Artificial Intelligence to reshape Television Advertising

Artificial Intelligence is entering into almost every industry in today’s world, and the television advertising industry is no exception. Artificial Intelligence marketing is a process of collecting and analysing customer’s data to improve customer’s journey.

Television Advertising is being thoroughly reshaped by the evolution of video streaming and digital technologies. And the next revolution in Tv advertising is going to be powered by AI and machine learning. Video streaming services like Youtube, Hulu and Netflix already started taking advantage of Artificial Intelligence to identify the content of their viewers.

programmatic tv ad

How Traditional Tv advertising works

In Traditional tv advertising, Advertisers rely on the ratings of Tv shows to figure out which audiences to target their ads. These ratings of the Tv shows include insight into the gender, age, ethnicity, economic status and location of people viewing shows. Television network uses these demographics to sell ad space to different advertisers ahead of time. For example, if the audience of a television series such as The Good Place is females between 17 to 32, television networks would sell that ad space to the advertisers who are looking to advertise to the same demographics. This advertising strategy has worked for decades, but as viewers are becoming more addicted to advance personalisation from web platforms like Netflix, Amazon Prime and Youtube, Tv advertisers will have to follow suit.

How Programmatic Tv advertising works

 Today, Advertisers can use superior data and digitalization to optimize a traditionally manual process. Kenneth Kulbok, Programmatic sales lead of EMEA at LinkedIn Programmatic, said “Put very simply, programmatic is buying digital advertising space automatically, with computers using data to decide which ads to buy and how much to pay for them, often in real time.” In simple, AI programs will make the decision about when and where to buy or sell ad space according to cost-versus-benefit information and demographics. Essentially, Tv will learn viewers habits in the way web browser already does, allowing advertisers to show ads based on that information. For example, you and your neighbour may be watching the same television series The Big Bang Theory but seeing different ads based on your unique interests and habits.

The future of Tv comes down to personalized experiences and customized content.  

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Google Marketing Live: Google announces fully automated campaigns and ads for local shopping and more

During the live-streamed keynote at Google Marketing Live 2018, Google announces about the new features coming up in Google’s Digital Advertising suite, all of which are powered by Artificial Intelligence and Machine Learning.

google marketing live

As we are entering into new and more automated phase, every feature or product release from Bing Ads and Google Ads has had AI and Machine Learning behind it. Automation in campaign management is now no longer limited to certain aspects such as dynamic headlines and bidding. Now every facet of a campaign— targeting, bidding and creative can be automated based on few inputs from the advertiser.

Initially there were Dynamic search ads, currently, there are Responsive search ads. Initially there were Universal App campaigns, currently, there are Local App campaigns. These new campaign types deliver ads across Google’s ad inventory: Display, Search, Maps, Youtube, Apps and so on.

Here’s the synopsis of announcements.

Responsive search ads

Google’s new responsive search ads have the ability to run and test multiple combinations of descriptions and headlines simultaneously using AI and Machine learning. This new responsive search ad will emancipate advertiser’s valuable time from repetitive A/B testing, as well as improve overall performances by showing most relevant ads more frequently.

responsive ad

While discussing Google’s responsive ads, Jessie Dearien, VP, Head of  Paid search at iProspect, said, “We continue to see evolution in Google’s advertising platform that lend themselves to further automation, and Google’s Responsive Search Ads is just that. This tool furthers advertisers’ abilities to create relevance at scale in the SERP by automating part of the ad development process.” As agency iProspect is among those that have been testing Responsive search ads with clients. “Prospect’s clients are seeing strong positive responses across the board, even reaching CTR improvements of +20 per cent and correspondingly lower CPC. Google’s commitment to continually evolving their tool set provides new, powerful solutions for advertisers who lean into the changes,” she added.

Local Campaigns

Google‘s new campaign type called Local campaign is proposed to drive store visits. In this new ad campaign, the only thing advertisers need to do is, set their budget. Based on ad creative elements from the advertiser and location extensions, ads will be automatically generated.

local campaign

Local campaign’s goal is to drive traffic to the stores from the ads. And these campaigns are not designed specifically for Small or Medium-sized Business (SMB), as are Smart Campaigns. These new campaigns report to store visits using aggregated and anonymised data from the Google signed-in users who have turned on their location history.

Smart Shopping Campaigns goals & Shopify

Along with the rebranding, Google Ads is coming with a new campaign called Smart Shopping campaign. This new campaign will allow small firms to create their own social media campaigns and elaborate advertising through the use of automated targeting and machine learning.

smart shopping campaign

Additional updates include Advance bid adjustments, more visualised reporting, promotion extension, overview cards and a new User Interface.

