Monthly Industry Roundup: July 2020
Enhanced Audience Targeting with Google Analytics
Google made several major announcements regarding updated features and tools, one of which included a big step forward in audience targeting driven by machine learning. Google released two new predictive metrics to App + Web properties: Purchase Probability and Churn Probability, allowing marketers to better forecast whether users will actually convert into customers.
“You will soon be able to use predictive metrics in the App + Web properties beta to build audiences and help you determine how to optimize your marketing budget. In the coming weeks these metrics will become available in properties that have purchase events implemented or are automatically measuring in-app purchases once certain thresholds are met. If you haven’t yet created an App + Web property, you can get started here.”
We’re Proud To Be IFA Members. Here’s Why.
With work environments rapidly changing and traditional ways of doing business evolving like never before, it’s natural to put every expense and endeavor under the microscope. As a 20-year old agency, we’re always looking for ways to improve upon our the success of our franchise partners. These past few months have shaped our organization and our business in myriad ways, but our core focus remains the same: helping our franchise partners maximize their ROI with scalable and impactful digital marketing strategies. To that end, we feel incredibly fortunate and proud to be longstanding members of the International Franchise Association (IFA), as their partnership remains integral to our success at Location3. Here’s why.
Video Consumption Isn’t Slowing Down
It’s no surprise that video consumption – particularly on mobile devices – spiked dramatically during the nationwide lockdown earlier this year. However, recent data also shows that user consumption of digital video content hasn’t slowed down despite states reopening at different levels over the past 60 days. New data released by eMarketer indicates that Connected TV devices are seeing the largest growth of all.
Facebook Rolls Out “Limited Data Use” for CCPA Compliance
As the California Consumer Privacy Act rollout continues to produce major changes across the advertising industry, Facebook announced their new Limited Data Use policy for ad campaigns earlier this month. As noted by Facebook directly:
“One reason a business might implement Limited Data Use is because the person is in California and opted out of the sale of their data under the CCPA. When a business enables Limited Data Use, Facebook will process data in accordance with our role as a service provider, with respect to flagged personal information from people in California.”
The “transition period” for Limited Data Use ends on July 31st, and we expect more updates from Facebook as we go forward. If you have any questions, please contact your Partner Director today.
Google’s Big Month
Enhanced Audience Targeting wasn’t the only feature update rolled out by Google, as the industry giant made several big updates and announcements throughout the month of July. From smart bidding updates, to enhanced ad creative features, there are plenty of things for marketers who leverage Google to be excited about.
For complete details on all of the new feature rollouts, read Google’s full release.
Location3 Adds Two New Team Members
July provided a nice boost to our team, as we were very fortunate to add new team members to both our business development team and our in-house software engineering team. To learn more about our new colleagues and their respective experience, check out our recent interviews here.
Here’s looking at you, August….