Foursquare aspire to be more than just a location based social network and are launching a new product called ‘Attribution’ in attempt to branch out. Attribution will allow advertisers to track customers as they shop in the real world, in the hope of understanding if their adverts really worked. If Foursquare can bridge the gap between the digital and physical world this could be game changing.
Latest AdWords editor update
Google updated its editor software again, this time to bring in the features that were introduced into the interface a while ago including Callout Extensions, Video Campaigns & HTML5 Ads. This will make bulk editing easier and simplify the process for advertisers to make their ads stand out. HTML5 Ads will be useful for advertisers using them within the Display Network, too.
Facebook’s overlap targeting
There is now an option to layer targeting on Facebook adverts which has got us excited! Where previously advertisers could only target users interested in, for example ‘travel’ OR ‘Algarve’, now there is the ability to target users who have an interest in both ‘travel’ AND ‘Algarve’. Naturally this will decrease the reach, however the interests will be much more specific and hopefully, an advert with better targeting should mean that users will be more likely to engage.
Ad blocking on the rise
The UK is seeing an increase in ad blocking with reported figures increasing from 18% to 22% since October 2015. According to a study by the IAB and YouGov, 18-24 year olds are the most likely to block ads with nearly 50% of them admitting to it, however many of them also admit that they would turn off their ad blockers if it meant that they could then see a particular website’s content.