Snapchat enables mid-roll ads for top creators
In an effort to keep up with a competitive social media landscape, Snapchat is adding a brand-new opportunity for its top creators to monetize their content. Snapchat will offer creators the ability to add mid-roll ads onto their stories which will encourage and incentivize top creators to continue to post quality content on a regular basis, this will create a clear revenue pathway for them, although it is not yet clear how this revenue will be calculated.
Why is this important?
Social media is becoming more and more of a competitive channel, with large apps/sites continuously introducing new ideas to lure both content creators and their fans to their platform. Snapchat has introduced multiple incentives in recent years for creators to use their app, such as ‘Spotlight funding’, an ‘AR creator fund’, ‘Creator Gifting’, and a ‘Creator Marketplace’. The addition of mid-roll ads will also continue to encourage their top creators to use their platform as their main place to create and post content.
44% surge in annual revenue for Ocean Outdoor
Ocean Outdoor has reported a significant increase in yearly profit, up to £18.6m in 2021 from a £0.4m loss in 2020. The surge in revenue across the year is a result of an increase in footfall across prime retail destinations since the lockdown measures have been lifted. It was confirmed that Digital OOH (DOOH) played a significant role across the year in providing high impact and dynamic targeting across highly valuable audiences, efficiently and cost effectively.
Why is this important?
Such a large resurgence for revenue of out-of-home shows that 2021 was indeed a “year of recovery” for the channel. The company expects revenue in 2022 to be ahead of 2019 as a comparison with pre-covid trading, implying that Outdoor Advertising is making a strong comeback following restrictions being eased.
Google AdSense launches related search for content pages
Google has launched a new feature that displays search terms related to the content of the pages users are reading. The related search for content pages feature means that it will monetize internal search results as it is an AdSense for search feature. Site owners will be able to create related search units in their account and style them to match the site.
Why is this important?
The main design of this feature means that advertisers will be able to get more ad revenue while encouraging more engagement from visitors. Users will be directed to an advertiser's internal search results where AdSense will show them more ads. As well as this the new feature is similar to the ‘related articles’ widget that also encourages users to explore more of an advertisers content.
Campaign of the Week: new OOH campaign celebrates LGBT+ History Month
February is LGBT+ History Month in the UK and this year Clear Channel UK has teamed up with Ogilvy UK’s Proud network to celebrate this historic month with a new OOH initiative, involving a series of bright, colourful, and informative billboards. The campaign is live across the UK, to inform people about the LGBTQ+ experience throughout history and raise awareness that ‘not all history is straight’.
Soho in London and Canal Street in Manchester are just a few of the central urban locations where the campaign can now be seen. The campaign comes with the aim of educating and inspiring people through raised awareness of LGBT+ History Month, using interesting facts and insights on every panel.
