Weekly Digital Breakdown

Amazon Continues to Soar Above the Competition

In their constant pursuit to be the preferred shopping platform, this week Amazon released changes to its delivery that will transform the space. The company unveiled a new drone with the capability to seamlessly take off vertically with flying features similar to that of an airplane. It also comes equipped with use of artificial intelligence to steer clear of any obstructions, in air or on the ground. The creation could make deliveries that much faster and efficient  

The announcement didn’t include further details as to where and when the devices will be tested. However, the FAA followed the Amazon announcement with its own statement granting the company limited approval to test over the next year.  With the timeline for domestic deliveries unclear, Amazon doesn’t anticipate a speedy process to begin in-flight service. While drones are becoming more reliable, regulations are still being designed to fully monitor the space in order to address safety and security concerns.  

Despite no lead up to the announcement, the sophisticated drone shows Amazon has been quietly working behind the scenes to create a system that works both under current and future aviation laws, thus changing the retail space.


Instagram Influences Paid Ads

Advertisers are getting a new platform for Instagram influencers with this week’s roll out of Branded Content Ads. Brands can now turn their influencer product posts into paid ads, with the intention of reaching a larger audience than just the followers of each individual. With 68% of people coming to Instagram to interact with creators, the new option gives brands an authentic way to promote various products and grow their following. Brands will also have the ability to measure success which can lead to better understanding their consumers and how they can leverage more influencer involvement.

In order to use posts as a paid ad, influencers, or branded content creators, must allow the brand permission and access. As Instagram and Facebook, its parent company Facebook work to improve ad transparency, all Branded Content Ads will be noted with “Paid partnership with” along with the advertisers name so it’s clear to users the product is being promoted.

The new feature is a win for both brands and influencers as it has the potential to expand both of their follower bases, by increasing reach and brand exposure.  Branded Content Ads is in limited release while in testing but will be officially rolled out to all advertisers June 17th.


Google Optimizes Smart Bidding Tools

By the end of June, Google will be making a permanent change to its campaign bidding strategy.  Both Target Search Page Location, which focused on showing an ad at the top of the page or on the first page of Google search results, and Target Outranking Share, a bid strategy with the goal of outranking ads from another domain, will no longer be available. Advertisers will instead be encouraged to utilize Target Impression Share with the aim to gain the largest percentage of impressions available against competitors in the space.

The automated strategy to target impression share was released last fall as part of Google’s Smart Bidding strategies roll-out. The method is set at the campaign level with the goal of gaining a set percentage of search impression share based on the corresponding keywords and bid limits in place. Google will then show your ads to that percentage of eligible auctions for the campaign, trying to win the bid.

Google’s shift in available structure is an attempt to get advertisers to view SEM in terms of page placement rather than average position to focus on reach and effectiveness. This will also impact how market competitors design their campaign structure and bidding strategy when going against each other in the space. While the goal of getting the most and best PPC traffic remains the same, Google’s continued focus on Smart Bidding tools is creating more efficiencies in optimization to help guide marketers.