7/19/16 – Weekly Digital Marketing News Roundup
by Maria Harrison | Jul 20, 2016
Google My Business Testing Email-Based Verification
For years Google has used a direct-mail postcard based system for verifying businesses, which has often caused issues: lost cards, various people “taking over” listings, and even painful local business Google “lockout” where too many postcards have been sent, so you’re left in limbo verifying your business. Email-based verification looks to be a major boon for fixing all of these problems, and it will speed up the entire verification process.
Facebook Now Lets Broadcasters Restrict Their Live Audiences By Age, Location, Gender
The audience restrictions option is only available only to people who post their Live streams to Facebook using the social network’s API (application programming interface), e.g., media companies, professional creators and brands using software to send the stream that’s shot using fancy cameras or game- and screencasting tools. Targeting can be done down to the zip code level.
Mobile Supplants ‘Fixed’ Media As Dominant Source Of Online Video
Mobile is the preferred platform for consumers to watch online videos. According to the latest research; consumers spend an average of 20 minutes a day watching videos on their smartphones/tablets vs. 16 minutes on desktops and smart TV sets. Brands are following the consumer as online video ad spend is projected to grow 19.8% a year.
Facebook is Launching New App-Install Ads to Help Developers Find Interested Audiences
With the knowledge that not all app installs hold the same value, Facebook rolled out new App Event Optimization capabilities for their in-app advertisements. This will allow advertisers to target the people most likely to buy a product or play a game. This is done through targeting people based on a set of 14 different actions such as adding something to your shopping cart or initiating a checkout or rating an app. Facebook found that only 6 percent of people use an app 30 days post-install.
Google expansion of Local Inventory Ad product search now live in Maps and Knowledge Panels
In May, Google said that local inventory ads would be rolling out for retailers soon. That feature is now live with a select number of retailers such as Macy’s, Ikea, and REI are participating. It will feature a “Search items at this store” link that will be located in the Knowledge Panel and Google Maps results. It will take users to a Google-powered landing page which will feature the store’s inventory feed.
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