Meta is updating its Brand Rights Protection Manager tool
that helps detect product replicas in product listings, with new measures directed
at helping brands to protect their IP. Around the same theme, Meta is also
launching a new Intellectual Property Reporting Center that consists of a
database of IP reports to ensure more efficient tracking of them. Additionally,
a new Protecting Businesses section has been added on the Meta for Business
website, where businesses can find helpful notes and guides to assist them in
developing a brand protection strategy.
Within the Brand Rights Protection Manager, Meta is adding
some AI-powered features to the Brand Rights tracking tool that provides
product security by detecting duplicates based on reference images uploaded by
the business. The updated system, according to Meta, will ensure broader
protection of products by finding better, more refined matches based on how a
brand has previously made use of the tool. Its search abilities will also be
also broader-reaching, hence simplifying the process of discovery. Moreover,
Meta has increased the limit of image uploads from 50 to 200 images at once. This
will allow Meta’s systems to have a wider range of variations for better cross-checking.
LinkedIn has added a new search functionality within the Ad
library, using which you can specifically find branded content partnerships. LinkedIn’s
Ad library consists of database that is publicly available and contains
information about advertisements on the platform.
More specifically, LinkedIn creators tagged with the Brand
Partnership label will be discoverable through the new search feature. Users will
be able to search for partnerships by entering keywords and refining their
search using a filter for the date when the content was posted, including ‘Past
24 hours,’ ‘Past Week,’ and ‘Past Month.’ However, the feature does not offer
the ability to directly search for sponsored content by a specific brand or
advertiser, as of now.
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Twitter is undergoing a major change: the platform will soon
be known as “X,” as confirmed by the CEO Elon Musk himself. When you visit X.com,
you will be redirected to Twitter.com, and will also see a new “interim X logo”
in place of the iconic bird logo for Twitter.
The day before, Musk joined a Twitter Spaces session where after an hour of silence, he finally confirmed that the new Twitter logo would be out the next day. While Twitter’s business has already been renamed as X corp, it’s the first time that the platform’s logo will become a symbol for the change.
TikTok has released a new business promotion feature ‘InteractiveAdd-Ons’ for businesses on its platform. These include stickers, pop-ups, and
other visual elements displayed in users’ For You feed ads that prompt potential
customers to engage with the ads.
According to TikTok, “Viewers who have shared, liked, or
commented on a TikTok brand video are 150% more likely to buy a product or
service.” Interactive Add-Ons could therefore contribute to a business’ sales
by enticing more customers to engage with a brand’s in-feed promotions. The reason
behind the efficacy of Interactive Add-Ons is that these features create an
immersive environment that is likely to catch users’ undivided attention.
The Add-Ons are available in two types: Standard and Premium, each consisting of tools that serve a brand differently depending on its requirements. More specifically, Standard Add-Ons would cater to lower-funnel marketing goals such as driving clicks and conversions. Premium Add-Ons, on the other hand, are meant to help reach upper-funnel goals like brand awareness and community building.
Reddit has announced two new options for advertisers to
improve performance of their ad campaigns on the platform. These include Contextual
Keyword Targeting and Product Ads.
According to Reddit, there are two ways that advertisers can
benefit from Contextual Keyword Targeting. One, they can” select specific
keywords to associate with their brand.” And two, they can “align keywords with
their creative ad copy for added relevance.”
Until now, advertisers on Reddit were able to rely on targeting options of specific communities, interests, and locations. Adding relevant keywords in campaigns would add more relevance and precision to the campaigns in terms of reach. This could significantly benefit many brands.
Getting deeper into the generative AI shift, Google has
developed a variety of AI-based tools for businesses to make the most out of
their ad campaigns. These include the ability to generate background visuals
for product shots, a feature that summarizes website content, a new Search ad
creation process, and more.
Businesses will now be able to add AI-generated background
visuals to their product shots to enhance the presence of their products.
The feature can be accessed within Google’s Product Studio, and can be used to
“create unique and tailored product imagery for free.” By simply providing a
text prompt to the tool, businesses can generate multiple versions of their product
images. Additionally, the feature will also improve the quality of small or
low-resolution images without causing one the hassle of reshooting.
Another AI tool has been designed to provide businesses summaries of their website pages. Based on the website’s content, the tool will then help enhance ad campaigns by generating “relevant and effective keywords, headlines, descriptions, images and other assets.” These suggestions can be reviewed and edited before being employed.
To enable direct interactions between brands and customers,
Meta is expanding its Lead Ads product as well as updating it with new
features like conditional questions and Instant Forms overlaid on web. The company
is also testing a new ad format ‘Promotional Ads,’ designed to facilitate people
in discovering, managing, and applying digital promotions to their purchases.
Promotional ads will help people find brand deals, since customers
tend to actively seek offers before buying from their favourite brands.
The process of applying promotions, according to Meta, seems
to be simple. When you see an ad with a special promotion on Facebook, for
instance, you will be able to claim the offer by clicking on the ad, which will
have the discount automatically applied to your purchase. Moreover, if you
leave your purchase incomplete, you will receive a notification to remind you to
complete it before the deal expires.
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