Pinterest Shares Key Trend Insights Ahead of Q4
According to Pinterest, September is the time when people usually reassess their goals and resolutions, with a new found focus on achieving them in the last part of the year. Pintrest’s 2020 forecasts look a little different however, and it has published a new listing of key audience trends to understand how best to use it in the lead up to Christmas. Pinterest suggests that, “instead of looking outside the home for inspiration, it is clear that a fresh start in 2020 begins within the home and within yourself.” Its insights suggest Pinners are placing an emphasis on both physical and mental wellbeing – areas where we can have more control in our lives in these uncertain times.
Why is this important?
Pinterest’s ‘Back to (home)life’ data shares key trends which could help inform Pinterest activity planned for the latter part of the year. The overriding theme according to their report is positivity. This suggests the demand, and the need, for positive content is higher than ever. People are turning to social channels to spend their leisure time and invest in escapism, so these insights will be important to consider when planning Social activity.
Google Launches ‘Custom Audiences’
Google has recently combined Custom Affinity and Custom Intent Audiences to create ‘Custom Audiences’, now available in Google Ads for Display, Discovery, Gmail and Video campaigns. They are created by adding specific keywords, URL’s and apps related to your product or service, allowing advertisers to appear to those who have either interest or purchase intentions. Implementing this will give Google the ability to select the right audience to best fit the needs of a campaign.
Why is this important?
Advertisers no longer need to choose between Custom Intent or Custom Affinity, based on your campaigns goals the new Custom Audiences will interpret all of these signals in order to optimise toward Reach, Consideration or Performance. Applying this targeting to a campaign will make it easier to reach a brand’s ideal audience.
Smartphone Readership Fuels Pandemic Boom For News Brands And Magazines
Latest Pamco figures show that while normal Print audience reports are suspended due to Coronavirus, Smartphone growth is driving digital increases. The reports have found that the channel is reaching double-digit growth year-on-year for most national newspapers. The brands with the highest figures were The Times with a 74% year-on-year increase in brand reach, and the Daily Star with a 47% growth in brand reach year-on-year. The Magazine market has also experienced an uplift in brand reach of 5%, despite a 5% fall in print readership as consumers access content by phone rather than physical copies.
Why is this important?
Whilst Print had been, in most cases, suspended during the Covid outbreak, the rise in Smartphone figures shows that consumers are still relying on professional journalism and trusted news sources during the pandemic. Their route to this content is simply changing. This is an opportunity for advertisers who usually advertise on Print to consider investing in their Digital packages and still achieve awareness and reach.