Friday Catch-Up: Updates for Advertisers

The winter is coming to an end. So, it’s time to catch-up the latest updates for advertisers selected by our experts. Find out what helpful tools from Vkontakte, Facebook, Google AdWords, and Yandex.Direct work out for you. We also would like to share new information about mobile from GSMA Intelligence.

Vkontakte: Sending Emails

Vkontakte launched a new update: group administrators get a possibility to create and send emails to the followers. They can send a single email or a few emails at a time. There is an option to schedule email sending. One of the benefits is that the contact lists can be imported into the app through .csv and.txt files.

So, if you’re an owner of a news resource, you can send important news. Online shops can advertise special offers and discounts. Non-profits can share updates about their projects and send calls for action.

Facebook: Watching Video

Facebook understands that people are sharing more video than ever, so they work on improving the video experience for their users. The following updates aim to make watching video more engaging:

  • • Playing videos with sound when your phone isn’t set to silent.
  • • Watching vertical videos in the larger format.
  • • Minimizing the video when you scroll or exit the Facebook app to check your email, for instance.
  • • Rolling out a Facebook Video App for TV.

Google AdWords: Helping MCC Account Holders

Google introduced a new “Manager Accounts” option. Now, AdWords manager account (MCC) holders can select individual sub-accounts for reporting. It becomes easier to create reports for multiple clients in Google Data Studio. So, the managers don’t need to select the entire MCC.

Another helpful option is the possibility to filter sub-accounts by currency. In addition, Data Studio allows agencies to create an unlimited number of reports in their accounts.

Yandex.Direct: Expanding Negative Keywords

Yandex.Direct increases the flexibility of negative keywords. Now, advertisers can use phrases 2-7 words in length, so they become more flexible and can maximize the relevance of their search queries. This helps to filter out users who aren’t part of your target audience.

Be aware that the way you construct negative keyword phrases affects the way they work:

  • • In case you don’t separate words, e.g. expensive original unique Swiss watch, you will only prevent impressions if every one of the mentioned words is present.
  • • In case you separate words using hyphens or commas, e.g. –expensive –original –unique –Swiss –watch, the ad won’t appear if any of them is present.

GSMA Intelligence Report: Global “Mobilization”

The experts from GSMA Intelligence share the results of measuring mobile user engagement levels in their new report. The data insights are presented on the image below:

The highest level of mobile engagement is in the South Korea, Qatar, and the US.

The customer survey helped researchers to draw the following insight in terms of digital commerce: they found out that people would do the following using their mobile devices:

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