Google Nixes Banner Search Ads

Did you hear the latest? Google nixes banner search ads IAB SmartBrief and Ad Age report.

Google AdWords

Google is pitching advertisers on a new kind of ad targeting that aims to improve on the ubiquitous tracking cookie.

The technology allows advertisers to target people who’ve visited their web sites with ads on tablets and smartphones, according to agency execs who’ve been briefed. Google sent documents to a number of agencies to brief them on a beta test of the program within the past two weeks.

Last fall word leaked that Google and Microsoft were working on a replacement for the tracking mechanisms called cookies that companies use to track people’s online behavior and target them accordingly with ads. This beta program is not that.

However, it does bridge the desktop-to-mobile gap, which has been considered a top motivation for Google’s cookie-replacement plans since cookies currently don’t really work on mobile devices.

“We’re always running experiments with our agency partners. This small trial started last year, testing a way for marketers to reach their customers across devices using their own customer data,” said a Google spokesperson.

Here’s how the new retargeting tests work. Google gives an advertiser what’s called a “hashed tag” to drop when someone logs into the advertiser’s site. This “hashed tag” is basically an anonymized tracking identifier that ties to the cookies and device identifiers used by Google’s ad-tech systems.

After the tag is dropped on someone’s computer, the advertiser can show ads to that person on any property within Google’s network of third-party sites and mobile apps. Brands had previously been able to retarget people through Google but were limited to web browsers or mobile apps, depending on which channel someone used to visit their property.

While Google’s retargeting program incorporates advertisers’ customer databases, it is not the same as Facebook’s Custom Audiences targeting feature the pinpoints ads based on marketers’ lists of customers’ email addresses and phone numbers.

Unlike the social network’s program, advertisers are not uploading lists of customers’ email addresses to Google. However Google’s program is similar to the spun-off version of Custom Audiences Facebook rolled out last October to retarget advertisers’ customers within Facebook’s desktop and mobile properties.

Google is looking for advertisers that operate sites with registered user bases totaling at least 100,000 people including a significant percentage on mobile, according to documents Google is using to pitch agencies on the test program. The test phase is limited to U.S. audiences.” (Article from AdAge)

What You Need To Know To Get Ahead In Video Advertising

What You Need To Know To Get Ahead In Video Advertising

 

MediaRadar today introduced the results of new research into online video advertising in the form of this infographic, shared via ADOTAS. It addresses the challenges advertisers and publishers face when working to uncover the opportunities within this medium, and also details best practices.

The two key takeaways are 30-second ads are nearly 10 times more likely to be skipped than 15-second ads and 26% of online video ads are accompanied by display or rich media ads.

2014 Is The Year of Small Business

Did you know that 9 out of 10 small businesses use or are planning to use social media?

LinkedIn recently conducted a study to investigate how small businesses are using social media, and whether their investment is proving its worth. According to their research, the #1 problem facing most small businesses is attracting new clients, and 61% of SMBs believe social media is helping them solve it.

The study also showed that over half of SMBs have increased the amount they are spending on social media in the last year. The number is even greater for hyper-growth companies, 73% of whom have increased spend on social media and social media ads, more than any other marketing channel.

Check out more of the small business data in LinkedIn’s infographic below, and on their brand new small business microsite which is full of resources to help you take advantage of LinkedIn for your company.