Weekly Digital Breakdown – 2.20.20
Weekly Digital Breakdown
Feb 20
Kroger Adds Attribution Feature
Kroger Precision Marketing, the advertising wing of retail giant Kroger, is looking to utilize customer shopping information in an effort to create more transparency around attribution. Kroger is using a new sales attribution feature to help brands better understand what ads on the company’s website or mobile app drive sales.
The self-serving advertising platform lets brands use data from only 100% verified transactions with the help of a loyalty card. Through the card, Kroger tracks 96% of all transactions which can be used to identify metrics for ad placement and strategies as they relate to products and sales and can be used to refine targeting for key demographics.
Kroger’s technological advancements is helping the company maintain a competitive edge in a very crowded marketplace. With options continuing to expand to grocery pick-up, delivery and online ordering, helping brands use their ad dollars most effectively and efficiently will show how marketing efforts with Kroger are driving revenue.
Snapchat Redesigns in the Works
Snapchat is working on significant app changes in an effort to shift focus from primarily younger audiences to being more widely used across generations. They are currently testing redesign ideas to streamline how the app functions, making it easier to use.
As part of the test, some Snapchatters will now see five separate sections instead of being limited to three. Also, Snap Map, which shows the location of Snap friends on an animated map, will now be located in the main viewing area. The animated map uniquely shows physical locations for Snapchat friends and has been widely popular for users. In addition, Snap Originals is now easily found in the Discover section, which has been renamed Community, for prime viewing.
Snapchat is also adding a navigation bar, which has been one of the more dramatic changes to the platform. The bar creates more ease of use to link between sections and increases engagement.
The update testing comes in response to continued community feedback that the design is not user friendly, causing many to abandon it as a result. With over 55% of Snapchat’s 218M daily active users being under 25, the company is trying to increase its appeal to older users which is something they have struggled with in the past.
Amazon Ads are on the Rise
Amazon is taking over more than just shopping. Amazon ads are seeing continued growth due to their ability to understand the customer shopping journey In a recent survey by Marketing Land, 81% of current Amazon advertisers plan to increase their spend in 2020 with 32% planning to increase their budget by 25% or more.
One surprising find from the survey results was that not all Amazon advertisers sell products on the platform but prefer their search ad format options. Of those running ads, 87% opt for Sponsored Product ads, while 68% are running Sponsored Brands.
Amazon Advertising still has a long way to go in closing the gap with Google but is slowly making ground. Amazon is the only company whose share of the U.S. search market is projected to experience continued growth in the coming years.
https://searchengineland.com/amazon-advertising-survey-2020-329346
