
});

Source link

SEO

Reddit Makes Game-Changing Updates to Keyword Targeting

Published

9 hours ago

October 12, 2024

Max

Reddit Makes Game-Changing Updates to Keyword Targeting

In a big move for digital advertisers, Reddit has just introduced a new Keyword Targeting feature, changing the game for how marketers reach their target audiences.

This addition brings fresh potential for PPC marketers looking to tap into Reddit’s highly engaged user base.

With millions of communities and conversations happening every day, Reddit is now offering advertisers a more precise way to get in front of users at the perfect moment.

The best part? They’re leveraging AI to make the process even more powerful.

Let’s break down why this is such an exciting development for digital advertisers.

Keyword Targeting for Conversation and Feed Placements

Reddit has always been about its vibrant communities, or “subreddits,” where users connect over shared interests and discuss a wide range of topics.

Until now, keyword targeting has only been available on conversation placements. Starting today, advertisers can use keyword targeting in both feed and conversation placements.

The targeting update allows advertisers to place ads directly within these conversations, ensuring they reach people when they’re actively engaged with content that’s related to their products or services.

For PPC marketers, this level of targeting means a higher chance of delivering ads to users who are in the right mindset.

Instead of serving ads to users scrolling passively through a general feed, Reddit is giving you the tools to place your ads into specific conversations, where users are already discussing topics related to your industry.

According to Reddit, advertisers who use keyword targeting have seen a 30% increase in conversion volumes. This is a significant lift for marketers focused on performance metrics, such as conversion rates and cost per acquisition.

Scaling Performance with AI-Powered Optimization

While precision is key, Reddit knows that advertisers also need scale.

Reddit mentioned two AI-powered solutions to help balance keyword targeting and scalability within the platform:

Dynamic Audience Expansion
Placement Expansion

Dynamic Audience Expansion

This feature works in tandem with keyword targeting to help advertisers broaden their reach, without sacrificing relevance.

Reddit’s AI does the heavy lifting by analyzing signals like user behavior and ad creative performance to identify additional users who are likely to engage with your ad. In essence, it’s expanding your audience in a smart, data-driven way.

For PPC marketers, this means more exposure without having to rely solely on manually selecting every keyword or interest.

You set the initial parameters, and Reddit’s AI expands from there. This not only saves time but also ensures that your ads reach a broader audience that’s still relevant to your goals.

Reddit claims campaigns using Dynamic Audience Expansion have seen a 30% reduction in cost per action (CPA), making it a must-have for marketers focused on efficiency and budget optimization.

Placement Expansion

Another standout feature is Reddit’s multi-placement optimization. This feature uses machine learning to determine the most effective places to show your ads, whether in the feed or within specific conversation threads.

This multi-placement strategy ensures your ads are delivered in the right context to maximize user engagement and conversions.

For PPC marketers, ad placement is a critical factor in campaign success. With Reddit’s AI optimizing these placements, you can trust that your ads will appear where they have the highest likelihood of driving action—whether that’s getting users to click, convert, or engage.

Introducing AI Keyword Suggestions

Reddit’s new AI Keyword Suggestions tool helps with this by analyzing Reddit’s vast conversation data to recommend keywords you might not have thought of.

It allows you to discover new, high-performing keywords related to your campaign, expanding your reach to conversations you might not have considered. And because it’s powered by AI, the suggestions are always based on real-time data and trends happening within Reddit’s communities.

This can be particularly helpful for marketers trying to stay ahead of trending topics or those who want to ensure they’re tapping into conversations with high engagement potential.

As conversations on Reddit shift, so do the keywords that drive those discussions. Reddit’s AI Keyword Suggestions help keep your targeting fresh and relevant, ensuring you don’t miss out on key opportunities.

New Streamlined Campaign Management

Reddit has also made strides in simplifying the campaign setup and management process. They’ve introduced a unified flow that allows advertisers to combine multiple targeting options within a single ad group.

You can now mix keywords, communities, and interests in one campaign, expanding your reach without overcomplicating your structure.

From a PPC perspective, this is huge. Simplifying campaign structure means you can test more variations, optimize faster, and reduce time spent on manual adjustments.

In addition, Reddit has enhanced its reporting capabilities with keyword-level insights, allowing you to drill down into what’s working and what’s not, giving you more control over your campaigns.

