Backslash Week #38 – News of the Week
Week 38 has ended and a lot of interesting things happened throughout this period. Google introduced an update which may negatively affect search term reports, while Eurosport introduces holograms for branding purposes.
Be sure to read on.
1. Google Search Term Reports Update
Google will soon, reportedly release an update which is to remove insignificant search terms from their Search Term Reports. The term “insignificant” is vaguely defined, however, one agency finds that they could lose up to 20% of what is reported. With the update, the potential to maintain their standards of privacy and strengthen their protections around user data is to be improved, according to the company.
The definition of insignificant infuriates marketers…
With such an important update it is expected that the company at least clearly defines what it is actually going to be about. However, as the term is of subjective, rather than objective nature, many advertisers are asking Google for a definition on Twitter and other popular social media pages.
“Google’s short, muddled communication on this is not surprising but, as always, is disappointing. ZERO sense of what ‘significant’ means. Millions, if not Billions, of $$$ in ad spend potentially invisible to advertisers.“– Ginny Marvin
However, an argument put up also suggests that having a keyword clicked on only once may not be as big of a deal as some marketing firms are trying to make it look like. Keywords may be the way to invest into the present of search engine advertising, but as Google is slowly moving away from them, introducing local campaigns, smart campaigns and app campaigns, the future of SEA may relay on machine learning and a campaign-based ad setup.
#search #your #way #to #top
2. Eurosport Introduces Holograms
Eurosport released a major update to its already implemented immersive visual solutions. The company has been experimenting with a mixed-reality type studio, where VFX, visual effects, and real-life objects co-exist. However, thanks to Unreal Engine 4, the engine behind many of today’s top video games Eurosport managed to introduce holograms into their daily reporting.
Interview people anywhere.
The company wanted to ensure that everything required to keep the level of entertainment steady is set. This includes interviews with players & managers as well. With Unreal Engine 4 a custom-developed solution has been implemented, where holographic image project is no longer science fiction, but rather the former. Eurosport since managed to interview mutiple players who weren’t actually in the studio with major success.
Potential improvements in the future.
While it sounds awesome and interesting at the same time, the holograms are actually not there, they are simple visual effects similar to CGI. The fact that they can be delivered real-time is groundbreaking, however, physical holograms are still rather fiction than science. What comes in the future? WE. CAN’T. WAIT.
#science #fiction #becomes #real #life
3. Google Ads Tests Removal of Text Ads
Google has announced / released multiple useful updates over the course of this month. This includes the limiting of Search Engine Reporting on the potential negative side, however, image-based searching, text-based ads and a LinkedIn-driven update are also seeing daylight.
Image-based searching is a function which some of the most popular social media platforms rely upon. Google does have its visual search feature, and Pinterest, for example, is driven by it. Google’s way of implementation was simply to help its users find search results with an increased accuracy. Via the latest update, the visual-search AI at the company can now tell its users whether an image is licensable for commercial purposes or not, not necessarily via a simple programming solution, but via real-time visual searching.
Text-based ads removal.
Over the course of the past weeks text-based advertising on Google’s platform has been reduced. Responsive search ads were a viable, universal solution for the time being. The reason behind why text-based ads are slowly being phased out is not entirely clear, but does make sense. Also, the company accounced that a new advertising fee is going to apply on ads clicked on in Austria, Turkey and the U.K.
#ad #optimization #text #visual #search
4. Final Words
Last week’s news reached out to search engine advertising and mixed-reality. The updates released or planned on being released by Google for SEA received mixed responses. Mixed reality, however, saw a rise and a major improvement with Eurosport’s unique holographic image solution for real-time TV, which clearly raises the question of branding in the future.
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