Going (Creatively) Digital
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LinkedIn delivers 80% of social media leads for B2B marketers. To reach these audiences, DataSift revealed a new service to analyze topics and content that most interest certain job holders. LinkedIn Engagement Insights, per DataSift, is the first offering at scale. Using DataSift’s Pylon platform, it provides insights for finding audiences and improving content for ad planning and marketing. It uses artificial intelligence to sift topics, companies, products, clicks, likes, and comments. The results are noted by a marketer and used for ad/marketing targeting with LinkedIn’s tools.
Snapchat will be targeting and measuring ads based on people’s purchases outside of the app. Oracle Data Cloud, which owns Datalogix, will provide the data to Snapchat. The anonymous data doesn’t show how users and purchase data tie together. They’ll offer purchase-based targeting for all Snapchat ads, whether bought from Snapchat or a third-party firm. Using Oracle Data Cloud’s syndicated audience segments, people’s online/offline purchases will be sorted into 100+ segment categories like “cosmetics shopper.” ‘Hashing’ will match people to accounts based on email and advertising identifiers that Snapchat has. Snapchat, reportedly planning to go public, is looking to prove it can deliver customers to advertisers.
Pinterest will be giving advertisers more control over ad campaigns with ad groups. Pinterest’s previously only allowed a campaign and promoted pins. Ad groups implement structure by allowing campaign managers to control groups for budgeting and targeting. This lets advertisers assign budgets to specific ad groups, enabling testing performance against other campaign objectives, it allows them to align budgets towards an audience and allows the streamlining of campaigns.
Google plans to launch a mute button for ads in Google Search and YouTube, as well as a cloud-based measurement system focusing on generating and securing data, across devices, for better campaign insights. The cross-screen advertising will support ads on Google and YouTube, offering advertisers a new perspective and help determine where/when to invest budgets by better understanding campaigns. Google will work closely with MRC-accredited companies like comScore, DoubleVerify, IAS, MOAT, and Nielsen; they account for most third-party measurement on YouTube. It will allow advertisers to measure and verify campaign performance. Visitors will still have control over the types of ads they see through a new feature enabling them to mute the same ad across channels.