To start off the week let’s check out some recent news on Spotify, social media and a report that reveals how marketers are missing mobile opportunities to reach customers in store.
Spotify is running a test in Australia that will allow listeners to skip audio and video ads any time they want, as often as they want, allowing them to quickly get back to music. Unlimited ad skipping means Spotify users will be able to hear or watch just the ads they like, informing Spotify about their preferences in the process. Danielle Lee, global head of partner solutions says: “Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalized experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands.” Although the company only began testing the feature last month, and in Australia only, Lee says the company’s ambition is to roll Active Media out globally.
Pinterest is rolling out wide-format Promoted Videos to all advertisers via its self-serve Ads manager tool. The ad units are four times bigger than standard-size videos on the app, spanning across Pinterest’s two-column grid, and are available in both 16:9 and 1:1 aspect ratios. In May, the company launched a beta test of the max-width Promoted videos to a small group pf brands, including Adidas, American Express, Chevrolet, Kohl’s, Tropicana and Paramount Pictures. Since then, it has gathered data showing that advertisers using the wider videos are seeing lifts in brand awareness and purchase intent.
Google will start rolling out its responsive search ads to more accounts starting in September. Responsive text ads can display with three headlines and two descriptions with up to 90 characters each. Starting at the end of this month, advertisers will be able to add a third headline and a second description as long as 90 characters.
A new report from Salesforce and Publicis.Sapient shows that marketers are missing opportunities to engage with customers who are pulling out their phones while they’re shopping in store. The Shopper-First Retailing Report includes global digital shopping behavior from 500 million shoppers through 1.4 billion e-commerce visits, customer service data from 200 million service cases, a survey of 6,000 consumers and in-person mystery shopping assessments. The report found that most shoppers (71%) use mobile device in-store to do at least one educational or research activity, a number that is up 15% from last year. At the same time, the research showed that shoppers who have responded to personalized promotions or offers in the past are overwhelmingly eager (84%) to receive such offers in the future, creating a potentially receptive audience in the store with phones in hand.