Instagram Reels Gets Two New TikTok-Like Features!
Two new TikTok-like functionalities are coming to Instagram Reels, announced Instagram recently. Text to Speech and Voice Effects, two new audio capabilities, provide content producers greater possibilities when making Reels.
Creators may employ the Text to Speech function to have an artificial voice read any text they add to their video instead of using their own voice, and Voice Effects can be used to enhance the audio and voiceover in Instagram Reels.
The most recent elements of Meta’s (previously known as Facebook) social networking platform are already featured on TikTok.
Interesting Read: Google Is Reportedly Planning to Index Instagram and TikTok Videos
The Text to Speech and Voice Effects options are intended to let users become more creative with Reels. The text tool in the Reels camera may be used to access the Text to Speech function. It allows an auto-generated voice to read aloud the text that has been added to Reels. As previously noted, Voice Effects allows you to use a fake voice instead of your own to narrate your video.
This is one of the recent attempts by Instagram to attract users to engage in making Reels. The other one being – incentivizing the creative process by a large margin.
According to claims from TechCrunch and Business Insider, Instagram is paying creators large sums of money to publish videos on its Reels. Instagram unveiled its Reels rewards scheme in July, with Meta CEO Mark Zuckerberg announcing that the company will pay $1 billion in bonuses to artists until 2022.
Also Read: Instagram Rolls Out Ad Feature To The Shops Tab Globally
Place Exchange Allows Audio Advertising In Grocery And Pharma Stores!
Through its collaboration with Quotient, a digital ad services platform for retailers, Place Exchange, an SSP for OOH inventory, said recently that it would begin allowing programmatic audio-based ad buys in grocery and pharmaceutical stores.
InStore Audio Network, which collects digital in-store audio messaging options among retailers in the United States, will provide the audio inventory. On a weekly basis, the network connects over 100 million customers through over 16,000 locations, including Albertsons, Safeway, Southeastern Grocers, CVS, and Rite Aid.
Interesting Read: AMC Networks Offers Programmatic Addressable Advertising On Linear TV
Norm Chait, director for out-of-home product and sales at Quotient, said-
“Unlike a lot of other formats, you wind up having a full-store experience regardless of the aisle you’re in, and you can reach people with some degree of frequency to drive home a purchase,”
Quotient’s DSP, which offers both self-serve and managed solutions, allows buyers to access the in-store audio material, which is offered on a CPM basis.
The advertisements may be targeted using segments obtained from Quotient’s proprietary data, which is collected from aggregated opted-in mobile device IDs that show where individuals are, what stores they visit, and what screens they pass.
Also Read: Connected TV Explained: The Essential Glossary Of CTV
Pinterest TV : Another Pinterest Attempt To Monetize Creators’ Efforts
Pinterest is expanding its live shopping capabilities as part of its transition from an inspirational shopping site to a hub for creator content. Pinterest TV, a series of live, original, and shoppable films focused on topics including food, home, fashion, beauty, DIY, and more, was introduced recently on the company’s app. The episodes will begin airing on weekdays on November 8 and will be accessible for on-demand watching after that.
Pinterest creators will host the shows, which will include a chat element where viewers can ask questions and generally participate in the experience. According to Pinterest, these programs will be 30 minutes long, will include a 10-30 minute pre-production call with Pinterest’s team as well as an AV tech check.
Interesting Read: Pinterest Rolls Out Suite Of Commerce-Friendly Features For Advertisers
Pinterest has emphasized that the goal is to provide its consumers a new way to be inspired – rather than just browsing images for products and ideas like previously, Pinterest TV will allow the firm to expand into video and the creator economy.
Pinterest claims that creators who have pilot tested Pinterest TV episodes have seen an increase in their following, with some almost tripling their following after a live broadcast. The company is also developing a virtual studio to aid the creative process, where producers will engage with creators to help them build their content and give A/V assistance so they can go live more quickly.
The new episodes will premiere on the Pinterest iOS app on November 8 and will broadcast Monday through Friday at 3 p.m. PDT / 6 p.m. EDT in the United States. Each Friday, items will be added to a live shopping experience where Pinterest users may get discounts from brands like Patagonia, All Birds, Crown Affair, Melody Ehsani, Outdoor Voices, Mented, and more.
Also Read: Pinterest Idea Pins Opens New Business Opportunities For Creators!
Snapchat Sees a 20% Plummet In Revenue Due To Apple’s Privacy Changes!
