Twitter announces host of new APAC content deals

New partnerships across live, sports, entertainment and news take the platform to more than 50 in the region.

Twitter has unveiled a raft of new content partnerships throughout Asia-Pacific, further bolstering the social-media platform’s stable of premium video content.

The deals, announced at this year’s All That Matters conference in Singapore, range from short- to longer-form video content across Twitter’s focus areas of sports, news and entertainment. They include the likes of Sony Music, Vice Media and UEFA Champions League on FMA Indonesia.

“We are proud to expand our livestream and video highlights programming that is brand safe and will appeal to the audience and advertisers in APAC,” said Maya Hari, Twitter APAC vice president.

In entertainment, new deals have been signed with Sony Music, providing custom content and behind-the-scenes clips from major music acts; Red Chillies Entertainment in India, producing content with Bollywood megastar Shah Rukh Khan; and NBCUniversal, bringing its E! programming onto Twitter.

In sports, Twitter has partnered with FMA Indonesia to provide UEFA Champions League highlights; Fox Sports Asia for Formula One content; and Stadium Astro Malaysia for English Premier League.

Finally in news, new partnerships were announced with Vice Media over content throughout APAC; Network18 in India for video content around major events including India’s budget announcement and elections; and NET TV in Indonesia, which renewed and extended its Twitter partnership around bringing TV programming and bespoke content to the platform.

Kay Madati, Twitter global vice president of content partnerships, said APAC is driving growth for the company. “Our unique and strategic value proposition that positions Twitter as a complement, not competitor to traditional media companies, has delivered great success.”

The new content partnerships take Twitter’s total to more than 50 in APAC.

Source: campaignasia.com; 12 Sep 2018

Brands now get the power of gaming: Twitch co-founder

Kevin Lin says from gaming streams to esports, advertisers are finally giving the world’s largest entertainment genre the respect it deserves.

It’s taken a while but brands are now on board with the world of gaming, with the meteoric rise of esports being a critical catalyst, says Twitch co-founder and COO Kevin Lin.

Speaking to reporters at the All That Matters conference in Singapore, Lin said gaming is now being seen as “both a marketing tool and commercial opportunity” for numerous brands outside the industry and that esports has been “a great path for that”.

“We’re all about creators [at Twitch], but esports is a great amplifier of everything and its own industry now,” he says.

Founded in 2011, Twitch quickly established itself as the go-to streaming platform for the gaming community, which until then had been at best underserved and at worst ignored by the business and digital world.

“But now that you’ve got all these big investors from sports and music coming in, celebrities getting involved, that’s brought a lot of mainstream attention, which has been very positive,” Lin says. “Sponsors now get it more, there are more people evangelising, more people inventing other business models around it.”

For Lin, the equation is simple for advertisers, and it’s only surprising that it’s taken so long for many to understand the value of today’s gamers, who are a far cry from the stigmatised introverted shut-outs they have been portrayed as for so long.

“They don’t just play games 24 hours a day, they go to concerts, get on planes, stay in hotels, all the things millennials do,” he states wryly. “We have a very desirable, young millennial audience, that’s very present on the site—15 million people a day watch for two hours, probably one of the most engaged platforms on the internet.

“So that’s been a really good story to tell to advertisers and brands, and we’re continuing to innovate and re-invent solutions for them to reach our audience, whether that’s content activations, esports activations or products that really lean in to the culture of Twitch.”

Amazon bought Twitch in 2014 for US$970 million, a deal that helped shift the platform into the mainstream. However, Twitch has come under significant fire recently for the changes to its subscription Twitch Prime product. Rolled into the suite of Amazon Prime services, Twitch Prime users are now seeing advertising, unlike before, despite the fact they are paying a subscription. Those that want to go ad free must pay an additional subscription fee for new service Twitch Turbo.

Lin says plainly that the changes were largely made to expand Twitch’s variety of revenue sources. “It helps our creators and it helps us. I mean, we’re a business, we have to be able to make money. Kevin Lin

“Historically as we’ve surveyed our users, around subs particularly, the feedback has largely been the reason why they’re buying [is] around supporting streamers. So [ad revenue] felt like an ok thing to tease out. People understand that creators make money from that advertising, and Prime users are high-value viewers on the site. So it seemed like the right decision.”

Lin is quick to add that the changes are being closely monitored, as is user feedback. “We felt like it was a safe bet, but we’ll see. We listen to our users, we listen to our community, we shift our products around all the time, but it felt like the right thing to do.”

