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What’s New for Marketers?

Marketers are always on a lookout for new ad capabilities and targeting options for reaching out to their target audience and be the early adopters to gain an edge over their competitors. But, this is not just one-sided, Google, Facebook, LinkedIn, YouTube, Twitter, Snapchat, Instagram, Pinterest, and every other platform has been constantly releasing new ad types to lure marketers to their platform for a bigger pie of the market as well.

So, what’s new for advertisers lately. Well, to be honest, the list is long, hence I will talk about 3 New Advertising options from Google, LinkedIn, and YouTube that would be helpful for brand, B2B, and retail marketers.

Let’s get started.

LinkedIn’s Dynamic Ads:

LinkedIn the top go-to platform for B2B marketers has been constantly ramping up its Ad business since last 2 years by introducing multiple new ad types to its self-serve campaign manager, giving more control to the advertisers to play around.

Few of the new ad types released in the last 2 years are Matched Audience, Carousal Ads, revamped campaign manager with A/B testing and now Dynamic Ads.

LinkedIn’s Dynamic Ads brings in more personalization to ads by automatically customizing the creative with each member’s publicly available profile, such as their photo, first name, company, job title, etc. for higher engagement with the ads.

dynamic-ads

The Dynamic Ads also has pre-built templates and auto-translation capability basis the members set language preference.

YouTube’s Vertical Video Ads:

YouTube gets 70% of its watch time through mobile and in an effort to provide a seamless experience to mobile viewers it rolled out vertical video ads for TureView and Universal App campaigns, something which Snapchat has been providing its advertisers for a very long time.

The vertical video ads would cover 75% of the screen in a portrait mode and can be expanded to 100% by viewers. Moreover, the viewers would be redirected to an external website when they tap on the ad.

A campaign with a vertical video and a horizontal video ad would lead to much higher brand lift said, Neal Mohan, YouTube’s chief product officer.

Google’s Shoppable Image Ads and Videos in Showcase Ads:

Google introduces 2 new ad formats for brands and retail marketers.

  1. Videos in Showcase Ads: Showcase Shopping Ads are based on broad product searches, where an ad appears with a main image and 2 smaller side images and a promotional message at the bottom of the ad. These ads are linked to a Google hosted landing page where all the related products by a seller features. Now, marketers can leverage their video assets as the video are displayed in the feature image position and expands to full view on top of the google hosted landing when the ad is clicked – This option is available to advertisers using the Showcase Shopping Ads at present.showcase-shopping-ads(*Image courtesy, adsvisers.com)

    (Showcase Shopping ads are currently available in Australia, Canada, Germany, France, Hong Kong, Ireland, India, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, South Africa, Taiwan, United Arab Emirates, the UK, and the US)

  2. Shoppable Image Ads: Shoppable image ads would feature on Google’s image search with a tag. On clicking the tag icon in a Shoppable Image Ad would redirect a user to a third-party site bringing up a carousel of product listing ads with products similar to what is shown in the image. This ad format is on a pilot mode right now, but would soon be released to all.

These are just the tip of the iceberg and with the kind of new options coming up and limited resources in hand, marketers have a tough job to wisely strategize and put the money on the most relevant advertising options to reach out to their TG instead of getting their hands into everything.

Spearheads the Marketing function for, Brand, Marketing (with a specific focus on Digital Marketing) & Strategic Innovation for B2B & B2C, globally for a reputed Indian MNC. An MBA in Marketing & International business and a certified Digital Marketing Professional, an Automobile Enthusiast who loves to Travel, is a nature lover, a blogger and a curious soul who loves to learn new stuff and ideate.
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