Snap, the parent company of Snapchat, claimed that recent privacy changes in Apple’s iOS mobile operating system had impacted its company by restricting some advertisers from tracking it. The company stated that while it expected some interruption as a result of the adjustments, the issues for advertising were worse than anticipated.
Snap recorded a stock drop of more than 20% recently, soon after the firm published quarterly results that fell $3 million short of its forecast. Snap’s most recent quarter saw revenue of $1.067 billion, up 57% from the same period the previous year.
According to Snap, advertisers were also hampered in their spending due to the pandemic and supply chain problems.
To accommodate to Apple’s privacy rules, the business said it was developing new technology and measuring solutions for advertising. Snap’s chief executive, Evan Spiegel, gave a statement saying –
“We’re now operating at the scale necessary to navigate significant headwinds, including changes to the iOS platform that impact the way advertising is targeted, measured, and optimized, as well as global supply chain issues and labor shortages impacting our partners.”
Also Read: Power Of Out-Of-Home Advertising In The Middle East And Road Ahead!
Disney Launches Clean Room For Marketers’ First-Party Data Needs
With the help of first-party data service providers Snowflake, Habu, and InfoSum, the Disney Advertising Sales department has officially created its own data clean room. A ‘ clean room’ is usually leveraged to integrate client proprietary consumer information with other industry data to improve performance. Clean rooms are used to safeguard a company’s data as well as the privacy of its customers.
What makes clean room services appealing to broadcasters is that programmers have dependable linkages to viewers who are signed into OTT services or have monthly subscriptions.
Disney’s announcement is interesting in that it does not include large cloud marketing businesses like Google and AWS, instead of focusing on data and identity vendors who operate across channels.
Interesting Read: Group Nine Launches First-Party Product In Wake Of Cookie Apocalypse!
Disney Clean Room: What’s In It For Marketers?
The primary idea behind the ‘clean room’ is to help marketers with their first-party data. Through this move, marketers will be able to collaborate with 1,000 first-party sectors, according to Disney.
Furthermore, marketers can use clean rooms to match their first-party data with other industry data in a secure environment. Marketers may match and instigate their needs when it comes to buyer behavior, household features, and psychographics using its first-party segments.
That’s What They Said!
Lisa Valentino, Disney ad sales EVP gave an official statement saying –
We are building data solutions for our clients and marketers anchored in Disney Select’s unrivaled audience-based capabilities. It was important for our clean room offering to be cloud agnostic to provide brands with scale and variation
Drivetime and Omnicom Media Group (OMG) were the first clients to use Disney’s clean room for beta testing. Habu, InfoSum, and Snowflake are also among the data firms taking part in the test.
OMG chief investment officer Geoff Calabrese, said –
This partnership with Disney is about setting the standard for the future of media accountability, and a more accurate understanding of consumer engagement and outcomes – it’s where we need to go as an industry, and OMG is proud to work with Disney in leading the way forward
Also Read: The Ultimate A-Z Glossary Of Digital Advertising!
Pikasso And Broadsign Launch Maiden Programmatic DOOH Campaign In Ivory Coast!
Broadsign, and Pikasso, a programmatic Out-of-Home firm based in the Levant, North Africa, and West Africa, have launched a programmatic DOOH campaign in Ivory Coast; making them pioneers of the same. This maiden campaign was displayed by a French DSP, the Displayce.
Francesca Vincenti, Head of Programmatic at Pikasso commented –
We are thrilled to have displayed the very first programmatic pDOOH campaign in West Africa, in the Main Malls of Abidjan, the economical Capital of Ivory Coast, and are pleased with our collaboration with major programmatic players such as Broadsign and Displayce.
Relevant Read: Qatar-Based Elan Media Launches Programmatic Buying For DOOH Assets
Vinceti also talked about how the collaborators’ confidence in Pikasso to execute this campaign, as well as their interest in the Ivory Coast market, shows that the area is receptive to all innovations; including the capacity to trade programmatically, as a clear step toward the future of advertising buying.
Furthermore, Vinceti expressed how enthralled Pikasso is for introducing programmatic buying to the market, and hopes that the advertisers avail this advantage to its optimum level.
