Monthly Media Update: Google Adds Performance Max Holiday Features

Industry-Wide

• Adobe releases new tools to create 3D content and creative for metaverse and VR - The "3D Capture" tool allows creators to merge a series of photos of real-world objects, transforming them into a three-dimensional digital object. Previously a “labor-intensive” project, this software will help companies like e-commerce brands showcase their products through an augmented reality lens.
• The “YouTube Effect” offers new ways to hit audiences cross-channel - YouTube has expanded its offering to reach people where and when they’re watching and listening the most. The three new features are spread across shopping, Connected TV, and audio, including the launch of audio ads to align advertisers with top music and podcast content.

Search Engine Optimization

• Photo insights removed from Google Business Profile Insights - As Google rolls out a new dashboard for Google Business Profile Manager, organizations will no longer be able to view profile photo analytics. Current insights help businesses analyze how engaging their profile photos are to visitors, and include the quantity of photos from owners and customers, how many views their photos generate, and how their metrics compare to similar businesses. 

Content, Social & Email

• Vimeo expands creative capabilities with interactive video - Clickable elements such as hotspots, overlays, quizzes, and add-to-cart buttons come with Vimeo’s acquisition of interactive video platform, WIREWAX. Brands will be able to give customers personalized, immersive experiences, with engaging touchpoints and journey branches.

Paid Search

• Google adds Performance Max features to aid holiday campaigns - Google has released new features for advertisers using Performance Max during the holiday season. The rollout includes: Performance Planner to help forecast campaign results; an increased number of headline variations and automated rules for asset groups; and expanded analysis for feed-based ecommerce sellers.
• Business information added to Google Search for better user experience - Advertisers can now add business names and logos to mobile Search ads. This helps users identify a business and its website more easily, similar to organic search results previously rolled out. Read more about eligibility and verification requirements here.

Paid Social

• Meta announces ads in Instagram profile feed - This new ad placement allows advertisers to easily expand their reach to new audiences while using their existing feed assets, while giving people the same personalized ad experience they enjoy in their main Instagram feed. Learn more here.

Display

• Netflix unveils ad-supported plan - Netflix has launched its lower priced plan, Basic with Ads, at just $6.99 per month. The ad product is available in 12 countries, and offers 15- and 30-second pre-roll and mid-roll spots, but as some programs weren’t created to carry mid-roll ads, Netflix’s content tagging teams are manually applying breakpoints to be less obtrusive for viewers. Targeting is currently limited to content-based categories with limited reporting, however, behavioral segments and expanded measurement will become available in 2023.