Buyers Can Now Target High-Attention Inventory In The Trade Desk

Adelaide’s integration with The Trade Desk allows advertisers to target ad inventory based on attention metrics rather than viewability, marking a shift in ad targeting. This approach helps avoid low-quality placements, such as made-for-advertising sites, and improves campaign performance. Early tests show significant boosts in return on ad spend and click-through rates. While attention metrics may influence future pricing, standardization is needed before replacing viewability as a key ad measurement.

See full article: adexchanger.com

Meta at Advertising Week 2024: Unlock Video Performance with GenAI and Creator Marketing

Meta is updating its video ecosystem, creator content, and suite of generative AI ad creative tools to help advertisers improve campaign performance. Video consumption on Instagram and Facebook has surged, with 60% of time spent on these platforms on video. Meta is introducing a video tab on Facebook, adding video generation capabilities to generative AI ad tools, and enhancing Reels partnership ads, all to boost conversion rates and reduce CPAs.

See full article: Facebook.com

Threads Is Developing a Communities Feature Called ‘Loops’

Threads is developing a new feature called “Loops” to help users find more relevant discussions by creating topic-based communities. This feature allows users to add their individual Threads into a Loop, which feeds into a specific community. Loops aim to enhance user engagement by making it easier to join and follow discussions on particular topics.

See full article: SocialMediaToday.com

Billups Launches Attention Measurement For Out-Of-Home

Billups has introduced an attention measurement solution for out-of-home (OOH) advertising for both traditional and digital formats. This tool aims to quantify audience engagement by evaluating factors like billboard size, viewing angles, and digital signals. While Billups seeks to provide comparable metrics across media types, industry experts stress the need for standardization in OOH measurement. Initial tests have shown encouraging results, with increases in brand awareness associated with high-attention inventory.

See full article: AdExchanger.com

Marketers Gear Up For an Earlier, More Frugal Holiday Shopping Season

This year, retailers are kicking off the holiday shopping season earlier due to a shorter timeline between Black Friday and Christmas of 26 days. Many, including Amazon, Walmart, and Target, are launching promotions to capture early demand as inflation impacts budgets. Experts predict a shift towards focusing on early shopping rather than last-minute deals. Retailers aim to cater to thoughtful spending and enhance delivery experiences to attract younger shoppers.

See full article: TheCurrent.com