More broadly, for advertisers, Lin says the growing sophistication of streamers and esports athletes in their interactions with brands means the industry is at the start of a new and exciting period for advertisers to get deeper, more meaningful engagement with the gaming audience.

This stems, says Lin, from the fundamental difference between esports athletes and traditional athletes: proximity to fans. “Esports athletes develop a much tighter relationship with their fans. They’re much more accessible and approachable, and in fact they’re there talking to you, potentially playing games with you. You don’t really get that kind of access to athletes.

As brands start to learn about the space, and players start to engage with more brands, Lin believes there will be “unique ways” to reach the gaming audience that are more native to the format.

“Posting a picture on Instagram and getting paid to do that is great, and you might actually see decent results as an advertiser doing that, but there are many deeper ways to get involved as brands,” he says. “That’s just getting started.”

Source: campaignasia.com; 13 Sep 2018

Social Network Users in Asia-Pacific 2018

Gauging Facebook’s Growth Across the Region

Facebook user growth in Western markets may be tailing off, but that is not the case for Asia-Pacific. In 2018, Facebook’s audience in the region will increase 13.4%—nearly double the rate of worldwide gains—reaching 663.0 million users. India will spearhead this jump, climbing 17.3% and accounting for nearly one-third of users in the region.

Facebook’s growth in India is a result of an expansion of more affordable mobile services. In 2016, 4G LTE mobile internet use exploded in the country after the arrival of mobile operator Reliance Jio and its low-priced data plans. Competitors like Bharti Airtel and Vodafone lowered data costs to stay competitive, which motivated consumers to sign up. Between 2016 and 2018, the percentage of mobile phone internet users grew from 24.0% to 32.3% of the population.

With growing mobile uptake, many of these new internet users also signed up for Facebook to connect with friends and family. New phones coming with Facebook Lite preinstalled was a boon as well. During the same two-year period, Facebook’s share of the population rose from 11.4% to 16.7%. By 2022, continued adoption of mobile internet will further Facebook’s reach to 25.0% of India’s population.

Whereas India represents high-end growth for Facebook, other Asia-Pacific markets are slowing. In Japan, Facebook’s share of social network users will decline between 2018 and 2022, falling from 39.3% to 38.5%. Facebook has struggled to catch up to Twitter and messaging app Line, which built large audiences after the 2011 Tōhoku earthquake and tsunami damaged traditional telecom infrastructure. Twitter’s 280-character limit has not deterred usage in Japan since Japanese requires few characters to communicate complex messages.

For the most part, Facebook’s expansion in Asia-Pacific will be based on the maturation of mobile broadband coverage. For example, user growth in developing Asia-Pacific markets like Indonesia, the Philippines and Vietnam will outpace Facebook’s worldwide growth of 7.7% in 2018. Together, these countries will add 16.6 million users this year.

Although Facebook’s penetration of Asia-Pacific appears low at 44.5% of social network users, this is due to China’s ban on the platform. Excluding China, Facebook will actually reach 81.2% of social network users in the region.

It’s worth noting that some of Facebook’s growth can be attributed to Facebook Lite. The data-efficient Facebook app reportedly has over 200 million users and remains critical for usage in 2G and 3G areas cross Asia-Pacific. Facebook is looking to replicate its success with the release of Instagram Lite, which arrived in June 2018.

It’s too early to tell what impact Instagram Lite will have, but growth for Instagram in Asia-Pacific will be strong this year, rising 24.6% to 216.9 million users. Increases will be fastest in India (48.3%) and Vietnam (21.3%)—again, driven by improving mobile internet coverage. By the end of 2018, 26.6% of social network users in the region (excluding China) will use Instagram.

Source: emarketer.com; 12 Sep 2018

Messaging Is Back

Mobile messaging is the number one trend that marketers cannot afford to ignore.

Over the past several years, the proliferation of chat apps, SMS, and social messaging platforms like Facebook Messenger and WhatsApp have largely displaced this more traditional form of online messaging like instant messages and email. In 2016, instant messaging and texting (e.g., SMS and chat apps) were the first things 35% of Americans checked in the morning, according to Deloitte, up from 29% in 2014.

We’ve come a long way since brands dabbled in short message service (SMS) or began exploring communications tied to branded apps. We are in the midst of an undeniable resurgence for one of mobile’s original and most defining functions. It’s a renaissance of messaging.

