POV

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30.05.22

May digital marketing news

Katerina Iliaki

Digital Content Specialist

Vimeo adopts SEO best practice for video players

In a nutshell

Vimeo has added structured data to all public videos, providing Google with additional context to increase the chances of content appearing on search result pages.

What does this mean?

In a recent blog post the company said it’s working with Google to adopt the best practices for video players. “Vimeo’s latest tune-up will enable more detailed video results on Google Search, and potentially drive better traffic to your website, social pages, or wherever your videos live.” So, as a Vimeo publisher, how do you benefit from these changes? The good news is, there’s nothing more you need to do, apart from making videos public. Want to further increase your videos’ discoverability? Vimeo suggests adding chapters, researching keywords and using them on video titles to optimise your content for SEO.

Find more tips here
Google Search Console adds ‘translated results’ search appearance filter

In a nutshell

Google has updated its performance reports, adding a search appearance filter. The new ‘translated results’ filter shows how many users access your content through translated results. To find it, log into Google Search Console and click on your performance report. Add a new filter, selecting the search appearance for translated results. The feature is currently available on mobile devices with any browser that supports Google search.

What does this mean?

The report will show information on queries, pages, countries and devices of users who find your content through Google search results, allowing publishers to better understand how searchers interact with their site. Taking advantage of this information means they could reach a larger audience.

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Google releases a new skin tone scale for image search

In a nutshell

Google has released a new 10-shade skin tone scale to improve representation in photo search results. The scale was created in partnership with Harvard professor Dr Ellis Monk – who has been studying how skin tone and colourism affect people’s lives for more than 10 years – and is designed to be more inclusive of the skin tones we see in society. The aim? To improve skin tone representation across Google products and the industry.

Ways you’ll see this incorporated into Google products:

  • To evaluate and improve the models that detect faces in images

  • Improving skin tone representation in Search

  • Improving skin tone representation in Google Photos

What does this mean?

“Creating a more representative Search experience isn’t something we can do alone. How content is labelled online is a key factor in how our systems surface relevant results,” writes Tulsee Doshi in the Google blog post.

“Creators, brands and publishers will be able to use this new inclusive schema to label their content with attributes like skin tone, hair colour and hair texture. This will make it possible for content creators or online businesses to label their imagery in a way that search engines and other platforms can easily understand.”

According to Daniel Jellyman, iCrossing UK’s senior SEO analyst, “It’s important that image content is labelled correctly using this schema to provide Google with as much clarity as possible, contributing to a more equal search experience for all. As well as helping searchers more easily find images that reflect their specific needs, correct use of the schema should see a positive impact on a site’s visibility and traffic. As Google only stated the release on 11th May, monitor any significant movements to your site’s traffic and rankings in the coming weeks.”

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TikTok Pulse enables advertisers to reach more users

In a nutshell

TikTok is looking to become more attractive to advertisers with its creation of TikTok Pulse, a new contextual advertising solution that lets advertisers place their brand next to the top content in the For You Feed. The company’s new revenue share programme will launch in June for creators, public figures and media publishers with at least 100,000 followers.

What does this mean?

Pulse promises to give marketers the chance to increase their exposure – showing brand ads right after the best-performing videos on the platform; those in the top 4%. This could help brands engage with relevant communities and get millions of views. According to third party research conducted by Material, Pulse led to 8% higher brand favourability and made a brand 10% more likely to be remembered. It also drove a 22% higher purchase intent among Gen Z. To target the right audience for their brand, advertisers will be able to select one of the 12 Pulse categories – including beauty, fashion, cooking and gaming.

“Our proprietary inventory filter ensures that TikTok Pulse ads are running adjacent to verified content with our highest level of brand suitability applied on the platform,” says a recent TikTok announcement. Advertisers will also be able to check their campaign’s impact, using measurement tools.

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Google plans to improve responsive display ads

In a nutshell

Google is planning to improve responsive display ads (RDAs) in the second half of 2022, following a mobile-first approach. The new layouts will welcome portrait images and videos, as well as auto-generated videos, giving advertisers more options.

What does this mean?

Ad users will now be able to speed up the RDA design and iteration process, thanks to machine learning, so they’ll be able to deliver engaging display ads and reach their audiences quicker. “Simply upload a few images, videos and headlines, and we’ll automatically create and test visually striking ad combinations that fit millions of possible ad placements and, most importantly, deliver results,” says Jerry Dischler, vice president and general manager of Ads. “Our testing shows that advertisers see 2X more conversions, on average, when adding a responsive display ad to an ad group with a static display ad.”

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Microsoft Advertising rolls out auto-generated remarketing lists

In a nutshell

Noticed the new audiences notification on your Microsoft Advertising account? The platform has added a few pre-set audience lists, giving advertisers the chance to easily reach and reengage consumers that are most likely to convert.

What does this mean?

As these lists are automatically created, they could be a good option for advertisers searching for easy ways to get started with remarketing – or those who just want to improve their site’s performance. All they need to do is associate the list to their ad campaigns.

“In a world that's continually spearheaded by Google, it’s great to see Microsoft take that step to supercharge their audiences, targeting and automation,” says iCrossing UK’s paid search director, Abbie Dunne. “Ultimately, we should expect to see the new auto-generated remarketing lists save advertisers time, all the while helping drive better performance from their accounts.”

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iCrossing UK reports on the changing needs of the luxury consumer

In a nutshell

The number of wealthy individuals is growing, but how are they spending that wealth? iCrossing UK’s ‘Evolution of the luxury consumer: post pandemic’ report examines how the pandemic impacted the luxury market, and how brands can adapt.

What does this mean?

According to the report, the pandemic has simply accelerated trends, bringing the future closer – meaning that brands won’t be able to survive unless they evolve.

“The changing concept of luxury will be a challenge for many brands, with the idea of exclusivity, excess, and in some cases even heritage, being challenged by new consumers. The definition of the term ‘luxury’ is no longer controlled by brands themselves. New audiences, new preferred sales channels and empowered consumers have a shared responsibility in this, if not democratising it entirely…”

DOWNLOAD THE REPORT FOR MORE INSIGHTS
iCrossing UK sponsors Brighton Seagals Football Club LGBTQ+ Social Team

In a nutshell

We’re now a proud sponsor of the Brighton Seagals LGBTQ+ FC, supporting the team which aims to provide an inclusive and safe recreational football opportunity for lesbian, bisexual and transgender women, and non-binary people. As part of the sponsorship, you’ll spot the iCrossing logo on the Brighton Seagals FC team’s match shirts, training tops, and marketing materials.

What does this mean?

“It’s not an easy task to secure sponsorship of our team, but it’s an essential part of being able to continue to provide accessible playing opportunities for our community, both now and in the future,” says Justine Thomson, Brighton Seagals FC club chairperson. “We’re extremely grateful to iCrossing for their support on the pitch and now in sponsoring our brilliant social team.”

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