In the ever-evolving world of digital marketing, staying informed about the latest updates and trends is essential for maintaining a competitive edge. Recent developments from major platforms like YouTube, Google, and LinkedIn highlight significant changes that could impact your strategies and business operations. Here, we summarize key articles to help you navigate these updates.
YouTube Embeds Ads into Videos to Beat Ad Blockers
YouTube is testing serving ads directly embedded into video streams, making them indistinguishable from content to neutralize ad blockers.
YouTube’s latest move involves “server-side ad injection,” where ads are baked into the core video file itself. This strategy makes ads appear as part of the video content, rendering ad-blocking software ineffective. This approach aims to enhance the visibility and effectiveness of ad campaigns by making ads look like natural content.
SponsorBlock, an extension to skip sponsored segments, noted that this change offsets all timestamps submitted, as ads are embedded into the video stream. To prevent inaccuracies, SponsorBlock is temporarily rejecting submissions from users encountering these embedded ads. This technical maneuver is part of YouTube’s broader crackdown on ad-blocking, which started with targeting browser ad-blockers and third-party YouTube apps.
This move underscores YouTube’s commitment to protecting its advertising revenue, pushing users toward its ad-free premium service. As YouTube refines this technology, advertisers may see improved ad performance and visibility.
YouTube looks to be testing server-side ad injection to counter ad blockers
Google Launches Google TV Advertising Network
Google has introduced the Google TV network for advertisers, available through Google Ads and Google Display & Video 360 for U.S. campaigns.
The Google TV network aims to leverage the increasing popularity of connected TV, with over 150 million people watching YouTube on their TV screens each month. This network provides advertisers with a new platform to reach a growing audience through targeted, in-stream video ads.
The Google TV network offers a rapidly scaling connected TV audience for advertisers, supported by Google’s advanced ad tech and premium inventory. It also integrates YouTube buys, allowing advertisers to future-proof their TV strategies and reach over 20 million monthly active Google TV and Android TV OS devices.
This launch represents a significant opportunity for advertisers to expand their reach and optimize their TV ad campaigns using Google’s technology.
https://blog.google/products/ads-commerce/meet-the-google-tv-network/
LinkedIn Drops User Targeting Based on Groups Data
LinkedIn has ceased allowing advertisers to target users in Europe based on Groups data to comply with the EU’s Digital Services Act.
LinkedIn’s decision follows pressure from European regulators over potential violations of the Digital Services Act. Civil society groups had filed a complaint with the European Commission, alleging that LinkedIn’s ad targeting practices could lead to discrimination based on sensitive user data such as race, politics, or sexual orientation.
This change removes a valuable targeting signal for European campaigns, potentially limiting the precision of audience targeting based on LinkedIn Group memberships. However, it highlights LinkedIn’s commitment to regulatory compliance and user privacy.
Advertisers may need to adjust their targeting strategies in Europe to adapt to this new regulation.
https://ec.europa.eu/commission/presscorner/detail/en/STATEMENT_24_3172
Google Ads Rolls Out New Design to All Markets on Aug. 30
Google Ads will finalize the rollout of its new design to all markets starting Aug. 30, retiring the old interface for desktop users.
The new Google Ads design, first launched in 2023, reorganizes the product to make tools and features easier to find while retaining existing functionality. Google claims the updated look has been preferred by advertisers during the initial rollout, and the changes aim to streamline workflow for both new and experienced users.
This design revamp includes a left-side menu organizing pages into five high-level categories, a top search bar for quick access to tools, and a clean user interface. While some may view this update as superficial, it promises to improve workflow efficiency and training for new users.
Advertisers should prioritize and embrace this transition to enhance their operational efficiency.
https://support.google.com/google-ads/answer/14846754?sjid=8305845102868165217-NC
Google Launches Accelerate with Google Resource Hub for Advertisers
Google has introduced Accelerate with Google, a new educational hub with customized resources to help marketers build expertise using AI.
Accelerate with Google is part of a “Summer of AI Essentials” program aimed at helping advertisers enhance their campaigns with AI tools. The hub serves as a central destination for Google’s AI Essentials resources for ads products like Search and Performance Max.
This resource hub provides advertisers with one central point to stay updated on available AI functionalities, regardless of skepticism about AI implementation. With AI playing an increasingly pivotal role in advertising, this hub could significantly benefit marketers looking to leverage AI technologies.
Accelerate with Google aims to equip advertisers with the knowledge and tools needed to optimize their ad campaigns using AI.
https://ads.google.com/intl/en_us/home/accelerate/
LinkedIn Launches Premium Company Pages
LinkedIn is rolling out its new Premium Company Pages offering, targeting SMBs with expanded business profile options.
Developed over the past few months, LinkedIn’s Premium Company Pages aim to increase subscription revenue by offering enhancements to help brands maximize their in-app presence. Subscribers can access custom CTA buttons, auto-invite people who engage with their content, insights into page visitors, testimonial display, and AI writing assistant tools for posts.
While the monthly cost of £99 may seem steep, the additional features and tools could provide significant value for companies looking to boost their LinkedIn presence and lead generation.
Brands should evaluate the benefits of these premium features to determine if they align with their marketing goals.
https://www.linkedin.com/pulse/accelerate-your-business-new-premium-offerings-ora-levit-yfx3f/
Posted in Blog, Daily Digital Marketing News
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