What’s Old is New Again

We first saw the height of text messaging come into play at the turn of the century. Text messaging grew massively in the 2000s, with TV programs like “American Idol” inviting the public to vote for their favourite contestants via text and then-U.S. presidential candidate Barack Obama announcing Joe Biden as his running mate through the use of bulk text messaging.

But even at its peak, text messaging had its challenges, such as SMS charges or the risk of users going over their data limits. Now that unlimited texting and data plans reign supreme, and landline bills are non-existent, “going over” is less of a concern. Additionally, a wave of new channels has emerged to complement SMS, including chatbots and mobile wallets.

And while text messaging continues to power the lion’s share of today’s interactions on mobile, new channels and apps centered on messaging have significantly expanded marketers’ arsenals.

Beginning in 2010, messaging and chat apps began sprouting up and attracting users all over the world. We needn’t look further than the impressive sprawl of WeChat in China, or Facebook Messenger and WhatsApp’s billion-plus users to know that messaging — in all its forms — is here to stay.

All of these channels serve as oxygen that fuels the mobile messaging fire, highlighting that all-important, in-the-moment relationship with the consumer. The brands that are ahead are the ones who have discovered that true personalization is about authentic conversations in the right channels.

Embracing the Renaissance

This renaissance of messaging shows no signs of slowing down. More innovation is on the way as new initiatives like Google’s RCS usher in the next generation of messaging standards, and voice assistants like Amazon’s Alexa become more sophisticated to make voice commands a mainstream form of messaging. Additionally, conversational commerce, meaning the use of messaging to market and sell, is a largely untapped opportunity in the U.S. — and a sizable one at that, especially if brands’ reported successes on WeChat in China is any indication.

Here are three ways marketers can embrace this renaissance:

1. Leverage existing infrastructure: Building a chatbot in Messenger or creating a digital loyalty program in Apple Wallet and Google Pay doesn’t require you to build from scratch, and you can ramp up quickly by integrating these services into your cloud platform.

2. Make messaging a part of your mobile engagement strategy — quickly: The proliferation of messaging channels and apps is a blessing and a curse. Each brand needs to be strategic about where to play, which is why building a multi-channel view of the customer, complete with their preferred messaging apps and channels, is critical.

3. Build a 1:1 relationship with consumers: To activate a multi-channel understanding of consumers, marketers need robust CRM capabilities to deliver the right message, at the right time, on the right channel.

Thriving in this golden era of messaging is not as simple as firing off messages. It requires a multi-channel understanding of your customers. This view should include: real-time insights, analytics to measure impact and a comprehensive multi-channel strategy to reach the right customers at the right time.

Source: vibes.com; 4 May 2018

Facebook rolls out Watch video platform to Asia-Pacific

Ad Breaks program expands to ANZ now and Thailand in September, sharing revenue with publishers and creators.

Facebook Watch, the rival to YouTube that the social network launched in the US a year ago, is now available in the rest of the world. Watch exists as a personalised video feed on Facebook and is designed to be a social experience, with users able to see comments other people are making on a show.

“We’re excited to announce that we’re making Facebook Watch available everywhere, giving people in Asia Pacific a new way to discover great videos and interact with friends, creators, and other fans,” said Saurabh Doshi, director of entertainment partnerships for Asia-Pacific in an emailed statement.

Doshi noted expanding Watch’s availability would create new opportunities for creators and publishers in the region, but noted Facebook “still had work to do.” No Asia-Pacific-specific funded content was announced for the launch. Instead, the global announcement highlighted the popularity in the US of shows such as Red Table Talk with Jada Pinkett Smith and Huda Boss by beauty mogul Huda Kattan.

But all Page videos are available to be published on Watch and Facebook says its focus will remain on video experiences that connect people. As examples, Facebook pointed out creators from Asia like Ms Yeah with over 3.5 million likes and 4.2 million followers, or How to Dad from New Zealand who has built a community of 1.8 million followers.

While Watch has struggled to gain traction with viewers since its US launch, Facebook head of video Fidji Simon said in a blog announcing the move that the total time spent watching videos in Watch has increased fourteen-fold since the start of 2018.

Source: campaignasia.com; 30 Aug 2018

Malaysia heads for high-income status

Solid GDP growth is moving Malaysians up the spending-power ladder.

