Weekly Digital Breakdown – 9.23.21
Weekly Digital Breakdown
Sep 23 2021
Roku Helps SMBs Tap Into Connected TV Audiences
Roku is expanding its ad offerings by becoming the first streaming TV app available on Shopify. Now conveniently positioned where many small businesses control their ecommerce efforts, it will be easier for SMBs to tap into coveted Connect TV (CTV) advertising. These brands will also have the ability to choose their audiences, allocate a budget, and upload creatives themselves. The partnership will be tested this holiday season, allowing SMBs access to a channel that has typically been out of budget for their digital strategies, during prime shopping time.
As streaming consumption has risen at record rates during the pandemic, Roku has reaped the rewards with growing audiences. To further monetize its capabilities, the company is now focused on growing its digital ad business and helping bridge the gap between commerce and streaming content.
Mozilla Tests Bing as a Default Browser for Some Users
Despite a deal with Google to use their search engine as the default, Mozilla Firefox has begun testing Bing with 1% of its users. The trial will run until early 2022 and selected users will now see Bing as their default search engine.
While it’s uncertain why Mozilla is running the test, there are theories it could be a potential backup when the contract with Google runs out in 2023. While Mozilla’s share of the market is small, it’s significant because it could signify the beginning of shifts for browsers away from Google, particularly once third-party cookies are no longer available.
Bing has a reputation for lower traffic but that definitely doesn’t mean it should be overlooked by marketers. The competition for audiences on Bing is much less. This results in lower CPAs and overall more efficient use of ad budgets. Bing users shop 36% more than users of other search engines, naturally increasing the odds of conversion without spending additional ad dollars.
Google’s New Advertiser Pages Gives Users More Transparency
This week, Google announced they are rolling out new advertiser pages connected to ads on the search engine and on YouTube. The pages will allow users to see what brand served the ad, why it was served to them, and also what other ads the specific verified advertiser has run over the past 30 days on Google.
The new feature is intended to provide more transparency to help users find products from brands they may not be familiar with and build more trust between consumers and brands. However, it will also give users the ability to more easily report ads that violate Google policies.
The change is one of many Google has been implementing as user privacy regulations come under scrutiny. The advertiser page will not only improve transparency for users, but also give brands the ability to reflect the integrity of their ads and campaign strategies.