Google’s New Advertising Page Will Show Brand’s Recent Ad History
Google announced new changes to its online ads with a focus on transparency. The new advertising page will offer an overview of what an advertiser has run on Google’s platform in the past 30 days. It will disclose more information that allows web searchers to know more about the advertisers, why the ad is served, and other ads the advertiser has run on Google platforms like YouTube.
Insight Into The Advertisers Page
The ad catalog will give a comprehensive insight to consumers and advertisers at the ad creative for large to small local brands. The ad catalog also called ‘advertiser pages’ will be accessible through the ‘about this ad’ tab on YouTube and Search. For example, imagine you’re seeing an ad for a coat you’re interested in, but you don’t recognize the brand. With advertiser pages, you can learn more about that advertiser before visiting their site or making a purchase.
In addition to this, the search giant presents it as a useful tool from a consumer perspective to report any ad that violates the policies. On the blog, the Product Manager for Ads Privacy and Safety, Mojdeh Tomsich explains that the Advertiser Pages are based on a verification program. The program requires Google advertisers to verify information about their businesses, where they operate from, and what they’re selling or promoting. So far, Google has verified advertisers in over 90 countries to identify them as credible sources.
Interesting Read: Google Plans To Turn YouTube Into A E-commerce Giant
Transparency Is The Buzzword
The changes are a part of the search giant’s broader revamp in the face of increased regulatory scrutiny. Google’s approach to online advertising has been shifting and is focusing on transparency and consumer privacy. Google shared that over 30 million users interact with ad transparency and control menus every day.
Users engage with our ads transparency and control tools on YouTube more than any other Google product. To help our users make informed decisions online — no matter where they engage — we will roll out the “About this ad” feature to YouTube and Search in the coming months.
The feature will initially be rolled out in the USA in the coming months and then in other countries in 2022.
Today, we’re introducing advertiser pages as part of our ongoing efforts to give users more information about the ads they see. From “About this ad,” users will be able to see the ads that verified advertisers have run over the past 30 days and more. https://t.co/lunm0YUnu5 1/2
— AdsLiaison Is Away This Week – Back 3/18 (@adsliaison) September 22, 2021
A Major Shift In Internet Ad Companies Data Sharing Strategy
In recent years, internet ad companies have been disclosing more information about how their ad targeting works, the data used for targeting, and the creativity behind the ads. The walled garden ‘Google and Facebook’ share in-depth information on political and issue-based ads. Facebook ads library is a searchable archive that provides all current campaigns including non-political ads. It provides a glimpse into the kind of marketing done across their apps.
Google’s advertising page is not a searchable archive and will appear only when a user is served an ad from any brand. If a user sees any particular brand ad then it will have access to that brand’s 30-day advertising history. These types of tools help in promoting more transparency. It aids consumers to procure more information about the entities in the case of any fraudulent too.
Also Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
Apple Will Now Ask Permission Before Showing Its Own Targeted Ads
iOS 15 users must have received prompts from the Apple App Store asking permission to serve ‘Personalized Ads’ which was earlier enabled by default.
So, what does Apple’s Personalized Ads Feature mean?
Personalized ads are Apple’s way to serve relevant ads in the App Store and Apple News based on what you read, search, and purchase on Apple devices.
Apple rolling out the new prompt to ask permission is a big deal but there is a catch.
The company used to earlier collect information by default and users had to navigate multiple levels in the settings to disable it which is contradicting Apple’s privacy-first image. So, users using iOs14 and older versions still have the personalized ads feature enabled by default.
Similar News: Apple In-app Purchase Policy – Understanding The Pros & Cons
How Does The New Consent Prompt Work?
If you are running the recent iOs15 beta, Apple’s Ad Targeting or Personalized Ads appears as a pop-up notification when you open the App Store. In the pop-up, Apple explains the ads will help you discover relevant apps, products, and services.
