ITV launches real-time weather targeting for Planet V ads
ITV is launching Weather Targeting, an addressable advertising option, to users of its self-service programmatic platform, Planet V. Weather Targeting enables the automation of campaigns to go live, pause, or adjust creative copy on ITV Hub, ITV's streaming platform, from the moment their specified weather criteria is met across any one of ITV’s 22 broadcast regions. The tool features real-time options to target a range of weather conditions, from temperature and rain to pollen.
Why is this important?
It is the first time that a UK broadcaster has been able to offer such a feature. ITV decided to develop the product after feedback from advertisers in the fashion, retail, and DTC sectors. It was also found that differences in temperature was a strong predictor of sales growth. By adding these real-time automated weather triggers to Planet V, it allows advertisers to activate or adjust their marketing messages based on a user’s local weather.
Data never sleeps
Data insights group Domo have shared insights on what happens on the internet every minute, and how online activity has changed over the last two years. Their ninth edition of insights shows just how much data is generated every minute across a range of platforms. For example, YouTube users stream 694k hours of video content, 6 million people shop online and Google conducts 5.7m searches every minute of the day.
Why is this important?
The latest version of Domo’s Data Never Sleeps chart incorporates a range of digital consumption data, showing an overview of what’s happening, collectively, every minute of every day. This means as advertisers we can source audience insights that are constantly refreshing and being added to. We can gather data about the users consuming digital content, the content being consumed, by how much and when. This can ultimately help us plan and tailor our activity for a cross-channel communications strategy.
Google Ads launches new budget report
Google Ads is launching a new budget report to visualise monthly spend behaviour. The report will show daily spend, monthly spending limit, monthly spend forecast, cost to date and any budget changes made that month. The report will also show prediction intervals, these will indicate the upper and lower bound that the actual spend will likely be for that given day.
Why is this important?
The new budget report will help advertisers to understand how changing the budget will impact their campaign spending limits, how those past changes can affect performance and spend limits, and how much they will be projected to pay at the end of the month. This will greatly improve the monitoring of budget spend and also provide better planning for future campaigns.
Campaign of the week - Post Office trolls Facebook with reactive OOO ad
Social media and instant messenger giants Facebook, Instagram, Messenger and WhatsApp all suffered an outage for approximately six hours on Monday (4th October). The Post Office reacted to the nationwide buzz to promote the reliability of “snail mail” with a tactical out of home (OOH) ad. The ad simply reads “Social Post” with the first word struck through, and is placed on screens across London but will also be rolled out nationwide.
This reactive response is a great example of brand, media buyer and media owner cohesion and collaboration. It’s also a brilliant showcase of agility and the potential teams have with always-on tactical briefs. The decision to run OOO was about “building on that real world thing and trying to make it as human as possible”.
