Weekly Digital Breakdown -6.25.20
Weekly Digital Breakdown
Jun 25 2020
Hulu Enhances Second Screen Ad Capabilities
Hulu is launching a new ad format to help brands reach viewers on the second screen. By using technologies such as QR codes and push notifications, advertisers will be able to prompt viewers to take action to learn more or buy products they see on the big screen. The ability to interact with commercials seen on streaming services has been proven to only increase brand awareness but also drive sales.
Viewers are increasingly using their mobile devices while viewing streaming content. Over 70% of TV viewers say they use a mobile device to look up a product they see related to the ads or content they are watching. Second screen ad capabilities improve the ability to follow up on an ad by 75%. Six out of 10 viewers also said they would likely consider buying from a brand after redeeming an offer.
The addition was originally released to select brands for the initial launch and will be available to all advertisers to utilize. The ad format will also be extended to Hulu’s entire platform of products on October 1st.
Spotify Adds Features for Advertisers
Spotify is making remembering podcast promo codes even easier. The company is working on a new “In-App Offers” feature which will allow for an embedded link to be placed on a podcast episode page that leads directly to an advertiser’s page. If clicked, it will automatically load the promo code for the user to apply the discount.
The addition comes as Spotify continues to look for ways to improve the ad experience for both brands and users. In January, the company launched its Streaming Ad Insertion technology which inserts personalized ads into podcasts based on the user’s online behaviors in real time.
The technology is only available on Spotify shows but the improved technology could help entice advertisers to keep their budgets limited to the company’s programming. The news comes as Spotify continues to improve its podcast lineup with the addition of The Joe Rogan Experience, which is continuously ranked as one of the most listened to shows. The updates further prove Spotify is looking to innovate the market in a big way.
https://www.theverge.com/2020/6/22/21295859/spotify-interactive-ads-podcasts-in-app-offer-launch
Twitter Increases Ad Frequency
If you think you’ve noticed an increase in ads on your Twitter feed, you’re not the only one. While not directly confirming more ads were being pushed, the company did verify they are experimenting with changes to the user advertising experience as part of constant innovation and testing for the best balance. The increase in ad exposure means more Promoted tweets in-stream for users and additional opportunities for advertisers to expand their reach and awareness.
It’s unknown if a specific event prompted the testing but it could be related to the recent decline in ad spend as outlined in Twitter’s Q1 report. However, as more of the country re-opens, businesses are ready to put more funds behind their marketing efforts.
Twitter also outlined updates to its algorithm this week which will analyze user behavior to tailor content. This information can also be used to enhance the ad experience, helping brands reach a more targeted audience.