With privacy-first priority, Apple required other developers to seek users’ permission from the users with App Tracking Transparency (ATT). Apparently, Apple is now showing that they are also treating itself the same as other developers.
Similar News: Explained: Why Facebook thinks Apple’s iOS 14 privacy push will have a severe impact on business
But, Why Make This Move Now?
The fact that it was on by default led to Antitrust scrutiny especially when it has limited third-party ad networks with controversial ATT policy but did not follow a similar system to ask permission for its first-party advertising.
As pointed out by Verge rightly, Apple’s language choice is also worth examining – developers are expected to ask a user for consent to be tracked whereas Apple refers to what it is doing as ‘personalization.’
Apple’s rule for other developers: you have to ask users if they want to be “tracked” for ad targeting
But Apple’s own ad tracking is “personalization,” which sounds much less nefarious https://t.co/hsAQuT8zYb
— Alex Heath (@alexeheath) September 2, 2021
This new change brings Apple’s ad policy in line with what third-party developers were required to as a part of the App Tracking Transparency. This can be viewed as a tiny concession on Apple’s part in response to the current antitrust scrutiny in France. According to the complaint against Apple, the users were “insufficiently informed about the use of processing of its personal data” within its own app for ad targeting.
With this small step of ad-tracking pop-up, Apple is conveying “that they are trying to play fair”.
Similar News: Australian Watchdog to Scrutinize Apple And Google App Store Practices
What Is The Final Score?
For iOS14, no permission is required to run personalized ads.
For iOS 15, Apple plans to make a request.
Other developers will have to take the consent and adhere to the law and Apple platform rules with the only question left, will these multiple consent dialog boxes make the user experience distressing?
Also Read: You Can Now Charge For Tweets With Twitter’s New ‘Super Follows’
Neeva : An Ad-Free Search Engine Launched By Former Google Ads Head
After a long tenure as Google’s head of search and advertising products, Sridhar Ramaswamy left the business three years ago. His experience of managing the world’s largest ad-supported firm was one of the most powerful in advertising, and it prepared him for virtually any leadership post in data-driven marketing.
This is why, it was quite the shocker when Ramaswamy co-founded Neeva, a search engine with the purpose of never including advertising. After one year of testing with a 10,000-person user base, Neeva has now been launched to the public.
Ramaswamy went to record to say –
“ We started Neeva because we love search, the technical problem. But we thought the long-term consequences of a primarily ad-supported model for the search engine was more and more about the advertiser, rather than the user or the customer.”
In a conversation with AdExchanger, Ramaswamy went on to speak at length about his motivation and ambitions regarding this project.
On being asked why he decided to launch a new search engine, the former Google head said that he considers this market to be incredible and dominated by one single player.
The reasoning behind a new search engine, Ramaswamy says, is to have a fundamentally distinct business model as a strong base of a new product that would allow Neeva to compete more successfully than other search engines that try to replicate Google’s offerings.
When the obvious question of – why is Neeva different – was thrown in the air, Ramaswamy said-
“We describe it as a private and personalized search experience. And it is a subscription search engine.”
He added that as of now, they have 10,000 users. And about the pricing, Sridhar Ramaswamy said that they are still deciding on how much to charge for the subscription, but it will hit the ballpark of $5 per month across the US. Furthermore, he said that his team is still in the process of creating a search stack.
AdExchanger then asked – “Why the commitment to an ad-free search engine?”
Ramaswamy replied that Neeva’s logic is based upon the fact that any ad-supported business model is built on collecting large amounts of data; and over time, the user experience takes a back seat to advertising. This makes it hard to distinguish an ad from organic content.
Moreover, he says that at Neeva, nobody will have to wonder about affiliate links. The aspiration behind this search engine is to create trust and make it user-oriented.
Ramaswamy also said during this conversation, that if publishers provide Neeva with content, then a portion of the revenue will be shared with them.
When asked if there were ways for marketers to reach users apart from advertising, Ramaswamy said that they have worked with SEO players and site owners to keep their content relevant.
