Google Bringing TrueView Ads to Apps, Games
- According to AdWeek, seventy percent of YouTube’s in-steam ad views are those skippable TrueView ads, Google’s svp of advertising Susan Wojcicki told attendees of the Interactive Advertising Bureau’s Annual Leadership Meeting on Tuesday in Phoenix, Ariz. And consumers should expect a lot more of TrueView, as Wojcicki announced that now users will soon be seeing—or not seeing—such skippable ads in apps and games.
- The move marks the first time Google will run TrueView ads against nonvideo inventory, Wojcicki said, and is intended to “enable users to have more choice.” Google has previously said, and Wojcicki reiterated, that TrueView ads have led to a 40 percent reduction in the number of people who click away from a video when shown a pre-roll.
- While a first for TrueView ads, this isn’t the first time Google has extended the idea of at-will advertising outside of video. Last October the company introduced the Lightbox format that extends a standard, static ad into a rich-media or video unit when a user mouses over it for a couple of seconds. Continue reading
Twitter Launched Its Highly Anticipated Advertising API
- According to Business Insider, Twitter just launched its highly anticipated advertising API, which gives advertisers the opportunity to create more sophisticated campaigns on the social network like they have on Facebook.
- “What this means is that as marketers, you’ll soon have the ability to work with our initial set of Ads API partners to manage Twitter Ad campaigns — and integrate them into your existing cross-channel advertising strategies,” Twitter wrote on its blog. ”Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices — all at scale.”
- Twitter and five ad partners — including Adobe, Hootsuite, Salesforce, SHIFT, and TBG Digital — have been testing the product since January. The social network is currently evaluating a new round of partners to join the program. Continue reading
Facebook Newsfeed Ads Get Retailers High-Value Clicks
- According to eMarketer, for retailers paying for ad placements on Facebook, there are two questions: Do they actually get consumers to click? And convert? Nanigans, a Facebook advertising-software company, studied more than 975 million Facebook ad impressions served to US consumers who would generate more revenues than they cost to acquire.
- While ads in the sidebar performed poorly, garnering only a 0.04% clickthrough rate among high-value Facebook users, page post ads in the newsfeed saw a clickthrough rate more than 46 times higher, at 1.87%. ROI was also 14% greater for ads in the newsfeed, according to Nanigans. In addition, the cost per click in the newsfeed was less than one-third of Facebook domain ads.
- For mobile vs. desktop newsfeed ads, the difference in performance was not quite as stark, but still, there was no question of mobile’s superior metrics. Looking at a different set of impressions for a similar pool of customers likely to eventually make purchases, mobile newsfeed ads achieved a considerable clickthrough rate of 3.38%. On desktop, ads in the newsfeed achieved about half that clickthrough rate. Likewise, the cost per click for the mobile newsfeed was just under half the cost on desktop.