According to the World Bank, Malaysia is one of the most open economies in the world, with a trade- to GDP ratio averaging over 140 percent since 2010. It’s openness to trade and investment has been instrumental in creating employment opportunities and income growth. In 2017, Malaysia proudly increased its ranking in the World Economic Forum’s Global Competitiveness report to rank 25th out of 138 economies, leading the region of emerging economies. Malaysia aspires to achieve status as a high-income economy by 2020 as classified by the World Bank and as a result has been focusing on efforts to attract investments and drive productivity and innovation through political, economic and regulatory reforms.

In Q4 2017, the Malaysian economy expanded by 4.9%, continuing the strong momentum shown throughout the year. Headline inflation moderated to 3.5% in Q4 2017, mainly due to lower inflation in the housing, water, electricity and gas as well as transport categories. The central bank expects GDP growth to remain favourable in 2018, with moderate inflation coming from domestic demand, continued export growth from encouraging global demand conditions and the stronger Ringgit.

While the economy expanded in Q4 2017, consumer confidence has remained stable throughout the year. The economy continued to be the top concern for Malaysian consumers during this period, reflected by subdued consumer spending. On the FMCG front, the market hit an all-time high for the year in Q4 2017 after subdued performance over the festive periods in Q1 and Q2 2017. Modern Trade growth has come via Super/ Minimarket and Convenience store format expansion in line with the growing propensity for Malaysian consumers to shop at stores that are ‘convenient to get to’ and shops that offer low prices for most items. It is these attributes that appeal most to consumers’ changing lifestyle needs, which are driving the expansion of smaller store formats.

The digital landscape is changing the way Malaysians interact with each other, how they form their opinions and how they make purchase decisions. It is an exciting time for Malaysian media, as digital media continues to grow and traditional media innovates to keep pace and stay relevant. Increased internet usage has also positively impacted Malaysia’s e-commerce industry. Among the 17.4 million Malaysians aged 15 and above, 10% have shopped for products or services online past month. Online shoppers tend to be younger (the majority are under the age of 39), and among the most affluent (with a household income of more than RM8000) online shopping rises to a healthy 25%.

The rise of digital media, however, does not mean that traditional media is no longer relevant in Malaysia. Nielsen Consumer and Media View shows that in 2017, daily newspapers, television, radio, outdoor advertising and in-store media continued to enjoy more than 70% reach across the board.

In this environment, it is critical to embrace both traditional and new channels and formats to ensure consumers receive a consistent brand proposition across both physical and digital mediums. Authenticity and transparency are central in this highly connected world, where consumers can quickly verify claims and check price comparisons at the click of a button.

Source: campaignasia.com; 27 Aug 2018

Most APAC consumers using voice tech now

iProspect says brands must get on board now with one of the industry’s most rapidly developing trends.

Close to two-thirds of Asia-Pacific consumers have used or are using voice technology today, according an in-depth study from iProspect.

Produced in partnership with insights consultancy Idstats, ‘The Future is Voice Activated’ is based on a survey just over 1,800 smartphone owners aged 18 to 50 in six APAC markets: Australia, China, India, Indonesia, Japan and Singapore.

Among several other insights, the report found that 62% of those surveyed used voice-activated technology in the last six months, and 56% said their usage had increased in the last six months. Most telling for brands, however, is that 95% of respondents said they intend to continue using voice services in the next 12 months.

“The transformative impact of voice technology is being felt across the globe,” said Joanna Catalano, iProspect APAC CEO. “Brands who aren’t reacting to this burgeoning technology risk becoming invisible sooner than they think across key customer touch points.”

India’s frequency of usage

Of the markets surveyed, India (82% voice adoption) and China (77%) were the clear emergent growth markets. Together with Indonesia, the three countries make up the ‘dynamic’ growth markets, while Australia, Japan and Singapore are classified as ‘conservative’ growth markets.

China’s list of activities voice is used for

Japan has the lowest voice adoption of the countries surveyed, with only 40% usage. The study found that embarrassment, among other things, and slow uptake of devices such as personal assistants are likely key factors for the slow growth.

Japan’s reasons of not using voice

Japan’s technology adoption

Source: campaignasia.com; 24 Aug 2018

Make your ads sound clever: Why sound branding matters

The way sounds are used can have a profound impact on consumers’ response to brands, with recent research revealing the extent and depth of the effect they can have.

If you need proof that sound profoundly affects a branding experience, look up Tupperware’s mandoline ads on YouTube.

