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Twitter Introduces 6-second Video Ad Unit

author image Written by: Jérôme Léon           Categories - In The News, Social Media

Twitter Provides Marketers New Biddable Video Ads Option

Twitter is giving advertisers the option to bid on the first 6 seconds of a video ad view in an effort to capitalize on the growth of video advertising on its platform. The social media platform is investing in video after a successful second-quarter earnings report, which saw ad engagements rise 20% over the last year. The new short video ad unit is now available to advertisers globally. Ads will be charged on a cost-per-view (CPV) basis and will only be billed when at least 6 seconds are viewed with pixels at 50% in-view. As explained by Twitter: “With mobile video consumption at an all-time high, studies show brand impact happens almost instantaneously (within seconds) with video ads. A recent Twitter-sponsored study by EyeSee determined short-form (under six seconds), sound-off videos with clear branding drive significantly better ad recall and message association on mobile than linear TVC style videos. Optimal video creative and viewing experiences drive brand lift and sales.”

A Closer Look

graph of eyesee case study about video
Source: IPG Media Lab
The company co-sponsored a study with behavioral research company EyeSee that claims sound-off videos six-seconds or shorter with clear branding drive better ad recall on mobile than traditional linear TV commercial-style videos that can be up to one minute long. Twitter described the new 6-second video ad unit as a “Flexible option for advertisers who care about the completed view metric but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.” The new ad unit is available for promoted video, in-stream video sponsorships, and in-stream video ads, and offers the possibility of transacting on to a longer format video. The company also reported that video ad formats continue to be its fastest-growing ad format. Since Twitter is a platform where views are not forced on users, video consumption tends to be shorter on average. This presents a unique challenge to advertisers as the need to engage viewers immediately has never been greater.

Jérôme Léon

You Can Use Third-party Cookies For An Extra Year

08/03/2022

We should have said goodbye to third-party cookies by now, but Google changed its mind. Again. The search engine is delaying its deprecation of third-party cookies and plans to kiss them goodbye in 2024, instead of early next year.

This is not the first time Chrome has prolonged the usage of these cute little assets – their plans changed last year when they decided to stop the usage of third-party cookies in 2023. This is the second extension.

Third-party cookies have been a go-to solution for years when it comes to measuring digital ad performance – and once Google stops supporting them, it will be way harder to see view-through conversions, especially if someone saw your ad and converted on your website later.

Why Is Google Extending Again?

Because they need more time to test the Privacy Sandbox initiative, Search Engine Journal reports. The Privacy Sandbbox initiative is supposed to be a low-key solution for targeted advertising.

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome…

This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.” –  said Anthony Chavez, Vice President of Google’s Privacy Sandbox initiative.

So, instead of just replacing the cookies with something new and wild, Google is taking a more rational approach and plans for a more gradual transition. The trial version of the Privacy Sandbox API is available to developers and should be available for millions of people this month too. More testing for more people is planned for next year.

Read More: Advertisers Working Hard To Find Alternatives to third party cookies

Other than using first-party cookies, you have some extra options for dealing with Google not supporting third-party cookies. This includes:

  • Identity Solutions – email address, phone number, login ID. This uses 1st-party cookies on your website
  • Google’s Privacy Sandbox – still developing
  • Publisher Provided Identifiers (PPIDs)
  • Contextual Targeting – doesn’t rely on personal data, but on the web page’s contents for keywords and phrases (time spent browsing)
  • Data Pools or Data Clean Rooms – storing a large amount of data
  • User Identity Graphs – combines personal identity information (email address) with 1st-party cookies and publisher IDs.
  • Digital Fingerprinting – identifying users by recording their IP, plugins, screen size, browser, time zone and OS.
Read More: How To Handle the removal of third party cookies

 

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Data-driven Attribution Becomes The Default?

07/26/2022

Google is all about automation, whether you like it or not. In their e-mail to advertisers, they let them know about their ad accounts switching to data-driven attribution.

In the e-mail, Google tells the advertisers which of their accounts qualify for the switch and gives them a deadline for cancelling the auto-switch, Search Engine Land reports. We went through our e-mails and here’s what we got:

But, wait – what is this data-driven thing now?

Back in September, Google revealed its plan to turn data-driven attribution into a default model. At the same time, they said that the other five rule-based models will still exist and be available for usage.

By using advanced machine learning techniques, data-driven attribution can understand the contribution each marketing touchpoint made to lead to conversions. Google says data-driven attribution accounts for several factors, such as ad format and time between ad and interaction.

As Barry Schwartz explained in this article, data-driven attribution checks the website and your ads on various platforms and uses data from your account to figure out which keywords and campaigns have the biggest impact on your business. In the end, it checks out how people engaged with your ads and comes up with a plan to move forward.

Learn how data-driven attribution works here.

“Data-driven attribution allows us to assign the right credit to every touchpoint. With automated bidding and data-driven attribution, we’ve seen an 18% reduction in cost of sales over last-click” – Lara Harter, Head of Online Marketing, DocMorris

So according to Lara, this could help save up some resources and direct them somewhere else. This option could work well with Smart Campaigns, but as always – you should do your own mini research.

Read More: Smart Campaigns Will Be Gone For Good Soon

The Backlash

However, not everyone is happy with this move by Google. For example, David Melamed expressed his opinion on LinkedIn:

“Data driven attribution doesn’t understand your cashflow needs. It doesn’t understand the human side of your account. Conversion & attribution models SHOULD NEVER be taken out of the hands of advertisers… Especially when Google owns the auction house.”

Others have a bit different opinion:

If you don’t want Google to make the switch, you can turn the option off using the link you got in the email.

Sure – data-driven attribution might actually work for you, but make sure you analyze everything first.

Compare the changes that would happen if you do make the switch.

Read More: Google Adds Four New Features To Performance Max

 

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