Meta removes option to exclude ad placements
The company will use an automated system to target display options, and brands will no longer be able to decide which apps receive promotions.
Meta advertisers may soon lose one option when setting up their campaigns, with the company alerting advertisers that it will soon be removing the Placements option from ad sets.
Some Meta advertisers are being alerted that changes are coming to their ad targeting options, though no timeline has been announced yet.
Meta’s ad placements option enables advertisers to exclude certain Meta ad placements from their campaign. That means if an advertiser doesn’t want their ad shown in search results on Facebook, or via in-stream ads between Reels, they can choose to opt out of these placements. The feature gives marketers more control over their brand presence across Meta’s apps.
Google Adds Simplified A/B Testing for Search Ads
Google has announced a new simplified interface for creating A/B tests for search campaigns. The updated system lets advertisers to run performance experiments with a few clicks of a mouse. The tool is part of Google Ads Manager, an interface where users can create and oversee all of their campaigns.
The updated A/B testing interface is one of the latest examples of Google’s efforts to make advertising management as uncomplicated as possible. Previously, running experiments was a time-consuming and complex procedure, requiring advanced knowledge of the platform and its mechanics.
What’s Actually New
Google’s updated experiments dashboard offers advertisers a set of suggestions. Rather than designing the test themselves, users may choose from a selection of limited parameters and apply them to an existing campaign.
The advertisers are first asked to select the campaign they wish to test. The dashboard then guides them through the comparisons on offer to highlight potential areas of improvement in the easiest manner.
Meta Expands AI Tools to Help Small Businesses Analyze and Automate Work
Highlights
- Meta AI can analyze Instagram and Facebook engagement and advertising performance.
- Businesses can connect Meta AI with Meta accounts and Google Workspace services.
- The tools can identify content trends and provide recommendations based on business performance.
- AI can analyze advertising campaigns to identify stronger creatives, audiences and budget opportunities.
- Meta AI can create documents, presentations and spreadsheets and manage recurring tasks.
- A new Mac app adds screen-sharing and cross-application dictation capabilities.
Meta Expands AI for Small Businesses
Meta is expanding its AI offering for small businesses with new capabilities designed to help companies analyze performance, improve advertising campaigns and automate routine business tasks.
The new features are beginning to roll out across Meta AI on the web, the Meta AI mobile application and the company’s new desktop application.
The expansion gives businesses the option to connect Meta AI with their Facebook and Instagram accounts, Meta advertising campaigns and Google Workspace services including Gmail, Docs, Sheets and Slides.
Rather than functioning only as a general-purpose chatbot, Meta is positioning the updated assistant as a business productivity and analysis tool capable of working with information from a company’s existing digital operations.
LinkedIn adds AI-powered event highlights
Marketers can use the new feature to automatically create clips from live recordings and turn them into short-form chapters.
LinkedIn wants to help marketers maximize the value of their live event streams by introducing artificial intelligence-powered recommended clips and chapters for live event video recordings, which will automatically highlight the best parts to re-use and showcase.
The recommended clips composer will be added to LinkedIn’s event management tools, offering a separate section of highlights chosen by LinkedIn’s system. The event host can then select highlighted clips from the right-side mini window, and extend or shorten each segment as they see fit.
Rural India fuels 3X CTV growth
With 207 million viewers and rural CTV growth outpacing metros, India’s connected TV market is evolving from a premium play into a broader advertising opportunity.
India’s connected TV (CTV) audience has grown threefold since 2022 to 207 million viewers across an estimated 62-65 million households, with rural and smaller markets emerging as the fastest-growing segments, says a new report by WPP Media and The Trade Desk, with research conducted by Ormax Media.
The report, ‘The Connected TV Era: India’s New Prime Time’, comes as advertisers increasingly look at CTV not merely as an extension of linear television or online video but as a distinct medium that can combine television’s large-screen environment with digital targeting and measurement.
While CTV has traditionally been associated with affluent urban consumers, the research suggests that its adoption is broadening. Rural CTV viewership grew 110% year on year, compared with 55% in small towns, 46% in mini-metros and 21% in metros.
Criteo & Zepto Partner To scale retail media campaigns for brands
The collaboration has enhanced Zepto’s advertising capabilities beyond its app and website, enabling brands to engage high-intent consumers across the open internet.
Criteo has announced an expanded strategic partnership with Zepto, aiming to scale retail media campaigns for brands in India’s fast-growing quick commerce sector.
The collaboration, which began last year, has enabled Zepto to enhance its advertising offerings beyond its own platform by leveraging Criteo’s Retail Media Offsite solution. Through this integration, brands have been able to re-engage shoppers across the open internet with personalized and relevant ads. This AI-driven approach has delivered measurable results in terms of return visits and conversions, creating a full-funnel commerce advertising strategy.
Swiggy Dineout Partners with Cinemas for Digital Ordering
Swiggy Dineout has introduced a new in-cinema food ordering service in partnership with Cinepolis and Asian Cinemas, allowing moviegoers to order food and beverages directly from their seats through the Swiggy app. The feature is designed to streamline the cinema food ordering experience by enabling customers to browse menus, place orders, and make payments digitally without leaving their seats during a movie screening.
The service has initially been rolled out across select Cinepolis and Asian Cinemas properties and is expected to expand to additional locations in the coming months. Through the integration, customers can access cinema menus within the Swiggy app, place orders during a show, and receive food deliveries directly at their seats.
The move reflects growing adoption of digital ordering solutions across entertainment and foodservice sectors, as businesses increasingly focus on improving customer convenience and reducing wait times at concession counters.
From BC Web Wise
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