News and Analysis
The Growth of Visual Search
Claire Carlile, in a recent post on visual search that contains useful tips for local businesses, shows us that Google is now making it possible to conduct a search that starts and ends with images. Her example search is conducted using Google Lens, where an image of a Sony headphones package is the “query” that produces a local pack result replete with its own images. This may or may not be the future of search, but it’s highly representative of the visual-first orientation that Google is embracing to a growing degree.
Commentary
Finding New Audiences: How To Win with the Next Generation of Consumers
The youngest generation of consumers is not only ad-averse, but also prefers to consume content when and where they want. With 71% of Gen Z claiming to prefer streaming services over traditional TV, the formula for successful content platforms is simple — provide consumers the content they want to see on the devices they use outside of the house.
It’s equally important for platforms to cut through the noise and remove commercials and ads if they want to secure Gen Z support moving forward. While we all have specific tastes in what shows we watch, older generations of consumers were perfectly content sitting through commercials and ads. Gen Z is not of this mindset.
Is Uber Local Advertising’s Duopoly Killer?
While Amazon is challenging the duopoly, when zeroing in on local advertising and commerce — Street Fight’s hallmark — as opposed to driving eCommerce, another challenger may loom: Uber. In fact, we have a longstanding prediction that it will blitz local advertising by strategically building from the Trojan Horse that is “in-ride mode.”
This theory is based on the fact that Uber has your captive attention during rides, given in-app utilities like mapping and ETA. Furthermore, it knows where you’re going (think destination-based promotions). In the aggregate, it has lots of behavioral data for a richer mosaic of audience-targeting gold.
Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update
Your social advertising strategy and audiences may need a bit of an overhaul to align with updates to Facebook’s “Safe & Civil” Advertising Policies, especially if they fall within particular categories.
If your customer is running a campaign that does fall within one of the three categories upended by recent Facebook policy changes, it’s best to launch your campaign with a Special Ads Category applied prior to publishing. This will save you time and a headache resolving errors during the length of your campaign.
Latest Posts
Foursquare Announces New Chief Revenue Officer, Liz Ritzcovan
Ritzcovan’s mission will center on “client centricity.” She’ll be tasked with optimizing Foursquare’s relationships with its clients as the company seeks to make the case that its suite of resources for brands looking to connect the digital and physical worlds is both comprehensive and indispensable.
Simpli.fi Reaches Next Level in Precise Location Targeting
As of this morning, advertisers using Simpli.fi’s programmatic advertising platform will have access to Addressable Geo-Fencing, a solution that Simpli.fi’s vice president of marketing Ryan Horn says is the next logical step in the localization and personalization of programmatic advertising.
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