This week: LinkedIn introduces automated bidding, YouTube is making non-skippable ads available to all creators, and wait until you hear about how much video ad spend is expected increase over the next five years.
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Here’s what happened this week in digital marketing.
Jumpshot Makes Consumer Purchasing Data Available Online
If you’re looking for some reliable info about online shopping habits, check out DigitalConsumer.com. It’s powered by Jumpshot, a marketing intelligence company that monitors web activity on more than a hundred million devices from all over the world.
Specifically, the website offers insights into what e-shoppers do when browsing around “walled garden” marketplaces, such as Macy’s, Target, Walmart, and Amazon.
Although the data itself isn’t new, Jumpshot is just now making some of it available to the public. If you’re looking for more detailed consumer behavior info, you’ll have to subscribe to the service.
The website also includes weekly stories and dashboard displays of consumer data. The Amazon dashboard, for example, shows graphs on metrics such as “Top 20 Product Purchases,” “Amazon’s Total Traffic and Conversions,’ and “Leading Amazon-Resistant Categories.”
Jumpshot data comes from all kinds of devices, including smartphones, laptops, and desktops.
Forrester: Video Ad Spend Will Top $100 Billion by 2023
Nothing special, just another entry in the “Look At How Much Online Advertising Is Taking Off” category.
According to Forrester, marketers will top the $100 billion mark in video ad spend in 2023. That’s an increase from $90.7 billion for the current year.
Also, online video share of total ad spend is expected to rise from 21.2% to 34.3% by 2032. That will exceed the share of TV ad spend.
Currently, the number of online video ad views stands at 200 million. That’s getting close to the size of the TV audience, measured at 258 million.
The Forrester report also says that two-thirds of US adults don’t mind watching video ads if they’re getting free content. Seventy-two percent would rather watch a show immediately with ads rather than wait for a version without ads.
That’s music to the ears of producers looking to monetize popular videos.
YouTube Rolling out Non-Skippable Ads to All Creators
It looks like the folks at YouTube must have caught an early glimpse of the Forrester report mentioned above, because the company is rolling out non-skippable ads to all creators.
If you’re running a channel that already monetizes content, you should soon have access to the new ad format. You can use it with newly created or previously published videos.
In a nutshell, non-skippable ads will give you the option to make more money. Just be sure that your audience doesn’t lose patience or you could end up making less money.
Keep in mind, though, that YouTube is capping the length of the new ads to 20 seconds.
YouTube also plans on rolling out a tool that will allow you to add non-skippable ads in bulk.
Google Introduces Tool to Measure Ad Effectiveness
Now you can measure the effectiveness of your Google ad before it goes live.
Google has is rolling out a new tool that judges your ad on a scale from “Poor” to “Excellent.”
How does Google evaluate the ad? It analyzes various qualities including relevance and diversity of ad copy.
The new tool also offers actionable insights so you can “fix” what’s wrong.
Google plans to roll out the ad tool in stages. Look for it in the coming weeks.
Instagram Allows Users to Apply for Verification
Instagram is jumping on the verification bandwagon.
You probably already know that Twitter verifies some users. Usually, they’re celebrities, leaders in business, or journalists for major media outlets.
If you’re one of those folks who fits into the famous or semi-famous category, you can now apply for verification on Instagram. Just fill out a new form in the app and submit it for consideration.
To do that, fire up Instagram and go to your profile. Tap the menu icon and select “Settings.” Then, choose “Request Verification.”
As of now, the company says that it will only verify “accounts that reach large audiences.”
If you do get verified, a blue checkmark badge will appear next to your account name.
Google: We Don’t Rank Websites Based on Author Reputation
Google won’t give your site a boost if your author has a good reputation. That’s according to John Mueller.
Apparently, some confusion arose over the new Quality Rater Guidelines. The Quality Rater team is directed to consider the author’s reputation when reviewing a web page.
But there’s no check in the Google algorithm for author reputation. Also, the Google Quality rater team can’t directly impact ratings.
This subject came up during a recent Google Webmaster Central hangout when somebody asked Mueller this question: “Say we have a site with multiple authors and then we find that one of the authors has a poor reputation or has developed a poor reputation. Is there a way to remove the author from the site but keep the content?”
Mueller replied by saying that removing an author would be like making any other site change.
He also said this: “I wouldn’t look at the Quality Rater Guidelines as something that is like our algorithms are looking at this explicitly, and checking out the reputation of all authors, and then using that to rank your websites.”
Survey: 82% of Smartphone Shoppers Use “Near Me” Searches
This might be the least surprising story of the week.
Uberall recently released its “Near Me Shopping Report.” It’s based on a survey of more than 1,000 smartphone owners.
According to the report, 69% of respondents use their smartphones to help them shop. Of those, 82% performed “near me” searches.
That “near me” number jumps to 92% for millennials.
Here’s the breakdown of the “near me” search categories:
- Food – 84%
- Entertainment – 56%
- Banking – 50%
- Apparel – 41%
- Personal care – 38%
And here’s the breakdown of retail-specific searches:
- Product research – 63%
- Price comparisons – 62%
- Coupon/deal searches – 56%
- Store hours – 54%
- Store locations – 52%
The Uberall survey also found that 60% of mobile users were “very likely” to tap the “first two to three search results they saw.”
LinkedIn Rolls out Bidding for Sponsored Content
LinkedIn is finally offering automated bidding.
Now, you can optimize your LinkedIn bidding for maximum impressions, clicks, leads, or website conversions.
You’ve probably seen similar ad buying options on other platforms for a while. Perhaps you’ve even wondered why LinkedIn doesn’t offer them.
Now, you don’t have to wonder about that.
According to LinkedIn, people who used automated bidding during the trial period saw their ad costs drop by 30% over a two-month period.