How actionable Audio ads are putting brands in our mouths and brains
Actionable audio ads which consumers interact with by speaking, have only been active for around two years, but are already revolutionising how brands communicate with their audiences.
Research has found that when the brain responds to interactive ads versus standard radio ads; they saw a 10% uplift in brain response. If you have a VO (voiceover) on top in the ad, that does one thing, but if you have Alexa saying the brand’s name itself to a person, you get an 18% uplift in brain response. If the person themselves is interacting with Alexa and says the brand name, you get a 30% uplift.
Why is this important?
Research is showing us that speaking to ads now boosts recall and engagement. When we interact with actionable ads via smart speakers or radio, it shows the advertiser exactly what’s going on, how many people have listened to that ad, how many people are engaged and how many people have had it delivered to them. Any audio campaign can be made an actionable audio campaign which provides smart reporting and ad recall.
Meta turns all Instagram video uploads into Reels
In a bid to expand and capitalise on its fastest growing in-app content format, Meta has announced that going forward all video uploads (under 15 minutes in length) on Instagram will now automatically become part of their short-form video offering, Reels. A range of new creative tools for Reels are also being introduced, such as additional remix features, several new template options, and a new dual camera mode.
Why is this important?
Short-form video is undeniably the current most popular format across social media platforms, with TikTok, Meta, YouTube and Snapchat all actively attempting to maximise their short-form offerings. This latest update from Meta is making their intentions clear for the direction of the platform, as they take inspiration from the rapid growth of TikTok and double-down on making Reels their key offering.
Google starts automatically upgrading Smart Shopping campaigns to Performance Max
Google have now started the process of rolling out automatic updates to convert Smart Shopping campaigns to Performance Max. Google will notify advertisers 2-3 weeks before the updates take affect and provide a specific date for when they will be converted. As well as this, Google have introduced a ‘one click’ upgrade tool meaning if you don’t wish to wait for Google you can update your campaigns on your own. Google states that the learnings from your previous Smart Shopping campaigns should maintain consistent performance when converted to Performance Max and the campaign settings will also automatically transfer.
Why is this important?
With the ‘one click’ tool now available advertisers don’t have to be caught off-guard with the automatic update and can now convert campaigns themselves. In essence, this should give you more control over the settings of the campaigns and more visibility. This way anything can easily be updated or changed should the transfer not run smoothly.
Campaign of the week: Cadbury's glitchy ads
Cadbury has put taste buds to the test with an integrated advertising campaign that purposefully ‘glitches’ to keep the new flavors under wraps – for now. Cadbury is using these ads to launch a competition, to challenge the nation to guess the flavours of Cadbury Mystery Bars.
The campaign can be seen across social channels as well as Digital Out of Home placements around the country.
