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 Advertising introduced expanded brand targeting and expanded product targeting, and refined broad match keyword targeting. These features aim to improve ad relevance and reach.
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.
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.
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.
These changes enhance ad targeting precision, reducing irrelevant clicks and improving campaign performance.
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.
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.
ID5's expansion into CTV could streamline ad targeting and measurement, reducing fragmentation and improving ad effectiveness across multiple devices.
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'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.
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.
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.
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.
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.
Use VideoAmp’s tools for planning and measuring Snapchat campaigns, and analyze Snapchat’s audience composition during the planning process.