Google’s Responsive Display Ads go vertical for a better mobile experience
The popular automatic display ad type – Responsive Display Ads (RDAs) will be undergoing a major transformation in the second half of this year. The versatility of RDAs has the ability to flex images to display on mobile devices, but Google will allow for portrait images and videos to be used. For advertisers who don’t have vertical videos handy, Google will now be able to create those assets for RDAs through the use of machine learning to create vertical video for campaigns.
Why is this important?
Google said its advertisers see 2x more conversions, on average, when adding a responsive display ad to an ad group with a static display ad. This additional image size and vertical video support should allow advertisers to deliver more specific messaging by device.
Bloomberg takes on UK business press with brand launch
A decline in UK business coverage has led Bloomberg media to launch a new editorial brand; Bloomberg UK. It is catered for British audiences and will cover topics beyond financial and economic news with an aim to restore trust in journalism for UK readers.
Why is this important?
Specific content areas will be a focus include City of London, Future of British Business, Politics & Policy, Culture, Green, Equality, and Wealth. There will also be more UK content on Bloomberg TV, the publication’s news channel, including a special programme on Bloomberg UK’s new scorecard on “levelling up” as well as a new weekly Bloomberg Quicktake series which profiles British CEOs and entrepreneurs.
TikTok unveils newest creator monetisation program
‘TikTok Pulse’ has now been officially announced as TikTok’s latest advancement into the worlds of both creator monetisation and brand advertising. The new program will allow brands to place their ads alongside the top 4% of all top performing content on any given day, in their choice of category, maximising relevance, reach and visibility.
Why is this important?
For now, only creators with over 100,000 followers will be eligible, however, this will likely change over time and TikTok has confirmed that revenue will be shared with the creators involved. Short-form video is the fastest growing medium on social media and for the most part, TikTok has led the way in this surge of popularity over the past few years.
Campaign of the Week: Channel 4 giant opens up about loneliness for Mental Health Awareness Week
To mark Mental Health Awareness Week (9-15 May) Channel 4 has created a new Giant mascot speaking about his experiences with loneliness. The friendly and relatable giant points out how he rarely speaks about his battle with loneliness because “man keeps to himself and that”.
The campaign will feature 20 and 40 second spots which will air on Channel 4 throughout the week as well as appearing on their social channels.
The new Giant creative takes on a relatable approach to struggling with a mental health issue and whether it’s right for the Giant to feel this way. The eye-opening idents are part of a larger campaign by Channel 4 to get people talking about their mental health this week.
