Instagram raises awareness and support for charity with new prompts
Instagram has begun testing its latest feature which aims to raise support for various charities via the use of in-app prompts when searching for specific charitable causes or movements. These prompts are designed to encourage users to spread the word of the cause they’re searching for, whether that be through sharing it with their connections or creating their own fundraiser, with 100% of donations through this method going to the chosen organization.
Why is this important?
These prompts are designed to target users who are already searching for specific charitable causes, in the hope that these interested searchers will be more likely to engage with the prompt and want to do their part. Instagram will also hope that the addition of these prompts will get users more accustomed to their already present charitable donations feature, which is available to all users. With Instagram’s reach of over a billion users, this new feature is set to be a great way to raise awareness for worthwhile causes.
Google releases Partner Program directory in latest effort to rebuild program
Google has released a new directory of agencies and marketers participating in the Partner Program, so companies looking to hire Google Ads experts have an easy resource to turn to. The new requirements include: achieving an optimisation score of 70%, spend $10,000 across all of a partner’s managed accounts within a 90-day period, have at least 50% of designated account strategists certified in Google Ads (Search, Display, Video, etc.) with campaign spend of $500 in 90 days, and the ability to dismiss recommendations without them counting against your optimisation score.
Why is this important?
The announcement with the promise of the Partners Program shows that Google is willing to invest in this and its partners. It appears intent on building goodwill among PPC marketers by finding ways to drive back value to partners and the directory adds extra value as they work towards rebuilding the program.
CFlight launched to combine linear and broadcaster VOD reach and frequency
Following many years of discussion and an agreed need for a collaborative approach, CFlight has finally been rolled out for agency use. This joint initiative between Sky, ITV and C4 will combine live, on demand and time shifted commercial impacts and impressions to provide a de-duped reach and frequency across linear TV and broadcaster VOD. Viewing habits have changed over time with the advancements in connected TV’s and device ownership, with an increased desire from audiences to create their own TV schedule. This was sped up during the pandemic by the plethora of subscription streaming services available.
Why is this important?
While industry tools have for some time reported the % of total video consumption through streaming to be increasing and it has widely been accepted that adding BVOD can extend the reach of linear campaigns, this is the first time we will be able to understand the total combined reach for each advertiser using both or for the reach of a stand-alone BVOD campaign. Putting into place a measurement system that joins together the still significant scale of linear TV with the ever-growing inventory of streamable content was a necessary step to enable planners to maximise the reach of AV campaigns.
Campaign of the Week: Xbox and McCann London ‘hit play’ to connect hospitalized children to loved ones
Microsoft Xbox and McCann London have teamed up with Gamers Outreach to assist recovery for children who spend a long time in hospital by giving them access to gaming consoles and screens so they can play online with their peers and loved ones.
They have produced a mini-doc called ‘A player like me’ which celebrates the power of connections in hospitals. The film – which launches on Xbox social channels and the Gamers Outreach blog – explores the relationship of 14 year old Jordan from Atlanta, who is living with a rare strain of Ehlers-Danlos Syndrome and Megan, who lives in Scotland and suffers with the same condition, across a 4000 mile-physical divide bridged by online gaming.