Stuart McMahon, Director Business Development EMEA at Broadsign went on to record to say –
Programmatic DOOH adoption is growing worldwide, paving the way for more impactful campaigns that can reach consumers at multiple touchpoints throughout the day and speak to their experiences in the moment. This campaign is a testament to the power of programmatic DOOH in an omnichannel strategy and marks an exciting milestone for the Ivory Coast market
Kawarizmi, a French digital agency specializing in programmatic buying, bought the campaign as part of an omnichannel strategy. This strategy includes a strong retargeting presence on mobile and social media to maximize the connection between DOOH and mobile.
Also Read: Loreal And Trade Desk Launch First Programmatic Campaign In Gulf!
Qatar-Based Elan Media Launches Programmatic Buying For DOOH Assets
Elan Media, a Qatar-based out-of-home advertising firm, has implemented programmatic buying for all of its digital out-of-home (DOOH) assets in Qatar and Oman. This move makes Elan Media a pioneer in Qatar to enable its clientele DOOH advertising is an agile and economical impression-based buying system. It also positions itself in the second rank in GCC to do so.
Elan Media’s large DOOH network, which includes assets at the Mall of Qatar, Doha Festival City, Ezdan Mall, Mall of Muscat, and the forthcoming Place Vendome Mall, now have access to flexible and cost-effective purchasing technology. This technology is based on the one offered by leading DOOH solutions provider, Broadsign Reach.
Relevant Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
The advertising firm also intends to make the service available to all of its future digital roadside assets.
Jamie Ball, Chief Operating Officer, Elan Media went on record to comment –
“With the launch of programmatic buying we are once again living up to our reputation as the DOOH pioneers in Qatar and Oman. This buying system offers major benefits to our advertising clients including heightened flexibility of buying, and optimum campaign efficiency as advertisers buy based on the number of impressions created just like with online advertising.”
With regard to the impressions, Ball said that advertisers will be able to purchase as few as 1,000 impressions barring any minimum purchase volume limitations.
Relevant Read: Loreal And Trade Desk Launch First Programmatic Campaign In Gulf!
How else does this move cater to advertisers?
Well, for starters, advertisers can now use Elan Media’s premium inventory more efficiently and seamlessly – as reported by the Director of Business Development EMEA, at Broadsign, Stuart McMahon.
Advertisers can also leverage the inventory and integrate it into omnichannel campaign bids to increase audience reach with more dynamic content.
McMahon added –
Advertiser interest in Programmatic DOOH is surging worldwide, introducing an unprecedented new opportunity for the DOOH market, and we’re excited to work with Elan Media to onboard some of the first premium DOOH inventory from Qatar and Oman to our programmatic supply-side-platform Reach.
In each advertising cycle, Elan Media will continue to offer traditional manual booking methods with its specific inventory. The clients are free to choose from both alternatives.
Also Read: All You Need To Know About The Rise Of DOOH Advertising
Google To Demonetize Ads That Spread Climate Change Misinformation
Last year, Google-owned YouTube announced that it will prohibit all anti-vaccination content on its platform except for COVID-19-related information. This time – Google is targeting climate change misformation.
In an attempt to debunk myths about climate change and discourage the denial of the phenomenon, Google recently stated that it is censoring information on its network that undermines well-established scientific data, effectively shutting out climate naysayers.
Interesting Read: Google’s New Advertising Page Will Show Brand’s Recent Ad History
After media buyers and content producers voiced reservations about ad misplacement, the tech giant revised its advertising policy to ban misinformation about climate change.
According to a company blog post, Google is targeting advertisers and publishing partners in Google-served ads who attempt to encourage climate change misinformation on pages and videos. It is also focusing on YouTube Partner Program creators attempting to monetize their climate change misinformation videos.
The blog post read –
“We’re announcing a new monetization policy for Google advertisers, publishers, and YouTube creators that will prohibit ads for, and monetization of, content that contradicts well-established scientific consensus around the existence and causes of climate change”
Interesting Read: Neeva: An Ad-Free Search Engine Launched By Former Google Ads Head
Google Ads : New Monetization Policy
Google’s new regulation specifically targets statements that claim climate change to be a “hoax or scam.” Furthermore, any claims that contradict long-term environmental patterns, and those that disregard crucial factors in climate change, such as greenhouse gas emissions or human activity causing climate change, are all targeted by the revised policy.
On climate-related issues, such as educated discussions on climate change and reliable research, Google will continue to allow advertisements and monetization.
