Digital Dash: Pinterest’s self-serve tool & more
1. Pinterest plays cupid between brands and its Pin Collective with new self-serve platform
Pin Collective is Pinterest’s 100-strong network of creators. With skillsets ranging from photographers and illustrators to stylists, it’s this group’s job to work with advertisers to create Promoted Pins. When it comes to Pinterest-perfect content, these guys really know their stuff.
The process of running a Promoted campaign on Pinterest has been a bit long-winded up to now, taking as long as 6 weeks to get off the ground.
But as of this week, Sep 19th to be exact, things are looking up for Pinterest-bound advertisers, who can now develop campaigns in as little as 10-14 days thanks to a new self-serve tool.
To take advantage of the free platform, advertisers simply need to submit a creative brief. They will then receive applications from Pin Collective members who fancy giving the project a go. One is then selected and communicates with the brand directly through the self-serve system. Easy peasy.
There’s no minimum spend and Pinterest’s in-house creative team The Studio keep a beady eye on everything to make sure the whole process runs smoothly.
It didn’t take long for Adidas to pounce on the new platform. Here’s one of the custom photographic Pins it created in collaboration with stylist, photographer and art director Liz Chernett.
Interestingly, Snapchat – which not long ago launched its own self-serve ad platform – has also made a similar move this week by adding 14 companies to its line-up of creative partners. In this case though, the focus is on ‘post-swipe’ engagement.
2. Facebook launches new optimisation hybrid, advertisers celebrate
Facebook’s pixel is everything. We all know that.
And one of the most powerful abilities it grants is to optimise ads for conversions and track purchases. It’s an attribution dream.
There’s a problem though.
Facebook needs a good amount (a bare minimum of 15-25 but ideally 50-100) of conversions per ad set, per week, to be able to build an effective user profile and subsequent audience for ad delivery.
And, especially if you’re running multiple ad sets, reaching that number can be quite a challenge for many advertisers.
With all this in mind, the news that Facebook has introduced a new ‘click to purchase’ conversion optimisation option is VERY welcome.
Choosing it means that Facebook initially optimises your ad for clicks – until you’ve got enough purchase conversions – at which point it switches to purchases.
While this is all really positive news, I’ve just got to wish good luck to anyone who’s job it is to analyse these cross-optimised ad sets. Oh, hang on…
3. Facebook adds ‘Recent Ad Activity’ tab marking possible attribution breakthrough
Hope you’re in the mood for a bumper dose of Facebook news, because here’s another one (and there’s still one more after that too).
The Social Network has added a new tab for users called ‘Recent Ad Activity’. As the name suggests, it takes you to a page where a library of every ad you’ve either interacted with or saved over the past three months awaits.
This will go a long way to helping those people (most of us) who see an ad and want to act on it later, but then can’t find the freaking thing.
After scrolling back a few hours in the News Feed, most just give up and Google it.
And the trouble with that?
In last-click attribution models, Google gets all the credit when actually it was a Facebook ad that did the hard graft.
For advertisers, the new tab is also valuable in the sense that it acts as a reminder. It effectively means that someone may see your ad multiple times, yet you’ve only had to pay for their eyeballs once.
4. More Facebook news! Predictive targeting gets a test run
Facebook’s latest ad option (spotted in the wild by Marketing Land) is going to give competitors a right old headache.
As if its advertising platform wasn’t already one of the most fearsome out there, it’s now showing signs of moving into a new territory – predictive targeting.
Obviously, geolocated advertising is already widely used on the platform (shout out to Local Awareness and Store Visit ads), but this is something a little different.
Based on a user’s real-time location, Facebook is testing a notification that suggests local businesses they might be interested in. In this case, restaurants were the focus – something that may well be related to the time of day too.
Swiping the screen led to a map with location pins and key details about each spot. Clicking on the listings then directed users to the brand’s own Facebook page.
It’s not clear yet when/if/how this will become a placement option, or how bidding will work. But it’s something we’ll definitely be keeping track of.
Watch this space for updates.
5. EU businesses brace for arrival of game-changing data protection regulation
Excuse me while I go into full-on geek mode for this week’s final story.
The General Data Protection Regulation (GDPR) is an upcoming change to data protection rules that will impact all EU businesses and public sector organisations when it comes into force on May 25 2018.
It will mark the biggest shift in data protection legislation for two decades. So yeah, it’s definitely one to know about and prepare for.
The main things to know about the GDPR is that it’s been designed to ‘harmonize’ data privacy laws across Europe and give greater protection and rights to individuals. As noted by Wired, its provisions in the UK will be covered by a new Data Protection Bill.
The main changes the GDPR will bring about are:
• Better – and free – access to the data that companies hold about people, as well as giving them more control over it
• New fines for non-compliance with the regulations and misuse of personal data (need to note here that these could be up to 20 million euros, or 4% of a firm’s global turnover if that’s the bigger number)
• Clear responsibility for organisations to obtain consent re. the collection of personal data – ‘positive opt-in’ will be key to this
The new laws will also cover pseudonymised personal data if the individual behind it can be identified.