The Takeaway for PPC Marketers

For marketers working with Google Ads, Facebook, or Microsoft Advertising, this new update from Reddit should be on your radar.

The combination of keyword targeting, AI-driven audience expansion, and multi-placement optimization makes Reddit a serious contender in the digital advertising space.

If you’re looking to diversify your PPC campaigns, drive higher conversions, and optimize costs, Reddit’s new offerings provide a unique opportunity.

You can read the full announcement from Reddit here.

Source link

SEO

What The Google Antitrust Verdict Could Mean For The Future Of SEO

Published

1 day ago

October 11, 2024

Max

What The Google Antitrust Verdict Could Mean For The Future Of SEO

In August 2024, Google lost its first major antitrust case in the U.S. Department of Justice vs. Google.

While we all gained some interesting insights about how Google’s algorithm works (hello, NavBoost!), understanding the implications of this loss for Google as a business is not the easiest to unravel. Hence, this article.

There’s still plenty we don’t know about Google’s future as a result of this trial, but it’s clear there will be consequences ahead.

Even though Google representatives have said they will appeal the decision, both sides are already working on proposals for how to restore competition, which will be decided by August 2025.

My significant other is a corporate lawyer, and this trial has been a frequent topic at the dinner table over the course of the last year.

We come from different professional backgrounds, but we have been equally invested in the outcome – both for our respective careers and industries. His perspective has helped me better grasp the potential legal and business outcomes that could be ahead for Google.

I will break that down for you in this article, along with what that could mean for the SEO industry and Search at-large.

Background: The Case Against Google

In August 2024, Federal Judge Amit Mehta ruled that Google violated the U.S. antitrust law by maintaining an illegal monopoly through exclusive agreements it had with companies like Apple to be the world’s default search engine on smartphones and web browsers.

During the case, we learned that Google paid Apple $20 billion in 2022 to be the default search engine on its Safari browser, thus making it impossible for other search engines like DuckDuckGo or Bing to compete.

This case ruling also found Google guilty of monopolizing general search text advertising because Google was able to raise prices on ad products higher than what would have been possible in a free market.

Those ads are sold via Google Ads (formerly AdWords) and allow marketers to run ads against search keywords related to their business.

Note: There is a second antitrust case still underway about whether Google has created illegal monopolies with open web display ad technology as well. Closing arguments will be heard for that in November 2024 with a verdict to follow

Remedies Proposed By The DOJ

On Oct. 8, 2024, the DOJ filed proposed antitrust remedies for Google. Until this point, there has been plenty of speculation about potential solutions.

Now, we know that the DOJ will be seeking remedies in four “categories of harm”:

Search Distribution and Revenue Sharing.
Accumulation and Use of Data.
Generation and Display of Search Results.
Advertising Scale and Monetization.

The following sections highlight potential remedies the DOJ proposed in that filing.

Ban On Exclusive Contracts

In order to address Google’s search distribution and revenue sharing, it is likely that we will see a ban on exclusive contracts going forward for Google.

In the Oct. 8 filing, the DOJ outlined exploring limiting or prohibiting default agreements, pre-installation agreements, and other revenue-sharing agreements related to search and search-related products.

Given this is what the case was centered around, it seems most likely that we will see some flavor of this outcome, and that could provide new incentives for innovation around search at Apple.

Apple Search Engine?

Judge Mehta noted in his judgment that Apple had periodically considered building its own search technology, but decided against it when an analysis in 2018 concluded Apple would lose more than $12 billion in revenue during the first five years if they broke up with Google.

If Google were no longer able to have agreements of this nature, we may finally see Apple emerge with a search engine of its own.

According to a Bloomberg report in October 2023, Apple has been “tinkering” with search technology for years.

It has a large search team dedicated to a next-generation search engine for Apple’s apps called “Pegasus,” which has already rolled out in some apps.

And its development of Spotlight to help users find things across their devices has started adding web results to this tool pointing users to sites that answer search queries.

Apple already has a web crawler called Applebot that finds sites it can provide users in Siri and Spotlight. It has also built its own search engines for some of its services like the App Store, Maps, Apple TV, and News.

Apple purchased a company called Laserlike in 2019, which is an AI-based search engine founded by former Google employees. Apple’s machine learning team has been seeking new engineers to work on search technologies as well.

All of these could be important infrastructure for a new search engine.

