THE SOCIAL TEA #008: Discover ‘the next frontier’ of metaverse-ready ads
Welcome back to another edition of The Social Tea, where this week we give you the lowdown on the latest paid advertising updates.
From TikTok Search Ads, to the introduction of Meta’s 3D ads, we’ve covered everything you need to keep your paid ads thriving. 🤑
TikTok counting down Search Ads launch
TikTok’s recent monetisation of the platform has been influential for turning views into sales for many brands. As the platform continues to grow, so does its advertising capabilities, and Search Ads is another format to add to their collection.
Earlier this week TikTok announced they are currently in the process of testing Search Ads which will target users based off their search results. Digital Ad expert David Hermann spotted the ‘Sponsored’ tag in his search history and took to Twitter to share.
So what does this mean for brands?
Search ads provide brands with new opportunities and placements to target their audience and also leverage keywords. This new style of ad will allow brands to pull the search terms for ads with the highest conversion and click-through rates. Brands then have the advantage of using this insight to tailor future ads for optimal results.
It’s time to perfect your keyword strategy and make your brand searchable.
Instagram bins in-stream video placements
You may have recently noticed in-stream video placements are no longer available on Instagram.
The removal of in-stream video ads comes as no surprise. In October last year Instagram scrapped IGTV and with the removal of in-feed video the platform continues to prioritise Reels in 2022 in a bid to catch up with competitor TikTok.
Adam Mosseri has previously stated that 2022 is the year “we’re going to double-down our focus on video and consolidate all of our video formats around Reels”.
What does this mean?
Not only does this update reinforce the importance for brands to prioritise Reels in their content strategy in 2022, but it also highlights that brands will be at a disadvantage if they don’t, due to placement restrictions.
Brands will need to consider re-thinking their content strategy with a focus on Reels to align with Instagram’s video offerings as the platform moves towards a more integrated, immersive stream.
Twitter tests three new ad formats
2022 is the year of Twitter upping their advertising game. With the piloting of three new ad types - Interactive, Product Explorer and Collection Ads, Twitter has left us spoiled for choice. The new formats are currently being trialled in the US, and hopefully will roll out globally if successful.
Here’s everything you need to know about the new formats:
Interactive Ads: Our favourite of the three 💙. These ads will feature bold text and large font in comparison to organic tweets, making them easily spottable. Advertisers will have the choice of 10 colours and can highlight up to 3 words within the ad. If clicked, the highlighted words will take users through to a landing page specified by the brand.
This will give brands the opportunity to stand out and hone in on personalising their ads with this new format, as we have already seen Oreo featuring their brand colours in the current pilot trials.
Product Explorer Ads: This immersive new format will present products in 3D and allow a 360° view of an item. Users will be able to swipe and rotate the product before proceeding to the Shop Now button to buy it from the brand’s website. This is the first use of 3D display on Twitter and we are here for it 🙌
Collection Ads: Similar to Collection Ads on other platforms, brand’s will be able to display a primary hero image with up to five smaller thumbnail visuals below.
What does this mean?
Arguably, these new formats are the most experimental updates we have seen on the platform in a long time. Should these new formats be here to stay, brands can expect:
- Greater opportunities for more creative storytelling and brand expression across every stage of the funnel
- A more immersive, rewarding and interactive ad experience for their consumers
- More ways to unlock Twitter’s conversational power
Meta introduces “next frontier” 3D ads to Facebook & Instagram
Meta has announced they will be introducing Metaverse-like 3D advertising to Facebook and Instagram. The innovation comes as Meta heads closer towards the Metaverse. Brands will now be able to include these ads on the platform enabling users to interact with the items.
Meta have granted alpha access to several AR partners, including VNTANA a 3D commerce platform, enabling them to integrate their services to be able to achieve this goal.
“3D and AR technology in online ads is the next frontier for brands looking to connect with the digital consumer and is a great first step into the metaverse.” Ashley Crowder, co-founder and CEO of VNTANA
Why does it matter?
3D ads open up a window of possibilities and opportunities for brands. Offering a more detailed model of products, brands can provide an immersive shopping experience for consumers which in the past has been directly linked to higher engagement and conversions. A win-win for both brands and consumers. 🤝
This is the first of many 3D and AR innovations that we can expect to see from Meta as it continues to prioritise expansion into the Metaverse. Platform developers are working towards creating a platform where spending, selling and making money is as accessible as it is in real life.
Twitter saves you time with new Business Suite for ads manager
Twitter continues to streamline user experience with the most recent Business Suite addition to ads manager. The update provides a re-branded and structured central workspace for brands to plan, manage and report on campaigns.
The new update will consolidate ad categories into: Promoted Ads, Follower Ads, Twitter Amplify, Twitter Takeover and Twitter Live. These changes will not be immediate, and we can expect to see previous product names phased out over time.
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
What does this mean?
Brands can expect a more efficient work process internally with the new updates as Twitter aims to help brands work faster and improve coordination. We are already planning how we are going to be spending our free time… ✨
The demand for e-commerce continues to fuel the competition between platforms to provide bigger and better advertising. From the introduction of 3D ads to the improvement of the user experience, platforms are doing all they can to ensure brands and consumers are spending in 2022. 💸
Stay tuned for May’s Social Tea for your monthly round-up of all things social. In the meantime, stay up-to-date with the latest social news by following us on Twitter.