Google made an official statement saying –
“We’ll look carefully at the context in which claims are made, differentiating between content that states a false claim as fact, versus content that reports on or discusses that claim”
Also Read: Google Is Reportedly Planning to Index Instagram and TikTok Videos
InMobi To Acquire Appsumer, A Performance Insights Platform
Appsumer, a performance insights platform for mobile app advertisers, has been acquired by InMobi, one of the top producers of content, monetization, and marketing technology. Appsumer is a London-based company that gives a 360-degree perspective of marketing spend across channels. This enables marketers to transform complex data into actionable insights.
Shumel Lais, the CEO, and Founder of Appsumer has joined InMobi and will continue to oversee the division in terms of product development and growth. The entire Appsumer team will join InMobi to assure client service continuity and to develop and support InMobi’s analytics and automation offerings. Appsumer will continue to operate as a separate entity under the InMobi corporate structure.
Interesting Read: LinkedIn Rolls Out New Features – All Marketers Assemble!
The Co-Founder of InMobi Group and CEO of InMobi Marketing Solutions, Abhay Singhal said-
“Appsumer brings a next-generation approach for advertisers to better understand the efficacy of their marketing efforts across multiple channels that growth marketing teams employ daily. The solution makes it easy to map all mobile performance media investments to business outcomes”
He also added –
“Shumel and his team are well-known industry leaders and visionaries in their field and will play an instrumental role in driving InMobi’s next wave of growth and innovation”
InMobi And Appsumer: How Will This Acquisition Help Marketers?
Appsumer’s self-serve technology platform, intellectual property, and the team will complement InMobi’s end-to-end content, monetization, and marketing stack, allowing marketers to track and evaluate their marketing expenditure in one place.
With third-party identifiers losing their power, making measurement and attribution more difficult, marketers need a clear picture of how their marketing channels are functioning now more than ever.
Appsumer’s platform provides marketers with no-code interfaces with over 100 marketing channels, and custom dashboards for clients to build and track goals and KPIs. It also empowers them with daily marketing data processing for more precise measurement and informed decision-making.
Interesting Read: FoxPush Launches The First Middle East Supply-Side Platform
Appsumer customers use the platform more than five times per week on average, making it a critical component of their performance marketing strategy. Furthermore, customers can use Appsumer’s workspace to measure performance, analyze results, and use that information to build more effective campaigns.
InMobi and Appsumer plan to collaborate to create an operating system that makes it easier to understand user acquisition channels by incorporating artificial intelligence (AI) into the platform to help marketers experiment and iterate more quickly to improve the results of their user acquisition strategies.
Also Read: All You Need To Know About The Rise Of DOOH Advertising
All You Need To Know About The Rise Of DOOH Advertising
Did you know – According to a study by Research and Markets, the DOOH market size was valued at $41.06 billion dollars, and by 2026, it is expected to exponentially grow into a $50B market?
Me neither.
But, the catch here is that the rise and power of Digital-Out-Of-Home or DOOH advertising go beyond data and statistics – it is all around us and impactfully so. While Out-Of-Home (OOH) advertising has been around for a very long time, the entire space has been revolutionized, thanks to programmatic DOOH.
So, what did DOOH do so differently that we are seeing the growth that is panning out?
Owing to the rapid digitalization of our everyday lives, digital outdoor advertising started gaining quick momentum around 2018-19. However, the Coronavirus pandemic acted as a catalyst, hastening the worldwide acceptance of DOOH. In the face of the pandemic’s volatility, advertisers made use of DOOH’s agility, quick response time, and ingenuity.
Interesting Read: Success Story Of First Programmatic Campaign In Gulf!
With the DOOH, advertisers get to offer high-powered content in real-time with reduced turnaround cycles. In addition, digital campaigns don’t demand the same printing and installation costs as traditional billboards, rendering them financially appealing to advertisers.
In this blog, we’ve explored the inevitable digital out-of-home growth and the campaigns that contributed to it. We have also taken an in-depth look at the factors that may have worked for DOOH’s exponential growth in 2021. Keep reading below to know more!
3 Best Campaigns Reflecting The Ascent Of Digital Outdoor Advertising!
Because digital displays allow for moving pictures and interactivity, DOOH campaigns have far more potential to make an effect than a traditional printed ad. Here are three such campaigns that have redefined the space while reinforcing its popularity:
1. GMC’S Interactive Content With Facial Recognition
GMC’s interactive campaign for Acadia SUV pushed the boundaries of DOOH marketing and audience targeting as we know it. GMC created compelling digital signage with dynamic content using facial analytics technologies and proximity-based advertising.
