This past week has already witnessed a marked uptick in products and services that more accurately target and engage with the consumer on some of their favorite platforms. This year’s Advertising week (based in New York) showcased two new services from tech behemoths Google and Facebook that improve targeted ads and ad ratings metrics, while Twitter and YouTube announced plans to make shopping even easier.
Google revealed a new product that will enable marketers to deliver ad campaigns directly to consumers using their email addresses. This new service launched by Google is called “Customer Match” and is a very targeted approach in determining when and what ad a consumer will see when logged in to Google.
Facebook on the other hand, revealed a new tool that gives advertisers a ratings metric when purchasing video ads. This tool is comparable to what advertisers have used when purchasing commercial time on television. This tool is meant to streamline the planning and purchasing process for advertisers.
It’s no surprise that companies like Google and Facebook are leading the way in refining their processes for identifying and capturing their users. In the same vein, YouTube and Twitter both announced the addition of the “buy button” to their service offerings.
YouTube recently revealed that it would simplify the process of transitioning from ad content to product purchase. With one click, YouTube will direct the user from the video content featuring a particular product directly to the retail site. This means that whether the video is a product review uploaded by a YouTuber or the official ad for the product, the viewer can easily shift into shopping mode.
Similarly, Twitter announced that the company is introducing a new feature for tweets. Going forward, a user will be able to purchase a product featured in a tweet in “as few as two taps – one tap on the buy button and a second to confirm the purchase”, according to reporter Vindu Goel. Twitter announced this week that that it plans to roll out this new “buy now” button, that any US merchant can access if it uses Demandware, Bigcommerce or Shopify.
Although these new features are not yet completely available in all markets, the continued push to incorporate targeted advertising and shopping opportunities to new areas of one’s digital life is not slowing down. In fact, the introduction of these services are most likely indicative of more to come.