They have also created a product known as Spaces, which can be conceived as a user’s thoughts and images related to a specific topic.
He adds further that the aim of Neeva is to bring together customers with content creators on the internet, without taxing anyone for it.
YouTube Introduces New Audio Ads To Target Music Fans
In a bid to help brands grow further and better reach music fans on its platform, YouTube launches new audio ads and music lineups.
With people shelter-in-place due to pandemic and music concerts are closed, users are increasingly turning to YouTube to listen to a podcast while doing regular chores or working out while listening to albums. In an effort to adapt to this consumer behavior and monetize the moments on YouTube, the platform rolled out audio ads in beta.
The 15-second audio ads are now available to all advertisers globally via auction on Google Ads and Display Video 360 on a CPM basis with the same audience targeting options, bidding strategies and Brand Lift measurement capabilities, and brand safety features as YouTube video campaigns.
These ads won’t be audio-only but the audio soundtrack plays the lead role in delivering the brand message. The visual component is mainly a still image or basic animation. In the blog post, YouTube says the key that the audio message should carry is: “Think: If I close my eyes, I can still clearly understand what this ad is about.”
The company claims that in months of alpha testing,
“75% of audio ad campaigns on YouTube resulted in a significant lift in brand awareness.”
For instance, this Shutterfly Audio Ad resulted in a 14 percent lift in ad recall and a 2 percent lift in favorability among their target audience.
YouTube is also introducing dynamic music lineups that allow advertisers to target campaigns at collections of music channels on YouTube in the popular genre such as Latin, K-pop, country, rap, and hip-hop. Marketers can buy ads targeted by moods or interests like fitness or meditation. Let’s say if a brand prefers to run ads at any given moment, they can buy against the Top 100 — powered by YouTube Charts. In head-to-head competition with Spotify that pioneered in selling only audio-ads for years, YouTube expects the move to boost ad revenue that it generates from music on the platform.
In another blog post, Lyor Cohen, global head of music for YouTube, positioned the new ad push as an effort to help artists and record label partners earn more revenue from this new ad format. He further explained, more than 2 billion logged-in viewers are watching at least one music video each month whereas 60% of music consumption on YouTube happens on mobile devices,4 where background play is not available.
“Regardless of when and how people are tuning in, we have ways to help advertisers connect, even when they’re consuming music in the background. Now you can complement the moments your consumers are watching, by engaging them in moments when they’re listening, with newly announced audio ads.”
The blog reveals more than 50% of logged-in viewers consume more than 10 minutes of music content in a day. Though, video is still the main and largest category for YouTube: 85% of music consumption on the platform is in the foreground, Adam Stewart, YouTube’s VP of sales said the remaining 15% is a ripe market to tap for audio ads.
“We know being associated with this content works, and so it’s incumbent on us to create packaged opportunities for advertisers to get close to it in whatever format they want to work in, whether that be audio, video or both.”
The audio ad on YouTube follows another audio announcement from Google earlier this year in August as it launched programmatic audio in Ad manager.
Facebook Failed To Detect A Bug In Its Conversion Tool For A Year!
A bug in Facebook’s conversion list studies tool created a buzz among the advertisers. It was discovered that the bug was causing issues by feeding false data to the advertisers.
It has been a year since the issue is there in the tool. It is reported to be a code error which resulted in undercounting the conversion lift test managed by Facebook. The tool is been used by thousands of advertisers between 15 August 2019 till August 31 2020.
The Conversion lift studies tool is free provided by Facebook used by the advertisers. It is used, for the measurement of the growth of the audience of their advertisement. The advertisers accordingly decide the spent which they want to do on their advertisements and usually spend more to boost the reach. The bug came as the real shock for the advertisers using this tool, and they felt cheated!
The bug was fixed by Facebook on 1st September 2020. Therefore, it took more than a year for Facebook to recognize the fault and fix the issue, which was shameful for such a big tech. A company having millions of user database of billions.
