Microsoft Targets Fan Audiences

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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SEO

🔍 Google's Local Search Algorithm Now Prioritizes 'Openness' Signal More Strongly

Google's algorithm now prioritizes "openness" for non-navigational queries, ranking businesses open at search time higher since November 2023. Danny Sullivan of Google warns against falsely listing 24/7 hours due to potential future adjustments. This change, focusing on real-time open status, underscores Google's dynamic data utilization in its search algorithms.

PERFORMANCE MARKETING

📹 Google Ads Streamlines YouTube Reservation Video Campaigns

Google Ads simplifies YouTube reservation video campaigns with a self-service option and fixed-rate CPM. These campaigns let advertisers buy ad placements based on CPMs, making them perfect for boosting brand visibility and launching new products. Features include YouTube Select Lineups, Masthead, and advanced targeting like topic, interest, and demographics. This update offers advertisers enhanced control, visibility, and access to premium content, streamlining the ad-buying process for effective brand exposure. 

📈 Microsoft Advertising Unveils Comprehensive Solutions for Targeting Fan Audiences

Microsoft Advertising unveiled robust solutions for sports marketing, reaching 31% of US digital sports enthusiasts. Its tools include audience segmentation (focusing on segments like 'Enthusiasts' and 'Tailgaters') and multi-channel strategies (like Connected TV). The platform supports comprehensive campaign management with transparent reporting and expert guidance, ensuring effective and optimized sports advertising strategies.

OUTLOOK

📊 Stacked Marketer Reveals 2023 Q4 Advertising Trends Report

Marketers adapted to face economic uncertainty and privacy regulations in 2023, as revealed in a survey of 230 marketers. While ad budgets increased, notably for physical products and LinkedIn over digital and TikTok, Meta and Google kept their lead. Daily AI tool usage stands at 33%. For 2024, the focus shifts to tackling lower demand and ongoing economic uncertainties.

PRIVACY

🔍 Marketing Giant Acknowledges Using Conversations for Targeted Ad Sales

Cox Media Group is under scrutiny for its "Active Listening" tech, which claimed to eavesdrop on targeted ads via devices. Partnering with top brands, this move has surprised the privacy-conscious PPC community. Experts like Gabe and Huskey label it a "privacy invasion." While CMG claims to use anonymized data from third-party sources, Google assures that Android restricts unauthorized audio access.

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