In the News: Search Ads Getting Several Makeovers, Snapchat Adds Geofencing & Retargeting, Super Bowl Reign Supreme, and More!

| December 31, 2018

All the latest news from the marketing world that you need to know.  

Google Introduces Pay-Per-Conversion for Display Ads
Announced on December 13th, Display campaigns now have an option to pay-per-conversion rather than pay-per-click when using a Smart Display campaign with Target CPA. PPC and pay-per-impression options are still available. More details on how Pay-Per-Conversion works is on the Google Blog.

Snapchat Adds Geofencing & Retargeting Options
Earlier this month, we predicted that Location-Based Marketing will be huge in 2019, and Snapchat has just added fuel to that fire. Advertisers with physical locations and storefronts can now add geolocation features to retarget visitors with ads. Advertisers will now also have the option to create lookalike audiences, all thanks to what’s being called the chain locations targeting feature. Adweek has the full story, here

(Click to enlarge)

Super Bowl LII + NFL Reign Supreme as Most-Watched Telecast in 2018
According to new data from Nielsen, this year’s Super Bowl featuring the Philadelphia Eagles defeating the New England Patriots was the top single telecast in 2018 with an average of 104,107 viewers. Following closely behind is the  Super Bowl post-game show on NBC and the NFC Championship game on Fox. The NFL was number two in most-watched regularly scheduled programming, trailing the popular yet controversial reboot of “Roseanne.” Neilsen has more on the most-watched programs of 2018 on its blog.

OTT Ad Spends Still on the Rise and Show No Signs of Slowing
Both OTT and Digital Ad spend rose in the third quarter – 45% and 25% respectively, over the same time frame last year. Multichannel video program distributors (MVPDs) meanwhile, experienced 87% growth with internet-connected platforms, with an 11% increase in ad views on set-top box platforms.  MediaPost has more on the numbers, here

(Click to enlarge)

Google Releases ‘This Year in Search’
From the “how to-s” and the “where are-s” Google has compiled and released its global Year in Search report. How does your business or brand align with the top searches in 2018? The full report is detailed on the Google blog.

Facebook Testing Search Ads
In an effort generate more revenue, Facebook is testing Search Ads within its Marketplace. Current tests are being run in the US and Canada, and include the automotive and retail/e-commerce industries, static images with links, and Carousel Ads with images.

According to Adweek, “Brands that are part of the test group can select the Search placement in Ads Manager, after which their ads may appear in searches for terms related to their offerings — auto brands will appear in car-related searches and retailers and e-commerce brands in searches related to those sectors. Advertisers do not have the option of selecting specific keywords or phrases.” Read the full story here.

About TEGNA Marketing Solutions

The marketing experts at TEGNA stay up-to-date with industry news so we can continue to be Trusted Advisors to our clients. We take the time to understand our client’s unique marketing needs to create a customized solution based on insights and industry expertise. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Contact TEGNA Marketing Solutions today to find out how we can improve your marketing strategy.

Missed previous roundups?

Leave a Reply

Your email address will not be published. Required fields are marked *

I’m averaging 5 to 10 phone calls a day with people calling for more information about our school. They say they were searching online and saw our ads — our internet marketing is working very well.

Director of Athletics & Admissions, New York Military Academy

TEGNA has made our business an actual brand, not just a startup. It’s driven people to see we’re a real company with quality products.

Co-founder, Rainbeau Curves

Get the newsletter

Sign up for email alerts and get the latest posts from the TEGNA Marketing Solutions Blog delivered to your inbox.

TEGNA Marketing Solutions