R&R Partners DIGITAL DIGEST November 20, 2018

LinkedIn’s Campaign Manager is taking “new year, new me” seriously in 2019

LinkedIn is altering its campaign creation process in Campaign Manager, which began Nov. 14. Similar to Facebook and other ad platforms, LinkedIn will now ask advertisers to declare their campaign goals and objectives prior to choosing an ad format. Before this upcoming change, LinkedIn would ask advertisers to choose the ad units they wished to create, such as Sponsored Content, Lead Generation, etc.

Based on the campaign goals and objectives, LinkedIn’s ad platform will only present ad units that meet the objective requirements. Starting on Nov. 14, this new workflow is available to all LinkedIn advertisers in beta form.

Here’s what to look for from LinkedIn moving into 2019:

  • Objective-based optimization and new ad pricing coming mid-2019
  • New forecasting and preview features
    • Including a forecasting feature that will estimate expected ad results based on the campaign information and a compilation of similar campaign information
  • Easier navigation and redesigned ad targeting

These changes will be important to note as the whole LinkedIn campaign creation process will be different than what advertisers are currently used to.

New kid on the block(chain): Toyota implements blockchain tech for ad buys

To diminish fraud, Toyota has plans to implement blockchain technology for future digital ad buys. The auto company recently conducted a successful three-week campaign with the help of Lucidity, a blockchain-focused company.

Toyota tested the blockchain-driven campaign against similar ad buys that didn’t use the technology. The result was a 21 percent increase in site visits driven by the blockchain ad buys that ultimately led to an extended deal with Lucidity.

How they did it:

Toyota’s agency of record bought nearly 10 million programmatic ad impressions through AppNexus. The blockchain partner then collected “log-level data” from partners across the digital space, including AppNexus. Lucidity verified the information provided in its software to find fraud, false domains and bot traffic.

A Toyota representative said, “[Blockchain technology] allows advertisers greater transparency into what is going on in the programmatic supply chain. It gives us a clean set of data to analyze and optimize a campaign.”

Pin this: Pinterest audience forecast moving into 2019

By the end of 2018, 77.4 million people will use Pinterest in the United States. eMarketer estimates this is a 7 percent increase from 2017. It’s estimated that Pinterest gained 5 million users in 2018, which is more than Facebook and Twitter will gain this year combined. Overall, Pinterest is seeing healthy growth among all demographics and ages.

While the platform skews female, with a breakout of 70 percent female to 30 percent male, the platform’s audience is becoming more gender diverse as millennial men are being drawn to the platform.

Pinterest is forecasting that new male users will match new female users by the end of the 2018 forecasting period. Another key audience insight is that Pinterest is runner-up as the most popular social network among baby boomers, with Facebook being the lead network.

Glossary: IP Targeting

IP targeting: the process of targeting IP addresses specific to locations, devices, and searches. This type of targeting is more refined and personalized while allowing advertisers to target a specific person or audience.

Buzzword: Domain Spoofing

Domain spoofing: In order to resemble a legitimate website, unethical publishers, ad networks and exchanges will obscure the nature of their traffic to fool programmatic buys.