Google is also teaming up with Shopify, a third-party e-commerce platform. Initially, Users of Shopify will be able to directly set up their Smart shopping Campaign from within Shopify.

Everything you need to know about the new interface of Google Ads.

Google Ads is an online Advertising service, where advertisers spend to display service offering, product listings, concise advertisements and video content within the Google ad network to the web user. Don’t worry, the platform is not going anywhere. It’s just getting a new name with some updates.

Google Ads

The new Google Ads interface intended to help advertisers gain the insights required to drive the best performance in a high-level competitive market. This new interface of Google Ads encloses Machine Learning and Artificial Intelligence features that automate key optimizations.

Let’s take a look at the new interface of Google Ads and its automation features

Standard Dashboard

The first thing you will see after logging into Google Ads account is the Account Overview. This Account Overview will display standard performance metrics such as most shown ads, the new word appearing in recent searches, auction insights and other key metrics which will help advertisers perceive what overall account performance is.

The overall benefit of this standard dashboard is its ability for advertisers to quickly understand about the direction in which performance is trending, so optimization decision can be made more quickly.

standard dashboard

Recommendation Engine

The new vigorous Recommendations Engine recommends optimizations based on the campaign’s actual performance vs its goal. This Recommendation engine will also allow automatic optimizations that can be enforced with just a few clicks.

This recommendation engine has the ability to view recommendations segmented by categories such as keyword and targeting, extensions and ads, budgets and bids, and some fixes that need to be made.

recommendation engine

Custom Dashboards

Custom Dashboard is another benefit of the new interface which will allow advertisers to create a dashboard which can be matched in any combination in intent to show a real-time dashboard.

This dashboard helps advertisers to customize reporting and track it in real time. This will help advertisers to put all their tactics and strategies together in intent to meet performance goals.

custom dashboard

4 simple ways to use Dynamic content for boosting up your conversions

The ultimate goal of an advertiser is to deliver a more personalized online experience to their customers. So the question arises, how does an advertiser meet this high appeal for personalized communications? The answer is, by utilizing the power of Dynamic content, based on user signals.

dynamic content

What is Dynamic Content?

Dynamic content refers to web content that changes based on the preferences, behaviour and interest of the users. Dynamic content acclimates based on the data and information you have about the user and on the access time. Its extreme goal is to deliver a satisfying and engaging online experience to the user. So instead of every visitor who receives your email or visits your web page seeing the same content, leads may see something different depending on how they interacted with the firm before.

4 ways in which dynamic content can be used to boost your conversion

  1. Dynamic Searches

On a website with thousands of web pages, the search box can become user-unfriendly hastily. Here, you can use a user’s data to deliver more personalized and user-friendly experience. One method would be to deliver result based on a visitor’s previous preferences. Alternatively, the website can recommend popular search phrases.

dynamic search
  1. Personalized Recommendations

 In recent years, Recommendation engines received a lot of attention. Netflix, Amazon and other giant corporation started using data-driven recommendations to encourage users to continue their subscription (in the case of Netflix) and to purchase more products (in the case of Amazon). This personalized recommendation is not just up to the products, you can also suggest an article based on the blogs a user has previously read.

dynamic recommendation
  1. Intelligent Pop-Ups

Intelligent Pop-ups don’t rely on the past behaviour of the users to display a dynamic content. It uses real-time signals, such as length of inactivity, time spent on a page, user clicks or scroll activity to deliver a dynamic content pop up to achieve a specific action. Usually, this will be to forbid a user from leaving the site without entering into your sales funnel. The content of the Pop-ups can be dynamic based on these criteria: geo-location, cart content, engagement levels and referral source.

dynamic popup
  1. Forms

By delivering personalized forms, a website can offer a better user experience to the visitors. A website can divide forms into two variations: “Known visitors” and “Unknown visitors”. A known visitor might simply need to confirm his email address whereas an unknown visitor might receive a personalized form with special offers. Another thing we can do is an unknown visitor might see a registration page instead of a login page.

dynamic form

Pinterest introduce wide-format promoted videos to all advertisers

Pinterest, a web and mobile application company, is rolling out wide-format Promoted Videos for all advertisers. Pinterest is serving this wide-format Promoted Videos service via its self-serve Ads Manager tool. The ad units are available in two aspect ratios: 16:9 and 1:1 and are four times larger than standard-sized videos on the application.

pinterest

Drilling down on Promoted Videos, we have four options available: In-search, In-display, In-slate and In-video. In-search videos are those video which shows up when an individual searches a keyword. In-display videos are an overlay or annotation on videos. In-slate videos are those videos which occur on the right-hand side when watching a particular video. In-video functions as a pre-roll advertisement-with or without the skip option.

