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Google Makes Out of Home Inventory Available in Display and Video 360 Campaigns

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Google Makes Out of Home Inventory Available in Display and Video 360 Campaigns

This could be interesting – today, Google has announced that all Display & Video 360 users will now be able to expand their campaigns to digital out-of-home ads, including screens in public places, like stadiums, airports, bus stops, shopping centers, elevators, taxis and more.

That could be a big addition to your promotions, using digital targeting to reach audiences in specific regions and areas, which could help to promote key offers to engaged, interested consumers.

As explained by Google:

With digital out-of-home ads in Display & Video 360, brands can combine the emotional power and captivating formats of traditional out-of-home advertising with the efficiency of other digital channels. With a single plan, they can reach people on screens of all shapes and sizes. And, it can be done rapidly and efficiently.”

Google says that marketers will be able to activate, pause, and optimize digital out-of-home campaigns in near real time, with a full overview of your online and outdoor promotional efforts controlled via a single dashboard.

“Centralizing buys and automating out-of-home campaigns is particularly effective for brands with international footprints. It gives them a chance to reach their global audience using a single tool. Today Display & Video 360 already partners with exchanges Hivestack, Magnite, PlaceExchange, Ströer SSP, VIOOH and Vistar Media. These exchanges give access to large media owners around the world like ClearChannel, Intersection, JCDecaux, Lamar and Ströer. All of this inventory can be secured via programmatic deals.”

Though while you will be able to use more advanced digital ad targeting for your OOH campaigns, there will be some limits.

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Digital out-of-home ads placed through Display & Video 360 won’t be personalized, and will not use individual identifiers or audience location data. Advertisers will only be able to reach people based on screen location:

“For example, a fast food spot can quickly advertise on a billboard in a bustling business district during the lunch hour for office workers to see. Later that day, the same billboard can promote an upcoming performance at a nearby concert venue.

Which makes sense – using individual device location markers could end up being pretty invasive, and would likely freak a lot of people out (‘that thing I was looking up last night just appeared on a bus stop promo’). But targeting your ads to specific locations, at specific times, could have significant value in helping to drive both awareness and action based on exposure.

It is also worth noting that digital out-of-home publishers measure impressions by using an impression multiplier, which is based on publisher estimates of the number of viewers for each ad.

That’s less specific than regular digital ad targeting, but again, it’s a traditional ad format that’s being translated to the digital realm, so there will be some crossover metrics required to estimate performance.

There are other qualifiers for Google’s OOH campaigns, which will impact how you go about utilizing the process in your efforts. But it could offer significant potential, and it may be worth considering the possible value of such exposure in proximity to relevant stores and stockists.  

You can learn more about digital out-of-home ads in Display & Video 360 campaigns here.

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Meta Will Shut Down its Newsletter Platform Early Next Year

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Meta's Reallocating Resources Away from Bulletin and its News Tab, Which Could See Publishers Lose Out

In news that will surprise no-one, Meta has today confirmed that it’s shutting down its ‘Bulletin’ newsletter platform, just 18 months after its initial launch.

Another sign of Meta’s fleeting interest in the latest trends, the company launched Bulletin in April 2021, as part of an effort to take a piece of the growing newsletter market, with platforms like Substack seeing massive growth in facilitating direct connection between writers and their audiences. Twitter also acquired newsletter platform Revue, and it had seemed, at the time, that newsletters could offer a new, supplementary income stream for creators, aligned with social apps.

In addition to this, Meta also saw an opportunity to provide a platform for local publications that had been shut down due to the pandemic. With ad dollars from local businesses drying up, due to lockdown measures, many smaller publications had to shut down, and Meta viewed this as a chance to make Facebook an even more critical element of community engagement, by providing a direct pathway for independent journalists to serve their audiences through the app.

As part of its initial push, Meta allocated $5 million in funding for local publications to convert to Bulletin instead.

And it sort of worked. Bulletin, at last at one stage, supported over 115 publications, with more than half of the creators on the platform reaching over 1,000 subscribers.

But this year, amid tougher market conditions, Meta lost interest.

The company has been gradually scaling back its investment in news and original content in recent months. Back in July, The Wall Street Journal reported that Meta had reallocated resources from both its Facebook News tab and Bulletin, in order to ‘heighten their focus on building a more robust Creator economy’

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In other words, Reels – Meta’s main investment focus for the future of the Creator Economy is short-form video content, which drives more views, more engagement, and is the big trend that Meta’s chasing right now.

As a result, Meta says that it will shut down Bulletin by early next year.

As per Meta:

“Bulletin has allowed us to learn about the relationship between Creators and their audiences and how to better support them in building their community on Facebook. While this off-platform product itself is ending, we remain committed to supporting these and other Creators’ success and growth on our platform.”

So long as they create Reels, I guess.

Again, the decision here is no surprise, but it does serve as another reminder that Meta chases whatever trends it can, and it has no real, long-term commitment on any of its new pushes.

Video is the thing, as it has been several times before, and Meta will keep pushing that till audiences lose interest. Then it’ll be something else that Meta’s pitching to brands, publishers, users, etc.

Logically, Meta follows the latest trends in order to maximize the benefit of such within its tools. But it is worth noting that, when it does lose interest, it tends to move on entirely, leaving anyone who’s invested in its last whim out in the cold.

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Overall, Bulletin isn’t huge, and it won’t impact a heap of writers and publishers, as such. But even so, for those that have invested in the platform, in good faith, it’s a bitter pill, and while they will now be able to move on to other platforms as well, it’s good to remind yourself that Meta chases trends, and moves on quick.

‘Don’t build on rented land’. ‘Don’t put all of your eggs in one basket’. Don’t trust social platforms to keep supporting that feature or platform that you’ve come to rely on.

The closure of Bulletin may seem like a side note to many, but it’s an important reminder that you need to diversify your strategy to avoid such impacts.

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