🔊 Exploring digital commerce advertising

Plus, Spotify’s latest ad offerings for video and in-app inventory. Jun 23, 2020 Good morning Marketer, what’s digital commerce advertising, anyway? In a recent report on the changing retail industry, Deloitte refers to digital commerce as a “convergence in retail, competition, and the continued blending of physical and digital operations.” It’s in this environment that we’re seeing [the development and growth of digital commerce advertising]( – and it’s what we’re exploring in our latest [Martech Intelligence Report]( on the topic. Digital commerce can largely take the shape of keyword-targeted, auction-based, pay-per-engagement product ads that appear on e-commerce sites’ search results, category, and product pages. Channels that allow marketers to upload and advertise from a product feed — Google Shopping, Instagram, Facebook, Pinterest, and Snapchat — also represent a type of digital commerce advertising. While these channels are beyond the scope of what we cover in our report, it’s still worth recognizing and understanding for advertisers. Want to learn more? Download our [Digital Commerce Advertising Management Platforms here](. In other news, today we’re kicking off day one of SMX Next – our free, virtual search marketing conference – at 1 p.m. ET. Senior marketers from brands like T-Mobile, Microsoft, Botify, Bruce Clay Inc., Invoca, Merkle, Moz, and others will be exploring crucial search marketing topics like analyzing search trends, optimizing paid search campaigns, and breaking down organizational silos. Haven’t registered yet? [Sign up and attend the event for free here](. Take care, Taylor Peterson, Deputy Editor Audio Shorts Spotify expands its ad offerings with video and in-app offers Self-serve video ads. Spotify advertisers in the U.S., UK and Canada are now able to create [video ad campaigns]( within Ad Studio, the platform’s self-serve advertising tool. Spotify says that running both video and audio ads nearly doubles ad recall and increases brand awareness by 2.2x. All advertisers have to do to get started with this new ad format is upload a video asset, designate an audience and set a budget. In-App Offers. Podcast advertisers have depended on vanity URLs and promotional codes to track their campaigns, but those techniques require listeners to commit that information to memory if they plan to act on those offers at a later date. Spotify’s new [In-App Offers]( display episode sponsors within the episode page, enabling listeners to more easily access offers and click through on them. This feature is currently in alpha testing in the US and Germany and the platform says it’ll continue to test it for the rest of the year. Why we care. In the first half of 2019, audio ad spend rose 30% year-over-year to $1.2 billion, according to the IAB. While the coronavirus pandemic has significantly set back the economy, more flexible audio ad features may help facilitate the sector’s recovery and regain some of that momentum. In addition, Spotify’s In-App Offers might provide podcast advertisers with one more way to measure their campaign performance. The company has already made significant investments in the format, acquiring podcast network Gimlet and creation platform Anchor for $340 million in February, 2019. In January of this year, it added [impression, reach and audience data]( for podcast advertisers. Does your enterprise need an identity resolution platform? Connecting consumer identifiers has become a mandate for enterprise marketers trying to meet customer expectations for a consistent, personalized brand experience. This MarTech Today guide examines the market for identity resolution tools and what you should expect when implementing this software into your business and includes profiles of 12 leading vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing. [Read more »]( Don't miss out on free search marketing training... happening today! Log on for SMX Next — today and tomorrow — to access 40+ tactic-rich search marketing sessions from experts who know their stuff. Can’t attend live? Register anyway to watch on-demand at your convenience! [Register for free »]( Big stories this month Here are some insights you may have missed. - [Demandbase buys Engagio, adding heft to its ABM platform]( - [B2B marketers are all-in on ABM: Here’s what they need]( - [Despite budget cuts, CMOs still bullish on marketing automation investments]( - [How to choose the right agile marketing framework]( [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe.]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA [Manage my preferences.]( © 2006-2020 Third Door Media. All Rights Reserved.