UM Media Scoop: 3rd December 2021

Why is this important?

A key component of the partnership is "Discover extraordinary", a bespoke content hub on the Evening Standard site hosting custom articles and videos, with content ranging from "How oysters became London's latest 'it' food" to "Eight of London's cosiest bars". The campaign aims to take an audience-first approach, positioning the brand at the forefront of culture, not just by focusing on the whisky.

Read more

Why is this important?

The new search trends feature shows advertisers trends insights for products and services relevant to their business and you can now see explanations based on changes to bid and budget strategies, as well as shifts in search interests. Along with this, there will also be recommendations for performance optimisation.

Read more

Why is this important?

Short-form video generally provides fewer ad-placement opportunities than other formats, meaning that as an app based around this, TikTok is now taking steps to better highlight and segment the different businesses on the app. This feature will make it easier to showcase these businesses to more relevant users, with the aim of driving more purchase actions from visitors to the branded profiles. We’ll be watching this space to see if the relationship between video and ecommerce ads evolves from this.

Read more