01 Jul Paid Media News Round Up: June 2020
– 1st July 2020 –
Paid Media in June
June 2020 was shaping up to be another quiet month, but there’s been a recent flurry of worthy news across the board. It is nice to be able to see some level of normality regain momentum! You can view last month’s summary here. You can also sign up our e-newsletter to get the latest company news straight to your inbox.
Here are our highlights from the past few weeks:
Facebook Reviews Political Adverts
This month, Facebook announced that they will let start to let users turn off political adverts. This is first being rolled out in the US in the run-up to the 2020 election and will subsequently be rolled out to the rest of the world.
Notably this gives control to the user as to whether they see these kinds of ads, rather than a blanket ban (as we saw Twitter adopt). Facebook is also refraining from fact-checking political messaging, which some commenters feel is still necessary.
Facebook has faced heavy criticism for allowing adverts from politicians that contain such false information, so this is a good first step. Users that have blocked political adverts will also be able to report them if they continue to appear.
Google Bans Clickbait Ads
Is this goodbye to click bait? Starting in July, Google is introducing a Clickbait Ads policy as part of their misrepresentation policy for advertisers.
This is aimed at preventing any ads (as Google defines) that “encourage the user to click on the Ad in order to understand the full context of the ad”.
We imagine that few successful advertisers will be using such tactics regularly, so long-term impact on the ad landscape will probably be minimal. However, we do feel that this will clean up some of the worst offenders and improve all users’ experience with ads in general (especially with display banners).
Google Stands in Support of Racial Equality
June saw thousands of people take to the streets to campaign against institutional racism and Google have made numerous announcements of their own about what they are doing to promote racial justice.
This is a great step to help those organisations who want to highlight this issue at the moment. So far, we’ve been successful for a few of our clients, who have been given a generous amount each.
This will make a huge difference over the next few months, thanks Google!
As an agency that excels in the non-profit sector, we are in the perfect place to be able to assist other organisations that can make a big impact right now. So if you know of any organisations that we would be able to help support, could you please pass their details on to us – we would love to talk to them about how we can help.
Ads Credit for SMBs
Over the past few months we have given updates on the announcement that Google are going to be granting ad credits to select SMBs during this coronavirus pandemic.
The good news is that they have now been rolled out and are all available to spend from now! Look out in your own account!
Video Ads on Spotify
New this month was Spotify launching video ads within its Ad Studio.
Right now it’s available in the UK, USA & Canada. Spotify is primarily an audio only platform, but they have confirmed that videos will be shown when a user is in-app.
The main advantage of Spotify is that it’s a platform used with the audio always on. So unlike most social or web browsing, the advertiser will be able to rely on the user hearing their ad as well as watching it.
Spotify have given some impressive-sounding stats regarding using video ads on top of audio ads (1.9x ad recall and 2.2x brand awareness). We look forward to trying them out soon!
Product Data Specification Update
Most retailers won’t be affected by these changes, but there are some interesting new attributes worth exploring. Here’s our round-up in a round-up:
- Product detail attribute: This new attribute can be used to provide any information not covered by other attributes. This is optional, and Google says it “enhances our ability to surface individual products based on user queries” which sounds like it may become quite important.
- Product highlight attribute: Similar to product detail, this attribute is designed for you to add short sentences to highlight the most important feature of your products.
- Sale price annotations: The requirements to show a sale price have been relaxed. For a sale price to now appear, the base price (or higher) of a product must have been charged for a period of at least 30 days in the past 200 days.
- Installment and subscription cost attributes: Designed for advertising wireless products and services and will help make costs for these products easier to display.
Did we miss anything?
If there was anything else that happened in the last few weeks that caught your eye, feel free to tweet us at upriseUPSEM, email us at firstname.lastname@example.org, or simply send us a message through our contact page.