Social Media

IGTV Monetization Is Coming, Which Could Make It a Much More Significant Consideration

“You can earn money by running short ads on your IGTV videos. When you monetize on IGTV, you agree to follow the Partner Program Monetization Policies.” The capacity to generate real, direct income from IGTV could be a big lure for top creators, who can already generate revenue from YouTube and Facebook. The lack of monetization tools for IGTV has been seen as a significant factor in it not becoming a bigger hit, but if it were able to provide a new income stream for influencers, that could bring them and their large audiences across to Instagram’s video platform.

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Twitter Adds More Users in Q4, but Warns of Rising Costs as it Continues to Invest in Improvements

“Total ad engagements increased 29%, resulting primarily from increased impressions driven by audience growth and improved clickthrough rates” More engaged users equals more ad exposure, which equals more revenue potential. The signs are good, but there are still a few concerns of indeterminate impact, which are cause for some consternation for investors moving forward. Overall, Twitter looks to be on the right track, with its focus on improved relevance and discovery now driving direct impacts in usage. The business side also looks to be righting itself over time, but the next update will likely be more indicative as to whether Twitter’s efforts are truly paying off.

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Marketing

The Importance of Building Brand Awareness Through Amazon Advertising

In the early goings of Amazon’s advertising platform, most advertisers looked to it as another source of ad inventory that should be focused on direct response. This is in large part due to Sponsored Products typically being the first format brands wade into, and that format produced a whopping 13% conversion rate for the median advertiser under Tinuiti (my employer) management in Q4 2019. As such, it’s safe to say that Amazon ads are certainly a strong avenue for driving orders and sales. However, it’s no longer the case that Amazon advertisers are focused entirely on direct response goals, and marketers should be looking at the brand-building potential across both display and search ads in order to get the most out of the platform.

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Now, Get Your Google Shopping Ads on Gmail, Discover, Youtube

Google is opening up more inventory to standard Shopping campaigns. Product Shopping and Showcase Shopping ads will be eligible to show on Gmail — as well as YouTube and Discover feed — starting the week of March 4 when those campaigns are opted into the Display Network, Google announced Thursday. Google had already extended Showcase Shopping ads to Discover and YouTube last year. Until now, Smart Shopping campaigns were the only way to get Shopping ads on Gmail.

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