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Tag: audience targeting

  • Pinterest Launches Motion-based Ads

    Pinterest expanded its ad products on Tuesday with video ads called Cinematic Pins. They work much like Pinterest’s Promoted Pins, which are designed to blend in with other items in your home feed, but are motion-based. Brands like Gap, L’Oreal, Target, Unilever, Visa, Walgreens and Wendy’s are among the first paid advertisers.

    Not to be confused with Facebook or Twitter style videos where the action begins when you pause over them and stops when you move away, Cinematic Pins are first encountered in motion as you scroll down, then stop when you cease scrolling.

    Pinterest’s General Manager of Monetization, Tim Kendall, said, “Our view is that auto-play is interruptive. Users want to feel like they’re in control, and we’ve done a bunch of user testing—users are delighted by this experience. They wind up scrolling back and forth. They love controlling the motion.”

    Pinterest to launch upgraded advertising solutions for digital marketers

    1. Audience Targeting Based What Users Plan To Do

    Taking intent based marketing to a whole new level, marketers will be able to target audiences with Promoted Pins based on what users want in the future. Advertisers will engage people as they plan future purchases, as opposed to, say, searching for concert tickets to purchase in the moment. “People,” according to Pinterest, “do tons of different things on Pinterest, but most simply, it’s about discovering, saving and planning what to do next.”

    2. Ad Engagement Pricing

    With cost per engagement (CPE) pricing, advertisers pay only when users take an action on a Promoted Pin, including repinning, clicking to see a pin close up or clicking through to an advertiser’s site. This model will help marketers track future intent.

    Pinterest is already a map for a consumer’s journey. The new eye-catching Cinematic Pins will grab their share of attention, and provide more intent-driven data to marketers.

    Watch this blog for more updates from Pinterest.

  • Google ‘Other Interests’ Closure Imminent

    The numero uno search engine will be retiring its ‘other interests’ category in the interest of serving the advertisers more effectively. This was a service that was introduced by Google in 2009 in the interest market category connecting advertisers with people across the display network based on customer interests. Using this advertisers could get a better inkling about their core target group. ‘Other interests’ was basically built on topics. But now it seems that it is limited in addressing advertisers’ extensive targeting needs and there is a lack of specificity too here.

    ‘Other interests’ was deployed by Google in order to target people based on implicit interests. This was done on the basis of types of web pages that these people visited on the Google Display Network. It was but natural that Google would pull the plug on ‘other interests’ since there was an overlap with the advanced audience solutions. But you can still access historical performance data from ‘other interest’ targeting, going forward.

    With each passing day, Google has been launching new and powerful interest-based capability tools like ‘affinity’, ‘custom affinity’ and ‘in-market audiences’. These tools offer much more flexibility and control as compared to the ‘other interests’ tool. If you have a ‘other interests’ campaign account then it will run for some time and then it will be automatically upgraded to one of the three tools viz.

    • Affinity audiences – To create brand awareness
    • Custom affinity audiences – For niche audience targeting
    • In-market audience – targeting prepped shoppers on the verge of buying

    All these above tools use very sophisticated audience signals to attract and retain very specific group of customers. It makes segregation on the basis of customers wanting to buy particular products or services and such other criteria. So when you upgrade to the new services, if the need be, Google  can help you out with campaign type recommendations based on your current performance goals and bidding preferences.

    Let us have your inputs on this imminent changes in advertising with Google! Contact us to advertise across the extensive Google Network and beyond!