Digital Marketing This Week – Pinterest hits 250 million active users, LinkedIn Supports Dynamic Ads and much more
1. Pinterest Says It Has 250 Million Monthly Active Users
Pinterest has reached another new milestone. This past week, the image-sharing site announced that it has 250 million monthly active users (MAUs). “If Pinterest were a country, we’d be the fifth largest in the world!” said Jon Kaplan, the company’s head of global sales. More than half of Pinterest users are located outside of the U.S. Also, 80% of new signups are from foreign countries. The company also said that has 175 billion pins. That’s up 75% from last year.
2. LinkedIn Campaign Manager Now Supports Dynamic Ads
LinkedIn’s freshly redesigned Campaign Manager platform now supports dynamic ad campaigns. If you’re unfamiliar with dynamic ads, they’re customized to the viewer using info from the LinkedIn user’s profile. “Creative is automatically personalized with each member’s profile info, like their photo, first name, company, job title and more,” said LinkedIn Principal Product Manager Ayusman Sarangi. “You can add macros — data mapping tools — for even greater customization capabilities.” You can even use a pre-built template to get a dynamic ad campaign up and running quickly. If you’re catering to an international crowd, you’ll be happy to learn that Campaign Manager offers translation services. Sarangi also says that dynamic ads have up to twice the click-through rate of traditional display ads.
3. Google’s New Way To Split AMP Ads
LinkedIn continues to ramp up its advertising game. Most recently, the B2B social media channel rolled out a paid media worksheet. It’s designed to help businesses target potential clients and customers. Here’s what LinkedIn says about the new tool: “Through Campaign Manager, your business has access to a wealth of useful information. For example, you can use the LinkedIn Insight Tag and Website Demographics feature to understand the groups of people who most frequently visit your website domain, revealing percentage breakdowns of top company sizes, locations, industries, job functions, job titles, and more.”
4. YouTube Launches Vertical Video Ads for Mobile Platform
Google is rolling out vertical video ads for YouTube. The new ad format will work with both TrueView and Universal App campaigns. According to YouTube, more than 70% of total watch time happens on mobile devices. Since many of those mobile devices are smartphones and phablets, it makes sense for the company to support vertically oriented video ads. The new ad format will cover 75% of the screen at first. If the user taps the ad, it will cover 100% of the screen. Marketers should avoid running core messages in the top 10% and bottom 25% of the video. Those areas are often cropped. YouTube says that the new vertical ad format helped one company increase brand awareness by 33%. That same brand also saw a 12% improvement in consideration.
5. Facebook Renames Canvas Ads and Gives Them Pixel Capabilities
It’s a branding thing. The word “canvas” didn’t really communicate what the ads were about. If you’re unfamiliar with the ad format formerly known as Canvas Ads, they’re advertisements that take up the entire screen. Effectively, they act as mini-websites within the Facebook platform. There’s more to the change than just the naming, though. Facebook is also adding pixel support to Instant Experience Ads. That means any advertiser who uses the Facebook pixel on a website can re-engage with visitors using the ad format. Marketers can also embed third-party pixels into Instant Experience ads so they can track analytics on their favourite tools. Finally, Instant Experience ads also offer an Instant Form template that makes it easy for users to submit contact info.
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