Bonded Bitesize - Your Midweek Roundup

Bauer releases a radio guide for weather-triggered advertising

Hearing and sight are just two of your five linked senses, which allow advertisers a biological ‘tap in’ to connect emotionally resonant feelings with product recommendations.

Bauer mentions how the Dynamic Creative Optimisation tool allows the radio broadcaster to pair your message to the weather conditions listeners are experiencing, through live data. This will tailor a targeted listening experience that is contextualised by the nature of weather that your audience can fully relate to.

Bauer adds how this relevancy reaches “people in the exact moment the weather is shaping what they need and want” – reflecting situational needs such as a hot cup of coffee on a rainy day, as an impactful feeling, that generates higher purchase intent for listeners.

We can’t change the weather, but by changing our audio advertising to suit it, may just be the answer to reaching audiences at the right moment.

YouGov's data insights: The effectiveness of OOH

Based on YouGov’s collated data, Out-Of-Home advertising is frequently viewed by the British public – showing the audience of this channel is vast and constantly reachable.

The report highlights results based on a survey, which includes how 34% of people notice OOH advertising several times a week, with 21% of people researching a product or service after viewing. These statistics demonstrate the wide reach and daily discoverability of OOH advertising, with consumers actively engaging in the customer journey from this discovery start point. YouGov’s report highlights the esteemed effectiveness of OOH presenting the opportunity is worth investing in.

New Zealand's new social media ban: The latest country to safeguard vulnerable teens from addictive social media

New Zealand has joined a growing list of countries to set a restriction for underage teenagers from the addictive nature of social media.

The proposal follows Australia’s implementation of the ban that targets mass media groups like Meta and TikTok to engage in managing tighter age restrictions. However, the true extent of this world-wide ban is slowly dwindling with young teens finding ways to distort their age to retain access.

Therefore, if this act passes, advertisers may need to consider how they target the younger demographic and keep up-to-date with governmental changes that could affect campaign strategies.

Updates to Google's Local Service Ads to charge for missed calls

Google sent out an update to selected advertisers regarding their latest change of policy on missed and subsequent call leads, which is expected to roll out next month.

Expectations are rising for businesses to answer calls quickly to provide an engaged response for potential customers, otherwise charges may apply. The changes follow what is a valid call lead, whether missed by the advertiser or subsequent follow-ups by the customer.

This update to policy is designed to protect lead integrity and meet customers’ expectations for responsive local businesses. Therefore, PPC experts need to be updated on any changes Google may present.

ChatGPT Ads becomes more automated and targeted for advertisers

AI search continues to grow at a rapid rate, and now, ChatGPT Ads has introduced a new Ad update following their expansion to the Latin American markets.

The update has introduced automated bidding, view-through conversions and platform targeting that specifically helps to optimise your ads onto OpenAI’s system, helping achieve campaign goals. The choice of control is still for us advertisers, yet the automation of AI is endless and presents opportunities to maximise.

Bonded Bitesize – Your Midweek Roundup