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Twitter Tests New Column Creation Tools in TweetDeck

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Twitter Tests New Column Creation Tools in TweetDeck


Twitter is testing out some more new improvements for TweetDeck, designed to make it easier to create columns for various purpose in the app.

As you can see here, the new process, available to users in the TweetDeck preview pool, incorporates the platform’s column creation tools into the main display, as opposed to tapping on the ‘+’ symbol in the left hand control space.

The column options have also been expanded, with new functionality listed in the creation tools.

Search columns are also easier to generate:

It’s easier to create a search column that shows *exactly* what you want to see right off the bat. By clicking “Add column”, then “Search”, you’ll have access to advanced search filters while creating your column.

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TweetDeck update

Finally, Twitter’s also adding more List discovery options to your column tools, providing another way to tap into the value of user-created Lists.

TweetDeck update

These are some handy updates, which will provide more ways to better utilize TweetDeck in your process. The platform is especially valuable for tweet monitoring, and with more, simpler ways to create keyword and list-based columns, that will make it easier to track your various tweet mentions in one place.

Though it is only available in Preview mode for now, which is currently only available by invite from Twitter, issued to selected users in the US, Canada and Australia. You can, however, check it out for yourself by temporarily gaining access through editing the HTML code on the site.

Twitter’s been working to improve TweetDeck over the past year, and it seems like these new additions will make it to the main app sometime soon either way. But if you can’t wait, you can check out the tools now – while users in the test pool can also try them out in the app.





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YouTube Announces New Targeting Options for CTV Campaigns, Improved CTV Buying Tools

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YouTube TV Reaches 5 Million Subscribers

Connected TV has become a key video consumption trend, with YouTube reporting that CTV viewing – i.e. people watching YouTube content on their home TV sets – is now its fastest-growing content surface.

And with that comes new opportunity for advertisers, with the capacity to run TV-like ad campaigns for much lower cost, and with much more specific targeting, which could be hugely effective in building brand awareness and recognition.

And now, YouTube’s looking to provide more options on this front, with the addition of specific audience ‘guarantees’ for video campaigns, as well as improved processes for buying CTV inventory.

First off, on audience guarantees. Using Nielsen Digital Ad Ratings (DAR) YouTube will now give advertisers the opportunity to maximize audience reach among specific target markets, based on vetted audience reach insights, in order to maximize your messaging.  

As explained by Google:

When setting up your guaranteed deal, you can now choose a specific age and gender demographic, like adults ages 18 to 49, and pay only for the ad impressions that reach your target audience as measured by Nielsen DAR. This feature works for all types of video campaigns – including for connected TV ads – and comes at no additional cost for advertisers.

The option essentially provides more control for your campaigns, in terms of exact audience reach. Nielsen’s DAR insights incorporate census-based data, advanced machine learning methodologies, and third-party datasets, to facilitate deduplicated insights to specific consumer segments, helping to ensure that you’re reaching exactly the right people with your ads.

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That could be a big help, especially for brands that are looking to measure the resonance of their campaigns with specific audience subsets.

YouTube’s also looking to simplify CTV media buying, by providing more ways to purchase CTV inventory.

“To help CTV buyers deliver more coordinated ad campaigns, YouTube ads can now be purchased within Display & Video 360’s insertion order dedicated to connected TV ad buying. This simplified workflow features parameters designed specifically for CTV campaigns to help minimize technical blockers that typically limit reach on CTV devices. Because it puts YouTube side-by-side with other top CTV inventory, it also makes it easier to optimize for common goals or control ad frequency across your entire CTV media mix.

That could make it easier to incorporate YouTube CTV inventory into your broader media mix, which is more aimed at larger-scale advertisers, but could also provide optimization opportunities for smaller brands too.

And again, with CTV viewing on the rise, it’s worth exploring your opportunities in this respect, and considering how TV-aligned messaging could help to improve your reach and resonance.

Indeed, according to eMarketer, CTV consumption is projected to steadily increase over the coming years.

Traditional TV is losing its appeal, as consumers get more accustomed to watching whatever they want, when they want it, while the shift to short-form video has also exacerbated the trend towards more compact video content, even on your home TV set.

And as younger generations get more accustomed to these new consumption trends, you can expect this to become a more embedded activity, which is why CTV trends should definitely be on your radar for media placement.

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Audience guarantees are now available for Programmatic Guaranteed ads running with publishers on Google Ad Manager in the US, with more regions coming soon.

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