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- Spotted: Google’s new video search ads
Spotted: Google’s new video search ads
Plus: What Election 2024 means for digital ad rates
Gupta Media
October 25, 2024 • Estimated Reading Time: 5 minutes
Today’s Social Media advertising rates are getting out the vote:
↗️ META: $8.80 CPM | ↗️ TIKTOK: $5.29 CPM | ↗️ SNAPCHAT: $10.37 CPM
In this week’s edition:
🥊 Standard Shopping vs. PMax: Choose your fighter?
Instagram politely asks about your ad preferences 🤔
🚨 Buyer Beware: Check this Meta setting now!
But first…
🫡 Election 2024: Your ad-rate hikes are coming
Digital ad spend for the 2024 Presidential campaign cycle is expected to top $3 billion, shattering the 2020 record — with CTV advertising claiming nearly half, or about $1.56 billion of the total. We did a deep-dive into the digital advertising implications of Election 2024 over on our other newsletter, The Arbiter.
But one persistent theme we’ve heard: Expect CPM rates to jump in the next few weeks, especially on CTV. Basis has suggested that rates could rise as much as 40%, and Hulu has tipped that its CTV rates could jump between 16% and 44% in the weeks after the election. Read the full report here.
The Inside Scoop🍦: Now trending in performance media
🔎 The Google Standard Shopping vs. Performance Max (PMax) debate continues.
Starting this month, PMax will no longer automatically trump Standard Shopping campaigns. Instead, the highest ad rank will determine which ad serves for overlapping campaigns—which brings these campaigns in line with other campaign types’ auction behavior. Google expects this change to have a “neutral or positive impact on performance at the account level.”
🛒 Elsewhere, Google is testing video-enabled shopping ads in search results, which could increase ad engagement but decrease traffic to landing pages.
🔥 HOT TIP: If you haven’t checked out Google’s AI Image Editor, check out this quick demo video for a walkthrough of removing/changing backgrounds, extending to different aspect ratios, removing objects, and more.
⏰ TikTok has a new partner to help measure lift in retail store visits post-ad exposure. Measurement partner InMarket has a solution called Lift Conversion Index that reports on how your ads drive incremental store visits and sales.
📸 Instagram has started asking users to tell them what kind of ads they want to see. We’re old enough to remember when Meta would just, you know, silently track every single click, scroll, and pause to figure out what you’re into. Bold move to come right out and ask!
♾️ Meta is running a new test that lets advertisers show ads in a user’s notifications list. Users can hide that advertiser but cannot opt out of all sponsored notifications. Meta confirmed these "early, limited tests" and added a Facebook Notification placement option to placement reporting, hinting at a broader rollout.
🚨 Buyer Beware: Here Meta goes again
Warning: Meta silently implemented “automatic adjustments” across several advertising accounts recently, giving its system authority to make significant changes to campaigns. Some advertisers have confirmed seeing the setting being turned on by default.
To ensure this is off in your accounts, start by going to All Tools >> Automated Rules >> See automatic adjustments >> Manage automatic adjustments >> Toggle OFF.
Automated changes include:
Pause or activate campaigns
Adjust budgets up or down
Consolidate ad accounts
Make changes without notifying advertisers
Consolidate audience segmentations and more
🐘The Elephant In the Room: Our weekly office poll!
According to MarketingBrew, the holding companies are increasing their AI investments—bigly. Publicis? They’ll spend $326 million over three years. WPP will spend $318 million per year. Accenture told them both to hold their beer, because it’s in for $3 billion, with a B.
Which leads us to ask:
After you pay $20/month for ChatGPT4, what would you spend the rest of your $300 million AI money on? |
📊 Last edition’s poll results: What should we call Boston's new women’s professional soccer club?
🟨⬜️⬜️⬜️⬜️⬜️ Boston FC
🟨🟨🟨⬜️⬜️⬜️ Boston Emeralds
🟨⬜️⬜️⬜️⬜️⬜️ Boston Onion Bats
🟨🟨🟨⬜️⬜️⬜️ Boston Storrows
🟨⬜️⬜️⬜️⬜️⬜️ Boston United
🟩🟩🟩🟩🟩🟩 Boston Coven
Thanks for reading! We’ll be back next week to fill your inbox with more tips, tricks, and treats from the addressable universe.