According to a Facebook spokesperson, they are “working with impacted advertisers,”
However, there were no alerts released by Facebook until the last week.
It is not the first time something like this happened with Facebook. A well-known case of miscalculations in video matrics was discovered in the year 2016. Also, in the year 2017, there was a case of overestimation of its reach. These issue has caused a wave of mistrust with Facebook, and the advertisers are looking for other better options.
It is what happened!
The bug was associated, with the data pipeline migration. It caused in registering impressions into Facebook’s conversion lift system.
It resulted in undercounting of the conversions, for those people who were using the impressions on the Facebook app.
Therefore, the miscalculation of conversion happened, and the measurement of sales was not accurate. It is the crucial ratio used for the calculation of the incrementality. Also, it is utilised to calculate other ratios! These ratios include conversion lift metrics.
However, to resolve the issue and compensate the advertisers, Facebook is giving away a token. A one-time coupon is offered, as compensation to the affected advertisers. The token has to be used by March 31 2021.
The tokens are distributed, according to the severity of the problem and discomfort caused to an advertiser. Thus, if Facebook feels that an advertiser is not affected by the issue, they will not get the token as compensation. Therefore, it is totally up to Facebook to decide whether the advertiser is affected or not!
However, it won’t be fair to decide without talking to the affected advertisers. The distribution of the token will be totally up to the Data science team of Facebook. Therefore, it can cause a lack of transparency in the process of token distribution.
Even though the tool is free to use for the advertisers provided by Facebook, but it is responsible for the spending made by the advertisers and directly affects the amount of money spent by them on their campaigns.
Facebook way of saying, “ Sorry” to the advertisers!
An email circulated by the company(Facebook), to the affected advertisers to provide clarity on the delay in discovering the bug stated, “due diligence to better understand the scope of the issue.”
However, most of the ad buyers are not buying the explanation provided to them for the delay!
According to an account holder, “People continued to spend money after Facebook knew there was a bug because they weren’t told.” According to the buyer, the tone of the email was “vague and corporate tone.”
Even the subject line of the email was very formal and was empathetic. The user was more interested in “‘Oh, my god, we effed up, and we’re sorry!” Although, what it said was “‘Upcoming update to Facebook conversion lift studies.” Which was not very reassuring.
While debugging the bug, the developers came across two more as quoted by Facebook “Smaller” bugs.
The first one dealt with the multi-cell studies, and the second one was responsible for the undercounting of the data for the web conversions in the statical model.
Facebook claims to develop better technology to counter such bugs more effectively in the future. However, we must all keep our fingers crossed.
Fundo- Google’s Latest Innovation To Monetize Your Video Events
Google has innovated a supreme way to help SMEs, to help them in monetizing their video events. It is an amazing option for video creators to make money through Google Fundo. Now, they can create a video event, set a date for its launch and sell tickets online.
Isn’t that amazing?
Let us understand; what is Fundo?
An online application from Google, enabling its users to create video events online, and sell tickets to the interested audiences. It is an all-in-one application that doesn’t need any external downloads. Google Fundo will do everything for you!
Here we have the feature that will be available with the application:
- You can do a one-on-one chat + Photo
- Arrange Meet and Greet
- Create Workshops
The audience will be provided with a search option. The audience will be able to search the event through the search option or the events link can also be shared to people via multiple sources. Sharing link features can also be used to publicize your event features.
Who can earn money from the videos?
According to the announcement made by Fundo:
“In addition to YouTube creators and their fans, we’re seeing authors, fitness instructors, business and lifestyle consultants and others use Fundo to find new ways to connect.”
However, it seems that large music concerts can’t be organized, on the platform. Since the website has limitations, and only three types of events to be created on the website.
