Weekly Digital News Roundup: March 28-April 1
Gmail Turns ‘Promotions’ Tab Into A Visual Shopping Experience
- According to WebProNews, Google has introduced a new Gmail feature that lets users turn their “Promotions” tab into a more visual, almost Pinterest[-like] shopping experience. This is one at least minor improvement to the current state of Gmail for email marketers. The introduction of the Promotions tab and the tabbed interface in general is something a lot of markers have had to struggle with.
- “Promotional mail has a lot of images, from pictures of snazzy new shoes to photos of that rock-climbing gym you’ve been wanting to try,” product manager Aaron Rothman says in a blog post. “But right now, those images are buried inside your messages—and with only subject lines to go on, it can be a challenge to quickly pick out the deals and offers that interest you most.”
- “You’ll be able to toggle between the new visual grid view and the standard list view by clicking a button at the top of the tab,” Rothman says.
Facebook Adds New Capabilities To Lookalike Audiences
- According to WebProNews, Facebook launched Lookalike Audiences about a year ago aimed at helping marketers target audience segments with similar common attributes (interest, demographics) to the customers they already identified as a target audience through the Custom Audiences feature.
- Now, Facebook is letting advertisers create “lookalikes” based on people who visit their website, use their mobile apps, or connect to their Facebook Pages.
- “Perhaps you’re an app developer that’s looking to find more people to purchase car rides in your rides on demand app,” the company adds. “You can now create lookalike audiences based on people that have previously purchased taxi rides in your app and reach those audiences with mobile app ads. For many businesses, engaging customers and prospects in ongoing conversation through their Page is an important part of their marketing strategy. These advertisers can now use lookalike audiences to reach people like the fans connected to their Facebook Page.”
AOL Launches Programmatic Ad Platform ‘One’
- According to WebProNews, AOL has rebranded AOL Networks to AOL Platforms, and announced the launch of One, a cross-screen programmatic ad platform, which combines the teams and technologies behind Adap.tv, AdLearn Open Platform and MarketPlace, and lives under the AOL Platforms brand.
- AOL CEO Tim Armstrong said, “AOL has spent the last four years building platforms to facilitate the efficient and effective flow of advertising dollars to digital…On the platforms side of our business, as machines automate more media decisions across TV to digital, we are well-positioned to help advertisers, agencies and publishers realize the true value of data-driven advertising.”
- “Our mission is to foster an open, global ecosystem that simplifies digital adverting, enabling customers to efficiently leverage the entire technology and data ecosystem,” Bob Lord, CEO of AOL Platforms said. “Customers who have a commitment to an external partner for a piece of the ad tech stack will be able to integrate and plug that solution into our platform giving advertisers and publishers alike incredible flexibility with elements like data and attribution to join and manage all of their investments on a single platform in real time.”