Pinterest tested the max-width Promoted Videos to a group of brands, including Chevrolet, Adidas, Paramount Pictures, Kohl’s, American Express and Tropicana. Millward Brown report showed that the advertisers using the Promoted Videos are seeing lifts in purchase intent and brand awareness.

Nency Jeng, Product marketing manager at Pinterest, said, “UK retailer John Lewis saw a 20 per cent increase in awareness and 33 per cent increase in purchase intent in a campaign promoting their new nursery collection.”

Pinterest shared the below video to introduce their audience with new Promoted Video format:Video Player00:0000:31

These wide-format Promoted Ad Videos are available in the Pinterest’s self-serve Ads manager platform. Brands which are working with Pinterest Marketing Partner can also contact the company to create a campaign.

Google started working in a different way, and no one noticed

Google recently revealed it had updated the way it labeled country services on desktop Maps and Search, Mobile web and the Google app for iOS.

google algorithm

From Google:

We have recently updated the way we label country services on desktop Maps and Search, Mobile web and the Google app for iOS. Now the users will be served the country service that corresponds to their locations, instead of serving the country service indicated by their domains. For example, if you live in India, you will automatically receive the country service for India, but when you travel to Australia, your results will be switch automatically to the country service for Australia. When returning to India again, you will revert back to Indian country service.

google update

People were also facing some inconvenience after this change when they were trying to check international results.

Google stated that “This change will help ensure that users get the most relevant results based on their locations. “

This update of Google also had a huge impact for websites operating in multiple markets. Before this update, if the web pages were near-duplicate or duplicate, they would be folded together in Google’s index, and only one version from the folded web pages would show as it was selected as the canonical version. Often that version would be the wrong language or country version of a page that was shown to users.

Let’s take an example if your web pages were the same in the India and US, people searching in the US might see the Indian version of the page. After this update, Google is trying to serve the best version from the folded webpages, by picking the version that best matches the respecting hreflang tag.

Conclusion: This update of Google will help users to get the most relevant results based on their location. But obviously Google still has some work to do when searching for individual versions, but the update has solved a lot of headache for SEOs.

Ways to increase your page speed for better website performance

Page speed is now an extremely important component in all of your optimization efforts. It is now a ranking factor on web and mobile search because of its impact on user experience.

page speed

The speed of page plays an important role in performance, whether we are talking about the lead generation, organic or paid search, sales or reader engagement. Luckily, improving your page speed is not some mysterious dark art.

So let’s start revving up your page speed for better website performance

Establish a baseline

So the very first step is to establish a baseline. By establishing that, we can get the measurement of speed and according to that, we can identify the work we will need to do for improving it.

List of tools:

  • Google PageSpeed Insights
  • GTmetrix.com
  • WebPageTest.org

Understand how a website works

The reason behind many of us see inefficient and bloatware websites today is because of people those who claim to be developers, lack a proper understanding of how websites really work.

If you want to load your website quickly, you will need to understand Javascript, HyperText Markup Language (HTML) and Cascading Style Sheets (CSS) at a bare minimum. And one should also have a basic knowledge of inner workings of WordPress and hypertext pre-processor (PHP).

Minimize HTTP requests

Much of the web page’s load time is spent downloading the different parts of the page, like stylesheets, scripts and images.

HTTP requests are made for every element of the page like images, scripts and stylesheets. So the more the number of elements on a page, the longer it takes for the webpage to render.

Reducing the number of HTTP requests on your webpage will help you increase your page speed.

Leverage caching, minification and a CDN

Caching. Caching improves your web page speed because rather than calling all the PHP scripts from WordPress, it serves them from the cache each time an HTTP request is made.

Content Delivery Network (CDN). A CDN is used for hosting multiple copies of your JavaScript, HTML, CSS, images, fonts and so on files on different servers so that the visitors will download them from the server closer to them rather than downloading it directly from your server.

This will result in a dramatically faster download.

Minification. Minification is a process of separating out unnecessary characters from Javascript and CSS files. These unnecessary characters include comments, white space and trailing semicolons, but this stripping should be done after a bit of trial and error.

You can manually do this stripping but I prefer to you use a tool or plug-in to make editing a lot easier.

Abandon the discount web hosting 

Saving money is a good habit, but web hosting is not where you should apply this habit. There is a vast difference between that $15 a month hosting package and a $40 a month hosting package.

Cheap hosting packages are not focusing on performance, they simply fill as many as websites onto each server and never optimize a website for speed.

I would suggest you invest in high quality and robust web hosting, which will achieve you a dramatic improvement over your website.

Reduce image sizes

Image plays a significant role in your website speed. Some large size images can be the reason behind slowing down your webpage load time.

You can use tools like Compressor.io to compress images and reduce your image size. Fortunately, this is an easy fix to make your website loads faster.