According to a frequently asked question ,
“…please note each event has a limited number of tickets…”
One-on-One Chat + Photos
The feature allows the video creators to initiate a one-on-one interaction session with fans and admirers. The + Photo feature works as the Photo Booth, built into the website. The user can use different frames and props available in the options. It created to make your conversations fun!
You can use this feature to take pictures with your favorite celebrities and YouTube stars and add them to your collection.
Google Fundo features, Meet and Greets!
The feature is similar to a one-on-one chat feature which we discussed above. However, this feature takes place between the YouTube video creators and their audiences. The no. of users that can join in is kept limited!
As per Google:
“As a fan, you’ll have a variety of experiences to choose from. Join the Q&A with… channel members in a group Meet & Greet…”
Fundo Workshops
The feature is a very useful one, especially for small businesses, like restaurants. They can create the videos portraying their cooking techniques and teach people how to cook new recipes. It will help them in developing a following for their restaurant, and gaining new customers.
Other options for promotions could relate to the real estate selling/purchasing techniques, stock market trading or technical tutorials which can be taught online through these channels.
How safe is Fundo?
When it is related to business, the first thing that comes to our mind is the security of our database. Therefore, Fundo assures you that no uninvited guests will be allowed to your party. That is the reason it will have the option for one ticket per person.
It is a product of Google, and they are famous for their advancement in the field of technology.
According to Fundo:
“Safety is a top priority. Because Fundo is checking everyone’s ticket, there’s no risk of uninvited guests. We also have reporting and flagging features to curtail abuse.”
Well, the application looks promising and could be a big success in the digital market as people feel connected with their YouTube stars. Also, it could be an efficient way for the creators to attract more audiences to their channels and get to know their audiences better!
Let us know in the comment section; who is your favorite YouTube content creator?
Australian Watchdog to Scrutinize Apple And Google App Store Practices
Australian watchdog is set for another confrontation after the proposed news bargaining law with the U.S tech giants Google and Apple, it’s now turning its attention to mobile apps stores. On Tuesday,8th September Australian regulator announced to investigate over a range of issues including the use and sharing of data by apps, the extent of competition between Google and Apple’s app stores, and whether more pricing transparency is needed in Australia’s mobile apps market.
ACCC Deputy Chair Delia Rickard said in a press release that it is also “interested in how data is used and shared in the app ecosystem, including the data available to Google and Apple as a result of their control of the major app stores.”
This is Apple’s second antitrust investigation in two days, a day after Italy announced that it will investigate the fairness of Apple’s iCloud terms and conditions in a press release. ACCC invited consumers and developers to share their experience of using and working with the apps marketplaces and asked both marketplaces owners to cooperate related to how they use and share data.
Google accepted the request for its cooperation and said the company would participate with the ACCC as it has done since the release of the inquiry. According to The Guardian, a company spokesman said,
In the interest of transparency, we’ve been open to dozens of meetings on request and provided thousands of documents to assist in the process.
However, Apple did not respond or comment regarding the matter.
One of the highlights of this inquiry is the growing tension over app store policies in many countries about Apple’s payment terms. The app developers and publishers have been calling out the issue for some time now of 30% and 15% fee charged by Apple and Google respectively. However, it came under the limelight last month after game developer Epic Games who created the popular game ‘Fortnite’ implemented a feature to let iPhone users make direct in-app purchases instead of Apple’s in-app purchases. This resulted in a ban on Fortnite game on both app stores and developers filing an anti-trust lawsuit against Apple and Google.
JUST IN: Apple doubles down in its legal battle with Fortnite creator Epic Games, filing a response and counterclaims alleging that the gaming company breached its contract, and seeking an unspecified amount in damages. https://t.co/QZotAJlWMd pic.twitter.com/wzll3QZu3v
— CNBC (@CNBC) September 8, 2020
ACCC deputy chairwoman Delia Rickard said
Apps have become essential tools for daily living for many Australian consumers, a trend that is likely to have increased during the COVID-19 pandemic. Apps are, in turn, increasingly important for businesses as they promote, grow and run their enterprises.
