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

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.
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.
Audience guarantees are now available for Programmatic Guaranteed ads running with publishers on Google Ad Manager in the US, with more regions coming soon.
SOCIAL
WhatsApp Adds New Group Chat Controls, Additional Context Around Group Membership

WhatsApp’s adding some new control options for group chats, which will provide more capacity to manage who can, and can’t, join a group, while it’s also providing new insights into groups in-common with other users, to provide more context for connection and discovery.
First off, on group controls – WhatsApp’s adding a simplified control panel UI to approve new chat members.
As you can see in this example, the new format will enable chat admins to approve and reject group chat applicants, while it will also show people that have been previously approved or rejected.
That could make it much easier to manage your group chats, and ensure you’re on top of all participating members – which will be handy for Communities, which WhatsApp added back in November, and enable users to connect around specific topics.
The idea is that this will expand WhatsApp usage beyond private chats, and facilitate a wider range of discussion. And with more social media engagement switching to private chats, it’s another means for Meta to align with that shift, and keep users engaged.
It’s a simple addition, in broader context, and could be beneficial for those trying to keep tabs on their group membership.
WhatsApp’s also adding a new ‘groups in common’ display, to help users glean more context about other members.

As per WhatsApp:
“With the growth of Communities and their larger groups, we want to make it easy to know which groups you have in common with someone. Whether you’re trying to remember the name of a group you know you share with someone or you want to see the groups you’re both in, you can now easily search a contact’s name to see your groups in common.”
The display could also assist in group discovery, helping you find more relevant Communities that you might also want to join to engage in related topics.
As noted, with more online interactions switching to private chats, and away from public posting on social platforms, Meta’s now trying to align with that change, and provide more ways to keep users engaged, and help brands also meet them where they’re active.
WhatsApp, which has seen big growth in US, is now a larger part of the equation, and with more people leaning into more private discussion spaces, it makes sense for Meta to provide more tools to facilitate such.
The next step is monetizing WhatsApp, which remains a work in progress – but Meta is indeed making progress on this front as well.
As such, group chats could be another way to help boost exposure for brand functionality in the app, which is why Meta will be keen to build on these tools wherever it can.
SOCIAL
LinkedIn Creates Profile Summaries, Job Listings Via Generative AI 03/22/2023

Microsoft-owned business and
employment-focused social platform LinkedIn is adding a new ChatGPT-powered tool Premium subscribers can access to create personalized writing suggestions for sections of their LinkedIn profile, as
well as other AI integrations.
LinkedIn Premium subscribers now have the option to “Enhance” their profile via AI-drafted options for the …
SOCIAL
Pinterest Provides New Tips on Effective Pin Advertising Approaches

Pinterest has provided some new Pin ad tips, based on various brand lift studies, incorporating feedback from over 120,000 Pinners. The data shows that taking a multi-format, multi-stage approach can provide bigger returns, with brands that focus on awareness, consideration, and conversion seeing, on average, three times higher conversion rates than those aligned with just one objective.
Here’s a look at Pinterest’s key tips:
Experiment with multiple objectives
As noted, Pinterest’s main action point is that advertisers should aim to target consumers at each stage of the purchase cycle, as opposed to focusing on just one aspect.
As per Pinterest:
“By adopting more than one objective, advertisers have seen up to a 57% improvement in sales lift. If you’re focused only on conversion, you may forgo reaching new customers further up the funnel.”
Of course, Pinterest would say that, as more ads equals more money for them, but the data shows that taking a broader focus, that incorporates each element, provides more scope to connect with Pinterest users, which can deliver better results.
Upweight your spend towards video
As with all social platforms, video is the most engaging format on Pinterest, and is the most resonant messaging vehicle for brands.
So impactful is video in the app that Pinterest advises that brands should aim for video to comprise between 50% to 60% of their media plan, in order to maximize ROI and response.
Idea Pins are now Pinterest’s key format on this front, its TikTok-like full-screen vertical feed – and based on the data, that is proving to be the most effective brand messaging method.
Keep your campaign feeling fresh
Including ad variations in your creative mix can also improve your Pinterest campaign performance.
“A campaign with 10-15 creative executions (across a two month period) can drive a 3.2x increase in ad recall. While a campaign with 16+ creative executions can drive 2x the lift in favorability.”
That’s a lot of variants to come up with, but Pinterest also notes that using 3+ ad formats can increase awareness 3x, so you don’t necessarily need 16 or more versions of each ad, just a few to keep things fresh, and keep your promotions more engaging.
Take a holistic approach to measurement
Finally, Pinterest advises that brands need to link their upper funnel brand building and acquisition efforts to lower funnel performance activity, in order to get a true gauge of campaign performance.
“How-to videos, recipes and tutorials measure substantially stronger mid-lower funnel uplifts like 12x the impact on brand favorability and 8.5x on purchase intent. To maximize results pick the ad format that best fits your goals and aim to educate and inspire Pinners to incorporate your products or brand in their life in relevant ways.”
In other words, you need to consider the performance of each aspect in a broader campaign sense, as opposed to measuring each element against the same data points.
These are some interesting notes, which could help you put together a more effective Pinterest marketing strategy. And with 450 million users, and rising, and high purchase intent, it is worth considering the platform, and its potential value for your promotions.
You can read more Pinterest campaign set-up tips here.
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