May 29, 2020

Good morning Marketer, have you noticed ads in your Google Discover feed yet? 

If you haven’t, that’s because Google is playing it safe with its new ad product – which was revealed last year and quietly rolled out this April. Google made the official announcement Wednesday, allowing all advertisers globally to run eligible Discovery ads across the YouTube Home and Watch Next feeds, the Discover feed on the Google Search app, and in Gmail Promotion and Social tabs. 

The new ads use a distinct campaign type that is targeted with audiences, not keyword-based search intent targeting. Discovery ads take a page from the social advertiser’s playbook by pairing high-impact visuals with a native ad look and feel – along with targeting based on audiences. 

While Google says Discovery campaigns are delivering scale for advertisers, the company is being particularly careful about placement in the Discover feed, which currently contains only one ad slot. In a phone interview this week, Jerry Dischler, VP/GM of Ads Platforms & Google Properties, said the company is “holding the quality bar really high and only showing the ads that have the best image assets that we think are most relevant to users” in that context.

Google’s soon-to-be-obsolete Gallery ads, which were announced at the same time as Discovery ads, didn’t make it and will be turned off in August. The format worked for the automotive industry but didn’t gain enough traction with other verticals. Here’s to hoping Discovery ads net out to be successful, especially since they offer a new avenue for both Google and advertisers. 

Keep scrolling for more, including a look at ad spend across streaming services.

Taylor Peterson,
Deputy Editor

 
 
 

Sonic Branding: Leverage the Power of Audio In Your Marketing Strategy

You know how important it is to consistently use on-brand visual marketing materials, and how to create them. The same goes for leveraging effective audio and building a sonic marketing strategy. Let experts in audio-specific branding, analytics and distribution explain why sound matters and how to incorporate it into your ad campaigns. Join this webinar to explore the possibilities of audio marketing, which includes sonic branding.

RSVP here »
 
Indicators
 

Ad spend on streaming services has spiked 87% YoY

This week, MediaRadar released its analysis of streaming service providers’ ad spending, looking at year-to-date figures across TV, digital and print media formats. The study found that ad spend on OTT streaming platforms is up 87% YoY  – with ad spend from HBO Max more than tripling the week of May 10th, 2020 ahead of its launch. According to the report, the top three advertisers in the streaming service category include Disney+, Hulu and Quibi. Collectively, those three have spent over $135M on advertising, YTD, MediaRadar found. 

“Our study found that Netflix has not shifted advertising amid the pandemic, or in response to the launches of new competitors, such as Quibi or HBO Max,” said Todd Krizelman, Co-Founder and CEO of MediaRadar. “Netflix’s ad spend in the month of April (2020) was actually down 11%, YoY. It’s also worth noting that Spring and Summer are usually quieter months for Netflix. For the last two years (2018 & 2019), their advertising has peaked in Q4.”

Read More »
 

Stand apart from the competition

Winning a Search Engine Land Award can help attract new business, boost team morale, and showcase your company’s achievements — all things hard-working search marketers need now, more than ever. What are you waiting for?

Start your application now »
 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

How has the customer journey shifted? – CMS Wire

How To Turn Your Brand’s Purpose Into Proof Consumers Can Believe In – Forbes

CMOs became a more diverse group in 2019, study says – Marketing Dive

Instant messaging will reach 4.3B users in 2020 – Mobile Marketer

Brands Are Pushing More Notifications During Covid-19. Here’s Why – Street Fight

Exclusive: TikTok owner ByteDance moves to shift power out of China – Reuters
 
 

This email was sent to newsletter@newslettercollector.com.
Unsubscribe

We respect your privacy.

This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA

© 2006-2020 Third Door Media. All Rights Reserved.