Google introduces new Limited Ads Serving policy
Google Ads is introducing a new policy to combat scams and help prevent misleading ads. Google will limit the reach of campaigns from advertisers it is unfamiliar with until trust is established. The Limited Ads Serving policy will apply when an advertiser targets specific brands in their campaign but the relationship between the ad and brand is unclear.
Why is this important?
This gradual rollout aims to curb bad actors while giving legitimate advertisers time to clarify their branding strategies on the platform before they’re rewarded with full reach. Implementing stricter ad policies could build user trust, giving people more confidence to click on buy from brands advertising on Google. The actual impact will likely be small for advertisers, but this could help some brands by reducing the reach of low-quality advertisers targeting them. Read more.
Bumble brings romantic twist to flight departures at Stansted
The dating app, Bumble, have introduced a live-feed billboard at Stansted airport, replacing flight destinations with romantic experiences typically associated with holidays. For the campaign, Bumble has rebranded as Bumble Airlines and brings a twist to what travellers would normally see on departure boards, more than 50 “destinations” were displayed on the Bumble Airlines departure board each hour for 24 hours on the 29th August. The campaign is further supplemented by Outdoor ads including vintage imagery inspired by the “glamorous travel era of the 70s”.
Why is this important?
This work is another prime example of creativity being included in OOH activations, by creating a format that travellers will have their attention instantly drawn to due to its environment. The activation is also based on research finding that 52% of Bumble users in the UK are looking for a holiday romance whilst travelling abroad which is cleverly combined with Bumble providing “Airlines Upgrades” throughout the day, providing passengers access to the platform's premium, Travel Mode feature.
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Threads tries to capitalize on early interest by adding more new features
Although Threads set new growth records on its initial launch, user growth has dropped off significantly since then – in its first week, the app reached 100 million members, however in the 7 weeks since then, only 28 million have joined. Active user figures are much lower now at only 10 million with an average session time of 3 minutes; much lower than competitor X, which currently has around 250 million daily active users. Some have noted that part of the reason for not joining or using Threads is due to the lack of features, including a lack of API with a scheduling functionality for creators or publishers to use, however many are still keen to find an alternative to X due to Elon Musk’s behaviour.
Why is this important?
As Meta is still working on improvements to the app and new ways to promote it, including a new Threads highlight element in the main Instagram feed, there is still an opportunity for the app to become a strong alternative to X – given that the platform is fleshed out enough and the in-app experience is strong.
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Gymbox flies in face of tradition with ad campaign on top of London buses
Gymbox's latest out-of-home campaign has flipped convention on its head and opted to advertise on the top of London buses rather than on their sides. The ads, visible only to people from a lofty perspective, promote the gym brand's aerial gym classes.
The ads feature bold white and yellow, tongue-in-cheek copy on a black background, reading: "If you're reading this, you're a natural. Aerial classes available at Gymbox." Rory McEntee, marketing director of Gymbox, said: "With aerial classes allowing you to be suspended in the air, we thought the roofs of London buses would be the perfect advertising space for prospective class users. After all, it's quite a unique place to feature an ad, almost as unique as our aerial classes.
After doing the rounds on social, media company Global has confirmed that the campaign was never actually booked and, in fact, uses a stock image.
