Snapchat Adds Dynamic Targeting
As Instagram has proven to be an effective way to reach audiences, advertising on the platform has seen steady increases. However, as brands rush to utilize the platform, saturation and demand are driving up costs for the coveted inventory. Seeing a need to reach this market, today Snapchat announced dynamic ad beta testing in the U.S.
Geared toward retail, ecommerce, and direct-to-customer (DTC) brands, the dynamic ads will work similarly to those on other platforms. Users will get a customized experience as Snapchat connects to a brand’s product feed to automatically create personalized ads based on the interests and online behaviors. Direct access to product information will increase relevancy, eliminating the need for advertisers to continuously update ads based on product or price changes. For ease of use, Snapchat has created five mobile templates in which the product can be placed.
The additional option comes as Snapchat has been working to carefully add to its arsenal of capabilities to attract more ad dollars. The dynamic offering is particularly appealing to those wishing to reach younger audiences this holiday season as ad costs on Instagram are as much as 8x higher than those on Snapchat. The cost-effective, high converting ad units are just what DTC brands have been looking for.
Amazon Searches For More Market Share
Google has been the primary search engine in the US for years. Companies such as Microsoft have done their best to try to impede its success without much luck. However, based on an eMarketer report released earlier this week, Amazon is positioned to increase its search market share in the coming years gradually shifting ad dollars away from the search giant. Amazon is experiencing a surge of growth as the company is projected to increase ad revenue by nearly 30% this year over 2018, eating into Google’s long standing hold on the market.
Amazon’s distinct advantage of being a shopping platform where consumers are poised to purchase have helped accelerate its search engine success. The company’s continued focus on refining its search strategy for advertisers by improving performance metrics and ad targeting capabilities appeal to advertisers, capturing an increasing amount of ad dollars. Amazon is making a clear stance that it’s focused on encroaching on the Google market and doing so quickly.
The eMarketer report also noted that Amazon is the only company in the space that is currently experiencing growth, surpassing Microsoft which had previously held the spot as the second-largest search advertising platform.
While Google continues to dominate the search space, the company is investing in more engaging shopping experiences to retain audiences. The recent overhaul of its online shopping experience comes as a direct response to key retail categories diverting ad dollars away from Google to Amazon.
While Amazon still has a long way to go before truly challenging Google, the competition will be a welcome change for marketers.
Instagram Helps Users Better Control Their Data
If you have an Instagram account, you’ve likely given permission to third-party apps to access your account in some way. Options such as “Import photos from Instagram,” or “Connect/Link to Instagram,” are often quickly clicked through in order to finish whatever task you may be doing. However, users may not realize that once they authorize permission to data such as profile info, username, photos, etc. that information can continue to be accessed. Due to the amount of requests for this information, it can be hard to remember what services have this permission.
In the ongoing effort to protect data privacy online, Instagram users will soon be able to easily manage which third-party apps are using their data. By going to “Settings” > “Security” > “Apps and Websites,” users will be able to view a list of who has access and remove any previous authorizations.
Following this feature, Instagram will also update the authorization screen which explicitly outlines what the third-party app wishes to access before you consent. The changes will be rolled out over the next 6 months as the company works to give users more control over their data.