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YouTube Launches 4K Plus and New Features for Sports Fans on YouTube TV

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YouTube TV subscribers can now elevate their watching experience by adding on the new 4K Plus package, which includes 4K, downloads, unlimited streams, and more. YouTube hopes to excite sports fans with this upgrade, considering that some of the updates were inspired by frequent requests from the community.

YouTube Blog

YouTube saw 65% increase in watch time on TV screens of its sports videos (excluding live content) in 2020, which led to YouTube refreshing its Sports Platform – a hub for sports related news, statistics, and locally trending content. This summer, which is packed with major sports events, YouTube is seeking to elevate the live streaming experience of sports events as well.

As reported by YouTube:

“We’re excited to share more innovative features we’re bringing to YouTube TV – from new experiences to help you feel like you’re actually there, to navigation tools that help you quickly find your favorite events.” 

The main hope for the 4K Plus package is to help people feel like they are actually present at the event. To aid that mission, YouTube is enabling 4K Plus subscribers to follow the action in 4K resolution, with unlimited number of streams, as well as 5.1 Dolby audio capabilities for all YouTube TV members – the last one being a direct answer to the highest request by users who wish to enhance their viewing experience with surround-sound audio. These additional features can help YouTube deliver a more theater-like experience, giving them a unique advantage over its competitors who are less focused on live event streaming.

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YouTube TV has been a focus point for YouTube ever since it launched in 2017, and the reason for it is simple – over the last decade people have wanted more control over what, how, where, and when they watch video. In fact, in 2019, Google reported that YouTube was reaching more 18- to 49- year-olds than all cable networks combined as well as 86% of those who have either cut cable out of their lives or never even subscribed to begin with. 

Now, YouTube wants to extend the level of control to its sports fans by enabling them to jump to the key moments while catching up on the live stream or watching the DVR recording later on, a feature already made available for news segments. YouTube is also adding a Medal count for event participants next to other relevant statistics, enabling viewers to get a better grasp on the overall performance of the countries going against each other. Users will also be able to search for any sport to add to their unlimited DVR space:

“Sports superfans can search for an entire league, just their favorite team, or record individual games or even tournaments. We’ve also recently added key plays directly to search on mobile, so if you want to find all the 3-pointers in your library, you can find them with one click.”

The updates are all about monetizing a passionate and active group of subscribers of YouTube TV. Most sports were paused or at least limited during the pandemic, leading people to revisit their favorite past events and building up a strong appetite for when live events would return. Sports fans are known for their passion, and now that their favorite events are returning with a fresh start, they become the perfect target audience for ads on TV as sports are rarely watched on smaller screens at home.

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In fact, connected TV viewing rose in popularity during the pandemic as people sought for entertainment that enabled them to stay at home. This new pattern resulted in YouTube providing more tools for marketers who embraced the opportunity to run TV campaigns on lower budgets as well as adding ‘living room impressions’ to its analytics. This means brands and creators alike have an opportunity to reach more people and tailor their strategies to bring in more revenue.

4K Plus will be available for $19.99 a month, with first time subscribers who already have a YouTube TV account getting a free trial for 30-days and a special price of $9.99 a month for the first year.

Read the full details on the offer on YouTube Official Blog.

Socialmediatoday.com

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Twitter Launches New Ad Targeting Options, Including Advanced Website Conversion Optimization

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Twitter Launches New Ad Targeting Options, Including Advanced Website Conversion Optimization

Wait, Twitter’s still launching ad updates, despite losing thousands of staff?

Well, kind of.

So, just before Thanksgiving, Twitter announced some new ad targeting options, which look fairly similar to its existing ad goals, but with some important differences.

The first update is within its ‘Conversions’ objective, with advertisers now able to focus their promotions onto users that are more likely to take specific actions in response.

As per Twitter:

Website Conversions Optimization (WCO) is a major rebuild of our conversion goal that will improve the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase).”

So instead of just aiming to reach people who are likely to tap on your ad, you can expand that focus to reach users that are more likely to take next-step actions beyond that, like:

  • Add-to-cart
  • Purchase
  • Register contact info
  • Subscribe

“Our user-level algorithms will then target with greater relevance, reaching people most likely to meet your specific goal – at 25% lower cost-per-conversion on average, per initial testing.”

Essentially, the process uses Pixel tracking (you need to use the Twitter Pixel or Conversion API for this campaign type) to get a measure of the types of people who are undertaking these actions on your website, then utilizes that data for targeting further audiences for your ads, based on each element.

So how is it different?

Well, it’s not a big shift.

Up till now, Twitter advertisers have been able to optimize their campaigns to focus on:

  • Link clicks
  • Site Visits
  • Conversions  
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Within the ‘Conversions’ objective, you can further optimize for specific website events:

  • Page View
  • Content View
  • Add to Cart
  • Purchase

As you can see, the only additions here are users who might leave their contact info or subscribe, which are likely not major focal points for most Twitter advertisers.

But what Twitter has done is that it’s made these options more immediately accessible within the Campaign Objectives screen.

So it looks like a significant update – and functionally, it does simplify things a bit. But it’s not a major advance in your Twitter ad targeting options.

Twitter’s also launched its ‘Dynamic Product Ads’, which enable advertisers ‘to showcase the most relevant product to the right customer at the right time’. 

With DPA Retargeting, you can serve ads to targeted consumers, featuring products they have engaged with (e.g. added to their shopping cart) on your website but haven’t yet purchased.”

Twitter Dynamic Product Ads

Twitter’s actually offered a variation of this ad type since 2016, but it recently updated its Dynamic Products Ads targeting to integrate a more privacy-focused approach, in order to optimize ad performance with potentially fewer signals.

Finally, Twitter’s also launching its updated Collection Ads format, which enables advertisers to share a primary hero image, along with smaller thumbnail images below it.

“The primary image remains static while people can browse through the thumbnails via horizontal scroll. When tapped, each image can drive consumers to a different landing page.”

Twitter Collection Ads

Twitter first previewed this option back in March.

Essentially, these are not new offerings, as such, but they may be newly available to you, which could provide more considerations for your Twitter ad campaigns.

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So if you’re wondering how Twitter’s able to launch new ad products despite cutting 65% of its staff – well, they’re not new, they’ve been in development for months, with Twitter just deciding to press ‘launch’ and provide them to all ad partners.

But that doesn’t lessen their potential value, and there could be various ways in which you’ll be able to use these options to boost your tweet campaigns.

Note, too, that Elon Musk has repeatedly mentioned that he wants to improve the accuracy of Twitter’s ad targeting options, which could eventually see Twitter’s automated audience tools, like Website Conversions Optimization, become a much more valuable proposition.

You can learn more about Twitter’s latest ad updates here.



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