Implications For SEO

If users are given more choices in their default search engine, some may stray away from Google, which could cut its market share.

However, as of now, Google is still thought of as the leader in search quality, so it’s hard to gauge how much would realistically change if exclusive contracts were banned.

A new search engine from Apple would obviously be an interesting development. It would be a new algorithm to test, understand, and optimize for.

Knowing that users are hungry for another quality option, people would likely embrace Apple in this space, and it could generate a significant amount of users, if the results are high enough quality. Quality is really key.

Search is the most used tool on smartphones, tablets, and computers. Apple has the users that Google needs.

Without Apple’s partnership with Google, Apple has the potential to disrupt this space. It can offer a more integrated search experience than any other company out there. And its commitment to privacy is appealing to many long-time Google users.

The DOJ would likely view this as a win as well because Apple is one of the few companies large enough to fully compete across the search space with Google.

Required Sharing Of Data To Competitors

Related to the accumulation and use of data harm Google has caused, the DOJ is considering a remedy that forces Google to license its data to competitors like Bing or DuckDuckGo.

The antitrust ruling found that Google’s contracts ensure that Google gets the most user data, and that data streams also keep its competitors from improving their search results to compete better.

In the Oct. 8 filing, the DOJ is considering forcing Google to make: 1) the indexes, data, fees, and models used for Google search, including those used in AI-assisted search features, and 2) Google search results, features, and ads, including the underlying ranking signals available via API.

Believe it or not, this solution has precedent, although certainly not at the same scale as what is being proposed for Google.

The DOJ required AT&T to provide royalty-free licenses to its patents in 1956, and required Microsoft to make some of its APIs available to third parties for free after they lost an antitrust case in 1999.

Google has argued that there are user privacy concerns related to data sharing. The DOJ’s response is that it is considering prohibiting Google from using or retaining data that cannot be shared with others because of privacy concerns.

Implications For SEO

Should Google be required to do any of this, it would be an unprecedented victory for the open web. It is overwhelming to think of the possibilities if any of these repercussions were to come to fruition.

We would finally be able to see behind the curtain of the algorithm and ranking signals at play. There would be a true open competition to build rival search engines.

If Google were no longer to use personalized data, we might see the end of personalized search results based on your search history, which has pros and cons.

I would also be curious what would happen to Google Discover since that product provides content based on your browsing history.

The flip side of this potential outcome is that it will be easier than ever to gamify search results again, at least in the short term.

If everyone knew what makes pages rank in Google, we would be back in the early days of SEO, when we could easily manipulate rank.

But if others take the search algorithm and build upon it in different ways, maybe that wouldn’t be as big of a concern in the long term.

Opting Out Of SERP Features

The DOJ filing briefly touched on one intriguing remedy for the harm Google has caused regarding the generation and display of search results.

The DOJ lawyers are proposing that website publishers receive the ability to opt out of Google features or products they wish to.

This would include Google’s AI Overviews, which they give as an example, but it could also include all other SERP features where Google relies on websites and other content created by third parties – in other words, all of them.

Because Google has held this monopoly, publishers have had virtually no bargaining power with Google in regards to being included in SERP features without risking complete exclusion from Google.

This solution would help publishers have more control over how they show up in the search results.

Implications For SEO

This could be potentially huge for SEO if the DOJ does indeed move forward with requiring Google to allow publishers to opt out of any and all features and products they wish without exclusion in Google’s results altogether.

There are plenty of website publishers who do not want Google to be able to use their content to train its AI products, and wish to opt out of AI Overviews.

When featured snippets first came about, there was a similar reaction to those.

Based on the query, featured snippets and AI Overviews have the ability to help or harm website traffic numbers, but it’s intriguing to think there could be a choice in the matter of inclusion.

Licensing Of Ad Feeds

To address advertising scale and monetization harm caused by Google, the DOJ filing provided a few half-baked solutions related to search text advertising.

Because Google holds a 91% market share of search in the U.S., other search engines have struggled to monetize through advertising.

One solution is to require Google to license or syndicate its ad feed independent of its search results. This way, other search engines could better monetize by utilizing Google’s advertising feed.

It is also looking at remedies to provide more transparent and detailed reporting to advertisers about search text ad auctions and monetization, and the ability to opt out of Google search features like keyword expansion and broad match that advertisers don’t want to partake in.

