Mayfly Insights 04/10/2018

YouTube extends adverts, what to learn from the “Frightful Five”, measuring performance with the Snap Pixel and the rise of AEO.

YouTube extends advert capabilities

Video is becoming increasingly important within the consumer journey, giving marketers exciting opportunities. The combined power of Google’s machine learning and measurements with YouTube’s creativity is now going to further enhance the advertising possibilities of virtual storytelling. In practice, it means that YouTube adverts will offer so-called ad extensions, which are already common practice in Google Ads. The ad extensions will enhance video adverts by providing additional information and giving consumers more reason to take action. Location and form extensions are already available to add to the TrueView in-stream ads, but Google and YouTube are now exploring lower-funnel actions, for example downloading an app or finding movie showtimes. In this context, Google also promises advertisers a clear and verified measuring tool for the new advertising options, to track long-term conversions at every stage of the consumer journey.

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What we can learn from the “Frightful Five”

Referred to as the “Frightful Five”, Amazon, Google, Apple, Microsoft and Facebook have undoubtedly brought data marketing to the next level for their businesses. With the industry currently undergoing a digital revolution or evolving into “Industry 4.0”, these five have used the consumer data available to step into the opportunity of delivering customers greater convenience and a more humanised experience; arguably, referring to the latest scandals, with the consumer giving up a large part of their online privacy. However, to create greater convenience for consumers, mobile first thinking is becoming essential. Mobile is often the single greatest means of research and transaction for many, hence, simple fast-loading websites, accelerated mobile pages and responsive design are crucial for the consumer experience. The humanised experience relates to the rise of voice search and devices, providing consumers with optimised website results, adapted to the data collected.

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Performance Marketing on Snapchat

The new partnership between Amazon and Snapchat was one of the top topics in our Insights last week. This week, Snapchat has revealed, how the platform wants to extend the possibilities of tracking, analysing and measuring performance marketing campaigns. The newest addition to their performance product suite is the so-called Snap Pixel. After the introduction of the “Snap to Store” tool, which allows advertisers to track through Snapchat’s analytics whether a user has visited a store, restaurant or similar after viewing the snap, the new tool enables advertisers to track a customer’s journey from start to finish, regardless of what device is being used. Independent of the goal assigned to the campaign, Snapchat promises that Snap Pixel will allow real-time results and is supposedly the bridge across a brand’s digital presence, on mobile, desktop and tablet.

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The rise of Answer Engine Optimisation (AEO)

Another topic involving big data this week is the rise of Answer Engine Optimisation. Similar to a search engine, an answer engine presents a user with a response to a query, based on data collected and matched to the question. The difference between the two lies in the results the user receives, while the traditional search engines present a number of results, ranked by different criteria, the answer engine will follow a complex algorithm and provide the user with one answer. In theory, this is the only answer the user needs to answer the question asked. As we discussed last week, voice search, in line with mobile usage, is becoming increasingly popular, supporting the development of AEO. For marketers this creates a new challenge; instead of being ranked alongside competing sites, the aim is now to be the exact and only answer to the search query. Adjusting the keyword strategy to voice search and feeding the answer engine with data are only the first steps to take.

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