We want to know more about the market for mobile apps in Australia, including how transparent and effective the market is, for consumers as well as those operating in the market. We will also focus on the extent of competition between the major online app stores, and how they compete for app sales with other app providers.
The planned consumer survey on app purchases and use is a part of its ongoing 5-year digital platforms inquiry. Submissions of consumers and developers to the inquiry close on 2 October 2020. The final report will be handed down in March 2021.
This comes as the ACCC is nearing to finalize the mandatory code that would make Australia the first country to make Google and Facebook pay news media companies for using their content. However, Google launched a public campaign against the code and Facebook threatened to withdraw news from the feeds. It would be interesting to see how things unfold for the tech giants.
India Shook China: Banned 59 Major Chinese Mobile Applications
In a recent decision taken by the Indian government, 59 Chinese mobile applications will be banned, in India. The list of 59 applications included some major, names from the market. TikTok, which had a higher share of its business in the Indian market, is included in this list.
It would be interesting to know that in 2019, when TikTok was briefly banned, in India, ByteDance, the parent company of TikTok reportedly lost more than $500,000 daily. The User share of TikTok has increased tremendously since then in the Indian market. Therefore, the news must have come as a disaster for the company.
The Indian government took this decision after the Indian intelligence informed the government about the potential risk of security from these applications.
Since the brutal face-off between the Chinese and Indian army in the “Galwan Ghati“, a place in Ladakh, the air is stiff between both the countries.
In a press release following statement was issued by the government stating, “The Ministry of Information Technology, invoking its power under section 69A of the Information Technology Act read with the relevant provisions of the Information Technology (Procedure and Safeguards for Blocking of Access of Information by Public) Rules 2009 and in view of the emergent nature of threats has decided to block 59 apps since in view of the information available they are engaged in activities which are prejudicial to sovereignty and integrity of India, defence of India, the security of the state and public order”.
The press release further mentioned, “The Computer Emergency Response Team (CERT-IN) has also received many representations from citizens regarding the security of data and breach of privacy impacting upon public order issues,”
It clearly stated that this move is to “safeguard the interests of crores of Indian mobile and internet users”.
Since the tension in Ladakh, the anger against TikTok and other Chinese application/equipment was seen, in the Indian market.
The rating of the application started falling continuously on the platform after the incident took place. On Apple store, the Chinese app used to rank in the top-5 free applications which later dropped down to 10th place in the ranking.
Similarly, TikTok saw a fall in ranking on the Google Play store and slipped from third to the fifth position in India, still managed to stay in the top 10 free applications.
It is not just the country of India, which banned the Chinese application!
Taiwan also banned a few Chinese applications due to security concern. However, in Germany, Zoom was restricted for the usage, Including other apps.
Robert O’Brian, the US national security advisor, has clearly stated that the Chinese applications are used as a weapon by the Communist Party of China(CPC) to spread its ideology across the globe.
The younger generation grew highly fond of this Chinese application. The application has this younger fan base not only in India but also in countries like the US and China.
TikTok, the highest downloaded app, had more than 2-billion users. India turned out to be the largest contributor in this success, contributing 611 million user downloads.
According to the report by sensor tower, the Chinese application grew in popularity during the lockdown phase in this epidemic.
