Meta expands automated audience targeting options in latest AI push
Meta’s Advantage detailed targeting is now available on all campaign objectives and optimizations. The decision to expand access to this automated audience targeting feature comes just weeks after the tech giant announced plans to sunset detailed manual ad targeting categories for sensitive topics. Advantage detailed targeting leverages AI and machine learning technology to identify a broader range of high-valuable customers for a campaign than the initial specified audience group. Read more from Search Engine Land.
Google Rolls Out Conversational AI In Search Ads
Google has rolled out a conversational experience in Google Ads powered by its Gemini AI model that can run on everything from mobile devices to servers in data centers. Conversational experience enables advertisers to generate relevant ad content such as creative and keywords from a website URL. The tool — initially announced in May during the company’s Google Marketing Live event — has now rolled into a beta project and is available to English-language advertisers in the U.S. and U.K. Read more from MediaPost.
TikTok Tests Feature That Could Make All Videos Shoppable
TikTok is experimenting with a feature that can make all posts on the app shoppable. The move is part of the company’s plans to turn TikTok Shop into a multibillion-dollar e-commerce business in the United States. TikTok confirmed that the feature is currently in limited testing, but did not provide any further details. The new test feature automatically identifies items in videos and directs viewers to “find similar items on TikTok Shop.” In the past, only approved influencers and brands could tag products. The new feature would bring e-commerce links into more videos on the app. Read more from TechCrunch.
Media Buyers Report Promising Results From YouTube Shorts Pilot Program
YouTube Shorts is no longer just a shiny new object to marketers. And that’s because YouTube has finally been addressing their biggest ask: to unbundle Shorts from other YouTube inventory. To address their frustration, YouTube started creating ways for marketers to feature Shorts in their YouTube ad buys, starting with a new product suite that includes the option to run YouTube ads between top-viewed Shorts. Read more from AdExchanger.
Super Bowl win, Taylor Swift generate $316.6 million in earned media value for Chiefs
After winning the Super Bowl last February and Taylor Swift’s heart last fall (via her relationship with TE Travis Kelce), the Chiefs rose to the top of CreatorIQ’s 2023 NFL earned media leaderboard, generating an estimated $316.6 million in digital earned media value (EMV). The number of sponsored and non-sponsored social media posts mentioning the Chiefs grew 349% over calendar year 2022. The team’s top EMV-driver was ESPN on Instagram, with $33.6 million EMV via 577 posts. People Magazine, Entertainment Tonight, and E News powered a collective $20.4 million EMV. Read more from Sports Business Journal.
