A roundup of marketing product updates from Google Ads, Facebook Messenger, ViacomCBS, and Mapp.
Google Ads Updates User Privacy in Digital Advertising
The search engine platform, Google, announcedOpens a new window in a blog that the company will offer a new feature in Google Ads called ‘about this ad’. This update will show users the verified name of the advertiser behind each ad. The About this ad feature will initially be available for display ads purchased through Google Ads and Display and Video 360, and we will bring it to other ad surfaces throughout 2021.
“Today we are sharing updates on our work in these areas, including new tools that provide people more information about the ads they see. We’re also introducing new resources for marketers and publishers that offer guidance on how to navigate today’s privacy environment, along with real-world examples from brands and media companies who are delivering effective, privacy-forward ad experiences that use data responsibly, †said Mike Schulman, vice president, ads privacy and safety, Google in a blog.
Facebook Messenger Adds Chat Plugin to Improve Customer Engagement and Reach
Facebook Messenger, a text and video communication app, launchedOpens a new window a chat plugin to improve customer engagement and reach. The new plugin will allow businesses to increase their online presence and talk to potential customers by bringing the Messenger experience directly on to their website.
“Today, we are announcing major updates to the Facebook Chat Plugin, a free tool that businesses use globally to connect with customers on their website. With this latest update, the Chat Plugin helps businesses reach more people than ever before, even customers not logged into Facebook. We are also introducing a new design which makes conversations easier and more intuitive. In our testing, businesses using the new Chat Plugin saw a 45% increase in customers inquiring about their products and services,†said Jenny Li, product manager, Messenger.
ViacomCBS Will Introduce Connected Video Ad Platform ViacomCBS EyeQ
ViacomCBS, a global media and entertainment company, launchedOpens a new window ViacomCBS EyeQ, a connected video advertising platform. The new addition will serve as a single transactional point of entry for digital video content from ViacomCBS’ leading portfolio of broadcast, entertainment, news and sports networks.
“The launch of EyeQ marks the arrival of one of the biggest premium video platforms in digital media,†said John Halley, chief operating officer of advertising revenue at ViacomCBS. “In unifying the operating backend and go-to-market of three large pre-existing players – CBS Interactive, Pluto TV, and Viacom Video – we have consolidated a massive audience footprint that will deliver quality, scale, and capabilities that cannot be matched.â€
Mapp Announces A New Product Update for Location-Based Targeting
Mapp, an insight-led customer engagement platform, has releasedOpens a new window a product update for its modular marketing platform Mapp Cloud. The new update will include 17 new functions and optimizations that improve efficiency across marketing analytics, customer intelligence, and cross-channel marketing.
“More than ever, digital marketing is focused on cost efficiency. For marketing teams, reliable, data-based insights for the targeted activation of end consumers are, therefore, more important. I am pleased that we are now releasing this Summer Update, following the consistently positive customer response to our recent product enhancements. It is designed to increase the ROI of marketing campaigns by seamlessly delivering customer insights. We are offering a mix of new features that reflect both the latest market developments and the needs of our customers,†said Michael Diestelberg, VP product and marketing at Mapp.