Digital marketing news update: Snapchat adds behavioural targeting and Google Merchant Centre gets new layout

Welcome to Tech Treats, our weekly feature where we provide our clients with the latest news on all things digital marketing. From current trends (note we are not automated!) and innovations, to fresh tips on getting the most out of your marketing spend, we’ll ensure you’re always kept in the loop!

An apology...

First off, we feel it right to issue an apology.  For those that expected Arnold Schwarzenegger to assassinate Mark Zuckerberg for the good of humankind last week – we seem to have got that wrong. We try to be on the cutting edge of digital news, and sometimes we just don’t get it right.  Please see last weeks’ article here.

Snapchat to add new behavioural targeting for advertisers

Behavioural targeting will soon be coming to Snapchat, Business Insider and a recent eMarketer report have revealed.

According to Snapchat’s director of revenue operations, Clement Xue, behavioural targeting will take into account the content a user consumes on the platform (such as the accounts they follow and what videos they view from other accounts). Nonetheless, behavioural targeting will still be quite broad as it won’t be based on interactions users make with others inside the app.

It has also been confirmed that behavioural targeting should be made available in the third quarter of 2016.

The TJM take: Currently, Snapchat’s targeting options are very much limited to basic information such as age, gender, location, device, mobile carrier and events.

Having the ability to create revenue is very different to actually creating revenue as Twitter have found out the hard way!

It seems the only two social platforms that people will willingly upload all of their secrets to is Facebook (and from a business perspective, LinkedIn). Until the other platforms can match this level of data capture, we feel their revenue creation will be a distant second at best.

The markets are also asking more and more questions about how social unicorns monetise large numbers of users; we see valuations tightening and once that trend starts, acquisitions will surely follow.

Three’s plan for an ad-blocker is challenged by EU over net neutrality

As the BBC reported last week, Three’s plan to offer ad-blockers to their users has been challenged by The Body of European Regulators for Electronic Communications (BEREC).

Following trails to block banners and pop-up adverts, the mobile network has received criticism from BEREC over net neutrality. In regards to this issue, BEREC has said that all web traffic should be treated equally, and that the blocking of advertisements would result in consumers having to pay for content that they currently get for free.

In response to the claims, Three has said: "BEREC has provided guidance to the EU's national regulators about their interpretation of the EU's net neutrality legislation- it is not a final decision and the final decision rests with Ofcom.”

The TJM take: With the EU tightening up regulation on mobile operators, they are searching for new revenue streams. Mobile advertising spend seems to have potential if only they could create a reason why it is for the good of the consumer…

Ad blocking, or more likely taking a cut from ‘authorised’ advertisers, seems to be a favourite and some Mobile Network Operators (MNO) have already proven the technology in other countries.  All it really means for the consumer is an additional charge that will need to be borne by them at the point of purchasing a product. Fortunately, net neutrality in developed countries seems to be a sensible argument against MNO’s interference.

Multiple users can now manage a Google My Business Listing

Following the latest Google update, multiple owners can now be added to a Google My Business Page. Put simply, this will enable users to be made an Owner, Manager or Communications Manager without having to share personal login details for the account.

As Search Engine Journal explains, users can be added by an owner through desktop or the Google My Business app. All that is needed to send the invite is the user’s email address or profile name. However, it’s worth bearing in mind that only those assigned the title of Owner are able to add or remove other owners or managers.

The TJM take: The pros of this update are quite clear- your account manager will now be able to access your Google My Business page without needing your personal login details, which will enable them to quickly make any agreed changes.

‘About time’ is all we can say on this one.

Google introduces new layouts for Tag Manager and the Merchant Centre

At the end of August, Google announced via the Inside AdWords blog that the Merchant Centre would be updated with a new responsive interface.

The updated look and feel will introduce a number of navigational changes (such as a new Home page to view recent announcements and dashboard data), as well as improvements to the Diagnostics page, Feed Rules, Currency Conversions and other Merchant Centre features.

Additionally, as Merchant Centre has been modernised to align with Google’s other products (such as the updated AdWords), we have also noticed that changes have been made to Tag Manager’s layout.

The TJM take: Although we’re enjoying the more modern look and feel of Tag Manager, we feel it still needs more work. The technical team here at Traffic Jam Media have noticed that it takes more clicks to publish changes, making it somewhat cumbersome to use.

Nonetheless, we’re still looking forward to exploring the new look and feel in more detail.

Facebook introduces Instant Video Call for Facebook Messenger

Facebook has announced the introduction of an Instant Video Call feature for users of their Messenger app.

With a simple aim of making communications between users as easy as possible, the new feature will enable any two users to start a video chat directly in their existing Facebook Messenger conversation.

Put simply, all a user will need to do to broadcast themselves is select a video button in the right-hand side corner of the chat window. Each user in the conversation will also have the option of muting their own video or audio is required.

The TJM take: This sounds like a cool feature, but it’s nothing too new. In fact, it looks like it will be a clear competitor against Skype, as well as Google’s video chat offerings, Hangouts and Duo. However, with existing features such as the newsfeed, we feel it will already have an edge on its competitors as a ruling communications platform.

Are there any topics you’d like covered in future Tech Treats updates? Send us a message on social media or drop us an email.