Implications For SEO

I don’t see obvious implications for SEO, but there are plenty for our friends in PPC.

While licensing the Google ad feed is intriguing in order to help other search engines monetize, it doesn’t get at the issue of Google overcharging advertisers in their auctions.

More thought and creativity might be needed here to find a solution that would make sense for both creating more competition in search and fairness for advertisers.

They are certainly on the right track with more transparency in reporting and allowing advertisers to opt out of programs they don’t want to be part of.

Breaking Up Of Google

The DOJ lawyers are also considering “structural remedies” like forcing Google to sell off parts of its business, like the Chrome browser or the Android operating system.

Divesting Android is the remedy that has been discussed the most. It would be another way to prevent Google from having a position of power over device makers and requiring them to enter into agreements for access to other Google product apps like Gmail or Google Play.

If the DOJ forced Google to sell Chrome, that would just be another way to force them to stop using the data from it to inform the search algorithm.

There are behavioral remedies already mentioned that could arguably accomplish the same thing, and without the stock market-shattering impact of a forced breakup.

That said, depending on the outcome of the U.S. election, we could see a DOJ that feels empowered to take bigger swings, so this may still be on the table.

The primary issue with this remedy is that Google’s revenue largely comes from search advertising. So, if the goal is to reduce its market share, would breaking up smaller areas of the business really accomplish that?

Implications For SEO

If Android became a stand-alone business, I don’t see implications for SEO because it isn’t directly related to search.

Also, Apple controls so much of the relevant mobile market that spinning Android off would have little to no effect in regards to addressing monopolistic practices.

If Chrome were sold, Google would lose the valuable user signals that inform Navboost in the algorithm.

That would have some larger implications for the quality of its results since we know, through trial testimony, that those Chrome user signals are heavily weighted in the algorithm.

How much of an impact that would have on the results may only be known inside Google, or maybe not even there, but it could be material.

Final Thoughts

There is so much to be decided in the year (potentially years) to come regarding Google’s fate.

While all of the recent headlines focus on the possibility of Google being broken up, I think this is a less likely outcome.

While divesting Chrome may be on the table, it seems like there are easier ways to accomplish the government’s goals.

And Android and Google Play are both free to customers and rely on open-source code, so mandating changes to them doesn’t seem the most logical way to solve monopolistic practices.

I suspect we’ll see some creative behavioral remedies instead. The banning of exclusive contracts feels like a no-brainer.

Of all the solutions out there, requiring Google to provide APIs of Google search results, ranking signals, etc. is by far the most intriguing idea.

I cannot even imagine a world where we have access to that information right now. And I can only hope that we do see the emergence of an Apple search engine. It feels long overdue for it to enter this space and start disrupting.

Even with Google appealing Mehta’s decision, the remedy proposals will continue ahead.

In November, the DOJ will file a more refined framework, and then Google will propose its own remedies in December.

More resources:

Featured Image: David Gyung/Shutterstock

Source link

SEO

Snapchat Is Testing 2 New Advertising Placements

Published

2 days ago

October 10, 2024

Max

Snapchat Is Testing 2 New Advertising Placements

The Snapchat ad ecosystem just expanded with two new placement options.

On Tuesday, Snap announced they started testing on two new placements:

Sponsored Snaps
Promoted Places

While not available to the general public yet, Snap provided information on the test, including their launch partners and more about the ad placements.

The goal of these placements are for brands to expand their reach across some of the most widely adopted parts of the platform.

Promoted Places Ad Placement

Snap partnered with two other brands for their Promoted Places ad placement test: McDonalds and Taco Bell.

This new ad placement shows on the Snap Map, which is meant to help users discover new places they may want to visit.

Promoted Places will highlight sponsored placements of interest within the Snap Map.

In early testing, Snap said they’ve found adding places as “Top Picks” drives a typical visitation lift of 17.6% for frequent Snapchat users.

They also mentioned the possibility of exploring ideas around customer loyalty on the Snap Map in future phases.

Summary

Snap hasn’t yet announced how long these ad placement tests will run, or when they’ll be available for broader advertisers.

Snap said the Sponsored Snaps and Promoted Places placements will evolve from feedback within the Snapchat community and the brands partnered with them at launch.

In the future, there’s possibility of integrating features like CRM systems and AI chatbot support to make communication more streamlined between brands and Snapchat users.

Source link