Bonded Bitesize – Your Midweek Roundup

Google Ads to deprecate enhanced CPC for Search and Display Ads

Google Ads will begin phasing out the enhanced cost-per-click (eCPC) option for new Search and Display campaigns in October 2024. By March 2025, all existing eCPC campaigns will be transitioned to manual cost-per-click (CPC). eCPC, introduced in 2010, was a Smart Bidding strategy aimed at optimising bids based on conversion likelihood while allowing for some manual control. With its removal, advertisers are encouraged to explore more fully automated bidding strategies such as Maximise conversions and Maximise conversion value, as Google pushes towards greater machine learning reliance.

Amazon Is Quietly Bringing Ads to Rufus, Its Gen AI Search Engine

Amazon’s shopping-focused chatbot, Rufus, will soon feature sponsored ads. According to a recent changelog, ads will be displayed based on users’ search and conversational context, and Rufus may generate additional text to complement existing ad copy. This update aims to enhance brand and product discovery. The move mirrors Microsoft’s experiments with integrating ads into its AI-powered chatbot, Copilot, as companies seek to monetize AI-driven services to cover costs or generate returns on investment.

YouTube, WhatsApp Power Multicultural Media Use

Research from Collage reveals that multicultural audiences engage with media in unique ways. Black and Asian viewers spend the most time on YouTube, while 99% of Hispanic audiences use at least one social media platform, with WhatsApp being especially popular. Media choices are driven more by hobbies and interests than age or ethnicity, particularly for Hispanic and Asian viewers. Podcasts are popular, with topic preferences varying by group. Hispanic audiences are social media trendsetters, often influenced by ads, while Black audiences are more mobile and prefer free streaming services like Tubi and Roku.

Adobe says video generation is coming to Firefly this year

Adobe will introduce its AI video generation tools, powered by its Firefly Video model, by the end of 2024. Three features—Generative Extend, Text to Video, and Image to Video—are in private beta but will soon be available publicly. Generative Extend, which adds two seconds to a video, will be integrated into Adobe Premiere Pro’s beta app. Text to Video and Image to Video, which create five-second videos from text or images, will be accessible on Adobe’s Firefly website. These AI tools aim to enhance workflows by generating video content faster, though Adobe emphasises its focus on controllability. Firefly also includes safeguards against generating inappropriate content and avoids training on public figures. Adobe’s AI offerings are expected to be available through a credit-based system for Creative Cloud users, though pricing details are not yet disclosed.

Foursquare Unveils Tool Mapping Visits To Purchases

Foursquare has launched a new measurement tool called “Sales Impact” that combines location and purchase data to track the full customer journey across multiple channels and devices. It provides 17 new metrics for detailed analysis and measures the impact of advertising on return on investment (ROI). This tool helps solve a long-standing challenge for marketers: understanding what happens after a customer visits a store. Foursquare’s system matches transaction data with real-world locations, using advanced models to ensure accuracy. The tool measures over 450 U.S. retail chains and is part of Foursquare’s Attribution platform, which tracks ad impressions across digital, social media, TV, and more, using geolocation and other signals to estimate sales and foot traffic.

Google debuts ‘confidential matching,’ a move to quell advertisers’ concerns around data leakage

Google recently introduced a new tool called “confidential matching,” aimed at enhancing data security for advertisers using its marketing platform. This tool leverages “Trusted Execution Environments” (TEE) to safeguard first-party data, such as CRM or loyalty lists, against data leakage. Confidential matching is designed to provide greater assurance to media teams using tools like Customer Match and Enhanced Conversions by isolating data during processing so even Google cannot access it.

Google is also promoting transparency through third-party audits and sharing its TEE architecture to help others build secure solutions. This development is particularly appealing to marketers in highly regulated industries like finance and pharmaceuticals, as it ensures their data won’t be used in ways they haven’t approved. TEE is also a key part of Google’s Privacy Sandbox initiative, which explores ad targeting without third-party cookies.

YouTube First Position Ads now available across Display & Video 360

YouTube has expanded its “First Position” ad feature to cover all content via Display & Video 360 at dynamic CPM rates. Previously limited to YouTube Select inventory at fixed rates, First Position allows advertisers to secure the first in-stream ad viewers see when starting a YouTube session. This prime placement is designed to maximise visibility and engagement, making it ideal for key campaigns like product launches. Brands like Booking.com and IHG have already seen success, with increased ad recall and brand awareness. Advertisers can now use First Position across YouTube’s full content library.

Meta to restrict data in Business Tools, impacting ad targeting

Meta is introducing new data restrictions in its Business Tools, impacting ad targeting and performance measurement. These changes include automatically restricting certain URL parts, potential pauses on ads using highly targeted UTMs, and altered monitoring in Events Manager. Custom audiences may need adjustments, and some ad sets could be paused. While these changes reflect Meta’s focus on privacy, they could complicate ad targeting and reporting. Businesses should review their custom audiences and prepare for adjustments in tracking and reporting.

X Launches New Connected TV App

X has launched the beta version of its X TV app, aiming to transform into a video-first platform, similar to YouTube’s Connected TV app. The app showcases trending video content powered by AI, with plans for cross-device compatibility and new ad options. While X has secured some content deals (e.g., with Khloe Kardashian, WWE, and Tucker Carlson), the platform lacks major mainstream drawcards. X hopes to boost video consumption, but its success hinges on merging live commentary with TV viewing. Past efforts failed, but X remains committed to video engagement growth through exclusives and improved user experiences.

Ban on junk food TV adverts before 9pm to come in next year

Starting October 1, 2025, a ban on junk food ads on TV before 21:00 will be enforced in the UK to address childhood obesity. This measure, part of a broader initiative including a ban on paid online ads, aims to protect children from unhealthy food marketing. The ban, originally pledged by the Conservatives in 2021 and now confirmed under Labour, also aligns with their manifesto promise to ban under-16s from buying high-caffeine energy drinks. The Royal Society for Public Health supports the ban, viewing it as crucial for improving children’s health. The government plans to provide further guidance on what constitutes “less healthy” products and will consult on how the ban applies to IPTV. There are calls for similar restrictions on junk food ads in other public spaces.