Weekly Digital Roundup : JULY 5 – JULY 11
‘Mobile’ Set To Win Gold In Rio De Janiero
- According to CMO.com, this year’s Olympic games will find the world’s best athletes vying in a media landscape that’s very different from the 2012 games in London. Among the changes: the ascendance of Snapchat, Facebook’s emergence as a video platform and vehicle for messaging, and a huge growth in mobile. In fact, while the 2012 Olympics were nicknamed the “Socialympics” because, for the first time, social media was front and center in marketing, 2016 might be remembered as the “Mobilympics.”
- A 2015 Forrester Research study found consumers spend 85% of their smartphone time on mobile in apps. The majority of that time is spent within just five apps, including Facebook, which gets the lion’s share of that time. In other words, to penetrate mobile, marketers need to penetrate social. In the context of the Olympics, social media activity is happening on mobile.
- “It’s almost like desktop doesn’t necessarily exist,” said Lindsay Sutton, VP/group director of social strategy at DigitasLBi. “The Olympics is one of those events–like the World Cup–where you participate through your primary device and also a TV because you’re also in a setting where you’re watching as a group. That second-screen thing we talked about so many years ago is still a real thing we definitely want to plan for.” That planning includes command centers that brands are employing to provide a stream of content and react in real time during the games. Mainardo de Nardis, the CEO of OMD Worldwide, says that Nissan is planning to run a command center this time around. “I think it’s fascinating creating these war rooms, which really generate content while the thing’s happening, while the stories are being created,” he said.
Pinterest Updates Advertising Strategy, Search And Keywords
- According to AdvertisingAge, seeking to scale its ad business ahead of a much anticipated IPO, Pinterest said it has updated its advertising strategy and will place more focus on expanding its keyword search and audience based buying offerings. This move puts Pinterest in a unique position to offer brands and marketers a home feed advertising solution — landing pages of users — and a search product that sees more than two billion monthly searches.
- The company is now offering its search inventory separately to advertisers, something it previously had not done before. More importantly, Pinterest’s head of global sales Jon Kaplan says the platform will feature the same kind of keyword based buying search marketers are familiar with — such as those found on Google — to be applied on Pinterest.
- One company welcoming the changes is Target. Brent Rosso, VP-digital media at Target, says the company has been advertising on Pinterest for years because it sees similarities between how consumers browse on its website and how they use Pinterest to discover and search for new products. Pinterest has also given advertisers the ability, through partnerships with Acxiom and Epsilon to combine their data with Pinterest’s to buy precise audiences in a similar fashion to how they’re purchased on platforms such as Facebook.
Google Launches “My Activity” Pages
- According to DigiDay, Google’s new “My Activity” page, where users can now view their entire internet history, represents another step toward the perfectly personalized ad. It is Google’s latest move to catch up to Facebook in the one area it has held back, using highly personal information for the most accurate marketing messages. Google made a My Activity page for its users of Android phones, YouTube and search to see all the information it stockpiles on them and giving users the option to say they want super-specific ads customized just for them based on that data.
- Google has been moving to incorporate more of its unique insights into advertising and has gradually developed interest-based ads and customer e-mail matching capabilities, when brands bring contact lists to Google for advanced ad targeting. The old way of targeting ads based on cookies is becoming obsolete. Cookies were never perfect on desktop — people could erase them and multiple people could use the same computer, obscuring who visited which page — so these files containing web data were not always accurate. Google wants to unify all this activity by identifying users wherever they are, so device IDs and log-in information for apps have become the most accurate data markers.
- Advertisers said this is just the beginning of what Google will eventually offer in terms of ad targeting. It’s still holding back in ways it could piggyback on search history and mobile activity to serve up the most spookily accurate marketing in real time. “This is a precursor of things to come. Google is just starting to bring together its best assets and data across all platforms to allow targeted personalized messages,” said Jared Belsky, President at 360i.