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🗞️ Digital Marketing Must-Knows

READ TIME: 3 mins 20 seconds ⚡

Author

Kole Ogundipe
April 03, 2023

Hello, Marketers.

Bing has a tightrope to walk. How do they balance the interests of the Publishers & Advertisers and offer AI-powered chat?

Bing chat relies on information provided by Publishers. But there’s less need for the Searcher to visit the Publisher’s website if the desired information is already shown in Bing’s chat box.

Last week Bing opened the discussion about the incentive structure for their new Search experience.

Here’s the latest…

Round-Up

1. Bing wants to preserve the traditional dynamic of Advertisers and Publishers while leveraging chat. Bing tried to address the concerns of Publishers whose revenue model is at risk when their content is pulled into chat. (Microsoft Bing â†—️)

  • Bing is considering an “expanded hover” feature (shown above). Hovering over a link will show more links from that publisher to help drive more traffic to the publisher’s website.

  • The second solution is sharing the ad revenue. Bing said revenue generated from Search ads will be shared with Microsoft Start partner publishers whose content contributed to the chat response.

  • While Bing confirmed that are actively “exploring placing ads in the chat experience”. Here’s a preview of the early ads that Bing have been testing.

2. Audible may bring ads to audiobooks. Some non-Audible members can get “ad-supported access to a limited set of Audible titles”.  Audiobook ads will likely be tested by Spotify too. Spotify acquired audiobook distributor Findaway for $119 million. And around that time the company said during an investor day that they were “looking at bringing ad monetization into audiobooks.” (Tech Crunch â†—️)

3. Google is making advertisers’ ads searchable. Google’s Ad Transparency Center is a “searchable hub of all ads served from verified advertisers”. That includes Search, YouTube and Display ads. If the feature is similar to Facebook’s ad library, all businesses will be able to look up each other’s ads. It will start rolling out globally in the next few weeks. (Google â†—️).

4. Meta is making lead generation easier through Facebook Reels. Click-to-Messenger Ads will be available within Facebook Reels. The feature will enable businesses to receive direct messages via Reels clips. Meta claim that “nearly half of people surveyed have messaged a business after seeing their Reels”. (Meta â†—️)

5. Twitter’s For You tab will focus on content from verified, paying subscribers. Elon Musk claimed this is a counter to prevent AI-generated content from dominating. And of course, the extra potential reach will attract more subscribers. Posts from accounts users follow will continue to be visible in the For You tab as well. Twitter also open-sourced part of their algorithm for selecting tweets to recommend. (CNN Business â†—️)

More Headlines

  • Meta will change how they use personal data for targeting advertising in the European Union

  • Meta also introduced new brand safety controls for advertisers

  • Lemon8, the Pinterest/Instagram rival, hits the top 10 in the app store

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✍🏽 written by Kole Ogundipe