Microsoft Advertising Shopping campaigns reporting enhancements
Microsoft has announced new enhancements to Shopping campaign reporting as well as expansions on similar and in-market audiences. They have also removed the minimum spend requirement to be eligible to use customer match targeting. Performance and conversions are the two new updated tabs for the shopping reports along with the functionality on the grid of the products tab.
Why is this important?
The updated performance enhancements, which will be rolled out this month, mean that advertisers can see certain metrics and conversions. The removal of the minimum spend requirement for customer match targeting will mean that it is possible for more people to use the feature as we move into a ‘cookieless world’. Finally, as similar audiences expand there will be more options for showing products and services to potential customers and refining ads to segmented users.
New Twitter campaign focuses on manifesting success through tweets
Twitter’s new promotional campaign will focus on 12 celebrities and the way in which they tweeted about their hopes and commitments to success, long before that success was publicly achieved (E.g. Niall Horan in 2010 tweeting about his upcoming X Factor audition). These billboard ads across eight US states will showcase both the celebrity and their tweet from many years ago where they manifested their dream into becoming a reality using Twitter.
Why is this important?
It is no coincidence that this campaign comes in January, a time when many people have made their New Year’s resolutions, often involving some form of goal for success or self-improvement, and are determined to stick to them. This campaign is designed to both motivate and inspire, suggesting the idea that sharing these ambitions and goals publicly on Twitter adds more accountability to oneself and therefore an extra push towards them.
DCM makes major move into branded content
DCM has launched ‘DCM Studios Presents’, a three-to-four-minute in-reel spot dedicated to branded entertainment, longer narratives and engaging storytelling. The content will run in partnership with long-form content specialists, Brand Directors as well as research and insight specialists to further explore the impact the cinema environment has on audience receptiveness.
Why is this important?
The new in-reel spot will allow brand and agency partners to maximize the uniqueness of cinema's compelling media environment by creating bespoke branded content stories while looking to bolster recent research that proves the power of the big screen and the relevance of content and context for brand campaigns
Campaign of the Week: Full Steam Ahead with Francis Bourgeois, The North Face and Gucci
In the past year or so, trainspotting enthusiast turned TikTok superstar Francis Bourgeois has gathered over 2 million followers on TikTok through charming his fans with his vast knowledge and passion for all things trains.
He now stars as the face of a new Gucci x North Face campaign, in a train-themed video with modern clothing but a vintage aesthetic. Francis can be seen in the video, starring as the smartly dressed conductor of the train, completing his journey from a wholesome hobby to becoming the face of high fashion.
