Weekly Digital News Roundup: February 22 – 26
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.
Facebook to Partner with Acxiom, Epsilon to Match Store Purchases with User Profiles
- According to AdAge, Facebook is testing out a new kind of ad targeting that will let brands market to users based on what they’ve bought in stores, according to execs briefed on their plans. Facebook is partnering with data giants including Epsilon, Acxiom and Datalogix to allow retailers to match their own data gathered through shopper loyalty programs to individual Facebook profiles, much like they’ve done previously with marketers’ customer data from their CRM databases.
- The targeting would hypothetically enable Coca-Cola to target to teenagers who’ve bought soda in the last month, or Pampers to show ads to North Carolina residents who’ve recently bought baby products, since Facebook’s own array of demographic and interest-based targeting options can be added to further refine audience segments.
- The targeting will function through anonymized matching of loyalty-program members and Facebook users through email addresses and phone numbers, according to sources with knowledge of the product. Though purchase-based targeting will be enticing to brands, adoption will hinge on Facebook demonstrating that it’s crossed every “t” and dotted every “i” with respect to protecting consumer privacy. “Facebook’s challenge is going to be breaking down the process in ways that are simple to understand and fostering confidence that this powerful data can be handled in a responsible way,” says MEC’s social lead Kristine Segrist.
Google Takes PLA International, Converts to Paid Model
- MediaPost reports that Google Product Listing Ads served on Google Shopping and in search query listings are no longer free in the United Kingdom, Germany, France, Japan, Italy, Spain, Netherlands, Brazil, Australia, Switzerland and Czech Republic. The search engine said Thursday that it has begun to transition these countries from a free to fee-based model.
- Google Product Listing Ads perform well in the U.S. market, resulting in a 31% higher return on ad spend for the season, report Kenshoo findings from January. Live data feeds from the retailer’s or the manufacturer’s inventory system support Google PLAs — so if stock runs out on the product the ad disappears, according to Dave Schwartz, who now oversees Datapop’s newest business unit focused on PLAs. “Optimization allows the product to serve up more often,” he said. “Click-through and conversion rates are the two metrics considered most. We’re looking for attributes that resonate most with consumers.”
- Datapop’s Creative Optimization platform tests what the viewer sees and the merchant’s or manufacturer’s product data feed. The technology aligns the product data feeds with keywords searched. When optimized, the platform claims merchants can see between 40% and 50% of their search traffic from PLAs. “Generally, PLA clicks convert at a slightly lower rate than regular clicks for a similar product related search — 70% to 100%,” according to Kevin Lee, Didit founder. “The cost per clicks are also lower for the time being, so advertisers are generally happy.”