The list of 59 Chinese mobile apps included:
- TikTok
- Shareit
- Kwai
- UC Browser
- Baidu map
- Shein
- Clash of Kings
- DU battery saver
- Helo
- Likee
- YouCam makeup
- Mi Community
- CM Browers
- Virus Cleaner
- APUS Browser
- ROMWE
- Club Factory
- Newsdog
- Beauty Plus
- UC News
- QQ Mail
- Xender
- QQ Music
- QQ Newsfeed
- Bigo Live
- SelfieCity
- Mail Master
- Parallel Space
- Mi Video Call Xiaomi
- WeSync
- ES File Explorer
- Viva Video QU Video Inc
- Meitu
- Vigo Video
- New Video Status
- DU Recorder
- Vault- Hide
- Cache Cleaner DU App studio
- DU Cleaner
- DU Browser
- Hago Play With New Friends
- Cam Scanner
- Clean Master Cheetah Mobile
- QQ Security Center
- Wonder Camera
- Photo Wonder
- QQ Player
- We Meet
- Sweet Selfie
- Baidu Translate
- QQ International
- Vmate
- QQ Launcher
- U Video
- V fly Status Video
- Mobile Legends
- DU Privacy
Making Video Campaigns on Spotify Is Now Easy with Sound-On Video Ads!
Key Insights:
- The Ad studio debuted in 2017 and thereafter Spotify has nearly doubled its user base.
- Spotify witnessed an 11% rise globally in mobile downloads.
- Spotify reports an average of 25% of overall ad revenue from video accounts.
- In the past one year, Spotify has witnessed a 68% increase of active advertisers, with double the ads running.
Spotify has announced video advertising on Ad studio, its self-serve platform, in Canada, the U.K, and the U.S. This update is available to select advertisers in the recently added test markets to Ad Studio in April.
The Ad Studio was created initially for small and medium-sized advertisers to connect with Spotify listeners and create budget-friendly, customized audio ads for the platform. In April, it had expanded to 18 more markets and exited the beta version.
Spotify Push into Video Ads can increase brand awareness and brand recall.
Spotify said that often users on other platforms prefer viewing video ads muted, however, Spotify listeners are’ engaging with their sounds on.’ Complimenting their audio ad offering, video ads will give brands a visual storytelling opportunity for the in-focus moments.
The streaming giant further notes that running video ads with audio produces higher brand results than going solely for video ads. Video ads with sound-on lead to 1.9x ad recall and 2.2x increase in brand awareness, according to the company data.
The company said in a statement,
“Unlike many other platforms, on Spotify, listeners are already engaging with their sound on, offering a valuable opportunity for a brand’s message to be seen and heard. This multisensory experience can extend a brand’s audio ad strategy, providing another touchpoint to capture listeners’ attention and share messages across all relevant moments.”
Rise in advertisers using Spotify Ad Studio’s creative perk
Ad studio that is available in 22 countries globally has leveled up the playing field in creative production by offering a free service to generate a brand’s ad spot. Advertiser on Spotify’s Ad Studio can upload a script and in as little as one hour (48 hours in some cases) they will deliver a fully produced ad that includes music and voice over.
The company said that 37% of Ad Studio customers rely on their free voiceover tool for ad creation. Additionally, 50% of its advertisers used this tool in May, which is an 11% rise from March.
Ad Studio offers two options of ad format for video ads- horizontal video and vertical video. Horizontal video can run across all platforms and vertical video is optimized for iOS and Android.
Why should brands advertise on Spotify?
The company reported recently that it has 286 million active users and 130 million paid subscribers. Spotify is the third-largest advertiser in the world after Facebook and Google.
Spotify Ad Studio enables brands to reach targeted and relevant customers. Their programmatic audio advertising is the best way to reach Gen X and beyond.
If you think ads may annoy the listeners of Spotify, think again. Statistics by Acquisio states, 75% of digital audio listeners think commercials are totally fine on a free streaming service. 47% think ads are even less intrusive on Spotify than traditional radio.
For instance, brands targeting the hip audience that are interested in current trends can consider advertising on Spotify. Advertisers can take advantage of the Spotify data of logged users like moods, preferences, listening habits, interests, and activities. This will help brands to create customized ads.
Learn more: Spotify Adds $1.7B To Market Cap In 23 Min Post A Deal With Joe Rogan, World’s Leading Podcaster.
How To Advertise Effectively On TikTok- Process And Costs Laid Out.
Even though marketers are always discussing to run ads on TikTok, but only a handful of them can do that. The situation has gone even worse during the period of recession.
