Digital Marketing News: The 6-Second Ad Experience

Every week we’re collecting a host of links, videos, and assorted analysis on the ever-changing world of digital marketing. We invite you to skim, share, analyze, argue, and refute – just so long as you don’t get embarrassed at the water cooler again. Here are the latest digital marketing news and trends for the week of May 18, 2018.

New Study Examines Effects of 6-Second Ads

New research from FreeWheel Council for Premium Video and Realeyes shows that 15-second ads are twice as effective as 6-second and 30-second ads. The study exposed 4,885 participants aged 18 to 65 to ads alongside clips of NBC premium video. Emotional and engagement levels were analyzed using Realeyes’ proprietary computer vision technology. Participants also responded to surveys about their experience. Here are a couple of more findings from the study:

• Six-second ads have a more positive impact when used to reinforce a message already delivered by a longer ad.
• Thirty-second ads are seen as less enjoyable and less appropriate in short-form video environments.

This suggests a wider variety of sequencing options for advertisers and publishers looking to create optimal ad experiences for viewers.

Google’s New Paraphrasing Algorithm 

Google has published research on a new algorithm that is capable of generating its own content based on its reading of relevant online content aka your website.

When a user asks a question, Google’s new algorithm will produce its own “article”, so users will no longer have to visit other sites. The algorithm is capable of extracting relevant content from multiple site pages and discarding the rest. The process is similar to the “Featured Snippets” results we’re accustomed to seeing in response to a user query.

A potential hiccup in the process comes in the form of abstractive summaries, which often use incorrect facts or information. Google is attempting to remedy the situation by not employing the abstractive summaries until the relevant information has already been extracted.

The research clarifies that this is an experiment and does not mean Google will be publishing its “paraphrased” content to its pages. But as Roger Montti points out in this post via Search Engine Journal, the results of this experiment could be directed toward voice assistant searches.

Google To Notify Users of Review Responses

Responding to customer reviews is important, and now users will receive an email notification from Google when a business responds to their review. This should help businesses create better relationships with their customers whether the review was positive or negative by encouraging interaction.

It’s a small change but reinforces the fact that responding to reviews in Google My Business is a worthwhile strategy for all businesses.

Amazon Drops Out of Google Shopping

As of April 28th, Amazon has stopped bidding in Google’s Product Listing Options. Google Shopping Ads allows merchants to upload their products, including photos to be listed at the top of Google’s search results. These ads can see click-through-rates that are 300 percent higher than standard text ads. Amazon’s pullout could signify an intensifying battle between Google and Amazon as Amazon develops its own product. As Jim Stratton points out in this post, Amazon’s exit from the auctions could be an opportunity for non-Amazon merchants. Here’s Stratton’s full quote:

“The opportunity for PPC bidders, with Amazon dropping out, this opens up the space for competitors. Those advertisers who have been historically competing with Amazon will see their ad positions increase, higher click through rate percentages, and increased click volume, which will lead to higher ad spends but proportionally higher sales and profits.

I believe that this will open up the space for new advertisers who have been sitting on the sidelines because they didn’t want to battle Amazons deep pockets for their respective products and categories.”

Stay tuned.