Weekly Digital Breakdown – 11.22.19
Weekly Digital Breakdown
Nov 22
Google Elects for Tougher Ad Policies
The political race may be getting more heated between advertising platforms than it is between candidates. On the heels of recent announcements by Twitter and Facebook concerning their political advertising policies, Google will no longer allow election ads to be targeted based on political affiliation across its platforms. The move is an effort to improve voter confidence in the information they are receiving online. Google noted that they are aware the changes could impact their bottom line with election spending projected to reach record amounts. However, they remain committed to helping promote truth during the electoral processes around the globe.
Search ads, YouTube, and display ads are currently the main Google platforms leveraged for political advertising. Moving forward, election ad targeting will be limited to general categories including: age, gender, and zip code. Contextual targeting will continue to be available on related topics such across sites and videos. Google will not allow more granular targeting for ads related to candidates or electoral issues. For further transparency, a report of specific election ad content and spending is publicly accessible across Google platforms, which is above the standard requirements.
Google is also taking a stricter stand on all advertisers trying to promote false information. While this has been mainly an issue relating to politics, it will be enforced for all ads presenting false claims. Ad policies have been updated to prohibit “deep fakes” and misleading or inaccurate information which could impact candidate, policy, or product perception.
The debate on political advertising has no shortage of opinions. As companies continue to publicly declare their stance with stricter criteria, it’s still uncertain how these changes will impact platforms and candidates. With users still free to discuss their views on the election, controlling the narrative will be an ongoing battle.
https://adage.com/article/news/google-limits-political-ad-targeting/2217581
Snapchat Extends Mid-Roll Video Ads
Snapchat extended its mid-roll video ad option this week by offering the ability to run extended play ads up to 3 minutes. While users still have the option to skip the ads after six seconds, advertisers are hoping to keep the user’s attention for the duration of the spot with a more engaging story format. With the overwhelming success of the Snapchat’s ‘Snap Originals’ which is original, mulit-episode programming only available on the platform, it has become evident that audiences are interested in longer format video.
By offering the extended video ads, Snapchat aims to allow advertisers the ability to use their current assets and not have a need to create shortened versions, which could prove cost prohibitive. As many brands are in search of reaching younger audiences, the new guidelines may lower the barrier to entry and allow them to tap into the Snapchat’s highly engaged audiences.
The long format ad option will definitely appeal to advertisers as they look to maximize their brand and product exposure. However, they will need to get creative in the messaging for high-impact and full audience engagement to avoid being skipped over.
https://www.socialmediatoday.com/news/snapchat-adds-extended-mid-roll-video-ad-option/567554/
Spotify Brings Music to Life
As audiences continue to be inundated in the digital world, real life experiences are becoming more sought after. Hoping to tap into this, Spotify will be venturing into the real world with live music events as part of their “Hear For It” series.
The events will include exclusive concert experiences and will kick-off in December. Spotify will partner with Tic Tac for two nights of music-driven experiences. Each show will be themed with one of Tic Tac’s most recognizable flavors, minty-fresh and fruity, and involve interactive, multi-sensory shows that combine the best of both brands for a unique experience.
Spotify listeners will be targeted online with invitations to join the one-of-a-kind experience based on their music selections. The event will also allow music enthusiasts the ability to meet in real life, creating an instant connection. The brands are hoping the collaboration will create a taste for a new type of concert experience, leaving a lasting impression.
“In this age of device overload, marketers are faced with both a challenge and an opportunity,” said Danielle Lee, VP, Global Head of Partner Solutions, Spotify. “In order to truly connect with customers, it is crucial for brands to come to life beyond the digital world by creating real-life experiences that are both interactive and culturally relevant. With Hear For It, we’ve found a unique way to accomplish both. We are thrilled to launch the series with Tic Tac mints as our inaugural partner.”
As marketers are constantly having to reinvent their strategy, joining forces to present something outside the norm could boost brands. Creating a human connection in a world of digital clutter could help them stand out from the crowd.
