Just Ad'ed July 8-12

This week: Explore Google TV's premium ads, TikTok's shopping feature, Walmart's AI, Roku's ad buying, and Costco's ad revolution. 

Amazon Ad Update: Boost ROI with New Targeting Tools

📈What Happened?

Amazon Advertising introduced expanded brand targeting and expanded product targeting, and refined broad match keyword targeting. These features aim to improve ad relevance and reach.

🔍Why Does It Matter?

Enhanced targeting options can lead to higher ROI and better ad performance. Improved control over ad spend helps in reducing irrelevant traffic and optimizing campaigns.

⚖️ What Should We Do? 

Monitor campaigns closely to ensure traffic relevance and optimal spend. Utilize expanded targeting options and refine broad match keywords with plus signs and negative keywords.

Target Perfect: Google Ads Just Got Sharper

📈What Happened? 

Google updated search ads query matching with brand inclusions and improved negative keyword matching for misspellings and variants. They are also aggregating search terms into broader themes and reducing detailed keyword visibility in reports.

🔍Why Does It Matter?

These changes enhance ad targeting precision, reducing irrelevant clicks and improving campaign performance.

⚖️ What Should We Do?

Advertisers should use brand inclusions and broad match types with specific criteria for better targeting. They should update negative keyword lists and focus on search themes to optimize campaigns.

Streamlined Streaming: ID5 Brings Clarity to CTV

📈What Happened?

ID5, an alternative ID tool that tracks users without cookies, is expanding into the connected TV (CTV) space, following their recent $20 million funding round and aim to address identity and measurement issues in CTV.

🔍Why Does It Matter? 

ID5's expansion into CTV could streamline ad targeting and measurement, reducing fragmentation and improving ad effectiveness across multiple devices.

⚖️ What Should We Do?

Advertisers should explore partnerships with ID5 for more cohesive tracking and measurement in CTV. Monitoring the adoption of alternative IDs in the industry will be crucial to staying competitive and ensuring accurate ad performance metrics. 

TikTok Ad Dollars Cool Off as Uncertainty Looms

📈What Happened?

TikTok's ad spend growth is slowing due to uncertainty over a potential U.S. ban. From January to May 2024, total ad spend on TikTok reached $1.5 billion, marking an 11% increase from the same period in 2023.

🔍Why Does It Matter? 

Despite the slowdown, TikTok remains a valuable advertising platform because of its massive user base and strong engagement rates. Advertisers are shifting their strategies towards performance-driven ROI goals.

⚖️ What Should We Do?

Advertisers should continue to include TikTok in their media mix while monitoring ongoing discussions about its future in the U.S. market. Adapt campaigns to focus on performance metrics and capitalize on TikTok's high engagement.

Snap & Measure: Elevate Your Ads with VideoAmp

📈 What Happened?

Snapchat, reaching 800 million people monthly and 75% of 13-24-year-olds daily in over 25 countries, has partnered with VideoAmp to offer reach planning and measurement tools to agencies.

🔍 Why Does It Matter?

The partnership provides agencies with tools to plan and measure Snapchat campaigns, integrating video and AR formats. This enhances budget allocation and campaign effectiveness by understanding key metrics like incremental reach to TV.

⚖️ What Should We Do?

Use VideoAmp’s tools for planning and measuring Snapchat campaigns, and analyze Snapchat’s audience composition during the planning process.

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