Stripes Agency 12/18/2020

Tag, You’re It!

Google lifted its political ad bans this week! Woo-hoo! AND they’re introducing enhancements to Lead Form Extensions. Twitter is adding a Frequency cap on all campaigns so advertisers can better optimize campaigns. And finally, Reddit is reporting some pretty impressive end-of-year growth.

Who Wins: The 15-Second Or 6-Second Video Ad?
The results are in: 6 seconds is better. It isn’t easy condensing an entire message into 6 seconds, but according to these studies, it’s worth it. Six-second ads generate equal awareness to 15-second ads, but 15-second ads run the risk of feeling intrusive to users. Read more.

Twitter Teams Up with Snapchat AND Instagram
Twitter dropped some big news. From here on out, IOS users can now add tweets directly into their Snapchat snaps AND as stickers on Instagram. Apparently, these competing platforms can play nice. Read more.

LinkedIn Introduces Ads to Its Stories
Better late than never, I guess? Although LinkedIn hasn’t actually shared any data on their stories usage, they’re looking to up their ad game and allow marketers to utilize their ad targeting tools and hone in on specific audiences. Read more.

💡 Media Insight

Did you tag that right?

If you’ve got ecomm or direct response campaigns running on YouTube, are you tracking your results correctly? Are you sure?!

Let’s check.

You should be using Google Ads conversion tag rather than an ecommerce event imported from Google Analytics.

Why?

GA ecommerce tags only work if a viewer clicks off a video and completes an order in the same session. Ecommerce tracking from GA gives you a very limited view on the outcomes your ad is driving. Too limited.

Using a Google Ads conversion tag, however, can paint a bigger picture of your ad’s effectiveness at driving conversions. Here’s how:

– You can track view-through conversions (which, to risk being redundant, are important because YouTube is a platform for viewing videos).
– More importantly, you can track a click-through that’s outside of the same session last-click attribution. Thus, by using the Google Ads conversion tag, you track a click through a day or two later.

Did we prove our point? Yep? Good.

🎨 Creative Insight

The 👀 Have It

This tweet from Julian Shapiro is a good reminder that our eyes follow the eyes of others:

But we’d argue that our eyes don’t just follow the eyes of others but the direction of where the subject of a photo is facing too. Whether you’re designing an ad or web page, think about whether or not the person or product in your ad is facing toward the ad itself… or away from the ad.

Be mindful of the physical cues your ad is sending: Does it keep your target audience’s eyes focused on you and your ad—or something around your ad?

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