Backslash Week #39 – News of the Week
Week 39 has ended and a lot of interesting things happened throughout this period. Google talked about how digital transformation will shape our future after the pandemic, while Facebook announced certain ad-limiting updates to come.
Be sure to read on.
1. Post-Pandemic Digital Transformation
Camilla Steward, digital transformation lead at Google talked about what kind of an influence COVID-19 will potentially have on businesses facing the stage of digital transformation, post-pandemic. While the future is uncertain by nature, especially with the sometimes limited resources we have, behavioural patterns, as well as consumer responses already provide enough data in order to make a prediction at least not entirely on a whim.
Consumer behaviour favours online shopping for certain.
Capturing digital change and allowing for a successful transformation requires many technical factors to be present and work together in a meaningful way. With digital transformation comes a digital business model, which may appear to be unfamiliar to some when first seen. Additionally, upgrading upon technical capabilities, as well as focusing on data-driven decision making could put the company into an advantageous position.
“Businesses that use this moment as a catalyst for digital marketing transformation, will not only be more agile in responding to markets today, but will have a more sustainable framework for the future.“– Think With Google, 2020
#search #your #way #to #top
2. Facebook & Ad Limitation Announcement
Originally announced in November, last year, Facebook now specified how the new regulations shall apply regarding how many ads a page can run at the same time. “When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimize performance.” – Facebook, 2020. The learning phase in this context is when Facebook’s AI is learning how to best run your ad.
“We discovered that four in ten running ads fail to exit the learning phase, and many of these ads come from advertisers running too many ads at the same time. For this reason, we’re implementing a limit on the number of ads each Page can run at once.“– Facebook, 2020
Four out of ten ads fail to deliver, and the company states it could be the result of having too many ads running at the same time, as that limits the potential of each ad individually. Makes sense, right? Well, it is also advised not to run an ad for a too short period of time, as ads need to mature in order to yield profit in the end. With having too many ads running at the same time, this could be negatively influenced as well.
Facebook specifies the number of ads based on page size.
Pages spending less, than $100.000 in their highest spending month over the past 12 months are limited to 250 ads running at the same time. If your business falls under this category, the limit will probably not be achieved anyways. With the same rules applied a spending between $100k and $1 million allows for 1000 ads, while an ad spend up to $10m increases this number to 5000 ads. An advertising expenditure above allows for a maximum of 20 000 ads.
#adverise #yourself #to #the #top
3. Virtual & Augmented Reality Ads
A primarily augmented reality-driven project going under the name of Aria has been in the work for quite some time for Facebook. The project is meant to aid the development of a new era of innovative smart glasses, which focus on location-based AR integration primarily for everyday-life application purposes. Aria is still highly in development, as it serves only as a first-step to the finalized products we will be seeing in the future.
Consumer glasses to hit the market in 2021.
The next step will be releasing it to the public, which is planned on occuring next year already. Facebook is reportedly partnering with RayBan and other fashion companies to make the glasses actually favorable to the public, and improve upon the functionality of your normal glasses, instead of requiring you to give upon style for the AR feature.
Now it’s for real.
Although CEO Mark Zuckerberg had already talked about smart glasses back in 2017, now this vision is slowly turning into reality. As the glasses are slowly leaving the development stage, probably already in 2020 for early prototypes, 2021 is undoubtedly going to be an interesting year for the fashion & tech industries both.
#ad #optimization #text #visual #search
4. Final Words
Last week’s news reached out to Google and augmented reality. The updates released or planned on being released by Facebook truly hold themselves to an innovative vision, while post-pandemic digital transformation is a question of high importance as well. What does the future bring, we never know, but digital transformation is undoubtedly inevitable as COVID-19 taught us, as the digital world holds just as much if not more possibilities, than the physical one.
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