Bullseye Buzz: Google Heats Up Video Ads, Chills Targeting Options

Posted by & filed under Digital Marketing News Roundup.

By Mark Eting

Bullseye Strategy Special Correspondent

digital marketing news

Summer officially begins on Saturday. And like an ice cream cone on a hot summer day, this edition of the Bullzeye Buzz is so hot it’s melting. So grab a whole handful of napkins and read it fast, or you’ll be sorry you added all those sprinkles.

Google Adds More Video Ad Options

We recently covered in The Buzz how people’s general usage of social media, tv viewing, and video watching has evolved due to the COVID-19 pandemic. People are consuming media differently, most notably on streaming platforms. YouTube watch-time on TV screens is up more than 250% year-over-year.  

So it should come as no surprise that Google is making some changes to their video ad options. First, they’ve created a dedicated TV section in the Ad Marketplace for publishers and inventory that reaches TV audiences across devices. They’re also adding new “ready-to-buy” options, making it easier for brands to run streaming ad campaigns. And if that wasn’t enough “new Google” for you, they’re also making a YouTube Select streaming TV Lineup available in Display and Video360 in the U.S.

Facebook “Knowledge Panels”

It’s not what it sounds like; it is way cooler. 

This panel isn’t a gathering of executives and college professors. It’s information boxes as part of searches that keep you on the platform as opposed to links to other pages. Sure, when you search for Nicholas Cage on Facebook you’ll still see all the related official & unofficial pages, images of Nick, and posts about him, but now you’ll also be provided information about our favorite actor sourced from Wikipedia. And it’s not just for celebrity searching. 

By offering information people usually turn to search engines for Facebook hopes you’ll stay in the app or on the site longer. Brands stand to gain more exposure now that their information beyond their Facebook page is now available on the world’s largest social media site. 

Don’t believe us? Go “Facebook it.”

Image from https://searchengineland.com/facebook-intros-new-knowledge-panel-like-information-boxes-335852

Google Makes a Targeting Change

Google is updating its advertising policies, and they’ve indicated it will roll out across the U.S. and Canada as soon as possible. 

The new policy prohibits targeting or targeting exclusion based on gender, age, parental status, marital status, or zip code for housing, employment, and credit opportunity ad campaigns. 

Google had already put limitations on targeting based on race, religion, sexual orientation, national origin, or disability, and says the new changes have been in the works for some time. Facebook had already updated its policy more than a year ago.

Stay safe. Stay classy. Stay cool. 

“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry