Connect with us

SOCIAL

YouTube Announces Weekly Ad Frequency Capping, New Live-Stream Commerce Upgrades

Published

on

YouTube Expands its 'Pre-Publish Checks' Tool to the Mobile App

YouTube has announced the addition of weekly frequency capping for video ad campaigns, as well as a coming live-stream shopping upgrade, as part of its Brandcast presentation for Upfronts week.

The main element for general advertisers is frequency capping, which will enable marketers to limit the amount of times a single user sees their promotion in any given week.

As explained by YouTube:

Now, you can compliment your reach by actively setting your weekly frequency goal – a solution only YouTube can provide. Combining our unmatched audience reach and leading machine learning capabilities, advertisers will now be able to optimize how many times viewers see their ads in a week. Not only does this mean more efficient spend, but crucially, a better experience for viewers.

Because we all know how seeing the same ad, with the same jingle, can reach the point of no return for a business. I can’t tell you how many times I’ve vowed not to spend any money with a certain brand because their ad was just so annoying, and part of that comes from repeated exposure, with that same promo coming up over and over again.

Now, you can limit this, and in combination with YouTube’s Connected TV offerings, which essentially facilitate TV-like campaign exposure, it could be a valuable element.

YouTube reports that, in testing, Discovery+ utilized frequency goals to determine optimal ad exposure levels for driving awareness lift.

“Discovery saw twice the absolute awareness lift compared to past YouTube campaigns, at a similar cost compared to non frequency-optimized campaigns.”

It could be a good option, which could also provide some great insight into optimal exposure targets, as per the Discovery+ campaign, to inform your future strategies.

In addition to this, YouTube’s also taking another step into live-stream shopping.

Later this year, two channels will be able to go live and cohost together, uniting their communities in a single live shopping stream. And with live redirects, creators can start a shopping live stream on their channel, then redirect their audience to a brand’s channel for fans to keep watching.”

That could be a valuable update, with huge audience reach, which will also facilitate more significant influencer partnerships, with brands able to combine their audience and that of their partner influencer for much broader exposure.

YouTube’s been experimenting with new live shopping features for some time, via a range of streams and pushes to test audience response. Late last year, YouTube outlined its plans for advancing live-stream commerce, which will eventually enable ‘anyone with a mobile device and a product to easily host a live shopping stream.

That could be very lucrative, both for the users and the platform itself.

Live stream commerce is already on the rise in Asian countries, with live shopping broadcasts on Douyin, the Chinese version of TikTok, generating 7x more YoY sales in 2021, with more than 384 million people tuning in to these sessions.

Various TikTok streamers are now shifting into the same, and with broader adoption of eCommerce on the rise, it marries the key shifts in content consumption and shopping, which could become a major force in future.

The capacity to partner on streams is another key element here, which may be a valuable consideration heading into the holidays.

YouTube provided more info on live stream redirects last month.

These are some relatively small, but significant upgrades from YouTube, which could have major impacts, and it’s worth considering each within your outreach process.

You can read more on YouTube’s Brandcast update here.

Source link

SOCIAL

17 Content Options for Each Stage of the Sales Journey [Infographic]

Published

on

17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

Source link

Continue Reading

SOCIAL

Meta Soars by Most in Decade, Adding $100 Billion in Value

Published

on

Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

Source link

Continue Reading

SOCIAL

Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Published

on

Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



Source link

Continue Reading

Trending

en_USEnglish