The DOOH Factor: Using AI, cameras in the digital display were able to determine audience demographics such as age and gender, and then provide one of 30 possible personalized video adverts to the user.
Futuristic? Or technologically dystopian? Either way, groundbreaking.
Another example of interactive dooh campaigns would be Dallas Cowboys’ ‘ Pose with the pros’ campaign. In this campaign, fans could take pictures of themselves with members ( virtual) of the Dallas Cowboys – through interactive screens installed at AT&T stadiums.
Interesting Read: Trade Desk Partners With Samsung Ads For Programmatic CTV
2. Skoda’s Touchless SUV Campaigns
One of the prime dooh advertising examples, Skoda mixed-up things to promote its new SUV lineup in a covid-struck world. The campaign was presented on touchless digital interactive screens in shopping malls, allowing customers to interact with the material while also conforming to important health and safety rules.
The DOOH Factor: The interactivity functionality allowed people to appreciate an engaging user experience by making hand gestures instead of touching the screen. It also enabled them to explore inside the automobiles and even book a test drive.
3. McDonald’s Weather-Based Campaign
McDonald’s came up with a unique digital OOH campaign in the UK between the summer months of June and July of 2019. Here, they advertised two of their frozen drinks – strawberry lemonade, and the ‘Millionnaire’s Frappe.’
Instead of opting for a traditional billboard displaying their products, McDonald’s did some inventive and out-of-the-box…..weather-reactive digital outdoor advertising!
The DOOH Factor: The relevant creatives (the drinks) were displayed on the digital signs when the temperature crossed 22 degrees Celsius – a climatic condition where a cold drink seems naturally more appealing to onlookers.
The creative also immediately modified itself to display the city name and current temperature when the latter exceeded 25 degrees celsius.
Genius, right?!
Just like McDonald’s, eBay also leveraged the innovative capability of DOOH advertising. In the latter’s campaigns, creatives showing gardening equipment displayed on particularly sunny days; whereas rainy days prompted for ads showing rain gear.
Interesting Read: The New World Of TikTok Marketing, Everything You Need To Know!
DOOH Advertising: What Worked For The Niche In 2021?
Digital outdoor advertising has come on leaps and bounds, as the technological renaissance unfolded over time. Around us, we can see the impact that DOOH advertising has made with an increase in the number of SSPs and DSPs partnering, resulting in greater inventory in media buying platforms. So, what is it that worked for the space in 2021? Keep exploring the space below to find out!
1. Work From Home
After the uncertainty that 2020 was, people became more adaptable to remote working in 2021. This means, there has been an obvious shift in an audiences’ movement – where they travel for work, where they hang out often, etc. This brought about a paradigm shift in moving the marketing target to a centralized hyper-focused locale.
This is where DOOH campaigns came in. With customized solutions that provide results, DOOH can help improve targeting – which is exactly what worked for advertisers in 2021.
Interesting Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
2. Brands As A Driving Force
DOOH gives brands the flexibility to develop short-term promotional campaigns based on relevant customer behavior analytics. This, in 2021 so far, has contributed to the creation of a customized experience for each dynamic customer.
DOOH advertising liberates a brand as it allows them to modify their marketing strategies mid-campaign. By recording real-time impressions from consumers, brands can rectify their digital ads accordingly.
3. Demand For Touch-Free Solutions
2020 has made people more hygiene-conscious than ever – which has significantly contributed to the demand for touch-free solutions. And which is exactly what DOOH channels have provided.
With the AI integrated smart capabilities, consumers can engage with ads through DOOH functionality. Some of the DOOH campaigns that we saw above are excellent examples of this.
Interesting Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
Wrapping Up
Digital-out-of-home growth is the way of the future. Because of its generous fabric, it allows for the addition of data feeds, video, and the development of programmatic possibilities – making it an unequaled offering with enormous technological potential for growth. Furthermore, as technology advances in this arena, it will lead to more responsive and meaningful engagement with consumers.
With DOOH advertising constituting almost 30% of OOH revenues globally, it would be fair to suggest that advertisers who continue to reinvent themselves in this environment are more likely to touch new horizons in the coming years! In fact, according to a recent KPMG analysis, outdoor advertising has grown at an 11 percent annual growth rate over the last five years and if current trends continue, the advertising industry will continue to rise in 2022.