Weekly Digital Breakdown – 8.7.20
Weekly Digital Breakdown
Aug 07
Facebook Unveils Instagram Reels
TikTok’s week just hit another obstacle with the release of Instagram Reels on August 5th. In addition to potentially being banned from use in the U.S., TikTok will now be competing for audiences with the latest feature which closely resembles its platform. Users can create and edit 15-second multi-clip videos with audio, effects, and other creative tools to share publicly or limit access to only their private accounts. Trending Reels will also be highlighted in Explore by pulling from any creator with a public account.
Unlike TikTok, which gradually built up interest and audiences, the Reels feature launched with the help of several high-profile celebrities and influences creating new video content. The instant accessibility and familiarity has allowed it to gain expedited exposure out of the gate. The addition gives users just one more fun and engaging experience to connect with audiences.
Brand advertising opportunities have not been disclosed but according to tests, sponsored or featured posts have been spotted in the Reels feed between user generated content from companies such as Amazon Prime Video, Hulu and HBO.
Google Making It Easier To Comply With CCPA
Google is making it easier for publishers to track opt-out requests from California residents in its ongoing attempt to help advertisers comply with CCPA. Google’s consent management tool in Ad Manager for publishers, Funding Choices, can detect when a user opts-out of the sale of their personal information being used for advertising purposes and will compile and share the user’s decision through the platform.
CCPA went into effect on January 1, 2020 but was not enforced until July 1, 2020, giving companies time to meet compliance regulations. Funding Choice was initially created as an anti-ad blocking tool for publishers but it’s capabilities were expanded to include consent messages and management for both GDPR and CCPA.
YouTube Campaigns Now Include Lead Forms
Google has added lead form extensions to YouTube and Discover campaign ads, making it easier for advertisers to use the platforms to drive conversions. After a user clicks on an ad, a form will appear allowing a user to submit for more details without leaving the site, or the video screen they are viewing. If the users is logged into their Google account, which many use to create a YouTube account, the form can access their details to auto-fill. Data options to collect include general contact information with the option to add vertical pre-set questions.
Jeep was one of the first brands to test the form and saw a 10x increase in completed leads for their campaign to get users to book a test drive. In addition to the influx, they also saw a reduced cost per lead through the YouTube form extension among all ad platforms running the campaign.
Google plans to extend the lead form extension capability to display ads later this year. Having forms accessible across ad types will allow advertisers to collect qualified user leads easier and more accurately, allowing for more tailored messaging as they move down the funnel.
