Fall 2016 New Digital Advertising Opportunities
- By Joe Wozny
- •
- 14 Feb, 2017
Paid Search Ads Come to App Store
Apple has rolled out the ability to place Search ads in the Apple App Store. As an introduction, Apple is offering a $100 credit for a first time campaign.
Analysts argue that the main rationale for this new product appears to be app discovery and that Apple is simply mirroring what Google has had with search ads in the Play store for well over a year.
If you are considering this opportunity, keep in mind that roughly 50 percent of smartphone owners don’t download any new apps in a given month, while the other 50% download two apps/mo. on average.
Twitter Moments for Everyone
Twitter has made Moments available to everyone. This is a good free brand advertising opportunity for your company.
You can pull tweets from your favorites (“Tweets I’ve liked”), by account, via a Twitter search, or you can add them directly using the tweet’s link. When finished, a Moment can be shared via a tweet. Others can then flip through your Moment right on Twitter, or embed it elsewhere on the web.
Google Pop Up Penalty in 2017
Pop Ups - also known a interstitials – are forms of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop up messages are often frowned upon by visitors, as they create a barrier to content when you enter a website.
Google has announced that beginning in 2017, they'll be penalizing sites that use an interruptive pop up, especially pop ups that “coverup” a significant amount of content.
If this changes your advertising mix, or makes you need to consider adjusting your website, read this opinion article on ways to achieve the same, if not better, results with your pop up advertising.
New Features for Canvas Ads
Facebook Canvas ads are virtually mini-websites hosted on Facebook that are designed to load quickly on mobile devices. They have been found to be appealing for businesses struggling to improve their mobile responsiveness.
According to Facebook, people have spent over 150 years of viewing time watching Canvas ads since their commercial introduction in 2016. Facebook has not released analytics on interaction rates and engagement, and at this time, conversion data is also not available to understand the ROI metrics.
In order to simplify the creation of Canvas ads, Facebook is adding design templates. Facebook is also adding 360 video elements which will allow visitors to move through the content by tilting their phones. Facebook says these immersive features could make Canvas Ads a more accessible option for more businesses, and further enhance the use case for Canvas content.