One of the versions on its US and Canada channel is set to crashing electronic music and is unwatchable. Another, under the name Mandochef on its Asian channel, uses exactly the same visuals but is set to gentler music composed for the ad, with satisfying sound effects (below). The latter has more than 10 times the viewers of the US version.

Sound branding is not a new concept but the results of recent research and the rise of voice as a platform are pushing brands to use it at a new level. It is thanks to this research that the reason the mellower version of the Tupperware ad is more satisfying to watch can be identified.

“Our brains love it when what we see and hear are aligned. Conversely, our brains find it distracting and upsetting when it’s out of sync,” Heather Andrew, chief executive of neuro-research company Neuro-Insight, explains.

Two years ago, Thinkbox commissioned Neuro-Insight to explore links between TV advertising creative and memory. One of the findings from this analysis, which involved mapping the brain responses to more than 200 TV ads, was that when music and visuals synced up well, the brain generated a 14% higher memory-encoding response.

“John Lewis ads do this particularly well; they often re-record tracks to better suit the visuals,” Andrew adds.

Neuro-Insight also found that the brain prefers it when music’s emotional resonance matched that of the ad’s story and visuals. When the researchers replaced the track for Budweiser’s 2018 Super Bowl commercial “Stand by you” (a soft and slow cover of Stand by Me by Skylar Grey) with the original more upbeat Ben E King version, the results were dramatic.

“We found a dramatic difference in the brain responses to the two different ads—the brain was struggling to connect the Ben E King version with the visual storyline it was seeing,” Andrew says.

But beyond making the brain happy to stimulate memory, what if brands could use music or sound to alter brainwaves, inducing a desired state? Sound branding agency Soundscape and hotel chain CitizenM are in the process of testing this theory.

“There is neuroscience research that suggests by mimicking a brain’s oscillations, you could trigger certain states, such as sleeping or focus. It’s a form of hypnotherapy if it works,” Ollie Humphries, founder of Soundscape, explains.

Working with artists and neuroscientists, Soundscape has composed music tracks for CitizenM aimed at solving three traveller problems: jetlag, focus and the fear of flying.

“Neuroscientists are testing out how our tracks perform against general music you find on Spotify labelled ‘sleep’ or ‘focus’. If it works, we’ll distribute it through the hotels and on Spotify,” Humphries says.

BRANDS MAKING A NOISE

Ikea’s ‘braingasm’
Tapping into a phenomenon known as autonomous sensory meridian response (ASMR), Ikea sought to make a group of people very happy with a 25-minute commercial designed to trigger what ASMR-philes call “braingasms”.

Visa sounds out mobile

Visa found that 81% of shoppers felt safer and more secure with mobile transactions if it used sound and animation, so that’s what it did. Visa created a branded animation, sound and haptic feedback for mobiles aimed at giving customers a feeling of satisfaction.

Image 2

 

Nissan’s ‘singing’ cars
Nissan commissioned Man Made Sound to produce a proprietary sound for its fleet of otherwise silent electric cars. The end result – “Canto”, which means “I sing” in Italian – has a musical element and conveys a sense of the cars accelerating.

Source: campaignasia.com; 20 Aug 2018

We’re spending more time with Google than ever. Is it time to ditch Facebook?

A recent study shows that consumers are spending more time with Google than ever before, while digital consumption of Facebook is down. Should advertisers jump ship as well?

Google and Facebook have made the headlines so frequently in recent days that news about them is beginning to sound more like salacious celebrity gossip than reports about tech companies. In fact, one recent headline claims that “Google consumes one-third of our digital minds.”

The headline was inspired by a study by Brian Wieser, a researcher at Pivotal, that found consumers spent 34.2% of their time online in June using Google products, including Waze and YouTube. That number is up from 28.6% last year.

The study also suggested that the increased time spent on Google could be cutting into time spent on Facebook, since digital consumption of Facebook dropped 10%, and consumption of Instagram (a Facebook company) dropped 6%.

If consumers are no longer spending as much time on Facebook and have migrated to Google, should advertisers follow suite?

Right on the heels of the Cambridge Analytica scandal, in which the data of 87 million Facebook users was accessed in an attempt to sway the U.S. presidential election, the company was hit with billions in fines for failure to comply with new EU privacy rules. Then, a month after the GDPR took effect, it was announced that Facebook’s stock dropped 20%, losing $120 billion in value.

