It’s not always easy to tell at a glance which social media platform will offer the most opportunities for your brand

The past decade’s explosion in social media marketing has made it more important than ever to know how to effectively deploy a limited paid social budget. With so many social media platforms around, many small- and medium-sized businesses are focusing on cultivating a strong presence on one platform. It’s a good way for a business to avoid spreading its social budget too thin - but it does require choosing the right platform. The truth is that it’s not always easy to tell at a glance which social media platform will offer the most opportunities for your brand. It takes some research, vision, data-crunching and possibly a little soul searching about what your business is here to accomplish. If that sounds like a tall order, don’t worry. We’ll help you break it…

UK desktop ad viewability improvements, Google's first-price auction rollout, Facebook's political ad policies changes, YouTube's inappropriate content removal update

This week has brought with it the news that the UK is seeing great rates of desktop ad viewability, with viewability reaching a record high in the second quarter of the year - great news for digital advertisers! In other advertising news, after months of testing, Google is set to start rolling out its new first-price auction rollout, which has reportedly had good results so far. Facebook is also making changes to ad policies, this time relating to political ads and those that tackle social issues. These changes are aimed to provide greater visibility over political advertising ahead of the 2020 US elections. Our final big news story is the week is that YouTube has provided an update on its efforts to remove inappropriate content from the platform, with thousands of hate speech videos being…

Facebook's US 'Clear History' rollout could be delayed, Snapchat has added new features to Lens Studio AR, Instagram is testing a new messaging app, Facebook bans The Epoch Times from advertising, Google Assistant answering ability improvements, Facebook adds 3D photos to Android

Facebook's 'Clear History' tool has started to be rolled out but it could be delayed in the US due to a court case. Snapchat is making it easier for users to create AR experiences by adding new features to its Lens Studio AR. Instagram is testing a new type of messenger app aimed at close friends and featuring automatic updates. Facebook has banned pro-Trump The Epoch Times from advertising on the platform after it broke advertising rules. Google Assistant is now able to answer more questions, suggesting that voice search is set to become more popular. Facebook has finally rolled out 3D photos to a number of Android devices and has expanded the number…

Facebook rolling out 'Clear History' tool, Twitter blocks Chinese state-backed accounts, YouTube removing chat function, New LinkedIn Live guide, Twitter's new video ad bid and Facebook's new movie ad tools

This week has seen Facebook finally announce the rollout of its 'Clear History' tool, which will enable users to have more control over their off-site data. While it is only available in select locations, for now, the tool will soon be available to all Facebook users - but what impact will this have on advertisers? Twitter has announced that it has blocked a number of accounts that were found to be backed by the Chinese state in the wake of growing tensions between protestors and police in Hong Kong, with Facebook following suit. YouTube has announced that its chat function will no longer be available from next month, with more focus being put on public comments and YouTube stories. LinkedIn has released a new…

Advertisers are turning their attention toward their ad creative, which is quickly becoming the driver for financial performance

Facebook is changing the game for advertisers. In recent years, the social network has focused on improving its optimization algorithm and native advertising tools, which have allowed smaller companies to compete without having to invest in third-party ad tech. Automation features like auto bidding, auto placement and auto audiences have simplified the media buying and bidding process, so advertisers can spend less time doing intraday bid and budget changes. Instead, advertisers are turning their attention toward their ad creative, which is quickly becoming the driver for financial performance. They need to quickly solve problems like creative fatigue and audience saturation with fresh, high-performing creative or else their campaigns will fall flat. [si_quick_block id="142509" title="How to increase your Facebook followers" description="Learn six greats ways you can grow your Facebook page's following, from…

Chart of the week: 72% of consumers will only engage with personalized marketing messages, despite 86% being concerned about data privacy

Personalization is becoming more prominent in digital marketing, offering an improved user experience by providing information or targeting ads based on an individual’s activities and interests. In fact, according to a new report from SmarterHQ, 72% of consumers say they now only engage with marketing messages that personalized and tailored to their interests. Despite this, the same report also reveals that 86% of consumers are concerned about their data privacy. Of these, Baby Boomers and Gen X are the least trusting o consumers, with Millennials and Gen Z being around 47% more trusting than their older counterparts. This is likely due, at least in part to an increase in high profile data breaches and the…

Twitter's new design, Amazon anti-competition investigation, UK digital tax plans, Facebook's scam ad tool, Instagram removes like count

This week has seen Twitter launch it's new design for desktop users, with the jury still being out on how it is being received. Amazon is set to face a probe to see if it is using third-party seller data unfairly. The UK government has announced that it will push ahead with a plan to tax tech giants more going forward. Facebook has responded to a lawsuit by introducing a new tool for reporting scam ads in the UK. Finally, Instagram is testing out the removal of it's like count in six new areas. Get more detail on all of these news stories below in our latest news roundup.

Twitter updates desktop site

Twitter has updated the look of its primary desktop website in a bid to improve personalization…

Facebook faces data transfer challenge, British Airways fined for GDPR breach, Facebook is reducing reach of exaggerated health claims and Instagram launching anti-bullying tools

This week has seen Facebook facing another challenge over its users' data and GDPR implications relating to its transfer of data to US servers. British Airways has also received a historic fine following a hack that breach GDPR rules. In more Facebook news, the platform is limiting the reach of ads that feature unsubstantiated health claims. Finally, Instagram is launching new anti-bullying measures in an attempt to make the platform safer. Find out more about these new stories in this week's news roundup below.  

Facebook faces data transfer challenge

Facebook is being challenged over its method of transferring data from the EU to the US for business purposes. According to the Irish data protection commissioner, the way in which data is transferred does…

Facebook changing business Page info, the CMA investigating impact of digital advertisers on consumers, Twitter's updated search results and MPs call for digital political campaigning electoral law changes

Following the excitement of Google's updates last month and several changes to social media platforms, the start of July seems to have been fairly quiet. It seems the marketing world is taking the beginning of this month at a slower pace, which is reflected in the big news stories of the week. This week comes the news that Facebook is scrapping some of the Pages info sections on August 1st, so you need to get these updated. A UK government agency is launching an investigation into the possible harm that digital advertisers could be doing to consumers, which could have huge implications for platforms like Facebook and Google. Twitter has added some more context to search results in a bid to make…

A step-by-step approach to using identity-based targeting to drive relevance for your digital ad campaigns

One of the huge advantages that digital advertising has promised marketers is the ability to target audiences more precisely and deliver personalized content and creative. Whilst TV, billboards, print and radio can reach mass audiences at scale, highly targeted digital advertising gives marketers the opportunity to drive relevance and accuracy that no other media can match. Although digital advertising has always had a degree of targeting and personalization, the introduction of identity-based targeting has taken this to a new level. Identity-based targeting has now been adopted by many of the world’s largest advertising companies, opening up new opportunities on a range of channels including Facebook, Google, Amazon and Twitter.

The advantages of identity-based targeting

Good advertising always starts with a clear objective. For brands looking to build mass reach and frequency to drive awareness, broadcast media is a highly…

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