Category: Social Media News

Is Facebook Bad for Society? New Insights on the Company’s Approach Raise Important Questions

New comments from a former Facebook employee has once again raised questions about its approach, and the consequences of such on society.

Facebook Provides Tips on Utilizing Video Playlists and Series Collections

Facebook has shared some new insights into utilizing video playlists and/or series settings in order to maximize viewership.

8 Killer SEO Techniques to Double Your Search Traffic in 2020 [Infographic]

Backlinks remain a key consideration in improving SEO performance – here are some tips on how to earn more backlinks for your web pages.

How to Create Compelling Content for Phenomenal Email Marketing Campaigns [Infographic]

Here are some simple tips to help improve the performance of your email marketing outreach.

LinkedIn Updates Marketing Partner Program with New Specialty Categories

LinkedIn is making it easier for marketers to find the right experts to assist them with each element of their process.

Apple Grants Temporary Waiver of its 30% Fee on Funds Raised Through Facebook’s New Paid Events Option

Facebook and Apple have reached an agreement that will enable event organizers to take 100% of the money they raise through paid Facebook events.

4 Trends Changing the Marketing Landscape in 2020 & Beyond [Infographic]

Looking for new ways to boost your digital marketing efforts? Check out this list of key marketing trends of note.

Facebook Detects Three New Russian-Based Networks Attempting to Interfere with Foreign Politics

Facebook has detailed three new, Russian-based networks that have been attempting to use Facebook to interfere in foreign political debates.

YouTube Adds New Voter Awareness Prompts in Election-Related Search Queries

YouTube is adding some new voter awareness prompts to related searches in the lead up to the US Presidential Election.

Twitter Shares Insights into the Effectiveness of its New Prompts to Get Users to Read Content Before Retweeting

Twitter has shared some insights into the effectiveness of its new prompts to get users to read posts before they retweet, which it first launched back in June.

Reddit Launches Ad Inventory Types to Give Advertisers More Control Over Their Campaigns

Reddit's looking to give advertisers more control by adding new tiers of ad types which focus on providing varying levels of brand safety.

Facebook’s Oversight Board Set to be in Place Before the US Election

Facebook's new Oversight Board, which will help the platform rule on content decisions, looks set to be active in time for the US Election.

LinkedIn Launches Updated Look, Makes LinkedIn Stories Available to All Users

LinkedIn is giving its platform a new look, and giving all users access to its Stories functionality.

TikTok Launches Legal Action Against Pending App Store Ban

With negotiations over a buyout of the app continuing, TikTok could still be banned in US app stores from this Sunday.

55 Essential Web Design Stats to Guide Your Online Strategy in 2020 and Beyond [Infographic]

Improve the performance of your website with these tips and insights.

Google Adds New Search Listing Options to Help Businesses Highlight Updated Service Offerings

Google is adding some more Google My Business profile display options to better align with evolving shopping behaviors amid COVID-19.

Facebook Removes Cluster of China-Based Accounts Seeking to Interfere in Foreign Politics

Facebook has announced the removal of a 155 China-based Facebook account which had sought to interfere in various foreign political debates.

TikTok Announces Bans on Ads for Weight-Loss Related Products in Order to Protect Users from Self-Perception Concerns

TikTok has announced new bans on ads for weight loss related products, and new tools to assist users dealing with negative self-perception.

Pinterest Announces Expanded Launch of Pin Stories, New Pin Analytics Tools

Pinterest is jumping on board the Stories trend with Pin Stories, while it's also updating its analytics tools.

Instagram Launches New Reels Updates, Including Longer Clips and Improved Trimming

Instagram has announced some new updates for its TikTok-like Reels functionality, including longer clips and improved video editing tools.

YouTube Expands AI Detection to Age-Gate More Uploads

YouTube will age-restrict more content as an expansion of its machine learning process to classify the content of video uploads.

Google Shares New Guide on Common AdSense Policy Questions [Infographic]

Google has published a new listing of key, common AdSense questions in order to help web publishers maximize their Google ad revenue opportunities.

Facebook Shares New Insights into Gen Z, and How COVID-19 has Changed Their Outlook [Infographic]

Facebook has published a new report which looks at how the COVID-19 has impacted Gen Z, and impacted their approach to content online.

Pinterest Launches New Holiday Hub and Marketing Guide to Assist with Holiday Campaigns

Pinterest has created a new hub for holiday sales related content, and a new guide to help businesses make the most of their holiday Pin campaigns.