Speed is critical to your success. Improving your page speed is not a hard thing to do, but is extremely important for user experience, SEO and conversions.

Quora announces the launch of Quora Ads sales in India

Quora, a knowledge sharing platform, announces the launch of Quora Ads sales in India. Quora has appointed the Cross Channel Ad network, httpool as its exclusive ad sales partner in India.

quora httpool

Advertising agencies and brands across the country will be now allowed to work closely with the team at httpool to leverage Quora Ads solutions to strengthen their marketing ambition.

Quora, a knowledge sharing platform was launched in English in 2010, has now grown to reach more than 250 million unique visitors monthly from around the world. By the day of its launch, the knowledge sharing platform has attracted many famous experts and leading personalities who have shared knowledge and answered all kinds of question that were not available before. People like Indian Minister Piyush Goyal, Wikipedia founder Jimmy Wales, former US President Barack Obama, Flipkart co-founder Sachin Bansal, and social sector expert Smarinita Shetty are just a few examples.

India Country Manager at Quora, Gautam Shewakramani, said, “India is an important market for us, and we’re pleased to expand our support for advertisers and agencies in India through this partnership with Httpool. We’re excited to have them on board as we work towards making our advertising solution available to more marketers around the world.”

The knowledge sharing platform allows marketers to reach their target customers by using Quora’s self-serve Ads Manager at the key moments when they are researching products before purchase. Quora Ads, with more than 1000 active advertisers, is rapidly becoming a high priority initiative for all advertisers.

Sunny Nagpal, Co-Founder and Managing Director at Httpool APAC, said, “With the launch of Quora ads sales in India, the platform will open avenues for brands and advertising agencies to reach a really high-intent, highly engaged group of users before they’ve committed to a specific product and made a decision.”

Fake Social Media Accounts: One more problem for marketers to monitor

If any marketers feel their rundown of things to stress over is getting too short, here’s one more to include: Fake Social Media Accounts.

fake

These fake social media accounts are not just fake influencers or fake followers, they can be from your brand or your CEO.

Money, Reputation

For what reason would someone go to the trouble?

Guy Nizan, co-founder and CEO of threats intelligence at IntSights, said, there are two major reasons behind creating fake social accounts. Of course, the first reason is, criminals are looking for stealing money. By using this fake accounts, they will try to reach out to the targeted customers and ask them for logon and other credentials. For supporting and promoting their online presence, they will first set a fake website and add a fake social media identities.

The other vital reason, he said, is to damage the firm’s reputation by a disgruntled customer, employee or even someone organizing against the firm.

Aside from tips by customers and employees, Nizan said, the most efficient way to detect these accounts is via automated tools, such as those employed by his firm. He said IntSights is “one of the few” that offers automated tools for this endeavour, including ones for remediation. The tools search for related names and similar logos, using visual and text searches. Instead of Bank of India, for instance, the fake site might call itself The Bank of India Group.

Coming: Deep fakes

At the point when fake accounts are discovered, IntSight sends a takedown request to the platform. Nizan noticed that among the three social platforms his firms covers – Twitter, Facebook and LinkedIn – Facebook “is great.”

With deep fake videos emerging to show very realistic live-action footage of prominent individuals saying or even doing things they never actually said or did, is this whole field of fake social accounts about to exponentially increase the harm it can do?

“We are making arrangements for that,” Nizan said, “but we don’t have an answer today.”

Google is about to launch its own smart display in sometime

Out of more than 50 million Alexa gadgets sold, less than 500,000 have been the Echo Show, as per Canalys. That’s partly because gadget fails to satisfy the guarantee of a “smart speaker with a screen.”

google smart devide

Lenovo smart Display with Google Assistant has been reviewed well, with Echo show as a reference point. This gadget of Lenovo is not just a tablet with a speaker. It provides a more “optimized experience” for the form factor.

It can do a few things well (e.g., visual view of recipes), yet it can’t do what a little tablet can. In that lies the issue and the opportunity: to make something that is significantly more like an iPad in landscape mode with an extraordinary speaker, however not just a tablet on its side. Amazon’s Fire Tablet Charging Dock is a tablet in landscape mode yet without great a sound.

Presently, Google seems to be directly entering the market with its own smart gadget. As per Nikkie Asian Review, “Google will release its own device in time for holiday shopping this year. In the same way that Google shook up the tablet market in 2012 with its early Nexus tablet ($199), it could do the same for smart displays with its own unit. Pricing, quality and features will determine whether it succeeds. It will need to be priced below $200 and function more like a tablet than an Echo Show, plus provide great sound. That’s the recipe for a successful product in this category.”

If this smart gadget does gain traction, then it will be more beneficial for the brands and marketers.