Google Ads tests new verification badge
A new-look verification badge is starting to appear in Google Ads for verified advertisers. This new-look badge takes the form of a blue shield with a white check mark. Clicking on the badge takes you to My Ad Centre, where Google tells you the advertiser’s name, that it’s verified by Google and its location. A subset of advertisers may qualify to voluntarily submit their identity verification to access the Business Information feature which allows advertisers to use a business name and business logo in their search ads. Advertisers who are qualified for this program will see an option in their Google Ads accounts to complete advertiser verification to unlock this feature.
Why is this important?
Verification badges are typically seen by consumers as a trust symbol. This small addition could impact potentially lead to more clicks, higher click-through rates and conversions for those advertisers who have it. Read more.
‘The food industry’s dirtiest secret’: Nuud calls out gum giants
A new OOH campaign from chewing gum manufacturer, Nuud, is calling out rivals with a creative that calls attention to the use of single-use plastic in the gum produced by giants such as Wrigley’s Extra. The ad, named “Chew Plants Not Plastic” aims to change the behaviour of consumers by getting them to choose Nuud as a sustainably harvested and biodegradable alternative to other chewing gums. The campaign calls out their bigger gum rivals in a playful way and the creative is modified to represent a number of these different brands.
Why is this important?
Many consumers are unaware of the plastic content in their chewing gum, an understandable fact when many different plastic materials are listed in the term “gum base” in the ingredients of chewing gun packaging. Nuud aims to tackle the environmental and potential health impact of chewing these plastic based gums, as many consumers would not realise that a drinking straw’s worth of single-use plastic could be contained inside a piece of chewing gum. Read more.
Snap outlines new safeguards for its ‘My AI’ chatbot tool
Snapchat has updated its ‘MyAI’ chatbot tool, with new safeguards. This will prevent the bot, which can provide the user with an answer to any question they ask, from giving what they disturb as ‘non-conforming’ answers. Snap says that only a small fraction of My AI’s responses thus far have fallen under the ‘non-conforming’ banner (0.01%), but still, this additional research and development work will help to protect Snap users from negative experiences in the My AI process.
Why is this important?
AI is in an exciting era of evolution. However, it’s important to keep in mind that this technology doesn’t naturally moderate like humans do. These safeguards couldn’t be more important to keep users safe on the platform, hopefully they will act like the AI’s conscience. Read more.
Campaign of the Week: The return of Tesco Mobile’s trusted trolley
Tesco Mobile’s trusted trolley returns in a 60-second film illustrating how the brand strives to be the most helpful network. Created by Bartle Bogle Hegarty, the film shows the trolley embarking on a mission to save a man who has fallen down a well. The trolley travels through remote countryside, over bumpy roads and through flocks of sheep to find a Tesco Mobile colleague who can help. The colleague provides a string of sausages and gives them to the trolley, which are then used to rescue the man from the well.
The campaign is running across TV, BVoD, Social, Print, OOH and Radio following the tagline ‘the network that gives a sausage’. In relation to the campaign Rachel Swift, Chief Customer Officer at Tesco Mobile, stated: “Here at Tesco Mobile, our customers are at the heart of everything we do. That’s why being helpful is our bread and butter.”