YouTube Advertising: What Your Brand Needs to Know

In lieu of entertainment sources other than in-person events, COVID-19 pushed more people to social platforms as a way to engage with timely and relevant content. YouTube is no exception. Year over year, watch time on YouTube and YouTube on television screens jumped a whopping 80 percent underscoring the accelerating shift from linear to digital video and over 2 billion people globally are gravitating towards these new experiences.

As we continue to spend the bulk of our time at home, brands are making the most of YouTube’s massive reach and deeply relevant content to build brand awareness, and ultimately, drive results at scale. In response to this trend, the platform is adding some notable elements to help brands and marketers further hone their YouTube ad campaigns, including advanced data insights and new category targeting to help them show up in the right contexts for today’s consumers.

Here’s a peek into the updates and how you can start using them to enhance your efforts.

Advanced contextual targeting with dynamic lineups

A new study from YouTube parent company Google in partnership with Ipsos found that video advertising based on consumer interest and intent has significantly more impact than demo—with a 32 percent higher lift in ad recall and 100 percent higher lift in purchase intent.

To help further its ability to drive mass reach, YouTube is introducing dynamic lineups powered by advanced contextual targeting. Put differently, videos are segmented based on their content, with machine learning systems developed to best determine what each video is about and how to feed it to the right people at the right time. This is based on analysis of key elements spanning video imagery, sound, speech and text.

In addition to targeting broader categories like “home” or “lifestyle” or lifestyle, you can find more nuanced choices such as “home and garden” and “home improvement.” What this boils down to is “better access to customers with unique interests and needs—all with the brand suitability controls that are most important for your business,” explained Debbie Weinstein, Vice President, YouTube and Video Global Solution in the official announcement. More specifically, what this translates into is the ability to routinely engage with the right audience segments who are receptive and responsive and having to spend less to reach them. Sounds like a win-win.

An early adopter of dynamic lineups, Chrissie Hanson, Global Chief Strategy Officer at OMD said, “Using lineups powered by advanced contextual targeting delivers a more relevant and empathetic understanding of audiences. This in turn serves to drive more relevant reach and efficiencies for our customers, as part of a broader program that leverages audiences and other tactics across YouTube.”

Driving efficient reach with Nielsen TV data

Last year YouTube unveiled its integration with Nielsen TV data into its Reach Planner with the goal of helping marketers fuel their awareness strategies on YouTube and get a broader view of critical audience trends. Across 21 commissioned Share Shit studies, results showed that on average, advertisers that shifted just 20 percent of spend from TV to YouTube generated a 25 percent increase to the total campaign reach within their target audience, lowering the cost per reach point by almost 20 percent.

As part of its recent push to allow marketers to lean into the rise in YouTube viewership, the platform is expanding its Nielsen’s Total Ad Ratings for advertisers in the UK and Italy, in addition to the US with initial efforts already showing promising results.

“PepsiCo Beverages turned to YouTube to drive scale and extend the reach of Pepsi’s ‘Gift it Forward’ Holiday campaign. The campaign did not disappoint – YouTube drove new brand buyers during the holiday season to the unique audience we wanted to reach.”

Video reach campaigns are a simpler way to buy efficient reach across ad formats and incrementally reach the right audiences at a more optimal frequency. Marion Carpentier, Omni Business Leader at French men’s wear brand, Jules, explained the company was able to achieve this specifically by combining skippable in-stream ads and bumpers into a single campaign and saw higher lifts in brand awareness (4.9%).

Beyond this, to support marketers looking to plan YouTube with other online video partners YouTube is providing new reach planning options within Display & Video 360 including YouTube, auction, and programmatic deals.

Catering your strategies with success stories and trends

Finally, to support marketers as they navigate a post-COVID era, YouTube is unveiling a new awareness collection within its Advertising Solutions Center spotlighting notable trends and case studies from companies that include PepsiCo, Domino’s, and Jules. The goal behind sharing these stories is to offer a more concrete understanding of YouTube’s product innovations and how they can be built to better meet your awareness objectives.

If the pandemic has proven anything, it’s that YouTube is behaving more like traditional TV with time. Those that understand the nuances of the platform as an alternative, will be able to deliver TV-like promotions with a higher degree of targeting but without derailing from their budget plans.

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The post YouTube Advertising: What Your Brand Needs to Know appeared first on Social Media Week.