This week in martech
News from Snap, Quantcast, Pattern89, Hootsuite and SimilarWeb.
Snap launches new advertising product suite
With nearly 250 million daily users on Snapchat, Snap has now announced a new advertising product suite that is created specifically for app marketers. The suite includes optimization for installs, an operating flow for app conversions, an audience network currently in the beta stage, as well as a login kit allowing users to access apps using their Snapchat account, and a creative kit that allows users to share lenses, AR experiences, filters, GIFs, videos, links or captions.
The new product suite also includes a Minimum ROAS bid strategy, aimed at ensuring that ads reach high-spending Snapchatters.
Why we care. With daily active users up nearly 20% YOY, Snapchat is a channel to be taken seriously by marketers and advertisers.
Permisio helps publishers engage with consumers in a post-cookie world
Quantcast, the AI-powered advertising, insights and metrics vendor, has launched Permisio, a solution aimed at helping publishers engage with consumers in a third-party cookie-free world. Part of Quantcast Choice, the consent management platform, Permisio combines transparency and privacy for consumers with authenticated identities for publishers.
When consumers visit a publisher site where Permisio is activated, they are asked to create an account using their email and to select their privacy preferences. When they re-visit the site, they will be able to access content without getting further pop-up privacy notifications. This works not because the consumer is served a cookie, but because their consent and preferences are saved to their Permisio account. Quantcast Choice recognizes those saved settings and sends a consent signal to the publisher. This does need the consumer to stay logged into Permisio.
Why we care. This is one of a number of innovations aimed at protecting consumer privacy while allowing publishers to ingest data consensually and engage with consumers.
New data report predicts best ad creative features for 2021
An AI platform that uses over 200 billion data points has predicted the best performing colors, copy, imagery and video for 2021 advertising campaigns. Pattern89, an AI marketing tech firm, has published its 2021 Creative Forecast that predicts the details of the highest-performing advertising content, including on Facebook and Instagram.
The report also covers strategies to increase brand awareness and conversion, from copywriting to image costs in cost per click advertising. Ideal life cycles of advertisements across industries is also detailed in the report.
Why we care. One of the most interesting aspects of the report is the cost per click imagery trends. While televisions, spa environments, parks and suburbs have decreased in cost, yoga, cats and dancing — all favorites during quarantine — have increased in costs.
Hootsuite announces integration with Microsoft Dynamics 365
Hootsuite is now integrated with Microsoft Dynamics 365 within its Global ISV Program for business applications. Customers of the Microsoft CRM will now have access to over 150 Hootsuite applications.
The integration means more channels for customer engagement and much deeper engagement on social media channels. The partnership will create new customer journey mapping, and will also integrate social data into the CRM.
Why we care. Refreshing Microsoft Dynamics 365 records with the kinds of social data collected by Hootsuite should enrich understanding of audiences.
SimilarWeb adds to its digital marketing and research tools
Digital intelligence company SimilarWeb has rolled out additions to its digital marketing and research intelligence tools to enhance digital strategy and execution efficiency.
Just last year SimiliarWeb added marketing intelligence tools to optimize customer acquisition and research tools to monitor digital market share and trends. Now they have announced product updates for both tools to generate more in-depth customer insights.
SimilarWeb’s intelligence resources are not only for consumer acquisition strategies but also allows users to mitigate emerging threats.
Why we care. Top-line intelligence tools are not enough in a digital transformation where consumers’ needs and actions are changing by the second. Ongoing updates address the need to keep pace and an appearance to be in lockstep with the evolving consumer, the consumer profile of nine months ago might as well be nine years ago at this point.
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