The cost to run an ad to reach 1000 audience is $8 in the UK. Also, The minimum advertisement budget has to be at least $25,000. Looking at this amount you can guess that this platform is not for those who are looking forward to advertising cheap. However, those who are willing to spend this fortune will have the luxury of advertising on this platform.
The advertisement on TikTok comes into the premium category and it is managed by the sales team of TikTok. They make sure that the advertisement is unique and catchy and worth the hefty price paid by the advertiser. This results in uniqueness and quality of content gaining worthy audience. Hence, they can’t be compared to the misguided ad-campaigns on Snapchat and Instagram.
Recently, TikTok shared a rate card with the media in the UK.
The Takeover ads.
These type of ads are generally portrayed to the audience as a start-up ad. The time frame of this ad consist of 3-5 seconds.
For each category, only one advertiser can put an ad, for a day. This ad costs around $53,000 per day and is used to buy 8.9 million impressions.
A Topview ad.
This ad appears as a start-up ad when the application starts. The ad can usually last up to 60-seconds. These advertisements also contain sound.
The cost to run this advertisement is $65,000 per day. It will help advertisers to reach 7.4 million impressions. A Takeover ad can be converted to a Topview ad if the advertiser is willing to pay the difference in the amount.
In-Feed video (Maximum for one-day).
The usual time duration for these ads is 15-seconds. They are shown in video feeds of the user and usually appear in the fourth feed. To reach 3.6 million impressions with these an advertiser has to pay $26,000.
Brand Premium In-Feed videos.
This type of ad on TikTok can cost an approximate of $25,000. These ads are randomly placed in the feeds of user are shown after every 130th feed a user completes.
The Hashtag Challenge.
The Hashtag challenge is quite popular on the TikTok. A user can create a video and post it under a hashtag. This hashtag works as a challenge for others. It will challenge them to compete with the video content by posting similar content in a better manner.
https://www.youtube.com/watch?v=-Q3a7BSAJ5A#action=share
The advertiser can add their voice-over to the hashtag or they can simply add a piece of official music. This format includes both, One day ads and brand takeovers. The cost of this format of advertisement is $130,000. Features of this advertisement include Special content protection, Banner, personalized hashtag and their challenge page.
The Hashtag Challenge+
By paying an additional fee ($130,000+$30,000=$16,000), an advertiser can upgrade their ad to Hashtag challenge plus. The advertiser gets all the features of Hashtag Challenge, besides, they can direct people to their app or store within the application.
The Branded Effect.
An advertiser can attach 2D animated lenses and a user can use lens by their hand or face movements. Tik-Tok creative team created this effect. The cost of this format of advertising is $45,000 for a time frame of 30-days.
Even though all these options may seem costly to a new advertiser, they can take a test drive with cheaper options available. Maybe, that is the reason so many brands and influencers are collaborating to advertise the product on Tik-Tok.
Jide Maduako, the CEO of Yoke Network said, “Influencers are the only way to advertise on TikTok because all the best viral content on the platform is made by them.”
He also stated, “Advertisers need to be paying closer attention to the consistency of views of influencers. It’s a strong indicator as to how successful your video will be when brokering deals.”
The following information is provided by TikTok regarding the creator package.
The Mid-tier package.
The package can consist of a total of five-creators, all of them will have a minimum of million followers on the application. The cost of the advertisement with the help of influencers is $12,000.
The Top-tier package.
The number of creator or influencer will remain the same(five) as of the Mid-tier package. However, influencers will have followers between 1 million to 5 million. The package will cost $35,000.
The Value Hybrid package.
The package will include a total of five influencers. Among them two will be from the Top-tier and Three will be from the Mid-tier. The cost of the package will be $20,000.
The Premium Hybrid Package.
With Premium Hybrid Package You will get one “VIP” influencer and two of each(mid and top tier) influencers. The package will cost $30,000.