Daily Minute Master Series – November 21, 2019

Marketing

Google’s ‘Duplex on the web’ enables the Assistant to buy movie tickets for you

Google is making it possible to use the Assistant (via Duplex) to buy movie tickets online. Back in May at Google I/O, the company announced that it was expanding the AI-powered Duplex beyond restaurant reservations to booking rental cars and buying movie tickets. Called “Duplex on the web,” users will be able to use the Google Assistant for new reservations and purchase categories. Movies is the latest example. Android users in the U.S. or U.K. can ask the Assistant for movie showtimes or search movies in the Google app. The Assistant will then lead searchers through a “buy tickets” process that involves theater selection, movie times and, if available, seat selection. A saved payment card needs to be in Chrome to work in this case. Google has now talked repeatedly about “helping users get things done in search and with the Google Assistant. This is about making search more transactional and owning the transaction. Google is doing this in shopping and across the board in local (e.g., food ordering). If these capabilities (i.e., Duplex on the web) take off, publishers and brands will need to be partnered or integrated with Google actions/services or risk losing the transaction to a competitor. It will also mean that Google owns the customer.

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Google Adds Nielsen TV Data to Reach Planner to Better Optimize Video Campaigns

Last year, Google launched its Reach Planner tool which provides estimates for YouTube ad campaign reach and performance based on a range of metrics and inputs. Now Google’s looking to improve its comparison tools by adding in TV reach data from Nielsen, in order to provide insight into how ad spend on both TV and YouTube can impact campaign reach. Now, with comparative TV and YouTube data on one screen, advertisers will be able to identify optimal targeting and reach options to achieve their desired goals. Obviously not all advertisers will benefit from this, as not all are running TV ads, but for those who are using online and traditional TV campaigns, the comparative data could provide significant insight, and help to optimize reach.

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Social Media

Facebook Adds New Options for Brands to Control Ad Placements

Facebook has announced a new set of brand safety tools which will enable businesses to better control where their ads appear across Facebook’s various ad delivery networks. Facebook is adding a new, dedicated section within Business Manager/Ads Manager where brands can create block lists, get delivery reports and set account-level inventory filters (as opposed to having to apply them one campaign at a time). Facebook is also looking to give advertisers the capacity to white-list the types of content they appear on for in-stream video ads. The new measures will provide additional assurance for advertisers, enabling them to avoid any concerning associations, while also improving targeting options to their focus audiences. Facebook also notes that while it has a zero-tolerance approach for harmful content on its platforms, “that doesn’t mean zero occurrence”. Given that some content can slip through the cracks, additional measures like this will provide advertisers with more options to manage their ad placements, and maintain greater awareness of the same.

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Twitter Adds New ‘Conversation Insights’ to Media Studio

Twitter has added a new ‘Conversation Insights’ element to its Media Studio tool, which provides more specific data on your tweet mentions, who’s mentioning you, and filters to provide additional information on the types of accounts engaging with your profile. You can filter the tweet timelines by follower and engagement thresholds, language, Tweet format, and verification status, helping you locate more influential and region-specific mentions. Twitter’s also planning to add in the capacity to engage with Tweets, share them, or even reply directly from the Conversation Insights page sometime in future.

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