And most important for marketers, Facebook ads are getting more expensive, yet people seem to be less receptive. Merkle, a performance marketing agency, recently found that the cost of advertising on Facebook in Q2 has risen 70%. But advertisers may not be getting what they pay for, since the company also found that impressions were down 17% for the same period.

Google ads, on the other hand, are doing better than ever. Merkle also found that Google shopping ads were up 31%, while YouTube ad spend grew an explosive 189%. Google also accounted for 96% of organic search visits.

And while Google has also faced its share of scandals lately, including its own set of EU fines and user concerns about privacy, that doesn’t seem to be slowing down the amount of time consumers are willing to spend with the company.

So as Facebook struggles to shake its less than stellar reputation, should advertisers be moving to greener pastures?

Back in January, Mark Zuckerberg himself told advertisers that changes to the site may cause users to spend less time on the platform, resulting in less opportunities for reach with both paid and organic ads.

And while the drop in time spent on the platform, not to mention the soaring cost of advertising, may seem scary, according to Andy Taylor, associate director of research for Merkle, they’re not as dire as they seem. While impressions are down, users are clicking more than ever. Over the same period that saw a decline in impressions, total ad clicks actually increased by 20%, indicating that users are actually more interested in ads now that they’re spending less time looking at them.

According to Taylor, the soaring price of advertisements is a result of companies clamouring to be included in a limited space.

“Google makes changes by adding inventory and expanding ads. But for Facebook, there are only so many spots you can throw ads on a page.”

Expanded inventory could be coming soon

If Facebook is going to continue to grow ad revenue, it’s going to have to find a way to offer more inventory. Instagram is one channel Facebook is exploring to increase opportunities for advertisers. And while advertising on Instagram is still in a nascent stage – with mixed opinions on how much space they should fill – the popularity of the platform, which recently grew to 1 billion users, and it’s newish Stories feature provides ample opportunity for advertisers looking to experiment.

Facebook has also announced plans to focus on a “family-wide audience metric,” that unifies advertiser campaigns across all its platforms, including WhatsApp, Facebook, Instagram, and Messenger.

And though it’s more expensive to advertise on Facebook than ever before, Taylor isn’t advising his clients to leave the platform.

“I don’t see advertisers fleeing from Facebook for Google,” Taylor says, “and I expect to see Facebook grow in a meaningful way over the next few quarters.

Yet Taylor also isn’t telling his clients to avoid Google. In fact, quite the opposite. While many articles and studies depict Facebook and Google as an either/or proposition, a healthy campaign should probably include both.

“It’s really about what you can afford,” Taylor says. “But the goal is to be visible on as many platforms as possible.”

Source: clickz.com; 17 Aug 2018

Google launches cross-device reporting feature

Google launches tool that can track users across devices, plus an additional line for text ads, and an app that allows public figures to address fans and stakeholders.

Advertisers, agencies, and publishers can now turn to Google Signals (GS) to track prospects, instead of devices. The new feature promises to help with the optimization of both advertising expenditure and the user experience across devices.

According to Prantik Mazumdar, CEO of Happy Marketer, cross-device advertising has been shown to increase conversions by around 40% in comparison to single-device marketing. He adds that a marketer can tailor the messaging and targeting of an ad in a more precise manner through the capability, potentially driving higher conversions.

GS is currently in beta testing and is part of wider effort to integrate the company’s web analytics service portfolio into the rebranded Google Marketing Platform, granting users the ability to base targeting on datasets generated in Google Analytics. In the age of GDPR, only users that have turned on Ads Personalization will be tracked.

“The consent-based opt-in nature of Ads Personalization means that users may be more receptive to the ads being served,” said Danish Ayub, CEO of MWM Studioz. “We could potentially save ourselves the trouble of displaying an awareness-focused ad to a prospect on all her devices. This means we can map ads to appear in a sequence of the user-awareness journey, serving new ads with every in-device impression, increasing CTR or conversions over time.”

As the bridge between the analytics and marketing capabilities of Google, GS aims to offer advertisers, agencies, and publishers a better understanding of customers across devices.

“Given the popularity and prevalence of the Google stack globally, the global rollout of Google Signals will make cross-device tracking and marketing very accessible to a lot of marketers, and they would get a step closer to taking meaningful marketing actions based on the single view of the customer,” said Mazumdar.

Source: campaignasia.com; 14 Aug 2018