Google Ads rolls out Demand Gen to all customers globally
Google Ads has started rolling out Demand Gen globally so that all customers now have access. Described as the “next generation of Discovery campaigns,” it comes with new features, inventory, and insights, as well as an enhanced ad creation flow. Demand Gen can help you to discover new potential customers who may not be acquainted with your brand through the new Lookalike segments features. Advertisers can then maximize performance further by choosing the bidding strategy that fits best with your goals, such as clicks, conversions or website actions.
Why is this important?
Demand Gen is an effective tool when it comes to reaching new audiences and offers more creativity than its predecessor. Discovery campaigns only allowed images, carousels, or product data feed for creatives, however, Demand Gen lets you use videos, including both regular YouTube videos and Shorts, giving advertisers more choice when it comes to creating content that will appeal most to their audience. Read more.
Ocean Outdoor launches exclusive sustainability strategy
OOH media owner Ocean Outdoor has launched a new sustainability initiative which moves the company closer towards reaching net zero by 2040. Effective from January 2024, Ocean will pledge a percentage of its annual revenue to four critical marine based projects that remove atmospheric carbon and are helping to repair the planet’s natural ecosystems. In a media first for the out of home (OOH) industry, when buying and planning campaigns across Ocean’s UK assets, clients and agency partners will get to vote for which of the high potential projects a percentage of their ad spend will support. All the initiatives have been verified by the sustainability platform, Pinwheel, which supports the world’s most effective planet-saving initiatives.
Why is this important?
Ocean’s position is informed by scientific evidence which shows that many carbon offset programmes have no environmental value and sadly do very little or nothing to mitigate global warming. According to research, 70% of the $2billion spent globally on carbon avoidance or removal projects has little to no impact – and sometimes even negative consequences. Environmental experts say that while there may be a role for purchasing carbon credits via voluntary carbon markets, this should not be assumed and not primarily be for the purpose of making net zero or carbon neutral claims. Impact, they argue, is more likely to come from carbon removal projects where carbon is sequestered for hundreds of years or more.
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Meta publishes best practice guide for their AI-Driven Advantage+ campaigns
Meta’s Advantage+ campaign feature has driven success for many marketers already, using AI and automation to maximise response, based on Meta’s systematic understanding of audience interests. For the users who have yet to try this feature of Ads Manager, Meta has published a best practice guide which covers all the key “how” and “why” elements of the process – highlighting the various campaign options, tips on maximising performance, new features, and case studies. With evolving privacy laws that have led to new restrictions on data collection, Advantage+ campaigns are becoming a more valuable option to marketers, as it uses Meta’s own insights and systems to optimise ad performance.
Why is this important?
Whilst many have reported an improvement of performance with their Advantage+ campaigns, this hasn’t been a universal experience, and some marketers have felt underwhelmed by results. As with every ad option, it won’t be right for every brand or campaign, however, if used well, it can be a very effective tool to drive results.
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Deliveroo elevates its identity in tasty brand refresh
Food delivery service Deliveroo has recently unveiled a tasteful visual refresh featuring an evolved brand identity that celebrates the simple pleasure of food. Created by Deliveroo’s in-house design team, the new look embraces the company’s already prominent visual identity, elevating established brand identifiers like its Roo logo and teal colourway. The refreshed look celebrates the diversity of food that the service provides, playfully embracing a spirit of exploration through its new range of typography and slogans.
